How to Market Your Business on LinkedIn in 2025

Instagram and TikTok are probably the first social media sites that come to mind when you think of social media marketing. LinkedIn is a must for businesses that want to connect with professionals, build their authority in their field, and drive real growth. It’s the biggest professional network in the world, with more than a billion members in more than 200 countries. It’s also a great place to do business-to-business (B2B) marketing.

This guide will teach you everything you need to know to make a successful LinkedIn marketing plan. You’ll learn how to make the most of your time on the platform, make content that people want to read, and use the platform’s tools to reach your business goals. By the end, you’ll know exactly how to use LinkedIn to grow your business, no matter how big or small it is.

Make the most of your personal LinkedIn profile.

You need to market yourself before you can market your business. Your personal profile is often the first thing that potential clients, partners, and employees see. Think of it as your digital handshake. It should be professional, interesting, and complete.

Make a professional banner and profile picture.

First impressions are important. A good profile picture should be a clear headshot of you that shows you as professional and friendly. Don’t take group photos, selfies, or pictures with backgrounds that are too busy. Your banner image is another chance to get people’s attention. Use this space to showcase your brand, highlight your value proposition, or include a call to action. 

Make Your Headline Stand Out

Your headline is one of the most visible parts of your profile and is right under your name. Instead of just writing your job title, use this space to tell people what you do and who you help. Instead of “Marketing Manager,” you could say “Marketing Manager Helping SaaS Startups Scale with Data-Driven Strategies.” This is a great place for keywords that are related to your field and expertise.

Tell your story in the “About” part.

You can tell your professional story in the “About” section. Instead of just listing your skills, tell a story that shows your passion, experience, and what makes you special. Write in the first person to make it more personal and engaging.  Break up the text with bullet points or short paragraphs to improve readability.  At the end, make sure to include a clear call to action, like asking people to connect with you or visit your website.

Tell us about your skills and experience.

Don’t just list your job titles and dates in the “Experience” section. Tell us what you did and, more importantly, what you accomplished. When you can, use numbers to show results (for example, “Increased lead generation by 40% in six months”). To build credibility, don’t forget to add skills that are relevant to the “Skills” section and ask your connections for endorsements.

Make a Good Company Page

The official online presence of your business on LinkedIn is your LinkedIn Company Page. It’s where you can talk to people in your community, share news, and market your goods or services. A well-optimized Company Page is very important for getting people to know about your brand and getting leads.

Fill Out Every Part of Your Page

According to LinkedIn, Company Pages with all the information get 30% more views each week. Please fill out all the fields, such as the name of your business, its website URL, its industry, its size, and its location. Use the “About” section to tell people about your company, its goals, and what makes it unique. Make sure to use your target keywords in a way that sounds natural.

Make a URL just for you

People can find you more easily and your Company Page looks more professional if you claim a custom URL (like linkedin.com/company/your-business-name). Make sure it matches your other social media accounts.

Put in a button that says “Call to Action”

You can add a custom call-to-action button to the top of your Company Page on LinkedIn. You can choose from “Visit website,” “Contact us,” “Learn more,” “Register,” and “Sign up.” Pick the one that fits your main marketing goal the best.

Make a strong plan for your content.

Your LinkedIn marketing strategy is all about the content. The goal is to give your audience something of value, show that you know what you’re talking about, and make connections. A good content strategy includes a mix of formats and topics that your target audience will find interesting.

Learn how the LinkedIn algorithm works

You need to know what kind of content the LinkedIn algorithm likes in order to do well. LinkedIn gives priority to content that gets people talking and involved in a meaningful way. This means that posts with comments and shares that show that the person thought about them are more likely to be seen by more people. Links to other websites don’t usually do as well as native content (posts made directly on the platform).

Make and share useful content

Your content should teach, inform, or motivate your readers. Here are some content ideas that do well on LinkedIn:

• Posts with only text: Short, interesting posts that give advice, ask a question, or tell a story can get a lot of people to interact with them.
• Images and Carousels: Pictures and videos stand out in the feed. Share information in a way that looks good by using high-quality images, infographics, or carousels (PDF files).
• Native Video: Short videos (1–3 minutes) that give industry insights, show what goes on behind the scenes, or share customer reviews do very well.
• Articles: If you want to write about something more in-depth, post articles on LinkedIn. This makes you a thought leader and lets you look into topics in depth.
• LinkedIn Polls: Polls are a great way to boost engagement and gather feedback from your audience. 

The 80/20 rule says that 80% of your content should be useful and educational for your audience, and 20% can be for marketing.

Set up a regular schedule for posting

Consistency is very important. To keep your audience interested, try to post at least three to five times a week. Plan your posts ahead of time with a content calendar to make sure you always have useful content to share. Try posting at different times to find out when your audience is most active

Talk to Your Audience

You can talk to people on LinkedIn in both directions. Building relationships is essential for success.  Get involved with your community and network to make connections and build trust.

Answer Comments and Messages

Make sure to respond when people leave comments on your posts. This shows that you care about what they have to say and makes them want to get involved more. Answer questions, thank people for their comments, and join in on the conversation.

Engage with Other People’s Content

Don’t only look at your own posts. Comment on, like, and share things that other people in your network have posted. This helps you connect with people, stay in the public eye, and show that you are an active member of your industry community.

Join LinkedIn Groups and Get Involved

LinkedIn Groups are groups of people who work in the same field, share the same interests, or have the same job. To meet other professionals who think like you, share your knowledge, and learn from others, join groups that are relevant to your field. Participating in group discussions can help you expand your network and build authority. 

Use LinkedIn Ads to your advantage

You can do a lot of things on your own, but LinkedIn Ads can help you reach a very specific group of people and get results faster. The LinkedIn Ads Manager has a lot of different ad types and targeting options that can help you reach your marketing goals.

Different kinds of LinkedIn ads

• Sponsored Content: Get your posts seen by the people you want to see them by putting them right in their news feed. This is a great way to get people to know about your brand and get them to interact with it.
• Sponsored Messaging: Send personalized messages straight to the LinkedIn inboxes of your prospects with Sponsored Messaging. This format is great for getting people to buy something by making them a specific offer.
• Lead Gen Forms: These forms automatically fill in with information from a user’s LinkedIn profile, which makes it easy for them to convert. They are great for getting high-quality leads.
• Text and Dynamic Ads: These ads show up at the top or side of the LinkedIn feed. You can change them to show a user’s profile information, which makes the experience more personal.

Finding Your Audience

LinkedIn’s biggest strength is that it can target people very well. You can target users based on a lot of different professional factors, such as:

• Job Title and Duties
• Size of the company and the industry
• Level of Experience Skills and Interests
• Geography

This level of accuracy makes sure that the right people see your ads.

Look at and keep track of your success

You need to keep track of how well your LinkedIn marketing is doing in order to make it better. LinkedIn has built-in analytics for both personal profiles and Company Pages.

Important Metrics to Keep an Eye On

• Impressions: How many people saw your post.
• Engagement Rate: The number of interactions (likes, comments, shares) divided by the number of times the post was seen.
• Click-Through Rate (CTR): The number of people who clicked on a link in your post.
• Follower Growth: How quickly your Company Page is getting new followers.
• Lead Conversions: For ads, keep track of how many leads you’re getting and how much each one costs.

Check these numbers on a regular basis to see what is and isn’t working. Use these tips to improve your content strategy and get better results over time.

How to Become a LinkedIn Expert

LinkedIn is more than just an online resume; it’s a powerful tool for building your brand, reaching your audience, and getting real business results. You can get the most out of your profile by making it better, making a great Company Page, following a smart content strategy, and interacting with your community.

LinkedIn is no different from other social media sites when it comes to marketing. Don’t be afraid to try new things and keep an eye on new features and trends. If you put in the time and have a clear plan, you can make LinkedIn one of your best marketing tools.

Our team at Business Kiwi can help you create a complete LinkedIn marketing plan that fits your business. We can help you get started and make a strong presence on the site. To find out more, make an appointment with us.