Devising a B2B marketing strategy that actually works for your business can be demanding. So much so, that when you finally find a system that produces results, itās tempting to stick to it no matter what.
But as the B2B market accelerates to match the break-neck pace of technological innovation, itās critical that you update your marketing strategy accordingly āĀ and that includes rethinking how your business uses LinkedIn. Though your company likely already has a presence on the networking site, chances are thereās more you could be doing to use LinkedIn to its full potential.
From targeted content to new methods of measurement, here are five B2B marketing trends on LinkedIn that could help bring your strategy up to speed.
Get Specific
On average, 46% of social media traffic on B2B company sites comes from LinkedIn. While thereās no denying the potential benefit of tapping into such a large source of users, marketers can easily be fooled into over-generalizing their audience in an attempt to drive as many site hits as possible.
Though this āmore-is-moreā approach to digital marketing might have been effective in the past, todayās B2B marketing trends implore you to specify your audience rather than widen the pool.
Establishing a more targeted audience will result in more qualified traffic āĀ and for B2B businesses, quality beats quantity every time.
Content, Content, Content
Complex products call for smart content ā and thereās no better platform for your blog, infographic, or video than LinkedIn.
In fact, the average B2B buyer now reads ten different pieces of content on LinkedIn before moving forward with a purchase. Using your businessās LinkedIn profile to publish informative, forward-thinking pieces will give potential decision-makers the materials they need to fully understand both how your product works and how their company stands to benefit. Ā
Measure What Matters
B2B marketers often use metrics like CTR (Click-Through-Rate) or video views as a barometer for their campaign’s performance.
However, when looking towards new B2B marketing trends on LinkedIn, you should also consider additional forms of measurement āĀ such as Revenue-Per-Lead ā as indicators of your strategyās success. With a longer sales cycle and a more knowledgable buyer than most B2C businesses, taking the time to delve further into your LinkedIn analytics can provide invaluable information for your campaign moving forward.
Donāt Underestimate the Little Guy
B2B marketers regularly target C-suite executives or other decision makers ā but perhaps not for long.
On LinkedIn, B2B businesses are given the opportunity to build connections with employees and other lower-level professionals whose opinions wield significant influence over what products, systems, and services their organization uses.
Creating LinkedIn groups or connecting with individual contributors can be a new point of access, allowing you to gain support for your product from within your buyerās business.Ā Ā
Become a Thought Leader
Donāt limit your LinkedIn marketing strategy to lead generation alone.
Take advantage of LinkedInās built-in networking functionality to build brand image and audience trust by sharing market news on your profile, engaging with other businesses, and encouraging your employees to post company content on their own.
Final Takeaways
If youāre thinking about starting a B2B marketing campaign on LinkedIn ā or if your current campaign just isnāt up to par ā staying up-to-date on the siteās most powerful trends is crucial. Itās time to get LinkedIn working for your B2B business today.
For more IT news, blogs and industry insights throughout the week, follow us onĀ Facebook,Ā Twitter,Ā LinkedIn,Ā andĀ Instagram.Ā