The Secret Sauce for B2B Success on LinkedIn? Add Value.

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LinkedIn had a glow-up, and it’s on and poppin’ as the youths say?? Can anyone confirm what the youths are saying??

Gone are the sleepy days of yesteryear when you’d slap your resume up on your LinkedIn profile, log out, and hope for the best. 

If you were an overachiever you’d maybe check in once or twice a month quarter and dust off the notifications button before toggling over to those bird’s eye view cooking videos on Facebook that were all the rage circa 2015. 

The Place to Be for B2B

The point is, today’s LinkedIn isn’t the same one you logged out of a decade ago. LinkedIn has solidified itself as the go-to platform for B2B companies thanks to a little blip you may have heard of: The Coronavirus. 

Since COVID, LinkedIn’s expanding user base and increasing engagement make it a formidable platform for B2B marketing. 

By 2022, its ad revenue had soared to an impressive $5.91 billion, with projections estimating it will climb to $10.35 billion by 2027. These figures underscore LinkedIn’s buying power for marketers looking to tap into a highly engaged professional audience.

With over 900 million professionals, LinkedIn is a powerful tool for lead generation, brand building, and thought leadership, which means businesses looking to compete must bring a clear strategy and a memorable, consistent online presence. 

Don’t give up. Show up!

If you’re new to LinkedIn, or ahem, new to actually using LinkedIn, this crash course will answer that burning question:

What do I even do on LinkedIn?

Hold on tight— we’re about to drop some LinkedIn knowledge starting with the most important strategies first. 

Share Value Regularly

If you want to make your social media strategy, the LinkedIn algorithm, and maybe even the world??? a better place, you need to be adding value to your clients regularly. 

A successful LinkedIn content strategy must have two things: 

1. Value
2. Consistency

Your main goal as a B2B marketer is to share content that educates, informs, and builds trust. This includes the comments you make on your connections posts. If you’re not adding value in some way, don’t post it. 

Gone are the days of passively and casually scrolling on LinkedIn. Now it’s all about how you can be valuable and engaging as a USER if you want to build a FOLLOWING. 

This approach has made LinkedIn one of the most, well approachable. Some have (in hushed tones) called it the friendliest? Is that possible in the 2024 social media landscape? In this economy??

Yes! 

Because it’s best, most successful users have unlocked the code to the platform: Adding Value. 

Here’s a 101 in LinkedIn Content Marketing: 

Create Educational Content

Are you a forensic accountant? Because restrictive covenants are a thing (yeah, guys, apparently they are a thing?) craft a great post exploring the particulars of the limitations of a non-compete clause.  Own a mobile dog-grooming business? Tell a heartwarming tale about man’s best friend overcoming insurmountable odds: The Bath.  

Share insights, tips, and industry trends that address common pain points of your target audience. Mine your industry for the latest and greatest and find a way to wrap it up neatly in a package your specific audience will Love love. 

Mix It Up

Long-winded post parade?

Ain’t nobody got time for that. 

Combine text posts, articles, images, infographics, and short videos to keep your content engaging. 

Videos are especially engaging! Experiment how short, informative, or entertaining clips perform with your audience. 😉

Crush Your CTAs

Guide your young grasshoppers (your audience) toward their next step in the consumer funnel. 

Whether it’s visiting your website, downloading a whitepaper, or booking a call, you’re the one who leads the way. 

Set a Good Cadence 

If the idea of posting daily makes you want to throw up, don’t throw up. 

Posting 2-3 times a week is a great cadence to set with your audience. Don’t stress out over following an exact posting schedule. 

What’s more important is consistency. Show up at least twice a week (no matter what day or time!) and you’ll be crushing it. 

Be a Thought Leader

If you want to stand out on LinkedIn, position yourself as a trusted, authoritative voice within your authority in your industry. This is the magic of thought leadership. 

Thought leaders are bold in sharing their expertise and providing value to their audiences. This confident, insight-driven approach boosts your credibility and draws in other, talented voices to engage on your platform as well. 

Here’s how to effectively use thought leadership on LinkedIn:

Share Valuable Insights Consistently

Are you sensing a theme here??

Thought leadership IS meaningful, valuable content. 

This content is thought out, deliberate, and deeply relevant. It’s actionable insights, industry trends, and advice that solve problems. 

These posts represent relatable people who promote conversations and the civil exchange of ideas. Unlike some keyboard warriors who stir the pot at a place that rhymes with Mace Crook. 

Here are a few examples to get you started. 

Leverage Long-Form Content

LinkedIn is also a sleeper-cell publishing powerhouse. All of the tools available to any LinkedIn user can transform your online presence. 

• A well-written, narrative-style post
• A LinkedIn Article
  A regular LinkedIn Newsletter

Utilize some of LinkedIn’s best features to dive deeper into topics that matter to your audience. 

Depending on your industry, this could look like in-depth analyses, case studies, or white papers. 

These platforms allow you to showcase your expertise while providing real value to your network– for free! LinkedIn is a real homie. 

Authenticity for the Win

Most viral LinkedIn posts come from personal accounts. Coincidence, I think not!

Personal stories and anecdotes are like electricity. At the intersection of vulnerability and authenticity, you’ll find Brene Brown (probably) and some of LinkedIn’s most engaging and impactful content (definitely). 

Cement your standing in the pantheon of great LinkedIn Thought Leadership Thinkers! 

Bulk up your valuable content with credible data and personal stories. (Malcolm Gladwell lives at this intersection, BTW). 

This combination makes your content relatable and trustworthy, two essential elements in the world of thought leadership.

Engagement Party

Engagement is the foundation for relationships and the catalyst for conversion. Passive LinkedIn users don’t see results, babes! It’s time to step up and engage! Active participation is non-negotiable so don’t even try to negotiate with us right now! 

If that feels like flexing some muscles left dormant from all that doom scrolling, read some of our pro-tips below.

Take a Thought, Leave a Thought

Engage with posts from your target audience, like-minded connections, and other thought leaders, adding your unique perspective. 

Engaging in discussions amplifies your visibility and gives you the chance to show your knowledge and expertise in action. Leave thoughtful comments that add value to the conversation. Sharing relevant posts with your own insights helps position you as a thought leader.

Reply to Comments

You wouldn’t ignore a comment someone made to you in real life. (Unless it’s an in-law. That’s just good survival skills, right there.) 

Foster conversations and connections on your content by promptly responding to comments. This builds meaningful relationships and increases your post’s visibility in LinkedIn’s algorithm. When it comes to social media, engagement begets more engagement.

And don’t forget— even when commenting, you should be looking for ways to add value to your followers’ feed. 

Send Follow-Up Messages

After connecting with someone, send a friendly message thanking them for connecting. Mention something specific and genuine that you appreciated about the interaction. 

Don’t start selling either! Your first priority with any potential lead is to build a relationship of trust, not peddle your wares like a shady pocket watch salesman. And you know pocketwatch salespeople are a dime a dozen these days! 

Celebrate! 

LinkedIn notifies you of milestones like promotions or anniversaries in your network. (Adorable to you, LinkedIn.)

 Use these as touchpoints to engage with your connections authentically. Reach out and seek to build that relationship that may have cooled while you were logged out of LinkedIn the last 10 years. 

Build a Targeted Network

LinkedIn is only as powerful as your connections. 

For B2B companies, building a targeted network of decision-makers, industry peers, and potential clients is critical.

As you continue building your network, it’s time to cut the fat and leave the meat. 

Be strategic about your connections. You only get so many a month! Make them count. Don’t click “Connect” randomly. Instead, use LinkedIn’s search filters to narrow a list of professionals who need what you are offering. 

Consider sending a personalized note with your connection request. Remember, for better or for worse, first impressions matter! 

Join Industry-Specific Groups

Meet People where they’re at. Literally.

LinkedIn Groups are a goldmine for networking and sharing expertise. Join groups where your ideal clients are active and engage in discussions to establish yourself as a thought leader.

Polish That Profile

It may seem obvious, but setting yourself up for success on LinkedIn starts by taking a little elbow grease to your profile. 

Marketing yourself can be uncomfortable. Shake off the weirdness and hop to it! This is a critical step. You’re evolving and growing (fingers crossed) and your LinkedIn profile should reflect that. 

There are a lot of ways to skin this cat (gross) but here are a few we like to start with. 

Use a Professional Photo and Banner

We’ve muddled our way through enough of them to know that first impressions matter. 

Use a high-quality headshot for your personal profile and a branded banner image to highlight your business’s core messaging or achievements.

When picking your photo, keep the following in mind: 

• Choose a current photo that looks modern and fresh
• Choose a photo that actually looks like you!
• Choose a photo that is flattering to your age, weight, face, etc. 

Find more hot tips for hot LinkedIn profile pics here. 

Craft a Strong Headline and Summary

Your headline isn’t just your job title. Ugh, how vanilla! 

Your headline should showcase your expertise and emphasize the value you add to an organization. 

For example: “Helping B2B Companies Increase Sales with Strategic Marketing Solutions.” or “A Copywriter with a Heart of Gold.” “Not a Doctor, But Can Heal Your SEO.”

Your summary expands on your value, highlighting your business’s services, ideal clients, and a clear call to action (e.g., “Let’s connect to discuss how we can grow your business.” “For a Good Time Call.” You guys get it.)

Play the SEO Game

Using industry-relevant keywords throughout your profile makes it more discoverable in searches. This is the magic of LinkedIn SEO.  

Think like your ideal client— what would they type to find someone like you? What questions in your industry need answering?

Five Stars, Would Recommend

Showcase your best work in your experience section. You can add links to published work, projects you contributed to, and websites you’ve designed! Sky’s the limit! 

Request recommendations from colleagues or clients who can vouch for your expertise and say all the good things about you. 

Add Value

If you only get one takeaway from our blog, let it be this: 

First and foremost, you’re building relationships. LinkedIn is all about adding value. 

Whether it’s through your posts, comments, or messages, always ask yourself, “How can I help this person?” Building trust leads to long-term relationships and business opportunities.

At the end of the day, you are a business and this is marketing. Nurture your leads gradually and with respect. 

Once you’ve established a connection and built rapport, you can transition to discussing your services in an intentional way, like personalizing your sales strategy to meet their needs. They are the hero of the story and you are there to serve them! 

If you are holding out for a hero of a different sort, our team of trained marketing experts can be the cape to your tights. Book a free call with us today to see how we can help level-up your LinkedIn strategy!