• Posted by Antoinette on October 21, 2019

LinkedIn has evolved into more than just a professional networking platform. Over the past five years, entrepreneurs and marketers have realised its potential and have built strategies around the channel.

For practitioners, LinkedIn is a useful platform for collaboration, sharing information, and launching targeted marketing campaigns. Companies can join various groups to expand their scope. Executives and business owners can position themselves as key thought leaders in their industry using LinkedIn.


  1. Build your company page. This is the first step to LinkedIn marketing because there are contents that are better published using your company page as opposed to your personal profile (e.g. Self-promotion posts)

  • Under your profile at the top right-hand corner of your homepage, click on “Work” on the dropdown menu. Select “Create a Company Page+” from the bottom of the list.
  • Upload your logo and a custom cover photo for your page to support branding.
  • Add vital information such as the founding date, your website, and your business category.
  • Other profile content that increases interest includes video introduction about your business, hotline numbers, and recently completed projects.
  • If you have team members, ask them to link their profiles to your company page to enhance your company credentials.
  • Follow relevant topics via hashtags so your company page gets relevant updates and news about your industry. 


The best practice is to customise your presentations with your company logo and other trademarked assets for readers to know it’s your original content.

Your presentation can be as short as five slides. However, the information you’re presenting needs to be unique and insightful. When done correctly, website authors and other content creators can site you as a source, thereby increasing your authority as a thought leader.

Here are a few pro tips:

  • Integrate video and audio into your presentation.
  • Use quality images and graphics to help the reader visualise the information. Heavy blocks of texts don’t work well.
  • Add exercises or homework for the reader to integrate what they’ve learned.
  • Create a series to keep them coming back for more.

Here’s an example of an excellent SlideShare presentation. 

The example above checks all the tips mentioned. They used videos, integrated audio, and used animated graphics to explain the topic. The creator also cut his discussion into chapters. The last section even includes a chapter quiz.

  1. Add hashtags to your posts. LinkedIn automatically populates suggested hashtags after you type in your post. You can choose two to three from those suggestions or use your own hashtag if your objective is brand awareness.

When you add a hashtag, your post becomes part of a bigger conversation seen by more people. Here’s what the #naturopathy feed on LinkedIn looks like. 

Pro tip: Posting with a hashtag is only one part of the process. You have to engage too. Comment or react to a post that resonates with you. Note that company pages can’t comment on a post, however, if there’s a chance to mention your business, then why not? Contributing valuable insights is what the community appreciates.

  1. Invest in sponsoring targeted content. It takes time and budget to grow your network and generate leads through LinkedIn. Sponsoring a post means you’re paying a certain amount to have LinkedIn show your content to your specified audience. Choosing this option means you are marketing your business directly to the people who are more likely to engage with you.

Who can you target?

  • Website visitors – Categorise visitors based on the pages they visit. Ask your website developer to help set this up on the back end.
  • Email contacts – Securely upload your email list to LinkedIn.
  • Account Targeting – List target companies to show LinkedIn find the best matches from their own database.

A/B testing your ads will help fine-tune your copy and ad images so you can maximise returns of your spending.

  1. Pay attention to metrics. Notice patterns and user-behaviour through the native analytics dashboard as well as your observations as a user. 
  • What topics get the most attention and engagement?
  • Do videos work better than static images for you?
  • What days have the highest and lowest level of activity?
  • What call-to-action does your audience respond to?

The use of LinkedIn for marketing to clients and other business will continue to rise over the next few years. As user-experience is improved, more and more entrepreneurs will focus their efforts on the channel to get leads, find collaborators, and share knowledge.

Start building your profile as a practitioner. Begin fine-tuning your company pages. There’s no better time than now.

Share a strategy that has worked for you in the comments below. Let’s work together to help our community of practitioners reach our full potential as entrepreneurs.


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