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How To Use LinkedIn For Business And Marketing

#AI Tools
2025-06-20 20:1010 min read

Content Introduction

This video by Jamal from HubSpot discusses the importance of a comprehensive content strategy for businesses, especially in the B2B sector, on LinkedIn, which now boasts 740 million active users. Jamal guides viewers on how to create engaging content ranging from setup instructions for a LinkedIn business page to effective posting strategies based on the 5-3-2 Rule. He explains the types of content that perform well on LinkedIn, the use of tools like Content Suggestions, and emphasizes the significance of original, shared, and personal fun content. The video also touches on optimizing posting frequency and expanding reach through LinkedIn Groups and ads, with links provided for further resources and tools for enhancing LinkedIn engagement.

Key Information

  • LinkedIn has evolved into a significant social platform with 740 million active users, essential for B2B businesses.
  • Crafting a consistent content strategy on LinkedIn can help attract business-minded followers and potential customers.
  • Building a complete LinkedIn business page is vital for maximizing visibility and accessing tools like Content Suggestions.
  • Content must be appealing and appropriate for LinkedIn, focusing on long-form articles, white papers, and engaging media.
  • The 5-3-2 Rule suggests that of every 10 posts, 5 should be shared content, 3 original content, and 2 fun, personal posts.
  • Posting frequency is advised to be 2-5 times a week, with the best content shared during mid-week business hours.
  • Utilizing LinkedIn Groups, Product Pages, and Life Pages can enhance engagement and brand presence on the platform.
  • A diverse content strategy, including shared articles, original posts, and interaction with employee milestones, can improve overall engagement.

Timeline Analysis

Content Keywords

LinkedIn Content Strategy

A comprehensive content strategy on LinkedIn is essential for B2B businesses to attract business-minded followers. The video emphasizes the importance of creating compelling content that resonates with professionals, whether they are job seekers or not.

HubSpot Tools

The video discusses tools available for enhancing LinkedIn engagement, including Content Suggestions, which offers categories such as Trending Articles, Company News, and Employee Milestones. These tools help businesses provide relevant content and maintain a consistent posting strategy.

5-3-2 Rule

This content strategy suggests a posting ratio of 5 shared posts, 3 original posts, and 2 fun or personal posts to humanize the brand. The approach is designed to engage the audience and increase visibility on the platform.

LinkedIn Business Page Setup

Setting up a LinkedIn business page is straightforward and should be fully completed to unlock better engagement tools. A complete profile can increase views by 30% and is critical before inviting followers to ensure they find valuable content.

Optimal Posting Frequency

HubSpot research suggests the optimal number of posts per week on LinkedIn is between two and five, during business days, and no more than once a day to avoid content cannibalization.

Employee Engagement on LinkedIn

Including personal content such as employee milestones fosters engagement among employees, enhancing morale and extending the reach of the company's posts due to employees having larger networks.

LinkedIn Groups and Product Pages

Creating LinkedIn groups and product pages facilitates brand discussion and customer engagement. Groups should be established via personal accounts, while product pages can enhance visibility for specific offerings.

Custom Pages and LinkedIn Ads

Custom pages on LinkedIn can be designed for specific job functions or languages, while LinkedIn ads provide targeted reach beyond current followers, which can be further explored in dedicated content.

Related questions&answers

How many active users does LinkedIn have?

LinkedIn has 740 million active users.

Why is a content strategy on LinkedIn important for businesses?

A comprehensive content strategy on LinkedIn is crucial for businesses, especially B2B, as it helps attract business-minded followers and customers.

What is the 5-3-2 Rule for posting content on LinkedIn?

The 5-3-2 Rule suggests that for every 10 posts, five should be shared content, three should be original content, and two should be fun content that gives your brand character.

How often should companies post on LinkedIn?

HubSpot research shows the optimum number of posts per week on LinkedIn to be between two and five, with the best content shared from Tuesday through Friday.

What types of content work best on LinkedIn?

In-depth white papers and original content such as explainer videos, product announcements, and articles that provide value to the audience work best on LinkedIn.

How can businesses invite people to follow their LinkedIn page?

Businesses can use invite credits to invite personal LinkedIn contacts to follow their page, with a total of 100 invite credits available.

What tool does LinkedIn provide for content suggestion?

LinkedIn offers a Content Suggestions tool that provides trending articles, company news, and employee milestones for content sharing.

What is the purpose of employee milestones content?

Employee milestones content humanizes your brand and encourages employees to engage with the posts, which can increase visibility and reach.

Can businesses create Product Pages on LinkedIn?

Yes, businesses can create Product Pages which are subpages from their main business page to showcase specific products.

What should companies do before inviting people to follow their page?

Companies should build up some content on their page first so that new invitees have something valuable to see when they visit.

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