Since the acquisition of LinkedIn by Microsoft in 2016, the pace of innovation on the platform has accelerated. Nonetheless, some fundamental aspects of the site remain similar to what they were since its launch in 2002 - and that's often where you'll find opportunities. So what B2B marketing strategies work on LinkedIn?
It is by far the most powerful B2B marketing strategy on LinkedIn. All you need to do is find a lead, do some research, and send them an InMail. If the user replies to your InMail, you get back the credit you used to contact other prospects. But no one wants their LinkedIn inbox to turn into a place for “cold calls” like the others. For prospecting on LinkedIn, you should always start with in-depth research on your targets and find a relevant link in order to start a dialogue.Many decision makers respond to personalized messages based on one of these ideas:
Create your own group LinkedIn is a great way to create your “prospect nest.” Position your group as a place with lots of benefits where prospects can get the information they're looking for. For example, “Digital Marketing Tips for Dentists” would be a great group for a web marketing agency specialized in the dental field.Once the group is created, you can use InMail to send personalized invitations to your prospects.! A closed group is a great place to Broadcast useful content, answer everyone's questions and find out what your prospects really care about. Plus, when they're ready to contact you, you're more likely to be the first person they'll talk to.
LinkedIn has increasingly become a place for exchanging content where you can read blog posts on all sectors, and you will find all the others types of content. Publishing articles was once limited to a handful of well-known influencers in industries, but now anyone can use it to Attracting a new audience and generate leads. Just like the content on your business website, much of the content you post on LinkedIn should be interesting, informative, and useful. However, you can also improve your brand by addressing topics of general interest in your industry: the latest trends, technology, etc.The main objective is to promote trust in your business. After all, the more people see your content, the more likely they are to conclude that you are doing innovative things in your field. Additionally, this content can also generate web traffic. Combined with personalized and microtargeted offers, this can be a great way to find potential customers.
If you want to maximize the power of LinkedIn for your B2B marketing strategies, you must lead at least one group of your choice. However, do not hesitate to participate in those of others, especially the professional organizations in which your prospects participate. When you choose the right groups, some of their prestige will certainly be reflected in you. In addition, giving valuable answers to prospects' questions can set the foundation for a relationship in a natural and pressure-free way. During this time, you qualify as potential prospects.Depending on how active a group is, your contributions can remain highly visible for a long time and motivate people to contact you. Just be sure to always follow the rules for each group. For example, some prohibit links to your website in the comments of a post.
LinkedIn status updates have a more organic reach than Facebook status updates, which allows them to be very practical at times. Use them to amplify the reach of your other content and generate traffic in your groups or to your website. Voilà, you have at your fingertips five B2B marketing strategies for Linkedin.Use all of these items consistently and you'll notice a difference in the next few weeks. Refine your approach to the top 2 or 3 solutions that work best for you and you'll get a return on investment even more important, even without having a LinkedIn subscription paying.