14 Best LinkedIn Marketing Strategies That Work in 2024

Would you like to be part of a platform where 80% of the members drive business decisions?

You probably are.

And that platform is LinkedIn.

Many brands and marketers are clueless about LinkedIn marketing. Yet, the platform offers phenomenal business growth opportunities.

In this article, you’ll learn the best LinkedIn marketing strategies that work in 2024.

Highlights include:

What LinkedIn marketing is

Why LinkedIn marketing is important

The benefits of using LinkedIn for marketing

14 effective LinkedIn marketing strategies for 2024

What is LinkedIn Marketing?

LinkedIn marketing is a digital marketing strategy based on using LinkedIn. You can use this strategy to grow your business. Plus, you can connect with other professionals and engage with your targeted audience.

LinkedIn marketing leverages the powerful built-in features of the platform.

These include company pages, groups, content sharing, advertising options, messaging- and networking capabilities.

Why is LinkedIn Marketing Important?

LinkedIn marketing is important for businesses of all sizes. But, it’s particularly helpful for small businesses, enabling them to compete globally.

It provides access to a vast user base of professionals and decision-makers.

LinkedIn is a hub for professionals. This makes it an ideal platform for B2B marketing efforts.

Unlike other social networking platforms, LinkedIn was designed for professional networking. This enhances your credibility as a user.

As a result, your LinkedIn posts carry more business value than a Facebook post would.

LinkedIn is 277% more effective at generating leads than other social networks.
This includes popular networks like Facebook and X (Twitter).

It’s the best marketing tool for small businesses on a shoestring marketing budget.

I’m proof of all the statements above if you know my story as a start-up founder.

I remember the early days when Evaboot was just a code on my co-founder’s laptop. We used smart LinkedIn networking to gain 300 likes, 500 comments, and 150 calls to build Evaboot’s audience.

These interactions filled our calendars with interviews. They also helped us understand what LinkedIn users needed.

This led to the birth of Evaboot, a powerful tool for LinkedIn networking. Today, it’s proof that smart LinkedIn marketing can lead to big success.

And I’m happy to share my most effective marketing tips with you in this article.

Benefits of Using LinkedIn for Marketing

LinkedIn is a social networking platform designed for professionals and businesses. It boasts 950+ million users and 65+ million business decision-makers.
It allows you to tap into a lucrative global market.

linkedin facts infographic

LinkedIn provides a space to build your professional profiles. It enables you to connect with colleagues, peers, and customers.

You can also engage in various career development and business growth activities.

This makes the platform a goldmine for brands looking to generate leads and drum up sales.

How to Use LinkedIn for Marketing?

You can use LinkedIn to achieve many different business goals. For example, a robust LinkedIn marketing strategy can help you with:

how to use linkedin for marketing infographic

1. Brand awareness

The right LinkedIn marketing strategies can boost your brand awareness. They can bring your brand in front of a targeted audience.  You can also use it to build your brand’s reputation among professionals.

2. Business development

Business development is any activity to identify and capture new business opportunities. These help it grow its operations.

These are all things LinkedIn was designed to do. The savvy LinkedIn marketer can turn LinkedIn into a business growth machine.

3. Content Marketing

LinkedIn has powerful content creation and sharing features. These allow businesses to share valuable industry insights, thought leadership, and educational content. You can use that content to attract engagement and followers.

4. Lead generation

LinkedIn is the best social platform to help you generate organic leads. You can use it to identify, attract, and connect with potential customers. Remember, LinkedIn lead generation is 277% more effective than Facebook and X.

To get the most out of LinkedIn, master all aspects of using the platform. Most of all, you should master LinkedIn prospecting.

Getting a LinkedIn marketing strategy certification could be helpful. This is a short course in LinkedIn Marketing Labs. You’ll learn how to create LinkedIn marketing strategies for small businesses.

Why Trust Me for This Guide?

jb jezequel author photo

Hi, I’m JB Jezequel, co-founder of Evaboot and a Master of Science in Entrepreneurship.

My experience isn’t just academic – I used LinkedIn to catapult my own SaaS business from zero to over $1 million in revenue in just two short years. How?

I set clear goals, tailored my content to resonate with my audience, leveraged visuals and videos, and ran effective LinkedIn campaigns.

These LinkedIn strategies are not just theories.

They’ve been tried, tested, and trusted first-hand by us and by over 3000 B2B professionals at companies like Brevo, Airtable, Uber, Cafeyn, mongoDB, Randstad, and many more.

They all work with the tool (Evaboot) that we created to level up your LinkedIn game.

My ultimate goal is to empower you to achieve, and even surpass, the success I’ve experienced.

It took me years to gather this knowledge, and now, you have the unique opportunity to access it all in just the span of this article.

You’ve seen my journey and the results speak for themselves.

Now, it’s your turn to shine on LinkedIn.

Here are 14 actionable strategies to set you on the path to LinkedIn success:

14 Best LinkedIn Marketing Strategies for 2024

1) Set clear goals, analyze your competitors & know your audience

Set clear marketing goals. This is the first step to every successful marketing strategy. And that includes LinkedIn marketing.

Doing so helps you create a blueprint of what you want and how to achieve it.

That’s why it’s key to define your ultimate goal before you start anything. Even simple things like tweaking your profile, posting, or even commenting.

Defining your goals also makes tracking and measuring your progress easier. That’s because you can assign relevant KPIs to each goal.

Once you’ve defined your goals, analyze your competitors. Doing so will help you gain insights into their winning tactics. You’ll also learn which strategies don’t work.

In my opinion, audience research is very important in the initial stages of LinkedIn marketing. Knowing your audience helps you know what type of content resonates with them.

This data equips you with insider intel on what to post.

Knowing your competitors and audience makes it easy to run viral LinkedIn campaigns.

Take this LinkedIn marketing strategy example. Russel Brunson was floundering on LinkedIn.  He wanted to expand his personal and business brands. With this goal in mind, the agency he hired created content tailored to be viral on LinkedIn. The results were phenomenal:

  • 50% lift in content views
  • 1M+ total content views
  • 58% connection acceptance rate

These resulted from having clear goals. It also came about because of knowing the competition and exploiting their gaps. Plus, audience research helped them know what their target audience wants.

Once you’ve nailed this, your LinkedIn content strategy will be on steroids.

linkedin marketing goals infographic

Here is another example: This competitor’s post on LinkedIn for example gained more than 255 reactions:

competitor's post on linkedin

reaction count for competitor's post

So we knew already that these people use LinkedIn heavily, otherwise, they would not be interested in this topic.

Now we were able to learn from them and easily steal this competitor’s audience by exporting the post commenters and likers using Evaboot.

Then we engaged with them meaningfully and introduced our product.

how to export linkedin post likers infographic

It’s this easy to get 255 super-relevant business contacts in a matter of minutes.

I used this strategy multiple times and in this video, you can watch how I’ve done it:

Want to boost your sales with Account Based Marketing? Then this video is for you:

2) Create a strong company page and pimp your LinkedIn profiles

You build effective LinkedIn marketing strategies on strong company pages and LinkedIn profiles.

Crafting a strong LinkedIn company page is crucial.

A company page is your brand’s LinkedIn home.

It’s used to manage your corporate brand presence. It also serves as an excellent tool for boosting brand awareness.

One of the most important elements of your company page is the About Us section.

company page about us example

A compelling About Us section should include a strong company profile. 

It should tell your brand story.

It should also paint a picture of the problems you solve.

Write it in a friendly tone to make your LinkedIn presence relatable.

Here are my best tips for writing a compelling “About us” page:

  • Start strong: Open with a compelling statement or question that encapsulates your professional offering
  • Share your (personal) story: Our brain works on stories
  • Highlight achievements: Focus on specific results instead of a list of features or services
  • Include a personal touch: It makes you more memorable
  • Use keywords strategically: Ensure that you include keywords relevant to your industry

If your brand caters to many different audiences, create LinkedIn Showcase Pages.

These are specialized subpages on your Company Page.

They highlight specific products, services, or business units.

linkedin showcase pages example

Put a lot of effort into pimping your personal profiles as a team.

linkedin profile optimization example

The aim is to optimize your LinkedIn profile pages for search. You can do this by using relevant keywords.

Optimize for conversions by detailing your value proposition. Add social proof as well.

This is not just important for sales, it can also help you attract more qualified team members.

At Evaboot, we use LinkedIn to build our team. We do this by connecting with professionals who share our vision and skills. This strategic approach ensures we have the right talents for efficient growth. It also helps us meet customer service needs.

Nick Black from Good United went from (almost) zero to 6M+ total content views and a 44% acceptance rate.

All this in 4 months!

The campaign hinged on creating a hyper-visible LinkedIn profile. It also involved creating engaging viral content and stories to match.

nick black's linkedin profile

If people can’t find you or your company on LinkedIn, there’s no way you can attract or generate leads.

You can’t drum up business. That’s why LinkedIn SEO is at the heart of your LinkedIn marketing strategy. It all starts with your company page and your LinkedIn profile(s).

If you want to optimize your LinkedIn profile for sales, please watch this video where you can learn all the necessary steps:

3) Network on a human level and connect with Industry leaders and influencers

Despite being a platform for professionals, LinkedIn is still a social networking platform. 

Put effort into networking on a human level. Connect with industry leaders and influencers. Above all, connect with customers who fit your ideal customer profile (ICP).

Networking on LinkedIn is different from other social media platforms. You have to be intentional about who you connect with.

Also, be deliberate about what you post and how you present yourself and your brand.

A few tips for networking on a human level include:

  • Be human, be courteous
  • Engage with other users.
  • Take part in the community
  • Build relationships
  • Focus on adding value
  • Connect with people you want to impress

Back in the day when I was still working full-time, before I developed Evaboot, I turned to LinkedIn. I used it to network and engage with professionals in my field.

It helped me engage in meaningful conversations and showcase my skills. This helped me grow my influence and reach my target audience.

It also contributed to my achieving many professional goals.

The right LinkedIn networking strategy will make you a LinkedIn influencer.

This is exactly what Alex Pirouz attributes to his success on LinkedIn:

“To be successful on LinkedIn and in business, you have to add value first.”

He advises building up a value bank before you can start expecting returns on the platform.

Jill Rowley adds to this by saying,

“Sales has always been social. It’s about building relationships.

As a Sales and Social Selling Expert with 23+ years in B2B SaaS, she knows what she’s talking about.

jill rowley's linkedin profile

Impactful networking also demands that you embrace authenticity, according to Adam Houlahan.

This means projecting your true self. It also means avoiding being robotic in your responses and interactions.

adam houlahan's linkedin profile

He also encourages LinkedIn marketers to harness employee advocacy.

This helps extend the brand’s reach on LinkedIn. It helps you reach 2nd and 3rd-degree connections.

These are connections you’d otherwise not have been able to reach.

4) Publish audience-relevant content

Content plays a huge role in executing effective LinkedIn marketing strategies.

Every piece of content must be audience-focused and not overly promotional.

Tips for creating content that moves the marketing needle on LinkedIn include:

  • Ensure your content hooks and engages your audience
  • Publish consistently, with no drops in content quality
  • Experiment with different content types
  • Showcase your expertise
  • Build up thought leadership in your niche
  • Use storytelling and humor

Houston Golden, LinkedIn expert and author of The LinkedIn Bible, takes this further.
He suggests 5 psychology principles to make your content slap:

1) Loss aversion: People are motivated by the fear of loss. Create content that shows them what they stand to lose.

2) Curiosity: People are naturally curious. Leaving them hanging is a great way to get them coming back for more content.

3) Reciprocity: People feel indebted when you do something for them. Give away your best stuff, engage with others’ content, etc.

4) Concrete language: Be direct and descriptive. Avoid jargon and abstract language. This will only confuse your readers.

5) Be vulnerable: Don’t be afraid to share your mistakes and weaknesses. Exposing your vulnerabilities makes you approachable and relatable.

houston golden linkedin post

Not a good writer?

No problem!

Melonie Dodaro from Top Dog Social Media and author of “LinkedIn Unlocked” suggests using ChatGPT.  She cites it as a powerful LinkedIn content creation tool.

Here is an example of how you can leverage ChatGPT to create engaging content:

chatgpt sample prompt to generate linkedin post

Pro tip: If you post links to external sources, add the link in the first comment of your post right after publishing it. The LinkedIn algorithm prefers social first posts. That’s because they keep readers on the platform.

Sprout Social conducted a study and they found that Link-in-comments posts garnered approximately three times more impressions per post (8,136) than posts with links included directly (3,309).

Mention in your post that they’ll find the link in the first comment.

5) Use visuals, videos and carousel posts

Instead of sticking to text-only posts, include rich media. Examples include visuals, videos, and carousel posts.

linkedin video post example

Statistics show LinkedIn users are 20X more likely to share videos. Adding visual elements to your LinkedIn content strategy is a no-brainer.

You can also use custom visuals to reinforce brand recognition. 

Custom images
 are also fantastic for strengthening your brand presence. Other benefits of using visuals in your posts and other content include:

  • Improved storytelling
  • Better information retention
  • Increased engagement rates

Carousel posts on LinkedIn got very famous lately and I use them also often. This is what it looks like:

linkedin carousel post example

I create my carousel posts with Canva. Create a design with custom dimensions 1080×1080 or 1080×1350 which is a little bit taller. Then export it as a PDF and upload it to LinkedIn.

I always add an icon to remind the viewer to slide left to start reading the multi-page content:

linkedin carousel post slider icon example

6) Use LinkedIn hashtags effectively

LinkedIn hashtags offer a handy way to categorize your content. Add hashtags to your posts, articles, and comments. Doing so helps make your content discoverable to those interested in specific topics.

Many times, users click on or search for particular hashtags. Doing so helps them see all the content associated with that hashtag.

This makes hashtags an essential component of LinkedIn SEO.

If you want to find out how many people follow a hashtag, simply go to this URL:


(and replace “socialmedia” with your hashtag)

Then you’ll see the follower count at the top:

follower count for a linkedin hashtag example

7) Post at the right times

Post content at the right time. This increases the chances of your posts getting more views and engagement.

For LinkedIn, this means posting between 9 a.m. and 12 midday on weekdays.

best time to post on linkedin infographic

Yet, this is ultimately determined by your target demographic. Of particular note is the time most of them are on the platform.

You can figure this out by studying the times you get the most engagement and views on your posts.

Besides posting at the right time, post consistently. To help you do that:

  • Schedule your posts in advance
  • Set up a regular posting schedule

You can use Taplio’s post scheduler to schedule your posts.  I like the feature that auto comments on your own post to add the link to external sources. (As mentioned before: add links to external sources in the first comment of your own post)

The key to knowing the perfect cadence and time to post is to track your analytics After all, data never lies.

Taplio also allows you to visualize your metrics over a specific time window to learn more about the engagement rate by hour.

8) Join relevant LinkedIn groups

Joining LinkedIn groups can help expose you to LinkedIn members outside your network.

Sharing and contributing in groups can also establish you as a
 thought leader.

But make sure to follow
LinkedIn group best practices. This will help you get more exposure and gain credibility.

Finding a relevant group is easy. Search for specific keywords related to your industry, interests, or target audience.

Next, click on the
Groups option.

search for relevant groups on linkedin

This will open a page where you’ll find all the groups related to your search query.

linkedin groups search result example

Watch my video to learn how to use LinkedIn groups for business:

You can also consider
creating your own LinkedIn group. This can mean a lot of hours and effort to maintain it, so better plan the resources for this.

We engage regularly in multiple LinkedIn groups to engage with our target audience.

Then we use a method to
export group members, reach out to them, and generate leads for our business.

If you want to
steal this growth hack, I created a video to explain the whole process step by step. Watch it here:

9) Run effective LinkedIn ads

Include LinkedIn ads into your LinkedIn marketing strategy.

They’re a powerful way to speed up your results.

You can use ads to reach a highly targeted audience.

Ads can also help generate leads (LinkedIn Lead Gen Forms) and achieve other specific business objectives.

This is the experience ESCP had with their LinkedIn ads campaign. ESCP is the first European business school in the world. They wanted to attract applicants for the school’s master’s degree in European business. Also, they desired to build a portfolio with potential clients.

The goal was 100 scholarship applications completed by LinkedIn leads. This was above the regular 250 leads they were already targeting.

They ran a lead generation campaign using LinkedIn Ads to achieve this. The ads were direct and had a clear value proposition. They also featured an image of a person (good LinkedIn visuals practice).

linkedin ad example

The results?

2+ million potential student impressions. And they had a conversion rate of 14% (double the previous target). Plus, they got 40 more leads than the set target.

What made their LinkedIn Ads campaign so successful?

  • Choosing the right ad format
  • Precise segmentation
  • Clear and impressive content

To create impressive LinkedIn Ad copy, take a cue from Houston Golden’s tips:

1) Do your homework

2) Never talk down to your customers

3) The headline is 80% of the copy

4) Your copy is important

5) Write as your customers talk

Like your regular posts, spice up your ads with visuals, particularly video ads.

According to AJ Wilcox, that’s because:

  • Video is now easier to produce than ever
  • Video content is so hot right now
  • Video ads complement a more holistic LinkedIn ads strategy
  • Video builds a more emotional relationship with your audience

Sometimes, you don’t have to create ads from scratch. Pick your high-performing posts and promote them with paid ads.

LinkedIn Ads are the most expensive ad type on the market. I recommend you follow LinkedIn Ads’ best practices. Doing so will ensure you get the best ROI from your ads.

In my opinion, creating super-targeted LinkedIn Ad audiences using LinkedIn Sales Navigator is the most effective way to create LinkedIn Ads.

The complete process in a nutshell:

  1. Use Sales Navigator search filters to double down on your target audience
  2. Export the list with Evaboot
  3. Upload your export to LinkedIn Ads Audience
  4. Add lead filters
  5. Run your campaign laser-focused on this audience

If you need a more detailed step-by-step walkthrough, read my article Hack LinkedIn Ads with Sales Navigator or watch this video:

Keep an eye on your competitor’s ads! By spying on their ads, you can tweak your strategy, nail your target audience, and grab their missed opportunities.

Here’s how you can see the Ads of your competitors on LinkedIn:

1. Visit a company page

e.g.: https://www.linkedin.com/company/hubspot/

2. Click on “Posts”, then “Ads”

competitor's linkedin ads search example

3. Scroll through all their Ads, learn, adapt, rinse, repeat

competitor's linkedin ad example

Here are my top five tips to consider when running LinkedIn Ads based on my own experience:

  1. Master Targeting: Use job titles, industries, and groups for precision
  2. Use Sponsored Content: Boost visibility for your best content with feed placements
  3. Always A/B Test:  Optimize creatives and headlines for best results
  4. Strategize with Retargeting: Utilize Matched Audiences for familiarity and lookalikes
  5. Stay on Top of Analytics: Adjust campaigns based on real-time feedback.

10) Use LinkedIn Sales Navigator.

LinkedIn Sales Navigator is a premium, subscription-based tool. It’s an excellent tool for sales professionals, marketers, and business development teams.

Its advanced features and functionality help you identify and connect with potential leads.

You can also use it to manage relationships and speed up your sales process.

One of the most powerful features of LinkedIn Sales Navigator is the lead lists.

The tool lets you create lists of targeted leads. This makes it the perfect outreach tool.

sales navigator lead list example

You can then connect, send InMails, or run any type of campaign you want.

Plus, with 30+ search filters, it’s easy to zero in on your Ideal Client Profile!

With third-party apps like Evaboot, you can export leads from Linkedin Sales Navigator.

Doing so enables you to run impactful omnichannel marketing campaigns.

If you haven’t tried LinkedIn Sales Navigator yet, go ahead and give it a try today. Don’t worry. It comes with a 30-day free trial. You’re not forced to commit upfront.

This video walks you through the process of exporting leads from Sales Navigator:

11) Reach out to potential customers

Armed with your list of leads, you can now run LinkedIn outreach campaigns. You can reach out to potential customers with hyper-personalized LinkedIn messages.

This is where LinkedIn’s InMail messages come in very handy.

With an 18%-25% response rate, InMail outperforms classic cold emailing.

You just need to follow InMail’s best practices.

Not yet connected with your target audience on LinkedIn?

Then, start sending connection requests.

linkedin connection request example

Next, you can run prospecting campaigns for lead generation.

The key is building relationships and offering value. Only then can you start pitching your product or services.

Use your InMail credits wisely. They are limited. The good news is that there are a couple of ways to go around that and get unlimited InMails.

Don’t limit your outreach to LinkedIn.

Instead, run multichannel outreach campaigns to increase your success rate.

Multichannel outreach has several benefits:

  • You can run outreach campaigns including LinkedIn and emails
  • You don’t have a single point of failure
  • Your approach seems less pushy
  • You activate reciprocity bias
  • You find your prospect’s favorite channel

Whether you’re using email or LinkedIn messaging, the best place to get your lead’s data is on LinkedIn.

You get high-quality leads and better response rates because they maintain their profile data up to date by themselves.

12) Run LinkedIn events

LinkedIn Events is another powerful feature to leverage.

It allows you to create, promote, and manage virtual and in-person events. Examples include:

  • Webinars
  • Conferences
  • Workshops
  • Networking events
  • Product launches
linkedin events search example

Consider adding LinkedIn Events to your marketing strategy.

It’s a great way to showcase your product and get in touch with warm leads.

LinkedIn events are also a great idea if you’re creating a nonprofit marketing plan.

To find new clients, attend relevant events in your niche or of your competitors. You can then export the LinkedIn event attendee’s information. And use them in your campaigns.

how to export linkedin event attendees infographic

It’s a simple and effective way to reach relevant people. Plus, it gives you common ground to start conversations. It’s a no-brainer.

  1. Run the LinkedIn event
  2. Use a LinkedIn scraping tool
  3. Download results in CSV
  4. Reach out to them

Read this step-by-step guide on how to
export the LinkedIn event attendee’s information or watch this video (starts 06:58):

Running LinkedIn events also gives you many networking opportunities.

But the biggest is the opportunity to
follow up on attendees.

They’ve already expressed interest in what you have to offer.

So, your
response rate should shoot through the roof with this marketing strategy.

If your competitors run a similar event, you can also attend and steal their audience as described before.

We’ve tested and experimented with this method multiple times and in my opinion, you get the highest quality on warm leads compared to other techniques.

13) Leverage LinkedIn automation tools

Running LinkedIn marketing strategies can quickly become overwhelming.

There are so many moving parts and millions of potential prospects to reach.

Streamline the process with LinkedIn automation tools.

LinkedIn automation is the practice of automating your activities on LinkedIn. You can do this using software programs.

sales navigator export example

LinkedIn automation tools can also help you manage many accounts.

Doing so is one way to bypass LinkedIn weekly invitation limits

Another use for LinkedIn automation tools is scraping user data. LinkedIn scraping tools make prospecting, marketing, and sales easier.

They arm you with data to design and deploy personalized campaigns.

But, you should be careful not to rely too heavily on automation. LinkedIn frowns upon it. Overuse of automation could land you in LinkedIn jail. A few times to avoid automation include:

  • When warming up a new account
  • Sharing sensitive information
  • When messaging high-value connections

Instead, reserve your LinkedIn automation tools for repetitive tasks. Especially those that are too time-consuming (like scraping data).

I remember the days when
 I spent hours trying to manually collect data from LinkedIn profiles, feeling frustrated with the time it consumed. Especially cleaning the data was an exhausting and boring task.

That struggle led me to the creation of Evaboot, our own LinkedIn scraper.

With Evaboot, I am now able to efficiently extract crucial data like contact details, job titles, emails, and company specifics from Sales Navigator in minutes. And you can use it too:

  1. Create an Evaboot account
  2. Download the Chrome extension
  3. Create your lead list with Sales Navigator and export it with Evaboot

    export list from sales navigator
  4. And the best part is that it cleans all the data which saves me five hours per week on average.

    cleaned linkedin sales navigator export

  5. Download it to CSV and use it in your preferred automation tool

Find the detailed process in my post on how to
export leads from LinkedIn Sales Navigator or watch this short video:

14) Track your LinkedIn marketing results

To run impactful LinkedIn marketing campaigns, track your LinkedIn performance. Keep tabs on your metrics and campaign results.

linkedin marketing goals infographic

Tracking and measuring the ROI of your LinkedIn campaign mainly depends on your goals.

Let’s assume you want to run a LinkedIn outreach campaign, then your funnel could look like this:

  1. Total number of targets: 2500
  2. Connection acceptance rate: 30% = 750 contacts
  3. Responded to drip message: 25% = 187 contacts
  4. Appointment booked: 15% = 28 contacts
  5. Free trial: 25% = 7 contacts
  6. Paying client: 50% = 3 contacts

If the results differ too much from your goals, adjust your filter selection or tweak your prospecting messages. (The benchmarks are only examples and vary depending on the industry.)

If the customer’s lifetime value is $1000, then your campaign makes $3000 of revenue.
The cost for Evaboot is $99, and the ROI is 30X or 30:1.

The ROI of LinkedIn Ads is usually calculated with ROAS.

ROAS (Return on Advertising Spend) is a metric that evaluates the profitability of an advertising campaign by comparing the revenue it generates to its cost. To calculate it, divide the campaign’s revenue by its cost; for instance, a $2,000 revenue from a $500 ad campaign results in a 4:1 or 400% ROAS, indicating a $4 return for every $1 spent.

Achieving $4 in revenue for every $1 invested in advertising, equating to a 4:1 ratio is a desirable ROAS. This ensures that after accounting for ad expenditures, supplier costs, and other operational expenses, you still maintain a robust profit margin.

Other benefits of monitoring your performance include:

  • Identifying success and failure
  • Improving targeting
  • Understanding and adjusting to algorithm changes
  • Optimizing content for better performance
  • Enhancing engagement

Tracking also helps you understand why some LinkedIn marketing strategies don’t work.

Why LinkedIn Marketing Strategies Do Not Work as They Should

There are many reasons why LinkedIn marketing strategies do not work. In my opinion, you should always start with small experiments, track the results, and double down on what works.

From my experience, these are the reasons why your strategy is not working:

  • You’re not consistent
  • Using cookie-cutter LinkedIn marketing strategies
  • Not connecting on a human level
  • Pushing too much, being too salesy
  • Not providing value
  • Having too high or unrealistic expectations
  • Talking to the wrong people
  • Not standing out

Incorporate tracking into your LinkedIn marketing strategy and document your experiments.

You can use the LinkedIn analytics dashboard.

And you can also use third-party tracking and analytics tools.
Examples include Taplio, Sprout Social, and Semrush’s Social Analytics tool, among others.

Frequently Asked Questions

Why is LinkedIn marketing effective?

LinkedIn is a highly targeted channel with over 950 million professionals. This is what makes LinkedIn marketing effective. It also has many features to help with marketing and sales. Examples include precise targeting, content creation tools, and content promotion options.  

Why is LinkedIn good for social media marketing?

LinkedIn focuses on professional connections and content. It’s the ideal platform for reaching a specific audience. You can also use it to build thought leadership and foster valuable relationships.

LinkedIn’s tools and analytics enable precise targeting, enhancing campaign effectiveness and ROI.

What attracts people to LinkedIn?

LinkedIn attracts individuals seeking job opportunities and building a professional network. Companies use it to build brand awareness and recruit employees. Some even use it to sell their products and services.

Why is LinkedIn better for B2B?

LinkedIn is an excellent marketing tool for B2B brands. This is because of its professional user base. It provides precise targeting options, analytics, and a conducive environment for business-related content. B2B professionals can connect, share insights, and generate leads.

What content is most successful on LinkedIn?

Content that combines value, authenticity, and personal anecdotes thrives on LinkedIn. Successful types include thought leadership articles, case studies, informative infographics, and engaging videos.

How do you gain popularity on LinkedIn?

To gain popularity on LinkedIn, focus on building an authentic personal brand. This includes:

  • Consistently sharing valuable content
  • Engaging with your network
  • Connecting with industry influencers
  • Participating in meaningful discussions

Genuine connections and quality interactions are also key.

What is the future of LinkedIn?

The future of LinkedIn lies in more interactive content like video and carousels. And with AI making headway, you can look forward to AI-powered personalization features.

Transform Your LinkedIn Marketing

Developing successful LinkedIn marketing strategies is critical to impactful digital marketing. Especially if you’re a B2B brand, LinkedIn is the best place to get high-quality B2B prospects to fill your sales pipeline.

Want to step up your LinkedIn marketing game in 2024? Consider attending some LinkedIn marketing events and conferences. Some of the top ones to watch out for include:

You can also enhance your LinkedIn marketing knowledge with books on LinkedIn marketing. Great recommendations include:

Looking for the right tool for your LinkedIn marketing toolbox?

Use Evaboot to speed up and improve your results.

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