LINKEDIN MARKETING

7 Ways LinkedIn Marketing is Winning B2B Business

WRITTEN BY JACK BARRON | SEPTEMBER 20, 2020 | 6 MIN

Whether you’re a seasoned business owner or new to the game, bringing LinkedIn aboard your digital marketing mix can increase your website traffic, generate leads, provoke new brand opportunities, bolster your CRM with valuable data and more.

Here are 7 ways LinkedIn marketing is winning new clients for B2B businesses just like yours.

1. B2B marketers are using LinkedIn, and data can prove it works

Let’s be honest, there’s no point doing any kind of marketing if it doesn’t have some kind of commercial benefit further down the line. Leads are considered the lifeblood of the sales pipeline, so therefore, an important KPI in your marketing strategy.

Interestingly, 96% of business to business marketers use LinkedIn as an organic lead gen platform because they know it churns out results, with 61% of those saying they find it ‘highly effective.

With over 90 million high level decision makers using the platform, and already in the business/commercial mindset, it makes sense.

2. LinkedIn’s marketing tools are proven to generate leads

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As a business-first social channel, LinkedIn boasts a wealth of tools and features that were built especially with B2B in mind. If you’re well established on the platform, you may have toyed with a few already. Here are a few of our favourite features on LinkedIn:

• Built-in lead gen forms

A ready-made lead generation solution which enables us to avoid messy form integration. LinkedIn’s built-in lead gen forms will save you time, money, and free you from form-fill related headaches.

• Search Groups

You’ll discover relevant business opportunities or potential prospects by browsing via the Search Groups function. There are over 2 million active groups on LinkedIn; you don’t want your prospecting to be a needle in a haystack type exercise.

• Sales Navigator Save Search

Saving your recent searches when looking for business opportunities amongst your LinkedIn connections will save time in the long-run. Because time = money, right?

3. LinkedIn has a huge audience reach

To find new opportunities, you need to have access to a pool of prospects first. Luckily, LinkedIn has 29 million+ UK users, many of whom proactively seek business tools like LinkedIn SlideShare (a learning area packed with infographics, videos, and other cool resources).

There is a nice sense of mutual vulnerability shared between LinkedIn connections, where it’s OK to ask for help or admit there is a gap of some kind. Half the battle of winning new business is pinpointing those who need your services and on LinkedIn, you won’t have to look very hard.

4. LinkedIn drives quality traffic to your site

When it comes to authoritative content, LinkedIn is considered the most credible social channel. Obviously, this is useful for your rankings in SERPs – we all know Google loves to reward a voice of authority! Simpler than that, though – LinkedIn is yet another channel driving a source of traffic to your website. And the more branches you offer out, the more action you’re likely to receive.

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5. LinkedIn content directly hits decision makers

Now, here’s where the true beauty of LinkedIn shines through. You have casual, direct access to business owners, decision-makers, and other senior stakeholders via LinkedIn. What other social channels can you say the same about?

There’s a lot of opportunities to succeed because of the exposure you can get, but it’s also very easy to squirrel away your chances if you act unprofessionally, controversially, or generally behave in an obnoxious manner on LinkedIn.

Our advice? Be yourself, but set yourself some professional boundaries. LinkedIn may be a social media channel, but you need to remind yourself of your target audience and what you could be compromising.

6. LinkedIn is the ideal place to build brand trust

LinkedIn is an excellent place to mingle with other professionals (or prospects!) – it all goes back to that sociable but still professional balance.

Strike up a friendly conversation one day, and you never know when that person will remember you and come back to offer you a proposition!

LinkedIn is also a great space to get to know the face behind the brand, and the likelihood of people investing in your brand will increase, naturally, if they have liaised with you on a personal level.

7. LinkedIn provides granular insight into your ROI

LinkedIn’s Ad Campaign Manager has real-time reporting, so you can check for insights on your paid ad activity at any time. This isn’t anything groundbreaking, considering other social media channels with paid capabilities have the same functionality. However, LinkedIn’s insights all work within the platform interface, so there’s no need to run, say, Google Analytics alongside it to divvy up reporting figures.

As always, if you have any questions, comments or feedback, just get in touch! We’re always happy to hear from you.

JB
Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

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