A Beginner’s Peek Into The World Of LinkedIn Marketing
It’s an irrefutable fact that LinkedIn is the ultimate go-to platform for B2B marketers. There’s no competitor that has reached even 50% of the results that LinkedIn shows when it comes to B2B marketing. LinkedIn has built its place in the market as the only professional network that has something to offer for every profession, every role, and every industry. Needless to say, LinkedIn is growing rapidly and it only makes sense for every business to leverage the platform to grow its presence in the B2B world.
Hold on – you don’t have to take our word for it. There’s plenty of data to prove LinkedIn’s might. To begin with, the platform currently has over 875 million members from 200 countries and regions worldwide. Out of these, 48% (that’s nearly half of the user base!) are active monthly and nearly 134.5 million users actively use LinkedIn each day.
Coming to why LinkedIn serves as the best B2B channel – it is because there are over 58 million company profiles on LinkedIn. Without a doubt, these profiles are used to market the business they represent. After all, 75% of B2B marketers across the world use LinkedIn for B2B marketing. Not to mention the power of LinkedIn ads which reach nearly 15% of the global population and offer double the conversion rate as compared to any other social media platform. This can be credited to the fact that 65 million LinkedIn users are business decision-makers.
We’re sure that’s a lot of data on your plate to digest. We’ll stop – now that you’re convinced that as times progress, B2B marketing is getting synonymous with LinkedIn Marketing. So, without further ado, we would like to dive into the world of LinkedIn Marketing and tell you what it is all about.
Introducing LinkedIn Marketing
Let’s talk about LinkedIn marketing – the “professional playground” for B2B marketers.
Picture this: you’re at a networking event and see a sea of business suits and ties. Everyone looks the same and it’s hard to stand out. However, when you are on LinkedIn, you have the chance to shine like a unicorn in a field of horses, if only you know how to market yourself and your business right on the platform.
After all, as at any networking event, you can’t just walk up to someone and ask them to buy your product or service. You need to build a relationship first. Share helpful industry insights, engage with their posts, and don’t be afraid to show off your quirky personality (within reason, of course). That’s exactly what LinkedIn marketing is all about. It is about leveraging the platform to put your best foot forward to an audience that’s relevant to you. LinkedIn essentially puts you out there in front of the people that are most likely to become your B2B customers.
The same applies to advertising on LinkedIn, the targeting options are a marketer’s dream come true. You can narrow down your audience based on job title, company size, industry, and even seniority level. So instead of casting a wide net and hoping for the best, you can hone in on the people who are most likely to be interested in what you have to offer.
However, LinkedIn wasn’t always this exclusive all-encompassing platform for professionals. It has rather evolved into its best version and continues to get better. Here’s a bit about how it all started.
LinkedIn Through The Years
LinkedIn has come a long way since its inception in 2003 to become the professional social networking and marketing platform it is today! It’s like watching a caterpillar turn into a butterfly, but instead of wings, it grows features like sponsored content and video ads. We believe LinkedIn has gone through all stages of life that we usually go through to reach the present – its golden years. Here’s what the evolution of LinkedIn looks like!
2003-2005: The Awkward Teenage Years
Back in the early 2000s, LinkedIn was just a glimmer in the eyes of its co-founders. It was a simple platform that allowed users to create a professional profile and connect with others in their industry. Think of it as a digital Rolodex, but without the need for a physical desk.
2006-2008: The Puberty Stage
Ah, the awkward teenage years. This is when LinkedIn started to grow and change, just like a teenager going through puberty. In 2006, the platform introduced LinkedIn Groups, which allowed users to connect with like-minded professionals and join industry-specific discussions. It was like joining a digital book club, but instead of books, it was all about business.
2009-2011: The College Years
The late 2000s and early 2010s were like LinkedIn’s college years. It was a time of experimentation and growth. In 2009, the platform introduced LinkedIn Answers, which allowed users to ask and answer questions related to their industry. It was like having a professor on speed dial, but without the student loan debt.
2012-2014: The Young Adult Phase
In the early 2010s, LinkedIn started to come into its own. It was no longer a social media platform for the business elite, but a place where anyone could connect and grow their career. In 2012, the platform launched LinkedIn Influencers, which allowed users to follow and engage with industry thought leaders. It was like having a backstage pass to a TED talk.
2015-2017: The Midlife Crisis
Ah yes, the midlife crisis. This is when LinkedIn realized it needed to make some changes to stay relevant in a rapidly evolving digital landscape. In 2015, the platform introduced LinkedIn Pulse, which allowed users to publish and share long-form content. It was like starting a blog, but with a built-in audience.
2018-Present: The Golden Years
Finally, we come to the present day. LinkedIn has grown and evolved over the years, and it’s now a robust platform that offers everything from job postings to sponsored content. It’s like the grandparent who’s seen it all and has the wisdom to share. And with Microsoft’s acquisition of LinkedIn in 2016, the platform has even more resources and support to continue growing and evolving.
Now that you’ve seen the life journey of LinkedIn so far, we know you can’t wait to know what all the platform has in store for you. Let’s talk about all the features of LinkedIn that you can leverage as a B2B marketer.
The LinkedIn Marketing Kit – LinkedIn features that B2B marketers can use
If we have said that already – LinkedIn has a lot to offer to a B2B marketer. However, there are some key must-use features that are instrumental in driving your growth and ROI on LinkedIn. Let’s discover what these features are and how you can leverage them, one by one.
1. Company Pages
A LinkedIn company page is like a business’s digital business card, but with a little more glamour to it. If you’re a B2B marketer, you can leverage a LinkedIn company page to showcase your brand, connect with potential customers, and maybe even make a few new friends along the way. Here’s how:
First things first, you’ll need to create a LinkedIn company page. Think of it like decorating your office space, but instead of hanging up motivational posters, you’re adding a logo, cover photo, and company description. Make it eye-catching and memorable, like a neon sign that says “Hey, we’re awesome!”
Once you’ve set up your company page, it’s time to start sharing content. However, you can’t just share any content. Share helpful industry insights, thought leadership pieces, and maybe even a funny meme or two (if it’s appropriate, of course). This is your chance to show off your personality and let potential customers know that you’re more than just a faceless corporation.
And don’t be afraid to engage with your audience. If someone comments on your post, reply back! It’s like having a conversation at a networking event, but without the awkward small talk. Plus, engagement can help boost your visibility on LinkedIn, which means more eyes on your content and potentially more leads.
Another way to leverage your LinkedIn company page for B2B marketing is through sponsored content. You can create ads that appear in users’ feeds, targeting specific audiences based on job titles, company sizes, and more.
There’s a catch though: don’t just blast your audience with sales pitches. Remember, LinkedIn is a social media platform, and people don’t go on social media to be sold to. Instead, focus on providing value and building relationships. Maybe offer a free ebook or webinar that can help potential customers solve a problem. It’s like being the helpful coworker who always has a spare pen when you need one.
2. Showcase Pages
A LinkedIn Showcase Page is like a spin-off or an extension of your LinkedIn company page. It allows you to create a page specifically for a certain product, service, or initiative. It’s like creating a mini website within LinkedIn, but without the hassle of coding.
Now, you might be wondering, why do I need a LinkedIn Showcase Page when I already have a company page? Well, think of it like this: your company page is like your main event, but your Showcase Page is like a special guest star. It allows you to highlight specific offerings and connect with a more targeted audience.
So, how can you leverage a LinkedIn Showcase Page for B2B marketing? Here are a few tips:
- Highlight your unique value proposition: What sets your product or service apart from the competition? Use your Showcase Page to showcase your unique selling point (USP), like a superhero showing off their special powers.
- Share customer success stories: Let your satisfied customers do the talking for you. Share testimonials, case studies, or even videos of happy customers talking about how your product or service has helped them. It’s like having a personal assistant who can vouch for you.
- Post industry insights and thought leadership: Just like with your company page, you should be sharing helpful and informative content. Share blog posts, whitepapers, or infographics that showcase your expertise in your industry. It’s like being the smartest kid in class, but without the snarky comments from the teacher.
- Engage with your audience: Just like with your company page, you should be engaging with your audience. Respond to comments, answer questions, and show that you’re a brand that cares about its customers. It’s like being the cool kid who always has the best snacks at lunch.
3. Long-form posts or articles
LinkedIn long-form posts are like blog posts, but with a little more LinkedIn flair. They’re available as the “Write Article” option on your feed when you go to share or post something new. They allow you to share your thoughts and expertise with your audience, kind of like a college professor giving a lecture, but without boring textbooks.
So, how can you leverage LinkedIn long-form posts for B2B marketing? Here are a few tips:
- Share your expertise: You’re an expert in your industry, right? So show it off! Share your knowledge and insights on industry trends, best practices, and hot topics. It’s like being the wise sage who always has an answer to every question.
- Be authentic: Long-form posts are a chance to let your personality shine. Don’t be afraid to inject some humor, share personal anecdotes, or show your quirky side. It’s like being the life of the party, but without the hangover.
- Provide value: Don’t just write a long-form post for the sake of it. Make sure it provides value to your audience. Share tips, tricks, or resources that they can use in their own businesses. It’s like being the helpful neighbor who always lends a hand.
- Use visuals: Visuals can make your long-form post more engaging and shareable. Include images, videos, or even GIFs (if appropriate). It’s like being the cool kid who always has the latest meme to share.
- Promote your post: Once you’ve written your masterpiece, don’t let it go to waste. Share it on your company page, in relevant LinkedIn groups, or even on your other social media channels. It’s like being a billboard on a busy highway.
4. LinkedIn Carousel Posts
LinkedIn carousel posts are like a slideshow that lets you share up to ten images or videos in a single post. It’s like having your own personal mini-movie theatre, but without the sticky floors. The best part about them is that they are downloadable and can serve as recall assets for your business.
So, how can you leverage LinkedIn carousel posts for B2B marketing? Here are a few tips:
- Showcase your products or services: A carousel post is a great way to highlight your products or services. You can show different features or angles of your products, or even showcase different services that you offer. It’s like being the star of your own infomercial, but with better production values.
- Share customer success stories: A carousel post can also be a great way to share customer success stories. You can use each image or video to highlight a different customer and their story. It’s like being a storyteller who captivates their audience.
- Educate your audience: A carousel post can also be a great way to educate your audience on a specific topic. You can use each image or video to share different tips or insights. It’s like being a wise teacher who imparts knowledge to their students.
- Highlight your company culture: A carousel post can also be a great way to showcase your company culture. You can share images or videos of your office, your team, or even fun events that you’ve hosted. It’s like being the fun friend who always knows how to have a good time.
- Add a call to action: Don’t forget to add a call to action at the end of your carousel post. You can encourage your audience to visit your website, sign up for your newsletter, or even schedule a call with your sales team. It’s like being the smooth-talking salesman who always closes the deal.
5. LinkedIn Polls
Everyone’s heard of them but only a few really know how LinkedIn polls work and how they can be leveraged right. First things first, what are LinkedIn Polls? They’re a fun way to engage your audience and gather feedback on a specific topic or question. It’s like throwing a dart at a dartboard and seeing where it lands.
To create a poll, you’ll need to head to your LinkedIn page and click on the “Create a post” button. Then, select the “Create a poll” option and craft your question and answer choices. You can ask anything from industry-related questions to what people prefer for breakfast. It’s like being a chef who asks their guests what dish they would like to have.
Now, how can you leverage LinkedIn Polls for B2B marketing? Well, for starters, it’s an excellent way to gain insight into your target audience. You can use polls to learn more about their pain points, preferences, and opinions on industry-related topics. It’s like being a detective who uncovers important clues about their suspects.
You can also use polls to showcase your thought leadership in your industry. For example, you can create a poll asking your audience about their favorite marketing strategies, and then share your own expert opinion on the topic. It’s like being a wise sage who imparts knowledge to their followers.
Wait, there’s more! You can also use polls to promote your brand and increase engagement. By creating fun and quirky polls that are relevant to your industry, you can attract more followers and keep your existing ones engaged.
6. LinkedIn Live
One of the lesser-known features of LinkedIn, LinkedIn Live allows you to interact with your audience in real-time. LinkedIn Live is a live streaming feature that lets you broadcast video content in real-time to your audience. It’s like having your own TV show, but without the need for a fancy studio.
Before we dive into the ways to leverage this feature, let’s first understand the steps to go live on LinkedIn. (it’s not as easy and casual as an Insta Live!)
Step 1: Check your eligibility
Before you get started with LinkedIn Live, make sure you’re eligible. You need to have an active LinkedIn company page and must apply to become a LinkedIn Live broadcaster.
Step 2: Plan your content
Once you’re eligible, plan your content. Think about what you want to share with your audience and how you want to engage with them. You can host a Q&A, give a product demo, or even conduct a live interview.
Step 3: Choose your equipment
Next, choose your equipment. You’ll need a camera, microphone, and a stable internet connection. You can use your phone or a professional camera, depending on your budget and your preference.
Step 4: Set up your stream
Once you have your content and equipment ready, it’s time to set up your stream. You can use a third-party streaming tool, such as StreamYard or Restream, to connect your camera and microphone to LinkedIn Live.
Step 5: Go live!
Now it’s time to go live! Click on the “Start streaming” button on LinkedIn Live and start sharing your content with your audience. Remember to engage with them, answer their questions, and have fun!
Step 6: End your stream
Once you’re done with your content, don’t forget to end your stream. You can click on the “End streaming” button on LinkedIn Live and thank your audience for joining you. It’s like being a gracious host who thanks their guests for coming to their party.
The bigger question – how can when should you really use LinkedIn Live? Here are some ways you can use LinkedIn Live.
- Host a Q&A session: LinkedIn Live is a great way to engage with your audience in real-time. You can host a Q&A session and answer questions about your products, services, or industry.
- Showcase your company culture: LinkedIn Live is also a great way to showcase your company culture. You can give your audience a behind-the-scenes look at your office, your team, or even a fun event that you’re hosting.
- Launch a new product or service: LinkedIn Live is a great way to generate buzz around a new product or service. You can use it to announce the launch, give a demo, or even answer questions from your audience.
- Conduct a live interview: LinkedIn Live is also a great way to interview industry experts, thought leaders, or even your own team members. You can use it to share different perspectives on a topic, or even just to get to know someone better.
Pro Tip: Don’t forget to add a call to action at the end of your LinkedIn Live. You can encourage your audience to visit your website, sign up for your newsletter, or even schedule a call with your sales team.
Summing It Up
LinkedIn is a powerful platform for marketing, especially for B2B businesses. By creating a strong and engaging presence on the platform, businesses can increase their brand awareness, generate leads, and connect with potential customers.
To successfully market on LinkedIn, it’s important to develop a comprehensive strategy that includes optimizing your profile, sharing valuable content, engaging with your network, and leveraging LinkedIn’s advertising tools.
However, it’s important to keep in mind that LinkedIn marketing requires patience and consistency. It may take time to build a strong presence on the platform and see significant results. However, with the right approach and ongoing effort, businesses can reap the rewards of effective LinkedIn marketing.