Some marketers are skeptical about the uses of social media in B2B marketing. However, LinkedIn is a highly effective lead generation tool for marketers looking to increase their lead generation efforts. The platform has a professional emphasis, which makes it a great place to establish thought leadership and connect with other people in the industry, according to Fast Company.
Social media lead generation efforts are most effective when content marketing is included in the overall strategy. Buyers want educational content, and this can help them start forming a relationship with your brand. In addition, LinkedIn is where many B2B professionals go to seek product recommendations from colleagues.
Similar to a successful marketing strategy on Facebook and Twitter, you need to consider how you brand yourself on LinkedIn, Business 2 Community stated. Buyers want to connect with industry experts, so this should influence the language you use in your profile. Similar to what you would do with a landing page on your website, your LinkedIn profile can include a call to action to drive a higher level of engagement. This can help B2B brands gain more sales leads.