5 tips for building B2B connections on LinkedIn

Jan 11, 2018

With a set up like Facebook, LinkedIn helps businesses connect and build relationships. It’s an ideal place for posting job listings, company news, and professional content. The numbers prove it: 57% of businesses have a LinkedIn company page, and 94% of business-to-business marketers use this platform to distribute content.

There are several reasons LinkedIn is popular for building business-to-business relationships. First and foremost, it is a platform for getting to know potential business partners in a relaxed yet professional environment. It’s a great place to get feedback on products and services, answer questions, learn about what’s going on in your industry, and share news from your business. When a relationship is built, followers often become customers.

But what is the best way to get connected to other businesses on LinkedIn in the first place? Here are some tips we’ve gathered for building successful B2B relationships.

Create a company page.

If you don’t already have a company page, your first step is to create one. The page will include background information (i.e. mission of the business, history, and culture), company photos, and contact information. Taking the time to build and maintain a page allows others to see what kind of company you are and boosts your brand.

To set your page apart, you should state what you hang your hat on and give your followers a glimpse into your future goals.

Join groups.

Join groups that relate to your industry or field. As part of a LinkedIn group, you’ll have the chance to get connected with potential business clients, vendors, and strategic partners. You can also connect by commenting on posts from other LinkedIn users, which displays your expertise and interest in other companies.

Be active.

Update your status at least three times a week with job postings, company news and videos, and relevant studies that support the products and services your business provides. This habit demonstrates to other businesses that you are an active, engaged user who might be a good resource to connect with.

Use great visuals.

Post photos of your employees in action, whether they’re working on a major building project or sitting at a desk, typing. Putting faces to names in your company helps build personal connections. You can also post pictures of your products, especially if they are eye-catching or innovative to your industry.

Make sure that every photo you upload to LinkedIn is high-quality. Every photo speaks for itself! High-resolution photos communicate professionalism and commitment to excellence.

Expand into advertising.

As a business trying to reach other businesses, advertising your products and services on the most business-focused social platform makes a lot of sense. LinkedIn offers two advertising paths: You can partner with LinkedIn experts or go it on your own using Campaign Manager.

Within Campaign Manager, there are options for how you reach out to your audiences: sponsored content within the LinkedIn feed, text ads on the sidebar, or more personal InMail messages. You get the incredibly valuable option to target ads by job title, function, industry, and more. Budget controls are flexible and lead generation tools help increase conversions.

LinkedIn is a growing and popular social media platform specifically geared toward helping businesses and professionals connect. It’s a great tool for anyone looking to expand their B2B portfolio.

If you have any questions about LinkedIn or would like help generating content for your company page, contact the Write Place today.

Thanks to AARP, LinkedIn, Social Media Examiner, Chron, Hootsuite, Kim Garst, LinkedIn, and Beam Local for the tips, info, and statistics curated for this article.


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