10 ways to level up your LinkedIn strategy for B2B marketing

By Jayne Schultheis — We all know that LinkedIn is a social platform built for the corporate world. But more importantly, it’s the key to building brand awareness, nurturing connections, and driving qualified lead generation for your business.

Whether you’re posting video content, running LinkedIn Ads, or leveraging a strategy to get the most out of longform content, LinkedIn has the tools to make your marketing pop. So, let’s break down how to execute a well-crafted LinkedIn strategy focused on content marketing.

LinkedIn is the MVP when it comes to brand awareness in B2B marketing

When LinkedIn hit the corporate world, it changed the game for B2B marketers, offering a direct line to a super-targeted, professional audience. And it's only improved with time. With advanced filters like job title, industry, company size, and location, it’s easy to get your message in front of the decision-makers and influencers who actually matter. This precision makes LinkedIn an ideal platform for building brand awareness and connecting with the right people in a meaningful way.

One of the best ways to grow your brand on LinkedIn is by consistently sharing high-value content. Use thought leadership articles, case studies, and industry insights to position your company as a trusted expert. By providing real value, you’ll keep your audience engaged and build the trust that’s essential for long-term success in the B2B space.

On top of content, LinkedIn’s suite of tools — like targeted ads, sponsored posts, and lead gen forms — enables you boost your visibility and generate quality leads. These features help you to meet prospects where they are, making it easier to spark conversations that turn into relationships. Finally, a solid company page can showcase your brand’s culture, values, and latest updates. You can keep your brand front and center with both potential clients and talent.

10 ways to optimize your LinkedIn strategy

Let's get into the heart of the matter.

1. First impressions matter: Profile optimization

You wouldn’t walk into a meeting with a crumpled resume, right? Same thing goes for your LinkedIn profile. Make sure your company page and personal profiles are optimized for maximum impact. This is your digital business card, your online storefront. Optimize with SEO in mind, fill out every section, and make sure the content resonates with your target audience. This is your first impression — make it count.

2. Content that sparks engagement

For the most part, people are on LinkedIn to grow professionally and stay informed. That’s where your content comes in. But beware of spammy posting and entirely AI-generated copy. Instead, you want to focus on content that drives engagement. Think thought leadership, case studies, and of course, video content. Whether you’re sharing industry trends, thought-provoking posts, or sponsored content, get people talking. Encourage comments, shares, and direct messages. That's where real engagement starts.

3. Use LinkedIn Ads for precision targeting

Want to get your message in front of exactly the right people? LinkedIn Ads are the way to go. With LinkedIn Ads, you can target decision-makers, influencers, and professionals in your niche with laser precision. LinkedIn ads have become more sophisticated, offering options like conversational ads, carousel ads, and video ads. Use LinkedIn's analytics tools to fine-tune your targeting. You'll notice a boost in your conversion rates when you reach the exactly right audience.

4. Influence the influencers

Although "influencers" on LinkedIn might be a little different than the ones on Instagram and TikTok, they're just as powerful when it comes to making waves in your industry. Build partnerships and run co-branded campaigns that tap into their established network. Cross-promotion on LinkedIn with an influencer can boost both your brand awareness and credibility. Plus, it’s an easy way to get your content in front of thousands, if not millions, of new potential connections.

5. Don't forget analytics

Don't cast a wide net and hope for the best. That's a great way to waste your marketing budget. Instead, lean on LinkedIn’s analytics tools. They provide detailed insights into how your posts, ads, and overall strategy are performing. Are people engaging with your content? What specific factors have had the greatest impact on lead generation? Use this data to tweak your content marketing strategy and continuously optimize your approach.

6. The power of hashtags and SEO

SEO isn’t just a Google thing, it’s helpful for LinkedIn too! Use relevant hashtags to get your content discovered by more people. Develop a smart hashtag strategy that makes sense for your niche, and watch your reach grow. Combine that with profile optimization and you’re setting yourself up for maximum visibility and reach.

7. Email marketing and customer relationship management

Email marketing might seem like old-school stuff, but it can provide a powerful one-two punch when paired with LinkedIn. By combining email campaigns with your LinkedIn presence, you can nurture leads from multiple angles. Plus, you can integrate your LinkedIn insights into your customer relationship management tools to track and convert more leads.

8. Use cross-promotion

In marketing, the old adage, "don't put all your eggs in one basket," is a wise strategy. Especially when you choose a few baskets that are uniquely woven to meet your brand's needs.

Cross-promotion is one way to make sure you're getting the most out of what you have. Share snippets of your LinkedIn content on your other social platforms, link to your LinkedIn company page in your email signature, or collaborate with other companies to co-create content. This is all about expanding your professional network and reaching a broader audience. This is where SEO-optimized, evergreen content can be one of your best assets. Extract the most eye-catching and hard-hitting quotes that leave a reader wanting more and use it as a teaser for the article. Create a great graphic that sparks curiosity.

9. Leverage AI

LinkedIn's algorithms are becoming more sophisticated. The network is using AI to recommend content to users based on their behavior, industry trends, and professional networks. Now is the time for marketers to focus on creating personalized content that aligns with these evolving AI patterns.

LinkedIn has also introduced more advanced automation tools to help businesses streamline their outreach, lead generation, and campaign management, which can be useful for optimizing time and resources.

10. Use Rellify

If you want to pair a great content strategy with a powerful LinkedIn approach, Rellify can help.

Rellify is the all-around solution for getting your content better found in the B2B sector. With a custom Relliverse™, you can find niche topics and keywords that are already resonating with your target audience. That way, when you're ready to post on LinkedIn, you're ready to reach and engage the right people — the ones who are most likely to.

We make it easy to create LinkedIn posts from your content. One click will engage our AI tool to create a LinkedIn post, including hashtags. We also make it easy to add icons and photos. Once you've reviewed the post, another click will publish it on your LinkedIn page.

Want to find out more? Schedule a brief demo with one of our Rellify experts, who can show you exactly what a Relliverse™ can do for your brand.