3 Compelling LinkedIn Strategies for IT Services Firms

Social media platforms are powerful marketing tools because of their ability to reach prospects where they like to gather, engage with content, and interact with each other. For IT service firms, LinkedIn is the ideal platform for social media marketing because it provides a professional audience.  

LinkedIn allows IT services firms to reach business leaders, decision makers, and IT professionals so they can spread brand awareness, engage with prospects, and generate leads. According to LinkedIn, the platform is number 1 for B2B lead generation. To take advantage of opportunities for lead generation on LinkedIn, managed IT service providers need to use the right strategies.

Here’s an overview of 3 compelling LinkedIn strategies that IT services firms can use as part of a winning approach to B2B marketing. 

1) Audience Targeting on LinkedIn

The LinkedIn platform provides IT service companies with a wide audience of business professionals that are looking for products and services to meet their business challenges and solve pain points. Managed service providers (MSPs), managed security service providers (MSSPs), and cloud service providers (CSPs) can reach up to 630 million professionals on LinkedIn. LinkedIn found that 4 out of 5 members are decision makers, making the platform a potentially fruitful forum for lead generation. 

With such a huge pool of audience members to draw from, audience targeting is a key LinkedIn marketing strategy for B2B tech companies. LinkedIn profiles provide ample information that IT service companies can use to define and reach target audiences. Audiences can be segmented according to job title, job function, company size, geographical location, industry, and more. 

While LinkedIn cautions against hypertargeting, a marketing agency will help your IT service company develop a precise approach to targeting an audience. Based on key performance metrics for your LinkedIn marketing campaigns, the agency can work with your company to adjust your targeting to eliminate unqualified groups and tailor messaging to the right prospects.  

2) Encouraging Interactions with LinkedIn Advertising 

LinkedIn advertising provides a strategy for spreading brand awareness and encouraging engagement on the platform. LinkedIn offers many options for formatting ads, so IT service companies can choose the format that best fits their messaging and objectives.  

These ad formats, including text, image, and video ads, are designed to be concise and impactful for attracting prospects. Some options, such as carousel ads, are interactive, prompting people to read a brand story by scrolling through a series of slides. Document ads use a summary to inspire people to download more substantial thought leadership content. 

LinkedIn Campaign Manager can be used to create ad campaigns, measure key performance indicators (KPIs), and adjust your campaigns for an agile approach to marketing. Based on KPIs, IT service firms can find out which ads resonate with the target audience and decide, based on the findings, which types of ads to discontinue and which to double down on. 

3) Establishing Thought Leadership with LinkedIn Content

Creating a LinkedIn Page gives your IT service firm a place to post content to attract followers and build brand awareness. LinkedIn advertising can be used in combination with your LinkedIn Page to promote your content and draw prospects to your page. Content can also be posted on your LinkedIn feed to generate conversations about industry topics. 

Developing LinkedIn content enables IT service companies to establish themselves as thought leaders in their field with specialized subject matter expertise. Managed service providers can create content that shares industry insights, best practices, technology trends, company news, and details on service offerings. 

LinkedIn content can take the form of blogs, newsletters, videos, or testimonials. This content encourages audiences to interact by sharing, liking, and commenting. These interactions can be used to measure the success of your marketing campaigns through performance metrics. Each piece of content should also include a call to action (CTA) that presents the opportunity to engage and convert.  

Making the Most of LinkedIn Marketing Strategies 

LinkedIn provides IT service firms with the forum and tools for carrying out marketing strategies, as well as advice on best practices. However, working with a marketing agency is the way to optimize your LinkedIn marketing.  

At TSL Marketing, we have LinkedIn experts who will help your managed IT service company define objectives and a targeted audience for a focused approach to LinkedIn marketing. Our team will support your LinkedIn marketing efforts at every stage from setting up campaigns to measuring and analyzing results for continuous improvement. 

Request a Digital Advertising Assessment to find out how LinkedIn advertising can strengthen your marketing strategy.