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Writer's pictureJonathan Laker

Why LinkedIn needs to be a part of your B2B marketing strategy

LinkedIn is a powerful tool for B2B marketing as it allows companies to connect with other businesses and professionals in their industry. By creating a strong presence on the platform, businesses can establish themselves as thought leaders, generate leads, and build relationships with potential customers. In this article, we will briefly give insight into 3 key brands that have used the platform to their advantage.



The first company that has effectively used LinkedIn for B2B marketing is Hootsuite, a social media management platform. Hootsuite uses the platform to share thought leadership content and engage with their target audience. They regularly post articles, infographics, and videos on topics related to social media and digital marketing, positioning themselves as experts in the field. By sharing valuable content, Hootsuite has been able to attract a large following on LinkedIn, with over 1 million followers.


Another company that has successfully used LinkedIn for B2B marketing is Salesforce, a customer relationship management software provider. Salesforce leverages LinkedIn to connect with other businesses and showcase their products and services. They use the platform to share case studies, webinars, and other content that highlights the value of their software. Salesforce also uses LinkedIn to connect with potential customers, by engaging with them through comments, messages, and direct messages. Through their efforts on LinkedIn, Salesforce has been able to generate a significant amount of leads and close deals with new customers.



Similar to Salesforce, Unilever uses LinkedIn to showcase their products and connect with their target audience. They share content on topics related to sustainability, health, and wellness, positioning themselves as a socially responsible and as a forward-thinking company. Unilever achieved success on LinkedIn by creating a strong brand presence, sharing valuable content and engaging with their target audience. By establishing themselves as socially responsible and providing insights on sustainability, health and wellness, they have been able to connect with consumers on a deeper level. Furthermore, by using the platforms’ advanced targeting and advertising options, Unilever has been able to reach specific audiences and drive conversions.



To effectively use LinkedIn for B2B marketing, businesses should focus on creating a strong profile, sharing valuable content, and engaging with their target audience. By regularly sharing thought leadership content and connecting with other businesses, companies can position themselves as experts in their field and generate leads. Additionally, by using LinkedIn's advanced targeting and advertising options, businesses can reach specific audiences and drive conversions.


Hootsuite, Salesforce, and Unilever have achieved success on LinkedIn by establishing themselves as experts in their field and connecting with potential customers, and through this they have been able to generate substantial leads. It should be noted that the activity and strategy that these brands implement is not specifically complicated - instead these brands ensure consistency of content.


Article breakdown

  • Post industry specific content consistently

  • Reply to comments and messages quickly

  • Share value adding content (free articles, webinars)

  • Budget permitting, utilise an advertising strategy to grow awareness

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