Ready to grow your business with LinkedIn? Well the time is now. LinkedIn is the most actively used B2B social media site out there. We’ve put together a concise guide to help you get started today. When used adequately, LinkedIn can fit perfectly into every company’s digital marketing strategy.
Estimates show that 80% of B2B leads come from LinkedIn and 43% marketers say they have sourced a customer on this platform. About 92% of marketers leverage LinkedIn over other social media websites while 79% of them confirm that LinkedIn is an effective source for generating leads.
In addition, 46% of social media traffic on your company’s website comes from this network. Intrigued? This guide brings you everything you should know about marketing on LinkedIn.
Marketing opportunities for B2B on LinkedIn are numerous, but to get the maximum exposure it is necessary to employ effective strategies. Below, we’ve compiled the top useful strategies to utilize today:
LinkedIn differs in many ways from other platforms. While it is a great marketing tool, it’s not always obvious how to utilize. When it comes to the website, leads don’t just show up out of the blue, you have to make effort to attract them. One of the easiest ways to do so is by making the business profile a lead generation page by structuring it to lead up to conversion action through Recent updates or company description. Basically, creating an adequate profile is mandatory.
The description of the company shouldn’t be generic. You know those dry, plain descriptions about the company and its growth that you can find on most business profiles? Blah, Blah, Blah… Instead of using descriptions of that type, it is more practical to speak directly to the target audience and use a call-to-action.
The most important part of the company description is the beginning (of course) or first two-three sentences. These sentences catch the reader’s attention and make him/her want to click see more. This simple description tweak ensures reader’s interest in the company and increases the likelihood of conversion from leads to customers
Regardless of the social media website, in order to get more traffic, reach more people, and turn more leads into customers you have to post updates regularly. The trick is to post updates that are directly aimed at the target audience. Options are endless here; post blogs, links to infographics, share helpful content and other valuable information.
Showcase Pages are designed to promote individual brands which are extensions of the company. What’s more, the Showcase Pages were specifically designed for B2B to help them generate more leads. To get the most out of one such page, it should target one specific customer segment and provide information relevant to them. To do this, click Edit on the company profile and select Create a Showcase Page.
Use the LinkedIn’s advanced search to identify and find a target audience. What’s amazing about LinkedIn is that even if you don’t opt for the upgrade, you’ll still get plenty of options to narrow down your search. You can filter parameters such as location, industry, current company, school, past company, interests, profile language, to get the list of your target audience.
Facebook isn’t the only social media website that allows joining or creating groups, one can do the same on LinkedIn. Search for groups that fit your interests or groups that are associated with your industry. Don’t be one of those members who just observe, try participating in discussions actively. Joining or creating groups on LinkedIn is a great way to connect and build a great relationship with like-minded individuals, target demographics, and potential partners.
Including LinkedIn into digital marketing strategy can be highly beneficial primarily because the platform offers a number of opportunities. Here are some amazing advertising opportunities you should consider:
With well-crafted marketing strategy and optimized profile, just about any business can do well on this platform. Here are some examples of businesses that do well on LinkedIn
Numerous third-party tools are available now to enhance the experience and get the most out of LinkedIn. For example:
The key behind every successful marketing strategy is branding. It seems logical, you have to build a brand and make it stronger in order to give a reason to current and potential customers/clients to trust you more than the competition. LinkedIn allows you to brand your business in numerous ways, such as:
LinkedIn offers a wide array of marketing opportunities to help you grow your business, you just have to know how to use them properly. To turn your company’s profile into powerful marketing tool you have to structure it properly. It is also helpful to join groups, look for the target audience and connect with them instead of waiting for them to stumble upon your profile. Third-party tools can enhance the overall experience and help you with branding.
We wish you luck with your LinkedIn marketing.
If you’d like a free LinkedIn Audit please email us at firstname.lastname@example.org.