In the not-so-distant past, LinkedIn often seemed like a dormant social media account on the periphery of everyone’s digital universe. However, it has dramatically morphed into a vibrant, dynamic platform for marketing professionals—especially in the B2B arena.
Now a far cry from its earlier days, LinkedIn Marketing is propelling business communications forward with an impressive momentum. As many other social media platforms grapple with their efficacy in lead generation, LinkedIn emerges as a glowing exception. The reason? Its user base primarily comprises professionals. Today, it is one of the fastest-growing networks, second only to Facebook in popularity among B2B marketers.
LinkedIn promises a healthy conversion rate for eCommerce professionals who can wield its marketing potential effectively. Whether you’ve joined a LinkedIn group, read a LinkedIn article, or been invited to a LinkedIn Live event, the platform is teeming with B2B marketing opportunities. This dynamic shift and the platform’s increasing user base have prompted marketers to incorporate LinkedIn strategies to increase their ROI.
Hence, for B2B marketers, leveraging LinkedIn for their marketing initiatives is becoming increasingly important. In this article, we’ll dive deep into ten advanced LinkedIn strategies that could help you secure more leads and enhance your marketing efforts.
Empower Your Sales Team to Establish a Strong LinkedIn Presence
In the era of virtual selling, LinkedIn is a thriving platform packed with prospects waiting to connect with your brand. Encouraging your sales team to actively use LinkedIn can prove beneficial for your B2B marketing strategy.
With technology eliminating the necessity for in-person meetings, managing a remote sales team and delivering excellent customer service can occur simultaneously. The key to forging meaningful connections with potential customers lies in empathy. As you adapt your sales techniques to LinkedIn’s virtual selling, remember to listen to customers’ concerns and generate leads organically.
Moreover, LinkedIn’s ‘Who Viewed Your Profile’ feature allows your sales team to reach out to profile visitors, thereby fostering a relationship-driven approach to sales.
Explore LinkedIn Ads
LinkedIn Ads are an excellent strategy for B2B marketing efforts, especially once you’ve established your brand and gained credibility. The unique feature of LinkedIn Ads is the capability to target a qualified audience.
Professionals who make crucial purchasing decisions about your products and services can be directly reached with Sponsored Content, Sponsored InMail, Text Ads, and LinkedIn Video Ads. These options help you tailor your ad campaign to the professional attributes of your audience, such as job role, skills, industry, and company name.
Publish Relevant and Engaging Content
Creating and publishing meaningful stories about customer success or high-quality blog posts directly on LinkedIn signals your industry expertise and establishes your brand’s authority. Sharing emails, testimonials, or virtual demos via LinkedIn helps you form new relationships while enhancing existing ones.
The key is to maintain a balanced posting schedule to remain consistent and keep your followers engaged. This cadence helps you stay top-of-mind within your network while attracting more potential clients to your sales funnel.
Leverage Videos and Rich Media
Video marketing on LinkedIn is a powerful strategy to attract potential leads and win their trust. Sharing videos, images, and document content on your profile and business page significantly enhances your brand’s visibility.
Videos are engaging content that generates significantly more engagement than other forms. Native videos, which are uploaded directly to LinkedIn, have a higher likelihood of catching your audience’s attention. They should be kept concise and include subtitles to maximize engagement.
Optimize Your Company Page to Generate Leads
Optimizing your company page is a crucial step in enhancing your brand’s visibility and generating leads. A striking header image, compelling company description, and clear copywriting can help drive user engagement. Incorporating SEO techniques like targeted keywords and phrases can improve your page’s ranking and visibility on search engines, directing more traffic to your LinkedIn page and ultimately to your website.
Retarget Website Visitors
By installing LinkedIn’s Insight Tag on your website, you can track website conversions and retarget website visitors through LinkedIn Ads. By tailoring ads to people who have already shown interest in your brand, you increase the chances of conversion.
Harness the Power of Affiliate Marketing
LinkedIn, with its enormous user base, provides an opportunity to engage in affiliate marketing to expand your reach and generate passive income. Sharing high-quality content with relevant affiliate links on your LinkedIn profile or company page can drive traffic to your partners’ websites and generate income. Make sure the products or services you promote align with your audience’s needs and interests.
Utilize LinkedIn’s Community Features
LinkedIn’s community features like groups and events can enhance communication with potential clients and peers. Joining relevant groups can expand your network, boost your industry visibility, and open new opportunities for strategic partnerships. Moreover, hosting virtual events can allow you to connect with a wider audience, establish your brand’s expertise, and generate qualified leads.
Engage Influencers and Employees
Your employees are the primary influencers of your brand. Encouraging them to share your brand’s content on their LinkedIn profiles can significantly expand your reach. Collaborating with influencers in your industry can also help to amplify your message and attract more followers.
Organize Virtual Events
Virtual events have become a staple in the B2B marketing world. LinkedIn’s Event feature enables you to organize and promote these events. By inviting industry thought leaders to your virtual events, you can boost engagement, generate leads, and establish your brand as an industry authority.
LinkedIn is a potent tool for B2B marketers seeking to maximize their marketing ROI. Implementing these advanced strategies and constantly testing and refining your approach can help you tap into the full potential of LinkedIn for your business. After all, the essence of an effective marketing strategy lies in knowing your audience, delivering value, and maintaining a constant dialogue. LinkedIn is an excellent platform to do all this and more. With the right strategies and a customer-centric approach, you can ensure that your LinkedIn marketing efforts yield significant results.