5 Things Every B2B Marketer Should Know About LinkedIn

5 Things Every B2B Marketer Should Know About LinkedIn

Mark Raffan

LinkedIn is the world’s largest professional networking platform with nearly 740 million users (over 55 million companies) and growing each and every day. In case you missed the memo: It’s a powerful business tool.

When it comes to B2B, it is the best social media platform for generating leads. So you should pay close attention to LinkedIn and learn how to leverage it for your B2B marketing.

But with so much information out there, where do you even start? Right here, with our list of 5 things every B2B marketer should know about LinkedIn. It will help you leverage your LinkedIn B2B marketing and get a higher ROI.

1. Use the Objective-Based Advertising Feature in Campaign Manager

Back in 2019, LinkedIn launched its Objective-Based Advertising in Campaign Manager. It is designed to make it easier for marketers to create and measure their campaigns. So, it’s an excellent tool for B2B marketers to use to spread their message.

It all begins with first knowing your objectives. That is getting clear on what your goals are for your marketing campaigns:

  • lead generation
  • website traffic
  • increased brand awareness
  • clicks per campaign
  • new sign-ups/ subscribers
  • or a combination of these and others

Campaign Manager helps you customize your campaign creation based on your objectives. It then gives you the data to show how you met these objectives. From here, you can decide to refine and redo your campaign or stop it altogether and come up with a new strategy.

In 2021, there are still many B2Bs that are not using the objective-based advertising feature in Campaign Manager on LinkedIn, so they are potentially losing out in their marketing and overall lead generation.

If your B2B hasn’t made use of this feature, at least try it for one marketing campaign and then measure the results. Then either go back to the drawing board and come up with new objectives and a new campaign, take a different approach that still uses LinkedIn, or completely start over with a new direction. Speaking to a B2B marketing expert can also help you find the best approach.

2. Build Separate Campaigns for Different Personas on LinkedIn

Building separate campaigns for different personas allows B2B marketers to go broad in their targeting but also have a very targeted and strategic approach for LinkedIn campaigns.

This way, you don’t have a scattered one-size-fits-all approach that severely reduces the odds of the right people seeing your messaging. So, to create separate campaigns for different personas on LinkedIn, take into account the following:

  • Conduct target audience research studying both demographics and psychographics
  • Know exactly who you want to target in a business (these will be your personas)
  • Ensure your targeting relevant decision-makers in a business but also all of those that will influence that eventual decision (C-suite executives, CMOs, procurement team, etc.)
  • Think and target in terms of seniority, function, industry, and company size
  • Personalize your message for each persona
  • Use the advanced search function on LinkedIn to help you find your personas
  • Study a company’s page on LinkedIn to get more information to help you with your campaigns
  • Subscribe and follow a company’s news, events, and alerts on LinkedIn.

As you can tell, doing separate campaigns will require more work than just creating one campaign and targeting everyone in a business. But by producing these separate campaigns, B2B marketers can take a more targeted and strategic approach and get a higher ROI in the long-term.

You may want to keep in mind the mantra that the Ad Operations team at LinkedIn has: “Go broad or go home.” This is all about that—going broad with separate campaigns for personas but not going scattered. It’s a clever B2B marketing tactic that all B2Bs should be applying.

3. Conduct A/B Testing for Your B2B Marketing on LinkedIn

In digital marketing, A/B testing (also known as split testing) presents two versions of the same web page to different segments of website visitors at the same time and then seeing which version improves website conversions.

When it comes to your B2B marketing on LinkedIn, you can A/B test different ways to target the same audience. This is essentially finding different routes for your campaign and involves fine-tuning your B2B marketing strategies. It’s all about getting a higher ROI. You start with a broad audience, segmenting them into various personas to target, and then consider the following:

  • Look carefully at the characteristics and behaviours of the personas engaging with your campaigns. What trends and insights emerge? Put these to work in your B2B marketing.
  • Narrow down and define your target audience using one category, like job titles for instance, if lots of your target audience have the same job titles.
  • If you notice specific traits and attributes showing up consistently, create an alternative campaign targeting these.
  • Ensure any campaign you create allows the audience to engage with you in some way for better personalization and overall engagement.
  • Keep developing and refining your approaches to targeting on LinkedIn to stay ahead of the game.
  • Create surveys and polls at some stage of your targeting to directly ask your audience questions that will allow you to see their pain points, frustrations, desires, and needs.

Keep in mind that testing and overall targeting on LinkedIn must evolve as it is constantly evolving with new features and algorithms. You want to ensure you’re on top of these.

Consider conducting A/B testing for your B2B marketing at least every 3 to 6 months to get the best insights and most up-to-date data. From here, you can determine whether you need to fine-tune and refine your marketing strategy or even start completely fresh with a new approach.

4. Create High-Quality and High-Value Content on LinkedIn

LinkedIn is a powerful content publishing platform, so any effective B2B marketing must involve content creation. But you need to be super strategic and only create high-quality content that adds value to your audience. It’s not about you; it’s about them.

Many brands still don’t fully understand this concept and create content on LinkedIn that focuses on themselves. They talk about all the great things that their company is doing. But this adds no value to their audience who want content that benefits them in some way. So, the chances of generating leads are pretty slim.

To create content that benefits your audience, create content that meets the following criteria (it meets one or a combination of these):

  • It’s educational
  • It’s inspiring
  • It’s interesting
  • It’s entertaining
  • It’s relevant to your audience

By keeping these criteria in mind when creating content on LinkedIn, you stand a much better chance of creating valuable content that will generate leads. It will also help establish your thought leadership on LinkedIn.

More audiences are turning to thought leaders to learn about topics, issues, trends, etc. So, positioning yourself and your B2B brand as a thought leader on LinkedIn is one of the best things you can do.

But for LinkedIn content to work in the first place, you must first identify your target audience. This will help determine the who, what, why, when, and how. Once you know your target audience, you need to develop a content plan and content schedule.

Consider the following types of content:

  • Videos—including live streams
  • Podcasts
  • LinkedIn posts (at least three times a week if not more for better engagement)
  • Articles (create on LinkedIn rather than share external ones)
  • Infographics
  • Slideshows
  • Surveys and polls (great to get information)
  • Case studies

Mix and match your content on LinkedIn for the best engagement and results. Keep in mind that you can talk about your company but take a balanced approach. Mention the great things your company is doing but direct most of your focus to the audience and bring value to them with your content.

5. Turn Your LinkedIn Company page into a Lead Generation Page

Leads don’t just magically appear. Wouldn’t that be nice? But unfortunately, B2B marketing doesn’t work that way. For the most part, you need to be intentional and go after them.

One of the best ways to do this is to turn your company page into a lead generation page. You do this strategically by setting up your company page in a way that leads to a conversion action. This could be a click-through to your website or registration to your webinar. Do this either through your recent updates or in the company description.

Consider the following:

  • Use a good and relevant image that piques the audience’s interest
  • Have a compelling pitch in your company description that is more about how you help people rather than talking about yourself
  • Make your recent updates section clickable and conversion-focused
  • Create a showcase page for your company
  • Join and create LinkedIn groups, direct them back to your lead generation page, and share content with them: blogs, posts, videos, etc.

By implementing these five strategies, you’ll be well on the way to mastering B2B marketing on LinkedIn.

To learn more about how LinkedIn can help your brand, book time with our team, who will be more than happy to assist you and tell you what the next best steps are.

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.