How To Create An Effective LinkedIn Marketing Strategy in 2023
LinkedIn Analytics

How To Create An Effective LinkedIn Marketing Strategy in 2023

Laura Burducel
Laura Burducel

Table of Contents

Since the platform was born, users thought that LinkedIn is a dead-serious social media channel.

Decision-making people in companies, employees, new hires and people looking for a job took over the platform, thinking it’s all about being professional.

However, since its launch in 2003, LinkedIn has continuously changed to cater users’ tastes. This way, it tried to keep up with the evolution of other social media platforms.

LinkedIn has implemented a lot of features meant to help brands develop prosper businesses. Creating a LinkedIn marketing strategy is the first step on the road to success for a company.

In what follows, we will be looking at ways in which you could grow your brand through a top-notch LinkedIn marketing strategy.

15 LinkedIn marketing strategies to create a successful page for your business


  1. What is a LinkedIn marketing strategy and how can it help
  2. How to develop a LinkedIn marketing strategy
  3. A step-by-step guide on crafting a successful LinkedIn marketing strategy

1. What is a LinkedIn marketing strategy and how can it help


A LinkedIn marketing strategy is a strategy to help you market your brand’s products and services on LinkedIn.

Starting from scratch means spending a lot of resources, like time and finances, to grow your business and let everyone know you exist.

When developing your company’s LinkedIn account, you need to follow a LinkedIn marketing strategy meant to propel you into your industry, among your competitors.

The main purpose, before wishing to surpass them, is to show people what your brand is about and why they need it.

Then, by setting your goals, you know exactly what direction you have and what path to follow.

Your goals will guide you, increasing your community along the way, as more and more people start following you.

Your LinkedIn marketing strategy will help you stick to a plan with finite end points, while you also assess your work.

A strategy for marketing can come in handy when you want to evaluate your brand’s and teams’ capacity to improve what you are doing for the benefit of your clients.

Your prospective customers and existing clients will be more than happy to work with you if they see you are a true professional, offering top-notch services and products.

2. How to develop a LinkedIn marketing strategy


If you have understood the importance of a LinkedIn marketing strategy and now you are wondering how you could implement one, you are in the right place.

Even if you do not have yet a success story to tell, like the rest of the CEOs who are bragging there, you still have SOMETHING to say and that also counts.

The difficult part about it is how to say it to attract people into your universe and make them curious about your brand.

Being present and consistent on your brand’s LinkedIn page is just as important as showing up to work every day.

To build a LinkedIn marketing strategy, you need to establish your goals, thinking about what you want to achieve by posting on LinkedIn.

After you set your business account, create quality content that reflects your brand’s values.

Your content will propel you into the LinkedIn world and more people will engage with your posts.

A chart with linkedin's average engagement rate per impression rate

To be more specific about how to develop a linkedin marketing strategy, let’s look at a complete guide on creating an effective marketing strategy.

3. A step-by-step guide on crafting a successful marketing strategy


Wanting to spark a light for followers into the darkness of your industry, it can be challenging.

Remember that everything you are trying to say was already said by somebody else.

Maybe you do not necessarily come up with something completely new, but you find a human side to the problem to share solutions for users who could turn into prospective clients.

By following this step-by-step guide, you will be able to develop a H2H brand (Human to Human), completely changing customers’ experience.

3.1. Create a company profile


If you want to promote your business on social media, having a LinkedIn company page, is a must.

You'll be able to build brand recognition by providing a way to promote your products and services to customers and potential clients.

A screenshot of how to create a company page

Step 1. Create a page

  • Click the "Work icon" from the top right corner of your homepage.
  • Scroll down and select "Create a Company Page"
  • You have the option to select the page type you’d like to create
  1. Small business (under 200 employees))
  2. Medium to large business (over 200 employees)
  3. Showcase page
  4. Educational institution (high school or university/college)

Step 2. Set up your page identity

Branding is essential so pay attention to this step. Next, you’ll be asked to fill in fields like the industry, company size, company type (public, non-profit, educational, and others).

A screenshot of how to create a linkedin page for company

Step 3. Configure the visual identity and slogan

Upload a logo and standard image for your LinkedIn company page, because these elements will make your page stand out. Make sure you respect the photo standards.

  • LinkedIn logo size: 300 x 300 pixels
  • LinkedIn business cover photo: 1536 x 768 pixels

Step 4. Create a company description

Your company description is the first thing someone sees when they get in contact with your LinkedIn business profile.

Make sure you mention all your product features, and services. Also don't forget to tell what's your added value to the industry you're in. However, don't get carried away with the description.

LinkedIn allows you to preview how your page is gonna look like, so make sure everything is set up and click the "Create page" button - Your page is now live!

A screenshot of the infos you have to fill in for your ocmpany page

3.2. Define your goals


If you don’t know where you’re going, you will never know what’s your next step. Therefore, after setting up your business’ LinkedIn page, make sure you establish your goals.

This is how you will also come up with ideas regarding how you will be accomplishing them.

Develop a list, together with your marketing team, but make sure you write realistic, attainable goals.

3.3. Know your audience


At first, when you put the pillars of your brand on LinkedIn, you tend to connect with everyone since you want to increase your following.

However, you should ask yourself who is your target audience and what are they searching for. This way, you will know exactly how to craft your content to win over their hearts.

Besides learning what kind of content they’d prefer, you also have to ask yourself who is your ideal customer.

Think about the fact that you need to connect with the right audience to trigger conversion and lead generation on LinkedIn.

3.4. Post relevant and engaging content


One of your main objectives should be to increase engagement on your page, so make sure your posts offer helpful tips, tricks, and information related to your industry.

Prove that you're an expert in your field and write about a subject where you can add value to or give actionable insights. You can even use a graph maker to createstunning and eye-candy visuals.

Through your posts, try to bring an added value or give actionable insights

Avoid writing promotional presentations and focus more on content that provides in-depth information for your followers.

For example, if you're following Socialinsider on LinkedIn, you'll see that every month we publish a new study, or that we have a webinar series.

Speaking of which, one of our recent LinkedIn studies shows that the most engaging type of content on LinkedIn is video content.

When it comes to best-performing type of content on LinkedIn, videos get more impressions and trigger more interactions from users.

3.6. Build brand awareness


Keeping in mind the fact that you are not the only one in your niche and industry, you have to do something to stand out from the crowd.

One way to do it, besides sharing content that sets you apart from your competitors, is to invite people to follow your page.

You should be creative and personalize your request to increase your chances of success.

This LinkedIn marketing strategy will broaden your horizon and increase the number of connections who might want to follow your business.

If you want to increase your LinkedIn page connections, this is something you should try:

  • Invite your connections to follow your page
  • Promote your LinkedIn company page on other social media channels like Instagram, Facebook, Twitter
  • Mention your LinkedIn page in your emails
  • Personalize your connection requests - As a company page, you can't send LinkedIn connections, but your employees can. Make sure they mention your brand in that note.

3.7. Use LinkedIn newsletter


If you already send a newsletter on a weekly or monthly basis to your community, then you should know that two types of newsletters never hurt nobody.

You could also send a LinkedIn newsletter, but only for your LinkedIn followers to keep them engaged.

The newsletter could play an important role in your LinkedIn marketing strategy if you choose to send the latest updates, services or products’ launches, new studies and maybe invites to your future webinars.

3.8. Add LinkedIn groups to your page


Being part of a LinkedIn group has the advantage of making your content visible, and it's an excellent opportunity to connect and interact with like-minded peers in your niche.

With a LinkedIn page you can't be part of a group, but you have the option to showcase a LinkedIn group on your page.

Create your own LinkedIn group, following the above steps

Use your LinkedIn profile, and be part of an existing group, or start your own group. Being the moderator and admin of a group, you gain control and awareness in the industry.

To create a LinkedIn group, follow these steps:

  • Click the "Work icon" from the top right corner of your homepage.
  • From Visit more LinkedIn products select "Groups"
  • Click "Create a new group" from the top right corner
  • Fill in the required information: group name, about this group, group rules, privacyClick the "Create button" and you're done

Now that you've created a group with your LinkedIn profile, you have the option to feature that group on your LinkedIn page. All you have to do is:

  • Go to your LinkedIn page and on the left side bar you'll see the "Featured groups tab"
  • Click "Add a LinkedIn group"
  • Select the group you want to showcase on your page (you can add up to 10 groups)
  • Click "Save"To delete a group: click the "Delete icon"

3.9. Promote your LinkedIn page


If your LinkedIn marketing strategy would be a cake, then LinkedIn Ads would be the cherry on top.

Consider investing in your LinkedIn posts if you want your content to reach as many people as possible. This way, all those interested in your industry will get to see your ads from your brand.

You could also boost some LinkedIn posts which are relevant for your followers. Besides posts, LinkedIn ads also consist in sending your community direct messages about your latest products or achievements.

Through targeted advertising, you increase your chances of getting noticed, reaching more people.

You can target followers by industry, location, job title, name and many more. Depending on your goals, you can use:

  • text ads - that appear on search results, notifications, group pages and profile pages.
  • sponsored InMail - for personalized messages.
  • sponsored content - to spread your posts to a larger audience.

3.10. Learn about LinkedIn algorithm


When posting, scheduling and developing new content, you need to know how LinkedIn algorithm works.

Firstly, LinkedIn bots will check your content to make sure it’s not spam.

Then, your post will be shown to a trial audience to see how interested they are in the topic. The post will appear in more users’ feeds if it gathers enough interactions.

Lastly, Linkedin editors will oversee your work and then show it to an even wider audience.

If you place several links in your posts, you should know that LinkedIn’s algorithm will hide that content as much as possible.

This social media platform will overlook your choice of adding links and consider you should keep your community engaged with just your content.

3.11. Make your employees part of your business' Linkedin strategy


You should know that your brand's best ambassadors are your employees.

Your LinkedIn marketing strategy also relies on boosting your presence in the online world.

And you can do that by asking them to share articles from the company's blog, new features, events, - mentioning the company name in the post.

Make your employees your brand ambassadors and the face of your company. People engage 10x more likely with employee profiles than with company pages. - Dr. Natalia Wiechowski, Personal Branding Coach

3.12. Tag people in your posts


Tagging people you’ve quoted or you’ve referenced in the content you're sharing is an essential step in your LinkedIn marketing strategy.

Mentioning people in your posts will increase your posts comments

The people you've tagged will be notified, along with their connections, and people who follow them, so your content will be seen by more people.

This LinkedIn marketing strategy will help your posts become more visible and ultimately contribute to the rise of the overall engagement of your page.

3.13. Upload native content


LinkedIn native videos are five times more likely than other types of content to start a conversation among LinkedIn members, according to LinkedIn stats.

Videos are among those pieces of content which stand out of the crowd. They are vital in today's social media strategy.

a chart with linkedin's average ctr by impression rate

Moreover, native documents receive 3 x more clicks than any other type of content. In 2022, LinkedIn’s click-through rate across all types of content is 2.20% on average.

Be as creative as possible: give some advice in your niche, share an opinion about the latest trends or share a few tips & tricks to determine your followers to engage with your content.

3.14. Use LinkedIn hashtags


Hashtags help users find content on a specific topic and can become really effective when developing a LinkedIn marketing strategy.

When you add hashtags to your posts, those posts will get a higher chance of being discovered by LinkedIn members who follow or search for the hashtag you’ve used.

LinkedIn hashtags

If you are using hashtags when posting something on Instagram, Facebook, Twitter, you should use them with your LinkedIn posts as well.

When you upload something (photo or video), LinkedIn will suggest you some hashtags according to the topic you're sharing. You have the option to use those, or you can write your own using the # symbol.

Experts say that it is better if you include your hashtags in the first comment of your post.

3.15. Measure your LinkedIn performance


Another thing to include in your LinkedIn marketing strategy is evaluating your work.

Keeping an eye on your LinkedIn analytics dashboard can help you make informed decisions that lead to better results.

Remember that your LinkedIn marketing strategy is best to be based on data, with your content tailored on what you saw your audience resonates to.

Try to track some LinkedIn KPIs - followers demographic, number of followers, impressions and reach, engagement rate, profile views by job title, etc. It will help you increase your reach in your industry.

Diving into deep waters without guidance might be hard. This is why it’s better to use an analytics tool like Socialinsider that provides you with the data needed to properly analyze your performance and grow your company page. Plus, you have the following benefits:

  • Measure your LinkedIn performance and track analytics for your business page
  • Track key metrics of each post on LinkedIn
  • Understand your demographics on LinkedIn

Final Thoughts

Growing your LinkedIn following is not an easy job. Actually, anything worth having is not easy to get.

A LinkedIn marketing strategy could be life saving when you are trying to market your brand’s products and services.

You need to understand that your LinkedIn profile is not a LinkedIn CV. That is why you should tell more stories about your brand, and use call-to-action to attract more people.

Then, the most important pillar is to create quality content. The sense of newness is infinite if you always come up with useful ways in which you express your ideas.

Hopefully, this guide on how to develop your LinkedIn marketing strategy is helpful for you. In case you have questions or queries, I am here to help. We are only a few clicks away.

Laura Burducel

Laura Burducel

Content Writer @Socialinsider

I may not be the best writer, but I'm a constant writer. A focused learner born to tell stories to win over readers' hearts.

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