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Tips for LinkedIn Marketing | LinkedIn Marketing Strategies

The world is shrinking at a rapid speed. We are more connected with our peer group and associates than ever before, thanks to the power of social media. But it’s kind of bad news for the B2B marketers because a smaller world means they will have an ever-shrinking window for the never-ending lead generation process.

Then where do you look for new lead generation ways?

Well, you may be happily surprised to know that LinkedIn has become an effective B2B lead generation tool that many businesses haven’t explored. LinkedIn is one of the most professional social media platforms, used by more than 450 million business professionals, 30 million companies and 690 million members, to network, connect, and sell. LinkedIn accounts for 80% of a business’s social media leads. The bottom line is that LinkedIn works for B2B lead generation.

One of the coolest features of LinkedIn is the “six degree of separation” approach that makes it simple to see how you are connected to someone by others. You may be amazed by how closely you interact with your prospects or clients – and how well they connect with others, including your competitors.
Put the following suggestions into action to take LinkedIn to the next stage and use it as a marketing tool.

Create a company profile

Before you jump into LinkedIn Marketing, create a company profile on LinkedIn. Not being there means you’re missing out on a global audience to draw leads from. So, just get started and make use of this powerful lead generation tool. It’s completely free to create a LinkedIn page.

How to create a LinkedIn Page:

  1. Visit the LinkedIn pages section of the LinkedIn marketing solutions website. Click Create your Page.
  2. Choose the appropriate category for your business.
  3. Fill in company details.
  4. Upload your company logo and add your tagline.
  5. Click Create Page.

You should try to build links to your Company Page once everything is set up. One perfect way to get started is to have a link to your Page on your website. It’s also a good idea to put it in your blog posts and email signature.

Post actionable content

Once your page is set, start sharing content. Content marketing is necessary for any social media platform and LinkedIn is no exception. You can share professional content in the form of media, videos, blogs, or curated content that holds value amongst your readers. Posting every day on LinkedIn will help you reach and engage with your audience. You must try and use all post types available on LinkedIn for more engagements.

You can try posting a full blog post with a brief catchy headline and an eye-catching image to share your knowledge on a topic.

When someone gets hooked on your material, they’ll click through to find more of your helpful advice. You may also share something inspirational with your networks, such as a picture or a quote. Whatever content you choose make sure, it’s original, well-researched and fresh as you’ll be competing against more than 100,000 articles published on LinkedIn every week. You must build content that stands out from the crowd while still meeting the needs of your target audience. According to LinkedIn, it takes at least ten pieces of content to convert one person. So, remember content is the key and your content strategy has to be strong, consistent and meaningful for your consumers to like it and click it.

Use the Matched Audiences feature

Linked Ads have been upgraded for their highly selective and very profitable audience. Now you can, create sponsored content, regular text ads, or even send targeted messages with a sponsored InMail. Moreover, you can use LinkedIn’s Matched Audiences tool to retarget the visitors that are already in your sales funnel. Microsoft’s latest addition, Matched Audiences, aids in the optimization of LinkedIn as an advertisement network. This feature enables you to retarget your website visitors, upload your existing accounts, or even add email contacts to target with LinkedIn ads.

Search for Individuals

Sometimes it only takes one conversation with a company that leads you to sale. LinkedIn is aware of this and that’s why it helps you search for people with utmost accuracy. All you have to do is click on the search bar and select the drop-down on the left as People. Then you can filter your results by location, mutual connections, and even the company they’re currently working at. You can further customize and reach the person by using the paid feature InMail to introduce yourself. Go on filtering till you reach your perfect match.

Leverage Groups

Another awesome idea to make connections on LinkedIn is searching for groups in your niche. LinkedIn Groups allow you to communicate and engage with other professionals in your industry who share your interests. It’s a great place to create and join conversations about what’s happening in your world with the people who will appreciate it most. You can see the conversations that have gone more popular and join them and discover groups of your interests and industry and request to join them. You can have discussions with specific professionals in that circle once you’ve joined a party. You’ll be able to exchange ideas, gain feedback, and ask questions of those in your field.

The best part is, it’s Free!

Start your own group

Lead your way to lead generation on LinkedIn by creating your own group. If you can’t find a like-minded community or if you want people to communicate about what you’re doing, this is a good option for you. Creating a group gives you power and ownership as a leader in your industry. It also helps you to understand what others think about your ideas.

To create your own group-

• Click on the “Create Group” button in the My Groups tab.
• Add a title, logo, and description for your new community.
• Set up some rules for your group.
• You can select between a standard group or a more exclusive, invite-only community.
• The key in all your decisions is to position yourself as an authority.

Use InMail

InMail is an essential part of LinkedIn Marketing. There’s only one downside about Inmail is that it’s a paid feature. But if done effectively it can be worth $79 per month and you get to contact anyone directly on LinkedIn. InMail response rate is 3x that of traditional email. It’s a powerful way to reach out to prospects and influencers in your audience that you otherwise never would from around the world.

Follow the LinkedIn Marketing Blog

With half a million active users, LinkedIn has proven that they’re not done yet. LinkedIn marketing blog offers a curated selection of articles specifically designed to help you improve your LinkedIn marketing. It can give you useful tips on how to use LinkedIn’s existing tools, get updates their tools and new release features. A little reading will be helpful in implementing new ideas that boost your lead generation.

Use the Paid LinkedIn Sales Solutions

LinkedIn sales solutions helps you in building a massive database that makes it easier than ever to connect. In a seamless motion, sales solutions help you to target, study, and engage with new prospects. It’s difficult to undervalue a tool that provides this level of understanding while anticipating needs is so important. It’s also adaptable enough to work for any size sales team. While it is another paid feature from the LinkedIn kitty but it claims you 35% more deals and 34% more opportunities for your money.


You don’t have to look at the downside of the world getting smaller rather look at the shrinking digital world as an opportunity. With LinkedIn, this small digital world brings you a pandora of lead generation opportunities so use this platform to boost your digital presence. Use our tips for LinkedIn marketing and soon you will see your lead pool start to grow.

In the coming years, you will see how LinkedIn becomes an even more integral part of your online lead generation strategy. If you want any assistance with this service Shergroup will be happy to help you as we love Minding Your Business. Our marketing experts have a thorough knowledge of the subject and can guide you through a well-structured lead generation strategy for your business. Call us on 0845 890 9200 for more details.

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Last updated | 19 July 2023

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