LinkedIn is known as one of the fastest growing social networks and a powerful platform for B2B marketing (sale for companies). The network, which recently renewed its look becoming cleaner and more attractive, effectively builds a solid professional network that every company seeks, becoming an inevitable part of digital marketing.
The number of users is now over 700 million and continues to increase. In addition, 46% of social network traffic to B2B business sites comes from LinkedIn.
It's no longer time to ask: Why use LinkedIn?
Instead, go out looking for answers to dominate B2B marketing on LinkedIn.
In this article, I gathered the most essential tips to help you make the most of LinkedIn's B2B marketing.
I'll start with the main one of all:
1. Reinforce your company profile
It is essential to create a professional profile for your business on LinkedIn. Basically, in your profile, you can list your work and training experiences. But now LinkedIn allows you to enhance your profile by adding more interactive features.
Status Updates: posting status updates is one of the best ways to create and maintain the connection between you and your networks. It is essential to update the useful content that may contain relevant images or links on your third party page or pages.
Articles: You can easily publish an article in your profile, which makes it more similar to a digital influencer.
Videos and presentations: Whether you already have content like YouTube videos or slides from a presentation in Slideshare, attach them to your profile to make it more sufficient.
Recommendations: LinkedIn allows you to request recommendations from your contacts, which accentuates your expertise and draws attention to your profile.
Projects: You can have successful projects that should be exposed to your connections to show what your company does and how excellent your team does it.
Experience: a great way to help others understand your company from the first visit in your profile is to list your company experience.
Patents, certifications and awards: As a certification of your work and ability, add them to your profile to increase your authority and expertise.
2. Create an attractive page
A LinkedIn page may be the ideal place to tell your company's story. It is essential to show explicit information about your products and services, which may be a prior concern of people when visiting your page. Create a page that will be useful for you and your contacts.
These essential content on your company's page can be an image of banner, products and services, status updates and career opportunities. You can transform LinkedIn from a career-focused networking platform to a place where you create the display of your brand or service.
The network offers 2,000 characters to describe what your company does and why people should follow it and continue using its products. So, gather your content team and create an attractive and informative description. It is excellent if you can highlight the profile of employees and the page of your company with sharpness.
3. Optimize the performance of the company page
Your brand needs a full profile to highlight the digital presence. An attractive profile will help your customers or connections get more information about who you are and what you do. Therefore, it is essential to optimize your profile or page.
There are typical ways to optimize your profile. Include photos, important employee details, logos, headers and other relevant content that leave your company professionally and humanly appearance to the public.
Consider the Use of search engine optimization (SEO) to make the content fully optimized, as Google will view up to 156 characters of your text in your search result.
The tooltip is to put relevant keywords in the page description and all the page text. Helps the search engine quickly understand what you are and improves your page ranking.
4. Identify your target audience
Understanding the target audience is one of the most critical factors for the success of any marketing strategy, including LinkedIn marketing. By providing demographic data from the site, LinkedIn makes it easier for you to get information about the audience and capture its features.
This tool informs which types of visitors on your page and what content they are most engaged in. Therefore, you can use this data to direct your content to the appropriate audience, measure impact and optimize investment return (ROI).
In addition, you can experience different Linkedin automation tools to reach audiences based on various demographic data and generate more leads for your business.
5. Create value content
Great content can lead to your marketing success. After launching your business page on LinkedIn, make sure that the content posted on it is valuable. Remember that like every social network, interest in posted content generates engagement. Users just click on the Follow button and connect truly when they find values on your page.
Some people can expand knowledge with the content offered; others find solutions to their problems.
One of the best ways to do that is to share internal knowledge. They can be useful tips or practices for readers or content that expresses the image of your brand.
It is important that the content is not very focused on selling or promoting your products. It is best to attract the public interest and build your trust first, then direct it to your products and services.
6. Use videos in your strategies
Today, LinkedIn provides video sharing for all companies and editors. In just one year since the release of LinkedIn's native videos, video posts have generated over 300 million impressions on the platform.
The study indicates that a video post earns 4 to 5 times more engagement than a text post. If you intend not to conform to this trend, stop thinking about it.
You better use a native video on LinkedIn. The native video is loaded directly into the LinkedIn app or browser version instead of entering links from Youtube or other website.
7. Enjoy the resources of the community
LinkedIn has many community resources that allow you to communicate conveniently with other users, customers or partners to expand your connections. There are two types of community resources: groups and influencers. Understand each of them:
Groups: By joining groups that focus on your interest or specialty, you can keep yourself informed about what is happening in your area and keep in touch with people or companies in your network. You can also create a group for your company. A great way to expand your influence and connect with other people is to actively participate in discussions in various groups.
Influencers: You can connect with many thought leaders through LinkedIn influencers. Often, they discuss current subjects (tending topics) and news. You can comment on their posts and be noticed because you are deeply involved in the discussion.
8. Create a post calendar
A good posting schedule may decide whether your campaign will succeed or not. Ideally, it is 3 to 4 status updates per week and 1 to 2 content posts of larger format per month. The intention is to maintain a desirable balance for your network connections.
The schedule is also vital and depends on tests in practice to understand. It doesn't have an exact ideal time period, but there's an interval for each social network platform.
For LinkedIn, you can post it Tuesday, Wednesday and Thursday from 5:00 p.m. to 6:00 p.m., for example. To make the most of the network and if you can, publish updates daily always reminding you to deliver value content to your followers.
9. Advertise on the network with LinkedIn Ads
LinkedIn Ads offers various types of campaigns that increase brand authority knowledge with lead generation effectively. It offers a wide range of opportunities for marketing professionals and companies.
Most of the ad formats used are sponsored content, sponsored InMail and text ads. It is important to highlight that a powerful feature that users expect has been incorporated into the network ads: LinkedIn Video Ads .
Sponsored content is LinkedIn's native advertising. It's a regular post with a publicity budget.
Sponsored InMail allows you to send personal personal messages to the public using the private messaging system. Helps your content get directly to the public.
Text ads are displayed at the top or right of users' feeds. It is a short text in an optional small image, usually used to generate leads and promote specific offers.
LinkedIn video ads are automatically played on the users' feed. It is an effective way to increase engagement and views of your content.
10. Test and analysis
And that goes for any marketing strategy. It can be difficult at first to define which tactics and actions work best for your business. Therefore, take the A/B test to find the ideal solutions and analyze the results.
LinkedIn ensures that your campaigns are implemented properly, and that you direct your major potential customers, saving time and budget in ineffective methods.
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Conclusion
Whether you're a big or small B2B company, it's time to put your marketing effort on LinkedIn. Before you advertise on the network, understand how the Ads part works, which requires planning, focus and a budget higher than other platforms such as Facebook or Instagram.
Many examples of success posted by the network itself prove that this is true. Who knows you'll be next?
Take time to create quality content, participate in group conversations in the LinkedIn community, follow influencers that have to do with your area of expertise and engage well with your followers.
See you in the next article!
