TIPS FOR USING LINKEDIN TO GROW YOUR BUSINESS
Before there was Facebook, there was LinkedIn. And while a Sept. 2024 Forbes article coined it “the unloved stepchild of social networks,” it is having a major moment and is more popular than ever. Founded in May 2003, LinkedIn is THE go-to social platform for professional networking, and a place to reach decision-makers, build brand authority, and grow your presence.
No matter your goals, who doesn’t want more customers and sales? If you manage or own a business, LinkedIn is a necessary tool for success.
LinkedIn By the Numbers:
- Over 1 billion members worldwide
- The United States has the most LinkedIn members, with over 200 million users
- 7 people hired every minute on LinkedIn with more than 9K members apply for jobs every minute
- More than 1.6M feed updates are viewed per minute
- More than 13K connections are made per minute
- Approximately 138 hours of learning content is consumed every minute
- B2B brands generate 80% of leads through LinkedIn
- 4 out of 5 B2B decision-makers use LinkedIn
LinkedIn Updates You Need to Know About
Knowing what’s new on LinkedIn will help your business take full advantage of the platform and how best to shape and execute your marketing strategy.
Emphasis on quality content
Perhaps the biggest updates are the algorithm changes to enhance content relevance and user engagement. In 2025, LinkedIn’s algorithm places higher importance on content which demonstrates expertise, authenticity, and relevance to the user’s professional interests. Using advanced AI for analysis, priority will be placed on depth, quality, and originality of insights. This enhancement supports LinkedIn’s commitment to being a high-quality professional environment for users to build connections and find valuable content.
For marketers, this algorithm change means being rewarded for providing in-depth insights. Consider case studies, industry reports, interactive content, with a mix of text, image, and video content.
Refinement of Engagement Metrics
LinkedIn’s algorithm has become more sophisticated in measuring engagement. Beyond the number of likes and comments that might boost a post from previous years, the platform now emphasizes meaningful interactions versus sheet quantity. These metrics reflect content that resonates rather than superficial engagement. Some key metrics to focus on include how long users spend with your content, how thoughtful the comments are, shares that include personal thoughts or experiences, and professional reactions.
Anti-Spam Measures
Enhanced spam detection filters out low-quality content, including engagement bait and overly promotional posts, making sure that users are fed the most information that is most valuable and relevant to them.
Personalized Content Distribution
LinkedIn is committed to providing the most relevant and valuable experience for its users. As such, its algorithm reflects a commitment to tailored content delivery based on user behavior, connections, and interests. Put simply, LinkedIn wants to make sure each professional is seeing posts most relevant to their professional activities.
Other noteworthy updates:
- Revolving slideshow of images as the banner on profiles—a dynamic way to tout personal or professional highlights
- Larger video displays in the feed, plus rounded corners to enhance visual appeal
- Daily Games & Features: Businesses can leverage interactive content formats like polls, quizzes, and puzzles to become part of the daily habits of their target audience, boosting brand familiarity and loyalty
How to Best Leverage LinkedIn
Whether you’re looking to gain more leads, promote your expertise, or simply want to network with other professionals in your industry, developing a LinkedIn strategy is a must. Here are some tips to include in yours:
Tip 1: Optimize Your Company Page
First impressions matter and your LinkedIn Company Page is the first thing potential prospects and others will see. Consider it your business’s virtual storefront and like your website, speaks volumes about your brand.
LinkedIn’s search algorithms favor well-optimized pages, so now is the time to make sure yours is current and updated regularly. Pay attention to:
- Profile details: This includes a high-quality logo, interesting banner image, and a short, but compelling tagline
- About Section: Provides a clear and concise description of your business
- Keywords: Use relevant keywords to improve discoverability in LinkedIn searches
- Contact Information: Make it easy for users to connect with accurate contact details
Tip 2: Use Your Employees As Influencers
A no-cost way of tapping into the power of LinkedIn is by having your team evangelize your business. Active employees touting your brand’s value proposition can expand your reach. No one knows your brand better than those in the organization, so encourage them to share company news, industry insights, and thought leadership content on their own LinkedIn pages.
To make the process seamless, ensure you provide a cohesive message, share LinkedIn best practices to ensure employees feel confident sharing, offer valuable content such as posts, articles, and visuals, and highlight team wins to encourage an environment collaboration.
Employee-centric content that celebrates milestones, work anniversaries, team events and other brand-humanizing news is often well received.
Tip 3: Be Consistent & Engaging When Publishing Content
One of the best ways to effectively leverage LinkedIn is by posting regular content and engaging with your audience. Consistency helps build trust, visibility, and ensures that you stay top-of-mind with your network. Logically, the more your business is seen, the easier it will be to establish credibility and thought leadership in your field.
Additionally, LinkedIn’s algorithm favors consistent activity, which means that your posts will more likely appear in your followers’ feeds.
How often should you post on LinkedIn?
While posting frequency may vary based on your brand’s goals, current initiatives, and engagement levels, general recommendations suggest posting 2–5 times per week, spaced out to give each enough time to gain traction.
2-5 LinkedIn posts per week maintain consistency without overwhelming your audience and allow businesses to sustainably create thoughtful, valuable content.
While frequent posts are crucial, it’s just as important to focus on the content itself. It’s better to post content that is relevant, valuable, and engaging. LinkedIn users are typically professionals with limited time, so fewer, high-quality posts tend to perform better. Long-form articles and carousel posts with comprehensive insights into industry trends or challenges perform exceptionally well.
LinkedIn’s “Golden Hour” is the first hour after a post is shared, which means that engagement during this period is critical. Posts that generate quick engagement after publishing are favored by the LinkedIn algorithm, so end yours with prompts to your network by asking a thought-provoking question or inviting opinions.
Tip 4: Leverage LinkedIn Groups
While LinkedIn gives brands an opportunity to reach millions of professionals, one of the most valuable aspects of the platform is being able to network and build connections around shared interests, industries, or goals through LinkedIn Groups.
LinkedIn Groups make the larger platform smaller and encourage engagement with professional communities in your particular niche. These spaces allow for meaningful discussions, sharing expertise, and collaborating with professionals who know your industry best. Groups offer an opportunity to build relationships with a highly targeted audience, allowing for more relevant connection-building.
To successfully use LinkedIn Groups to your advantage, make sure your company is consistently participating by sharing insightful content, answering questions, contributing to conversations, and avoiding overt self-promotion. These communities are an organic way to build trust and credibility for your company, and should be part of your overall LinkedIn strategy.
Tip 5: Use Data & Analytics to Gain Insights
LinkedIn provides a wealth of analytics for businesses to understand what’s working and what isn’t, giving you the ability to make data-driven decisions to best use the platform. These metrics include:
- Insights on your followers so you can best tailor your content to your audience
- Metrics on engagement such as likes, comments, shares, and click-through rates
- Industry benchmarks to compare your metrics and identify areas for improvement
By reviewing these tools regularly you can understand what content your audience finds engaging and pivot your strategies accordingly.
For example, you can use LinkedIn’s analytics to determine what time of day your audience is most active and schedule posts accordingly. Also, if you’re noticing that your followers are highly engaged with certain content formats such as videos, you can make sure to prioritize video as a big part of your content strategy moving forward.
Tip 6: Use Video to Deliver an Engaging Message
Speaking of video, if you’re looking to provide valuable content on LinkedIn, then video is it!
According to parent company Microsoft’s Q4 2024 earnings call in July, short-form video is actually the fastest-growing type of content on LinkedIn, with video uploads up 34% year-on-year.
People LOVE videos and especially love consuming it on social media. Videos get 1.4x more engagement compared with other formats on LinkedIn. Whether it’s feed videos, short-form reels, or live video events, users are drawn to the bite-sized nature of video. Video is measurable, builds trust, and is versatile enough to be used both on LinkedIn and other platforms. As it continues to dominate, marketers who invest in video stand out and are seeing enhanced engagement and recall from their target audience.
Consider these stats:
- LinkedIn users are 20x more likely to share video content
- Brand awareness increases by 50% with LinkedIn video
- 74% of marketers see video as essential on LinkedIn
With so many professionals engaged and sharing content and so many marketers using it as a way to grow their business, to keep up (and even surpass) the competition, video must be part of your brand’s LinkedIn strategy.
200% higher completion rates, keep it short and sweet with videos under 30 seconds. Additionally, educational videos see 3x higher engagement…and don’t forget the captions!
Tip 7: Achieve Precision Targeting By Investing in LinkedIn Ads
Organic reach is powerful and necessary, however LinkedIn Ads are another vehicle to amplify your efforts and reach a highly specific audience.
Particularly for B2B marketing, professional services, and niche industries, paid advertising on LinkedIn can be highly effective. Paid advertising allows you to experiment with various ad formats such as Sponsored Content, Text Ads, InMail Ads, and Video Ads to find what works best for your business.
LinkedIn offers advanced targeting capabilities, allowing you to focus on precise details such as job titles, industries, company sizes, users who have interacted with your content or website, and more. This precision targeting makes it ideal for reaching the right decision-makers and specific professional demographics.
LinkedIn’s built-in Lead Gen Forms reduce friction, making it easy to collect lead information directly from the platform, plus performance tracking allows you to monitor ad performance metrics and adjust campaigns to optimize ROI.
No matter what your business goals, there are a slew of paid advertising opportunities to connect with a highly targeted and engaged audience.!
The key to best using LinkedIn Advertising?
Make sure you refine your targeting to focus on your ideal audience, provide valuable content, experiment with ad formats, and lean on performance metrics to reevaluate and adjust your strategy as needed.
Tip 8: Use LinkedIn Sales Navigator to Build Relationships at Scale
If you’re looking to enhance sales efficiency and drive more targeted and meaningful outreach efforts on LinkedIn, then LinkedIn Sales Navigator is something to be considered. This premium sales tool helps businesses and sales professionals identify, connect with, and build relationships with potential leads or prospects on LinkedIn.
A Forrester study found Sales Navigator yielded a 312% ROI over three years, and paid for itself in <6 months.
Put simply, it takes the power of LinkedIn and amps up your efforts…and returns!
Key features of Sales Navigator include:
- Advanced Lead and Company Search: Users can perform highly specific searches for leads or companies based on filters like location, industry, job title, seniority level, company size, and more
- Lead Recommendations: Tailored recommendations for potential prospects based on your sales preferences, search history, and saved leads
- CRM Integration: Syncs with Customer Relationship Management (CRM) tools like Salesforce or HubSpot to streamline workflow and ensure up-to-date prospect information
- Account IQ: A generative AI-powered company summary to help sellers expedite account planning and research so that they show up as trusted advisors with customers
- Key decision-maker alerts: Receive real-time alerts on moments that matter, like job changes, to engage with decision-makers when they’re most receptive to outreach
There are 3 LinkedIn Sales Navigator plans available on different tiers (Professional, Team, and Enterprise), with varying features and pricing to cater to individual users, small teams, and large organizations.
It’s Go Time on Linkedin!
The power of LinkedIn is undeniable and no matter the size of your business, it should be part of your digital marketing strategy if it isn’t already. If your business is already using LinkedIn, are you taking full advantage of its power?
With AI tools and other features continually evolving, it’s crucial to stay abreast of platform updates and enhancements. Staying current on new features will allow your marketing plan to shift and adapt accordingly.
Using this unparalleled marketing opportunity for business growth in 2025 will be even easier with the support and guidance of the right strategic partner. Here at Aspire Digital Solutions, we can make sure that your company is using LinkedIn to best meet your needs. Let us help you take advantage of emerging features as they roll out, stay updated on analytics, and leverage your brand’s full LinkedIn potential.
Tell us your goals and we’ll develop a plan to optimize your presence, build meaningful connections, and drive results. The key is to stay proactive, collaborative, and consistent with your efforts, and it all starts here.
We look forward to linking up today!
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