6 ways to power up your B2B’s LinkedIn strategy

6 ways to power up your B2B’s LinkedIn strategy

Of all the social media platforms, there’s one key player that often gets overlooked: LinkedIn. This network-building tool isn’t as flashy as Instagram or as candid as Facebook, but it’s actually a powerful marketing platform in its own right. After all, 63 million decision makers have LinkedIn accounts and, on average, 46 per cent of websites’ social media traffic comes from LinkedIn.

If you’ve been overlooking the opportunities available on LinkedIn for your B2B, it’s never too late to start leveraging your brand on the platform. Keep reading to find out how!

1. Make industry-specific content

When it comes to lead generation, 42 per cent of US B2B marketers say LinkedIn is a major asset.

LinkedIn lead generation

That’s a pretty powerful stat, and one that you’ve got to use wisely in your strategy. To convert LinkedIn audiences, ensure your content truly applies to your industry. LinkedIn is a hyper-focused platform; ultimately, people use it to improve their professional lives. Make sure what you’re posting is relevant and of use to your target audience – relevance is a major factor in LinkedIn’s algorithm.

Also, don’t forget to include an image with every post to boost your engagement even more!

2. Stay on schedule

With most social platforms, content overload is a big issue. It takes no time at all for your thoughtfully-crafted posts to drown in a sea of content. That’s one of the great things about LinkedIn – Forbes reports that on LinkedIn, “roughly 3 million users share content every week, less than 2 per cent of monthly users”.

People post less on LinkedIn, which means your posts stand a better chance of actually being seen. In order to make the most of the available exposure, make sure to post at least once a day (weekdays between 8 a.m. and 3 p.m. are ideal).

3. Set up your company page correctly

LinkedIn reports that “companies with complete information get 30 per cent more weekly views.” But don’t just fill in your profile and call it a day. Remember, this is your opportunity to “pitch” your brand. How? Update your banner and profile images, and make sure your “About” section is compelling and memorable – you’ll stand a better chance of making meaningful organizational connections.

LinkedIn B2B


4. Invest in ads

Like other social platforms, you can get measurable, game-changing results from running a few ads on LinkedIn. In our experience, lead generation ads tend to perform the best. However, if you want to experiment with promotional ads on LinkedIn to boost your brand’s reputation and following, remember these tips:

  • Write ads for your target audience – what do they want/need?
  • Use eye-catching images or videos.
  • Include numbers that back up your points – people are more likely to pay attention to your ads when they include stats!
  • Keep it short, snappy and don’t forget a call-to-action.


5. Try advanced search options

LinkedIn isn’t just about incoming traffic – a little outreach is always a good idea too. With LinkedIn’s advanced search options, you can narrow down exactly the kind of people you’re looking for, including:

  • Current and past companies
  • School
  • Location
  • Industry
  • Connections


Once you find the people you’d like to reach out to, send them a message to let them know why you should connect! Bonus points if you share mutual connections – you could even reach out to those connections and ask for a referral.

LinkedIn strategy

6. Take the pressure off HR

LinkedIn is, ultimately, a powerful HR tool for both employers and job seekers – a hire is made off of LinkedIn every 10 seconds. The next time you need a new recruit, try posting the position on LinkedIn – people who are looking for similar jobs in your area will be notified. LinkedIn even provides recommended matches! Plus, it’s easy to track and compare candidates so you can find the best new hire for your organization.


It’s time to stop overlooking LinkedIn – incorporate it into your social media strategy and start connecting with people who could help your organization meet its key objectives!


  1. Tony Zuck

    • Reply

    Good one! Just what I was looking for to have a little kick’n the pants regarding my LinkedIn usage. Hope things are going well!

    1. Doug Lacombe

      • Reply

      Thanks, Tony! Glad this helped provide a little motivation 🙂 Good to hear from you. Things are good here at Communicatto. Awesome small but mighty team and lots of good work to do. How are things at Zu? If you’re ever in Calgary, look me up. Cheers!

  2. Tony Zuck

    • Reply

    Things are good!, Doug! Lots of interesting digital projects and great growth in our Design Thinking practice, which serves both digital and non-digital improvements of many sorts. Will definitely drop a line when coming to Calgary. And same for you – let’s hit Amigos or something if you’re out in Saskatoon!

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