How to Build a Successful LinkedIn Strategy

LinkedIn has become the undisputed champion of B2B marketing. With over 1 billion members across 200+ countries, it offers something no other platform can match: the ability to target professionals by their exact job title, company, industry, and seniority level. According to LinkedIn’s own data, 4 out of 5 LinkedIn members drive business decisions at their companies.

But with great targeting power comes great competition—and costs. LinkedIn ads can run 2-5x higher than other platforms. The difference between success and failure lies in strategy. This guide walks you through building a LinkedIn presence that actually delivers results.

Why LinkedIn Works for B2B

Before diving into tactics, understand what makes LinkedIn unique:

For companies running Account-Based Marketing, LinkedIn is often the primary paid channel for reaching target accounts.

Target the Right Audience

Targeting is everything on LinkedIn. Get it wrong, and you’ll burn through budget reaching the wrong people. Get it right, and you’ll consistently connect with decision-makers.

Audience Sizing Guidelines

LinkedIn officially recommends 50K+ audiences, but we’ve seen excellent results from audiences as small as 15K when targeting is precise.

Targeting Layers to Combine

Build your audience using multiple targeting criteria:

Demographics

• Job function (Marketing, IT, Finance, etc.)
• Seniority (C-level, VP, Director, Manager)
• Job title (specific roles)
• Years of experience

Company Attributes

• Company size (by employees or revenue)
• Industry vertical
• Company name (account lists)
• Company growth rate

Interests & Behaviors

• Skills listed on profiles
• Groups membership
• Content engagement history
• Member traits

Example Targeting Structure

For a B2B SaaS marketing tool:

This creates a focused audience of decision-makers at ideal companies while excluding non-buyers.

Master Retargeting for Higher Conversions

New visitors rarely convert on first touch. Retargeting keeps your brand visible throughout the buying journey.

Retargeting Hierarchy

Retargeting Best Practices

1. Install the LinkedIn Insight Tag - Track all website visitors
2. Create page-specific audiences - Segment by content consumed
3. Set optimal windows - 30-90 days for B2B consideration cycles
4. Exclude converters - Don’t waste budget on existing leads
5. Layer intent signals - Combine website + content engagement

For comprehensive tracking, ensure your tag is Google Consent Mode V2 compliant.

Create Content That Converts

LinkedIn is competitive. The feed is crowded with generic content. Standing out requires genuine value:

Content by Funnel Stage

Content Formats That Perform

Based on Hootsuite’s LinkedIn benchmarks:

Writing Copy That Works

• Hook in first 2 lines - Before the “see more” cutoff
• Address specific pain points - Not generic benefits
• Include social proof - Stats, customer quotes, results
• Clear CTA - One action per ad
• Test relentlessly - 3-5 variations minimum

Complement paid content with email nurture sequences to move leads through the funnel.

Leverage Organic and Thought Leadership Ads

A successful LinkedIn strategy combines paid and organic approaches:

Organic Content Strategy

Organic posts build credibility and reach audiences for free:

What Works Organically

• Personal stories from leadership
• Behind-the-scenes company content
• Industry insights and predictions
• Employee highlights and culture
• Customer success celebrations

Thought Leadership Ads

A newer format that promotes posts from individual profiles:

Advantages

• Appears more authentic (personal vs. company)
• Higher engagement rates
• Lower CPM than traditional ads
• Builds executive brand

Best Practices

• Use authentic, value-driven content
• Avoid overly salesy messaging
• Promote posts that performed organically
• Test multiple thought leaders

LinkedIn Ad Boosting

For high-performing organic posts, boosting extends reach:

• Minimum 24-hour organic performance first
• Target beyond existing followers
• Set modest budgets ($50-200/day)
• Monitor engagement quality, not just quantity

Track, Measure, and Iterate

What gets measured gets improved. Establish robust tracking from day one:

Essential Tracking Setup

Key Metrics to Monitor

Integration with Marketing Stack

Connect LinkedIn data to your broader marketing operations:

• CRM sync - Push leads directly to Salesforce/HubSpot
• Marketing automation - Trigger nurture sequences on form fill
• Analytics - Include in multi-touch attribution
• Intent data - Combine with third-party signals

Common LinkedIn Advertising Mistakes

Avoid these costly errors:

1. Targeting too broad - Quality over quantity
2. Ignoring ad fatigue - Refresh creative monthly
3. No lead scoring - Not all LinkedIn leads are equal
4. Skipping organic - Paid without organic feels transactional
5. Set and forget - Weekly optimization required
6. Poor landing pages - Mobile-optimized and fast-loading essential

Budget Allocation Strategy

Structure your LinkedIn investment for maximum impact:

Use our marketing calculator to model LinkedIn campaign ROI based on your specific metrics.

Getting Started: 4-Week Launch Plan

Combine LinkedIn advertising with Google Ads for a comprehensive paid media strategy.

Ready to build a LinkedIn strategy that delivers results? Contact our team for expert campaign management and optimization.