Why B2B brand building on LinkedIn is a “swift” move
In a crowded digital space, reaching the right decision-makers can feel like trying to find a needle in a haystack. That's where LinkedIn advertising comes in, especially when combined with an Account-Based Marketing (ABM) strategy. This approach not only enhances your targeting precision but also ensures your marketing efforts are seen by the people who matter most. As Andrew Davis wisely said, "Content builds relationships. Relationships are built on trust. Trust drives revenue." Trust is foundational, and LinkedIn ABM is a strategic way to build that trust with key decision-makers.
Consider the phenomenon of Taylor Swift’s album releases. When she launches a new album, it's not just about the music—it's about the entire marketing campaign surrounding it. For instance, her "Reputation" album release was meticulously planned, with strategic teasers, exclusive interviews, and social media engagement creating immense buzz and trust in her brand, resulting in over 1.2 million copies sold in the first week. Similarly, your LinkedIn marketing strategy should create anticipation, engage your audience, and build trust over time. This strategic approach mirrors how pop culture events capture attention and loyalty, ultimately leading to a deeper connection with your target audience.
Connecting brand building to Account-Based Marketing (ABM ) B2B strategy
Brand building on LinkedIn isn’t just about creating visibility; it’s about establishing credibility and fostering trust among your target audience. This is especially important in an ABM strategy where each account is treated as its own market. By consistently presenting your brand as an industry leader, you make it easier for your target accounts to trust and engage with you.
LinkedIn's capabilities allow you to deliver highly personalised content to specific accounts, which is crucial in ABM. When your target audience sees content that addresses their specific challenges and goals, they are more likely to engage and convert. This personalised approach aligns your brand building efforts with your ABM strategy, ensuring that your message is not only heard but also resonates with the right people.
Australian B2B Case Study: Elevating HR tech with LinkedIn ABM
Let's take a look at our client, an Australian HR tech company that designs and delivers HR tech projects with a lasting impact on business and people. This company targets HR leaders, providing a full spectrum of HR transformation services—from vendor selection to go-live. They run highly targeted ABM top-of-funnel marketing campaigns to potential clients across various sectors.
By leveraging LinkedIn's robust targeting and personalised content capabilities, they were able to engage HR leaders effectively. Their campaigns included tailored content such as case studies, whitepapers, and video testimonials that spoke directly to the needs of HR professionals. This approach not only increased their visibility but also positioned them as a trusted advisor in the HR tech space. The result was a significant increase in engagement and conversion rates, proving the power of combining brand building on LinkedIn with Account-Based Marketing.
Results:
- Increased engagement: Average engagement rate for posts is 7.24% surpassing the industry average of 4.73%
- Higher conversions: Continuously gaining an average of 250 new followers every month and about 200 subscribers to the LinkedIn newsletter.
- Enhanced brand visibility: 11,135 views of the company page in 12 months and over 270,000 impressions of ads, organic & sponsored posts to targeted lists of decision makers and influencers
The long game: Why B2B brand building on LinkedIn is a marathon, not a sprint
Building a brand on LinkedIn is a continuous process that requires patience and persistence. It’s not about quick wins but about creating a lasting impression. Top-of-funnel marketing efforts, such as sharing valuable content, engaging with your audience, and consistently reinforcing your brand message, play a crucial role in this journey.
According to HubSpot, companies that excel at nurturing leads generate 50% more sales-ready leads at a 33% lower cost. This statistic underscores the importance of maintaining a steady and strategic approach to brand building.
Steps to building your B2B brand on LinkedIn
- Define your brand message: Clearly articulate what your brand stands for and how it adds value to your target audience. Consistency is key.
- Create high-value content: Develop content that addresses the needs and pain points of your target audience. This can include blog posts, whitepapers, infographics, and case studies.
- Engage regularly: Consistently engage with your audience by sharing relevant content, commenting on industry trends, and participating in discussions.
- Leverage LinkedIn’s tools: Use LinkedIn’s advertising and analytics tools to target your content precisely and measure its impact.
- Collaborate and network: Partner with industry influencers and thought leaders to amplify your reach and credibility.
- Monitor and adapt: Regularly review your performance metrics and adapt your strategy based on what’s working and what’s not.
Using KLIQmetrics™️ to achieve better B2B LinkedIn marketing outcomes
Are you leveraging LinkedIn analytics to their full potential? KLIQmetrics™️ is here to help. Built by Australian marketers for marketers in over 20 countries, this powerful real-time marketing analytics dashboard transforms LinkedIn data into actionable insights. It doesn’t just pull data from LinkedIn analytics; it turns it into meaningful information about your prospects, the impact of your content, and a better understanding of your campaigns.
Whether you're part of a small team, a solo marketing manager, or a larger organisation, the insights you gain from KLIQmetrics™️ are invaluable. These insights help teams and stakeholders have impactful discussions about their LinkedIn marketing strategy.
To discover how to access powerful insights with KLIQmetrics, check out our case studies and testimonials, and feel free to reach out to us.
