The significance of LinkedIn for B2B sales strategies.
"LinkedIn, hailed as the quintessential professional social network in the B2B world," is how most articles attempting to define and explain the platform's operation refer to it. This alone could be a compelling reason to underscore the importance of LinkedIn in B2B sales strategies.
Hereafter, we lay out the reasons we believe this resource is an absolute necessity in your marketing and sales strategy if your potential clients are companies.
But that's not all. We will also share vital tips that will allow you to make the most of all the potential LinkedIn offers for B2B marketing.
Continue reading if you want to:
Why is LinkedIn important for B2B strategies?
It's no secret that LinkedIn is a distinct social network. Unlike platforms like Facebook, Instagram, or TikTok, where you find profiles of all kinds with different interests, on LinkedIn, the objectives are clearer.
The individuals and companies that have an account on this platform are exclusively looking to achieve their professional goals. Therefore, it's not surprising that over 830 million members and around 58 million companies coexist there.
These figures allow us to infer the potential reach your company could have if it starts developing a B2B sales strategy on LinkedIn. But that's not all. Visibility is just the tip of the iceberg compared to all the benefits you can obtain by clicking the "Create a Company Page" button.
Keep reading to understand what we mean.
1.Establishing a brand image.
It's likely that your company has a website, perhaps even well-positioned for the industry's most important keywords. This is a great start to introduce your business to the world.
However, to enhance this image, you need a corporate profile on LinkedIn. Why?
Need more reasons?
2. Increase Visibility and Enhance Positioning
Over 10% of the global population has a LinkedIn account. Undoubtedly, this represents a significant audience to showcase your company's products and services. It's the ideal digital space to strengthen your brand identity through strategic content, networking, collaborations with other organizations and professionals, participation in industry discussions, and much more.
For instance, LinkedIn plans to launch a new dynamic that involves generating articles using artificial intelligence, from which professionals can share their opinions, advice, and perspectives. This is a scenario where your company's spokespersons could participate to contribute to knowledge development, assist other businesses and professionals, and, of course, increase the visibility and positioning of the corporate brand.
3. Explore Business Opportunities
LinkedIn is the ideal social network for discovering new business opportunities with the goal of increasing revenue and ensuring your business's scalability.
To achieve this, it provides an array of tools that allow you to identify key professionals in your sector through LinkedIn's Advanced Search, as well as track your competition and find potential customers through personalized and sales-oriented information using LinkedIn Sales Navigator.
Similarly, the platform facilitates the implementation of Social Selling strategies, a practice that helps you obtain qualified leads, diversify your B2B marketing and sales approaches, and consequently, increase your revenue.
All of this will enable you to identify crucial opportunities with the aim of accelerating your company's growth in record time.
4. Acquiring Industry and Competitor Insights
It is on LinkedIn, and perhaps also on Twitter, where you can obtain up-to-date information about your industry and your competitors. This way, you can identify the most relevant trends and topics of the moment to incorporate them into your company's content calendar.
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Furthermore, you can gather a wealth of details about your competitors. Simply by visiting their profiles, you can see all the activity they have on the network: their posts, articles, recommendations, comments, and much more.
5. Enhancing Your Employer Branding
LinkedIn is one of the prime digital arenas to bolster your company's employer branding strategy. This not only helps your business become the top choice for the best talents but also increases the trust and credibility of the company. This is because the opinions of your employees, both current and potential, are crucial to customers.
As you can see, there are many reasons that demonstrate the importance of LinkedIn for B2B sales strategies. Undoubtedly, it offers numerous growth possibilities for both emerging companies and more established businesses that aim to enhance or transform their approaches.
How to Utilize LinkedIn for B2B Strategies?
The benefits that the platform offers for a B2B sales or marketing strategy are clear. However, to capitalize on all the mentioned advantages, creating a company profile alone is not enough. It requires taking an extra step.
Below, we present 3 key points that will allow you to maximize your LinkedIn B2B strategy.
1.Optimize the Company Profile
Basic. For your business to become a leader in your industry, you need, at the very least, a compelling introduction.
In our guide for optimizing a LinkedIn profile, even though it's specifically focused on personal accounts, you can find useful advice that applies to your company's profile.
What are the most important aspects? Professional profile and cover photos, slogan, company description, relevant links like the official website, location, and contact information.
2. Generate High-Quality Content
An optimized profile alone won't guarantee that your company achieves positive results with its B2B sales strategy on LinkedIn. Therefore, it's essential to create valuable content through posts or articles (LinkedIn Pulse) that help your company become an authority in the industry.
Additionally, it's crucial to comment on posts from other professionals who lead discussions on the main topics you address in your marketing strategy. In short, making your business presence noticeable on this network.
3. Invest in Advertising
An organic B2B marketing strategy pairs perfectly with paid advertising. You don't have to choose one over the other. During pivotal moments, such as the launch of a campaign or the start of a significant business operation, paid ads can be highly beneficial.
You can achieve this through LinkedIn Ads, where you can create various types of ads. Moreover, the platform offers numerous marketing solutions that can enhance your B2B sales strategy.
The possibilities are limitless.
The "quintessential professional social network" is a valuable tool for sales strategies targeting businesses. Increased visibility and positioning, brand image optimization, capturing potential clients, and closely analyzing the competition are just a few of the benefits you'll reap by factoring LinkedIn into your calculations.
And if you're already using LinkedIn in your B2B sales strategy, we'd love to hear about the results you've achieved.