February 17, 2020
This is a guest article by Kevin Urrutia, Founder of Voy Media, a Marketing Agency in New York that specializes in scaling brands.
Are you looking for the best tips and tricks that will help optimise your B2B business and B2B lead generation efforts?
If you've answered yes, then this post is all about unfolding the best LinkedIn marketing tactics that will help your business grow this year.
LinkedIn is the world’s most popular business social network. Every day, over 600 million professionals use it to make personal connections, discuss their industries, share knowledge and develop their careers.
It’s also the platform of choice for B2B prospecting. On LinkedIn, businesses have direct access to their customers, competitors, investors, potential hires and prospects. Both marketing and sales can use it to attract and convert new business. Studies have shown that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use LinkedIn to distribute content.
It’s clear then that you need a LinkedIn marketing plan. LinkedIn can be a very effective channel for B2B companies, if you use it right.
Just like with any marketing initiative, it’s crucial to identify your goals. The usual B2B marketing goals for LinkedIn may include:
Once you know what your goals are, it's easier to formulate a marketing plan that works.
On LinkedIn, your company profile will always be the heart and soul of your online brand. As people search for your business online and get to know more about your products and services, it’s imperative to have a rock-solid profile.
You only get one chance to make a first impression; your company profile is where most people in your target market will go when they first click on your page. Here are some tips for filling out an excellent company profile:
Completing your LinkedIn profile is vital, because it allows you to be found in searches, and gives you a fantastic opportunity to wow potential clients. It gives you the credibility you need to convince new prospects to reach out to you on LinkedIn and start a conversation.
A great company profile will only get you so far. What’s the good in having one if people find it hard to find?
This is where SEO (search engine optimisation) comes in use. Insert keywords into your company profile. The keywords you choose must be relevant and descriptive of your business and what you provide.
Unsure about which keywords to use? Start by asking yourself which words or phrases a prospect would type into Google when looking for your product or service.
Once you have your profile set up, it's time to start creating content.
Content marketing is crucial to any social media platform, and LinkedIn is no exception. In fact, content marketing on LinkedIn can be more successful than on any other channel.
With LinkedIn, you have a captive audience of professionals who are hungry for knowledge and information - 91% of executives rate LinkedIn as their first choice for professionally relevant content.
Take advantage of this by sharing blogs, webinars and videos based around topics that are relevant to your target market. Focus on quality - if you can, reach out to thought leaders in your industry who are active on LinkedIn and ask them to contribute. Share your content often and you will soon build up an audience that comes back to your page every week.
Don’t think that content marketing requires a huge budget! There are many free tools you can use to create graphics and videos. Here are some notable providers:
Some best practices for sharing content:
Looking for more content marketing tips, including content planning and SEO? 3 top content marketers share their top 3 tips below!
Content marketing is one way to gain new followers. There are other things you can do as well. Try a combination of these 5 methods:
When you’ve mastered the basics of LinkedIn marketing, it’s time to diversify. Experiment with posting at different times of the day or week. If you find that a particular type of post gets more engagement than others - do more of it!
Again, look at your competitor’s pages. How effectively are they using LinkedIn? Is there anything they’re doing that you do? Or conversely, is there anything they’re not doing that you can do? Seek out the gaps that exist in your sector and see if you can fill them.
To get better at data driven marketing on LinkedIn, you need to analyse your efforts regularly. Most social media schedulers include a reporting function as standard. If you’re not using one, don’t worry! LinkedIn’s own analytics pages can give you an enormous amount of insight.
LinkedIn Analytics is split into 3 sections:
Everything you need to know about the people who click on your page, including:
Engagement metrics for all your LinkedIn posts, including:
All the information you need on your audience, including:
Without a doubt, one of the best marketing channels that will help you with the development of your business is LinkedIn. When it comes to professional online networking, it's at the forefront of most people’s minds. Your business needs to be on there and you need to be making the most of the opportunities it offers.
Hopefully, these LinkedIn marketing strategies will help you devise a social media marketing plan for your business. Follow our guidance and keep track of your progress.
Lastly, why not follow Cognism on our LinkedIn page, if you haven’t already? We’re always keen to connect and learn from others in our space. View our company profile below!