How B2B Marketers Can Get the Most Out of LinkedIn
You might view LinkedIn as the quiet workhorse of the social media world. It often doesn’t get as much attention as its more vocal and spotlight-grabbing counterparts, but it can be an extremely valuable tool for marketers, specifically when it comes to finding and nurturing leads.
A HubSpot study found that LinkedIn is 277% more effective at lead generation than Facebook and Twitter. Yet most business-to-business (B2B) marketers still likely haven’t started using LinkedIn to its full potential. There are a number of ways that you can take advantage of this social network as a lead generation tool, while also enjoying its other benefits such as increased brand awareness. This is a great time to explore all of the features that LinkedIn can offer to B2B marketers, in the wake of LinkedIn’s recent acquisition of Bizo, a digital marketing company with a focus on B2B audience. This seems to be a clear sign that the platform has placed a high priority on attracting and servicing B2B users.
Here are a few ways that you can see maximum results from LinkedIn:
Create high-quality content. LinkedIn recently expanded its content marketing features, and has now made its publishing platform available to everyone. This is a great way to establish your company and its leaders as experts in the field, while also gaining some visibility for your brand and staff. In addition to crafting longer pieces that you publish directly on LinkedIn itself, you can also use status updates to spread the word about white papers, blog posts and other content that appears on your own website or elsewhere.
Be active in Groups. There are a huge number of LinkedIn Groups on virtually every imaginable business/professional topic. Look for groups that relate to your industry or those of your customers. Then seize every opportunity to join in a discussion or provide helpful information. You want to avoid blatant advertising here. The goal is to become visible, establishing yourself as a knowledgeable authority in the field. People who find your input helpful will then click on your profile and learn about your company.
Pay attention to your company page and employee profiles. Your company page is your central place to share information on LinkedIn. Don’t just casually throw something together. This is where many people will land after seeing your brand or employees pop up elsewhere on the platform. Your company page should be as complete and detailed as possible, with succinct yet descriptive (and persuasive) information about all of your products and services. Make sure your employees are supporting the effort by putting some time and care into their own profiles, ensuring they are professional and serve as a good representation of your company.
Configure carefully targeted ad campaigns. One area where LinkedIn excels is in providing marketers with the ability to really target their ads according to a number of specific details, such as seniority level, job function, geographic region and other criteria. Taking this a step further, you can use retargeting to engage with people who have clicked on any of your links, visited your website or otherwise shown an interest in your services or products.
By combining all of these tactics, you will likely find that LinkedIn can be an effective source of high-quality leads and professional connections.