LinkedIn is the social media of the business world. If you’re a B2B marketer, it absolutely needs to be a part of your overall marketing strategy. That’s because social media lets you connect with other people in the world of business — giving you access to decision-makers and decision influencers in your target market. With the right strategy, your LinkedIn content can lead these decision-makers to your website and convert them into leads.
LinkedIn marketing takes many forms: you might be posting case studies, advertising new services, or educating potential clients. Since it’s business-focused, it’s more important than ever for your marketing materials to reflect the best aspects of your brand by using engaging, effective design.
Marketing on LinkedIn is different from other social media sites because the focus is on business, with a lot less flash and distraction than other channels. Given the professional setting, it’s more important than ever to use professional marketing materials.
Take a moment to compare what you see on Instagram or Twitter to what you see on LinkedIn — the tone of the platforms is profoundly different. Where other social media like TikTok are focused on entertainment, friendship, and leisure, LinkedIn acts as the professional wateringhole, where networks are built, connections maintained, and career (or business) opportunities are born. It’s value to B2B marketers cannot be overstated.
To get an idea of who’s on LinkedIn, and what they’re doing there, check out these stats from Hootsuite:
Those stats show a remarkably diverse audience to tap into. And LinkedIn offers some advice on how to do just that: According to LinkedIn, “If there’s one thing LinkedIn members find engaging, it’s a fresh idea.” LinkedIn users might be looking for new job opportunities, researching clients, trends, and industries, or simply networking with other people in their field.
But they’re not the only people on LinkedIn. You’ll also find industry thought leaders, CEOs, and high-up decision-makers. If you’re a B2B brand, LinkedIn is a great way to get your content in front of executives and corporate leadership — exactly the kind of decision makers you're going to want to impress.
The specific audience you’re after will depend on your marketing goals, which will in turn shape your marketing materials and tactics. Here are some common goals for B2B marketing:
Ready to crush those goals? Then it’s time for a strategy.
Your marketing tactics will depend on who you’re trying to reach. At Superside we offer a Video Productions Solution for enterprises who are ready to take their business to the next level by adding video content to their site and socials — so that’s something we post about on LinkedIn.
Think about what you have to offer and who you want to interact with your content. This will form the basis of your custom B2B marketing strategy.
Here are the three main marketing techniques that B2B Marketers use on LinkedIn.
1. Content Marketing: Most marketing that you see on LinkedIn is content marketing. This simply means that the person or organization who posts the content is sharing media — such as a video, image, or just text — that grabs people’s interest. It isn’t an explicit advertisement, but it works to build interest in the brand and what they have to offer. For example, Superside recently posted a video on LinkedIn about how to give designers feedback — it’s useful (and amusing!) for anyone in the industry, but also has some helpful tips and information about our offerings.
2. Account-Based Marketing: ABM is more targeted and personalized than general content marketing. Since LinkedIn lets you make connections with decision-makers and influencers in your target field, you can simplify the process by using LinkedIn message templates and focus your marketing resources on getting their attention. For example, if you’re a PR consultant who wants to reach out to potential clients on LinkedIn, you might have used Superside to create an explainer video about your firm’s offering. Send a link via InMail to connections who might be interested in working with you. Don’t be shy — according to a 2021 report, 73% of buyers are more likely to consider a brand if its salesperson reaches out on LinkedIn. It’s not a one-size-fits-all solution to marketing, but the effort often pays off since you’re chasing more qualified leads. Consider creating a list of qualified leads and utilising an email scraping tool in order to leverage multi-channel sales outreach.
3. Influencer Marketing: When you think about social media influencers, LinkedIn might not be the first platform that comes to mind. But they’re definitely there–much like their counterparts on Instagram and YouTube, LinkedIn influencers are popular content producers who have a substantial following and authority in their field. Influencer marketing is a way of pairing up with these professionals to tap into their audience and use their credibility to your advantage. Influencers aren’t just the biggest names in the business — don’t forget about micro-influencers who have a niche following. Try searching hashtags related to your target market (like #animation or #experientialmarketing) to see who’s posting popular and engaging content on a particular topic.
When developing your brand’s B2B Strategy, you may choose just one of these tactics or go for a combination of one or more. It helps to think about the sales funnel when developing your strategy. You can reach ToFu (top-of-funnel) leads with more wide-reaching tactics like content marketing or influencer marketing. Once you’ve captured someone’s interest and are moving down the funnel, MoFu (middle-of-funnel) marketing tactics like ABM might be more appropriate. Then, once they’re ready to start a working relationship with you, get them to the BoFu (bottom of the funnel) with a presentation.
As with any marketing efforts, be sure to track the ROI — you can use analytics tools on LinkedIn to help determine which strategies have had the biggest return. A platform like Superside is great for creating multiple design iterations and then A/B testing them to see which is most effective for a particular group or platform.
Now that you know who you’re marketing to and how you’ll go about it, it’s time to hone in your B2B marketing strategy itself. If you’re relatively new to marketing on the platform, LinkedIn offers free resources about marketing on their platform.
Just like on other social media platforms, your identity or presence on LinkedIn is an important part of getting your message across. When creating your business page on LinkedIn, stick to a consistent aesthetic and branding. You don’t have to have your own design team to create a brand identity — you can hire Superside to do the heavy lifting!
Here are some things to consider when building your profile on LinkedIn:
No matter who you’re targeting or what your goals are, it’s essential to have engaging content to keep your audience’s attention. On Instagram or Facebook, you might make your posts stand out with a flashy picture or funny video. But on LinkedIn, most people are looking for professional content, so try to grab their attention with a thought-provoking question or statistic, then encourage conversation in the comments that leads back to your business. For example, our recent LinkedIn poll asked marketers how they learn about new trends.
Here are some tips to make it happen:
When you make shareable content, your audience does half your marketing work for you. By having your post shared on LinkedIn, it’ll make its way onto the feeds of a wider network. It can also get more favorable treatment from LinkedIn’s algorithm — when determining what to show in users’ feeds, the algorithm prioritizes content with more engagement, such as likes, shares, and comments.
The number one way to get people to share your B2B marketing content is to create engaging and beautiful content that people want to share. According to LinkedIn, the most shareable content is relatable, emotional, current, and beneficial. For example, a cybersecurity company might use Superside to create a graphic showing common threats that businesses face, alongside solutions and a plug for their security services. This might be shared by IT professionals who want to raise awareness about online security.
Besides that, here are some tips to get more people clicking the share button:
See how we combined cute visuals with a conversation-starter question?
If one of your B2B marketing goals is to drive traffic to your website, then posting content on LinkedIn is a great way to do that. It works the other way around too — you can post your LinkedIn content on your website or install a widget that pulls in your latest posts so that your visitors can connect with you via LinkedIn.
Consistency is key to building your brand awareness and authority. Once you have your brand identity nailed down, put it into practice by posting consistently. That doesn’t have to mean every day — Influencer Marketing tested different recommendations from marketing gurus and found that most suggest posting three to five times a week.
With it's ability to connect with the exact B2B decision-makers that your business wants to get in front of, LinkedIn is arguably the most important social media channels for B2B businesses.
Making the most of it, and getting your brand and content in front of people who matter is key. Ready to get started? Chat with us today, and we'll help you take your LinkedIn strategy to the next level.
Cassandra King is the former Head of Content & Community at Superside. She’s a road trip aficionado, advocate for all things glitter, and can usually be found with a camera (or snacks) in hand. Find her on IG @casssandra.king.