LinkedIn B2B Marketing
If your B2B company isn’t utilizing LinkedIn in your marketing plan, you’re missing out on a huge opportunity that could help your brand engage specific target audiences.
LinkedIn is a powerful networking tool for B2B companies. If your goal is to connect with motivated business professionals and market your products/services to B2B prospects, it’s important for your brand to have an effective LinkedIn presence.
In fact, according to some interesting recent HootSuite statistics, there are 58 million companies on LinkedIn, and 40% of B2B marketers indicated LinkedIn as the most effective channel for driving high-quality leads. Companies that post weekly on LinkedIn see 2x higher engagement rate, and companies with an active LinkedIn page see 5x more page views.
We use LinkedIn as a resource for our B2B clients, and it’s been especially beneficial for our industrial manufacturing clients and dental products/services manufacturing clients.
Want to improve your brand’s presence on LinkedIn? Follow our tips.
1. Establish your brand as a thought leader.
LinkedIn is very industry and business-oriented, which makes it a great channel to reach professional audiences.
Be the source that your audience wants to come to for information and establish your company as a thought leader in your industry. The best way to do this is to provide value and engage your target audience. To hold a distinctive position in your customers’ minds, educate your audience through your industry expertise.
Content marketing is a clever way to build trust and establish authority, provide value, and keep your audience’s interest. Read on for some content marketing ideas your brand can implement on LinkedIn.
2. Share educational videos.
We have found videos to be extremely effective for our B2B clients’ LinkedIn pages, increasing key performance indicators (KPIs) such as impressions, reactions, click through rate, and engagement rate.
For example, one of our dental manufacturing clients shares educational videos with helpful tips on the application of their products and demos at least 1-3 times per month. These videos often generate a lot of interest and engagement, which is because they’re used as an opportunity to teach and answer their audience’s questions.
What does your audience want to learn about? See which topics your audience is responding to and create video topics based on what they engage with the most. Tutorials, how-to videos, and unboxing videos are all wise options.
3. Start blogging.
Creating a business blog can help establish your brand as a thought leader.
Write instructional, explanatory blogs that advise your audience. If you need help coming up with content ideas, see what questions your target market is asking in the sales process as well as in the comments section of your blog, on social media, and via direct messages.
If you’re going to mention your products/services, write about how they helped clients solve unique challenges, providing results only your brand can achieve.
For instance, our clients that have a blog use it to write about topics that are of interest to their audiences, making it a resource for people to consult when they need information.
4. Listen to your LinkedIn community & start a conversation.
Pay attention to your LinkedIn audience by practicing social listening.
Actively monitor the comments section on your page for conversations about your brand and products/services. It’s all about hearing what your audience is expressing, learning how they are referring to and talking about your industry, and understanding what concerns they might have.
Respond to all the comments on your LinkedIn posts – hold conversation with your audience, answer their questions, and provide any extra information they may require. Talking with your LinkedIn audience is an excellent way to make professional connections that can turn into clients as well as an easy way to learn about your followers.
Pro tip: When a business professional comments on your content, such as an informational video, use it as an opportunity to start a conversation. Ask them a question to keep the conversation going or direct them to additional educational content your brand has that may interest them.
5. Keep tabs on your competitors.
Take note of what those within your industry are saying about your competitors. See if you can determine what your competitors’ strengths and weaknesses are. Keeping tabs on the competition can help you assess ways in which your business can maintain a clear differentiation in the marketplace.
Periodically check up on your competitors’ LinkedIn pages. We check up on our clients’ competition at least once a month.
We take note of how their audiences are reacting to their ads/campaigns, content, customer service, and products/services. Then we use this research to help us learn how our clients can stand out and connect with their audiences more effectively.
We know your schedule can be busy, but it’s worth taking the time to develop a LinkedIn marketing strategy that involves sharing interesting content.
Need help improving your brand’s LinkedIn presence? Give us a call at 631.842.4600.