LinkedIn has traditionally been a valuable platform for B2B marketers, offering robust tools for recruitment, brand awareness, and lead generation. As the platform continues to evolve and its user base diversifies, it has also become an effective channel for marketing lifestyle and luxury B2C products. Additionally, LinkedIn has rapidly expanded its video content space, with millions of users engaging in meaningful conversations through video.

In this guide, you’ll discover how to:

• Showcase your brand on LinkedIn
• Connect with new customers
• Promote career opportunities
• Generate business in both B2B and B2C markets.

About LinkedIn

LinkedIn is a professional social network similar to Facebook or Instagram but with a focus on professional development. It allows businesses to connect with candidates, prospects, and customers through targeted marketing capabilities and is a growing platform for content sharing, particularly video.

LinkedIn offers both B2B and B2C marketers the ability to:

• Advertise with precise targeting
• Share content, including videos
• Generate leads
• Attract talent and highlight company culture
• Find or offer mentorship within specific industries
• Engage with current customers and provide support.

Why People Use LinkedIn

Users turn to LinkedIn primarily for job hunting and recruitment, making it one of the most visited job listing sites globally. Beyond recruitment, LinkedIn is also a key platform for lead generation, helping businesses reach and convert new prospects through a variety of tools, from segmentation to lead-gen ads. While other social platforms mix personal and business interests, LinkedIn is solely focused on professional development, making it particularly effective for B2B marketing. LinkedIn is 277% more effective at lead generation than Facebook or Twitter. Businesses use LinkedIn for brand awareness, promoting new products and services, and employer branding, among other things.

LinkedIn for Every Marketer

Employer Branding: Employer branding is about showcasing your company as a desirable workplace. LinkedIn is an ideal platform for this, allowing you to share stories from employees, communicate company values, and engage with potential candidates. A strong employer brand on LinkedIn can also attract customers who prefer doing business with companies known for being great places to work.

Top Tips for Employer Branding on LinkedIn

• Ensure your Company Page is complete and up to date with key information like your website, location, and industry.
• Write a concise, inspiring description of your company’s purpose or mission, incorporating relevant keywords or hashtags.
• Add your company logo and a branded cover image that can promote a new product or event.
• Create a Careers Page for job opportunities and encourage job seekers to sign up for Job Alerts.
• Sponsor content related to company culture to increase its visibility.
• Create Recruitment Ads using personalized content to attract top talent.

B2B Marketing on LinkedIn

LinkedIn is a powerful tool for B2B marketers, offering unmatched targeting capabilities for business-oriented products or services. You can segment audiences by industry, job title, seniority, skills, interests, and more, allowing you to reach exactly the right prospects.

Top Tips for B2B Marketing on LinkedIn

• InMail Ads: Use LinkedIn’s messaging tool to send personalized messages with a strong CTA to boost conversions for events or promotions.
• Audience Expansion vs Lookalike Audience: Use these features to widen your reach or match high-performing audiences to similar ones for better targeting.
• Trends: Analyze trending content to stay relevant and optimize your marketing efforts.
• Account-Based Marketing: Target specific companies and decision-makers to maximize your B2B efforts.
• Retargeting: Re-engage website visitors with LinkedIn ads, focusing on those who didn’t convert initially.
• Matched Audiences: Use your own data with LinkedIn to create custom audiences for targeted campaigns.
• Lead Gen Forms: Capture leads directly on LinkedIn through forms for events, content downloads, or newsletters.
• Sponsored Content: Promote your content, tools, events, or job postings directly in the LinkedIn newsfeed.

B2C Marketing on LinkedIn

LinkedIn is also valuable for B2C marketers, especially when targeting decision-makers or running campaigns focused on high-end or luxury products. LinkedIn’s audience is more professionally oriented, making it a unique platform for B2C strategies.

Top Tips for B2C Marketing on LinkedIn:

• Trending Content: Share relevant content with your target audience and keep the conversation going using LinkedIn’s mobile app.
• Audience Analysis: Use LinkedIn’s admin dashboard to understand your audience demographics and optimize your campaigns.
• Industry Leadership: Associate your brand with trending hashtags and engage with relevant industry conversations.
• Creative and Custom Ads: Use LinkedIn’s ad tools to create compelling, action-driven ads that resonate with your target audience.
• Time-Triggered and Unconventional Targeting: Use LinkedIn’s advanced targeting options to reach users based on profile changes or other specific criteria.

• Introduction
• About LinkedIn
• Why are people using LinkedIn?
• Measuring engagement on LinkedIn
• Top 10 takeaways
• Experience the social suite of the future

Pricing: 

• Free