LinkedIn is the most popular platform for companies and brands looking to make their content visible to the people they want to reach. Certain features of LinkedIn are especially popular among small B2B businesses.
It’s been a long time since LinkedIn was just a simple social network for businesses and professionals. Today, it is used to build credibility, gain trust and enthusiasm, and create a strong professional network.
LinkedIn continues to introduce new and innovative features that help brands, businesses, as well as freelancers.
In this article, we will discuss the best LinkedIn features that you should consider using for your small B2B business.
Why is it Necessary to Have a LinkedIn Company Page?
LinkedIn provides numerous ways to connect with key decision makers and influential people in their field.
With more than 1 billion active users, LinkedIn can be the place where most B2B prospects spend their time. No other platform on the internet communicates the purpose of its users so clearly. This is why it is now an essential tool for B2B businesses to reach their intended audience, create an image of thought leadership, and boost business growth.
With a thorough LinkedIn marketing plan, you can take advantage of this important network and improve your B2B marketing strategies.
By establishing a presence on LinkedIn, it is possible for businesses to enhance:
- Brand Visibility: LinkedIn allows you to display your company’s accomplishments, products, and values.
- Lead Generation: Companies have the ability to communicate directly with decision-makers, which can be very beneficial for businesses, particularly those in B2B.
- Recruitment and Acquisition of Talent: LinkedIn assists in hiring the best talent more easily. It provides options for candidates and helps you achieve effective results for your business.
- Thought Leadership: Sharing useful information helps establish your business as a market leader.
- Employee Engagement: LinkedIn helps businesses build a sense of connection between their employees and prospective customers.
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Top LinkedIn Features Every Business Should Use
Here are some powerful features of LinkedIn you should consider implementing on your LinkedIn company page to ensure that your business attracts followers and clients.
Company Page
With over one billion members, a well-designed LinkedIn business page is your entry into this large and vibrant community. It offers a quick overview of your company’s details, its products or services, as well as its culture. It can be used to:
- Let potential clients know the people behind your business
- Inspire and educate your viewers
- Make your voice heard and communicate your values
- Attract top talent
- Create an online community
- Network effectively
- Increase your visibility on Google
In reality, LinkedIn is the top source of content distribution for 94 per cent of B2B marketers. With so much happening on the platform, it is essential to build your company’s profile in the best way possible to be noticed among the competition.
Ad Library
Ad Library is a service provided by LinkedIn. Its aim is to provide “transparency in advertising by providing a searchable collection of ads.”
Search for by the name of an advertiser or company or a keyword, and filter the results according to the country or date.
If you are interested in finding out which UK B2B marketing firms are doing work in the B2B social media marketing domain, conduct a search on “B2B Social Media Services”, select the United Kingdom and select “This year” and the range of dates. Ads will show on the screen.
This feature is useful for keeping track of your competition, understanding your overall sector, or simply taking the time to review best practices.
Creator Mode
You may be wondering what Creator Mode is.
In a nutshell, the Creator Mode gives users a variety of tools that allow them to design and share content, while also expanding the reach of their content on LinkedIn. When you turn on Creator Mode will open the door to a myriad of features of LinkedIn that include the capability of hosting LinkedIn Live Audio events, display video-based LinkedIn Live events, and you can even create the newsletter of your choice.
When a professional or B2B client discovers your profile, hashtags such as #Sales, #MarketingCoach, #SocialMediaMarketing or #B2BServices provide an immediate snapshot of your specialist focus.
Once activated, LinkedIn optimises your profile for content distribution by prioritising your posts and increasing visibility. Creator Mode also changes the main call-to-action to ‘Follow’ instead of ‘Connect’, allowing users to engage with your content immediately while still enabling connections through the ‘More’ menu. This helps build social proof and strengthens B2B credibility.
Add Web Link to Your Profile
While many have experimented with profile photo frames or introductory videos, LinkedIn has introduced a highly effective way to drive traffic: direct web links in your profile header.
This feature allows your website to be accessed with a single click, similar to Instagram. You can also customise the link text with a clear call-to-action, encouraging prospective B2B clients to visit your site.
To further refine your presence, use industry-relevant keywords and hashtags, maintain a professional profile image, and allow your B2B brand’s personality to show by highlighting key milestones or projects.
You can also customise your LinkedIn profile URL to make it more professional and memorable. A clean, personalised URL strengthens your B2B brand identity compared to a random string of numbers.
Utilise Premium Sales Navigator
Premium Sales Navigator subscription grants you access to useful LinkedIn features that boost your profile as well as increase engagement.
For instance the scrolling header image allows you to display a variety of messages regarding your B2B services to make your profile professional and visually attractive.
These subscriptions also provide access to the Premium Link feature, which enables you to promote a direct link to your website, latest blog post, newsletter, or booking system. This is an effective way to drive targeted B2B traffic to key resources.
In addition, advanced analytics offer deeper insights, helping you refine and improve your LinkedIn strategy. By using these tools, you can strengthen your profile, build trust, engage more effectively with B2B clients, and increase your credibility on LinkedIn.
100 Pound Social can help you create professional, engaging LinkedIn content that supports your headline and drives real business results.
Start LinkedIn Live
Genuineness and real-time interaction with clients are essential for any business to establish a connection. Therefore, you can avail the option to use the LinkedIn Live feature, which lets you connect directly with your clients via live video streams in an engaging and interactive atmosphere.
Whether it involves new service launches, sponsored panels, in-depth discussions, Q&A sessions, or interviews with industry experts, LinkedIn Live provides a versatile stage to repurpose and elevate your content strategy.
The most appealing aspect of this is that live videos are considered to be more important within the LinkedIn algorithm. As a result, these broadcasts typically achieve significantly higher visibility and engagement rates than standard static posts.
Furthermore, once the live stream concludes, the broadcast remains available on your company’s page as a recorded asset, providing ongoing value to clients and followers who may have missed the initial session.
Get the Benefit of LinkedIn Events
Be it virtual events, industry webinars, or even in-person networking events, LinkedIn Events makes it simpler. Companies on LinkedIn can manage, promote, and connect with their clients in an organised and professional way.
A core capability of this feature is the ability for companies to create dedicated event pages. These hubs allow you to share essential information and send direct invitations to members of your professional network. LinkedIn Events ensures that events get noticed by the right audience.
Whether you are organising a small-scale local meetup or a large-scale, multi-day international conference, this feature simplifies both the logistical planning and the marketing outreach.
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Feature Your Best Work
LinkedIn provides a dedicated Featured section on your profile, allowing you to showcase direct links to case studies, white papers, external websites, videos, or lead magnets.
This section is extremely effective for increasing traffic and sharing your knowledge. When clients come across your website, include something that will help them understand more about your company and you. This might include your most successful case studies or a high-production video that illustrates your firm’s capabilities and how you solve specific problems.
Additionally, if your business has been mentioned in the national or trade press, this is the ideal location to share links to those articles, news stories, or podcast appearances.
LinkedIn Social Selling Index (SSI)
If you have ever wondered why certain career-defining or business-growth opportunities seem to be passing you by, the Social Selling Index (SSI) may provide the insights you need. Widely endorsed by sales experts, this tool is indispensable for any professional who is serious about cultivating a prestigious personal brand.
The SSI is a dynamic score that LinkedIn assigns to your profile to measure your networking effectiveness.
The free SSI tool helps you evaluate your performance in the following areas:
- Establishing a professional brand: Completing your profile with the client in mind.
- Identifying the right people: Using search tools to find better prospects in less time.
- Engaging with insights: Sharing and interacting with conversation-starting updates.
- Building meaningful relationships: Strengthening your network by connecting with decision-makers.
To access your score, ensure you are logged into your LinkedIn account via a browser and navigate to the Sales Navigator SSI dashboard.
For those operating in the B2B space, you should aim for a consistent score of 70 or above. By using the data provided by this tool, you can develop a sophisticated LinkedIn strategy that establishes you as a pre-eminent expert in your field, connects you with the right clients, and unlocks a greater volume of high-value prospects. Over time, this strategic approach will elevate your profile to a much higher tier of professional influence.
InMail Messaging
LinkedIn InMails are a great tool for connecting with people who may be difficult to reach in other ways.
Let’s say you would like to get in touch with the CEO of a company you have applied to, but they only have an individual LinkedIn account.
In this scenario, you could send an InMail, and although the response rate may be uncertain, it is a worthwhile opportunity to pursue.
To summarise, LinkedIn InMail is an essential component of a B2B strategy for the following reasons:
- You can send messages to any LinkedIn user even if you are not connected. You can also reach third-degree connections without requesting a connection.
- LinkedIn provides analytics for InMails, allowing you to track open rates, response rates, and other metrics that are crucial for optimising your approach.
Don’t Neglect Polls
Interactive content consistently outperforms static posts across all social platforms. Polls allow businesses to swiftly and efficiently engage their audience and gather valuable data. Instead of publishing announcements or news, businesses can use polls to spark discussion among their followers.
By utilising this feature of LinkedIn, businesses can conduct real-time market research, examine emerging industry trends, and test new concepts before a full launch. Whether you are asking experts about their most pressing operational challenges or seeking feedback on a prospective service, polls provide instant insights.
Because polls require minimal effort from respondents, the likelihood of engagement is significantly higher. This increased interaction signals to the LinkedIn algorithm that your content is valuable, which in turn boosts your overall visibility and reach.
Name Pronunciation Importance
Name pronunciation allows you to record how your name is spoken and display the audio on your profile so others can hear it. While this is not a requirement intended for LinkedIn Company Pages, it is still a good idea.
This feature encourages inclusiveness and can be beneficial when making contact with potential clients, partners, investors, and others.
Use More Video Content
Video posts can create higher levels of engagement than other formats, as they allow you to display your skills in a vibrant and personal manner.
If you are sharing advice, insights, or case studies, video clips can help you connect on a human level, something that algorithms currently favour.
Keep your videos short and include captions to make them accessible. Make use of this trend to help your videos stand apart.
Publish Articles on LinkedIn
There is a common misconception that digital audiences have short attention spans. While this may hold true for more casual social networks, LinkedIn, a platform populated by focused business professionals, is a different environment entirely.
Long-form content is not only accepted on LinkedIn but actively encouraged. Unlike other platforms, LinkedIn allows you to publish extensive articles that delve into complex topics, enabling you to share data and narratives that resonate with your professional network. Embracing long-form content helps establish your firm as a thought leader and broadens your organic reach.
Furthermore, LinkedIn Articles offer secondary SEO benefits, including a higher likelihood of ranking on search engines, increased social sharing, and the generation of valuable backlinks to your main website.
Given LinkedIn’s professional user base, this is an ideal venue for showcasing your specialist knowledge and attracting prospective clients or collaborators. The platform’s built-in engagement LinkedIn features help content gain traction within the right professional circles.
Do not let the trend of “snackable content” deter you; high-value, long-form writing remains a cornerstone of professional authority.
Carousel Posts
Carousel-based posts are an effective way to break down complex information into clear, swipeable slides.
This format allows you to share industry insights, showcase related products, or present step-by-step case studies in a visually engaging way. By encouraging users to scroll, carousels naturally increase the time spent interacting with your content.
Using carousels as part of your LinkedIn B2B marketing strategy helps keep your messaging visually appealing while delivering high-value, shareable content. However, success depends on consistently providing creative, value-driven slides that genuinely benefit the viewer.
Hashtag Approach
Hashtags should be viewed as an essential component of your LinkedIn SEO strategy. Utilising the correct keywords ensures your B2B brand is discovered by the right professional circles. They serve as a powerful tool for establishing brand identity and expanding your digital footprint.
With LinkedIn hashtags, B2B companies can make and utilise customised hashtags to build a brand image.
By embedding these hashtags in corporate posts, businesses allow followers, employees, and clients to interact and participate in conversations. Encouraging team members and clients to use these tags in their own posts provides a continuous boost to brand visibility.
Furthermore, custom hashtags allow companies to monitor conversations surrounding their brand. This makes it easier to track engagement, identify user-generated content, and interact directly with your audience.
Best High-Performing LinkedIn Company Pages
To understand how to master the platform, it is helpful to look at those leading the way in the B2B space.
Amazon
In recent years, Amazon’s LinkedIn page has consistently ranked as one of the most visited on the platform, reflecting its immense global reach. Recognised by LinkedIn as a premier company for career development, it cultivates an image of a vibrant, conscious employer. Amazon’s posts focus almost entirely on the individuals who drive the company, rather than on its products and services.
IBM
HubSpot recognised IBM as one of the top 12 companies with outstanding LinkedIn Company Pages, as well as ranking it among the top 10 most visited pages. It is clear that they are doing things right. An iconic brand name goes a long way, but IBM achieves its success on LinkedIn by delivering a consistent stream of high-quality, human-centric content.
Dropbox
What’s most remarkable about Dropbox’s profile that’s on LinkedIn is the degree of transparency and openness. Beyond the quality content, such as reviews from clients, podcasts and updates on product releases, Dropbox also publishes the results of employee surveys, quarterly earnings reports, and more. It also invites the community to give their feedback.
Final Thoughts
While LinkedIn remains a strictly professional platform, your marketing strategy can benefit significantly from an injection of creativity and individual character. It is possible to build meaningful connections with potential clients and partners by offering the right value and showcasing your brand’s unique voice.
The defining element behind the success of the high-performing businesses highlighted above is, without doubt, their authenticity. They are all consistent with the tone of voice they have created, and their followers actively engage with their posts. By using the above-mentioned LinkedIn features correctly, you will be able to turn LinkedIn into a formidable partner for growing your B2B business.
Next Steps
Book B2B calls & boost revenue with our trusted LinkedIn lead generation service. We’ve helped 1,000+ clients across every B2B industry get real results.
We use our 8+ years of experience delivering successful B2B LinkedIn campaigns to:
- Build a large connection base of your ideal clients
- Use a high-converting messaging campaign to generate interest
- Generate enquiries from hot leads into your LinkedIn inbox
Feel free to reach out, we’re here to help with anything you need! Book a call to learn more about 100 Pound Social and have your questions answered.
