The Rise of LinkedIn as a B2B Marketing Channel

LinkedIn has transitioned from a job-seeking platform to a powerful content platform with incredible organic reach, making it an essential marketing channel for B2B businesses in 2019.

• LinkedIn's shift from one-to-one interactions to content publishing presents a unique opportunity to build a strong online presence and engage with potential clients.
• The platform's organic reach offers a cost-effective way to reach a large audience and build brand awareness.

Two Key Strategies for Success on LinkedIn

There are two core strategies to effectively leverage LinkedIn for B2B marketing: engaging with others and publishing valuable content.

• Engaging with Others: By actively participating in conversations, commenting on relevant posts, and building connections, businesses can establish themselves as thought leaders within their industry.
• Publishing Content: Creating and sharing high-quality content, such as videos and podcasts, allows businesses to attract a targeted audience, build brand authority, and establish trust with potential clients.

Engaging on LinkedIn: Building Relationships and Community

Engaging with others on LinkedIn is crucial for building your brand's reputation and establishing connections with potential clients.

• The $1.80 Strategy: Dedicate time each day to engage with 90 relevant LinkedIn posts, offering thoughtful and valuable comments to demonstrate your expertise and build meaningful connections.
• The High School Party Strategy: Host small in-person events for your target audience, fostering a sense of community and making a memorable impression. Leverage LinkedIn's reach to promote these events.

Publishing Content on LinkedIn: Sharing Value and Building Authority

Content creation is a key component of successful LinkedIn marketing, allowing businesses to attract a targeted audience and establish themselves as thought leaders.

• Create a Hero Video: Develop a signature video that showcases your company's unique value proposition and sets you apart from the competition.
• Start a Niche Podcast: Produce a podcast that focuses on topics relevant to your target audience, offering valuable insights and establishing your brand as a trusted resource within your industry. This strategy can also facilitate collaborations with potential clients.
• Be the "TV Show", Not the "Commercials": Focus on providing value through entertaining or educational content rather than directly selling your products or services. Build relationships by consistently delivering valuable content that resonates with your audience.

The Power of LinkedIn for B2B Marketing

By implementing these strategies, businesses can effectively leverage LinkedIn's immense potential to reach a targeted audience, build relationships, and drive business growth.

• LinkedIn's organic reach offers a cost-effective way to reach a large audience and build brand awareness.
• Engaging with others and publishing valuable content allows businesses to establish themselves as thought leaders within their industry.
• LinkedIn provides a platform for businesses to connect with potential clients, nurture relationships, and ultimately drive sales.