Using LinkedIn for b2b outreach

Posted on: January 11, 2012

With over 100 million professionals worldwide Linkedin is a practical option for businesses who needs to reach other businesses. Here are the main areas marketers should consider for any b2b outreach on the platform:

Formulate guidelines

Begin by clearly laying out the objectives and strategy for your activity on Linkedin. Summarizing this at the beginning of your guidelines helps to keep you and your team clear about what you are doing on the platform and what you hope to achieve from it. Then add guidance on tone of voice including use of slang, scientific language, etc. Depending on the size of your team and specific sensitivities around your company or brand (s) include issues escalation procedure and pre-approved FAQs to enable community managers to answer queries fast and build relationships

Create a group

Create a group and manage actively:

Consider apps, events, profiles and answers

Develop a content calendar

Develop a rolling content calendar for your group and any other activity including  items such as:

  • Questions for group members on latest industry issues /successes
  • New trends in your industry
  • Company blog posts and videos from your YouTube channel / other video service
  • Upcoming company, customer and industry events
  • Press releases and major announcements, as appropriate

Linkedin image via


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