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Discover the ultimate LinkedIn marketing strategy to boost engagement, grow your network, and generate leads. Learn proven tactics for success!

How would you rate your LinkedIn marketing strategy? Excellent? Not bad? Needs a rework? Non-existent? 

Do not miss out on the opportunity to use your LinkedIn profile to generate quality prospects for your business and gain a competitive edge.

In this article, we’ll discuss creating a LinkedIn marketing strategy that aligns with your personal branding or business goals.

For effective marketing, you can also leverage cross-platform channels to reach potential prospects outside your network.

SociableKIT lets you showcase your LinkedIn posts on your website or landing pages to boost engagement. Our widget is easy to set up and customize, including picking the embed’s appearance and theme.

Create a SociableKIT widget and extend your LinkedIn marketing campaign to your website!

Top Reasons to Use LinkedIn for Marketing

LinkedIn is arguably the best networking platform for marketing your brand, and here’s why:

  • Effective Audience Targeting: Most LinkedIn users share personal information like their state of residence, job titles, and industries, which helps you customize your ads to target specific buyer personas.
  • Generating B2B Leads: Marketing on LinkedIn increases the likelihood of targeting company decision-makers. In fact, 62% of B2B marketers reported that promoting products on LinkedIn resulted in 2X leads compared to other networking platforms.
  • Access to an Economically Active Population: About 68% of LinkedIn users are between 25 and 55 years old and form a considerable portion of the most active (financially and behaviorally) consumer base.
  • Access to LinkedIn Marketing Features: LinkedIn’s audience expansion feature lets you promote your brand to users outside your network. This helps you attract quality prospects and introduce them to your marketing funnel.
  • Ability to Track Your Performance Metrics: LinkedIn lets you track your visitors’ demographics for insights into the attributes of people interested in your content or who view your page.
Net revenue growth graph on a computer screen.

Types of Content That Perform Well on LinkedIn

LinkedIn supports at least 11 distinct types of content. However, some formats work better than others when creating content for LinkedIn marketing.

Below are the top five content formats to share on LinkedIn based on average engagement rates:

  1. LinkedIn Documents (18.2%): Unofficially called LinkedIn carousels, documents are effective for sharing your white papers, status reports, and case studies as dynamic, swipeable PDF or PowerPoint slides.
  2. LinkedIn Collages (14%): Use multiple-image gallery posts to share visual stories and engage your audience. This signals the LinkedIn algorithm that your images contain valuable information, promoting the post to look-alike audiences.
  3. Single-photo Posts (5.1%): Post an infographic summarizing a market study or illustrating your order fulfillment process.
  4. LinkedIn Articles (4.4%): You can only share so much in an infographic without cluttering the image. For larger studies, publish LinkedIn articles to share your data-backed market research in a relatable and easy-to-understand format.
  5. LinkedIn Videos (4.1%): Native videos generate significant engagement on most networking platforms, and LinkedIn is no different. Share product tutorials, demos, or testimonials to generate quality leads.
Person browsing LinkedIn on a MacBook Air at a wooden desk.

How to Create an Effective LinkedIn Marketing Strategy

Follow our simple guide to craft a winning LinkedIn marketing strategy: 

1. Outline Your LinkedIn Marketing Goals

What do you hope to accomplish from your LinkedIn marketing strategy? 

Possible examples include growing your brand’s visibility, generating organic traffic for your website, or establishing authority in your niche.

Use the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework to help you track your goals. 

2. Define Your Audience Persona

Create a profile for your ideal target audience. This will help you understand the type of content your audience resonates with. For example, entrepreneurs on LinkedIn are likely looking for tips to scale their businesses or solve their pain points.

Curate your LinkedIn content to align with your audience persona and information needs.

3. Optimize Your LinkedIn Business Page

We cannot emphasize enough the significance of completing your LinkedIn profile.

An optimized profile helps create a strong impression, influencing how your audience perceives your posts.

Start by uploading a professional picture and cover photo. Next, craft a concise headline that summarizes your current role or what your business does.

A photographer captures a model in a white shirt, surrounded by studio lights and a black backdrop, focused on the shot.

4. Create a Content Strategy

Have a content strategy that outlines how you’ll publish posts on the platform to maximize engagement.

For example, you could publish new posts every two days to keep your audience engaged. Also, leverage features like LinkedIn hashtags to broadcast your posts to a wider audience.

5. Network with Your Audience

The easiest way to establish long-lasting relationships with your readers is by engaging them.

Suppose a reader comments on your post, refuting your expert commentary. Respond to the comment explaining your point of view and encourage the reader to expound on theirs.

6. Measure and Reiterate

Use the SMART goals outlined in the first step to determine which metrics to track.

For instance, you could evaluate post impressions, profile visits, and follower count to determine the type of content that resonates with your audience. 

With LinkedIn marketing being a perpetual process, you can use the findings to refine your strategy and maximize your outcomes.

A top-down view of a laptop displaying data analytics graphs and charts on its screen, resting on a dark textured surface.

LinkedIn Marketing Best Practices

Below are proven methods to help you optimize your LinkedIn marketing strategy:

  • Use LinkedIn Hashtags: Combine broad and niche hashtags to enhance your post’s searchability. We also recommend adding branded hashtags for memorability.
  • Optimize Your LinkedIn Page: Include a profile photo, headline, and banner. Also, you could showcase your catalog, processes, or customer testimonials on your cover photo.
  • Track Engagement Metrics: Monitor how the target audience engages with your LinkedIn content. The analytics provide actionable insight for refining your LinkedIn marketing strategy to generate more engagement or quality leads.
  • Interact with Your Audience: Your LinkedIn marketing strategy should include engaging your target market to establish long-lasting connections. For example, you could leverage third-party tools to respond to LinkedIn users who comment or react to your posts.
  • Utilize LinkedIn Ads: Pay for LinkedIn ads to promote your posts to members who meet your audience criteria. Enable the audience expansion feature when setting up your ad campaigns to signal the LinkedIn algorithm to broadcast your posts even to users outside your network.
  • Cross-Platform Marketing: Promote your LinkedIn content on social media to target a wider audience. We also recommend embedding the LinkedIn page posts on a landing page to build social proof and credibility for your business.

Our SociableKIT widget has a LinkedIn feed embed code generator that creates the script you can paste on your landing pages. You can also personalize the embed’s appearance to complement your brand or campaign theme.

Sign up for SociableKIT for a seamless way to promote your LinkedIn content on other platforms!

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Mistakes to Avoid in Your LinkedIn Growth Strategy

Avoid these pitfalls when implementing your LinkedIn marketing plan:

  • Incomplete Page: Omitting relevant information from your LinkedIn page undermines your credibility. Upload a professional photo, which could be your brand logo, to enhance discoverability.
  • Posting Content Inconsistently: Not having a regular content schedule could cause you to lose previously engaged audiences, watering down your marketing efforts. Create a content calendar for posting on LinkedIn to keep your audience engaged with your brand.
  • Overly Salesy Content: While the primary goal of LinkedIn marketing is generating leads, being overly salesy could turn off your audience. Your LinkedIn marketing strategy should prioritize sharing value-filled content with occasional sales pitches.
  • Ignoring Analytics: Sometimes, people make strategic marketing decisions based on intuition, which can be open to personal biases. Instead, we recommend using data-backed analytics to keep your LinkedIn marketing strategy objective.
  • Failing to Build Relationships: Do not focus solely on growing your followers or connections. Comment on related posts by your followers to show that you value their loyalty.
Close-up of hands operating a phone and laptop, representing modern connectivity.

Frequently Asked Questions (FAQs)

Let’s answer some questions about creating a LinkedIn marketing strategy for your brand.

How Often Should I Post on LinkedIn for Maximum Engagement?

There’s no one-size-fits-all answer when considering how often you should post on LinkedIn to maximize engagement. It depends on several factors, like your engagement goals and account size. 

However, LinkedIn branding experts recommend posting fresh content at least three to five times weekly to keep your audience engaged.

What Is the Best Time to Post on LinkedIn?

The best time to post on LinkedIn is on Tuesdays, Wednesdays, and Thursdays at 12:00 PM, 10:00 AM, or 1:00 AM.

Is It Better to Post as a Company or an Individual on LinkedIn?

It depends on the brand and your marketing strategy. 

For example, post as an individual on LinkedIn if you are a creator, influencer, or professional looking to market your services on the platform. In contrast, share content as a company when promoting your business on LinkedIn.

How Can I Repurpose Blog Content for LinkedIn?

You can repurpose blog content for LinkedIn by sharing it as standard posts or converting it into carousels. 

Conclusion

An effective LinkedIn marketing strategy helps you unlock new audiences on the platform. Additionally, it enables you to generate high-quality leads you could nurture and convert.

The outlined steps and best practices should help you craft and refine your LinkedIn marketing strategy to align with your business goals.

We also recommend leveraging cross-platform channels to target audiences outside LinkedIn. One strategy is embedding LinkedIn posts on a website to direct organic traffic to your profile or page.

SociableKIT offers a user-friendly widget for showcasing your LinkedIn profile and page posts on your website. Our widget refreshes regularly, so new LinkedIn posts appear on the website quickly.

Create a SociableKIT widget and leverage your organic website traffic to propel your LinkedIn marketing campaign to success!