LinkedIn Marketing Hacks from 6 Experts

LinkedIn Marketing Hacks from 6 Experts

Mark Raffan

LinkedIn is a vital business tool, but many professionals still don’t know how to use it to their advantage. To help you, we’ve put together LinkedIn marketing hacks from six experts we featured on The Content Callout podcast. These hacks will help you develop your personal profile and your B2B marketing.

Why LinkedIn Matters in Your B2B Marketing Strategy

LinkedIn isn’t a nice-to-have but a must-have for your B2B marketing strategy. It’s quickly becoming the Amazon of B2B. Currently, it’s a top lead generation platform for B2B. For instance, 40% of B2B marketers surveyed indicated Linked as the most effective channel for delivering high-quality leads.

So as a B2B, if you’re not on LinkedIn or not using it to its fullest potential, you are missing invaluable opportunities: more clients, brand awareness, partnerships, etc. It’s clear: Your B2B marketing strategy must incorporate LinkedIn.

What happens when you incorporate LinkedIn correctly into your B2B marketing strategy?

  • Lead generation takes off
  • Your thought leadership skyrockets
  • Powerful connections are made
  • You uncover powerful marketing insights (what customers are saying)
  • And so much more

Incorporating LinkedIn into Your B2B Marketing Strategy

The Importance of Your Personal Profile

Your LinkedIn personal profile is prime real estate for your brand and marketing, so you want to get it right. Remember, it’s one of the first things that comes up on Google: when people look you up, your LinkedIn profile comes up. It forms an essential part of your digital footprint.

You want to leave visitors with a great first impression when they land on your profile. The first rule to always keep in mind about your profile is to fill out every section of your profile. This should be obvious, but millions of professionals don’t have a complete profile, hurting their ranking and overall branding.

How to Nail Your LinkedIn Profile

All the LinkedIn experts, from Andy Foote to Lynnaire Johnson and others, agree on one thing: You must nail your LinkedIn profile to succeed on the platform. This doesn’t happen by sheer luck but through proven strategies that allow you to craft a killer LinkedIn profile. Keep these tips in mind:

  • Create a “customer-centric” profile (showcase what problems you solve, how you help people & the results you get in your professional work)
  • Use emojis in your headline to stand out—but don’t overdo it
  • Use relevant keywords in your headline to help get found in searches
  • Show some personality by adding your hobbies, interests, etc.
  • Include a compelling call to action that makes people want to get in touch with you

How to Nail Your LinkedIn Profile

Be Authentic on LinkedIn

Tuck Ross, an award-winning strategic innovator, emphasizes the need to be authentic on LinkedIn. He shared some stellar insight:

  • Be human on LinkedIn & not robotic in your interactions with people. B2B is B2Human. So, empathy (and acting like a real person) is crucial.
  • Find an influencer that believes in your product or service and can help tell your story to sell your product or service authentically.
  • In a time of so much change (pandemic, natural disasters, etc.), the rule book is thrown out, so you must come back to your core: your value system and what you stand for as a brand.
  • Be consistent with your content and overall marketing, which builds predictability and authenticity.

Listen to the rest of the episode here.

Spend Time on LinkedIn Every Single Day

Sarah Scudder, Manufacturing Maven, believes LinkedIn is the best platform for B2B to build a brand and generate leads and had some fantastic tips:

  • Block out time in your calendar every single day for LinkedIn. Just fifteen minutes is needed, and the investment will pay off big time, especially around the 90-day mark (if done right).
  • Don’t prioritize building connections—instead, prioritize writing engaging, valuable, and interesting posts at least three times a week.
  • Tag people in the comment section of your posts as this drives engagement.
  • Humanize your content by showing who you are as a person, who your kids are, spouse, etc. It’s these tidbits of information that people can relate to you personally.

Spend Time on LinkedIn Every Day

Listen to the rest of the episode here.

Invest in Outbound Marketing

Mark Colgan, podcast aficionado, believes in the power of outbound marketing when it comes to LinkedIn:

  • Leverage outbound marketing to get your message out to customers, increase your MQLs, and ultimately sales.
  • Start conversations around how your product or service can help customers with their challenges.
  • Create content that’s valuable for customers even if it isn’t 100% related to your product or service. Don’t worry so much about keyword analysis. Just focus on creating helpful content.
  • Reach out to customers regularly. Build lists of really targeted people that fit your ideal customer profile and start conversations with them.
  • Leverage job descriptions to provide valuable content. Use job descriptions on LinkedIn as a source of content ideas.
  • Look at several job descriptions on LinkedIn profiles and study skills, aptitudes, issues, etc. From these, pick out common themes and create content around your product or service that relates to these themes. Mark looks at five new job descriptions every week and has built up great knowledge.

Listen to the rest of the episode here.

Foster Engagement

Dan Sanchez, the host of the Attention Podcast, is big on fostering engagement on LinkedIn:

  • Use podcasting as an account-based marketing tool. Make your dream customer list, and then invite them to your podcast and (of course) share the news on LinkedIn.
  • Leave comments on people’s LinkedIn posts. It’s a two-way street helping drive engagement.
  • Put in the time on LinkedIn: just a few minutes a couple of times a week will get you traction and results.

Listen to the rest of the episode here.

Make the Connection and Continue the Conversation

Brynne Tillman—host of the Making Sales Social Podcast—believes in the two C’s: connection and conversation. She shared some incredible tips with us:

  • Avoid using LinkedIn as a cold calling tool at all costs (connect and pitch or bait and switch). Instead, use it as a relationship-building tool, a conversation starter.
  • Understand that you are not entitled to a conversation because someone is your connection. You have to earn the right to get that conversation.
  • Create curiosity and resonance with your profile for your buyers. Teach them something new that gets people thinking differently than their current state.
  • Record questions that you’re answering not just for your profile but also on Zoom calls, meetings, day-to-day interactions, etc., as this can be converted into content.

Listen to the rest of the episode.

Put Yourself Out There

James Orsini—President at The Sasha Group and close associate of influential entrepreneur and business leader Gary Vee—is a strong proponent of putting oneself out there. He shared some great insight on The Content Callout:

  • Spend time building your personal brand like Gary Vee did, which ultimately gives you and your content credibility. With an established brand, you can sell better.
  • Understand the difference between branding and marketing on LinkedIn (and in general) as it helps create the right messaging.
  • Invest in creating content consistently on LinkedIn. Consistency builds momentum.
  • If you’re too scared to start commenting publicly on LinkedIn posts, start sharing stuff privately.

Check out the full episode.

Hacking LinkedIn for B2B marketing has never been easier with the above expert tips. For more great tips and guidance in generating awareness and revenue for your B2B, reach out to the B2B content marketing experts at Content Callout.

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.