Why does LinkedIn strategy matter?
What differentiates LinkedIn from other social media channels is the possibilities it offers for B2B companies that choose it as part of their digital marketing strategy.
The largest percentage of potential B2B customers who are on social media come from LinkedIn. This is partly due to the fact that the platform is used by many leading professionals in their respective industries and key industry decision-makers. A B2B company that is active on LinkedIn manages to stand out from competitors thanks to the image it projects to the people who make key business decisions in its industry.
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The AstroLabs team has prepared a list of steps you need to take in order to effectively integrate LinkedIn Marketing into your B2B digital strategy!
1. Set goals
Before designing the right LinkedIn strategy, you need to set your respective goals and what results you would like to see, so that the content of your posts and your overall presence are fully in sync.
The most common goals of using LinkedIn Marketing include brand awareness, attracting leads and increasing sales. But your goals must be realistic, measurable and in a specific time frame. Achieving them may take time, but if you provide consistent and quality content with updates relevant to your industry, the results will be more than positive. If you specifically use these posts to start a “dialogue” with key people in your industry, your online presence is enhanced dramatically!
2. Locate your target audience
As we mentioned in a previous article, one of the most notable tools of LinkedIn is the organic targeting option for posts. The page administrator can target posts based on follower profile data, including organization size, industry, job, location, etc.
Once we have identified the B2B audience that we are directly interested in, it is important to stay up to date on market developments and our audience’s concerns about them so that our content is tailored accordingly and constructive & interesting to provide added value to our own brand!
3.Create an attractive LinkedIn corporate page
Just as your company’s official website should be optimized for Google searches through proper SEO techniques, so should your LinkedIn page be optimized for those searches.
In order to make it easier for your audience to find you on LinkedIn and in search engines, you can optimize your page in the following ways:
– Use of the right Keywords
During the creation of your LinkedIn page, you are asked to enter keywords that relate to your company. The right choice through the necessary research will display your content to the right organic audience, especially if that content is attractive to dialogue and interact with.
– Short and “to-the-point” company description
What is your corporate mission and how do your customers and partners benefit from you? A short and “catchy” company description shows that not only do you have clear goals, but you communicate the immediacy of your online presence.
– Call-to-action posts in line with your corporate objectives
By sharing content such as articles, infographics, statistics and company projects, you are speaking the “language” of the B2B audience that logs into LinkedIn for that very purpose. So by placing the appropriate call-to-action at the end of each post, it becomes even more accessible and easy to achieve lead generation goals through your LinkedIn page.
4. Automate social selling processes
Using both the LinkedIn profiles of your company’s key executives and the LinkedIn page itself, in order to expand your connections, we recommend using the method of social selling.
This way you will be able to reach the right people in the industry and potential customers through your company profiles which will showcase the company’s capabilities and what these connections have to gain from you.
But such a process is certainly time-consuming and demanding. But by using the right automation tools, your time is freed up and you can focus on other important stages of social selling. Such tools are Dux-Soup & Phantom Buster.
Some of the features of these tools include searching for connections, sending personalized messages, endorsement of skills listed in their profiles and many other useful automations that you can take advantage of at all stages of your LinkedIn Marketing plan!
The benefits that LinkedIn offers for a business that operates primarily in the B2B sector can elevate its online presence and goals. If you’re a business that operates primarily in the B2B sector and you’re not using LinkedIn, it’s time to incorporate it into your digital marketing strategy.
