To date, LinkedIn is still the go-to platform for B2B companies looking to establish credibility and build relationships with potential clients. All too often, however, I see companies jump straight into promoting products or services, overlooking the importance of building authority first. In a world where customers follow non-linear buying journeys, the key to long-term success lies in educating and engaging your audience. Here’s how B2B companies should use LinkedIn to build authority and strategies to drive traffic to your website and show offers at the right time.

Why Building Authority Matters More Than Immediate Promotion

LinkedIn is more than just a social media platform; it’s a professional network where trust and reputation are paramount. When companies use LinkedIn purely for promotional purposes, they miss the opportunity to build a loyal and engaged audience. Think about your own experience: Are you more likely to trust a company that provides valuable insights and educational content or one that constantly pushes offers?

Building authority on LinkedIn positions your company as a thought leader in your industry. It sets the foundation for stronger relationships with potential customers by offering them value— expertise, actionable tips, or insights into market trends—long before you make an offer.

The Recommended Mix of LinkedIn Posts for B2B Companies

Establishing authority on LinkedIn requires a balanced content strategy that educates, engages, and occasionally promotes. Here’s a suggested mix of post types:

  1. Educational Posts (40%)
    These are the core of your LinkedIn presence. Share blog posts, articles, whitepapers, or infographics highlighting trends, offering tips, or providing data-driven insights relevant to your industry. For example:

    • “The Latest Trends in B2B Marketing for 2024”
    • “5 Ways AI is Transforming Supply Chain Management” These posts should be designed to position your company as a thought leader and provide value to your audience.
  2. Engagement-Focused Posts (30%)
    Create posts that spark conversations and encourage engagement. Ask questions, post surveys or polls, and share opinion pieces. The goal is to interact with your audience, allowing them to engage with your brand regularly. For instance:

    • “What’s your biggest challenge in scaling operations in 2024?”
    • “In your opinion, will remote work remain the norm in B2B industries?”
  3. Customer Success Stories and Case Studies (10%)
    Share stories of how your products or services have helped clients achieve their goals. Highlighting real-world results builds credibility and trust without being overly promotional. These can be short posts or longer LinkedIn articles:

    • “How [Client Name] Increased Their Revenue by 20% Using Our Software”
    • “Case Study: Boosting Efficiency for [Client’s Industry] with Our Solutions”
  4. Company Information (10%)
    New starters, employee anniversaries, internal company events, and other company posts do little for your brand (most interactions will be with your existing staff). However, when included in the content mix with other posts, they demonstrate the human side of your organisation and help potential buyers relate to your organisation.
  5. Promotional content (10%)
    While promotional posts shouldn’t dominate your strategy, they have a place. Share company updates, product launches, and special offers—but make sure they’re spaced out between your other content. Promotional posts should feel like an opportunity rather than a sales pitch:

    • “We’re excited to introduce our latest feature, designed to help B2B companies automate lead generation. Try it out for free!”
    • “Join our upcoming webinar to learn more about leveraging AI in B2B marketing.”

Post Frequency: How Often Should You Post on LinkedIn?

Consistency is critical when it comes to LinkedIn. For B2B companies, the recommended posting frequency is 3-5 times per week. This ensures that your company stays top-of-mind without overwhelming your audience. Avoid posting more than this, as it will lead to content fatigue and disengagement. Instead, focus on sharing high-quality, thoughtful content that adds value.

Additionally, LinkedIn’s algorithm tends to favour posts that generate engagement, so make sure you create content that fosters conversation and prime the comments section with staff commenting on the post.

Moving away from the Sales Funnel

As mentioned in my marketing attribution post, customers no longer follow a simple, linear path to purchase. Instead, they bounce between various touchpoints—searching for reviews, reading articles, attending webinars, and engaging with social media content before deciding.
To align with this behaviour, your LinkedIn content should be designed to drive traffic to your website or offers gradually and organically. Here’s how:

  1. Include Subtle CTAs in Educational Content
    Not every post needs a hard sell, but you can still guide readers towards your website. Include a link to a related resource or a deeper dive on your website at the end of a blog post or educational update. I find more content like eBooks works better here than links to offers. For example:

    • “Interested in learning more? Download our full report on B2B marketing trends for 2024 here.”
  2. Leverage LinkedIn Articles for In-Depth Insights
    LinkedIn articles are a great way to publish long-form content. They can serve as gateways to deeper content on your website. For example, write an article about a significant industry challenge and offer a detailed eBook or whitepaper on your website for readers who want more in-depth information:

    • “For a full breakdown of how these trends impact your business, download our comprehensive eBook here.”
  3. Engage with Comments and Messages
    LinkedIn is not a one-way street. Engage with the comments on your posts and start meaningful conversations. These discussions can lead to direct messages, where you can offer a personalised link to a resource, webinar, or product demo that addresses their specific needs.
  4. Promote Events and Webinars
    Events and webinars are excellent ways to drive traffic while still building authority. Promote these on LinkedIn with posts highlighting key takeaways or challenges your event will address. After the event, share a recap with a link to the recording or additional resources on your website:

    • “Missed our webinar on B2B lead generation strategies? Catch the recording and download the toolkit here.”

Conclusion

Following these tips, B2B companies can create a LinkedIn presence that builds authority, engages potential clients, and, eventually, drives traffic to their website and offers. It’s important to remember that LinkedIn is a platform for building relationships—relationships that don’t develop overnight. By focusing on delivering value and engaging your audience first, you set the stage for more effective, well-received promotions down the road.

Remember, the goal is not to rush your audience through a sales funnel but to nurture them over time, guiding them to your offers when they are ready to take the next step.