LinkedIn is a powerful tool for B2B marketing and business growth, but an outdated strategy may be holding you back.
Here are five reasons it’s time to update your LinkedIn Marketing approach:
1. It’s the #1 Social Media Lead Generation Source:
A whopping 80% of social media leads for B2B companies across all industries come from LinkedIn. Customers want consistency and value when it comes to LinkedIn content, and random posts here and there won’t drive engagement. To make the most of these lead opportunities, your business needs a coordinated, relevant strategy.
2. Your Target Customers Are on LinkedIn:
Globally, there are more than one billion users on LinkedIn. While the platform started out as a networking and job search tool, it’s grown to become a resource for prospecting, pipeline building, and retention management. The professional nature of the platform means you’re more likely to find qualified B2B leads on LinkedIn than other channels. In fact, the average LinkedIn audience has double the buying power of the average online audience.
3. The Platform Changes Regularly – and You Should Change With it:
As a company, LinkedIn has its own business goals too. It regularly updates its strategies and algorithms to support users, adapt to changes in the workforce and economy, and maintain its own leadership position in business social media. For example, the algorithm now prioritizes content that offers valuable “knowledge and insights” to other users. Adapting to platform changes while maintaining the integrity of your brand is key for LinkedIn.
4. There’s a Wealth of Business Tools at Your Disposal:
B2B companies tend to under-utilize the marketing tools available to them on LinkedIn. On the content side, your business can send a newsletter to stay in front of prospects and customers, share your expertise and thought leadership with its free article publisher tool, and optimize your business page for additional visibility. These tactics can complement and enhance your existing marketing tactics and assets, such as your website, for a more comprehensive and effective strategy.
5. LinkedIn is Dominating Advertising:
LinkedIn has become a major ad platform that’s captured approximately 50% of all display ad spending and 25% of all digital ad spending. Its advertising tools integrate with sales management tools like Sales Navigator, allowing companies to seamlessly manage prospects in different parts of the marketing funnel. With the growing popularity of in-platform advertising and the user-friendly Ad Campaign Manager tool, it’s likely you already have competitors benefiting from LinkedIn ads.
Like any marketing effort, it’s important to have a coordinated, strategic approach. If you try to use every tool in the toolbox you can waste time and resources, but if you don’t make any changes at all you may be missing out on low-effort opportunities with high returns. Get professional guidance on integrating LinkedIn into your marketing plan, and enjoy the benefits of an optimized B2B LinkedIn marketing strategy.
