How to use LinkedIn for B2B social media marketing in 2019

Written by Run2.
· 4 minute read

Over the last few years, we’ve seen Facebook and Twitter go through more algorithm changes than the Sugababes had members back in the day. Of course, they’re trying to improve the user experience, but it also means that more prominence has been given to paid media, and organic reach is dying as a result.

However, there’s one network which has remained pretty consistent ever since it was created – LinkedIn!

In 2019, LinkedIn remains to be an opportunity for B2B marketers the world over. It’s responsible for 64% of all visits from social media sites to corporate websites, with a 60% increase in engagement rates. With more than 610 million members in over 200 countries and territories, it’s the world largest professional network – and the perfect place for you to market yourselves (if you’re a B2B brand).

Here are the 6 points to tick off if you’re attempting B2B marketing on LinkedIn:

1) Who are you trying to target?

LinkedIn is the home for high-level decision makers – with 91% of executives rating the platform as their number one choice for professional relevant content. On top of that, 49% of B2B buyers research vendors through their Page before moving onto buying or visiting your website.

Therefore, before you outline your content strategy, identify which industry you want to target, and then head for the seniority and location. You can see the current state of your followers in the back end – under ‘Analytics’, and ‘Visitors’ or ‘Followers’. Here is the industries of the visitors to the Run2 LinkedIn page:

(Source: Run2 on LinkedIn)

For us, there is going to be a high percentage in marketing and advertising (as that’s our own industry). However, moving forward we may want to target financial services, or the retail industry – and therefore, we can target our content for accordingly.

It’s crucial to say – don’t be afraid to be specific! If you know exactly who you want to target, go for it! You’ve got more of a chance of generating leads if you concentrate your efforts on a smaller audience.

2) What do you want to say?

There are nine billion content impressions in the LinkedIn feed every week, so it’s very important that you stand out. People won’t spend all day on LinkedIn, so don’t waste their time and try to tell them something they already know. Be relevant, specific to your target audience and useful – you’ll stick in their minds further down the line! If you’re after the IT sector, publish content which will help them make their job easier. When it’s time to target the fashion industry, head for updates which will interest the decision makers.

Additionally, your message goes further than your content. LinkedIn gives you the chance to choose a call-to-action button which will appear on your Company Page, and allow you to further convert visitors:

(Source: Run2 on LinkedIn)

This can be edited by clicking the ‘pen’ button, when your Page is in admin mode. Think carefully before choosing – if you need to convert customers to a newsletter list (for example), use ‘Register’ or ‘Sign up’, but if you’re working on brand awareness, why not go for ‘Visit website’? There are so many choices, that marketing on LinkedIn is not something to rush into. Build your strategy, work hard and you’ll see the results!

3) How do you want to say it?

You’ve chosen who you want to target, and what you want to say – it’s now time to decide how you want to say it.

My advice is to go for something different and, most importantly, attention-grabbing. There is so much noise out there on social that you need to make people stop scrolling – there are even Twitter accounts for the unnecessary posts on LinkedIn:

The best way to grab someone’s attention is to make it visual. The internet is filled to the brim with text, so make their eyes move with video (short is best), imagery, infographics etc. – the list goes on!

If you’re struggling, take a step back away from your screen and think to yourself: how would I like to learn this information? Content is best when it informs, educates or entertains, and especially special when it creates an emotion within the recipient, so head for the way that your heart tells you.

4) When do you want to say it?

Timing is…..everything. It may seem simple to say, but if you don’t post when your target audience is online, then they may well miss it!

Review your last two points, and choose a time zone which fits the audience, the content you’re saying and how you’re saying it. A video may work best for early morning commute, whereas a simple image could be a success during the working day (when they’re taking a quick social break).

If you get it right, you’ll see the results – but don’t be afraid to test and review every so often.

5) Why do you want to say it?

There are so many reasons to have a social presence, that you can’t please them all. If you’re in the early stages of setting up your company, you may head for brand awareness – with content that will confirm what people can expect from you.

If you’re further down the line, it may be lead generation you’re after – and HubSpot research shows that LinkedIn can be 277% more effective than Facebook and Twitter for lead generation.

It’s difficult to do both – but if you’re clear on your reasons, you’ll be onto a winner!

6) Employee advocacy:

Finally, and I think this is probably the most important, get your employees on board!

Whenever we post a Run2 blog on the LinkedIn Company Page, we urge everyone to share it (especially if they’ve written it). This has led to an uptake in traffic to our site directly from LinkedIn, and we’re hoping it’ll continue:

(Source: Run2 on LinkedIn)

Employee advocacy can be a much more powerful tool than you would first expect, so utilise it and allow the people who work for you to show others how proud they are to work for you!


There you go – if you work out what you’re trying to say, the way in which you’re communicating it and to who – with the right time and reasons – you should see strong results for your B2B marketing on LinkedIn!

If you’re looking for help with your social media marketing for any reason, don’t hesitate to contact us!