When it comes to marketing to consumers, social media sites such as Facebook, Twitter and YouTube have proven to be a huge hit among businesses. Many businesses use humor and entertainment across these sites to boost sales of their product. However when it comes to B2B Marketing, businesses may find a more professional approach to be more successful.
Since its launch in May 2003, LinkedIn has evolved into the world’s biggest professional social media website. Any business not already using LinkedIn may want to look at the latest statistics from Top Rank Online Marketing :
- LinkedIn has more than 225,000,000 members
- A new member joins LinkedIn almost every second
- Executives from all Fortune 500 companies are LinkedIn members
Here’s a few example on how B2B Marketers are successfully using LinkedIn:
1. Creating awareness and improving reputation
B2B Marketers are taking advantage of the opportunity to network with and increasing number of contacts. Through the group and personal features on LinkedIn, companies and people representing them can build on their credibility and as a brand.
2. Selling and generating leads
LinkedIn offers unique ways of identifying potential leads, engaging them, and transforming them into customers. B2B Marketers do this effectively through a combination of listening, analyzing, sharing, networking and responding. Networking with potential customers through the use of LinkedIn may increase the opportunity for B2B marketers to make sales.
3. Leveraging 3rd party applications
There are several 3rd party applications which B2B marketers are using to help boost their LinkedIn activity:
- Box.com – Add links to files like CVs and marketing kits.
- Slideshare – Share PowerPoint presentations and business demos with your audience.
- Company Buzz – Keep track of messages sent out on Twitter about your brand.
- TripIt – See where your clients are in the world and when you will both be in the same place.
4. Target the international market
64% of LinkedIn’s users are located outside the United States. This gives B2B Marketers the opportunity to target companies across the world in countries such as the United Kingdom, France, Australia and India. Many B2B marketers may find the best times to post on LinkedIn and target business professionals is between 7 a.m. and 9 a.m. or 5 p.m. and 6 p.m. during the week when they are beginning or finishing their working day.
5. Optimize search ranking
People are constantly searching for top companies on LinkedIn. Successful B2B Marketers are optimizing their profiles to ensure they stand out from the crowd. There are 5 areas where B2B Marketers may look to strengthen in order to optimize their search ranking:
- Headline – Because this is the first thing people see on a LinkedIn page, it is important to include key words relative to your company to ensure your profile is found quicker.
- Summary – Your summary is the body of your profile. Make sure it is clean and presentable and portrays your personal brand well.
- Specialties- In this section you can use keywords to make yourself stand out and show what makes you different to the crowd.