A LinkedIn marketing strategy is a detailed plan for growing your business on the platform.
It's about using LinkedIn to achieve your marketing goals.
Creating a strong LinkedIn marketing strategy is essential for getting real results in 2025. And this guide will walk you through ten simple steps to create a successful strategy.
A LinkedIn marketing strategy is a detailed plan outlining how a company will achieve its marketing goals using LinkedIn. It includes everything from setting objectives to defining your target audience and creating a content plan.
A strong LinkedIn marketing strategy is your game plan for success, transforming a casual presence into a powerful engine for growth.
LinkedIn's annual revenue surpassed $17.14 billion in 2024, demonstrating its significant role in the professional landscape.
Here’s how a solid LinkedIn marketing strategy will help your business:
Reach the right audience: LinkedIn has over 1 billion members globally. The platform is home to 65 million decision-makers and 10 million C-level executives, making it an ideal platform for B2B marketing. By using targeted content and optimising your profile, you can ensure your message reaches the right people—whether they are potential clients, partners, or investors.
Boost credibility and trust: Establishing trust is crucial in business. Regularly sharing valuable content, engaging in discussions, and showcasing your expertise can position you as a thought leader in your industry. In fact, 40% of LinkedIn visitors engage with a company page organically every week. The more consistently you contribute, the more likely people are to view you as a reliable expert.
Generate high-quality leads: Unlike other social platforms, LinkedIn users are primarily focused on business. As a result, 40% of B2B marketers rate LinkedIn as the most effective channel for generating high-quality leads. The platform is also 277% more effective for lead generation than Facebook and X, according to HubSpot. By combining organic content, networking, and strategic outreach, you can convert connections into clients.
Build a valuable network: LinkedIn is not just for broadcasting content; it’s for meaningful discussions. Engaging with content from others, commenting on posts, and participating in industry-related debates can lead to collaborations, partnerships, and new business opportunities.
Keep up with industry trends and insights: Professionals share their latest findings and expertise on LinkedIn. By staying active on the platform, you'll be exposed to the latest trends, strategies, and innovations in your industry. This not only helps you stay ahead of the competition but also gives you valuable content ideas to share with your audience.
Before you start, identify what you want to achieve. Are you looking to generate leads, increase brand awareness, or recruit new talent? Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART).
Here are some examples:
Increase website traffic from LinkedIn by 20% in Q3.
Generate 50 new qualified leads per month.
Grow your company page followers by 1,000 in six months.
Once you have your goals, define the Key Performance Indicators (KPIs) to track your progress. For example, if your goal is lead generation, your KPIs might include the number of form submissions or demo requests.
To create effective content, you must know who you are talking to. Identify your target audience on LinkedIn.
Consider their job titles, industries, company size, and pain points:
LinkedIn's demographic data can help you create a detailed profile of your ideal customer. Once you know their challenges, you can create content that provides valuable solutions.
Your company page is your brand's home on LinkedIn. It should be a complete and professional representation of your business.
Content is the core of your LinkedIn marketing. A content plan helps you stay consistent and relevant. Create a mix of content types to keep your audience engaged. Consider using:
Articles and blog posts: Share long-form content to showcase your expertise.
Images and videos: Visual content tends to get more engagement.
Carousels: These are great for breaking down complex topics into digestible slides.
Polls and questions: Encourage interaction and gather valuable feedback.
Company updates: Share company news, success stories, and employee spotlights.
Plan your content in advance and schedule your posts using a social media management tool like Sendible to maintain a consistent publishing schedule.
Social media engagement is a two-way street. Don't just post content; actively engage with your community.
This shows that you are an active and valuable member of the community. Remember, community building is one of the leading social media trends right now.
Your employees are your greatest brand advocates.
Encourage them to share company updates and their own professional achievements on LinkedIn. When employees share content, it can reach a much wider network than your company page alone. Create a social media policy to provide clear guidelines and empower them to represent the brand. Ensure they know that they are the ones to benefit from your employee advocacy program.
Having your brand's name present in their heading and them mentioning and tagging it here and there will still do wonders for your LinkedIn presence. And also your presence in some LLMs, like Perplexity.
To reach a new audience, consider using LinkedIn Ads.
The platform offers powerful targeting options based on job title, company, industry, and more. This ensures your ads are seen by the right people at the right time. You can use ads to drive traffic to your website, generate leads, or promote specific content.
LinkedIn Analytics provides valuable insights into your company page's performance.
Review your analytics regularly to see which content is performing best, who your audience is, and how your followers are growing. Use these insights to refine your strategy.
If a certain type of content gets more engagement, create more of it. If a specific audience segment is most responsive, tailor your messaging to them.
Here are some Linkedin metrics you should be tracking:
For your profile page:
For posts and content:
For lead generation:
Of course, you can use Sendible's engagement reports to get a quick overview of relevant LinkedIn Page metrics in just one click.
Keep an eye on what your competitors are doing on LinkedIn.
Analyse their content, engagement, and follower growth. This isn't about copying them, but about identifying opportunities and differentiating your brand.
Use this information to inform your own strategy and find your unique voice.
LinkedIn is constantly evolving. Keep up with new features, algorithm changes, and best practices. Follow the official LinkedIn blog and industry experts to stay informed.
Last but not least, here’s a template you can use to outline your strategy and pitch to your clients.
How can I improve my content on LinkedIn?
Focus on creating high-quality, valuable content that solves your audience's problems. Use a mix of formats, including video, carousels, and articles, and engage with your community.
How often should I post on LinkedIn?
Consistency is more important than frequency. Aim to post at least 2-3 times per week to stay top-of-mind with your audience.
What is a good LinkedIn marketing strategy?
A good strategy has clear goals, a deep understanding of the target audience, a consistent content plan, and a focus on engagement and community-building.