Where do most Fortune 500 decision-makers spend their spare time? LinkedIn. This social network is a crucial element in any B2B marketing strategy.
It has over 500 million members, of whom a fifth are senior level influencers and decision-makers. With so many professionals gathered in one place, ignoring it is like letting go to a multitude of business opportunities at once.
But, how do you capture the attention of this quality audience? We’re talking professionals with busy schedules that are using LinkedIn in a professional context. C-level executives, IT decision makers, small business owners, they’re all people who act on new opportunities.
They don’t have time for small talk. And you shouldn’t either.
Here are five strategies to help you integrate LinkedIn in your B2B marketing strategy and get new leads.
1. Identify Your Target Public
Defining the right audience for your content on LinkedIn isn’t rocket science. Think about the type of people you’re looking to engage with your messages–the buyer personas you’ve developed for your overall B2B marketing strategy.
LinkedIn enables marketers to target public based on multiple criteria, such as industry, geographic region, job titles, or authority level. So, if your buyer persona is as IT Director in a small company, you can easily target people who match this description on LinkedIn using filters like job title and company size. Then, you can narrow your audience by adding filters like location and specific industry, depending on your business purposes.
You can start running similar ads for multiple audiences and measure your performances for every category. This way, you can identify the most profitable target audience for your business and concentrate your marketing efforts on them.
LinkedIn provides marketers with a series of services that enable running account- and contact-based marketing campaigns. Use them to segment your audience and target users with the highest chances to engage with your content and turn into leads.
The best part about LinkedIn is that it allows you to target individuals. So, if you’re interested in connecting with decision makers in specific companies, you can search for people with laser-like accuracy.
2. Optimise Your Business Page
Leads don’t just arrive at your door asking for more information. You need to enhance your LinkedIn presence to encourage people to visit your website and take action. When you optimise your LinkedIn business page, you’re more likely to get conversions and create an effective marketing funnel.
The top elements that gather attention are your profile image and header, the company description, and the content you share with your followers. Remember that LinkedIn is a corporate network, so keep a professional tone and stay away from cliches–general rule for your entire B2B marketing strategy, actually.
Your profile image and banner should reflect your brand and the core values you stand for. These two images are the first things a prospect looks at when landing on your business page. You don’t want to waste this opportunity to make an excellent first impression. Make sure you insert your company logo, your motto, or any other key element that could help visitors understand who you are as a business and why you are a reliable partner.
The company description (About section) is the place where prospects look for some essential information about your brand. Not only should this section be engaging, but it should also include relevant industry keywords for SEO purposes. It’s a relatively short paragraph so you may be tempted to get lost in details and lose the essential. Besides your brand voice and your values, the About section should also include where you are based, what type of products and services you offer, and how people can get in touch.
3. Publish Relevant Content Only
When it comes to content, on LinkedIn, you can use some types of posts that don’t work on other social media. Such as long-form content, industry insights that target professionals only, or presentations.
Professionals are interested in industry trends, predictions, well-researched analysis, and facts that add value and provide industry insights. They have an appetite for news, case studies, in-depth how-to articles, and lessons learnt from previous projects.
You should also share timely, relevant content, like blog posts or recent articles from industry journals. Research and quick tips are going to help you get engagement, as well. Another way to draw attention is by publishing company updates periodically.
No matter what type of content you opt for, make sure it’s engaging and starts a conversation. Your B2B marketing strategy should rely on facts and research, never on speculations and industry gossip.
4. Use Showcase Pages
Showcase pages are extensions of your business page that you can use to highlight your brand, various projects, or specific products and services. So, you create a new page for every initiative you want to promote.
Each showcase page acts as an individual page, so you’ll have to start from scratch with SEO optimisation, statuses, and all other strategies for getting followers and engaging with prospects.
Showcase pages can help you boost your SEO. That’s because you can include target SEO keywords in the page name, as well as in the description. At the same time, they increase your visibility on LinkedIn and allow you to segment audiences based on their interests.
For example, Adobe uses showcase pages to promote its various products. Fans can choose to follow the pages they have an interest in, such as Adobe Creative Cloud, Adobe Document Cloud, or Adobe Experience Cloud.
5. Use Short Videos to Capture Attention
Video content should be integrated into any effective B2B marketing strategy, especially for social media. Video is engaging and actionable, the perfect recipe for your sophisticated LinkedIn audience.
On this social media, you can use both embedded videos and “native” videos, uploaded directly on the platform, and you can also use this type of content for LinkedIn video ad campaigns. It can help you reach any business objective: get views, drive website traffic, and collect the leads you need for your sales funnel.
The key is to start with the essential and use the first 10 seconds to show your audience what your video is about. Also, make sure the message in your video reaches the audience with sound off, as this is the way most of your followers will go through it.
How long should videos for LinkedIn be? It depends on your purposes. If you’re looking to increase brand awareness, keep it under 30 seconds. If the video is meant to bring conversions, it should have between 30 and 90 seconds. For complex ideas, you can use longer videos, as long as you master storytelling and manage to keep your audience focused on the message. According to LinkedIn specialists, videos shouldn’t exceed 10 minutes.
Integrating LinkedIn in Your B2B Marketing Strategy
LinkedIn is a gold mine for your B2B marketing strategy. Here you can connect with people that truly matter to your business and can become valuable business partners.
However, being a professional network, you need to polish your messages and adapt them to a sophisticated audience. Not only do these people have the money and the know-how, but they also know very what they want and how they intend to do business.
You need to build a professional online image through high-quality content that highlights your brand voice and what differentiates your company from its competitors. Your LinkedIn strategy, like your overall marketing strategy, should represent you and the things you stand for and show your brand as a reliable business partner.