Social Media

7 min read time

With 690 million users from all over the world, LinkedIn has become the social media platform of choice for professional networking. While some social media channels have started to saturate, LinkedIn has continued to grow over the years, with a reported revenue of $6.8 billion in 2019. 

While it’s widely recognised as a platform for individuals to build professional connections, it also acts as an extremely valuable marketing tool for B2B businesses. It’s an effective way of driving traffic to your B2B website, with, on average, more than 50% of all social traffic to B2B websites coming from LinkedIn. 

When used correctly, LinkedIn can help make your existing digital efforts more impactful in order to achieve your business objectives. It can offer the chance for B2B businesses to build brand awareness, develop relationships and even generate leads. 

So, if you aren’t already actively using LinkedIn for B2B marketing, then what are you waiting for? It could be a missed opportunity for your business. 

However, we do understand that running a business takes up a lot of time and effort, so managing your LinkedIn presence may not be at the top of your priorities. To help get you started, we have put together a guide on how to master B2B marketing via LinkedIn.

Ensure your company page is complete and optimised

If you’re starting from scratch, you’ll first need to create a company LinkedIn page. Otherwise, if you already have an existing one, there may be ways you can optimise it. Firstly, you need to ensure you have a high-res company logo and a suitable cover image in the correct dimensions. See our LinkedIn page below as an example! 


The company description should be in sync with the tone and information presented on your website and should include terms that reflect your mission and purpose. You should also ensure that you fill out all other necessary information in the ‘overview’ section including website URL, company size, industry, company type and location. 

Why? LinkedIn pages with complete information get 30% more weekly views, signifying the importance of creating a page which is perceived as legitimate to users. 

Develop a LinkedIn content marketing strategy

Once you have your page up and running, you’ll need to decide on the type of content you’d like to post. While it may be tempting to start posting content straight away, we recommend taking a step back to develop a Linkedin content marketing strategy.

This involves taking time to understand the audience you want to target and their needs. If you haven’t already developed a buyer persona for your target audience, then have a read of our guide on how to develop a buyer persona.

You will also need to decide on the objectives and goals you’d like to achieve and determine which metrics will be used to measure them. These should be aligned with any other social media channels you use as part of your overall digital marketing goals. 

According to the Content Marketing Institute, 65% of the most successful content marketers have a documented strategy. Therefore, it’s well worth taking the time to develop a written strategy for this channel, which can also be easily communicated to the rest of your team.

Use a range of different content

On average, a B2B buyer’s journey will consist of consuming 13 content pieces before deciding on a product or service. Therefore, when using LinkedIn for B2B marketing, it’s important to offer a range of different content for the target audience to consume.

Whilst you may think that constantly publishing promotional content is the key to achieving conversions, your audience doesn’t want to be constantly bombarded with this. So, a recommended breakdown for your content is 10% - 20% promotional and 80 - 90% high-quality content. 

If you’re now wondering what content works best on LinkedIn, here are a few examples of the type of content to share.

  • Blog posts:
    The publishing platform on LinkedIn can be used to write an article, from where it is then possible to share it to your company page. Alternatively, if you have blogs hosted on your website, then you are able to share a link to these with an engaging image to encourage clicks.


Blog post shared on Trellis’ LinkedIn page 
  • Industry news and research:
    LinkedIn users are actively looking for content related to their industry, therefore sharing specific content tailored to your audience is important. The LinkedIn content suggestion tool can be used to identify topics which are relevant to your target audience. 

  • Downloadable content:
    Providing some downloadable content for your audience is an effective way of offering value to them. By linking them to a landing page, from where you can then ask them to enter their details, it’s also a great way of capturing customer data.

  • Native video:
    Native video content is highly favoured by LinkedIn's algorithm and more likely to show up in your audience's feed. Users are also 20x more likely to share a video on the social network than any other type of post. Therefore, despite requiring a bit more time to produce, it can be well worth it.

Native video shared on Trellis' LinkedIn page

Try sponsored ads to target a specific audience 

While posting organically on LinkedIn is a great way to reach your existing audience, using LinkedIn sponsored content ads can help widen your reach by targeting specific users. So if you want to take your LinkedIn marketing to the next level, it may be worth investing and experimenting with the different ad types available.

Sponsored content ads can be used to promote single image, video and carousel posts. These ads can also be tailored to other specific goals including engagement, brand awareness and lead generation. The targeting options then enable you to target individuals by age, industry, gender, job experience, job title, interests and more. 

Sponsored InMail is another ad format which delivers targeted messages to LinkedIn member inboxes, with an above average open rate of 52%. Their success depends on the messaging you use, how well you tailor it to the specific user and whether it then encourages them to take the desired action.

Because it’s difficult to get the campaign exactly right the first time, it’s so important to test, test, test! By tweaking certain aspects of your campaign, such as budget and imagery, you’ll be able to see what performs best and subsequently inform future campaigns.

Join and participate in relevant groups

LinkedIn groups are a great way of identifying niche audiences interested in a particular industry or topic. They offer a place for people with similar interests to share knowledge and discuss different topics. They are also very popular, with 98% of LinkedIn members part of at least one group. 

So, how can they be used to market your B2B business? You can simply search for groups within your industry or niche to which you may be able to contribute. If there isn’t a group suited to your niche, then you can create one! 

Since many groups require you to ask permission to join, they ensure the individuals have the right expertise to contribute. By actively participating in the group, you may identify that individuals have a need for new solutions, which your product or service may fit. 

However, it’s worth noting that you should not post too much promotional content as you may be removed. So, while you aren’t guaranteed to generate leads, actively marketing through LinkedIn groups can be a great way of raising brand awareness and gaining new contacts.

Using social media as part of your digital marketing strategy 

While LinkedIn can be used as an extremely valuable B2B marketing tool, it may need to be used in conjunction with other social media channels. 

We also advise having a digital marketing strategy in place to plan how social media, amongst other digital channels can help you achieve your goals.

Here at Trellis, we are experts at using social media marketing, along with other channels, to grow businesses. If you’re interested in finding out more, take a look at our services and packages, or get in touch to find out how we can help you. 

Written by Alex

I do a bit of everything here at Trellis, from email marketing to SEO. After previously working brand side, I am now passionate about helping our wide variety of clients with their digital marketing strategy. Outside of work, you will find me either running around clapham common, eating asian food or watching the latest netflix series everyone is talking about.