This document provides tips and best practices for using LinkedIn for B2B marketing. It outlines that LinkedIn is effective for engaging with decision makers and leaders, and that the majority of B2B marketing leads and social traffic to company sites comes from LinkedIn. It then details various inbound and outbound marketing practices on LinkedIn, such as publishing articles, using video, messaging, and advertising. It concludes by listing best practices for activities like publishing content, using groups, and leveraging profiles and company pages.

1. Confidential Customized for Serviceform Version 1.0
LinkedIn
B2B Marketing
By:Kannan Gophal

2. Facts
Over 630 million professionals gather on LinkedIn, the most
effective place for B2B marketers to engage with decision
makers, influencers and leaders.
● Lombard Odier saw a 12% increase in brand favorability leveraging video for
SponsoredContent.
● Thereare 63M decision makers on LinkedIn.
● 46% of social traffic to your company sitecomes from LinkedIn.
● 80% of B2B marketing leads fromsocial media come through LinkedIn.
● LinkedIn is the top social network for lead generation, bya long shot.
● 46% of social media traffic to your company site comes from LinkedIn

3. Facts

4. Inbound marketing practices
● Updates
● Publisher articles
● Native video

5. Outbound marketing practices
● Messaging
● InMail
● Replying in a group
● Replying toan update

6. Type of content
● Written
● Visual
● Videocontent

7. Free content features
● Publishers
● Native video
● Updates
● Media on your profile
● Groupdiscussions
● Companypage updates
● Slideshare
● Messaging

8. Sponsored content
● Ads
● InMail

9. Best practices for Updates
● Understand yourpersona andshare when they are online
● Share often
● Share different typesof content (rich media, infographic or native video)
● Promote other people content (Partnersand clients)
● UsingLong-Form Posts
● Share quality content
● Beaware of your audience
● Use @mentions and #hastags
● Addvisuals

10. Using Hashtag Communities
● Discovering yourhashtags
● Pinning your hashtags
● Use 1 -5 relevanthashtags
● Best hashtags first

11. Using Native video
● Share industry tips and tricks
● Showcasea productor service
● Demonstratea productor service
● Geta client testimonials
● Record an interview
● Record from stage
● Share youropinion abouttrending news
● Describe an event you have comingup (webinar)

12. Publisher best practices
● Createor repurpose content in a word document
● Addstrong header and banner image
● Make yourheadline strong
● Moreis better (3000 - 10,000)
● Addvisuals
● Addlinks
● Use formating tools
● AddCTAs
● Share this with networks
● Adda bio section
● Continue sharing

13. Messaging features
● Activestatus
● Image uploads
● Attachments
● GIFs
● Emojis
● Voicemail
● Groupmessaging

14. Best practices for InMail
● Focuson your audience
● Share relevant content
● Customize whenever possible
● Share something value (Top of funnel)

15. Best practices for Sales Navigator
● Focuson target accounts and leads
● Make reviewing your timeline a dailypractice
● Don’tbe afraid toreach outinfluencers, advocates and strategic partners

16. Best practices for Slideshare
● Use good visuals
● Use less than 30 words perslide
● Use no more than 2 fonts
● Try ro feature just one idea on each slide

17. Best practices for Groups
● Use groups for thought leadership
● Promote a feeling of exclusivity
● Connectwith other members
● Use new engagements functions

18. Best practices for Company page
● Share content
● Monitoractivity
● Use header image
● Updateyour website
● Updateyour description
● Feed youraudience
● Follow 4-1-1 rule
○ 4useful, helpfulpieces of content
○ 1piece of company-related content
○ 1piece of promotional content
● AddlinkedIn to your content calendar
● Tab into your employees’ networks
● Beproactive in sharing page contentwith them

19. Happy selling!