The world’s largest professional social network is often under-utilised by many small businesses, leaving many to miss out on valuable opportunities that arise on LinkedIn.

For newcomers, it can be hard to know how to maximise the platform for your business. We have compiled a list of tips to kickstart your business marketing on LinkedIn.

Complete Your Profile

The first step in your LinkedIn marketing journey is to ensure you have completed your profile by filling out the following sections:

  • Profile picture
  • Cover photo
  • Website link
  • Company size
  • Industry
  • Location

It is important to ensure you are presenting a professional image of your business, so your profile picture should be a professional headshot on your personal account and your business’ logo on your company page. Further, if you are struggling to find a professional image to use as a cover photo, consider creating a unique graphic on Canva.


Write A Compelling Pitch In The “About Us” Section

You do not want to leave your about us section blank, as this is the perfect place to outline your value proposition. Your carefully crafted sales pitch can tell colleagues and customers exactly who you are and what your business is trying to achieve.

When writing this section, make sure you summarise your business, what you have to offer to your customers, and how you have achieved results for your customers in the past, whilst keeping the paragraph under 2,000 characters long.


Get Involved In LinkedIn Groups

LinkedIn groups provides a place where people with likeminded interests go to share relevant content with each other. This function can provide endless opportunities to connect with similar people regardless of where they are located. You could join groups related to your industry, small business groups or local networking groups.

From there, you can learn more from people in your field or even establish your business as thought leaders. If you are looking to expand your network, it is even possible to message members of the group to foster new connections.


Optimise Your Page For Searches

Just like how we engage in search engine optimisation for our website, we must also do so for our LinkedIn. To have your company page show up more frequently in search results on LinkedIn, you will want to add keywords that a potential customer would search for when trying to find your business. For example, if you are in the real estate business, this may be “property” “sales” “investment”, and more.

In addition, you will want to ensure that your company page is frequently posting engaging content, that your audience is hopefully interacting with. However, it is important to note that posting on LinkedIn should be framed around fostering connections and positioning your company as thought leaders in your industry. LinkedIn has noted that its users are not receptive to sales pitches, so try to stick clear of over-advertising.


Engage With Your Employees

One of the easiest ways to reach a new audience, is to connect with your own employees on LinkedIn. If your employees fill out their place of work on their profile, this links your company page onto their personal profile. This is a great organic way to potentially tap into your own employee’s potential network of connections.

If your employees do not have LinkedIn, consider setting up a professional development day where you can guide them through creating and completing their LinkedIn profile.


When developing a marketing strategy, many small businesses overlook LinkedIn as a viable social media platform. However, it can provide valuable connections with new customers and other businesses. We hope that these tips are all you need to secure a foothold in the LinkedIn space.

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