25+ Top LinkedIn Marketing Strategies for B2B, Small Businesses & More

Updated on: Oct 29, 2022

LinkedIn is the king of B2B social media marketing with more than 58 million companies on the platform. Leaders, speakers, businessmen, and the top management of any company are accessible via LinkedIn. These 30+ top LinkedIn Marketing strategies will definitely help you grow your business and professional brand

What is LinkedIn Marketing?

LinkedIn marketing is using the platform to market your business or company. It can be used as a marketing tool too as it allows you to easily segment your target audience. There are 87 million young professionals on LinkedIn with 11 million in decision-making positions.

It has over 600 million users globally and the number is only increasing by the day. It allows users and companies with similar interests to connect. Thus, if you haven’t started marketing on LinkedIn, this is your cue to start. 

Why is LinkedIn Marketing important? 

Since LinkedIn’s community is professional and business-oriented, the audience is relevant and hence, business decisions are quicker. 

LinkedIn’s members have double the buying power than the random web traffic which means your business can target specific audiences more efficiently. Business decisions are also faster on this platform than on any other social media platform.

LinkedIn marketing strategies - Buying decision statistics

(Source: business.linkedin.com)

Let’s see how LinkedIn can be used for marketing before we jump to the strategies. 

How Can You Use LinkedIn for Marketing Purposes?

With LinkedIn, you can interact with potential clients directly thus cutting out any 3rd party involvement. Not sure how you could use LinkedIn for marketing? Here are a few tips that can help get you started:

  1. Start with building a business page that potential clients would find interesting. Include product and service details. Make it look appealing as well. 
  2. Invite your client base, suppliers, and vendors to follow your business page and also spread the word and share recommendations to follow the page
  3. LinkedIn groups act as networking hubs – they are a great way to share content and build contacts. Launch one such group that is related to your area of expertise. This can help get potential customers on board
  4. LinkedIn ad campaigns can help achieve your marketing goals. Use targeted advertising so that a relevant audience is reached out to
  5. The last step is to analyze the data of your campaign efforts so that you can improvise

Bonus Read: 6 Best Digital Marketing Strategies That You Must Use

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Top 12 LinkedIn Marketing Strategies of 2023

LinkedIn offers many ways of growing your business by showcasing your expertise. Wondering how you could grow your business with LinkedIn? Have a look at these top LinkedIn marketing strategies- 

1. Connect with the right network 

Connecting with the right network is a very important strategy as this is what will get you conversions. If you’re just going to blindly post and push out messages to the wrong audience, it won’t lead anywhere. Use sponsored posts. 

2. Get your content strategy in place 

Once you have identified who your key target is, start with your content strategy. Ask yourself these questions – what would interest your target audience? Are you adding value to the industry? Is your content engaging enough?

3. Keep yourself up-to-date 

Ensure that you leverage trends. The content you publish needs to be quality content. Try using rich media wherever possible. 

Must Read: 11 Best Digital Marketing Courses

4. Create Ad Campaigns 

Organic leads are great. However, create ad campaigns with filters to tap into a pool of potential clients that can give you faster leads, which would lead to faster conversions.

5. Track data monthly 

By way of tracking data regularly, you can understand and analyze your strategy’s strengths and weaknesses. 

6. Use CRM 

Use a CRM system to track your outbound and inbound leads. CRM is one of those LinkedIn marketing strategies which will also add to your goodwill.

Also Read: MBA in Digital Marketing

7. Find the right employees

You can even hire new talent for your business using LinkedIn. About 90% of professionals are on the portal. 49 million use LinkedIn for job opportunities and around 77 job applications per second are submitted. Hence, it is one of the effective LinkedIn marketing strategies. 

8. Establish credibility

Build credibility by discussing topics related to the business. Thus, you can demonstrate the expertise of your company or business. You can join new groups as well to expand your network.

9. Reach out to influencers and industry leaders 

This strategy is useful as you can get them to support your business. Converse with them, and ask them for guidance. LinkedIn is perfect for networking as well.

10. Promote brand messages 

Promoting your brand message and voice regularly on the page can do wonders. This will increase engagement and visibility which is the expected goal of LinkedIn marketing strategies.

11. Encourage your employees to be part of the group

Your company must look complete on LinkedIn since other businesses and prospective employees will look for you on this platform. If you want all of your LinkedIn marketing strategies to work, encourage your employees to be a part of the group.

12. Engage in client interactions and feedback

This will tell you a lot about how your brand is being perceived and how you can work on your brand image.

Also Check Out: Linkedin Tips for Students in 2023

Top 8 LinkedIn Marketing Strategies for Small Businesses in 2023

Smart strategies are extremely important in order to give your business a little boost on LinkedIn. Building connections within the industry and communicating messages related to your brand are very important. Let’s have a look at the best LinkedIn marketing strategies to grow your small business –

1. Competitor Analysis

Competitor Analysis is very important. Understand what is working well for them and what is not. In this way, you can learn how you can apply some of their strategies to your page. Do your research well. There are many LinkedIn marketing tutorials to help.

2. Customised Content

Understand who your audience is and accordingly create tailor-made content to attract them

3. Consistency is Key

Stay consistent with posting content and keep updating your profile picture and cover photos. 

4. Pay Attention to “About Us”

The About Us section needs to be friendly and warm. Avoid making it sound overly professional. You need to give your company an approachable feel. Let them know who you are, what you do, and your future goals or vision.

5. Link Important Pages

Always link your company’s website and create content to direct traffic to the main site. Add a follow button so followers can connect to your page in a click.

6. Engage with the Audience

Start conversations and engage with your audience. This is the only way to build a long-term relationship with your clients and also build a name in the industry.

7. Advertise

Run ads to increase traffic. Targeted ads will lead to an increase in overall conversions. Wondering how this will further help your business? Know the Top 5 Benefits of Lead Generation for Businesses here.

8. Data Analysis

Analyze your data. Keep a track of page performance, demographics, and if your target audience is responding well. The three metrics you need to track are conversions, engagement, and leads or web traffic in general.

Pro Tip: If you are an agency or a freelancer servicing many clients, you could simply make a template out of these LinkedIn marketing strategies and apply your client’s marketing strategy.

If you found this interesting, check out digital marketing strategies for startups.

Top 6 LinkedIn Marketing Strategies for B2B Businesses in 2023

LinkedIn marketing strategies for B2B Businesses

(Source: business.linkedin.com)

LinkedIn works great for B2B lead generation. It is actually responsible for over 90% of its social media leads. This means that LinkedIn is the best when it comes to lead generation for B2B businesses. 

Here are the top 6 LinkedIn marketing strategies to promote your business- 

1. Intriguing Image

Use an image on the homepage that creates interest. The user should be intrigued by your business. This can be a cover photo that can strike interest in a potential client.

2. Catchy Description 

Your company description needs to be catchy. Ideally, stay away from it being dry and business-y such as how much you grew. You need to give enough information for them to click on ‘know more’. Since you have 2 lines to explain yourself, ensure that it is bait-y enough for the user.

3. Use Showcase Page

Make a showcase page. These pages were specially created by LinkedIn for B2B businesses so that they could generate leads and drive sales. A showcase page essentially is a targeted page that is created to build a long-term relationship with a specific segment. It has more provisions to link back to the company. It is conversion-led and only adds to your company page.

4. Filter Audience

Narrow down your audience by using the advanced search filter. This can really help put your message across to the right people. Search for relevant people and mutual connections.

5. Create Groups 

Start your own groups. When you do this, you gain leadership and recognition within that particular industry. 

6. Regular Posting

Stay consistent with your publishing. Keep your profile up-to-date as your audience needs to stay engaged. You could also leverage inbound marketing by reaching out to industry leaders to help out. 

Now that you’re aware of the LinkedIn marketing strategies to use, the following advantages are motivating factors on why you should be using them. 

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Advantages of Using LinkedIn Marketing Strategies for your Business

LinkedIn marketing strategies - Advantages

(Source: Neilpatel.com)

There are several advantages of using a LinkedIn marketing plan for your business – 

  •  It is much more reliable than other social media platforms such as Facebook and Instagram. About 40% of the B2B business owners and 21% of the B2C businesses prefer LinkedIn over the other options
  • LinkedIn pages serve as great lead generating pages with high conversion rates
  • It helps you network with other related businesses and also industry leaders and influencers that can essentially help your business grow
  • LinkedIn can help with your SEO performance as it increases brand visibility. This can be achieved by including keywords in your bio and description and also adding in your website link and blog links. Check out how to do keyword research in an efficient manner
  • It builds credibility

LinkedIn Marketing Tutorial

This section is for all those who would like a tutorial on LinkedIn marketing. Here’s a free masterclass on LinkedIn Marketing for all the enthusiasts. This masterclass covers all topics, right from how to use LinkedIn, to understanding the strategies and LinkedIn’s algorithm.

You will also learn the effective timings to post your content along with the post frequency range. So do not miss out on this masterclass if you want to learn A-Z about LinkedIn. The trainer is a digital marketing professional and has some rich years of experience in the industry. 

Bonus Read: How to Create a Compelling LinkedIn Page

The first step to LinkedIn marketing is to sign up and create a page that describes your company – your profile needs to be appealing and stand out from the crowd.

  • Define your Audience

This is the first step to your LinkedIn marketing strategy. It is important to know who your target audience is, then set your goals accordingly. Use LinkedIn’s filters that’ll help refine your search as well so that the clients meet your criteria. Reach out to them through messages and the feed.

  • Photos

Ensure that your LinkedIn profile picture and cover photo are up-to-date. Your profile picture can have your company’s logo and the cover photo can be about what your company 

  • Join Conversations

Joining conversations and launching LinkedIn groups is important to build a network. Post relevant content and ensure that you share images when you post. It is noticed that rich media posts receive more engagement.

  • Stay Consistent

Once your profile is ready, it is integral for you to stay consistent with the posting. Keep your page up-to-date with your business. The goal is to upload fresh content that can go viral and increase the visibility of your page.

FAQ’s – Frequently Asked Questions

Are LinkedIn Marketing Ads worth it?

Yes, LinkedIn marketing ads are definitely worth it. Since the platform is purely for business professionals and companies looking for connections, it is much more niche and targeted.

How to create a LinkedIn ad campaign?

Steps to create a LinkedIn ad campaign –

  1. Know your ad objective
  2. Sign up for campaign manager
  3. Create a new ad template
  4. Select the type of ad format that works best with your objective – video content, static content, etc.
  5. Choose your target audience
  6. Run test ads
  7. Select your budget
  8. Post your ad

How can I get more followers on my LinkedIn company page?

Follow the following steps to increase your LinkedIn Followers – 

  1. Specify what your page is about on your homepage
  2. Cross-promote your LinkedIn page on other platforms
  3. Include a LinkedIn widget on your website
  4. Post quality content regularly
  5. Run a pay-per-click campaign
  6. Follow industry leaders and other companies

To Conclude

Yes, LinkedIn marketing strategies can help drive sales and build your brand image. It is perceived to pick up in the future, so get started and sow the seeds now!

If you’re looking to understand digital marketing tools to enhance your marketing efforts, check out IIDE’s online digital marketing course. You’ll also be able to master LinkedIn ads with the course.

For a more in-depth understanding of how you can make your business or company grow, check out our MBA-Level Post Graduation in Digital Marketing. You will ace your leadership and managerial skills with the help of industry experts. One-on-one career guidance and placement opportunities are part of this course.

We hope you enjoyed reading our blog. Tell us in the comments below!

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Huzaifa Dhapai

Founder at WebVerge and Team Lead in Business Technology at IIDE

Huzaifa Dhapai is an experienced founder with a demonstrated history of working in the internet industry. A tech enthusiast. He always writes about Tech and Android and is an expert in Google AdSense and Google Data Studio......[Read full bio]


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