In today’s digital marketing age, social media platforms have become important tools that allow businesses to connect with their target audience, build brand awareness, and generate revenue. According to 89% of B2B marketers, creating brand awareness is an important goal of their B2B marketing plan.
LinkedIn has emerged as the top platform for all B2B marketing activities, providing unique opportunities to engage with professionals, helping establish the credibility of your brand, exhibiting your range of products and services, demonstrating thought leadership, and raising awareness, all of which ultimately drive business growth.
Top reasons why LinkedIn B2B marketing is important
B2B businesses cannot ignore the potential of social media channels like LinkedIn for their different marketing strategies. Here are the top seven reasons why businesses should leverage the potential of LinkedIn for their B2B marketing efforts.
- Targeted audience: LinkedIn has a huge community of professionals worldwide. Just in India itself, there are 101 million users who use LinkedIn, allowing it to emerge from a ‘jobs site’ to a thriving professional community. It provides a kind of precise targeting unmatched by other social media platforms, making it an important avenue for B2B marketers. LinkedIn can be used to target separate audiences based on industry, company size, seniority level, job title and most notably, recent activities such as job changes, and, posting patterns. It is this precise targeting that allows businesses to reach the most relevant audience effectively.
- Account-Based Marketing Technique: LinkedIn offers an account-based marketing technique that enables precise targeting by focusing on specific companies. Leveraging the vast professional network of LinkedIn, allows the content to be tailored and the ads to resonate with the key decision-makers, ensuring personalised engagement and fostering lucrative business relationships.
- Personalized Messaging: LinkedIn offers personalised messaging options such as InMail and Sponsored messaging. These options empower users to craft tailored messages to generate meaningful connections and send them to potential targets. According to Evergage, 98% of marketers are of the opinion that personalization advances customer relationships. This elevates networking by facilitating authentic conversions, ultimately strengthening professional relationships and expanding opportunities within the LinkedIn community.
- Multi-Channel Engagement: The multi-channel engagement of LinkedIn enhances professional networking by seamlessly integrating various avenues of communication. One can connect through sponsored InMail, display ads, and dynamic retargeting. Statistics consistently reinforce the value of multi-channel marketing on LinkedIn. Businesses use multi-channel strategies to achieve on average a 24% higher engagement. Moreover, customers acquired through multi-channel campaigns exhibit a 30% higher lifetime value compared to those acquired through a single channel. Most importantly, the multi-channel aspect of LinkedIn leverages targeted ads to re-engage various audiences, including website visitors, email subscribers, people who visit your profile, and past leads. This seamless integration fosters meaningful connections across different channels, optimising marketing strategies for maximum impact.
- Fuels your learning: Last but not least, LinkedIn B2B marketing fuels your learning as it allows you to expand your horizons and stay up-to-date on the happenings within your industry.
- Analytics and Measurement: LinkedIn provides robust analytics tools that allow businesses to track the performance of marketing efforts in real time. Monitoring metrics such as engagement, conversion, and click-through rates of their B2B marketing campaigns, allows marketers to make data-driven decisions to optimise performance.
How to use LinkedIn for B2B marketing?
LinkedIn is a robust platform that allows B2B marketers a variety of opportunities. Here is how you can utilise LinkedIn B2B marketing effectively:
- Optimise your profile: Create a compelling company page and personal profile with relevant keywords and engaging content to attract the targeted audience.
- Build your network: Connecting with industry professionals is important, as it is the first step to establishing yourself as a thought leader in your network and enhancing your brand reach.
- Join LinkedIn groups: Participate in relevant LinkedIn groups where you can share insights with like-minded professionals and thus establish credibility within your industry.
- Utilise LinkedIn Ads: Leverage LinkedIn ads to reach targeted audiences. Experiment with sponsored content, and sponsored InMail to drive engagement and conversions.
- Share valuable content: You must share informative insights, articles, and blogs to position yourself as a brand authority in your specific industry. Businesses with an active LinkedIn Page receive 5 times more page views, 7 times more impressions, and 11 times more clicks per follower.
- Use LinkedIn Sales Navigator (LSN): While building a strong organic presence is crucial, consider leveraging LinkedIn Sales Navigator, a powerful tool that supercharges your B2B marketing efforts. LSN offers advanced search functionalities with targeted filters to identify key decision-makers within your ideal customer profile. It allows you to personalize outreach with valuable insights, increasing connection rates and conversion potential. By streamlining your outreach and focusing on the right people, LSN helps you maximize the effectiveness of your B2B marketing strategy on LinkedIn.
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