If the benefits of social media have been largely untapped by companies marketing to consumers, trying to implement a B2B strategy is even more challenging as it is even harder to grab attention or ignite conversations around topics that leverage a functional approach rather than an emotional one.

However, over the past 12 months, this has started to change with many businesses already mining rich steams of untapped potential: unearthing B2B marketing benefits from one particular platform – LinkedIn, which, if industry experts are anything to go by, is the platform predicted to cement its position as a major player in 2019.

So why LinkedIn? Well for starters, the numbers don’t lie. Over the past 12 months, the platform has seen a 60 per cent increase in engagement with content on the platform.

93 per cent of B2B marketers say it is the most effective site for lead generation.

And, of all visitation to corporate websites from social media platforms, it accounts for 64 per cent, with 2018 seeing a huge increase in new ad formats and placements that will only continue to grow in 2019.

But for all us social media culinary experts who have been attempting to cook up social appetites amongst clients (and internal stakeholders) for a number of years now, marketing on the platform is not cheap and for many businesses, budgets are tight.

So, what’s the secret to showcasing why LinkedIn can be a cost-effective part of your social media strategy if B2B marketing is a core focus?

Check out the full article in B&T here

Paul Isbell

Paul Isbell

Strategy & Social Media Director at Redengine SCC

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