With more than 300 million members worldwide, LinkedIn has truly established itself as the largest professional network online. In B2B and in particular the IT & tech industry, it’s my experience that more people have a LinkedIn account than a Twitter account. Trends in B2B marketing also show that companies are taking advantage of different technology when researching, and in some cases they are at least 75% of the way through the buying cycle before contacting a vendor. Having said all this, it’s still my experience that LinkedIn is a tool which many companies struggle to fully utilise.
Here’s a short guide to 5 reasons why LinkedIn should be a key part of your B2B marketing strategy:
1. Research
Whether you’re looking for new prospects, delegates for an event or new talent, LinkedIn allows you to easily find and approach the people you’re looking for.
For effective research you need to have built a good number of connections (200 – 500) however, make sure your network is relevant and is acquired using best practice.
2. Driving traffic to your website
Driving traffic to your website from LinkedIn is a great way of showing ROI and in the LinkedIn strategies I run, sending an increasing amount of traffic to websites is the main metric.
In fact, across many of our clients LinkedIn drives more traffic than any other social network.
3. Show your brand personality
Your prospects will research your company and even had made their buying decision before contacting your sales team directly. A company’s brand is becoming as much about the people they employ and culture they create as it is about the services themselves.
Your prospects are gauging your brand personality by looking at your company profile and the profiles of your key staff. Make sure you are reflecting well!
4. Leverage personal networks
Most businesses will have people internally who either have a strong personal LinkedIn network, or a strong personal brand.
Make sure you leverage these individuals on social media and especially LinkedIn. When executed correctly these people will demonstrate significant thought leadership in your market whilst driving interest in your business.
5. Share great content with your brand advocates
Your LinkedIn followers tend to be people that have an interest in your brand. Don’t be fixated with the number of followers you have; you should care more about the quality of your followers. Company updates allow you to interact with your customers, prospects, staff, suppliers and talent pipeline. When they see great content they will share and in turn, your followers and web traffic will grow.
LinkedIn often rolls out updates, and it can be difficult to keep up. LinkedIn strategies need to be kept up to date and will need to evolve as market trends shift. If you are looking for advice and guidance on how to make your LinkedIn strategy work for your business, get in touch with Bright Innovation.