Making the Most of LinkedIn as a B2B Business
In 2023, B2B marketing might be more challenging than ever before. It’s more important than ever to digitally optimize your brand. Sales cycles have become longer in the wake of 2020 and the global pandemic. And with all the noise bombarding your prospects–from emails to texts to online ads–it’s harder than ever for your brand to stand out from the crowd.
B2B marketing isn’t easy, but at Personalized Creative, we prefer to see the glass as half full. We’re all about turning challenges into opportunities to one-up the competition. If you’re looking for ways to up your B2B marketing game, getting everything you can out of LinkedIn is a great place to start. With the right strategies, you can use LinkedIn to find your buyers where they are and attract them to your brand. Keep reading to discover a few of these best practices.
Pics (and Videos) or It Didn’t Happen
Eye-catching, engaging images and videos are important on every social media platform. However, they stand out more on LinkedIn than on platforms like Pinterest and Instagram, which are already pretty saturated with eye candy. Go the extra mile to create stunning pictures and video content on LinkedIn, and watch your engagement improve.
Keep in mind that users are most likely to view your video content if it’s uploaded directly to LinkedIn–don’t just link them to a video on a different website. Also, be sure to keep videos short, high-quality, and optimized for mobile viewing. Since users might be watching your videos at work, on-screen text or captions are often helpful.
Time it Right
31% of American adults use LinkedIn, but they’re not visiting the site primarily for news or entertainment. LinkedIn users are there to network, grow as professionals, and increase their professional and brand presence. Since LinkedIn is used mainly for professional purposes, the best time to post is often on weekdays during the traditional 9-5 timeframe.
LinkedIn recommends posting between 1-5 times per day. However, for B2B marketing, less is more–posting once a day, or three to four times a week, is plenty.
Put Your Best Foot Forward
Is your LinkedIn company page fully optimized? To answer that question, start by considering a few basic questions.
Is your company page rich in SEO keywords?
Does your company page feature a robust “About Us” section that fully captures your brand identity?
Is it easy for people who visit your company page to find and contact you?
Does your company page feature high-value articles that portray you as an industry influencer?
Are your banner and profile images eye-catching, high-resolution, and professional?
Have you filled out every available field to provide the most information possible about your brand?
Have you targeted your company page to attract your B2B prospects?
You might be surprised how much a poorly-cropped banner photo or a boring “About Us” section can damage your professional image. Taking the time to improve your company page will pay off exponentially in the long run.
Don’t Ignore Analytics
Like any social media platform, LinkedIn works best for marketing when you constantly re-evaluate and re-adjust your strategy. Pay special attention to your click-through rate and your engagement rate. These numbers will let you know how many people clicked on or interacted with your post, instead of scrolling on by. It’s also important to track your number of followers and their demographic makeup.
Take Advantage of LinkedIn’s Lead Gen Tools
Generating new leads is every marketer’s goal. LinkedIn offers Lead Gen Forms to help you seamlessly connect with leads. Pre-filled forms, based on users’ LinkedIn profiles, eliminate the hassle of filling in personal information on a form. LinkedIn also offers multiple ad formats, including Sponsored Content, Message Ads, and Text Ads.
Advertising on LinkedIn just makes sense for B2B marketing. Your audience is already in “work mode” when they visit LinkedIn, and you won’t have to compete with as much content that’s purely for entertainment.
Get Everyone Involved
Your LinkedIn followers don’t just want to hear from your brand as a disembodied voice. They want to hear from the real people who make up your company. When everyone in your company creates and shares content on LinkedIn, your brand presence becomes more authentic.
Ready to Optimize Your LinkedIn Strategy With Us?
If you’re running a business, you’ve already got your hands full. Let the pros at Personalized Creative help you fully optimize your LinkedIn strategy. Our team of experienced, creative professionals can handle all of your digital marketing needs. We understand that each brand and client is unique, and we’re not afraid to think outside the box to help you succeed. Contact us today to get started!