LinkedIn Marketing

If you do business online, you’ve heard about the importance of social media marketing. Experts tell you that you need to be on Facebook, Instagram and Twitter 24/7.

LinkedIn rarely gets mentioned which shouldn’t be the case. The platform has over 70 million monthly active users. Over 80% of business-to-business leads come from LinkedIn, leaving other social media platforms in the dust.

The numbers say it all. Used right, LinkedIn can do wonders for your business. It’s a great place to showcase your expertise and find potential clients.

In this blog post, we’re going to discuss how to jumpstart your LinkedIn marketing strategy. From your profile to content creation, we’ve got you covered.

Optimise Your LinkedIn Profile

In order to get found online, you use keywords on your website. You place them in strategic locations like your web page title and meta description.

The same principles apply to your LinkedIn profile. You need to use keywords to ensure you get found by potential clients.


Aside from your photo, your headline is the first thing people see on your profile. Don’t make the mistake of saying you’re a “Happiness Bringer” or “Lover of Nature.”

Your headline is your opportunity to tell potential clients what you do. If you’re a CEO or a Social Media Manager, state it in your headline.


Your headline reels potential clients in while the summary seals the deal. This section is your opportunity to show people you know your stuff.

Your summary should tell people what you do and who you cater to. Don’t simply say that you sell men’s clothing. Say that you sell custom clothing for businessmen who don’t have time to shop but need to look sophisticated.

In his famous TED talk, Simon Sinek tells people to start with their why. You can tell people what you do, but it’s why you do it that resonates with them.

For example, Quora is a website where users can ask and answer questions. Their mission statement, however, goes beyond that.

According to Quora, they want to “to share and grow the world’s knowledge.” It shows in their website’s purpose which makes the company seem more authentic.

In a nutshell, your summary should tell people:

  • what you do
  • the depth of your experience
  • who your target audience is
  • how you’re different from competitors
  • your why

How to Find Potential Clients on LinkedIn

Before you even sell anything, you need to know who you’re selling to.

Get to know your ideal client by creating a profile. Open a new document in Word or Google Docs. Answer the questions below.

  • Who is he?
  • Where is he located?
  • What are his pain points?
  • How does your product or service resolve those pain points?

Expand the client profile until you have a person in mind. Flesh out your ideal client to determine what appeals to him. What voice should you use? What images will he respond to?

Unlike other social media platforms, LinkedIn lets you conduct specific searches. You can filter results based on:

  • location
  • job title
  • Industry
  • current company
  • past company
  • profile language
  • school

Combine your ideal client profile with LinkedIn’s search function. Conduct a search and start adding people who fit your ideal client profile to your network.

You can send a short paragraph about yourself when adding connections. Tell them briefly who you are and what you do. You can say you’re looking to make more connections in a particular field.

However, never pitch your product or service right away. The people you’re adding have most likely never heard of you. Why would they agree to do business with you? Instead of generating leads, you’ll only turn people off.

What to Post on LinkedIn

After you build a network, it’s time to showcase your expertise through your LinkedIn posts.

You can share as many cat memes and family vacation photos on Facebook. LinkedIn is completely different.

On Facebook and other social media platforms, most people expect to socialise. They want to catch up on what their friends are doing and share tidbits about their life.

On LinkedIn, people expect to build a business network. They want to find opportunities that can improve their professional lives. It can be a new job or business connections.Here are a few things to keep in mind when posting on LinkedIn:

Post for your audience, not for yourself.

Earlier, we advised you to get to know your ideal client better. If you completed that step, you’ll know what his main source of frustration is.

Provide solutions through your posts. Let’s say you’re a life coach for millennial women in their early 20s. You’ve identified that your ideal client struggles to find a fulfilling job that pays the bills.

You can post advice about job hunting and starting a side hustle. Go ham, and provide as much valuable information as you can. LinkedIn is the perfect place to do this since you have 1,300 characters at your disposal.

Remove the link preview.

When you post a status with a link on LinkedIn, a rectangular preview appears underneath it. It often includes the first image from the link and the meta description. The link preview is designed to lure readers in, convincing them to click the link.

A marketing expert recently said they have the opposite effect. Users see so many link previews that they’ve become desensitized to it. They don’t notice it anymore and continue scrolling to the next post instead.

Removing the link preview helps you stand out. Provide as much value as you can in a text post. If you must add the link, add it as a comment instead.


LinkedIn is a social media platform you shouldn’t ignore. It generates more B2B leads than Facebook and Twitter separately.

Optimise your profile to the fullest. In your summary, tell people who you are and what do you do in the most specific terms.

Don’t attempt to cater to everybody. Narrow down your target audience, and start connecting with them through LinkedIn searches.

Create posts that provide valuable information. Think of your ideal client’s main pain point, and offer meaningful solutions.

Darlyn HerraduraDigital Marketing
If you do business online, you’ve heard about the importance of social media marketing. Experts tell you that you need to be on Facebook, Instagram and Twitter 24/7. LinkedIn rarely gets mentioned which shouldn’t be the case. The platform has over 70 million monthly active users. Over 80% of business-to-business...