on Wednesday February 12, 2025
Leveraging LinkedIn Marketing to Elevate ClimateTech Solutions
For B2B ClimateTech brands that are striving to make a positive impact in the fight against climate change, LinkedIn is often an effective marketing channel. Among the social media channels, LinkedIn is especially useful for B2B brands as a way to share information and ideas with relevant audiences; build thought leadership; and expand the breadth and depth of your organization’s networks for collaboration.
ClimateTech companies can use LinkedIn in multiple ways:
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Company Profile: Establish a presence on the platform by creating a comprehensive company profile. This profile serves as a hub for showcasing your mission, products, services, and team.
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Organic Communication: LinkedIn offers an organic communication platform where ClimateTech companies can engage with their audience through posts, articles, events and discussions. The platform is geared toward professional collaboration, making it useful to connect and share ideas with others in your industry.
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Paid Advertising: Additionally, LinkedIn provides paid advertising opportunities for ClimateTech companies to reach highly targeted B2B audiences with multiple interesting ad formats.
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Promote Products and Initiatives: Affiliate pages, such as Showcase Pages and Product Pages, allow you to shine a light on specific products, campaigns, or company activities and share more detailed content with distinct target audience segments.
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Career Opportunities: As your brand grows, hiring talented ClimateTech professionals will be essential. Posting job opportunities via LinkedIn allows you to reach, attract, and engage new team members who can help you to achieve your goals.
Tips for Crafting a ClimateTech Company Page on LinkedIn
As you build awareness and interest through organic or paid LinkedIn marketing, your growing community will explore your company profile to learn about your team, your climate solutions, and other aspects of your company.
For this reason, it’s important to make sure your company profile is accurate, clear, informative, and interesting before you begin actively posting on LinkedIn or using LinkedIn ad campaigns.
4 Key Elements of a LinkedIn Company Page
Orange Bird has helped numerous B2B ClimateTech companies strategically build out LinkedIn Company Pages so that they are an effective resource for awareness, interest, and collaboration with important audiences.
Example LinkedIn Company Profile developed by Orange Bird for a climate finance start-up
Visual Elements of a LinkedIn Company Page include a logo and a cover image. These should be legible on both mobile and desktop. Although LinkedIn has more desktop traffic than other social sites, mobile usability is a vital and growing factor. The LinkedIn cover image is the banner across the top of the company page. This space is an opportunity to visually communicate to visitors at a glance what your ClimateTech brand is about.
The About Section is a place for a text description. This is where your ClimateTech brand can share what problem your company is solving and for whom it is important. The first sentence should tell the reader what she needs to know to decide if it is interesting and relevant enough to continue her discovery process.
The People Section of your LinkedIn Company page lists your organization’s members or employees. People who are interested in your ClimateTech company may want to learn about your team, so your leadership in particular needs to have professional and accurate LinkedIn profiles that are connected to the company page.
The Lead Gen Form is a frequently overlooked tool for LinkedIn Company Pages that can add a lot of value to your marketing efforts. LinkedIn Lead Gen forms are effective when they offer audiences a compelling call to action and are implemented with a careful follow-up process. Orange Bird has a lot of experience helping scale-up ClimateTech brands add a steady stream of qualified prospects into their pipelines by effectively configuring LinkedIn Lead Gen Forms and integrated workflows.
LinkedIn Organic Content Strategy for ClimateTech Brands
As with any B2B marketing strategy, it’s important to align your LinkedIn marketing efforts so that you can build beneficial relationships with your intended audience. Additionally, as with any marketing message, it’s important to ask why the intended audience should care about what your company is posting on LinkedIn.
Strive for Consistency
Orange Bird’s recommended LinkedIn strategy for ClimateTech brands is to post at least once per week organically on LinkedIn. Pages that post at least 1x per week see 5.6x more followers according to LinkedIn. Many brands post on LinkedIn 1-2 per day. Consistency and frequency help increase recall and recognition of your brand and your core messages. The optimal level of frequency for your brand will depend on your goals and resources and should be considered as a part of your overall communication strategy.
Use Tags, Mentions, and Shares
People and companies love to read about themselves. And LinkedIn’s algorithm loves tags and mentions, too. Tagging and mentioning others or resharing their posts is an effective way to expose your brand to the followerbase of another LinkedIn account. ClimateTech brands can use mentions and reshares when appropriate as a way to amplify visibility for individuals, organizations, and messages that are aligned with your brand’s values and goals related to the climate and your industry. This helps add momentum to the cause overall, while also amplifying visibility for your brand.
Visual Appeal Matters
Compelling images will go a long way toward helping your message get noticed when users are scrolling through their feeds. Investing in high-quality visuals enhances the chances of your message standing out and resonating with your audience. People love to look at people, so don’t be shy about sharing photos and videos of your staff or customers (with their approval!)
Example LinkedIn images created by Orange Bird for a climate-tech company
Be Intriguing
A climate solution company’s LinkedIn channel should, first of all, focus on the needs of the target audience, helping them get answers to their questions, showing what needs the climate solution helps to meet, and clarifying which of their problems it solves.
For further reading about how Orange Bird maps the needs, challenges, and goals of our client’s target audiences, check out Orange Bird’s article “7 Key Elements of Brand Positioning for Climate Tech and Nature Regeneration Companies.” It also includes a downloadable worksheet that we use as a basis for creating content clusters and a content calendar to ensure 360-degree timely coverage of the needs of our clients’ audiences.
As a climate solutions company, your brand’s LinkedIn posts can include interesting stories about your company culture, your solution, newsworthy events, your customer community, etc. It’s important to offer posts that illuminate and engage your followers about topics that interest them, not just to sell your solution. Strive for a balance by delivering at least two educational posts for every promotional one, ensuring that your content educates and entertains your followers.
Be Active in Groups
Actively participating in LinkedIn groups dedicated to your industry and climate topics can significantly boost your brand’s visibility. Climate Change Professionals Group and Sustainability & Corporate Social Responsibility (CSR) are two examples of climate-related LinkedIn groups that have a lot of activity and over 100,000 members.
LinkedIn Audience Targeting Tools for ClimateTech Solutions
Audience targeting functionality in LinkedIn’s Campaign Builder gives ClimateTech companies the ability to communicate to individuals with specific attributes so that advertising budgets can be allocated to the most relevant groups.
At Orange Bird, we love helping ClimateTech brands to reach (and exceed!) their goals. Our paid ad specialists are adept at delivering original and innovative campaigns that help you to attract, engage, and convert your target audience. Take a look at a sample of our recent results:
Go-to-Market Value Proposition Validation for AVID Climate
Lead Generation and Brand Awareness Campaign for Climeon
General LinkedIn Advertising Tips from the Pros
B2B ClimateTech brands might find it useful to read our earlier post with tips for generating high-quality leads using LinkedIn.
Here are a few more tips to help you get the most out of your LinkedIn advertising budget.
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Create multiple Campaigns within a Campaign Group to segment your audience. This allows for more focused targeting and in-depth performance analysis. This also lets you easily modify or pause individual campaigns to maximize results.
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Single image tends to be the best-performing format to use in conjunction with LinkedIn lead gen forms.
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Consider specifying work emails on lead gen forms to cut down on leads with Gmail and other non-company email addresses. Otherwise, LinkedIn defaults to the email address people used when creating their LinkedIn profiles which is most often their private email.
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For some applications, document ads are useful. Document ads offer a way to keep the lead generation journey entirely within LinkedIn (versus taking prospects off LinkedIn to your landing page).
Example of a document ad on LinkedIn
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If you prefer direct visits to your website, don’t miss the step of installing the LinkedIn Insight tag. This will give you access to analytics about the visitor journey so that you can optimize the experience.
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Generally, campaigns perform better with a daily budget (instead of a campaign lifetime budget).
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LinkedIn recommends keeping creative content length between 100-220 characters for ads in Lead gen campaigns. Creatives shorter than 100 characters can lack detailed information, while creatives longer than 220 characters can get collapsed with a “…see more” link. Therefore, this content length range between 100-220 characters leads to the greatest visibility for your content.
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To effectively use LinkedIn targeting, LinkedIn recommends following three simple rules:
- A/B test – set up 2-3 targeting variations using various filters and optimize for better performance.
- Do not hyper-target – Limited scale will hurt your initial campaigns, so we recommend not adding more than two to three targeting facets.
- Analyze your campaign’s audience demographics.
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Optimize campaigns using data-driven insights – but remember to give your campaign time to perform before making significant changes. Using LinkedIn’s in-platform tools, such as Performance graphs and Demographic insights will help you to determine if your campaign is reaching the right target audience at the right time, and enable you to modify campaign parameters to boost performance.
Work with Orange Bird on LinkedIn Marketing for Your ClimateTech or Nature-Based Company
If you are interested in working with Orange Bird Sustainability Marketing agency to develop and execute effective LinkedIn marketing for your climate tech company, please send us a note. Orange Bird offers professional marketing services and has been dedicated to promoting climate solutions since 2017.