5 marketing tactics that B2B companies can implement on LinkedIn today

When it comes to LinkedIn, it’s all about quality, not quantity. Sure, with 722 million members (compared to the 2.74 billion on Facebook) it’s not the biggest social network, but it’s one of the most trusted (73% somewhat agree that it protects their data, compared to 53% on Facebook). It’s also the primary location to connect with business professionals (conversations among connections increased by 55% in 2020).

With four out of five LinkedIn members driving business decisions, let’s look at the five marketing tactics you can implement today to grab their attention and generate leads.

1. Optimise your LinkedIn company page content

A recent report into marketing trends found that ‘value’ was the most important attribute that contributed to content marketing success. This means that your content should be valuable to your audience by either providing insight or helping them to solve a problem.

Never create LinkedIn content for the sake of having something to post. It should have a clear purpose and, ideally, be something they would want to see – and share. Talking of which, adding large photos to posts gets twice as much engagement (LinkedIn recommends 1200 x 627 pixels) and users are 20 times more likely to re-share a post that includes a video.

2. Utilise employee advocacy

Did you know that 30% of a company’s LinkedIn engagement comes from employees? So it makes sense to encourage your team to help promote your brand reputation online. Especially as they are 14 times more likely to share company content than any other type of content. In other words, when it comes to LinkedIn, think of your entire workforce as a marketing team and actively encourage them to spread the word.

3. Create a weekly posting schedule

If you don’t share regular updates you risk losing your audience. Don’t feel you need to be posting constantly however, companies that post weekly enjoy a two times higher engagement rate with their content. As for the best time to post, opt for early in the morning, at lunchtime, or in the early evening between Tuesday and Thursday, or target what LinkedIn call the ‘sweet spot’ between 10am and 11am on Tuesday mornings.

4. Create a product page

With 87% of shoppers beginning their product searches online, you’ll be pleased to hear that LinkedIn introduced a new Product Page feature in 2020. Companies can use them to promote conversations and community around their products by highlighting ratings or reviews, and to generate leads by adding customised call-to-action buttons. When you consider that LinkedIn has an audience of over 722 million business professionals, creating a Product Page could be one of the wisest decisions you make today. You can find out more about LinkedIn’s Product Pages here.

5. Consider live streams

As we discussed earlier, valuable content is king on LinkedIn. Research has shown that there’s one particular type of content that grabs your audience’s attention (and gets them to engage with your brand) like no other: live streams.

LinkedIn Live lets you stream live video content to your professional audience. Whether for events, interviews, or product demonstrations, it’s the ideal solution for growing brand awareness as it encourages seven times more reactions and 24 times from comments than regular video.