Linkedin can provide important opportunities to companies. To make the most of this platform, however, it is necessary to know how to include an effective B2B marketing strategy .
In this article I will give you 5 tips to start using Linkedin as an extremely advantageous tool for your Business.
What is B2B marketing?
B2B stands for “ Business to business ” and indicates a commercial relationship established between companies. It differs from B2C for the end customer. In fact, in B2B the customer is another company or a supplier; in B2C the customer is the consumer.
Linkedin: It’s the best platform for B2B marketing
According to recent statistics, Linkedin has 830 million users worldwide, and over 58 million companies .
These are numbers that allow us to understand how useful this platform can be for companies, especially for generating leads . To be able to make the most of this channel, it is necessary to know how to use all the potential of its tools.
Why should you advertise on Linkedin ?
You have a higher organic reach than other platforms;
Targeting is precise and accurate;
You can boost your Personal Brand.
If I have piqued your curiosity, you can read more in my article: “ LINKEDIN ADS: how to do advertising from 0 ”.
But let’s move on to the 5 tips to start implementing a B2B marketing strategy .
1 From product to promise
It is the promise , not the product, that wins customers. B2B marketing must transform its approach from product-centric to customer-centric .
In fact, talking about the product itself and its features on Linkedin does not allow you to create any emotional connection with your customer. Promises, on the other hand, put the latter first as they communicate and create relationships with the supplier or collaborator with whom we want to work. Therefore, in B2B marketing it is essential to expose yourself to your audience and connect with them.
People often forget what they bought, but they remember how they were treated and what benefits they experienced by trusting the brand in question. Therefore, they remember the promise that the Brand had made to them and how it was kept.
Of course, lies have short legs and a long nose; so, don’t make promises you can’t keep! A broken promise hurts your brand more than an unmade one .
2 Needs are constantly evolving
This second piece of advice is linked to the previous one. To understand what promises the customer wants to hear, first you need to understand their needs . In fact, it will be the benefits of our product that will solve and satisfy them.
To understand what the customer needs we need to establish the key CEPs of our brand. What are CEPs? They are the category entry points , or cues that can access the memories of the buyer persona.
They must become part of your company’s B2B marketing strategy , because people’s main search engine is still their mind, and this is closely linked to memory. In fact, a user’s buyer journey starts from a need. To satisfy this, first of all, they draw on their memory to identify potential brands that sell what they need. Only in case of insufficient options will they use classic search engines for their needs. However, the results they obtain will always be compared to the brands they already know.
If a brand is able to generate memories in the buyer, it will have a greater chance of being remembered and chosen in case of need to purchase. This reiterates the importance of the connection between Brand and customer on which to focus with our Linkedin Pages.
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3 A promise they can’t forget
So, your Brand must be able to phone number data generate memories, but also be memorable. This can be possible by making the promise of your products unforgettable . But in practice, how do you do it?
With Storytelling!
The persuasive copywriting technique that bx leads involves telling stories can help you with this. In fact, storytelling can break down people’s mental barriers . Human beings, by nature, are reluctant to change; it’s a matter of “survival.” New things scare , but stories can make an impact and make people think about what’s being proposed, opening them up to new alternatives.
You can apply it to your Linkedin marketing strategy, creating stories that combine your brand values with characters linked to the brand (such as employees, customers, ).
4: Creativity and humanity are key in B2B marketing
B2B should not be thought of as dry marketing, this is the first mistake we make. It is true that the customer is a company or a supplier, but inside them there are still people! Understanding the customer also means knowing which creative formats to use to support their purchasing journey and their interests.
It is essential to be able to connect with your target audience by generating emotions through ads using “creativity”. This rule applies to B2B as well as B2C. In fact, according to The B2B Institute “71% of B2B ads score a 1 on a creative effectiveness scale of 1 to 5, with five indicating the most impactful creativity”.
Creativity can generate up to 20 times more sales
If used effectively in advertising campaigns. Therefore, creating content on Linkedin that emotionally engages your target audience with the right creativity would lead to better results. In fact, Linkedin reports that brands that have exploited emotions have managed to obtain an average of 198 more followers than other companies.
Furthermore, emotions have a strong impact in the lower funnel, that is, at the moment of conversion, generating on the Linkedin channel (always based on the data recorded by the same) a click rate higher than 44%.
What content to publish?
The key word is value ! In addition to engaging emotionally, it is necessary that your posts / sponsored are about interesting topics and that they are able to capture the attention of users.
It is not necessary to use only the image and text format. In fact, Linkedin allows you to experiment with different formats, including video which has a great power. If you use Linkedin for B2B you cannot exclude a video marketing strategy .
Also, don’t forget the social side of the platform . Content should be designed to start a conversation so that the customer enters the sales funnel more quickly.
5 Measuring Success
Campaigns must bring results and to know if they have been effective it is necessary to monitor the data . In fact, not only will it be possible to understand if the strategy implemented has worked, but it will be possible to see if it is necessary to change the type of campaign or creativity.
Companies focused on B2B cannot fail to include a marketing budget in their investments . Of course, this is an investment that scares especially in times of difficulty and recession. However, it is precisely in this period that the work of a good marketing consultant will increase the chances of capitalizing on the economic recovery.
In fact, this will be possible by focusing on lead generation and making the brand memorable as evidenced by a survey on B2B marketing in 2022. The data reports that B2B companies that invest in marketing and branding in times of uncertainty have the best performances with a 20% growth in annual turnover.
As you will have understood from this article, B2B marketing applied to Linkedin can be a powerful tool to have important results in engagement, lead generation and sales .
