LinkedIn is more than just a digital resume platform, it’s a powerhouse for B2B marketing.
With over 900 million users and a strong focus on professional content, it remains the top social network for B2B lead generation.
But simply having a presence isn’t enough.
Here are the top five LinkedIn strategies every B2B company should implement to build brand authority and drive results.
1. Position Your People as Thought Leaders
Employees are the new influencers.
The algorithm favours personal profiles over company pages, making your team your biggest asset.
Encourage executives, sales leads, and client-facing staff to post original insights, comment on industry trends, and share behind-the-scenes content.
Tip: Equip them with a weekly content calendar and pre-written post templates.
2. Optimise Company and Personal Profiles for SEO
Social SEO is a thing.
Your LinkedIn profile and company page are searchable both within LinkedIn and through Google.
Ensure headlines, bios, and job descriptions include relevant keywords, such as "B2B marketing," "SaaS lead generation," or "construction consulting."
Tip: Use tools like Ubersuggest or AnswerThePublic to find relevant phrases your audience is searching for.
3. Use Native Content and Video
LinkedIn prioritises native content (posts, documents, videos uploaded directly) over external links.
Use this to your advantage with slide decks, infographics, 1-minute thought leadership videos, and poll questions.
Tip: Use LinkedIn's document sharing tool to post whitepapers and guides as swipe-through PDFs.
Another Tip: Having LinkedIn caption your video on platform further aids SEO!
4. Engage Consistently with Comments and DMs
You can’t just post and hope.
LinkedIn rewards active, genuine engagement.
When your team regularly comments on other posts, replies to inbound messages, and tags others in relevant discussions, your visibility increases.
Tip: Set aside 15 minutes a day for this, it compounds over time.
5. Run Targeted Ad Campaigns to Amplify Winning Content
Invest into the platform if it’s working for you.
Boost top-performing posts to a highly defined audience.
LinkedIn Ads allow you to target by job title, company size, industry, and more, ideal for lead gen.
Tip: Test ads with multiple creatives, then double down on the highest-converting version. The thought leader ads are worth a look!
Final Thought
When used with a clear strategy, LinkedIn is a lead generation engine for B2B companies.
Start by empowering your team to show up as experts, optimise every touchpoint for search, and keep your engagement consistent.
Need help developing a LinkedIn strategy for your team?
Get in touch with Social Advantage today.
