{"id":1496,"date":"2021-12-07T17:00:00","date_gmt":"2021-12-07T17:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/linkedin-b2b-marketing-strategy\/"},"modified":"2026-05-26T15:42:10","modified_gmt":"2026-05-26T15:42:10","slug":"linkedin-b2b-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/linkedin-b2b-marketing-strategy\/","title":{"rendered":"Five Tips for Leveraging LinkedIn to Boost B2B Brands"},"content":{"rendered":"<p><!----><\/p>\n<section class=\"c-copy-block py-5 2xl:py-10\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p>When we think of social media, LinkedIn isn\u2019t typically the first platform that comes to mind, but for B2B brands, it probably <em>should<\/em> be. LinkedIn can sometimes be viewed as solely a platform for driving engagement among individual professionals, not between companies and potential customers and partners. But there are actually a number of marketing opportunities that come with promoting a B2B brand on the platform. And at the end of the day, the numbers don\u2019t lie\u2014HubSpot reports that LinkedIn\u2019s lead conversion rate is nearly <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30030\/linkedin-277-more-effective-for-lead-generation-than-facebook-twitter-new-data.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">three times greater<\/a> than other major social media channels. So, are you ready to give your B2B brand the attention it deserves? Check out the following five tips to boost your LinkedIn B2B marketing strategy. <\/p>\n<p><strong>1. Build a Compelling Company Page<\/p>\n<p><\/strong>Most event professionals have personal LinkedIn profiles. It\u2019s also important for the brand <em>itself<\/em> to have a dedicated page on the platform where visitors can learn more about the company, its culture and what it has to offer. <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/linkedin-pages\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn Company Pages<\/a> are a great way to increase awareness and engagement. They\u2019re ideal for spreading the word about major brand announcements, like product launches and leadership changes, for example. <\/p>\n<p>Of course, it takes more than slapping the company logo and mission statement on a Company Page to make it effective. A few tips to keep in mind are: Use a relevant, attention-grabbing <a href=\"https:\/\/rahulogy.com\/optimize-linkedin-company-page-with-basic-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">cover image<\/a> that reflects your brand\u2019s identity; leverage your brand description, ensuring all data is current and that you\u2019re paying special attention to which pieces of company info. could help generate leads; and add a call-to-action button, which appears under the company name and tagline. LinkedIn offers a variety of choices, including: Contact us, Learn more, Register, Sign up, and Visit website.<\/p>\n<p><strong>2. Take Advantage of Showcase Pages<\/p>\n<p><\/strong>Got your Company Page all squared away? Good. Now it\u2019s on to the next component of your LinkedIn B2B marketing strategy\u2014 it\u2019s time to dig into <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/linkedin-pages\/showcase-pages\" target=\"_blank\" rel=\"noreferrer noopener\">Showcase Pages<\/a> which are an extension of your main company page. They can be used to highlight individual brands or <a href=\"https:\/\/www.demodia.com\/discovering-demand\/5-examples-of-great-linkedin-showcase-pages\" target=\"_blank\" rel=\"noreferrer noopener\">different products and services<\/a> within an organization, and once created, are listed under \u201cAffiliated Pages\u201d on the right hand side of the main profile. One thing to note when building Showcase Pages is that you don\u2019t want to fragment your audience too much. Look at the size and needs of your existing community. If you\u2019re considering building more than ten Showcases, think about how they could be grouped into bigger categories. And keep in mind, these pages are built to spotlight a specific side of the business, so employee engagement features won\u2019t be available.<\/p>\n<p><strong>3. Share Industry Reports and Analysis<\/p>\n<p><\/strong>LinkedIn offers a prime place to position a brand as both a thought leader and an in-the-know industry source for the latest and greatest information. Partners, customers and prospects are constantly on the lookout for content that will help them improve their business and boost their bottom line, and being the one to <a href=\"https:\/\/forgeandsmith.com\/blog\/brilliant-linkedin-b2b-marketing-ideas\/#2_Humanize_Your_B2B_Company\" target=\"_blank\" rel=\"noreferrer noopener\">provide reliable data<\/a> will only elevate your own business. Consider sharing up-to-date industry reports, analyses and trend watches on your Company Page\u2014and be sure to demonstrate your organization\u2019s expertise within the context of that content.<\/p>\n<p><strong>4. Promote\u2014and Host\u2014Events<\/p>\n<p><\/strong>Like most social media platforms, LinkedIn offers a great way to promote your brand\u2019s events and experiences through posts, whether they\u2019re organic or paid. It\u2019s also a great place to <em>host<\/em> a digital event, especially for B2B companies. The <a href=\"https:\/\/www.linkedin.com\/help\/linkedin\/answer\/98189\/linkedin-events-overview?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn Events<\/a> feature allows brands to produce all types of virtual experiences, big and small, and reach a wide range of people that are particularly interested in the content (read: leads). From conferences and summits to networking events, roundtables, panel discussions, Q&amp;As and even job fairs, there\u2019s no shortage of <a href=\"https:\/\/www.socialmediaexaminer.com\/how-to-use-linkedin-events-for-your-next-event\/\" target=\"_blank\" rel=\"noreferrer noopener\">formats<\/a> in the Events feature that can be used to build leads and achieve a brand\u2019s specific business goals. An important component of a strong LinkedIn B2B marketing strategy indeed!<\/p>\n<p><strong>5. Balance Brand and Demand<\/p>\n<p><\/strong>It\u2019s tempting to rely on short-term sales tactics alone to boost engagement on LinkedIn, but companies need to think about <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/marketing-solutions\/case-studies\/2021\/pdfs\/play-the-long-game.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">long-term success<\/a> achieved through content marketing to drive real change. In fact, according to LinkedIn, an astounding 96 percent of marketers wait just three months or less before measuring the success of a brand campaign. Research from Binet and Field shows companies should allow campaigns to run for more than six months before judging an impact. This is because demand marketing drives short-term growth when brands create urgency around specific offerings, but it doesn\u2019t create demand, and growth wanes over time. <\/p>\n<p>Brand marketing, however, helps companies build memorable links between their brand and relevant buying situations, which creates and captures demand. And when it comes to your LinkedIn B2B marketing strategy, It\u2019s important to balance the two: As LinkedIn <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/marketing-solutions\/case-studies\/2021\/pdfs\/play-the-long-game.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">puts it<\/a> in their \u2018Brand to Demand\u2019 pocket guide, \u201cBrand building provides short-term activation and drives long-term growth. Activation and brand building work together in a virtuous loop\u2014stronger brands drive better responses, and better responses drive more revenue\u2014which in turn enables further brand building.\u201d<\/p>\n<p>LinkedIn and its business implications have been undervalued by marketers in the past, but evidence clearly shows that the platform has vast marketing potential. So, what are you waiting for? Consider leveraging an impactful LinkedIn B2B marketing strategy to take your brand to the next level. <\/p>\n<\/div>\n<\/section>\n<p> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When we think of social media, LinkedIn isn\u2019t typically the first platform that comes to mind, but for B2B brands, it probably should be. LinkedIn can sometimes be viewed as solely a platform for driving engagement among individual professionals, not between companies and potential customers and partners. But there are actually a number of marketing [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1496","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Five Tips for Leveraging LinkedIn to Boost B2B Brands - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/linkedin-b2b-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Five Tips for Leveraging LinkedIn to Boost B2B Brands - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"When we think of social media, LinkedIn isn\u2019t typically the first platform that comes to mind, but for B2B brands, it probably should be. 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