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How to Leverage LinkedIn for B2B Networking

As a business-to-business (B2B) company, you’re looking for every opportunity you can get to connect with prospects and leads to grow your company. So, why not leverage the power of LinkedIn?

Using LinkedIn for B2B networking is an easy way for you to connect with people, share helpful information, and earn more potential leads for your business.

Keep reading to learn more about why developing a LinkedIn B2B networking strategy is the right move for your business!

Is LinkedIn good for B2B networking and lead generation?

Yes.

LinkedIn has an active user base, with 40% of monthly active users visiting the platform daily. Having a user base that’s active and looking to engage with other people and companies is crucial for networking and lead generation.

But how do these active users respond to B2B content? 

LinkedIn is a goldmine for B2B marketers, as 74% of B2B buyers make purchasing decisions by utilizing this platform. LinkedIn is a valuable resource for many businesses to make decisions.

It’s a great platform for you to build a strong network of B2B clients and generate valuable leads to grow your business.

4 steps to utilize LinkedIn for effective B2B networking and lead generation

Follow these simple steps to broaden your network and garner leads on LinkedIn: 

Step 1: Build a comprehensive LinkedIn Company Page

LinkedIn Company Pages are free. Capitalize on this complimentary real estate by housing your crucial business information on this page. 

Thoroughly filling out your business profile lets you present a complete look of your business. Start by adding the following information to your About tab:

  • A business description: Introduce your business with a descriptive and relevant summary.
  • Your location: Inform prospects where you’re operating from. 
  • A powerful call-to-action (CTA) button: Create an action-packed CTA with a link to your landing page. 

Now that you’ve got the wording in place, you’ll want to add striking visuals. Maximize your page by adding your company logo and a cover photo.

Step 2: Broaden your network

LinkedIn is built for networking, and you can use this feature for lead generation. Build your network by:

Connecting with clients and potential prospects 

Encourage your followers on other social media platforms to join your page on LinkedIn.

By connecting with your existing customers, you can discover their industry connections and potentially make relevant connections for yourself. You can also manually search for potential customers and invite them to join your page. 

Joining groups

LinkedIn users can create and join industry-relevant groups. As a business, you can join groups in your field and engage in conversation. Your business will start to catch prospects’ attention when you share valuable information. 

By joining groups, you’ll also learn more about your target audience’s needs and pain points — enabling you to fashion your marketing strategy accordingly. 

Aerospace group on LinkedIn

Step 3: Share high-grade content

The key to fostering engagement and generating leads is to create exceptional content that piques the interest of your target audience. 

What kind of content should I share?

Marketers believe educational and thought leadership content captivates LinkedIn audiences. Establish your brand as experienced and knowledgeable by sharing forward-thinking posts, how-to guides, whitepapers, and ebooks relevant to your industry. 

Sharing company news, like new product launches, can also grab attention. Share more about your company through workplace stories, behind-the-scenes looks, or employee highlights.  

Intel LinkedIn Post

What format should I use?

You can communicate your message using text, images, infographics, or videos. 

Whichever medium you use, add some creativity to your content. You might not think creative marketing is best for B2B campaigns, but LinkedIn reports that 69% of marketers believe B2B purchasing is just as emotionally driven as B2C sales.

Harness creativity to outshine your LinkedIn competition and capture your audience’s attention. 

How often should I share?

Establish yourself as a reliable business by posting your content regularly. Start by posting about 20 times per month for the best results and see how it goes — you can increase or decrease from that point, based on engagement.

What time of day you post may take some experimenting too, so try out different times to see what works.

Step 4: Run paid LinkedIn ads

By harnessing LinkedIn paid ads, your business gets noticed, and you can garner steady leads. Choose the most effective ad type for your business from an assortment of paid LinkedIn ads: 

Sponsored Content

Generate a consistent flow of new, top-quality connections by investing in sponsored content. Sponsored content ads appear in news feeds. It’s an effective way to use LinkedIn for B2B marketing because you put your business in front of high-value prospects as they scroll.

citizens-linkedin-ad-video

Sponsored Messaging

These ads allow you to deliver messages to potential customers outside your network. Send tailored messages without worrying about being flagged for spam. It’s a great way to connect directly with your most valuable prospects.

Text Ads and Dynamic Ads

These ads pop up on the right side and on the top of user’s screens and work well for targeting desktop users. 

Now you may be wondering, “How much does LinkedIn advertising cost?” This answer will vary depending on the ad option you choose, so it’s important to plan your ad campaign carefully.

Leverage LinkedIn for leads

Since LinkedIn is a treasure trove for B2B advertising, you’d want to craft a powerful LinkedIn marketing campaign to get the hottest leads from this platform. Follow these four steps to start — and if you need help, WebFX is here for you. 

Our masterful team of over 500 experts can help you generate a custom LinkedIn strategy to drive more B2B leads and grow your bottom line.

Call us today at 888-601-5359 to speak to a strategist, or contact us online! 

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