Beginner’s Guide On LinkedIn Marketing

Published on
September 9, 2023
LinkedIn Marketing
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Hey! Welcome to your beginner's guide on LinkedIn marketing. Living in this incredible digital age, we've seen how social media platforms have become absolute game-changers for businesses. They're not just tools anymore; they're the stage for businesses to interact with their audience and boost their brand. 

Now, let's talk about LinkedIn. It's not just your regular social network. Oh no, it's the professional's playground. A place where businesses can roll out truly effective marketing strategies. 

We're on a mission to help you unlock the immense potential of LinkedIn. Whether it's amplifying your brand awareness, sharing captivating marketing content, or growing your business, we've got you covered.

Whether you're the proud owner of a small business, a savvy marketer, or a go-getting professional looking to expand your network, this guide is your ticket to kick-start your journey into the world of LinkedIn marketing. 

What Is LinkedIn Marketing?

Are you ready to dive into the world of LinkedIn marketing? This platform is not just your average social network - it's a powerhouse for business promotion, brand enhancement, and networking with professionals worldwide. 

Whether you're a small business owner or a seasoned marketer, LinkedIn's got you covered. With its unique focus on professionals and businesses, LinkedIn offers a goldmine of opportunities for strategic marketing. Let's get started with some basics.

LinkedIn Marketing - Unpacking the Basics 

So, what exactly does LinkedIn marketing entail? In a nutshell, it's about utilising LinkedIn to promote your business, foster brand awareness, and engage with the platform's vibrant community. The best part? LinkedIn's toolbox brimming with features tailor-made to help you achieve your marketing goals! 

And the cherry on top? LinkedIn is ideal for business-to-business (B2B) marketing, connecting you directly with decision-makers and industry leaders. Now, let's further dissect it:

Networking: On LinkedIn, the world is your oyster. Connect with professionals globally and unlock the doors to endless collaboration opportunities.

Lead Generation: Thanks to LinkedIn's advanced search features, finding your target audience and converting them into potential leads is as easy as pie.

Brand Awareness: Keep your brand top-of-mind for your audience with LinkedIn's company pages and regular updates.

Partnerships: LinkedIn is a hub for B2B interactions, perfect for discovering and forging strategic partnerships.

Content Sharing: Want to establish your brand as an industry expert and thought leader? Sharing content on LinkedIn is the way to go!

Importance Of LinkedIn Marketing

LinkedIn marketing is super important because it opens up a world of unique opportunities for businesses like yours. 

Example: Imagine you run a digital marketing agency that specializes in B2B services. Your target audience consists of decision-makers and professionals who are actively seeking effective marketing solutions.

Now, LinkedIn comes into play as the perfect platform to connect with these professionals.

Why is LinkedIn marketing so great? Well, it's like having a VIP pass to the fanciest networking event in town, where everyone is wearing their finest business suits and swapping business cards like playing cards!

First off, LinkedIn is the place to be if you want to show off your industry authority. It's like strutting down the red carpet, but instead of paparazzi, you've got a bunch of professionals eagerly waiting for your valuable insights. 

By sharing your wisdom, industry trends, and thought-provoking content, you become the Beyoncé of your field, and everyone wants a piece of your expertise!

But wait, there's more! LinkedIn's targeting options are like a matchmaking service for professionals. You can pinpoint your ideal clients with laser precision. It's like having Cupid on your side, shooting arrows straight at decision-makers based on their job titles, industries, and company sizes. No more wasting time on random leads. It's all about striking gold with the right audience who's ready to fall head over heels for your services.

And let's not forget the networking game on LinkedIn. It's like a virtual cocktail party where you can mingle with professionals in your industry, join groups with like-minded folks, and spark conversations that ignite fireworks of opportunity. It's like having a magic wand that opens doors to collaborations, partnerships, and maybe even that dream client you've been eyeing.

So, strap on your finest virtual attire, grab a virtual glass of champagne, and get ready to shine like a LinkedIn superstar. With LinkedIn marketing, you'll be networking, establishing authority, and finding your perfect clients in a way that's as fun as crashing a party with a dance floor full of groovy professionals. Cheers to LinkedIn marketing, where business meets pleasure in the most delightful way!

LinkedIn Marketing Tools

LinkedIn offers several marketing tools that businesses can leverage to enhance their LinkedIn marketing efforts. Here are some of the key LinkedIn marketing tools:

LinkedIn Pages

LinkedIn Pages allow businesses to create dedicated profiles for their companies. They provide a platform to showcase:

  • Company information
  • Post updates
  • Share content
  • Engage with followers

LinkedIn Pages are an essential tool for establishing a professional brand presence on the platform.

Sponsored Content

Sponsored Content is a LinkedIn advertising feature that enables businesses to promote their content to a targeted audience. 

With Sponsored Content, you amplify your posts & reach a larger number of professionals beyond your existing network.

This tool helps increase brand visibility, engagement, and website traffic.

LinkedIn Ads

Another tool is LinkedIn ads! So, let’s start with it.

LinkedIn Ads offer various formats for advertising on the platform such as:

  • Text ads
  • Dynamic ads
  • Video ads 

These allow businesses to create targeted campaigns to reach their desired audience. 

And also LinkedIn's robust targeting options such as job title, industry, and company size, enable precise audience segmentation, maximizing the impact of your ads.


Hey! You know, LinkedIn's Sponsored InMail is a valuable feature in LinkedIn marketing. But why? 

  • It allows businesses to send personalized messages directly to LinkedIn members' inboxes. 
  • It's a powerful tool for targeted messaging and lead generation. 

InMail messages can be used to nurture leads, promote content & drive event registrations.

LinkedIn Analytics

LinkedIn Analytics is a powerful tool that provides valuable insights into the performance of your LinkedIn content and advertising campaigns. It allows you to track key metrics:

  • Engagement
  • Impressions
  • Clicks
  • Conversions.

These insights help you measure the effectiveness of your LinkedIn marketing efforts and optimize your strategy accordingly.

LinkedIn Sales Navigator

Hey there! Can you imagine what the LinkedIn Sales Navigator tool is?

  • This is a premium tool that is designed for sales professionals. 
  • It offers advanced search & lead management capabilities.
  • Enabling businesses to identify and connect with potential prospects more effectively. 

Also, sales Navigator provides additional insights and features to support lead generation and relationship building.

LinkedIn Groups

Hey buddy! First thought, what comes to mind when seeing the LinkedIn groups? 

Yes, you're absolutely right! Just like Facebook and Instagram have groups where people with similar interests can connect and engage, LinkedIn also has a similar feature called LinkedIn Groups.

LinkedIn Groups facilitate networking and discussions all about specific industries, interests, or topics. 

Joining relevant groups and actively participating in conversations allows businesses to connect with professionals, establish thought leadership, and build relationships within their target audience.

LinkedIn Learning

LinkedIn Learning is an online learning platform similar to other learning platforms that offers:

A wide range of courses and tutorials on various topics, including marketing and professional skills.

Businesses can also leverage LinkedIn Learning to enhance their marketing knowledge & stay up-to-date with industry trends.

How To Create Personal Account On LinkedIn

Hurray! You learn all about the LinkedIn Marketing Tools. So, Now we learn how to create a personal account on LinkedIn, follow these steps:

Let’s start with LinkedIn homepage:

First, open your web browser and visit

This is where you'll start your journey to create your personal LinkedIn account.

Then Go To The Sign up Page: 

Once you're on the LinkedIn homepage, keep an eye out for the inviting "Join now" button. 

Clicking on it will kick off the sign-up process and set you on the path to creating your account.

Provide your basic information: 

Similar to Instagram, LinkedIn will ask for some essential details to set up your account including filling in your first and last name, email address, and password.

To be sure, use a professional email address that's associated with your name or organization. For example, if your name is John Smith and you work at XYZ Company, you could use

Complete your profile: 

So, when you completed the profile step by step, that includes:

Adding a profile photo, which should ideally be a professional headshot that represents you well. For example, if you're a marketing consultant, a photo of you in professional attire would be suitable. 

You'll also be asked to write a headline that summarizes your professional identity, such as "Marketing Specialist at XYZ Company." 

Additionally, you can create a summary that highlights your skills, experience, and goals. This is an opportunity to showcase your expertise and give potential connections a glimpse of your professional background.

Customize your profile URL: 

Hey! You know LinkedIn provides an option to customize your profile URL. 

It's recommended to use your full name or a professional variation of it. 

For example, your profile URL could be something like

Connect with contacts: 

As well as LinkedIn will suggest connecting with people from your email contacts or other social networks. Take this opportunity to connect with relevant contacts who you know professionally. 

For example, you can connect with colleagues, clients, or industry peers. 

Building your initial network helps establish connections and sets the stage for future engagement.

Add additional information: 

Enhance your profile by including additional details that demonstrate your expertise. The additional information you provide such as:

  • Skills
  • Certifications
  • Volunteer experience
  • Languages spoken

For instance, if you're a project manager with expertise in Agile methodologies, you can add "Agile Certified Practitioner" as a skill, showcasing your proficiency in that area.

Privacy and notification settings: 

Hey buddy! Privacy is an important aspect of LinkedIn, and the platform offers several features to ensure that users have control over their privacy settings and the information they share. 

Take a moment to review and adjust your privacy settings according to your preferences. So, you can control:

  • Who can see your profile.
  • Send you connection requests.
  • View your activity updates.

Also, configure email notifications to receive updates on relevant LinkedIn activity, such as connection requests or messages.

Explore LinkedIn features: 

Now, take your time & explore various LinkedIn features and tools that LinkedIn offers. You can publish articles to share your expertise by:

  • Joining groups related to your industry or interests
  • Follow companies to stay updated on their news and job opportunities 
  • Engage with other professionals' content by liking, commenting, and sharing

For example, you could join a marketing group, follow influential industry leaders, and contribute to discussions by sharing your insights and experiences.

Start connecting and engaging: 

Hurray! Now your profile is set up, it's time to start connecting and engaging with professionals in your network. 

Search for colleagues, clients, classmates, or industry peers to connect with them on LinkedIn. Engage with their posts by leaving thoughtful comments, sharing relevant articles, and participating in group discussions.

This helps expand your network, establish your presence, and build valuable professional relationships.

How To Create Company Account In LinkedIn 

Before you can start spreading your business magic on LinkedIn, you need a company account. Not to worry, the process is simple & easy to understand. Let's break it down. 

Sign in to LinkedIn: 

To get started, visit and sign in using your personal LinkedIn account credentials.

If you don't have a personal account yet, you'll need to create one first before proceeding.

Access the "Work" dropdown menu: 

Once you're signed in, take a look at the navigation bar at the top of the LinkedIn homepage. 

Find the "Work" dropdown menu and give it a click.

Select "Create a Company Page": 

Start from the dropdown menu, you'll see various options. 

Choose the option that says "Create a Company Page." 

This will take you to the page where you can start creating your company page.

Choose the page type: 

LinkedIn offers different types of company pages to cater to different business needs. 

Select the page type that best suits your company. 

For example, if you're a small business, go ahead and choose the "Small Business" option.

Enter your company name:

Now, enter your company's official name in the designated field. 

Make sure to provide the accurate and full name of your company. 

For instance, if your company is called "XYZ Solutions," enter it exactly as it appears.

Add your company URL: 

Next, provide your company's website URL in the corresponding field. 

This helps LinkedIn verify your association with the company. For example, if your company website is, enter that URL.

Choose your company size: 

Select the company size category that best represents your organization. 

LinkedIn offers a range of options from "Self-employed" to "10,000+ employees." 

Choose the category that aligns with your company's size.

Confirm your authority: 

So, in the next step, LinkedIn requires verification to ensure that the person creating the company page is authorized to represent the organization. 

The verification process may vary, but it typically involves confirming your email address associated with the company domain or providing additional documentation.

Review the terms and conditions: 

Take a moment to read and accept LinkedIn's terms and conditions to proceed with creating your company page. 

It's important to familiarize yourself with the guidelines and policies that govern the use of LinkedIn's company pages.

Create your company page: 

Now, once the verification is complete, you'll be redirected to a page where you can enter additional information about your company such as:

  • Uploading your company logo
  • Providing a compelling description of your company
  • Selecting relevant industry categories that reflect your business.

Publish your company page: 

So, Take a final look at the information you've entered and make any necessary edits. 

Once you're satisfied with everything, it's time to click that "Publish" button. This action will make your company page live on LinkedIn for others to see.

Start managing your company page: 

Congratulations! You've successfully created a company page on LinkedIn. Now you can begin managing your company's presence on the platform. 

Share updates, post valuable content, and engage with your followers. 

For example, you can start by posting industry insights, company news, or job openings to showcase your expertise and attract potential clients or employees.

Effective Content Strategy For LinkedIn 

So, When you create your company or personal account. Now, start with a content strategy for LinkedIn. 

Developing an effective content strategy for LinkedIn involves creating and sharing valuable, relevant, and engaging content that resonates with your target audience. Here are some important steps to follow:

Targeted Audition: 

You know that to create an effective content strategy for LinkedIn, you need to understand these brave souls. What keeps them up at night? What challenges are they facing? What tickles their funny bone? 

For example: You're a marketing agency targeting small businesses. Your target audience could be small business owners, entrepreneurs, and marketing professionals looking for strategies to grow their businesses.

Set Objectives: 

Set clear objectives for your LinkedIn content strategy. 

For example, your objectives could be to increase brand awareness, generate leads, and position your agency as a thought leader in the industry. 

These objectives will help guide your content creation process.

Content Planning: 

So, creating a well-rounded content plan is key to a successful LinkedIn marketing strategy. It's like building a buffet of valuable information that keeps your audience coming back for seconds. 

For example, you decide to publish two articles per week, share one video per month, and post industry news updates on a daily basis. 

This variety keeps your content fresh and engaging for your audience.

Provide value & insights: 

Always make sure your aim is to provide value and insights to your audience Including:

  • Share industry insights.
  • Practical tips.
  • Case studies.
  • Explain the pain points and challenges your target audience faces. 

For example, you could create an article titled "5 Strategies to Boost Small Business Growth" or a video showcasing the success stories of your clients.

Showcase expertise: 

As you read on the top, LinkedIn is a platform where professionals seek knowledge and expertise. 

So, share your unique insights, opinions, and experiences to establish yourself as a trusted resource and expert in your field. 

For instance, you could write an article discussing the latest marketing trends or share your perspective on a current industry issue.

Engage with auditions: 

Now we start with encouraging your audience to engage with your content by asking:

  • Thought-provoking questions
  • Inviting comments and opinions
  • Responding to comments promptly

This helps build relationships and encourages further interactions. For example, you could ask your audience for their favorite marketing strategy or request feedback on a recent article you shared.

Use visuals & multimedia: 

As you know visuals play a significant role in capturing attention and making your content more engaging. So, include some elements into your content:

  • Incorporate images
  • Videos
  • Infographics
  • Slide decks 

For instance, you could create an infographic that visually represents the steps of a marketing campaign or a short video showcasing a successful case study.

Optimize content for search: 

Use relevant keywords strategically in your headlines, summaries, and article descriptions to improve discoverability within LinkedIn's search functionality. 

For example, if you're targeting small businesses, use keywords such as "small business marketing" or "growth strategies for entrepreneurs" in your content.

Promote and distribute your content: 

Now, complete all steps and share your articles and posts on other social media platforms, your website, and through email newsletters. 

Engage in LinkedIn Groups and relevant communities to share your expertise and increase exposure. For instance, you could share your latest article on Twitter and invite your followers to read it on LinkedIn.

Measure and refine: 

Regularly track the performance of your LinkedIn content using LinkedIn Analytics and other tracking tools. 

As well as keep an eye on some elements like conversions, click-through rates, and engagement. 

And analyze the information to find trends and new information. For example, if you notice that your video content generates more engagement than articles, you may want to focus more on creating video content in the future.


Congratulations! In this article we cover all the basics of LinkedIn marketing, its importance in marketing, creating personal & company accounts on LinkedIn, and explain some effective content strategies on LinkedIn. I hope you understand all about LinkedIn marketing very well. 

This information could be beneficial for you as a beginner. By following these steps and tailoring them to your specific industry and target audience, you can create an effective content strategy for LinkedIn. 

Remember to monitor your results, experiment with different content formats, and continuously refine your strategy to drive engagement, build brand awareness, and achieve your LinkedIn marketing goals.