LinkedIn has become a crucial platform for every LinkedIn marketing agency in recent years. Today, LinkedIn has over 750 million members worldwide.
Well, let me say this upfront. There are several other marketing mediums that any LinkedIn marketing agency will leverage.
A few are Account-based marketing, email marketing, Webinars, etc., E-Mail marketing is considered to be at par with LinkedIn marketing. Feel free to read 10 benefits of Email Marketing.
LinkedIn is an excellent tool for businesses looking to reach a professional audience. Its targeting capabilities, content options, and advertising options make it a unique platform for B2B prospecting. Also, I wrote about the benefits of LinkedIn earlier, here.
To make the most of this platform, you need to have a rock-solid strategy. For this reason, Your overall plan ensures that your LinkedIn marketing agency is not only staying up-to-date with the latest trends but also the best practices.
In this blog, we’ll look at five things you should make sure your LinkedIn marketing agency is doing in 2023.
1. Engaging Content
Firstly, Creating engaging content is crucial to the success of any LinkedIn marketing campaign. Your LinkedIn marketing agency should be focused on creating content that resonates with your target audience. Your content strategy should encourage the relevant audience to engage with your brand. This could include blog posts, infographics, videos, and more.
Additionally, according to a study by LinkedIn, 74% of B2B buyers say they have less time to devote to research. This makes it more important than ever to create engaging content that grabs their attention.
Use case: One example of a B2B company that benefited from engaging content is American Express. They partnered with LinkedIn to create a video campaign aimed at small business owners. The campaign generated over 10 million impressions and resulted in a 20% increase in brand awareness.
Altogether, LinkedIn is an excellent platform for businesses looking to generate leads and build brand awareness.
However, to achieve success on LinkedIn, businesses must create content that resonates with their target audience.
Here are a few ways that engaging LinkedIn content can benefit B2B demand generation:
(a) Builds Brand Awareness
Creating engaging content is an effective way to build brand awareness on LinkedIn. When your business creates content that is relevant and valuable to your target audience, they are more likely to engage with your brand and remember your company. This can help increase visibility and credibility. This ultimately leads to more leads and conversions.
(b) Drives Traffic to Your Website
Creating engaging content can also help drive traffic to your website. By including links to your website within your content, you can encourage LinkedIn users to visit your site and learn more about your products or services. This can help increase the number of leads and conversions generated through your website.
However, We recommend you to share the links of your website in the comments. If you share a blog using the post with a link, the LinkedIn algorithm does not let your post reach out to many people.
(c) Encourages Engagement
Creating engaging content can help encourage engagement on LinkedIn. When your content resonates with your target audience, they are more likely to like, comment, and share your posts. As a result, this increases visibility and reach. This can also help you identify potential leads and engage with them directly.
(d) Showcases Your Expertise
Creating thought leadership content can help showcase your expertise in your industry. Create content that provides valuable insights or solves common pain points for your target audience.
This way you position yourself as a thought leader in your industry. This can help build credibility and trust with your target audience. This ultimately leads to more leads and conversions. This is something a LinkedIn Marketing agency must look out for.
Overall, creating engaging content plays a critical role in B2B demand generation on LinkedIn.
By creating content that resonates with your target audience, you can increase brand awareness, drive traffic to your website, encourage engagement, and showcase your expertise.
2. LinkedIn Ads
Secondly,LinkedIn Ads can be an effective way to reach your target audience on the platform. Your LinkedIn marketing agency should be well-versed in creating and managing LinkedIn Ads campaigns that drive results.
According to a study by LinkedIn, LinkedIn Ads generate a 6.1% conversion rate. In the meantime, compare it to the average conversion rate for Google Ads of 3.75%. Isn’t it amazing?
Success story: One B2B company that saw impressive results from LinkedIn Ads is Hootsuite. They are a social media management platform. Hootsuite partnered with a LinkedIn marketing agency in order to create a targeted LinkedIn Ads campaign. In thThe campaign resulted in a 30% increase in leads generated.
Well, I also suggest creating E-Books( Read the benefits of E-Books in B2B Marketing) for building trust.
3. Analyzing and Adjusting Campaigns
Thirdly, Analyzing and adjusting campaigns is crucial to the success of any marketing campaign. Well, there isn’t any exception with LinkedIn marketing. Undoubtedly, Your LinkedIn Marketing agency must use analytics to measure the success of your campaigns and adjust them as needed.
Your agency should be looking at metrics such as click-through rates, engagement rates, and conversion rates. These dashboards help you understand what is working and what needs to be changed.
Statistics: According to a study by LinkedIn, 78% of marketers say they use analytics to measure the success of their LinkedIn campaigns.
Use case: One example of a B2B company that benefited from analyzing and adjusting campaigns is HubSpot. They are a marketing, sales, and customer service platform. HubSpot worked with a LinkedIn marketing agency in order to optimize their LinkedIn Ads campaigns. This resulted in a 20% decrease in cost per click as well as a 27% increase in click-through rates.
4. Using Personalization
Fourthly, Personalization is important in marketing. Your LinkedIn marketing agency should use personalization tactics to reach your target audience.
Your LinkedIn Marketing agency should use LinkedIn’s targeting capabilities to segment your audience. Further, they should create personalized messaging that speaks directly about their pain points and interests.
Personalization is a key component of any successful LinkedIn marketing strategy for B2B product sales. You should tailor your messaging and content to individual users. This helps you increase engagement, build trust, and ultimately drive more sales.
Here are a few benefits of using personalization in your overall LinkedIn marketing strategy:
(a) Increases Engagement
Undoubtedly, Personalization increases engagement on LinkedIn. When you tailor your messaging and content to individual users, as a result, they are more likely to engage with your brand. To add to this, they are more likely to share your content with their networks. This is the main purpose of a LinkedIn Marketing agency.
In fact, according to a survey by Evergage, 98% of marketers agree that personalization improves customer relationships. Also, 74% report higher engagement rates as a result.
(b) Builds Trust
Moreover, Personalization can also help build trust with your target audience. Personalize your content as well as messaging to their specific pain points and needs. This way you demonstrate that you understand their unique challenges. Thus, it is easier for them to feel that you can provide valuable solutions. As a result, This can help build trust and credibility. This straightaway leads to more conversions and sales.
(c) Increases Conversions
In fact, according to a study by HubSpot, personalized calls-to-action (CTAs) had a 202% higher conversion rate than non-personalized CTAs.
(d) Enhances Customer Experience
Lastly, Personalization can also enhance the overall customer experience on LinkedIn. By tailoring your messaging and content to individual users, you create a more personalized and relevant experience for your target audience. This helps improve customer satisfaction and loyalty. This finally leads to more repeat business and referrals.
Overall, using personalization in your overall LinkedIn marketing strategy can have a significant impact on B2B product sales.
By increasing engagement, building trust, increasing conversions, and enhancing the customer experience, personalization can help you achieve your sales and marketing goals on LinkedIn.
Success story: One B2B company that saw impressive results from personalization is Marketo. They are a marketing automation platform. Marketo worked with a LinkedIn marketing agency to create personalized LinkedIn Ads campaigns. Concurrently, They use personalization tactics. These tactics resulted in a 20% increase in leads generated and a 73% decrease in cost per lead.
5. Staying Up-to-Date with Trends
Finally, your LinkedIn marketing agency stays up-to-date with the latest trends and best practices on the platform.
LinkedIn is constantly evolving. Thus, it is important to ensure that your agency is keeping up with the changes.
Chiefly, Your agency should be attending industry conferences, and participating in LinkedIn’s training programs.