How to Build a Robust LinkedIn Marketing Strategy in 12 Steps

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We’ve all been there before. You work hard on a piece of content for LinkedIn. You share it with your network and eagerly await the engagement that comes with it. But after a few days, your post hasn’t gained much traction. It happens to the best of us. And what’s worse than a low-performing LinkedIn post? A low-performing post after you’ve been telling everyone how vital LinkedIn is for business.

Well, there’s an easy way to turn that frown upside down. An effective LinkedIn content strategy can help you boost your performance and create content that goes viral. This guide will illustrate how you can develop a winning LinkedIn content strategy to put the odds of success in your favor.

One way to get there is by using Megaphone's viral on-demand platform. This valuable tool helps you boost your content performance to achieve your business goals and go viral on LinkedIn.

Benefits of LinkedIn Marketing

1. Precise Targeting: Reach Your Exact Goals

LinkedIn provides highly detailed audience targeting options, making it the ideal platform for professional networking. You can customize your ads to reach specific groups based on job titles, roles, industries, and other factors, ensuring your marketing messages resonate with the right audience. This precision in targeting enhances the impact of your campaigns by reaching LinkedIn users who are genuinely interested in what you offer. Adapting your marketing approach to different segments can help you optimize your ROI and drive improved outcomes.

2. Build Brand Awareness and Trust

With over 900 million members, LinkedIn offers a vast pool of potential connections and customers. Implementing a well-crafted LinkedIn marketing strategy can significantly expand your brand’s reach. Here are some ways to build brand awareness and trust on LinkedIn:

Engage with the Professional Network

Participate in industry discussions and share your insights to establish credibility.

Regularly post content that provides value to your audience, showcasing your expertise.

Join Relevant Groups

Become a member of groups related to your industry to connect with like-minded professionals.

Create Your Group

Start a group to position yourself as an authority in your field and attract potential customers.

3. Increase B2B Sales with LinkedIn

LinkedIn stands out as a powerful tool for B2B lead generation. According to recent data, 89% of B2B marketers use LinkedIn to generate leads, with 62% affirming its effectiveness. This platform allows businesses to target specific industries, job roles, and companies, ensuring your marketing efforts reach the most relevant audience. By connecting with professionals who are genuinely interested in your offerings, you can generate high-quality leads that are more likely to convert into clients.

4. Access to Decision-Makers

One of LinkedIn’s significant advantages is its ability to connect you directly with decision-makers. Utilizing LinkedIn for lead generation means you can engage with key stakeholders with the authority to make purchasing decisions. This direct access enhances your chances of converting leads into paying customers. By fostering these connections, you can build strong business relationships and streamline your sales process, ultimately driving growth and success for your company.

5. Cost-Effective Advertising

When evaluating advertising platforms, LinkedIn often emerges as a cost-effective choice. Unlike other social media platforms, LinkedIn allows for precise targeting, which can lead to more efficient use of your marketing budget. While the initial cost might seem higher, the return on investment is often greater due to the platform’s professional audience and advanced targeting capabilities.

6. Advantages of Cost-Effective Advertising

One of LinkedIn’s standout benefits is its cost-effective advertising options. LinkedIn Ads typically have a lower cost per click (CPC) compared to platforms like Facebook and Instagram. This means you can achieve more ad clicks without increasing your budget. The platform’s ability to target specific professional demographics ensures that your ads reach the right audience, maximizing your marketing spend.

According to Hootsuite, advertising on LinkedIn offers

(a) Up to 2x higher engagement rate for marketers,

(b) Up to 13.5% lower cost per acquisition using LinkedIn’s conversion tracking tool and

7. Strategic Audience Targeting Using LinkedIn’s Tools

LinkedIn’s advanced targeting tools enable you to reach audience segments that you might not have initially considered. The “audience expansion” feature allows LinkedIn’s algorithm to identify and target people who are similar to your desired audience and might be interested in your offer. This strategic approach helps to broaden your reach while still maintaining relevance, ensuring that your marketing efforts are directed toward the most promising potential customers.

8. Higher Click-Through Rates on LinkedIn

Several factors contribute to achieving higher CTRs on LinkedIn. Here are six key strategies:

Test and Optimize Your Ad Copy

Regularly update and refine your ad content to ensure it resonates with your audience.

Use Ad Extensions

Enhance your ads with additional information, such as links and call-to-action buttons.

Improve Your Targeting

Ensure your ads are shown to the most relevant audience segments.

Optimize Your Landing Pages

Create compelling and user-friendly landing pages that encourage conversions.

Use Retargeting

Re-engage users who have previously interacted with your brand.

Monitor and Analyze Your CTR

Continuously track your performance and adjust your strategy based on the data.

Implementing these strategies can significantly improve your CTR, making your LinkedIn ads more effective and efficient.

9. Quality Lead Generation

Lead capture forms and self-reported data lead capture forms are essential tools used on websites to collect information from visitors. These forms help businesses gather details about potential customers, allowing them to understand their interests and needs better.

The quality of the data collected through these forms is crucial as it directly impacts the effectiveness of your marketing efforts. High-quality data enables more targeted and personalized interactions, increasing the chances of converting leads into customers.

10. Quality Leads through LinkedIn Advertising

LinkedIn is highly effective for generating quality leads. According to Sprout Social statistics, 62% of B2B marketers find LinkedIn to be a valuable source of leads, accounting for 33% of purchase intent. This means that LinkedIn not only helps in acquiring leads but also significantly influences their decision-making process.

By leveraging LinkedIn’s advanced targeting options and vast professional network, businesses can attract the right people, those who are more likely to convert. This makes LinkedIn a powerful platform for B2B marketing, connecting you directly with the business professionals who matter most to your goals.

11. Tracking and Analyzing LinkedIn Campaign Success

Monitoring and adjusting your campaigns based on performance data is crucial for achieving marketing success. This involves tracking metrics such as impressions, engagement, and conversion rates to understand your campaigns' performance.

Adjusting your strategy based on these insights can lead to more effective marketing efforts and better results. This continuous evaluation and improvement process ensures that your campaigns remain aligned with your business goals, ultimately driving greater impact and success.

12. S.M.A.R.T.E.R Retargeting Strategies

Implementing effective retargeting strategies is crucial for a successful LinkedIn marketing campaign. Setting clear goals and objectives ensures your retargeting efforts are focused and impactful. The S.M.A.R.T.E.R framework (Specific, Measurable, Achievable, Relevant, Time-bound, Easy to Start, and Reflective) helps define these goals and track progress. This approach allows you to refine your strategies based on performance data, leading to better results and a higher return on investment.

13. Networking on LinkedIn

Networking on LinkedIn goes beyond simply exchanging business cards or adding contacts. It involves building meaningful and mutually beneficial relationships with individuals who share your interests, goals, and values. As a marketing operations professional, expanding your network beyond your immediate colleagues is crucial.

Doing so can provide new insights, opportunities, and support for your career growth. Engaging with a diverse professional network on LinkedIn can lead to valuable connections and collaborations that drive your business forward.

14. Leveraging LinkedIn for Recruitment

To effectively leverage LinkedIn for recruitment marketing, follow these key steps:

Raise Awareness

Increase the visibility of your company and its job opportunities.

Engage with Potential Candidates

Interact with candidates through relevant content and meaningful conversations.

Tailor Your Approach

To make your outreach more effective, consider the needs and preferences of your target candidates.

Focus on Hiring

Streamline your hiring process to convert interested candidates into employees.

Implementing these strategies can attract top talent and efficiently fill your open positions.

15. Integrating Content Marketing with LinkedIn Advertising

Combining content marketing with LinkedIn advertising creates a powerful strategy that enhances overall marketing effectiveness. A cohesive strategy ensures that content marketing and advertising work together smoothly to achieve business goals. Here’s how this approach can enhance your efforts:

Clear Objectives

Define specific goals for both your content marketing and advertising campaigns.

Audience Segmentation

Tailor your content and ads to target specific audience segments effectively.

Budget Allocation

Allocate your budget wisely to balance spending between content creation and advertising.

Consistency

Maintain a consistent message and brand voice across all content and advertisements.

Adaptability

Be ready to adjust your strategy based on performance data and market changes.

16. Flexible Budget Options for Different Business Sizes

Creating flexible budget options tailored to your business size and goals is crucial. Here are the key steps:

Define the Budget Period

Determine your budget’s time frame, whether monthly, quarterly, or yearly.

Identify Fixed and Variable Costs

Separate your fixed costs (e.g., subscriptions, salaries) from variable costs (e.g., ad spend, materials).

Estimate Expected Revenue

Project your revenue for the budget period.

Calculate the Break-Even Point

Understand how much you need to earn to cover your costs.

Adjust Revenue and Costs

Modify your budget based on actual performance and changing circumstances.

Review and Revise Your Budget Periodically

Regularly update your budget to reflect new goals and market conditions.

17. Using LinkedIn’s Direct Messaging Feature Effectively

LinkedIn’s InMail feature lets you reach out directly to decision-makers, bypassing traditional gatekeepers. This increases your chances of establishing meaningful connections with key stakeholders. Crafting personalized and relevant messages is essential to maximizing the effectiveness of your LinkedIn InMail strategy.

Focus on the recipient’s needs and how your offer can provide value to them. Regularly analyzing the performance of your InMail campaigns and adjusting your approach based on the insights can further enhance your success in generating leads and building professional relationships.

18. Ensuring Data Privacy in LinkedIn Advertising

Maintaining data privacy in LinkedIn advertising is crucial. Here are the best practices to ensure data privacy:

Understand the Data You Need

Clearly define the type of data necessary for your campaigns.

Implement Data Security Measures

Protect the data you collect with robust security protocols.

Follow Data Privacy Laws and Regulations

Adhere to all relevant legal requirements to ensure compliance.

Communicate and Collaborate with Your Clients

Keep your clients informed about their data use and collaborate on privacy practices.

Educate Yourself and Your Team

Ensure everyone involved in your campaigns understands the importance of data privacy and follows best practices.

Review and Improve Your Data Privacy Practices

Regularly assess and update your privacy measures to stay current with evolving standards.

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How to Build a Robust LinkedIn Marketing Strategy in 12 Steps

1. Use Megaphone to Amplify Your LinkedIn Presence

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2. Establish Clear Objectives

Like any marketing strategy, it’s crucial to have a clear goal for your LinkedIn presence. This could be anything from increasing brand awareness to generating website leads or establishing thought leadership. Once you have a goal, identify your target audience and tailor your content and messaging to appeal to them. For example, if you’re an emerging entrepreneur looking to establish yourself as a thought leader in your industry, focus on sharing insights and knowledge related to your niche.

If you’re a B2B business looking to generate leads, highlight case studies and customer success stories. Keep in mind that people use LinkedIn differently from other social networks.

Here are a few ways people use the platform:

Keeping up with news and current events (29.2%);

Following or researching brands and products (26.9%);

Posting or sharing photos or videos (17.7%);

Messaging friends and family (14.6%);

Looking for funny or entertaining content (13.8%).

LinkedIn is also the social network most commonly used for recruiting and the top platform for B2B lead generation.

3. Optimize Your LinkedIn Business Page

A well-optimized LinkedIn business page sets you up for LinkedIn marketing success. It positively represents your brand and enhances your credibility. It also boosts your LinkedIn SEO within the platform and search engines. Your LinkedIn business page is where people will go when they want to learn more about your business.

So, go beyond providing the basic organizational information. Show what life is like at your organization and the people behind your brand. This will give people a deeper understanding of your brand’s values and identity. You can even use the “Product” tab to highlight key details about your product, such as the pricing and top features. That way, prospects can learn more about your product offering without leaving LinkedIn.

4. Map Out a Content Strategy

Anything B2B brands can do to squeeze more out of their content strategies is a plus. And with the type of engagement LinkedIn generates, it’s a great addition to your social media content strategy. Have a solid plan for the kinds of content to create and how to distribute them on the platform. Like it or not, “thought leadership” content is a staple of B2B social media and marketing on LinkedIn.

This includes storytelling posts, firsthand tips and experiences, discussions, and threads. Ever notice how almost every viral LinkedIn post comes from a personal account? That’s no coincidence. Personal stories and anecdotes are among the platform’s most compelling content.

So, make sure this type of content is a staple to your LinkedIn strategy. But that doesn’t mean thought leadership content is all you should post. Keep it diverse with blog posts, infographics, original reports, case studies, and testimonials. Besides these, native documents typically see higher impression rates than other post types. Sprout Social regularly shares original reports and trend predictions as native documents.

Formats and content types aside, create content that addresses your audience’s needs and pain points. Answer their questions, teach them how to do something, and share insights that could inform their strategies. Consider using LinkedIn automation tools to assist in scheduling and publishing content efficiently.

5. Know Your Audience

LinkedIn user demographics differ from those of the other social platforms. LinkedIn users skew older and tend to have a higher income. But that’s just a starting point. It’s crucial to understand your specific audience and what kind of information they’re looking for from your LinkedIn Page. LinkedIn analytics are a good way to find the demographics specific to your audience.

Within your Visitor and Follower dashboards, you can see what industries your followers are in, their job titles, and their locations. Use these insights to tailor your future content and understand if your existing content resonates with the right people. For example, your followers are mostly in the tech industry but most engaging with my posts about marketing.

6. Implement Employee Advocacy

Although the platform is all about business, personal accounts are even more valuable on LinkedIn. Whether you’re an employee, a solo business owner, or someone at the C-level, this rings true. Beyond that, personal accounts can act as an extension of business accounts for promotion. That’s why employee advocacy is such a critical element of LinkedIn marketing. For starters, have your employees share your brand’s content to give it a boost.

Doing so means that exponentially more people see your content. Also, this means that employees can spice up their posts and give their captions a personal touch. Additionally, employee content can support your hiring and recruiting efforts on LinkedIn. Consider how employees can serve as any given company’s biggest cheerleaders. Allowing workers to highlight the benefits of working for a brand is an awesome way to attract top-tier talent.

7. Monitor and Adjust Your Performance

The best way to improve your LinkedIn strategy over time is to track and analyze the results of your efforts. LinkedIn Analytics provides a good overview of your page and post-performance. Use the insights from these tools to refine your LinkedIn marketing strategy. Experiment with different types of content, posting times, and messaging styles to see what resonates best with your audience. For example, a quick look at your analytics might reveal your page performance is dwindling.

Did this happen just after you introduced a new content type? Or a new campaign? Performance might also be the result of a recent algorithm update. Or, your audience engagement might be dropping off because you’re not actively engaging with them through comments or direct messaging. All of these insights can help you make adjustments to your strategy and stay ahead of the curve. Always remember to share your results! Social media doesn’t exist in a silo, and sharing your LinkedIn marketing results with key stakeholders can help you gain buy-in for future initiatives and investments.

8. Pinpoint the Best Times to Post on LinkedIn

Frequency and consistency matter on LinkedIn just as they do on any other platform. We don’t typically see multiple posts per day (or even daily) for brand accounts. Those who post regularly tend to see the most engagement during the weekday mornings and early afternoons.

Getting those times right will help you engage your audience when they’re most active. The best times for businesses to post on LinkedIn are Tuesdays and Wednesdays between 10 a.m. and noon. However, posting multiple times per day is fair game for personal accounts. Figuring out what’s “optimal” is going to require some testing.

9. Prioritize Leads Over Sales

LinkedIn is more about social selling than social commerce. As mentioned earlier, it’s the top brand for B2B lead generation. It’s a perfect platform for building and nurturing connections that will lead to sales over time. It’s less effective as a platform for spur-of-the-moment purchases. It’s just not where people go when looking for the latest trending items to buy. So, rather than trying to sell directly on LinkedIn, focus on building relationships and credibility.

Reach out when you see an opportunity, but offer expert advice rather than a hard sell. You’ll be front of mind when the time is right for a buyer to make the purchasing call. That said, using LinkedIn to drive online sales is not impossible. If you want to take this approach, position your product or service in a business-appropriate context. Working with an appropriate influencer, KOL (key opinion leader), or brand might be helpful.

10. Leverage LinkedIn Hashtags

The right LinkedIn hashtags add visibility to your posts and profile. This makes them a great addition to your LinkedIn marketing strategy. Make sure to optimize your posts with hashtags relevant to the topic. This will improve the chances of getting your content in front of people interested in the topic.

Use your analytics data to see how posts with specific hashtags are performing. Then, build a list of top-performing hashtags to use consistently in your LinkedIn strategy. You can even add relevant industry hashtags to your page to improve its visibility in relevant searches. Additionally, get inspiration from trending hashtags to identify popular topics on the platform. Then, use those to create in-the-moment content ideas to engage your audience.

11. Be Authentic

LinkedIn research shows that employee networks have an average of 10 times more connections than a company's followers. Employee content gets twice as many click-throughs when posted by an employee rather than on the company’s business page. On the recruiting front, employees will likely have LinkedIn connections in their areas of expertise. When they share job opportunities, they reach a much more targeted audience than your LinkedIn company page.

That’s one of the many reasons why it’s important to include personal profiles in your LinkedIn marketing strategy. That might mean training my C-suite on how to use LinkedIn effectively for thought leadership content. Or it might mean encouraging my employees to share their work lives on LinkedIn. Remember that users can choose to follow personal profiles. This way, they see content from people they want to learn from but don’t know well enough to send a connection request. That further extends the reach of everyone who works for your company, from entry-level employees to the CEO.

12. Engage With the Community

Think of LinkedIn as a digital networking event. You wouldn’t just sit in the corner and wait for people to talk to you. You would actively join conversations, introduce yourself, and contribute valuable insights. The same goes for LinkedIn marketing. It’s not enough to post content and hope people engage with it.

Actively engaging with your audience shows that you value their opinions and are interested in building relationships. Replying to comments on your posts, congratulating colleagues on their achievements, and showing support for those who may be newly looking for work are all ways to participate in the community and build a positive reputation.

7 Mistakes to Avoid for LinkedIn Marketing

1. Neglecting Your Profile Picture

What’s the first thing you notice when someone hands you a business card? The logo or the picture? Sure, the logo matters, but the picture gives you an idea of who you’re dealing with. The same holds for your LinkedIn profile picture, which is your virtual first impression. Consider it the firm handshake you’d offer at an in-person meeting. Skipping your profile photo or using a poor image may leave your connections scratching their heads.

Moreover, a pixelated selfie or an outdated photo from 10 years ago won’t do justice to your professionalism. Instead, take a moment to snap a current, clear, professional-looking photo where you seem more approachable. It is a good idea to wear attire that suits your industry and ensure your face is well-lit and visible. Avoid group photos, party snapshots, or overly stylized images that could distract from your professional identity. Remember, a picture is worth a thousand words, so make sure it says, “I’m a professional to be taken seriously.”

2. Writing a Lackluster Headline

Your headline is a catchy tagline that tells others who you are at a glance. So, don’t waste this opportunity by sticking to your job title alone. And keep in mind that using vague titles like “Job Seeker” or “Unemployed” doesn’t showcase your skills or aspirations. Rather than just stating your current role, add a dash of your expertise and passions.

Write a LinkedIn headline that highlights what you do and what value you bring to the table. Also, don’t forget to sprinkle keywords highlighting your skills and aspirations. Are you a creative problem solver, a strategic thinker, or a data-driven innovator? Incorporate these aspects into your headline to glimpse your professional identity.

In doing so, keep it concise yet impactful, and remember that it’s the gateway to enticing people to explore your profile further. For instance, “SEO Enthusiast | Helping Brands Shine” paints a more vivid picture than just “SEO Expert.” Likewise, “Data Scientist | Transforming Complex Data into Actionable Insights | Machine Learning Enthusiast” sounds better than “Data Scientist.”

3. Ignoring the About Section or Professional Summary

Your “About” section or professional summary is the heart of your LinkedIn profile. It is your chance to tell your story and share your aspirations, so don’t leave it blank or stick with a generic resume-like summary. Let your personality shine – talk about your journey, passion, and what drives you. Try to inject some character into this section to make you memorable and relatable – whether it’s a humorous anecdote or a heartfelt mission statement.

Share your vision for your field and the impact you aspire to make. Remember, this is where you build rapport with your LinkedIn audience. For instance, “A coffee lover turned coding enthusiast on a mission to simplify the digital world” sounds more interesting than “I am an experienced programmer.” Passionate marketing strategist with 8+ years of experience crafting dynamic campaigns that ignite brand growth.

Adept at blending creative thinking with data-driven insights to deliver compelling narratives that resonate with target audiences. Proven track record of elevating brand visibility and engagement through strategic social media initiatives, influencer collaborations, and experiential events. I thrive in fast-paced environments and am skilled in cross-functional collaboration, catalyzing teams to achieve ambitious goals. Let’s connect and drive transformative brand experiences together.

4. Connecting Aimlessly

Having a thousand connections might seem impressive, but connecting with people you have no real relationship with dilutes your networking potential. Remember, quality takes the lead over quantity when networking on LinkedIn. Focus on building meaningful connections with people you’ve worked with, met at events, or shared common interests.

A smaller, engaged network can be more beneficial than a massive but disinterested one. Remember to craft unique LinkedIn connection requests and mention where you met, your common interests, or how you admire their work. Doing this shows you’re genuinely interested in building a connection, not just padding my numbers.

5. Posting Carelessly

While a picture of your adorable pet might get lots of likes, it might not be the most effective way to showcase your professional insight on LinkedIn. Why? Well, for starters, your LinkedIn feed isn’t Facebook! So, avoid oversharing personal updates, memes, or controversial opinions.

Instead, keep your posts professional and relevant to your field. Share articles, trends, or experiences that demonstrate your expertise and add value to your network, And don’t forget to add your insights or comments to the content you share to show my knowledge.

For example, if you’re a finance whiz, sharing an article about market trends with a brief analysis will showcase your knowledge. Have you recently attended a conference or read a thought-provoking book about your industry? Share your takeaways! Are you witnessing changes in your field? Share your insights!

6. Neglecting Engagement

Consider attending a networking event and not talking to anyone – not much fun, right? Similarly, on LinkedIn, merely collecting connections won’t cut it. Just as shouting into a void doesn’t yield results, being passive on LinkedIn won’t help your professional growth. So, make it your habit to engage with your connections’ posts – like, comment on, and share their content.

It’s a two-way street, and your involvement shows that you’re interested in self-promotion and value others’ input. If your connection posts about a new job, drop a congratulatory comment to show you’re genuinely invested in their success.

When you come across a post that resonates with you, take a moment to leave a meaningful comment. Share your insights, ask questions, and show interest in the conversation. Share your insights, ask questions, and show genuine interest in the conversation. Engaging in discussions helps you showcase your knowledge and positions you as a thoughtful contributor to your industry’s discourse.

7. Not Using LinkedIn Automation Tools

As your LinkedIn network and engagement grow, you may find it overwhelming to keep up with all the daily LinkedIn activities and tasks. This is where LinkedIn automation has you covered. They help streamline your outreach efforts, manage connections more effectively, and save time. You can use these tools to automate tasks like profile visits, sending connection requests, sending mass messages, following up, endorsing skills, and much more. On top of that, the best LinkedIn automation tools use modern technologies like AI and machine learning to personalize your connection requests and messages, making them look and sound more humane.

A sophisticated engagement network,

A private engagement pod service (coming soon),

Diverse creator partnerships for sponsored posts, X spaces, and newsletter ads (coming soon).

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What to Post on LinkedIn for Marketing

1. Reveal Your Professional Journey

Your origin story is a fantastic way to connect with your audience. And there’s no better platform for sharing your career journey than LinkedIn. Maybe you’ve had a nontraditional route to success. Maybe your career has been full of twists and turns (whose isn’t?). Maybe you’ve had a meteoric rise to leadership. Whatever it is, people in your industry will be curious to know how you made it to where you are, especially if you share your real setbacks and failures.

2. Post Relevant Industry News

If you come across a news story that impacts your audience, posting it can position you as a trusted source of information. Add some value by including a short caption summarising the news and providing your unique commentary or context. To encourage more engagement, ask readers to share their thoughts on the news in the comments.

Over at the LinkedIn Collective, we frequently share shortened clips from previously live discussions. These make for engaging videos because they’re brief, eye-catching, and feature real experts having interesting conversations. Best of all, we can use pre-existing content to make several clips that highlight especially interesting points.

We’ve all had those a-ha moments while reading a book when we come across a line that perfectly sums up a life lesson we needed to hear. Whether you find it in a self-help book, a business book, or a novel, there is eternal wisdom in books that easily applies to careers and work. Don't just paraphrase or pull direct quotes from the book, though.

5. Empathize with Your Peers

While it only makes sense to be positive in most of your posts, LinkedIn is about work, and let’s be honest—work can sometimes be super frustrating! Sharing personal stories and content that acknowledges the pain points of your role or industry can help position you as someone who gets it and empathizes with your audience. It’s the social media equivalent of a healthy venting session with your work bestie about what drives you crazy about the job you love.

6. Ask Thoughtful Questions to Spark Engagement

Sometimes, the best way to start a conversation on your feed is by asking the right question. Try asking your followers for their take on a timely or relevant topic in your industry, then respond to their insights to drive the discussion forward.

7. Create a Carousel of Evidence-Backed Tips

Tips are good, but tips grounded in research are gold. Decades of low-quality content promising “quick tips” have burned many internet users, but you can erase those doubts by proving your insights are based on real evidence. Next time you read an industry white paper or data-driven report, see if you can turn the findings into tips on what to do (or avoid).

Then, turn it into a LinkedIn carousel—one of the most engaging post types on the platform. Brand strategist Katelyn Bourgoin takes this format to the next level, sharing tips and insights into psychological principles and what marketers can take away from the learnings. The content is digestible yet comprehensive, giving her brand serious points on trust and credibility.

8. Have Some Fun

LinkedIn doesn’t have to be all business all the time. Consider adding some fun posts about hobbies or interests and lighthearted content that might make your followers smile. Your audience won’t always remember what you wrote, but they will remember how you made them feel.

Bite-sized nuggets that keep readers engaged and offer the opportunity to read more—what’s not to love about newsletters? This popular content format is available to members and Pages with more than 150 followers that have a demonstrated record of publishing original content.

10. Do a TBT Photo Dump (Business Edition)

Think Throwback Thursday posts (TBTs) don’t belong on LinkedIn? A photo dump from the founder of Gravity Payments, Dan Price, proves you wrong. It’s heartwarming and nostalgic and communicates how long he’s been in the game. To top it off, he’s celebrating with his team in most of the photos. It is a simple way to humanize yourself as a leader while showing your growth in the industry.

Have you recently read a book that sparked new ideas? Or one that just didn’t deliver? Share a quick review on LinkedIn and post a photo of the cover. It doesn’t have to be a long review—this isn’t a high school book report. However, sharing even a single takeaway can bring value to your followers or connections. Drive engagement by asking your audience if they’ve read it or encourage them to use the comments to recommend their recent reads.

12. Publish Articles on LinkedIn

If long-form content is your jam, try publishing articles. Delivering a unique perspective on timely industry news or sharing a story about how your organization creatively solved a problem for a client will get you noticed.

13. Build in Public

Many see LinkedIn as a bragging platform where people post about their accomplishments and nothing more. Repeated, glamorous success gets old, so let’s turn that criticism on its head. Use LinkedIn as a space where your audience can get to know the real you and the work behind your business. Marina Khidekel does this expertly with a post that admits her team hit a bump in the road—and they're working tirelessly to make it right (because they’re obsessed with getting the best product to market). Share your hypotheses, tests, experiments, mistakes, and learnings publicly and gain an audience that trusts you and your brand for honesty and transparency.

Did you win an award or a big contract? Have you landed new funding or hit a big milestone? LinkedIn is a great place to share good news and pat yourself on the back.

Pro tip

Make a point of mentioning the people who helped you get there—they’ll probably repost it and add to your engagement stats.

15. Bust a Myth

One of the best ways to establish yourself as an innovator on LinkedIn is to challenge the status quo. Does a common misperception of your role constantly irk you? Tired of “common” sense that isn’t? Want to challenge a long-held myth about your industry? Sharing content where you disagree with prevailing perceptions can make for a compelling post—and spark plenty of comments for and against your stance.

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Megaphone is a viral on-demand platform that connects users with influential creators in their niche to help grow online impressions, followers, and leads without relying on paid ads. For LinkedIn marketers, Megaphone can help boost your online presence authentically and organically.

Build a Sophisticated Engagement Network

One of the ways Megaphone helps optimize your LinkedIn marketing strategy is through its sophisticated engagement network. The platform connects you with influential creators in your field so you can amplify your posts to their audiences. This helps you reach your target market more effectively, build your social proof, and improve your LinkedIn profile.