When you run a company that primarily uses B2B marketing, finding places to advertise your product or service can be a challenge, especially if you want to use social media. While most social media platforms do have other business professionals who frequent them, they’re usually not in large enough numbers to make an impact.
That’s why LinkedIn is so valuable for B2B companies. It’s one of the few places online entirely dedicated to being a social platform for those in the business world. If you aren’t already using LinkedIn as a B2B marketing tool, you’re missing out. Here are some ways to use it to give yourself a solid jumpstart.
Update and Improve Your Company Page
Before you start exploring the more in-depth marketing options on this site, you need to begin the process by enhancing your company’s LinkedIn page. Doing all these other steps will amount to nothing if potential clients go to your page and see that there’s not much value there. Your company’s home page is where you show off who you are. Failing to grab people’s attention here will result in a low number of conversions.
The first step is to ensure that all your info is up to date. The last thing you want is interested parties learning things about your company that are no longer accurate. Next, you’ll want to ensure that your company summary is short but packed with relevant keywords. These will help your page appear in more search results, expanding your potential reach. Keep it concise because you’ll need to write an “About Us” section next. This is where you’ll get into more detail about what your business offers, what makes your company unique, and how you run things.
Once you’ve completed these vital aspects, you can do whatever else you want to make your page enticing. For instance, you can change your banner photo or fill out more info on the other tabs. And, of course, you can begin crafting intriguing posts, which we’ll go into more detail on in the next section.
Start Posting Regularly
Making an eye-catching LinkedIn page is all well and good, but after a person has read up on you and learned what your company is about, they really won’t have a need to return. That is unless you post content that they deem valuable and interesting.
LinkedIn is a social media platform, after all. So if you’re not using that aspect of it to your advantage, you’re basically wasting your time. You need to curate meaningful posts that grab people’s attention and show them something they’ve never seen before. Whether it’s an interesting management technique that you’ve found some success with or your take on some business-related current event, people will follow you if they like what you have to say.
Of course, something you’ll want to try doing on occasion is to look for opportunities to push your own products and services. We use the word push lightly, though. People don’t often like having blatant marketing shoved in their faces. You need to be smart with it by including it in a piece of content that’s relevant to what you’re offering. That way, viewers will feel like it’s more a supplement to the content rather than a forced advertisement.
Look Into Targeted Ads
If you really want to go all-in on marketing to people on this social media site, you should look into paying for targeted ads on the platform. Obviously, organic growth is the best way to find quality clients, but this LinkedIn B2B marketing tool is a surefire way to boost your reach and recognition. Plus, ads allow you to use graphics and videos to focus entirely on your product or service. There’s no need to butter up the viewer with engaging content since they know they’re looking at an ad.
In order to make things even better, LinkedIn has a built-in campaign manager that makes tailoring your ads toward certain target markets very straightforward. You can choose specific industries or people who hold a certain job title. That way, you’re not wasting time or money on people who have no interest in what you offer.
Furthermore, you can upload your own contact lists to the manager if you’ve done targeting work like this before. Regardless of your personal marketing goals, LinkedIn has the tools you’ll need to follow through with them.