By the first half of 2017, Australian startups had traded more than $432.3 million USD (or $564 million AUD). Globally, Australia has been ranked at number five by the Global Entrepreneurship Development Institute for the contribution and approach that’s mall B2B and B2C businesses made towards the country’s social, economic and technological progress and for being one of the lowest venture capital countries.
Australia has 4,200,000 active LinkedIn users per month. According to a post published by LinkedIn, in 2017, Australia was one of the most influential countries globally in terms of Australian social media influencers and their number of followers and designation. The list is headed up by Mark Loll back – the Chief Executive Officer of GroupM Australia & New Zealand.
So, what have we got by combining these two things?
Though used globally, Australian small businesses have one of the highest potential markets for LinkedIn marketing for B2B businesses.
Why is it so?
After nurturing this market for years, we have put together six key points as to why LinkedIn is the place to be for B2B marketing.
1. Your target audience is there for an existing reason:
Statistics say that out of all the leads that come from LinkedIn, 80% of those are from B2B businesses.
The marketing perspectives of B2B and B2C businesses are in opposition. While B2C marketing runs on customer emotion, customer need and personal connection between the brand and the consumer, B2B businesses run on sales figures, KPIs, brand value propositions and profit margins.
People visit LinkedIn from a professional perspective and for interactive communications. Therefore, almost all the people you’re marketing to have pre-determined commercial visions and that makes it incredibly easy for you to place your offerings.
Regalix has come up with a statistic that shows that more than 80% of all B2B marketers launch and market their products over at LinkedIn. The number of subscribers is more than YouTube, Facebook and Twitter combined.
2. The best place to build an online reputation:
LinkedIn, being a professional social media platform, is catered in such a way that you can add all the professional data for yourself and your organization, get connected, build communities, get recommended by your professional contacts, write and share content; and all these things build your reputation on the platform.
According to a very recent study, B2B businesses which follow twenty or more industry experts within their niche and share their content at least twice a fortnight, are thought to be able to market their businesses up to 560% better while launching a product.
3. ‘Company Pages’ feature:
Along with the various opportunities to flaunt your professional expertise, ‘Company Page’ is an inventory addition of LinkedIn that allows you, on behalf of your business, to specifically target only relevant professional profiles. For B2B businesses this is an excellent way to do content marketing.
There are also customized CTA buttons, promotional sharing, LinkedIn marketing campaigns and many more features available.
4. Relationship management at its best:
‘Company Pages’ transforms LinkedIn into a complete B2B platform. Until now, the majority of B2B businesses were run from personal accounts. There are multiple connection levels on LinkedIn: 1st, 2nd and 3rd with connectivity types: connect; send a message and in-mail for segregated networking.
The more in-person relationships that can be built, the more that people are likely to endorse, backup and engage with your business.
The inclusion of influencer marketing on LinkedIn is one more virtue for online marketing for B2B businesses. You can create influencer posts and share and market them in such a way that helps your service or product sell. With proper content marketing over at LinkedIn, you can establish yourself as a thought leader and this will really help your products or services gain consumer loyalty.
5. The most lead attracting platform:
HubSpot has very recently published a report that states that LinkedIn produces, on average, 227% more leads in comparison with Twitter and Facebook. Also, LinkedIn has been marked, globally, as one of the best platforms for newbies to showcase their talent. Most of the businesses that are found on LinkedIn are small to medium scale and entrepreneurs account for a significant number of users.
Therefore, if you’re a young B2B marketer of any product or service and are skeptical whether companies will listen to you; go for steady LinkedIn marketing. They will listen for sure! 94% of all B2B marketers use their LinkedIn profile to share relevant and informative content. Therefore, LinkedIn is the most content-driven platform amongst their contemporaries. On LinkedIn, people will listen to what you’re saying if they can relate to it and it can help their business.
6. Know your target market like the back of your hand:
On LinkedIn, you can search for people with their name, designation, job and, more broadly, any keyword can be searched to find the relevant person or company.
With the ‘Advanced Search’ feature that is available with the premium version, you can search by:
- Company size
- Present and past company
- Non-profit interests
- Profile language
- Groups they are members of
- The time when they joined LinkedIn
- Interested in
The 1sttype of connection in LinkedIn is the cream of your business; the 2ndtype is the people with the same niche as you or your clients; these are the best people to build a community with.
LinkedIn allows you to learn, explore and to closely connect to your target market. You can target your audience by social, professional, financial, demographical and almost every associated parameter that may influence your B2B business.
‘LinkedIn SlideShare’ sees 70 million visitors monthly. On average, ten pieces of content are consumed by each customer before moving to sales, both for the B2B and B2C market. Therefore, opportunities are there; challenges are there. Once you have balanced these two, voila, you have your perfect LinkedIn marketing strategy!