Advanced LinkedIn Marketing Strategies Your B2B Campaign Needs

March 7, 2014


If you are a B2B marketing professional, chances are you already utilize LinkedIn for a lot of your social media marketing strategy. As the quintessential social media platform for businesses and professionals, it is a prime location for any B2B marketer.

However, while most marketers are checking the boxes on the basics—sharing content both individually as well as on the company page, researching prospective targets and connecting with important contacts—many do not truly understand the full capabilities of LinkedIn. Before you launch your next B2B LinkedIn marketing campaign, you need to know about some of the advanced marketing strategies you simply cannot live without.

Connecting the Team

We cannot stress enough how important it is for B2B marketers to ensure that networks and connections are as far and wide as possible. But LinkedIn has one very important core function that doesn’t always make this easy—its profiles and personas are structured as individuals, not as companies.

While this makes sense and supports just about everything else you might want to do with LinkedIn, it doesn’t do much for a marketer’s goal of making sure sales professionals, company leaders and the rest of the team are connected and active on LinkedIn.

Essentially, a LinkedIn B2B marketing strategy is to leverage connections, support ongoing outreach and promote content to the widest audience possible. Of course, growing the followers for the company page is one way to increase the exposure that the campaign receives.

But getting every staff member to connect to every relevant person (and then share the company content!) is an even better way to grow a network quickly.

But how do you get everyone to connect?

Hold a training session for everyone you want to improve or expand their connections. This may mean the sales executives, company co-founders, or any selection of company representatives. In general though, the most important employees to train are those whose actions directly inspire increased sales or networking opportunities.

At the training session, explain the parameters of the plan—to connect to every client, every employee or every personal contact—and then outline the steps to complete it. The most important thing is to show how advanced LinkedIn features allow you to sync your phone contacts, Outlook address book, Gmail contact list and just about any other standard email address book.

Armed with this quick and easy ability to comprehensively and effectively connect to all contacts at once, marketing professionals can even create their own client lists or contact lists and make it simple and easy for each employee to sync to their contact list and invite to personally connect in a single action. This also helps keep everyone on track by alleviating the burden of tediously inviting and connecting one-by-one, an overwhelming task for those just starting to build their networks.

Invite Everyone to Your Private Group

While you’re at it, make sure that every employee is a part of your private company group and inviting their current and future connections to join. What’s that? You don’t have a private company group? Then it is time to make one—well before you even think about launching your next B2B marketing campaign.

Private LinkedIn groups are an easy way to connect everyone in the same place. While it doesn’t technically have to be set as private, we recommend at least starting out that way so your group doesn’t get filled with spammers and irrelevant content. Anyone on LinkedIn can create a group, and you can add managers from your team to assist with curating content, but how you manage your group is what will set you apart.

Think of your group as an ongoing event where all of your clients, best prospects and company will meet up. At a real event, you would never “sell” or pitch—and the same should hold true for your group. Instead, start conversations around topics and information that other members will find interesting and worthy of engaging in.

Remember that your conversations will be fighting for attention against all the other groups and member posts in each member’s feeds—you need it to be worthy of more than a passing glance to get interaction. Consider using your group to share your blog posts, company page updates and other information to invite feedback and participation. Just make sure to leave the sales pitch out of it.

Content Strategy Done Right

As you know, the best content informs and engages your audience and leaves the sales pitch out. But there is more to good content strategy than just the type and tone of your content. If you want to make sure you get the most from your LinkedIn content, you need to do it right.

First, frequency is paramount to your content strategy. Sporadically posting content to a company page or private group won’t get you very far—and unfortunately, low early participation often makes even the best marketers wary of continuing.

Yet, continuing on with regular posting is really the only way to make sure your content gets the attention it deserves. A minimum of two posts per week is likely to be the basis for your strategy—but on the opposite end of the spectrum be mindful of over posting as well—there is such a thing as too much of a good thing.

In addition to frequency, making the right connections to information and sharing in the right order will also help your content get the most engagement. The following best practices should be followed for sharing any piece of content:

  1. The content should always be hosted on your website and linked to from the post on LinkedIn. 

  2. Summarize your content with one sentence and add an engagement question or comment in a second sentence—this should be the entire amount of text surrounding your link.

  3. Tag other companies, members or sources whenever appropriate.

  4. Make sure there is an image and an appropriate link description—if neither are present or render correctly, don’t post until you fix them.

  5. Have everyone on the team share the content via the company post to their networks.

  6. If you want individual employees to share in other groups, make sure they don’t overlap with other employees. Ten sales professionals sharing the same topic separately in a single group will be annoying and spammy.

  7. Anyone who shares content must be on the lookout for engagement and be ready to respond to comments or questions. There should also be a policy for handling this if comments aren’t positive or if there are any problems.

  8. Connect and share to Twitter via the company twitter feed as well as any individual Twitter feeds that employees may use for professional engagement.

Sponsored Posts and Targeting

Once you have all of the aforementioned up and running smoothly, there is one last strategy for you to consider—sponsored posts. LinkedIn sponsored posts have the ability to take great content and get a much bigger audience based on parameters you determine.

The demographic data on LinkedIn is tremendous and you have the opportunity to target users based on everything from location and company size to title and industry.

If your target market is CFOs in the greater Chicago area who are over the age of 35 and in the transportation industry, you can pay to show your content to only members who fit that bill. For marketers with a strong base of content and organic audience, this can help take the B2B marketing strategy to the next level by supercharging the most engaging posts.

Do you do any of these to support your B2B marketing strategy? Did we miss anything? Tell us in the comments below!

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Posted by Shauna Geraghty

Shauna has a doctorate in clinical psychology and is on the marketing team at Talkdesk. When she isn't creating content you can find her snowboarding, surfing, wakeboarding or playing with her puppy Buster.

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