With over 740 million active users, LinkedIn has grown far beyond a platform for job seekers. Today, it’s a hub for business-minded professionals and one of the strongest social platforms for B2B brands. If you want to attract business followers and generate leads, you need a clear and achievable LinkedIn marketing strategy that delivers high-value content and consistent engagement.
Why LinkedIn Matters for B2B Marketing
LinkedIn, with its 740 million active users, has evolved from a simple job board into a dynamic social network for professionals. Here, people don’t just polish their resumes; they share knowledge, build influence, and network with purpose. Unlike other social channels, content shared on LinkedIn is seen by users already in a business mindset, ready to talk shop—not just social banter. For B2B brands, these qualities make LinkedIn a must-have platform. Marketing here means connecting with decision-makers, building trust, and staying in sight when buyers are in a work frame of mind.
Understanding Inbound Marketing on LinkedIn
Inbound marketing focuses on helping your future customers solve real problems—by being present where and when they need you. On LinkedIn, this means providing helpful content, answers, and tips in users’ feeds, at a safe distance but always within reach. You’re not hovering, but you’re always on-hand when your expertise is needed. LinkedIn’s business environment makes it an ideal fit: users expect professional insights, not distractions.
Setting Up Your LinkedIn Business Page
Launching your LinkedIn business page takes less than an hour—but it’s important to fill out every detail. Complete profiles get 30% more views and unlock useful tools like Content Suggestions. To set your business up for success, focus on these key profile sections:
- Business logo and banner image
- Company description and industry
- Website URL and company size
- Contact information and location
- Specialties and featured content
For hands-on steps, see HubSpot’s beginner’s guide to LinkedIn marketing.
Managing Page Admin Roles Smartly
LinkedIn limits invitations to avoid spam, giving each page 100 invite credits to start. Only super admins and content admins can invite people to follow your business. Spread access among trusted team members—like sales, marketing, and management—so you target key audiences effectively. Remember, you regain credits as people accept invites, helping you extend reach over time.
Pro tip: Use your 100 credits total wisely. Share them between admins who have relevant, engaged networks.
Building Content Before Inviting Followers
Don’t invite people to an empty page. Imagine you’re invited to a party—no one’s there, but the host promises the crowd will come soon. Most people would leave. Build a few posts first, so when new visitors arrive, they see an active, valuable feed and real reasons to stay.
LinkedIn Content Types That Work Best
Content that wins on LinkedIn is more in-depth than what you’d post on Instagram or Facebook. Here’s a quick comparison:
| Quick infographics | White papers & case studies |
| Short quotes | Explainer videos & thought pieces |
| Lifestyle images | Product guides & presentations |
LinkedIn rewards professional, educational content. Here, research-backed insights and detailed how-tos grab attention, while quick memes or motivational quotes can play a smaller, supportive role.
Using LinkedIn’s Content Suggestions Tool
The Content Suggestions tool makes posting easier. Here’s how to use it:
- Go to your LinkedIn business page.
- Click the Content tab.
- Choose from three categories:
- Trending Articles: Curated content by industry, location, or job function.
- Company News: Posts & mentions about your business from outside sources.
- Employee Milestones: Work anniversaries and promotions among your staff.
Filter articles to match your industry and your followers’ level so your posts stay timely and relevant. Sharing trending topics positions your brand at the center of industry conversations.
Incorporating the 5-3-2 Rule for Content Mix
Keep your content fresh and balanced with the 5-3-2 Rule:
- 5 shared posts: Repost industry news or third-party articles.
- 3 original posts: Share your own insights, tips, or news.
- 2 fun/personal posts: Humanize your brand with humor or culture.
This structure ensures your feed is valuable, not just self-promotional, while showing a bit of your company’s personality.
Infographic idea:
- 5 Shared Content
- 3 Original Content
- 2 Fun/Personal Content
Shared Content: Trending Articles and Company News
Shared content builds credibility and keeps your page active:
- Use the Trending Articles tab to find news relevant to your followers.
- Tap the Company News category for outside mentions of your business.
- Mix industry perspectives with company stories for variety.
“If you’re only sharing your own news, your feed gets old fast. But if you’re acting as a resource, people come back for more.” Remember, company mentions might be rare unless you’re a big name, so balance them with broader industry content.
Creating Original Content for Your Audience
Original content sets your company apart:
Explainer Videos:
Teach or guide your audience through common challenges.
Product Announcements:
Highlight updates, launches, or new features.
Thought Leadership Articles:
Write in-depth articles using LinkedIn’s Articles tool. Share presentations or guides with SlideShare.
Aim to answer common questions or solve specific business problems. For more in-depth guidance, grab HubSpot’s free ebook on using LinkedIn for business and marketing.
Adding Fun and Personal Content to Humanize Your Brand
The final element of the 5-3-2 Rule adds warmth:
- Funny memes related to your field
- Employee milestones like promotions or work anniversaries
- Behind-the-scenes photos
Use LinkedIn’s Employee Milestones for new ideas. Fun content helps employees take part and makes your brand feel more human.
Callout box:
“Celebrating a team member’s fifth work anniversary or sharing a lighthearted industry joke brings your company to life for everyone watching.”
Leveraging Employee Networks for Greater Reach
On average, employees have 10 times more connections than company pages. Encourage your team to share and comment on content. Their engagement lifts company posts into new networks and helps your message travel further.
Pull quote:
“Employee connections are your secret LinkedIn marketing superpower—harness them to 10x your reach.”
Optimal Posting Frequency and Timing
The best results come from regular, methodical posting. According to HubSpot research:
- Post 2-5 times per week
- Best days: Tuesday through Friday
- Stick to one post a day so each post gets the most reach
- Publish during local business hours
Posting Best Practices:
- 2-5 posts each week
- Tuesday–Friday scheduling
- One post per day, max
- During business hours for your audience
Exploring Additional LinkedIn Posting Options
LinkedIn Groups:
Start industry groups with your personal account, not your business page. These spaces drive conversation among fans and customers.
Product Pages:
Highlight different products or services with sub-pages linked to your main business page.
Life Page:
Showcase your culture through photos, testimonials, and team stories to attract top talent.
Custom Pages:
Tailor pages by job title, language, or region for more targeted experiences.
Advertising and LinkedIn Networking Tools
Advanced features like LinkedIn Nets include sponsored posts and targeted ads, which help you reach people beyond your current followers. These options can take your LinkedIn marketing results to the next level.
Want to dive deeper into LinkedIn’s sponsored posts and advanced tools? Leave a comment or give feedback so we can cover these strategies in a future post.
Additional Resources and Learning Opportunities
To sharpen your LinkedIn skills, check out HubSpot’s complete LinkedIn marketing course, or expand your expertise with resources from HubSpot Academy.
You can also explore these expert guides for in-depth strategies:
- LinkedIn Pages Best Practices
- Mastering LinkedIn Content Marketing Strategies
- LinkedIn Content Marketing Tactical Plan
Conclusion
A successful LinkedIn marketing strategy combines a fully detailed business page, smart use of LinkedIn’s built-in tools, and a balanced, engaging content mix that speaks directly to your audience. Stay consistent, invest in your employees’ involvement, and always aim to provide more value than you take.
Ready to put your business front and center on LinkedIn? Start building your profile, post with intention, and let your content do the networking for you. LinkedIn isn’t just for job seekers—it’s a platform where brands earn attention, trust, and business.
