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Why LinkedIn is So Powerful for a B2B Company

When discussing social media, the average internet user will typically think of popular sites like Facebook, Instagram, and Snapchat. One platform that people tend to gloss over is the top social media platform for business professionals: LinkedIn. 

LinkedIn Powerful Social Media Tool Illustration

Social media marketing (SMM) is big business. Digital marketing agencies around the globe are working to expand their SMM services, making it harder than ever to find out which firms are experienced and can deliver.

The reason for this trend is that — no matter the size of your firm — having a social media strategy is essential if you want to reach new customers. 

Many professionals already view LinkedIn as a trusted source of business-related media.

More and more businesses have discovered the power that LinkedIn can offer regarding lead generation and market presence growth.

Recent studies have indicated that as many as 80% of B2B social marketing leads have come through LinkedIn. 

In this article, we’ll unpack this trend by looking at three different services that LinkedIn offers, including the specific ways that they can support businesses and grow your visibility online.

Sponsored Content

LinkedIn provides an excellent tool for firms that want to promote their content across the platform.

By leveraging sponsored content, entrepreneurs and digital marketers can place articles, images, videos, and presentations within user newsfeeds, alongside native, organic content. 

Consider implementing a sponsored InMail ad campaign.

Many professionals already view LinkedIn as a trusted source of business-related media, and the average B2B buyer is more likely to partner with a company that provides free access to useful and relevant content.

Marketers who implement sponsored content — which follows either a PPC (pay per click) or CPM (cost per thousand impressions) pricing model — will reach users who are already inclined to delve into new information.

Text Ads

Businesses on LinkedIn can also create text ad campaigns to reach new buyers. Text ads appear on the sidebar of the newsfeed for users viewing the desktop version of the site.

Because these ads are short, small, and relevant, they are a great way to capture quality leads who may not have the time to full engage with your content.

Sponsored InMail Aids

Looking for a more personalized approach to reaching new customers? Consider implementing a sponsored InMail ad campaign. InMail ads appear in the same way that regular messages do, but with an indicator that the message is coming from a sponsor. 

InMail ads appear in the same way that regular messages do, but with an indicator that the message is coming from a sponsor.

One of the strengths of this feature is a policy that allows only one sponsored message per user per 45-day period. This means that each user you send content to won’t be cluttered with messages from a range of different business.

These messages also populate the top of active user inboxes, increasing the likelihood that the recipient will open it and read it.

One thing to note is that sponsored InMail ads follow a cost-per-send model. This is a slight difference from both text ads and sponsored content, which operate under PPC or CPM models.

Invest in LinkedIn

Finding the right B2B marketing partner is essential to success. Any trustworthy provider will understand the power and influence of LinkedIn and will be able to help you use it to reach potential leads.

How we can help

As an experienced digital agency, Factory Pattern can help your firm achieve increased visibility on LinkedIn and through a variety of other avenues. B2B ratings and reviews platform Clutch lists us as a top PPC agency in the UK — a testament to our depth of experience and record of success. We’re still looking for feedback about our services, and we hope to add even more reviews to our Clutch profile! 

B2B ratings and reviews platform Clutch lists us as a top PPC agency in the UK.

The Manifest, a blog-style resource that includes client reviews, also ranks us among the UK’s best PPC providers.

Interested in seeing more of our work? Find us on Visual Objects, a portfolio site for B2B service providers. If you’re a digital agency like us, this site can help you strengthen your market presence by displaying samples of your work.

Already on the hunt for a new digital partner? Reach out to us, and we’d be happy to discuss your digital marketing goals.