5 LinkedIn Marketing Strategies for B2B Businesses

LinkedIn app displayed on a smartphone screen

As of 2023, LinkedIn is home to 190 million users between the ages of 18 and 24, 520 million users between the ages of 25 and 34, and 120 million users between the ages of 35 and 54.

As one of the most popular professional networking and marketing apps, LinkedIn is a valuable tool for modern businesses, especially B2B companies.

In this blog, we’ll offer a closer look at the top LinkedIn marketing strategies for B2B businesses. How can you leverage LinkedIn to reach a wider audience, generate more leads, build audience trust, and target hyper-specific market segments?

Keep reading; we’re breaking everything down.

1. Demonstrate Industry Expertise

LinkedIn is a professional networking app, not a social media app like Facebook or Instagram. Instead of creating casual posts that superficially traverse industry topics, make sure you provide valuable industry expertise to your audience.

Your content should demonstrate a high level of E-E-A-T: experience, expertise, authoritativeness, and trustworthiness. Moreover, make sure your content is centred around your audience. If you run a B2B business, understand what your audience wants to see from you.

The LinkedIn content creation process should be strategic and well-planned, not hasty. Take your time, do your research, and write nuanced content that makes your audience feel comfortable working with you.

Keep an eye out for trends, events, holidays, and other notable occurrences. Plan your content around these activities to ensure content relevance and freshness.

Recommended Read: Using SEO for Your Business’s LinkedIn Page: A Guide

2. Join the Conversation

a business owner engaging with their clients on LinkedIn

If you want to succeed on LinkedIn, actively participate in the ongoing discussions. Yes, create your own posts as well. However, we also recommend joining pre-existing conversions to build a strong community and provide greater value to your audience.

Closely monitor the comments. Each time someone responds to you, keep the conversation going to extend your reach. If you provide valuable comments, they’ll gain more traction. Community-centric contributions will help you grow your brand and increase your reach.

3. Leverage LinkedIn Ads

LinkedIn Ads are an untapped goldmine. Think of them like the cherry on top of a perfectly baked LinkedIn marketing cake. If you want your posts to reach as many people as possible, start leveraging the power of LinkedIn Ads.

The best part? You can target your audience based on different identity markers, including industry, job title, location, name, and so much more. Use text-based ads for search results, sponsored InMail for personalised messages, and sponsored content.

4. Post at the Right Time

Yes, posting time matters. Before you start churning out content, understand when your audience is most active. You’ll have to perform audience research for this.

Think about it. When you post at a time when people are likely using their phones or at least awake and relatively free, you’ll reach more people. If you post in the middle of the night, well, crickets.

Posting at peak activity hours is an excellent way to reach and convert the biggest chunk of your audience. We also recommend scheduling your posts in advance. This will help you ensure that your post is up and running right on time.

If you haven’t already, set up a regular posting schedule. Ideally, you should post twice a day (recommended by LinkedIn). This is a great way to earn 2x more engagement with your content.

5. Track the Results  a LinkedIn marketing specialist tracking results

Once your LinkedIn marketing campaign is up and running, you can’t call it a day. Data analysis isn’t just important; it’s imperative. Track page performance and demographics to stay on top of your LinkedIn marketing results.

6. Use Keywords

Keywords are important everywhere. Whether you’re crafting a post on Facebook, Twitter, LinkedIn, or any other platform, injecting it with the right keywords is a great way to reach more people.

If you want to improve your SEO performance on LinkedIn, add high-ranking keywords to your posts, bio, and description. Comprehensive keyword research is essential for this.

Pro tip: Use keywords as hashtags to get discovered by more people. In most cases, LinkedIn suggests hashtags itself. However, it’s better to perform your own research and use well-researched hashtags that help you get the most bang for your buck.

7. Turn Blog Posts Into LinkedIn Content

If you recently published a winning blog, turn it into LinkedIn content! You also have the option of linking to your blog. However, people don’t always love opening links. They’re more likely to read content that’s right in front of them. Make adjustments if needed. You may have to shorten the blog and make it a tad more professional.

Recommended Read: 5 Guaranteed Ways to Find New Content Ideas for Your Industry

8. The Power of Visual Content

 a business owner supplementing their LinkedIn content with high-quality media

Visual content is and always will be a game-changer. The goal isn’t just to reach more people. Instead, you also want people to remain engaged.

Add visual content to your posts, including images, videos, and infographics. If you’re using LinkedIn’s very own Publishing Platform, you can add media anywhere within the content. Add images, videos, tweets, slides, and even podcasts. The sky is the limit.

You can use stock images and videos if you want. However, we recommend creating your own content. Original concept illustrations are particularly effective for B2B businesses. You can easily break down complex topics and ideas into visual maps.

Original, unique, and eye-catching visual content will resonate with your audience and increase engagement. Plan ahead to achieve a great outcome.

Let’s Whip Up a Robust LinkedIn Marketing Plan for You!

If you want to grow your B2B business in 2023, leveraging the power of LinkedIn is a no-brainer. At TocToc, we use actionable LinkedIn marketing strategies to help you get seen by more people and develop a wider clientele. Contact our team to get started!

We also specialise in search engine optimisation (SEO), content marketing (article writing, blog writing, eBook writing, and web copywriting), email marketing, app development, and web design and development.


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Get in touch with us with your ideas and needs. We will come up with a web copywriting strategy that works for you.
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