13 LinkedIn Marketing Strategies That Work & Why

13 LinkedIn Marketing Strategies That Work & Why


After I ask folks why they’re not lively on LinkedIn, I get the identical responses repeatedly.

LinkedIn is boring and intimidating. 

I don’t know what to say. 

I attempted LinkedIn for a number of weeks and barely obtained any chew. 

No one reaches out to ask about my companies. 

LinkedIn is for “severe folks,” not for me.

You’re terrified of being your self on LinkedIn since you really feel intimidated by all of the CEOs and entrepreneurs displaying up with success tales. So, you’ve concluded that LinkedIn is an expert networking house the place everybody wears fits and speaks excellent English.

Mistaken. LinkedIn is human first, and similar to any social media, the individuals who win are those that present up authentically. They share beneficial recommendation that readers can implement instantly, and so they do it persistently.

Let’s be clear. There isn’t any magic trick or guidelines to a profitable LinkedIn advertising and marketing technique. However you’ll not discover any social media platform that rewards content material creators with as many leads and conversions as LinkedIn does.

Listed below are some attention-grabbing stats to encourage you:

On this information, you’ll discover ways to create an efficient LinkedIn advertising and marketing technique for lead gen functions.

How you can Create an Efficient LinkedIn Advertising Technique

1. Know Your Viewers

The primary inquiries to reply when creating your LinkedIn advertising and marketing technique are:

  • Who’s my supreme buyer?
  • Who do I would like to attach with to generate leads and conversions from LinkedIn?
  • What sort of content material will entice the appropriate viewers?

That is a vital step, and it is best to take time to determine your audience. After I began on LinkedIn, I used to be connecting with everybody. The CEO of the furnishings firm in Alabama. The small enterprise proprietor working a funeral dwelling in Oklahoma. Even the inside designer in New York.

I didn’t know my audience as a result of I hadn’t outlined what I did and for whom. After I obtained readability on my supreme consumer, I up to date my LinkedIn profile to replicate this messaging.

As an Search engine optimization content material author and strategist, my audience is content material advertising and marketing managers and heads of Search engine optimization departments at SaaS and tech firms. Moreover, I goal shoppers in the USA as a result of these firms have a excessive consciousness of Search engine optimization and the spending energy to pay my charges.

Who will rent you for the talents you present? The deeper your specialty, the extra readability you should have about your viewers. 

2. Research LinkedIn Influencers & Companies That Hit the Mark 

I spent three months learning influential folks on LinkedIn to see the kind of content material they created. I spotted that you may phase LinkedIn into two consumer teams:

  • LinkedIn customers who share beneficial content material that makes them the authority on a topic. An instance is Ross Simmonds, who has established himself as a high authority within the content material distribution area of interest.
  • LinkedIn customers with over 10,000 followers who share tales that don’t let you know something about their experience. A number of engagement however few leads.

Who’s posting nice content material in your area of interest? Research them, take pointers, and use that info to construct your technique.

3. Optimize Your LinkedIn Profile

Profile Picture

Don’t underestimate the facility of an image. I do know it’s a drained cliché, however an image is value a thousand phrases (or perhaps a thousand leads). According to LinkedIn, including photos doubles the variety of feedback a put up receives.

Private model photos construct consciousness and set up a connection along with your viewers. Footage have the facility to draw, persuade, and promote. 

I spend money on model images yearly, and it’s labored wonders for the way folks understand me as an expert who is aware of her stuff.

There’s no laborious or quick rule to picking a LinkedIn profile image, however listed here are a number of suggestions:

  • Mission confidence
  • Look immediately on the digital camera
  • Use your face in your profile image, not your organization emblem
  • Use a high-resolution picture
  • Be sure you’re the one particular person within the body
  • Create a background picture that promotes your providing

Beneath is a wonderful instance of a background picture and profile picture from Michael King, Founding father of iPullRank.

Michael King LinkedIn Page


Troy Sandidge LinkedIn Page

I’ve a easy system for writing LinkedIn headlines: What you do + Who you do it for.

Utilizing Troy’s Sandidge’s profile for instance, we’ve “Advertising Strategist + B2B.” 

Your LinkedIn title flows out of your information of your audience. In any other case, you’ll be utilizing the fallacious key phrases and attracting poor-quality leads. 

Think about using a key phrase that’s findable. Consider phrases your goal buyer makes use of when looking for your companies. Then, as you put up persistently, you’ll effortlessly present up on LinkedIn outcomes to your key phrase. Right here’s one other instance from Lily Ugbaja.

Lily Ugbaja LinkedIn Profile


Your LinkedIn bio is maybe one of many hardest issues to jot down. It carries the load of telling your supreme buyer what you do, why they need to work with you, and methods to contact you. 

The primary line ought to seize consideration and encourage the reader to click on the see extra button. Consider how one can talk worth in two sentences. My audience needs content material that ranks and I lead with this sentence.

LinkedIn About section

Once they click on extra, the story continues with the outcomes I’ve pushed for SaaS firms. First, the promise, adopted by the achievement of that promise.

LinkedIn About section

I comply with up outcomes with the precise companies I provide. That is the place I dial into the totally different issues I resolve for my audience.

LinkedIn About section

Lastly, I conclude with a technique to attain me. You possibly can add your web site, telephone quantity, or e-mail tackle as a CTA. 

LinkedIn About section

Repair your bio, and also you’ll get extra folks reaching out by way of LinkedIn Messaging to inquire about your companies. You may peep my full bio on LinkedIn.

Earlier than selecting a remaining model, ask a number of folks out of your audience to learn your bio and provides suggestions.

Consider your LinkedIn profile like a funnel. It begins along with your picture, the title, bio, and continues with the Featured Posts. Use Featured Posts to share content material about your experience. 

Right here’s an instance from conversion copywriter Diane Wiredu.



Suggestions are much like testimonials you’d have in your web site. It offers potential shoppers an thought of what to anticipate after they work with you. My solely trick for getting suggestions from shoppers is to do nice work. Over-deliver and your shoppers shall be pleased to drop a suggestion once you ask.

For instance, I can inform that Aaisha Joseph is an interesting speaker who’s comfy breaking down partitions round range and inclusion.


4. Join with Individuals You Wish to Impress

Once more, you might want to know your audience to attach with the appropriate folks. For instance, when connecting with folks on LinkedIn, I don’t simply contemplate potential shoppers. I additionally consider friends who would discover worth in my content material.

I’m a contract content material author and strategist. So, I join with:

  • Potential prospects — heads of content material, Search engine optimization, and advertising and marketing departments.
  • Friends — copywriters, in-house SEOs, entrepreneurs, and freelancers.

These are the 2 teams of people that perceive my content material once I write about Search engine optimization and content material advertising and marketing. This implies high quality engagement that results in new relationships and potential future referrals.

Lastly, be sure to’re connecting with lively customers on LinkedIn, not LinkedIn customers who solely present up as soon as in three months to test their messages. A LinkedIn Premium account exhibits this info.

5. Construct Relationships

Essentially the most easy technique to nurture relationships on LinkedIn is to touch upon the posts of individuals you need to impress. I touch upon any put up I discover useful or partaking. I additionally attempt to depart feedback on the posts of business specialists and connections that fall inside my audience.

Subsequent, you may take it one step additional by following Abby Reimer’s recommendation.

I nurture relationships by main with studying. For instance, I learn many posts from business thought leaders, and I typically join with the authors to allow them to know I favored their content material. This has led to unbelievable alternatives and friendships I’d by no means have made if I hadn’t reached out. Add worth on LinkedIn by sharing what you study and letting others know once you study one thing from them.

Abby Reimer

6. Create a LinkedIn Web page for Your Enterprise 

We’ve been speaking about establishing your private LinkedIn profile as a result of people like to attach with different people. Nevertheless, I don’t suppose model profiles get as a lot engagement as private profiles. So, it’s important to optimize your private profile first earlier than establishing your model profile.

LinkedIn Pages present a means so that you can join along with your audience, rent workers, and maximize your LinkedIn lead gen efforts. 

Right here’s a complete information that walks you thru the method of creating a LinkedIn page

7. Promote Your LinkedIn Web page

You may promote your organization web page by:

LinkedIn Advertisements

Use focused promoting to succeed in a wider viewers on LinkedIn. LinkedIn gives over 200 focusing on traits to focus on members by title, location, business, job title, and extra. Choices for LinkedIn adverts embrace:

  • Textual content adverts that seem on profile pages, notifications, search outcomes, group pages, and the homepage
  • Sponsored content material to amplify your small business posts to a bigger viewers
  • Sponsored InMail to ship personalised chilly messages to LinkedIn members

Your Private Profile

I’m an enormous fan of utilizing your private profile to advertise your small business web page. 

Your choices embrace:

  • Re-sharing content material out of your private profile to your small business web page and vice versa
  • Referencing and tagging your LinkedIn web page in a related put up
  • Sharing progress with shopper work

This normally works when you’ve gotten a good following on LinkedIn who have interaction along with your content material. For instance, Elizabeth Leiba has over 98,000 followers on her private profile and over 20,000 followers on her LinkedIn web page. She creates content material about her firm’s influence on range and inclusion coaching.

Elizabeth Leiba LinkedIn Post

Leveraging LinkedIn Influencers

I’m unsure why, however I don’t see a variety of influencer posts on LinkedIn. Influencer advertising and marketing is large on platforms like YouTube, Twitter, Instagram, and Fb. So, why not LinkedIn? 

Consider somebody in your business who will get a variety of significant engagement after they share content material. If in case you have a brand new product that simply launched otherwise you’re internet hosting an occasion quickly, use influencers to unfold the phrase and faucet into their viewers.

Seun Odegbami, who hosts LinkedIn Native Lagos, does a terrific job leveraging micro-influencers for extra conversions. 

This post by Ameenah Aderinto selling LinkedIn Native Lagos solely obtained 35 reactions, however the remark part exhibits that persons are signing as much as attend.


Encouraging Staff to Get Lively on LinkedIn

Corporations generate 30% of their engagement by workers. When workers have a LinkedIn profile and are lively on LinkedIn, a number of issues can occur:

  • They checklist your organization as their office, which is like an inbound hyperlink to your LinkedIn web page
  • They comply with your organization profile
  • You may ask them to interact with firm content material to extend the attain to their viewers
  • Once they share content material on LinkedIn, connections who need to study extra in regards to the worker, go to their profile, see they give you the results you want, and comply with your organization web page

Devin Reed and Udi Ledergor from Gong are nice examples of workers who use their private profiles to advertise their employer. Discover how a lot engagement their posts obtain?

LinkedIn post
LinkedIn Post

8. Use a Content material Calendar to Guarantee Consistency 

Right here’s how Alastair Banks explains consistency:

Consistency is the important thing. You need to flip up, share beneficial content material, and switch up once more. There isn’t any silver bullet for making a profitable LinkedIn advertising and marketing technique. Those that use hacks final some time, however those that develop their private manufacturers over time are those that win.

Alastair Banks

Consistency is displaying up commonly with related, useful content material that provides a lot of worth to the reader. Top-of-the-line methods to make sure consistency is to make use of the Semrush Social Media Poster.

Semrush Social Media Poster

I take advantage of it to schedule content material concurrently for Fb, LinkedIn, and Twitter (you too can use it for Instagram, Pinterest, and Google My Enterprise). I can add media content material, gifs, and even emojis to my posts. 

To extract as a lot juice as attainable, I schedule my finest LinkedIn posts to repeat at intervals of 5 to 6 months as a result of folks overlook shortly, and the identical put up will possible have as a lot engagement.

Creating a post with Semrush Social Media Poster

For those who’re solely utilizing the Semrush Social Media toolkit for your small business, the free account works wonderful. However when you handle social media for shoppers, then buy a paid plan. Paid subscriptions help you join extra social profiles and monitor extra accounts ( see details here).

Right here’s a information on how to configure Social Media Poster.

After you start posting content material, you should use the Social Media Tracker to see how your posts are doing. This instrument means that you can monitor the general efficiency of LinkedIn, Fb, Instagram, Twitter, Pinterest, and YouTube accounts.

Social Media Tracker

This instrument additionally exhibits your high content material by engagement, which may also help you form the technique for future posts.

Social Media Tracker report

9. Create Content material That Reveals Your Experience and Character

Right here’s a terrific tip from Ross Simmonds on the kind of content material that works on LinkedIn:

LinkedIn post

Consistency is tough. Many individuals drop off after they’ve gotten some traction of their enterprise. However if you wish to stand out on LinkedIn and construct a sustainable lead gen machine, content material creation ought to be on the coronary heart of your LinkedIn advertising and marketing technique.

Listed below are some suggestions that can work for any model.

Repurpose Weblog Posts into LinkedIn Content material

Most of my LinkedIn content material is impressed by my weblog. I take a weblog put up or visitor put up I’ve written and switch the subheadings into digestible LinkedIn content material.

For instance, this post on keyword research tools was impressed by this post on how to conduct keyword research.

LinkedIn post

Flip Workflows into Tales 

What have you ever been engaged on just lately? Any new tasks, shopper outcomes, or thrilling information you’d prefer to share? 

I like how Carrie Rose talks about her mission with Rise at Seven. She shares content material about her newest tasks, her inside course of for collaboration, and every part in between. 

LinkedIn post

Sharing your organization workflow is like bringing the general public into your cycle. That stage of transparency makes your connections really feel like they know you. It’s a superb technique for Carrie, given the success her company has loved in recent times.

Share Errors

Everyone seems to be so obsessive about success that we overlook in regards to the studying curve. And you already know what occurs through the studying curve? Errors. 

Errors are good. They make you human and present that only a few folks get it proper the primary time. Sharing fallacious turns in your journey humanizes your model and makes it straightforward to your viewers to narrate with you on a private stage.

Embrace Storytelling & Humor

It’s not sufficient to indicate your experience. You need to discover ways to weave storytelling into your LinkedIn posts to interact your viewers.

I bear in mind the early days of LinkedIn once I would get 5 likes on a put up and ten on day. My content material was drab and lifeless. It didn’t encourage the reader to take motion or touch upon the put up.

All of it modified once I began utilizing storytelling to clarify complicated ideas and make them simpler to know. For instance, I used jollof rice as an analogy to explain why it’s very important for content material to marinate in a single day.

LinkedIn post

I additionally use storytelling to ask my connections into my private life to see the human being behind the posts. The mix of humanity and experience is the key to my success on LinkedIn.

A put up about not sporting pants to a Zoom assembly become an invite to talk to a digital advertising and marketing class on the College of Pittsburgh.


10. Present Experience

Right here’s the factor about sharing information. There’s one thing you already know that another person doesn’t. It’s apparent to you, however to not others. Share it!

Experience doesn’t need to be superior information a couple of matter. I share tips about optimizing Search engine optimization content material, constructing matter clusters, doing key phrase analysis, and different Search engine optimization-related subjects.

Keep away from the temptation to inform meaningless tales that evoke emotion however don’t result in queries about your companies. You may get a variety of engagement however zero leads.

Experience is useful and sensible recommendation. It’s sharing info that your viewers can implement instantly. It’s the little particulars in your course of that make you superior to everybody else. 

Above all, experience results in inquiries out of your supreme buyer who’s satisfied that you simply’re the most suitable choice for the service you ship. That is the central purpose of your LinkedIn technique. 

11. Use a Mixture of Content material Codecs

Everybody has a unique desire for consuming info. Some customers like video, others like textual content and pictures. Combine up your LinkedIn content material with all three codecs. 

LinkedIn customers are 20x more likely to share video content material. Movies are nice for displaying your course of and taking your viewers behind the scene. Use infographics to share statistics or spotlight key info in your put up. Lengthy-form content material tends to carry out properly on LinkedIn, so contemplate publishing extra text-based content material with a mixture of multimedia thrown in for freshness.

Social media platforms don’t need you linking out. They need to hold the reader engaged with the content material you’ve printed for them. LinkedIn algorithms normally bury posts with hyperlinks in them. 

Nevertheless, I’ve observed two situations the place hyperlinks within the put up carry out properly:

Influencer put up: When an influencer shares content material with hyperlinks within the put up, it performs properly as a result of they have already got an enormous following. Right here’s an instance from Brigette Hyacinth with a YouTube hyperlink within the put up and over 1,700 reactions.

LinkedIn post

Lengthy-form put up: I’ve additionally observed that many individuals will see the put up when you add long-form content material to a put up with an outbound hyperlink. For instance, this post has a hyperlink within the textual content, but it surely’s long-form, and almost 7,000 folks noticed it.

For those who don’t have a big following like Brigette, play it secure by including the hyperlink within the remark part so your put up has a higher probability of performing properly.

13. Keep away from the Temptation to Automate Outreach

Automated LinkedIn messages are spam. You’re sending the identical message to everybody with out personalization. No one likes it, and LinkedIn is cracking down on automation instruments. So, watch out with something that automates messages, connection requests, or profile visits.

As an alternative, use a template to streamline your chilly messaging however depart blanks for personalization choices equivalent to connection title, issues they face, and your distinctive method to fixing the issue.

Observe Analytics to See if Your Methods Are Working

LinkedIn Analytics means that you can observe progress, see what’s working, and establish areas of enchancment. 


One other exceptional characteristic that Semrush offers is Social Media Analytics. I can view info for LinkedIn pages equivalent to:

Follower depend by:

  • Nation
  • Business
  • Job operate

Engagement metrics: 

  • Likes 
  • Feedback
  • Clicks
  • Shares
  • Whole follower depend
  • Common engagement fee development
  • Follower achieve
  • Attain
  • Impressions

The LinkedIn report exhibits how properly your viewers is partaking along with your content material, so create extra of what brings engagement and outcomes.

Closing Ideas

Essentially the most profitable folks on LinkedIn give greater than they take. I would like you to create a lot worth that folks sit up for seeing your content material. 

So, how do you market on LinkedIn? Optimize your LinkedIn profile to draw the appropriate viewers. Ask for suggestions from glad prospects. Share sensible recommendation to construct authority. Use tales to attach along with your viewers and present your human facet. Lastly, do not forget that LinkedIn is human first, so don’t be afraid to indicate up authentically.


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