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LinkedIn Marketing
B2B Social Media
LinkedIn Strategies
Content Marketing
Professional Branding
ARTICLE #106
Table of contents
Guide to LinkedIn marketing for B2B businesses
LinkedIn Marketing
B2B Social Media
LinkedIn Strategies
Content Marketing
Professional Branding
LinkedIn Marketing
B2B Social Media
LinkedIn Strategies
Content Marketing
Professional Branding
Written by:
6 min read
Updated on: August 30, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Connecting with industry leaders and securing high-quality leads is a must for B2B brands—and that’s exactly where LinkedIn Marketing shines. After all, who wouldn’t want to present their expertise to the very decision-makers holding the purse strings? With around a billion professionals on LinkedIn, it’s a genuine goldmine for showcasing what you bring to the table.
By fine-tuning your LinkedIn Business Profile, optimising it for maximum visibility, and making smart use of the platform’s advanced features, you can greatly enhance both credibility and reach. Below, we’ll explore core strategies ranging from expanding your professional network to creating content that converts casual browsers into serious leads—an approach that can give your B2B marketing efforts a noticeable lift.
Connecting with industry leaders and securing high-quality leads is a must for B2B brands—and that’s exactly where LinkedIn Marketing shines. After all, who wouldn’t want to present their expertise to the very decision-makers holding the purse strings? With around a billion professionals on LinkedIn, it’s a genuine goldmine for showcasing what you bring to the table.
By fine-tuning your LinkedIn Business Profile, optimising it for maximum visibility, and making smart use of the platform’s advanced features, you can greatly enhance both credibility and reach. Below, we’ll explore core strategies ranging from expanding your professional network to creating content that converts casual browsers into serious leads—an approach that can give your B2B marketing efforts a noticeable lift.
Create an effective LinkedIn Business profile
Create an effective LinkedIn Business profile
Your LinkedIn Business Profile often shapes first impressions—so it’s worth the extra effort to make yours complete and engaging.
Optimising your profile information
Fill it out completely: Include details such as a polished logo, professional cover image, a concise company description, and relevant keywords for searchability.
Check the basics: Confirm that your listed industry, location, and company size are accurate.
Stay on-brand: Make sure your visuals and text echo your brand voice.
Importance of professional branding
Maintaining a consistent look and tone across your profile positions your business as a credible player. Share industry updates, company news, and thought pieces to underline why your organisation is one worth watching.
Use ‘Showcase Pages’ for visibility
Showcase Pages act as separate sections of your main profile, allowing you to spotlight different services, product lines, or initiatives. They also help segment your audience, so each group gets content tailored to its interests.
Your LinkedIn Business Profile often shapes first impressions—so it’s worth the extra effort to make yours complete and engaging.
Optimising your profile information
Fill it out completely: Include details such as a polished logo, professional cover image, a concise company description, and relevant keywords for searchability.
Check the basics: Confirm that your listed industry, location, and company size are accurate.
Stay on-brand: Make sure your visuals and text echo your brand voice.
Importance of professional branding
Maintaining a consistent look and tone across your profile positions your business as a credible player. Share industry updates, company news, and thought pieces to underline why your organisation is one worth watching.
Use ‘Showcase Pages’ for visibility
Showcase Pages act as separate sections of your main profile, allowing you to spotlight different services, product lines, or initiatives. They also help segment your audience, so each group gets content tailored to its interests.
Build and expand your professional network
A strong network on LinkedIn can bring new business opportunities, partnerships, and high-quality leads. If you are aiming to connect with B2B clients, your network should be growing on a regular basis.
Strategies for connecting with industry leaders
Connecting with the leaders in your industry can positively affect your visibility and credibility.
Identify key influencers: Seek out relevant experts, then engage with their content by commenting and sharing.
Make it personal: When you send connection requests, add a short note. Mention what sparked your interest in connecting.
Attend events: Online webinars and (if possible) real-world gatherings are great places to meet potential connections and follow up later on LinkedIn.
Engaging with your connections
Cultivate genuine relationships by regularly liking, commenting on, or sharing their posts. Send a brief message if they share a useful insight or celebrate a milestone. Join relevant LinkedIn groups to keep up with sector trends while conversing with peers and prospects.
A strong network on LinkedIn can bring new business opportunities, partnerships, and high-quality leads. If you are aiming to connect with B2B clients, your network should be growing on a regular basis.
Strategies for connecting with industry leaders
Connecting with the leaders in your industry can positively affect your visibility and credibility.
Identify key influencers: Seek out relevant experts, then engage with their content by commenting and sharing.
Make it personal: When you send connection requests, add a short note. Mention what sparked your interest in connecting.
Attend events: Online webinars and (if possible) real-world gatherings are great places to meet potential connections and follow up later on LinkedIn.
Engaging with your connections
Cultivate genuine relationships by regularly liking, commenting on, or sharing their posts. Send a brief message if they share a useful insight or celebrate a milestone. Join relevant LinkedIn groups to keep up with sector trends while conversing with peers and prospects.
Get the most out of LinkedIn groups for networking
LinkedIn groups are a solid way to establish yourself as a knowledgeable resource. They can also be invaluable for networking.
How to choose the right groups to join
Finding the right groups to join on LinkedIn is an important skill for proper networking. Here's how you can find the most relevant groups to join.
Use keywords: Type industry-related words into the search bar, then filter by ‘Groups.’
Check activity levels: Look for groups with frequent posts and active discussions.
Scope the membership: Do the members include potential clients, thought leaders, or collaborators? Smaller niche groups often lead to more meaningful chats than massive, vague ones.
Participating in group discussions
The key to making the most of LinkedIn Groups is active participation in group discussions. Let's discuss some tips to help you get involved effectively.
Introduce yourself: A short introductory post helps others grasp your background and interests.
Post and share: Contribute articles, tips, or insights—avoid self-serving promotional language.
Regular engagement: Jump into debates, offer constructive feedback, and spark new conversations.
LinkedIn groups are a solid way to establish yourself as a knowledgeable resource. They can also be invaluable for networking.
How to choose the right groups to join
Finding the right groups to join on LinkedIn is an important skill for proper networking. Here's how you can find the most relevant groups to join.
Use keywords: Type industry-related words into the search bar, then filter by ‘Groups.’
Check activity levels: Look for groups with frequent posts and active discussions.
Scope the membership: Do the members include potential clients, thought leaders, or collaborators? Smaller niche groups often lead to more meaningful chats than massive, vague ones.
Participating in group discussions
The key to making the most of LinkedIn Groups is active participation in group discussions. Let's discuss some tips to help you get involved effectively.
Introduce yourself: A short introductory post helps others grasp your background and interests.
Post and share: Contribute articles, tips, or insights—avoid self-serving promotional language.
Regular engagement: Jump into debates, offer constructive feedback, and spark new conversations.
Advanced search features for lead generation
LinkedIn’s advanced search capabilities help you zero in on decision-makers and qualified leads without sifting through endless profiles.
Tips for effective advanced searches
Use filters: After typing your keyword, select “People” and then “All Filters” to narrow results by industry, job title, company size, and more.
Save your searches: LinkedIn can notify you when fresh profiles match your criteria.
Refine keywords: Specific terms related to your field or target roles will produce better-quality leads.
Identifying potential leads
Assess profiles carefully: Titles, company size, and skill endorsements often hint at whether they align with your offerings.
Check mutual connections: A friendly introduction from someone you both know can boost response rates.
Create personalised messages: A quick mention of shared interests or contacts often makes your request stand out. If they don’t reply, a polite follow-up could still seal the deal.
LinkedIn’s advanced search capabilities help you zero in on decision-makers and qualified leads without sifting through endless profiles.
Tips for effective advanced searches
Use filters: After typing your keyword, select “People” and then “All Filters” to narrow results by industry, job title, company size, and more.
Save your searches: LinkedIn can notify you when fresh profiles match your criteria.
Refine keywords: Specific terms related to your field or target roles will produce better-quality leads.
Identifying potential leads
Assess profiles carefully: Titles, company size, and skill endorsements often hint at whether they align with your offerings.
Check mutual connections: A friendly introduction from someone you both know can boost response rates.
Create personalised messages: A quick mention of shared interests or contacts often makes your request stand out. If they don’t reply, a polite follow-up could still seal the deal.
Develop engaging content to increase leads
A solid content strategy can turn LinkedIn from a networking site into a funnel that feeds your sales pipeline. Here’s how to craft content that resonates.
Types of content to share
Industry news and insights: Position your brand as a go-to source of information.
Case studies: Demonstrate your track record of success in real-world scenarios.
How-to guides: Offer educational content that solves problems or answers common questions.
Infographics and visuals: Breaking down data visually can encourage clicks and shares.
Webinars and live videos: Interact directly with viewers, collect questions, and highlight solutions in real-time.
Best practices for content creation
Think about your audience: Pinpoint their challenges and speak to those needs.
Keep it consistent: Regular, well-timed posts help your brand remain visible.
Use clear language: Minimise complex jargon that can alienate new readers.
Incorporate visuals: Images and videos tend to increase click-through rates.
Always include a CTA: Whether it’s downloading a whitepaper or scheduling a call, direct your audience to the next step.
A solid content strategy can turn LinkedIn from a networking site into a funnel that feeds your sales pipeline. Here’s how to craft content that resonates.
Types of content to share
Industry news and insights: Position your brand as a go-to source of information.
Case studies: Demonstrate your track record of success in real-world scenarios.
How-to guides: Offer educational content that solves problems or answers common questions.
Infographics and visuals: Breaking down data visually can encourage clicks and shares.
Webinars and live videos: Interact directly with viewers, collect questions, and highlight solutions in real-time.
Best practices for content creation
Think about your audience: Pinpoint their challenges and speak to those needs.
Keep it consistent: Regular, well-timed posts help your brand remain visible.
Use clear language: Minimise complex jargon that can alienate new readers.
Incorporate visuals: Images and videos tend to increase click-through rates.
Always include a CTA: Whether it’s downloading a whitepaper or scheduling a call, direct your audience to the next step.
Use LinkedIn ads for targeted outreach
LinkedIn Ads lets you reach specific groups based on criteria such as location, role, and industry. This is particularly useful when you want your message seen by the right crowd.
Types of ads on LinkedIn
1. Sponsored content: Appears in the LinkedIn feed (single image, carousel, or video).
2. Sponsored InMail: Sends messages directly to users’ inboxes.
3. Text ads: Pay-per-click options on the right-hand side of the main interface.
4. Dynamic ads: Automatically personalise the ad based on the user’s profile details.
How to set up your first LinkedIn ad campaign
The simplified steps to guide you in creating your first LinkedIn ad campaign are mentioned below.
1. Choose an objective: Options include brand awareness, website traffic, lead generation, and more.
2. Target your audience: Filter by job title, sector, location, and so on.
3. Select the Right Ad Format: Match your format to your campaign objective—Sponsored InMail is great for direct leads, for instance.
4. Set Budget and Schedule: Opt for a daily or total budget, and decide how long you want the campaign to run.
5. Develop Ad Creatives: Aim for concise copy and an image or video that grabs attention.
6. Launch and Monitor: Review metrics, such as clicks and conversions, to fine-tune your approach.
LinkedIn Ads lets you reach specific groups based on criteria such as location, role, and industry. This is particularly useful when you want your message seen by the right crowd.
Types of ads on LinkedIn
1. Sponsored content: Appears in the LinkedIn feed (single image, carousel, or video).
2. Sponsored InMail: Sends messages directly to users’ inboxes.
3. Text ads: Pay-per-click options on the right-hand side of the main interface.
4. Dynamic ads: Automatically personalise the ad based on the user’s profile details.
How to set up your first LinkedIn ad campaign
The simplified steps to guide you in creating your first LinkedIn ad campaign are mentioned below.
1. Choose an objective: Options include brand awareness, website traffic, lead generation, and more.
2. Target your audience: Filter by job title, sector, location, and so on.
3. Select the Right Ad Format: Match your format to your campaign objective—Sponsored InMail is great for direct leads, for instance.
4. Set Budget and Schedule: Opt for a daily or total budget, and decide how long you want the campaign to run.
5. Develop Ad Creatives: Aim for concise copy and an image or video that grabs attention.
6. Launch and Monitor: Review metrics, such as clicks and conversions, to fine-tune your approach.
Measure your success through analytics
For B2B brands, LinkedIn can be a prime source of leads, but you’ll want to confirm your efforts are paying off by watching key metrics.
Engagement Rate: Includes likes, comments, and shares—indicates how well your content resonates.
Follower Growth: Gauges the size of your audience over time.
Click-Through Rate (CTR): Measures the effectiveness of your calls to action.
Conversion Rate: Tracks how many LinkedIn interactions lead to actual business outcomes.
Leads Generated: Whether it’s form submissions or direct messages, monitor how many potential clients arrive through LinkedIn.
Adjusting strategies based on data
Try A/B testing: Experiment with variations of headlines, visuals, or CTAs to see which ones resonate best.
Focus on high-performing topics: Double down on content formats—like articles or infographics—that attract more engagement.
Use LinkedIn analytics: Break down your audience demographics and refine your messaging to match their needs.
Time your posts: Identify when your audience is active and schedule content accordingly.
For B2B brands, LinkedIn can be a prime source of leads, but you’ll want to confirm your efforts are paying off by watching key metrics.
Engagement Rate: Includes likes, comments, and shares—indicates how well your content resonates.
Follower Growth: Gauges the size of your audience over time.
Click-Through Rate (CTR): Measures the effectiveness of your calls to action.
Conversion Rate: Tracks how many LinkedIn interactions lead to actual business outcomes.
Leads Generated: Whether it’s form submissions or direct messages, monitor how many potential clients arrive through LinkedIn.
Adjusting strategies based on data
Try A/B testing: Experiment with variations of headlines, visuals, or CTAs to see which ones resonate best.
Focus on high-performing topics: Double down on content formats—like articles or infographics—that attract more engagement.
Use LinkedIn analytics: Break down your audience demographics and refine your messaging to match their needs.
Time your posts: Identify when your audience is active and schedule content accordingly.
Best practices for LinkedIn marketing
Cracking LinkedIn requires more than a token profile update and a weekly post. From consistent scheduling to employee advocacy, these best practices help you stand out in a sea of B2B noise—so your brand doesn’t get lost in the scroll.
Set a consistent posting schedule: Aim for three or four updates each week to remain visible in people’s feeds.
Prioritise quality over quantity: Thoughtful, relevant posts generally beat frequent filler content.
Use relevant hashtags: Expand reach and make your content simpler to find.
Add visuals: Photos or short videos can help you stand out in a crowded feed.
Encourage employee sharing: If team members share or comment on your posts, it boosts overall trust and visibility.
Cracking LinkedIn requires more than a token profile update and a weekly post. From consistent scheduling to employee advocacy, these best practices help you stand out in a sea of B2B noise—so your brand doesn’t get lost in the scroll.
Set a consistent posting schedule: Aim for three or four updates each week to remain visible in people’s feeds.
Prioritise quality over quantity: Thoughtful, relevant posts generally beat frequent filler content.
Use relevant hashtags: Expand reach and make your content simpler to find.
Add visuals: Photos or short videos can help you stand out in a crowded feed.
Encourage employee sharing: If team members share or comment on your posts, it boosts overall trust and visibility.
Frequently Asked Questions
Can I use LinkedIn for B2C marketing?
Primarily, LinkedIn serves B2B marketing. However, it may still deliver decent results in B2C if your product or service appeals to a business-oriented crowd.
How do I measure the ROI of my LinkedIn marketing?
Check website traffic sourced from LinkedIn, track lead flow, and measure conversion rates. LinkedIn’s native analytics also provide insights into ad performance.
Can I use LinkedIn to hire employees?
Yes, it’s widely used for recruitment. You can post open positions or use LinkedIn’s specialised recruitment tools to find top candidates.
Final thoughts
Making the most of LinkedIn marketing hinges on tracking your outcomes, refining your approach, and consistently delivering strong content. Whether you are courting new leads, enhancing brand reputation, or scouting for talented hires, LinkedIn offers a professional environment to achieve tangible results. By focusing on valuable posts, meaningful conversations, and well-placed ads, your B2B organisation can turn LinkedIn into a significant growth channel.
Frequently Asked Questions
Can I use LinkedIn for B2C marketing?
Primarily, LinkedIn serves B2B marketing. However, it may still deliver decent results in B2C if your product or service appeals to a business-oriented crowd.
How do I measure the ROI of my LinkedIn marketing?
Check website traffic sourced from LinkedIn, track lead flow, and measure conversion rates. LinkedIn’s native analytics also provide insights into ad performance.
Can I use LinkedIn to hire employees?
Yes, it’s widely used for recruitment. You can post open positions or use LinkedIn’s specialised recruitment tools to find top candidates.
Final thoughts
Making the most of LinkedIn marketing hinges on tracking your outcomes, refining your approach, and consistently delivering strong content. Whether you are courting new leads, enhancing brand reputation, or scouting for talented hires, LinkedIn offers a professional environment to achieve tangible results. By focusing on valuable posts, meaningful conversations, and well-placed ads, your B2B organisation can turn LinkedIn into a significant growth channel.
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Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®