B2B LinkedIn Marketing: The Marketer’s Mini-Guide for 2022 & 2023

group of sales executives having b2b linkedin marketing brainstorming session

LinkedIn is one of the best B2B marketing channels—this piece details how you can leverage the platform to generate qualified leads in 20222 and 2023

While LinkedIn is the undisputed leader in B2B social, it is quickly evolving from a networking site into a marketing platform chock-full of exciting new features that will fuel B2B marketers’ success. 

In this guide, you’ll learn about different formats of LinkedIn ads and some free alternatives, and how to make LinkedIn part of your marketing mix.

LinkedIn Ads: What are Your Options?  

LinkedIn advertisements are a certain method to get your brand’s message in front of the people that matter to your brand.

Advertisers can choose from a variety of placement choices while using LinkedIn.

Sponsored messages

By using Sponsored Messaging, you can send ads to LinkedIn users right in their inboxes. Sponsored messages allow you to extend the reach of your organic posts by targeting prospects with personalized messages.

They are a great way to nurture leads and provide relevant content to your target audience. 

Learn more about how to utilize sponsored messages here: LinkedIn Sponsored Messages

Sponsored content

Sponsored Content, or native adverts, appear in your target audience’s LinkedIn feed whether they’re using a mobile device or a desktop computer to peruse the social media platform.

Promoted material on LinkedIn is easily distinguishable from non-promoted posts by its distinct label.

B2B LinkedIn Marketing: The Marketer's Mini-Guide for 2022 & 2023 1

Text ads

Text ads will appear on the right side or at the top of your LinkedIn news feed. You may use a variety of sizes and shapes, and you can even include a call to action (CTA).

If you’re on a tight budget but still want to reach a large audience, LinkedIn Text Ads might be the way to go.

Dynamic ads

LinkedIn’s right rail is where Dynamic Ads live, and it’s there that they may have a direct conversation with LinkedIn users.

A member’s photo, employer’s name, and job title are mirrored back to them in a Dynamic Ad that appears in their feed.

You’ll be able to dramatically raise brand recognition and website visits by launching these advertising campaigns.

LinkedIn Marketing: Free Alternatives

While LinkedIn offers several advertising options, you could also try free alternatives that will still help you reach your target audience. Here are some of them.

Optimize your profile 

Add keywords to your LinkedIn Profile. This will make it more likely that people will find your profile when they search LinkedIn. 

You can also add links to your website, videos, and photos to your profile. This will make it easy for other people to find and recognize you.

Export your contacts 

LinkedIn lets you export your contacts database into a (.CSV) file. You can also use LinkedIn contact management apps to export LinkedIn contacts and add Linkedin tags and notes to your connections.

This will make it quick and easy for you to reach out to them on multiple channels and send highly personalized messages.

Join LinkedIn Groups 

LinkedIn Groups are an area where people interested in common interests like to congregate. Groups can be started by anyone, and you can be a member by requesting access. 

When you join a group, you’ll be able to participate and network with others. You’ll also be able to share relevant topics and thoughts with the group, which could help you build a reputation as an authority in your niche. 

Publish insightful content 

Content is key to B2B marketing on LinkedIn. While you could consider paying to boost a post, you could also publish useful info to your target audience for free. 

Publish long-form content like whitepapers, ebooks, and case studies to LinkedIn. These resources will help you build credibility with both customers and prospects. 

Create engaging polls

Polls and surveys are another great way to generate leads and engagement. Polls and surveys can be used to gather valuable insights, and you could even use them to generate content ideas.  

Ask your audience for their opinions, and comment on their answers. This will help you form a deeper connection with your target audience.  

Make Use of LinkedIn’s Influencers

Give some thought to influencers in your field whose posts consistently generate insightful comments from their audience. Utilize influential people to get the word out about your new product or upcoming event.

Encourage employees to stay active on LinkedIn 

Encourage your employees to follow your company on LinkedIn. Your employees can offer valuable insights about your company and industry.  

They could also share company updates and news, helping to grow your network and spread the word about your company. 

Over to you

LinkedIn is much more than a professional networking site.

It has evolved into a marketing platform where B2B marketers can reach decision-makers. The secret to successful LinkedIn marketing is knowing your audience and understanding how the platform can help them.

Follow these steps, and you can build an effective LinkedIn presence.

Additional Reading: See How Other Marketers Are Using LinkedIn For Lead Generation

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