LinkedIn Platform Guide

Getting Started With LinkedIn

Want to learn how to use your LinkedIn? We've put together a collection of tips and more explaining everything you need to know.

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Where To Start With LinkedIn

LinkedIn's effectiveness in B2B marketing is from a combination of key factors that set it apart from other social platforms. With its professional audience of over 740 million members, including a high concentration of decision-makers, LinkedIn provides unparalleled access to quality B2B leads.

The platform's environment is great for sharing industry insights and thought leadership content, with 77% of content marketers reporting that LinkedIn delivers the best organic results for their B2B content. This effectiveness is further enhanced by LinkedIn's specialized advertising tools, which allow for precise targeting of professional audiences.

The platform's robust analytics and measurement capabilities enable marketers to optimize their efforts, contributing to its high effectiveness rating among 60% of B2B content marketers.

LinkedIn Platform Image Sizes

For brands using LinkedIn, there are several key image sizes to be aware of:

• Company Logo: 300 x 300 pixels, main logo that appears on your company page and in search results
• Page Cover Image: 1128 x 191 pixels, banner image at the top of your company page
• Life Tab Main Image: 1128 x 376 pixels, used to showcase your company culture
• Post Images: 1200 x 628 pixels, ideal size for images shared in LinkedIn posts, with an aspect ratio of 1.91:1
• Sponsored Content Images: 1200 x 627 pixels, use this size with a 1.91:1 aspect ratio
• Sponsored Content Carousel Images: 1080 x 1080 pixels, use square images with a 1:1 aspect ratio
• Company Logo for Ads: 100 x 100 pixels, used specifically for advertisements
• Custom Background Spotlight Ads: 300 x 250 pixels, used for the background of Spotlight ad formats

It's important to note that all images should be in PNG or JPEG format and have a maximum file size of 3MB. Additionally, when creating visual content for LinkedIn, it's advisable to use high-quality images with limited text to ensure optimal display across various devices and screen sizes.

When To Share On LinkedIn

Conisindering LinkedIn is used mostly by professionals, platform usage is going to be different than typical social media platforms. Based on the search results, here are the key findings on the best times to post on LinkedIn:

Generally, the best times to post on LinkedIn are:

• Weekdays between 9 AM and 5 PM, especially Tuesday, Wednesday, and Thursday.
  • The most optimal time slots are:
    • 10 AM to 12 PM
    • 2 PM to 4 PM

Specifically for each day:

• Monday: 11 AM
• Tuesday: 6 AM to 8 AM, or 4 PM
• Wednesday: 12 PM or 2 PM
• Thursday: 2 PM or 4 PM
• Friday: 8 AM or 1 PM
• Saturday: 4 AM to 5 AM
• Sunday: 6 AM

Key points to note:

• Weekends generally have lower engagement, with Saturday and Sunday being the worst days to post
• Early mornings (before work hours), lunch breaks, and late afternoons tend to see higher engagement
• Avoid posting outside of business hours or very late at night/early morning (10 PM to 6 AM)
• The best times can vary depending on your specific audience and industry, so it's important to analyze your LinkedIn analytics to determine the optimal posting times for your content
• Posting when your audience is online gives your content the best chance of gaining early momentum and performing well in the long run

Remember that while these times are generally effective, the best practice is to test different posting times and analyze your engagement data to find what works best for your specific audience.

LinkedIn Platform Advertising Capabilities

LinkedIn offers a robust set of advertising capabilities tailored for B2B marketing:

• Objective-Based Advertising: LinkedIn uses an objective-based approach, allowing advertisers to build campaigns around specific brand goals like awareness, consideration, and conversion
• Diverse Ad Formats: LinkedIn provides 11 different ad formats, including single image, carousel, video, message, dynamic, text, sponsored content, follower, event, spotlight, and job ads
• Advanced Targeting Options: advertisers can target audiences based on over 20 different attributes, including company size and name, job title and seniority, skills and interests, education, member groups, and demographics
• Matched Audiences: This feature allows advertisers to combine LinkedIn's data with their first-party data for retargeting website visitors, engaging contacts from customer databases, and reaching decision-makers at target companies
• Predictive Audiences: An AI-powered tool that identifies high-intent audience segments tailored for your brand, optimizing campaign performance
• Audience Insights: Provides in-depth analysis of target audience characteristics and behaviors, offering detailed insights on job titles, industries, company sizes, and locations
• LinkedIn Audience Network: Extends reach beyond LinkedIn to a network of partner publishers, allowing advertisers to reach professionals across multiple touchpoints
• Account-Based Marketing (ABM) Capabilities: Enables targeting of specific companies and decision-makers for ABM campaigns
• Retargeting: Allows segmentation of audiences based on their interactions with your brand for more personalized marketing
• Analytics & Reporting: Offers detailed performance metrics and demographic data on ad engagement to help optimize campaigns

These capabilities make LinkedIn a powerful platform for B2B advertising, enabling precise targeting of professional audiences and measuring campaign effectiveness.

LinkedIn Platform Best Practices

Here are some of the best LinkedIn best practices for B2B marketing:

Optimize Your Company Page

• Populate all text fields with relevant keywords, prioritizing company services to enhance global discoverability
• Encourage customer feedback and testimonials to build trust and credibility Use a slogan in the header that succinctly communicates your value proposition
• Showcase appealing photos depicting work life to attract potential employees and clients

Create Valuable Organic Content

• Share industry insights, thought leadership content, and professional expertise to establish your brand as an authority
• Use images, videos, and multimedia to make content more engaging and visually appealing
• Shift focus from detailed product features to sharing industry insights that educate your audience

Leverage LinkedIn Ads & Lead Gen Forms

• Use Lead Gen Forms to collect quality leads from members who visit your LinkedIn Page
• Create compelling ad titles and descriptions to hook people in and explain what they'll get for signing up
• Leverage LinkedIn Ads to reach targeted audiences and direct traffic to specific destinations

Engage Your Audience Authentically

• Avoid using LinkedIn exclusively for selling, instead focus on building relationships and trust
• Respond to comments and messages promptly to foster genuine interactions and engagement
• Add a personal touch to each step of the sales journey with customized messages and multimedia links

Integrate With CRM & Automation Tools

• Seamlessly integrate LinkedIn with CRM system to simplify lead transfer to sales and email pipelines
• Use automation tools to efficiently reach specific audiences and ensure precise targeting

By implementing these best practices, B2B marketers can leverage LinkedIn to build brand awareness, generate high-quality leads, and drive business results. The key is to provide value to your audience, engage authentically, and use the platform's unique features and tools to your advantage.

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