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LinkedIn is the best platform for B2B Customer Engagement

Social Media marketing is an important component for business-to-business marketers. Studies by eMarketer.com indicate that over 67% of business-to-business (B2B) marketers around the world dedicate a considerable portion of their budget to social media advertising. While Facebook is popular with retail businesses, research indicates that LinkedIn is the choice for B2B businesses for engaging customers throughout the sales process.

In June 2015 polling by Regalix, 91% of B2B marketing executives worldwide said they used LinkedIn for marketing purposes. In addition, 64% of B2B marketing executives said LinkedIn was effective at engaging customers during the presale stage of the buying cycle and 51% of respondents said LinkedIn was effective for engaging customers post-sale.

Following are methods that can be used by B2B marketers to engage with clients on Linkedin.

Join groups to source engaging content

Identify your target market and join the groups that they belong to. This is an easy method to ascertain the types of content that they are interested in. By reading the articles of the week and being part of discussions that your target market is most interested in, you will be able to develop topics that you can use to develop customer-focused content. In addition, you can use this information to start new discussions which you can then invite potential clients to join. LinkedIn groups can also be used for content testing. Before you post any status updates or posts on your company page, post it in the group to get a feel of the response so that you have an idea of what to expect.

Update your status often

Recent analysis of the response level of posts on LinkedIn reveals that companies with more posts get more followers and posts that are updated in the morning get the most reaction. This can be attributed to the fact that most business people go through their emails and social media accounts in the morning as the first task of the day. In addition, it is also important to schedule posts throughout the day to increase post visibility and engagement with those logging in later in the day. If you do not have the time to update regularly, there are online tools such as Hootsuite.com to post updates to your Linkedin account automatically.

Include pictures, links and questions in status updates

LinkedIn allows members to upload pictures and attach files to their status updates. Adding photos to a status update can double and triple the quantity of click-throughs on a status update. Use photos to get attention and then link the visitor to a landing page on your website that contains valuable information that they can use. Adding a question or a quiz (that is customer-related) can draw attention and get the visitors involved as well.

Promote your Linkedin page on your website and in email signatures

By adding a LinkedIn link to your website and in your email signature you connect with people who are part of your email lead-nurturing campaigns who may have not seen your LinkedIn page. A good LinkedIn page has product recommendations from customers as well as articles written for your clients. Linking potential buyers to those product recommendations builds you company’s brand image.

Are you ready to build your social media presence? Talk with one of KEO Marketing’s social media experts. Contact KEO Marketing today or call us at 888-702-0679.

Sheila Kloefkorn

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.