If you’re in the world of B2B marketing, you’re likely familiar with LinkedIn. It’s been a trusted platform for professionals for years, but have you really considered its potential recently? LinkedIn today is not the same boring, sales-heavy platform it was just a couple of years ago. That’s why we think it’s time to rethink the value of LinkedIn for B2B brands and why it should be a central pillar in your marketing strategy and content distribution.
The Evolution of LinkedIn
LinkedIn’s has been on a journey from being primarily a professional networking and job seeker site to a powerhouse for B2B marketing. Owned by Microsoft, it has grown exponentially, both in terms of users and engagement. With over 900 million members worldwide, and three new users signing up every second, LinkedIn is the go-to platform for professionals and businesses alike in over 200 countries.
The Common Perceptions
LinkedIn often faces misconceptions when it comes to its effectiveness for B2B brands. Some believe it’s a platform for job seekers and recruiters, not a place for serious business interactions. Others think it’s too saturated or lacks the reach of other social media platforms. And let’s be honest, lined up with other social media channels like Facebook or TikTok it’s easy to tag LinkedIn as “boring”.
And therein may lie the problem—LinkedIn isn’t like those other social channels. In fact, it’s the only social channel where your engagement is more likely to center around your brand, your products, and your thought leadership. The audience on LinkedIn cares about those things more than they do about memes and trending dance videos. A more qualified audience for your messaging? Definitely.
That doesn’t mean there isn’t a place for fun on LinkedIn, quite the contrary. If you want to standout, get engagement, and make connections that can turn into solid leads, you’ll want to use every content trick in your B2B book. Animated GIFs? Polls? Carousel posts? Video? Just as powerful on LinkedIn as they are on other channels.
The Changing Dynamics
LinkedIn has transformed to cater specifically to B2B marketers. Features like LinkedIn Pages, Showcase Pages, and LinkedIn Events are tailored for brand visibility and engagement. The platform’s algorithm prioritizes professional content, making it easier for your brand’s message to reach the right audience. Plus, LinkedIn’s audience targeting options are a goldmine for B2B marketers, allowing you to narrow down your reach to the most relevant professionals.
People Rule
People want to connect with people, of just brands. Make sure your brand is well represented by key people in your company, and make sure those people—not just the brand page—publishes, shares and comments on LinkedIn daily. This more than anything else is probably one of the biggest shifts in how marketers approach LinkedIn now versus a few years ago.
Find a few faces to represent your brand and get them posting!
Content Marketing on LinkedIn
Content is king on LinkedIn. Regularly sharing valuable, industry-specific content can position you and your brand as thought leaders. Whether it’s through articles, videos, or infographics, providing insights and solutions that answer your customer’s problems can attract a dedicated following of potential leads interested in you.
Building Thought Leadership
Speaking of thought leadership, LinkedIn is the perfect stage to showcase your expertise. Sharing your knowledge through thought-provoking posts, participating in relevant discussions, and engaging with your network can help you become an influential figure in your B2B industry. People follow thought leaders, and they could be following you.
LinkedIn Advertising
LinkedIn Ads can be a game-changer for B2B brands. With precise targeting options based on job titles, industries, and company size, you can ensure your ads are seen by decision-makers who matter. Don’t underestimate the power of sponsored content, sponsored InMail, or display ads; they can yield impressive results when crafted effectively.
Measuring ROI
Of course, it’s essential to know whether your efforts on LinkedIn are paying off. Fortunately, LinkedIn provides detailed analytics to help you track the effectiveness of your campaigns. Monitor key performance indicators like click-through rates, engagement rates, and conversion rates to evaluate your ROI accurately.
Have a CRM (Customer Relationship Management) platform like HubSpot? Connect it directly to LinkedIn and sync those leads in realtime to your sales team as they come in from your ad efforts.
It’s Time
So, is it time to rethink the value of LinkedIn for B2B brands? Absolutely. The platform’s evolution, coupled with its tailored features for businesses, makes it an indispensable tool in your marketing arsenal. Don’t let misconceptions hold you back; LinkedIn has the potential to connect you with decision-makers, establish your brand’s authority, and drive real ROI for your business.
Let’s connect on LinkedIn and get the conversation going. See you there.
