5 Success Tips for B2B Marketing on LinkedIn

Among all the social networks, marketers tend to neglect LinkedIn as a marketing tool in favor of site with larger user bases like Facebook and Twitter. That neglect presents an opportunity for savvy marketers to leverage the LinkedIn platform to generate leads and drive conversions.

If your company has yet to implement an organized strategy for LinkedIn, 2019 is the time to start building up that platform as a source of leads and conversions. Today, we will explore a number of ways to do just that including:

  • Leveraging Your Company’s LinkedIn Page for Lead Generation
  • Developing More Targeted Content
  • Making Good Use of Branded Visuals
  • Increasing Platform-Wide Visibility
  • Showing Your Company’s Human Side

1. Generate Leads With Your Company Page

Most company pages on LinkedIn only provide basic information about the company. This is fine for most marketing purposes, but the potential to use this space better definitely exists. In short, every piece of marketing content should steer leads closer to a conversion.

LinkedIn company pages are, at their core, marketing pages. They can have the same effect as a well-produced landing or squeeze page. First, focus on information that positions your company as a credible, trustworthy source for whatever service or product is being marketed. Then, include a call to action that generates a click-through or other designated action to be performed by the reader.

2. Align Original Content With Company Page Messaging

After getting someone to click through to your website, blog, landing page, white paper, etc,. It is important to present content that compliments and confirms the messaging on the company page. Whatever devices were used to generate that click need to be present in all supporting content. Consistency builds trust and trust leads to more meaningful conversions.

The content of the company page needs to have a foundation. This will attract the right business partners or customers. That means that it will be necessary to update the page whenever your marketing strategy shifts focus. For example, your company specializes in general copywriting and you intend to rebrand it as an academic assistance service. In order to present the brand better, a certain approach should be used to create the company’s page. In our case, the page should contain education-related content and it should fully and accurately describe all the writing services that the company provides.

3. Use Good Visuals

Company logos, colors, images – all of these things are important elements of a successful company page. Use as little stock media as possible and invest in some high-quality visual content. Work with experienced photographers, artists, and graphic designers to come up with visual branding that is exciting as well as unique.

Keep in mind that there are literally trillions of ads running on websites throughout the world every day. People are bombarded by words that they rarely read or notice. Images and videos, however, have a way of getting people to stop scrolling and pay attention to the message. They also give an instant gauge of things like the quality of products and services and the level of pride taken in a given brand by the people who market it. In other words, don’t shortcut the visuals. Take them, and their level of influence on potential new partners and customers, seriously.

4. Be Seen By More People

Like any other website, individual pages on LinkedIn are ranked for SEO. This presents an opportunity for savvy marketers to build organic traffic directly to specific pages on LinkedIn via on-site SEO. Following above-board SEO best practices can have a major impact on how easy it is for people to find your company.

Take the time to analyze page metrics and look for chinks in the armor. Most SEO shortfalls are easy to correct and the results can be very impressive. Be certain, however, to operate within LinkedIn’s terms of service. Most platforms have strict guidelines for how marketing content can and can’t be presented.

Another way to increase visibility is to be seen in related LinkedIn groups. This is no different than engaging in conversations on Twitter or on the myriad of related forums that cater to the demographics marketers want to reach. Engage in some of the more popular groups and take note of the types of topics that are discussed most frequently. Then, steer those audiences closer to your brand by establishing new groups around the topics that matter to them.

Engaging shows that your brand understands its industry and its customer base which will, in turn, attract more B2B engagement. Keep all interactions positive and objective. Never engage in argument or debate in public, but do reach out to any detractors and attempt to establish common ground whenever appropriate. Maintaining a professional edge with people says quite a bit about what it is like to work with your company in a B2B relationship.  

5. Be More Than Just a Brand

One of the most important aspects of modern marketing is relationship building. The cornerstone of relationship marketing is being able to present your brand as more than just a faceless entity. Potential customers and business partners need to see the human side of the brands with which they engage and do business.

All businesses are comprised of people, so it just makes sense that your digital “handshake” with other companies have a sense of warmth and approachability. In 2019, B2B marketing is all about interaction and engagement. With that in mind, keep engagement consistent, stay visible, stay positive, and remain “Linked In” with the people, companies, and pages that lead to new strategic partnerships or provider relationships with the companies you approach and attract.