LinkedIn has 810 million members in 200 countries around the world. With its specific focus on business, it should be your top B2B lead generation channel. In addition, LinkedIn’s deep targeting capabilities empower you to reach specific B2B audiences, optimize your marketing spend, and achieve your business goals.
This article provides our top eight tips for LinkedIn B2B marketing success.
LinkedIn B2B Marketing Statistics
Before diving into our top tips, let’s look at the latest LinkedIn B2B marketing statistics.
- 58 million companies on LinkedIn (Hootsuite)
- 65 million business decision-makers. 4 of 5 professionals on LinkedIn “drive business decisions.” (Hootsuite)
- An ad on LinkedIn can reach 14.6% of the global population. (Hootsuite)
- Brands have experienced a 33% increase in purchase intent due to exposure to their ads on LinkedIn. (Hootsuite)
- LinkedIn’s audience has 2x the buying power of the average web audience. (Hootsuite)
- 93% of B2B content marketers use LinkedIn for organic social marketing. (Hootsuite)
- 75% of marketers rely on LinkedIn for paid B2B marketing. (Content Marketing Institute)
- Roughly 80% of B2B social media leads originate from LinkedIn. (LinkedIn data)
- 77% of content marketers say that LinkedIn produces the best organic results
1. LinkedIn Company Page
You can turn your company page into a lead-generation magnet with the right strategy.
- The banner should reflect your company’s mission and be aesthetically engaging.
- Write your company description like a pitch deck–get to the point within the first three lines. Then, use strategically placed keywords that speak directly to your target audience.
- Share your company updates on your personal profile. Engaging status updates shared from your company page maximizes your ability to reach potential leads.
Tip: Complete all the features of your company page. According to LinkedIn data, complete company pages generate 30% more page views per week than incomplete pages.
2. Focus On Quality, Not Quantity For LinkedIn B2B Marketing Success
The data shows that B2B buyers consume between 7 to 10 pieces of content before contacting vendors. Therefore, generating marketing content is imperative for a B2B company. However, this should not be a directive to churn out content like a machine. According to LinkedIn data, companies that post weekly see twice the engagement rate.
Tip: Focus on publishing valuable content that solves your potential customer’s problems. Share industry updates that demonstrate that you understand their industry. Show up consistently for LinkedIn B2B marketing success.
Mix Up Your Content
Today, B2B buyers are looking for the B2C experience. So, publish different types of content on your company page. Mix it up with videos, graphics, quizzes, articles, and images to keep your audience coming back for more.
According to data, native assets have an average click-through-rate (CTA) of 3.5% to 8.6%. Native assets include PDF carousel posts that you can upload directly to LinkedIn.
Tip: Focus on creating engaging content that speaks directly to your target customers, and to where they are in the buying journey.
Whether paid or organic, content should be goal-focused. You want your readers to take action. CTAs can be as simple as “sign up for our newsletter or find out about our upcoming webinar.”
Tip: Make sure to align your marketing goals with every content asset.
Share Bite-Size Content
Firstly, the attention span of the average internet user is roughly 6 seconds. Even B2B buyers, who are actively searching for information related to their industry or job, have limited attention spans due to the overwhelming volume of content on digital channels.
Perhaps you’ve produced an extensive white paper that is complex yet vital for your target audience. Break it down into snackable, easily consumable content. It becomes more engaging, builds brand loyalty, and will cement your reputation as an expert in your industry.
Tip: Publish snackable content with engaging CTAs that draw in your target audience for more complex content as they move through the buyer journey.
3. Create Specific Target Audiences
LinkedIn comes with several powerful tools that allow you to target specific accounts more likely to turn into qualified leads. For example, you can create specific targeted audiences, segmented by industry, job title, position within the company, etc. By creating targeted audiences, you’ll be sure to get your content in front of the decision-makers of the companies you want to do business with.
Use your company profile to create, test, and optimize paid ads on LinkedIn, targeting specific audiences with messages and images to generate conversions that fill the bottom of the marketing funnel.
Tip: Take advantage of LinkedIn’s targeting tools.
4. Track Engagements
Tapping into LinkedIn B2B Company Engagement Reports, you’ll gain insights into how your target audience interacts with your digital assets. At the very least, you’ll want to track the following insights:
- Impressions: the number of times an ad was served.
- Ad engagement: how many comments, shares, likes, and video views on your ads
- Organic engagement: how your organic posts are performing–shares, comments, likes, and video views
- Website visits: how many users clicked on the link to your website.
Tip: Once you understand who is engaging with your organic and paid content, you’ll be able to optimize your ABM strategy to better reach your marketing goals.
5. Join Groups That Fit Your Target Audience And Company Goals
LinkedIn hosts dozens of B2B groups that serve as networking and lead generation communities. Each group has rules, but in general, you’ll be able to share your experience, generate discussion, interact with group members, and contribute value-laden content to these groups. As a result, you’ll raise your credibility and visibility. You also have the option to establish your own LinkedIn group as a tool for targeting and engaging customers.
Tip: Use the LinkedIn groups feature to optimize your organic reach and create authenticity and trust among B2B decision-makers.
LinkedIn is the best digital platform for B2B marketing. It offers targeting and distribution opportunities that do not exist on any other digital channel. More than sharing posts and links, LinkedIn provides endless ways to build brand perception, assert thought leadership, communicate with prospects, generate leads, and connect with actual decision-makers.