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B2B Marketers Should be Linked to LinkedIn

Are you linked in, or more importantly, LinkedIn? If your business success is dependent on connecting and serving other businesses, it is very likely that you are. If you are searching for new work opportunities, you should be. And if you don’t want to be left out of some very important discussions concerning your professional world, then being on LinkedIn is where you must be to be connected.

The story of LinkedIn is similar to other popular stories about the beginnings of the digital, technology industry. Unlike the tale of the Apple Corporation, however, the professional social media channel didn’t emerge from the garage of its founder but rather from the living room of co-founder Reid Hoffman in 2002. Officially launched on May 5, 2003, LinkedIn quickly became the most popular digital networking equivalent of the office watercooler, company watering hole, country club, or tennis court for those whose job it is to do business with business (B2B).

In 2022, more than 810 million LinkedIn members will network professionally across hundreds of countries in 25 languages. Over 77 percent of LinkedIn users are from outside the United States and nearly 60 percent are between the ages of 25 and 34. More than 13.4 million job seekers search for employment on the platform each week and six job seekers are successful in finding a new professional opportunity every minute. But LinkedIn is also becoming the go-to platform for B2B marketers.

Brands are experiencing a 33 percent increase in purchase connections from advertisements on LinkedIn. With 58 million companies participating in the digital channel, a reported 93 percent of B2B marketers are turning to LinkedIn for organic social marketing campaigns. Responsible for more than half of social traffic on B2B websites and blogs, the most successful company pages on the platform utilize organic, native documents, videos, images, and text-only posts, according to a study conducted by Socialinsider & Cloud. “LinkedIn is known to be the most effective social media platform for promotion, having an average conversion rate three times higher than any other network with a click-through rate of 2.20%,” according to the survey results.

Organic video content is the leading method of making connections for small- to mid-sized players. For companies with fifty to one-hundred thousand followers, the engagement experience favors native content documents and individual images. Just like other social media marketing efforts, the LinkedIn community for marketers is becoming crowded. The most successful messages that are getting through all the noise focus on establishing a brand’s expertise and authority in a field of endeavor.  Blog posts, case studies, performance reviews, and testimonials are effective in transmitting a message designed to increase brand awareness.

The best LinkedIn ads are simple and promote user involvement through formats that are relevant and interesting to the intended audience. The mantra “a picture is worth a thousand words” is appropriate when creating a LinkedIn campaign. Short videos and sharp images accompanied by less written content will keep a prospect engaged in the conversation. It’s best to take multiple approaches to advance brand recognition and casually lead a listener to the product or service’s unique selling point.

With advertising revenue surpassing $1.4 billion, LinkedIn is becoming an important part of a B2B marketer’s overall advertising strategy. Creating compelling, engaging, and interesting content will lead to more engaging conversations with a targeted audience on the B2B platform. Junction Creative Solutions (Junction) assists B2B clients in developing key strategies to engage target audiences and establish sustainable practices to drive business growth. To learn more about our comprehensive solutions for B2B companies, call 678-686-1125 today.