By Luke Bull

LinkedIn is one of the pillars of my B2B marketing strategies for our integrated communications agency – and it has great options for truly targeting your campaign.

I’ve long been an advocate of using the social media platform to find new clients. People come to LinkedIn with a business mindset. You’re not exploiting them by approaching them with a business proposition – they are there to make money, just like you.

And the platform has powerful B2B marketing tools to help you achieve your goals. You’ll have to pay for LinkedIn Premium, but you have to speculate to accumulate.

Sales Navigator is my go-to tool in LinkedIn – it’s fantastic for building up a database of leads and worth every penny you pay for that Premium package.

On the free version of LinkedIn, you can only “see” people when they are within three levels of your network. If they’re further away than that, you won’t even see their name or job title. You can’t connect with them without having their email address – so there’s no way your B2B marketing strategies will reach them.

Build a database of contacts

But with Sales Navigator, you can see everyone. You can go in and search through companies for the perfect person to contact, narrowing it down by industrial sector, company size, location, job function, job title – so many options.

Using this B2B marketing tool, you can build up a database very quickly and tailor it by varying those criteria to find the exact people that you want to sell to.

This isn’t a quick and easy fix – you’re in it for the long haul. Nothing happens overnight. You’re not employing a lead generating agency … you have to work at it yourself.

When I’m targeting potential clients, I know there’s a chance they will only review their PR, marketing, and digital agency once a year. So if I’ve reached out to them on LinkedIn, I need to stay at the front of their mind until it’s time for them to make that decision.

I firmly believe everyone should be engaging on LinkedIn to further their business aspirations. That means getting the basics right, for starters, like keeping your profile up-to-date.

Then there’s standard stuff to remind people that you’re there – posting links, writing articles and liking and commenting on others’ posts.

It’s all very well connecting with someone on the platform, but you have to make that connection work for you and for them by being visible and engaging with them.

And it can’t, as I explained here, just be about selling yourself and your services – you need to add value to your interactions by providing real insight and interesting content for your new and existing contacts.

Content, of course, is where we can help. We’re expert communicators and content creation – be that blogs, videos, corporate reports, anything that promotes your business – is one of the many strings to our bow.

Besides Sales Navigator, Premium gives you access to other useful business products – for recruiters, job-hunters and businesses.

Recruiter Lite is the LinkedIn recruitment tool, helping them headhunt candidates and also advertise vacancies.

This is not my area of expertise, but even I can see the savings in using this method rather than going to an agency who would typically charge 15 to 20 per cent of the successful candidates’ first year salary.

Research your B2B marketing

Then there’s Premium Career, which is really for job-hunters or people looking for new opportunities.

Premium Business, however, is more useful as a B2B marketing tool, particularly for research purposes. It allows you to explore the background of businesses and their growth and functional trends. And using it gives you up to six times more profile views.

Premium Business also hosts good online video courses there to help you improve yourself and advance your career.

With tools such as this, LinkedIn is a fantastic place for prospecting for new business.

We are the B2B marketing experts. Contact us now on 0800 612 9890.