Facebook and Twitter are considered as social media assets in B2C marketing, but efforts on both these platforms can easily become scattershot when it comes to B2B marketing – resulting in the waste of time and money. Lawyers and stock sellers do not find it easy to engage and reach out to potential clients through a platform that they exclusively use during their free time.
LinkedIn, on the other hand, is a professional social network that has been more effective at B2B marketing than all other networks. A report from BusinessInsider informs that members of the site saw 63% more LinkedIn pages from mobile and desktop in Q1, 2013 compared to the same quarter last year.
Another study from faberNovel adds to the credibility of the platform. Their findings reveal that two new members join the network every second. Half of the individuals present on the site are businesses decision makers. LinkedIn is the only channel that has focused on enterprise marketing channels and business audiences. The business leads generated from LinkedIn are of much higher quality than other platforms.
While several B2B marketers may already be using the platform, here are three strategies that can optimize the efforts made:
1. Share content in the newsfeed
This is the basic level in LinkedIn B2B content marketing. However, marketers still have to recognize the power of relevant and compelling content in the newsfeed. Companies with a decent number of followers can share content with the audience based on different personas: geographical location, company size, position and industry.
LinkedIn also introduced Sponsored Updates a month or two ago – which empowers marketers to deliver their promotional message to members who are not even following the company. The message will appear in the newsfeed of targeted non-members just as it appears for regular followers.
2. Build links to the business profile
Marketers commonly emphasize on building links to their company website and internal pages, but they mostly give a wide berth to building links for a LinkedIn business page. This is where they are missing out on a great opportunity to attract leads. Any efforts made towards attracting links directly on the LinkedIn business page will translate into higher search engine rankings for industry specific search queries.
A good SEO company can also help company or CEO LinkedIn pages rank higher and get more exposure. For example, a business’ LinkedIn page for an iPhone repair service will rank much higher with 100 incoming links than a page with 50 incoming links for search queries like ‘iPhone repair companies’ and ‘repair services business iPhone’.
Note: Links that are credible in nature will streamline the efforts, and those coming in from sites that don’t stand for authority may cause more harm than good.
3. Use sponsored InMail
Previously known as Partner Messages, a sponsored InMail is a direct ad message that can reach a large number of business audiences including CEOs compared to a normal InMail message. Sponsored InMails also allow marketers to choose recipients by traits such as group membership, company size and gender.
Furthermore, the campaign can also include images and visual elements as well as the business website link along with the marketing message. The recipients will receive a notification about an important message in their inbox.
Do you use LinkedIn for B2B marketing? Feel free to leave comments.
Name: Ivana S. Taylor
About: Ivana Taylor is the publisher of DIYMarketers.com – an online marketing publication that provides marketing strategies that help entrepreneurs and business owners get and keep profitable customers. She is the DIY Marketing expert and book editor for Small Business Trends and a contributing author to AMEX Open Forum. Her strategic consulting firm, Third Force specializes in helping companies find their best customers and be the one they choose – regardless of price. Ivana is the co-author of Excel for Marketing Managers. You can find her on Twitter as @DIYMarketers.