Despite having problem-solving products and services, companies cannot sell them unless their prospects know who they are and what they offer.
To start building a robust B2B brand on LinkedIn, companies should leverage LinkedIn Campaign Manager to gain target audiences’ demographic details and professional traits. Marketers can also use LinkedIn Insight Tag to learn about their target audiences and measure the results of their marketing efforts on LinkedIn and beyond.
With Edelman research indicating customers are more concerned about relevance than originality, businesses can repurpose high-performing existing content from owned channels for brand awareness campaigns on LinkedIn. In addition, B2B brands can also create high-quality thought leadership content to foster trust.
Hosting a LinkedIn event can also help B2B companies stay connected with their community. Marketers should focus on metrics like CPM, engagement rate, click-through rate, backlinks and brand recall to measure the impact of their brand awareness campaigns.
[4 minute read]