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Three Reasons Why LinkedIn For B2B Marketing Can Set You Ahead Of The Pack

by MGB2B

While you might not realize it, LinkedIn for B2B marketing is nothing to sneeze at. In fact, it’s the most dominant social media channel when it comes to B2B marketing. It offers a unique opportunity for brand promotion and lead generation to an audience whose mind is already on business. That alone should make it a must for B2B marketing strategies. Don’t believe it? According to LinkedIn Marketing Solutions, 80% of B2B marketing leads from social media come through LinkedIn. On top of that, 92% of B2B marketers use this platform. What’s more, LinkedIn is responsible for 46% of all social media traffic to B2B websites.

Now that you understand it’s breadth, here’s three ways LinkedIn can work for you:

1. Your Company Page

First and foremost, let’s talk about your main company page. It heightens brand awareness and legitimacy just by the sheer fact of having one. But the more engaging your page, the better it will perform. Here’s where you can share your company story, showcase your executive branding, and create compelling content that establishes trust, authority, and thought leadership. Company and industry news, videos, tutorials, helpful white papers, and infographics all have a home here. And thanks to easy-to-use analytics, you’ll be able to see what is working (and what isn’t) so you can shift your strategy to be more effective.

2. LinkedIn Groups

One of the biggest benefits of LinkedIn for B2B marketing is the group feature. In 2013, 81% of users belonged to at least one group, and that number has only grown. Groups are the epitome of targeted marketing: instead of just having a generic public page, you can develop a niche closed community that connects with individuals with shared interests. Not only are they a great place to foster brand recognition, you can position your company as an industry leader within different sectors. Better yet, groups are a great place to get a micro view of marketing trends and monitor the needs of those you are targeting.

3. LinkedIn Pulse

Pulse gives users daily news related to their specific interests. So if your brand posts about your industry frequently, your stories have a higher chance of being featured on a potential lead’s Pulse feed. This means keeping a regular schedule of consistent, meaningful posts is extremely valuable for increasing your reach – and leads.

Off all the social networks, LinkedIn is the best place to interact professionally with your target audience. Keep in mind, it’s not a place to sell or make deals. Instead, it’s a place to establish your brand as a trustworthy and reputable resource. When you use LinkedIn for B2B marketing, you can attract higher quality leads, create targeted connections, and continually reinforce relationships with prospects and current customers. But like all social media (and marketing for that matter), to succeed, you have to have a strategy in place. If you need help getting off the ground, start by reading this piece on content strategy – or by giving us call.