17 Actionable LinkedIn Marketing Tips to Try in 2024

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By Tomislav

Key Takeaways

Optimize and Engage: Master LinkedIn basics by optimizing your profile/page, understanding the algorithm, and creating quality, engaging content tailored to your audience. Use high-quality visuals and diverse content formats to capture attention and showcase your expertise.
Strategic Content and Networking: Utilize hashtags and LinkedIn’s native video to expand your reach. Share valuable insights and personal experiences to build credibility. Encourage employee advocacy and actively participate in LinkedIn Groups for authentic engagement.
Performance Analysis and Consistency: Monitor performance metrics to refine your strategy, maintaining consistency with a content calendar. Experiment with targeted paid marketing cautiously, ensuring a positive return on investment.

LinkedIn Basics, Algorithm, and Profile Optimization

When someone takes an interest in your company or brand and checks out your personal profile or company page, you want to make a strong impression. This is where optimization is key.

Understanding the LinkedIn algorithm helps avoid rookie mistakes and eases the challenges of posting content on the platform.

1. Master the Basics

It’s tempting to dive into “secrets” and “ninja tactics” for success. However, intricate strategies only work if you’re proficient in the basics.

These foundations, such as optimizing your profile and understanding the platform’s functionality and audience, are crucial.

Every successful coach and athlete emphasizes returning to the fundamentals.

The essentials include:

  • Understanding the algorithm
  • Maintaining a complete profile or company page
  • Knowing the types of content that perform best
  • Identifying and engaging with your audience
  • Building a network with industry peers
  • Finding your unique voice on the platform

2. Mastering the LinkedIn Algorithm

The LinkedIn algorithm’s goal is simple: distribute quality content to relevant users to increase engagement.

This simplicity means that to appeal to the algorithm, you should:

  • Precisely identify your audience
  • Create quality, relevant content
  • Design content that encourages engagement

3. Maximizing Your Personal Profile or Company Page Potential

Every action on LinkedIn should aim to achieve a goal, including how you fill out your profile or company page.

To craft an impressive profile or page:

  • Use high-quality images that communicate a message
  • Incorporate relevant keywords for algorithms and visitors
  • Create an eye-catching Headline and About section
  • Secure endorsements that highlight your skills
  • Develop a robust network of industry connections

Crafting Powerful Content on LinkedIn

With over 1 billion users, crafting content that is relevant, interesting, informative, and engaging on LinkedIn can significantly benefit your business.

Through such content, you will gain leads and sales, build trust, and become an authority figure in your industry.

In this section, I’ll delve into proven strategies and techniques to help you connect with your audience.

4. Harnessing the Power of Visual Content

Visual content transcends just using high-quality images.

While quality matters, it’s even more crucial to capture your audience’s attention, convey a relevant message, and do so consistently than to post ultra-high-quality visuals sparingly.

When utilizing visual content on LinkedIn, remember to:

  • Incorporate a variety of visual types; images, videos, graphs, charts, slideshows, and infographics.
  • Post multiple times per week.
  • Ensure visuals are cohesive with your brand and voice.
  • Prefer original images and videos wherever possible.
  • Adhere to the optimal size and format guidelines for LinkedIn.

5. Creating Engaging LinkedIn Content

Engagement is a key determinant of success on LinkedIn.

If your content doesn’t captivate your audience, the algorithm will likely overlook it.

This underscores the importance of understanding your audience and their preferences.

It’s insufficient to only post high-quality content; it’s also vital to ensure it reaches the right audience.

After all, content resonates only when it meets the interests and needs of its viewers, prompting them to engage and share.

6. Strategic Use of Hashtags for Visibility

For those new to LinkedIn, starting with minimal reach is common. Here, hashtags can be a game-changer.

They don’t just broaden the reach of your posts; selecting relevant hashtags also helps you connect with the right audience, providing dual benefits.

Additionally, leveraging branded hashtags can create a community around your content, making it easy for your audience to find and follow your latest posts with consistency.

7. Taking Advantage of LinkedIn’s Native Video Feature

Instead of embedding or linking to videos from other platforms, upload your video content directly to LinkedIn.

The platform’s algorithm favors this, as it keeps viewers on LinkedIn, rewarding you with increased reach for native video content.

Generally, video offers numerous benefits like enhanced storytelling, improved retention, brand building, and more.

8. Showcasing Your Expertise and Personality Through Content

Show, don’t tell, your audience your expertise by providing relevant, helpful content that addresses their needs.

Showcasing your personality isn’t about boasting. It’s fine to talk about yourself or your company, but focus on adding value for your audience.

For instance, sharing lessons learned on important business topics offers a great opportunity to discuss your company while delivering valuable insights to your audience.

Sharing industry insights and advice also allows you to express what’s important to you and assist your audience at the same time.

9. Demonstrating Industry Expertise for Credibility

Being recognized as an industry expert on LinkedIn is undeniably advantageous.

Here’s how to showcase your expertise through your content:

  • Case studies – Though complex, they provide practical insights and lessons from your experiences, elevating your industry standing.
  • Hosting Q&A sessions – Show your expertise by fearlessly answering tough questions, highlighting your knowledge.
  • Educational content – Create how-to guides, tutorials, and best practices posts. Share knowledge you wish you had when starting out.

10. Diversifying Your Content Formats for Engagement

The key to diversifying your content formats is to reach as broad an audience as possible by catering to their varied preferences.

While some may lean towards articles, others might find infographics or videos more engaging.

LinkedIn allows the publication of diverse content types, so utilize different formats judiciously.

Even if it seems like your audience has a strong preference for a particular content type, such as videos, the real insight comes from experimentation and observing the outcomes.

We naturally gravitate towards what’s familiar, so a month-long challenge of posting varied content types can be a great strategy to ensure diversity in your content.

11. Strategically Placing Outbound Links in Comments

This strategy is simple yet effective. Due to algorithms favoring users staying on the platform, always place outbound links in the first comment beneath your posts.

By mentioning these links in your content, you not only guide your audience to where they can find more information but also encourage more interaction in the comments section.

This could lead to an increased engagement as others may be prompted to leave comments as well.

Effective Networking and Audience Engagement on LinkedIn

Networking and audience engagement are crucial components of any LinkedIn strategy.

LinkedIn stands out as a prime channel for building a network of advocates and personalizing your brand, all while showcasing your expertise and leadership.

12. Encouraging Employee Involvement and Advocacy

Leveraging your employees as advocates can significantly amplify your business’s reach.

Typically, the collective networks of your employees surpass your business’s own network, which can extend your message further.

Positive endorsements from employees enhance your company’s reputation and add a personal touch.

However, it’s important to avoid forcing or incentivizing employee advocacy.

Authenticity is key; insincere praise can have negative repercussions over time.

13. Active Participation in Relevant LinkedIn Groups

Participating in relevant LinkedIn Groups is crucial, especially for those starting fresh or looking to expand their reach and network with industry peers.

Here’s a quick rundown of dos and don’ts:


  • Be helpful and positive.


  • Talk about yourself or your company without prompt
  • Be pushy or salesy
  • Dominate conversations
  • Offer advice on areas beyond your expertise—sharing opinions is okay, just don’t claim expertise you don’t have

14. Resisting the Pitfalls of Automation in Outreach

While automation saves time, indiscriminately spamming connection requests isn’t as beneficial as targeted networking.

The goal is to attract your ideal customer—only they will genuinely be interested in your offerings and positively impact your business.

Performance Monitoring and LinkedIn Strategy Refinement

It’s vital to do more of what works and less of what doesn’t.

But, don’t rely on guesswork; use data analytics to inform your decisions.

Analytics will reveal what your audience prefers, guiding your strategy towards more effective outreach.

15. Evaluating Your LinkedIn Performance Metrics

Regularly monitoring and analyzing your LinkedIn performance metrics is essential.

Understanding the success of your content and overall strategy requires attention to:

  • Engagement rates
  • Post impressions
  • Click-through rates (CTR)

Staying attuned to your analytics allows you to evaluate your content’s impact, identify trends, and crucially, pivot from ineffective strategies.

16. Maintaining Consistency with a Content Calendar

Setting up a content calendar is crucial for staying on course and developing a habit of consistently producing and publishing content.

Consistency over time is what sets apart successful content strategies.

A content calendar enables you to see your strategy from a higher perspective and identify weaknesses. It helps you:

  • Post and share a diverse mix of content types, formats, and topics
  • Balance promotional content with valuable, helpful content
  • Streamline your content creation process
  • Allocate resources more efficiently
  • Maintain your publishing schedule

17. Implementing Targeted Paid Marketing Efforts

Targeted paid marketing can be effective, but I advise caution for newcomers.

Only invest in paid reach if it promises a positive return on investment (ROI).

LinkedIn, for instance, allows targeting based on job titles, industries, and company sizes.

However, proceed with caution, spend time analyzing your campaigns for optimization or pivot before incurring unnecessary expenses.