LinkedIn Sees New Life Among B2B Marketers

Social media transformed the way companies do business. Both B2B and B2C customers are on various social media platforms, so that means businesses need to be as well. However, there is a specific avenue of growth and opportunity for B2B companies as they move further towards using social media to communicate with, educate and nurture prospects. Some companies already taking advantage of social media B2B marketing are industry leaders like Adobe and Hubspot. Using LinkedIn, they capture new audiences with sponsored content campaigns and business-focused text-ads.

LinkedIn is one such platform that lends itself to this style of marketing. From the start, LinkedIn has been a B2B focused platform. But there have been several improvements to LinkedIn in the past year to make it even more appealing for B2B brands.

Updates include a refreshed interface and an enhanced ad platform. This new ad platform called the ‘Audience Network’  allows marketers to reach not only those using LinkedIn but also thousands of premium partner apps and websites where LinkedIn members spend their time.

Additionally, LinkedIn added InMail Analytics features that will drive higher response and improve performance. Now you can quickly see:

• Your current response rate and performance over time.
• What kind of candidates respond the most – based on time in role, schools, companies and more.
• How your response rate compares to industry benchmarks for similar recruiters.
• Which InMail templates get the most responses.
• Your entire team’s performance.

This adds key information to the data-driven decisions key stakeholders are making. Many people suspect that with these updates, LinkedIn will be the platform of choice for B2B brands.

To further solidify that there is a wealth of B2B activity on LinkedIn, recent research shows that:

• 80% of B2B marketing leads from social media come through LinkedIn.
• 92% of B2B marketers use the platform over all others.
• 46% of social media traffic to your company site comes from LinkedIn.

B2B marketing on LinkedIn can drive a record number of leads and revenue. It is a targeted way to establish connections, produce high-quality leads, nurture relationships with prospects and grow your company. As a marketer, it’s important to think about the conversion-based actions you want your audience to take. Be clear and specific because this is where your high-value audience spends the most time!

Many people think of LinkedIn as a way for B2B companies to build brand awareness, but it can also turn into a revenue generator with the right strategy and knowledge of the platform in place.

LinkedIn offers a large growth opportunity, and it’s the ideal resource for B2B marketing. With the latest improvements on LinkedIn, take advantage of these relationship-building opportunities and begin to see measurable results. It’s high time B2B marketers invest in LinkedIn as a top-performing, strategic tool in your arsenal. Don’t you want to be among the first to reap the benefits of these new trends and updates?

If you want to capitalize on this huge social network and use it to promote your brand and find long-term B2B partnerships, give us a call today. We’d love to help you craft a targeted LinkedIn strategy.

Updated: Apr 13, 2022