Why Every B2B Company Should Use LinkedIn Marketing

As the largest international social media platform for companies, LinkedIn offers numerous opportunities in the area of B2B content marketing. With many tools, LinkedIn offers suitable solutions for every size of company to optimize B2B marketing. This article presents various strategies for successful B2B LinkedIn marketing, for more reach, traffic and a better target group approach.

Use LinkedIn actively

This sounds banal, but it's the first step to success: many entrepreneurs and their employees have a LinkedIn account, but don't use it. For them, LinkedIn is a passive digital business card, nothing more. If you use your LinkedIn account skillfully by expanding your network and regularly sharing current, exciting or helpful content, you will attract the attention of your target group.

Building strategic B2B LinkedIn marketing

Strategic B2B LinkedIn marketing allows you to establish a systematic approach so that you can achieve the maximum benefit with the least possible effort. The opposite would be a haphazard approach on LinkedIn, where every now and then a post is shared or an ad is placed without following a consistent line.

A sustainable B2B LinkedIn marketing strategy operates on several levels to achieve a specific goal. In this case, content marketing, branding, events, etc. fit together harmoniously.

Setting B2B LinkedIn marketing goals

First of all, decision-makers should clarify what goals they want to achieve with B2B LinkedIn marketing. Once this has been clarified, agreed and documented, it will be easier to achieve these goals. These can relate to different areas, such as positioning, branding, marketing, employer branding, HR, leadership or sales. They can be formulated as follows:

• More visibility through expert positioning
• Building a B2B community
• Increase brand awareness
• Customer and employee acquisition through social selling
.

Content mix for more efficient B2B LinkedIn marketing

Overly text-heavy posts should be avoided, as otherwise users will only read them or click away straight away. Complex content in particular should be designed to be as user-friendly as possible. There are certain formatting tools on LinkedIn that can be used to adapt texts. For example, step-by-step instructions can be uploaded as PDFs or the content can be broken up with videos and images. These attract more attention than text-only posts.

Videos can be used to provide an industry assessment that invites discussion and sharing. B2B influencers successfully stand out from the crowd of blog posts with live content.

Post regularly for sustainable B2B LinkedIn marketing

Content marketing is a marathon, not a sprint. With time and experience, better and better results can be achieved. Marketers should therefore pay attention to when their target group is most active on LinkedIn. The best time to achieve good performance for posts is usually from 10 a.m. to 12 noon.

A posting schedule facilitates a structured approach.

This can be created for a week, a month or even a whole year in advance. This makes it easier to regularly share relevant content. This increases reach and attention. It is also not necessary to reinvent the wheel every day - old content can be recycled every now and then, for example.

Using the algorithm for efficient B2B LinkedIn marketing

The LinkedIn algorithm works in a similar way to the Google algorithm. Here too, the quality and authenticity of the shared content is evaluated. There are strict spam filters that classify content as "spam", "low quality" and "share". If a post is approved, the interaction values are determined in order to analyze relevance and added value for the user. Successful content from the competition is a good guide and can be used as inspiration for your own content.

If a post receives little attention and interaction, it is either invisible or marked as spam. If, on the other hand, it achieves a good level of interaction, LinkedIn checks it for virality, whereby the authenticity and relevance of the post are checked. Content from spam networks is not promoted through viral visibility. Human editors also check content - and if they are convinced of its added value, they even distribute it themselves. As a result, they can still appear in the timeline even after several weeks.

Use LinkedIn groups

In LinkedIn groups, users have the opportunity to exchange ideas with other experts from their industry and share experiences with each other. Here they can ask for advice or simply network with interesting contacts. The groups can be discovered using the search function. If there is not yet a relevant group, users have the opportunity to create their own. As a new member, you should become active here and take part in conversations and discussions. It is important to share helpful and relevant content, but under no circumstances should this area be used for advertising. It is worth setting up your own group, as it has a lot of potential. However, it does require a lot of time and patience.

Performance analysis with LinkedIn Analytics

A valuable tool is LinkedIn Analytics, which can be used to track the performance of the company page. Here you can see whether the marketing strategy is going in the right direction or whether adjustments need to be made in certain areas. The tool can be used by all site administrators and helps to analyze the traffic and reach of the content.

After the goals for B2B LinkedIn marketing have been set, LinkedIn Analytics can be used to measure their achievement. You should also keep an eye on the engagement values so that you can react to trends in a timely manner. You can see which formats are performing best and can tailor your upload strategy to the interests of the community.

Conclusion

LinkedIn offers excellent opportunities in B2B marketing, as users, experts and decision-makers from your own industry and target group can be found here. However, it takes time and attention to build up a good profile and network. In order to achieve as much as possible, a strategic approach is important. Clear goals should be set first. Various tools make marketing work on LinkedIn easier. This definitely includes a posting schedule that helps to share content regularly and stay on track. LinkedIn requires long-term and regular interactions so that the results can unfold in the desired way.

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