How to use LinkedIn to market your business

If you aren’t already using LinkedIn to promote your business, consider these statistics.

  • LinkedIn has over 303 million active monthly users
  • 40% of their users visit the site daily
  • 90 million senior-level influencers and 63 million decision makers are on LinkedIn
  • LinkedIn is responsible for 80% of B2B leads from social media


A common misconception about LinkedIn is that no one uses it. If you only check your profile once a month to trawl through your contact requests from recruiters, then you might assume that LinkedIn is only good or job hunting. The reality is that LinkedIn is a gold mine for B2B sales leads.

In this article, we’re going to focus solely on the benefits of LinkedIn for B2B organisations. But it’s worth noting that B2C companies can also learn from these lessons. While you might struggle to sell fast fashion on the platform, if you offer goods or services that are relevant to professionals, then you have the opportunity to get your brand in front of the right people.

Here are a few things to keep in mind when promoting your company or brand on LinkedIn.

LinkedIn offers better rates of engagement

If you’ve noticed other social media platforms are offering diminishing reach, then you’ll be happy to hear than engagement is still strong on LinkedIn. However, as with all social media platforms, LinkedIn rewards authenticity. And by this, we mean that you’ll find it easier to connect with people if you are a named person rather than a company profile.

LinkedIn is better for people, not brands

If you’ve only ever promoted your business on LinkedIn through a business page, then you are missing a trick. While it’s important to keep your LinkedIn business page active, you’ll enjoy far better rates of engagement if you interact as a person rather than a page.

With this in mind, here’s how you can get started promoting your business on LinkedIn today.

Check your page is up to date

The first step for promoting your company on LinkedIn is to check that your page is up to date.

  • Do you have a cover photo?
  • Have you added your contact details?
  • Do you have a call to action?
  • Have you posted an updated recently?

An out-of-date or seldom updated LinkedIn business page will not do you any favours. To make things easier, LinkedIn now offers content suggestions making it even easier to share things that your audience will love.

Create a showcase page

Showcase pages can be a creative way to scream and shout about what makes your company unique. A showcase page is like a subsection of your main company profile. So, if you have different divisions in your company, you might have a showcase page for each. Or if you target different groups of people, then you might create a showcase page for each customer persona. Or, you can just get creative and highlight something that is important to your business like your charity work. Get creative and make the most of the opportunities available to you.

Explore groups

If you want to join in the conversation, you need to join LinkedIn groups. While many groups are full of self-promotion, if you find a well moderated group within a specific niche, then you open up a world of possibilities. You can use this opportunity to speak directly to the people you are trying to reach.

Run an advert

Advertising on LinkedIn is typically more expensive than on Facebook or Twitter. However, this is simply because the platform is more niche and you can typically expect to see better results. As the cost to advertise is typically higher, you should focus on creating a compelling offer and make sure you track the results.

In summary, you should:

  • Make sure your brand page is up to date
  • Always focus on engaging as a person, rather than a page
  • Join groups relevant to your niche
  • Advertise your business using a compelling offer

This list is in no way exhaustive. We’d love to hear about the ways you have had success marketing your business on LinkedIn!