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How to Build Your Brand with B2B LinkedIn Content 

With over 950 million users worldwide, LinkedIn is a crowded platform. But such a big potential audience spells opportunity for B2B businesses looking to drive sales and increase audience reach. While it may be hard to get noticed, if you build your brand with B2B LinkedIn content following our best practices, you can stand out in the crowd.

A good LinkedIn branding strategy for your company page can help you connect with others in your industry, drive sales, boost engagement and reach, appeal to potential talent, and position your company as the go-to expert in your niche.

Here’s how to get started…

How to build your brand on LinkedIn

1. Set branding goals

Like with any strategy, you need to think about what you’re trying to achieve. Building a presence on LinkedIn is one thing, but what’s your main goal?

Is it to funnel traffic to your website? Do you want to promote a specific product or service? Or is LinkedIn purely a vehicle for brand awareness?

Be specific with your intentions on LinkedIn. Think about your primary goal and align any B2B LinkedIn content you create with those primary goals. For example, if you’re trying to generate enquiries for a specific product then you may want to post case studies, and testimonials related to the product, and publish thought leadership articles specific to the problem the product solves.

2. Complete your LinkedIn page

Make sure your page checks all these boxes…

  • Clear images, consistent with your branding: For your page picture and header, make sure your images are consistent with the branding you have on your website.
  • Up-to-date contact information: Company contact info is incredibly important if you want your audience to convert by booking a call, visiting your website, or buying from you.
  • A good company description: Briefly explain what your company does, who you do it for, and how you can help your customers achieve their goals/solve their problems. Finish this off with a CTA, such as your website link or prompt people to get a quote/book a call.
  • Keywords: Use keywords that are relevant to your industry and services/products to stand a better chance of showing up in people’s searches.

Learn more about creating a great LinkedIn page or profile with our article and podcast episode, How to Create a Great LinkedIn Profile with Louise Brogan.

3. Build your brand with B2B LinkedIn content

Next, it’s time to think about the content you post on LinkedIn. The number one objective here is to provide valuable content that resonates with your audience. Valuable content can increase brand awareness and engagement, and if done well it can boost website traffic and ultimately leads/queries that could lead to a sale.

While it may be tempting to skip forward and head straight into promotional content, good LinkedIn content is a balancing act between what you want to achieve and what your audience values.

Focus on these types of content to position your company as an industry leader:

  • Thought leadership posts – posts on LinkedIn show that your brand is an industry leader with unique insights, PoVs and expertise to offer.
  • Content that provokes a response – open-ended questions (that are easy to respond to), polls, and (lightly) controversial/polarizing opinions can all provoke a response, which increases your reach and engagement levels. We aren’t suggesting you create arguments in your comments section, but be bold with your opinions and stand by them – ‘blah’ content gets zero engagement.
  • Multi-media content and a mix of content types – mix text-only posts with videos, images, polls/questions, livestreams, LinkedIn carousels and share posts from others in your industry that you want to engage more with. 

4. Dos and don’ts of building your brand with B2B LinkedIn content

dos and don'ts on linkedin


Understand your audience: What do they need help with? What are their pain points? How do they like to communicate?

Optimize your page: Make sure your page is full of current information about your business, so people know exactly where to go to learn more. Use keywords related to your industry.

Share valuable insights: Use your page to post valuable industry insights, comment on things happening in your industry, and spark discussions with your network.

Be consistent: Post consistently and engage with others regularly. Ensure that your promotional/branding materials reflect your brand tone and visuals so they’re recognizable.

Use a mixture of posting styles: Use text-only posts, images, infographics, carousels, videos, polls, etc.


Be overly promotional: No one wants to follow or engage with a page that’s only posting sales content or simply dropping links to other content, e.g. ‘check out our latest podcast episode/blog post/video’. If the post would make no sense if the link was taken away, then it’s not valuable and needs to be rewritten.

Neglect your page: Building a LinkedIn page isn’t a set-it-and-forget-it thing. Keep it updated and ensure your page is posting regular, valuable content. Consistency is key.

Spam connections: Everyone’s experienced the ‘I want to connect’ request followed by an immediate sales pitch. It just puts people off and rarely works.

Neglect to optimize content for LinkedIn: Check LinkedIn guidelines on image sizes and video formats. Don’t just post what you posted on every other platform.

Measure the results of your branding strategy

So, how will you know if your branding efforts are on the right track?

The simplest way is to measure and analyze the results. The type of metrics to look at will depend on what your original goals are. Some metrics to look at include clickthrough rates, traffic, engagement levels, follower growth, mentions, impressions, and video views.

For example, if you want to increase traffic back to your website, you could focus on clickthrough rates, impressions, and website traffic. Or if you want to increase audience reach, you could focus on follower growth, impressions, and engagement levels. 

Think about what you want to be known for

The best way to build your brand with B2B LinkedIn content is through consistency and a commitment to sharing valuable content. While it’s tempting to use your page to ramp up sales, you can often see the opposite effect if you use your page to simply broadcast and post-sales content all the time.

Instead, build a brand on LinkedIn by asking yourself what you want to be known for on the platform. If you want to position your brand as one of the go-to experts in your industry, then the content you post should reflect that. Always keep your goals in mind and use social listening and analytics to see if you’re on the right track.

Hiring a B2B content marketing agency could help you build your LinkedIn content if you don’t have time. Or why not check out our LinkedIn 10x service to help you become a leading authority in your industry by repurposing your LinkedIn content for maximum audience reach!


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