LinkedIn is a professional networking and B2B marketing platform that allows businesses to connect with other professionals, potential clients, and partners.


With over 800 million users worldwide, LinkedIn has become an essential tool for businesses looking to build their brand, generate leads, and find new customers.


This article will explore how to create an effective LinkedIn marketing strategy to help your business reach its goals on the platform.


Define your target audience

Defining your target audience is essential in creating an effective LinkedIn marketing strategy.


To define your target audience, consider the demographics and job titles of the individuals you are trying to reach. Demographics may include age, gender, location, and income level.


By identifying the job titles of your target audience, you can tailor your messaging and content to be more relevant to their specific roles and responsibilities.


Additionally, it would be best to consider the companies and industries in which your target audience works. This will help you understand your audience’s specific challenges and needs and create content that addresses those needs.


By defining your target audience, you can tailor your LinkedIn marketing efforts to be more relevant and effective.


Set clear goals for your LinkedIn marketing strategy

Setting clear goals for your LinkedIn marketing strategy is important because it helps you focus your efforts and measure the success of your efforts. Without clear goals, it can be difficult to determine whether your marketing efforts are having an impact.


To set clear goals for your LinkedIn marketing strategy, consider what you hope to achieve through your efforts on the platform. Some examples of goals could include increasing brand awareness, generating leads, or finding new customers. It’s important to be specific and measurable when setting your goals.


For example, rather than just saying that you want to increase brand awareness, you could set a goal of increasing your LinkedIn followers by a certain percentage over a specific time.


Once you have set your goals, you need to determine how you will measure the success of your strategy. This could be through the number of followers you have, the engagement on your posts (such as likes, comments, and shares), or the number of leads generated.


By regularly tracking your progress against your goals, you can see what’s working and what’s not and adjust your strategy as needed.


Optimize your LinkedIn profile

Your LinkedIn profile is a digital resume showcasing your professional experience and skills. To make the most of it, you should include a professional photo, a strong headline summarizing your expertise and value proposition, and a detailed summary highlighting your accomplishments and goals.


Use keywords relevant to your industry and target audience, and include links to your website and other social media profiles.


You should also showcase your skills and experience through endorsements and recommendations from colleagues and clients.


Professional photo


  • Use a high-quality headshot photo that reflects your brand
  • Avoid using group photos or selfies
  • Consider hiring a professional photographer to take your photo



  • Use a strong headline summarizing your expertise and value proposition in just a few words
  • Avoid using cliches or vague language
  • Include keywords relevant to your industry and target audience



  • Use the summary section to highlight your accomplishments and goals
  • Keep it concise and focus on your most relevant skills and experience
  • Use keywords and phrases that are relevant to your target audience and industry



  • Use keywords relevant to your industry and target audience throughout your profile, including in your headline, summary, and job descriptions
  • Research popular keywords in your industry and incorporate them into your profile

Links to external profiles


  • Include links to your website and other social media profiles on your LinkedIn profile
  • This will give your audience more ways to connect with you and learn more about your business

Endorsements and recommendations:


  • Ask colleagues and clients for endorsements and recommendations to showcase your skills and experience
  • Make it easy for them to endorse you by suggesting specific skills they could endorse you for
  • Consider writing recommendations for your connections as well, as this can help build relationships and strengthen your network on LinkedIn.

Create a company page

In addition to your profile, you should also create a company page on LinkedIn. This will give you a dedicated space to showcase your products and services, company culture, and any news or updates. Encourage your employees to follow and share the company page, and consider using LinkedIn’s sponsored content and display ads to reach a larger audience.


Creating a company page on LinkedIn is important for several reasons:


  • Visibility: A company page lets you showcase your products and services to a wider audience on LinkedIn. It also allows you to share updates and news about your business, which can help increase your visibility and reach on the platform.
  • Professionalism: A company page helps establish your business as a professional entity on LinkedIn. It gives you a dedicated space to showcase your brand and company culture, which can help build trust and credibility with your target audience.
  • Employee engagement: Encouraging your employees to follow and share your company page can help increase your reach on the platform and improve employee engagement. This can also help promote your business to your employees’ networks, leading to new connections and opportunities.
  • Advertising: LinkedIn’s sponsored content and display ad options allow you to reach a larger audience on the platform. Creating a company page allows you to take advantage of these advertising options and reach more potential clients and partners.


Overall, creating a company page on LinkedIn can help you establish your business as a professional entity, increase your visibility and reach, improve employee engagement, and take advantage of advertising opportunities.


Connect with potential clients and partners

LinkedIn is a great place to make connections with potential clients and partners. You can use the platform’s search function to find and connect with individuals and companies in your target audience.


  • Use LinkedIn’s search function to find and connect with individuals and companies in your target audience. You can use location, industry, and job title filters to narrow your search and find relevant connections.
  • Participate in relevant LinkedIn groups and engage with other members. This can help you build relationships and establish yourself as an expert. You can join groups related to your industry or groups focused on specific topics or interests.
  • Reach out to influencers in your industry and build relationships with them. Influencers are individuals who have a large following and influence on LinkedIn. You can tap into their networks and gain exposure to a larger audience by building relationships with them.
  • Consider using LinkedIn messages to reach out to potential clients and partners directly. This can be a more personal way to connect with people and build relationships. Just be sure to follow LinkedIn’s best practices for messaging and avoid spamming people with unsolicited sales messages.
  • As you make more connections on LinkedIn, managing your network and ensuring it is well-organized is important. One way to do this is by adding LinkedIn tags for different groups of connections. This can help you keep track of your different networks, such as clients, partners, and industry colleagues.


Connecting with potential clients and partners on LinkedIn is key to building your professional network and finding new business opportunities. By using the platform’s search function, participating in relevant groups, building relationships with influencers, and reaching out to people directly, you can expand your network and open up new possibilities for your business.


Post engaging content

To keep your target audience engaged and interested in your business, it’s important to regularly post a mix of original and curated content relevant to them. LinkedIn’s publishing platform allows you to write long-form articles and showcase your expertise in your industry.


Here are some tips to help you get started:


Share a mix of original and curated content


To keep your audience engaged, it’s important to mix things up by sharing a mix of original and curated content. Original content can be anything you create, such as blog posts, infographics, or videos. Curated content is content you find from other sources and share on your LinkedIn profile. By sharing both types of content, you can give your audience various perspectives and keep things interesting.


Make sure the content is relevant to your target audience


To keep your audience engaged, it’s important to post content that is relevant to their interests and needs. Research your target audience to understand what topics they are interested in, and create content that addresses them.


Use LinkedIn’s publishing platform to write long-form articles


LinkedIn’s publishing platform allows you to write long-form articles and showcase your expertise in your industry. These articles can be a great way to establish yourself as a thought leader and attract potential clients and partners.


Utilize LinkedIn’s video and live video features


Video content tends to perform well on LinkedIn, so consider using LinkedIn’s video and live video features to engage your audience more interactively. You can use these features to host webinars, conduct interviews, or give behind-the-scenes looks at your business.


Use LinkedIn’s sponsored content and display ads

Sponsored content is content you create and promote to a targeted audience on LinkedIn. This can be a great way to increase the visibility of your content and reach a larger audience on the platform. To create sponsored content, you must use LinkedIn’s ad platform and choose sponsored content as your ad type. From there, you can select your target audience, set your budget and schedule, and create your ad.


LinkedIn’s display ads are banner ads that appear in users’ feeds on the platform. These ads can be a useful way to increase your visibility and reach a larger audience on LinkedIn. To create display ads, you must use LinkedIn’s ad platform and choose display ads as your ad type. From there, you can select your target audience, set your budget and schedule, and create your ad.


Both sponsored content and display ads allow you to target specific audiences based on location, industry, job title, and company size. You can also use LinkedIn’s retargeting feature to show your ads to users who have previously visited your website or engaged with


Analyze and refine your strategy

As with any marketing effort, it’s important to track the performance of your LinkedIn marketing strategy and make adjustments based on what’s working and what isn’t. LinkedIn provides analytics that allows you to see how your posts perform and identify any improvement areas. Use this data to refine your strategy and ensure the best results possible.


Here are some actionable tips for analyzing and refining your strategy:


Use LinkedIn’s analytics to track the performance of your posts


LinkedIn provides analytics that allows you to see how your posts are performing. You can view metrics such as the number of views, likes, comments, and shares for each post and the overall engagement rate.


Identify areas for improvement


Use the data from LinkedIn’s analytics to identify any areas for improvement in your strategy. For example, if you notice that certain posts are performing poorly, you may want to consider adjusting your approach or trying something new.


Make adjustments based on the data


Once you have identified areas for improvement, use the data to adjust your strategy. This could include changing the types of content you post, adjusting your posting frequency, or targeting a different audience.


Test different approaches


Don’t be afraid to try new things and test different approaches to see what works best for your business. For example, you could try posting at different times of day to see which time gets the most engagement or experiment with different types of content to see what resonates with your audience.


Monitor your progress


Regularly monitor your progress against your goals to see how your strategy works. This will allow you to make any necessary adjustments and ensure you are on track to achieve your objectives.



In conclusion, LinkedIn is a powerful tool for businesses looking to connect with other professionals, generate leads, and find new customers.


By defining your target audience, setting clear goals, optimizing your profile and company page, connecting with potential clients and partners, and posting engaging content, you can create an effective LinkedIn marketing strategy that helps your business reach its goals on the platform.

linkedin marketing tips


LinkedIn is the undisputed king of social networks for professionals.


With over 562 million users in more than 200 countries worldwide LinkedIn has a global reach. Plus, the network makes up more than 50% of all social traffic to B2B websites and blogs.


While Facebook has more people, LinkedIn is the preferred network for pros — those who connect with the sole goal of doing business not just socialize. It’s the most business-friendly social site.

If you’re a serious brand LinkedIn is the place to be. But being there is not enough. You have to get noticed by keeping tabs on the platform’s best practices and use them to stay ahead of the pack. Plus, you’ve got to find a way to attract the right people to connect with you. That starts with optimizing the first thing people see when they view your profile page: the header area.


Before we get into the meat and potatoes, maybe you’re asking yourself:


Is LinkedIn worth it?


The answer is a resounding yes. Here’s why.


LinkedIn: The Social Platform You Can’t Afford To Ignore

Think LinkedIn is all hype and no substance?

Not at all.


This platform is a marketing goldmine. It’s number one when it comes to a crucial metric all serious brands watch like a hawk: leads. That’s why LinkedIn must be part of your overall marketing strategy.


LinkedIn Marketing

Source: Foundation


Clearly, LinkedIn is a lead-gen super-power. It makes all other ways of generating leads through social media seem like child’s play. Ignore it at your own peril. But to get those leads you’ve got to set up your profile wisely, especially the header area.




It’s the part of your profile page people see first. Botch it and prospects click away. Nail it and they stay on and give you a chance to engage them further— and woo them into your funnel.


Not only that.


Your header area is above the fold.


People see your header without having to scroll. Through it, you’ve got to convince would-be customers it’s worthwhile for them to scroll down and find out more about you and your brand.


A good header does four things well.


  1. Makes a good first impression.
  2. Keeps readers on your profile page.
  3. Sparks interest in what you do.
  4. Boosts your authority.


To achieve all this you’ve got to fine-tune and optimize three key elements of your header area.

  1. Your Photo.
  2. Your Image.
  3. Your Headline.


Let me show you how.


Your Profile Photo: A Priceless Visual First Impression

People’s gaze naturally gravitates towards human faces.


So the first thing prospects will look at is your profile photo. And, they’re not just staring. Something deeper is going on.


Here’s the thing.


People make rush judgments about you solely based on how you look. Think that’s not fair? Well, sorry, it’s what it is.


Maybe you think you can make do without one? Bad idea. Not having a profile photo causes people’s minds go into overdrive and make negative assumptions about you like:


  • She’s definitely hiding something.
  • Maybe she’s a spammer.
  • She’s not serious about connecting.
  • Heck, she doesn’t even understand how LinkedIn works, a clueless amateur!


Hardly the impression you want to make is it?


Enough negatives.


What are the advantages of having a photo on your profile?


LinkedIn data shows that having a profile photo can get you:


  • 21x more profile views
  • 9x more connection requests
  • 36x more messages


Exciting stuff, hey?! But it’s not just any photo that’ll get you these results. Here are three golden rules to guide you so you come up with the perfect photo.


First, please smile. Preferably a teeth smile.


Don’t take a smile for granted. It packs a powerful psychological punch. Smiling makes you look welcoming, competent and trustworthy. Science aside, smiling just makes you look cool. J


Second, look straight at the camera.


Look sideways and people may think you’re timid, or worse, a car thief! Research shows people find a direct gaze attractive.


Third, make sure there’s no clutter in your photo.


It may distract people’s attention from you.


In short, look like a pro. Remember, LinkedIn is a platform for professionals (read with an accent!). So that vacation photo of you on the beach won’t do.


Jason Quey, who helps startups meet with contract marketers to grow their businesses faster, does a good job with his photo.


LinkedIn Marketing


He’s looking straight ahead. Plus, he has a beaming smile. Looks like a nice guy to work with, doesn’t he? Well, that’s the idea.


A research by Princeton psychologists revealed that it takes just a tenth of a second for people to decide whether you are trustworthy and competent, just by looking at your face.


Better get your photo right so you make a great first impression. Mess it up and you might never get a second chance to wow prospects.


Your Image: An Untapped Rich Goldmine

Once people have glanced at your (hopefully) nice pro-looking pic, their eyes wander around the rest of the page.


And probably land on the wide space behind your photo.


I’m surprised how many people leave this space empty. By leaving the default blue area untouched you’re not realizing your header’s full marketing potential.


Because it occupies the biggest space of your header, it sets the tone for the whole page. It provides a context for everything else that follows


What can you do to maximize this space?


A couple of things.


You could use it for social proof.


Show prospects you’re the real deal. John Nemo, who happens to be a LinkedIn expert, does a superb job of proving his authority. He plasters his header with the big niche sites his work has been featured on.

LinkedIn Marketing


Think this works?


You bet!


People acknowledge his expertise straightaway.


A variation of this tactic would be to show the giant brands you’ve served.


Second, use a gem testimonial that sums up what you do memorably or showcases your brilliance. Brownie points if it’s an influencer testimonial as they’re 3x as powerful.


Finally, you could use a graphic that underlines what your brand does. This way you give a visual emphasis to what you are about.  Whatever you do, don’t put a generic graphic.  It’d be such a waste.


Your Professional Headline: A Pithy Pregnant Sentence

Both your photo and background graphic are visual.


Not so the last piece of the puzzle, your professional headline.


It’s all about words, 18-20 of them to be precise, and how you weave them to powerfully communicate the value you provide your prospects.


Your title is not really about you. It’s about the unique value you convey to your prospects and customers.


Many people just use their job title. Big mistake. C’mon. You’re bigger than your title. All the great work you do cannot be compressed into one often dry-sounding and stifling title.
Say more. Describe all the awesome benefits of doing business with you.


But keep things simple.


After all Da Vinci said simplicity is the ultimate sophistication. Sam Ovens, who teaches ordinary folk how to start and grow a successful consulting business, keeps things basic but punchy enough to communicate his message convincingly.


LinkedIn Marketing


In just 8 words people can tell what he’s into. Or, more importantly, how they’ll benefit from working with him.


That’s what you want. A simple and clear message people get easily. Don’t make it hard work for people to understand what you do for them. If you load your headline with your high-sounding title and corporate mumbo-jumbo, people will leave.


Your headline should answer these five questions that are burning in your prospects mind as she checks you out.


  1. Who are you? (identity)
  2. What do you do? (product or service)
  3. Whom do you do it for? (audience)
  4. What makes you different? (unique selling proposition or USP)
  5. Why should I trust you? (social proof)


You may not be able to answer all of them. But the more the merrier.  Remember, your headline should be client-facing. View it from the customers’ standpoint instead of being inward looking and focusing on your brand.
Ask yourself what’s in it for them.


That way you’re bound to scratch their itch and make them warm up to you.


Your LinkedIn Profile Header: The Start of a Leads Avalanche

A stellar header starts prospects on a slippery slope.


It grabs them and never lets go.


Once they’re struck by your brilliance they can’t help but scroll down to the summary and the rest of the profile.


Before they know it, they’ll be in your funnel’s orbit.


And, once they’re in your funnel, they’ll eventually become paying customers.  That’s the ultimate goal, isn’t it?



According to his cheeky wife’s baseless claims, Qhubekani Nyathi aka The Click Guy, is an irresistibly handsome dude. He helps SMBs rapidly grow their income and impact through actionable long-form content that ranks high, builds authority, and generates tons of leads. He is a contributor to top blogs like Crazy Egg, Search Engine People, Techwyse, AWAI, and more.



LinkedIn Marketing Tips

Your LinkedIn page isn’t the same as your other social media profiles. Although LinkedIn is a fantastic way to connect with prospective clients, it’s also important to use LinkedIn to maintain professional relationships, boost your business and build authority for your brand. In many ways, your LinkedIn should act as an extension of your website.


When you use your LinkedIn page appropriately, you can create long lasting relationships with clients, business partners, your community and others. Relating your company’s LinkedIn page back to your company website can bring many benefits for your business.


But what are the benefits that a strong LinkedIn page can create? Let’s look at a few great LinkedIn profiles, how they enhance the company’s website and what you can do to improve your own professional online image.


Attract New Talent

If you’re sharing job openings on your website, this is great for the people who know to look. However, because most job searchers aren’t going to browse company websites looking for an open position, you could be missing out on some highly qualified talent. To attract the best employees, post your job where they’re already looking.


LinkedIn provides excellent tools to both job searchers and companies looking to hire. Target is just one example of a company that posts their job listings on LinkedIn, although there are many.



Target uses their LinkedIn page to attract better quality candidates for their open positions and even provides important insights to those looking, such as the languages people at the company speak and what employees care about.


Share Your Blog Posts

When you post a new blog, you need to let your target audience know it is available. While other social media profiles allow you to share links back to your website so someone can read a blog, many may not be interested in clicking away from their timeline. This means you may be missing connecting with a potential customer or client.


On LinkedIn, they provide you with an opportunity to share blog posts and articles right in the website, such as Marketo does. As another place to share content, Marketo can attract new potential customers interested in learning about the brand but not committed enough to head to the website. This is great for making a first impression and building brand awareness.


marketo linkedin


Create a Professional President Profile

Customers, clients and business partners all want to know who is behind the companies they work with. However, it isn’t always easy to get into the personal and professional details on a website. This can make it difficult to allow customers and partners to get to know your business leaders.


However, LinkedIn provides a terrific opportunity for company presidents and CEOs to establish authority for themselves. If we look at President of Mericle Commercial Real Estate Service Robert Mericle’s LinkedIn page, we see he is about to establish himself as a leader in his industry while supplementing the authority of his company. Through sharing his own expertise, articles and information, customers and clients know more about him and have more trust.


Add News Updates

Your website is the perfect place to share information about your company’s achievements and growth. However, there are certain times when creating a new blog post or press release isn’t necessary. Small achievements, company anniversaries or events and other small details may be important, but you may not need a whole new website page.


Your LinkedIn profile will allow you to add recent updates in the form of posts, like Viacom does. These updates alert your community of news without much of a hassle, so you’re able to keep your audience informed quickly and easily. Viacom uses their updates to let their community know of everything from a recent blog post to details about their upcoming projects.


Show Off Your Testimonials

Putting testimonials on your website is a great idea. But for anyone to see those testimonials and reviews, they need to have enough faith in you to come to your website. If they don’t want to click through to a new page, you may not be able to show how highly qualified you are for their business.


This is another problem that LinkedIn can solve. Because LinkedIn allows you to put testimonials on your page, you can show off the great things someone has said about you as a professional or about your business within the social media site, such as Jason Curry, Founder and Head Growth Marketer at Hammersmith, does. As an easy place to collect testimonials, your LinkedIn page can help you build authority with target audience members.


LinkedIn is one of the most important social media profiles for any company or business professional. While it allows you to connect with target audience members, job prospects and even business partners, LinkedIn’s networking tools go above and beyond any other social media platform. However, to get the most benefit, you need to use it to supplement your website.


Your website will still be the place you educate your community, close sales and make lasting connections. But, with so many different competitors going after your audience’s attention, you need to accommodate them and their needs. Placing your content where they already are, such as on LinkedIn, is the way to do this.



Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.