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Our digital lives converge on very few big destinations in the B2B sphere, which makes LinkedIn – with more than 433 million members in more than 200 countries — an important platform for B2B marketers.
If you are a B2B marketing professional, you have probably started leveraging LinkedIn for a lot of your social media marketing strategy. If not, you are quickly falling behind your competitors who are using LinkedIn to establish themselves as leaders in their industry, make important connections, and generate valuable leads.
LinkedIn is a B2B powerhouse
According to a report by DemandWave, 2016 State of B2B Digital Marketing, LinkedIn is rated as the top social network for lead generation. LinkedIn directs almost four times more users to companies’ homepages than Facebook or Twitter, and, of all the leads generated through different social media platforms for B2B marketers, more than 80 percent come from LinkedIn.
Imagine if just one lead from that 80 percent converts into a sale?
One of the reasons LinkedIn is such a B2B marketing powerhouse is the company’s ability to distribute relevant and targeted content to its members. Acquisition of content platforms such as SlideShare and Pulse, the introduction of its influencer blogs, and its native Sponsored Updates offering exemplify how LinkedIn has elevated content.
Currently, there are 9 billion content impressions on the LinkedIn feed every week. That’s 15 times more content impressions than job postings served in the feed! And the majority of this engagement occurs on mobile. In fact, members access LinkedIn content from their mobile device more than 57 percent of the time.
Again, imagine pushing out just one piece of content on a controlled and simple ecosystem that doesn’t suffer from a lot of noise?
Incorporating LinkedIn as part of your B2Bcampaign
With a solid understanding of your customer journey, you can utilize LinkedIn to build a fluid strategy to easily reach your desired audience and engage them with valuable content.
Here are three reasons why LinkedIn must be part of your B2B marketing campaign:
Every LinkedIn member and business can showcase their thought leadership through articles, images, videos, and SlideShare presentations. By publishing content directly to the platform, you position yourself and your brand as leaders in a particular domain. The network is fertile ground for thought leaders who are aiming to become trusted advisors by providing high-quality content, participating in LinkedIn communities, and answering questions.
- Company and Showcase Pages
Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. Because people are on LinkedIn to consume information that is relevant to their business or career, audiences are primed to look for actionable insights. Marketers can create content hubs on LinkedIn through Company Pages or Showcase Pages, and then use LinkedIn Sponsored Content to spread relevant content easily. Sponsored Content appears directly in the newsfeed and uses unique member data to target the right audience.
- Sponsored updates
Where lead generation is concerned, LinkedIn’s paid distribution picks up where Company Pages leave off. In its initial year and a half on the market, Sponsored Updates became the fastest-growing product in LinkedIn’s history. The updates are a form of native advertising, so they adopt the look and feel of an organic post. Companies primarily use them to promote their long-form posts, drive traffic to branded content, and increase awareness for upcoming events. Coupled with LinkedIn’s Insights tool, which gives you a look into your content marketing score and trending content, Sponsored Updates help you market better.
LinkedIn has numerous tools and features that you can use to generate leads for your business. The more you explore LinkedIn, the more ways you will find to increase your lead conversion rate. Most marketers know there’s value in being active on LinkedIn, but these reasons should help you have more insight into what works best.
In my next article, I will talk about how to create a LinkedIn campaign that sells, so stay tuned!