LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers

The COVID-19 pandemic has shown us how important digital tools are for B2B companies to continue engaging customers and prospects. McKinsey states digital interactions during this time have become 2-3 times more important than traditional interactions. LinkedIn has become a great resource for B2B businesses to use to engage with customers during other stages of the buying process. Here are three overlooked ways to use LinkedIn for marketing in 2021.

Firstly, curate long-form content on LinkedIn. Reallocating event marketing budgets to content creation is a great way to raise awareness and position your company as a thought leader. Your sales team can also be enlisted to amplify content and engage with customers. Secondly, explore LinkedIn Elevate which is a paid tool that curates content and shares it with employees. Lastly, use LinkedIn Ads to cut through the clutter and target specific audiences. You can also use Message Ads, Lead Gen Forms, and Conversation Ads.

A typical B2B purchase can take 12-24 months so it is important to stay top of mind with customers throughout the buyer journey. Exploring LinkedIn’s marketing capabilities is a great way to do so.