Marketing

5 Powerful LinkedIn B2B Marketing Strategies That Work

Team Pepper
Team Pepper
Posted on 24/12/217 min read
5 Powerful LinkedIn B2B Marketing Strategies That Work

Table of Contents

  • Introduction: Importance of LinkedIn B2B marketing
  • 5 Powerful LinkedIn B2B Marketing Strategies That Work
  • Guide to Master LinkedIn B2B Marketing Strategies
  • Key Takeaways
  • Conclusion
  • FAQs

LinkedIn is one of the most powerful and fast-growing social media platforms. B2B marketers are leveraging it to improve their digital marketing efforts. With around 800 million members worldwide, this platform is popular for creating opportunities for the maximum of its members. Do not hesitate to start prospecting on LinkedIn during this digital era. 

Studies show that for B2B, 80% of leads are generated via LinkedIn. In comparison, other social platforms generate less than 19.67% of leads. So, why are B2B clients making their buying decisions on LinkedIn? This is because the platform provides the right mix of engaging, reliable, and data-driven marketing content. From blogs and articles to industry news and research, this is exactly what clients look for before purchasing a B2B product. This content educates them as they move from one buying stage to another. The content makes it worth their time. And thus, this is the main reason marketers utilize LinkedIn B2B marketing strategies for instant growth of their business.

5 Great LinkedIn B2B Marketing Strategies

Let us talk about strategies that have been successfully put to work by B2B marketing experts, leading to positive results. Here are 5 strategies you can take inspiration from:

1. Niche outreach using LinkedIn Groups

LinkedIn users are mostly a part of several groups on the platform. Due to which LinkedIn Prospecting is the perfect way to generate leads. The process of connecting with other LinkedIn members to eventually convert them to customers is known as LinkedIn Prospecting. 

So, how does one participate in the ideal groups, and what must be done to maximize the efforts of a particular B2B marketing strategy in that group? Just use the search bar on your LinkedIn homepage. Type the name of the target audience. For example, if you are searching for people from the technology arena, you could type ‘technology consultant’.

Now, you will see several tabs at the top of the result page. Click on the tab labeled ‘Groups’. In the example used, our search keyword ‘technology consultant’ generated 593 groups. You can pick a few groups and request to join and test these as the next step.

Once you are let into the group, start commenting on existing conversations and focus on making these comments rich in value and content. Also, a good start will be to post informative, robust, and high-quality contributions in the group. Did you know that over 130,000 posts are published weekly on LinkedIn Pulse; however, only a fraction of this content is posted to groups? 

Moreover, this platform has high credibility, with 71% of users believing that LinkedIn is a credible source of information for professional content.

Add this technique to your existing B2B content marketing strategy. Firstly, create a plan. For instance, create a blog post on a trending topic and publish it on your company’s blog page. Next, post the same content on LinkedIn. Also, share it within various relevant LinkedIn groups. This will surely give maximum exposure to the post.

2. Effective B2B lead generation strategies to generate valuable inbound leads

In the B2B world, potential prospects are intensively searching for companies such as yours via LinkedIn. Being visible to them is an important factor. Firstly, to be visible to these prospects, optimize your company page with keywords that are relevant to your business. This optimization will give you more visibility and exposure. Now, make sure you create a great impact on prospects landing on your page through messaging.

Let us consider Salesforce’s LinkedIn page as an example. This page starts with the basic and necessary information about the company, such as what the company does, the address, the employee count, etc. The uniqueness of this page can be determined by the excellence in the depth of its content. Moreover, this page includes insights into the behind-the-scenes of the product creators and also tips to be used by its partners. 

This page also lists the products that the company is offering. The company has also listed all the events that its customers can attend on this page. Moreover, when you look into the ‘recent updates’ tab, you will be amazed to see the type of content the company has posted. Be it news from the media about the company to new trends that the company is following.

3. Implementing a B2B marketing strategy via LinkedIn is an opportunity to drive relevant traffic

One of the best benefits of LinkedIn is that it can drive relevant traffic to your website. A great LinkedIn B2B marketing strategy will generate leads and attract a huge amount of traffic to your website. The first step to achieve this would be creating engaging, relevant, and informative content. 

Let’s take this example; as you post content to LinkedIn Pulse, insert links to other attractive content pieces created by you at the end of the article. After a while, review analytics to be aware of content that resonates well with targets. After the analysis, link this content to the published content, which will drive potential targets to your website. This will also help to generate steady traffic.

Source

Most importantly, ensure that the targets know the next steps after reading your content; otherwise, you may lose them forever. To achieve this, create B2B lead generation strategies so that the targets are tempted to drop their personal information such as email address or phone number. This can be a white paper of high value, a demo video, or a case study that addresses a specific pain point, or some other piece of amazing content. Once the contact information about the target is collected, the next step will be to start nurturing, providing value, and moving those leads closer to sale.

4. Take the opportunity to get insights from top industry leaders

LinkedIn helps to find and tap into the insights and knowledge of top influencers of different industries. You can use this feature to locate the industry’s top influencers. Go through the articles of these experts. Also, share relevant articles in your groups and updates. This will help you build a reputation by association.

Secondly, you should also start commenting on the content posted by these influencers because your target market is probably reading this content. Usually, content posted by influencers gets a high number of views. If you leave useful and valuable comments, you inversely drive exposure to your business. Lastly, reviewing influencers’ content may also give you topic ideas for your content.

5. Marketing insights can be gained by using LinkedIn B2B marketing strategy

When there was no LinkedIn, keeping tabs on what your customers were saying or thinking about you was difficult. Now, you can find your customers posting positive or negative reviews on feeds. Products built by a company are often based around a pain point. This pain drives prospects to buy your product. 

For example, there are times when marketing processes consume time. In such cases, prospects need to streamline and automate those processes. No matter the pain point, you must continue learning to resonate with your customers. More importantly, you will be able to learn the exact language used by your customers to describe a problem. You should use that same language in your marketing. This will build instant and more powerful connections with your customers.

One must join groups and understand the conversations and their context. As soon as you do that, these discussions can benefit your services and products. This information can be a powerful tool while creating white papers, blog posts, and case studies. It can further be narrowed down to address specific customer issues.

Guide to master LinkedIn B2B marketing strategies

1. Company Page must be informative

LinkedIn can play a very crucial role in communicating your company’s story. Listing your products and services is critical, along with the banner image, career opportunities, and status updates. Use the ‘About’ section to explain the company’s capabilities. Also, in the same section, explain the company’s vision and mission and why people should follow you.

2. Have a good LinkedIn Business Profile

Your LinkedIn Profile must look professional. If you are an industry leader and developing your brand likewise, list your work experience and education. Enhance your profile on LinkedIn by adding an updated profile picture, location, custom URL, background, status updates, etc. It is advisable to educate your employees to enhance their LinkedIn profiles with such capabilities.

3. Optimize your page performance

Complete the profile of your brand to underscore its presence. Help your customers and connections to get more insights regarding your company and what your company does by creating a compelling profile. So, optimizing your page or profile is critical.

Ideal ways can be used for optimizing your profile. This includes key employee details, photos, headers/logos, and other relevant content. Your page must be business professional-looking and human to the audience.

4. Find your target and start prospecting

For a successful B2B marketing strategy, one must understand the audience. Moreover, LinkedIn makes it easier to get into the target’s insights. It also captures target traits by providing website demographics.

Analyzing the demographic data is also useful to generate more leads. Moreover, integrating LinkedIn’s Sales Navigator with tools like Wiza can also generate effective leads. Identify targets/audiences, create valuable content for them and start posting. The strategies mentioned above will generate more valuable leads. This will also help for successful business growth.

Key Takeaways

  1. Groups on LinkedIn are compelling. These groups will help you get in front of a specific target audience. If you wish to make meaningful contributions, you can do that through these groups. Join groups, post relevant content, and contribute significantly to generating results.
  2. Messaging on your LinkedIn page must be clear. This means it should be persuasive and informative. This page should ensure that before prospects contact your sales team, they are already your customer.
  3. Siphon traffic from LinkedIn to your site by linking related content strategically at the end of your posts. Later, you can create effective plans to get those visitors into a nurturing journey.
  4. Focus on expert influencers on LinkedIn. Don’t fail to use this platform to identify the industry’s top influencers. Their key strategies can also be used and implemented to leverage your B2B marketing strategy. 
  5. Set some time on your calendar each week to listen to your prospects’ conversations in groups. Make notes, and utilize this information to improve your B2b content marketing strategy.

Conclusion

LinkedIn is basically used for connecting with other professionals. We are on LinkedIn searching for connections and building a network. So, the first thing one should consider before making B2B marketing strategies for this platform is to communicate with these connections. These connections could lead you to your prospects, or they may be your prospects.

What works for others may or may not work for you. So, we need to be patient and test the strategies mentioned above. Once these strategies are put to the test, review the results, and if needed, repeat the process. These strategies, if implemented well, will take time to show significant results but will never fail.

FAQs

1. How do you do B2B marketing on LinkedIn?

For B2B businesses, LinkedIn marketing is very crucial. Before building a LinkedIn B2B marketing strategy, one must have a strong and compelling LinkedIn profile or company page. Also, one should join several groups relevant to your business and engage in conversations on these groups. This helps you expand your network and build connections that can be converted into prospects and consumers.

2. Why LinkedIn for B2B marketing?

LinkedIn is the world’s largest digital professional network. Moreover, this platform is inherently B2B-centric. It is the best social network where businesses are done. The platform currently has over 660 million registered users, with 303 million of them being active on a monthly basis. 90 million of these users are senior-level influencers, and 63 million are in decision-making positions.

3. Why is LinkedIn important for marketing?

The company page or profile page on LinkedIn, if well optimized, has higher chances of ranking in a Google search. Hence, this allows an increase in the total online visibility of any brand. It also has 660 million active users who are mostly professionals looking to build their networks and connect to maximum related professionals. 

4. How do I generate B2B leads on LinkedIn?

Six steps to generate leads using LinkedIn:
Firstly, optimize the company’s LinkedIn page
Also, optimize personal LinkedIn profile
Increase Connections on LinkedIn
Share content relevant to the industry
Retarget website visitors on LinkedIn
Use paid ads on LinkedIn

5. How do I automate lead generation on LinkedIn?

ou can use these tools to automate the lead generation process on LinkedIn:
LinkedIn Sales Navigator
AeroLeads
Dripify
LeadFuze
Crystal

6. How often should you post on LinkedIn 2021?

Recommendations are to post at least once a day and not more than five times per day. LinkedIn has seen brands that post regularly increase followers six times faster than those who keep a lower profile.

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