SEO vs. Social Media Marketing

SEO vs. Social Media Marketing

SEO vs. Social Media Marketing

When it comes to digital marketing, you’ve got a lot of options to choose from to drive sales. There’s paid advertising on engines like Google, there’s paid advertising on social media sites, there are ways to drive organic traffic through your website, and there are equally as many ways to drive engagement through social media. 

With all the options, it’s tough to figure out which methods might be right for your company, and how much time and money to invest in each.

For this blog post, we’re going to focus primarily on SEO (Search Engine Optimization) and SMM (Social Media Marketing), the two free ways to drive traffic and boost sales. We get the most questions about these two digital marketing methods, likely because they’re the cheapest ways to get eyes on your site, and they’re the two methods that are the most proven.

What’s Best: SEO or SEM?

Most often, people want to know which method is right for them: SEO or SMM. And it makes sense. You don’t want to spend time or money on a digital marketing method that won’t produce the best ROI for your company. But unfortunately, a solution isn’t as easy as picking one or the other. No matter what it is you’re selling, a quality digital marketing strategy makes use of both SEO and SMM strategies. Think of it like this:

SEO is the bones of your operation. First and foremost, you’re catering to the robots that run the Google algorithm, because without their favor, your site will never see the light of day.

SMM is the skin, hair, and makeup. It’s what gives your company a personality, and it’s ultimately what attracts actual people to your website when they trust you as an authority in your industry.

Unfortunately, one can’t exist without the other. If you think about it, when you offer deck repairs and someone types in “deck repair near me” into Google, it’s quality SEO that’s going to make sure your website pops up on the first page of search results. But if you’re looking to get the word out about your deck repair company, social media marketing is what is going to build your following, and let people know that you exist in the first place, before they even head to Google.

So, it’s important to remember that the question isn’t “which one should I use”, but “how should I combine my SEO and SMM efforts to produce the greatest results for me?”

And that question isn’t as easily answered.

Getting Started with SEO

If you’re just starting out, we always recommend you focus on basic SEO. Make sure your site is at least visible to Google, because if Google can’t see your site, no one can see your site. For more info on SEO basics, be sure to check out our Complete Guide to Inbound Marketing

Again, SEO is the bones of your operation, and you need to have quality SEO to have a foundation where you can drive your social media marketing finds. Make sure your website is functional and up-to-date. It should be responsive and user-friendly, so people who make it to your site don’t just bounce right off.

Then focus on creating content that will help you rank for a number of keywords important to you company. Again, you have to rank for people to see your site. Social media marketing is an awesome way to raise awareness about your company, but it’s important to remember that it doesn’t contribute to positive rankings in any way, and it doesn’t typically get more eyes on your site. 

SEO typically draws fewer people in, but it’s more effective at converting the people who do make it to your site to customers. So developing SEO content means developing content that solves pain points, and targets keywords. With a base of quality content like this, you can begin to start SMM.

Adding in Quality SMM

Remember that SMM doesn’t mean just creating a Facebook page. Facebook is a graveyard of well-intentioned business pages that no one ever posted to. Just because you have a Facebook page doesn’t mean you’re going to get followers. 

SMM means creating a Facebook page, and creating community around that. Focus on generating content that makes people want to interact with you, rather than buy something from you. 

If you build or remodel homes, post pictures of your projects and invite people to comment. If you’re a lawyer, consider posting fun infographics that breakdown complex legal concepts into easy bite-sized pieces of info, and ask for people to tell you if it makes the concept easier for them to understand. Remember that the primary goal of SMM is to create a community, rather than sell things.

SMM is quick and fleeting. Someone sees your social media post on Facebook or Twitter, and they share it or like it. Most often, SMM doesn’t actually send many people to your site. It functions more to create a community around your company, increasing your reach and alerting this online community that you exist. The goal of SMM is to build a presence that can later be harnessed for sales. Search engine optimization has a much more transactional approach of getting eyes on your page. 

SEO is focused on converting people who do eventually wind up on your site, while SMM works to make sure people know your site and your business exist, even if they don’t go to it.

SEO + SMM = The Ultimate Win

SMM functions as a sort of long game. You’re developing a community around your company’s social media presence, and once that community comes to trust you as an authority in your field, and someone they genuinely enjoy interacting with, they’ll convert to clients when they eventually need your services.

SEO ensures that when there are people who need your services right now, your site is discoverable. A combination of SMM and SEO ensure you’re playing on both fields: the immediate, right now leads, and the long-game: that social media community who will eventually become lifetime clients.

Any quality digital marketing strategy combines both search engine optimization and social media marketing, to ensure you’re catering to both the robots who shape the digital platform your site lives on, and the actual people you need to buy your product and service.

We get that digital marketing strategies are complex, often confusing concepts. If you have more questions on properly harnessing the powers of both SEO and SMM, don’t hesitate to reach out. Evenbound has been in the game for years now, and we’d be happy to help you figure out how to best combine your search engine optimization with your social media marketing strategies.

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Real Estate Developers: Boosting your Facebook Following

Real Estate Developers: Boosting your Facebook Following

Real Estate Developers: Boosting your Facebook Following

With shows like Property Brothers, Fixer Upper, Love it or List it, and pretty much anything on HGTV, it’s obvious that today’s consumer is very interested in homebuilding. Even when it’s not their own home, people love to look to at before and after photos, and imagine their own home looking that spectacular. The innate human interest in home building gives real estate developers like you a real leg up when you’re working on marketing your development. Even luckier is our society’s current fascination with social media, which makes marketing your development a breeze, if you just know how to engage that key buyer who loves home building projects, and is interested in buying in your area.

If you’ve been doing any digital marketing at all, you know that Facebook is a remarkably successful outlet for marketing your real estate development. The question is though, how do you build on the existing following you have? Well, it’s a lot easier than you might think. You’re selling something that a lot of Facebook users already want. Here are a few ways you can tailor your content for super engaging Facebook posts that are sure to boost your following:

Post photos

There’s nothing people love more than looking at before and after photos. From infomercials on the newest ab machine to finished houses, it’s one of the easiest ways to get people engaged in any product. If you’ve finished a development, or are completing the interior design of your model homes, have a professional photographer come over, and post those new home photos in an album. By labeling the album, your followers will be able to figure out which development the home is in, and where it’s located, which gives them a better chance of picturing themselves in the home itself. What’s more, good before and after progress photos typically generate a lot of engagement. If you have a really outstanding album, it’s likely to be shared by some of your followers, which ensures it gets more new eyes, expanding your Facebook following.

Share community news

As a real estate developer, you’re selling more than just houses. You’re selling a community. So whether you’re marketing a sustainable living community, or a housing development that’s set up for retirees, be sure to share community news that will get your target buyers excited about the community. Whether you’ve got a block party going on for Labor Day weekend, or you’re opening the community greenhouse, the more you can share with people about the goings on of your housing development, the better they’ll be able to see themselves fitting in that fun, happening community.

Video Tours

If you thought photos got a lot of engagement from your followers, wait until you post a quality video tour. People are inherently curious, and everyone wants to know what the house down the street looks like on the inside. Video tours are a cool, updated way to show off your handiwork, and they get people interested in both the projects you’ve completed, and the floorplan you’re showcasing. In addition to drawing in quality leads, video tours are highly shareable, and when yours start circulating Facebook, they’re sure to start drawing in more followers.

Ask questions

The best way to boost your following is to get people involved with your company’s Facebook page. If you’re putting out quality content that they like to look at, that’s awesome, but your page will do even better if your followers are engaged. Ask your followers questions! You’d be surprised at how controversial home design can be. Consider throwing out a photo with a uniquely designed aspect of one of your recent projects, and ask your followers what they think. You might just spark a lively online discussion. Open vs. closed floorplan? Master bedroom on the first or second level? These sorts of questions are sure to get people involved, and the more people who get involved, the bigger your following will get.

Contests

Facebook contests are very low risk, and they do a lot to boost your Facebook following. For example, say you want to do a giveaway for the holidays. Post a photo of the prize you’re offering to the winner, whether it’s a Kitchen-Aid, a mini-fridge, or just a set of pots and pans. Then, tell people what they have to do to enter in your contest: like your page, share the giveaway post, tag one or two friends, or even post their favorite holiday cookie recipe! Then, you can choose a winner at random.

When the contest is over, someone goes home happy with the prize, and you end up with all of those additional followers and shares. Over the course of the contest, you’ll have gotten a ton more likes, more followers to show your amazing content to, and a lot of shares that connect your housing development to a new crop of potential buyers. Not only have you boosted your Facebook following, you’ve increased your chances for more qualified leads.

Share company birthdays and important events

These days, consumers want to work with businesses they trust and feel invested in. If you regularly post employee birthdays, anniversaries of your company’s founding day, or breaking ground days for new projects, you’re reminding your followers that your company is made up of a bunch of people just like them. When your business is personal, people feel like they know you better and can trust you, which makes them more likely to work with you. The more people who want to work with you, the bigger your Facebook following.

Get active!

The more active you are on Facebook, the more followers you’re going to get. Be sure to comment and reply back to followers who ask questions or comment on your posts. What’s more, try to actively repost and share interesting content from other accounts that are relevant to your current followers. By sharing content you didn’t write, you expand your Facebook base to the followers of whoever you reposted. The more active your account, the more legitimate you look to ranking bots, which means your Facebook page will pop up higher in search engine results pages. So like and share when you can, and you’ll be sure to see that Facebook following expand.

Facebook is one of the most powerful digital marketing tools out there for real estate developers. If you’re active on your page, and combine those organic marketing efforts with a solid Facebook Ad Campaign, you’ll grow your following and see the high number of qualified leads you want. But if you’re still not sure how to optimize your real estate development’s digital marketing strategy, don’t hesitate to give Evenbound a shout. We’ve cracked the code to real estate development marketing, and can deliver the qualified leads and high conversion rates you need to fill your developments in no time at all.

To see just how the Evenbound strategy delivers real results and fills housing developments, check out the case study below:

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5 Myths about Social Media for B2Bs

5 Myths about Social Media for B2Bs

5 Myths about Social Media for B2Bs

Many B2B manufacturing companies lack a robust social media presence, and it’s no surprise why: there’s an abundance of content out there that discourages B2B manufacturers from utilizing social media. The truth is, however, that social media platforms like Facebook, Linkedin, Twitter, and even Instagram are extremely useful, not to mention inexpensive, methods to reach a considerably larger audience than you ever thought possible.

That’s why we’re here: to bust a few of those common myths about social media for B2Bs. Any effective marketing strategy in this century should be making use of social media platforms, because regardless of your product or your business type, it’s one of the most pervasive ways to get the word out about your company. Here are five of the most common myths we’d like to demystify for B2B manufacturers:

Myth #1

B2B customers aren’t on social media

As a B2B company, it’s easy to forget that you’re still marketing to people. Sure, your end goal is to sell your product to a business, but a person is in charge of making that purchasing decision. And more than 1 billion people are active on social media today, regardless of their position or profession.

It’s important to remember that Millennial employees are flooding the workforce, a generation that grew up with and continue to use social media platforms on a daily basis. When such a massive percentage of the population is on social media, it’s hard to say that none of your potential clients are on social media.

What’s more, B2B purchasing decisions require a considerably greater amount of research than  B2C decisions. Your standard B2B decision maker is reading everything they can about your product, about your competitor’s product, what your warranties are like, what your company is like, etc. before they even consider talking to you.

The best way to make sure that these decision makers have access to that information they’re looking for is for you to make it easily accessible to them on the platforms they use the most. Any purchasing researcher loves to read reviews and testimonials from previous clients, recommendations from other industry professionals, and especially case studies with hard facts. The best way to make sure they have this information and give your company a second look is to put it out yourself on social media.

Myth #2

Social media tactics that work for B2Cs won’t work for B2Bs

Sure, you’re not offering a buy-one-get-one-free deal on your parts, and you’re not selling something easily consumable like coffee or t-shirts, but that doesn’t mean that social media is out for your B2B company. The fact is that no matter whether you’re a B2B or a B2C, you’re marketing to people, and communicating with people is largely the same across the board.

Every consumer, whether they’re a person or a company, has pain points and different needs, that social media and content marketing work to solve.

Certainly, you’ll have to approach your social media promotion a bit differently, but primarily in the sense that the content you’ll be delivering is different than the content a B2C company might offer.

Where promotions and brand-building stories might work better for them, your company will draw in all kinds of qualified leads when you put out whitepapers and case studies that help inform those decision makers about your product, and show them why they should choose to buy from you.

Myth #3

Our product isn’t sexy enough for social media

It’s true that automobile parts or cement mixers aren’t quite as interesting as say, Starbucks coffee. But the job of the B2B manufacturing marketer is a bit easier in that regardless of the sexiness of your product, someone genuinely needs it. Your company is creating these parts to fill a demand for that product, which means someone is looking for it.

So it doesn’t matter if your product is sexy or not — there’s a purchaser out there who needs to read about it, research it, and then purchase it for their company. Your job is to make sure that the content they need is out there, and easily accessible. The best way to get your content out there for all of the decision makers looking for your product is to put it on social media.

Now, this doesn’t mean you can just put out any old boring spec sheet and expect people to immediately pick up the phone. It is still important to make sure you’re putting out content that is easily digestible for your target client, and that solves their pain points.

You don’t want to put them to sleep with your content, but don’t worry if your product isn’t the most exciting thing out there. So long as you’re selling something people need, and your social media content is working to solve client pain points and pull them through the sales cycle, you’ll start to see a boost in that lead generation you were looking for.

Myth #4

Social media works as another platform to broadcast our company news

This is one of the biggest myths out there about social media for B2Bs, and it’s not all that surprising that it exists. Many B2Bs are reluctant to get into social media in the first place, and then when they do, they’re not sure what to post, so they fall into the same push marketing tactics they’ve relied on for years.

The fact is that your social media accounts are not just another platform to blast your company news. People who follow your brand are likely to care about what’s happening at your company, but they’ll easily get bored if you’re only sharing things that matter to you.

It’s important to remember that social media is a platform to increase social engagement, reach new clients, and nurture existing client relationships. To do this, you can’t just tell all your followers how great you are, even though we’re sure it’s true!

You need to make sure that your platforms function as a comprehensive resource for your followers, offering them access to information that they’re actively searching for, and that will help them in their purchasing decisions. This is the most effective way to make sure you’re regularly gaining new followers, and generating qualified leads via social media.

Myth #5

Social media doesn’t provide ROI, and it can’t generate sales leads

It’s true that social media analytics tend to measure the results most helpful to B2C companies, like number of likes and clicks. Though these metrics aren’t the most helpful for B2Bs, it’s important to remember that the end goal of social media marketing is to generate qualified leads and increase revenue for any company. You can easily tweak your social media analytics to monitor the metrics that matter most to your B2B, like conversions and click throughs.

To do this, it’s a good idea to link your social media accounts to your existing CRM or marketing automation platform. You can also make use of the multitude of social media analytics tools that exist specifically to increase B2B company’s social media tracking capabilities. Either method will give you a clear indication of your social media accounts’ ROI, and they’ll also help you figure out what to do to improve your company’s online presence.

Okay, but how do I get started?

It should be clear that social media marketing is an integral part of any marketing strategy in the 21st century. Your clients are on social media, it’s proven to produce results, and more than anything it’s ridiculously affordable. The hardest part is getting started. If your B2B manufacturing company is looking to boost your social media presence, but isn’t sure where to start, just pick one platform, and go from there.

We recommend Linkedin for most B2B companies. It’s very easy to use, and it’s the social media platform most likely to capture the attention of your ideal client. To get started, check out our blog on Linkedin for B2Bs, create your company page, and work on posting and engaging with other industry professionals regularly. Once you have the hang of that, you can start expanding to other social media platforms as you have the time and the resources to do so.

If any of this seems overwhelming, or you still feel like you don’t quite have a grasp on social media for B2Bs, feel free to get in touch with Evenbound. We’ve worked with a number of B2Bs, and would be happy to answer any questions you’ve got regarding social media or inbound marketing for B2Bs. Shoot us a message or email, and we’ll get back to you as soon as possible!

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What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

So you’ve realized that LinkedIn is a great platform to market your B2B, but you’re unsure how to go about it. Or maybe you’re already optimizing your Company Page, but you’re looking for more ways to generate leads from LinkedIn.  Well, here’s a great way to do both! Introducing LinkedIn’s Showcase Pages:

Though they’ve been around for awhile, shockingly few B2Bs are truly utilizing Showcase Pages in a way that can help them generate leads. Believe it or not, they’re fairly simple, and by putting a little bit of extra effort into your LinkedIn account, you could see massive results in your lead generation, just by effectively adding a couple of Showcase Pages. But let’s not get ahead of ourselves here, first of all, what are Showcase Pages all about?

Well, LinkedIn originally released Showcase Pages to replace their old “products and services” pages. The concept was to create a better, more appealing way for companies to “showcase” their products and services. A Showcase Page essentially creates a targeted feed that users can follow to get your content regularly. This page links directly to your company page, and provides you with a platform to express one aspect of your business in depth. Showcase pages are different from the previous product and service pages in a few ways:

  • A larger hero image – With a hero image larger than even the one on your company page, you’re free to make a statement. Choose something that’s relevant to that specific Showcase Page, and relates to your company as well.
  • They feature a two column layout – This is a great way to publish content, and it has the added benefit of making your content more easily digestible for the reader.
  • You can buy sponsored updates on Showcase Pages, unlike Group Pages
  • Different from your Company Page, there are no tabs at the top of Showcase Pages to distract viewers or cause them to bounce off your page.
  • Additionally, all Showcase Pages link directly back to your company page, which drives traffic, and gives followers the opportunity to check out all of the other great services you offer.

What makes Showcase Pages ideal for your B2B?

While Showcase Pages were originally designed specifically for products, it turns out they’re also super useful for targeting B2B buyer personas.  Showcase Pages are a wonderful tool for lead generation because they allow you to directly target specific buyer personas. Each Showcase Page has its own feed, and individuals follow it separately from your other pages.

Let’s say your top buyer personas are animal dentists and home builders. They have almost nothing in common. While both the animal dentists and the home builders need, or can benefit from your product, content that’s relevant to one won’t always be relevant to the other.  That’s where Showcase Pages become useful.

Now that you know why you should use them, how should you use LinkedIn Showcase Pages?

As a B2B, you can make a Showcase Page for each persona, and market directly to that persona.  No longer will your animal dentists have to wade through content meant for home builders to get to content applicable to them.  With Showcase Pages your clients and potential leads can get rid of the noise and follow only the content that is relevant to them.

While LinkedIn does give you 10 Showcase pages for free, we caution you not to overdo it. Creating too many pages, or breaking down your services too far will create a lot of extra work for you, and it’s likely that your Showcase Pages will become too thin, making them useless to your followers.

Ultimately, there is a lot of information that you can cross-promote, so long as you have a manageable amount of Showcase Pages. Some content will be relevant to multiple pages, so don’t feel like you have to publish content exclusively to one Showcase Page.  You want to make sure that, even though you’re targeting your content toward a certain buyer persona, they still know about your entire range of offerings. Overlap is encouraged, as long as it’s tasteful and remains relevant to the persona you’re targeting.

As a final point on Showcase Pages, it’s important to remember that they won’t work for you unless you’re creating quality content to promote on those platforms.  While the Showcase Page does create a straightforward, targeted arena for the client you want, they won’t visit your page or follow if they aren’t compelled by your content.  So, like many facets of digital marketing, it all comes down to your content. If you’re running multiple Showcase Pages, you should make sure you have great, unique content that’s specifically relevant to the buyer personas you’re targeting on each page.

You can check out some of our Showcase Pages here:

B2B Manufacturing Showcase Page

Attorney & Law Firm Showcase Page

Residential Home Builder & Developer Showcase Page

Dentist & Orthodontist Showcase Page

Please be sure and follow any that you might find useful.

You can also follow Evenbound here:
https://www.linkedin.com/company/evenbound/

And you can connect with me on LinkedIn here:
https://www.linkedin.com/in/johnheritage

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6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy

6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy

6 Easy Ways to Make LinkedIn Work For Your B2B Marketing Strategy

Linkedin is the ultimate social media platform in terms of generating leads for B2B companies.  Though Linkedin started just as a way for people to get their resumés out there, it’s evolved into something much larger, and has become a must-have tool for any B2B marketing strategy. Marketing on Linkedin is kind of like shooting fish in a barrel. Everyone in the network is a professional, so once you figure out how to market directly to your target customers, you’ll be generating leads in no time. Here are our top 6 tips to get Linkedin to work for your B2B company:

1) Join Discussion Groups

A great way to get your company’s name out there and develop authority is to join discussion groups. Do other professionals have questions that you can answer? Can your company provide knowledge and insight to a certain group?

Since you can only join about 50 groups on Linkedin, make sure you choose groups that are highly active, directly related to your company, and medium-sized. A group that’s too small won’t generate many leads, and in a group that’s too large, your comments and posts are likely to get lost in the shuffle. You can search groups on Linkedin and check them out before you join, so use this tool to make sure every group you join is highly relevant to your B2B company.

Also remember that this is not the place to directly solicit your B2B company. Rather, you’re gaining trust and authority by posting relevant and insightful comments that address the questions of the group.

 

2) Share Content

You know all of that optimized content you’ve been working on for your blog and social posts? Well, Linkedin is an excellent platform to publish that informational, interesting content.

You’ll be publishing to other industry professionals who know exactly what you’re talking about, and are likely to fit your target audience. Linkedin is a great place to share your B2B company’s targeted content, both on corporate and personal pages.

 

3) Connect with decision makers

Linkedin was originally created so that business professionals could connect with other business professionals, so use that to your advantage. You can easily determine who company decision makers are by looking at their job titles and description.

Once you figure out who’s calling the shots you can connect with them and set up a meeting to explain the connection. Before you approach them, however, it’s a good idea to familiarize yourself with their profile and page so you can provide a pitch that is personal and relevant. Showing that you’ve done your research, and are legitimately interested in their business’s needs and pain points is the best way to make a good impression.

 

4) Make your company page work for you

Your company’s page is the first thing that people look at when they hear about you, or are considering your product. Often before contacting you, potential clients will check your social media pages, and the best way to ensure they do contact you is to make sure your Linkedin page is compelling.

Your page should include your logo and a visually interesting picture that captures your business well. You should also have a concise, clear description of what your B2B company is, and what it can do for your clients. Think of your company’s page as a way to generate leads. If you can get them to click through to your site from your Linkedin page, you’re doing it right.

 

5) Use the Advanced Search

A really handy tool that Linkedin provides to help enhance your marketing strategy is their advanced search. You can use it to find professionals that are good potential leads by selecting filters relevant to your B2B company. You can filter your search by industry, location, current company, and past company, to ensure that you’re finding people who are viable leads.

Another great aspect of the Linkedin Advanced Search is that you’re able to save searches, even if you don’t have a Premium account. Once you’ve saved your search, Linkedin will periodically send you emails with people who fit your search qualifications.

 

6) Consider upgrading to a premium account

Finally, it could be worth the investment to upgrade to a Linkedin Premium account. A premium account means Linkedin will send you more-targeted recommendations, will let you view unlimited profiles, and will also let you see, in more detail, who’s visited your page in the past 90 days.

You’ll also be able to send InMail, a handy email marketing tool, if used correctly. Linkedin offers a 30 day free trial, so you can test to see if Linkedin Premium is something that’s truly beneficial to your company. After the trial period, plans start at $59.99 a month.

We can’t emphasize enough how integral Linkedin is to any B2B marketing strategy. It’s proven to be the top lead-generating social network for B2B companies, and it only continues to expand. If you have any questions about optimizing your business’ Linkedin account to generate more leads, or want help developing your B2B company’s digital marketing strategy, let’s talk.

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6 Ways Linkedin Can Work For Your B2B Marketing Strategy

Linkedin is the ultimate social media platform in terms of generating leads for B2B companies. Though Linkedin started just as a way for people to get their resumés out there, it’s evolved into something much larger, and has become a must-have tool for any B2B marketing strategy. Marketing on Linkedin is kind of like shooting fish in a barrel. Everyone in the network is a professional, so once you figure out how to market directly to your target customers, you’ll be generating leads in no time. Here are our top 6 tips to get Linkedin to work for your B2B company:

  1. Join Discussion Groups
    A great way to get your company’s name out there and develop authority is to join discussion groups. Do other professionals have questions that you can answer? Can your company provide knowledge and insight to a certain group? Since you can only join about 50 groups on Linkedin, make sure you choose groups that are highly active, directly related to your company, and medium-sized. A group that’s too small won’t generate many leads, and in a group that’s too large, your comments and posts are likely to get lost in the shuffle. You can search groups on Linkedin and check them out before you join, so use this tool to make sure every group you join is highly relevant to your B2B company. Also remember that this is not the place to directly solicit your B2B company. Rather, you’re gaining trust and authority by posting relevant and insightful comments that address the questions of the group.
  2. Share Content
    You know all of that optimized content you’ve been working on for your blog and social posts? Well, Linkedin is an excellent platform to publish that informational, interesting content. You’ll be publishing to other industry professionals who know exactly what you’re talking about and are likely to fit your target audience. Linkedin is a great place to share your B2B company’s targeted content, both on corporate and personal pages.
  3. Connect with decision makers
    Linkedin was originally created so that business professionals could connect with other business professionals, so use that to your advantage. You can easily determine who company decision makers are by looking at their job titles and description. Once you figure out who’s calling the shots you can connect with them and set up a meeting to explain the connection. Before you approach them, however, it’s a good idea to familiarize yourself with their profile and page so you can provide a pitch that is personal and relevant. Showing that you’ve done your research, and are legitimately interested in their business’s needs and pain points is the best way to make a good impression.
  4. Make your company page work for you
    Your company’s page is the first thing that people look at when they hear about you, or are considering your product. Often before contacting you, potential clients will check your social media pages, and the best way to ensure they do contact you is to make sure your Linkedin page is compelling. Your page should include your logo and a visually interesting picture that captures your business well. You should also have a concise, clear description of what your B2B company is, and what it can do for your clients. Think of your company’s page as a way to generate leads. If you can get them to click through to your site from your Linkedin page, you’re doing it right. For more information about optimizing your company page, check out our free visual guide on creating the perfect B2B Linkedin page!
  5. Use the Advanced Search
    A really handy tool that Linkedin provides to help enhance your marketing strategy is their advanced search. You can use it to find professionals that are good potential leads by selecting filters relevant to your B2B company. You can filter your search by industry, location, current company, and past company, to ensure that you’re finding people who are viable leads. Another great aspect of the Linkedin Advanced Search is that you’re able to save searches, even if you don’t have a Premium account. Once you’ve saved your search, Linkedin will periodically send you emails with people who fit your search qualifications.
  6. Consider upgrading to a premium account
    Finally, it could be worth the investment to upgrade to a Linkedin Premium account. A premium account means Linkedin will send you more-targeted recommendations, will let you view unlimited profiles, and will also let you see, in more detail, who’s visited your page in the past 90 days. You’ll also be able to send InMail, a handy email marketing tool, if used correctly. Linkedin offers a 30 day free trial, so you can test to see if Linkedin Premium is something that’s truly beneficial to your company. After the trial period, plans start at $59.99 a month.

We can’t emphasize enough how integral Linkedin is to any B2B marketing strategy. It’s proven to be the top lead-generating social network for B2B companies, and it only continues to expand. If you have any questions about optimizing your business’ Linkedin account to generate more leads, or want help developing your B2B company’s digital marketing strategy, let’s talk.