What Your B2B Company Should Be Doing on LinkedIn

by Morgan Alverson | Jun 1, 2021

LinkedIn can be a powerful tool for your B2B business, but probably not in the way you think.

Yes, there are many things you can do on your company page (Madison talked about some of them here). But what I’m referring to today is utilizing LinkedIn personal profiles to build relationships and ultimately drive sales for your business.

The way the LinkedIn algorithm works (and really, the way we all interact on LinkedIn ourselves), personal profiles are given way more weight than company profiles. If you take a look at your own LinkedIn feed, you’ll likely see about 90% of posts from people – not companies (even if you’re following companies). Because of this, we should all be utilizing personal profiles on top of what we’re already doing on our company page. 

So where do you start? Get your sales team and top company leaders on LinkedIn, using it consistently. It can be a fantastic sales tool and a great way to build relationships with prospects. In fact, 50% of B2B buyers use LinkedIn when making purchase decisions. 

Here are a few LinkedIn tips for your sales team (and yourself) as you get started:

Make sure your profile is up to date.

62% of prospects look at your profile before deciding if they want to start a conversation with you. What will they see when they look at your profile? Is it all about you? Does it relate to your audience and the problems they are likely facing? 

You’ll want to make sure you have an updated, quality profile image and cover image that captures attention. You’ll also want a killer headline (see next point).

Utilize the headline area.

Headlines are powerful and a great spot to give the first impression. It’s no longer space to just put your position at your company – it’s space to capture attention. Your headline is likely one of the first things people see and will show up every time you leave a comment. I love what Josh Braun shares about headlines in his Badass B2B Growth Guide: A compelling headline can invite prospects to care about what you offer and be motivated to learn more. So what do you offer them? Why should they read your profile or posts and connect with you?

Consistently post. 

Begin posting on a consistent basis. This helps the algorithm put you on the feed often and ensures your audience sees your content. LinkedIn really likes it when you use their platform and rewards those that use it consistently. Your posts should be thoughtful content that relates to your audience. It does not have to be about your company. It does not have to sell. In fact, it shouldn’t ever be about selling your product or service. The goal here is to create valuable content that matters to your audience.

Engage with others. 

The power of LinkedIn comes from engaging and building relationships. The best way to do that is by commenting on others’ posts (not just liking them). Start conversations. After engaging and creating the start of a relationship, connect with them. When connecting, mention that you’ve enjoyed their content. 

There is so much value in using LinkedIn for your B2B company – don’t miss out. Get on there and start interacting. Build some relationships and provide value to your audience. You’ll see a big difference.

And if you need any help figuring out what to post, when to post, and all the little details – reach out to me on LinkedIn here. I’d love to help! 

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 by Morgan Alverson

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