![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/ddd33609-1733-44d2-a811-a5435b201ffe.png\")
<\/a><\/p>\nWhen you treat LinkedIn like a marketing platform with the opportunity to reach over 1 billion users<\/a>, not just a social network, it works hard for you \u2014 even when you\u2019re offline.<\/p>\n LinkedIn is full of opportunities to build relationships, get more eyes on your content, and grow your business \u2014 when you know how to do it right. Let\u2019s dive in so you can get started and turn it into a lead-gen machine.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n LinkedIn marketing is all about using the platform intentionally \u2014 to build your brand, grow your network, generate leads, and drive real business results.<\/p>\n For me, that\u2019s looked like landing new clients, getting invited to speak on podcasts, and reconnecting with people I didn\u2019t even realize were paying attention. When I treat LinkedIn like a core marketing channel \u2014 not just a place to share wins \u2014 it delivers.<\/p>\n Unlike other platforms, LinkedIn is built for this kind of work. It\u2019s where people go to talk shop, share expertise, and connect with others who do what they do. And when you show up with a clear strategy, LinkedIn gives you the tools to amplify your reach \u2014 from analytics<\/a> and SEO-friendly profiles to content distribution and search filters. I\u2019ll walk you through exactly how I use them in a moment.<\/p>\n Most businesses focus their social energy on the big three: Instagram, Facebook, and TikTok. But if you\u2019re looking to build relationships, attract quality leads, or establish your authority \u2014 especially in the B2B space \u2014 LinkedIn is where you want to be.<\/p>\n I\u2019ve found that the quality of conversations I have on LinkedIn is higher than on any other platform \u2014 and the people reaching out usually already understand what I do. That\u2019s not an accident. It\u2019s the result of consistently showing up and using LinkedIn as part of my broader marketing strategy.<\/p>\n A stunning 96% of marketers prefer LinkedIn<\/a> for lead generation over Facebook or X (formerly Twitter) because decision-makers are here \u2014 and they\u2019re paying attention.<\/p>\n Whether you\u2019re selling services, building your brand, or recruiting top talent, LinkedIn can help you do it more effectively \u2014 if you know how to use it right.<\/p>\n Just starting out? Here’s a quick primer if you\u2019re new to LinkedIn Marketing.<\/p>\n Now, let\u2019s review the ways you can use LinkedIn to market and grow your business.<\/p>\n <\/a> <\/p>\n LinkedIn is one of the few platforms where you can build brand authority, attract qualified leads, and grow your business \u2014 all from one profile. But like any marketing channel, it works best when you use it with intention.<\/p>\n Here are a few of my top tips.<\/p>\n I\u2019m not a big advocate of overusing hashtags on LinkedIn \u2014 they\u2019re helpful, but they\u2019re not magic.<\/p>\n Hashtags can<\/strong> help categorize your content for search and topic-based discovery and make your post visible to people who follow a specific hashtag (e.g., #RemoteWork or #Leadership).<\/p>\n However, they won\u2019t<\/strong> magically boost your reach or engagement or replace good content.<\/p>\n That means you\u2019ll want to strike a balance between relevant and popular hashtags by doing hashtag research on LinkedIn. Use the search bar to query a broad hashtag first.<\/p>\n You can\u2019t always see follower counts directly on LinkedIn anymore, but you can see how often hashtags show up in feeds and who uses them by doing a quick search. Alternatively, social media tools often track hashtag metrics like reach, engagement, and frequency.<\/p>\n If you opt for hashtags, choose no more than three to five to reach your audiences and place them at the end of the post.<\/p>\n Pro tip: <\/strong>Some professionals like to create a series where they give business advice (in their niche) to their audience. To keep track of the advice, they create their own hashtags to represent their brand. You can do this, too!<\/p>\n Your personal LinkedIn Profile and your company Page serve very different purposes \u2014 and if you\u2019re trying to grow on LinkedIn, knowing when (and how) to use each is essential.<\/p>\n Your Profile is for building relationships. It\u2019s where you connect one-on-one, send DMs, and show up as a real person with a face and a story. If you\u2019re a consultant, service provider, or personal brand \u2014 this is where most of your traction will happen.<\/p>\n Your Page is for scale. It can be followed (no connection required), used for ads, and gives your business a \u201chome base\u201d that builds trust when people look you up. And to extend reach on your page, it\u2019s usually a good idea to share it on your profile<\/p>\n I want to be super clear \u2014 this isn\u2019t a competition. They complement each other.<\/p>\n Not every post needs to be a masterclass \u2014 and not every post should be a one-liner. The sweet spot on LinkedIn is variety.<\/p>\n I rotate between all three and always recommend mixing things up \u2014 at least until you know what your audience responds best to. It keeps your feed engaging \u2014 and gives different types of readers something to latch onto.<\/p>\n If you have more to say than a regular post allows, I also recommend experimenting with LinkedIn\u2019s two long-form tools:<\/p>\n I don\u2019t publish articles or newsletters weekly, but when I do, I treat them like anchor content \u2014 and then repurpose pieces of them into shorter posts to extend the value.<\/p>\n Bottom line: Varying the length and format of your posts keeps your feed dynamic and shows you know how to show up in different ways.<\/p>\n Unlike Instagram or TikTok, LinkedIn actually plays nice with external links \u2014 especially when you give people a reason to click.<\/p>\n I often share blog posts, newsletter issues, podcast episodes, or industry reports. The only caveat here is that context matters. Instead of just dropping a link with \u201ccheck this out,\u201d lead with a quote, a reaction, or a takeaway that adds value on its own.<\/p>\n And if you\u2019re sharing someone else\u2019s content, tag them. That extra step can generate great conversations \u2014 and more than once, it\u2019s led to the original author resharing my post with their audience. How cool is that?<\/p>\n That said, there\u2019s still some debate around how LinkedIn handles off-platform links. Some say putting the link directly in the post is fine. In my experience, though, when I include the link in the body, engagement tends to drop \u2014 so I usually place it in the first comment and mention that in the post itself.<\/p>\n Source<\/em><\/a><\/p>\n Up next, I\u2019ll walk you through some practical ways to make the most of LinkedIn\u2019s features \u2014 whether you\u2019re using a personal Profile, a company Page, or both.<\/p>\n Some of these tips are geared toward building brand visibility and sharing content. Others are more useful if you\u2019re focused on hiring, networking, or lead generation. Whatever your goals, you\u2019ll find something here to support your strategy.<\/p>\n <\/a> <\/p>\n If you want LinkedIn to work for you, your profile has to be intentional. A strong profile helps you get discovered, builds trust, and gives people a reason to reach out (or say yes when you do).<\/p>\n Whether you\u2019re using a personal Profile, a company Page, or both, here are a few ways to optimize your presence and make the platform work harder for you.<\/p>\n Make your Profile look more professional and easier to share by customizing your LinkedIn public Profile URL<\/a>. Instead of a URL with confusing numbers at the end, it will look nice and clean like this:<\/p>\n https:\/\/www.linkedin.com\/erin-pennings<\/a><\/p>\n You can do this by clicking View Profile<\/strong> and then clicking Edit Public Profile and URL<\/strong> on the upper right-hand corner.<\/p>\n Here, you can change your URL to anything you\u2019d like \u2014 such as your first and last name or business name \u2014 assuming it hasn\u2019t already been taken by another LinkedIn user.<\/p>\n Give your LinkedIn Profile a little bit more personality by adding an on-brand background photo<\/a>.<\/p>\n Most people leave the default background image on their Profile \u2014 which is a missed opportunity. Your background photo is free billboard space to reinforce what you do and who you help.<\/p>\n You can use it to show off:<\/p>\n I made mine using a free Canva template in under 15 minutes. You don\u2019t need a designer \u2014 just keep it clean, on-brand, and legible on desktop and mobile.<\/p>\n As you can see, it\u2019s a simple graphic that has my name, services, and URL. This immediately lets potential clients know what I do and how I can serve them.<\/p>\n Alternatively, depending on your role, your company may also make some templates available.<\/p>\n If you\u2019re creating your own, LinkedIn recommends a background photo size of 1584 x 396 pixels<\/a>, and it must be a JPG, PNG, or GIF file under 8MB.<\/p>\n Your LinkedIn Profile is modular \u2014 and that\u2019s a good thing. You can drag and drop sections<\/a> to prioritize what matters most, whether that\u2019s your featured content, services, certifications, or work experience.<\/p>\n When I updated my Profile to put case studies and client testimonials near the top, I saw a noticeable increase in DMs and profile views.<\/p>\n Pro tip:<\/strong>\u00a0Use the Featured<\/strong> section to highlight your top-performing posts, newsletter issues, or a lead magnet.<\/p>\n LinkedIn is a search engine<\/a> \u2014 and just like Google, keywords matter.<\/p>\n Make sure your headline, About section, and job titles include the terms people would actually search to find someone like you. That might be:<\/p>\n Worth noting, don\u2019t stuff keywords in for the point of having them \u2014 just describe your work clearly and naturally.<\/p>\n Download a free SEO starter pack to learn everything you need to know about optimizing your business\u2019s content<\/a>.<\/p>\n If you offer client services, LinkedIn\u2019s \u201cOpen for Business\u201d tool is worth turning on. It adds a services section to your Profile, allows you to show up in service-related search results, and makes it easier for potential clients to reach out.<\/p>\n You\u2019ll also get a lightweight service page you can share separately, which I\u2019ve found helpful when responding to inbound requests or listing services on other platforms.<\/p>\n This is used to identify freelancers within LinkedIn\u2019s user base. This service matches contractors with project managers who are seeking help.<\/p>\n You can link out to your website<\/a>, lead magnets, podcast, or social channels from your Profile. I use this to drive traffic to my portfolio and booking page.<\/p>\n Quick tip: <\/strong>Don\u2019t just paste in a raw URL \u2014 add context. Use LinkedIn\u2019s Featured section or experience descriptions to give people a reason to click.<\/p>\n LinkedIn\u2019s homepage feed \u2014 aka Network Updates \u2014 is where you can see what your connections are posting, sharing, or commenting on.<\/p>\n I love using my feed to:<\/p>\n I try to scroll and engage a few times a week. Commenting on someone else\u2019s post takes 10 seconds but goes a long way in keeping your name in front of them.<\/p>\n People should know it\u2019s you the second they land on your Profile. That means:<\/p>\n Even your connections will skim. Your Profile should pass the \u201cwhat do they do and who do they help?\u201d test in under five seconds.<\/p>\n Pro tip:<\/strong> You should always have your Public Profile setting<\/a> enabled as well, to be visible and identifiable for your audience.<\/p>\n LinkedIn\u2019s \u201cWho Viewed Your Profile<\/a>\u201d feature lets you know who visits your profile. If someone keeps viewing your Profile, it might be time to reach out. If your views suddenly spike, something you posted probably resonated.<\/p>\n I use this data to spot potential leads, tailor my outreach, and see which types of content are pulling people in.<\/p>\n Just note: If you\u2019re browsing Profiles in private mode, you won\u2019t be able to see who viewed yours either.<\/p>\n If you manage a LinkedIn Page, treat it like a homepage. Use your banner image, About section, and CTA button to make a strong first impression.<\/p>\n Take a look at what HubSpot\u2019s Company Page<\/a> looks like for inspiration:<\/p>\n I recommend going beyond listing products and services to share why your company exists, who you serve, and how to take the next step to work with you.<\/p>\n A well-designed page can be a powerful lead-gen tool when set up strategically.<\/p>\n Use guides and templates to discover the best ways to design your LinkedIn page.<\/a><\/p>\n Next up, I’ll go over some LinkedIn posting tips<\/a> to help you grow your audience. But first, I encourage you to check out this helpful guide to building a professional LinkedIn profile.<\/p>\n How to Craft the Perfect LinkedIn Profile: 21 Easy Steps<\/a><\/strong><\/p>\n <\/a> <\/p>\n If you want to grow your audience and build credibility on LinkedIn, consistent content is key \u2014 but you don\u2019t need to post every day or go viral to see results.<\/p>\n Here are my recommendations.<\/p>\n Most people think LinkedIn is just about networking. But one of the best ways to build trust and visibility? Posting content that helps other people<\/strong>.<\/p>\n You don\u2019t need to be a thought leader. You just need to talk about what you do, what you\u2019ve learned, or what you\u2019re seeing in your space.<\/p>\n Some of my favorite go-to post types include:<\/p>\n When I post with that kind of transparency, people tend to respond. I\u2019ve gotten client leads, partnership offers, and meaningful conversations from posts that were just me reflecting out loud.<\/p>\n And when they engage with you, your post can reach a wider audience. For instance, when my connection liked the below post, it showed up on my feed, even though I don\u2019t follow the original poster (yet).<\/p>\n Pro tip:<\/strong> You don\u2019t need 1,000 words. One clear insight is enough to earn a follow, a comment, or a connection request.<\/p>\n I\u2019d also encourage you to avoid long how-to posts and focus instead on considerations and insights into how you approach the task at hand.<\/p>\n You don\u2019t need to post every day \u2014 but you do need to be consistent.<\/p>\n Whether that\u2019s once a week, twice a week, or every other day, your audience will start to recognize your cadence and trust<\/a> that you\u2019ll keep showing up.<\/p>\n I recommend starting small. Pick a day (say, Tuesdays) and commit to publishing once a week for 30 days. If you miss a week, don\u2019t spiral or guilt yourself into oblivion. Just get back on track.<\/p>\n If your best posting time doesn\u2019t match your ideal work time, or if you know you\u2019re not likely to remember to post, scheduling is your best friend.<\/p>\n LinkedIn now has a native post scheduler (finally), which makes it easy to plan content ahead \u2014 no third-party tools required.<\/p>\n I use scheduling to batch my content, post during high-engagement windows, and space out my longer-form pieces.<\/p>\n <\/a> <\/p>\n Networking on LinkedIn can feel intimidating \u2014 especially if you\u2019re not sure what to say or how to reach out. But it doesn\u2019t have to be complicated.<\/p>\n In my experience, the best networking on LinkedIn comes down to three things:<\/p>\n Here\u2019s how I recommend doing that.<\/p>\n If you want the right people to find you, trust you, and hit \u201cConnect,\u201d your profile needs to do more than check all the boxes. It needs to clearly communicate who you are, what you do, and why someone would want to connect with you \u2014 whether they\u2019re a potential client, collaborator, employer, or peer.<\/p>\n When I finally stopped treating LinkedIn like a digital r\u00e9sum\u00e9 and started using it as a tool to attract opportunities, the first thing I did was rework my headline and About section to reflect what I actually do \u2014 not just where I\u2019ve worked. Here\u2019s how:<\/p>\n Highlight what sets you apart. That could be the type of clients you serve, the results you get, or the lens you bring to your work. Quantifiable results help, but so do clear positioning statements.<\/p>\n Your headline follows you everywhere on LinkedIn \u2014 in comments, search results, and connection requests. Make it count.<\/p>\n Don\u2019t just list your job title. Use that space to tell people what problem you solve or who you help: \u201cHelping B2B brands drive demand with content that converts.\u201d<\/p>\n Right now mine is focused on what I do and what I talk about so people know they\u2019re in the right place:<\/p>\n Your profile shouldn\u2019t be a wall of text. Add visuals in your Featured section \u2014 whether that\u2019s a quick video intro, case studies, client testimonials, or screenshots of your work. These elements help you stand out and give visitors a reason to scroll further.<\/p>\n Use LinkedIn\u2019s drag-and-drop functionality to rearrange sections of your profile so the most compelling info is right up top \u2014 especially if you\u2019re showcasing content, offers, or certifications.<\/p>\n When someone lands on your profile, they should immediately understand:<\/p>\n Your goal is to make connecting with you feel easy and obvious. That\u2019s how you turn passive views into active opportunities.<\/p>\n The fastest way to get ignored on LinkedIn? Sending the default connection request with no context.<\/p>\n I always add a short note \u2014 even just one sentence \u2014 to explain why I\u2019m reaching out. It could be:<\/p>\n This small step turns a cold click into the start of a real relationship. Bonus: That note becomes your first message, giving you an instant thread to follow up later.<\/p>\n Here\u2019s an example of a recent request I received:<\/p>\n Something important to note is that your connection request message gets converted into an inbox message. This gives you a chance to start a conversation. Consider asking a question or an icebreaker to get people to interact with you after they click \u201cAccept.\u201d<\/p>\n After connecting with someone on LinkedIn, follow up to maintain the relationship. Engage with their content, congratulate them on achievements, or simply reach out to check-in periodically. Networking on LinkedIn isn\u2019t just about having hundreds of connections \u2014 it\u2019s about nurturing each one.<\/p>\n Engaging is just as important as posting \u2014 especially if you\u2019re still growing your network.<\/p>\n I regularly like, comment, and repost content from people I admire or want to build relationships with. It keeps me visible, helps build goodwill, and often leads to meaningful DMs or new connection requests.<\/p>\n Here\u2019s an example of how sharing content with someone I\u2019m connected with was elevated in my feed because someone else I\u2019m also connected with commented:<\/p>\n Even if you don\u2019t have anything deep to say, comments like \u201cThis was helpful \u2014 thanks for sharing\u201d or \u201cSaving this\u201d go a long way.<\/p>\n And yes, I\u2019ve used \u201ccommenting for reach\u201d to help boost job posts or industry news \u2014 and it works.<\/p>\n LinkedIn Groups are hit or miss \u2014 but when they\u2019re good, they\u2019re great. I recommend joining a few well-moderated groups that align with your role, industry, or audience. Then actually participate:<\/p>\n If you\u2019re in a transition phase or expanding into a new niche, groups can also give you a window into what people care about \u2014 and help you build visibility faster.<\/p>\n Recommendations are underrated \u2014 they build credibility and give people social proof right on your profile.<\/p>\n Whenever I finish a project with a happy client, I ask for a short recommendation. I\u2019ve also gotten in the habit of writing them first for people I enjoy working with \u2014 it\u2019s a low-lift way to strengthen your network and keep relationships warm.<\/p>\n If you really want to nurture your existing connections \u2014 and make it clear that you\u2019re a valuable connection \u2014 consider giving your past and current colleagues a recommendation, even before they ask for one.<\/p>\n (Plus, that makes it easy to request one later!)<\/p>\n Even a handful of genuine recommendations can make you stand out when someone\u2019s deciding whether to reach out or refer you.<\/p>\n Don\u2019t want to write full recommendations? A quick endorsement of a skill or two is still a nice touch.<\/p>\n DMs are where most real networking happens \u2014 but only if you send messages that are clear, concise, and personal.<\/p>\n Before you hit send, ask yourself:<\/p>\n Even something simple like, \u201cI loved your recent post about hiring. I’m curious how you\u2019re approaching content strategy this quarter,\u201d can start a valuable conversation.<\/p>\n Here\u2019s an example from someone who I\u2019ve been connected with for a while who reached out thinking of me to make some connections:<\/p>\n Once you\u2019ve optimized your profile and warmed up your existing network, LinkedIn\u2019s advanced search becomes incredibly powerful.<\/p>\n I use it all the time to:<\/p>\n You can filter by job title, company, location, mutual connections, and more. It\u2019s one of the most efficient ways to get proactive with your networking \u2014 especially when you\u2019re working from a list of target companies.<\/p>\n From there, you can filter to people:<\/p>\n Alternatively, if you\u2019re looking for contacts at a specific company, you can find that company\u2019s LinkedIn Profile:<\/p>\n From there, you can search by keywords for specific roles.<\/p>\n If you\u2019re actively open to new work \u2014 whether that\u2019s full-time, freelance, or hiring \u2014 turn on LinkedIn\u2019s \u201cOpen to\u201d feature.<\/p>\n You can choose whether that banner is visible to everyone or just recruiters, and you can specify what you\u2019re open to: roles, services, or both.<\/p>\n This small tweak makes it easier for opportunities to come to you \u2014 and it signals that you\u2019re ready to have conversations.<\/p>\n Collaborative articles are a newer feature where LinkedIn prompts experts to contribute commentary on pre-written AI-generated pieces.<\/p>\n If you\u2019ve been invited to contribute, it\u2019s worth doing. Your name and response are tied to searchable, high-traffic content \u2014 and other contributors are just a click away if you want to connect.<\/p>\n Even if you\u2019re not writing your own yet, reading these articles can help you spot other active professionals in your space \u2014 and kick off more meaningful networking.<\/p>\n <\/a> <\/p>\n If you plan to send DMs on LinkedIn, I\u2019ve found that a thoughtful, strategic message can open doors \u2014 especially when you\u2019re intentional about how you approach it.<\/p>\n Here are a few guidelines I use when I\u2019m writing or responding to LinkedIn messages.<\/p>\n I always try to check out someone\u2019s profile before sending messages. I look for recent posts, role changes, or shared connections \u2014 anything that can help me tailor my message beyond a generic intro.<\/p>\n If someone just launched a newsletter or spoke at an event, I\u2019ll reference it directly. It shows I\u2019m not just cold-pitching \u2014 I\u2019m paying attention. And that small effort often leads to much better replies.<\/p>\n Even if my tone is casual in comments or posts, I keep things professional in DMs \u2014 especially the first message. I avoid slang, double-check spelling and grammar, and make sure my message is clear and respectful.<\/p>\n Over time, tone can shift based on rapport, but I always aim to lead with credibility and clarity.<\/p>\n When I\u2019m writing a DM, I assume the person on the other end is busy. So I keep it short \u2014 a quick intro, the reason I\u2019m reaching out, and one clear ask or CTA.<\/p>\n I don\u2019t list my whole background or drop a wall of text. Usually, 3\u20135 sentences are enough to get the point across and invite a response. And if people want more info, I can drip it out as appropriate.<\/p>\n I\u2019ve learned the hard way that vague messages rarely get replies. That\u2019s why I always include one clear reason I\u2019m reaching out and what I\u2019m hoping for next \u2014 whether it\u2019s a quick call, a question, or feedback on something I\u2019ve shared.<\/p>\n Here\u2019s an example of what I might say to someone I want to work with:<\/p>\n \u201cHi Anna \u2014 I love the way your team approaches product storytelling. I help B2B brands turn their case studies into high-converting content and would love to connect in case we ever get to work together.\u201d<\/p>\n I know LinkedIn messages can get buried \u2014 especially if someone\u2019s not checking their inbox every day. That\u2019s why I give it at least a week before I follow up. And when I do, I keep it brief and friendly:<\/p>\n \u201cHi again! Just circling back in case this got buried. No pressure \u2014 happy to reconnect another time if it\u2019s not a fit right now.\u201d<\/p>\n One follow-up is usually enough. If I don\u2019t hear back after that, I move on or engage with their content instead.<\/p>\n Yes, the whole point of LinkedIn marketing is conversions. Of course it is. But when you\u2019re connecting in DMs, I don\u2019t want you to be thinking about the person you\u2019re connecting with as a number or someone to convert.<\/p>\n Instead of pouring your heart and soul into the outcome of a sale, I want you to shift your mindset when you DM people on LinkedIn.<\/p>\n Why? First and foremost, intent somehow always<\/em> shines through. And if you\u2019re wondering how to get around that, I always tell clients to think of the person on the other end as exactly that \u2014 a person. When you focus on forming connections and getting to know people, something big shifts.<\/p>\n It gets easier to write genuine connection request messages, and the entire tone of your conversation changes. They might become your biggest advocate \u2014 and they might not.<\/p>\n <\/a> <\/p>\n If you\u2019re using LinkedIn Recruiter<\/a>, the Saved Searches feature is incredibly useful. Recruiters use it to set up alerts for specific roles, and it saves a lot of time. Once you save your search criteria, LinkedIn will notify you when new candidates match those filters.<\/p>\n You can set alerts to come daily or weekly, and view them right on your Recruiter dashboard. If hiring is part of your marketing or growth strategy, this tool keeps fresh talent flowing into your pipeline without constant manual digging.<\/p>\n When you post job openings on the LinkedIn Jobs<\/a> page, you make it easier for qualified candidates to discover your roles. They can filter by keywords like job title, industry, experience level, salary, and location.<\/p>\n I\u2019ve seen companies attract great applicants just by optimizing their job listings and linking them back to company pages that share content regularly. It\u2019s one more way to build credibility while growing your team.<\/p>\n LinkedIn Endorsements are one of those subtle trust signals that can build momentum over time. If I\u2019ve worked with someone and loved the experience, I\u2019ll endorse them \u2014 and many will return the favor.<\/p>\n It\u2019s also an easy way to stay visible to people you\u2019ve worked with. When you endorse a connection\u2019s skill, it can spark conversation, deepen the relationship, or lead to new opportunities.<\/p>\n This one surprised me recently: LinkedIn lets some users get verified \u2014 free. And verified profiles, according to LinkedIn, get around 60% more views.<\/p>\n I\u2019ve gone through the process myself. It takes a few steps: You confirm your workplace via your work email, then verify your identity with a government-issued ID using Persona. Once you\u2019re done, a little blue check badge shows up next to your name.<\/p>\n For individual users, it adds trust. For companies, it signals professionalism and improves your team\u2019s presence when networking or hiring.<\/p>\n Once you\u2019re verified, a badge will appear on your profile, indicating that you\u2019ve completed the process and signaling to other users, recruiters, and businesses that you are who you say you are.<\/p>\n Normally, LinkedIn restricts messaging to first-degree connections. But some Premium<\/a> members enable \u201cOpen Profile<\/a>,\u201d which lets anyone message them \u2014 even if you\u2019re not connected.<\/p>\n I\u2019ve used this when reaching out to potential collaborators or thought leaders. You can also use InMail<\/a> (included in some Premium plans), but I\u2019d suggest using it sparingly \u2014 and always with a personalized note.<\/p>\n Before you hit send, double-check that what you\u2019re offering is relevant. Otherwise, it can come across as cold outreach, and LinkedIn is too relationship-driven for that.<\/p>\n As for whether or not premium is \u201cworth it,\u201d that depends on how you plan to use it.<\/p>\n If you\u2019ve built a strong network on LinkedIn, don\u2019t let it live only on the platform. I like to periodically export my connections<\/a> so I can keep track of who I\u2019ve met and reconnect when it makes sense.<\/p>\n Simply go to \u201cSettings,\u201d \u201cData Privacy,\u201d then click \u201cGet a copy of your data\u201d to start exporting your LinkedIn connections.<\/p>\n If adding your connections to your contact management system<\/a>, I want to offer you a word of caution \u2014 pay attention to email marketing regulations in your state and country (as well as your contacts) before adding anyone to your email marketing list.<\/p>\n LinkedIn gives you more control than you might think when it comes to managing your network. I use it to:<\/p>\n When used intentionally, this feature helps me deepen existing relationships and get my content in front of the right people more often.<\/p>\n I have mixed feelings on LinkedIn Groups<\/a>. On one hand, they still offer a way to build credibility and connect with other group members. But LinkedIn Groups are very different from Facebook groups \u2014 and it can take a lot of work to gain traction.<\/p>\n That said, it\u2019s a LinkedIn marketing strategy worth exploring. Especially when you consider that you can message up to 15 group members each month without a first-degree connection.<\/p>\n If you can\u2019t find a high-quality Group in your niche, build your own. A well-managed Group can establish you as a leader, spark discussion around key topics in your space, and give your brand more visibility.<\/p>\n HubSpot did this successfully with its Inbound Marketers Group<\/a> \u2014 and you can do the same in your own vertical with consistent moderation and valuable content.<\/p>\n Just remember, starting the Group is only the beginning. You\u2019ll need to stay active \u2014 posting regularly<\/a>, messaging members<\/a> when there\u2019s something valuable to share, and keeping spam out. When done right, a Group can position you as a trusted voice and give your brand a consistent touchpoint with engaged members.<\/p>\n If you are a small business, I\u2019d encourage you to think carefully about whether you have the time or energy to manage a group.<\/p>\n When I share something valuable on LinkedIn, I usually repurpose it elsewhere \u2014 like on Threads, Instagram, or in my newsletter. There\u2019s no reason to let good content sit in one place.<\/p>\n Cross-posting helps people hear your message more than once (which is a good thing) and reach folks who might\u2019ve missed it the first time.<\/p>\n People need repetition to remember you. Even though you might feel like a broken record \u2014 trust me, I get it \u2014 consistent messaging helps people learn what you do.<\/p>\n Specifically, showing up with the same core idea in slightly different ways builds trust, reinforces your expertise, and gives your audience more chances to engage when the timing is<\/em> right. Sometimes a LinkedIn post doesn\u2019t land \u2014 but that same thought, reframed in a Story or email, gets replies. That\u2019s the magic of repurposing.<\/p>\n You can use tools like HubSpot<\/a> or Metricool to schedule it, but I usually add some platform-specific context so it still feels personal.<\/p>\n\n
What is LinkedIn marketing?<\/h2>\n
Why is marketing on LinkedIn important?<\/strong><\/h3>\n
1. Use hashtags.<\/strong><\/h3>\n
![\"linkedin](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-2-20250908-197571.jpg\")
<\/p>\n2. Know when to use a LinkedIn Profile vs. a LinkedIn Page.<\/strong><\/h3>\n
3. Create posts of varying lengths.<\/strong><\/h3>\n
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4. Share external articles on the platform.<\/strong><\/h3>\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-3-20250908-9265290.jpg\")
<\/p>\n1. Customize your public Profile URL.<\/strong><\/h3>\n
![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-4-20250908-4271914.webp\")
<\/p>\n2. Add a LinkedIn background photo to your Profile.<\/strong><\/h3>\n
\n
![\"how](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-5-20250908-9581466.jpg\")
<\/p>\n3. Add, remove, and rearrange sections of your Profile.<\/strong><\/h3>\n
4. Optimize your LinkedIn Profile for the search engines.<\/strong><\/h3>\n
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5. Become a service provider on LinkedIn.<\/strong><\/h3>\n
![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-6-20250908-3972558.jpg\")
<\/p>\n![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-7-20250908-6441211.jpg\")
<\/p>\n6. Add blog, portfolio, and external links.<\/strong><\/h3>\n
7. Monitor and engage with Network Updates.<\/strong><\/h3>\n
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8. Make your Profile easy to recognize.<\/strong><\/h3>\n
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9. Check out who\u2019s viewed your LinkedIn Profile.<\/strong><\/h3>\n
10. Design all aspects of your LinkedIn Page.<\/strong><\/h3>\n
![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-8-20250908-61403.jpg\")
<\/p>\nLinkedIn Posting Strategies<\/h2>\n
1. Publish valuable content on your LinkedIn profile.<\/strong><\/h3>\n
\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-9-20250908-9785068.jpg\")
<\/p>\n2. Keep your publishing schedule consistent.<\/strong><\/h3>\n
3. Schedule your posts in advance.<\/strong><\/h3>\n
LinkedIn Networking Tips<\/h2>\n
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1. Optimize your profile to invite connection requests.<\/strong><\/h3>\n
Showcase your unique value proposition.<\/strong><\/h4>\n
Use your headline intentionally.<\/strong><\/h4>\n
![\"example](\"https:\/\/53.fs1.hubspotusercontent-na1.net\/hub\/53\/hubfs\/Operation-Everest-linkedin-marketing-10-20250908-3843416.webp?width=450&height=69&name=Operation-Everest-linkedin-marketing-10-20250908-3843416.webp\")
<\/p>\nInclude images, videos, or documents.<\/strong><\/h4>\n
![\"examples](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-11-20250908-665088.jpg\")
<\/p>\nLead with what matters most.<\/strong><\/h4>\n
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2. Personalize your connection requests.<\/strong><\/h3>\n
\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-12-20250908-9127947.jpg\")
<\/p>\n3. Engage with other people\u2019s LinkedIn posts.<\/strong><\/h3>\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-13-20250908-2573717.jpg\")
<\/p>\n4. Join and participate in LinkedIn Groups.<\/strong><\/h3>\n
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5. Request and give recommendations to other LinkedIn users.<\/strong><\/h3>\n
![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-14-20250908-9936897.jpg\")
<\/p>\n![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-15-20250908-3113383.jpg\")
<\/p>\n![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-16-20250908-8740520.jpg\")
<\/p>\n6. Send thoughtful direct messages.<\/strong><\/h3>\n
\n
![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-17-20250908-8892593.jpg\")
<\/p>\n7. Use LinkedIn\u2019s advanced search features.<\/strong><\/h3>\n
\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-18-20250908-5099660.jpg\")
<\/p>\n![\"screenshot](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-19-20250908-2513797.jpg\")
<\/p>\n![\"squarespace](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-20-20250908-7588337.jpg\")
<\/p>\n8. Use LinkedIn\u2019s \u201cOpen to\u201d feature.<\/strong><\/h3>\n
9. Read or participate in LinkedIn collaborative articles.<\/strong><\/h3>\n
LinkedIn Direct Messaging (DM) Tips<\/h2>\n
1. Personalize your messages.<\/strong><\/h3>\n
2. Keep it professional.<\/strong><\/h3>\n
3. Be concise.<\/strong><\/h3>\n
4. Have a clear purpose.<\/strong><\/h3>\n
5. Follow up sparingly.<\/strong><\/h3>\n
6. Let go of the outcome.<\/strong><\/h3>\n
1. Use saved searches and search alerts in LinkedIn Recruiter.<\/strong><\/h3>\n
![\"example](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-21-20250908-5578160.jpg\")
<\/p>\n2. List job opportunities and recruit new talent with LinkedIn\u2019s job postings.<\/strong><\/h3>\n
3. Take advantage of LinkedIn Endorsements.<\/strong><\/h3>\n
4. Activate LinkedIn\u2019s \u201cVerify Now\u201d feature.<\/strong><\/h3>\n
5. Use Open Profile to send messages to people you\u2019re not connected to.<\/strong><\/h3>\n
6. Export connections.<\/strong><\/h3>\n
![\"how](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-22-20250908-950769.jpg\")
<\/p>\n7. Customize your Connections to grow your professional network.<\/strong><\/h3>\n
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8. Join LinkedIn Groups.<\/strong><\/h3>\n
9. Create \u2014 and stay active in \u2014 your own LinkedIn Group.<\/strong><\/h3>\n
![\"Inbound](\"http:\/\/blissfulyogaandmassage.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-linkedin-marketing-23-20250908-5078984.jpg\")
<\/p>\n10. Share your LinkedIn status updates on other platforms.<\/strong><\/h3>\n