How to market on LinkedIn and generate B2B leads

LinkedIn, like any social media platform, is an immensely powerful tool if you use it correctly.

It is a fantastic way to connect with other businesses, build brand awareness, and generate B2B leads.

However, like all social media marketing, it requires a plan and a dedicated consistent delivery.

Integrating your LinkedIn marketing plan with your content marketing plan and other social media strategies will insure a consistent delivery of brand identity and minimise the work you need to do.

Find out how here


Making your LinkedIn Plan

Step One: Create or update your company page

Once you have a full and inviting company page with appropriate brand imagery then you want to start promoting it. Start by inviting existing employees, clients or customers, vendors and partners to follow your page.  

Consider using LinkedIn targeted advertising to develop your following further.

If it’s appropriate and/or allowable, ask key clients or customers to recommend your products and services on your LinkedIn company page. These recommendations show up on your page for everyone to see, and serve as powerful testimonials for your business.

Filling your LinkedIn company page with compelling and interesting status updates about your industry or business requires ongoing management, but it’s the most effective way to grow followers for your page and increase your company’s visibility.

As you grow your following, you will want to segment them and target each segment more specifically.


Step 2: Launch a group, join a group

Groups are great ways to engage with people with relevant interests. This will make your profile more followers and raise brad awareness.

The most successful groups focus on gaining relevant members with common goals, and they are managed very well. To implement a successful LinkedIn group strategy, assign the role of primary group manager/moderator to someone who pre-approves discussion posts, asks great questions and determines which members get accepted into the group.

When you launch your LinkedIn group, be sure to get the word out organically to employees, clients and customers, vendors, partners and influencers in your industry. Identify top influencers and if you can, have them serve as group ambassadors to help recruit members and to lead interesting discussions to keep your group active.

However, if you don’t have the time to manage a group,  interacting on a couple of relevant, good groups is the next best thing.

Self-service ads are also available from LinkedIn as a paid strategy for increasing visibility of your group and growing your membership numbers.

One great function of a LinkedIn group is the ability to message your members once a week. These messages go directly to their email inboxes and are a great way to deliver special promotions or campaigns to them. So, a well-managed group with a big following can quickly become a hugely influential marketing tool.

To position yourself as an industry thought leader to your members, foster a healthy community within your LinkedIn group through engaging discussions and add value by offering up compelling content your company creates.

Step 3: Get everyone involved

You will need to designate specific company employee(s) or partners to help implement and maintain your comprehensive LinkedIn marketing strategy, however getting everyone involved and on the same page will help you to succeed.

The more people involved, the more ideas and the bigger the reach of your group and overall LinkedIn campaign will be.


Step 4: Use Paid LinkedIn Content Ads and Sponsored Updates

LinkedIn Ads aren’t just for growing your profile following or group. They can also be more targeted ads aiming to drive people to your website or landing pages. These are more direct and measurable ads which done in conjunction with the above four will also increase brand awareness.

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Step 5: Monitor, Track, Adjust

As with any marketing strategy, results will be slow at first. Take the time to properly analyse what is working and what isn’t and adjust appropriately to get the results you are aiming for.


Other thoughts

Before you begin to build out your comprehensive LinkedIn marketing strategy, decide what your business goals are. The success of your comprehensive LinkedIn marketing strategy is measured by whether you achieve your goals.

By implementing the above strategies together, you’ll be able to:

·         Increase your company’s position as a strategic thought leader in your industry

·         Grow company awareness, engagement and reach

·         Generate qualified leads for your business

Beyond these benefits, it’s important to define specific metrics for measurement of your strategy that are consistent with your company goals.

Are you looking to achieve greater brand visibility (impressions) with your target markets, engage with existing and potential customers (likes, comments, shares), increase external website traffic (clicks), convert new leads (opt-ins), or all of the above? Once you get clear on your goals, define and measure the metrics that are consistent with those goals.



LinkedIn is a powerful marketing platform with a huge reach to potential business and increase brand awareness. More than this it is a terrific way to network professionally online, build your personal contact base and stay in the top of potential employers/ employees minds.

If you aren't already you should be using LinkedIn and hopefully these 5 steps will help you harness the huge potential this platform holds.

Integrating your LinkedIn plan with your ongoing content marketing plan will help you deliver a comprehensive and consistent brand message.

Let us know what you think. What do you do on LinkedIn that works?