You’ve poured your heart and soul into your business, working tirelessly to make it a success. But despite your best efforts, you’re not seeing the expected growth. Sound familiar? That’s where learning how to use LinkedIn for business comes in.

LinkedIn isn’t just another social media platform. It’s a goldmine for connecting with clients, partners, and industry experts. But having a profile alone won’t cut it. To tap into LinkedIn’s potential, you need to use it wisely.

Ready to take your business up a notch? Let’s look at how LinkedIn can help you network more effectively and expand your brand’s presence online.

Table Of Contents:

How to Use LinkedIn for Business

Are you missing out on LinkedIn? It’s the biggest professional network with a massive user base of over 700 million. This platform is perfect for connecting with potential customers, partners, and future employees.

So, how can you make LinkedIn work for your small business? Here are some handy tips:

Optimize Your LinkedIn Profile

Your LinkedIn profile is like your digital business card. Keep it current with a professional photo, engaging headline, and summary highlighting your strengths.

Want to get noticed on LinkedIn? Use keywords your target audience seeks and showcase your skills and achievements. Did you know profiles with a photo get viewed 21 times more often and receive nine times as many connection requests?

Create a Company Page

A LinkedIn Company Page can help you connect with your audience and showcase your brand. Make sure to fill out every section, including the company description, logo, and cover image.

Get your employees to connect their profiles with your Company Page and share regular updates about what you offer and industry happenings. LinkedIn reports that companies posting at least once a month see six times more engagement from followers.

Engage with Your Network

LinkedIn is all about making connections. Find folks in your industry, hop into some interesting LinkedIn groups, and get involved in the conversations there.

Your visibility grows when you interact with others; people see you as a thought leader. Don’t just focus on sharing your own stuff—make sure you’re also commenting on and sharing what other folks post.

Share Valuable Content

To keep your LinkedIn followers engaged, share valuable, relevant content that educates and entertains them. Consider posting blog articles, industry news updates, eye-catching infographics, or engaging videos.

Share relevant content with striking visuals and strong headlines to catch your audience’s eye. Then, include a clear call to action in your LinkedIn posts. According to LinkedIn, posts that feature images get twice the engagement compared to those without.

Leverage LinkedIn Ads

LinkedIn Ads offer an excellent way to connect with your target audience through various formats, such as sponsored content and sponsored inMail. You can narrow your reach based on job titles, company sizes, industries, etc.

Grab attention with eye-catching ads and striking visuals, then guide users to landing pages built for conversion. LinkedIn says using sponsored content can boost brand awareness by up to 80%.

Develop a LinkedIn Content Strategy

To make the most of LinkedIn for your company, it’s essential to have an effective content plan in place. Follow these steps to create yours:

Identify Your Target Audience

Consider who you’re hoping to engage with on LinkedIn. Identify their pain points, challenges, and aspirations. Leverage the platform’s targeting options to match your target customers precisely.

Create buyer personas to understand who you’re talking to truly, then craft your content around their needs and interests. Did you know LinkedIn is responsible for half of all B2B web traffic from social media? It’s a powerful platform.

Create a Content Calendar

By planning your content ahead of time, you can keep a steady posting schedule and sync up with important events and trends in your field.

Diversify your posts by including blogs, status updates, job opportunities, the latest industry updates, expert insights, and captivating images. According to LinkedIn’s data, businesses that share content 20 times monthly connect with around 60% of their followers.

Focus on Quality over Quantity

Your followers will appreciate fewer high-quality posts over a flood of mediocre ones. Focus on crafting valuable content that truly resonates by researching thoroughly before posting.

Using stories, data, and real-world examples can bring your content to life. According to LinkedIn, longer articles attract an average of seven times as many views and are shared twenty-four times more often than their shorter counterparts.

Experiment with Different Content Formats

LinkedIn offers a range of content formats, such as text posts, images, videos, and articles. Try different types to see what your audience likes the most.

Posting native videos on LinkedIn can boost engagement by an impressive factor of five over other kinds of content. And don’t forget the power of visuals; adding images to your articles can nearly double their view count.

Analyze and Refine Your Strategy

Use LinkedIn’s analytics to track the performance of your content. Monitor key metrics like engagement rate, click-through rate, and follower growth to see what’s working and tweak your strategy as needed.

Experiment with headlines, visuals, and calls to action to find what clicks. LinkedIn reports that only one in five marketers track the ROI of their marketing efforts there—don’t be left behind.

Key Takeaway: Optimize your LinkedIn profile with a professional photo, compelling headline, and relevant keywords to attract more views. Create an engaging Company Page, share valuable content regularly, and interact within your network to build relationships. Leverage LinkedIn Ads for targeted outreach and develop a strategic content calendar.

Build Your Network and Engage with Your Audience

To effectively use LinkedIn for business purposes, prioritize building a strong professional network. Seek connections among relevant individuals in your industry to enhance opportunities and collaborations.

Sending out connection requests randomly won’t get you far. You need a plan and some thought behind it.

Connect with Relevant Professionals

Start by spotting the big names in your industry. Seek out thought leaders, influencers, and those who could be clients or partners. When you send a connection request, always add a personal note explaining why you’d like to connect.

Remember, quality over quantity. It’s better to have a smaller network of engaged, relevant connections than a huge network of people who don’t care about what you do.

Join and Participate in LinkedIn Groups

If you want to expand your professional network on LinkedIn, join relevant groups related to your sector or interests. Jump into discussions by sharing insights, posing questions, and offering useful information or tools that could help others.

But don’t just spam the group with self-promotional content. Focus on providing value and building relationships. As you become a regular contributor, LinkedIn users will start to recognize your expertise.

Respond to Comments and Messages

When someone comments on your LinkedIn post or sends you a message, don’t leave them hanging. Respond promptly and thoughtfully. Show that you value their input and are open to conversation.

I once had a potential client contact me via LinkedIn message with a question about my services. By taking the time to provide a detailed response and offer some free advice, I was able to turn that initial message into a long-term business relationship.

Collaborate with Influencers and Thought Leaders

To grow your LinkedIn audience, team up with influencers and thought leaders in your field. Pitch them ideas for joint projects like co-written articles, webinars, or even a quick blog interview.

Connecting with different professionals expands your audience and solidifies your expertise. And who knows? These LinkedIn collaborations could spark major breakthroughs for your business as they did for mine.

Showcase Your Expertise and Thought Leadership

Do you want to shine bright on LinkedIn? Showcasing expertise and becoming known as an industry thought leader helps, and it all starts with crafting the right content marketing strategy.

By posting top-notch, valuable content often, you can prove what you know and gain credibility with those who follow you. Check out these strategies:

Publish Long-Form Articles

If you’re looking for a way to discuss important industry topics at length, LinkedIn’s publishing feature is perfect for that. You can dig into details and give something meaningful back to those who follow your work.

When writing for a specific group of people, focus on what they’re struggling with. Use real-life examples, detailed case studies, and personal anecdotes to bring your message home and keep readers engaged.

Create LinkedIn Showcase Pages

If your business offers a variety of products or services, you might want to set up LinkedIn Showcase Pages. These pages let you spotlight each product individually and fine-tune your sponsored content for different audience segments.

If your marketing agency handles both social media management and email marketing, you can set up separate Showcase Pages for each service. This lets followers pick the content that best matches their interests.

Host LinkedIn Live Sessions

LinkedIn Live is a powerful tool for engaging your audience in real-time. You can use it to host Q&A sessions, interviews, product demos, or even casual conversations.

The key to a successful LinkedIn Live is promotion. Let your followers know when you’ll be going live and what topics you’ll be covering. Encourage them to submit questions or topics they’d like you to address.

Participate in LinkedIn’s Publishing Platform

Apart from posting your own work, join the conversation on LinkedIn by engaging with other people’s content through comments and shares. This way, you’ll build connections with industry thought leaders while expanding your reach.

Instead of leaving a simple “great post” comment, why not share your own thoughts or experiences related to the topic? This shows you read and engaged with the content, and it can lead to some great discussions.

Key Takeaway: To use LinkedIn for business, focus on connecting with relevant professionals. Join and participate in groups, respond to comments and messages, collaborate with influencers, and showcase your expertise through content creation like long-form articles and LinkedIn Live sessions.

Leverage LinkedIn’s Advertising Options

You’ve nailed the basics of LinkedIn, so let’s level up with some LinkedIn ads. From my experience, these ads can transform your LinkedIn marketing efforts.

But with so many options, it can be overwhelming to know where to start. That’s where I come in – I’m here to break it down for you and show you how to make the most of LinkedIn’s advertising offerings.

Sponsored Content Ads

First up, we’ve got Sponsored Content Ads. These bad boys allow you to promote your content directly in your target audience’s LinkedIn feed. It’s like having a megaphone to blast your message to the right people at the right time.

Make sure your ad creative shines. Grab attention with striking visuals and engaging copy that pulls people in. And remember, LinkedIn’s targeting features let you zero in on specific audiences for maximum impact.

Sponsored InMail Ads

Next, we’ve got Sponsored InMail Ads. This is where you can slide into your target audience’s DMs (just kidding, but not really). Sponsored InMail Ads let you send personalized messages directly to your prospects’ inboxes.

I’ve found this ad effective for webinars or free trials. The key is personalizing your message and ensuring an obvious call to action encourages people to sign up.

Text Ads

If you’re looking for a simple, no-frills option, Text Ads might be your jam. These plain text ads appear on the right-hand side of the LinkedIn desktop interface.

While they may not have the visual pizzazz of other ad formats, Text Ads can still effectively drive traffic to your website or landing pages. The key is to use concise ad copy and a strong call-to-action to entice clicks.

Dynamic Ads

Imagine seeing an ad that speaks directly to you—using your name and showing your profile pic. That’s what Dynamic Ads do. They automatically adjust based on each person’s LinkedIn info, such as their job title and company.

I’ve seen Dynamic Ads do wonders driving particular actions, such as getting folks to follow your Company Page or grab a useful resource. It’s crucial that the LinkedIn offer feels tailored and meaningful for individuals.

Matched Audience Targeting

Last but certainly not least, we’ve got Matched Audience Targeting. This is where the magic happens, folks. Matched Audience Targeting allows you to reach specific individuals or companies based on data you already have, like email lists or website visitors.

I can’t stress enough how powerful this targeting option is. You can significantly boost your conversion rates and ROI by delivering highly relevant ads to your ideal prospects. It’s like having a secret weapon in your LinkedIn ads arsenal.

That’s a quick look at LinkedIn’s ad options and how you can use them. Don’t just take my word for it; get in there, try different approaches, and see what clicks with your audience. If you’re stuck or need expert advice, the LinkedIn ads team is always ready to lend a hand.

Measure and Analyze Your LinkedIn Performance

Great job making it to the last step in LinkedIn marketing. Now, it’s time to measure and analyze how well you’re doing. Here’s when you’ll start seeing results from everything you’ve done.

Let’s face it—watching your LinkedIn stats can be overwhelming. But no need to stress. I’ll break everything down so you can use that info to up your LinkedIn game.

Track Key Metrics

First things first, you need to know what metrics to track. It’s easy to get lost in a sea of numbers, but there are a few key metrics that should be on your radar:

  • Follower growth
  • Engagement rate (likes, comments, shares)
  • Click-through rate
  • Lead generation
  • Conversion rate

By checking these metrics, you’ll get a clear picture of your LinkedIn strategy and spot areas that might need adjustments.

Use LinkedIn Analytics

If you’re scratching your head about tracking these stats, don’t worry. Check out LinkedIn Analytics. This awesome tool helps you gauge how well you’re doing on LinkedIn.

LinkedIn Analytics gives you a clear picture of your audience, how well your content performs, and what trends are catching on. It’s like having a backstage pass to see what’s working for you.

I can’t stress enough how LinkedIn Analytics has bailed me out countless times. Regularly analyzing the data lets me make decisions that elevate my LinkedIn strategy.

Set Goals and KPIs

Data is only valuable if you know how to use it. Setting clear goals and key performance indicators (KPIs) matters so much.

Ask yourself, what do you want to achieve with your LinkedIn presence? Is it brand awareness, lead generation, or thought leadership? Once you have your goals in mind, set specific, measurable KPIs that will help you track your progress.

For example, if your goal is to increase brand awareness, your KPIs might include follower growth and engagement rate. If you’re focused on lead generation, you’ll want to closely monitor your click-through and conversion rates.

Continuously Optimize Your Strategy

Here’s the secret sauce to successful marketing on LinkedIn – continuous optimization. Your LinkedIn strategy should never be a “set it and forget it” deal.

To keep your LinkedIn strategy effective, review performance metrics often. Adjust as needed using the insights you gather from testing different content formats, posting schedules, and ad targets that resonate most with your followers.

Don’t shy away from trying out new things. LinkedIn keeps adding fresh features and updating best practices, so keep up with the latest trends and be bold in your experiments.

When you measure and analyze your LinkedIn performance, you make smarter choices to boost your business. Dig into those analytics, set clear goals, and get ready to see your LinkedIn presence take off.

And if you ever need extra guidance on using LinkedIn for business, don’t hesitate to contact an all-in-one social media marketing expert. They’ve seen it all and can help you navigate even the trickiest LinkedIn challenges with their all-in-one social media management tools.

Key Takeaway: LinkedIn offers a variety of ad options to boost your marketing. Use Sponsored Content Ads for visibility, InMail Ads for personalized outreach, Text Ads for simplicity, Dynamic Ads for customization, and Matched Audience Targeting to leverage existing data. Dive into LinkedIn ads and experiment with these powerful tools.


Learning how to use LinkedIn for business is a game-changer. You can establish yourself as a thought leader in your industry by optimizing your profile, creating valuable content, and engaging with your network.

Building success on LinkedIn takes time and dedication. You must consistently put in the effort, show up regularly, and share valuable content with your audience.

The great part is that all this effort pays off. With LinkedIn’s powerful tools, you’ll connect with key individuals, expand your brand presence, and elevate your business like never before.

So what are you waiting for? Start putting these LinkedIn strategies into action and watch your business soar.

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Lomit is a marketing and growth leader with experience scaling hyper-growth startups like Tynker, Roku, TrustedID, Texture, and IMVU. He is also a renowned public speaker, advisor, Forbes and HackerNoon contributor, and author of "Lean AI," part of the bestselling "The Lean Startup" series by Eric Ries.