Linkedin has 1 billion users – that is a lot of potential people that you could be reaching with your LinkedIn marketing strategy! Wait… you’re telling us you don’t have a LinkedIn page? Oh dear, this might just be where you’re going wrong!
A successful LinkedIn marketing strategy is crucial for any business looking to thrive on the platform as well as getting out there even more. Unlike other social media channels, LinkedIn focuses on professional networking, thought leadership, and B2B engagement.
To get the most out of a LinkedIn page, it’s important to craft a LinkedIn marketing strategy that leverages the platform’s features. If you don’t know how to use LinkedIn, it can be a complex platform to use. Luckily, we’ve got you covered! Read on to find out why you should have a LinkedIn marketing strategy.
*Spoiler: if you’re a business looking to grab the attention of other businesses, you might want to listen up. This one’s for you!*
What is LinkedIn and what is its main purpose?
LinkedIn is a business and employment-focused social networking platform that was set up in 2003, initially with the purpose of helping individuals to connect with their past and current work colleagues and to boost their professional network.
And that’s what makes LinkedIn different to the likes of Instagram, Facebook and X – it’s hyper-focus on the business world, and the professionals that make it.
Since its creation, LinkedIn has come a long way; and it’s still growing! -In fact, 900 million users had a LinkedIn page in 2023, but there are now 1 billion active LinkedIn pages in 2025!
If you’re looking to answer the question ‘what is LinkedIn’s main purpose’, why don’t we see what LinkedIn says themselves?:
“LinkedIn is the world’s largest professional network on the internet. You can use LinkedIn to find the right job or internship, connect and strengthen professional relationships, and learn the skills you need to succeed in your career. A complete LinkedIn profile can help you connect with opportunities by showcasing your unique professional story through experience, skills, and education.You can also use LinkedIn to organise offline events, join groups, write articles, post photos and videos, and more.”
So it seems like there are countless reasons why people have a LinkedIn page, but to put it simply, LinkedIn’s focus is: To build professional connections and expand their network.
Now, that’s broad – we know. And that’s because LinkedIn has two different target audiences, both of which use LinkedIn in different ways. In this article, we are focusing on how businesses should be using LinkedIn, but to fully understand what LinkedIn is and how to utilise it, you must first understand its scope. So let’s really get into it…
Who is LinkedIn’s target audience?
LinkedIn’s two main target audiences are businesses and individuals. The purpose and use of LinkedIn for these two audiences are slightly different, so let’s briefly break them down so that we can get onto the juicy stuff!
Individuals: Their aim will be to form connections and build their professional network. Activities on LinkedIn might include posting work experience, seeking job opportunities, and hopping on social media trends within the industry they’re interested in.
Businesses: The ways that businesses can utilise their LinkedIn business profile is really what makes the platform so successful. As far as we can see, a LinkedIn business profile is used for 3 reasons:
- To appeal to individuals looking for jobs and advertise job openings
- To seek out and catch potential leads
- To market their business and connect with current and potential consumers
How to use LinkedIn
The set-up of a LinkedIn page is very similar to that of other popular social networking sites, just with a business-focused approach. Users create a LinkedIn page that details their career and business background, and are able to create posts and content that are shared onto a ‘feed’ for others to see and interact with.
A LinkedIn page for individuals and businesses look slightly different because the information needed for each one is different. For individuals, their profile acts as more of an online resume in social media form, allowing them to provide information about themselves, their work experience, their education and achievements, skills that they’ve picked up along the way and more.
With a LinkedIn business profile, the structure is fairly similar but a little less personal and a little more business-focused (no surprise there). Here are the main features you can find on a LinkedIn business profile:
- Profile – Similar to an individual, often displaying their logo and a simple cover photo that shows what they do. The information presented to the viewer includes the company sector, amount of employees, a call to action (typically their website) and more.
- About – An in-depth overview of who the business is, what they do and where you can find them (both online and in person).
- Posts – Displays all of the posts they have made and shared, even breaking them down into media types such as images, videos, articles etc…
- Jobs – A place for them to share any job openings with more information and how to apply when you click into them.
- People – An overview of the people that work for them (or the ones that have a LinkedIn page).
Benefits of using a LinkedIn business profile
Having a LinkedIn business profile means you’ll have a range of benefits that can help your brand grow and connect. From increasing brand awareness to gaining leads, a well optimised LinkedIn page plays a key role in boosting your online presence and attracting great opportunities. Here’s a few reasons why you should consider creating a LinkedIn business profile:
Increases brand awareness
Want more people to know who you are? A LinkedIn business profile is a brilliant way to boost your brand’s visibility. By sharing great content, joining industry chats, and showing off what you do best, you can get your business in front of the right people. Stay active, use smart keywords, and watch your brand start turning heads!
Improves your search rankings
Search engines such as Google rank LinkedIn pages as well as posts high up in search results. By adding key terms, sharing consistent content, and linking back to your website, you’re making it easier for search engines to recognise your brand. So ultimately, having an active LinkedIn business profile will positively impact your SEO.
Content promotion
Having a LinkedIn business profile means that you can use its tools for content promotion. Businesses can publish content in different ways including articles and blog posts, using your LinkedIn Pulse tool to create content within the platform, and promoting your content to a targeted audience with LinkedIn targeted advertising.
Gain leads and conversions
For both B2B and B2C, a LinkedIn business profile boosts credibility. For B2B businesses, your potential customers will most likely be active on the platform, and may become aware of your products through LinkedIn. You may then become top of mind when searching, especially if you’re actively posting – tuning your LinkedIn followers into paying clients.
Types of content you can post
We will say this until we are blue in the face – every social media platform has its individual uses and purpose. And because of that, the types of content you can and should post are different. As we just mentioned, having a variety of content on your LinkedIn page is important to keep your audience engaged and for optimising your engagement. Here are the main types of content you can and should be utilising as part of your LinkedIn marketing strategy:
Videos
This is a very popular form of content on LinkedIn. Videos allow you to dive deeper, tell a story, or share the kind of in-depth industry knowledge that will leave a lasting impression. Whether it’s a detailed how-to or a behind the scenes look into your brand, long-form videos let you show up in a way that feels authentic.
Images
Images are a great way to catch attention and make your LinkedIn posts stand out in the feed. Although LinkedIn isn’t a visual-first platform, visuals certainly do help with grabbing people’s attention and breaking up a post. It could be an eye catching graphic, a team photo, or a snapshot from an event. It helps to humanise your brand and make your content more relatable.
Articles
Unlike short posts, articles on LinkedIn give you the space to dive a little deeper into a subject. They offer a chance to share case studies and highlight knowledge. The beauty of Linkedin articles is that they will stay on your LinkedIn business profile, providing long term value as they’re a resource that can keep working long after it’s been published.
Now’s the time to make LinkedIn marketing work for you
Don’t just be another face in the LinkedIn crowd – stand out! Here at Milk and Tweed we know what it takes to turn your LinkedIn page into a magnet of opportunities.
Whether you’re looking to increase engagement on your LinkedIn business profile, or just need help setting one up, get in touch with us today!
