How to Promote Your Business on LinkedIn

LinkedIn has transformed from a simple online resume into a powerful hub for professional networking, brand building, and lead generation. This guide will give you a clear, actionable framework for promoting your business on the platform, moving beyond occasional posts to build a real presence that drives results.

Optimize Your LinkedIn Company Page: Your Digital Storefront

Your Company Page is the foundation of your entire LinkedIn presence. Treating it like an afterthought is like having a store with a broken sign and dusty windows. Before you spend a minute on content or outreach, get this piece right. A well-optimized page builds credibility and makes it easier for the right people to find and understand you.

Craft a Compelling "About Us" Section

This is your prime real estate. Don't waste it with a dry, corporate mission statement nobody will read. Instead, treat it like an elevator pitch. Start with a clear statement of who you help and what problem you solve. Use the language your customers use and weave in relevant keywords about your industry, services, and niche. Think about the search terms a potential client might use to find a company like yours and make sure they're included naturally.

Break up dense text with bullet points if possible to highlight your core services or values. The first couple of lines are most important, as that's what shows up in search previews. Make them count.

Your Banner and Logo are Your Welcome Mat

Your profile picture should almost always be your company logo - high-resolution and clearly visible. But the banner image is where you can get creative. It’s the first big visual people see. Don't just leave it blank or use a generic stock photo. Your banner should instantly communicate your brand's personality or value proposition.

• Showcase your product in action. Software companies can use a clean screenshot, while product-based businesses can feature high-quality imagery of their products.
• Feature a tagline or mission statement. A short, punchy line of text can instantly set the tone.
• Highlight a social proof point. Display logos of well-known clients or awards you've won.
• Promote an upcoming event. Use it to advertise a webinar, conference, or special event.

Use a Clear Call-to-Action

LinkedIn offers a custom call-to-action (CTA) button directly below your banner. It’s a direct instruction for your visitors. Make your choice intentional. Common options like "Visit website," "Contact us," or "Learn more" work well. Align the CTA with your primary business goal - if you want to drive website traffic, use that. If leads are your top priority, use "Contact us" and link to your contact form.

Master Your Content Strategy: Think Value, Not Ads

A Company Page with no content is a dead end. Your content strategy is how you stay top-of-mind, demonstrate expertise, and build a community. The most common mistake businesses make is talking only about themselves. Your content feed should be a resource for your audience, not a billboard for your products.

Embrace the 4 Pillars of B2B Content

A balanced content mix keeps your audience engaged and serves different goals. Aim for a mix of these four types:

1. Give Away Your Knowledge: Share industry trends, how-to guides, common mistakes to avoid, and thoughtful opinions on news. This positions your brand as an expert and a trusted resource. These are the posts that get saved and shared.
2. Share Your Company Culture: Post about team milestones, employee spotlights, office events, or your company's values in action. This humanizes your brand and makes you more relatable. It’s also a powerful tool for recruiting.
3. Celebrate Your Customers & Team: Did a client achieve a great result using your product? Create a small case study post. Did an employee win an award or reach a milestone anniversary? Celebrate them publicly. It shows you value the people who make your business possible.
4. Present The Problem, Then Your Solution: When you do talk about your products or services, frame it as a solution to a specific pain point. Instead of "Buy our new software!" try, "Tired of wasting hours on manual data entry? Here's how to automate the process in three simple steps." You're still promoting your product, but you're leading with value.

Video is Your Most Powerful Tool

The LinkedIn algorithm heavily favors video, and it tends to generate higher engagement than other content types. You don't need a high-end production studio to get started.

• Quick Tip Videos: A 60-second video of an expert sharing a valuable tip can perform incredibly well.
• Client Testimonials: A short video of a happy client is more powerful than any written testimonial.
• Behind-the-Scenes: Show a glimpse of your production process or a day in the office.
• Live Q&As: LinkedIn Live is great for engaging directly with your audience on a specific topic.

Always add captions to your videos, as many users scroll through their feeds with the sound off.

Write for Scannability

Nobody wants to read a huge block of text on social media. Keep your language clear, concise, and free of corporate jargon. Use formatting to make your posts easy to digest:

• Write a strong, attention-grabbing opening line.
• Keep paragraphs short - one to two sentences max.
• Use emojis to add visual breaks and personality.
• Ask a question at the end to prompt comments and start a conversation.

Focus on creating a conversation, not delivering a monologue.

Beyond the Company Page: Unlock Your Team's Potential

Think beyond your official brand channel. Your biggest promotional assets are the individuals who work for your company. Personal profiles get exponentially more reach and engagement than Company Pages on LinkedIn, and activating your team turns them into a powerful broadcast network.

Encourage (Don't Force) Employee Advocacy

Your team members have their own professional networks full of potential customers, partners, and future hires. Getting them to share and engage with company content can dramatically expand your reach.

Here’s how to do it right:

• Make it easy: In a team chat, share a direct link to the LinkedIn post and suggest a comment they could add, like "An exciting project our team just launched!" Don’t give them a script, just an idea.
• Create shareable content: Produce interesting, valuable content your team will actually be proud to share with their networks. Employee spotlights and company culture posts are perfect for this.
• Lead by example: Company leaders, especially the CEO, should be the most active advocates. When employees see leadership participating, they're more likely to join in.

Your Personal Profile is a Goldmine

As a founder, marketer, or key employee, your personal profile is your most powerful tool. Share your company's official content, but also post natively from your own profile about your work, learnings, and industry perspective. A post from a founder saying, "I'm so proud of the feature our team built this week to solve [customer problem]" feels more authentic and gets more traction than the same announcement from the brand page.

Connect and Engage: Go Where Your Audience Is

Promotion isn't a one-way street. To build a brand on LinkedIn, you need to be an active participant in conversations happening across the platform.

Participate in Relevant LinkedIn Groups

Find LinkedIn Groups where your ideal customers hang out. But don't just jump in and start posting links to your website - that's a quick way to get ignored or banned. The strategy here is to provide value.

• Listen to the conversations. What are their biggest questions and challenges?
• Answer questions and offer helpful advice without pitching your product.
• Share a relevant piece of content (yours or someone else's) to spark a useful discussion.

By consistently showing up as a helpful expert, you'll build credibility and trust. People will naturally start checking out your profile and your company page to learn more.

Engage with Others' Content

Allocate 15-20 minutes daily to engage with posts from other people and companies in your industry. Leave thoughtful comments - more than just "Great post!" - on their content. Add your perspective, ask a follow-up question, or tag someone else who might find it useful. This helps with visibility and relationship-building. When you become a familiar face in the comment sections of industry leaders, you position yourself as a peer and an active voice in the space.

Measure Your Success: Data-Driven Promotion

You can't improve what you don't measure. LinkedIn provides its own set of analytics for your Company Page, which offers a great starting point for understanding what's working.

What You Should Actually Track:

• Engagement Rate: This is more important than raw likes. Look at the total number of interactions (likes, comments, shares) relative to your follower count or impressions. High engagement means your content is resonating.
• Top Performing Posts: Pay close attention to the posts getting the most comments and shares. Look for patterns. Is it a certain topic? A specific format like video or a simple poll? Make more of what works.
• Follower Demographics: Are you reaching the right job titles and industries? LinkedIn analytics lets you see who is following you, which helps gut-check if your message is landing with your target audience.
• Website Clicks: If driving traffic is a goal, make sure your posts with links are actually getting clicks. You can track this in LinkedIn Analytics and more accurately with UTM parameters in a tool like Google Analytics.

Review your data monthly. Don't be afraid to experiment, ditch what isn't working, and double down on what resonates. Your strategy should evolve as you learn more about your audience.

Final Thoughts

Promoting your business on LinkedIn effectively boils down to combining a solid, professional foundation with a consistent content strategy that focuses on value and human connection. It's about being a participant, not just a publisher, and leveraging your entire team to amplify your message.

Staying consistent with a diverse content schedule packed with all these tips - especially balancing text, images, and videos - can be a huge logistical challenge. When we were running marketing teams, we couldn't find a clean, modern tool that made it easy to organize our content calendar visually and schedule it all reliably. We built Postbase to do just that, allowing you to plan everything for LinkedIn and your other platforms in a single calendar, without the bloat or reliability issues of older tools.