Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers

A deep dive into why employee advocacy on LinkedIn stalls when leaders try to control everything and staff avoid posting. Short takes on leader fears, employee anxieties, and how over‑management kills authenticity. Practical focus on communication, modeling, training and pairing company pages with employee voices to boost visibility and trust.

Many B2B brands mishandle their LinkedIn Company Pages, mistaking them for personal profiles. The podcast highlights key mistakes and urges brands to shift focus from self-promotion to audience-first content. Michelle emphasizes the importance of page advocacy, recommending active engagement in discussions. She advises against using templated posts, advocating for smart experimentation with formats. The message is clear: a strategic approach to Company Pages is crucial for driving visibility and growth.

Join Michelle J Raymond as she breaks down the major shifts and strategies for LinkedIn B2B marketing in 2026. From the introduction of 360Brew and the rise of pay-to-play features, to the changing demographics of LinkedIn users, she covers all the essential updates. Discover the importance of revisiting your marketing fundamentals, updating your profile and Company Page, and maximising the Power of Two by aligning company and employee efforts. This episode is packed with insights to help you stand out and achieve your LinkedIn goals in the coming year.Key moments in this episode - 00:00 Introduction: New Year, New Playbook01:04 Reflecting on LinkedIn Changes in 202501:34 Understanding the 360Brew LinkedIn Algorithm03:41 Key Shifts in LinkedIn's Platform07:42 The Importance of a Strong LinkedIn Strategy11:06 Revamping Your LinkedIn Presence13:44 The Power of Two: Company Pages and Employees16:36 Final Thoughts and Looking AheadCONNECT WITH MICHELLE J RAYMONDMichelle J Raymond on LinkedInBook a free intro callhttps://socialmediaforb2bgrowthpodcast.com/B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260113_michelle-raymond_jan-sm-study_en&utm_content=audio&utm_term=q1

Nancy Harhut, a behavioral science specialist and author, joins to explore how emotions and psychology influence B2B buyer decisions on LinkedIn. She reveals that buyers aren't purely rational and explains the power of fear and urgency in messaging. Harhut emphasizes the importance of niche content over broad approaches, as it builds trust and community. Discover why repetition matters less than relevance and how shifting the narrative to focus on customers rather than products can enhance engagement and sales.

Bec Chappell, a savvy marketing strategist and host of Marketing Espresso, joins to discuss the evolving landscape of LinkedIn for B2B brands. She highlights the pitfalls of over-relying on AI for strategy, arguing it dulls creativity. They emphasize reviving emotional branding and practical steps to differentiate businesses. Bec encourages diversifying outreach beyond social media and aligning LinkedIn tactics with broader marketing strategies. Her advice? Avoid blindly chasing trends and focus on the essentials that drive real results.

LinkedIn's surprising 2025 changes have shifted the landscape for B2B marketers. Impressions are out; relevance and saves are in. Comments have taken on a vital role, generating visibility and trust. Company Pages can now act as landing pages, while social selling faces hurdles due to AI-driven spam. Short-form video isn't the magic solution many hoped for. As LinkedIn transitions from networking to discovery, mastering customer research and building rapport become essential for success.

Zoe Bermant, a LinkedIn strategist and agency leader, dives into essential strategies for B2B marketers navigating changes to LinkedIn Company Pages in 2026. She discusses the alarming decline in organic reach and presents three key strategies to combat it: investing in personnel, leveraging LinkedIn Premium, and boosting posts. Zoe emphasizes the importance of follower growth as social proof and highlights effective content formats like polls and newsletters for niche engagement. Finally, she offers advice for social media managers feeling overwhelmed by these shifts.

Why your LinkedIn posts don’t convert and how to fix them. In this episode, we break down the “beige content” problem, why marketers chase likes instead of leads, and the copywriting frameworks that turn LinkedIn content into real B2B conversions. Perfect for anyone looking for higher-impact posts, clearer messaging, and a LinkedIn strategy that actually drives revenue.Key moments in this episode - 00:00 Why your LinkedIn posts aren’t converting03:12 The beige content problem in B2B marketing07:40 How AI-generated copy creates LinkedIn sameness11:05 Writing for one LinkedIn buyer persona14:22 High-impact LinkedIn hooks and copywriting frameworks17:58 Why your audience still doesn’t know what you do21:44 Fixing weak LinkedIn calls to action25:33 The biggest B2B marketing truth for conversionConnect with Sarra Richmond on LinkedInCONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.  https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20251125_michelle-raymond_nov-scheduling-li_en&utm_content=audio&utm_term=q3

Michaela Alexis, a LinkedIn creator and speaker known for her engaging storytelling and practical LinkedIn strategies, discusses the rapidly shifting landscape of LinkedIn. She emphasizes the importance of building 'career insurance' and the power of vulnerability in establishing connections. Michaela shares insights on overcoming perfectionism, the unpredictability of the platform's algorithm, and strategies for introverts to network effectively. Tune in for her actionable tips on optimizing profiles and utilizing LinkedIn newsletters to grow your audience!

B2B buyers expect fast, human, helpful responses on social media and most brands are failing.In this episode, Michelle J Raymond and social care expert Brooke Sellas break down the best practices for managing customer care across social platforms, increasing responsiveness, and converting conversations into real revenue.Key moments in this episode - 00:00 Defining Social Customer Care03:15 The Importance of Brand Conversations04:47 Creating Engaging Content07:00 Leveraging Social Media for Business Growth08:27 Practical Tips for Social Media Engagement22:00 The Role of AI in Social Customer Care28:35 Final ThoughtsConnect with Brooke B. Sellas on LinkedInCONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.  https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20251111_michelle-raymond_nov-scheduling-li_en&utm_content=audio&utm_term=q3