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7 Tips for Building an Effective LinkedIn B2B Marketing Strategy

“Businesses move from liking to leading when they look beyond social media to see how social technologies drive real business value. From marketing and sales to product and service innovation, social is changing the way people connect and the way organizations succeed”-IBM

A question frequently asked by participants in our digital marketing certificate program is “How do you use LinkedIn to build high-value B2B leads?” We believe that this is a question that requires a detailed response. It is not a question that can be answered in one or two sentences.

With over 630 million users in over 200 countries, LinkedIn is one of the most powerful platforms for B2B marketing and lead generation. B2B marketers know better than to overlook LinkedIn in their marketing plan. That’s because 46% of social traffic to B2B company websites come from LinkedIn. Moreover, LinkedIn lead conversion rates are 3 times higher than any other ad network, including Google and Facebook. But the biggest reason is that LinkedIn has more decisionmakers (i.e., 63 million) than any other platform. LinkedIn has the power to open doors for B2B marketers in ways that would have been impossible 10 years ago.

In this blog post, our digital marketing certificate program advisors share with you 7 tips for building an effective LinkedIn B2B Marketing strategy.

7 Easy Tips for Using LinkedIn as a B2B Marketing Tool

1. Create an “All-Star” Company Page

A business page where LinkedIn users can visit to learn more about your company, employees, products and services is vital. A LinkedIn Company pages is like a Facebook business page dedicated to featuring the unique cultures of individual businesses, organizations and institutions. These pages can be found by LinkedIn users and search engines alike. Interested users can follow them to stay updated with major announcements, deals and other happenings.

Another reason why a Company LinkedIn Page is important is because of its unique analytical capabilities. With a LinkedIn company page, you get information on the types of users that are visiting your company page. You will be able to see breakdowns of categories by job title, company, location, and industry etc. This breakdown helps you to determine whether your content is reaching the right audience.


LinkedIn B2B campaign

 LinkedIn B2B campaign – DMAC (source: socialmediaexaminer.com)

2. Start Connecting with The Right People

Take a good look at your contacts; they are the currency of LinkedIn and your lead generation success on the social networking platform. If most of your contacts are friends and family members, you’ve got a lot of work to do. Aim to connect with as many contacts with 500+ connections as possible.

3. Follow Prospect/Customer Actions

Encourage your staff to follow the new contacts and their LinkedIn activity. This helps you uncover possible opportunities to turn a lead into a sale. Show interest in what they do by liking or sharing their posts and updates.

4. Create An “All Star” Individual Profile

Many LinkedIn users’ profiles lack basic information. The first thing that many potential connections and prospects will do is check out your profile to see if you pass the credibility test. The only way to get the most out of LinkedIn is to complete your profile and to include past experiences, education, interests, multimedia resources and volunteer activities. The goal is to differentiate yourself from the millions of other profiles.

Today’s “All Star” profiles also goes beyond the basics. The basics such as work experiences and education will not cut it in the lead generation world. Other elements such as status updates, published articles, videos and presentations, recommendations, patents, certificates and awards are just as crucial. Think of your LinkedIn profile as an online resume or as your storefront window. It is your opportunity to shine and to display your most unique qualities.

To be successful on LinkedIn you need to engage in conversations. If you are targeting a certain industry, simply join those groups and act as a resource that answers questions. Keep in mind that these are your prospects that need your assistance. What better way to establish credibility in their eyes than by acting as a resource.

6. Keep LinkedIn Connections Organized in Your CRM

All contacts lumped into one pile is the biggest drawback to using LinkedIn, according to B2B marketers who participated in our digital marketing certificate programs. LinkedIn does not offer a CRM tool that will help you label each connection as a client, referral, employee, journalist or competitor etc. This can lead to missed opportunities to improve customer experience and increase revenues.

Don’t get us wrong. LinkedIn is still an effective platform for B2B marketing. You can overcome this hurdle of disorganized contacts by investing in a CRM tool. There are several CRM Software providers that offer useful features to look up, import and view potential prospects from LinkedIn contacts. Depending on the provider you choose, you can organize, filter, categorize and manage all your contacts directly without any data entry or little or no human error. So, the next time your prospect has an anniversary or your client is up for renewal, you will not be late in reaching out to them.

7. Optimize Your Settings and Content

This is the most obvious tip; however, it is also a tip worthy of reminding. Three in 5 B2B marketers on LinkedIn fail to optimize their settings and content to ensure maximum success. By this we mean creating a custom URL for your LinkedIn profile, which ideally should include your name or company name. It also means ensuring that the profile is public and visible to everyone and using language that is understood by your target audience and search engines alike.

LinkedIn B2B best practices
LinkedIn B2B best practices – DMAC (source: businessinsider.com)

Check out this SlideShare that offers more tips for B2B Sales Prospecting on LinkedIn:
How to Use LinkedIn For B2B Sales Prospecting, from Niall Devitt

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December 11, 2020

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