LinkedIn marketing for business: how to get started

Who is LinkedIn marketing for?

LinkedIn is a business network. People use it in their role as business owner, manager or employee. That makes it strong when your clients are businesses, and less strong when you sell to consumers.

• Good fit: business service providers, such as consultants, accountants, IT and marketing firms.
• Good fit: companies that supply other companies, such as transport, wholesale, installation and construction.
• Good fit: recruiting staff, in almost any industry.
• Less of a fit: shops, restaurants and salons that mainly serve consumers. Instagram, Facebook and Google usually work better there.

Not sure which channel suits you? Read social media marketing for SMEs for an overview of every channel.

Personal profile or company page?

On LinkedIn, people mainly follow people. Posts from a personal profile usually reach more people than posts from a company page. For a small business, your own profile is often your most important tool.

The company page is your business card. People check it when they want to size up your business, and you need it to run ads and post job openings. Use the two together:

• Your profile: share knowledge, respond to others, start conversations.
• Company page: what you do, who for, job openings, projects and news.
• Now and then, share company page posts from your own profile, with a personal line added.

How to build a strong LinkedIn profile

Your profile is often the first thing someone sees after a post or an invitation. Go through these points:

• A clear, recent photo that shows your face well.
• A headline that says who you help and with what, not just your job title. For example: 'I help installation companies get a schedule that works.'
• An About section in plain language: what problem you solve, for whom, and how people can get in touch.
• Featured items, such as a link to your website, a case study or an article.
• Recommendations from clients or partners.

Then grow your network steadily. Connect with clients, former colleagues, suppliers and people you meet at trade fairs or networking drinks. Add a short, personal note to each invitation instead of a sales pitch. A network of people you actually know, or want to know, is worth more than thousands of random connections, because your posts then reach the right people.

Make sure your company page tells the same story, with your logo, a short description, your website and your location.

What should you post on LinkedIn?

Good LinkedIn posts are useful or personal, ideally both. Everyone scrolls past ads with no substance. Ideas that often work:

• A question clients ask a lot, with your answer.
• A lesson from a project, without confidential details.
• A look behind the scenes: what does a working day look like, how do you tackle a job?
• Your view on something in your industry, backed by experience.
• A short explanation of a term your clients often don't understand.
• News: a new service, a new colleague or a finished project.

Write the way you talk. Open with a strong first line, because LinkedIn only shows the first few lines before someone clicks 'more'. Posting a few times a week is great, but one good post a week that you keep up beats a month of enthusiasm followed by silence. You can also put longer pieces on your website as a blog; read content marketing and blogging for that.

Commenting matters at least as much as posting. A thoughtful comment on a potential client's post is often read more than your own post.

LinkedIn advertising: when is it worth it?

With LinkedIn Ads you pay to show your message to a chosen group. Its strength is business targeting: you can aim at job title, industry, company size and region. Few other channels let you do that so precisely.

The flip side is that a click on LinkedIn usually costs more than on Facebook or Instagram. It pays off mainly when one new client is worth a lot, as with business services or larger projects. Tips to get started:

• Pick one clear goal, such as requests for a call or downloads of a handy checklist.
• Keep your audience tight. A small, precise group beats everyone in the Netherlands.
• Send people to a page that matches the ad exactly.
• Start with a small budget, measure for a few weeks and only scale up once it brings in enquiries.
• Only add the LinkedIn Insight Tag to your site once visitors give consent for it in your cookie banner.

How much to spend per month depends on your market. Use setting an online marketing budget to work it out.

Measuring what LinkedIn marketing brings in

Likes feel nice, but they don't pay the bills. Look at numbers linked to clients:

• Profile views and new connections from your target audience.
• Messages and conversations that come from your posts.
• Visits from LinkedIn to your website, visible in Google Analytics.
• Enquiries and quotes where the client says they know you from LinkedIn. Just ask.

How Violexa helps with LinkedIn marketing

We help you decide whether LinkedIn suits your business, create a realistic posting plan and set up ads where they pay off. We also make sure your website is ready for visitors from LinkedIn, with a clear page and a good contact form. Take a look at our online marketing, covering SEO, Google Ads and social media, from €599 excl. VAT (€725 incl. VAT) per month. No minimum term; cancel any month with one month's notice.

Want to know whether LinkedIn marketing makes sense for your business? Book a free quickscan. In 30 minutes, online or on site, we look at your clients and channels. You get short written advice with a price indication, with no obligation.

Frequently asked questions