Insights

Why Should B2B Companies Use LinkedIn?

Author - armstrong-admin
16.03.2022

Both organic and paid social media marketing are necessary for B2C and B2B businesses alike. However, B2B companies achieve better results than B2C businesses when using LinkedIn, which is why B2B companies should leverage LinkedIn as part of their social media marketing strategy.

1. LinkedIn gives better context to B2B content

Sharing and promoting B2B content on social media platforms like Facebook, Twitter and Instagram doesn’t have the same impact as LinkedIn. That’s because users on Facebook, Twitter and Instagram engage in personable content centred on an emotional response.  

In contrast, users on LinkedIn are there to build their professional networks or seek a solution to a business-based challenge. Therefore, B2B content can perform better on LinkedIn as it has more context in a professional network as users are already in the right mindset.  

From blog articles and product videos to thought leadership pieces and industry reports, LinkedIn can help to amplify your content and increase its value, driving brand awareness and website traffic.

2. You can target your audience more easily

In B2B marketing, the target audience is much more niche compared to B2C audiences that use broad marketing personas. B2B marketing focuses on a specific type of business and people in certain job roles.  

A key benefit of LinkedIn is that you can easily filter user profiles to find the right audience for your business and connect with the right people.

Planning a paid ad? You might choose to upload an email list directly to the platform so that LinkedIn can then match those emails to exact profiles within its network. There is also the option of building a lookalike audience to expand the reach of any paid ads.  

If you don’t have specific email data, the targeting parameters on LinkedIn are plentiful. From seniority, member age, job title and company size, there are lots of options to choose from to target the right people.   

3. It’s the better social platform for lead generation

For B2B companies, social media marketing should focus on cultivating relationships that could eventually lead to large conversions over a long period, rather than expecting quick results in short time frames.    

LinkedIn is the best social media platform to achieve this, as people who use it are more likely to be open to networking and hearing about your business’ products and services. What is more, LinkedIn also enables users to see who has viewed their profile. This allows you to actively see who is engaging with your content with the potential intent to purchase.

With these features in mind, it’s easier for B2B marketers to deliver the right message and the right time to encourage conversion.

LinkedIn is an integral part of B2B social media marketing. If you haven’t considered implementing a social media strategy for your business, look at one of our previous Insight articles: 5 Reasons to Develop a Social Media Strategy

For more information, and to discover how Armstrong can help you to develop a strong B2B social media strategy, get in touch today and call +44 (0) 1244 401 213.