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With over 67 million companies using LinkedIn, standing out takes more than just having a presence. To cut through the noise and capture attention, businesses need clear, intentional LinkedIn posting strategies that drive engagement and foster meaningful connections.
With over 67 million companies using LinkedIn, standing out takes more than just having a presence. To cut through the noise and capture attention, businesses need clear, intentional LinkedIn posting strategies that drive engagement and foster meaningful connections.
For social media managers juggling multiple platforms, figuring out what to post, when to post, and how to make an impact can feel overwhelming. But with the right approach, LinkedIn can become a powerful tool for building connections, strengthening brand credibility, and generating leads.
Here, we look at how to create an effective LinkedIn marketing strategy—from setting goals to engaging your audience—so you can maximize your brand’s presence and results.
Understand the value of LinkedIn in your social media marketing strategy
With giants like Facebook (3.07B global users), YouTube (2.5B), Instagram (2B), and TikTok (1.6B) dominating the social media landscape, LinkedIn's 1 billion users may seem small in comparison. But size isn’t everything.
What sets LinkedIn apart is its audience—business leaders and industry experts actively seeking insights, networking opportunities, and solutions to business challenges. This makes it a prime platform for B2B companies, recruitment and HR agencies, startups, and B2C brands catering to working professionals.
When positioned strategically, the professional networking platform can do more than boost brand awareness—it can drive high-quality leads and conversions.
Beyond its professional focus, LinkedIn also boasts higher engagement rates than other platforms—3.85% on average, compared to TikTok’s 2.65%, Instagram’s 0.70%, and Facebook’s 0.15%. That means businesses can not only reach the right audience but also have a better chance of building meaningful relationships and establishing credibility.
However, success on LinkedIn isn’t automatic—it’s contingent on a well-crafted digital marketing strategy. Here’s how to make the most out of it:
A complete LinkedIn profile showcases brands in the best possible light
Your LinkedIn profile is more than a digital business card—it’s often the first impression potential customers, employees, entrepreneurs, and partners will have of your company or personal brand. A polished, complete profile signals professionalism and makes it easier for the right audience to discover and trust your company.
Here’s what an optimized LinkedIn company page or personal profile should include:
- A clear, compelling tagline that captures your brand’s value proposition at a glance
- A high-quality profile photo (or company logo) that reinforces your brand identity
- A detailed "About" section that answers key questions: What does your company do? Who do you serve? Where are you located? How can people contact you?
Including relevant keywords in your company description is even more valuable—it boosts search engine rankings, making your profile easier to find.
A strong LinkedIn content strategy increases engagement rates
A complete LinkedIn profile is just the start. To attract and engage your audience, you need a content marketing strategy that keeps people coming back.
A well-structured plan helps:
- Spark discussions and encourage interactions
- Increase post visibility, making your content more discoverable
- Remove guesswork about what and when to post
- Define clear goals and track success using key engagement metrics
With a strong profile and content strategy, you can build credibility, improve interactions, and turn the platform into a powerful marketing channel.
Define your goals and objectives
A strong LinkedIn strategy starts with measurable goals. Without them, it’s impossible to know what’s working—or where to improve.
When setting your LinkedIn objectives, align them with your overall marketing strategy and goals for other social media platforms. This ensures consistency across channels and helps create a cohesive brand presence.
To set effective goals, follow the SMART framework:
- Specific: Clearly define what you want to achieve.
- Measurable: Set benchmarks to track progress.
- Achievable: Keep goals realistic and within reach.
- Relevant: Ensure they align with your business priorities.
- Time-Bound: Establish a time frame for achieving them.
Here are some SMART LinkedIn marketing goals to consider:
- Generate 100 leads within the next two months
- Increase LinkedIn post engagement by 10% within the next six months
- Grow your following and personal connections by 1,000 by the next quarter
- Position your brand as a thought leader in your niche
With clear goals in place, you’ll have a strong foundation for your LinkedIn posting strategy. If your focus is lead generation, incorporating lead forms into your posts becomes a priority. Similarly, if establishing thought leadership is your objective, you'll want to emphasize sharing insights on industry trends, challenges, and solutions.
Get to know your target audience
Not all social media audiences are the same. A meme that goes viral on Instagram or Facebook might flop on LinkedIn. Different platforms, different vibes—so make sure you tailor your content accordingly.
Conduct LinkedIn-specific audience research, focusing on demographics like locations, industries, and job titles, as well as their pain points and interests. Understanding these factors allows you to craft content that truly connects with your target audience and encourages engagement.
You can learn about your LinkedIn audience by:
- Running polls to collect direct feedback
- Joining relevant LinkedIn Groups to observe discussions and trending topics
- Leveraging tools like Sked Social for comprehensive audience insights
Sked Social's new social listening feature provides key insights into your audience, including industry, job function, seniority, staff count, and country. It also tracks mentions from specific accounts, influencers, and channels while analyzing public sentiment based on post comments.
These insights give you a clearer picture of your audience and help you gauge post relevance, making it easier to optimize your LinkedIn presence and overall strategy.
See what your competition is up to (and how well they're doing it)
Competitors aren't necessarily a bad thing—they’re valuable case studies. By analyzing their strategies on the platform, you can uncover what works, spot gaps in their approach, and find ways to differentiate your brand. Keeping an eye on industry leaders also helps you stay ahead of trends and refine your content approach.
One way to conduct a competitor analysis is to use LinkedIn Analytics to gather data. The Competitors tab allows you to compare follower growth and engagement rates with other brands.
But don’t stop there—take a closer look at the best brands on LinkedIn. Assess everything from the type of content they post and when to the hashtags or keywords they use. Understanding these patterns can help inform your strategy, increasing the likelihood of positive results.
This is another area where Sked Social’s tools prove useful. Our social listening feature allows you to analyze up to 20 competitors, providing a clear view of how your brand stacks up in your industry. With these insights, you can fine-tune your strategy and capitalize on opportunities to stand out.
Collaborate effortlessly, save time and spend less
Why settle for a lackluster social media management tool when you could be using Sked Social? With unlimited collaborator access, streamlined approvals and advanced auto-post technology that lets you schedule to all major platforms, Sked Social offers everything you need.
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Build out a content calendar
A content calendar is more than just a schedule—it’s your roadmap for staying organized and consistent on LinkedIn. By mapping out what and when you'll post, you ensure a steady flow of engaging content that supports your brand’s objectives.
To create an effective content calendar, keep these best practices in mind:
- Brainstorm and prioritize relevant content ideas based on your goals and Ideal Customer Profile (ICP). Your calendar should reflect the topics, themes, and formats that resonate most with your target audience.
- Use content calendar templates to streamline the planning process and keep everything eye-catching and organized.
- Include key components, such as content formats, topics, hashtags, keywords, and approval steps, as well as key performance indicators (KPIs).
- Schedule posts based on audience activity and preferences. Pay attention to when your audience is most active to maximize engagement.
By tailoring your calendar to your ICP, you ensure that each post serves a purpose—whether it’s educating potential customers, reinforcing brand awareness, or driving conversions.
Prioritize consistency in your posting schedule
Consistency is key to LinkedIn success. Profiles that post at least twice a week receive up to five times more profile views, leading to greater visibility and audience interactions. However, keeping up with a regular posting schedule—especially while managing multiple platforms and brands—can be a challenge.
That’s where social media scheduling and management tools like Sked Social are invaluable. Sked Social offers a robust LinkedIn scheduler that makes it easy to plan, organize, and automate your LinkedIn content, solving some of the biggest challenges that come with maintaining a consistent posting schedule.
- Approvals: Sked Social’s internal commenting and approval features ensure seamless collaboration with stakeholders and team members, so you always know exactly when decision-makers sign off on content formats, topics, and drafts.
- Content organization: Use Sked's content labels to organize content into campaigns, keeping your LinkedIn material well-balanced and aligned with your strategy.
- Calendar management: Easily rearrange scheduled posts to adapt to last-minute changes with drag-and-drop features.
- Content creation: Duplicate content from other platforms and repurpose it for Linkedin—all with Sked’s easy-to-use content editor. You can also utilize AI-powered post suggestions based on your content pillars.
- Audience targeting: Fine-tune your strategy by selecting target audiences based on factors like location, job title, and industry, ensuring your content generates qualified leads.
- Performance monitoring: Sked's AI-driven analytics help you track top-performing content so you can refine your approach and maximize engagement.
Simplify your LinkedIn marketing and stay consistent with Sked Social.
Create and share engaging content
You might be wondering: Why think about sharing content now when your LinkedIn strategy isn’t even live yet? The truth is, content creation isn’t just an execution step—it’s part of the foundation. Laying out a clear content plan in the strategy phase makes implementation smoother and ensures you always have high-quality posts ready to go.
Mix up the types of content you share to keep audiences engaged
LinkedIn allows a variety of content formats to suit different user preferences, so don’t limit yourself to text-only posts. Incorporating a mix of videos, ads, and interactive elements like polls can help broaden your reach and maximize engagement.
Videos
Videos on LinkedIn generate up to 1.4x more engagement than other content formats, making them one of the best ways to grab attention. They're not only more dynamic than text-based posts, but they also help break down complex topics and make information more digestible.
As you develop your strategy, consider using short-form video content tailored to your audience’s interests. Here are a few ideas:
- Explainer videos: Business owners can showcase their product or service in action to help potential customers understand its value.
- Behind-the-scenes clips: Humanize your brand by featuring employees, workplace culture, or day-in-the-life content.
- Event recaps: Share highlights from industry events, company milestones, or team-building activities.
Ads
Want to amplify your reach and put your content in front of the right people? LinkedIn ads can drive users toward actions like visiting your website, signing up for a webinar, or filling out lead forms.
The platform offers four main ad types:
- Sponsored content ads
- Sponsored messaging ads
- Text ads
- Dynamic ads
Your choice of ad format should align with your campaign goals. For example, if your primary objective is to drive conversions, sponsored messaging ads may be the best option because they let you send personalized messages to your audience. If you’re focused on expanding your brand’s visibility, sponsored content ads may be more effective.
Polls
Polls are a great way to spark engagement and gain insights from LinkedIn users. They provide a direct line to your followers, helping you understand their interests, gauge market demand for a product, or gather opinions on industry trends—even controversial topics. Plus, they encourage participation, keeping your audience actively involved in your brand.
Don't forget to engage with others
Posting and ghosting? Not a good look. Engaging with others helps build relationships and keeps your brand on their radar. Interacting with industry leaders, clients, or peers signals to the LinkedIn algorithm that you’re an active participant—boosting your reach.
Engagement can take many forms, such as liking, commenting, resharing, or responding to direct messages from your audience and other brands. Make this a planned part of your strategy by:
- Adding “engagement tasks” to your content calendar
- Assigning a team member to monitor interactions and keep conversations going
- Using a tool like Sked Social to simplify engagement
Sked Social allows you to respond to DMs directly within your scheduling tool, so you don’t have to juggle multiple platforms at once. Plus, you can add multiple team members to your account for free, ensuring no message goes unanswered.
Monitor performance and make adjustments as needed
Performance monitoring reveals what's working and what's not, helping you refine your LinkedIn marketing strategy for better results. Plan for it during the strategy phase by identifying key metrics to track—such as follower growth, engagement rates, impressions, and page views—and selecting an analytics tool to streamline the process.
Sked provides valuable insights and effortless reporting, making it easy to keep stakeholders informed. Use it to:
- Generate customizable, presentation-ready PDF reports with editable AI-generated summaries, giving you full control over the details you highlight.
- Auto-schedule performance reports to be sent at your preferred frequency to as many stakeholders as needed.
- Break down post engagement stats based on factors like hashtag performance and post types for deeper insights.
Set yourself up for LinkedIn success with Sked
Think of your LinkedIn posting strategy as a compass—it keeps you headed in the right direction. By setting clear goals, knowing your audience, and posting consistently, you can increase engagement, build brand authority, and drive real results. But staying on top of it all? That’s where a little extra help goes a long way.
Sked Social makes LinkedIn management effortless. From automating posts and streamlining approvals to providing in-depth analytics and AI-powered insights, Sked helps you optimize your LinkedIn strategy with ease. Plus, with audience targeting and cross-platform capabilities, you can manage all your social media accounts in one place.
Take the guesswork out of your LinkedIn posting strategy—get started with Sked Social today!