5 months ago, I thought only influencers could find clients and succeed on LinkedIn . I gave it a try anyway.
LinkedIn is one of the fastest growing platforms in the globe, and with it's focus specifically on the professional market. With That said, Linkedin is a goldmine for Business to Business (B2B) Marketing with the following statistics we have rounded up from the industry:
Marketers see up to 2x higher conversion rates on LinkedIn.
More than 61 million companies are on LinkedIn (and counting)
96% of B2B marketers use LinkedIn for organic social marketing
40% of B2B marketers surveyed indicated LinkedIn as the most effective channel for driving high-quality leads
These impressive stats only show that if you are in the B2B space, you should be in Linkedin too.
Solving the Linkedin B2B Dilemma
If you are anything like me and the 930 million members across 200+ countries around the globe, you know that LinkedIn is a vast space for business networking. With these numbers growing, it’s easy to feel intimidated and overwhelmed. I did too. As a business owner, you have a gazillion things to do, limited resources, and working with very little patience (Yes, I see you.) We all wish there's a magic genie that can create it for you, but not everyone has a marketing VA.
But like with anything, I knew I just had to take action. So I went ahead and started with:
- 0 impressions
- 0 leads
- 0 "networking"
5 months later, I have:
- 32483 impressions
- 92 leads (and growing)
- Solid networking
Our Tried and Tested Recipe for LinkedIn B2B Marketing
As you can see in my LinkedIn Profile, I'm far from influencer status. I am neither stressed or afraid to deal with it, anymore. Also, I didn't post every day. If you ask, how can a "nobody" find so many clients and professionals, one might wonder. 🤔 In this blog, I will share with you the exact steps I have taken as a B2B for successful networking on LinkedIn.
This is my recipe:
Set up a killer LinkedIn B2B profile.
The “first impressions last” cliché still holds true for LinkedIn. Your profile is the first thing people see, and you have to make sure that you present yourself in the best way possible. We all know that you have to optimize your banner, photo’s, about, tagline, etc. but here are some things (and useful tricks) that you can pay attention to for a killer profile;
- Show credibility. This one seems like a no-brainer, but as a business yourself, you have a better insight into what other businesses are looking for: credibility. Use easy-to-digest numbers and data when you can (and if applicable).
- Present yourself as simply as possible. Okay, we know you have the credentials to back you up as an individual, but no one has the time to read through 5 paragraphs in your bio. K-I-S-S (keep it short and simple) is still the best way to go.
- Make your tagline intriguing. A little enigma works, too. Give off the bare minimum to entice people to learn more about what you do to increase the possibility of interaction with a direct message.
- Get a LinkedIn-worthy headshot. A face behind the name is more memorable, so this is non-negotiable. And no, selfies are not appropriate. If you don’t have the time or the resources for a professional photoshoot, there are a lot of software and tools like AI generated headshots or profile picture tools to help you get a good headshot for LinkedIn. (Pardon the plugging: If resources is an issue, Altitude B2B can be of help- see how we secure grants and fundings. 😉)
Work on a consistent posting schedule.
You should go all out or nothing—this is a common misconception on LinkedIn, and the myth that you need to post daily should be busted. The key is consistency. Work on a schedule that you can commit to and stick to it. If you are strapped for time, you can strategically repost something that is related to your industry or be creative with a poll (these are so fun, too). I post 3x per week, and I keep it stable. This way, people constantly see me pop up on their feeds (chances are they don’t go on their feed 24/7, so cut yourself some slack). You can go 5x or whatever you want, but keep it >2x and regularly. If you don’t get seen today, you will definitely be seen next week. Or the next.
Stop obsessing with your engagement.
I found that it is indeed a vanity metric. It's a common emotional trap: you post one article, no one engages, and you stop because you think your content is not good enough.
Sure, 100 likes can be ego-boosting, but don’t get disheartened and stop altogether if you get much less. My results came through posts that took anywhere from 0-30 reactions (yes, even 0 likes can convert). People are busy, and even though they don’t click the like button, that doesn’t mean they don’t see you. Just keep on posting and interacting. They will eventually take action, and it’s better to be directed to your inbox. Having likes doesn't pay you. Having actual clients do.
Engage with intent.
Engage with people that are your target audience. Try commenting regularly on their posts to let them remember you. (Not always possible, I know). Ensure your tagline is enticing enough for them to approach you. Plus, even if you don’t get a direct interaction from these comments, it’s still a way to boost your visibility. Remember that these comments can be seen by this user’s network, and simply by dropping in the comments section, you increase your chances of meeting professionals that can boost your journey 10x.
Join networking events or groups.
Networking can go beyond posts and comment sections; you also want direct outreach. Take your interactions to the next level by joining groups and taking part in their events. This is a great way to meet people at a more personal and genuine level (as compared to just appearing in their feeds). As a B2B, here are some networking groups that helped me: Fractional Connections, The Connective and The Journey.
Be nice to EVERYONE.
Help people even if they won't be your clients! I met several cases where I cold messaged people but they just didn't want my services. I didn't treat them like numbers. Whenever I came across something that could help them, I reported it back. After helping them, to my surprise, I received several referrals! What goes around comes around; by helping people even if they are not your direct prospects, you will expand your network and leads will always come.
That's it! ✨ Take these actionable steps and fly with the results like we did. Finding clients through Linkedin is not without effort, but if you start now, manage your expectations and not quit on it, you will build a solid network where leads flow in. You don’t need to be an influencer to succeed in the LinkedIn game. Remember, an organized but organic presence in this platform is the way to go. By applying all the above, Altitude B2B is growing exponentially! If this wonderful platform ever lets us cross paths, I'd be happy to help you or learn from you.