LinkedIn isn’t just a place to park your resume anymore. It’s perfect for making meaningful industry connections, and, most importantly—is full of leads.
But if you’re going to do lead generation on LinkedIn, you have to do it right. And that’s where your LinkedIn marketing strategy comes into play.
LinkedIn marketing is the strategic use of the platform to promote your brand, connect with the right audience, and drive business growth.
In this guide, I’m going to show you exactly how to create a strategy that drives real results in 10 simple steps.
How a LinkedIn marketing strategy will help your business
In 2024, LinkedIn’s annual revenue surpassed $16 billion.
Whether you’re a freelancer, a small business owner, or running a larger company, having a LinkedIn marketing strategy is like having a game plan for networking and lead generation on autopilot.
Without a strategy, it’s easy to fall into the trap of posting random updates, connecting with people once in a while, and hoping for the best.
But with a clear approach, you can build brand awareness, establish yourself as an authority, and attract the right clients or customers.
Here are just a few ways that a solid LinkedIn marketing strategy can grow your business:
- Reach the right audience. With over 1 billion members globally, LinkedIn gives you access to professionals across industries.
But more importantly, there are 65 million decision-makers on the platform and 10 million C-level executives. This makes it the ideal platform for B2B marketing. By using targeted content and optimising your profile, you can ensure your message reaches the right people—whether they are potential clients, partners, or investors. - Boost credibility and trust. Establishing trust is crucial in business. Regularly sharing valuable content, engaging in discussions, and showcasing your expertise can position you as a thought leader in your industry.
The more consistently you contribute, the more likely people are to view you as a reliable expert. - Generate high-quality leads. LinkedIn users are primarily focused on business, unlike other social platforms. As a result, 40% of B2B marketers rate LinkedIn as the most effective channel for generating high-quality leads.
By combining organic content, networking, and strategic outreach, you can convert connections into clients. - Build a valuable network. One of the biggest advantages of LinkedIn is that it’s not just about broadcasting content. It’s about having meaningful discussions.
Whether you’re commenting on someone’s post, responding to messages, or engaging in industry-related debates, these interactions can lead to collaborations, partnerships, and even new business opportunities. - Keep up with industry trends and insights. LinkedIn is where professionals share their latest findings, thoughts, and expertise.
By staying active on the platform, you’ll be exposed to the latest trends, strategies, and innovations in your industry. This not only helps you stay ahead of the competition but also gives you valuable content ideas to share with your audience.
How to create a LinkedIn marketing strategy step-by-step
Step 1: Identify your goals and target audience
Before you start posting content or sending out connection requests, take a step back and ask yourself: Why am I using LinkedIn in the first place?
Your LinkedIn marketing strategy needs a clear direction. Otherwise, you’ll end up spending time on the platform without seeing real results. Start by defining your primary goals. Do you want to:
✅Generate leads and attract new clients for your business?
✅Build brand awareness for the company or clients you manage?
✅Establish yourself as a thought leader in the social media industry?
✅Drive engagement and grow a community around your brand?
✅Connect with potential partners, influencers, or collaborators?
Once you’ve nailed down your goals, the next step is figuring out who you’re trying to reach. Because let’s face it—if you’re talking to everyone, you’re talking to no one.
Think about your ideal audience:
- Who are they? (Job titles, industries, company sizes)
- What challenges do they face with social media marketing?
- What kind of content would provide value to them? (Tips, case studies, industry news, behind-the-scenes insights?)
- Where do they spend time on LinkedIn? (Are they engaging with thought leadership posts? Active in LinkedIn groups? Following social media experts?)
By getting crystal clear on your goals and audience, you’ll be able to create content and engagement strategies that actually attract the right people—rather than just shouting into the void.
Step 2: Optimise your agency’s LinkedIn page
Now that you know your goals and target audience, it’s time to make sure your LinkedIn page is working for you—not against you.
A well-optimised LinkedIn page builds credibility, attracts the right audience, and encourages engagement. Here’s how to make yours stand out.
1. Nail your page basics
First things first—make sure every section of your agency’s page is filled out. LinkedIn pages with complete information get 30% more views per week, so don’t leave anything blank.
This includes:
- A high-quality logo and cover image. Your logo should be clear and recognisable, and your cover image should visually represent your agency. Consider adding a tagline or a branded design to reinforce your messaging.
- A compelling tagline. This appears right under your agency name, so make it count. Instead of something generic like “Social Media Marketer,” try “Helping brands grow with high-impact LinkedIn strategies.”
- An engaging ‘About’ section. Don’t just list what you do—tell a story. What makes your company different? Who do you help? What results do you deliver? Keep it clear, concise, and client-focused.
Here’s a more in-depth guide on how to make your profile stand out on LinkedIn.
2. Use keywords to improve visibility
LinkedIn is essentially a search engine for professionals, which means SEO matters here too. Make sure your agency’s page includes relevant keywords that your ideal clients are searching for.
Think about terms like:
→ LinkedIn marketing
→ Social media strategy
→ B2B content marketing
→ Community building
→ Lead generation
Sprinkle these naturally throughout your tagline, About section, and even your posts to improve discoverability.
3. Showcase your work and results
Potential clients want to see proof that you know what you’re doing. Use LinkedIn’s features to highlight your expertise:
- Share case studies and success stories. Talk about how you helped a client increase engagement, generate leads, or grow their LinkedIn presence. Numbers and before-and-after comparisons work wonders.
- Upload videos and graphics. A short video introducing your agency, a client testimonial, or a carousel post breaking down a LinkedIn growth strategy can instantly make your page more dynamic.
- Leverage the “Featured” section. Pin your best content to the top of your page so visitors see it first. This could be a link to a blog post, a standout client project, or an interview where your agency was mentioned.
Step 3: Develop a LinkedIn content strategy
Now that your agency’s LinkedIn page is looking sharp, it’s time to focus on the real game-changer—content.
A great-looking profile might attract visitors, but if there’s nothing valuable for them to engage with after following you, they’ll move on.
That’s why having a solid content strategy is key. Your content is what builds trust, sparks conversations, and ultimately turns connections into clients.
So, where do you start?
- Define your content pillars. Choose 3-5 key themes that align with your expertise and your audience’s interests.
These act as the foundation for your content strategy, ensuring consistency and relevance. Example pillars for a social media agency could include LinkedIn growth strategies, content marketing insights, industry trends, case studies, and behind-the-scenes agency life. - Mix up your content formats. Avoid posting the same type of content over and over. Instead, experiment with text posts, carousels, videos, live streams, and LinkedIn Articles.
- Create a consistent posting schedule. Consistency is key to staying visible and relevant on LinkedIn. Brands that post weekly see 2x more engagement than those that don’t. 2-5x a week is what’s most recommended. But a study from Hootsuite and Critical Truth found that LinkedIn users actually post 6x a week on average.
- Batch-create content in advance. This prevents you from ever having to scramble for ideas. Plus, you can use a social media management tool to schedule posts to be posted automatically on the date you want them up. I recommend Sendible for this. It lets you bulk upload content, schedule, and white label your content. Plus, you get access to in-depth reporting and analytics tools, and campaign management if you’re running ads. Click here to get a free trial or book a demo to see how it works.
- Use a content calendar. This gives you an overview of what will be posted and when.
- Repurpose content to maximise value. For example, turn a blog post into a carousel, a webinar clip into a short video, a LinkedIn poll into a discussion post, etc.
Step 4: Use LinkedIn articles and newsletters
By now, you’ve got a solid content strategy in place with regular posts keeping your audience engaged. But LinkedIn Articles and Newsletters are powerful tools you shouldn’t overlook.
Especially if you want to position yourself as an industry authority.
Unlike short-form posts, these formats let you go deeper into topics, share expert insights, and build long-term credibility.
And they can drive serious engagement when used strategically.
LinkedIn Articles work like mini blog posts directly on the platform. They’re perfect for longer, in-depth content that showcases your expertise and helps you stand out.
But if you find yourself staring at that blank draft with no idea of what to write, here are some places to start:
- Deep dives into LinkedIn marketing strategies
- Case studies of client success stories
- Industry trend analysis
- Opinion pieces
- Repurposed blog content
LinkedIn Newsletters take articles one step further by allowing people to subscribe to your content. Every time you publish, subscribers get notified.
Starting a newsletter is simple, but making it valuable enough for people to subscribe takes strategy. Here’s how to make it work:
- Choose a niche focus. Make sure your newsletter has a clear theme that aligns with your audience’s interests. Example: “The LinkedIn Growth Playbook” for social media managers.
- Be consistent. Whether it’s weekly or bi-weekly, stick to a schedule so your audience knows when to expect new content.
- Make it engaging and actionable. Offer real insights, not just fluff. End with clear takeaways or a question to encourage discussion.
- Promote it. Share it in your posts and invite existing connections to subscribe.
Step 5: Connect with the right people
Creating great content is only half the battle on LinkedIn. If you want real results—more engagement, leads, and opportunities—you need to actively build your network.
But here’s the catch: It’s not about connecting with just anyone. The key is to grow an audience that actually cares about what you do.
Before you start sending out connection requests, take a step back and ask: Who do I want to reach?
Since this guide is for social media managers, your ideal connections might include:
✅Marketing decision-makers – Heads of marketing, CMOs, and business owners who could become clients.
✅Other social media professionals – To exchange insights, collaborate, and expand your industry network.
✅Potential partners – Content creators, agencies, or consultants who complement your services.
✅Industry influencers – Following and engaging with thought leaders helps increase your visibility.
But beware. Nothing screams “spam” more than a generic “I’d like to add you to my LinkedIn network” message. If you’re reaching out to someone new, take an extra 30 seconds to personalise your invite.
I like this template:
Hi [Name], I came across your profile and really liked your post on [topic]. I’d love to connect and exchange insights on [shared interest]. Looking forward to staying in touch!
Step 6: Network in LinkedIn groups
If you’re only posting on your LinkedIn feed, you might be missing out on a huge opportunity to connect with potential clients, collaborators, and industry experts.
That’s where LinkedIn Groups come in.
Think of them as industry-specific networking events. Except you don’t have to leave your desk. And you get to choose the conversations you want to be part of.
But here’s the catch: Most LinkedIn groups are either dead or full of self-promotion. To make them work for you, you need to be strategic.
Not all LinkedIn Groups are worth your time, so be picky about where you engage. Look for groups that:
✅Are actively moderated (so they’re not full of spam)
✅Have consistent engagement (regular posts and discussions, not just tumbleweeds)
✅Attract the right people (your potential clients, not just other social media managers)
Step 7: Consider using LinkedIn ads for lead generation
You’ve built a solid foundation. Your LinkedIn profile is optimised, your content strategy is in place, and you’re actively networking. But you want to speed things up and reach more of the right people.
LinkedIn Ads have entered the chat.
Now, let’s be real: LinkedIn Ads aren’t cheap compared to other platforms. But they can be incredibly effective for B2B lead generation, especially if you want to get in front of decision-makers who are hard to reach elsewhere.
The key is knowing when and how to use them so you’re not just burning money.
LinkedIn offers several ad formats, but not all are ideal for generating leads. Here are the most effective ones:
- Sponsored Content. These are promoted posts that show up in the LinkedIn feed, just like organic posts. They’re great for promoting lead magnets (like an ebook, webinar, or free consultation) to attract potential clients.
- Lead Gen Forms. These ads let people sign up for your offer without leaving LinkedIn, making the process super easy. The best part? LinkedIn auto-fills their info, so conversions tend to be higher.
- Message Ads (InMail Ads). These send a direct message to your target audience. When done right, they can feel personal and effective—but be careful not to sound too salesy.
- Text Ads & Dynamic Ads. These are smaller, sidebar ads. They’re budget-friendly but typically work better for brand awareness than direct lead generation.
Step 8: Encourage your employees to engage with the company page
Think about it—LinkedIn isn’t just about brands. It’s a platform built for people. When real people (your team) engage with your company page, your posts reach their networks, too.
That means more eyes on your content, more trust, and more potential clients seeing what you do.
If you want your employees to engage, you have to make it ridiculously simple. Don’t expect them to go out of their way to find your posts—bring the content to them!
Try this:
✅ Send a quick Slack or email reminder when a new post goes live.
✅ Ask for small actions. A simple like or comment makes a big difference.
✅ Use an internal LinkedIn pod. A private group chat where team members drop links to posts they want engagement on.
✅Incentivise team members to leave comments and share company content. You can do this with competitions, giveaways, or other small rewards.
People are more likely to engage when it takes seconds, not minutes out of their day.
Step 9: Track performance with LinkedIn analytics
LinkedIn analytics tell you if all this effort you’ve put in is actually working.
But tracking your performance isn’t about obsessing over every little stat. It’s about figuring out what’s working, what’s not, and where you can improve. So here’s what you should be tracking:
For your profile page:
✅Follower Growth
✅Post Engagement
✅Page Views & Visitor Demographics
For posts and content:
✅Impressions
✅Engagement Rate (likes, comments, shares, etc.)
✅Click-Through Rate (CTR)
For lead generation:
✅LinkedIn Ads Metrics – If you’re running ads, check your conversion rates and cost per lead.
✅Inbound Connection Requests & Messages – Are more people reaching out since you started your strategy?
✅Website Traffic from LinkedIn – Check Google Analytics to see how many visitors are coming from LinkedIn.
Step 10: Adjust and scale
The best strategies aren’t set in stone. They evolve. What worked six months ago might not work today, and that’s okay. The key is to keep refining, adjusting, and scaling based on what’s working.
Here’s how to do it:
- Review your analytics regularly. Set a reminder to check your LinkedIn insights monthly. Look for trends, top-performing content, and areas for improvement.
- Double down on what works. If certain post types, topics, or formats drive engagement and leads, make them a bigger part of your strategy.
- Experiment and stay flexible. Try new content formats, test different posting times, and keep engaging with new people. LinkedIn is always evolving—so should your approach.
- Scale your efforts. Once you’ve nailed your strategy, think bigger! Can you post more frequently? Invest in ads? Get more team members involved? Find ways to amplify your success.
Free LinkedIn marketing strategy template
Last but not least, here’s a template you can use to outline your strategy and pitch to your clients.
- Executive Summary
- “This document outlines a strategic LinkedIn marketing plan designed to help [Company Name] enhance its brand presence, build credibility, and generate leads on LinkedIn. By leveraging an optimised LinkedIn presence, engaging content, and strategic networking, this plan will position [Company Name] as an industry leader and drive measurable business growth.”
- List key goals here
- Strategy Overview
- Target Audience
- Core LinkedIn Activities (i.e., Optimise the Company Page, Develop a Consistent Content Strategy, etc.)
- Content Plan & Posting Schedule
- Content Types (i.e. Behind-the-Scenes & Culture Posts, Customer Stories & Case Studies, etc.)
- Tentative Posting Schedule
- LinkedIn Ads (Optional)
- Recommended Ad Types
- Budget Recommendation
- Tracking & Performance Measurement
- Key Metrics to Track:
- Follower Growth
- Post Engagement (Likes, Comments, Shares)
- Website Traffic from LinkedIn
- Lead Generation & Conversions
- Ad Performance (if applicable)
- Reporting Schedule (e.g., Monthly analytics review and strategy adjustments)
Conclusion
LinkedIn is a goldmine of leads and meaningful industry connections. You just have to know how to approach it with the right strategy.
With these 10 steps, you can now confidently navigate the LinkedIn business world. Just be consistent and authentic, and refine your plan as you go.