How Should My Business Use LinkedIn for B2B Marketing?

LinkedIn has always been considered a job search engine. These days, LinkedIn has capabilities to deliver on your business-to-business (B2B) marketing tactics. Here’s how to get started and see results.

There’s more to LinkedIn than networking and professional connections – you can leverage this social media platform to drive business! LinkedIn has developed into a massive powerhouse for B2B marketing and as a sales tool.

What Is LinkedIn B2B Marketing?

First, business-to-business (B2B) marketing is exactly what it sounds like. It’s when companies mainly drive business with other companies. Usually, these businesses offer services versus products that are typically designed for consumers.

B2B companies have a much more niche audience. This means that marketing tactics can be more refined and targeted to a smaller audience. It’s especially true when a B2B business is hyper-focused on a specific industry.

LinkedIn B2B Marketing is the practice of leveraging various tactics to connect other businesses with your product or service. LinkedIn can be used for ads, connections, content engagement, and more.

The Value of LinkedIn B2B Marketing

LinkedIn has 750+ million members and has amassed a huge community of professionals. Many of those who are on the platform are decision-makers or influencers in their industries. It’s a treasure trove of potential customers for B2B companies (and for B2B marketing tactics).

About 71% of professionals report using the platform to inform business decisions and help them run a better business. It makes sense to meet those who are leveraging the LinkedIn platform to benefit their business too.

How to get started LinkedIn for B2B Marketing

1. Company Page: Tell me more

It’s important to effectively communicate what your business does at a glance. Offer answers to your potential buyers’ questions. Ensure that your company stands out amidst the crowd. Utilize your company page on LinkedIn to best raise brand awareness and gain brand trust.

Finally, ensure that your company page is driving traffic to your corporate webpage. You can do so much more with your company page than many companies currently are on the platform. Make sure to leverage it!

2. Run Targeted Ads: Meet your customer where they live

Organic growth on any social network is much more challenging than it used to be. LinkedIn is certainly no exception to that rule.
However, LinkedIn does have some great options for businesses to advertise using paid ads. Leverage your marketing budget to expand your reach, get your brand in front of the right people, and engage with potential B2B customers.

3. Video Content: A picture speaks a thousand words… what about video?

For social media, the content will always be king. While graphic and written content is great – video is where it’s at right now. Users watch video content three times more than they do with any other style of content. Video is a great way to express personality, and authenticity, and to capture users’ attention.

Think beyond staged videos and consider professional video events. Host a live webinar, an “expert chat”, or a Q&A with your leadership. All of these video events can have a serious impact on your sales funnel and organic leads.

Conclusion

Have you ever used LinkedIn for B2B marketing? Are there any more effective tactics that you’ve used for your benefit? Don’t forget that content is always king so stay active and leverage your LinkedIn the best that you can!

To read more about B2B Marketing Strategy, check out B2B Marketing Strategy: Step-by-step Guide article.