Use Of LinkedIn Marketing

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With LinkedIn marketing, you can make connections, generate leads, build brand awareness, foster business relationships, share content, and drive traffic to your website.

In terms of social media platforms, most people think of Facebook, Twitter, Instagram, etc.

But one of the last places they think of is LinkedIn, a powerful business network right under your nose. 

Unlike Facebook, Twitter and Instagram, LinkedIn is a professional platform designed to help you establish and reinforce business relationships.

LinkedIn is invaluable to your digital marketing strategy because you can connect with people, establish partnerships, generate leads, and boost brand awareness.

LinkedIn is a professional network that helps you build and strengthen business relationships. You don’t have to be a professional to use LinkedIn.

Millions of professionals use LinkedIn daily to grow their networks and careers, but you can also use it to grow your business.

If you use LinkedIn right, it can be an effective marketing tool. But how do you market your business on LinkedIn?

To help you grow your LinkedIn skills, we’ve dedicated this blog to LinkedIn marketing tips anyone can implement in their LinkedIn strategy.

What Is LinkedIn?

The LinkedIn social media platform is great for brand awareness and building relationships.

Businesses can market to potential customers and partners by posting engaging content and participating in industry discussions

Why Is Having A LinkedIn Marketing Strategy Important?

Putting all your efforts into Facebook, Instagram, and Twitter when it comes to social media marketing is tempting.

You can reach your target audience on those platforms, but excluding LinkedIn is a huge mistake.

On LinkedIn, you’re less likely to sell or market your products and services. It’s not cool to blatantly push your business, spam, or hard sell on LinkedIn.

This is why you should have a platform-specific marketing strategy. LinkedIn marketing requires a different approach since the network has a different audience.

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Is Your Target Audience On LinkedIn?

As with everything in content marketing, success comes from knowing your audience. LinkedIn is inherently B2B-centric since it’s the largest online professional network.

Here’s where you build professional relationships, develop your career, and do business. Because of that, it’s nearly ubiquitous as a content marketing channel for B2B marketers

Check if your audience is active on LinkedIn before you build your strategy. Spending time on something the right people won’t see is pointless.

Your goal might be to raise brand awareness among LinkedIn members with job titles like “social media manager” or “social media lead.”

Lead generation is better when audiences are better defined. 

LinkedIn’s targeting is unmatched in digital advertising. Companies can pinpoint which industries, company sizes, and job roles [of the people] they know usually buy their stuff.

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

It could go on and on, but you probably already know that the LinkedIn platform gives your brand access to educated, skilled, and influential people with high search intent (you’re already in your industry and looking for new information when you’re on LinkedIn). 

Optimize Your LinkedIn Company Page For Search Engines

LinkedIn company pages are becoming increasingly important and are a great way to share relevant and useful information with your followers

Your business LinkedIn page is just as important as your website. You can make a free LinkedIn business page if you have a company name and email.

This is your organization’s profile on LinkedIn. You should have plenty of ways for prospective customers to learn about your brand, and engage with relevant content on your page.

There’s been a lot of change in LinkedIn pages over the years. Feature a compelling and high-quality banner image in yours and ensure it’s set up correctly.

Check out Kennected’s Company Page for inspiration: Use guides and templates to design your LinkedIn page for business, marketing, and networking.

How To Create A LinkedIn Page


  1. On the LinkedIn homepage, click the “Work” icon in the top right corner

  2. Select “Create a Company Page” and choose an option from the list that fits the page type you need for your business: Small business – medium-large business

  3. Fill out your page identity, company & profile details

  4. After you fill out all your information, check the verification box to confirm that you are allowed to operate on behalf of your business

Optimize Your Personal LinkedIn Profile

People look at your profile first when they get your connection request.  Your LinkedIn profile should be up-to-date and complete.  Make sure your photo looks professional. 

Ensure you’re clear about what you do, who you help, and how you can help. 

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Add A LinkedIn Background Photo

Add an on-brand background photo to your LinkedIn Profile.

It’s automatically provided to you, but you can customize it to showcase your brand, special interests, or catch hiring managers’ attention. 

LinkedIn recommends a background photo size of 1584 x 396 pixels, and it must be a JPG, PNG, or GIF file under 8MB.

Make A Custom URL

Your custom URL helps your LinkedIn profile rank higher in those search results.

Add Keywords In Your Description

Google indexes your LinkedIn Page, so use natural-sounding keywords in the first paragraph of your company description.

Keep it to 3-4 paragraphs about your vision, values, products, and services.

Join LinkedIn Groups & Make Your Own LinkedIn Group

LinkedIn Groups are great for sharing content, getting answers, posting / viewing jobs, making connections, and establishing yourself as an expert.

Engaging with the members of the groups your target audience belongs to is the best way to reach them.  You can also start your own LinkedIn group and be the facilitator.

With social media changing to more and more private community-based platforms like Facebook Groups, you might want to try a well-maintained and interactive LinkedIn Group.

Companies can’t join with their Company Page, but that’s the only downside. In groups, you have to use your personal profile.

Joining a group can be a good way to build your personal network and page followers, since many groups allow users to share page content. 

Share Other User's Content

LinkedIn’s power in link building and traffic generation isn’t often talked about.

Like other social networks, LinkedIn has a social sharing button that lets you share content in your status updates (which are visible on the homepage) and in LinkedIn groups (communities) you’re a member of. 

It works especially well for business-related content. LinkedIn is more popular for sharing business content than Facebook.

You’ll rank higher in search results if you share content your followers engage with often.

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Post Relevant Content

Make sure you spend at least 10 minutes a day on LinkedIn.

Putting useful and relevant information on your profile and company page regularly is a great way to position yourself as an industry leader in your connections’ minds. 

Make sure your posts are evenly balanced across all the goals and topics you want to cover, and easily add new content or rearrange upcoming posts if needed.

Don’t just post your stuff; engage with others too. LinkedIn is still a social network, even though it’s for business.

Additionally, it shows off your company’s capabilities, personality, and previous work. Don’t give sales pitches. 

Despite the temptation to sell your product or service on LinkedIn, “salesy” content doesn’t perform well. Fresh ideas are what LinkedIn members find engaging.

Publishing thought leadership content on your Company Page is a great way to grow your audience. 

You’ll want to publish and promote your stuff, but it’s also a good idea to share other people’s stuff.

Write Articles From The LinkedIn Homepage

LinkedIn lets you post long-form content, which many business leaders have used to build thought leadership reputations.

You can cement your reputation as an industry expert and innovator with long-form content. Click “Write Article” to post an article from the LinkedIn homepage.

You can post from your personal account or your company page. We aim to grow your business following, so choose your new Company Page.

Alternatively, you could share thought leadership content under your CEO’s personal profile, then re-share it on your company page.

You can also post Targeted LinkedIn Status Updates aimed at specific people and groups.

Use criteria like company size, industry, job function, seniority, geography, language, or including/excluding employees.

Start With Connections & Then Build Relationships

Understand that LinkedIn is a social network for professionals.

Business owners can and should connect with prospects, strategic partners, referral partners, and other business owners.

Once those connections are made, the business owner can decide how to nurture them.

Build Relationships With Individuals Rather Than Companies

LinkedIn is more about building relationships with individuals than it is about companies.

You can use it to connect with others in your industry and prospective customers or job candidates.

LinkedIn members often have something to teach us, and we can learn about them too. 

By building these connections, you can find out who might be a good fit for your company’s team or who might find great success using your product or service.

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Benefits of LinkedIn's Publishing Platform

There are four main benefits to using LinkedIn’s publishing platform:


  1. You will position yourself as a thought leader

  2. You will reach a relevant audience with a high search intent

  3. Your content is displayed on your personal profile

  4. You can extend your content’s reach by engaging followers

Generating Leads On LinkedIn

The best way to generate leads is probably on LinkedIn.

Along with traditional techniques like mentioning interesting content customers can download or driving traffic to relevant sources, LinkedIn offers very personal ways to identify potential leads, engage them and turn them into customers.

Add A Page Follow Button To Your Website

Research by Econsultancy a couple of years ago already stated that “LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites.”

Promote your company’s LinkedIn presence and content on your website with the LinkedIn Company Follow button.

By following your LinkedIn page through your site, your website visitors will automatically be connected to you and can see your company’s latest updates. 

You can boost your engagement and connections by driving traffic directly to LinkedIn from your website. 

Use Hashtags

LinkedIn hashtags are often used to emphasize your LinkedIn post, but they serve a purpose that can change your marketing strategy.

They’re goldmines for reaching new audiences, industries, and niches. So you’ll want to strike a balance between relevant and popular hashtags. It’s okay to use a few, but not too many. 

Experiment With LinkedIn Sponsored Content & Native Ads

LinkedIn Ads are a great way to complement your organic LinkedIn marketing. LinkedIn advertising has a lot of targeting options.

With LinkedIn PPC ads, you can target specific job titles, functions, industries, or company sizes – the people who are more likely to need what you offer.

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LinkedIn Page vs. LinkedIn Profile

LinkedIn Pages and LinkedIn Profiles serve different purposes. Pages are public and mostly used by businesses. Profiles are private and only used by individuals.

You’ll have different tools that you can use to grow your audience with each, but they all work with the LinkedIn algorithm. 

In addition to following LinkedIn profiles, you can have private conversations with connections who ask to join your network.

LinkedIn Ads

LinkedIn Self-Service Advertising helps you raise awareness about your company, share useful and relevant information, build relationships, and get quality leads. 

Powered by Campaign Manager, LinkedIn’s all-in-one advertising platform, you can run a self-service ad campaign on LinkedIn with Sponsored Content, Message Ads, Dynamic Ads, or Text Ads.

With Campaign Manager, you can set a budget, select goals (clicks vs. impressions), and control your campaign’s timeline.

Pay by click and target people with specific job titles, functions, seniority levels, or companies within a certain industry. 

Create an ad by writing a headline, adding some copy, and creating a destination link.  Decide how much you’ll pay each time someone clicks your ad. 

Don’t forget: people read content, not ads.  Ensure your ad provides value to your audience, like linking to a blog post, a white paper, an ebook, or a video.

Add A ProFinder Badge To Your Profile

Consider adding a ProFinder Badge, which helps freelancers get found on LinkedIn. Contractors can connect with project managers looking for help.

The ProFinder badge lets freelancers show prospective clients their skills, expertise, and recommendations. You can choose from two badge themes on LinkedIn.

Measure Your Results

You can’t measure your marketing goals without accurate and timely analytics. You can get the basics from LinkedIn’s analytics.

Have Employees Create LinkedIn Profiles

Get your employees to create and complete their LinkedIn profiles. Make sure they have photos, relevant job history, and professional connections. 

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Use Kennected For Lead Generation

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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