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How to Use LinkedIn for Marketing Your B2B Brand

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LinkedIn B2B marketing has become essential for brands looking to connect with potential customers, partners, and industry leaders. The platform has over 800 million users. It offers a powerful marketing channel for companies that are looking to establish their brand. Companies are able to use the platform to generate leads, build relationships with key stakeholders, and more. Businesses can use a few different strategies to market their B2B brands on LinkedIn.

Company page

The first thing that companies should do is establish a strong company page on LinkedIn for theirLinkedIn marketing goals. This page should showcase the brand’s story, products and services, and key employees. By creating a comprehensive and up-to-date company page, businesses can provide potential customers with a complete picture of their brand. Businesses with a company page are also able to showcase what they have to offer to potential customers. A company page allows businesses to improve their SEO rankings while promoting the company’s subject matter expertise.

Marketing

Companies can use LinkedIn’s content marketing capabilities to educate potential customers about their brand and industry. This can involve creating and sharing blog posts. To do that, companies will have to create a LinkedIn marketing strategy. Then, they get to create articles and videos too, that provide valuable insights and information. By sharing high-quality, relevant content, companies can showcase their expertise and thought leadership. This strategy allows them to build relationships with potential customers at the same time.

Ad campaigns

Another key strategy for B2B companies is to use LinkedIn’s advertising platform to reach target audiences. LinkedIn’s targeting options allow companies to reach specific groups of people. They can target decision makers at specific companies. Companies can target people based on their job titles, location, and other characteristics. This makes it possible for companies to reach the right people with their message and generate leads. Companies can also leverage LinkedIn’s groups and communities. This way, they’ll be able to connect with industry leaders and potential customers. Joining relevant groups and participating in discussions can help companies establish their brand. They can position themselves as thought leaders, and build relationships with key stakeholders.

Employee advocacy

Companies should be empowering their employees to share the brand’s content and take part in discussions. This way, B2B brands can expand their reach and build relationships with potential customers. Employee advocacy can also help companies build brand awareness. It’s also helpful in getting the company to establish a positive reputation for thought leadership.

Lead generation

Companies can use LinkedIn’s lead generation forms to market themselves. These forms are useful to capture lead information and engage with potential customers. They can be added to company pages, groups, and sponsored content. This makes it easy for companies to capture lead information and follow up with potential customers.

Ronn Torossian founded 5WPR, a top PR agency. 

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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