The Ultimate Content Promotion Guide for LinkedIn

Team Pepper
Team Pepper
Posted on 23/12/217 min read
The Ultimate Content Promotion Guide for LinkedIn

Table of Contents

  • Introduction
  • What Is Linkedin Marketing?
  • Why Is Marketing On Linkedin Important?
  • What Are The Best Practices For Linkedin Marketing?
  • Easy Tips for Linkedin Marketing
  • Key Takeaways
  • Conclusion
  • FAQs

With close to 800 million users, Linkedin is a powerful business platform today. Not only this, it is also a social platform that is being used by big and small brands throughout the world. While Instagram and Facebook come with their own set of advantages and popularity amongst a certain circle, LinkedIn is a niche platform that can be extremely useful if you want to generate and sell leads. Brand awareness shared promotion and boosted conversions are all possible easily with a robust LinkedIn presence and a great network of first-degree and second-degree connections. If you are wondering how to promote content on LinkedIn, here is a cheat sheet that will guide you through the essentials of the platform.

What Is LinkedIn Marketing?

The process of using LinkedIn for making connections, generating leads, improving brand awareness, building relationships with buyers, converting prospective buyers into actual customers, finding partnerships that benefit and bring recognition to your brand, and sharing content—all of this comes under the umbrella of LinkedIn marketing. LinkedIn has been successful in helping brands expand their professional network and make connections with their target audience. It is undoubtedly one of the most trusted channels of content distribution, especially by businesses. 


Not only is LinkedIn a potent marketing platform, but it also offers its users access to a number of marketing tools. The individuals that you are interacting with on LinkedIn are on the platform because they mean business, unlike other social media platforms, which cater to an audience with wide interests, ranging from sharing photographs, making videos, following celebrities, etc. Therefore, it would be fit to call LinkedIn a business-oriented site. What makes LinkedIn marketing interesting is its wide reach. With its availability in a wide array of languages, it is the place where individuals seek job opportunities and hiring managers to hunt for appropriate candidates to fill in work positions. As a provider of marketing opportunities, groups, networks, and targeted marketing are the assets of LinkedIn. 

You can also choose the type of account that best fits your purpose. While a basic account for users comes at no cost, there are premium accounts for professionals, recruiters, and job-seekers, available at a monthly subscription. 

Why Is Marketing on LinkedIn Important?

Before learning how to promote content on LinkedIn, we must understand why LinkedIn marketing is so important and why it is being used by so many businesses around the world. The following points will help you learn how to use LinkedIn for business.


As one of the top platforms for B2B marketers, LinkedIn is known for bringing brand awareness more rapidly than any other platform. An optimized LinkedIn company page or business profile has better chances of ranking higher on search engines. Simply having a LinkedIn profile increases your brand’s visibility within business circles. You can ensure that your Google ranking gets better by using relevant keywords in your LinkedIn bio and adding links to your blog and company website.

Personal brand-building

If you want to be recognized as a business professional, you need to put yourself on the professional map. LinkedIn is the most suitable platform for building an online presence for your brand/business. With a professional photograph, a powerful heading, a concise bio, and links to your work, you will make yourself stand out in front of a recruiter, potential buyers, and other industry professionals.

Effective lead generation

For businesses in the B2B domain, LinkedIn is synonymous with lead generation. A study by HubSpot suggests that LinkedIn has one of the highest visitor-to-lead conversion rates. This means, your target audience gets converted into actual buyers faster on LinkedIn than they do on any other platform.

Establishing your brand as an industry leader

LinkedIn is the place where you can establish yourself as an industry leader. Get in touch with experts and influencers from your field of work; establish your voice amongst a network of industry experts; and observe successful businesses and individuals and learn from them. LinkedIn groups are known for having important personalities from different niches. Network with key personalities in such groups. Start by positioning yourself as an industry influencer. 

Context-related marketing

Since the focus of LinkedIn as a platform is business, your posts, messages, content, updates are right at home. An individual frequenting LinkedIn is already in a business mindset and your content is in the view of such audiences and professionals. It ensures guaranteed interaction when your business updates and posts are seen by them. 

What Are the Best Practices for LinkedIn Marketing?

While LinkedIn already offers great exposure to businesses and brands and helps them grow their network, there are a few tactics that can be used to maximize the benefits of LinkedIn marketing. 

Know the difference between a LinkedIn profile and a LinkedIn page

It is essential that you know when to use a profile versus a page. LinkedIn pages can be followed by anyone, without you sending a connection to the page. They can bring in high engagement, as they do not depend on approval. While a profile has an altogether different function, it may not always be public. LinkedIn pages are a great tool for businesses. LinkedIn profiles, on the other hand, are used by individuals to connect with other individuals.

Use the right hashtags

Hashtags are a crucial element of the marketing strategy on LinkedIn. Using too many or too few hashtags can hamper your visibility and outreach. Strike a balance between popular hashtags and those relevant to your business, when using them in a post. You can conduct basic hashtag research using the search bar at the top. A maximum of five hashtags would be a good number to use in a LinkedIn post.

Consistency is key

On LinkedIn, much like other social media platforms, your presence is what defines your brand’s personality and reliability. It is advisable that you post on alternate days or three times a week; ensure that you do it regularly. Make a schedule that you will stick to. This also affects the response patterns from your audience, as they will be expecting a post from you on specific days. Assess what time slot and days yield the best engagement for you, and then create a schedule around it. Remember, LinkedIn values consistency more than frequency. 

Don’t limit your posts to a fixed length

Experiment with the content that you post. Be it long-form stories, short, quick updates, brief thoughts, do not let your audience feel that your content is monotonous and repetitive. When creating a post, vary the length and content of your posts, throw in infographics, attach videos and links to external articles. Give your audience an eclectic mix of content.

Make sure your content is optimized for search engines<h3>
Good Linked copy is always optimized for search engines. In order to rank well on search engine results pages (SERP), your posts should have an adequate number of well-researched keywords and backlinks. A completed profile that has custom URLs is also essential for ranking high on search engines. 

Easy Tips for LinkedIn Marketing

LinkedIn might be a popular networking platform for business, but it can be quite daunting if you are not well-versed with it. The following tips will help you understand the platform and use it smoothly for networking and marketing.

  1. The first step in building a LinkedIn profile is using a professional photograph. A high-quality, non-pixelated photograph taken in formal attire will work well.
  2. At all times, it is essential that your profile is updated. It is necessary that each section of your profile has been filled and your job status is up to date. This also includes any other professional details associated with your business.
  3. Building connections on LinkedIn is the next important step. Send out connection requests to people you know personally and professionally. It is also okay to send connection requests to other industry professionals you might not know. But make sure that you send requests to the people/business profiles that are relevant to your business or industry. 
  4. Get your employees and sales team equally engaged in the process. When you are building a brand personality, it is important that the entire team optimizes their profiles and engages themselves in the marketing process.
  5. Sharing content is what will get you noticed significantly. Just by having a LinkedIn presence, you cannot expect your sales to skyrocket. In order to reach out to a large number of potential buyers, it is essential that you share meaningful information about products and services in the form of posts and updates. 
  6. Bring variety to the content you share. Don’t keep on posting blogs after blogs or opinion-heavy articles, but instead, add in a few list-based posts, polls, and other creative content that compels your audience to engage with it. Polls are an interesting medium to invite your audience to interact with your business. 
  7. Whatever you are sharing, it is essential that you craft compelling copy in the first place. Whether it is a LinkedIn ad, a blog post, or a quick update, it is important that you put your best foot forward with your content. When learning how to promote an article on LinkedIn, remember that your copy should be comprehensible, informative, and should clearly speak for itself.
  8. Your copy should be based on a clear and well-informed base of audience research. Make your content relevant to your audience. Find out: who your audience is, what they care about, and how they will benefit from your content. 
  9. Showcase Pages are a smart choice. It is always a good idea to add them to your profile. They will show the subsets of your brand and the variety of services provided by you. It is a place to display what’s best about your brand.
  10. Your LinkedIn headline is more important than you think. A LinkedIn headline refers to the words that come below your photograph. While a lot of people add their company name and job title to it, this 240 characters’ worth of covert marketing tactic should not be wasted away. Your headline determines how you rank in the search algorithm, so make sure you make optimum use of it.
  11. Do not forget to include a clear call to action (CTA) in whatever content you are sharing. The very crux of marketing rests on a well-framed CTA. Tell your audience what problem you are helping them solve and how. Make them understand why your offer or service is beneficial for them.


  1. Do not focus your efforts solely on posting and sharing; engage with the content of other brands and businesses as well. Engagements elicit response from other individuals and brands and initiates conversations. It also gives them an incentive to engage with your content in return. 
  2.  Direct messages are a great tool in converting connections to clients. 

Key Takeaways

  • LinkedIn marketing is the process of using LinkedIn for making connections, generating leads, improving brand awareness, and converting prospective buyers into actual customers.
  • LinkedIn also provides its users with access to several marketing tools. 
  • A complete and optimized LinkedIn profile has increased chances of ranking higher on search engines.
  • LinkedIn marketing is important and powerful, as it offers more visibility to your brand, focuses on the context, generates leads effectively, and helps you establish a brand personality.
  • The foundation of LinkedIn marketing lies in an updated and optimized profile and a robust network of connections.
  • Using the right hashtags and posting consistently is crucial to a successful Linkedin marketing campaign.
  • Compelling copy with a clear CTA is indispensable when sharing content on LinkedIn.


With LinkedIn, there is so much you can churn out from your connections with like-minded professionals and buyers. You can not only elevate your personal brand but also shorten your sales cycle, thus focusing your energy and resources on getting new partnerships and finding lucrative opportunities. With this effective guide on how to promote content on LinkedIn, you can translate investments into relationships, thus making traffic generation easy. 


1. What are LinkedIn marketing strategies?

Some effective LinkedIn marketing strategies include using an intriguing image, writing catchy descriptions, filtering your audience based on research, creating groups to promote content, posting consistently, and using Showcase Pages

2. How to increase followers on LinkedIn?

By updating posts regularly, engaging with other businesses, following and learning from genuine influencers, and sharing your views in the form of comments, yoWhat are clicks on LinkedIn?u can increase your followers on LinkedIn.

3. What are first-degree connections on LinkedIn?

First-degree connections are people you are directly connected with because you accept their connection request or vice versa.

4. What is a good engagement rate on LinkedIn?

According to experts, any engagement rate over 2% is considered good on LinkedIn, while an engagement rate of over 10% is considered excellent.

5. What are clicks on LinkedIn?

Clicks signify the number of times people click on your LinkedIn page. Clicks do not include the number of interactions or comments made.

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