Maximizing LinkedIn for B2B Success, Part 1: Building a Better Business Page
A strong presence on LinkedIn is vital for B2B brands. It’s a place where decision-makers are engaging with content and making valuable connections. Simply having a business page is NOT enough, however.
1. Optimize Your Company Page’s Visuals
The first step is pretty apparent. You need to have your brand logo and visuals at the forefront and an ‘About’ section that clearly describes who you are, what you do, and who you serve.
Eye-Catching Logo and Banner: Your logo should be professional and consistent across all platforms, while the banner should visually convey what your business stands for. Consider adding a tagline or imagery that reflects your services and target industry.
Clear, Compelling About Section: Think of this as your brand’s elevator pitch. Answer three questions: What does your company do, who do you serve, and what makes you unique? Sprinkle in some industry keywords to make sure LinkedIn’s search algorithm brings the right visitors to your page.
This is the point where many businesses stop. They set the page up and fail to actually use the tools. Imagine building a car only to park it in your garage and never drive it. To really see the benefits of LinkedIn marketing, keep reading.
2. Share Valuable Content that Establishes Authority
This is the most valuable (and possibly the most neglected) step of building a LinkedIn presence for your brand. Creating content keeps your brand top-of-mind, builds relationships, and can help nurture leads.
Educational Insights: Go beyond self-promotion by sharing research, case studies, or insights that genuinely benefit your audience. This positions your company as an authority in the industry.
Highlight Success Stories: Case studies and success stories give potential clients a peek into your solutions and how you’ve helped others in their shoes.
Content Variety: Mix things up with video snippets, infographics, and carousel posts. Visual content like this not only drives more engagement but helps your brand stand out in a feed full of text-heavy posts.
You can vary your content in many ways from what the purpose of the post is, to the way it is presented, as mentioned above.
Some purposes to consider:
Introduce new products - Highlight a new product and what it can do for your customers.
Share recent projects - Show your customers what you can do.
Share behind-the-scenes - It’s always fun to see the process and can be a great way to share your work and your people.
Announce events - Whether it’s an industry event or you’re sponsoring a local event, tell people about it.
Introduce your team - Make it personal by introducing the people who make everything happen.
Get creative - Don’t be afraid to have a little fun.
3. Use LinkedIn Features to Boost Reach and Engagement
LinkedIn wants its users and brands to be successful. That’s why they have provided tools and ways for you to grow your brand on the platform.
Leverage Employee Networks: This is one of the easiest things you can do. Encourage employees to follow the page and share content. LinkedIn algorithms love it when content gets organic engagement from within the company—it tells the platform that your content is worth amplifying. It’s so simple: After creating a new post, LinkedIn shares a prompt asking if you’d like to notify your employees. From there, they can easily repost to their personal connections, automatically increasing your reach.
Boost High-Performing Posts: Once you have some posts and begin garnering some engagement, you can ‘Boost’ high-performing posts to get more attention and, ideally, some new leads. Have a post that your audience seems to enjoy? Boosting it will put it in front of others who will likely enjoy it, as well. This one costs money, but LinkedIn Ads are extremely affordable and you can invest as little as a few dollars to try it.
Showcase Pages: Got multiple service lines or products? Use Showcase Pages to provide dedicated space for each. This is a great way to customize content and messaging to fit distinct audience segments.
LinkedIn Events: Host webinars or events directly on LinkedIn. This allows followers to RSVP and stay updated on your event, making it more likely for them to attend.
4. Keep an Eye on Analytics
Having an understanding of how your posts perform helps you identify areas to improve.
Visitor Demographics and Content Reach: LinkedIn’s analytics tools offer insights into who’s visiting your page, where they’re from, and which industries they’re in. Review these regularly to understand who you’re reaching and how your content is performing.
Track Engagement Patterns: Identify which types of posts (articles, images, videos) perform best. Adjust your content strategy to prioritize what resonates most with your audience.
Conclusion
LinkedIn is a powerful tool for B2B brands, plain and simple. “Brick and Mortar” brands need to choose the perfect location for their business such as population, foot traffic, and other factors. It boils down to “where are your customers?” In this case, your customers are actively engaging with professionals and content on LinkedIn as we speak.
Need help building your brand's LinkedIn presence? Let’s work together!
