LinkedIn Marketing Strategy for B2B Companies

content marketing strategy Feb 17, 2022

B2B companies without a LinkedIn marketing strategy are missing big opportunities. 

Did you know that there are nearly 800 million individual users on LinkedIn in more than 200 countries?  

And there are over 57 million companies with business pages on the platform.

LinkedIn is definitely the place to be for businesses and professionals to market themselves. According to LinkedIn, their growth rate is currently two new members joining per second. In Microsoft's FY21 Q2 update, it was reported that user sessions grew 30% over the previous three months, and the platform's total revenue increased 23% in that period.

Things have only continued to grow. This past January, Microsoft reported that LinkedIn had record engagement on the platform last quarter. "LinkedIn has become one of the world’s largest platforms for professional events, with more than 24,000 events created and 1.5 million RSVPs each week."

What about the other big social platforms?

Facebook has helped so many businesses too, right? That was once true, however so much has changed in the past 6 years. ZDNet wrote, "Social media has become the stock exchange for public opinion. Investors seeking to capitalize on their association with the most active issues: buy low and sell high." (More about Niche Social Media Platforms)

According to Meta (Facebook's parent company), Facebook's daily active users fell from 1.93 billion in the third quarter to 1.929 billion in the fourth quarter of 2021. This is the first quarter-to-quarter decline for the social platform in the company’s history.

With an increase in users on other social platforms such as Tik Tok, Telegram, and Pinterest, it's no surprise to hear about this drop in daily active users. Following several negative news stories about Facebook's security and misinformation throughout 2020 and 2021, there is also a shift in mindset among people using social media platforms.

What's the LinkedIn Strategy for Businesses?

As a marketer, I'm most concerned with a business' ability to actually reach your target audiences. This has become quite the challenge on social media. It has progressively become harder with each year and each algorithm update.

In the past, LinkedIn showed all of your posts to everyone in your network. The algorithm updates in 2021 have made it a bit more selective. Each user gets a daily score based on how effectively they are using the platform - almost like a rewards system. The better you leverage their tools, the wider your reach. If you have a well-developed profile, consistently share posts, and you are engaging with others on LinkedIn, then your score is higher.

This evolution of LinkedIn means your strategy needs to shift too.

Both individual users and company / business pages need to leverage all of the features provided by LinkedIn.

1. Create a Business Page. If you don't already have one, now is the time to create a page. Be sure to fill out all of the page details completely.


2. Invite the Team. Without being pushy, get everyone on LinkedIn with a completed profile. Make sure they properly link to your business page in their profile.


3. Follow Others. If there are influential people in your industry, thought leaders, competitors, ideal customers, and industry publications, then follow them. You can do this as an individual user.


4. Engage the Team. When users re-share page content or engage with it, that expands the reach of your posts.


5. Hashtag it. Whether posting as an individual or page, look up hashtags in advance to find the most relevant and popular ones. A good "best practice" is to limit the number of hashtags on your LinkedIn post to no more than five. When you use more than that, it looks like you don't understand how users are interacting on LinkedIn.


6. Tag Others. In your posts, remember to attribute curated articles by tagging the author or publication. You can also tag users / pages when it makes sense, such as sharing a statistic reported by an organization or a positive example. This dramatically increases your post reach.


7. Timing Matters. In the beginning, you may have no idea when to post on LinkedIn- so start with a time when you as a user are most likely to scroll. Alternatively, you can target the statistically peak times of day: Tuesday - Friday, 9-10 a.m. or noon.


Your LinkedIn Posting Strategy

Following the above tips will certainly help you to work within the LinkedIn algorithm to maximize your reach. Be sure that your individual posts and business page posts include a hashtag, tag others when possible, and that you post at the ideal time.
Beyond that, the key is to share valuable content.

This has always been true no matter what happens with an algorithm. Good content is easy to engage with, and it's shareable.

One interesting shift in the posting style that we've seen on LinkedIn (and many other platforms) is a shift away from "corporate speak" to more authentic, personable writing. Avoiding industry jargon and talking to people in a simpler way is often more engaging.
Ask yourself, "if I was trying to explain the value of our solution to my grandmother or a friend who doesn't know my industry, how would I do it?"

Using posts to promote your business comes back to understanding your target audience and the content that they find most valuable.

LinkedIn users with higher levels of education are most likely to be on the platform. According to Pew Research, "roughly half of adults who have a bachelor’s or advanced degree (51%) say they use LinkedIn, compared with smaller shares of those with some college experience (28%) and those with a high school diploma or less (10%)."

Be sure to spend time understanding your LinkedIn specific audience when writing content.


Business Pages on LinkedIn

LinkedIn Pages with all major sections filled out with complete information get 30% more views compared to others. Be sure to include your logo and header image, a strong description of the company in your overview, organization info, and a call to action button.

Keeping your LinkedIn page updated assures that potential clients and customers see that you are a credible business. It also helps you to build new connections within your industry and potentially be seen as a thought leader.

How do you grow your LinkedIn followers?

To get started, invite people. That's right, you can invite your connections to follow your business page.

You can invite up to 100 people every month. The same goes for any other page admins, so if you have 4 people from your team as business page admins, that means you could be inviting up to 400 people every month to follow your page. Whether someone accepts the request usually comes back to the completeness of your profile and the quality of your posts.

If you're looking to attract new followers not yet acquainted with your organization, it helps to describe your product/service clearly and in a way that makes it approachable in both your overview and share post content. To attract the thought leaders and industry influencers, be sure to mention them in your posts. You’ll have a better chance to get in front of their network since they’ll be able to re-share your post to their followers.


What's New on LinkedIn?

There have been a significant number of updates made to the LinkedIn platform. Among those updates are the Creator Mode, Virtual Events, Stories, and new Sales Navigator updates.

Business Page Updates

Now LinkedIn Articles are available to business pages, and not just individuals. These are long-form content pages that act like blog posts. Another great content tool added to business pages is the Newsletters option, which basically notifies followers that you published an article. It's best to publish on a topic that it is relevant to your specific target audience. This is still a brand-new feature, so we expect to see more updates in the future.

Individual User Updates

Creator Mode is a relatively new profile setting that can help you grow your reach on LinkedIn. Turning on creator mode gets you access to additional tools and features on LinkedIn. It also makes you eligible for search and discovery results, helping you get discovered.

LinkedIn also launched Virtual Events, including live broadcasts. This presents a huge opportunity for those aiming to reach a wider audience who are not local.

Video meetings are now available and powered using Microsoft Teams, BlueJeans by Verizon, or Zoom directly within your LinkedIn messages. This is a great way to connect with people face to face, virtually.


Sales Navigator Updates

Earlier this month, LinkedIn announced several updates to the Sales Navigator platform. Among those updates are improvements to the Search experience, CRM integrations, and new homepage optimizations.

The integrations with CRM platforms has evolved and includes several of the major players. The power to push LinkedIn lead information into a CRM is fantastic. There are limitations with how this works, so be sure to read about it before jumping in.

There were also several smaller improvements that make a big difference including:

  • Storing a larger Leads List where the limit was increased to 10k.
  • Use custom message templates from you mobile phone.
  • Access to LinkedIn Learning
  • New insights from the homepage.
  • Updated search experience.


Next Steps with Your LinkedIn Marketing Strategy

Your marketing strategy on LinkedIn requires much of the same thoughtful planning as any other social media marketing. Everything begins with goals and campaigns that serve your target audience.

1. Outline Your Big-Picture Goals 

What are you ultimately hoping to get out of using LinkedIn for your business? Whether it is expanding your brand reach, growing your leads list, engaging with your audience, or positioning your company as a thought leader. Be sure to make your goals SMART


2. Plan Your LinkedIn Marketing Campaigns

With goals in place, you can come up with marketing campaigns that help you to achieve those goals. I suggest keeping yourself organized with a content calendar


3. Monitor and Evaluate

At the end of 30 days, check out your analytics on LinkedIn. You may need to make minor adjustments. After reviewing your analytics each month, wait at least 90 days to make any major changes to your goals and campaign strategy. 


 What's your approach to your LinkedIn marketing strategy? Leave your comments below or feel free to share on our LinkedIn page.


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