<img height="1" width="1" src="https://www.facebook.com/tr?id=1260891217273318&amp;ev=PageView &amp;noscript=1">

How to Use LinkedIn for B2B Marketing

Even though LinkedIn has a staggering 430 million users, many businesses still perceive it as a platform that ONLY serves the purpose of connecting employers with their prospective employees.

However, LinkedIn is much more than just a networking platform for employers and job seekers.

According to a study by Demand Wave, LinkedIn is the most sought-after platform for lead generation and sales for B2B marketers across all social media channels.


2-more-on-linkedin Courtesy: KissMetrics

The underutilization of LinkedIn for B2B lead generation purposes lies in this very misconception, which also makes it a unique tool in that B2B marketers can have the competitive advantage. Here are some tips to help you make the most of your LinkedIn B2B marketing campaigns.

Use Company Page as a Powerful Conversion Funnel

Of all prospects who visit your company page on LinkedIn, they engage differently based on their interests on your page. Many simply leave your page if it doesn’t look relevant or appealing to them. Therefore, in order to generate qualified leads, you need to make the most of your company page on LinkedIn. Go beyond sharing basic company information and facts about your company. Optimize your page in such a way that it not only looks relevant to your visitors but visually appealing as well. When your page looks aesthetically striking, your visitors are more likely to click on your links and visit your actual website.

Use a customized header image to arouse their interest in your products and services. It should be fun and reflective of your company at the same time. Moreover, you want to write a compelling description of your business in the “About Us” section to educate your visitors about your business and its relevance to their objectives. Don’t forget to fill out the necessary company details such as company website address, location, company’s size, and what it specializes in. Finally, ensure your recent updates are appealing to your prospects. You may want to post a variety of content formats including blog posts, infographics, slideshares and quotes, in order to grab their attention.

If you need some inspiration to start with, here are some examples of great company pages on LinkedIn.

Leverage Showcase Pages for Specific Audience Segments

LinkedIn allows page owners to create showcase pages - a specific page format that is designed to target specific audience segments and provide information that is super relevant to them. In terms of layout, Showcase pages feature a larger header image with update posts that are strikingly visible above the folder.


Here’s an example of Microsoft’s Showcase page: Microsoft Learning.

When you create a showcase page as an extension of your company page, you need to make sure it’s primed for conversion, and carries a short and relatable name. Showcase pages are the perfect platforms for building long-term relationships with your audience and generating qualified leads for your campaign.

Use Advanced People Search Feature to Identify Audience

With 430 million users, LinkedIn is a goldmine of B2B leads. However, it requires some mining and tapping into the potential groups of B2B professionals. This is where LinkedIn’s advanced people search feature comes into the picture. It offers a nifty search filter to help you identify the exact type of audience you want to target.


Courtesy: KissMetrics Courtesy: KissMetrics


From education to location to past company, you can filter people based on a wide range of criteria. If you have a large personal network, you’re more likely to attract leads from 1st, 2nd and 3rd level connections. Moreover, you can save your searches for future campaigns. Please, keep in mind, LinkedIn allows you to save only three searches if you’re a free user.

Join Targeted Groups to Connect with Prospects

Apart from Advanced People Search, LinkedIn boasts of a unique feature that makes it a sought after social network for nurturing B2B leads. There are as many as 2.1 million groups on LinkedIn, and you’re more likely to find your target groups regardless of your industry.

Although Groups don’t have the same filters that Advanced people search has, you still can narrow down your searches based on category and language. You want to join groups that are relevant to your industry and are “very active”.


Courtesy: KissMetrics Courtesy: KissMetrics


You can join a maximum number of 50 groups. Therefore, you want to be picky about the group you want to join. You can also create your own groups to establish your authority and nurture your follower base. It’s an investment of time because you will have to keep it active by sharing quality content from a wide range of sources. But, in the long run, you will immensely benefit from the groups as a thought leader and influencer.

Publish Content on LinkedIn Pulse for Better Visibility and Outreach

Publishing quality content is one of the quickest ways to establish your authority among your connections and gain new connections at the same time. B2B marketers can take advantage of LinkedIn Pulse feature and write in-depth articles and guides for their target audience. Remember to optimize your posts for your target keywords and proofread your content using apps such as Atomic Reach.

At Atomic Reach, we had actually conducted a research on popular articles on LinkedIn Pulse, and saw interesting and encouraging stats. Our tools, driven by machine learning, help optimize your content that drives better engagements and overall results across a wide range of social platforms.

Final Thoughts

Allocate at least 30 minutes to advanced people search, searching for groups, and engaging with your connections and followers. Analyze the performance of your posts on a monthly basis and deploy a different strategy to capture more leads. With consistent efforts, you should boost your authority and generate qualified leads for your B2B marketing campaign.

Published on May 30, 2017

Topics Content Marketing Strategy Lead Generation Social Media