The Beginner’s Guide to LinkedIn Marketing for B2B

Everything you need to make an impact on LinkedIn – from how to set up your company page to how your employees can position themselves as thought leaders and more. Don’t forget to share this with your sales and business development teams, too!

Why LinkedIn?

When it comes to marketing your B2B company, LinkedIn reigns supreme as a top social media channel to consider. But what makes it so appealing for these companies?

These statistics make LinkedIn a must-use platform for B2B businesses.

80% of social media B2B leads come from LinkedIn

Company vs. Personal Pages

There are two types of pages that you can have on LinkedIn: a personal page or a company page. Ideally, you’d have a main company page for business-related updates, and members of your tam have their own personal pages that they can associate with your company.

There are benefits to each page type, including:


  • Establish business credibility
  • Post open jobs and recruit talent
  • Sponsored content opportunities
  • Support SEO efforts


  • Connect with other LinkedIn users
  • Engage with any LinkedIn content
  • Send direct messages
  • Get recommendations
  • Highlight skills

We recommend utilizing personal and company pages. Keep reading for our tips, tricks and best practices for using both on LinkedIn.

Setting Up Your Company Page

When it comes to your company page, there are a few things to accomplish:

LinkedIn Company Profile-Description-Optimize For Google Example

It might be tempting to just slap your logo on a page and put up your capabilities, but it’s important to take your time and complete each section of your company page. Pages with complete information get 30% more weekly views than pages that are incomplete. Use these tips to help complete your profile.

Don’t forget to encourage your team to link their employment to your page!

Posting on Your Page

Did you know that companies that post weekly see 2x more engagement on their content? Once you have your page information completed, it’s important to start creating content for the page.

According to LinkedIn Marketing Solutions, the following posts perform well:

  • Photos see 2x more comments than those without
  • Video content sees 5x more engagement than posts without video
  • Live video gets 24x more engagement than traditional posting.

Post Ideas

Knowing that posts with media performs well is helpful, but it still begs the question “what should I post about?”

While content will vary from industry to industry, some evergreen idea to start with include:

  • Case studies
  • Job openings
  • Testimonials
  • Blog content
  • Awards and accolades

Want more tips on the types of content to post, including examples? Head to our blog for five tips to drive organic traffic to your company LinkedIn page.

How much should you post on your company page?

“Companies that post weekly see a 2x lift in engagement with their content.”

LinkedIn Marketing Solutions

Accessing Paid Advertising

One of the key benefits of having a company LinkedIn page is being able to access LinkedIn’s marketing solutions, which include paid advertising. Only companies have access to these features, so if LinkedIn advertising is a part of your 2021 marketing plan, you must set up a company page.

Once you’re ready to explore paid ads, you’ll set up an account with LinkedIn’s campaign manager. From here, you’ll be able to access all the campaign features and tools.

Determining Your Goal

Depending on which stage of the buyer’s journey your campaign is intended for, your goals may vary. As our blog, LinkedIn Advertising Made Easy, shares, the following goals are appropriate for each stage:

  • Awareness: Awareness goals revolve around introducing your company to new potential customers and increasing your reach. A successful campaign would boost your page’s impressions, grow your follower list and spark higher rates of engagement (likes, comments and shares).
  • Consideration: A consideration LinkedIn campaign would reel in potential customers who are ready to learn more about your business. For this objective, your goals could include increasing website traffic, gated content downloads and video views.
  • Conversion: Employ a conversion-focused campaign when you’re ready to cultivate potential customers (or job applicants). Conversion campaign goals include lead generation, web form signups or even new applications for open positions.

The Different Ad Types

Within LinkedIn, there are multiple ad options to choose from. What you select will depend on your campaign goal and available media.

Your options include:

  • Single Image Ad: Ads using a single image, article link or one of your LinkedIn events that will show up in a member’s newsfeed
  • Carousel Image Ad: Ads that include two or more images that will show up in a member’s newsfeed
  • Video Ads: Ads using a video that will show up in the news feed
  • Text Ads: Text-based ads that will show up in the right column or top of a LinkedIn page
  • Dynamic Ads: Personalized desktop ads that promote an offering, like gated content or valuable blogs
  • Follower Ads: Personalized desktop ads that use a member’s profile data to promote a company page
  • Conversation Ads: Ads that are delivered to your target audience’s LinkedIn Messaging inbox
LinkedIn Ad Formats

For more information on each ad type, make sure to review LinkedIn Marketing Solutions ad guidelines.

Tips For a Successful Campaign

When it comes to any social media advertising, LinkedIn included, there are some things to keep in mind to ensure a successful campaign.

Audience Targeting

On LinkedIn you’ll have two options for defining your audience: audience or audience attributes. When creating your ad, it’s important to be strategic about which audience type you use and how specific you get with your targeting. Learn more about audiences here.

Setting Realistic Goals

Let’s face it. If you set up unrealistic goals, it’s unlikely you’ll be successful (though if you are, way to go!). Your goals should be based on industry benchmarks, at least until you have your own data to pull from.

According to The B2B House, a good click-thru-rate (CTR) ranges from 0.45% – 0.6% with the following variation based on ad types:

  • Sponsored Content (Single Image): 0.56%
  • Sponsored Content (Carousel): 0.40%
  • Sponsored Content (Video): 0.44%
  • Message Ads: 3% with open rates at 30%
  • Dynamic Ads Standard: 0.06%
  • Dynamic Ads Dynamic: 0.08%
  • Text Ads: 0.02%

For different industries the averages may vary slightly, so make sure to confirm these benchmarks before finalizing your goals.

Use Engaging Creative

Having compelling creative is a key component to your ad campaigns. Depending on your campaign, you may use a high-quality photo, video, carousel of images text-based graphic. Whatever the media is, it should be designed to capture the attention of your target audience.

If you need help creating high-quality imagery, Canva is a simple, free tool to help get started. It even has common social media creative sizes already set in the platform to help ensure you’re using the right creative specs!

Test and Optimize

There’s more to an ad campaign than setting it and forgetting it. Over the course of the campaign duration, make sure to check in a see how your campaign is performing. If you’re underperforming on your goals, it might be an indication that you need to adjust your creative, audience targeting or budget.

We typically recommend running a campaign for 30-days so that you have ample time to test and optimize.

For more insights on how to run an effective campaign, click here.

No Ad Graphics? No Problem.

If you don’t have engaging visuals, consider running a text (conversation) ad. These are direct messages sent via the LinkedIn inbox that don’t require media.

The Benefits Of Personal Pages

Like we mentioned before, there are many benefits to personal pages. Unlike company pages, these allow users to directly engage with potential leads and establish themselves as industry thought leaders.

Because these need to be created by individuals, you do need to rely on your team members to create and maintain their profiles. While you can’t force them to do this, you can help encourage it by:

After publishing a company update, you have the option to notify employees on LinkedIn of your new post. While you don’t want to do this too frequently (LinkedIn caps the feature at once a week), it’s a great way to share large updates with your team and encourage engagement.

Setting Up a Personal Page

If you Google “setting up a LinkedIn profile” you’ll be bombarded with articles on mistakes to avoid, best practices and a slew of advice to sift through that can make the entire process feel overwhelming.

If you’re looking for a blog on the topic we have a great one we can recommend, But if you’re looking to just get started, we can also help you avoid blogs altogether and get right to work.

We’ve compiled all our personal profile best practices into an easy-to-follow guide, so you can create an impactful profile without all the guesswork. The best part? It’s free.

Still need some inspiration? Check out these examples of profiles that follow best practices.

Personal profiles with a photo get up to 9x more views than their photo-less counterparts. Make sure to include a high-quality headshot in your profile.

Posting Original Content

Once your personal profile is set up, it’s time to start creating content. Creating posts is a strategic way to be seen on the platform, plus creating consistent, high-quality content helps you stand out as an industry thought-leader.

If you’re not sure where to start with content creation, consider chiming in with the following:

  • Updated from your company page (BONUS: sharing content helps drive people back to your company page)
  • Your thoughts on an industry hot-topic
  • An upcoming event your attending
  • A new certification you earned

For instance, after completing a new certification or course, you might share a post like this:

Example of a B2B LinkedIn Post About HubSpot Certifications

For more ideas on content to share, make sure to check out our tips for becoming a thought leader on LinkedIn.

Beyond Traditional Posting

In addition to traditional posting, LinkedIn allows you to publish:

  • Live videos
  • Polls and questions
  • Documents
  • Long-form articles

Once you’ve mastered creating original content, consider trying out some of LinkedIn’s additional posting features. For example you can use the poll feature to learn more about your audience. By asking what social media platforms my network uses, I can create content specific to their needs:

LinkedIn Poll Example For B2B Audience Research

Engaging With Others

Another impactful way to build connections and authority on LinkedIn is by engaging with others. This is also a great way to get comfortable on LinkedIn if you’re still not sure what to post.

For 15-20 minutes a day, scroll through the platform and engage with other’s content. You can leave reactions such as likes, comments, replies on existing comment threads or you can share someone’s post with your own added commentary.

Not only does this help you get comfortable on the platform, but it can help you think of some post topics to use on your own page.

Tools To Help

Creating content for social media can be overwhelming, but these tools can help:

Best Practices

When it comes to social media, not all profiles were created equal. To stand out in the crowd, you need to do the work to create an attention-grabbing page.

Make sure to:

  • Create a compelling personal page
  • Engage with others
  • Craft an eye-catching headline
  • Contribute to discussions
  • Be social (it is a social media platform after all)

More Ways to Use LinkedIn For Your B2B Business

Company and profile pages are impactful ways to build authority on LinkedIn, but have you considered the additional benefits of being active on the channel?

LinkedIn can help you:

With the endless possibilities of LinkedIn, it’s an important tool for every aspect of your marketing strategy, from research and planning to content development to paid advertising.

Need Help?

When used strategically, LinkedIn can be an integral part of a B2B marketing strategy. To work effectively, it takes a foundational strategy, clear goals (even for organic growth) and team engagement. If you’re not sure how to get started, we can help.

Simple Machines can create a social media strategy, create and manage your company page and develop a content calendar and post content. Plus, we build easy-to-use LinkedIn playbooks for their clients’ to provide their employees to gain confidence on LinkedIn.

Contact us today to see how we can enhance your LinkedIn presence.