B2B marketing can be a complex, challenging endeavor that is hard to master. By following these LinkedIn marketing tips and tricks, however, you can generate more leads and sales for your business.
Created a company page on LinkedIn is an effective way of reaching professional audiences, and sharing news, job openings and important announcements with them.
1. Create a company page
LinkedIn is one of the primary channels for B2B marketing, where job hunters, writers, and businesses all come to find employment or publish articles about one another. Businesses also utilize LinkedIn as a content distribution network.
By creating a company page on LinkedIn, you gain a platform where you can communicate updates to all or select subsets of your audience - this way, reaching those most likely interested in your content can lead to greater engagement and increase revenue.
When creating your company page on LinkedIn, be sure to fill in all necessary details - pages with complete information receive 30% more views than those lacking information. Also read LinkedIn's Pages terms carefully and mark "Owner", signifying that any changes made are solely your responsibility.
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2. Reach out to your target audience
As part of your marketing strategy, it's vital that you understand the goals and motivations of your target audience. Doing this will enable you to create engaging content which will resonate more with readers; for instance if they are small business owners you could focus on content which improves their social media presence.
LinkedIn provides several targeting options that can help you reach your audience effectively. For instance, you can select members based on job seniority or industry. Furthermore, interests selected in their profiles may also help narrow your focus.
Targeting tools like these are designed for B2B marketers looking to reach specific decision makers within another organization. By using this option, marketers can save money while increasing effectiveness by targeting specific decision-makers directly within that organization - or use existing ad campaigns with additional targeting capabilities as amplifiers.
3. Host a live meeting
LinkedIn Live provides an incredible way to engage your target audience more deeply, humanize your brand while building trust and credibility with viewers.
Select topics that are pertinent to your audience by keeping up with industry trends and reviewing what content performs well on your page.
Implement a call-to-action (CTA) into your stream. This could involve asking viewers to subscribe to your newsletter or download an eBook, which will monetize and generate leads through livestreaming.
4. Create a company blog
LinkedIn boasts over 800 million members globally and provides an ideal way to market B2B sales and services while simultaneously building brand recognition and thought leadership.
Company blogs can be an effective tool to generate leads by offering informative and helpful blog content that answers customer inquiries and offers solutions to their problems, all while creating trust between business and consumer.
To maximize the potential of your company blog, it's crucial to understand who your audience is and their goals. This will allow you to determine which type of content and marketing channels should be employed based on this knowledge. For example, if your aim is to generate B2B leads through paid campaigns on LinkedIn or by sending visitors directly to your website - or creating long-term assets like whitepapers and reports as long-term strategies could work better.
5. Share company news
LinkedIn boasts over 800 million global users, making it an excellent way for B2B marketers to connect with business professionals worldwide. By publishing content on LinkedIn, companies can increase brand recognition and position themselves as thought leaders within their industry.
Encourage employees to share posts from your company page by copying its URL and removing the '?utm_source=' parameter at its end - an easy way to amplify its message!
B2B marketing on LinkedIn demands striking a balance between professionalism and humanization of the brand, in order to develop an effective social media strategy. LinkedIn provides several advertising options that can help generate leads for your business - both internal ads within their platform as well as external advertisements - so using these tools could save both time and money when it comes to driving sales leads.
6. Create a company video
Before embarking on creating a company video, the first step should be identifying your goal and then developing its production plan.
If your goal is to generate leads, make sure there is an obvious call to action at the end of your video - such as encouraging viewers to subscribe to your mailing list or visit your website.
An important component of a corporate video is including a narrative structure in it. This will keep viewers' attention while making it more memorable; you could, for instance, use "once upon a time..." type narration as part of this approach to ensure more people share your video and accentuate brand personality!
7. Create a company podcast
Your company can utilize podcasting as an exciting and engaging medium for storytelling, narrations or engaging interviews that engage and excite its target audience. Furthermore, this format can also be used for product announcements - you could discuss why products you provide benefit your target demographic and introduce any new offerings that your business provides them with.
An organized strategy and script will help your podcast establish rapport with its target audience. Make sure that it features an identifiable voice with its own identity - this will draw listeners in and entice them to subscribe!
Establishing a private podcast is an excellent way to keep your team informed on internal news and events without forcing them to read emails or watch videos. There are various podcasting platforms offering password protection and detailed engagement analytics; you can select one that best meets your needs.
8. Share company photos
B2B companies can leverage LinkedIn to showcase company photos to their followers, which will help build brand recognition and generate more leads.
To do this, they should create a post and upload an image, followed by adding a call-to-action button such as 'Visit Website, Learn More or Follow'.
Clicking any of these buttons will take users directly to a company's website and increase traffic and conversion rates for campaigns.
B2B marketing on LinkedIn requires careful thought and planning, yet can be an extremely powerful asset for companies. By following these tips, your LinkedIn marketing campaigns can become even more efficient.
9. Create a company group
LinkedIn Groups provide B2B companies with a valuable way to showcase their expertise and generate leads. You can create them around any topic imaginable and use them as a forum for conversation with potential clients, partners and competitors alike.
Searching online is the ideal way to discover groups. Filters such as location, job title and seniority may also come in handy; once you find one you like join it and start communicating with its members.
Avoid over-promoting your business or spamming the group with links to your website by creating a community around topics relevant to your brand, instead. Over time, audiences will develop an affinity with your brand through these interactions and this will allow for the generation of more high-quality sales leads.
10. Create a company event
LinkedIn provides companies with a platform where they can host events. These events may take the form of webinars or live videos. B2B marketers rated virtual events as being second most effective content format in 2023.
As well as publicizing your event through LinkedIn's paid advertising feature, you can also leverage it to extend its visibility and reach. After an event takes place, use LinkedIn to send follow-up messages that reinforce why attendees found it worthwhile; then engage them on your event feed by replying or engaging them directly - building relationships while increasing conversions or sales as you meet goals set for this particular event.
