13 Linkedin Marketing Strategies for Small Businesses – Boosted

When it comes to the effective marketing of small businesses online, you may be tempted to put all of your efforts into the big three: Facebook advertising, Google Ads, and email marketing. But if you’re not utilizing LinkedIn to its full potential, you could miss out on a valuable opportunity to connect with potential customers and clients.

To help small businesses make the most of their LinkedIn marketing efforts, we’ve compiled a list of 13 strategies that small business owners can use to market their business on LinkedIn effectively.

By the time you’ve finished reading this post, you’ll better understand how to market your small business on LinkedIn and see results. Let’s get started.

But first, let’s lay a solid foundation for the LinkedIn platform and why any business owner can benefit from it.

Or better said, why do small business owners need to include LinkedIn in their marketing strategy?

Why LinkedIn belongs in a small business marketing plan

LinkedIn describes itself as the world's largest professional network, with more than 1 billion members in over 200 countries. It is smaller than Facebook or Instagram, but the people on it are there in a work mindset: owners, managers, purchasing staff, and the professionals who refer work to each other. If any part of your business sells to other businesses, property managers, or professionals, that is your buyer, sitting in a feed with far less competition from other local companies than you face on Facebook.

It also fits the rest of your plan instead of replacing it. Our look at the most effective marketing channels for B2B companies puts LinkedIn beside email and search, not above them. Use it as one more door for the same customers.

Thirteen strategies for marketing your small business on LinkedIn

Here is what you came for. Work through these in order; the first three are the foundation, the rest build on it. None of them requires a marketing department, and most of them cost nothing but an hour a week.

1. Create a LinkedIn Company Page

Do not run the business from your personal profile alone. A Company Page gives your business its own name, logo, tagline, website link, and a feed that prospects can follow without connecting with you personally. It is also what shows up when someone searches your company name on LinkedIn, and it lets employees list you as their employer so their profiles point back to you.

Creating one takes ten minutes: from the Work menu choose Create a Company Page, pick the small business option, and fill in every field. Use the same name, address, and phone number you use on Google Business Profile so the listings match.

2. Complete and optimize your page

A half-finished page reads as a half-finished business. LinkedIn's own guidance says Pages with complete information get 30% more weekly views, so fill in the logo, cover image, tagline, About section, industry, location, and specialties before you post anything.

Write the About section the way a customer would search: the service you provide, the area you serve, and who you serve it for. Put a custom button on the page (Contact us, Visit website, or Book an appointment) and send it to a page on your site built to convert, not the home page.

3. Make the owner's profile the front door

On LinkedIn, people follow people. A post from the owner of a roofing company will almost always travel farther than the same post from the company logo, because the network shows personal posts to more connections than it shows Page posts to followers. So treat your personal profile as the front door and the Company Page as the storefront behind it.

Rewrite your headline to say what you do for whom (not just your job title), add a real photo, and write an About section in first person. Then connect with the local owners, managers, and referral partners you already know. Quality of network beats size.

4. Post at least once a week

Consistency is the whole game on a Company Page. LinkedIn reports that companies that post weekly see a 2x lift in engagement compared with those that post less often. One good post a week, every week, beats a burst of five followed by a month of silence.

Pick a day, put it on the calendar, and keep a running list of post ideas: a job you finished, a question a customer asked, a mistake you see competitors make, a number from your own work. A scheduler helps if you cannot sit down at the same time each week.

5. Lead with images, documents, and short video

Text alone gets scrolled past. LinkedIn's best-practice data says images typically result in a 2x higher comment rate, and video gets 5x more engagement. For a small business that means photos of real work, a short vertical video of you explaining one thing, or a PDF uploaded as a document post that readers can swipe through.

Keep video under 90 seconds and add captions, since most people watch with the sound off. Document posts (checklists, before-and-after sets, a one-page pricing explainer) hold attention longer than a link, because they keep the reader on LinkedIn instead of sending them away.

6. Comment before you post

LinkedIn rewards accounts that behave like members, not billboards. Spend ten minutes before each post leaving real comments on posts from customers, local business owners, and people in your industry. A comment that adds a point or asks a good question puts your name and headline in front of their audience.

Then reply to every comment on your own posts within the first hour or two. Early replies extend a post's reach, and a reply is often where a conversation turns into a direct message and a quote request. Leaving comments unanswered tells prospects how you will treat them as clients.

7. Use hashtags and keywords sparingly

Hashtags matter far less on LinkedIn than they once did. The platform leans on the words in your post and profile, not the tags, to decide who sees it. Two or three specific tags (your industry, your city) are plenty; a wall of twenty reads as spam and does nothing for reach.

Put the keywords a customer would use in the post text itself, in your headline, and in the Page's About section. And check any tag before you use it, because hashtag hijacking can put your post next to content you want nothing to do with.

8. Publish a LinkedIn newsletter

A LinkedIn newsletter is an article series that members subscribe to, and LinkedIn notifies subscribers each time a new issue goes out. That notification is the point: it is the closest thing on the platform to an email list you own, and Company Pages as well as personal profiles can publish one.

Keep it practical. A monthly issue that answers one question your customers ask (what a permit costs, how long a project really takes, what to check before hiring) builds a subscriber list of exactly the people who buy from you. Repurpose the same piece on your blog so it earns search traffic too.

9. Run LinkedIn Ads with a small budget

LinkedIn Ads cost more per click than Facebook, so start narrow. The targeting is the reason to pay: you can reach people by job title, company size, industry, and location, which no other network offers at that precision. A property manager in Baton Rouge is a filter, not a guess.

Begin with a retargeting audience of people who visited your website, then add a lead gen form campaign that pre-fills the prospect's name and email from their profile. Set a modest daily budget, run it for two weeks, and judge it on quote requests, not impressions. Our pay-per-click team can set the tracking up so you know.

10. Host a LinkedIn Event or Live

LinkedIn Events let you create a listing, invite connections, and collect registrations, and LinkedIn Live streams video to your Page or profile followers. LinkedIn's guidance notes that live video gets 24x more engagement than a standard post, which makes sense: it is scarce and it is interactive.

You do not need a stage. A 20-minute lunch session where you walk through one topic (how to read a roofing estimate, what to fix before selling a house) and take questions is enough. Record it, clip the best two minutes for a follow-up post, and message every registrant afterward.

11. Join groups where your customers talk

LinkedIn Groups are quieter than they were, but the right ones still work: local chamber and business-association groups, industry groups for the trades you serve, and groups for the people who refer you, such as realtors or property managers. Join a handful and read before you post.

Answer questions with real detail and no pitch. When someone asks who to call, members will tag the person who has been helpful, and that is the referral you were after. If no group covers your niche well, start one for your area and invite the owners you already know.

12. Get your team to share

Every employee with a LinkedIn profile is a distribution channel. A post shared or commented on by three staff members reaches three separate networks, and readers trust a technician's photo of a finished job more than the same photo from the company account. Ask people to list the company as their employer so the Page shows a real team.

Make it easy: send the post link in a group chat with a one-line suggested comment, and never require it. Celebrate the people who do it. On LinkedIn, the team's voices are the marketing.

13. Read your Page analytics and adjust

Company Page analytics show who follows you (by job title, industry, and location), which posts earned clicks and comments, and how many visitors clicked your custom button. Check it monthly. If your followers are mostly job seekers instead of buyers, change what you post. If document posts win, make more of them.

Tie it back to the business. Add UTM tags to the links you share so Google Analytics shows LinkedIn sessions and leads on your site, and compare that with what email and search bring in. One of our clients found email out-pulled LinkedIn for a niche audience; the numbers, not the platform, decide where the next hour goes.

Do you need help with your LinkedIn marketing?

Most owners can handle the first six strategies in an hour a week. Ads, newsletters, and analytics are where it helps to have someone who does this every day. Our social media marketing service builds the page, the posting rhythm, and the tracking, and we will tell you plainly if LinkedIn is not the right channel for your customers.