As the world gets smaller and the online and intersocial connections between businesses around the globe tighten, finding leads for B2B tech companies gets harder every day. According to Neil Patel, the level of separation between one person and any other in the world has dropped from 6 to 3.5 levels thanks to the internet. Does that make it easier or harder for you to grow your B2B oriented business?
Ever considered LinkedIn Marketing as a method to steadily grow your business without spending a ton of money on Adspend?
With the social pools gradually decreasing it is becoming of extreme importance for those companies to have a more creative approach and technique in order to find business leads and successfully compete in an expanding connected world scenario. Therefore, most of them are betting on a healthy marketing strategy that incorporates their social media to other platforms online.
Outdoing Facebook and Twitter, Linkedin is believed to be the most effective social media platform for this new marketing strategy trend as it was appointed by the Inside View and 93% of marketing professionals. According to those sources, Linkedin is responsible for 64% of corporate website visits and for generating at least 80% of all social leads.
Even though those are hopeful stats for any B2B companies looking for business leads some find it hard to develop an effective Linkedin to their marketing plan, since that practice requires a substantial investment of time and maybe even money.
That’s why your content is vital to your Linkedin marketing campaign. By creating quality content and distributing it on various pages in the platform you’ll be optimizing your company’s profile automatically aligning your sales.
If you would like to hire our team to get you more verified leads through LinkedIn (historical performance is 5-40 new leads) in under 30 days, visit our Contact Page so we can create a custom plan for your business, starting today.
Having a deeper knowledge of Linkedin’s Analytics will also contribute for B2B companies to control their Linkedin marketing aims and trends. Here are a few things to be aware of in other to run a successful marketing strategy for your B2B business:
1- Setting Up Your B2B Tech Leader Profile
To effectively start generating leads you’ll need to set up an optimized B2B Tech Leader profile. Your page should represent how engaging, interesting and professional you are and are. Research has shown that you only have a period of 7 seconds to make a good impression and for that reason, your page’s layout must be clear an quick to earn the viewers attention.
- Sign up for LinkedIn
If you still haven’t got your LinkedIn account your first step will be to click on the “Sign Up” button in their welcoming page, fill out the questionnaire and click on the “Join Now” button at the bottom right corner of the box. The next step will be to click on “create a profile” and provide further information about yourself such as your full name, experience, education, skills, a photo of yourself and any other details you’d like your audience to be aware of.
It’s important to remember that your profile will be the first impression any viewer will have of both you and your company. So to properly set up your profile and really make it stand out make sure to include:
Your experiences – Adding your work history and experience to your profile is vital to demonstrate that you are a qualified professional. Instead of adding every single job you’ve had, opt for showing jobs that will validate your expertise and experience as a B2B Tech leader. Including any volunteer work is also a good idea if this applies to your career and company goals. You can add a separate page for your volunteer work history details if you wish but it’s important to make it relevant to the market you are targeting.
Your education – This section should contain your educational history such as university degrees and, if applicable, any additional courses or specializing training that will make you stand out in the market. They must also be made relevant to your targeted goal and add more value to you as a professional to be added to the desired field.
Professional photo – Whereas most people will make the mistake of using their day-to-day social media photos, the prospects of Facebook (for an example) and LinkedIn are different and this last one will require a more professional profile picture. Having the right photo on your profile will significantly increase your chances of being found on the platform.
A professional headline – This area will usually include your job title and your companies name. However, you can use this short space to include a more creative headline that will make sure to capture the attention of those who visit your profile. Being creative in this section is a great strategy, but, as a B2B tech leader, it is vital to target it to people that can help you generate leads.
URLs – If you have any portfolios, blogs related to your work or professional websites it is a good idea to include them in your profile. Showing examples of your work is very effective when it comes to finding leads.
Skills and recommendations – Listing your skills are very important but they might seem even more relevant to future contacts if they are endorsed with recommendations from past employers or work colleagues. Having at least 5 recommendations listed among your skills is sure to make a big difference in the impact and first impression your page will make to your viewers.
Details – Feel free to add any details that you feel might contribute to a fuller and more interesting profile. They should be listed as bullet points under your job experiences section.
Summary – Under your profile photo will be your summary section. Create a summary that represents your abilities as a B2B tech leader. You can also replace your summary to contribute to your profile’s layout if you wish to do so.
Joining groups is also a very beneficial way to start making contacts that might lead to business opportunities for your company. It is highly advised to dedicate a few minutes after completing your profile to join groups that fit your career goals and company.
- Writing a good Summary
Your summary should be written in a simple language, always in the first person. Being both personal and professional is ideal to write a good summary and add to a better first impression for any busy visitors in your profile.
Remember to keep your targeted audience in mind when writing. B2B tech leaders should focus on appealing to technology and business management professionals, phrasing your summary as you would if you were having a personal chat with them. It’s also a good practice to include at least 6 of your biggest achievements related to your tech leader career.
The last step will be to edit your text, excluding or/and including any information you judge necessary.
If you would like to hire our team to get you more verified leads through LinkedIn (historical performance is 5-40 new leads) in under 30 days, visit our Contact Page so we can create a custom plan for your business, starting today.
2- Posting on LinkedIn
Creating LinkedIn posts that will call the attention of potential leads is extremely important for a B2B tech company, once the platform is 4 times more likely to gather that information and send it to the company’s websites than any other social media. Know how to post, when to post and how often to post is vital.
An effective LinkedIn marketing strategy will include hashtags, long-form content with useful tips, tagging people and companies and posting short videos. In more details:
Using hashtags – Originally used on Twitter, #hashtags have spread across numerous social media platforms such as Instagram and Facebook and is today one of the most effective ways for inbound marketers to categorize specific keywords directed to potential clients. Adding a hashtag to your article or post will surface your content with others under the same hashtag on social media.
For a B2B tech company, this practice can be useful to generate leads. However, using too many hashtags can compromise the structure of your content and so it is advised to include a maximum of 2 or 3 hashtags per post and also to research your hashtags, making sure that they will reach your targeted audience.
Tagging – By adding a tagging option to its platform LinkedIn has increased the chances for professionals and companies to get the attention of the business they wish to engage with.
If you want to @tag someone in a group discussion, type @ along with the name of the person or company you’re aiming for. As they receive a notification of your attempted interaction the company will be more likely to reply.
Posting long-form articles with useful content – Writing long-form posts that include useful information is one of the ways for a B2B tech company to draw in new clients. The most effective posts should have between 800-2000 words and be posted twice a week as it is advised by marketing professionals.
Those posts will provide you with the potential of been seen as a thought leader, which is essential in a market as competitive as B2B tech companies. Once they know who you are, they will grow to trust you and potential clients will be more likely to take your company under consideration when looking to hire tech solutions.
Adding short videos- It is a growing tendency on LinkedIn to add short videos by posting a Youtube video’s URL in the correct place in your post. You can also use short videos as posts from other personal pages in the platform. Having your employees sharing your company’s video on their own LinkedIn accounts is the easiest way you can boost up your company’s visibility.
You can also use a SlideShare in your posts. It’s wide viewing and the practicality of being able to be optimized for search engines make slideshares an additional push to better rank your article, making it stand out over traditional posts.
3- Start Blogging On LinkedIn
It will take you at least 10 articles to instigate the interest of your viewers and start a conversation. The richer your content is on new ideas the more likely people that share your mindframe are to contact you and your business.
- How To Write Your First Article
Writing your first article on LinkedIn can be a very simple process. Once you’ve logged in click on “share an article, photo, video or idea” and then on the pencil icon. As you open your blog window, you’ll notice two icons and a plus symbol (for adding a cover image) in your toolbar along with bold, italic and underline options to help you personalize your text. Your cover image can become part of your brand, so choose an image that best represents your company. Header options, bullet points, listing numbers, hyperlinks insertion and quote tools will also be in the menu bar.
Your headline will be positioned below the blue rectangle and the white screen at the bottom of your window will be used to write your content. Clicking on the “Write Here” icon, you’ll open another toolbar with options to include photos, videos and any other additional material you wish to add to your text.
On the top right corner of your screen will be the “More” icon. That menu allows you to view recent drafts and published articles.
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- Writing Interesting Content
Over 3 million articles are posted on LinkedIn – of which 100,000 are new material – every week, and for that reason, it is important to really make your blog stand out.
Your headline has to be your first priority and it must be concise, clear and brief. That’s because the visibility of the news feed is very limited and can only show a certain amount of character. On the note, is valid to point out that your article is more likely to get a bigger amount of readers and shares if it provides an effective headline and compelling images.
The size of your articles is also of extreme importance. Your posts should have a minimum of 300 words but – unless your content is exceptionally good – shouldn’t cross the 1000 words limit line in order not to lose your reader’s attention. Multiple short-sized articles posted frequently throughout the day are more effective than one excessively long text posted daily.
Don’t forget to consider the content. The message you want to pass must be important to both your company and potential buyers. Here are a few ideas:
Search up what people are talking the most about in the pools and make your content relevant for this ongoing conversations. Offering a new view on a popular and recent subject can promote your company and show its potential to offer fresh concepts. You can do that by clicking on the “What people are talking about now” box in your profile’s homepage.
Start new conversations with other professionals and companies and offer new insights into the industry’s latest trends and what causes them, placing pertinent questions about its future. It’s a good idea to include the opinion of an influencer or a Q&A interview structure to this article.
Featuring your posts on the LinkedIn channels is a brilliant practice to increase its visibility. If displayed on a channel that is consistent with your company’s industry, you’ll attract more of the reader’s attention and direct them to your brand.
- Posting Content That Goes Beyond Articles
Creating numerous articles and posting them sporadically throughout the day is a great strategy to benefit from the 3 post options available on the platform. It’s good to post not only articles but also photos and videos that show and explain your most recent works.
When making a visual post, you can use the text function to add information or tag people and companies who might be interested in that material leading to possible new conversations.
Consider using the “Write an article” option when writing a short post containing questions, hashtags and links to direct readers to your other articles.
You can also include content in the comments sections of LinkedIn and engage people who interact with your activity on the platform, effectively drawing more views.
In other words, to successfully generate more leads you must post quality content that engages your audience.
4- Building And Managing Your Company’s LinkedIn Profile
Now, it’s time to focus on your company’s profile.
- Setting Up Your Corporative Profile
First, click on the “work” button on the right side of your page. When the window opens, insert the name of your company and choose an URL. Make sure to check if you are authorized to set this page up and click on the “create” option. This will direct you to the welcoming screen where you can build your company’s profile.
- Optimizing your brand’s profile.
For this page, your company’s profile should stand out just as much as your personal one. A few tips on how to optimize this profile:
Choose an exceptional photo – Your profile picture must be able to represent your brand and the message it wants to send, standing out amongst other companies profiles in order to call the attention of potential clients.
Include descriptions – You can include descriptions, links and explanations about your products in the “products and services” tab. Remember to list them in order of significance.
Show up your reviews – Having written testimonials of former LinkedIn clients ( if applicable) is a great strategy to add value to what you are trying to sell. I don’t have a review yet getting in touch with old customers and asking them to live a detailed review is a great idea. You can go even further and use those reviews on your company’s website as well.
Create a great summary – Within the 250 – 2,500 character limit, you can develop a summary that will focus on shared interests between your brand and the targeted industry, building trust between your company and your readers. Advancing your shared interests will eventually conduct to business partnerships and lead generations.
Add blog posts – Include 5 to 10 quality posts to start with, and gradually increase them with new articles.
Use Slideshare – While writing your first posts, ponder including your text Slideshare presentations that clarify why your company is necessary for this industry. The visualization rate for Slideshare is enormous and, if optimized with specific keywords, is more likely to outrank your post above other traditional blogs.
Ask your employees to connect with the company’s page – When your employees identify your company’s page as their employer on their personal LinkedIn accounts, visitors will be able to connect with them, generating more talk about your brand and generating more leads.
Set additional administrators – Setting key employees as additional administrators to your page will not only make them feel more engaged with the company’s success but will also share the responsibility to expand your brand’s promotion.
- Managing this profile
Understanding the platform you are using is the key to reaching your targeted market. Managing your company’s profile correctly will contribute to keeping effective discussions flowing by building mutual trust.
Participating in discussions already in motion is a great way to build that trust. You can watch out for industry influencers in LinkedIn Groups and engage with them with the end of creating new connections.
It is an effective practice to monitor group chats and contribute with useful input and commenting regularly on respected people’s posts. However, you should avoid simply sharing your page’s articles without constructing an idea to proceed it. Sharing information from third parties is likely to start a conversation and attribute your company as cooperative, engaged and thoughtful.
Don’t forget to take an active part in LinkedIn’s influencer program. Focus on writing articles that can be promoted by the platform, but be proactive in getting involved by commenting on your industry’s LinkedIn influencers posts.
5- Use LinkedIn Groups To Skyrocket Your LinkedIn Marketing Efforts
The groups are one of the most useful tools on LinkedIn to facilitate lead generations for B2B tech companies. This active networking event works perfectly for B2B tech leaders since it allows companies to look out for trends and join important conversations.
Connecting with your buyers is vital for your business’ growth and LinkedIn Groups is the easiest way to meet people and make those connections. Talking to interested parties about the issues in the industry and providing solutions will build relationships that can ultimately convert into leads.
Actively engaging in those groups is a brilliant strategy even though it might be challenging to stand out between the more than 1.5 million groups available in the platform.
- Choosing the right groups
Choosing your target audience and setting up a good inbound marketing plan will be the first steps to identify potential groups to be a part of that would benefit your companies lead generation. You can choose up to 50 groups to participate in.
To provide helpful information to potential buyers, you must first know their profile, and problems they are facing in order to provide useful information and firm a trustful connection with them.
Searching for groups that relate to your client’s profile is easily done by using keywords. Once you find a matching group, make sure to check the statistics in order to know the community that composes it. If a group is made of mostly salespeople as opposed to industry professionals that one will not be effective to spread your content and reach your target.
Paying attention to the groups’ rules is also a must. Breaking the rules (even without realizing) is sure to stain your brand’s reputation and reliability.
Many groups prohibit the use of links and are the best ones to generate proper discussions. Because people in this group are naturally more likely to appreciate the conversation and want to connect with you, inserting links won’t be necessary to generate leads.
- Creating Solid LinkedIn Marketing Campaigns
Write quality content – Significant and solid blog posts with an intriguing headline in the form of a question will rouse discussions and catch the reader’s attention. Your campaign will be formed based on this article.
Include messages around the post – Write a substantial number of messages and spread them sporadically across social media channels along the course of a few months. Make sure for some of them to be personal messages sent automatically to your aimed client.
Use the Octopost – This automated tool will help you to schedule when non-personal posts should be published and to whom they will be sent to. But be aware to not include groups that don’t allow links posts.
Personalize your messages – Construct messages to reach specific groups and individuals, adapting its content and structure according to each profile. Double check your messages and send only one at a time to make sure not to send the same one to various groups.
- Stay Updated About Changes
Updates and changes are bound to happen on a social media platform on a periodic basis. Those changes can affect your marketing plan and therefore it is vital to stay aware of any updates and adapt your strategies to avoid any possible negative outcomes. For an example, LinkedIn has updated and excluded many features in order to control and diminish the number of spams in the group chats and, as a result, made smaller the number of options you once had to promote your content and post links to direct people to your website.
It is a healthy and safe practice for B2B tech companies to create new groups if the discussion group you’re a part of becomes too spammy. Do so is also beneficial to establish your company as a leader in the industry.
6- Choosing The Best LinkedIn Membership For Your Business
LinkedIn offers several membership packages and it can be tricky to find the one that best corresponds with your business’ needs and budget.
The free package is offered to anyone that joins the LinkedIn platform. This basic package is helpful for whoever wishes to keep in touch with their coworkers and colleagues without the necessity of further features that business might use. However, if you’d like to gain access to those features, you can always upgrade your account.
The premium care packages are a good choice for professionals seeking new job opportunities but may not be as useful for B2B tech companies looking to generate business leads.
The premium business and sales navigator cost $59.99 and $79.99 a month respectively and are both mentioned with advanced search options. They also come with unlimited searches within your network and enhanced InMail options facilitating even more your chances of finding new leads.
If your aim is to make your company more visible, search for industry insights and generate decent leads to grow your business the premium business package is the best option for your brand.
However, the sales navigator packages provide you with a list of leads recommendation, which makes it the most effective package for lead generation. This package consists of 3 levels: professional, team and enterprise.
When upgrading to one of those packages, don’t rush yourself into making a decision. Instead, take your time and make sure that your choice includes all the tools you need and make a plan to benefit from new features that will be included with the upgrade.
7- Advertise On The Platform
To optimize your results gained from organic company updates you should include paid advertisements to your marketing strategy, with the purpose of increasing traffic to generate leads by choosing your audience.
Before investing in advertisements, make sure your business’ profile page is optimized by including showcase pages for the main services and products you are offering and choose the paid service that better attends to your needs.
Sponsored content is a boost to increase your visibility that starts off organics posts featured in your company’s page, showing up in your followers feed.
The next step is to reach out to those who don’t follow your page yet by scamming through your posts for your most popular articles and sponsoring your best content.
In order to generate leads, all your sponsored content should contain a gated component that your readers can sign up for, targeting the most possible amount of viewers.
Next, your pages will be distributed on your feed and other targeted pages on LinkedIn. As your audience is directed back to your website, your content will be on display on the updates section of your profile.
Direct sponsored content is an expansion of the one mentioned above. With this option, companies can personalize the content since it won’t be featured on your website to complement your campaign. For that reason, this content can be tested and retested until it generates satisfying results and only then it will be sent to your followers.
Text ads are LinkedIn’s self-service Pay-Per-Click advertising program and, like others, allows companies to choose different targeted audiences by creating their own ads, setting its own budgets and paying solely for those ads generate good click results.
Sponsored InMail is an in-mail marketing campaign exclusive to LinkedIn. It allows companies to direct personalized messages with no character count limits to targeted clients. Those campaigns are easy and quick to set up and it also gives you the option of setting your own budget.
- LinkedIn’s Retargeting And Audience Matching tools
This is a very useful tool that enables the user to retarget those who are LinkedIn members but have also visited your company’s website. You can use this tool by installing the Insight Tag to your website and the program will automatically match your visitors to their LinkedIn accounts.
With that data in hand, you can personalize your messages and send them to aimed profiles trough LinkedIn.
This platform also provides an Account Targeting tool that matches your company’s existing accounts with other members and a Contact Targeting tool that will match those members to your contact list.
- Resemblances and distinctions
Any campaigns created on LinkedIn are automated programs that run through their campaign manager. On the campaign manager’s page, they will choose a name, choose the targeted audience, set budgets and manage any ongoing campaigns. In order to use it, you’ll need to have an active LinkedIn account and a valid credit card.
The differences between distinct advertising programs consist basically on its purpose and the manner with which the content is delivered.
For an example, whereas Sponsored Content aims to share the updates by showing them on the company’s profile, Direct Sponsored Content focuses on testing the content’s results before sending ads targeted LinkedIn members.
In the same note, Text Ads have the purpose of generating clicks and impressions that might lead to more interested readers and it does so by placing those ads under others of your interest. On the other hand, Sponsored InMails vision to invite and/or generate interest in a specific event and provide a personal marketing message that will be visible in LinkedIn’s InMail program.
They also differ from the target and retarget tools since they are responsible to match your campaign databases in order to target the content in an effective way.
8- Align Sales And Marketing
It can be very challenging to align your marketing campaigns with your sales, but it is very important to do so.
- Why is it important
Marketing is responsible to attract contacts in order to generate leads but it is the sales department must convert those leads into paying clients. Therefore finding a cooperative working system between those areas is vital for your business growth.
One way to do this is to create goals and action plans that will compensate any discrepancies and contribute for them to work together on finding and closing sales.
When your sales agents have identified applicable prospects, they’ll be able to look at your content and comments to better determinate what are your client’s expectations and how to better fulfill them.
Your marketing team can benefit from that information to create quality personalized content that will impact readers and result in new connections.
- How to use LinkedIn features to align your sales and marketing
You can also use the features available on the platform to align your sales and marketing teams. However, for that to work, your sells team must be aware of all possible scenarios that might occur when trying to make a sale. In other words, they need to know exactly who are their targeted businesses and what kind of issues they might be experiencing in the industry. They can make this process a lot easier by using the search filters on LinkedIn.
The marketing team can use the information gathered to start creating effective and impacting content that will generate leads and establish new contacts.
Another benefit from aligning these areas is that the marketing team can also use any trends discovered by the sales team to create inbound marketing content in order to draw more visitors to your company’s website.
The use of LinkedIn’s search engines is free. However, if you are aiming for more massive and rapid growth results you should invest in signing up for the paid LinkedIn sales navigator. This feature gives your team access to your whole network, helping your company to reach out to audiences beyond your already existing contacts.
9- Understand LinkedIn’s Analytics
Watching trends and statistics is important to help you understand your audience. Any changes in what they look for or how they see the industry are likely to impact their potential to become paying clients.
In that case, in order not to lose your followers, you might need to adapt your campaign and maybe even come up with more curated content posting it in groups with fewer spam comments and members.
Understanding how to use LinkedIn to interact positively with other professionals is essential to successfully manage your marketing strategy. Social media changes all the time and so to understand it you must watch it attentively and adopt good reactions, adjusting your techniques and behavior.
Tracking Analytics on Your Company’s Page
There are a number of statistics gathered from your pages followers, updates and visitors that will be available to you on this feature.
Updates statistics will be visible in a table showing the main information of every post such as the first words, the publishing date and its sponsoring status. Like this, you can visualize if those messages were sent to a general audience or specifically targeted members and how many clicks and interactions they have generated.
You will also find an engagement percentage showing the number of interactions, followers and clicks gained divided by the total amount of impressions. Your reach will also be represented on a graph that illustrates daily clicks on paid and free campaigns.
Followers statistics will show not only how many people are following your page but also how many of those followers were drawn by the sponsored content and follow ads.
You’ll also have access to your followers’ demographics such as industry, job function, company size and other useful information.
The “Follower Trends” tool enables you to track the changes in the number of followers while the How/Compare feature will compare those number to other businesses.
Visitors statistics are displayed on a graph containing the number of daily views from your page along with career page clicks, unique visitors click and visitor demographics.
Why B2B Tech Companies Should Invest In LinkedIn Marketing Strategies
The potential of LinkedIn groups to generate leads is one of the main reasons why B2B Tech Companies should consider investing their campaigns on this social platform. In those groups, you’ll find the appropriate discussions to build new relationships with other members and companies in the industry that will eventually lead to business opportunities.
Setting up a successful campaign and promoting relevant content throughout LinkedIn profiles and groups will position you as a thought leader in the market and therefore people are more likely to remember your brand when searching for solutions in the group discussions. A few of those contents always convert from followers into buyers, contributing to your company’s growth and success. Easy, right? If you want us to handle this for you, just send us an email at info [at] be e promoted [dot] co [dot] uk or use the chat provided below, and one of our experts will help you get started.