When it comes to B2B marketing, LinkedIn is the undisputed champion of professional networking. With over 1 billion members globally and more than 65 million decision-makers using the platform regularly, LinkedIn is no longer just a digital resume, but a true hub for B2B lead generation, relationship building, and thought leadership.
As a top digital marketing agency Three29, based in Sacramento, we make it a priority to help businesses craft smart, effective LinkedIn strategies that are designed to connect with high-value prospects in order to drive real business growth.
It doesn’t matter if your company is based in Sacramento, CA, Jacksonville, FL, or anywhere in between, our complete guide to LinkedIn B2B strategy can walk you through the best strategies to help elevate your brand’s visibility and influence.
Strategy #1: Optimize Your LinkedIn Profile for Ultimate B2B Success
First impressions matter, and it’s important to remember that your LinkedIn profile isn’t just about showcasing your résumé, but about selling your brand and expertise.
Tips for Companies:
- Use a high-quality logo as your profile image and an eye-catching banner that clearly communicates your brand’s message.
- Fill out every section on your LinkedIn profile, especially the “About” and “Services” section. Include relevant LinkedIn marketing keywords to boost your discoverability as well.
- Include a strong call to action and provide links to your website or landing pages.
Tips For Individuals (Founders, Sales Leaders, etc.):
- Make sure your headline isn’t just your job title. Use it to communicate value. For example: “Helping Businesses Scale through Smart LinkedIn B2B Strategy | Co-Founder at Three29.”
- People connect with stories, so the “About” section should tell your story, showcase your experience, and speak directly to the primary pain points of your target audience.
- Use a professional headshot and a cover image that aligns with your company’s branding.
Pro Tip: Check out Josh Hanosh’s LinkedIn profile for a great example of how to use a business leader profile to increase brand positioning on LinkedIn.
Strategy #2: Create and Share Valuable Content Consistently
Content creation is the primary driver of visibility on LinkedIn. In order to attract the right audience, both your individual profile and business page should provide content that educates, inspires, or provides solutions to problems for your target audience.
Types of Content That Work Well for B2B Businesses:
- Thought leadership posts: Share insights, trends, or personal experiences related to your industry.
- How-to posts: Provide tactical tips or “quick wins” for your audience.
- Case studies and client success stories: Showcase how your company helps other businesses succeed.
- Behind-the-scenes content: Humanize your brand by showing your team in action or celebrating important milestones.
- Native documents and carousels: LinkedIn’s algorithm favors posts that keep users on the platform, so uploading PDFs, infographics, or slide decks can boost visibility as well.
Our team here at Three29 can help clients develop content and posting schedules that align with both their brand’s voice and B2B lead generation goals.
Strategy #3: Join and Engage in LinkedIn Groups
LinkedIn Groups are often underutilized, but they can be true goldminds for B2B networking and visibility. These communities are built around specific industries, roles, and interests, which makes them ideal for starting new conversations and sharing expertise. In addition to building your own network, you can expand your brand’s reach by encouraging your sales leaders to use their individual profiles to join and engage with relevant groups.
How to Leverage LinkedIn Groups:
- Join groups where your prospects and peers are active.
- Participate regularly by answering questions, sharing relevant insights, and being genuinely helpful to others.
- Avoid “salesy” posts, and instead, aim to build credibility and trust for you as an individual and for your brand.
Don’t just drop a link and ghost the members of the group. Active engagement equals better LinkedIn networking and eventual business conversations.
Strategy #4: Master the Art of Outreach and Connection
If you or your sales team is sending cold connection requests with no context, you are going to have a high chance of being ignored. Try conducting LinkedIn outreach the right way by using the following steps:
Step 1: Personalize Your Connection Requests
- Mention a shared group, a recent post, or mutual interest.
- Keep it short and human.
- Don’t use text that is obviously from a template.
Step 2: Provide Value First
- After connecting, don’t immediately pitch. Start a conversation by offering helpful content or insights.
Step 3: Nurture the Relationship
- Engage with their content regularly.
- Send occasional messages with resources, not sales scripts.
- Get to know them as a person and build an authentic relationship.
You can also use tools like LinkedIn Sales Navigator to build prospect lists that are specifically targeted and to track engagement effectively.
Strategy #5: Use Employee Advocacy to Amplify Your Reach
Your employees are your brand ambassadors. When they engage on LinkedIn, their networks see their activity, which can exponentially expand your organic reach.
Ways to Encourage Employee Advocacy on LinkedIn:
- Create branded content that your team can easily share.
- Encourage team members to add your company to their profiles.
- Recognize and celebrate employee posts and interactions.
- Provide training on LinkedIn best practices and personal branding.
When employees speak genuinely about your company’s culture, projects, or wins, it boosts trust and enhances your LinkedIn B2B strategy.
Strategy #6: Become a Thought Leader in Your Industry
Thought leadership is all about becoming the go-to expert in your niche. When prospects trust your insights, they are more likely to choose your business when the time is right. These techniques should be used on both your own profile and your brand’s business page.
How to Position Yourself as a Thought Leader:
- Post original content regularly.
- Comment on trending topics in your industry.
- Be a guest on podcasts or write articles and share them on LinkedIn.
- Go live on LinkedIn to host discussions, panels, or Q&As.
Thought leadership can build brand authority and can shorten the sales cycle by fostering familiarity and trust before any direct outreach even happens.
Strategy #7: Track What’s Working and Optimize It!
Just like any digital marketing campaign, your LinkedIn efforts need regular analysis to remain up to date and successful.
It’s a good idea to track certain metrics including:
- Profile and business page views
- Your profile connections and business page follower growth
- Post engagement rate (likes, comments, shares)
- Message response rates
- Lead conversions that come from LinkedIn
At Three29, we can help clients with this data collection by testing content types and refining strategies based on what resonates most with their target audience.
Let Our Team at Three29 Help You Win on LinkedIn
At Three29, our experts offer personalized LinkedIn marketing services that align with your goals and your audience. We can help you boost your personal presence and scale up your company’s outreach to increase B2B lead generation and LinkedIn networking success. Follow our LinkedIn page for inspiration, tips, and updates from our Sacramento team.
By optimizing your online presence, creating content that delivers value, engaging with the right people, and positioning your team as experts, we’ll help you unlock new levels of growth. Contact us at Three29 to start building a LinkedIn strategy that takes your company to the next level.
