WSI recently hosted a webinar on how to strengthening your network and brand with digital marketing on LinkedIn. Gunnar Hood, a WSI consultant in Oklahoma City and author of our eBook specifically about LinkedIn, shared his experience as an expert with B2B and professional service companies. You can watch the recording here.

The Business Case for Using LinkedIn and the New Normal

The impact of COVID-19 pandemic not only forced most people to work remotely, but also pushed them from their comfort zones. While uncomfortable, it is also the best way to grow.

Because so many in-person meetings, networking events, and trade shows were put on hold in 2020, LinkedIn became a highly attractive option because it:

    • Boasts 63 million decision makers and 30 million company pages
    • Accounts for 80% of B2B leads from social media
    • Was voted as the most trusted network
    • Triples the visitor to lead conversion compared to other channels


Unfortunately, the vast majority of LinkedIn users (98%) miss the bullseye… which means that the 2% who leverage the platform correctly can significantly out-perform their competitors.

Virtual networking is a scalable relationship building tool as it is time efficient, informed, broadly visible, free, and available 24/7. It’s not surprising that 75% of decision-makers prefer remote interactions and self-service options. These decision makers make hefty purchases on these interactions alone.

Personal Brand Visibility

An all-star LinkedIn profile can increase your reach by 50+%. However, building an outstanding profile can be hard if you don’t like writing about yourself. If that is the case, it may make sense to get help from a LinkedIn specialist.

The main key to an effective and engaging profile is to ensure it is buyer-centric. Focus less on what you do and mostly on how you help others solve their problems and the value you provide. Make sure you take advantage of the new Featured section to share rich content such as slides, PDFs, videos etc.

Also use the Social Selling Index tool to keep score and aim for score of >60 which, when combined with an all-star profile, puts you into the elite category.g

Work on Building Good Connections

While getting over 500 initial connections is a milestone to work towards, the quality of connections trumps quantity.  This is because LinkedIn “watches” who you’re connecting with and will suggest connections that are similar to the connections you have.

Specific search results in different categories returns not just people, but articles, content, and jobs related to your search. This provides greater exposure to relevant connections so you can narrow down and research people for common backgrounds, experience or interests who you many want to follow.

When you want to connect with an ideal candidate, use the Connect button on the profile view and personalize your message. Craft a message to be about them, and not about you. Be sure not to use automation – it isn’t personal and it is against LinkedIn policy.

Attract Through Thought Leadership

If there is someone you would like to connect with but you don’t have any common ground, use thought leadership as the means to accomplish this. About 97% of B2B companies use LinkedIn for content distribution making it one of the biggest content publishers.

Only about 0.4% of users share content on a weekly basis. Differentiate yourself by publishing weekly for a competitive edge. Check out the LinkedIn Pages Playbook for inspiration on what kind of content to publish. Be engaging (especially when you have a post that is attracting a lot of interaction), and space out your personal posts by at least four hours.

Encourage likes and comments on your posts, and then respond within 24 hours. Only tag people who are likely to comment to keep the LinkedIn algorithms happy.

LinkedIn Advertising

About 58% of B2B marketers indicate that LinkedIn ads deliver the best value, and 42% plan to increase their LinkedIn ad budget. This is based on how targeted the audience can be and the various ad formats available which include:

    • Dynamic
    • Single image or video
    • Carousel
    • Sponsored messaging:
      • Messaging ads (currently gets a 52% open rate)
      • Conversation ads


For more information on improving your LinkedIn performance and other digital marketing strategies, contact us. You can also watch the recording here:

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