How LinkedIn Works for B2B Day and Night – Part 2

B2B marketing can be very effective when businesses understand how different parts of the LinkedIn website work. If you are trying to start a successful B2B marketing plan on LinkedIn, you also need to see how each aspect of the website is used in the day time and at night.

Via Flick clasesdeperiodismo

Via Flick clasesdeperiodismo

Personal Profile: Shows a person’s business credentials.

  • During the day: used to gather insights on prospects
  • During the evening: used to qualify potential candidates

Recommendations: Provides insight on individuals that reflect on an organization.

  • During the day: used to qualify potential business prospects and gather insights about a company.
  • During the evening: used for pursuing additional research on job candidate seekers.

Status Updates: People or businesses post insightful comments.

  • During the day: used to give insight into your organization’s capabilities, goals, and internal culture.
  • During the evening: used to give insight into prospective opening opportunities and qualification needs.

Links: Share useful content to a wide audience.

  • During the day: used as a source of business information to attract connections.
  • During the evening: used to show interest and knowledge of a field.

Question and Answers: Collects input or gives answers to questions related to a certain field.

  • During the day: used to share information to position individuals or organizations as thought leaders.
  • During the evening: used to position yourself as an expert and is a medium to display knowledge.

Groups: Extends the reach and connections of people who are active in groups or who start groups.

  • During the day: used to increase reach and expand knowledge of participants.
  • During the evening: used to expand a circle of contacts.

Company Pages: Shows off an organization.

  • During the day: used to provide evidence to help qualify employees and companies in business interactions.
  • During the evening: used to give background data on an organization.

Advertising: Extends reach with targeted ad.

  • During the day: used to enable organizations to target specific other organizations or individuals based on a range of segmentation options.
  • During the evening: used to target messages to specific types of job candidates with the right skills.

In Part 1, we covered stats of how people use B2B LinkedIn day and night. Don’t forget to check it out! In the meantime, let me know when you usually use LinkedIn for B2B marketing and which part of LinkedIn is most successful for your marketing strategy in the comments or on Twitter @HS_Writing!

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How LinkedIn Works for B2B Day and Night – Part 1

LinkedIn is the premier social media platform when it comes to social networking for business. Recently it is becoming more known for its B2B potential by increasing lead generation and qualification. Brands can offer small portions of content that support business objectives. What many businesses do not realize is that B2B operations work a little differently in the day and evening on LinkedIn.

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Via Flick clasesdeperiodismo

LinkedIn is most used during the work and used less on the weekends. This is different from other major social media sites where most activity takes place on the weekend. LinkedIn is a business tool, therefore most stay connected during their week of work and enjoy their weekends off from professional networking.

Views spike on LinkedIn when people take their breaks or lunches at work. The time of day that LinkedIn sees the most use is between noon and three in the afternoon during the week. It is also used when people need information online and have to connect to people for business reasons. Since LinkedIn is often used as a job board, it sees the majority of its use during a work day.

People on LinkedIn have some varying demographics, including being:

  • 58.5% male
  • 41.5% female
  • 35.2% between the ages of 23 and 34
  • 35% between the ages of 35 and 54
  • Most users are college educated, middle to upper class, and have no kids
  • The most popular industries are technical and medical fields
  • The most popular job functions are an entrepreneur, sales, and administrative

In Part 2, we will cover how each aspect of B2B LinkedIn is used day and night. Look for its release next Monday! In the meantime, let me know when you usually use LinkedIn for B2B marketing in the comments or on Twitter @HS_Writing!

3 LinkedIn Tools Your Business Needs to Use

LinkedIn is the ultimate social media platform for B2B companies. Traditional social media rules don’t apply when it comes to this platform. Businesses need to be more innovative when using LinkedIn. Luckily, these three tools will help you make the most out of the profitable business platform.

Via Flickr koka_sexton

Via Flickr koka_sexton

LinkedIn Groups and Answers

This tool allows you to target people who are already looking for your product or service. Instead of pushing people to get interested in your brand, you are pulling people in who already have an interest in it. LinkedIn lets you find these people and join in their conversations that are related to your products or services.

Via Flickr clasesdeperiodismo

Via Flickr clasesdeperiodismo

LinkedIn Advanced People Search

This tool allows you to build a network of prospects that benefits your brand in the long run. Add people that are part of your target audience and begin to communicate with them without being overly pushy. Being too pushy will result in a backlash against your brand. A premium account will help make this process quicker and allow you to balance on the fine line between communicator and salesman.

Via Flickr ekelly89

Via Flickr ekelly89

LinkedIn Advertising

This tool is completely worth the cost a business page has to pay. The tool targets people on LinkedIn by job function and gives a great ROI. A self-advertising begins at $2 per click, giving better results than when a business targets the mid-bottom section of an organizational pyramid. To target the upper section of a pyramid for high B2B results, look into LinkedIn custom ads and solutions. A minimum budget of $2,000 is needed for this kind of advertising, but it gives you better reach and higher leads. This is the best way to beat out the competition.

Which tool do you find most effective for your B2B company? Let me know in the comments or on Twitter @HS_Writing.

4 Changes You Need to Make to Your LinkedIn B2B Marketing Plan

LinkedIn is the best platform for social networking for business online. Many businesses and employees are building their LinkedIn profiles in order to network more effectively and generate leads. Many people on LinkedIn, however, are not getting the most they can out of their LinkedIn page. There are certain changes you may need to make to your LinkedIn page in order to increase your B2B marketing prospects.

Via Flickr by Link Humans UK

Via Flickr by Link Humans UK

In order to make the most out of your LinkedIn page, there are four changes you need to make to your B2B strategy:

  1. Optimize your profile. You need to provide a solid description of what products and services your business provides in case someone finds your page. Make this description concise and informative. It should be a snapshot of what you do, not every single little feature your business has. If a prospect is interested, they will contact you for more information.At the bottom of your profile under Advice for Contacting, make sure to list every way possible to contact you. People have different preferences for methods of contacts, so give them a lot of options. Include your website, email, Twitter, Facebook, and any other social media platform with contacting capabilities.
  2. Brand the company page and be active on it. You need to have a products and services tab and post frequent status updates. It is also a good idea to get existing clients to write recommendations and endorse you for the skills you offer. This is a good way to get some buzz generated and be a contributing factor for clients deciding if they want to buy from you.A company page is also a great way for existing customers to ask questions or get support. Make sure to always communicate professionally and with the brand identity in mind. Once you develop a good following on LinkedIn, you can provide special offers on your statuses only for people on LinkedIn.

    Via Flickr by Link Humans UK

    Via Flickr by Link Humans UK

  3. Convert weak social ties into strong ones. Most of the time, your B2B prospects do not convert to customers immediately. Create a LinkedIn group and have all of your prospects and existing customers to join this group. Once prospects see how much your current customers love your products or services, they will convert easily. This has an added benefit of providing a community for your product or service.
  4. Be patient. Profits and leads take time to develop. Being patient while being active on your page will give you ROI in time.

Which aspect of your B2B marketing plan have you seen the most success? Let me know in the comments or on Twitter @HS_Writing.

3 B2B Marketing Features on LinkedIn

The business to business brand marketing strategy is rising in popularity across social media platforms. Even though most platforms can be used for successful B2B marketing, LinkedIn is the best social media platform to use. Not only is LinkedIn geared toward all businesses and professionals in every industry, but it also provides networking – a vital marketing strategy.

LinkedIn is similar to using Facebook for marketing, but instead of talking about the latest celebrity gone crazy, LinkedIn content discusses the dangerous importance society places on celebrity idols. LinkedIn is a sleeker operation of the professional business, giving users more marketing and networking opportunities than other social media outlets.

Every business who has a B2B marketing strategy needs to use LinkedIn to be successful. There are many features on the social media site that build brand awareness and assist with content marketing, including company pages, profiles, and groups.

Company Pages

microsoft company page

Starting a company page on LinkedIn is the best way to get your brand out on the market. A company page allows you to share job opportunities about your company and talk about the behind the scenes operations going on. Talking about your company on the page will allow other businesses to see what goes on behind the B2C marketing and trust your brand more. It also gives potential employees interest and knowledge about your company.

LinkedIn is the perfect place to post self-centered information on the company, such as product releases and press releases, which should not be on a company blog. Users can follow your page to get updates on the company, and any employees on the website will automatically follow the content.

Profiles

profile linkedin

Employees who work for your company should be on LinkedIn with profiles. Their pages should be professional and positively reflect the company. The employees are one of the most important factors in the image of a brand and they will help raise awareness of it thanks to the vast networking capabilities of the website. Make sure all employees are linked to the company page correctly so the correct name and logo appear on their profile. This is key to the brand.

Groups

linkedin groups

Groups is a section of LinkedIn that acts like a discussion forum on the internet. Yet groups are not informal and full of attacks like internet forums are. Instead, they are similar to breakout session at a conference. Groups can only be joined by profiles, not company pages, so owners and managers need to set up their own profile in order to participate.

Once you have a personal profile set up, find groups that relate to your business. For example, if you sell clothes on a retail website, join groups about retail marketing or eCommerce schemes. There will be hundreds of groups to choose from, so join groups with more members and posts each month.

Are there any other essential LinkedIn marketing features I missed? Let me know in comments or on Twitter @HS_Writing!