LinkedIn Marketing Success Guide

The Only Guide You Need For LinkedIn Marketing Success In 2022

lijo / February 18, 2021

Are you a marketer wondering how to use LinkedIn to promote your product or service? Do you want to attract ideal prospects, so you can increase the number of leads and ultimately more revenue? If this sounds like you, tune in because in this guide, you’ll learn how to use LinkedIn to reach your clients and customers so you can better market your products and services.

Being the most professional of the major social networking websites, over 760 million members are using this B2B marketing landscape to network, connect and sell. The platform gives businesses direct access to their prospects, customers, competitors, investors and potential hires. Both marketing and sales professionals can use it to attract and convert new business.

Since LinkedIn is largely focused on B2B connections to make personal connections, discuss their industries, share knowledge and develop their careers, it is better to consider it as a part of your marketing strategy. In this guide, we’ll show you how to make a perfect LinkedIn marketing strategy. You’ll discover what it takes to grow a successful business with LinkedIn marketing.

Table Of Contents

  1. Why is LinkedIn marketing so powerful?
  2. LinkedIn marketing best practices
  3. How to create the perfect LinkedIn company page
  4. The best tools to improve your LinkedIn marketing
  5. The power of LinkedIn groups

Chapter 1 : Why Is LinkedIn Marketing So Powerful?

LinkedIn offers endless benefits to your business. What follows are just a few reasons why you should include LinkedIn in your marketing strategy.

1. Make Your Brand Recognisable

Gaining brand recognition is one of the most important marketing goals of any business. Implementing a LinkedIn marketing strategy will greatly increase your brand recognition since you will be engaging with a broad audience of potential customers. Simply having an audience interact with your content will increase brand awareness and begin building your reputation as a business. A LinkedIn company page allows marketers to promote your brand’s core values, nurture leads and of course, improve ROI of your business.

2. Expand Connections With Qualified Prospects

Success for any brand depends on the customer base and potential prospects base. With LinkedIn, you can network with qualified prospects anytime and anywhere from the convenience of your laptop or mobile phone. Using the search feature, you can find people in your industry and cultivate meaningful interactions.

Top Tip: the best way to expand your network is to create or join relevant groups. Note the platform let anyone (even those with a free account) create groups.

3. Improve Credibility And Attract New Customers

Arguably, LinkedIn is the No.1 social media marketing platform for B2B marketers to increase credibility. A LinkedIn page that features the company’s product or service will increase the exposure of your product or service. On LinkedIn, recommendations allow you to showcase your values through a third party instead of doing it yourself. Request recommendations from those who have done business with you and worked or partnered with you.

Point to ponder: Don’t ask 10 people at once. Make your recommendations appear genuine rather than forcibly asking.

4. Helps You Establish Yourself As An Industry Expert

LinkedIn, more than any of the other social media platforms, is built for sharing research-based case studies, reports, and whitepapers. Business or industry content has a better chance of being seen on LinkedIn. Considering the majority of your connections are like-minded professionals, it’s easy to publish and share your expertise and experience and strengthen relationships.

Chapter 2 : LinkedIn Marketing Best Practices

1. Customise Your LinkedIn URL

A customised profile URL helps you stand out from the other LinkedIn users.

When you first sign up for LinkedIn, the platform will assign a generic URL consisting of first and last name followed by numbers, letters, and dashes. Luckily, you can change it to your name or something easy to remember. Doing this will make your profile appear more professional and easier to share.

If you look at this URL you’ll notice that it doesn’t have numbers, letters and dashes –

To do this, simply click on the “Edit public profile” button on the right sidebar > click the pencil icon, find and edit your URL as you like.

2. Put Your Best Face Forward

As the saying goes, a good picture is worth 1000 words. Having a professional, approachable and friendly headshot gets you more profile views and connection requests.

The ideal size for your LinkedIn profile picture is 400 x 400 pixels. A simple background is enough with 60% of the space filled with your face works well. Larger file sizes are also fine, but try to avoid small, low-resolution images.

Think of it as your first step to building your personal brand on LinkedIn and making yourself stand out from others. Now that’s worth investing in.

Linkedin page profile picture spec

3. Optimise Your LinkedIn Banner

Together with your profile picture, the LinkedIn background image is the first thing people see when they visit your profile. This is your chance to create a positive first impression that adds the credibility of your brand.

The standard size of the LinkedIn background photo is 1584×396 pixels and image file size can be up to 8MB. Before uploading your LinkedIn cover image, think about what purpose do you want your LinkedIn cover photo to serve.

For example, it could be an extension of your company or personal branding, like Neil Patel’s background photo.

Optimise Linkedin page Banner

Top Tips : A picture of your desk, home office setup, or office space at work
Tools of trade like Laptop, camera or writing pad
A quote that inspires you

4. Write Eye-catching Headlines

You might be one of the digital marketing experts, SEO specialists, programmers, fitness trainers, entrepreneurs, network marketers or nutritionists. Unfortunately, that’s the quickest way to bury yourself among millions of users. Here comes the importance of a compelling headline.

With a customised headline, you could set apart yourself, give prospects a reason to view your profile, and start building the connection.

Your headline is what appears right under your name. Users can go up to 120 characters while writing headlines.

Top Tip : Write who you are in a way people could recognise (such as “Sales Representative” or “Sales Associate”) followed by describing how you can contribute to the customers’ lives.

Optimise Linkedin page Headline

5. Make Use Of LinkedIn Profile Summary Section

Think of the LinkedIn profile summary as your business card. Unfortunately, most of the users consider this section only as an afterthought.

Speaking frankly, nobody wants to read your entire work history. Apply some creative elements while describing what you are known for? What’s your identity? And how does your work help other people?

Simply let your prospective customers know why you’re distinctive from your competitors and the benefits of working with you.

Optimise Linkedin Profile Summary

6. Take Advantage Of LinkedIn Skills And Endorsements

Most people don’t even realise the importance of LinkedIn skills and endorsements. Endorsements are an excellent way to get appreciated for your skills and help build your professional reputation. With endorsements, you can let other connections verify your top skills that too with a single click. You can have up to 50 skills listed, so definitely make use of this by putting in all 50 skills.

LinkedIn skills and endorsements

To see or manage skills and endorsements, scroll down to the Skills & Endorsements section of your profile.

Manage LinkedIn skills and endorsements

Top three skills are Digital marketing, Online marketing and social media. The more endorsements you have, the more established you appear.

7. Personalise Your Connection Requests

When connecting with people you meet at a conference, people in your industry who share articles and resources, those who are working at a company you’re interested in, send a customised connection request. Letting others know why you would like to connect will definitely increase your chances of someone accepting the request.

While scrolling through, you will see a LinkedIn list of “people you may know”, don’t blindly click the “connect” button. Because a generic connection request will most often not work when trying to connect with prospects.

Instead, go to the person’s profile page and click the “connect” button there. Doing so will bring up the box allowing you to add a personal note with your connection request, such as “It was great meeting you at the conference last week. Let me know how your project goes!”

Personalise LinkedIn Connection Request

8. Upgrade Your LinkedIn Account To Premium Version

If you are a business professional looking for networking, obtaining leads and increasing sales, then you must go for a paid version often referred to as a premium account.

The premium business track has InMail messaging, advanced search capabilities, extended who’s viewed your profile and unlimited profile searches.

When you use LinkedIn Search with the free version, a maximum of 100 results per search or 10 pages of search results will only appear but on premium, there are no restrictions.

The good news is that LinkedIn now provides everyone with a free one month trial. Once the trial is over you’ll pay a subscription per month if you don’t cancel.

LinkedIn Premium Version Upgrade

9. Share And Post Quality Content

Create, curate and share content with the intent of presenting yourself more visible to potential prospects, recruiters or customers. You need to have a strong understanding of your target audience and what makes them tick.

Before you post something, just ask two questions;
Who am I trying to reach?
What are they interested in?

Try publishing industry-relevant and thought-provoking content that creates awareness and intent readers to ask questions.

LinkedIn Content Sharing

Don’t be self-obsessed – that’s for Instagram and Facebook! Post engaging, reputable content from other relevant sources such as Forbes, TechCrunch etc..

10. Analyse Your LinkedIn Performance

Monitoring LinkedIn analytics is vital when determining what content resonates with your target audience. Using the data from these matrices, users can analyse the content that you publish on the platform, ads that you run and people who visit your company page.

Analyse Your Linkedin Performance

Like any other social media platforms, you can measure metrics such as likes, shares, comments, mentions, followers, engagement, impressions and more. We will discuss LinkedIn analytics in detail in Chapter 5.

Chapter 3 : How To Create A Perfect LinkedIn Company Page

Today, a company page is not an option but a must have!

Why? Because there is no better way to attract new prospects, followers, customers and more.

That’s not all! You can share industry updates and news, post job openings and connect with potential employees and thus build a community.

How to create a LinkedIn company page?

Step 1: Go to LinkedIn Marketing Solutions page and hover over the LinkedIn Pages option in the top menu and click Create a LinkedIn Page.

Linkedin Company Page Creation Step 1

Step 2: log in to your personal LinkedIn account and click the Work icon in the top right corner.

Linkedin Company Page Creation Step 2

Click on the Create a Company Page + button at the bottom of the window. You have the following choices for the business type you want to create:

  • Small business
  • Medium to large business
  • Showcase page
  • Educational institution

Linkedin Company Page Creation Step 3

For this guide, we are using small business.

Step 3: Add all of your company information such as company name, website, industry, company size, and company type.

Linkedin Company Page Creation Step 4

Now check the verification box to confirm and select “Create Page.”

Your LinkedIn page is now ready.

Step 4: Take your LinkedIn Page from basic to the next level by filling additional information. Click the pencil icon on your profile under your company name.

Linkedin Company Page Creation Step 5

The ‘About’ section is where you tell the compelling summary of your brand or business, so use this as an opportunity to promote your product or service.

Values – Who are we? How do we work?
Products/Services – Here’s what we provide.
Positioning – What makes our brand different?
Vision – What future do we want to help create?
Mission – How do we create that future?
Tagline – Our brand summed up in one line.

Take time to fill out every page in detail as a fully completed LinkedIn Company Pages get 30% more views. The more information you provide about your company, the better it will be for potential prospects to identify and connect with you.

Keep the page’s logo up-to-date with your latest branding and marketing strategies. Doing so will make your page relevant to website, blog and other digital marketing efforts.

Step 5: Start sharing valuable content

Creating your LinkedIn Page is only half the battle, your company page only works best when it is a dynamic, visually compelling collection of valuable content. So share and publish it thoughtfully with your audience in mind, explore the possibilities, and watch your follower count grow.

So what exactly should you post?

  • Blog posts
  • Third-party content
  • Industry relevant videos
  • Plain text
  • Case studies

Chapter 4 : The Power Of LinkedIn Groups

A LinkedIn group allows you to connect with a like minded set of people. As your network grows exponentially with a group, your business is more likely seen by the target market. This will position yourself as an authority in your industry or niche.

Creating Groups in LinkedIn

How to get started with your own group?

Step 1: To begin with, click work at the right of the top navigation bar and select Groups from the popup menu.

Creating Groups in LinkedIn Step 1

Step 2: There opens a list of groups you belong to, click Create a New Group in the top-right corner of the page.

Creating Groups in LinkedIn Step 2

Step 3: Fill in the details about your group

The name of your LinkedIn group should be short, recognisable, relevant and direct. Don’t attempt to act as mysterious here – the name should communicate the content and purpose of your group.

If the goal of your group is to attract professionals of a particular industry, include that in your group. At Mr Digital, we wanted to attract digital marketing professionals who are interested in participating in marketing discussions and sharing valuable knowledge.

Describe what your group is about and what is the main intention behind creating the group so that it arouses the interest of LinkedIn users to join your group to learn and share values.

Creating Groups in LinkedIn Step 3

Add industries, location and enter group rules where you can set the tone and expectations of your group.

Creating Groups in LinkedIn Step 4

Step 4: Upload group logo and cover picture

Adding a professionally designed cover image or logo is one of the best practices for completing your group information. It adds credibility and authority to your brand and entices new potential customers.

The logo for a LinkedIn group is square and should be at least 60 x 60 pixels while the recommended size for the cover image is 1776 x 444 pixels.

If you want to add (or edit) a logo or cover image for an existing group, click on the three dots located just under the cover photo on the right side. From the drop-down menu, select Edit Group Information. Make sure you have an updated logo and cover image that is relevant to your brand, product or service.

Creating Groups in LinkedIn Step 5

Chapter 5 : The Best Tools To Improve Your LinkedIn Marketing

Though LinkedIn opens a doorway to reach millions of users, marketing your business cannot be effective on your own.

From managing your LinkedIn profile or page more effectively to tools that help you find and generate quality leads in less time, you will need specialised LinkedIn marketing tools that help you target the right audience.

We will explain two must-have tools every LinkedIn marketer should possess.

The LinkedIn Sales Navigator

If you are on a mission to connect leads and prospects in a unique way, the Sales Navigator tool is a great place to start. The tool makes you a prospecting superstar by helping you find relevant leads for your business – you just need to make use of its features to target the right prospect.

The LinkedIn Sales Navigator is the best way to filter the right decision makers thanks to its collection of search capabilities, enhanced visibility into expanded networks, and personalised algorithms.

Getting Started With LinkedIn Sales Navigator

Now that you have your target audience defined, what group they are in, which influencers they follow, what type of content they consume, you’re all set to use Sales Navigator.

The very first thing you should do is set your sales preference. By setting sales preference, you let your Sales Navigator filter your leads based on region, industry, function, and seniority level. You can select multiple preferences and Sales Navigator will use saved preferences to surface lead recommendations based on your interests.

How To Set Your Sales Preferences?

Step 1: In Sales Navigator, hover over your photo in the top right corner and select Settings.
Step 2: Scroll down to the Sales Preferences section.
Step 3: Under the Sales preferences section, click on the textbox in one of the categories and begin typing your preference. Available categories are:

  • Geographies
  • Industry
  • Company size
  • Function
  • Seniority level

Step 4: While writing your preference, you will see relevant results populating below the textbox. Click the + Add icon to add the selection to your preferences. A checkmark icon will appear next to the preferences you set.

Step 5: Click Done to save. If one of your selections no longer applies, uncheck and click Done.

Once you fill, you can start prospecting like a lead generation expert.

Best LinkedIn Sales Navigator Lead Generation Features

1. Advanced search

You can define and refine your LinkedIn search using Advanced search functionality thanks to the platform’s many search filters.

Some of the best filters for lead generation includes:

Keywords – look for specific keywords or phrases found in your prospect’s profile

Geography – where do you want to sell your product? which location are you focusing?

Title – specify who are you looking for like dentists, fitness trainers or network marketers

Company size – is it a small business, startup or corporate company?

For a simple search like this one, there’s over 100K+ results found on LinkedIn.

Linkedin sales navigator search using Advanced search feature

Once your search results are ready, you can start connecting with them from LinkedIn.

I hope you are doing well. I wanted to reach out because [explain how you got their contact information and how you relate to them]. How did you come up with the idea doing [name of business]?

Top Tip: create personalised invitation messages

2. LinkedIn InMails

InMail is a credible, private, and customised messaging tool helping you contact any LinkedIn user, including 2nd and 3rd degree connections.

It’s one of the best advantages LinkedIn Sales Navigator users could ask for.

If you want to send private messages to your prospects or any other LinkedIn users, even if you aren’t connected with them, the InMail feature is the best.

To send an InMail:

Step 1: Navigate to the profile of the member you’d like to send an InMail to
Step 2: Click the More… button on their introduction card.
Step 3: Select Message from the dropdown.
Step 4: Type the Subject field (optional).
Step 5: Type the message in the text box
Step 6: Click Send.

3. Job change alerts

On Sales Navigator, Job Changes identifies prospects who have changed jobs within the last 90 days. This scenario is best for using as a conversation whether you know the prospect or not.

“Hello {first_name}, congratulations on the new position as ABC!
I’d love to continue the discussion about “XYZ” that might be relevant to your business.
Let me know what time works for you best.”

4. View similar

Sales Navigator makes it easy to find similar prospects with the ‘view similar’ button. It indeed levels up your lead prospecting process and shows you a whole new list of relevant leads.

Once you find an ideal prospect, select any lead from the results, click on ‘View similar’.

LinkedIn sales navigator search using View similar button

When doing this, you will see 100+ leads similar to your customers.

As those leads are similar to the ones you already have, you can use the same strategy, be it sharing a case study or industry relevant articles, to approach them, don’t need to waste time creating new ones

5. “Posted on LinkedIn” filter

This is an extremely simple way to discover the content posted by your potential prospects.

For instance, our target audience is digital marketing professionals who work in the dental industry. We can use these filters in the advanced LinkedIn Sales Navigator search.

This search filter will give you a group of people who have posted or engaged with content related to health. Then, you just write up a simple and personalised message for them

Linkedin sales navigator search by Posted on LinkedIn filter

“Hi {first_name},
I’ve been following your content and I’m so impressed with all you’ve accomplished. I recently saw a blog post of you on {describe}, I’d love to discover more about your work and support you! ….

Boolean searches

You can run a Boolean search on Sales Navigator by combining keywords with operators like AND, NOT, and OR during your search. Check out the screenshots below:

Linkedin sales navigator search by Boolean AND operator


LinkedIn sales navigator search by Boolean NOT operator

6. Saved searches

If you are into LinkedIn lead generation, you will end up doing a lot of LinkedIn Sales Navigator searches.

Entering the same search terms for your different campaigns is time-consuming and boring.

Saved searches let you save your search criteria, including keyword strings and filter refinements, so you can easily run that search again at any time.

Once you save a search, you’ll receive email alerts when new LinkedIn members match your saved search criteria. Members will not get as that they are under your saved searches.

Linkedin sales navigator saved searches

LinkedIn Analytics

This is a powerful tool for those wanting to gain a deeper understanding of people who connect and engage with your company on Linkedin. All these metrics can be used to make strategic business decisions online and offline.

Let’s categorise analytics into three main sections:

  • Visitors
  • Updates
  • Followers

Linkedin Analytics View

What do these sections mean for us?

Visitor analytics

This section gives you metrics regarding the traffic for your LinkedIn page. The visitor analytics page is divided into three individual sections:

  • Visitor highlights
  • Visitor metrics
  • Visitor demographics

Visitor highlights

Users get an overview of your page on the last 30 days. You can track following metrices in this section:

  • Page views: Total number of times your company page was viewed during your specified date range.
  • Unique visitors: Total number of unique users that have viewed your company page. Note multiple visits from a single user will not count.
  • Custom button clicks: The number of clicks that you have earned on your buttons (Visit website, Contact us, Learn more, Register, and Sign Up)


Linkedin visitor analytics highlights

Visitor metrics

‘Visitor metrics’ section is actually a detailed analysis of ‘visitor highlights’. Just decide on the time range, page, metric and device.

Linkedin visitor analytics metrics

Visitor demographics

This section gives the demographic details of users to your page in a chosen time range. The demographic information identified can be job function, location, seniority, industry, or company size. You will get a wider overview of the people visiting your page.

Top Tip: Make use of this data while creating and sharing content for your audience.

Linkedin visitor demographics

Updates analytics

Here, you can evaluate the effectiveness of your posted content including videos. This section also contains three areas:

  • Update highlights
  • Update metrics
  • Update engagement

Update highlights

The Update highlights section displays the number of total likes, comments, and shares in the last 30 days. It also indicates the percent of change from the previous 30 days.

Linkedin update analytics highlights

Update metrics

Update metrics are somewhat similar to the visitor metric graph. Use these sections to discover impressions, clicks, reactions, comments, shares and engagement rate.

Linkedin update analytics metrics

Update engagement

The section is good for discovering elements such as:

  • Impressions
  • Video views
  • Clicks
  • CTR
  • Likes
  • Comments
  • Shares
  • Follows
  • Engagement rate

Linkedin update analytics user engagements

Follower analytics

The follower section of LinkedIn Analytics provides insight into your audience on the platform. It includes four divisions:

  • Follower highlights
  • Follower metrics
  • Follower demographics
  • Companies to track

Follower highlights

The Follower highlights section displays the number of members who have followed your Page since it was created. The section also indicates the number of followers your Page has gained and the percent of change from the previous 30 days. The total number of followers is updated once a day.

Linkedin follower analytics highlights

Follower metrics

Like the previous metrics graph, this gives you an overview of new follower activity over a chosen time frame. Unlike visitor and update metrics, your options are only limited to time range, aggregate organic and sponsored.

Linkedin follower analytics metrics

Follower demographics

This is where you will understand who your audience are, where they are from, what they are doing so that you can create relevant and engaging content.

Here are the demographics you can discover about your followers:

  • Location
  • Job function
  • Seniority
  • Industry
  • Company size

Linkedin follower demographics

Companies to track

The companies to track section lets you see how your follower gains and losses, number of updates, and engagement rates compare to organisations like yours. You can view metrics for:

  • Total followers
  • New followers
  • Number of updates
  • Engagement rate

Linkedin companies to track section

Wrapping up

If your brand is not present on the world’s largest professional networking platform, you’re seriously missing out on engaging with your customers and target audience and generating business.

By following the best practices outlined in this article, such as optimising your LinkedIn profile, leveraging the power of business pages and groups, sharing captivating content, using marketing and analytics tools, you’ll be well on your way to boosting outreach and revenue.

How do you envision the future of LinkedIn marketing? What trends do you anticipate for 2022? Let us know what you think!

If you need any help in making your brand more likable and profitable via LinkedIn, contact our LinkedIn marketing experts.



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