LinkedIn & B2B Marketing/Brand Authority: How Useful Is It?

[PurpleGriffon]

Hi Folks,

I'm in the process of drawing up some detailed step by step marketing and content strategy guidelines and I'm currently researching LinkedIn as a platform and the potential benefits for B2B marketing on it and building brand authority.

I'm coming across some conflicting data regarding how useful it is.

Does anyone have any experience or opinions on the viability of LinkedIn for B2B marketing and building brand authority? A couple of questions would be:

1. Is it a viable B2B marketing platform?
2. Is it a good place to build brand and industry authority?
3. What techniques would you concentrate on over others?

Any advice on the subject would be great. Thanks, folks.

Regards

Gareth

[O2C]

It would depend on the type of business you offer and how much you use LinkedIn - same as any other Social Media platform I guess.

We have used it and seen some good traffic come through to our website, hard to tell how much business it has given us directly but we use it to interact with other businesses and have had some good feedback from it.

Joining 'Groups' and sharing content to them has proven to be quite successful but be specific with the groups that you join as the content you are sharing will have to be relevant.

Best thing to do in your situation would be to trial it for a couple of months to get a feel for what your target audience would be from LinkedIn and how relevant they would be to the business.  Try communicating with the audience in different ways throughout the trial, maybe do some split testing to see what gets the best response.

Be active and share relevant and useful information