So you’ve decided to take the plunge and start your own business. Congratulations! You’ve taken the first step on an amazing journey.
But now, you’re stuck wondering what the best platform is for promoting your new business. After all, there are so many options out there. Should you go with Facebook? Twitter? Or maybe even Snapchat? As if starting a business wasn’t hard enough, now you have to figure out which social media platform is right for you!
Well, you’ve come to the right place. The answer is LinkedIn.
Sure, other social media platforms have their benefits. But when it comes to B2B startups, LinkedIn is the clear winner. Here’s why:
Most of LinkedIn’s users are professionals, so they’re more likely to be interested in what you have to offer. They’re also more likely to have disposable income to invest in your products or services.
Are you an SEO specialist looking for clients? Or a startup looking for investors? LinkedIn is the perfect place to find those people!
Now that you understand why LinkedIn is the best platform for B2B startups, let’s dive further into why this is the case and how you can take actionable steps to use LinkedIn to your advantage.
Why choose Linkedin over other social platforms?
When most people think of social media, they tend to think of platforms like Facebook and Twitter. And while it’s true that these platforms have a lot of users, the vast majority of them are not professionals. In fact, people mostly use Facebook for personal reasons, such as staying in touch with friends and family or sharing photos and videos.
Twitter is a little different in that it’s often used by businesses and professionals to share news and updates. However, the platform is still largely dominated by personal users. A recent study showed that only around 35% of Twitter users follow businesses or brands, which makes it highly discouraging if you’re trying to use Twitter for business purposes as a startup.
This is where LinkedIn comes in. LinkedIn is a social media platform specifically designed for professionals. LinkedIn’s advertising reach grew by 22 million users by Q4 in 2021, with marketers seeing 3x higher conversion rates on LinkedIn for businesses seeking B2B conversion. While other social media platforms may have more users, LinkedIn is the only platform with a high concentration of professionals, making it the perfect platform for promoting your B2B startup.
How to use LinkedIn for your startup
Now that you know why LinkedIn is the best social media platform for B2B startups, it’s time to learn how to use it to promote your business.
Here are a few actionable tips:
1. Create a company page
The first step is to create a company page on LinkedIn, which is similar to creating a Facebook page for your business. Your company page is where you will share updates about your business, such as new products or services, blog posts, etc.
People are more inclined to follow and engage with a business that has an active presence on LinkedIn. By creating a company page, you’re making it easier for potential customers to find and learn about your business.
2. Optimize your profile
Your personal LinkedIn profile is just as important as your company page. After all, it’s your profile that potential customers will see when they search for you on LinkedIn. Make sure to fill out all the information about yourself, such as your job title, experience, education, etc. You should also include a professional headshot and a cover photo for your profile.
3. Connect with other professionals
LinkedIn is all about networking, so take advantage of the platform by connecting with other professionals in your industry. Think of it as a networking event with millions of people worldwide, right from the comfort of your home! You can connect with potential customers, partners, and investors. You can also join LinkedIn groups related to your industry and participate in discussions.
The more connections you have on LinkedIn, the easier it will be to promote your business, find new customers, and transition those customers from the platform to communicating with them over the phone or through emails.
4. Share updates about your business
Once you have set up your company page and profile, it’s time to start sharing updates about your business. Remember, the whole point of using LinkedIn is to build relationships. The best way to do this is by sharing informative and valuable content that will help other users in some way. These could be blog posts, infographics, videos, or even simple status updates about your company. Just make sure to do so regularly!
Also, be sure to learn about your customer and their pain points. For example, let’s say you own an online banking business. You could share blog posts about budgeting tips, saving money, etc. This is an excellent way to build trust and relationships with potential business professionals on the platform because, according to recent surveys, 41% of small businesses depend on online banking for their financial needs.
5. Use LinkedIn Ads
The effectiveness of your LinkedIn marketing strategy will ultimately come down to how well you use LinkedIn Ads. LinkedIn Ads is the platform’s built-in advertising system, allowing you to target potential customers with laser precision. You can target LinkedIn users by their job titles, industry, location, and even interests, ensuring that your ads are seen by people interested in what you have to offer.
LinkedIn Ads is a bit more expensive than other social media advertising platforms, but it’s worth it if you’re serious about finding new customers. This is because you KNOW who you’re advertising to...which is business professionals.
How to measure the success of your LinkedIn marketing campaigns
Now that you know how to use LinkedIn for business, you need to know how to measure the success of your campaigns. The best way to do this is by tracking your leads and customers. You can do this by setting up goals in Google Analytics or using a CRM system to track your sales. This will help you see which of your LinkedIn marketing campaigns are resulting in new leads and customers.
It’s also important to have expense tracking software to track your marketing campaigns’ expenditures. You don’t want to mindlessly spend money on ads without knowing whether or not they’re working. You’ll want to look for software that comes with critical features such as campaign tracking, expense management, etc.
Honestly, it doesn’t matter if you’re a B2B or B2C business. LinkedIn can be an incredibly effective marketing platform for any business model if used correctly. The key is to create quality content that will be valuable to your target audience and to use LinkedIn Ads to target potential customers with laser precision. If you can do these two things, you’ll be well on your way to finding new customers and growing your business.
Kiara Taylor is a financial writer and Research Analyst. She is an expert at risk-based modeling having worked in the finance vertical for the past twenty years. She has a Master's Degree in Finance from Ohio State and has worked at Fifth Third Bank, J.P. Morgan, and Citi in emerging markets and equity research.