Marketing

How B2B Marketers Can Use LinkedIn in 2022

LinkedIn is a great platform for B2B marketing and one of the fastest-growing social media networks. It efficiently creates the solidly professional network that every business seeks and has already established itself as an essential component of digital marketing. LinkedIn also accounts for 46% of social media traffic to B2B business sites.

You can’t just limit the use of LinkedIn to just network, stay in touch with people, and find new jobs. It’s way beyond that! LinkedIn has matured into a throbbing network of professionals over the years and it now offers a spectrum of marketing functionalities.

This is a sheer advantage of LinkedIn over other platforms. People are there strictly for business purposes. This means you already have a target audience in place. 

Linkedin helps you attract an audience through content and relations. In current times, Linkedin offers a better reach than any other platform. LinkedIn now drives over half of all social traffic to B2B blogs and websites.

You can engage with your potential customers, initiate discussions, and enable word-of-mouth in a very natural manner.

LinkedIn is a very good place for discovering leads. According to Hubspot,  LinkedIn is 277 percent more effective at generating leads than Facebook and Twitter.

 

LinkedIn for Lead Generation

Image Source: HubSpot

The video ad format and content options are truly powerful and it's time for B2B marketers to sit up and take notice of LinkedIn’s potential.

Video ads on LinkedIn provide a compelling way to reach a professional audience. 

Being active and posting regularly on your LinkedIn site means that you can effectively build your brand personality. This increases your likeability and reliability amongst your audience. 

You can use LinkedIn videos for:

  • Telling your story
  • Promote your products
  • Video blogging

Here are some facts you should be aware of.

  • On Linkedin, video consumption is constantly increasing, with more than half of members watching videos daily.
  • Users spend x3 more time on videos than static.  
  • Linkedin live has increased brand engagement by six times
  • Video content gets 30% more comments than non-video content

Video Consumption on LinkedIn

Image Source: https://www.theb2bhouse.com/linkedin-video-ads/

So, Linkedin is great for business. But is there a formula for success? Does it matter when I post, what formats? A basic idea would be to post at a time when most of your audience is online. 

However, this is just a temporary surge based on the presence of your audience online. What one needs to aim for is - writing evergreen content that one wants to consume at any time. This is a great strategy if you want people to come searching for you even after months or years of posting content. After all these things the main concern is when to post your content? If you post the content when the maximum of your audience is offline, you will not receive the number of views and engagement you hope for.

HubSpot suggests - “On average, the best time to post on LinkedIn is between 3 PM and 5 PM CDT on Wednesdays. Other high engagement times on the platform are between 8 AM and 10 AM CDT on Tuesdays, 10 AM and 12 PM CDT on Wednesdays, and 1 PM and 3 PM CDT on Thursdays.”

Google or Facebook Ads are a natural choice when it comes to pay-per-click campaigns. Though these two platforms definitely have mass appeal and even have larger audiences, LinkedIn Ads have exceptional benefits that can meet your business goals.

LinkedIn's quality environment for branded video campaigns is an obvious differentiator. This enables brands to use sight, sound, and motion to tell more compelling stories and drives deeper engagement on feeds. 

When it comes to creating great B2B video content, the ball’s in your court. But when you want to get the right people to notice and care about those videos, LinkedIn can play an important role.

With LinkedIn’s suite of B2B targeting capabilities available for video for Sponsored Content, you can find your audience by traits like job title, seniority, company name, industry, skills, and more.

LinkedIn is the true “must-have” for B2B companies and their marketing strategies.

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