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Linkedin marketing for B2B businesses

LinkedIn has been around since the early 2000s and has since amassed 756 million members in more than 200 countries and territories worldwide, making it the world’s largest professional network. 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions, yet it is still often ignored by marketers. If you’re looking to generate B2B leads, position your company as an industry leader or raise investment. A robust LinkedIn marketing strategy will be key to your success.

At CAL Social we work with companies and individuals specifically on building their brand identity and driving B2B sales, for which LinkedIn marketing is a large part of the work we do for them. Our strategy is divided into 3 pillars:

  • Positioning CEOs as thought leaders
  • Amplifying press and awards
  • Sharing long form content
  • Paid promotions

Positioning CEOs as thought leaders

There’s no such thing as showing off on LinkedIn, sharing your success story is the norm and very much encouraged. Positioning the founder or CEO of your company as an expert in their field is great for building brand credibility and loyalty.

Amplifying their achievements, sharing interviews they’ve participated in and starting discussions around industry news and events will help build their credibility.

91% of B2B marketing executives list LinkedIn as the top place to find quality content. Building brand awareness and loyalty will enable you to engage with the right people who are actively looking for your content.

There’s a community management piece involved too. The more active your CEO can be within their existing community and the more up to date they are with what’s happening in their field, the faster their reach and audience will grow.

We’ve seen the best results when posts are shared on the company profile combined with the CEO sharing the exact post on their personal LinkedIn profiles.

Amplifying press and awards

Good PR is harder and harder to come by, and if you’re outsourcing it, it’s a big expense. You’d be missing a trick if you didn’t repurpose it as much as you could.

There are 9 billion content impressions in the LinkedIn feed every week. Creating engaging content out of interviews, comments in magazines, articles around the company or it’s leadership team to share on LinkedIn, will help you reach a wider audience whilst also building credibility.

Sharing long form content

Long form content gets the most shares on LinkedIn, which lends itself well to B2B businesses looking to share their expertise and drive leads. When using multiple platforms, we’ve found that our LinkedIn strategy revolves heavily around sharing articles, blog posts and thoughts pieces. LinkedIn has proven to be one of the only social platforms on which long form content generates the most engagement.

As consumers we’re much more likely to buy from brands who have a compelling story, this holds true when generating B2B business. Sharing content around brand values alongside industry knowledge will enable brands to build trust. The goal is to be as transparent as possible, whilst holding back just enough knowledge to encourage businesses to work with you.

Paid Promotions

LinkedIn allows marketers to be incredibly specific in their audience targeting for paid ads. For example, it’s the only platform that allows you to target a specific job role within certain businesses, which can be a real game changer. Of course this comes with a price, LinkedIn is one of the most expensive platforms to advertise on, but if your content is engaging and you know your audience, the sky’s the limit.

To find out more about how CAL Social can help your B2B business grow, book in for a consultation at

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