Longtime IL resident Matthew Eriksen is the president of 4XF Inc. At the Northbrook, IL-based company, Matthew Eriksen manages B2B sales and oversees social media marketing on platforms like LinkedIn, Facebook, and Twitter.

When it comes to B2B marketing, no social media platform gives a higher return on investment than LinkedIn. Known as the social media platform for professionals, it is responsible for 80 percent of all B2B leads, and drives more traffic to B2B websites than Facebook and Twitter combined. So how can new companies use the platform to grow their brand reputations and attract more leads? By using the site’s various features.

Start a LinkedIn Page, then add details about yourself, covering topics like what you do and where you are located. Next, connect with people in your field and potential customers, join relevant groups, contribute to conversations, share insights with others, and actively engage with your audience. Understand their needs and share content tailored with them. Make use of LinkedIn articles to tell your story, reducing complex data and analytics to easy-to-understand content. Do live LinkedIn videos, giving out helpful content that positions your company as the go-to brand in your field. All of these strategies will get you on your customers’ radars.

Don’t stop there, though. Identify potential business clients and check if you share mutual connections who can introduce you to them. If not, initiate contact on your own and nurture authentic relationships. You can also purchase LinkedIn ads and target relevant demographics in your specific industry to grow your marketing reach.