LinkedIn has existed as a social network for many years, but only recently has it shown up as a powerhouse in business-to-business marketing. On LinkedIn, professionals connect directly, which can result in a peer network with vast direct marketing potential.
Several B2B marketers have realized this and have started leveraging the platform’s power to help them with their marketing efforts. The straightforward nature of these techniques makes them far more likely to succeed than an impersonal letter. These 13 experts from Forbes Agency Council share their insight into how a business can leverage LinkedIn to develop a successful B2B marketing campaign.
Photos courtesy of the individual members
1. Be Authentic
It’s easy to jump to a “built for you” system on LinkedIn. What we’ve seen work is to lead with clear messaging, letting the person know you’re looking to connect with others in their space. From there, following up with a tailored note letting them know why you wanted to connect seems to work really well. No one wants to be spammed, so keep generic tonality out of the conversation. – Lee Salisbury, UnitOneNine
2. Approach It As A Full-Funnel Builder
Across business-to-business, LinkedIn remains the most robust platform. According to eMarketer, it accounts for 20% of the B2B spend, with an audience bigger than Twitter. Approaching LinkedIn as a full-funnel tool is the key to success. Connecting with the buyers’ group, from C-Suite and mid-management to influencers, builds upper funnel, content progresses down the funnel and lead generation closes the loop. – Oksana Matviichuk, Zenith | Publicis Groupe
3. Create Engaging Content
LinkedIn is an amazing platform used to network and build a solid following. Creating engaging content that sparks a conversation is key. Ask questions, get people to engage and always respond to every comment, as this boosts your reach on the platform. – Sam Founda, Social Connection
4. Build Specific And Deliberate Audiences
Be specific and deliberate in the audience you want to reach. Don’t build generic and broad content that is designed to reach the masses. Instead, focus on detailed, niche targets who you can serve well, and build content that delivers value for that specific audience. This will help you build trust over time, and when they are seeking a resource, they will be ready to convert. – Katie Schibler Conn, KSA Marketing + Partnerships
5. Target Decision-Makers
The best way to make sure your marketing campaign is successful on LinkedIn is by presenting it to the right people. You can target your campaign to decision-makers in the industries your typical customers reside in, which leads to a higher chance of ROI. Think of it as fishing with a spear instead of a net. That precision of who to target means your campaign is seen by the right people. – Jason Hall, FiveChannels Marketing
6. Be A Thought Leader
Remember that people follow more people than companies on LinkedIn. Make sure your employees’ personal profiles — particularly executives and spokespeople — are overflowing with lots of valuable content. If potential customers see value in the top executives they follow, they will then follow their companies. Make both the individual and company LinkedIn content inspiring, thought-provoking and actionable. – Kathleen Lucente, Red Fan Communications
7. Leverage AI To Focus On Your Ideal Client
If B2B service pros want to win on LinkedIn, I advise them to use AI to find and connect with people who fit their ideal client profile. LinkedIn now makes this very easy with Sales Navigator. LinkedIn groups also help because they aggregate pools of like-minded people. But the most important thing is to create and share original content that matters to your ideal client. That’s how you win. – Randy Shattuck, The Shattuck Group
8. Celebrate And Elevate Customers
LinkedIn can also be a valuable platform for celebrating and elevating your customers. In addition to connecting with customers, marketing teams can interact with their customers’ posts to celebrate their milestones, achievements and other major news. Don’t forget to take advantage of the ability to build groups and cultivate community among your supporters. – Michaela Dempsey, Scout RFP
9. Share Realistic And Empowering Data
Share realistic advice and data that empowers or provides actual value to businesses. People often go to LinkedIn to learn and grow, so content should be focused on what you can give, not always what you can take. – Jason Parkin, Compose[d]
10. Use Targeted Sponsored Content
LinkedIn is one of the strongest platforms for the B2B market. One way to build a successful campaign is to invest in a sponsored content program. It allows you to literally reach out to your specific market and provides clear, concise analytics that show you who you’ve reached. That type of data allows you to shift your focus in real-time and provide valuable content to your client. – Leeza Hoyt, The Hoyt Organization, Inc.
11. Highlight Achievements
Utilizing marketing on LinkedIn to highlight a business’s profile and achievements is quite effective. Ensure the profile page is up-to-date and highlights the most important and relevant aspects of the business. – Jordan Edelson, Appetizer Mobile LLC
12. Make Sure It’s Not Boring
We use LinkedIn for many of our client campaigns and programs. LinkedIn is a great platform for targeting audiences, interests, titles and industries. Clients have a conservative approach to LinkedIn content. While we think high-value analyst reports and similar types of content are effective, we like to add content such as video and graphic novels to tell the story in an entertaining way. – Gina Michnowicz, The Craftsman Agency
13. Use Video
Video used properly can elevate engagement two, three or even four times than without. Whenever possible, use your own recording and present a clear and concise message. Tip: Grab clips from prior speaking engagements where you are at your best! – Pete Canalichio, BrandAlive
