- LinkedIn is the top platform for B2B marketing because professionals use it with business in mind, not casual browsing. This makes it easier to reach decision-makers.
- Short posts keep your brand visible, while long-form articles build authority and thought leadership. Both should be part of your LinkedIn strategy.
- LinkedIn Newsletters help nurture a loyal audience right on the platform, keeping your brand in front of people who actually care about your industry.
- A polished LinkedIn Page is essential. It should tell your brand’s story, highlight your expertise, and feel approachable without losing professionalism.
- LinkedIn Groups give your brand space to connect with like-minded professionals. Active participation builds trust, sparks conversation, and can generate quality leads.
LinkedIn has grown far beyond a professional social network. Today, the platform is a marketing powerhouse, helping users connect not just with potential employees but also customers, business partners, and like-minded peers. We’ve talked previously on this blog about the value of writing content on LinkedIn, but the platform’s huge range of features makes it just as useful for catching – and converting – B2B leads.
So, what’s the secret to leveraging LinkedIn’s full potential? The guide below is your first step to crushing it with LinkedIn B2B marketing.
Why market on LinkedIn?
As the largest professional social network, LinkedIn occupies a uniquely powerful place in digital marketing. Users come to LinkedIn for business, seeking everything from management solutions to thought leadership.
And because no other social network fills this role, LinkedIn is truly the holy grail of B2B marketing. It’s the only place online where you are all but guaranteed access to the C-suite professionals who hold the keys to your next deal.
LinkedIn’s role as a professional platform also makes it different from other social media platforms in terms of marketing strategy. On platforms like Instagram or TikTok, you’re trying to engage a general audience with fun content that has the potential to go viral. But for LinkedIn, the best marketing strategy is a slow-burn. You’ll need to focus on building authority and trust over time, though high-quality content, credentials, and connections.
The key to LinkedIn B2B marketing is understanding the platform’s unique purpose and audience. By optimizing the features below, you can present your brand as the obvious solution to your audience’s problems, just as you would at a professional conference or industry networking event.
Key LinkedIn features for B2B marketing
Posts & articles
Posts and articles are the bedrock of content marketing on LinkedIn. Think of posts as LinkedIn’s equivalent to Instagram or Facebook posts. They are intended to be shorter, more casual, and less permanent than articles. Posts should be a regular fixture in your LinkedIn content marketing strategy, but they are only one key part.
LinkedIn articles, on the other hand, are long-form content that allows your brand to demonstrate deeper expertise and thought leadership. This is one of LinkedIn’s most important advantages. Traditional social media platforms – Facebook, Instagram, X (formerly Twitter), and TikTok – provide no true equivalent to the credibility that can be achieved through a quality LinkedIn article.
With LinkedIn articles, you can accomplish several marketing feats in one fell swoop:
- Demonstrating the E-E-A-T (expertise, experience, authority, and trustworthiness) of your brand
- Informing other professionals about your industry, rather than simply your product/solution
- Motivating leads to further engage with your brand (and hopefully convert)
- Fortifying your digital presence – each article is an opportunity to introduce readers to your website, your newsletter, your lead forms and free trials, and any other assets you’ve worked hard to provide for potential customers
BONUS: To take your LinkedIn marketing to the next level, contribute to Collaborative Articles with other thought leaders in (or adjacent to) your industry. This boosts the credibility of your content, while helping you cement important relationships with other professionals.
LinkedIn newsletters
LinkedIn newsletters demonstrate your brand’s value without ever having to leave the LinkedIn platform. Newsletters have become an extremely popular way for people to stay informed and engaged with the topics they care about. They’re an effective digital marketing tool that makes it easier than ever for brands to get high-quality content in front of high-quality leads.
With a LinkedIn Newsletter, you can build a dedicated community of readers who are genuinely interested in your vertical, your perspective, and hopefully your product or services.
LinkedIn pages
LinkedIn’s Page feature is vital for any brand that’s serious about using this platform to attract leads. Like Google Business, a LinkedIn page provides a strong pillar for your online presence. These pages show that your brand is current, energetic, and accessible.
Make sure all information is accurate and up-to-date. Use every opportunity to direct users to useful links and resources. Then, make your page engaging on a human level while maintaining a professional tone. Posts are one way to do this, especially if you include visual content like graphics or videos. But don’t ignore the potential of an appealing profile image and banner either.
But most importantly? Tell a story. Humanize your brand. Your LinkedIn Page is the company equivalent to your personal LinkedIn Profile. It’s where users end up when they click your brand’s content elsewhere on the platform. Use your Page to make a strong impression – don’t be afraid to maximize those character limits to highlight the heart and soul of your business.
B2B marketing may be different from B2C marketing, but B2B leads are people too. Just because they tend to have more stakeholders to consider than your average consumer, it doesn’t mean they aren’t motivated by a genuine human connection.
LinkedIn groups
LinkedIn Groups are similar to groups on other social networks. Users join LinkedIn Groups based on special interests, connecting with like-minded professionals in order to build relationships and grow their knowledge. As part of your LinkedIn B2B marketing strategy, your brand should both join existing Groups and consider creating new ones.
But joining or creating a group is only the first step. As with all social media marketing, you must sustain engagement. Posting interesting articles (including your own), engaging questions, and important industry news at regular (but not constant) intervals can spark meaningful discussion. When done right, LinkedIn Groups can establish your brand as a thought leader in your space and help generate leads.
Level up your brand on LinkedIn
The features in this blog have stood the test of time for B2B marketing on LinkedIn, but there is always more to explore.
LinkedIn has grown at an astronomical pace, continually developing unique ways to connect professionals at every level. From LinkedIn Learning, where brands can create video “courses” accessible to Premium users, to LinkedIn Games, where professionals can make casual connections over word games and puzzles, the platform continues to expand its relevance and reach.
Need a partner to help chart your course? At Redefine Marketing Group, it’s our job to keep up with LinkedIn’s marketing potential, and we’re happy to put in the work. Drop us a line to find out how we can help your brand redefine your B2B marketing strategy on LinkedIn or other social media platforms.
