A Guide To LinkedIn For B2B Businesses

As a business owner or manager, you probably keep hearing about LinkedIn. LinkedIn can be a great way to market yourself, discover industry professionals, and much more. This platform can make a huge difference in the way you do business. LinkedIn offers excellent marketing tools that can help your business grow. Generate leads, create brand awareness, and find employees all from LinkedIn. So now that you know how much it has to offer, how do you get started?

Profile Setup

We’re going to start from the very beginning for anyone who doesn’t already have a business LinkedIn account. First, you need to have a personal LinkedIn account and be logged into it. From your personal account find the dropdown labeled “work” on the top right corner and click on “Create A Company”. From there LinkedIn will provide a guided setup through the rest of the required information. After that you have completed this you can begin filling in your profile. Be sure to use great company visuals like your logo and a branded banner to add trustworthiness to your page.


Now that you have a LinkedIn profile created it is crucial that you remain active on the platform. A profile that simply exists is not enough you have to post regularly and do your best to interact with other LinkedIn users. Try to post regularly but not too much to where it is overwhelming for your audience. Your post can include company updates, industry news, industry-related articles, employee spotlights, and so much more.


LinkedIn has great advertising capabilities. There are a few different ways in which you can go about advertising with LinkedIn. Starting off with LinkedIn Ads as a great way to advertise directly to small and medium-sized businesses. These ads are structured in a very similar way to other social ads like Facebook ads but the huge difference is that your audience on LinkedIn is comprised entirely of professional individuals. LinkedIn Ads allow for a very targeted audience so you can focus more on the specific individuals who are likely to be a good fit for your company. With LinkedIn your ads are more than just something to scroll past; here your ads can include lead generation forms and call-to-action buttons. LinkedIn even makes filling out forms painless for your targets by pre-filling the fields from their LinkedIn information this means all they have to do is a simple click. Having better quality ads makes it easier for your audience to connect with you.

The next largely popular form of advertising on LinkedIn is with Matched Audiences. Matched Audiences advertising includes three different types of targeting; website targeting, contact targeting, and account targeting.

Website Targeting – focuses on those individuals who have already interacted with your website in some way.
Contact Targeting – allows you to use an existing email list to target your audience.
Account Targeting – allows you to select a group of companies and have similar companies generated for advertising.

A newer form of advertising with LinkedIn is InMail marketing. With this method, your target audience is sent a direct message with your ad. Messages are more likely to be seen and read; this option has proved to do quite well.

Lead Generation

Leads are the lifeblood of most B2B businesses and LinkedIn can help you increase them. The first and most important step in generating leads is to have all of your company info readily available to anyone who views your profile. A strong company summary allows you to show potential clients that you can help them solve their problems. Mention the goods or services you provide, any accomplishments, your industry experience, and a call to action. A good summary can help potential clients convert into working relationships.
Another great way to generate more leads is by sharing expert knowledge and by portraying yourself as an expert. Put out original content through posts, blogs, or videos that are informative and educational for your audience.

LinkedIn Conversation Starters

Once you have established your existence on LinkedIn with a great profile you will want to start reaching out to individuals who might be potential clients. It can be hard to start conversations with strangers, even if it is online. LinkedIn provides a bit of help with this with its Conversation Starters. Conversation starters are templates for messages. While these templates can be a great help it is still necessary that you customize them to fit your exact needs and even personalize them for the individual you are sending the message to. Contact Right On Tech for your LinkedIn marketing needs today.