LinkedIn is one of the most powerful platforms for B2B marketing campaigns. This tool can help you develop relationships with prospects, reach out to them and generate leads. However, you need to know how to use LinkedIn effectively if you want it to achieve your business goals. That’s why we decided to share 7 tips on how to do effective B2B marketing on LinkedIn.
1. Optimize your company page
- When logged into LinkedIn as an admin of your company page, find your profile picture dropdown on header and find your company page link under the “Manage” section.
- Add your logo on the profile photo, your location, & a short description of what your business does.
- Create a video to introduce your business, including an overview of what you do and why it’s important in today’s world (and how you can help).
- Add links to your company website, careers page and blog—these will give people additional information if they’re interested in learning more about you or applying for a job at your company.
- Add links to social media profiles where you’re active so that connections can find more content from you through those channels as well—Twitter, Facebook, Instagram etcetera!
2. Align your marketing messages on LinkedIn with sales objectives and goals
- Align your marketing messages on LinkedIn with sales objectives and goals. You can easily discuss the alignment with the sales team to ensure your efforts are creating business value.
This will help you determine how effective your marketing is, as well as make necessary changes when needed.
3. Set up trackable URLs for lead generation
You should set up trackable URLs for all of your lead generating content. This way, you can determine how effective your marketing efforts are by tracking data such as:
- How many people clicked on a specific piece of content
- How many leads were generated from each piece of content
If you don’t have this setup yet, this is where you need to start!
4. Get in touch with a LinkedIn marketing agency
No matter how good your own LinkedIn profile is, you can’t do everything on your own. A good strategy will get you many more leads than a bad one, and it’s not something you should try to figure out on your own. You need an experienced professional with the right connections who knows what works and what doesn’t.
It may sound counterintuitive to pay for help when there are so many free resources available online, but this isn’t like learning how to use Twitter or Facebook—LinkedIn is much more complicated than other social media platforms, and it takes time and effort before you know what works well within its framework. If you want the best results possible in the shortest amount of time possible, then consider investing in hiring an agency that specializes in this type of work.
5. Target the right audience through specific ad formats and content distribution options
You may target the proper audience for your B2B business using LinkedIn’s ad targeting choices and content distribution tools. How to use these tools to target the correct people on LinkedIn will be covered in the section that follows.
Sponsored updates, which are similar to Facebook advertising in that they appear in user news feeds, are LinkedIn’s most well-liked ad format. This means that, among other things, their location or industry could be used as a target. If you offer items to small businesses, for instance, you can choose to focus on a certain town or area where there are many of small firms with budgets similar to your own. You might also target individuals who work for accounting firms or businesses that specialize in accounting if you’re providing software for accountants.
6. Use LinkedIn’s paid tools to drive brand awareness and lead B2B lead generation
LinkedIn’s paid tools are a great way to drive brand awareness, generate leads and increase your ROI.
- Sponsored Content: Use this tool to promote your company’s content on LinkedIn’s News Feed, directly reaching premium audiences. This is an excellent way for B2B businesses that want to establish thought leadership in their industry.
- Sponsored InMail: You can send messages directly to the inboxes of highly-engaged viewers who have shown interest in your brand or its content by clicking on one of your ads or sponsored posts.
- Dynamic Ads: You can create display ads that include dynamic elements such as call-to-action buttons and headlines, which allow you to test different marketing messages as well as build out more personalized ad experiences for individuals based on their interests and behavior history within LinkedIn’s platform.
7. Provide regular feedback to your LinkedIn marketing agency so they can improve your future campaigns
Provide regular feedback to your LinkedIn agency so they can improve their future campaigns based on those metrics that matter most to you! Feedback can be provided in the form of a survey or a meeting, but it should always be given directly to the agency.
Give your agency feedback on how well their campaign is performing against its KPIs, including click throughs and conversions (if applicable). Provide them with specific suggestions for improving future campaigns based on what worked well in previous ones, as well as what didn’t work at all—this will help them in creating more effective LinkedIn ads moving forward.
We hope these tips will come in handy when working on your B2B marketing strategy on LinkedIn!
