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Social Media Marketing: Everything you need to know
Has it been like this? Suppose you were scrolling your go-to social…
Hey marketers, business professionals, and startup owners! Are you using LinkedIn in your B2B marketing strategy? If not, you might be overlooking a significant advantage.
Did you know many popular industries believe that they notice a staggering 3x increase in brand visibility when they promote on LinkedIn? Plus 89% of LinkedIn users even claim that marketing on this powerful platform is crucial for closing deals.
Still, confused about whether B2B marketing on LinkedIn is worth doing? You’re in the right place. In this guide, I’ve listed the benefits of including LinkedIn in B2B. Also, some proven strategies that successful B2B marketers are following to rule on LinkedIn. So if you’re getting serious about LinkedIn marketing, keep reading.
B2B marketing stands for business-to-business marketing. Unlike B2C (business-to-consumer) marketing which targets consumers, B2B marketing aims at businesses.
In this marketing strategy, one business introduces and showcases its product or service to decision-makers of other businesses. The main objective of B2B marketing is to generate more leads and convert them to loyal customers. You can achieve this through diverse channels for example:
This marketing strategy is crucial for companies that provide services, products, or Saas software dedicated to improving business operations. Take examples of these two celebrated brands on LinkedIn– Xerox and Adobe.
If you end up visiting Xerox’s feed you’ll see countless images and behind the scenes of its employees. On the other hand, there is Adobe, its affiliate pages consist of content that is specially made for the targeted group of audience. These larger-than-life companies use their community hashtags efficiently and play an active role on LinkedIn.
“What makes LinkedIn different from other platforms?” “Why LinkedIn is the best B2B platform?” These are very common questions about LinkedIn marketing that arise every now and then.
We all know Facebook, Instagram, TikTok, and Twitter as the leading social media platform. But how many of us know that LinkedIn was the OG social media platform?
It came even before Facebook! And it’s still the leading and largest platform for B2B professionals for networking, marketing, generating leads, and driving conversions.
If we talk about the demographics and user behavior of LinkedIn, it is more popular among male users. About 57% of Linkedin users are male while only 43% are female. Moreover, 70% of users are from outside the United States.
Ok, now that we’ve discussed the user demographics of LinkedIn. It’s time to highlight the benefits of using LinkedIn for B2B marketing.
We’re living in a time where trends change in the blink of an eye. What’s hyped today can be completely outdated by tomorrow. For those of us in the marketing department, staying up-to-date with the latest strategies and trends is essential. It’s the only way to keep pace with this ever-evolving digital era.
Keeping that in mind, I’ve curated a list of some key strategies that will help you stay ahead and keep your marketing efforts on track.
Before running the B2B marketing on LinkedIn campaign, the first step is to define your goal. What do you want to achieve from this marketing? More leads, create brand awareness, improve brand value, target specific groups of audience, or boost sales.
Additionally, What type of content your page will contain? How often you will publish content? What will be your brand message?
In a nutshell, you need to create an organized plan.
Just because you want leads, that doesn’t mean leads will come to you automatically. You need to work for it. A dull, disorganized page won’t capture anyone’s interest.
Think of your company page as the runway that guides LinkedIn leads straight to your official website.
You need to ensure your company’s business page is organized to encourage a conversion action. Whether you put it in the page’s description section or recent post updates, it’s up to you. The aim of this is to get click-through to your website.
You can follow these powerful tips to increase your click-through rate:
In the description, don’t bore visitors! Talk to the point, clearly mention the services you provide, your latest achievement, what’s your company’s main goal, website address, location, etc. Keep it minimal. This will level up your LinkedIn marketing strategies.
Look at the Stride’s LinkedIn description below.
It is a universal truth that Consistency is key to success. In any social media platform staying active is crucial.
If you can post once a week, do it; if you can post daily, that’s far better. As long as your feed is fresh and filled with regular updates, you’ll remain in your followers’ minds and collect a generous amount of leads.
However, posting regularly that too manually can be tiring:(
I’ve got an easy solution, with Bit Social’s WP Post Schedule feature you can schedule your WordPress blog updates in advance. Therefore, the updates will be published at the scheduled time.
Yes, that’s true, posting daily is a good practice. But you cannot post irrelevant content, this will degrade the credibility of your business page.
Try to provide high-quality content to your followers that resonates with your brand niche. Sometimes, give a funny angle to your posts. This way your audience will get entertainment and information at the same time.
No matter what you post, make sure it is authentic and relevant. As this will build up the trust and authority of your company.
Research conducted by Hubspot states that posting between 10 a.m. and 12 p.m. is the best time for higher engagement. And especially posting on Tuesdays, Thursdays, and Wednesdays is very beneficial for better conversion.
You cannot overlook one thing, LinkedIn is a professional space. Here, people come for work or to share their work. Unlike other social platforms, LinkedIn is not for scrolling and entertainment.
So posting at the correct time when you can reach a wider audience is quite essential.
In the beginning, it is difficult to identify which media will be appropriate for your post. So try different forms of media to know which your audience will love and relate to more.
Did you know content with images gets twice engagement compared to those without images? Yes, you read it right! Content with interactive images or infographics gets more views and impressions.
Moreover, in today’s time, the popularity of video content all over the media world is increasing day by day. Recent research shows that compared to other content formats, videos get shared almost 20 times.
Tip: Make videos that are not longer than two minutes. As most customers prefer short and helpful videos.
LinkedIn is not just a platform for showcasing your products—it’s about building loyal relationships that drive business growth. Although it may seem challenging to do this as a business, but it’s definitely not impossible.
In fact, on LinkedIn, the growth of your brand depends on how well you’ve established your own personal branding.
Encourage Employees to be Brand Advocates
Your employees are the best advocates of your brand.
When your employees promote your company content or engage with the users actively, it improves your brand’s value and credibility. This brings loyalty among the audience, as insights or reviews from real employees are more convincing than other sources.
Highlight your team members
Humanize your B2B marketing on LinkedIn strategy by introducing the faces behind your brand. Share high-quality headshots and insights about what each team member brings to the table.
People prefer to connect with real personalities rather than robotic figures. often feel offended by robotic experiences. They want to make a purchase from a real person. So by resharing your employees’ posts on your company page, you add a human touch between your brand and your audience.
Additionally, by showcasing your team, you give your brand an edge that sets it apart from competitors.
Hashtags are powerful tools to reach a wider audience. But instead of overusing them, use them strategically. Think of hashtags as Content Organizers, they are used to help people find content on the same topic. Make sure to use relevant tags that go well with your content.
One interesting part: Once your post goes viral, after using hashtags, LinkedIn will display your post to the whole LinkedIn community that searches or follows that particular tag.
In case, you don’t know how impactful hashtags are. Let me show you a demo.
Beside each tag, you can see a good number of followers. This number shows you how many people will see your content once your post becomes popular.
Even though, no one can predict which post will be trending next except the LinkedIn algorithm. But make sure you use each hashtag smartly and see your business grow.
💡Tip: Try to use 2-3 tags per post, they are more than enough for maximum reach.
As I’ve mentioned earlier, LinkedIn groups are industry-specific communities. Each group is of a different niche and industry. And such groups are excellent places to meet people with the same interests and exchange valuable insights.
Though you can’t join these groups as a business I think this is far more effective to engage with the target audience on a personal level. Why? You’ll get to see what they are searching for, share knowledge, or ask your queries. Eventually, you’ll need all this info to shape your company’s marketing strategy.
Plus, if you wish to connect with someone influential and have a common field of interest, then feel free to DM them.
Tip: Consider creating your own LinkedIn group based on your business niche. This will be an easy pathway to interact with the intended audience. Also, to feature your services and expand your business network.
So B2B marketers and B2B brands, Are you ready to include all the goodness of LinkedIn in your marketing campaign? Start implementing the strategies, I’ve listed above, and see what works for your business. No problem if any of it doesn’t work, try the other one, and keep trying.
The secret to success in LinkedIn marketing lies in testing and creating rich content. Take time to understand the platform and be the next successful story in LinkedIn marketing!
