The Best B2B LinkedIn Strategy for Brands
Share this article:
The Best B2B LinkedIn Strategy for Brands
For B2C brands, Facebook Ads get all the attention, but LinkedIn is the go-to platform for all marketing for B2B brands.
This post will focus on developing a solid B2B LinkedIn strategy because LinkedIn is a high-value platform.
Why Brands Should Use LinkedIn
For all our clients, using LinkedIn to broaden their audience, increase brand recognition, and increase their user base is highly advised. For B2B brands, LinkedIn offers both organic and paid advertising options that are very effective.
Understanding LinkedIn's Role in B2B Marketing
Due to its professional focus, which sets it apart from other social media networking sites, LinkedIn is highly beneficial for B2B marketing.
Instead of posting a photo of last weekend's #party to Facebook or Instagram, where people might be, people are on LinkedIn thinking about their jobs. This indicates that they are receptive to information about their workplaces or industries, which may not be what they want to do during downtime.
Your campaigns will be more successful while still connecting with people personally by taking advantage of their increased openness to both organic and paid content from brands on LinkedIn.
Reasons to Reframe "B2B"
Just a quick note: There's a persistent misunderstanding that "B2B" refers to companies selling to other companies. It would help if you appealed to a corporation; all you have are cold, hard facts and logic.
That's not true; even if you're selling to people who are making purchases on behalf of a business, your customers are still individuals, and you need to appeal to them.
You can forge lasting connections and networks beyond slick sales pitches by approaching people on LinkedIn when they're open to content and offers and in the right frame of mind.
Developing a B2B LinkedIn Strategy for Your Brand:
Are you prepared to create a B2B LinkedIn strategy to aid in user attraction, brand awareness, and reach expansion?
We will walk you through setting up a potent LinkedIn strategy that builds a solid organic marketing foundation to put the necessary pieces in place, accelerates growth using paid ads, and more.
1. Build a solid company page.
Every company must have a strong Company Page on LinkedIn. It will appear in searches, allowing your brand to post updates and gather followers. You can also run business advertisements, which will be crucial later.
A company page should always:
- Use your company's logo as a profile picture.
- Draw attention to your company's USP and key use cases.
- complete in every field (including the company description)
- Post frequently so that it doesn't appear to be abandoned or forgotten
2. Encourage your team to post frequently
Having individual team members regularly produce content is one of the best ways to start gaining traction with LinkedIn marketing.
Remember that B2B marketing involves people making connections with other people, not just businesses sending automated messages to each other's inboxes.
Simply put, this LinkedIn strategy views your (willing!) employees as brand ambassadors and influencers.
You can start creating momentum and utilizing your team's network for your brand by asking team members to share updates or post content that mentions it. The reach on LinkedIn is also exceptional; when someone engages with a team member's content, all of their followers may view that interaction and the post as a result.
3. Share High-Value, Actionable Content
Your LinkedIn B2B marketing strategy will be centered on sharing actionable content. It ought to be, at least!
The most popularly shared content on the platform will be helpful material that provides users with practical advice or industry insights. It has the most significant reach and level of engagement and has the enormous potential to raise awareness of your brand.
4. Expand Your Network
Similar to dating, using LinkedIn for marketing doesn't mean you should wait for someone to approach you. Yes, they might... though why wait?
Being the one to make contact with people and take the initiative is preferable. On the personal accounts of your core team members, deliberately and proactively expand your network.
Consider the following as you expand your network:
- Send connection requests to users who would be interested in your content (quantity matters, but never for the sake of quality and relevance)
- When requesting a connection, include a message.
- Avoid responding to every new connection request with a pushy sales pitch.
- Take advantage of incoming connection requests.
To increase the visibility of your profile and draw in potential connections, you can also tag other creators or engage with other users' posts. Your results will improve the more active you are on LinkedIn.
5. Use LinkedIn Ads to Find Your Ideal Clients
There is no denying the effectiveness of LinkedIn Ads; extensive research supports this. And there are numerous ways you can use them, which we'll examine in the following sections.
First, you can use LinkedIn Ads to reach out to chilly members of your target audience and move them into the sales funnel. Many tactical options are available here, whether you want to start at a "learn more about our tool" right away or promote content for followers or a lead magnet for an email address.
There is always the option of using a full-funnel strategy that begins with a content-focused strategy (such as promoting a post or a lead magnet), a video introducing the tool, and then an advertisement encouraging users to begin their free trial.
There are numerous targeting options available here as well, including:
- Demographic targeting (including by job title, company, or industry)
- Location targeting
- Lookalike audiences
6. Retarget Warm Audiences with LinkedIn Ads
Use LinkedIn's retargeting options to reconnect with warm audiences once users have entered your sales funnel in some way (for example, by becoming followers of your Page on LinkedIn, engaging with an ad, or performing a specific action on your website).
This can facilitate the progression of interested users through the sales funnel. That could entail encouraging users to become paying customers, nurturing leads to sign up for free trials, or even introducing new features as an upsell or cross-sell to current users.
7. Implement Account-Based Marketing Strategies
One of the best tools for account-based advertising and account-based marketing strategies is LinkedIn Ads.
Account-based marketing is actively targeting particular businesses rather than simply casting a wide net and hoping someone will bite.
If a business knows that a high-value company like Microsoft exists, it might try to market specifically to it.
Additionally, LinkedIn's Ads let you target decision-makers at specific businesses. For the decision-makers at each company, you can create hyper-relevant advertisements. You might be able to pinpoint key needs or pain points once you've done your research. In particular, if you use lead ads for LinkedIn lead generation, this will increase the effectiveness of your ads.
How to Evaluate the Results of Your B2B LinkedIn Campaign
Of course, not just the strategy but also measuring the results of those marketing efforts is crucial to B2B LinkedIn marketing.
We'll look at a few different ways you can evaluate the effectiveness of your B2B LinkedIn strategy.
Watch for Increasing Engagement On-Platform
Increasing engagement on-platform will be a good indication that your LinkedIn marketing is affecting brand awareness.
Keep an eye out for signals like brand mentions, Company Page followers, brand mentions in posts, and increased engagement on brand-related posts. Your LinkedIn analytics will show you all of this.
Monitor Essential Ad Metrics
It's crucial to monitor the effectiveness of your advertising campaigns as you launch them.
Depending on the goals of your campaigns, the outcomes you track might include any or all of the following:
- Views or completion rates for videos
- completed lead forms
- Following numbers
Monitor the quality of the leads you are attracting
It's critical to monitor whether traffic from ads or organic posts that direct users to your website are helping you in any way.
Google Analytics can be used to monitor traffic coming from LinkedIn and to determine what happens next. Are conversion rates high enough? Do they sign up for trial offers? If so, are they turning into clients? What price tier do they join at, and for how long do they stay?
It is possible to end up attracting clicks that will never convert; being aware of this can help you decide how to change your campaign's messaging and targeting to ensure you're reaching high-value members of your target audience.