10+ LinkedIn Marketing Tactics to Expand Your Business (2024)

by Sam Driver


Embarking on the journey of LinkedIn marketing can feel like venturing into uncharted waters, can’t it? 

Don’t worry, you’re not alone. 

As the digital landscape expands, so too must our strategies. LinkedIn isn’t just an online resume — it’s a goldmine for growing your business. 

We’ve put together a list of actionable LinkedIn marketing strategies to help you tap into this potential and attract the right audience. 

Ready to navigate this realm like a pro? 

Let’s dive right in!

What is LinkedIn Marketing?

LinkedIn marketing, at its core, is a strategic process that leverages this platform to create and foster relationships with your target audience. But it doesn’t stop there.

Imagine it as a dynamic marketplace where ideas are the currency and meaningful connections are the transactions.

Here, you can connect with industry leaders, potential clients, and prospective partners, communicating your brand’s value proposition in a setting that’s primed for business.

LinkedIn allows you to construct a robust, multi-faceted marketing strategy.

For instance, you can publish insightful articles to demonstrate industry expertise, share updates to keep your audience engaged, or use targeted advertising to get your products or services in front of the right eyes.

It’s a versatile platform where the depth of your marketing prowess can truly shine.

Why Should You Consider LinkedIn Marketing?

Why, indeed! As you venture further into the digital age, it’s becoming increasingly clear that LinkedIn isn’t your typical social media platform.

This professional social network is brimming with potential customers, all gathered with a business-oriented mindset. The LinkedIn user base is a diverse blend of decision-makers, influencers, and professionals who are serious about doing business.

But let’s delve deeper.

LinkedIn’s value extends far beyond the professional facade.

It’s a social media platform that facilitates informed, meaningful dialogue. Consider an example…

Let’s say you’re a software as a service (SaaS) company. You’ve got a ground-breaking product ready to disrupt the market.

On LinkedIn, you’re not just sending a message into the void. You’re speaking directly to the IT professionals, the business decision-makers, the individuals who need your product or can influence the buying decision.

It’s not just about broadcasting your message — it’s about finding the right audience and starting a conversation that leads to action.

For B2B marketers, this makes LinkedIn an exceptional tool.

But it’s not just limited to B2B.

B2C companies can leverage LinkedIn to build brand credibility, attract high-quality leads, and boost overall marketing strategy. After all, the professionals on LinkedIn are also consumers in their personal lives.

LinkedIn marketing is also a boon for thought leadership.

By sharing industry insights, trends, and your own expert knowledge, you can position your brand as a leader in your field, enhancing your reputation and trustworthiness.

In the vast sea of digital marketing possibilities, LinkedIn stands as a unique island, teeming with opportunities for the savvy marketer.

For companies of all sizes and industries, LinkedIn marketing is an untapped wellspring of potential that’s just waiting to be explored.

11 Proven LinkedIn Marketing Tactics That’ll Enhance Your Leads (& Business)

linkedIn marketing icon

Transitioning to the nitty-gritty, let’s delve into the main event — the LinkedIn marketing strategies…

1. Optimize Your LinkedIn Page

Expanding your reach starts with an appealing LinkedIn profile and company page. This digital storefront is your chance to make a fantastic first impression.

Tailor your company description to your target audience and highlight your unique selling points. Use keyword-rich content to enhance visibility in LinkedIn’s search results, but ensure it still sounds natural and engaging.

You can also add a compelling cover photo that encapsulates your brand, and don’t forget to include all relevant contact information for easy accessibility.

For instance, a digital marketing agency could emphasize its experience, successful marketing campaigns, and satisfied client testimonials while showcasing its creative flair in the cover photo.

2. Grow Your LinkedIn Group & Connections

Building a community on LinkedIn means more than just adding numbers to your connections. It’s about fostering relationships.

Creating a LinkedIn group gives you the chance to engage with like-minded professionals and prospective clients.

Use this space to share industry trends, insights, and thought-provoking discussions that reinforce your industry expertise. Growing your LinkedIn connections also isn’t just about quantity, but quality.

For instance, if you run a B2B tech startup, you might want to connect with tech entrepreneurs, industry thought leaders, venture capitalists, and other relevant profiles.

Regularly engaging with these connections can lead to potential collaborations, partnerships, or business opportunities.

3. Create and Share High-Quality Content

High-quality, value-driven LinkedIn content is your ticket to attracting and retaining your audience’s attention. This could include blog posts on industry trends, how-to guides, case studies, or webinars.

LinkedIn’s rich media support allows you to use images, videos, and slide presentations for more engaging content.

Make sure every piece of content you create addresses your audience’s needs or interests.

For example, a financial services company might share content about investment strategies, market trends, or retirement planning tips.

By offering valuable content, you build trust and position your company as a thought leader in your industry.

4. Utilize LinkedIn Ads & Sponsored Content

LinkedIn’s advertising tools offer unique targeting capabilities that can increase your content’s visibility. LinkedIn Ads and sponsored content can be tailored to reach a specific audience based on various parameters like job title, industry, or company size.

This increases your chances of getting in front of the right people, potentially increasing lead generation and conversion rates.

For instance, a company offering cloud solutions for SMEs could use sponsored content to promote a case study about a successful client experience.

By targeting decision-makers in SMEs in specific industries, they can effectively reach a more relevant audience.

Remember, the key to a successful ad is a compelling call to action, a strong value proposition, and a clean, engaging design.

5. Tap Into LinkedIn InMail (& Sponsored InMail)

linkedIn marketing email icons

LinkedIn InMail provides an excellent opportunity for businesses to engage in a direct dialogue with their potential customers, partners, or influencers. It can be a potent tool to bypass the traditional email clutter and communicate more intimately.

Remember, effective InMail should feel personal, not promotional.

For instance, if you’re trying to build partnerships, start by appreciating their work and highlight the synergy you see with your businesses.

A thoughtful and well-crafted message can make a considerable impact.

Sponsored InMail takes it a step further by delivering messages directly to the inboxes of your chosen demographic. It’s an effective way to ensure your message lands in front of the right eyes.

6. Maximize LinkedIn Analytics

LinkedIn offers comprehensive analytics that reveals in-depth insights about your followers, post-performance, and engagement.

These metrics are not just numbers; they’re a treasure trove of information that can help you refine your LinkedIn marketing strategy.

For example, if you find your posts are most engaged with on Tuesday afternoons, consider posting more of your content during this peak engagement time.

Track the effectiveness of your campaigns, keep an eye on trends and adjust your tactics accordingly.

Remember, data-driven decisions are key to growing your digital presence on LinkedIn.

7. Engage with Your Audience

Engagement goes beyond posting content. It’s about creating a dialogue with your audience, responding to comments, and participating in discussions that matter to your followers.

Proactive engagement humanizes your brand and helps build a stronger relationship with your audience.

Here’s a simple tip: whenever you post content, ask a question related to it to kickstart a conversation.

Similarly, if someone comments on your post, don’t just ‘like’ it, reply to it — thank them, answer their queries, or simply acknowledge their effort.

This active engagement signals to your audience that there’s a person behind the brand, which can enhance trust and loyalty.

8. Use LinkedIn for B2B Marketing

LinkedIn shines as a marketing platform for B2B companies. The platform’s nature makes it an ideal place to reach decision-makers directly and create meaningful interactions.

But how?

Start with creating a robust company page that clearly highlights what you offer.

Publish high-quality content regularly, demonstrating your expertise and the value you bring to the industry. Consider LinkedIn’s sponsored content feature to get your message across to the right people.

For example, if you offer software solutions for HR teams, you can target HR professionals directly with sponsored content, delivering your message to their feed.

By using LinkedIn’s precise targeting options, you can turn connections into prospects and prospects into customers.

9. Utilize LinkedIn’s Marketing Tools

LinkedIn offers a host of powerful marketing tools designed to maximize your content’s reach and effectiveness.

One of these is the ‘Content Suggestions’ tool, which curates content based on what your audience is engaging with, helping you stay abreast with trending topics in your industry. Using this tool not only aligns your posts with audience interest but also saves time spent on content ideation.

Moreover, LinkedIn lead generation tools are an invaluable asset for gathering quality leads.

For example, ‘Lead Gen Forms’ simplify the process of capturing leads by automatically populating a user’s LinkedIn profile data into a form, making it more likely for them to submit.

Matched audiences, another feature, allows you to retarget website visitors, helping you to stay top-of-mind and further boost lead generation.

LinkedIn’s sponsored content feature deserves special mention.

Sponsored content amplifies your reach and targets a specific demographic, job function, or industry. This way, your content reaches those who are most likely to be interested, thereby enhancing engagement and conversion rates.

10. Leverage Employee Advocacy

linkedIn marketing employee advocacy

Your employees are not just your workforce; they are your brand’s most significant advocates.

When they share company updates, participate in discussions, and interact with your LinkedIn page, it greatly increases your brand’s reach.

But beyond reach, employee advocacy humanizes your brand, creating a more personal connection and enhancing trust among LinkedIn members. In the era of social proof, a team actively supporting your brand is an influential marketing asset.

Remember, people connect with people.

Employee advocacy is a unique tactic that strengthens your LinkedIn strategy by adding a layer of authenticity and credibility that’s hard to achieve otherwise.

Encourage your employees to be active on LinkedIn and share guidelines on how they can best represent the company.

11. Consistency is Key

In any marketing strategy, consistency is key, and LinkedIn marketing is no exception. A successful LinkedIn strategy doesn’t happen overnight; it requires regular posting, engaging, and analyzing.

For instance, consider setting a content calendar to ensure consistent posting. Regularly shared posts keep your brand in the forefront of your audience’s minds, increasing the chances of engagement and conversions.

Engagement should not be limited to posting content.

Responding to comments, participating in discussions, and acknowledging your followers keeps the conversation going and solidifies your presence on the LinkedIn platform.

Analysis is equally important.

LinkedIn’s robust analytics tool provides valuable insights on your posts’ performance, engagement levels, and follower demographics. Regularly reviewing these metrics allows you to fine-tune your strategy and make data-driven decisions.

Consistency, in all these aspects, leads to long-term success and ensures that your brand doesn’t fade into the LinkedIn background.

Conquering the Frontier of LinkedIn Marketing

Every big journey begins with a single step, and you’ve taken more than one today by exploring these LinkedIn marketing tactics. 

You’re not just a follower, you’re a trailblazer — brimming with the potential to take your business to heights unseen. 

Remember, in this digital jungle, your success is determined by your resolve to adapt and grow. 

So, stand tall, step forward, and conquer LinkedIn marketing!

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Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.


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Photo of author

Written by Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.

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