Since its inception in 2003 as a small professional networking site, LinkedIn has come a long way. According to some recent statistics, LinkedIn had 590 million by the end of 2018. As many as 2 million posts, articles and videos are published on LinkedIn every day. About 94 percent of B2B marketers on social media use LinkedIn to publish content.
This means that if you are a B2B marketer, it makes immense sense to add LinkedIn to your marketing strategy. It will help you build targeted connections, create higher-quality leads, and build relationships with prospective customers while greatly improving your brand visibility.
Here’s how you can use leverage LinkedIn for B2B Marketing with these top 10 advanced strategies:
Don’t just convert your website into your lead generation page
LinkedIn is a place for engagement and building connections. So, don’t just blindly convert matter from your website into your lead page. You will have to create a page that helps you stand out from competitors. Focus on creating engaging copy and using attractive visuals. You can also use this page to build your company’s image as industry leaders by sharing relevant content like blog posts, white papers, infographics, webinars etc.
Prefer personal interaction over auto-marketing
It is important to initiate a personal interaction with prospects even if it means taking some time out. This way you can show them your expertise throughout the buying process. If a company official makes the first contact on LinkedIn and then a marketing automation program does the rest, it makes the company look insincere.
Create your own groups and join some others
For starters, begin by searching for groups that are best for your interests and the industry you work for and participate actively in them. It is better to choose very active groups. Once you acquire knowledge of a successful group, you can then consider building your own. Having your own group is essential to establishing your thought leadership.
Focus on fostering relationships
LinkedIn is a great place to engage with buyers and not just send out a barrage of information to them. It is a great platform where you can share your own expertise as well as learn from others. It helps you gain the authority to nurture leads and turn prospects into valuable customers.
Acquire competitive advantage
LinkedIn is one of the most used avenues to share and distribute content. Once you start using LinkedIn, you can study your competitors’ strategies and focus upon how they present content, what they have achieved, how they are engaging your audience, and how their employees engage your target customer. This helps in identifying trends and marketing opportunities to grow your brand.
Grow your organic visibility
Company pages and posts that are created in LinkedIn Pulse are indexed by search engines like Google. What can give a great boost in organic search visibility is optimizing your company profile and posting regularly. It can also give you unique visitor traffic, and relevant referral traffic when you link back to your landing pages in the content you serve.
Leverage the expertise of your sales team
You can include your sales team, if you have one, in your marketing strategy. They can become your content marketers. Your sales team can share great content with prospects and customers and increase their influence and authority. It will also help build trust in the team as well as organization as a whole.
Concentrate on generating leads
Once you have a strong presence on LinkedIn, you can start generating user-generated content to promote your brand. It can help to ask customers and vendors you have worked with in the past to provide testimonials. These can make your brand stand out within the community and increase its credibility.
Reach out to Decision Makers
LinkedIn helps find and engage with the right audience with the useful data it offers. Remember, LinkedIn is a great platform to reaching the decision makers in every campaign –be it promoting organic content or using paid promotional tools for sponsoring content.
Develop your list
By continuously sharing content on LinkedIn and directly engaging with people, you can enhance the trust your followers have in you. This helps in reaching out to your entire network and prompting them to join your email list. You can then send them regular updates whenever you publish valuable content. It is better to directly ask rather than wait for someone to act on a call-to-action post.
For marketers, LinkedIn is a great platform to create brand awareness. However, it is important to think beyond the basics and adopt some advanced tactics. How are you using LinkedIn to grow your business?
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing