How To Do LinkedIn Marketing

Table of Contents

There are several ways to incorporate LinkedIn into your marketing strategy:

  • Optimize your profile

  • Use InMail (if possible)

  • Don’t forget to use LinkedIn advertising

  • Post valuable content often

  • Join LinkedIn groups

  • Incorporate multimedia

These days, we’re more connected than ever, & that’s BAD NEWS for B2B marketers. The window for lead generation keeps getting smaller as the world gets smaller.

How do you find new ways to generate leads? Many businesses haven’t explored LinkedIn’s power for generating B2B leads, but it’s an effective marketing tool.

You can think of LinkedIn as a professional social network. 

LinkedIn is great for networking AND growing your business. These marketing tips will help you better use the social media platform.

Using LinkedIn to build brand awareness & relationships with customers is a GREAT idea. You can market to potential customers & partners on LinkedIn by posting engaging content.

Read on for more helpful LinkedIn marketing tips.

What Is LinkedIn Marketing?

LinkedIn marketing aims to connect with people, generate leads, make brand awareness, foster business relationships and partnerships, share content, and drive traffic to your website.

Today, LinkedIn plays a MAJOR role in many successful marketing strategies because it is effective at expanding professional networks. 

The Importance of A LinkedIn Marketing Strategy

On LinkedIn, you’re less likely to sell or market your stuff. LinkedIn doesn’t like blatantly pushing your business, spamming and hard-selling.

This is why you need a marketing strategy tailored to the platform. You have to take a different approach to LinkedIn marketing because the audience is different.

According to Sprout Social, LinkedIn marketing generates 277% more leads on average than Facebook marketing.

According to a survey of B2B marketers, LinkedIn accounts for 80% of their social media leads. Using LinkedIn properly can help you grow your business. 

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Know Your Target Audience

When creating your LinkedIn marketing strategy, you’ve got to figure out your ideal customer. What’s the best way to generate leads and convert from LinkedIn? 

What kind of content will attract the right people? This is an essential step, and you should take the time to figure out your target audience. 

If your company sells a tool for social media, you may want to raise brand awareness among LinkedIn members who have jobs like “social media manager” or “social media lead.”

Defining your audience leads to BETTER LEADS.

The LinkedIn audience is highly engaged with content – 6 out of 10 users actively look for industry insights.

The LinkedIn platform gives your brand access to a whole host of educated, skilled, and influential people with good search intent (when you go to LinkedIn, you’re already looking for info on your industry). 

LinkedIn Pages & Profiles

There’s a difference between LinkedIn Pages & LinkedIn Profiles when it comes to LinkedIn marketing. Businesses mostly use pages because they’re public.

Profiles are private & are used by individuals. You’ll have different tools to grow your audience with each of them, but they all work with the LinkedIn algorithm

It’s possible to follow LinkedIn profiles as well, but the unique thing about them is the ability to have one-on-one, private conversations with connections.

Optimize Your Personal LinkedIn Profile

Although this seems like an obvious step, it’s easy to forget when you’re trying to focus on more advanced LinkedIn marketing strategies.

Any business you want to promote on LinkedIn starts with your personal profile.

When it comes to your personal account or company page, you need to make certain profile improvements to help you stand out. 

Get a high-quality profile picture that fits your brand. Your profile gets 21X more views if you have a photo.

The logo can be used on company pages as a profile picture, but high-res headshots work best for personal profiles.

Depending on your industry and brand personality, it might look different.

Another way to optimize your LinkedIn profile is to add your current job, which can get you 5X more connection requests. 

Also, include at least five relevant skills, which could help you get 31X more messages from recruiters.

Add A LinkedIn Background Photo To Your Profile

Make your LinkedIn Profile more personal by adding a background photo.

You can update it to showcase your personal brand, interests, or catch the attention of hiring managers & recruiters. Your background photo should be under 8MB & 1584 x 396 pixels.

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Add Keywords In Your Description

Google indexes your LinkedIn page, so put natural-sounding keywords in your company description.

You only need a few paragraphs to explain your vision, values, products, and services.


This is the entire point of LinkedIn. Business tasks & deals are happening virtually more than ever before, so building a professional network is important.

In 2020, LinkedIn reported 55% more conversations. You can network a lot on LinkedIn Groups. 

Because these are private groups, nothing you post will appear on your profile. The only downside for companies is you can’t use your Company Page.

In Groups, you’ve got to use your personal profile.

Create LinkedIn Posts

In content marketing, writing a blog post that engages your audience, solves a problem, and teaches something exciting hasn’t gone away.

The best way to market on LinkedIn is to add value to your audience’s lives.

Eighty-eight percent of the top performers in content marketing put their audience’s informational needs FIRST. 

Using LinkedIn means creating, sharing, and publishing content that has some purpose-whether it’s to educate, inform, guide, inspire, or entertain. 

Involve Your Employees

Connections are EVERYTHING on LinkedIn. Moreover, your employees can help you build a stronger network on LinkedIn by spreading the word about your brand.

Your employees must be a big part of your LinkedIn marketing strategy. Get your employees to add your company to their profiles.

By doing this, they’ll automatically become followers, & you’ll get noticed.

Join LinkedIn Groups

It’s also a good idea to encourage some of your top employees to join relevant LinkedIn Groups.

LinkedIn Groups let people interact with each other in the same industry or over the same interests. Consider starting an employee advocacy initiative on LinkedIn with this info.

You’ll find something for everyone here, just like in Facebook groups. Use LinkedIn search to find the perfect group.

Getting your own LinkedIn group is a great way to build your community if you can’t find what you’re looking for.

Owning a group helps you STAND OUT. You can also see what others think of your innovations. In the My Groups tab, click “Create group” to get started. 

Your new community will be created after you enter a title, logo, and description. Your description must be succinct, accurate, and interesting enough to build interest.

Groups on LinkedIn have come a long way from being a jumble in search results. Whenever you go to the Groups page, you’ll see curated highlights.

It’s a quick peek at how active your group is. You can then join the most active conversations in your groups.

Send Personalized InMail

If you want more employee involvement in your LinkedIn marketing, consider sending personalized InMails.

A LinkedIn strategy isn’t complete without InMail. InMail only has one downside, but it’s a pretty minor one. It’s a paid feature. 

Although this feature isn’t available through a LinkedIn Company Page, it’s great for tapping into the expertise of others in your organization. 

When sales reps or recruiters want to get in touch with prospects or influential people, sending an InMail directly to their inbox can work.

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Use Hashtags

Using hashtags on your LinkedIn status updates or posts isn’t just for emphasis; they can change your marketing strategy.

It’s a GOLDMINE to tap into new audiences, industries, and niches with these simple phrases. Overusing them, or using the wrong ones, can hurt your reach.

It’s important to strike a balance between relevant & popular hashtags.

Optimize Your LinkedIn Company Page

If you’re a marketer, business owner, or entrepreneur, you must create a company page.

Business LinkedIn pages are just as important as websites. All you need is a company name & email to build a LinkedIn business page. 

Ensure your brand has a consistent online presence with its company profile page.

This page should have similar images, colors, and content to your website and other social media accounts. Regular updates will keep the page active & make it look like a real business.

Having a well-optimized LinkedIn Company Page makes it EASY for your target audience to find you on & off LinkedIn.

There should be plenty of opportunities for prospective customers to learn about your brand & your people, and you should offer relevant content.

Experiment With LinkedIn Sponsored Content & Native Ads

Consider LinkedIn Ads if you’d like to compliment your organic LinkedIn marketing efforts. The targeting options are one of the BEST things about LinkedIn advertising.

LinkedIn offers over 200 targeting criteria to find members by name, location, industry, job title, etc.

Sponsored content are ads that appear in the LinkedIn feed.

With LinkedIn’s PPC ads, you can target specific job titles, functions, industries, or company sizes – the people who are most likely to convert.

Four out of five LinkedIn users can influence business purchase decisions, so ads can be effective.

Use Rich Media To Create A Bigger Impact

Even though LinkedIn is a professional platform, don’t limit yourself to text.

Like any other social media platform, adding visually appealing elements like photos & videos can help you engage LinkedIn’s target audience BETTER. 

If you add custom images to your posts, you’ll get twice as many comments, which will significantly increase your reach. 

Your LinkedIn marketing strategy should include video. You’ll probably post different types of videos on LinkedIn. Keep your videos engaging & fun.

Keep this in mind when you make videos for LinkedIn promotion. The platform is more formal than other social media. 

Post Video Updates

Like all social media platforms, video plays a HUGE part in LinkedIn’s algorithm. Videos do better than text-only posts on LinkedIn, so you should use them to promote your business.

Having said that, your LinkedIn videos might look different.

Avoid Hard Sells

Learn what’s new on LinkedIn like you would any other marketing channel. On LinkedIn, people don’t want to be interrupted, so get discovered.

Get familiar with content marketing & inbound marketing. Be careful on LinkedIn; many people act like 1980s salespeople.

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Embrace Storytelling & Humor

Showing your expertise isn’t enough. Engage your audience with storytelling in your LinkedIn posts.

It’s important to remember that LinkedIn’s algorithm is heavily weighted towards content that gets liked – engagement-generating content stays visible here MUCH longer than on other social media platforms.

Focus on generating engagement when you create content. Share a funny story, a fascinating fact, or ask a question.

What's The Best Time To Post On LinkedIn?

The best time isn’t set in stone. It all depends on when your target audience is on LinkedIn. There’s a lot to consider, from time zone to work schedule.

Knowing your audience is the key to SUCCESS in content marketing.

Post Long-Form Content

LinkedIn allows you to post long-form content through LinkedIn’s publishing platform, which is how many business leaders build their thought leadership reputations.

Using long-form content correctly can cement your status as an expert in your field. From the LinkedIn homepage, click ‘Write Article.’

If you prefer, you can put thought leadership content on your CEO’s personal profile, then share it on your Company Page. It’s almost like having your blog software.

With it, you can format your posts easily, add images and videos, and even save drafts. It’s up to you whether you post from your personal account or company page. 

Link To Your Company Page

Linking to your Company Page helps your ranking in search. Your website, blog, and other marketing materials can link to your Company Page.

Another easy win is ensuring the LinkedIn profiles of employees & colleagues are up to date.

When they add your company to their work experience, a link is created to your Company Page.

Use LinkedIn's Matched Audiences Feature

Use LinkedIn’s Matched Audiences tool for retargeting your sales funnel visitors.

Matched Audiences is Microsoft’s recent addition to LinkedIn, which makes it more effective for advertising.

You can retarget website visitors, upload your existing accounts, and even add email contacts to target with LinkedIn ads.


A recommendation is like a testimonial on your website. You can show prospective clients what to expect when they work with you. 

Getting recommendations from clients is all about doing great work. You’ll get more recommendations if you over-deliver.


LinkedIn offers an Endorsements feature that allows you to recognize people you work with by endorsing their skills.

Your colleagues can benefit from your promotion & endorsement of their skills so you can refer them for other work, make their profiles more impressive, and show your support. 

Search For Individuals

It only takes ONE connection with a company to make inroads that lead to sales. That’s why LinkedIn allows you to search for people with laser-like accuracy.

Click on the search bar & select ‘People’ from the drop-down. You can hone your results by location, mutual connections, and even the company they’re currently working at.

Analyze Your LinkedIn Marketing Performance

What’s the status of your LinkedIn marketing? To succeed on the platform, you need to analyze your efforts & adjust.

To evaluate overall performance, LinkedIn has in-depth page analytics & reporting tools. With LinkedIn analytics, you can see how your posts are doing.

Check your performance data regularly & see if there’s anything you can improve. 

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Make Generating Leads Easy With Kennected

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?


Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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