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Since LinkedIn’s launch over 20 years ago, the platform has transformed from a simple professional networking channel to a lead generation powerhouse.
While job seekers and posters still use it frequently, it’s also a home for founders and thought leaders to connect with like-minded individuals—and those who need their specific products and services.
In this article, we’ll dig into why posting on LinkedIn matters for your business and specific strategies you can use to drive engagement—and, ultimately, more sales!
Why posting on LinkedIn matters for your business
Do you really need to worry about another social media channel? How do you know if your prospects even hang out in this space?
LinkedIn has over 1 billion members worldwide, with over 211 million in the U.S. alone.
Here are five key demographic, usage, and business stats for the platform:
- LinkedIn is most popular in the U.S. with adults aged 30-49.
- Its users are mostly college-educated, with 53% holding a bachelor’s degree.
- It’s the No. 1 most trusted platform by brands.
- Marketers see up to 2x higher conversion rates on the platform.
- Four out of five people on LinkedIn are decision drivers at their company.
B2B marketers use LinkedIn to generate high-quality leads thanks to the platform’s demographic data and ad tools.
If you think it’s time to give LinkedIn a shot for your business—or improve your current strategy—read on.
Posting on LinkedIn: Strategies to boost engagement and generate leads
As a founder, I use LinkedIn daily and post regularly.
Here is a roundup of my best advice for increasing engagement, connecting with other industry pros, and generating high-quality leads on the platform.
Spruce up your profile
Your first step should be to create a business profile or spruce up your current one.
A strong profile will support all of your other efforts on the channel because the first thing most people will do if they love one of your posts is check out your profile to find out who you are (and how you know what you’re talking about).
Make sure to complete the following on your LinkedIn profile:
- Add a professional headshot as your profile picture
- Fill in your job title and location
- Complete your “About” and “Experience” sections
- Add your top skills
- Clearly describe your services
Make your business page stand out by adding a “branded touch”—you can do this by using brand colors and styles for your profile picture, cover photo, and any infographics you post or share.
A compelling profile attracts more viewers and significantly increases the likelihood of converting these viewers into leads.
Experiment with your content
The LinkedIn platform supports various content formats, including regular posts, articles, videos, infographics, and interactive content.
Start with whatever you’re most comfortable with because this format will likely be easier for you to crank out.
Then, start experimenting and posting a range of content types, such as:
- Short-form video: This highly engaging format helps you connect more easily with followers and establish trust and credibility
- LinkedIn articles: Works similarly to a blog post or article but is published on LinkedIn’s platform and allows you to go more in-depth on a topic
- Image posts: Visuals attract more eyes—post engaging photos or graphics that explain complex topics in a simple, attractive format
- Text post: Just the facts—dress up your text with emojis or break it up with short sentences and bullet points to make it easy to read and scan
A range of content types will appeal to a broader audience. Keep track of which posts get the most engagement and by which members of your audience.
Prioritize quality and consistency
Many professionals make the mistake of prioritizing quantity over quality, especially with the added pressure of consistency.
Consistency is important both for building your audience and making the algorithm happy, but it’s also important to establish a schedule that allows you to balance both carefully.
Remember that your content reflects your business, so focus on making each piece authentic, high-quality, and valuable.
Follow key players in your industry
Identify your ideal customer profile (ICP), influencers, and professionals in your industry, and follow them on LinkedIn.
Don’t follow hundreds of people per day—keep it at a reasonable, manageable amount that allows you to connect with these individuals and see their content organically.
Actively engage with your network
As you grow your professional network on LinkedIn, start engaging with their posts.
React to their content, comment, or ask questions to spark additional discussion.
This helps you become more visible on LinkedIn, encourage more profile views, and generate warm leads effortlessly.
Use LinkedIn Sales Navigator
LinkedIn Sales Navigator is a paid feature that helps you easily find and connect with your ICP and professionals in your industry with advanced search features and CRM integration.
It includes helpful features such as:
- 50+ search filters
- Messaging tools
- Account maps
- AI summaries
- Buyer intent signals
Check out the plan comparisons, and you can start with a free trial to see if you like it.
Track and measure your success
Use LinkedIn’s built-in analytics tools to track content performance, followers, Page visitors, leads, and more.
This is one of the most effective ways to determine the types of content that your followers find valuable and engaging. You can also post surveys or polls to ask your followers what they want to see more (or less) of.
Adjust your strategy as necessary to find the right content mix and approach.
Need help posting on LinkedIn? Talk to Kaleidico
Kaleidico is a digital marketing agency specializing in driving growth for businesses in the mortgage, legal, and senior living industries.
If you’re trying to build a successful LinkedIn marketing strategy, we can help.
Our social media management services go beyond posting and sharing with a strategic, results-driven approach that amplifies your brand’s voice and drives engagement.
