LinkedIn marketing: A Guide to Success on a Professional Social Network
LinkedIn is an indispensable tool for professional networking, recruitment, and promotion. Although it has existed since 2002, it has only become a key business platform over the past decade, now boasting more than one billion users worldwide. We spoke with our LinkedIn expert, Davor Buklijaš, who shared insights on how to leverage LinkedIn for career development or business growth, as well as the steps to take to run a successful marketing campaign on the platform.
What makes LinkedIn special?
Unlike other social networks, LinkedIn focuses on professional content and business connections. Its unique value lies in the ability to connect with decision-makers and create new opportunities for both B2B and B2C business. As our LinkedIn expert, Davor Buklijaš, emphasized: “LinkedIn connects people with potential clients, and the platform is especially popular among professionals looking to target audiences on a global level.”
How to create a successful marketing strategy on LinkedIn?
Set SMART goals
Define clear, measurable, achievable, relevant, and time-bound objectives:
- increasing brand awareness;
- promoting products or services;
- building a professional community.
Clearly define what each goal means and how you will achieve it. For example, increasing brand awareness in 2025 could be measured by reaching 5,000 page followers, publishing five posts per week, and similar metrics. Learn more about SMART goals in our blog post SMART Goals.
Optimize your profile
Visual impression is key. Follow these tips:
- Personal profile: add your skills, work experience, internships and volunteer activities, education, and values;
- Company profile: use professional visuals, complete all profile information, and don’t forget to link it to your website.
Publish high-quality content regularly
Combine images, articles, videos, and quotes. LinkedIn’s algorithm ensures your content stays visible in feeds for longer.
Tips:
- Keep videos between 1–2 minutes and always add captions.
- Use stories for a more casual, engaging way to communicate.
How to find and target your audience on LinkedIn?
Researching your target audience is a crucial step. Define:
- age, gender, and location;
- business interests and income;
- job function within the company.
LinkedIn offers precise filters for targeting based on demographics, professional experience, and interests.
LinkedIn Advertising: Types and Benefits
There are four main types of ads on LinkedIn:
- Sponsored Content – promotes posts using images, videos, or carousels;
- Dynamic Ads – personalized ads designed to capture attention;
- Text Ads – ideal for beginners, with payment based on clicks (CPC) or impressions (CPM);
- Sponsored Messaging – direct messages sent to users.
How to measure success on LinkedIn?
LinkedIn Analytics provides detailed insights into your audience:
- Visitors – data on demographics and interests;
- Posts – engagement rate, clicks, and impressions;
- Followers – sources and audience interests.
Tracking these metrics allows you to optimize your campaigns for better results.
Leverage LinkedIn for Business Growth
LinkedIn offers a unique opportunity to build a professional presence and reach the right people. With the right strategy and regular performance analysis, you can achieve remarkable success on this platform. Join the LinkedIn community today and start professional networking. If you need assistance with setting up and managing your profile, feel free to reach out to us.
