As a B2B business, LinkedIn can be a powerful platform for your marketing efforts. With over 700 million professionals on the platform, LinkedIn offers a unique opportunity to connect with decision-makers in your industry and build valuable relationships that can lead to new business opportunities. In this article, we will explore some organic LinkedIn marketing strategies that can effectively promote your B2B business on the platform.
Optimizing Your LinkedIn Company Page
Your LinkedIn Company Page is your business’s online presence on the platform, and it is essential to optimize it for maximum visibility and engagement. According to Social Media Examiner, there are several key features of your Company Page that you should use to maximize its potential:
Showcase Pages: Highlight specific products, services, or initiatives that your business offers using Showcase Pages. You can create up to 10 Showcase Pages for your business, and each one can have its own set of followers.
LinkedIn Live: Engage with your audience in real-time using LinkedIn Live’s live video streaming feature. You can use LinkedIn Live to host webinars, product demos, Q&A sessions, and more.
Career Page: Showcase your company culture and job opportunities on your Career Page. You can use your Career Page to attract top talent and build your employer brand.
Company Updates: Share news, updates, and other content with your followers using Company Updates. You can use Company Updates to promote your blog posts, new product launches, and other important announcements.
Creating Engaging Content on LinkedIn
Creating compelling content that resonates with your target audience is one of the most effective ways to promote your business on LinkedIn. According to Neil Patel, some types of content that perform well on LinkedIn include:
Thought leadership articles: Showcase your expertise in your industry by creating thought leadership articles. You can use these articles to share insights, trends, and other valuable information with your audience.
Case studies: Highlight how your business has helped other companies achieve their goals by creating case studies. You can use case studies to demonstrate your expertise and the results you have delivered for your clients.
Video content: Use video to share product demos, customer testimonials, and other types of content. Video content is a highly engaging form of content that can help you stand out on LinkedIn.
Infographics: Present complex information in an easy-to-understand format using infographics. You can use infographics to showcase data, statistics, and other information related to your industry.
Publishing Articles and Newsletters from Your Company Page on LinkedIn
Publishing articles and newsletters on your LinkedIn company page is an effective way for B2B businesses to share their perspectives and insights with their audience. Since mid-2021, LinkedIn has allowed company pages to publish articles and newsletters, and since March 2022, the platform has launched newsletters for company pages.
With the latest update as of June 2022, company pages can now add hashtags and mentions to their articles and newsletters, increasing the visibility of their content. By mentioning other companies or individuals, you can engage them in your content and notify them. Adding relevant hashtags can help LinkedIn members discover your content when they search for or follow specific topics.
To publish an article or newsletter on your company page, click on the “Write Article” button and choose whether to create a stand-alone article or an issue of your newsletter. Use the “@” symbol to mention company pages or member profiles and the “#” symbol to add hashtags.
When tagging other businesses or individuals, consider mentioning contributors, accomplished employees, or business partners to build relationships and increase engagement with your content. LinkedIn generally recommends using three hashtags for posts, but for longer-form content like articles and newsletters, experiment with adding more relevant hashtags.
Maximizing B2B Lead Generation with LinkedIn Lead Generation Forms
Organic lead generation forms are an invaluable asset for B2B businesses to capture high-quality leads on LinkedIn. This feature lets you gather lead information directly on LinkedIn, without sending users to an external landing page. Refine Labs suggests that organic lead generation forms are highly effective for B2B businesses for several reasons:
Higher Conversion Rates
Compared to traditional landing pages, lead generation forms have a much higher conversion rate. According to LinkedIn, lead generation form conversion rates on their platform are typically two to three times higher than those of traditional landing pages. Lead generation forms are pre-populated with the user’s information, making it faster and more effortless for them to submit their details.
More Qualified Leads
Organic lead generation forms tend to attract more qualified leads as users must submit their information directly on LinkedIn. Users who are not genuinely interested in your product or service are less likely to take the time to fill out the form.
Better User Experience
Organic lead generation forms offer a smoother user experience than traditional landing pages by keeping users on LinkedIn. This reduces the number of steps required for users to submit their information, resulting in a more seamless experience that is more likely to lead to a conversion.
Easy Integration
Organic lead generation forms are easy to integrate with your CRM, allowing you to capture leads directly in your sales pipeline. This helps streamline your sales process and ensures that no leads fall through the cracks.
To use organic lead generation forms effectively, make sure your form is well-designed and optimized for conversions. Here are some tips to help you create effective lead generation forms:
- Keep your form short and straightforward, asking only for the information essential to your sales process.
- Use clear and concise messaging to communicate the value of your offer and encourage users to complete the form.
- Offer a valuable resource, such as an ebook or whitepaper, in exchange for the user’s information.
- Test and refine your form continually to optimize it for conversions over time.
Maximizing the Reach of Your LinkedIn Company Page with Articles and Newsletters
Publishing articles and newsletters on your LinkedIn company page can help your brand share valuable insights and perspectives with your audience. Since mid-2021, LinkedIn has allowed company pages to publish articles, and since March 2022, newsletters have been launched for company pages.
With the latest update as of June 2022, company pages can now add hashtags and mentions to their articles and newsletters, which can increase the visibility of their content. By mentioning other companies or individuals, you can notify and engage them in your content. By adding relevant hashtags, you can help LinkedIn members discover your content when they search or follow specific topics.
To publish an article or newsletter from your company page, simply click on the “Write Article” button and choose whether you want to create a stand-alone article or an issue of your newsletter. Once you start writing, you can use the “@” symbol to mention any company page or member profile, and the “#” symbol to add relevant hashtags.
When tagging other businesses or individuals, consider highlighting contributors or accomplished employees, and tagging business partners. This can help build relationships and increase engagement with your content.
While LinkedIn generally recommends adding three hashtags to posts, longer-form content like articles and newsletters may benefit from experimenting with more. Just make sure the hashtags you use are relevant to your content and your target audience.
Tips for Measuring Success with Organic LinkedIn Marketing Strategies
Measuring the effectiveness of your organic LinkedIn marketing strategy is crucial for its success. Refine Labs recommends several strategies to refine your approach, including:
- A/B Testing: Test different versions of your content, such as headlines, images, and messaging, to determine which performs better.
- Content Repurposing: Repurpose existing content for different formats and channels, such as turning a blog post into a LinkedIn article or a video into a LinkedIn Live event.
LinkedIn offers powerful analytics tools to track the effectiveness of your organic marketing efforts. Key metrics to monitor include:
- Impressions: The number of times your content, such as a post or ad, is displayed on someone’s LinkedIn feed or page. It indicates how many people had the opportunity to view your content.
- Click-through rate (CTR): The percentage of people who clicked on your content after seeing it on LinkedIn. This metric helps you understand how engaging your content is and how well it resonates with your audience.
- Engagement rate: The percentage of people who engaged with your content, such as liking, commenting, or sharing. This metric helps you understand how well your content resonates with your audience and can inform your content strategy going forward.
By tracking these metrics, you can identify which types of content perform best and make data-driven decisions about your organic LinkedIn marketing strategy. Testing and refining your approach based on these insights can help maximize the impact of your marketing efforts on LinkedIn.
In conclusion, LinkedIn offers B2B businesses a unique opportunity to connect with decision-makers in their industry and build valuable relationships that can lead to new business opportunities. By optimizing your Company Page, creating compelling content, engaging with your audience, leveraging LinkedIn Ads, and testing and refining your approach, you can create a powerful organic LinkedIn marketing strategy that drives results for your business.
