LinkedIn for B2B: What’s Working, What’s Not + How to Stay Ahead 2025 | E77

LinkedIn isn’t what it used to be, we sit down with Andy Lambert, Founder of ContentCal, to break down what’s actually working in social media marketing today when it comes to growing B2B audiences.

LinkedIn: More than Just a Professional Network

We all know LinkedIn is where professionals mingle, but it’s evolving in ways that can leave even the most seasoned marketers scratching their heads. From an increase in short-form video content to conversations about the quality of engagement, the landscape on LinkedIn is far from stable. Whether you love it or complain about its changes, one thing is certain: LinkedIn isn’t going anywhere.

A Mixed Bag for Engagement

Despite the complaints about clutter and repetitive content (hello, engagement pods!), there’s still a unique opportunity for B2B marketers. Creators who invest in video do see benefits; the catch is that simply posting a video doesn’t guarantee quality engagement. Surprisingly few marketeers are creating video content, but many are consuming it. This disparity leaves a gap worth exploring for those willing to dive in with originality.

Personal Branding vs. Company Pages

As many marketers have noticed, the shift from company pages to personal accounts has been substantial. While company pages can often feel like a one-way street, personal branding injects a human touch into the B2B environment. The challenge, then, lies in how marketers can use their personal accounts to build authentic relationships that can foster community engagement.

So how do you harness the power of personal branding while managing a company page? We recommend treating your company page like the front window of a store and your personal accounts as the friendly staff inside. Keep the content engaging and authentic—don’t just “shout” your message into the void.

Engagement Is Key

Recent discussions highlighted a critical point: engagement should never be an afterthought. Don't just drop a post and walk away; dive into comments or engage with others' content genuinely. This strategy yields better returns than simply relying on algorithms. Remember, social media is about connection; links and likes are just the sprinkles on top.

The Shift Towards Community

Data suggests that successful B2B marketing often stems from strong community ties. It’s essential for marketers to understand their audience’s ecosystem and influence them better. Stack the odds in your favor by participating in relevant communities, whether they're on LinkedIn or other platforms like Discord or Slack. When people start recognizing your name and associating it with valuable insights, you create a feedback loop winning that brings in more leads.

Wrap-Up

Ultimately, whether you love or loathe LinkedIn, it's essential to adapt and evolve with its changes. Embrace the challenges, nurture those personal connections, and transform your brand's voice into one that resonates with authenticity. There are ample opportunities ahead, but they require a blend of savvy engagement and genuine relationship-building to unlock success.

Got any insights or stories from the trenches of LinkedIn marketing? We’d love to hear them. Drop us a comment or reach out via social.