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Social media is no longer an afterthought when it comes to content marketing. It’s the front and center of every marketing strategy. How you use these platforms can be the difference between success and failure. 🧑🏻‍💻️

For B2B marketing or marketing to professionals, no other platform gives you as much leverage as LinkedIn. 4 out of 5 of its users are decision-makers in their organizations, and, probably for reasons like these, LinkedIn has been acknowledged as the number one platform for B2B lead generation. 🌟

But how does LinkedIn marketing work? How do you market or sell a product on LinkedIn? In this guide on LinkedIn marketing for 2024, we’ll share some highly useful tips to help you drive lead generation and convert more customers on this promising platform. Eager to get started? Let’s dive right in! 😌

Jump Ahead to What You Need 🔎

Our Starting Point: What Is LinkedIn Marketing? 🤔

Before we jump in, let’s start with what LinkedIn marketing is all about. In short, LinkedIn marketing refers to the strategy of using this platform to:

🎯 Connect with your target audience

🤩 Build brand awareness

📈 Generate leads

🚗 Drive traffic to your own website

👩🏻 Guide prospects down the sales funnel

This is done by sharing relevant content with your audience and engaging them in your posts. But there are other methods, too, such as LinkedIn ads or outreach messages on the networking site. 

While other social platforms like Facebook or Instagram are great marketing channels, there is a major difference between them and LinkedIn. This distinction relies on the first platforms being used as a source of entertainment, while LinkedIn is employed to network with fellow professionals, gain industry insights, learn about industry trends and developments, and more. ✅ 

In short, this makes it a great medium for B2B content marketing, as it delivers better outcomes through these efforts. Since you can reach out to business leaders and decision-makers on LinkedIn, it significantly increases your chances of generating leads. 

Nevertheless, the approach to LinkedIn marketing has to be different than what you use for other social media marketing efforts. 

👉🏻 So, without further ado, let’s take a closer look at our LinkedIn marketing guide.

Networking 101: LinkedIn Marketing Tips for 2024 🌟

2024 is an important year for most businesses as game-changing trends such as the implementation of AI, adaptable workforces, and revenue streams arise. The comeback from the global economic slowdown and the after-effects of the COVID-19 pandemic is also worth mentioning. 🌍

That being said, your LinkedIn marketing strategy needs to be on point if you hope to see spectacular outcomes. 

📌 Here are some essential LinkedIn marketing tips to follow in 2024:

1. Complete Your LinkedIn Profile 👤

The first step in building a solid LinkedIn marketing strategy is creating a profile that appeals to your prospects. Irrespective of whether you are operating with a LinkedIn account as an individual or as a business, having a complete and impressive profile is crucial. Here’s what to do: 

✅ Include all the vital information to describe what you or your business does. Share your professional journey, accomplishments, and aspirations. Additionally, highlight your skills by incorporating relevant keywords to optimize your profile and increase your visibility in search results. 

📸 Onto our LinkedIn photo tips! Use a profile image that’s professional and represents your brand. If you opt for a headshot, make sure to use a high-quality picture with good lighting and a neutral background. On the other hand, if your profile represents your business, aim for cohesive visual branding by including your logo.

👉🏻 Need some inspo? Here are some examples of how your LinkedIn profile picture should look like:

📌 Quick Note: The best size for your LinkedIn profile picture is 400 px x 400 px.

🪧 Have a relevant LinkedIn background banner on your profile to make it look complete and polished. Ensure this image is visually appealing, relevant, and related to your industry and personal brand. Take a peek at the LinkedIn backgrounds Placeit by Envato has for you:

📌 Pro Tip: Your LinkedIn banner size should be 1584 px x 396 px.

🔦 Spotlight On: The “About” Section

The About section is key for a complete, professional, and compelling LinkedIn profile. This is both for individual accounts and business pages. It should be carefully crafted to include all key points, such as:

💼 Profession/job title

🧑🏻‍💻️ Industry 

💡 Expertise

🧑🏻‍🏫️ Skills

🎓 Accomplishments


📌 Friendly Reminder: All the other fields where you can share information about yourself or your business should also be filled in. Keep in mind that the LinkedIn algorithm usually recommends people you can connect with based on this data.

2. Build a Relevant Network 💬

Once your LinkedIn profile is complete, the next step is to start building your network. Look for people who fit into your target buyer persona. Ideally, you should have a list of businesses or people you want to connect with or at least a criteria you can use to narrow down your prospects. For example, use these suggestions as a starting point: 

🔎 Do a quick background check. Ensure the profile you want to network with is authentic. Pay attention to the quality of their profile (is it complete), their work experience, and connections. 

✏️ Personalize your connection requests. Adding a personal touch when sending a LinkedIn invitation shows you’ve taken the time to review the user’s profile and want to forge a genuine professional connection. Always start with a greeting, state why you want to connect, and be courteous. 

🌟 Think quality over quantity. While accepting every invitation may seem intriguing, you’ll be losing focus, possibly ending with an overload of spam messages. Instead, search for industry-related experts who provide valuable insights within your field and niche. 

Choosing your connections smartly is critical because these are the people you are trying to turn into leads. Moreover, adding relevant professionals as connections allows you to tap into their networks and increase your reach further. 😌

3. Diversify Your Content 💻

After these initial steps, the next important thing to focus on is the content you publish on LinkedIn. Diversify your content marketing strategy and include different types of posts. It is seen that long-form, informational posts do quite well in engaging the audience. ✏️

However, that doesn’t mean every post should be educational or excessively long. That can bore your followers quickly. 😴 Instead, alternate between:

✍️ Written posts

🖼 Images

➡️ Carousel posts

📹 Videos

…and more!

Giving your audience a variety of content to engage with will keep their interest alive. Despite being a professional networking platform, content like memes and occasional funny posts can do quite well, too. 😀

💡 Not sure if LinkedIn is right for your brand? Check out this guide to social media platforms you should be using!

🛠️ Here are a few tools and platforms to support your LinkedIn content marketing strategy, helping you create diverse posts.

📝 Narrato

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Narrato is an all-in-one AI content creation platform that lets you plan, create, optimize and publish content seamlessly. It helps with all types of content, including social media content. An interesting feature of this platform is the AI writing assistant that can generate content for various use cases. It can help you create social posts based on your input or an outline. 📱

Besides that, it can also paraphrase existing content from your blog posts and then use it in your social media posts. You can use this AI writer to generate LinkedIn content in several other ways, including creating ad copy. ✏️

Narrato also has an AI content optimization tool that offers grammar and readability improvement suggestions. Additionally, you can create custom content templates to structure your posts as well. 

For content planning, you can use the content calendar on the platform to map out your posts well in advance. Content publishing is also a breeze, as you can automate publishing on any social platform through custom integrations using Narrato’s API or Zapier. 📆

💜 Placeit

Placeit by Envato is another highly useful tool to boost your LinkedIn content marketing strategy. This no-code design tool lets you create stunning visuals for your social posts. The platform has hundreds of templates for social media banner ads, posts, headers, etc. Additionally, you can narrow your search by relevant categories to find just what you’re looking for. 🔎

Once you’ve chosen your template, you can fully customize it in an easy-to-use editor that allows you to play with colors, text, fonts, animations, transitions, images, and more. Moreover, it allows you to explore relevant designs and choose between images, videos, or transparent template types. ✨

Diversifying your content will be extremely easy with a tool like this! 😌

🥸 Piñata Farms

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Piñata Farms is a meme-making app. Since memes are such a popular content type on social platforms, including LinkedIn, this tool is a welcome addition to any content marketer’s tool stack. In a nutshell, Piñata Farms lets you create eye-catching images and video memes with no required expertise in graphic design. 

The editor on this app is also extremely user-friendly. It has a vast database of all the trending and evergreen memes for you to choose from. On top of that, you can directly share your memes on social media from the app itself. 🤳🏻

🧑🏻‍💻️ SlideShare

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Though SlideShare is not really a content creation tool, it can support your LinkedIn content strategy nonetheless. The slideshows you publish on SlideShare can easily be attached to your LinkedIn posts. These appear as slider presentations, making it another interesting content format to diversify your strategy. 👌🏻

4. Use the LinkedIn Publishing Platform To Drive Engagement 😀

The good thing about content marketing on LinkedIn is that it’s not limited to just short posts or images, unlike other social platforms. Instead, you can also create and publish full-blown articles. And this is where the LinkedIn Publishing Platform comes in! ✨

Like a blog, the LinkedIn Publishing Platform allows you to share more valuable content with your audience, thus building more authority for your brand. You can also share articles from your blog via LinkedIn Publishing or from a third party. However, third-party articles should be duly credited. 

If you create marketing content on LinkedIn often, switching to Creator Mode is a good idea. It is a profile setting that helps give your posts more visibility and increases your reach on the platform. This setting promotes your content by pushing your Featured and Activity sections to the top of your profile. Moreover, it also presents you as a suggested content creator for people to follow. 😌

5. Post Consistently 📆

To post or not to post, that is the question. 🤔 Posting frequently and regularly is essential on any social channel as it helps you maintain your relevance and gain leverage. So, your posting schedule is just as important as the content you publish on LinkedIn. 💻✏️

The best way to do this is by having a content plan ready. Don’t know where to start? No worries! We have your back. Here’s our advice on how to post consistently on LinkedIn: 

🗓 Create a content calendar. List down all the posts you want to publish in the upcoming week or month. This will give you a roadmap to follow and ensure you don’t skip any days. It also allows you to define your content goals. Whether it’s brand awareness or thought leadership, you’ll have a clear objective that will steer your strategy. 

⏰️ Find out what the best time for posting is. Keep an eye out for your LinkedIn Page Analytics. You might see better engagement on your posts when published at a certain time and lower engagement on others. Use this info to identify which schedule works best for you. 

♻️ Repurpose your content. You’re probably investing a lot of time and effort into brainstorming, designing, and promoting your content. Good thing is you can maximize your content’s lifespan by repurposing it. For example, you could turn blog posts into short, engaging clips containing all the key info from that article.

6. Include the Right Hashtags ✅

On LinkedIn, you can add hashtags to your published posts, articles, status updates, or even your profile page to enhance your brand’s reach. However, it’s important to note that the kind of hashtags that work on Instagram and other social media platforms might not cut it here. To do it right, do the following:

🔎 Research your LinkedIn audience to find out what kind of hashtags they’re looking for. 

✏️ Let the platform suggest hashtags for you as you write the LinkedIn post or article. 

✍️ Capitalize each word of the hashtag for better readability and accessibility.

🎯 Use a combination of general and niche hashtags to broaden your reach while targeting your audience.

7. Join LinkedIn Groups and Actively Participate in Them 👥

LinkedIn Groups present an excellent opportunity for networking and enhancing your brand’s reach. But there is a catch to this – you can’t join these LinkedIn Groups with your company profile. So, if you do want to share your content on this place, it has to be done strategically. 🤔

👉🏻 Here’s a mini step-by-step guide for making the most out of LinkedIn Groups:

⌨️ Compile all the groups you’re interested in joining, and also collate the names of your content team members. 

🔎 Whenever you publish a new content piece, identify which group it would be most suitable for. Get the right team members involved in the job. 

💬 When sharing your content, start an on-theme discussion in the group by adding an opinion or asking a question. Make sure to ask your team members to get involved in the conversation. 

⭐️ Try to stay away from marketing pitches and provide valuable responses to any comments. 

📌 Quick Note: At the end of this exercise, if you do find any users who might be interested in your product/service. Then, connect with them personally to ask them to test out your product.

8. Make the Best of LinkedIn Analytics 📈

You need to re-examine your LinkedIn marketing strategy from time to time to see how well it’s doing for you. The best way to go about it is by looking at LinkedIn Page Analytics, which allows you to gauge your post trends across time periods and metrics such as: 

👓 Impressions

🖲 Clicks 

👍🏻 Reactions

💬 Comments 

📱 Shares

👤 Unique visitors

To dive deeper into LinkedIn Analytics, you can connect LinkedIn Ads to Looker Studio or other data visualization platforms using third-party integrations. This gives you a detailed analysis and the ability to create live dashboards to get an overview of your metrics and create in-depth reports.

Linkedin Marketing Guide Analytics Example


To recap, LinkedIn allows you to:

✅ Test your content’s effectiveness

📍 Find out the sources and demographics of visitors/followers

🔎 Compare your content engagement and followers with competitors

…among other things! 😀

Wrapping up Our LinkedIn Marketing Guide! 🌟

LinkedIn is a powerful networking platform offering new ways to publish and share your content with your target audience. With the tips provided in this article, you can now build a LinkedIn marketing strategy that makes an impact. 🌟

A successful LinkedIn strategy requires a long-term commitment to delivering relevant and quality content that increases brand awareness and also engages with your visitors. So, stay consistent and continuously improve on your strategy for incremental growth. 🤩

Of course, the conversation isn’t over yet! Have you discovered any unique LinkedIn hacks that have boosted your business? Feel free to share your comments and thoughts below. 😀

FAQ – The Ultimate LinkedIn Marketing Guide for 2024

Author Bio

Neelam Goswami

Neelam Goswami is a content creator and marketer at Narrato – a leading AI-enabled content platform. She has written for several reputed brands in the digital and content marketing space, including ClickUp, Jeff Bullas, Neal Schaffer, Content Studio, and others.

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