Kennected

Ultimate B2B LinkedIn Marketing Playbook

Table of Contents

You can reach short- and long-term goals on LinkedIn, the foundation for B2B marketing.

Now that businesses have limited marketing funds, they’re looking for ways to get the most BANG for their buck. What else would they do besides social media?

According to Content Marketing Institute, 83% of marketers use social media for B2B marketing. It’s cost-effective, time-efficient, and has a wider reach.

LinkedIn is a social media platform more suitable for professionals than entertainment, making it a great tool for B2B marketing. 

LinkedIn is a goldmine for attracting potential customers for B2B companies. LinkedIn says 71% of professionals use its platform for business decisions.

Being active on LinkedIn makes sense if they’re already using it to improve their business. Starting LinkedIn marketing can be challenging at first, but it pays off BIG TIME.

If you are ready to establish a LinkedIn presence, you can try any LinkedIn B2B marketing ideas shared in this post & see how much it impacts your leads & sales.

Adapting To A Remote World

Using modern technology, companies can manage remote sales teams, keep distributed teams well supported, deliver stellar customer service, and bring in substantial business all at once.

Forging meaningful connections with customers STARTS with empathy. 

Companies can use LinkedIn in their remote sales, utilizing face-to-face communication tools to pick up on subtle cues that foster trust, IF they have the right technology stack.

Start filling your sales pipeline today

Set Up Your LinkedIn Company Page

There are A LOT of B2B solutions on the market, so it’s imperative to tell your potential customers more about your company.

Sadly, most company pages are shallow, with only a few details about the company. There’s SO MUCH you can do with it!

The first thing you should do is set up a LinkedIn business profile where you can include ALL the info about your B2B company.

Make a page if your company doesn’t have one! Make sure you complete your profile, including the description, profile picture, and banner. 

A company description shouldn’t just tell how much you grew & how many offices you opened. That’s not lead generation stuff.

Instead, you want to talk DIRECTLY to your target audience. (Don’t worry; the conversion part will come soon enough.) 

Make sure your company’s logo & branded imagery match your website & other social media. 

Complete pages get 30% more views, & they rank better on Google & LinkedIn. It’s a good idea to give as much information as possible on your profile page. 

It’s EASY to make a LinkedIn profile. The biggest challenge lies in your ability to use this platform to get more clients AND increase brand awareness

Choose a language that’s right for your business & target audience. You’ll see your profile in the language you choose. You can also create your profile in another language.

Tell visitors about your company’s mission & values in a short description.

Make sure to include basic business information, such as the website, contact details, location, etc. 

Make sure your business shows up in search results by including relevant keywords. 

Do you need an example? Check out Kennected’s company profile. It has ALL the right information to spark interest in its products & acquire new customers.

Maintaining your LinkedIn profile reassures potential clients that you’re LEGIT. Additionally, it helps you build connections

But optimizing a business profile isn’t enough. You also need a plan. Let’s dive into some PROVEN strategies for maximizing your LinkedIn marketing efforts.

What Is LinkedIn Campaign Manager?

LinkedIn offers Campaign Manager, an advertising platform that helps you reach potential customers.

LinkedIn’s Campaign Manager lets you target ads to specific audiences. Target people with specific job titles or employers, or upload a pre-existing contact list to reach warm leads.

It’s even possible to retarget past visitors. For each distinct audience, you can create custom ads.

LinkedIn Page Promotion

Optimizing your page also means promoting it. You can’t just expect people to stumble upon your profile—you have to work for it!

LinkedIn leads go to your website through your company page. Make sure your company page leads to a conversion.

It’s a click-through to your website in the company description or recent updates.

Link out to your page on your website, share it across other social media channels, send it to your newsletter subscribers, insert a CTA in a blog post, etc.

Find Your Target Audience

LinkedIn Ads has some of the BEST targeting capabilities of any social network.

Businesses can refine their target audiences based on location, company, industry, age, gender, education, experience, job title, and more.

Your ads will be more effective & you’ll get MORE conversions this way. Thanks to its robust search functionality, LinkedIn makes it EASY for brands to find these prospects.

You can search for members from a specific location, industry, or profile that include relevant keywords, even from a free account.

With LinkedIn Sales Navigator (a paid feature), you can narrow down your searches by company name, company size, seniority level, and more. 

With LinkedIn’s Campaign Manager, you can build a one-on-one relationship with a potential prospect or add them to your contact list.

Start filling your sales pipeline today

Run Targeted Ads

Want to reach a wider audience of potential clients on LinkedIn?

It’s difficult to grow organically on any social network, & LinkedIn is no exception.

Spend some of your marketing budgets on paid LinkedIn advertising if you’re using Linkedin for B2B sales.

Ads get your brand in front of the RIGHT people, too. You can target ads on LinkedIn using granular details found in someone’s LinkedIn profile.

If you do this, you can ensure your ad only shows to people in your industry & in the roles that will be buying your stuff or procuring your service.

Retarget Your Website Visitors

If you don’t stay active & present when it comes to LinkedIn strategies, you’re probably leaving a lot of value on the table. Analytics don’t lie.

If you’re trying to retarget your website visitors with paid ads, LinkedIn makes it easy since you can track your visitors. 

Make sure your remarketing content matches their site interactions. 

Consideration Ads

When your audience knows your company, your ad campaigns become consideration-based.

With the “Website visits” ad objective, consideration ads can direct users to your website or landing page. 

You can also get likes, comments, shares, page follows, and clicks through the “Engagement” objective.

Text Ads

With text ads, you can promote offers OR drive leads with short text that appears at the top of your potential clients’ feeds.

Dynamic Ads

A dynamic ad appears right above the feed, but it’s personalized with the viewer’s name & profile pic.

You can use this ad to promote downloadable content, push products, services, events, etc.

Sponsored Content

Sponsored content appears on users’ LinkedIn feeds, so they see it when they’re most engaged (while scrolling through their friends’ updates).

LinkedIn Live

Businesses can find more relevant connections AND opportunities with AI. LinkedIn Live is one of LinkedIn’s HOTTEST features right now. 

This is a REALLY effective way to increase engagement with video content.

Live broadcasts have 24X more engagement than pre-taped videos, according to LinkedIn marketing solutions. 

Start filling your sales pipeline today

Host Events

You can further popularize your brand in B2B marketing by hosting niche events & podcasts. What’s the reason?

B2B buyers want FREE, helpful events that can help them grow. You can show your niche expertise & spark interest in your company by promoting unique events on LinkedIn. 

Let people know you’re an expert on topics that matter.

Publish Valuable Content

The best thing about LinkedIn is its ready-to-use features. Use LinkedIn articles INSTEAD of sharing an external link on LinkedIn. 

You want to show off your professionalism.

You can do that by posting blogs, product launches, industry news, or anything prospects can learn from & may be of interest to them.

Today, podcasts are REALLY popular among all users, including in the B2B sector, where online educational podcasts are available.

You could also share those on your LinkedIn company profile to make your social content more interactive. 

Post Thought Leadership Content

A study found that 89% of business decision-makers like potential partner organizations that share high-quality leadership content (think opinion posts, webinars, presentations, research reports, etc.).

LinkedIn is the PERFECT platform for sharing your content from talking heads.

Be Consistent With Posting

If you want to build a SOLID relationship with your audience, keep posting regularly. Pages that update at least weekly get 2X more engagement on LinkedIn.

Content Curation

Having trouble coming up with creative ideas? Using content that’s already circulating the web is one way to provide value to your audience.

The Content Suggestions tab on your company page can help you figure out what topics your followers are interested in now. 

Boost The Content That's Resonating With People

You can reach a bigger audience by “boosting” your top-performing LinkedIn content. 

Start filling your sales pipeline today

Leverage LinkedIn For Affiliate Marketing

The goal of affiliate marketing is to make connections & leverage them to sell your products & services. Affiliates get paid for referring people.

Marketers can reach out to contacts on LinkedIn & then create content with their links. 

Share high-quality content on your site, incorporating relevant affiliate links, and post it on your network.

You shouldn’t sleep on LinkedIn as an affiliate marketing platform. It has a larger user base than other social media platforms, considering who its active users are. 

LinkedIn is the world’s largest professional network, with over 830 million decision-makers. They’re usually high earners with clout. 

Analyze Your LinkedIn Marketing Performance

You need to post regularly on LinkedIn to build a following. Having a steady stream of valuable, relevant content is key. 

You can analyze and enhance your LinkedIn strategy with numerous tools in the digital space.

Keyword research, content planners, content audits, and more are all great tools for digital marketing.

Add A Showcase Page

Suppose you’re a big company with multiple brands, product lines, or business segments. These “affiliated” pages are extensions of your main business page.

The showcase pages were basically made for B2Bs to generate leads. With multiple pages, you can maintain each brand’s unique voice & personality.

Start A LinkedIn Group

LinkedIn groups are GREAT for networking. You might come up with an idea for another group as you join groups & interact with them.

As the owner & moderator of your group, you gain industry leadership & recognition. Creating your own group is one way to get more out of them.

You have to get granular on LinkedIn to find individual leads. So it’s so much easier to find groups in your niche & gain leads.

By joining groups & interacting with them, you might spot an opportunity for another group.

Start filling your sales pipeline today

Take Your LinkedIn Marketing Strategy To The Next Level With Kennected

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Ready to take your LinkedIn strategy to the next level?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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