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LinkedIn Marketing - Complete Delivery Guide

Digital Marketing B2B Marketing Ongoing

Overview​

LinkedIn Marketing leverages the world's largest professional network to reach business decision-makers, build thought leadership, and generate high-quality B2B leads.

What is LinkedIn Marketing?​

LinkedIn Marketing uses LinkedIn's professional platform to promote your business through organic content, networking, and paid advertising to reach professionals and decision-makers.

Business Impact​

  • B2B Lead Generation: Reach decision-makers directly
  • Thought Leadership: Establish industry authority
  • Professional Networking: Build valuable connections
  • Talent Acquisition: Attract top talent
  • Brand Credibility: Build professional reputation
  • High-Quality Leads: Better lead quality than other platforms

Who Needs This Service?​

Primary Candidates​

  • ✅ B2B companies
  • ✅ Professional services
  • ✅ SaaS companies
  • ✅ Consultants
  • ✅ Agencies
  • ✅ Technology companies
  • ✅ Recruitment firms

Pricing Guidelines​

Basic LinkedIn Marketing: ₹35,000-₹70,000/month

  • Company page management
  • 12-15 posts/month
  • Basic engagement
  • Monthly reporting
  • 3-month minimum

Standard LinkedIn Marketing: ₹80,000-₹1,60,000/month

  • Company page + personal profile
  • 20-25 posts/month
  • LinkedIn Ads
  • Ad budget: ₹30,000-₹60,000/month
  • Lead generation
  • Monthly reporting
  • 6-month minimum

Advanced LinkedIn Marketing: ₹1,70,000-₹4,00,000/month

  • Comprehensive strategy
  • 25-30 posts/month
  • Advanced LinkedIn Ads
  • Ad budget: ₹60,000-₹2,50,000/month
  • Thought leadership program
  • Employee advocacy
  • InMail campaigns
  • Detailed analytics
  • 12-month minimum

Execution Process​

Phase 1: Profile & Page Optimization​

Step 1: Company Page Setup​

Complete Company Page:

  • Logo (300x300px)
  • Cover image (1128x191px)
  • Company description
  • Website URL
  • Industry
  • Company size
  • Headquarters location
  • Specialties
  • Hashtags to follow

Company Description:

[Company Name] is [what you do] helping [target audience] 
[achieve what benefit].

We specialize in:
• [Service/Product 1]
• [Service/Product 2]
• [Service/Product 3]

Our clients include [notable clients or industries].

Visit our website: [URL]

Step 2: Personal Profile Optimization​

Optimize Key Team Members:

  • Professional headshot
  • Compelling headline
  • Detailed summary
  • Complete experience
  • Skills and endorsements
  • Recommendations
  • Featured section
  • Custom URL

Headline Formula:

[Job Title] at [Company] | Helping [Target Audience] 
[Achieve Benefit] | [Key Expertise]

Phase 2: Content Strategy​

Step 1: Content Pillars​

B2B Content Mix:

1. Thought Leadership (35%):

  • Industry insights
  • Expert opinions
  • Trend analysis
  • Original research
  • Long-form articles

2. Educational Content (30%):

  • How-to guides
  • Best practices
  • Case studies
  • Whitepapers
  • Webinars

3. Company Updates (20%):

  • Product launches
  • Company news
  • Team highlights
  • Awards and recognition
  • Events

4. Engaging Content (15%):

  • Polls
  • Questions
  • Discussion starters
  • Industry news commentary

Step 2: Content Formats​

Post Types:

1. Text Posts:

  • 1,300 characters max
  • First 2 lines crucial
  • Line breaks for readability
  • Include CTA
  • 3-5 hashtags

2. Image Posts:

  • 1200x627px recommended
  • Professional graphics
  • Data visualizations
  • Infographics
  • Quote graphics

3. Video Posts:

  • 3 minutes-10 minutes
  • Native upload preferred
  • Captions essential
  • Professional quality
  • Thought leadership content

4. Document Posts:

  • PDFs, PowerPoints
  • Carousel effect
  • Lead magnets
  • Guides and reports
  • Case studies

5. LinkedIn Articles:

  • Long-form content (1,000-3,000 words)
  • Thought leadership
  • In-depth analysis
  • SEO benefits
  • Permanent on profile

Step 3: Content Calendar​

Posting Schedule:

  • Frequency: 3-5 posts/week minimum
  • Best days: Tuesday, Wednesday, Thursday
  • Best times: 7-8 AM, 12 PM, 5-6 PM
  • Consistency is key

Phase 3: LinkedIn Ads​

Step 1: Campaign Objectives​

Available Objectives:

  • Awareness: Brand awareness
  • Consideration: Website visits, Engagement, Video views
  • Conversions: Lead generation, Website conversions, Job applicants

Step 2: Ad Formats​

1. Sponsored Content:

  • Single image ads
  • Video ads
  • Carousel ads
  • Event ads
  • Document ads

2. Sponsored Messaging:

  • Message ads (InMail)
  • Conversation ads
  • Direct messages to prospects

3. Text Ads:

  • Small text-based ads
  • Sidebar placement
  • CPC or CPM

4. Dynamic Ads:

  • Personalized ads
  • Follower ads
  • Spotlight ads
  • Content ads

Step 3: Targeting Options​

Professional Targeting:

  • Job title
  • Job function
  • Seniority level
  • Company name
  • Company size
  • Company industry
  • Skills
  • Groups
  • Degrees
  • Fields of study

Matched Audiences:

  • Website retargeting
  • Contact list upload
  • Account targeting
  • Lookalike audiences

Step 4: Lead Gen Forms​

LinkedIn Lead Gen Forms:

  • Pre-filled forms
  • Higher conversion rates
  • Seamless experience
  • CRM integration
  • Custom questions

Phase 4: Thought Leadership​

Step 1: Personal Branding​

Build Executive Presence:

  • Regular posting (3-5x/week)
  • Share insights
  • Comment on industry news
  • Engage with connections
  • Publish articles
  • Speak at events

Step 2: Employee Advocacy​

Leverage Team:

  • Encourage sharing
  • Provide content
  • Recognition program
  • Training and guidelines
  • Track engagement

Step 3: LinkedIn Groups​

Group Strategy:

  • Join relevant groups
  • Participate actively
  • Share valuable content
  • Answer questions
  • Build relationships
  • Create own group (optional)

Phase 5: Lead Generation​

Step 1: Connection Strategy​

Build Network:

  • Connect with ideal prospects
  • Personalized connection requests
  • Engage before connecting
  • Follow up after connecting
  • Nurture relationships

Connection Request Template:

Hi [Name],

I came across your profile and noticed we both [common ground].

I'd love to connect and learn more about your work in [their field].

Looking forward to connecting!

Best,
[Your Name]

Step 2: Outreach Strategy​

InMail Best Practices:

  • Personalized messages
  • Clear value proposition
  • Specific CTA
  • Follow up appropriately
  • Track response rates

Step 3: Content for Lead Gen​

Lead Magnets:

  • Whitepapers
  • E-books
  • Webinars
  • Case studies
  • Templates
  • Checklists

Phase 6: Analytics & Optimization​

Step 1: Key Metrics​

Page Analytics:

  • Follower growth
  • Page views
  • Unique visitors
  • Post impressions
  • Engagement rate
  • Click-through rate

Content Analytics:

  • Impressions
  • Clicks
  • Engagement rate
  • Comments
  • Shares
  • Follower demographics

Ad Analytics:

  • Impressions
  • Clicks
  • CTR
  • CPC
  • Conversions
  • Cost per lead
  • Lead quality

Step 2: LinkedIn Analytics​

Access Analytics:

  • Company Page → Analytics
  • Post-level analytics
  • Visitor analytics
  • Follower analytics
  • Competitor analytics

Deliverables​

Organic Content​

  • 12-30 posts/month
  • LinkedIn articles (1-4/month)
  • Custom graphics
  • Professional copy
  • Hashtag strategy
  • Engagement management
  • Campaign strategy
  • Ad creative
  • Audience targeting
  • Lead gen forms
  • Budget management
  • Performance optimization
  • Detailed reports

Best Practices​

Content Best Practices​

1. Post Format:

  • Hook in first 2 lines
  • Use line breaks
  • Include visuals
  • Add hashtags (3-5)
  • Clear CTA

2. Engagement:

  • Respond to all comments
  • Ask questions
  • Tag relevant people
  • Share others' content
  • Be authentic

3. Consistency:

  • Post regularly
  • Maintain voice
  • Stay professional
  • Provide value

Advertising Best Practices​

1. Targeting:

  • Be specific
  • Use job titles
  • Layer criteria
  • Test audiences
  • Refine based on data

2. Creative:

  • Professional design
  • Clear value prop
  • Strong CTA
  • A/B test
  • Mobile-optimized

3. Lead Gen:

  • Keep forms short
  • Pre-fill data
  • Clear offer
  • Follow up quickly
  • Nurture leads

Common Challenges & Solutions​

Challenge 1: Low Engagement​

Solutions:

  • Post at optimal times
  • Ask questions
  • Use polls
  • Share valuable insights
  • Engage with others' content
  • Use video content

Challenge 2: High Ad Costs​

Solutions:

  • Improve targeting
  • Enhance creative
  • Optimize landing pages
  • Use lead gen forms
  • Test different formats
  • Focus on quality over quantity

Challenge 3: Low Follower Growth​

Solutions:

  • Consistent posting
  • High-quality content
  • Employee advocacy
  • Engage actively
  • Run follower campaigns
  • Cross-promote

Tools & Resources​

Content Creation​

  • Canva: Design (Free-₹1,000/month)
  • Lumen5: Video creation (₹1,500-₹6,000/month)

Scheduling​

  • Hootsuite: ₹1,500-₹5,000/month
  • Buffer: ₹1,200-₹8,000/month
  • Sprout Social: ₹7,500-₹20,000/month

Analytics​

  • LinkedIn Analytics: Free
  • Shield: ₹6,000-₹12,000/month

Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL Social Media Team

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