Everyone in the B2B world should be on LinkedIn. Started as a job-hunting platform, today’s LinkedIn is nothing close to what it originally was. LinkedIn has officially become the treasure island for online networking as the most dynamic, robust, thought-provoking platform for professionals.

According to Hubspot’s study, LinkedIn dominates online lead generation with a 2.74% conversion rate, nearly three times higher than Twitter and Facebook. That is why we wanted to talk about LinkedIn for B2B marketing. If you want a breakthrough in 2021, LinkedIn is where you should be putting your effort.

Build a LinkedIn Marketing Plan

You need a documented LinkedIn for B2B marketing strategy if you want to succeed. In this document, be sure to include the following aspects:

• Audience Persona: Research as much as you can about your audience, from their demographics to what they care about.

• Brand Identity: What kind of image are you trying to build on LinkedIn?

• Content Format: Determine what formats you will be using and the reasons that support your choices.

• Pipeline Conversion: Make sure you can directly convert your audience from LinkedIn.

• Analytic Method: Define the key metrics that will explain the ROI on your LinkedIn marketing effort

The more time you spend on building an efficient content creation process, the more effective your LinkedIn marketing solutions will be. If you don’t know where to start, try to look at your competitor’s pages or leverage influencers in your niche market as critical stakeholders.

In short, learn from others to see what is and is not working, then adapt it to your strategy.

Content is King!

Unlike other platforms over-saturated with valueless fluff, LinkedIn maintained its reputation as a high-value content platform with its smart algorithm that recommends the best quality content.

Over 50% of the traffic going to B2B websites and blogs came from LinkedIn. That number alone should tell you how critical it is to stay proactive on your LinkedIn content marketing.

Learn to use your content to build a brand identity that stands out among your competitors so you can leverage Linkedin for B2B marketing needs. If you don’t know where to start, then follow a simple rule:

Stay relevant, stay honest.

Automate LinkedIn For B2B Marketing Needs

LinkedIn is a powerful tool for both inbound and outbound marketing. While the content piece focuses primarily on bringing leads inward, LinkedIn, as a networking platform, is designed to support your LinkedIn outbound marketing needs as well.

Having an automation tool for LinkedIn marketing will allow you to integrate your inbound and outbound efforts seamlessly. It will enable you to monitor content performance while keeping track of outreach and sales activities.

Some of the best automated tools for LinkedIn marketing include:

• LinkedIn Helper.

• LinkedIn Lead Gen Forms

• LeadFuze

• Prospect.Io

These tools integrate into your LinkedIn workflow and lift the burden of repetitive tasks, such as sending connection requests using a templated message. If you plan to bring massive results using LinkedIn for B2B marketing, an automation tool would be a worthy investment.

Engage Your Team and Lift Up Your Community

All social media platforms are ultimately communities. After the pandemic, consumers will be looking for stronger community engagement in the online platforms. Not to mention your competitors and colleagues who are already digital creatures.

A business can boost their LinkedIn marketing results by engaging its team and the business community. Acknowledge your employees and colleagues. Encourage your team to share and engage with your company’s content while sharing their own thoughts.

Community engagement takes time but pays big time, both monetarily and marketing-wise, in the long run. Therefore, it doesn’t matter if you are a small business with 3 team members or a large corporate — ask your employees and contractors to join the conversation on LinkedIn.

Join the Discussion

Like Facebook and Instagram, LinkedIn also has trends. These are shown as hashtags and sometimes come up in your notifications bar, as shown in the example above.

Participating in trending discussions will bring you organic exposure and allow you to build thought leadership without creating additional content. All you need to do is provide a well-crafted, genuine input for a conversation that’s already going on.

Don’t expect to build massive awareness right away. However, if you can consistently participate in these trending conversations, then not only will you bring more traffic to your page, you may also find businesses and influencers who resonate with you.

Relationships take time. Be patient and put in some real effort.

Get In Touch

If you’d like to find out more on how to leverage LinkedIn for B2B Marketing Needs in the upcoming year, we’d love to offer some insights.

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