Five tips to get started: How to use LinkedIn for B2B marketing

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LinkedIn has become an indispensable part of the digital business world as one of the leading platforms for B2B marketing strategies. But how can you leverage this professional platform to advance your business? We share five tips for getting started with LinkedIn marketing as a company.

LinkedIn is the platform that companies use most frequently for marketing, alongside jordan phone number data Facebook – the following five steps are necessary to start B2B marketing on LinkedIn:




The first step to using LinkedIn for B2B marketing is creating a Company Page . You can find this feature in the top menu bar by clicking "More" and then "Create Company Page." Then, select the desired Page type, complete your company details, and complete the process by clicking "Create Page."


Next, you should start setting up your Page. You can use your company logo as your profile picture . Keep in mind that LinkedIn recommends a size of 400 x 400 pixels . You also have the option to add a background or cover photo. This should best represent your brand and appeal to potential leads.

In the short description, you should succinctly outline your company's services. Make sure to use industry-relevant keywords and mention your target audience and value proposition (USP). Finally, you should include general information such as industry or company size and include a link to your website .



2. Publish relevant content regularly
Have you successfully created and set up your company page? Great, then you can get started! As with all other platforms, it's essential to regularly publish fresh content on LinkedIn . You should consider in advance how much time you want to invest in content creation. Depending on your company size, starting with one post per month may be sufficient – ​​but in any case, make sure you maintain the chosen frequency.

The general rule is: Only publish content that offers real value to your target audience. This could be current industry trends or links to blog posts, for example. You can, of course, also share news from your company via LinkedIn. However, make sure that the majority of your posts consist of useful, informative, or entertaining content (and not advertising).

Tip: You don't have to create your own content every time you post. Sharing external sources or repurposing old content can help from time to time. It's also a good idea to use a variety of content formats . According to LinkedIn, posts with images or videos, for example, generate twice as much engagement as text-only content.



Since October 20, LinkedIn Stories has also been available in Germany . The feature is similar to Facebook, Instagram, and other social media platforms: You can upload images and videos, mention other profiles, and add stickers. Stories are displayed for 24 hours and can be a maximum of 20 seconds long . It's an ideal way to share casual content from the corporate world!



3. Get your employees to share posts
This is a very important point. Your employees' personal profiles often have a significantly greater reach than your company page. Therefore, encourage your employees to create their own LinkedIn profile and list their position and employer there. Depending on your employees' LinkedIn skills, you can provide them with a short training session beforehand.

Especially when communicating with existing customers, your employees' profiles are more valuable for distributing your content on LinkedIn than the company profile itself. Personal profiles generally have a wider reach. Furthermore, people tend to show more interest and trust when content is shared by other people they already know. Therefore, raise awareness of this topic, especially among your sales staff , and encourage them to share information about new e-books or invitations to online seminars on their own profiles.

Marketing also has a duty to regularly inform sales about ongoing activities . It's best for both departments to agree on a workflow, such as a short message about sharing a post or, better yet, templates for posts that selected employees can create themselves. The rules for this are usually laid out in the company's social media guidelines. Experience has shown, however, that this strategy is only successful when marketing and sales work together and coordinate regularly in so-called "smarketing" meetings .