Tips To Advance Your B2B Digital Marketing On LinkedIn
Once a small professional networking site, LinkedIn has rapidly morphed into the go-to source for professionals worldwide looking to make business happen. Since its inception, B2B marketers have been trying to crack the code for success on the social platform. With all these millions of professionals in one place, surely there’s some way to reliably generate leads? Read on as we detail some simple strategies to leverage to your advantage to grow your contacts, make connections and generate business leads.
According to Valerie Jennings, CEO of Jennings Social Media & MarTech, B2B digital marketing is a holistic approach which includes an organized sales and digital marketing program. “The sales and marketing teams should collaborate to identify sales goals, industries or verticals to target, titles of decision-makers and companies sizes. Once the details are complied, a plan to connect, message, market and convert should be created. This may include landing pages, paid search campaigns, targeted prospect emails or drip campaigns, SEO and LinkedIn outreach via personal pages to name a few.”
When targeted digital marketing and sales tactics are combined with social media and content marketing, B2B programs may garner traction pretty quickly.
To give your B2B outreach an extra boost, here are some of Neil Patel’s top tips for B2B brands to promote themselves and begin generating leads on LinkedIn.
Update Your Company Page
To generate leads from LinkedIn, you have to be intentional. Leads don’t just fall into your lap. You have to earn them. The easiest way to do this is by optimizing your brand’s company page for lead generation. Instead of just posting basic information and facts about the company, brands should strive to create a clear and compelling pitch in the company description section that makes visitors want to click through to your website.
If for some reason your new, engaging company description isn’t enough to warrant a click from a visitor, attempt to get them in the updates. A mixture of original content, including videos, thought leadership pieces, project profiles and case studies, is a tried-and-true recipe for generating clicks on LinkedIn.
Utilize Showcase Pages
LinkedIn created showcase pages for companies to promote individual brands that are extensions of the larger company. Showcase pages were basically custom-made for B2B brands to better generate leads, so why not take advantage? These detailed pages are a great way to segment your inbound LinkedIn traffic.
Remember, each showcase page you create should target one customer segment and provide information that is relevant to them. These pages get a larger header image and more places to link back to your website.
LinkedIn’s groups feature offers a lot of great networking opportunities. That said, one of the ways to get even more from the power of groups is to create your own. When you become the owner and moderator of your group, you gain leadership and recognition within your given industry. As long as you position yourself authoritatively and not in a salesy way, you can effectively establish a place where your target audience can gather and interact.
At the end of the day, LinkedIn offers ample opportunity for B2B marketers. While the aforementioned strategies are simple, they could create an opportunity that turns into your next B2B sale.