In 2015, we posted a lot about just how effective LinkedIn marketing is for B2B companies, showing you how to optimize your content for the social network and why you should be using Lead Accelerator. Now, to honor the new year, we’ve compiled a list of “next level” LinkedIn marketing tips for B2B startups and established businesses looking to further maximize their use of the site.
Top LinkedIn Marketing Tips for B2B Startups
Join or Start a LinkedIn Group
The easiest way to start taking your LinkedIn marketing to the next level is to begin joining LinkedIn groups that are relevant to your industry or services. Joining LinkedIn groups (or starting your own) is an effective way to network with peers in your field and boost your business’s visibility and credibility.
When posting in LinkedIn groups, however, you want to make sure that you’re following best practices so as not to off-put other members and hurt your brand. We recommend that you:
- Understand the group guidelines before sharing content.
- Ensure that the content you post is interesting and informative, and keep promotional material to a minimum.
- Add a question to your posts to invite discussion.
Turn Your Company Page into a Lead Generation Machine
You already know that building out your LinkedIn company profile is essential to accruing and seeing engagement from followers, but are you putting in the extra effort to turn it into a lead generating machine?
To do this, take the dry and generic copy you’re using to describe what your business is all about and turn it into a sales pitch to potential customers. For example, if you’re part of a B2B startup selling cyber security solutions, don’t use that as your company description. Instead, use more colorful, interesting language along the lines of “We specialize in ensuring your most important data is safe so you can focus on what matters most to you and your business.” This will better attract the interest of potential customers and drive them to want to learn more about your products and services.
Create a LinkedIn Showcase Page
LinkedIn Showcase Pages are an extension of your company page designed to spotlight certain products, services, initiatives, or business units to specific customer segments. Each Showcase Page you create (and you can create up to 10) will have its own followers, status updates, and uses, acting somewhat like its own LinkedIn company page.
To start attracting and targeting your particular customer segments with LinkedIn Showcase Pages, follow these tips:
- Optimize the page for search by including keywords in the page title and description.
- Ensure that the images and copy that you use tie back to your company page and brand overall.
- Cross promote your Showcase Page across other social networks your business is using.