LinkedIn: Your B2B marketing bestie

When was the last time you gave your company’s LinkedIn page some love?

If your page contains a logo, a basic company description and little else, you’re missing an excellent opportunity to:

  • Build relationships
  • Establish thought leadership
  • Generate leads
  • Conduct market research
  • Improve brand visibility
  • Develop authority

LinkedIn has evolved into a thriving network of content, influencers and networking opportunities. And it’s leaving other social platforms in the dust. It’s the No. 1 social networking site among Fortune 500 companies, according to a 2017 study from the University of Massachusetts Dartmouth Center for Marketing Research.

Neglect (and worse)

Having a sparse company LinkedIn page is bad, but these rookie mistakes are even worse:

  • Failing to dedicate resources to curating and posting content
  • Posting irregularly or once every other month to keep the page “active” and give the appearance that you care
  • Sharing content that isn’t relevant to your followers and target audiences
  • Relying on random stock photos
  • Disregarding questions from prospects and customers
  • Regurgitating corporate jargon and sales pitches
  • Omitting calls to action that increase engagement

Think of LinkedIn like you would any other tool. If you don’t use it and keep it in tip-top shape, it’s going to rust and fall apart. Companies that neglect their pages usually make the decision early on to “set it and forget it” because maintenance is a grind.

I’ll concede that taking care of my heirloom cast iron skillet is a pain in the ass, but it’s the original nonstick cookware and makes the best steaks, roasted chicken, cornbread, blackberry cobbler and paninis on the planet. It will also last forever if I treat it right.

Maintaining your company’s LinkedIn page is like caring for a long-loved cast iron skillet. The benefits outweigh the hassle.

The payoff

Still not convinced? Read on to discover how you can market and grow your business using LinkedIn.

  1. Engage with prospects and transform them into customers. Nurture new relationships by writing and sharing engaging content. What’s engaging? Possibilities include highlighting problems that are common in your industry and explaining how your organization solves those challenges; sharing unique insights about industry news and events; and revealing insider tips and tricks for your products. Can’t come up with enough content? Stretch yours out by sharing (and crediting) material from other influencers.
  2. Show your expertise as a thought leader. Share interviews with industry experts to help establish your company as a thought leader. You can also ask influencers to share their content with your audience, creating a mutually beneficial relationship. If they don’t have time for full interviews, ask them for a quote for your next article. Another tip: Join LinkedIn groups in your industry and demonstrate your knowledge in the discussions.
  3. Generate leads and nurture new relationships. Initiate contact with prospects, but keep it short and avoid sales pitches. You can mention a favorite post or article, or discuss their pain points. Keep the conversation going by sharing helpful and engaging content. It’s a great way to keep your name in front of them without being pushy.
  4. Survey your followers to gather intel. Ask your followers questions and reply to their comments. You can also seek valuable feedback about your products and services. You’ll get the most engagement and the highest-quality responses if you interact regularly on LinkedIn.
  5. Elevate your brand and your company’s authority. The more you engage with your audience on LinkedIn, the more likely they’ll be to see you as credible and trustworthy. Don’t be afraid to show your company’s human side. If you revert to corporate-speak and business jargon, your audience will see through the script and tune you out. Encourage your audience to engage and laugh with you.

How do you use your company’s LinkedIn page to engage your audience? Let us know in the comments below.

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