With 94% of B2B marketers using LinkedIn for content marketing and 89% of B2B marketers using LinkedIn for lead generation, it is more than clear that your business marketing strategy should include LinkedIn as one of the key channels for brand awareness and lead generation. Not to mention, that research shows that an average of 55% of B2B buyers searches for information exactly on social media.

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Also interesting: Ways to promote B2B business with LinkedIn influencers

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In this article, we want to highlight the most effective ways to promote B2B business on LinkedIn.

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1. Optimize your company page on LinkedIn

 

Your company’s page on LinkedIn is the most important place to engage, get to know and grow your audience. Setting up one takes seconds, and most of you probably already have one. What is key to your brand success is the frequency of content publications and open discussions with your audience. As FocusVision research shows B2B buyers on average will read 13 pieces of content before making a final purchase. Make sure your page and posts are optimized for marketing and sales analytics, for example, add UTM links in your post to measure further behavior and activities when your LinkedIn readers get to your website. Include the “visit website button” on your company page. Nevertheless, you should also invite your direct connections to follow your company page, as well as choose your company community hashtags to engage with even wider audiences.

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2. Take advantage of LinkedIn Ads

 

LinkedIn ads have been around for a while, and over time LinkedIn has successfully introduced new features and functionalities to make them even more successful, targeted and scalable. It is wise for any business to try and test them out as part of your marketing strategy when promoting your brand, events, sales, or HR campaigns. LinkedIn ads arsenal is wide, starting from LinkedIn Sponsored Content, LinkedIn Video Ads, LinkedIn Sponsored InMail, LinkedIn Text Ads and many more. After all LinkedIn’s own research states that 92% of B2B marketers leverage LinkedIn over all other social platforms.

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3. Activate B2B influencers on LinkedIn

 

LinkedIn is also a fantastic platform to collaborate and engage with B2B influencers who have built a strong personal brand and direct followers base on LinkedIn. Apparently, 61% of B2B buyers have relied on peers, current users and reviews when evaluating a technology purchase. This means any referral or endorsement you can link with your product or services will strongly increase the likelihood of a successful purchase. Influencer marketing is still a relatively new approach to many marketers, however, with many strong cases already seen in the market. On average, the campaign team at BrandRefer see 2 to 3 times higher marketing campaign engagement results compared to standard advertising methods. Not to mention, increased quality of the audience when it comes to measuring converted lead quality.

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4. Leverage your personal LinkedIn professional network

 

And last but not the least, do not forget about your own LinkedIn network. There is a tremendous opportunity to promote and sell your business services to your direct connections. Make sure to continuously grow your network with industry professionals, join and participate in relevant groups and communities. Remember, that your personal feed is as relevant as your company’s feed, therefore if possible share original content about your brand, product, yourself to drive brand awareness, interest, and trust.  Even more so, evidence shows that employees are 14x more likely to share content from their employers than other types of content on LinkedIn. Pretty good incentive to start posting and tuning into LinkedIn.

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Overall, we believe LinkedIn is an incredibly strong social media platform for B2B businesses with increasing potential and growth opportunities. There has never been a better time to reach your target audience, engage with your customers, and connect with potential buyers.

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Continue reading: B2B Influencer marketing campaign examples

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This article was prepared by BrandRefer, your trusted full service influencer marketing agency for LinkedIn.