We live in the age of social media, and any marketing plan, whether you’re marketing to other businesses, customers, or both, needs to have their social network game in place, evolving, and consistent — at all times.
However, when it comes to B2B sales leads, perhaps the most important social network is LinkedIn. While LinkedIn’s professional nature can make it a daunting platform to launch a marketing campaign on, this is exactly what makes it such a terrific zone for B2B. Here’s what you need to know.
LinkedIn Gets Proven Results
Finding the right approach for any marketing directive can feel like the Wild West. The increasing intricacy of B2B decisions – and the constantly expanding array of content and options available at a moment’s notice – means that making a direct, trusted connection, across a trusted social network, is invaluable.
Thankfully, LinkedIn has already proven that it’s a successful place to generate leads: according to a State of B2B Marketing Report from Wpromote (via LinkedIn Marketing Solutions), 62 percent of B2B markets say that using LinkedIn generates them leads – which is made even more significant by the fact that 89 percent of B2B marketers use LinkedIn in the first place. Meanwhile, Penguin Strategies reports that 64 percent of corporate website visits begin on LinkedIn, so establishing a strong LinkedIn presence is not a possibility for a solid marketing plan – it’s a necessity.
What a Solid LinkedIn Presence Requires
The first step toward establishing a company on LinkedIn is, of course, establishing a sales-friendly LinkedIn page that connects with the intended market. This isn’t easy — LinkedIn requires some learned knowledge of the platform, like anything else in marketing — but the key aspect is that while getting someone to click on a company website is a struggle unto itself, with LinkedIn, the buyer will already be signed up.
However, a static LinkedIn page is not enough. Effective marketing on LinkedIn also requires maintaining a presence through frequent posts, content, hashtag use, and a presence that speaks toward the company’s brand. Learning how to work with LinkedIn Analytics will also be a huge benefit.
The first step is getting customers to click on your LinkedIn content. The second is getting them to stay and read it. However, because LinkedIn has been proven to be the most leads-effective social network on the market, it’s more than worth your time and effort.
If you have any questions about developing a LinkedIn strategy or just digital marketing for industrial brands contact Industrial Traffic. We are the digital marketing experts for industrial marketing. And we’d love the opportunity to work with you.