LinkedIn Marketing: The Ultimate Guide to Using LinkedIn for B2B Marketing

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Linkeding marketing

Most people use LinkedIn for job searching and networking. But what about using LinkedIn for marketing? Believe it or not, LinkedIn can be a powerful tool for B2B marketing – if you know how to use it correctly. In this guide, we will teach you everything you need to know about LinkedIn marketing. We will discuss how to create a successful profile, how to find potential customers, and how to market your products and services. Let’s get started!

Marketing on Linkedin isn’t that complicated. If you want to survive in the modern economy, you should be present on the usual career platforms. The world’s largest of these platforms is LinkedIn, with over 500 million users. It pays to keep an eye on your own LinkedIn performance to make valuable contacts. But far beyond the networking factor, LinkedIn is also ideal for B2B marketing.

linkedin
LinkedIn is ideal for B2B marketing!

Why is marketing on Linkedin so successful?

For starters, Linkedin is where most business professionals have congregated. This is the main reason why Linkedin marketing works so well for B to B (Business To Business Marketing) – because that’s where the target market hangs out. Linkedin is also fantastic for building relationships and creating trust. When you add value first and focus on building relationships, the sales will follow.

If you’re new to Linkedin marketing, don’t worry – we will walk you through everything you need to know. In this guide, we will teach you everything you need to know about Linkedin marketing. We will discuss how to create a successful profile, how to find potential customers, and how to market your products and services. Let’s get started!

Creating a strong Linkedin profile is the first step to successful Linkedin marketing. Your profile is your personal brand, and it should be designed to attract your target market. Linkedin allows you to add multimedia content to your profile, so make sure to take advantage of this feature. You should also include keywords that describe your business in your profile so that you can be easily found by potential customers.

Once you have created a strong profile, it’s time to start finding potential customers. Linkedin has a powerful search feature that allows you to filter users by location, industry, and much more. You can also use Linkedin groups to find potential customers. Groups are a great way to build relationships and trust – two essential ingredients for successful Linkedin marketing.

Now that you have found your target market, it’s time to start marketing your products and services. Linkedin allows you to use a variety of marketing tools, including sponsored content, LinkedIn ads, and company pages. You should experiment with different marketing strategies to see what works best for your business.

Here we have some great tips for you to be successful on Linkedin and generate more leads:

Encourage your employees to be active contributors on LinkedIn

Gaining followers on LinkedIn can turn out to be quite a tough process. However, this can be counteracted at least in part by using your own employees and colleagues as the foundation of your network. Based on this, you can continuously expand it.

Since not all employees are professionals in dealing with business platforms from the outset, a small internal LinkedIn training course may be a good idea. In this way, you can convey the basics for efficient and professional use of the network. It is particularly important that all employees state their position and employer on their profiles, as they will then automatically be displayed on the company website. In this way, your company is given a face, which makes it appear much more approachable.

Your company page on LinkedIn is the business card of your enterprise on this platform. Therefore, it should be kept up to date at all times and regularly supplied with new content. In this way, you can score points with potential customers or cooperation partners who are interested in what is happening in your company. You can also use this space to address specific target groups with suitable content.

Linkedin marketing can be a great way to connect with potential customers and promote your business. With a little effort, you can create a strong profile, find your target market, and start marketing your products and services.

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Use the different content formats

According to LinkedIn, rich media content such as images or videos gets twice as many comments as to other content formats. You should therefore not only rely on text content to convey your expertise or comment on current industry events.

In order to make text-heavy content as appealing as possible, LinkedIn has a whole range of various formatting tools ready. Therefore, always think carefully about which content format is best for presenting what you want to convey.

This was just a short overview of what Linkedin marketing entails. If you want to learn more about how to use Linkedin for your business, check out our ultimate guide!

Only publish relevant content

LinkedIn users are receptive to both self-produced content and external content, such as articles from trade journals. Before each post, however, you should always check whether it is relevant to your intended target group and whether it provides added value – otherwise, you will hardly attract their attention.

To do this, follow current industry events and consider what could offer your community informative or entertaining added value. With current topics, there is also the opportunity to provide new food for thought and perspectives. There you can stand out more than with a topic that has already been discussed many times.

When it comes to external content, you should always keep an eye on the source. If possible, Link to renowned providers or industry leaders. This increases the trustworthiness of your own company.

If you own a website or have a company website, make sure to publish interesting blog posts regularly. These blog posts you can also use for your marketing on Linkedin. You can link out from your Linkedin profile to the relevant blog posts on your company website. This way you can generate more traffic for your website.

When using self-produced content or external content, always keep in mind that interesting and relevant pictures or videos are particularly successful on Linkedin. So make sure to use them!

linkedin on mobile phone

Try to understand the LinkedIn algorithm

Numerous articles provide insight into how the LinkedIn algorithm works. A key feature is the fairly strict spam filter. This categorizes content as spam, low quality, and approved. If a contribution is made, it is first checked by filters before it appears in the user’s feeds. If a post makes it into the newsfeed, the interaction values are measured.

If the performance is good, an automatic “virality check” takes place. This evaluates the credibility and relevance of the content. If your contribution also passes this endurance test, it will be checked for quality by editors. In order to find out which contributions are well received, you should therefore deal with successful examples. You can then optimize your own content on this basis.

It is also important to take a closer look at the interaction values. In order for a contribution to appear in the newsfeed of as many people as possible, it should be interactive and arouses emotions. This encourages users to comment or share content.

You can increase your interaction values by tagging other Linkedin users in your posts or using Linkedin Pulse. Linkedin Pulse is Linkedin’s own blog function with which you can reach a large audience quickly.

Of course, you should also use suitable hashtags in your posts to make them easier to find. You can either enter general industry-specific hashtags or create your own branded hashtag.

Make sure you have a corporate profile

A Linkedin corporate profile is a prerequisite for successful B2B marketing on Linkedin. If you want to use Linkedin for your company, you should therefore set up a business profile first. This has certain advantages over a private profile.

For example, with a business profile, you have the option of adding additional information about your company. You can also use Linkedin Showcase Pages to present your products or services in more detail. Linkedin Ads are another way to make your company more visible on Linkedin.

A business profile also offers the option of posting job advertisements. If you are looking for new employees, Linkedin is the perfect place to find them. Because many people use Linkedin to look for new jobs.

If you want to use Linkedin marketing for your company, you should therefore definitely set up a business profile. This is the only way to take full advantage of all Linkedin features.

linkedin profile

Generate leads with Linkedin

Linkedin can also be used very well to generate leads. For this purpose, Linkedin offers the possibility to contact other Linkedin users directly. You can either use InMail or Linkedin Messages for this.

With InMail, you can send messages to Linkedin users who are not in your network. Linkedin limits the number of InMails that can be sent per month, however.

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Linkedin Messages, on the other hand, can be used to contact Linkedin users who are already in your network. Linkedin does not limit the number of messages that can be sent in this way.

When contacting Linkedin users, you should always keep in mind that Linkedin is first and foremost a business platform. This means that you should never send unsolicited advertising messages.

You should only contact Linkedin users if you have a business reason to do so. For example, if you want to establish a business relationship or make a sale.

LinkedIn can be a great way to generate leads for your business. But you should always make sure that you have a good reason for contacting other LinkedIn users. Otherwise, you may come across as spammy.

Be present in LinkedIn groups

An important part of LinkedIn is groups. Each group is subject to a specific topic, so targeting users there turns out to be very easy and effective. There you can expand your network with contacts that you know are interested in certain topics and that you would probably never have made without the group functionality.

In addition to the aspect of networking, the exchange in groups also offers the opportunity to gain new knowledge and industry insights. In order to stay on the ball and to be perceived as an important member, you should be regularly active in the groups. At best, you will eventually come to be considered the “thought leader” of the group.

Groups are a great way to network and learn more about your industry. If you want to be seen as an expert, make sure you’re active in the groups you’re a part of.

linkedin business profile

Use LinkedIn Analytics

In order for the effort for a successfully operated LinkedIn presence to be worthwhile at all, you should constantly put your activities to the test. As in all common social media, LinkedIn also offers an in-house analytics tool. This can be used by all site administrators.

The analytics data provide information about the effectiveness of the respective posts and provide information about your followers and page visitors. In this way, you can find out, for example, which content formats perform best in your community and which LinkedIn members you can reach with them. Conduct regular monitoring to use the data to better tailor future content to your audience.

By constantly monitoring your analytics, you can figure out what kind of content works best with your audience. This way, you can make sure that all your future content is tailored to them.

LinkedIn Analytics
LinkedIn offers you a build-in tool to track all clicks and engagements.

Turn on LinkedIn Ads for extra reach

You can also supplement your activities for building organic reach with paid measures (paid advertising). There are several types of ads available to you:

  • text ads located next to the newsfeed,
  • Sponsored content that fluently integrates with the newsfeed and
  • Sponsored InMails that go straight to users’ inboxes.

All three variants can be played out specifically to users with detailed targeting. HubSpot showed how valuable text ads can be for lead generation.

Paid advertising on LinkedIn can help you reach even more people. If you’re looking to generate leads, text ads are a great option.

Ads are also good if you don’t have the time to interact with potential leads organically.

You can choose the targeted group you want to reach with your advertising according to different criteria. For example, you can target by company size, job title, or specific skills.

LinkedIn offers a variety of advertising options that allow you to reach your target audience in a variety of ways. You can target by factors like company size, job title, or skillset.

No matter what kind of business you have, if you’re not marketing on LinkedIn, you’re missing out. It’s a great way to connect with potential customers and generate leads. By following the tips in this guide, you’ll be well on your way to success.

Move into niches – or create a new one right away

As already stated, groups are the ideal place for private and informed conversations on a specific topic. In addition to groups that cover a large range of topics, there are also niche groups. These have a specific subject matter, making it easier to stand out than in large groups. This is how you can make valuable contacts.

Of course, you also have the option of creating your own group. There you can appear as a moderator and expert on a specific topic. However, leading a group means a significantly higher workload. This includes, among other things, the acquisition of new members and regular screening of the contributions.

On the other hand, there is the opportunity to position yourself and your company as an authority in a specific field.

Niche groups are a great way to connect with potential customers and make valuable contacts. If you’re looking to position yourself as an expert, creating your own group is a great option. However, it requires more work to maintain.

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No matter what route you choose, being active in groups is a great way to network and learn more about your industry.

publish content on linkedin

Post regularly on Linkedin

Logically, the core times at LinkedIn are from around 9 a.m. to 6 p.m. on weekdays, since most users are on the platform during their working hours. Posts perform best between 10 a.m. and 12 p.m. in particular. In general, you should find a routine in your LinkedIn usage and set up appropriate reminders if necessary. It helps to have a fixed rhythm, for example, every working day or every second, in order to gain sustained attention and increase your own reach.

This may sound like a lot of effort at first, but there is a simple solution: you don’t always have to produce relevant content fresh – keyword: content recycling. This way you can easily reuse content if you are running out of time. This not only saves you time but also better exploits the reach potential of the content.

If you want to be successful on LinkedIn, you need to post regularly. Figure out a posting schedule that works for you and set reminders if necessary. This will help you gain sustained attention and increase your reach. If you’re short on time, consider recycling content to save yourself some effort.

By following these tips, you’ll be well on your way to success with LinkedIn marketing. Linkedin is a powerful platform with a lot of potential for businesses. With a little effort, you can reap the rewards of increased leads and connections.

Visit events and meet your contacts in person

Networking in direct, personal contact is of course still unbeatable. LinkedIn also offers its own internal calendar of events. There, users can either create events themselves or search for events that suit them. In this way, you can meet people from your network with whom you have previously only interacted digitally.

The events themselves then offer a new source of content. Summarize your findings in a post or report live via photo posts and share your experiences with the community to create new topics of conversation.

Events are a great way to meet people in person and create new content. You can search for events that suit you on LinkedIn’s internal calendar or even create your own event. Then, you can share your experiences with the community to create new topics of conversation.

Use the focus pages

LinkedIn’s focus pages offer the opportunity to cover selected aspects of your company on separate pages. Up to ten focus pages can be created for a LinkedIn profile, and the choice of topic is entirely up to the site operators.

By specifying, a specific target group can be addressed in a targeted manner, so that there is less wastage in content distribution. Examples of a focus page are the topic of sustainability of the company, a page for a specific product, or insights into the everyday working life of your company.

Focus pages are a great way to target a specific audience and distribute content more efficiently. You can create up to ten focus pages for your LinkedIn profile, so make sure to choose topics that will resonate with your target audience. Thanks for reading!

Conclusion

LinkedIn is a powerful platform with a lot of potential for businesses. With a little effort, you can reap the rewards of increased leads and connections. Use Linkedin’s focus pages to target a specific audience and distribute content more efficiently. Thanks for reading!

Remember to be active on Linkedin and post fresh content on a regular basis to keep your profile relevant. If you’re short on time, consider recycling content to save yourself some effort. And finally, don’t forget to take advantage of LinkedIn’s events calendar to meet people in person and create new content.

Linkedin is a powerful platform with a lot of potential for businesses. With a little effort, you can reap the rewards of increased leads and connections. Use Linkedin’s focus pages to target a specific audience and distribute content more efficiently.

Would you like to know more about the optimal LinkedIn marketing strategies? Then we have more info’s that you can use to advance your LinkedIn lead generation strategy.

best linkedin lead generation
Click on the image to get more info about the best lead generation strategies for LinkedIn B2B marketing.
Founder at Datacrypt Ltd
Tim is the founder of Datacrypt.io and is an expert in web design, SEO, eCommerce, and content management. Tim loves to give you a lot of useful information in our blog about various topics.
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