For B2B brands, this is an opportune time to be focusing on LinkedIn for marketing. But doing so in the right way is paramount, because it is very easy to get it wrong. (And so many marketers do.)
The social media platform’s strengths as a B2B marketing channel are undeniable:
More than 700 million professionals from around the globe, all with rich profile data including locations, job titles, seniority and more. Not only do members share these details openly, but they are motivated to keep them updated and accurate, for purposes of career development and professional identity.
Ability to easily surface mutual connections and opportunities for personal introductions, via 1st-degree, 2nd-degree, and 3rd-degree connections.
A variety of messaging, publishing, and advertising tools to reach highly targeted professional audiences in an inviting context and trusted environment.
We’ve talked a lot on this blog recently about the vital importance of driving deeper engagement with your audience at this moment in time, through things like B2B content marketing, influential thought leadership, and empathetic messaging. Engagement should always be a priority, of course, but right now — especially for those companies that might be seeing a reduction in revenue due to the pandemic’s impact — building relationships with long-term upside is an essential marketing prerogative.
LinkedIn can be an ideal place to identify, connect with, and establish rapport with individuals who are or will be valuable to your business. At TopRank Marketing, we’ve had the privilege of calling LinkedIn Marketing Solutions a client for many years now, so naturally we keep a close eye on their new product offerings and their evolving best practices.
LinkedIn can be an ideal place to identify, connect with and establish rapport with individuals who are valuable to your business in the short-term or long-term. @NickNelsonMN #B2BmarketingCLICK TO TWEET
As such, we thought we’d highlight some new tools you might find useful, along with some tactics and techniques you might not have considered to increase engagement and bolster your brand’s presence on the platform.
What’s New on LinkedIn for B2B Marketers?
These aren’t all brand new, but they are relatively new and offer a lot of promise in the current marketing landscape.
LinkedIn Live and LinkedIn Events
At a time where in-person meetings are being 工作职能邮件数据库 cancelled and postponed, live-streaming and virtual events are quickly emerging as key opportunities to stay connected with audiences in a personal and interactive way. LinkedIn Live offers a way to stream live video through the platform, and you can use it in combination with LinkedIn Events to bring your community together.
Our friend and client from LinkedIn (and past Break Free B2B guest!) Judy Tian recently shined a light on five examples of brands and individuals driving strong engagement with LinkedIn Live.
It’s long been possible to reach prospects through InMail and Message Ads on LinkedIn, but Conversation Ads help turn these engagements into automated two-way interactions with more value for the user and more actionable insight for the advertiser. In short, you can create multiple pathways for each experience based on which response a member chooses, to better understand their needs and intent, and to guide them toward the right offer or content.
This feature has been available to advertisers for a while, first launching in 2018, but it’s a good option to consider if you haven’t yet. Carousel Ads enable brands to create a swipeable series of cards (images, text, CTA), providing an opportunity for visual storytelling that brings users through a cohesive journey. The team at TopRank Marketing saw this format’s potential first-hand when we helped our clients at Prophix develop and execute a Finance Career Accelerator campaign, which exceeded organic carousel click-through benchmarks by 63x and was recognized by LinkedIn as one of their favorite B2B campaigns of 2019.
New LinkedIn Pages Features
The LinkedIn Page is one of the most underrated marketing assets in a brand’s arsenal. It is your company’s hub on the platform, ranks highly in search results, and can be built out to give visitors a deep and compelling view of what your organization is about. It’s also mostly a free tool. I highly recommend checking out the LinkedIn Pages Best Practices to ensure yours is complete and optimized. Then, take advantage of new capabilities such as “Invite to Follow” and “Post as a Page” to increase your following and visibility.
Tips for Increasing B2B Engagement on LinkedIn
Now that we’ve covered some of the newer features and capabilities available to marketers on LinkedIn, let’s dig into some methods for maximizing your engagement, growing your audience, and driving business results on the platform.