Linkedin Marketing – A Complete Guide

 In Digital Marketing

Linkedln Marketing - A Complete Guide

Business to Business companies is ready to invest hugely in marketing strategies. LinkedIn marketing is one of the best platforms for B2B in recent times. This is one of the powerful social media marketing.

Before stepping towards LinkedIn Marketing, let’s quickly brush up on what LinkedIn is. It was launched on May 5, 2003, is one of the largest professional (employment-oriented online service) networks started in the USA.

The main framework is to connect and expand professional networks with

  • Career information
  • Skills
  • Academic background,

In recent times, quite a majority of companies look for their potential employees through this social platform. It allows job seekers to post their resumes and the hiring managers to post jobs.

  • It’s a free version available for all users
  • It helps people to stay connected with one another in the industry easily
  • LinkedIn Pro works well and great for recruiters and for those people, who are searching for a job
  • It’s a great way to build your credibility.


“LinkedIn is considered as the B2B gold mine”

This is the place where more executives and decision makers spend their time with. LinkedIn is not like the other social networking platforms like Facebook, Instagram. It’s a pool of professionally focused content and ideas entirely related to the business, whereas in other social platforms people share unprofessional things like wedding photos, memes, etc. In simple it is the place where you can reach your ideal clients or targeted customers.

LinkedIn Statistics

  • LinkedIn has 722+ million members worldwide now
  • The user goal of LinkedIn is 3 billion users
  • It has 675 million monthly users in which 40% people use LinkedIn daily
  • LinkedIn has 61 million senior level influence users and 40 million decision making positions.
  • It is considered the most-used social media platform and the world’s largest online professional network.
  • Of 2 billion millennial users globally, 87 million of them are on LinkedIn.
  • 63 million monthly users are using LinkedIn on mobile.
  • 43% of all LinkedIn users are women and 57% users are men.
  • 70% of LinkedIn’s users are outside the United States;
  • 53% of Americans use LinkedIn.
  • 30 million companies are on LinkedIn.
  • Maximum professionals around the world gather on LinkedIn.

Why Is LinkedIn Marketing Great

With advanced technologies, people find it easier to get your company name/ brand out to customers directly. In that way, LinkedIn comes in handy. Here’s why LinkedIn is great for your companies to create a strong presence:

  • People do business with people that they like.
  • Research has shown that people will buy products, even if it’s an inferior product and even if it’s more expensive, off someone they like compared to someone they don’t like
  • LinkedIn allows you to research other businesses and people who have similar interests, strategies.
  • The second most viewed page on a company’s website is the about us section. Its unashamed proof that people buy into people, not companies

If someone asks, do you need a LinkedIn Profile? The answer is “yes”. The reason behind the answer is many. Some of them are listed here

  • Can make your online CV, personal brand, and portfolio
  • Perfect for creating professional connections
  • Best place to find work Great way to keep up with your industry
  • Make connections with people you would never be able to make before
    Showcase your talents and expertise;
  • Great way to cultivate and manage a network
    It’s the first place that the recruiters go to find talent
  • Perform miracles for your career’s development.
  • There is a need to keep a contact book, you can simply reach all your contacts through LinkedIn

Do you want to know how to create a LinkedIn Page? Then follow the steps to create and flourish in an effective way.

Step 1: Go to LinkedIn Pages section

Step 2: Click on the “Create your page” button

Step 3: Choose your appropriate category of business from the listed options: small business, Medium to Large Business, Showcase page, Educational Institution.

Step 4: Fill in the required details and it displays the preview of your page.

Step 5: Choose the URL that suits your brand or company;

Step 6: Upload a logo and tagline for your company, which is the most important part of creating your page.

Step 7: Once you filled in the necessary details, click on “Create the page”

Complete your Page

By adding more details you can take your page to the next level. You may get 30% more views when you complete pages. If you want to edit or to add any information, click on the pencil icon on your profile.

  • Cover Image (upload professional images) the cover photo can showcase your business; avoid uploading funny or unprofessional pictures.
  • Add Location (where your office is located/ you can enter multiple locations of your office)
  • Tell about your company (description) you can tell about your company’s motto, vision, mission, product details, and services you offer, etc. The description can be up to 150 characters and can include keywords that make your page SEO-friendly.
  • Hashtags (use up to 3 hashtags) choose some hashtags that suit your niche or related to your industry, which is more searchable.
    Language (There are over 20 different languages, you can choose according to your audience)
  • Add button ( custom button to get action) you can add a customized button like call us, contact us, know more, sign up, etc and provide the proper URL to land on the correct page

Share your page: (Grow your network)

Once you completed your profile page setup, you can start building your connections worldwide. You can use your employees to build strong content and connect visitors to your company’s thought leaders.

Share your company’s pride in your business page and reach as much as you can. Let the people follow your page and you can add it as a workplace. In LinkedIn, there is an option for page admins that they can invite their connections to follow.

Add LinkedIn buttons

People can easily find your LinkedIn page when you add social media icons in your website’s header or footer. The LinkedIn plug-in can also help you here.

Engage With Your Audience with LinkedIn Marketing

The most important thing in handling social media is to engage with your audience. Try to do more engaging activities like posting regularly, commenting on other’s posts, reply to the comments of your post which should make your audience like you are more accessible.

Use a Scheduling Tool

You can schedule your post on LinkedIn which can be a little bit difficult as it has limited to connect with the channel. There are some scheduling options which include buffer, sendible, Hubspot, Hootsuite, postcron, etc. Among this Hubspot has a free option to post up to 30 posts a month to a limited audience.

Sponsored posts

Sponsored posts on LinkedIn are like Facebook Marketing where we boosted posts. It can be run on a small budget with a minimum of 1 day.

Before pushing any ads, we have to create a Campaign Manager
Step -1: Create a group for conducting campaign (can conduct one campaign for all boosted content)

Step-2: setting boost objections

Step-3: Target your audience using locations and other variables.

Step-4: Click on the “single image ad” option

Step-5: Set your budget and click next

Step- 6: By clicking the “browse existing content” option on your right side you can create your first ad.

Step-7: Run your ad by picking the post you want to sponsor.

Sponsored Inmail

It’s a kind of sending messages directly to the customers. It is slightly different from a sponsored post. For sponsored Inmail, Click on “message ad” instead of clicking “single image ad”.

Then click the new ad and start writing for your ad and send it to your potential customer the same way you write an email.

Text Ads

LinkedIn text ads are simple ads that serve upon the topmost right-hand side of the LinkedIn desktop feed as banners that include the following options

  • Carousel ads
  • Single image ads
  • Video ads

If you are looking for steps to create LinkedIn text ads then follow the steps below:

Step- 1: Go to manager; where you can find the LinkedIn Ads dashboard.
Step- 2: Select your account and campaign group and click on the “Create campaign” button
Step- 3: Then select the objective that best fits your business goals.
Step- 4: Then start building your audience for attributes or professionals you want to reach.
Step- 5: Select the ad format as Text Ad
Step- 6: Set your budget and Scheduling
Step- 7: By clicking “create new ad” you can create your LinkedIn Text Ad (can upload image with 100*100pxls); you can see the preview of your text ad before launching.
Step- 8: Once finished creating your Text Ad Click Next and then click Launch Campaign.

Dynamic ads

This is also referred to as “dynamic creatives” or “dynamic banners”. Before setting an ad, we have to prioritize the campaign Objectives.

Dynamic ads are personalized and unique ad types on LinkedIn that are tailored to your target audience by displaying a specialized ad for each audience using their profile data in the ad creative.

Dynamic ads include the following formats

  • Follower ad type
  • Spotlight ad type, and
  • Jobs ads

Step- 1: Sign in and create a campaign and campaign group
Step- 2: Choose your advertising objective and define your audience
Step- 3: Set your budget, schedule, and bid
Step- 4: Add creatives and choose your ad rotation
Step-5: Review and Launch your campaign

Creating a LinkedIn Marketing strategy

It is very important to understand the importance of social media marketing strategy. As social media managers, we have to strategize our campaigns and the importance of reaching the target audience.

To grab the attention of senior-level influencers, decision-makers, thought leaders, and top-level executives, then you have to work on your LinkedIn marketing strategy.

Here are the steps to create a LinkedIn marketing strategy

  • Define your goals
  • Understand your audience
  • Create and optimize a captivating company page
  • Publish relevant content
  • Analyze competitors’ pages
  • Promote your page
  • Create high-quality, engaging, and relevant content
  • Make sure to use more images and videos
  • Design a content calendar
  • Automate your outreach instead of manual outreach, because it can be time consuming
  • Get help from your workforce
  • Utilize LinkedIn analytics

The Five LinkedIn Marketing Strategies for Success

  • LinkedIn Company & Showcase Pages
  • LinkedIn SlideShare
  • Publishing on LinkedIn
  • LinkedIn Sponsored Updates & Direct Sponsored Content
  • LinkedIn Groups

LinkedIn Company and Showcase Pages

The company Page is just like the Facebook Page, where the LinkedIn Company Page should act as a vehicle for sharing information related to your niche.

We have to understand a Company page has more advantages in LinkedIn Marketing as we can track and analyze the behavior of the users


  • Brand Awareness
  • Lead Generation
  • Thought Leadership
  • Event Registration

What to Share?

  • Whitepapers
  • Case Studies
  • Industry Articles
  • Helpful How-To Content
  • EBooks

Key Metrics

  • Page Followers
  • Post Clicks
  • Engagement
  • Inquiries & Leads
  • Event Registrants

Action Items

  • Post 3-4x a Day
  • Engage With Followers via Posting Comments
  • Change Cover Image Every 6 months

LinkedIn Slideshare

LinkedIn acquires SlideShare (a slide hosting service) in the year 2012, which allows the user to upload different kinds of files. The file can be PowerPoint, PDF, or any document which can be shared privately or publicly.


  • Lead Generation
  • Brand Awareness
  • Thought Leadership
  • SEO

What to Share?

  • Company Videos
  • Presentations
  • Infographics
  • Webinar Decks

Key Metrics

  • Views
  • Leads & Inquiries
  • Link backs & embeds

Action Items

  • Upload New Content Weekly
  • Highlight Decks on Profile Page
  • Group Content into Playlists
  • Add Lead Forms

Publishing On LinkedIn

LinkedIn publishing also referred to as LinkedIn article, allows the user to create an article, edit and share it.


  • Professional Expertise & Experiences
  • Industry Trends
  • Lessons Learned

What to Share

  • Thought Leadership

Key Metrics

  • Post Views (& Demographics of Your Readers)
  • Post Likes, Comments & Shares
  • Profile Views

Action Items

  • Publish Whenever You Feel Passionate
  • Recommended: Bi-Weekly or Once a Month

LinkedIn Sponsored Updates and Direct Sponsored Content

It’s a type of advertisement (paid ad) which allows the companies to update their pages beyond the current page followers. It involves a collection of ad formats that are available when you create an advertising campaign on LinkedIn.


  • Lead Generation
  • Brand Awareness
  • Thought Leadership

What to Share

  • Company News
  • Blog Content
  • Industry News & Research
  • Case Studies
  • Webinars
  • Eye-Catching Visuals & Statistics

Key Metrics

  • Engagement Rate
  • Impressions
  • Inquiries or Leads
  • Company or Showcase Page Followers

Action Items

  • Run 2-4 Sponsored Updates/Week
  • Run For 3 Weeks, Then Test & Iterate
  • Select Compelling Visuals
  • Share Links To Lead Forms & Add URL Tracking Code

LinkedIn Groups

Group is also referred to as a hub which is a collection of professional people with the same area of interest, similar works, and same industry.

This is one of the main strategy of LinkedIn Marketing, where they can share their contents, information related to their field, find answers, etc,


  • Thought Leadership

What to Share

  • Avoid Self-Promotion
  • Use as a Catalyst for Thought Leadership & Community
  • Spark Conversations about Industry Trends & Challenges
  • Ask Questions to Crowdsource Sentiment

Key Metrics

  • Number of Group Members
  • Number of Discussions
  • Quality of Conversions
  • Number of Profile Views
  • Number of New Connections

Action Items

  • Create a Group for Your Company
  • Ask for Opinions & Provide Insights
  • Monitor Submissions Daily
  • Highlight Top Contributors
  • Promote Group on Social Media

Some LinkedIn Marketing tools

There are a lot of LinkedIn marketing tools available- Making sure you’re using the Best.

LinkedIn Plugins:

LinkedIn Plugins are the best among the LinkedIn marketing tools. To drop LinkedIn functionality into your website, Plugins are used.

The list of the Plugins includes LinkedIn autofill, share, Follow Company, company profile, etc. They are a quick and easy way to automatically generate JavaScript snippets to copy and paste directly to your sites.

LinkedIn Sales Navigator:

Software created by the team at LinkedIn, which helps to increase your business reach and also increases the search for new leads. It is considered as the one stop shop to be a master in LinkedIn Platform which allows the sales team to get engage with the contacts and to find the proper prospects to build trusted relationships.


The best and essential tool when it comes to cross-platform strategy. It becomes the most vital tool for the marketing purpose and the analytics offered by Quintly made it simple for organizations, enterprises, and agencies. It provides quick insights about your content that helps you to know what you should do to keep your audience engaged.


For creating professional designs and to accompany your content easy to read and attractive, Canva will be the perfect tool for marketing in LinkedIn. It will be more users friendly in creating flyers, business cards, gifs, and more multimedia image based products. Canva is more comfortable and easy to use with templates, images, and other better options which make it handier.


To share your favorite content in image based format, SlideShare is used. It was specifically created for LinkedIn users to share something they have in mind. You can share articles, Infographics, images, and more with other marketers and owners. For effective sharing of content, SlideShare will be the best medium!

Leadgrabber Pro:

Building quality leads is not an easy thing. With the use of LeadGrabber Pro, it is possible to grab future customers and future sales. It makes possible clients list from the top networking sites in order to find the best lead for your business among the list. It is commonly used by B2B marketers.


Guru is sales enablement software that reduces onboarding time, an employee that sticks around and enables to spend more time to focus on actual sales rather than searching for sales collateral. It also empowers your representatives with the knowledge that’s up-to-date, accurate, and effective, which helps to close deals faster with better conversation.


One of the amazing tools to generate quality leads. It is considered a search engine for leads. It builds lead lists for its clients as an easy add-on solution to its offerings. Besides, it helps in unlocking necessary contacts to make it reach out easily.


Rapportive is the best application that brings LinkedIn functionality to your Gmail box. If you receive an email from someone, whom you want to contact further, Rapportive provides the complete LinkedIn profile details, connections, and locations.

How do analyze your LinkedIn Marketing Ads are working?

The main objective of running a marketing campaign fall on three stages with Top funnel. The first, Mid-level, and the Bottom funnel as the second and third stage.

Those goals include Building brand awareness as an upper funnel, Driving consideration, and engagement as a mid-funnel, and Generating leads and conversions as bottom-funnel.

If you are running LinkedIn marketing ads and you want to measure how ads are performing against industry standards, and then follow some metrics that you want to keep an eye on.

  • Click-Through Rate
  • Cost per Click
  • Conversion Rate
  • Cost per Conversion

Click-Through Rate

Also referred to as “CTR” can be used to determine how well your keywords, free listings, and ads are performing. It shows a ratio of users who click a specified link, how often the people see your page or ad, viewing product listings that end up clicking. In general CTR= number of clicks /impressions

High CTR indicates the good performance of your ads where the user finds your listing more relevant and helpful.
You can see your CTR for ads, listings, and keywords that can be listed in your account. CTR will show you how interesting your ads are to the audience.

Cost per Click

Also referred to as “CPC” is the amount you pay for each click on one of your ads. Cost per click can be determined by different factors, that can include maximum bid, Quality Score, ad rank of the same keyword that other advertiser bid for, etc,

It is not a matter of how much you are paying for a click, it’s all about understanding how much you are paying for, to access a certain number of targeted audiences on LinkedIn.
Actual CPC can be calculated by dividing your quality score with Competitor Ad rank and then Plus 0.01with the result.

Conversion Rate

If the conversion rate is increasing, it means your site’s traffic gets more conversions to meaningful actions, which leads to an increase in your sales and business goals.

In lead generation, a conversion is usually when someone filling out a form, requesting a quote, buys something (making a purchase).
Conversion rate is calculated by simply taking the number of times that someone has taken the action (i.e.) conversions divided by the total number of people who have clicked on that ad interaction.

Cost per Click

Cost per Conversion: also referred to as “CPA” or “CPL”
CPA– cost per acquisition (Ad spend divided by conversions)
CPL– cost per lead (Ad spend divided by leads)

The metric to monitor your cost per conversion really means is how much you have to spend in advertising to get someone to take the desired action. Now you can able to know about the above metrics which helps to measure, analyze and evaluate your LinkedIn campaigns. Focus on these metrics if you want to build brand awareness, indicated by clicks on ads.


  • This article helps to know the fundamentals of LinkedIn Marketing. You can contact us for effective and result oriented Social Media Marketing Services
  • 90% of the social traffics was driven by the big three networks, with half of it coming from LinkedIn Marketing.
  • Create a LinkedIn Marketing strategy and tactical plan to reach more and more professionals on the network
  • With the best practice of bit planning and researching, both large scale and small scale companies can benefit from LinkedIn’s global network.
  • If you are using some other tactics in your LinkedIn marketing strategy, then share your points with us in the comment box.
  • For the best LinkedIn marketing service, choose the best digital marketing agency. As they have more viability in analyzing and working on powerful strategies.
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