But don’t treat your LinkedIn company page as merely a simple business listing that displays your company info, address, website, etc. Your LinkedIn company page needs to be optimized to generate leads for you. In fact, according to LinkedIn, 92 percent of B2B marketers leverage LinkedIn over all other social platforms. With LinkedIn Sponsored Content and LinkedIn Video ads, you can take your regular LinkedIn posts and videos and push them to even more businesses that might be interested in your products/services. Image Source: (Screenshot) LinkedIn There are over 560 million active professionals on LinkedIn, according to the platform; and with ads, you can target the people you want to reach by job title, function and industry to increase brand awareness as well as generate qualified leads for your company. Plus, you can use LinkedIn Sponsored Content ads using the platform's Lead Gen Forms tool to collect even more qualified leads. Just remember: When creating sponsored content or video ads, include a clear call to action; that way, when users see your ad, they’ll know exactly where to go and what to do. Aside from Sponsored Content and Text Ads, you can also use LinkedIn Sponsored InMail to send direct messages to professionals in your target audience. Since LinkedIn Sponsored InMail is sent from someone within your company, not from the company itself, this channel offers a more personal touch. LinkedIn’s Sponsored InMail has some other great features to ensure that your message gets opened and read as well.
LinkedIn Mail and LinkedIn Sponsored Email are great tools for you to reach the non-Instagram, non-Facebook crowd.
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Social media platforms like Facebook and Instagram are fun, casual, fast-paced and flashy, all of which is perfect if you’re in an industry like beauty, apparel or fitness. No wonder marketers flock to use these platforms, to increase their brand awareness and boost sales.
But for B2B businesses, audiences aren’t typically hanging out on those platforms — instead, they’re on LinkedIn.
So, if you lead one of these businesses, use this information, because LinkedIn isn’t just for networking. You can use the platform to market your B2B and generate qualified leads that you can then convert into clients or customers. In fact, according to LinkedIn’s claims, 80 percent of B2B marketing leads from social media come through LinkedIn.
But, hold on … you can’t just start connecting with professionals and expect your sales to go through the roof. So, how do you proceed? Here are some strategies on how to use LinkedIn for effective B2B marketing.
1. Optimize your company page for leads.
The first step to using LinkedIn for effective B2B marketing is to create a company page. But don’t treat your LinkedIn company page as merely a simple business listing that displays your company info, address, website, etc. Your LinkedIn company page needs to be optimized to generate leads for you.
To do that, start publishing and sharing fresh, engaging content. Publishing content will not only present your company as an expert in your industry but might also attract more of your target audience members to your company page and encourage them to visit your website and make a purchase.
While publishing written content and sharing blog posts can work, don’t forget about video. Videos on LinkedIn stand out in the feed and perform extremely well. In fact, in a report from Aberdeen Group, companies studied that used video grew their revenue 49 percent faster year-over-year than companies without it.
Take a look at this example from Amazon Business’s LinkedIn page. The company shared this video showcasing how small businesses are using its credentialing program to gain exposure and…