How To Create A Solid B2B LinkedIn Marketing Strategy

2. Research Your Audience

The better you know your target audience, the better you’ll be able to craft marketing messages that resonate with them. Create ideal buyer personas based on your target groups’ ages, professions, industries, locations, and other demographic data.

LinkedIn Audience Demographic Example

For a technology firm specializing in cloud infrastructure and cybersecurity, a primary audience profile might look like:

• Job Titles: Chief Technology Officer, VP of IT, IT Director, Head of Infrastructure, Security Operations Manager, Cloud Architect
• Company Size: 200–5,000 employees
• Industries: Software & SaaS, FinTech, Healthcare Technology, Manufacturing, Professional Services
• Location: North America, Western Europe, and Asia-Pacific innovation hubs
• Age Range: 32–55 years
• Education Level: 90% hold bachelor’s degrees in computer science, engineering, or related fields; 45% have advanced certifications (AWS, Azure, CISSP, PMP)
• LinkedIn Behavior: Active in cloud computing and cybersecurity groups, engage with posts on digital transformation, compliance, and emerging tech; often attend webinars and events
• Decision-Making Authority: Influences or controls IT infrastructure and security budgets ($500K–$5M annually, depending on organization size)

Additionally, focus specifically on job titles that align with decision-making power as primary targets for your high-value service offerings and thought leadership content.

3. Design A Striking Company Page

Having a strong company page on LinkedIn is an effective way to catch and retain your visitors’ attention. When new visitors are checking you out, your company page is the first aspect of your brand they’ll interact with. Therefore, it needs to be memorable, professional, and informative for the best results.

Consider adding some vital information to your company page, including your business location, industry or sector, products and services, team members, headquarters, and more.

Add your company’s web URL, logo, company size, and other relevant details on your page to boost your credibility and enhance your LinkedIn marketing efforts. Include a cover image that aligns with your brand for a complete look.

Your company page includes space for a description of your business. Enter important details about your company, your offerings, and how leads can get in touch with you via email, phone, social media, or live chat services.

Your Page banner is an essential element of an optimized LinkedIn page. This visual real estate is prime for communicating who you are and what you offer. Create a compelling banner image that is cleanly designed and follows best practices for the platform:

• Dimensions: Size the image to be 1584 x 396 pixels to display properly on desktop and mobile devices.
• Layout: Include logos or text in any area but the bottom-left corner, where profile photos are displayed in an overlay.
• Mobile: Profile image is shown larger on mobile devices, so concentrating logos and text on the right side of the banner ensures important content is easily visible.
• Image: Choose imagery or graphics that align with your industry and offerings, using your brand’s color scheme and logo to strengthen awareness.

Take advantage of the Featured section by pinning your highest-performing posts for easy browsing, your best downloadable resources, or relevant case studies. This showcases your thought leadership and provides immediate value to visitors.

Once you’ve set up your company page, you can use it to share relevant content that engages and intrigues your target audience. This will help you to establish your brand as a thought leader in its industry.

4. Optimize Your Company Page with Keywords

Your LinkedIn company page is essentially the face of your brand’s LinkedIn presence. Maximize its power to bring in qualified leads by using SEO practices and targeting keywords in your on-site content.

Use the SEO tool of your choice to research the words and phrases that your target audience is searching for. Then, incorporate them into the “About” section of your company description.

This simple trick is a great way to ensure that your page comes up when people search for B2B businesses and services like yours. Be sure to include your mission, unique value proposition, and specific solutions you provide. LinkedIn's algorithm heavily weights this content for search relevance.

5. Promote Your LinkedIn Company Page

Now that you’ve created your company page, you need to use it to attract new followers and expand your audience on LinkedIn. You can achieve this goal by promoting your page and encouraging people to follow you for value-filled content and expert insights.

Add a ‘Follow Us’ button in your email signatures, blogs, web pages, and newsletters to enable your fans to follow you with a single click. It helps unify and strengthen your digital presence.

Prompting people to follow your company page will boost your visibility and make it easier to generate qualified leads in the future. When someone follows your company page, all of your updates and posts will show up on their LinkedIn feed. This will increase your reach and improve the credibility of your brand as you gain more followers.

6. Build a Content Calendar

Organizing your content distribution system is crucial for maintaining consistency across social media platforms. It provides structure and foresight to your content strategy and makes it much easier to align your brand goals with brand actions.

There are plenty of spreadsheets, calendar apps, and social media scheduling software tools that can be used to form a cohesive content calendar. Many of them also offer data analytics tools that allow you to track the performance of each upload as well as general performance reviews over time.

7. Craft Content that Captivates Your Audience

Once you’ve attracted a sizable audience with the best practices mentioned above, it’s important to retain them in the long run. You can do this by regularly posting engaging and informative content that your specific target audience will find genuinely interesting.

The higher the quality of your content, the more likely your B2B LinkedIn marketing strategy is to succeed. The best-performing forms of content on the platform include:

• Case studies that showcase real results with metrics (e.g., "How Company X Increased Lead Generation by 137% Using Our Solution")
• Industry analysis breaking down market trends with actionable takeaways for decision-makers
• How-to guides solving specific pain points (e.g., "5 Steps to Streamline Your Enterprise Procurement Process")
• Executive interviews offering behind-the-scenes insights from your leadership team
• Infographics that present intriguing data in visually compelling formats
• Polls encouraging audience participation while gathering valuable market insights
• Product demonstrations that show how your solution works in real-world scenarios

For B2B software companies, short demo videos consistently outperform text-only posts, while professional services firms see higher engagement with thought leadership articles that challenge conventional wisdom. Manufacturers often find success with before-and-after transformation stories that showcase real operational improvements.

Maximize your content's reach by adding relevant hashtags to ensure that your content shows in search results for trending topics. Industry-specific hashtags typically perform better than general ones for B2B audiences.

8. Harness Employee Advocacy for Maximum Reach

LinkedIn can be crowded, and even the best content sometimes struggles to stand out. That’s where employee advocacy comes in. This marketing strategy increases the reach and visibility of every brand post by empowering your team to share your content on their personal profiles.

Posts shared by employees can generate up to 8X more engagement than the same content posted on your company page, because people naturally trust and interact with posts from people they know. And it works incredibly well for B2B brands on LinkedIn.

The effect doesn’t stop there. Each employee share creates a spiderweb of visibility when your posts reach their unique network of connections. Those followers can then engage, share, or comment to further expand your content’s footprint. Over time, this creates a ripple effect that dramatically increases impressions, engagement, and potential leads from existing content.

Even for teams that aren’t social media experts, employee advocacy can be simple. Clearview Social’s employee advocacy software streamlines the process, making it easy for employees to share approved content on their profiles with one click.

Employee advocacy grows your LinkedIn presence organically while maintaining brand consistency. By turning your employees into digital content ambassadors, you not only amplify your reach but also build trust and authority in your industry.

9. Use Automation to Streamline Outreach

Outreach is an essential part of expanding your LinkedIn profile, especially during its earlier stages. Manual outreach can be seriously time-consuming. Using automation tools can streamline the process and lead to better results in many cases.

LinkedIn automation tools allow you to automate the early prospecting stages and attract more followers using machine learning algorithms. Using them can help to enhance your engagement rates, fuel sales, and lead to higher profits in the long run.

The most effective outreach tools automatically identify your prospects and send them personalized messages from your brand. Some can even run drip campaigns without your intervention.

10. Use LinkedIn Groups

Joining and participating in LinkedIn groups related to your industry can be a great way to build your brand’s credibility and connect with potential customers. By engaging in conversations and sharing relevant content, you can establish yourself as a thought leader in your industry and gain the trust of potential customers.

Consider joining LinkedIn groups that fit your profession to network, find talent, and generate leads:

• Small business and entrepreneur groups
• Marketing networks
• Local groups
• Industry-specific networks

Participating in groups increases your visibility and helps you attract new followers and leads. By actively participating and engaging with other members, you can build authentic relationships with potential customers.