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How To Use LinkedIn for Business

By Victoria Lee
May 15, 2024

A LinkedIn business page is a great place for your audience to get acquainted with your B2B business digitally. LinkedIn is the most popular and effective social media platform for B2B companies.

Not just because it’s predicted to have 828.43 million active users by 2027 but because it’s really handy for connecting with clients and prospects and giving your company a voice and an identity through effective posting.

In this article, we’ll explain how to use LinkedIn for business:

  • What content should your company be sharing?
  • What questions should your content answer for your prospective clients?
  • And how can LinkedIn help you grow your business?

Let’s begin.

What is a LinkedIn Business Page?

A LinkedIn Business Page, or Company Page, is a specific profile representing your company on LinkedIn to LinkedIn members. It’s a separate account (independent of the company’s founder) which serves as a virtual presence for your company, where people can find out more about it. It includes the most recent information, news, updates, and activities, as well as information on your company’s services.

Unlike the personal profile page, a Business Page focuses exclusively on your business and has customisable sections, including Home, My Company, About Posts, Products Jobs, and People. This is how you can energetically use LinkedIn to market your business and establish a professional brand image.

Visitors land on your LinkedIn profile to learn more about your company — how your business works, the services you offer, and what you stand for.

However, unlike LinkedIn groups that focus on a specific topic, the business page’s focus isn’t on creating a community.

Members aren’t as likely to “join” your LinkedIn page. People “follow” your page because they want to see more posts from you on their feed.

LinkedIn company pages typically feature the company logo and a brief description of the company’s activities, highlighted customers, and a variety of tabs for more information about the business, such as its products under the “Product” tab.

Here’s a look at the 100 Pound Social LinkedIn page:

Why Does Your Business Need a LinkedIn Company Page?

How can you use LinkedIn to promote your B2B business? Let’s have a look.

Increases Influence and Credibility

A strong presence on LinkedIn will help you boost your credibility. It’s also a one-stop shop for visitors to get all the information they need about your company.

LinkedIn allows you to update your profile with important information, such as your business’s services and location.

You can also add details about your social impact, work achievements, etc. If you make it easy for your clients to find the information they need, you’ll create a professional image.

Furthermore, you will have the chance to use your LinkedIn page for business and grow your reputation. This could involve showing your expertise in your field through interesting and creative content. Sharing practical information about your industry and thought-provoking pieces will make you stand out.

Ultimately, this will benefit you by building your credibility, increasing your authority, and, of course, your B2B business.

Grows Your Audience

LinkedIn provides access to a vast network of B2B clients. The most current statistics show that the site has over 900 million members worldwide.

Although not all of them will have a link to your business, you have millions of people to connect with. With the right strategy, LinkedIn allows you to exponentially grow your network of followers.

Build Relationships With Your Local Community

LinkedIn is the central point of discussions within a professional, competent community. There are discussions about topics ranging from job openings to the effects of ChatGPT. These conversations are an effective method to develop connections within your network.

You could initiate the conversation and invite users to share their ideas. Interaction with people will help you connect with the most appropriate clients.

Now that you understand why it is important to understand how to use LinkedIn for business marketing let’s move on to setting up a business page on LinkedIn.

Setting Up a LinkedIn Business Page

If you’re looking to create an effective presence on LinkedIn, the first thing you’ll need is a page for your business. It will function as the primary source for information about anything related to your B2B business. Clients interested in your services will review your page to assess your knowledge.

Follow the steps below to create a LinkedIn business page for your company.

First Step: Create a Company Page

Visit your LinkedIn homepage, and then click on the “For Businesses” drop-down menu in the top right-hand corner of the page. Select “Create A company page.”

Second Step: Select Your Page Type

Select the kind of page that best represents your company’s image, such as a corporate page, a showcase page, or an educational institution’s page. If it is to be your main page for the company, choose “Company”. Showcase pages are sub-pages you can later design to link to your primary page.

Third Step: Fill In Your Company’s Profile

You need to provide your company’s name, industry, size, and type of organisation. If you wish, you can add your website’s URL, include your company’s tagline, and upload your company logo. On the right side of the screen, you’ll be able to see a preview of your site to see how it will look for other users.

Fourth Step: Create the Page

Click “Create Page” to finish creating the LinkedIn company page. The page is now ready to be seen by clients.

Now, you can select additional features to boost your chances of success. This could include adding a brief description of your company’s services, linking relevant pages, and much more.

Ways To Use LinkedIn for Business

Once you have a company page, it’s time to start using LinkedIn to promote your B2B company. Here are some different ways of doing that:

1. Choose Your Goals

To strengthen your LinkedIn profile, you’ll have to set specific objectives for the platform. If you’re unsure of what you should prioritise, you can use these suggestions to help your decision:

  • Which target market are you trying to reach?
  • What do your prospective clients want to know?
  • What next step would you like people to take after viewing your B2B business page?

2. Get Followers for Your LinkedIn Page

Sharing and publishing content is not worth it when no one can see it. It is important to connect with more followers on LinkedIn as regularly as possible.

Create a widget for the LinkedIn account on your business site. Include your LinkedIn information in an email signature, and then promote the business page through all your accounts.

Including your LinkedIn details on your business cards and social media profiles is also a good idea to promote your page.

3. Connect With Your Target B2B Audience Via Your LinkedIn Page

LinkedIn is not a one-way street for B2B businesses. To grow your page’s followers, you must show up and interact with people. This can be done by:

  • Responding to comments you receive on your posts.
  • Replying to all questions you receive through the LinkedIn chat.

4. Try Different Formats for Ads

LinkedIn provides a variety of ways to share your message, so tailor your ad strategy to them. It is important to understand how to use LinkedIn for business and then try different ad formats.

There are a variety of types of LinkedIn ads to select from, which include:

  • Text-based ads with sponsored text.
  • Sponsored posts (like “boosting” an existing Page post)
  • Sponsored messages (to an individual’s LinkedIn inbox)
  • Dynamic ads can contain information about the user, like name, profile photo, and employer.
  • Sponsored job ads.
  • Photo carousel ads

Examine the different ad formats to find out which ones work best for your business. Monitor your ad’s performance.

This will give you the information you need to change campaigns to achieve the best outcome.

5. Improve Your Content and Plan With LinkedIn Analytics

Track your performance data to see how well you’re doing. LinkedIn offers reports regarding your content performance, the number of page visits, follower growth, lead generation, and competitor analysis.

It also displays the information on any LinkedIn advertisements or sponsored material you create.

By leveraging these insights, you can understand how your content is performing and how close you are to reaching your goals. This data-driven approach allows you to adapt and expand your marketing strategy based on real-time results.

For instance, suppose your followers are growing; however, their demographics don’t meet your ideal target audience. In this scenario, you’ll have to modify your LinkedIn content to be more targeted towards potential clients.

6. Create LinkedIn Showcase Pages

Marketing experts suggest using LinkedIn Showcase Pages to showcase your company and strengthen your reputation. Through showcase pages, you can focus on specific areas of your business and publish content to a targeted audience.

A Showcase Page is an extension of your company’s LinkedIn profile. It allows your B2B company to generate more content and publish highly relevant messaging to subsets of your target audience.

7. Act on LinkedIn Page Insights

As a B2B business owner, you can increase awareness and support for your business by creating connections with the appropriate audience and engaging with them via relevant material and customised interactions.

However, it isn’t easy achieving outcomes for your company without knowing who you’re engaging with and knowing what material can be used to increase engagement is difficult. LinkedIn Page Insights can help.

The Analytics page – integrated within Your LinkedIn Page – displays monthly engagement metrics for your posts. It also displays updates, reach and engagement in separate ways.

Here’s how to make the most of analytics:

  • By studying who is engaged with what, you can improve your content and make sure you are offering the right content to the right audience.
  • You can assess each post’s popularity and engagement amount and decide which material to highlight in the future.

When you make your updates more efficient and in line with performance, you will see an increase in your month-to-month engagement.

8. Claim Your Personalised URL with LinkedIn

Everyone must create their custom URL to make sure that their name is included.

This is crucial as it will mean your LinkedIn profile will appear at the top of search results when clients are looking for more information on you and the services your company offers.

9. Maximise Visibility and Reach

Using LinkedIn to promote your B2B business is about expanding your reach to ensure that more people know your company’s name.

Understanding how it works and how LinkedIn’s algorithms can help you increase your brand’s visibility is important.

B2B business owners are likely to have a strong, well-qualified community on LinkedIn. Branded messages have a greater reach when shared by the business owner.

As a B2B company owner, you should reshare the company’s LinkedIn posts and the most recent articles on your personal page.

Also, ensure that you regularly update your contacts with the most recent company news. As the figurehead for your B2B business, you are the trusted source of information about your company.

It also adds a personal touch to your company, because the posts are coming directly from you.

10. Post Consistently

The greater your engagement on LinkedIn, the more likely you are to be seen by the system. If you share content on the platform, the LinkedIn algorithm takes it as a sign that you’re active.

How often should you post?

There’s no magic number, but we recommend posting high-quality content at least a few times a week. Doing so adds value to your connections and audience.

Here are some ideas of what you could share on LinkedIn:

  • Information and tips relevant to your field or area of expertise
  • Updates on your company services
  • Links to valuable sources

Tick Creating LinkedIn Posts Off Your To-Do List – from £100 a month. Learn More

You are more likely to be noticed and develop lasting relationships if you offer your connections informative content.

Make sure to add some personal updates along with your business news so people become acquainted with you as a person, not just as a company.

Be cautious when posting sales or promotional content since it could look like spam and turn people off. The general rule of thumb is to ensure that only 20 percent of your content is for your business marketing.

11. Avoid Hard Selling on LinkedIn

Consider LinkedIn like other forms of marketing you use and stay up to date on the latest trends. People aren’t interested in being interrupted, so do your best to be noticed on LinkedIn. Learn about content marketing and inbound marketing, then apply these strategies to the network. Many people have been acting like sales reps since the 1980s, trying to sell hard on LinkedIn. Be shrewd and avoid becoming one of them.

12. Optimise Your Content And Strategy Using LinkedIn Analytics

Keep track of your content’s performance to determine the performance of your B2B business. LinkedIn offers A+ reports regarding your content effectiveness, rise in performance on page visits, follower growth, leads generation, and competitive analysis.

It also displays the information on any LinkedIn advertisements or sponsored material you manage.

The data you collect will benefit you by letting you know how your network is doing and whether you are on track to achieving your objectives. Based on the outcome, you can alter or increase the intensity of your marketing plan.

For example, suppose that your followers are growing; however, their demographics need to meet your target audience. In this case, you’ll have to modify the content on your LinkedIn profile to be more targeted towards your prospective clients.

Using LinkedIn for Online Reputation Management

The most important rule in managing online reputation is to control results that appear on the first page of Google’s results—the outcome when a user seeks your business’s name.

You want content on your website to be ranked in search payoff. Still, it’s best practice to establish all social media profiles you have in your company’s name, even if you intend to spend less time on these platforms.

This is because social network profiles, like LinkedIn profiles, typically appear in a search engine’s top results.

Final Thoughts

LinkedIn can benefit B2B businesses looking to expand their network, control their reputation online, grow their business, and boost traffic from social media to their website. However, it all depends on understanding how to use LinkedIn for business.

Even if you spend more time on various social networking sites, you must start a LinkedIn profile for your company and make the most of these possibilities.

Each business’s audience is different.

One way to learn more about this is to spend more time on Linkedin.

Help With Using LinkedIn for Digital Marketing

Looking to get started on your LinkedIn marketing plan but not sure where to begin? Check out 100 Pound Social’s Posts Plan and let us create engaging content for your LinkedIn profiles and pages from £100 a month.

This plan includes three social media posts per week to your chosen platform (LinkedIn, Facebook, X (Twitter), Google My Business or Instagram), and all of our plans come with a 20-day money-back guarantee. Join a free 15-min demo to find out more.

Take a look at case studies and testimonials documenting the success stories of our 300+ clients.

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