LinkedIn for Business: Your Definitive Guide

LinkedIn has over 500 million users, which means there are plenty of benefits (as well as competition) for businesses trying to stand out on the platform.

Here’s why using LinkedIn for business is worth your time, and how you can take advantage of the platform to grow your company.

Consider a Premium account

If you want to use LinkedIn to its full potential, then a basic account won’t provide everything that you really need. With a free LinkedIn account, you’re limited to using features such as creating a profile, connecting with people you know, and sending direct messages.

With a Premium account, you can browse through an unlimited number of profiles, access business insights like competitor growth and hiring trends, and take on-demand courses taught by industry leaders. One of the best features is the number of InMail messages (direct messages to users you’re not currently connected with) that you can send. With a paid Premium Business account, for example, you can send 15 InMails per month to potential prospects or to other professionals that you want to establish relationships with to grow your business.

Every business owner should consider upgrading to a Premium account, as it will be easier to expand your professional network and connect with the right people in your industry.

Create a company page

In addition to showcasing your professional accomplishments on your personal page, you should also create a LinkedIn company page for your business.

A company page is a great way to market your brand, as you can tailor your messaging to specific audiences, post job openings, and share company news. Aside from just your website, this is a great way to raise awareness for your brand and to increase your business’s visibility in search engine results and on LinkedIn itself.

Use your brand to socialize

If you create a company page, you should post regularly to encourage engagement. While company-related posts will feature prominently on your page, sharing other interesting industry content will be enticing to newcomers. Use your page to showcase your brand’s personality and to interact with your audience. If someone posts a comment, be sure to respond. If someone takes the time to “like” your post, make sure you return the favor when they post something to their profile. Reciprocation is how you build a relationship that might lead to an important introduction or connection. If you’re already publishing your own content to, you can automatically share content directly to LinkedIn at the same time.

You can even participate in industry-related groups or create your own. For example, if you’re a “solopreneur,” you might want to join a group with other business owners. Here, you can post tips about launching your business or advice for effective networking. Creating and participating in groups will help you and your business become more recognizable, helping you establish your brand as an influencer in its field, which might yield other business opportunities (like speaking engagements or business partnerships).

Pay attention to analytics

You can’t gauge how effective your outreach efforts are unless you measure your results. LinkedIn provides analytics for company pages to track how many people engage with your posts, how your follower base is growing, and other important metrics.

Use this information to fine-tune your marketing strategy so that your business can engage with even more people. You may discover that you’re not posting enough content, or that people gravitate towards informative, advice-driven content over company news. Discover what your readers consider valuable, and do more of it to build your LinkedIn presence.

As a business owner, you probably have an infinitely long to-do list, but marketing your business should always be a priority. Using LinkedIn for business is an effective way to grow your company’s visibility. Even taking a few minutes to comment on or “like” a post can reap generous rewards for your brand. Doing this could ultimately lead to invaluable, long-term connections.


Satta Sarmah Hightower

Satta Sarmah is a writer, editor and content marketing manager who launched her first personal website a decade ago — on WordPress, of course.

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