LinkedIn is an excellent resource for B2B marketers who are looking to target engaged and motivated audiences. In fact, many of our clients find LinkedIn a great way to form meaningful connections and get to know potential clients.

According to Social Pilot, companies with a complete, active LinkedIn page see five times more page views. If you’re considering using LinkedIn for marketing, here are some statistics to know:

• 89% of B2B marketers rely on LinkedIn for lead generation.
• 80% of B2B leads from social media are from LinkedIn.
• 65% of B2B companies have acquired new customers through LinkedIn.

Here are some tips to help you get started:

1. Engage in thoughtful networking.

Connect with industry peers and potential clients through personalized networking.

Shift away from traditional sales pitches and prioritize building a network of authentic relationships.

Your LinkedIn company page can follow other company pages under the Following Tab. Click “Manage Following,” then locate and select pages you would like to follow. Some examples of pages to choose include business partners, organizations you’ve partnered with for events, and any other industry-related companies you wish to support.

Initiate genuine conversations by tagging organizations you collaborate with in your LinkedIn posts. This not only fosters engagement but also strengthens your network and demonstrates your commitment to collaboration within the industry.

2. Get to know your LinkedIn community.

Pay attention to your LinkedIn audience by practicing social listening.

 Actively monitor the comments section on your page for conversations about your brand. It’s all about hearing what your audience is expressing, learning how they are referring to and talking about your industry, and understanding what concerns they might have.

Respond to all the comments on your LinkedIn posts – hold conversation with your audience, answer their questions, and provide any extra information they may need. Talking with your LinkedIn audience is a great way to make professional connections that can turn into clients as well as an easy way to learn about your followers.

3. Establish your brand as a thought leader.

To build trust and hold a distinctive position in your customers’ minds, educate your audience through your industry expertise. Educational content is a clever way to increase engagement on LinkedIn, which can ultimately help generate more traffic and leads.

The goal is to be the source your audience comes to for industry-related information, and provide a positive brand touch point where they can find the material they need and answers to their questions.

Think about this… What does your audience want to learn about? See which topics your audience responds to, and create content based on what they engage with.

Consider building a Learning Center on your website with educational resources such as blogs, demo videos, datasheets, case studies, webinars, and much more. Sharing these informative resources on your LinkedIn page can help increase brand awareness and establish your brand as a thought leader.

4. Share B2B educational videos.

Video marketing is a highly effective way to increase engagement on LinkedIn…

We have found videos to be successful on our B2B clients’ pages, increasing key performance indicators such as impressions, reactions, click through rate, and engagement rate.

Top performing video formats have included short-form video, about our company/product videos, success stories about customers, product overviews, demo/how-to videos, and interviews with industry experts.

We recommend demonstrating how your product is used in specific cases. For example, one of our manufacturing clients shares educational videos with helpful tips on the application of their products and demos at least 1-3 times per month. These videos often generate a lot of engagement, which is because they’re used as an opportunity to teach and answer their audience’s questions.

See which topics your audience is responding to, and establish a video marketing strategy based on what they engage with the most.

5. Provide informative case studies.

Case studies are a beneficial resource to share on LinkedIn, especially for manufacturing and industrial companies. Some of the benefits include:

• Increase brand awareness.
• Present examples of how your brand helped deliver results.
• Build credibility by featuring customers and their experiences.
• Differentiate your company from competitors.

We recommend using brand storytelling techniques in your B2B case studies…

To keep your readers engaged, structure your case study like a story with a clear narrative, including a beginning, middle, and end. This could include the customer’s initial struggle, the implementation of your product or service, and the resulting positive solution. Readers, with similar challenges, should be able to picture what it’s like to work with you.

A well-written case study will be an effective lead generation tool, allowing you to form connections with B2B business prospects.

We know your schedule can be busy, but it’s worth taking the time to develop a LinkedIn marketing strategy. Need help improving your brand’s LinkedIn presence? Give us a call at 631-842-4600.