With more than half a billion users, LinkedIn is undoubtedly one of the largest professional social networking sites. For this reason, ever since it’s launch, digital marketers have been trying to crack the code to use the site as a tool for business success.
If you really care about your business and career, then digital marketing LinkedIn is worth your consideration. LinkedIn is a useful business marketing resource you want to be part of your digital marketing strategy.
In this article, we’re going to explore 7 tried and true tips pros use to get leads from LinkedIn and ultimately grow their business.
1. Optimise your LinkedIn profile
Build your profile and optimise it with keywords to attract traffic and leads from LinkedIn. Be the real you though and don’t over-optimise keywords or go crazy with this. Placing relevant keywords in your headline, summary, and description is a good way to start.
You want your personal profile to be professional and read trustworthy so you probably shouldn’t include a business logo. The people visiting your profile often look to examine you, not your company. So make sure to complete your profile and fill all the provided fields.
Also, you should claim your custom LinkedIn URL that includes your name. This is vital, especially if you care about people searching you on search engines.
If you work in a team, you’ll want to ensure they all have a documented process (including branded assets where relevant) to implement for easily optimising their own profiles to ensure maximum reach and exposure on the platform.
2. Publish actionable content (not just marketing BS… 💩)
Once your profile is complete and optimised, it’s time to share content. Content marketing is crucial on all social networks and LinkedIn is no exception. If you want to use LinkedIn as a marketing strategy, then you need to better your posting habits.
Firstly, people who only promote themselves or their business tend to get nowhere on LinkedIn. People aren’t on the platform to hear your pitch.
Share value-driven, actionable content; like statistics, how-to’s insights or stories.
You’ll also want to mix up the content format from articles, to plain text, to images and even video:
If you’re serious about marketing effectively on LinkedIn, you’ll want to strive to make content so valuable, people can’t help but share and comment…
Posting useful content daily can help you engage and reach a wider audience. Remember to use the various post types provided on LinkedIn. You can write articles, upload videos or even share an image.
If you’re going to write articles, create attractive headlines, upload catchy images and share useful knowledge with your audience. This way when people read your article, they’ll likely get hooked and would want to learn more from you.
However, as mentioned above, don’t be afraid to mix it up here and share anecdotes or other stories.
It’s crucial that people can relate to you on as a human on LinkedIn and get to know the real you.
3. Get started with LinkedIn Ad Campaigns
Whether you’re looking for brand awareness or lead generation, deciding your objective should be the first step to help you create and customise your campaign.
With a LinkedIn account, you can use LinkedIn ads to build brand awareness, drive website traffic and generate leads. LinkedIn’s Campaign Manager is the site’s advertising platform that allows you to run ad campaigns.
If you’re not sure where to start with LinkedIn Ads.
Check out our step-by step walkthrough video that’ll show you how to get a new LinkedIn Marketing campaign set up in under an hour:
4. Post on LinkedIn consistently (DON’T skip this step…)
One big rule in digital marketing on this platform (or any platform for that matter) is to share often and with consistency.
Businesses that frequently post on LinkedIn have proven to gain more followers than those that don’t. The more consistent you share content, the more you engage your followers─ which can help you rank better on search results.
It’s suspected that the LinkedIn algorithm boosts the reach of users who post consistent content over a longer period of time.
It’s also important to comment on posts from other members of your network. This signals to LinkedIn that you are an engaged member of the community, and not just trying to market your business without giving anything back.
Another reason to comment on other posts is reciprocity…
Your connections will be far more likely to comment on your posts if you engage on theirs – AND…the more comments you get on your posts, the more LinkedIn will be inclined to push your posts to people outside of your network as it demonstrates value!
Book your FREE digital review today and we’ll record you a 10 minute video looking at your current strategy and suggest some ways you could significantly increase your results!
5. Create a LinkedIn Page
Pages are free for all users and are a platform for you to post content. A page can provide opportunities for prospects to learn more about your company and your employees. So it makes sense asking employees to update their profiles.
Get many of your employees on LinkedIn and encourage them to complete their profile. These should include things like relevant job history, appropriate photos, how they’re helping your company and their professional connections.
For effective digital marketing, LinkedIn style, your content, colours, and imagery on your page should be consistent with your other social networks and website. You should upload a cover image that resonates with your brand and a high-resolution logo for your company. Fill out the ‘About’ us area so users can find more information about you.
An optimised business page can help your company become more visible among users searching for what you offer. Linking your company page to your website is a great way to help improve your ranking on search engines.
You should also consider incorporating phrases and keywords that prospects might use when searching for your products or service. A good place to include them is the ‘About’ tab.
6. Take Advantage of The LinkedIn Community Features
Aside from your company page and personal profile, LinkedIn offers several community features you can use to communicate or collaborate with other users. Participating in discussions on several LinkedIn groups can help grow your circle of influence.
LinkedIn groups can help you stay in touch with users that have ideas similar to yours. You can join or create your own group community that focuses on your area of expertise. The goal of participating in group discussions is to establish yourself as a leader in a particular topic.
By providing value in discussion groups, readers will think of you as a company that knows how to address particular problems. LinkedIn groups are often considered one of the biggest single sources of leads by most marketers.
You can as well use LinkedIn Influencers as a feature to connect with celebrity leaders. Well-respected Influencers such as Richard Branson, Guy Kawasaki, Tony Robbins, and other influencers provide original content as blog posts. You can engage with their content by commenting on their posts or sharing them as your status updates on LinkedIn.
7. Grow Your LinkedIn Network
Allowing new connections to your network is a good way to expand your opportunities and other valuable options. LinkedIn offers people the opportunity to link up with new connections.
The best thing about LinkedIn as a platform is that you can literally build a hand-crafted connection-base of your perfect customer.
The LinkedIn connection limit is 30,000. But other members can still follow you when you exceed that number. So in a nutshell, that’s potentially 30,000 of your ideal customers in one place who you can put your content in front of!
Is your content is aimed at Risk Management Directors of Investment Banks? Great, only connect with them!
Maybe you serve yoga teachers, no problem… just use LinkedIn search to start finding and connecting with them!
While it’s always a great idea to connect with your professional contacts that are already on LinkedIn; if you really care about expanding your network, then you should consider connecting with others too. This will not only increase your connections but also open you up to more connections on LinkedIn.
Try Digital Marketing – LinkedIn Style
LinkedIn can be a goldmine of opportunities for your career and business and companies are working hard to perfect their digital marketing LinkedIn strategy.
Want to accelerate the growth of your brand? Implement these tips to improve your ranking on LinkedIn and grow your business.
If you’d like a more personalised in-depth review of your marketing, book a review today.
How this looks today (and what’s different)
This guide originally walked through standard LinkedIn marketing tips. Build a company page. Post regularly. Engage with content. The basics still apply.
But here’s what’s changed dramatically since this was first written: LinkedIn became the dominant B2B distribution channel for scaling brands. Not by accident. Not because LinkedIn got smarter. Because the alternatives got worse.
Twitter became X became unusable for B2B. Email open rates dropped (Apple killed them). SEO got compressed by AI Overviews. Cold outreach reply rates fell to 1-3%. Meanwhile, LinkedIn’s algorithm got generous to founders and operators posting authentic, expertise-driven content. The result: founders who showed up consistently on LinkedIn built audiences of 50K-500K followers in 18-36 months, and that translated into pipeline.
So here’s the actual 2026 LinkedIn playbook. Not the seven generic tips. The seven things scaling B2B brands genuinely do that work.
1. Founder-led, not company-led
Company pages get suppressed by the LinkedIn algorithm. Personal profiles don’t. The math is dramatic: a company page with 10K followers gets fewer impressions than a founder profile with 5K followers. Same content, 10x the reach when posted from the founder’s profile.
The brands winning B2B in 2026 have founders posting 2-5x per week, sharing genuine expertise and operating learnings. The brands that don’t are wondering why their company page gets 200 impressions per post.
This requires the founder to actually post, not delegate to ghostwriters who produce thought-leadership-flavoured content. Audiences smell ghostwriting in two posts. Authenticity compounds. Outsourced “founder voice” doesn’t.
2. Specific operating data beats generic frameworks
The posts that perform on LinkedIn in 2026 aren’t “5 tips for X”. They’re “here’s exactly what we did at [company] last quarter and what happened”.
What works:
- Specific numbers (“we reduced CAC by 32% by killing one campaign”)
- Real client outcomes (with permission, anonymised if needed)
- Operating decisions and the rationale behind them
- What didn’t work and what you learned
- Frameworks grounded in actual experience, not theory
What doesn’t:
- Generic tips with no specifics
- Inspirational quotes
- “Hot takes” without substance
- Anything that sounds like it could be ChatGPT-generated (because it probably was, and the algorithm is getting better at suppressing it)
3. The hook + payoff structure
Most LinkedIn posts get 3 lines of preview before the “see more” button. Those 3 lines determine whether anyone reads the rest.
The pattern that works:
- Line 1: a counter-intuitive claim or specific result that triggers curiosity
- Line 2: a hint at the explanation, but not the whole thing
- Line 3: a setup for the rest of the post
Then the rest of the post delivers on the promise. With specifics, examples, and ideally a framework or takeaway.
Posts that bury the lead get 5% of the engagement of posts with sharp hooks. Same content, 20x the result. Worth the editing effort.
4. Comment depth beats reach
The metric that actually matters on LinkedIn isn’t impressions or likes. It’s substantive comments.
A post with 50 detailed comments from your ICP outperforms a post with 5,000 likes from random people in three ways:
- The algorithm boosts you to similar profiles to those who commented (so future posts reach more of your ICP)
- The commenters become warm leads who already engaged with your thinking
- The comment thread itself becomes content that prospects read when evaluating you
To drive comments: ask specific questions, share controversial opinions you can defend, post operating dilemmas where reasonable people disagree. Posts that just “educate” get likes. Posts that invite engagement get comments.
5. The reply-as-content strategy
The fastest way to grow on LinkedIn isn’t posting. It’s replying.
Spend 30 minutes per day leaving genuinely substantive comments on posts from people 1-2 tiers above you in audience size. Not “great post!” comments. Three-paragraph comments adding new perspective, examples, or counter-arguments.
Those comments get seen by the original poster’s audience. Your profile gets clicks. Your follower count grows. And the original poster (often a category-defining founder) starts recognising your name. Network expansion happens.
Brands that win at LinkedIn build their audience 50% from posting, 50% from substantive replies. Most teams only do the posting half.
6. The pipeline pull-through (where the money happens)
LinkedIn followers don’t pay your bills. Pipeline does. The structural pieces that turn followers into pipeline:
- Pinned post showing your offer: not pushy, but clear. “Here’s what we do, here’s how to talk to us.”
- About section optimised for the buyer: not your CV. Your buyer’s problem and how you solve it.
- Featured links to specific case studies: not your homepage. Case studies that match your ICP.
- DM playbook: when prospects DM you (and they will), respond personally within 24 hours. Don’t outsource. Don’t auto-respond. The first DM thread is the start of the sales relationship.
Brands we’ve worked with attribute 30-50% of inbound qualified pipeline to LinkedIn once these structural pieces are in place. Without them, founders post for years and wonder why their audience never converts.
7. Sponsored content, but only against warm audiences
LinkedIn ads are expensive. The CPM is 5-10x Meta’s. The ROI is poor for cold acquisition. But for retargeting warm audiences (people who engaged with your organic content, downloaded a lead magnet, visited your website), LinkedIn ads work because the targeting is unmatched for B2B.
The pattern that works:
- Build an audience organically through founder content
- Capture those who engage (comment, react, click)
- Retarget them with sponsored content showing case studies, demo offers, or specific calls to action
- Treat sponsored content as the conversion mechanism, not the awareness mechanism
Brands trying to use LinkedIn ads for cold awareness are throwing money away. Brands using it as a precision retargeting layer on top of organic founder content are seeing 3-5x ROAS on B2B SaaS deals.
Bottom line
LinkedIn in 2026 is the highest-leverage B2B marketing channel for one reason: founder presence compounds. Show up authentically, with specific operating data, for 18-36 months, and you build distribution that pays off for years.
The brands that aren’t doing this aren’t “behind on LinkedIn”. They’re behind on the most important B2B distribution shift since email marketing in 2003. The gap between brands with founder-led LinkedIn presence and brands without is structural, not tactical, and it’s widening every month.
If you’d like us to look at yours, book a free 15-min review. We’ll audit your current setup, identify the structural gaps, and give you a 90-day plan to start the compounding.