With a unique capability for reaching business buyers and connecting you with industry professionals, LinkedIn is ideal for Business-to-Business (B2B) social media marketing.
As well as providing a range of lead possibilities, companies can gain valuable market insight, conduct customer research, and engage in proactive reputation management all via the one powerful platform. For B2B Marketing, LinkedIn is much, much more than simply a job market.
When we talk about social media marketing with clients, their first thoughts are generally about Facebook, Instagram and Twitter. LinkedIn is often the social media platform most overlooked. But the truth is, it can be a goldmine for B2B leads if you just know how to use it!
Here are some great tips we’ve learnt to get you set up!
Make Your Page Stand Out
Use a fixed header image
Grab the attention of people clicking through your business page right away with an eye-catching, brand matched header image. If the goal is to drive click-throughs to your website, make sure that the style and tone matches. Don’t be afraid to also add a Call To Action (CTA) if appropriate, or advertise your free ebook. Anything that will pique interest and encourage the next step of engagement!
Write a compelling company description
LinkedIn will only display the first two lines of your Company Description, with the reader needing to click “see more” if they want to read on. If what they can read doesn’t interest them, they won’t bother clicking.
Make sure you make those first two lines as engaging as possible! You need to align with your target audience through the language you use, and quickly state your unique value proposition and the services you provide. Once you’ve caught the interest of your reader, they will hopefully go on to learn more about your company.
Clickable Recent Updates
Regularly posting updates ensures that you will keep up an active and engaging feed, which is particularly attractive to B2B prospects. Make sure that any articles you share, or blogs you write, are always directly aimed at your target audience. Fill them with as much useful information as possible so your profile becomes a valuable tool for your customers to visit again and again.
Harness ‘Advanced Search’
Waiting for leads to just “come along” isn’t a very agressive business strategy. But going out and looking for them yourself definitely is!
LinkedIn’s Advanced Search function allows you to significantly narrow down your search to find the exact type of people you’re targeting. You can filter through location, industry, profile language, current company, past company, etc. And as your network grows, you have a greater chance of finding real leads this way.
Create your own Group
Creating your own Group offers great networking opportunities and can positioning you as a leader in your industry. The tip? Don’t make your group all about your company. Instead, focus on your target audience. Maintain your role as an authority on your group’s subject matter, a valuable resource to your community and try not to be on sales mode too much!
Publish quality content
Share personal career anecdotes, company insights, resources you’ve come across that you use, tech tips, workarounds…. The list goes on! Encouraging your employees to engage in the content can also go a long way to giving your organisation a human face as well.
Make sure that everything you post relates back to what you do, and also really drills down on your unique value proposition. You want to open a window to you and your company, without being too “salesy”.
When used right, LinkedIn can be a powerful tool for B2B marketing. If you’re still on the fence, or would like help to build LinkedIn into your business strategy, get in contact with us today and let’s see if it would be a good fit for you!
