B2B advertising is boring. Almost half of business buyers told PR Web so in a 2018 survey. And since then, it seems to have gotten worse.
In 2023, The Power of Provocation magazine found that an astonishing 82% of business decision makers believe that B2B marketing is monotonous and repetitive, while We found that only 1% believe that This presents a huge opportunity for B2B marketers to redefine their approach, and the ideal starting point is social media.
While creative campaigns are often synonymous with platforms like Instagram and TikTok, LinkedIn has emerged as an unexpectedly powerful player, especially for B2B marketers. Recently, we tested ourselves with Hootsuite's first LinkedIn Creator campaign for his social media career report. The results were amazing. In the first few weeks, we generated 1.2 million impressions, over 20,000 engagements, and over 8,100 link clicks.
Here's what we learned.
Why LinkedIn?
LinkedIn has a user base of 875 million people, and 48.5% of US users visit it at least once a month. A whopping 40% of LinkedIn visitors visit the page organically every week, and 50% of brands are recognized as “high quality” after advertising on the platform.
It's not just a matter of numbers. LinkedIn offers a unique community of creators across a variety of industries, making it an ideal platform for B2B influencers and their marketing.
What works in B2C also shines in B2B.
When you think of social media influencers and creators, LinkedIn isn't necessarily the first thing that comes to mind. But perhaps you should.
Here are some core principles we apply to social marketing on LinkedIn. The results show that it is working well.
Humans are humans.
LinkedIn users are diverse. The person who buys cosmetics on TikTok by night could be a marketing director by day. Preferences do not end at 9am. What works in B2C will shine in B2B. Simplicity is gold at Hootsuite, and our influencer strategy is no exception.
