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Why LinkedIn Marketing Matters

LinkedIn, with its staggering user base of 930 million professionals worldwide, emerges as an invaluable treasure trove for B2B marketing. This platform, originally recognised as a job search portal, has undergone a profound metamorphosis, offering much more than career opportunities. It has evolved into a thriving hub for B2B businesses, replete with opportunities to establish thought leadership, foster brand trust, and cultivate fruitful connections.

The sheer size and diversity of LinkedIn’s user base make it a compelling choice for businesses aiming to tap into a vast reservoir of professionals and decision-makers. With a plethora of robust advertising tools at their disposal, marketers have the means to tailor their campaigns and target specific demographics. LinkedIn is not just about connecting with professionals; it’s about creating a strong presence in the B2B landscape, where ideas, knowledge, and solutions flow freely.

LinkedIn Today

LinkedIn’s journey has taken it far beyond its roots as a job search platform. It’s now a multifaceted platform that caters to the needs of businesses of all shapes and sizes. Whether you’re a small startup looking to expand your reach or a well-established corporation seeking to maintain industry dominance, LinkedIn offers a range of premium plans designed to suit your requirements. These plans grant access to a diverse array of features, from enhanced analytics to improved visibility, enabling businesses to fine-tune their strategies and maximise their ROI.

LinkedIn’s User Base

Australia, in particular, has embraced LinkedIn with open arms, with millions of professionals actively participating on the platform. It’s especially popular among individuals in the 25-34 age group, and it’s worth noting that a majority of these active users are male. The effectiveness of LinkedIn for lead generation in this region is nothing short of remarkable. Marketers have reported witnessing double the number of conversions compared to other marketing channels, underlining the platform’s unique ability to connect businesses with potential clients and partners effectively.

Popular LinkedIn Content

One of the keys to success on LinkedIn lies in understanding and harnessing the power of its unique content formats. Since the introduction of native documents and videos in 2017, these formats have garnered significant attention and engagement. Native documents have proven to be a valuable resource for sharing in-depth research, insights, and white papers. At the same time, native video content has taken centre stage, generating three times more engagement compared to traditional text-based posts. Businesses that harness these powerful content formats effectively can capture the attention of their target audience and, in turn, foster deeper connections and stronger brand recognition.

Content to Avoid

While LinkedIn offers a wealth of opportunities, it’s also essential to be mindful of the pitfalls that can affect your visibility and credibility. Posts containing external links can sometimes divert users away from your profile and hinder engagement. Additionally, engagement bait tactics, such as clickbait headlines or posts encouraging likes and shares, may deter serious professionals from engaging with your content. It’s crucial to maintain authenticity and substance in your LinkedIn strategy to establish trust and credibility within the professional community.

LinkedIn Strategies


Create Your Company Page: Establishing your company page on LinkedIn serves as a professional hub for your brand, providing a central platform to showcase your products, services, and expertise. It’s not just a presence; it’s a dynamic gateway to reach your audience, build credibility, and engage with your community.

Involve Your Staff: Encouraging your staff to participate actively on LinkedIn goes beyond mere involvement; it’s about fostering thought leadership and employee advocacy. When your team shares insights, expertise, and their experiences, it bolsters your brand’s reputation, making it relatable and trustworthy to your audience.

Optimise for Search Engines: Utilising relevant keywords in your LinkedIn profile and company page is more than just a basic optimisation task. It’s a strategic move to enhance your visibility on this professional networking platform, ensuring that you’re easily discoverable by potential connections and clients.

Show Up Consistently: Consistency is the backbone of successful LinkedIn marketing. Posting content regularly and engaging actively with your audience not only maintains your online presence but also strengthens your connections and solidifies your brand’s authority within your industry.

Connect with Decision-Makers: Establishing personalised connections with decision-makers is more than just networking; it’s about forging relationships that can lead to meaningful collaborations and business opportunities. It’s the art of engaging with key individuals who can shape the future of your industry.

Find Highly Targeted Leads: Leveraging LinkedIn’s advanced search functionality allows you to identify and connect with highly targeted leads who align with your business goals. It’s about precision in your networking efforts, ensuring that your interactions are with individuals who can truly benefit from your products or services.

Use Hashtags: Incorporating the right hashtags in your LinkedIn posts extends beyond mere enhancement of discoverability. It’s about joining conversations and engaging with a broader audience that shares common interests and engages with trending topics within your industry.

Check Who’s Viewed Your Profile: Identifying potential leads and connections through the “Who’s Viewed Your Profile” feature is more than just curiosity. It’s an opportunity to reach out to those who have shown interest in your profile, sparking conversations and exploring mutually beneficial connections.

Grow Your Email List: Utilising LinkedIn newsletters allows you to share valuable content with your network and capture email addresses for your marketing list. It’s a strategic approach to nurturing leads and fostering engagement beyond the LinkedIn platform.

Join LinkedIn Groups: Participating in LinkedIn groups isn’t just about networking; it’s a method of engaging with targeted audiences who share specific interests and industry affiliations. It’s a chance to exchange insights, ask questions, and build relationships with like-minded professionals.

Avoid Hard Sells: Steering clear of hard sells on LinkedIn isn’t merely a matter of strategy; it’s a mindset. It’s about building relationships, offering value, and positioning your brand as a helpful resource rather than a sales pitch. It’s the art of nurturing connections with authenticity.

Experiment with LinkedIn Ads: Using LinkedIn Ads isn’t just about promotion; it’s an opportunity to reach a receptive audience actively seeking business-related content. It’s about utilising powerful tools to share your message with precision and effectiveness.

Evaluate Your Performance: Regularly reviewing LinkedIn Analytics goes beyond mere data analysis; it’s about continuous improvement. It’s the practice of learning from your past actions, adapting your strategy, and making your content and interactions more effective over time.


LinkedIn is a potent tool for building your brand’s authority and connecting with industry professionals. Optimise your profile, share valuable content, experiment with ads, and prioritise relationship-building. Your LinkedIn strategy, executed effectively, can be a powerful asset for your business.