How to Craft a Successful LinkedIn Marketing Strategy for Your Business?

LinkedIn marketing is the strategy of promoting your business and offerings through this social media platform to increase

LinkedIn marketing is the strategy of promoting your business and offerings through this social media platform to increase brand awareness, drive sales, and more!

Essentially, LinkedIn and marketing go hand in hand.

That’s because LinkedIn offers a golden opportunity for marketers, business owners, and sales reps to connect with their potential and existing customers on a personal level. The keyword here is networking!

You can connect with your target customers with your personal profile, share your stories and insights through posts, get involved with your niche community, and learn about new industry trends.

Especially for B2B, LinkedIn is the place to be for getting in touch with your target audience due to its extensive user base of more than 1 billion members, from startups to international enterprises and professionals of all kinds.

So, understanding how to do marketing on LinkedIn is truly important or you miss a versatile online channel to generate leads.

In this article, you’ll learn how to create a strong LinkedIn strategy and some tips and tricks to achieve success.

Is LinkedIn Effective for Marketing?

Yes, having twice the conversion rates as other channels, LinkedIn is a powerhouse for social media marketing

But we don’t talk about ads only. You can see miracles happening from your organic efforts too.

In fact, 77% of content marketers said they see the best organic results from LinkedIn, according to a Content Marketing Institute survey.

Not to mention the platform’s worldwide presence, with users from 200 countries and regions. So wherever your target audience may be geographically, they are on LinkedIn for sure.

Now, you have conclusive proof that using LinkedIn for marketing purposes can benefit your brand greatly.

So, let’s cut to the chase and see how to develop a robust strategy to promote your brand, products, and services effectively.

How to Develop a LinkedIn Marketing Strategy for Your Business?

Well, LinkedIn may be a powerful channel for marketing but you have to know how to use it right.

A well-thought-out strategy will show you how to leverage LinkedIn to promote your business consistently and without overspending.

Let’s explain how you can craft such a strategy in 6 specific steps.

Step 1. Define Your Business Goals and Audience

First of all, before diving into LinkedIn marketing strategy, let’s talk about your goals and your target audience. Why? It’s simple. Knowing your endgame shapes your strategy.

What are the business objectives you’re aiming for through your LinkedIn presence? Maybe to increase sales? Or employer branding? Or reputation improvement?

Next but equally important is to define your target audience there. LinkedIn’s paid services can be very precise in terms of who you want to target with your ads. So, you have to be really specific with what your buyer personas are.

Without this clarity, you’re shooting in the dark.

Step 2. Decide on Budget & Resources

Chances are you don’t have abundant financial and human resources to invest in your LinkedIn strategies. So, you have to decide how much budget and energy you have to throw into this endeavor.

This directly impacts how to market on LinkedIn.

A clear budget allows you to allocate funds wisely across different initiatives, ensuring efficient use of it.

Moreover, understanding your available resources, including your team’s expertise and available tools, helps in setting realistic expectations and timelines.

This step prevents overextension and focuses your efforts where they can yield the best returns.

  • Balance Organic and Paid Approaches

This is the key to LinkedIn marketing. Balancing your organic and paid methods will ensure a successful and sustainable strategy.

On one hand, organic efforts build authentic engagement with your audience and trust over time, while paid campaigns offer immediate visibility and targeted reach.

This combination leverages the strengths of both to increase brand awareness and achieve your objectives.

Step 3. Create a LinkedIn Business Page and Optimize It

In case you’re new to LinkedIn, you have to create a LinkedIn Company Page dedicated to your brand.

You can do so by following the instructions provided by LinkedIn. A small note though: You’ll need a personal LinkedIn profile to do it.

However, if you already have your brand’s LinkedIn page, you have to optimize it as much as you can. Add your logo as a profile picture and an eye-catching background image.

Make sure your presence is similar to your presence on other social media platforms and according to your brand guidelines.

Fill in all details and write a compelling overview of what you do and offer.

For example, see ours below.

Mentionlytics About Page on LinkedIn

Pro Tip: If you have a SaaS product, make sure you add your clients in the “Used by” section.

Mentionlytics LinkedIn Profile

Step 4. Spy on and Inspire From Your Competitors

Of course, you can’t craft a LinkedIn strategy for business without analyzing competitors. That way you get to analyze what works and what doesn’t for your target audience, learning straight from those in your market.

Notice their hits and misses? That’s gold for avoiding similar pitfalls. Plus, inspiration strikes when you see their creative moves.

Don’t copy, though. Instead, think: “How can I do this better?”  This approach saves time and resources, pushing you to innovate, not imitate.

So, keep an eye on the competition. It’s not sneaky. It’s smart strategizing.

Step 5. Choose Tools for Marketing on LinkedIn

When it comes to LinkedIn marketing strategies, there are hundreds of tools you can use to make your life easier.

For instance, use LinkedIn Analytics to get deep insights into your audience’s behavior and engagement patterns. It’s a roadmap to what content resonates.

But don’t stop there. Third-party tools bring extra firepower. They streamline scheduling, enhance content creation, and offer advanced analytics.

For example, with Mentionlytics you can see where you stand against your competitors with automatically calculated Share of Voice (SoV) and many more insightful metrics.

Together, LinkedIn Analytics and third-party social media monitoring tools optimize your presence, ensuring every post and campaign is data-driven and targeted.

Step 6. Create a Content Calendar

Finally, a content calendar is absolutely fundamental for keeping a consistent LinkedIn posting strategy. And this posting consistency is what you have to do to build a loyal brand community.

With a calendar, you can plan around key dates and trends, making your LinkedIn content timely and relevant. Also, it ensures a good mix of content types, from blog posts to videos, keeping your audience engaged.

Planning ahead saves time, letting you focus on quality rather than scrambling for ideas. Plus, it allows for team collaboration, ensuring everyone’s on the same page.

Now, you know how to develop a LinkedIn marketing strategy and make it work for your brand.

However, don’t go just yet!

We have some LinkedIn content marketing strategies you can follow. Read on!

11 LinkedIn Marketing Strategies for Content Creation

Let’s fuel your content strategy with some tips and best practices with real-world examples from brands that know how to LinkedIn!

Mix Things up!

To address all of your audience’s preferences, blend video, text, and images in your LinkedIn content.

Videos are highly shareable and perfect for behind-the-scenes insights. Long-form text content, enriched with multimedia, resonates well. Plus, infographics effectively spotlight statistics, keeping your LinkedIn presence dynamic.

Semrush LinkedIn post about content Marketing report

Source: LinkedIn

Create Engaging Videos

You should invest in creating interesting, fun, or educational videos.

Videos can spice up your LinkedIn content marketing strategy as they offer a creative way to showcase your excellent workplace, demonstrate products and services, and educate your audience, making your message more personal and impactful.

Build Brand Awareness

To build brand awareness through LinkedIn posts, consistently share content that aligns with your brand values and speaks to your target audience.

Moreover, don’t post and ghost. Interact with your audience by responding to their comments and social mentions.

Also, participate in relevant conversations to enhance your visibility through organic posts.

Example of LinkedIn Marketing Strategy - Answering to comments by Innocent Drinks

Source: LinkedIn

Use Links under Your Carousel Posts

Carousel posts are really hot on LinkedIn right now. And they’re great to promote your blog’s content.

But there’s a twist. LinkedIn tends to decrease the reach of posts that contain links in their caption to avoid redirecting its users to other websites and keep them engaged in the social platform.

So, instead of promoting your blog posts with a link directly in the caption, you can add the link in the comment section and encourage users to look for it.

Look at our example below.

Mentionlytics LinkedIn Carousels post

Publish LinkedIn Newsletter

LinkedIn newsletters are very promising in terms of creating a loyal community. They directly engage your network and position you as an industry thought leader.

LinkedIn Newsletter Example

You can create a LinkedIn newsletter to share in-depth insights, new trends, and updates with your subscribers to enhance your visibility and authority.

After all, regular newsletters keep your audience informed and engaged, strengthening your relationship with them.

Create a LinkedIn Group

Similar to a newsletter, you can also create a LinkedIn group to build a social media community where you can engage directly with your potential customers.

It’s a space to share industry insights, foster discussions, and establish your brand as a thought leader. This engagement builds trust and loyalty.

LinkedIn Groups for b2b marketing groups

Tag People in Your Posts

Tagging people is one of the best LinkedIn marketing tips because the more people you tag the more visibility your posts get.

But be careful as the people you tag there must be relevant. You can’t just tag random people — or even influencers — in your posts and hope for their comments and share.

You have to state clearly why you tag them. Is it because of a collaboration you have? Perhaps did they post something you want to comment about in your post? Or maybe these people are your team members?


Pro Tip: Don’t overdo it with many names in a single post or constantly tagging people. LinkedIn’s algorithm doesn’t like that.

Choose the Best Times to Post on LinkedIn

Choosing the best times to post on LinkedIn is crucial for maximizing your brand’s visibility and engagement with your content.

Posting when your target audience is most active ensures higher interaction rates, as your posts appear prominently in their feeds. This strategic timing can make you better at doing marketing with LinkedIn, driving significant results.

Maintaining a Regular Posting Schedule

According to LinkedIn’s internal data, business pages “that post weekly have 5.6x more followers than pages that post monthly, and their following grows 7x faster than pages that post monthly”.

So, the key takeaway here is that frequency is truly important for your LinkedIn content strategy. Consistent posts ensure your brand stays top of mind, builds trust, and establishes a steady stream of content for your followers.

Analyzing Content Performance

Keep an eye on how your content strategy is paying off in terms of engagement, reach, and new leads. You can do that by analyzing your content performance.

High impressions and lots of comments? That means you rock! Otherwise, there’s room for improvement.

This data-driven strategy ensures your content consistently aligns with audience preferences, maximizing your ROI.

Adjust Your Content Strategy Based on Analytics

Social listening tools and data analytics will help you measure the success of your LinkedIn content and the overall performance of your brand.

By measuring your effectiveness, you can tailor your approach to better meet your audience’s needs, optimizing your efforts for greater impact and efficiency.

This continuous improvement cycle ensures your LinkedIn marketing strategy remains relevant and effective.

LinkedIn Marketing for B2B Businesses

Being a professional network, LinkedIn is a goldmine for B2B brands. In fact, 4 out of 5 people on LinkedIn drive business decisions.

So, get to know some LinkedIn marketing tactics that are truly effective in the B2B social media marketing game.

Focus on Building Meaningful Relationships

First, in B2B marketing everything is about the relationship and trust you establish between you and the buying committee of your target customers.

So, invest in building a personal and meaningful connection with the key stakeholders in your target companies.

Comment on their posts and connect with them from your personal account. Share with them your insights and expertise.

Don’t just pitch. Connect at a human level.

Monitor Industry Trends

If you want to succeed, you have to keep your LinkedIn B2B marketing strategy up-to-date with the latest trends in your industry.

Use a social listening tool to monitor niche-related keywords and analyze the conversation around these topics.

For example, with Mentionlytics you can add all your industry keywords, and the tool will bring back all their mentions and analyze their sentiments, so you know whether people are talking positively or negatively about a specific topic.

Mentionlytics Keyword Setup

That way you can inform your strategies and create relevant content or jump into the conversation and share your expert opinion and insights.

Bonus: Learn what’s the latest Digital Marketing Trends.

Share Case Studies and Success Stories

Sharing case studies and success stories is a game-changer for B2B businesses on LinkedIn. It’s like showing off your wins in a way that says: “Hey, we know our stuff.”

This approach not only grabs attention but also builds trust with your audience by showcasing real-world examples of your success.

LinkedIn post Marketing Strategy - Case Studies by Hubspot

Source: LinkedIn

It’s proof that you deliver results, making potential clients more willing to reach out and start a conversation. Plus, it’s great content, boosting your credibility on the platform.

Use Paid Advertising for Targeted Reach

Advertising shouldn’t be missing out on your LinkedIn marketing strategies.

Why? Because a LinkedIn ad has the power to reach 14.6% of the world’s population. That’s a huge potential for your business to reach a broader and simultaneously targeted audience.

LinkedIn’s advanced targeting options, with over 200 criteria including job title, industry, and location, allow you to super-target your ads.

LinkedIn Ad Example

Whether it’s through text ads on various LinkedIn pages, sponsored content to boost visibility, or personalized Sponsored InMail messages, paid advertising on LinkedIn ensures your message gets to the right people.

Stay Updated About the Platform’s Algorithm

Well, all social media platforms tend to make changes to their algorithms every now and then. The same happens on LinkedIn.

So, you have to stay in the loop of the latest algorithm updates to tailor your content accordingly. For example, if the algorithm tends to favor long-form content now, you should create long-form posts, and so on.

Measure Your Performance with Relevant KPIs

You should stay focused on your performance when using LinkedIn for marketing because only that way you can catch your mistakes early and pivot your strategy.

Here are some brand metrics you can pay attention to to stay on track:

  • The volume of your mentions on the platform
  • The total reach of them
  • Engagement rate
  • CTR of your sponsored content
  • Website traffic from LinkedIn

LinkedIn Marketing for Small Businesses

Who said that LinkedIn is only for popular, international corporations?

Small businesses thrive on LinkedIn, too! Let’s see how you can leverage LinkedIn marketing tactics to grow your small brand.

Maximize Organic Reach

Are you looking to make a big impact without blowing your budget? Then, going organic is the way to go.

Think about it like planting seeds in a garden. You create and share content that really speaks to your audience’s hearts, water it by engaging with comments, and then watch as it spreads naturally.

Get in on relevant discussions, throw in your posts some clever hashtags, and boom. It’s all about growing your presence in the most genuine way possible, making every connection count.

Bonus: Learn more Social Media Marketing Strategies for Small Businesses

Collaborate with Influencers

Here we don’t talk about the regular lifestyle influencers that dominate Instagram and TikTok. But we refer to esteemed professionals, thought leaders, and successful figures.

All of them possess established credibility and a substantial following, making their endorsement highly valuable.

When they advocate for your brand, it not only amplifies your visibility but also enhances your reputation among a wider, yet targeted, audience.

Nonetheless, you have to find influencers that are really relevant and connected to your niche. Otherwise, your collaboration will come off as fake.

Use Your LinkedIn Invitations

Leveraging the “Invite Connections” feature, accessible from your LinkedIn Company Page, can be incredibly helpful to the growth of your following.

Invite Connections Button on LinkedIn Page

What you can do: Connect with your target customers on your personal profile. After you establish the connection, you can invite them to follow your company page and learn all about your business!

It’s the highway to brand awareness and it’s free!

Add a Personal Touch

When we talk about cold outreach on LinkedIn, personalized messages resonate more deeply, making recipients feel valued and more likely to engage.

Address them by their first name. Take a look at their profile and say a compliment about their work or ask something relevant to what they do. Maybe open up with a little joke or interesting observation.

In any case, avoid being robotic and dull. 

Build a Local Network

If you’re operating on a local level, you can use some hyperlocal social media strategies on LinkedIn as well.

For example, you can build a local network by targeting connections in your geographic area.

Start by joining local groups and participating in discussions to establish your presence. Use the search function to find professionals and businesses within your region and send personalized connection requests.

Also, you can attend virtual LinkedIn events or webinars focused on your local area.

Furthermore, you can engage with local content, and share region-specific insights to enhance your visibility and attract local connections.

Be an Authentic Storyteller

Most of the posts that go viral on LinkedIn are about business stories. It’s not insights, articles, or carousel infographics. It’s stories that people can connect with.

So, you can leverage your personal profile to share stories that have to do with your business.

LinkedIn users — and the algorithm — love this type of content. Talk about how your brand took its first steps, your challenges, your thoughts on everyday things, and anything that is relatable and personal but also relevant to your brand.


Source: LinkedIn

Empower Your Employees as Brand Ambassadors

Last, encourage your employees to become your brand advocates.

When employees share your brand’s content, celebrate achievements, and post about their professional experiences, it humanizes your brand and amplifies its reach.

Employees as Brand Ambassadors on LinkedIn_SEMrush Example

Source: LinkedIn

This authentic advocacy builds trust, enhances brand visibility, and can attract potential customers and talent by leveraging the networks of your team, making each employee a pivotal part of your LinkedIn marketing strategy.

Unlocking the Power of LinkedIn Marketing

To wrap it up, crafting a LinkedIn marketing strategy can help any kind of business, from B2B to small local brands, thrive and expand!

The key is to monitor your performance and adjust your strategy whenever necessary to avoid budget losses and redundant efforts.

So, start monitoring your LinkedIn presence and measure the important KPIs to keep your brand on track with Mentionlytics. Get your free trial now!

LinkedIn Marketing FAQs

What is Linkedin Marketing?

LinkedIn marketing is the strategy of promoting your business and offerings through this social media platform to create brand awareness, generate leads, improve your reputation, and more. This process can include publishing articles, sharing updates, participating in group discussions, and leveraging analytics tools to track LinkedIn performance.

How Do I Succeed in Linkedin Marketing?

To succeed in LinkedIn marketing, focus on building a strong profile, consistently share valuable content, engage with your network, and leverage targeted LinkedIn Ads. Networking and personalizing your approach to connect with your audience are also key to driving engagement.

What Should be Your Linkedin Strategy?

Your LinkedIn social media strategy should include defining clear goals, understanding your target audience, creating a content calendar for consistent posting, engaging with your network, leveraging LinkedIn Analytics for insights, and balancing organic and paid efforts.

What are the Objectives of a Linkedin Marketing Strategy?

The objectives of a LinkedIn marketing strategy typically include building brand awareness, generating leads, establishing your brand as a thought leader, enhancing professional relationships, and more. However, they must be based on your business objectives.

What is the Best LinkedIn Post Strategy?

The best LinkedIn post strategy involves sharing valuable content that resonates with your target audience. Also, consistently posting, engaging with comments, and using multimedia elements like images and videos enhance visibility. You can automate your LinkedIn posts with a social publishing tool like Hootsuite or Buffer.

Is Linkedin Marketing Expensive?

LinkedIn marketing can vary in cost, from relatively low-cost organic strategies to more expensive paid advertising options. The expense depends on your approach, targeting specifics, and campaign scale.

How Successful is Linkedin Advertising?

LinkedIn advertising can be highly successful, particularly for B2B companies targeting specific industries. Its ability to reach a precise audience based on job titles, industries, and professional interests makes it effective for generating leads, building brand awareness, and achieving specific business goals.

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.