In 2023, high-achieving business-to-business (B2B) marketers will use LinkedIn alongside other marketing strands to reach out to potential clients and turn them into customers.

With a community of more than 900 million business professionals, LinkedIn is the ideal social media platform for B2B marketers to establish a brand while engaging with like-minded individuals and customers.

However, success on LinkedIn isn’t a guarantee. Competition for attention between b2b businesses is fierce, and companies need to utilise the platform correctly to see results.

A great way to establish yourself as a thought leader in your industry and engage with your audience on LinkedIn is by publishing high-quality content.

Share articles, blog posts, and other relevant content relevant to your connections while adding your insights and commentary to increase engagement. Responding to audience comments and feedback will also help to foster a sense of community and build stronger relationships.

Connecting with your target audience and networking with potential customers, partners, and suppliers is also pivotal on LinkedIn.

Utilise LinkedIn's search function to find people that fit your target audience and send personalised connection requests, explaining why you want to connect.

Alongside creating connections, joining relevant LinkedIn groups is a valuable way to build rapport with like-minded professionals in your industry and share your expertise.

Participate in LinkedIn group discussions and conversations, share your content and insights, and engage with other members to establish yourself as an industry thought leader and grow your network.

Finally, take advantage of LinkedIn Analytics to gain insight into the performance of your content and ads on the platform while monitoring your reach metrics, such as impressions and clicks, to determine how many people see and interact with your content.

Use analytics to refine your targeting and improve your ad performance while determining your audience demographics to create more targeted content and ads tailored to their interests and needs.

The World Digital Foundation leverages LinkedIn in various forms for its clients and its brands, such as through our successful investment webinars we host for clients and industry groups.

In a recent webinar hosted by leading disruptive finance news and information website Crowdfund Insider, we utilised data from investment industry professionals linked to the topic of the month's webinar.

We encouraged private company issuers interested in raising capital through equity crowdfunding in the US to attend the event, leveraging LinkedIn to reach over 4,000 verified chief executive officers (CEO) and chief financial officers (CFO) who had filed to raise funds through either reg CF or reg A+ crowdfunding investment exemptions.

The World Digital Foundation also created personas of similar executives from private companies that fit the same metrics, helping to drive an additional 30% of registrations.

Andrew Dix, writer-in-chief and Co-Founder at Crowdfund Insider, said:

“It’s great working with World Digital Foundation as they can focus our messaging and ensure it reaches the right audiences, whether that’s through email marketing, LinkedIn or data acquisitions and this fundamental ingredient to the success of our partnership”.

Optimising your profile, publishing high-quality content, connecting with your target audience, joining groups, and using advertising features are key to maximising your LinkedIn presence and achieving B2B success.