Why LinkedIn is an essential B2B marketing tool

Why LinkedIn is an essential B2B marketing tool
May 19, 2016 Madeleine Helme

When it comes to social media for business-to-business marketing, LinkedIn should be your go-to channel. If you offer a B2B product or service and are not active on this platform, then you are missing a trick or two. Here are a few reasons why LinkedIn is an essential B2B marketing tool and how to use it for your business.

LinkedIn for networking

Business networking is a lucrative activity in the B2B world, and LinkedIn is the best place for business networking online. Connect with other professionals and build strong relationships with them by sharing useful content and engaging with their content. Connect with as many people as you can, but try to keep them relevant to you and your business. The more people you are connected with, the more people you gain access to through second and third degree connections. You can target very specific types of people using LinkedIn’s search tool, so you can connect with the right people. Connecting with the key decision makers of businesses you are targeting could put you in a very strong position.

LinkedIn for lead generation

Once you have connected with these decision makers and built a relationship with them, you are in a great position to sell to them. Your connections are also much more likely to approach you about your products or services if they see you sharing helpful and interesting content or engaging with their content. When you share a promotional update, your connections will be more receptive if they already know and trust you. Research found that 93% of B2B marketers surveyed rated LinkedIn as effective for generating leads for their business.

LinkedIn for brand building

As well as bringing in leads and making sales, your activity on LinkedIn is also good for the online reputation of your business. The LinkedIn company page is especially useful for this. Set up a company page, design it with your branding, and invite all of your connections to follow it. Sharing news, tips and other bits of interesting and helpful content relating to your industry from your company page will build brand awareness and help with your reputation online. Sharing links to your website or blog will also help your brand by directing more traffic to your website. This can be done either through your company page or individual profile, and also in groups.

LinkedIn for recruiting

On top of marketing, LinkedIn is also a great place for businesses to find top talent when they are recruiting. As well as improving your business by finding the best people for the job, posting job interviews on LinkedIn can also be good for your reputation. When your connections see that you are recruiting, it may give off the impression that you are growing your business, building the image of you in their mind as a successful, profitable business. Plus, if people see the ad and share it with people they think it might be suitable for, this increases your exposure further.

So, if you are not already on LinkedIn, then it’s time you started. Sign up and stay active on the platform; don’t just forget about it until someone contacts you. Complete your profile, connect with people, create a company page, join groups, and share content regularly.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.