LinkedIn is known as a professional networking site. From job ads to industry insights, the platform is geared toward the unbiased distribution of information. LinkedIn is considered by many a priority in terms of social media marketing and potential networking opportunities, particularly for B2B-oriented businesses.

LinkedIn is used to promote businesses, establish brand awareness and thought leadership, and attract new clients. The site offers many valuable opportunities for business promotion that appear seamless and authentic on this platform where the focus is largely on the professional.


LinkedIn profiles are very personal. People can look at your information and learn much about you, your team, your values. While profiles on Twitter and Facebook offer you the chance to share the same information, on LinkedIn you stand out much more. It is quiet. People pay attention.

Your employees are likely to have a LinkedIn profile and they can link this to your business profile. If your employees look good, you look good and vice versa. Other businesses want to work with businesses that have a good reputation with their staff. It displays stability, loyalty and an appreciation for values.

Company Page

Your Company Page should follow a strong personal profile. Choose your business’s size, and then fill out the requested information (which includes name, industry, and the public URL of your choice).

Your Company Page can be followed and is often the first contact for potential clients, so it needs to represent your business. Opt to have your logo as the Page’s profile picture, and align this profile picture with the same one you’re using on other social platforms, and add in a cover photo that correlates well for a cohesive look.

80/20 Balance

As you will know, on social media, it’s best to strike an 80/20 balance where you’re only directly promoting your business with a hard sell about 20{d1a1694403c5660430dc420b8f142668f13097a51a1c1fc172179b975fdf78b3} of the time. On LinkedIn, people don’t want to be spammed with information about your business, they want the relevant highlights that could have some impact on them, and then they mostly want to hear about what’s happening in the industry or the business world.

Engage Intentionally

People want to connect with brands that feel authentic and genuine. The emphasis is on relationship building and transparency, and engaging online in an intentional way is going to be one of the best ways to market your business.

Creating online relationships and networking organically is a great way to attract B2B clients and have your brand name spread in your industry.

You should also try to share content from well-respected brands, and tag influencers or peers in your own content whenever possible. This builds reach and goodwill while offering value-added content that people will want to read.


People want to work with businesses they trust, which means they’re going to look for people that they trust to work with. This is important, and recommendations are the best social proof you can get on the platform, especially as a business owner or account manager. Reach out to peers, past clients, current clients, and even past supervisors and ask them to leave a review for you on the platform. This will help people find you and want to work with you and your business, and goes a lot further than a simple follower count or skill endorsement.

Final Thoughts

LinkedIn is a must-have for B2B businesses of all sizes. When it comes to LinkedIn promotion, the best thing that you can do is represent your business well on your profiles and then focus on genuine relationship building when creating content and engaging with your followers and connections. The site offers opportunities for organic growth and valuable networking opportunities.