How to maximize the effectiveness of LinkedIn for B2B marketing
It's no secret that LinkedIn reigns supreme when it comes to social media for the business world. Because of the network's professional emphasis, LinkedIn has great use as a lead generation tool. It's also an excellent way to build relationships with prospects through relevant industry content. Here are some tips for optimizing LinkedIn for your business:
- Make adjustments to your profile: LinkedIn profiles with photos get 14 times as many views as those without images, which goes to show that the old adage that a picture is worth 1,000 words is true in this case (1). Any groups you join should be directly related to your industry to ensure you attract the most relevant prospects through this channel. In addition, it's important to consider search engine optimization. Although there is still only a tenuous link between SEO and social media, keywords can help leads find your profile and engage with you.
- Tweak your company page: While personal profiles help leads put a face to someone they will be interacting with at your company, a detailed business page is equally important. However, many firms don't have more than a brief company description and don't utilize strong examples of their work (2). The more detail included on this page, the more you can appeal to potential customers. This move also helps you grow your base of brand advocates.
- Integrate content marketing with LinkedIn: Some of the most effective B2B marketing strategies involve linking different tactics together. Content is one of the most relevant B2B marketing methods because it helps prospects make more educated decisions and it's more objective than traditional sales collateral. Most buyers consult different sources of content before making a decision, and LinkedIn can be used toward this purpose. This social network should be seen as a publishing platform for thought leadership pieces.
- Send new business inmails: This step should only be done after the other components of your strategy have been adjusted (2). There's no sense in directing potential prospects to an incomplete profile or company page because the recipient most likely will not engage. Robust content and showcase examples help you make a more meaningful connection with the lead. Inmail shouldn't be treated as a sales pitch. It works best as a way to introduce your company to prospects.