How to Elevate Your B2B Presence on LinkedIn

Written By: Makayla Miano and Hannah Smolicz

In today's social media landscape, LinkedIn stands as the premier platform for B2B marketing and professional networking. With over 930 million members worldwide, it offers endless opportunities for businesses to connect with decision-makers, showcase expertise, and drive meaningful engagement. At Smolicz Solutions, we've helped numerous clients transform their LinkedIn presence into a powerful marketing and lead generation tool. Here's our comprehensive guide to fine-tuning your LinkedIn marketing strategy and elevating your presence.

1. Building a Strategic Company Page

   • Complete Your Profile: Companies with complete profiles receive up to 30% more weekly views. When prospects search for your business, it makes a difference whether or not your company page looks credible. 

   • Showcase Your Services: Clearly articulate your value proposition and service offerings within your business description. When creating posts, be careful that you’re not conveying those details in a salesly way. Offer valuable tips, industry insights, and case studies that your audience would be genuinely interested in.

   • Create Compelling Graphics: Enhance the visual consistency of your brand by leveling up your graphics. This includes your logo, page banner, and posts. Each of those elements should appear cohesive, branded, and convey who your business is. 

2. Content Strategy That Drives Engagement

   • Provide Thought Leadership: Showcase your industry-expert team members by sharing relevant insights and trends. This can be in the form of a bulleted list of tips, an opinion piece about a current discussion topic, a new blog post, etc. The goal here is to build credibility by showcasing expertise. 

   • Educational Content: Create value for your followers by offering posts with practical guidance. You know your industry best, and likely have endless tips and tricks to achieve client goals. Explain what those tips are, and how they positively impact clients. You want to provide content that is applicable to the audience, while further educating them about who you are.

   • Interactive Content: Try to understand what topics resonate with your audience by creating engagement opportunities. This can be as simple as continuously engaging with followers when you receive a comment. Or, you can try developing LinkedIn polls that simultaneously ask insightful questions and provide your social media team information about the audience. Interactive content can also be in the form of webinars or articles. 

3. Employee Involvement

   • The Power of a Team: Your team members represent one of your most powerful LinkedIn assets. Content shared by employees receives 8x more engagement than content shared by company pages. 

   • What to Share: Encourage employees to share company updates, comment personal insights, and regularly engage with the company page. This level of engagement showcases how incredible your team is, further increasing your digital credibility. 

   • Moments to Capture: When posting, regularly highlight company culture and behind-the-scenes moments. This includes company values, team member spotlights, or pictures as a group. You’ve worked hard to build a great team - showing them off also shows your target audience the expertise and personalities that your company brings. 

4. Measuring Success

   • Define Metrics: Create a plan to track your analytics so you know what’s working. Figure out what your current impressions, engagement, and following is. Then figure out where you want to go from there, and continue tracking those same metrics as you enhance your page and content. 

   • What Works: Your industry may have different patterns for what type of content works. Your baseline should be creating valuable content that establishes your company as an expert thought leader. But you also should remember that the algorithm makes a significant difference in engagement. Ask your team if the page is using effective hashtags, relevant keywords, engaging graphics, and human faces. 

   • Targeting the Audience: Perhaps your content is spot-on, but it’s just not finding the right audience. Define that target audience, and then create a prospecting plan. We recommend utilizing tools like LinkedIn Sales Navigator to create social media prospect lists. Start following referral partners, companies that would benefit from your services, and also take note of the key-decision makers of those businesses.

5. Creating the Plan

   • Social Media Analysis: The first step when establishing a plan is conducting a thorough analysis. Look at follower demographics, current engagement, and what posts have been effective. 

   • Develop a Strategy: Using the analysis, develop a strategy to help you get where you want to go. We usually define three leading goals, and then configure three strategies for each of those goals.

   • Propose a Content Calendar: With a proper analysis and strategic outline, you’ll be able to intentionally choose posts to include within the content calendar. Refer to the strategy when creating the details of the content, and then integrate an engagement strategy on a daily/weekly basis. 

   • Create Prospect Lists: An engagement strategy will typically include following targeted pages, strategically engaging with those pages, and messaging new followers. Unless your following is already as targeted and full as you’d like it to be, you may need to develop prospect lists. These lists will be based on target demographics that you’d like to reflect onto page engagement.

   • Track Metrics: This step is often forgotten, especially if it’s not being measured by a marketing team. Be sure to note your metrics and follower demographics before integrating a content and growth strategy, and then continue tracking those same metrics. We recommend tracking metrics for each post and on a monthly basis. 

LinkedIn offers plentiful opportunities for B2B businesses to build meaningful connections, demonstrate expertise, and generate qualified leads. By implementing these strategies consistently, you'll transform your LinkedIn presence from a digital business card into a powerful marketing tool. 

At Smolicz Solutions, we specialize in helping businesses develop and execute LinkedIn 

strategies that deliver measurable results. Contact us to learn how we can elevate your LinkedIn presence and drive your business forward.

Get in Touch: hannah@smoliczsolutionsllc.com