LinkedIn has become a well-known social media platform to connect or re-connect with people or companies on a professional level. This can be relevant for you as an individual in your professional career, but it isalso a great platform to promote your companyand find the right partners and potential clients or customers. This makes that LinkedIn becomes more and more attractive for B2B (business to business) marketing.
Why LinkedIn for B2B marketing?
There are so many social media platforms you can use, so why should you use LinkedIn for B2B marketing? There are two main reasons:
- LinkedIn has an easy way to correctly target relevant companies. LinkedIn gives you the opportunity to segment the platform users. You can segment by geographic location, industries and companies. This way you can target relevant businesses and professionals better than, for instance, on Facebook or Google Ad.
- It’s a professional platform. Every profile tells what a company does or who a person is and what he/she has done in their professional career. LinkedIn profiles give you, as a company, all the important information you need to target relevant companies and individuals.
The following aspects are important to keep in mind when using LinkedIn for B2B marketing to the full extend:
- When you create a profile for your company, use LinkedIn Premium and keep it up to date. LinkedIn Premium gives you some advantages: you can send InMail messages, everyone can send you messages, you can get introduced to relevant companies and their employees and you get more search options. This way you can target more relevant people or companies. It is important to keep the profile up to date and to stay in touch with your connections and followers, so they know what you are doing and know if it’s relevant for them.
- Ask important employees to create a personal account (CEO, managers, marketing department, etcetera). Teach these employees how to use LinkedIn and create a policy for creating and receiving recommendations and endorsements on their personal profile. It is important that these people use LinkedIn in a proper way not to harm the company or create confusion. The average amount of connections of a CEO’s profile is 930! So upload relevant information and articles.
- Create relevant LinkedIn groups. Companies and relevant people can follow a group you created. When posting articles or messages, they will get a notification and can read it. This gives you the opportunity to inform or create a stronger connection with relevant parties.
- Use LinkedIn Pulse and the marketing department can create content that employees can forward on their profile. LinkedIn Pulse is fairly new on LinkedIn; it was launched a year ago. Here you can share articles about new developments, things you have noticed or articles you think would be interesting for your partners and followers.
LinkedIn was launched in May 2003 and has grown to a platform with 332 million users in more than 200 countries and territories. Using these tips will optimize the benefits LinkedIn offers to target the right companies and individuals over all these people. So start optimizing your LinkedIn profile, keep it up to date and see what benefits this platform can give you!