6 Tips for Using LinkedIn Effectively in B2B Enterprises

04 May 2022 | Technology

LinkedIn is among the pioneer social networks, but over time many of them have become a memory from the past, like Hi5, Friendster and MySpace, for example.

The accelerated growth of the internet and social change took their toll. However, LinkedIn was always ahead, and turns 19 this year! What makes LinkedIn so special?

LinkedIn is based on a fundamental practice of public relations: create a network of people related to our professional interests, generate a positive image and support each other in the business world. LinkedIn enables and strengthens the networks between professionals and companies with all the advantages of the digital world. Being able to use this network correctly is essential to connect and gain recognition in your industry.

The beginnings of LinkedIn

LinkedIn was founded by Reid Hoffman in December 2002, but it was not officially launched until May 5, 2003. Hoffman said once that he wanted to achieve something relevant in the academic world while studying at Stanford, but he gave up fast because he noticed that this kind of knowledge has a short range, that is, it deals with highly segmented audiences. So he decided to go down the entrepreneurial path.

Hoffman worked at Apple, Fujitsu and SocialNet.com, among other companies, before founding LinkedIn, which helped him create a good network that later would help him carry out his own project.

By 2004, LinkedIn was experimenting with features like the premium version and the ability to import contacts. In 2008 it already had 25 million users and in 2011 it made history by being the first social network in the stock market. By 2022, LinkedIn has more than 700 million users.

What is LinkedIn?

LinkedIn is the most important professional network globally. Its main objective is to connect professionals to create profitable and valuable networks, where each company has development possibilities.

What advantages does it offer?

For professionals

Connect with other professionals in the area
Find learning spaces and develop new skills
Keep up to date with what is happening in the professional environment
Share the resume and create an attractive profile
Search for employment and apply for jobs

For businesses

Recruit trained and specialized talent
Create a community within the niche
Position yourself as an industry expert
Communicate company news or achievements
Strengthen the corporate image Improve internal communication
Generate traffic to the website
Connect with customers, partners and suppliers

Which companies should have a presence on LinkedIn?

LinkedIn is a professional network for any company that wants to connect with its niche, work on its corporate image or find talent, but this social network is perfect for one type of business in particular: B2B companies.

The presence on LinkedIn is a very valuable tool for B2B businesses because it helps to connect directly with the people who make the decisions; to strengthen its image and professionalism through its work team, former clients and partners; to position themselves in the business world and to put aside the cold calls that are now in the past because they are considered invasive and generate immediate rejection.

6 Tips for Using LinkedIn Effectively in B2B Businesses

Share valuable content: Each channel you use should have a specific goal, so don't recycle your Facebook or Instagram content on LinkedIn. In this social network, learning is valued first, so your content must be relevant to the sector, it should teach something, give tips, provide data, etc.

Attract traffic to your blog: LinkedIn is the perfect network to spread your blog. Entries must be related to your area, provide knowledge, communicate trends, provide information about current issues that are linked to the industry, etc. This will attract people in your niche (professionals, potential customers, partners) to your profile and your website.

Humanize your company and show the best of it: The LinkedIn community values companies that seek a healthy work environment, which is why it’s the best place to share the internal practices that your company is proud of, celebrate its triumphs, show the optimal resolution of obstacles, recognize the work of employees and count their value within the company.

Recruit the best talent: Although it is one of the main functions of LinkedIn, some companies forget or omit it, which is a big mistake because this network allows you to connect with highly trained professionals. In addition, through this platform the company can learn more about the applicants before arranging an interview with them (such as recommendations, experience, level of influence in the niche, common contacts) to optimize the selection process. In addition, posting vacancies on this network is a clear sign of the company's growth.

Consume the content of your sector: It is important to emphasize that LinkedIn is not a network to share content wholesale and only see statistics. The content must be carefully selected and the company must also consume the content of the sector. This will allow you to stay on top of what’s happening in the industry, competitor strategies and trends.

Highlight the values and social commitment of your company: Companies seek alliances with those who share their values. This is decisive when finding partners and making valuable market relationships. Business ties should always strengthen the image of interested businesses, not the other way around. LinkedIn is the perfect network to share the values and how they are practiced inside and outside the company, as well as the actions of corporate social responsibility towards the environment, social causes, etc. LinkedIn is an introductory letter of a company and the image it projects to its niche. It is a social network that goes beyond advertising and focuses on the value of professional networks and public relations. Using it correctly will undoubtedly bring great benefits to B2B companies.