B2B companies: Use LinkedIn For Your Content Marketing Strategy


SO YOU have just written an interesting article for your business’s new blog page. You shared it on Facebook and Twitter, and you got a few likes and even a retweet, but other than that, there is not a lot of traction.

The people reading your content are consumers, whereas the people who would really benefit are certain business professionals.

For the many Australian B2Bs in this exact situation, LinkedIn is the best solution.

That’s because, unlike Facebook and Twitter, people don’t use LinkedIn to watch cat videos or play Candy Crush Saga, they go their to talk business.

According to the site, more than one-third of the world’s 600 million professionals have profiles on LinkedIn and its primary focus is on business-to-business (B2B) interactions.

And yes, LinkedIn is the second most popular social network in Australia, behind only Facebook.

LinkedIn is here to stay and will only become more important for Australian businesses in the future. If you don’t like LinkedIn, or don’t know much about how it works, then it’s time you embraced it.

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Promote your company page through your personal profile

As a business person, you should already have your own personal LinkedIn profile. The company you work for should also have its own company page,  and it needs to include all the necessary information about the business.

You should be sharing content between your personal and professional accounts to increase engagement on the company site and reach your own connections. Your personal connections could become connections through your company, and in turn, their connections might become leads.

Encourage employees and colleagues to follow and keep up with the company LinkedIn profile. Employees that are willing to interact with their company on social media promote a healthy work environment to your followers. It shows that even online, your employees are still interested in the industry and it is more than just a job for them.

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LinkedIn Groups give access to the right people

LinkedIn Groups are discussion forums where businesses can share ideas, raise problems and discuss news with others in the same industry.

Importantly, they are also places where buyers and sellers come together.

If you are part of a LinkedIn group, you could be getting your content in front of people who will appreciate it the most. And it doesn’t cost anything, except your time.

But if you have a lazy attitude and simply bombard groups with your own ‘salesy’ content, you will not have much success.

It’s crucial that you not only promote your own business, but balance your content by asking questions or commenting on the content that other people post.

Unfortunately, there are now plenty of spammers on LinkedIn. If you only share content, no one will believe you are in the group to actually talk and learn. Posting high-quality content will help boost your image, and group members will want to come to you with their questions and concerns.

If you have participated and shared good content, group members may come to you for business or they may recommend you to their connections. Either way, your company is gaining new, strong leads.

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Sharing content through Sponsored Updates

LinkedIn’s Sponsored Update feature is similar to most other PPC services on other social media platforms.

You pay to target individuals by their location, age, gender and other demographics and then push your post onto your targeted individual’s feed.

However, LinkedIn’s Sponsored Updates are better at sorting users based on company name, job title, skills, schools, job functions and the groups people are members of.

Facebook and Twitter can do the same, but not as accurately.

The result is a much more focused campaign that will share your content with people who may be the most interested.

Be careful though, like all digital advertising, the quality of your content will control how much it costs. So if you are not an expert, it’s best to get some professional help to avoid wasting money.

One of the fastest ways to get content into your readers’ hands is to send it straight to their inboxes. With LinkedIn’s Sponsored InMail, you can accomplish this feat easily.

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Sponsored InMail works for B2B companies

Sponsored InMail works a lot like regular InMail (LinkedIn’s private messaging) except that it shows up as an ad. It can also be used to target InMails not currently in your contact list.

The messages can be highly personalised for individuals, and marketers can use a number of tools to customise their content. They can highlight strong call-to-actions and provide widgets that will easily take readers to the company LinkedIn page. Other share buttons allow users to share the content easily through LinkedIn.

Again, it’s important to get the messaging right so, your target audience actually takes notice, and your campaign spend is not wasted.


If you’re struggling to kick-start your content marketing campaign, contact one of our social media experts.


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