LinkedIn marketing for B2B companies: how to do it right
When such a headline goes viral, we need to know what we’re talking about as experts. 🙂
Is there a right way to market your business on LinkedIn? It’s important to know where we’re starting from and where we’re headed. Linkedin marketing companies view LinkedIn like a religion, with guiding principles, rules, and laws. They are all designed to keep us focused and direct our energy where it is needed.
Back to the point. First and foremost, marketing activities, especially B2B marketing, involve people. After all, the person who thought of the idea of our product or service – is a person, the person who provides the service to the customer on behalf of our company – is a person, the person who will ultimately decide to purchase our product and not someone else’s – is a person. Our thoughts should center on the fact that, in the end, you are marketing to real people. By speaking their language, generating interest, and intelligently expressing our and our company’s values, we will succeed in marketing our business on LinkedIn. One of the indicators will be the number of leads and sales generated by our marketing efforts.
By focusing on people, we will be able to tackle the challenging task of LinkedIn marketing. A good product that meets the exact needs of the customer is the key to success. Eventually, there will be a sale. Even though it sounds simple, it is not.
B2B LinkedIn Business Marketing
So we said that we are focusing on people who are employed by those same target companies. To reach out to them and offer them our service or solutions, we will first need to know who they are. Are they purchasing managers, or maybe technology managers? Are they in the country, or overseas? Are they from one industry, or are there several industries involved? All of these are essential to know who the job holders are, and start adding them to our LinkedIn business network. As a result of building a network with greater accuracy for our product or service, we will have a better chance of converting our marketing efforts and generating results.
Once you have identified the right people in the target audience, it’s time to study them. What are they responsible for in the organization? What interests them? How do they speak and sound? Once we know the answers to these questions, we can begin to craft content that fits exactly what they are looking for. When the content speaks at eye level, meets exactly the need of the other side, and arrives at the right time and place – there is no reason why it should not attract your audience to learn more. It is not just about leads; it is about leads that are really relevant, ones where the distance between them and customers is very short, very real.
Organic Marketing or Sponsored Ads on LinkedIn?
We are for both. Organic B2B marketing is usually done in the form of initiated contact with the sales and marketing teams within the organization; And sponsored advertising activity works automatically and allows us to strengthen and accelerate the overall marketing activity. It is important to remember that these two axes complement each other, are important to each other, and it is highly recommended to combine them both in order to achieve the desired results, especially when we are talking about LinkedIn marketing solutions for B2B businesses.
In conclusion, to be successful on LinkedIn, you need:
- To build a precise and accurate business network for your target audience.
- To create quality, up-to-date and relevant content that speaks at eye level to your target audience and conveys in a clear and focused way the value you have to offer.
- Organic activity: to proactively approach those functionaries you have identified and create an authentic, honest relationship with them that has a real intention behind it. Once trust has been built, this is the stage to introduce them to your product or service.
- Sponsored Promotion: it’s time to strengthen your organic activity with a sponsored ad and make sure you have covered the maximum exposure range you can reach with your content.
On another note, LinkedIn campaign management and marketing on LinkedIn in general for businesses in particular, mainly requires a willingness to meet the potential customer in their comfort zone alongside a clear and accurate understanding of the value you believe you can deliver. When these two are met, you’ll probably know by then that you did it right.