Written by
Giuseppe Gurrieri

8 Advanced LinkedIn Marketing Strategies B2B Marketer Need to Do

Publisched on
27th June 2021

As a marketer, there is nothing sweeter than setting your goals and accomplishing them. But then it's important to note that success won't come knocking on your door; you will have to go out and get it. When it comes to B2B marketing, you should also know that putting all your eggs in one basket is risky.

If you have tried various means but still find it difficult to convert leads, then it’s time you try LinkedIn. 

LinkedIn is one professional platform that has lots of wealthy opportunities to offer. But this is only when it’s used correctly. 

In this guide will show you the most powerful LinkedIn Marketing Strategies to apply and how to turn your company page into a lead generation page that will attract leads and rack in more money for your business.

Without wasting any time, let’s get to the business of the day.

The 8 LinkedIn Marketing Strategies for B2B marketers

LinkedIn Marketing Strategies

1. Create an attractive LinkedIn company page

The success story of every brand starts with the first impression of the LinkedIn Company Page. In case you haven't realized it, well, now you have. When your page visitors arrive at the company page, your brand picture is the first thing they will notice about your business. Have this in mind, and then take a second look at your brand picture. If it doesn't send a powerful signal that communicates high value, then it's time for a change. The essence of having a professional picture is so your profile visitors and potential clients will easily relate to what you have to offer as a brand. 

2. Focus on your company description

LinkedIn might have a general working-class outlook, but it doesn't change the fact that most of your profile visitors want to see exciting and fun content on your profile. The more engaging your profile is, the better. Note that you have little time to attract and retain the interest of your followers, so maximize it in any way you can. 

Your company description also plays a decisive role when it comes to engaging your visitors. Again, the first few lines will help you get the job done, so go back to it and readjust certain things to ensure it helps your brand stand out.

3. Ensure your business page is optimized for searches.

When most people hear page optimization, they quickly think we are referring to Google, Bing, or Yahoo, but the truth is that those aren't the only pages that require optimization. For example, your LinkedIn company page also needs to be optimized to generate those leads you desire.

While curating content for your business page on LinkedIn, try to optimize it the same way you will for your website for search engines. Ensure you include the relevant keywords that will help it rank in the body of the content. This will make your page more discoverable to your potential clients.

4. Expand your reach by creating a Showcase page.

Before you rush into the Showcase page that will drive little or no interest, you need to be sure that the brand must have exhausted the capacity of a page alone. 

These Showcase pages allow you to branch out from your overarching message and dive into targeted marketing messages. For example, Let's say you sell exclusively to other business owners, marketers, and IT firms; this is the perfect opportunity to branch out and create three different pages for these major dealers instead of having all three contained in one page. Each showcase page will help you speak a more straightforward language that your buyers will understand, rather than trying your luck on a single page and hoping that someone will patronize you. In addition, these showcase pages are excellent to segment your company page's traffic through LinkedIn. Adobe is a perfect example of a company that utilizes its showcase pages. This brand (Adobe) has a showcase page for almost all departments in their organization, from showcase pages specifically for graphic designers to those for marketers and publishers. Guess what? Each of these pages aims explicitly to meet the needs, demands and wants of their target audience. This type of innovation compels one to want to be a part of the marketing team for such brands.

Benefits of setting up a Showcase page

  • Showcase pages will help you get better analytics on your page
  • They will make your brand more discoverable in the search result
  • It will make posting jobs to your brand easier to do
  • It will get more people talking about your brand

5. Create a LinkedIn group for your business page

LinkedIn Pages serve as your industry's meeting place to meet and build rapport. In addition, LinkedIn groups organically help spread the word about your brand.

Before you dive into creating a LinkedIn group, here are some things you should know.

  • Have an admin that will oversee the activities of the page: you can either pick someone closest to you or an employee within your organization to play this role.
  • Post at least once every week
  • Use the 80/20 rule: here, you have to post about 80% of the things related to your industry and use only 20% to promote your business. Some business owners often think this rule should go the other way round. But it's not advisable because your group is not the place where you should promote your products alone. Instead, groups are the right place for your target to converge, meet and discuss industry ideas. Here is another automation tool to auto-post on any group and skyrocket your Linkedin and Facebook Groups Marketing.

6. Invite the right people to your groups on LinkedIn

After setting up your group, inviting the right set of people should be the next thing on your agenda. When can do this successfully, word of mouth will spread like wildfire.

But when we say the "right people," some people might wonder who is talking about exactly. These people include;

  • Your business clients and partners
  • Your regular customers
  • Top Influencers in your industry
  • Other business vendors

You should consider advertising or using the most effective LinkedIn Marketing Strategies by implementing Linked Assist. Linked Assist enables you to automate your marketing work on LinkedIn:

• Auto-Invitation
• Automated-Messaging
• Auto-Endorsement of Skills
• Auto-Messaging to Your LinkedIn Company Page Members
• Auto-Messaging to Members of Any Group (sending messages to any Group Member that you can invite to join your group).
and more.

Linked Assist has also the Auto-Connect feature that you can additionally use if you want to expand your group at a much faster rate. 

7. Vigorously search for new leads

Optimizing your business page and the LinkedIn group will further push your brand up the ladder to success. But that’s not the only job that needs to be done. So don’t down your tools just yet. 

Rather than sit back and relax, what you need to do instead is to actively search for new prospects with LinkedIn’s advanced search feature.

To start your in-depth search, you will need to click on the word "Advanced," which can be spotted next to the search box.

There, you will be given the room to narrow down your search to job titles, industry, location, local networking groups, and alumni. After your search appears, you can then proceed with the following option: to try and establish a connection with each of these people that fit your search.

When reaching out to your new connection for the first time, endeavour to send them a personalized message which lets them know your main reason for contacting them. Some might think it's also the right avenue to market their product, but it's not. Don't fall for the temptation. Again, you can get ignored if you do that; save that for later and get to know them first.

8. Update your page regularly

After you must have established that connection with your prospect either through your landing page or your LinkedIn group, what's your next move? Well, your next move should be to look for a chance to drive traffic to your website or blog.

Make an out time to create and publish content that includes a headline, an image, and a short post. Combining these techniques will help you gain the attention of your audience and drive traffic to your website.

Conclusion

As a B2B LinkedIn marketer, you need to continuously equip yourself with the latest happenings in your industry. You may have tried a way that seemed to work yesterday, but because that strategy was successful yesterday or other times you have attempted to, it doesn't mean it will be successful tomorrow. The world of technology is steadily advancing, so never be left behind.

Also, the LinkedIn Marketing strategies that have been listed are guaranteed to help create more opportunities for every B2B marketer that decides to put it into good use. Knowledge, they say, is power. With the proper knowledge, you're well on your way to dust all competitors and achieve your set goals. But without the right of knowledge, LinkedIn will be another time-sucking social media platform. So when next you log into your LinkedIn account, spend at least thirty minutes of your time on advanced searches. If you have the time, you can establish connections with at least six prospects, as this will directly or indirectly boost your next B2B sale.

 

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