6 Best Practices of LinkedIn Marketing for B2B Audiences

Published on
January 11, 2023

LinkedIn is the largest professional network, boasting nearly 600 million members, experts, and professionals in various industries and domains. Being a hub for sharing and networking with other professionals, LinkedIn offers a wealth of opportunities for B2Bmarketers to drive the growth of their business.

However, when it comes to connecting and creating meaningful relationships and engagement with the target audience, B2B marketers sometimes struggle to generate results.

For all those B2B marketers who are looking to optimize their marketing efforts on LinkedIn and increase engagement, here’s a complete guide on the best practices of LinkedIn marketing.

Best practices of B2B LinkedIn marketing

1. Create Relevant Content

Recent surveys conducted by LinkedIn, polling over 9,000 members, identified critical insights into what motivates users to engage with content on the platform. Their research showed that LinkedIn audiences are interested in staying updated on industry trends and improving their skills.

To capture your audience’s interest, it is necessary to provide thought leadership insights, trends, and updates rather than just confining with your product or service content.

For example, IBM's company page sets an exemplary standard by offering comprehensive coverage of diverse topics, from technology and innovation to leadership, data, research, science, and development.

Regularly share in-depth insights, case studies, and industry analyses. This positions your brand as a knowledge leader.

LinkedIn — What topics drive engagement?

You can use this insight to produce content demonstrating thought leadership on LinkedIn. You need to move beyond just product-related information and provide trends and news about your industry to build engagement.

IBM’s company page is a perfect inspiration for the brand. They go beyond their product page and serve broad coverage on various topics, such as technology, innovation, leadership, data, research, science, and development.

2. Master LinkedIn Algorithm

Over 100,000 articles/posts get published on LinkedIn each week. In this vast swathe of content, ensuring the required visibility of your posts can be challenging. It becomes even more challenging with LinkedIn’s spam-fighting strategy, which keeps irrelevant and low-quality content from reaching the feed.

LinkedIn spam-fighting strategy

Turn these challenges to your advantage by infusing engagement into your posts. Clicks, Likes and Reposts play a massive role in increasing the visibility and engagement of your posts. In this regard, post native videos and carousels that can enhance engagement on your LinkedIn.

More than 75% of marketers who publish videos on LinkedIn consider it to be an effective strategy.

Cheddar is a great example of how to use Native Videos to build engagement on LinkedIn. They cover the most innovative products, technologies, and services in video format, which drives immense engagement for the publisher.

Cheddar LinkedIn post

End your posts with a question to stoke interaction. LinkedIn's algorithm closely monitors early engagement and prioritizes posts that demonstrate it. Encourage reciprocity by inviting your audience to share their thoughts and perspectives.

Here is an example of how Brigette Hyacinth engages with her audience and reaches feeds of people beyond her direct connections.

LinkedIn — Example of “Asking a question” on LinkedIn

3. Leverage Employee Advocacy

LinkedIn's Survey also shed light on the most influential content sources, with peers leading the pack, followed by colleagues, companies, and influencers.

LinkedIn — Top sources driving engagement

Leverage this insight by empowering your employees to share content.

On average, the employees have 10x more connections than the company's followers. Also, according to the Edelman Trust Barometer, people are3x more likely to trust information from employees than from the company itself.

This can help you to increase the reach of your posts andenhance engagement on it.

Drift is a prime example of how to use this approach. Theyhave turned their employees into brand advocates who regularly share native, authentic videos on LinkedIn, covering Drift's culture and an array of customer engagement topics.

Drift — Employee advocacy

4. Provide Data-driven Insights

Incorporate data-backed insights into your content. Conduct surveys or share articles containing statistics and industry reports. Additionally, post articles containing statistics and industry reports. According to HubSpot, articles with charts and graphs receive 91% more views. These insights not only engage but also establish your brand as a reliable source of information.

You can also conduct Polls on LinkedIn to gather insights and preferences of your target audience on a specific topic.

5. Share at the Right Time

Timing can be pivotal to your post's visibility. With content changing by the millisecond, it's imperative to share your content when your audience is most active on the platform.

While research may suggest varying optimal posting times, some advocate for the working hours of 9:00 a.m. to 5:00 p.m., while others recommend before and after work hours.

The key lies in discovering your unique sweet spot through diligent testing across different days and times.

6. Analyze and Adjust

Regularly analyze the performance of your content using LinkedIn Analytics. Understand which posts resonate, and what demographics engage most and adjust your strategy accordingly. This data-driven approach ensures continuous improvement.

If this requires conducting A/B testing, do that. Experiment with different headlines, post formats, and posting times to identify what resonates most with your audience. LinkedIn Analytics provides valuable data to guide these optimizations.


LinkedIn has evolved into a dynamic platform that empowersB2B businesses to connect and engage with decision-makers and influencers at an unprecedented scale. The success of your LinkedIn marketing efforts lies in understanding the unique needs and motivations of this professional audience and implementing a multifaceted strategy that combines these best practices.

By following these best practices and staying adaptable, your brand can thrive and exert influence in the competitive B2B landscape on LinkedIn.

Are you looking for professional advice on supercharging your LinkedIn marketing to reach and engage with your target audience effectively? HSV Digital can be the right partner to elevate your LinkedIn marketing strategy.

Get in touch with us to know how we can help.

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