How to Use LinkedIn for Business Marketing

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Jordan Stachini

5 minutes


At co&co, we're all about leveraging personal profiles because let's face it—they're just better. Why? Because people connect with people. People buy from people. It’s the same for LinkedIn. When it comes to LinkedIn management, we focus on personalising your approach to ensure your interactions are authentic, your content resonates, and your network grows organically. Let’s dive into how you can use LinkedIn to promote your business without any of that corporate fluff.

Business Marketing on LinkedIn

When we talk about using LinkedIn for business development and marketing, forget the image of an aggressive salesperson throwing pitches left and right. That's not what we're about. It’s about using LinkedIn effectively. Here at co&co, we see it more like planting a garden—you put in the work, you nurture it, and then you watch it grow.

Investment: More Than Just Time

Think of your investment on LinkedIn not just as time spent, but as planning and crafting your content, engaging with your network, and contributing to conversations that matter. It's about putting your value out there in a way that doesn't scream, "Buy this now!" but instead, "Here’s something mega."

Returns: They're Bigger Than You Think

The ROI of this approach? It's not immediate, but it's significant. You're looking at higher engagement levels because your content resonates more deeply with an audience that sees you as authentic and relatable. You're building a growing community that values your input and sees you as a thought leader. And from this community emerge potential leads and clients who are already interested in what you offer because they've seen and appreciated your insights over time.

This method might be a slow burn, but it’s effective. Instead of pushing for a quick sale, you're laying down the groundwork for relationships that could pay off way more in the long run. It’s about showing your worth through your posts, your comments, and your professional interactions. When you focus on adding value first, the returns will come—and they’ll be more rewarding than any direct sales effort could ever be.


Personal Profile vs Company Profile

If you’re a beginner to LinkedIn, it’s important to understand that while company profiles have their place, they shouldn’t be your sole focus. Think about it: When you're scrolling through LinkedIn, whose posts are you more likely to stop and read? A bland, corporate announcement or a behind-the-scenes story from someone you know or follow?

Personal profiles naturally invite more engagement because they’re relatable and direct. Company profiles can feel faceless, but they’re not all bad. At co&co, we use our LinkedIn profile to amplify employee content and share authentic stories about our business. Instead of just posting about turnover, we highlight how we treat people and what our work environment is like. By using personal profiles, your team can showcase their expertise, share their professional journeys, and speak directly to their networks in a way that feels natural and engaging. Company profiles should serve as a megaphone for this authentic, human content.

Our advice? Raise your LinkedIn profile or if you’re taking the personal branding route then go all in. Kick-start your personal brand on LinkedIn by first nailing your profile basics and you’re half-way there. When done right, it not only sets you apart but also attracts the right kind of professional group to your network.

Don’t Obsess Over Virality

A common pitfall in LinkedIn marketing is obsessing over the performance of every single post. If a post doesn’t go viral, that’s not just okay; it’s expected. Not every piece of content will set the engagement meters on fire, and that’s perfectly fine tbh. LinkedIn’s algorithm is unique because it’s designed not to make you go viral. Unlike other social media platforms that aim for mass eyeballs, LinkedIn focuses on mass relevance. If you do go viral on LinkedIn, it’s because your post is exhibiting relevance signals to the algorithm, showing it to people similar to those who have already interacted with it. So, if you write a sh*thot post and find the engagements low, don’t worry about it. It’s not deep; these things happen. What matters is learning from what you post. Use LinkedIn’s analytics tools to track which types of content perform best and which fall flat. This insight allows you to refine your strategy continually, ensuring that you’re hitting the mark more often than not.

Be Unapologetically Authentic

If there’s one piece of advice you take away, let it be this: authenticity is mega on LinkedIn. Fu*k off the salesy lingo and the marketing jargon. Instead, talk like a human. Be honest about what your business does well and what you’re working to improve. Share the challenges and celebrate the victories. Authentic content resonates more deeply with audiences and builds the kind of trust that leads to lasting business relationships.


Leveraging Insights for Better Engagement

Provide content that does more than just fill up the newsfeed. Offer valuable insights, thoughtful commentary on industry trends, and personal stories that illustrate your unique perspective. This approach not only engages your audience but also positions you and your team as thought leaders. People come back to profiles that offer something useful or enlightening beyond the everyday corporate spiel.

Don’t just sit there—get in on the action with co&co’s LinkedIn management and training services. Whether you’re looking to polish your personal profile, build your personal brand or sharpen your team’s LinkedIn skills, we’ve got the tools and the know-how to boost your business’s presence and make your network work harder for you. Drop the guesswork and let us help you craft a mega LinkedIn strategy that’s as unique as you are. Reach out today and start seeing the real results that only a personalised touch can bring. Let’s make your LinkedIn as sh*thot as your business. Contact co&co now—let's connect, engage, and work together.

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