How to Use Linkedin and Medium for Business Marketing?
Nevena Roger
Author
In the world of B2B marketing, LinkedIn has long been a staple platform for generating leads and driving conversions.
With currently surpassing 900 million members, this platform is the largest professional network in the world, making it the ideal niche for marketers looking to reach business decision-makers and influencers.
As we move closer to 2025, it’s important for marketers to stay up-to-date on the latest marketing strategies and tactics.
In this guide, we’ll explore the best practices for B2B LinkedIn marketing in 2025.
Start With a Strategy
Before you start any marketing campaign, you need to have a strategy in place.
Make an effort to define your:
- target audience,
- goals,
- key performance indicators (KPIs).
This will assist you in maintaining focus and tracking your progress. Consider the type of content you want to publish and how often you want to publish it.
Develop a content calendar that aligns with your strategy and goals. Then, you can move on to the next logical step, which is setting up an outstanding company page.
Optimize Your Company Page
Optimising your company page on LinkedIn is the first step to effective promotion. The focal point of your platform presence is your company page, which should appropriately convey your messaging and brand.
Along with excellent photos and videos, make sure to include a thorough description of your business and its goods or services. Make use of pertinent keywords on your page to increase search engine visibility.
Focus on personal branding
It's crucial to concentrate on personal branding in addition to optimising your business page.
Creating your brand identification is the first step in creating a powerful personal brand on LinkedIn. Identify your target market, your unique value offer, and your main points of emphasis.
Additionally, encourage your staff members to make and enhance their personal profiles and post information from your business on them.
This gives your staff members a chance to demonstrate their skills and develop their own brands while simultaneously reaching a larger audience with the content your business produces.
Creating a personal brand on LinkedIn might help your business generate more leads and sales.
Create interesting content
LinkedIn is a content-driven platform, and you need to publish content that is relevant and engaging for your target audience.
To engage your audience on this platform, you need to create compelling content that speaks to their pain points and challenges.
Focus on creating content that is both informative and educational, such as:
- Whitepapers,
- Case studies,
- How-to guides.
Keep your audience informed about the latest industry trends while sharing personal stories that resonate with them. Encourage them to take action by including a clear call to action.
Join and post in groups
LinkedIn Groups provide a great opportunity to connect with other professionals in your industry and share your expertise.
Join relevant groups and engage in discussions to establish yourself as a thought leader and build your reputation.
Be sure to share your content in groups, but do so sparingly and only when it is relevant to the group’s interests.
Build Relationships
Always keep in mind that LinkedIn is a social network, and building relationships is key to success on the platform.
Focus on building authentic relationships with your followers, customers, and prospects by engaging with them regularly and offering value through your content and interactions.
Growing numbers of your network connections are usually best-taken care of by using outside software solutions which are designed to make LinkedIn contact management as user-friendly as possible.
By building strong relationships on this platform, you can establish trust and credibility, which can lead to long-term partnerships and growth for your business.
Consider sponsored content
Sponsored content on this network allows you to reach a targeted audience based on their job titles, company size, industry, and more.
Highlight your top-performing content with sponsored advertising to drive more conversions.
Use eye-catching visuals and strong calls to action to motivate people to click and take action
One other effective and trendy way in spending funds to create compelling content is employing influencers. Influencers can aid B2B brands in:
- Broadening their appeal,
- Establishing their authority, and
- Becoming market leaders.
Use LinkedIn Ads
With LinkedIn Ads, you can tailor your marketing efforts to reach specific audiences. Promote your company, products, and services to people who are a good fit for your business.
This feature is not cheap, so be sure to target your ads carefully to get the most out of your budget.
Utilize LinkedIn Sales Navigator
For sales teams trying to develop relationships throughout this social network and create leads, LinkedIn Sales Navigator is a potent tool.
Use Sales Navigator to discover and connect with key decision-makers in your target industries and companies. Leverage the platform's powerful search tools to find new potential customers.
Be sure to personalize your outreach messages to increase the likelihood of a response.
Benefit from LinkedIn Live
LinkedIn Live is a powerful tool for engaging your audience in real time. Use this feature to host webinars, Q&A sessions, product demos, and other events.
This allows you to connect with your audience on a more personal level and showcase your expertise.
Be sure to promote your live events in advance to generate interest and increase attendance.
Interact with your audience
Engagement is crucial for successful marketing. Interact with your audience by replying to comments and messages, and sharing others' content. Ensure your messaging is consistent across all your social media platforms.
Be loyal to your schedule
When it comes to B2B marketing, consistency is essential. It's crucial to remain active on this platform and interact with your contacts frequently.
This entails regularly connecting with prospective clients, sharing insightful content, and leaving thoughtful comments on blog pieces.
You can maintain your brand at the forefront of your audience's minds and raise the possibility that they will eventually become your business partners by remaining active and consistent.
Don't forget analytics
As with any marketing campaign, it’s important to measure your results to determine what’s working and what’s not.
Use LinkedIn analytics to track your page views, engagement, and conversions, and use this data to optimize your content and targeting.
Set specific goals and KPIs (key performance indicators) for your marketing campaign, and measure your progress regularly to ensure you’re on track to meet your objectives.
Experiment with New Formats
As this social platform continues to evolve, it’s important to experiment with new formats and features to stay ahead of the curve.
Consider trying new formats such as:
- LinkedIn Stories, which allows you to share short, engaging content with your audience, or
- LinkedIn Polls, which can help you gather feedback and insights from your followers.
Keep an eye on new features and updates, and be willing to try new things to see what resonates with your audience.
Crush those goals!
LinkedIn remains a powerful platform for B2B marketers looking to reach a professional audience.
B2B LinkedIn marketing in 2025 requires a holistic approach that allows you to build a strong presence on this network and drive conversions for your business.
By following this guide, you can leverage the power of this particular network to generate leads, drive conversions, and build your brand.
As you develop your marketing strategy for 2025, remember to stay up-to-date on the latest trends and features, and be willing to experiment and adapt to stay ahead of the curve in this rapidly evolving space.
