LinkedIn Marketing Strategies

When I ask people why they’re not active on LinkedIn, I get the same responses repeatedly.

LinkedIn is boring and intimidating.

I don’t know what to say.

I tried LinkedIn for a few weeks and barely got any bite.

Nobody reaches out to ask about my services.

LinkedIn is for “serious people,” not for me.

You’re scared of being yourself on LinkedIn because you feel intimidated by all the CEOs and marketers showing up with success stories. So, you’ve concluded that LinkedIn is a professional networking space where everyone wears suits and speaks perfect English.

Wrong. LinkedIn is human first, and just like any social media, the people who win are those who show up authentically. They share valuable advice that readers can implement immediately, and they do it consistently.

Let’s be clear. There is no magic trick or checklist to a successful LinkedIn marketing strategy. But you’ll not find any social media platform that rewards content creators with as many leads and conversions as LinkedIn does.

Here are some interesting stats to motivate you:

LinkedIn gnerates 80% of all social media leads

38% of B2B marketers generate revenue via LinkedIn

In addition, LinkedIn accounts for 46% of all social traffic to B2B websites

In this guide, you’ll learn how to create an effective LinkedIn marketing strategy for lead gen purposes.

How to Create an Effective LinkedIn Marketing Strategy

  1. Know Your Audience

The first questions to answer when creating your LinkedIn marketing strategy are:

Who is my ideal customer?

Who do I need to connect with to generate leads and conversions from LinkedIn?

What type of content will attract the right audience?

This is an essential step, and you should take time to figure out your target audience. When I started on LinkedIn, I was connecting with everyone. The CEO of the furniture company in Alabama. The small business owner running a funeral home in Oklahoma. Even the interior designer in New York.

I didn’t know my target audience because I hadn’t defined what I did and for whom. When I got clarity on my ideal user, I updated my LinkedIn profile to reflect this messaging.

As an SEO content writer and strategist, my target audience is content marketing managers and heads of SEO departments at SaaS and tech companies. Additionally, I target clients in the United States because these companies have a high awareness of SEO and the spending power to pay my rates.

Who will hire you for the skills you provide? The deeper your specialty, the more clarity you will have about your audience.

  1. Study LinkedIn Influencers & Businesses That Hit the Mark

I spent three months studying influential people on LinkedIn to see the type of content they created. I realized that you could segment LinkedIn into two user groups:

LinkedIn users who share valuable content that makes them the authority on a subject. An example is Ross Simmonds, who has established himself as a top authority in the content distribution niche.

LinkedIn users with over 10,000 followers who share stories that don’t tell you anything about their expertise. Lots of engagement but few leads.

Who is posting great content in your niche? Study them, take pointers, and use that information to build your strategy.

  1. Optimize Your LinkedIn Profile

Profile Image

Do not underestimate the power of a picture. I know it’s a tired cliché, but a picture is worth a thousand words (or maybe a thousand leads). According to LinkedIn, adding images doubles the number of comments a post receives.

Personal brand images build awareness and establish a connection with your audience. Pictures have the power to attract, persuade, and sell.

I invest in brand photographs every year, and it’s worked wonders for how people perceive me as a professional who knows her stuff.

There’s no hard or fast rule to choosing a LinkedIn profile picture, but here are a few tips:

Project confidence

Look directly at the camera

Use your face in your profile picture, not your company logo

Use a high-resolution image

Make sure you’re the only person in the frame

Create a background photo that promotes your offering

Below is an excellent example of a background image and profile photo from Michael King, Founder of iPullRank. I have a simple formula for writing LinkedIn headlines: What you do + Who you do it for.

Using Troy’s Sandidge’s profile as an example, we have “Marketing Strategist + B2B.”

Your LinkedIn title flows from your knowledge of your target audience. Otherwise, you’ll be using the wrong keywords and attracting poor-quality leads.

Consider using a keyword that is findable. Think of words your target customer uses when searching for your services. Then, as you post consistently, you’ll effortlessly show up on LinkedIn results for your keyword. Here’s another example from Lily Ugbaja.


Your LinkedIn bio is perhaps one of the hardest things to write. It carries the weight of telling your ideal customer what you do, why they should work with you, and how to contact you.

The first line should grab attention and encourage the reader to click the see more button. Think of how you can communicate value in two sentences. My target audience wants content that ranks and I lead with this sentence. Fix your bio, and you’ll get more people reaching out via LinkedIn Messaging to inquire about your services. You can peep my full bio on LinkedIn.

Before settling on a final version, ask a few people from your target audience to read your bio and give feedback.

Featured Posts

Think of your LinkedIn profile like a funnel. It starts with your image, the title, bio, and continues with the Featured Posts. Use Featured Posts to share content about your expertise.

Here’s an example from conversion copywriter Diane Wiredu.


Recommendations are similar to testimonials you’d have on your website. It gives prospective clients an idea of what to expect when they work with you. My only trick for getting recommendations from clients is to do great work. Over-deliver and your clients will be happy to drop a recommendation when you ask.

For example, I can tell that Aaisha Joseph is an engaging speaker who is comfortable breaking down walls around diversity and inclusion.

  1. Connect with People
  2. You Want to Im
  3. pressto know your target audience to connect with the right people. For example, when connecting with people on LinkedIn, I don’t just consider potential clients. I also think of peers who would find value in my content.

I’m a freelance content writer and strategist. So, I connect with:

Potential customers — heads of content, SEO, and marketing departments.

Peers — copywriters, in-house SEOs, marketers, and freelancers.

These are the two groups of people who understand my content when I write about SEO and content marketing. This means quality engagement that leads to new relationships and potential future referrals.

Finally, make sure you’re connecting with active users on LinkedIn, not LinkedIn users who only show up once in three months to check their messages. A LinkedIn Premium account shows this information.

  1. Build Relationships

The most straightforward way to nurture relationships on LinkedIn is to comment on the posts of people you want to impress. I comment on any post I find helpful or engaging. I also try to leave comments on the posts of industry experts and connections that fall within my target audience.