Social media exchange with the professional community: LinkedIn focuses on connecting experts. (Photo: Pixabay)

Facts & Figures

In public perception, LinkedIn has far surpassed the German-speaking competitor Xing. This is primarily due to the platform’s impressive numbers: more than 600 million members are registered worldwide, with nearly half of them active on a regular basis. In the German-speaking region alone, 14 million users are on LinkedIn. Crucially for B2B, the proportion of relevant decision-makers is particularly high. It is no wonder that LinkedIn has become a central component in many B2B strategies.

Quality Prevails

LinkedIn itself reports that 94% of B2B marketers have fully integrated the platform into their marketing strategies. The advantage is clear: LinkedIn enables the building of a personal network and direct exchanges between industry professionals. On the other hand, the high level of engagement among LinkedIn users also presents some pitfalls: empty promises, aimless spam, and flashy advertising messages impress no one. Instead, quality content is required: in direct exchanges, strong arguments and relevant information prevail.

Finding the Right Strategy

As always, the key is a clear strategy. Aimless and irregular postings rarely lead to success. Instead, the starting point should always be the question: what do you want to achieve with your LinkedIn presence? Is it about increasing brand awareness? Recruiting new employees? Generating leads for specialized product solutions? Your subsequent steps naturally depend on this. A well-maintained company page is essential. Creating Showcase Pages can also be beneficial if you want to highlight specific solutions or target audiences. The focus on LinkedIn should, however, lie in regular engagement with the network: posting about current topics consistently and interacting with others’ content. In addition, LinkedIn offers paid ad placements that allow for direct targeting of specific audiences. The performance of individual posts depends on relevance and quality, as well as the timing of the post: standard “office hours” often work well, with early lunchtime proving particularly effective for publishing.

Conclusion

B2B marketing without LinkedIn? In 2022, this is hardly imaginable. What remains crucial is a clear and realistic marketing goal, a well-thought-out strategy, and high-quality content. A B2B marketing expert can provide valuable support.

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