Why Smart Business Owners Are Leveraging LinkedIn Business Accounts

Why Smart Business Owners Are Leveraging LinkedIn Business Accounts

Unlike other social media platforms, LinkedIn is designed specifically for networking, thought leadership, and professional engagement, making it an essential tool for B2B marketers.

Not sure if or how you should use LinkedIn Business Accounts? This post breaks down everything you need to know.

Importance of LinkedIn for B2B Marketing

Unlike other social networks, LinkedIn allows businesses to:

• Reach a Professional Audience – With over 1.2 billion members worldwide, LinkedIn provides access to a highly engaged professional network.
• Drive High-Quality Leads – 96% of B2B marketers use LinkedIn for content distribution, making it the leading platform for B2B campaigns. If you’re trying to reach professionals in a specific industry, niche, or role – LinkedIn can be the ideal solution to connect with them.
• Enhance Brand Visibility – LinkedIn’s advertising revenue is projected to surpass $4.5 billion by 2024, highlighting its growing influence in digital marketing.
• Leverage Thought Leadership – Businesses can establish credibility by sharing industry insights, case studies, and expert opinions. This type of content performs best on LinkedIn.
• Utilize Precise Targeting – LinkedIn Ads reach up to 900 million professionals, allowing marketers to connect with niche audiences effectively.

• Daily Brand Interaction – 25% of LinkedIn users engage with brand content daily, demonstrating the platform’s potential for consistent audience engagement.

Getting Started: LinkedIn Business Account Sign-Up

Before you can get started, you first need to set up your LinkedIn Business Account. 

Strategy 1: Setup Your Company Profile

In order to set up your company profile, you need to include: 

• Company or Business Logo – Upload a high-quality logo and cover photo that align with your brand identity
• About Us Description – Craft a compelling “About” section that clearly communicates your value proposition
• Strategic Keywords – Include relevant keywords throughout your profile to improve searchability
• Products & Services Info – List your products or services, highlighting key features and benefits
• Locations – Add your company locations and showcase your company culture through photos and videos

Source

Check out the orange arrows indicating all the key elements business must include; (logo, cover photo, about section). 

Case Study: How I Increased My LinkedIn Profile Views by 700%.

Strategy 2: Leverage LinkedIn Business Manager

LinkedIn Business Manager offers a range of features designed to help agencies efficiently manage multiple accounts. It provides centralized account management, allowing businesses to oversee all their clients from one place. Security is maintained through role-based access, ensuring that only authorized users have control over specific accounts. 

The unified reporting feature enables agencies to track performance across multiple accounts seamlessly, making it easier to analyze and optimize campaigns. 

Additionally, billing processes are streamlined, simplifying financial management for multiple ad accounts.

Follow the link below to see an educational video behind why LinkedIn Business Manager makes a world difference to your marketing.

Source

LinkedIn Caste Study: How Revlon’s In-House Agency Created a Unified Creative Workflow. 

Strategy 3: Create And Optimize Your Company Page

Your Company Page is the cornerstone of your LinkedIn Business Account. First impressions matter big time, and they matter the most when you only have 3 seconds to stop a viewer from scrolling. 

With a grabby, show-stopping company page, you’ll avoid the swipes and drive clicks. 

Hope your computer is handy, because here comes a step-by-step guide to create and optimize it:

Step-By-Step Guide

1. Click the “Work” icon at the top of your LinkedIn homepage and select “Create a Company Page”
2. Choose your page type (Small business, Medium to large business, Showcase page, or Educational institution)
3. Fill in your company details, including name, website, industry, company size, and type
4. Add your logo and cover image
5. Write a compelling “About” section that includes your mission and unique selling points
6. Invite your employees to follow the page and add it to their profiles
7. Start sharing content regularly to build engagement

Case Studies: How Others Have Transformed Their LinkedIn Presence. 

Common Mistakes To Avoid When Setting Up Your LinkedIn Business Account

Even though we made this setup process as seamless as possible, it’s still smart to avoid common pitfalls during your setup. 

Setting up a LinkedIn business account is a powerful way to establish your brand and connect with professionals, but there are some common mistakes to watch out for. 

Here are a few pitfalls to avoid:

1. Incomplete Profile – A half-finished profile can make your business look unprofessional. Ensure you fill out all relevant sections, including your logo, banner image, description, website, and company details.

1. Ignoring SEO – LinkedIn functions as a search engine for professionals, so use relevant keywords in your company description and posts to improve discoverability.
2. Using a Personal Account Instead of a Business Page – Some businesses mistakenly create a personal profile for their brand instead of setting up an official LinkedIn business page. Make sure you’re using the correct format.
3. Lack of Engagement – Simply creating a page isn’t enough—regular updates, posts, and interactions with followers are essential. If you don’t engage, your audience might lose interest.
4. Failing to Define a Clear Brand Voice – Your tone and messaging should align with your company’s values and goals. Inconsistency in voice can confuse potential clients and partners.
5. Neglecting Analytics – LinkedIn provides valuable insights into audience engagement. Not reviewing analytics means missing out on opportunities for growth and improvement.
6. Overly-Promotional Content – Posting only sales-driven content can turn people away. Balance your posts with industry insights, thought leadership, and engagement-driven content.
7. Not Encouraging Employee Participation – Your employees can be brand advocates by sharing company updates, posting about their experiences, and interacting with the company page.
8. Ignoring Competitor Activity – Understanding what similar businesses are doing on LinkedIn can help you refine your strategy and stand out in your industry.
9. Forgetting to Optimize for Mobile – Many users access LinkedIn on mobile devices, so make sure images, text, and links work seamlessly on smaller screens.

Making sure you avoid these pitfalls will set you up for success! Part of the setup is to set yourself up for success. 

Strategy 4: Develop A Content Strategy

Successful content on LinkedIn thrives when businesses maintain a strategic posting frequency and timing. Using a content calendar template for LinkedIn Business Accounts helps ensure consistency while sharing a diverse mix of content types, including articles, videos, infographics, and polls. 

Prioritizing thought leadership content that highlights expertise can build credibility, while leveraging LinkedIn’s native video feature enhances engagement. Posting consistently, aiming for three to five times per week, increases visibility, and experimenting with different posting times helps identify when the audience is most active. 

Encouraging employee advocacy by having team members share and interact with company content can further amplify reach and engagement.

Example Content Calendar:

• Monday: Industry news and insights
• Tuesday: Behind-the-scenes look at your agency
• Wednesday: Client success story or case study
• Thursday: LinkedIn poll on a trending industry topic
• Friday: Thought leadership article from a team leader

Take notes from CoSchedule’s free to use Content Calendar: 

Strategy 5: Engage With Your Network

Regular engagement on LinkedIn is essential for fostering meaningful connections and maintaining visibility. Responding promptly to comments on posts helps build relationships and encourages further interaction. Actively engaging with content shared by connections and clients strengthens professional networks, while participating in relevant LinkedIn Groups fosters industry discussions. 

Utilizing LinkedIn’s “Notify employees” feature for key posts can boost initial engagement, ensuring they reach a wider audience. 

Marketers should be mentioning and tagging relevant individuals or companies when appropriate to increase visibility and encourage collaboration, making interactions more impactful.

Case Study: How a small business Owner grew her network through LinkedIn using strategic engagement. 

Strategy 6: Utilize LinkedIn’s Advertising Tools

LinkedIn offers a variety of ad formats designed to enhance Business Account marketing efforts. Sponsored Content allows businesses to amplify their best-performing organic posts, ensuring broader visibility. 

InMail campaigns provide a personalized outreach approach, helping brands connect directly with their audience. Text Ads offer a cost-effective solution for building brand awareness while maintaining budget control. LinkedIn’s audience targeting options enable businesses to refine their campaigns using criteria such as job title, company size, and industry. 

Retargeting website visitors and engaging with custom audiences allows for deeper audience connections and increased conversion opportunities.

Here’s not one, but 10 Case Studies of Successful LinkedIn Ad Campaigns. 

Strategy 7: Analyze And Adjust Using LinkedIn Analytics

Tracking key metrics is essential for optimizing LinkedIn performance and refining strategies. Monitoring follower growth and demographics provides valuable insights into audience composition and expansion. Evaluating engagement rates on posts helps assess content effectiveness and identify trends in user interaction. 

Analyzing visitor demographics allows businesses to better understand their reach and tailor their messaging accordingly. Leveraging LinkedIn’s Content Suggestions feature helps pinpoint trending topics within the industry, ensuring content remains relevant and engaging. 

Regularly reviewing ad performance and adjusting targeting and creative elements as needed enhances campaign effectiveness and maximizes return on investment.

Wondering how a marketing agency uses analytics to double their client’s engagement rate?

Leverage LinkedIn Business Manager

LinkedIn Business Manager is a centralized platform designed to help businesses manage their LinkedIn Pages, Ad accounts, and team members more efficiently. 

Maximize potential through:

• Centralized Control – Manage multiple accounts in one dashboard.
• Access Management – Assign roles and permissions easily.
• Unified Billing – Consolidate ad spend and payments.
• Better Collaboration – Streamline teamwork for marketers.
• Enhanced Security – Strengthen account visibility and governance.

Explore LinkedIn Business Manager

Business Manager offers several useful features that help optimize workflow, including:

• Account & Page Grouping – Organize your LinkedIn assets into structured groups for easier navigation and access.
• Ads Account Management – Oversee multiple LinkedIn Ads accounts within a single interface, making campaign execution more efficient.
• Audience Management – Easily share Matched Audiences between different ad accounts, allowing for better ad targeting.
• Team Access & Roles – Assign and manage permissions across different team members, ensuring a streamlined process while maintaining security.
• Reporting & Insights – Access LinkedIn analytics to track campaign performance and engagement data in one place.

Strategic Tips for Social Media Marketers to Maximize Efficiency

To enhance your LinkedIn marketing efficiency, consider the following strategies:

• Post at Peak Times – Maximize reach when your audience is most active.
• Encourage Employee Engagement – Boost credibility and expand reach.
• Repurpose Top Content – Adapt successful posts into new formats.
• Automate Tasks – Use scheduling tools to streamline posting.
• Track Competitors – Learn from their audience strategies.
• Mix Paid & Organic – Combine Ads and content for visibility.
• Test & Refine – Use A/B testing to optimize results.

Ready to show your LinkedIn Business page to the world? 

Sign up here. 

To further streamline your LinkedIn marketing efforts, try using CoSchedule Calendars. This comprehensive marketing management tool is designed to help social media marketers and marketing agencies efficiently plan and schedule their content, including LinkedIn posts.

CoSchedule Calendars offers several benefits for LinkedIn marketing:

• Centralized Management: View all your marketing tasks, projects, and campaigns in a single calendar, making it easier to align LinkedIn content with broader marketing strategies.
• Social Media Scheduling: Use the dedicated Social Calendar to create, schedule, publish, and measure LinkedIn posts effortlessly.

• Time Efficiency: Save significant time by integrating scheduling and publishing into one tool, reducing the amount of time spent on social media management.
• Collaboration: Facilitate teamwork by sharing schedules and updates in real-time, ensuring everyone is aligned on LinkedIn content plans.
• Social Inbox: Respond to messages from your LinkedIn account without ever having to leave your calendar.