How to Get New Clients and Employees Using Linkedin Marketing

Katja Kupka Last updated on 20.10.2020
6 Min.
Last updated on 20.10.2020

The business network LinkedIn plays an increasingly important role in social recruiting and employer branding. Through smart content marketing you generate new leads via the platform and transform strenuous cold calling into strategic social selling. Today, I will show you how you can make the most of the B2B area of LinkedIn you profit.

What is LinkedInit?

Since 2003, the US platform has been offering exchange on an international level and is now part of Microsoft. Global has LinkedIn more than 600 million members: With about 14 million in the DACH region, the DACH region is LinkedIn on the heels of its German competitor XING. LinkedIn Marketing therefore plays an important role in the communication strategy and employer branding for many companies. Despite features similar to those in Facebook, members in LinkedIn increasingly focus on specialist topics and discuss news from their industry. Colourful pictures and funny videos remain rather the exception.

Ideally, no company should focus solely on its social media presence. Even a large platform like LinkedIn can, in the worst case, radically change its algorithms or terms of use overnight. The individual user must accept such changes. 

It is therefore appropriate to maintain a platform-independent presence . On a company blog, for example, the published content is permanently preserved and accessible without any hurdles. From there you can easily distribute it to various online platforms.

Memberships in LinkedIn

In LinkedInaddition to free personal basic profiles for employees and freelancers, there are also company sites and groups. You can follow personal profiles and company profiles - or in case of the personal profile you can make a contact request.

LinkedIn marketing tips
For example, the company LinkedInprofile RAIDBOXES looks like this.

Causes LinkedIncosts?

There are four variants on the platform fee-based premium memberships

  • Career: Applicants can specifically draw the attention of personnel specialists to themselves in order to find a new job.
  • Business: Users can expand their network without restriction and, for example, write to non-contacts. They also get access to business insights and online video courses.
  • Sales: With the Sales Navigator, sales specialists in their growing network can keep track of the situation, generate more efficient leads for their social selling and find contacts in the target market more easily.
  • Employee search: With the products LinkedInRecruiter and Recruiter Lite, headhunters can find top candidates faster and contact them directly 

Building LinkedIna sustainable network

Particularly in the B2B area LinkedIn establish long-term relationships and a status as an expert. Instead of indiscriminately collecting contacts, you should focus LinkedIn show genuine interest in your network. Many buyers of equipment or high-priced products in B2B use the platform as a source of information. In doing so, they observe their newsfeed or ask for information in specialist groups. They inform themselves not only once, but repeatedly over a longer period of time. In B2B, decisions about major investments are not made overnight.

The faces behind your company

In general, people today are interested in the faces and stories of companies. Those who LinkedInestablish themselves as specialists underline their own expertise - and that of their employer. In the process, the professional position merges with the person. Ideally, employees bring with them a certain willingness to open up and reveal their personalities.

LinkedInMarketing can include the targeted development of your own employees as brand ambassadors - and making their personal brand part of the employer brand. This requires a great deal of trust on the part of the company and loyalty on the part of the employees. Companies should encourage their employees, but only if they are interested and consequently communicate authentically. 

If the colleagues are interested but uncertain, training courses are available, Guidelines and contact persons in the company. In this way, the company can convey in a targeted manner how the employees may appear. At all times, it should be transparently recognizable that it is not the company itself that is communicating. At the same time, it is important to sensitize the employees not to divulge any company secrets or violate competition law.

The company's content can be more widely distributed by its own employees. If a colleague shares the company mail, the content reaches a whole new target group. In addition, the contribution is perceived as less promotional if the employees recommend it and not the company. Employees can publish industry-relevant content and answer special questions. Those who save it as a source of information may also appeal to them when it comes to buying a product.

LinkedIn as a source of information for B2B content

The trick is to provide individually tailored content for all those involved in the buying process and to build trust. The entire range of content machines can be used to communicate complex information in a clear and understandable way: from blog posts and infographics to whitepapers, videos and e-books.

A managing director is interested in the "big picture", while the engineer or IT specialist can handle a large amount of expertise and details. What they all have in common is that they are looking for high-quality and helpful content. Since people have different preferences when it comes to formats, a carefully chosen mix of texts, infographics, pictures and videos is the best choice. Particularly popular are current and relevant topics, which are presented in pleasantly readable and thoroughly researched articles tailored to the target group. 

As on many other social media platforms, you will notice that posts with pictures attract more interest. Even a text that is written in an understandable and entertaining way is hard to beat a video or an infographic that can be grasped at a glance.

LinkedIn in social recruiting

If you create a company LinkedInprofile, the employees are visible and approachable as ambassadors of the company. With a meaningful company profile the employer brand can be strengthened and in Active Sourcing especially latent job seekers can be addressed, which is especially useful for "Shortage calls" offers. First analyse who your target group is. Very young people are less LinkedInrepresented, so your search for trainees on Instagram or Snapchat will be more successful.

In addition to customers can be used LinkedInexcellently to address applicants. In the company profile, the company can introduce itself, its products and its team - and provide a look behind the scenes. 

Two examples: In a short video, an employee shows how logistics works in the company. Or: In a review of the summer party, the company tells how they celebrated together. In this way you show competence and the personal face of your company.

Content with added value and the clever side view of the competitors

The right format and cleverly chosen hashtags are not always enough to arouse lasting interest. Think carefully about who you want to reach with your content. Which topic offers your target group added value and new food for thought? Is your content credible, up-to-date and relevant? Without immediately becoming a copyat, it doesn't hurt to look left and right. What content and formats are your competitors successful with and which contributions quickly disappear into oblivion? Learn from your successes and failures - and watch the competition.

If you run a company profile, you can view important parameters via the analysis data of LinkedInAnalytics. How often has your post been viewed, what is the click rate and how many comments has your post received? If you look at this data regularly and thoroughly, you will learn how to tailor your content and the appropriate formats even better to your target group.

When and how to LinkedInpost?

Again and again, the question arises at what time of day contributions achieve the most success and how often they should be posted. Regular posts are a LinkedIngood idea, although a daily rhythm is not mandatory. Two to three good posts a week can be enough. 

Whether your target group reacts more strongly in the morning or in the afternoon, more on Wednesday or Thursday, you can try out in the sense of "learning by doing". Nevertheless, it turns out that contributions in the morning, in the evening or during the lunch break meet with slightly more response than publications at 6:00 am or on the weekend. 

Pay attention to quality rather than quantity in the contributions. You can also acquire expert status by regularly sharing and curating articles by others, i.e. content curation running. This makes your presence an important source of quality content for your industry and your subject matter. Of course, you should not distribute other people's contributions unseen, because you want to offer your network high quality and added value.


You can find more useful tips in the LinkedIn-Guide of the OMT magazine.

Advertising on LinkedIn

In addition to organic contributions, you can also LinkedIn Advertising with various possibilities of targeting. This includes sponsored content such as native ads as image or video ads, text ads and sponsored inmails. As the name suggests, the first two examples are advertisements and the InMail example is a direct message. 

The advertising company pays for sponsored InMails if they are successfully delivered. Sponsored content and text ads are offered in the variants cost-per-click or payment per thousand impressions of a previously defined target group.

LinkedIn Marketing - My conclusion

You should focus on LinkedInmarketing for your company. You'll kill two birds with one stone. With the right content, you establish yourself as an expert and contact person - and by building up an employer brand, you support social recruiting.

What is your opinion on LinkedInmarketing? What questions do you have for Katja? Please use the comment function. Do you want to be informed about new articles on online marketing for agencies and freelancers? Then follow us on Twitteror Facebook , or subscribe to our newsletter.

Katja Kupka is a specialist for social media and PR. She writes for blogs, trade and online magazines and manages social media channels. She advises and trains companies, NPOs and freelancers on social media marketing and texts for online and social media. She has worked for many years in the financial sector, industry and auditing. O'Reilly publishes her practical handbook "Social media marketing".

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