Over the last several years, LinkedIn has grown far beyond than just job site. It has evolved into the best content marketing platform for B2B businesses. LinkedIn now provides us an opportunity to find potential clients.
Marketers know that marketing on LinkedIn is vital tool and a perfect platform for generating leads, promoting thought leadership content and driving traffic to company websites. On LinkedIn, B2B marketers can find their next business partner, introduce their company to potential customers, and attract star talent to join their companies as employees.
LinkedIn now drives over half of all social traffic to B2B blogs and websites. Source: Foundation
The relationships you build as an individual on LinkedIn are strategic right from the moment you send or accept that request to connect. For a business, these connections are like partnerships.
There are few points to be taken into account while setting up a business page in LinkedIn
Firstly, A strategy and objective for every channel is an essential thing in order to define the audience. LinkedIn is no different. Defining goals and target audience helps us identify potential customers.
Secondly, Optimization of the page plays an important role. Usage of keywords in profile description and listing your company’s specialties can help target audience reach the page easily when they’re actively searching for. Create a clear and compelling pitch in the company description. Another important aspect of optimization is page promotion. Using header image gets attention or creates interest.
Thirdly, create a showcase page. Showcase pages are the perfect way to segment your inbound LinkedIn traffic. If you can create a business unit that is directly connected to a specific target audience, then you are in a position to create a Showcase page.
Then, use options such as advanced search, saved search. LinkedIn’s advanced search gives you an incredible way of identifying the exact type of people you are targeting. Saved searches create a way to stay active in your prospecting. When you create a saved search, not only do you get to find that exact search again, but you can also set up alerts.
LinkedIn Analytics:
LinkedIn analytics is an added advantage when peeping into the process of ideal clients and B2B Interactions & meetings.
Tracking analytics is critical when determining what content resonates with the target audience. In that case, LinkedIn Analytics are a selection of metrics that capture the performance of the LinkedIn Company Page
LinkedIn Analytics of a page can be viewed by an admin and has the authority to view the page analytics. Much of the data LinkedIn uses for ad targeting is sourced directly from their users. If used the right way, this precise, actionable, real-time, first-person data will get the company in front of your most valuable audiences.
LinkedIn Analytics provides three useful metrics: Visitors, Updates and Followers.
LinkedIn analytics provides various data to be tracked like Visitors, Traffic metrics, Demographics, Engagement metrics, Followers, Updates, Measure Conversions and a lot more.
The 5 most important metrics to track are:
Impressions
CTR (Click through Rate)
Engagement Rate
Follower Demographics
Followers
LinkedIn B2B marketing campaigns
From text ads and Sponsored InMail to LinkedIn video ads, the platform offers a diverse range of advertising opportunities for marketers, all accessible via the LinkedIn Campaign Manager. This platform also offers a range of highly powerful targeting and analytics processes, transforming LinkedIn into a formidable marketing tool.
Final Thoughts:
It is essential to realize that like any marketing undertaking, the process of B2B marketing on LinkedIn takes time to develop, settle in and deliver returns on your investment.
Based upon the particular interest and goals, there are specific data available from the metrics which may or may not be useful.
LinkedIn is responsible for 97% of a business’s social media leads! LinkedIn works for B2B lead generation. Source: Neilpatel
References:
digitalmarketinginstitute.com
business.linkedin.com
agencyanalytics.com
falcon.io
vendedigital.com
foundationinc.co
neilpatel.com