LinkedIn: at the core of a B2B strategy, a personal profile.

Here is a recipe for a sucessful B2B strategy on LinkedIn.

I. Your Personal Profile!

  1. Complete your LinkedIn personal profile.

Before promoting the services of your company, you must position yourself as an expert in your field. It all starts with your personal page. Take care of your image and do not simply rewrite your resume. On your LinkedIn profile, information must be funneled from the most important to the least important. You can even add images and videos to make your profile more attractive.


  1. Optimize your profile.

LinkedIn is no exception: keywords also have a significant influence on rankings. Think SEO content when you write the different sections of your profile. Make sure that as much of your page as possible is visible to everyone and share your LinkedIn URL on other social networks, in your emails, on your website, to increase the visibility of your profile.


  1. Connect with people! When it comes to your strategy, you have the choice:
  • an opening strategy by seeking the widest possible network thanks to an open profile and the possibility for everyone to come into contact,
  • a purely professional strategy by inviting and following only the people with whom you have had direct or indirect working relationships,
  • a selective network strategy.


  1. Demonstrate your expertise and interact.

Create, share, like and comment on content related to your area of ​​expertise. Demonstrate your expertise by positioning yourself as a leader in your field. Plus, if you want people to recognise your skills, you too must endorse theirs. Take a little time to explore the profiles of your close friends or business contacts.


  1. Create groups and participate.

To expand your network and demonstrate your expertise in a specific area, you must create and participate in groups. Groups allow you to discuss a specific theme and share experiences, ask for information, express your opinion, share content and more. The more content you publish in various industry groups, the more you will position yourself as the leader. By creating a group, you will define yourself as an expert on a subject. Inviting or challenging opinion leaders to participate in your group is also a very interesting tactic. Indeed, these will serve as leverage for your notoriety.


  1. Search and find out.

It is important to remember that LinkedIn is also an important source of information about your competitors, customers and prospects. Allow yourself to be curious. Do an audit, analyze and use the data to your advantage.

II. An efficient  B2B strategy takes a team.

To give more visibility to your publications, it may be interesting to involve your team in the process. Beyond asking them to like, comment and share your publications, the news could be published natively from their profile.


By targeting the influencers on your team - employees who already have a good network and show an interest in social media - you will naturally increase the reach of your content.

III. Use groups statistics to improve your targeting and marketing.

LinkedIn offers a tool people tend to forget: the ability to access statistics from any group (even groups you do not belong to).

To view them, click on the group and then on the gear icon displayed in the group's top navigation menu. Then click on "Group Statistics" in the "About" section. Groups statistics tell you how many members and how active they are, as well as other key information such as location, seniority, position, and sector.

Use this data to analyze the composition of a group and decide (or not) to register, identify which groups you should target, find the best way to segment your pages or get information about your customer profiles so you can improve your marketing in general.


IV. Place "Follow " and "Share on LinkedIn" buttons on your website / in your content.

Highlight your company's presence on LinkedIn and help increase the reach of your business page by placing a “Follow” button on your website.

Also consider adding a "Share on LinkedIn" button to your content, such as your blog posts, emails, and landing pages to extend the reach of your content to LinkedIn users.