Presence on LinkedIn
Being active on LinkedIn as a B2B company is more important than ever. At its core, it is about being positioned so that customers find you based on the questions they have about a specific problem area. If you do not show up, your competitors might.
So how should you think about activities on LinkedIn, and what is right and wrong? That is hard to answer without knowing what your customers' challenges look like and how your products or services meet them. Advertising will always be the fastest route to results if it is done right (more on that here). But as a complement to advertising, and as a way to keep advertising costs down, relevant content aimed at your customer at the right stage of the buying journey is worth its weight in gold.
If you work in B2B and your customers are companies, LinkedIn is a network where you need to be. Communicating through the company page is step one, and having your employees be active is step two. The most important thing is always to have a social media strategy (besides LinkedIn, Facebook or other networks may also be relevant for your company and your products).
You could see LinkedIn as a Facebook for companies and business people. The content is more professional and tied to our roles at the companies we work for. Even though LinkedIn has recently started to soften and become more like Facebook, there is still a difference in content.
When it comes to LinkedIn and advertising, our recommendation is to write posts on your company page that you then sponsor. That way you reach your audience both organically and through paid traffic. Never forget that advertising should be the foundation of what you do on an ongoing basis, but good content that also leads to your website is important too.