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How to Utilize LinkedIn for B2B Marketing

Posted by Liza Cormier on Thu, Mar 18, 2021 @ 03:12 PM

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Marketers have best utilized social media platforms such as Instagram, Facebook and Twitter in order to reach new and existing customers. The reason LinkedIn isn’t part of that list is because when it comes to engaging customers, those platforms overshadow LinkedIn. But, that’s not to say LinkedIn can’t stack up as a marketing platform. LinkedIn arguably offers the best targeting options, and if utilized correctly, can be the most effective marketing tool for B2B marketers.  

Like all marketing tactics, it’s going to take some time and effort before you start actually seeing results from LinkedIn Marketing. It’s also a good idea to take the time to understand features of the platform and how they can actually work for you before jumping in. In this blog, we’re going to go over how you can begin to utilize LinkedIn for B2B marketing, as well as what to expect after the first month.  

Where to Begin 

If it’s not already obvious, the first step in your LinkedIn marketing endeavors is going to be creating a company profile. A well structured profile will not only help create brand awareness, but will also aid in building your reputation for when prospects view your page. Here is a list of some general information you should add to your profile: 

  • Professional photos 
  • Links to publications, your website, and contact information 
  • A company description that includes organizational values  
  • Professional profile and background images 

Unlike B2C marketing, B2B is a little more complex, as it’s going to take more convincing to outshine your competitors. It’s important to create a strong reputation and show your targets that you are experienced and trustworthy. You also will want your employees to be following your page and have accurate job titles listed on their profiles to demonstrate professionalism and loyalty.  

Connect with Your Target Prospects 

The easiest way to make your prospects notice you is by following them on LinkedIn! This gives them the opportunity to view your profile, see what you’re all about, and if you’re lucky, they might even follow you back. Luckily, LinkedIn is a networking platform, so if you’re profile is attractive and professional enough, the more connections you have the better.  

Engage Consistently 

Like all marketing on social media, it’s important to be consistent with your posting and engagements. Let your audience know what value you can offer them, without appearing too sales-y. A good strategy is to make a weekly schedule with thought out posts that follow the objectives you’re trying to achieve.  

Expectations for the First Month on LinkedIn 

Marketing campaigns on LinkedIn vary from company to company. If you are a new organization or just introducing your brand to the market, it can take some time to gain credibility, and your target’s attention.  

Final Thoughts 

LinkedIn is the leading platform for B2B marketing, which is why it’s important to take the time to create a strong presence for other companies to seek you out and find you trustworthy. With all marketing, it takes time to see results, but don’t let that deter you from putting in the work.

You can always get help along the way too! Here at ImageWorks, we specialize in world-class online lead generation and digital marketing to help our clients extend their brand to the world. 

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Topics: LinkedIn, Social Media Strategy, B2B Marketing

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