LinkedIn is becoming more popular than ever in business circles – particularly amongst B2B companies. LinkedIn is being hailed for its status as an ideal platform for thought leadership. Many B2B companies have been committed to LinkedIn for quite some time and they are already reaping rich dividends.
LinkedIn’s business orientation makes it the perfect place for B2B companies to target their consumers highlight the utility of their products and execute content marketing initiatives.
While the benefits of LinkedIn are undeniable, some recent changes in its rule require marketers to adapt, much like they’ve had to do for Facebook and Twitter.
If your B2B company is keen to use LinkedIn and exploit this platform to its fullest potential there are some known ways you can do it.
Try to target prospects in groups. The advantages of LinkedIn groups for B2B are far too well-known to need any reiteration. But it’s a good idea to make dynamic your presence in LinkedIn, especially because long-form publishing is rolled out to everyone this year. Reach out to contacts, share your expertise and participate in conversations and initiate discussions.
Make it a point to enhance content marketing through sponsored updates. Like with other social media channels, even a marginal advertising budget on LinkedIn can help you derive great benefits. Go after your industry-specific prospects through sponsored updates, and encourage them to share your thought leadership and long-form publishing. Build this trick into your comprehensive content marketing strategy.
Make it a point to highlight your products with Showcase Pages. LinkedIn Showcase Pages are most effective for standalone products and are a great way to build a community around any one facet of your company. Showcasing one product /group of products under your Company Page helps you to organize varying parts of your B2B company while maintaining connection with the parent brand.
Needless to say, you have to connect with LinkedIn influencers. LinkedIn Influencers are established authorities in their fields who have large followings online. If you are not on the way to becoming one, try to establish relationships with those influencers who belong to your industry. If your content marketing is highly informative, they might even choose to share it with their large extended networks.
Studies reveal that nearly 80% of social media B2B leads come from LinkedIn.