6 LinkedIn Marketing Strategies Every Business Owner Must Know {Newbie Guide}

LinkedIn marketing is the best strategy when it comes to business-to-business social networking and marketing. 

At the close of the second quarter of 2015, the number of LinkedIn users stood at 380 million users. Considering a large bite of that pie belongs to established professionals and businesses, surely, there’s got to be something in it for every business?

This is particularly so when you consider the fact that half of LinkedIn members are more likely to do business with a company they engage with on the platform.


But the big question for every business owner is this:

What marketing strategies can your business deploy to best benefit from LinkedIn?

This is a huge topic of discussion, so I’ve decided to divided it into two parts. In part 1, I will discuss the six basic LinkedIn marketing strategies that you MUST use as a beginner, to start harnessing the power of LinkedIn as a marketing tool. 

In part 2, I will go into more details about advanced strategies that can be useful once you get used to the LinkedIn marketing platform. 

1. Create a Company Page to Kick Start your LinkedIn Marketing

The first step to establishing your presence on LinkedIn is to build a LinkedIn company page. Ensure that your branding such as images, colors and content on your Company Page are consistent with your website and any other social media platforms that your business has. 

Instead of simply filling out the usual information about your business and what you do, think of your LinkedIn page as a mini version of your business website. 

  • Add products and services with clear descriptions of each.
  • Display compelling graphics of your brand or offering through your logo and cover photo.
  • List available opportunities such as job vacancies.
  • Invite employees to follow your page.

Once set up properly, your LinkedIn page will become a crucial marketing tool and a platform for engagement with all your stakeholders.

Here’s an example of AT&T’s LinkedIn Company Page:

linkedin marketing

linkedin marketingSee how well they’ve written their description?

2. Stay in Front of your Network

There are several of ways to ensure you stay on your customers’ radar on LinkedIn.

  • First, you should regularly share updates on your Company Page. The updates should be professional, relevant, thought provoking and useful to your audience.
  • Next, consider integrating your LinkedIn status updates with tweets from your business’ Twitter page if you are an active participant. Just be careful not to spam them with too many updates. 
  • Thirdly, interact with members through participation in discussions. You can start your own discussion or you can contribute to other members’ discussions.
  • Lastly, stay in touch with your LinkedIn connections either through LinkedIn emails, monthly newsletters or directly on LinkedIn by liking and commenting on their updates. Also remember to respond to other members comments on your updates. This keeps the conversation going and ensures you remain at the top of the mind of members.

3. Make your Employees your LinkedIn Marketing Agents

Get your employees to create profiles on LinkedIn. Then request them to participate in your page content. However, remember to provide social media guidelines and training to ensure that they post content that aligns with your LinkedIn strategy and your brand in general.

4. Capitalize on LinkedIn Community Features

LinkedIn presents an array of community features to help you communicate and collaborate with other LinkedIn users effectively. They include:


LinkedIn groups relevant to your company’s target demographic are a remarkable way to expand your circle of influence on this platform. Groups present a great way to listen to what the audience is talking about and serve as one of the best business platforms to interact or offer advice.

To find relevant groups to join, click on the drop down menu on the search box from your home page and then select ‘groups’. Search for groups using relevant keywords.

linkedin marketing

So, go ahead and join relevant groups. There are no limits to the number of groups you can join. Good groups to join include your former alumni, particular area of interest, specific professions, and other possible professional associations.

Company Pages

Besides having your own Company Page, you can use the Company Pages feature to find companies you can do business with as well as dig up useful information about your competitors.

5. Connections Lead to Relationships

Business owners should make it a point of connecting with other business owners, strategic or referral partners, and prospects. Whenever you meet or converse with these contacts, follow up with an invitation to connect on LinkedIn. It is only through such connections that you can forge business relationships that may prove invaluable in future

To find connections or add people to your LinkedIn network, from the home page click on ‘connections’.

linkedin marketing

6. LinkedIn Analytics

LinkedIn is increasingly becoming a platform to source quality leads as well as gain more insight into what really matters to your targets. Use LinkedIn Analytics to find out who is interacting with your content by knowing their demographics (location, gender, profession, interests etc.), how and when they engage with your content. This is information that could possibly be useful in the future, particularly for social selling, and especially when you’re looking to pitch a product or service.

Like any social network, marketing on LinkedIn takes a bit of work and with experience, you will learn to see what works and what doesn’t work for your business. The above LinkedIn marketing strategies are meant to serve as a guideline or a starting point for those of you who have no idea where to begin.

Invest a bit of your time and resources, and with a bit of testing and tweaking, I am confident you will start to see results from LinkedIn.

In my next post, I’ll take you through some more advanced strategies to take your LinkedIn marketing to the next level.

Have you started marketing your business on LinkedIn yet? What beginner strategy do you think is going to be most useful for you?