Is LinkedIn the best platform for B2B marketing?
Digital marketing has been a major component for businesses when they’re marketing their brand in the modern world. One of the best ways to efficiently utilise digital marketing is through the use of social media platforms. Social media platforms such as Facebook, Instagram and Twitter are a productive way to reach your consumer’s market.
Using social media platforms can also be the most efficient and cost-effective way to reach your customers. This can be fruitful in a lot of business to consumer (B2C) marketing. However, what is the best way to business to business (B2B) market?
LinkedIn for a while has been seen as a more professional based social media platform, where people can interact with companies and other workers professionally. This is why it may be a perfect platform for your business to market to other businesses.
How LinkedIn is used for B2B marketing and why it can be successful
One of the driving forces behind LinkedIn being so valuable in the business to business marketing is that the users do not use it traditionally like other social media sites. Platforms like Facebook and Instagram are first and foremost designed to entertain. Whereas LinkedIn is used to provide a professional network, so businesses, owners and employees can all connect. There is a reason it is the most popular platform used by Fortune 500 companies.
LinkedIn allows your business to create an account and work as its own entity. I know this may not be revolutionary in the world of social media but it is very handy on a platform like LinkedIn. This is because a business account can do things like form and join groups, post to followers, and advertise all within a business-oriented environment. The professional working environment is a headline reason why linked in is a better option for business to business marketing over Facebook and other contenders.
The ability for a business to create and join industry associated groups is huge for their digital marketing. Being able to be closely surrounded by those in the industry you are associated with or wish to target can create great opportunities for a business.
Posting your business-related content, whether it be ads, blogs, or events can be monitored and targeted towards specific audiences. Using their dynamic ads they can provide an effective return on investment (ROI) on your advertisement spending, providing your business with maximum engagement. Linked in has been known to be the most effective way of generating leads and acquiring customers as it is 277% more effective at generating leads than Facebook. Using LinkedIn’s in-depth analytics page, businesses can also make strategic marketing decisions on their advertisements and posts to help get the most out of them.
How the rise in digital marketing on LinkedIn has lessened the ability for companies to have effective cut-through
Businesses can excel in their business to business marketing through Linked In. It is proven to have been more successful at generating leads than Facebook and other social media platforms. The effectiveness of this method of digital marketing however is no secret and highly used by many other businesses. LinkedIn is also the top-rated paid social media platform, with around 76% of business to business marketers using it. With the significant rise in usage from business to business marketers it may be hard to cut through, especially when you’ve joined the party late.
LinkedIn has become one of the most competitive social media platforms for advertising. Companies when advertising on their platform now must innovate and find new ways to push their product to potential clients. Ways that they are doing this is through advertising through blogs. One of the most effective ways to gain SEO for your company and engagement is writing about interesting pieces to attract potential businesses. Posting these blogs on sites like linked in and sharing them in associated groups will help drive its reach. Influencers have also become a popular method of helping market your business. Using people of influence on social media platforms like LinkedIn are a great way of reaching new markets and can provide genuine engagement for your product.
There is much contention on how to get your head above the rest. The idea of marketing your company broadly on LinkedIn can spell dire consequences for your brand. It is important to narrow down your target audience and use LinkedIn marketing tools as effectively as possible. If you’re able to correctly wield these tools to your advantage, then the business to business marketing possibilities are endless with LinkedIn.
LinkedIn’s new payment system that can help or doom your business
LinkedIn has recently developed a new system for its advertising. Businesses now must obtain and purchase credits to advertise with greater effect. The credits are used to purchase advertising products such as sponsored content and targeting ads. Using these tools are proven to drive your company’s ability to effectively reach their targeted audience and significantly raise engagement within their advertisements. Companies just starting on LinkedIn can also receive coupons for these credits. This can help those businesses that are starting out to get a taste of paid advertisement on the platform.
This can drastically change the system for companies that have been active for a long period on the platform and have organically grown their following. The LinkedIn business to business marketing field is now a pay to win scenario. Businesses that attempt to business to business market may fail to reach their audiences and fall behind the rest of the pack without joining in and paying for the enhancements.
Business to business marketing on linked is the most effective option for businesses. Through the tools, it provides you to effectively reach fellow industry professionals it can create genuine engagement and generate new leads and customers. The business-orientated environment of the platform will also help make sure your content can be direct and actually reach customers, without the necessity of needing to entertain.
However, the new system of payment has placed a strong emphasis on pay to win environment in which businesses must adapt to or risk not standing out.