Guide to Using LinkedIn for Business in 2024

by Fizza Zaheer
13 minutes

Are you holding back from LinkedIn, thinking it’s just for executives? Think again.

Presently, LinkedIn emerges as an unmatched giant in the social media landscape with more than 1 billion members worldwide, as of 2024.

Authenticity is what makes this networking space more than just a professional space. If you’re a small business owner, a social media agency or just looking to broaden your professional horizons, this platform is for you.

Our blog is your go-to guide for unlocking the full potential of LinkedIn for business, propelling your business forward in 2024.

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Why LinkedIn for business?

LinkedIn has emerged as a powerful platform for B2B businesses, offering a dynamic space with countless perks that play a main part in leading to your success in the digital marketing world.

With innumerable users on the platform, LinkedIn has grown into an essential tool for businesses wanting to build a strong online presence and communicate with the corporate market globally.

Now, we will look at a few reasons why LinkedIn for business might be important for you and how it may be used to achieve your social media goals.

Professional networking

professional networking

Since LinkedIn is a professional networking platform, it creates a social web that is connected to many employees all over the world.

This provides a dedicated location for individuals to connect, build, and expand their network, making it an excellent resource for potential connections.

Businesses may interact with potential customers, partners, and industry managers, establishing relationships that can lead to profitable collaborations and partnerships.

The platform allows important relationships that go further than conventional social media by enabling the exchange of concepts, knowledge, and social media trends.

Brand recognition

LinkedIn is a successful platform for growing brand exposure and building a strong brand identity as it helps companies promote their products, services, and fields of expertise.

Having a presence on LinkedIn for business marketing allows companies to showcase their brands, products, and services to a professional audience on the platform. Sharing articles, content, and updates regularly increases brand assurance.

Employment and buying talent

employment and buying talent

LinkedIn for business is widely used for recruitment purposes. Businesses can post job offerings, look for potential candidates, and connect with professionals who might bring benefit to the organization. Therefore, advantageous for both employers and recruiters.

Content marketing

content marketing

Considering LinkedIn’s operation relies on content, it is an ideal platform for content marketing. Businesses may interact with their audience by showcasing videos, pictures, posts on blogs, and much more.

Consistent and excellent content gets rewarded by the Linkedin’s algorithm, which improves the odds of it being seen by a greater audience and promotes connection.

Businesses can share thought leadership content, company perception, and updates on LinkedIn. This helps the company to maintain an authority in its field and attracts interested professionals in the industry.

Related Read: Guide to Schedule LinkedIn Posts

Lead generation 

lead generation

LinkedIn offers reliable tools that help B2B businesses generate leads productively. Through selective advertising, sponsored content, and lead generation, businesses can reach their chosen audience and capture precious leads for their sales funnel. 

The platform offers advanced search filters and messaging capabilities that allow businesses to identify and engage with their clients with trust.

Professional groups and communities

Professional groups and communities

The LinkedIn for business page provides groups and communities for professionals to engage in a space with similar interests or the same industry so they can connect and engage in discussions.

Joining or creating relevant groups allows businesses to interact easily and can be an effective way to reach their target audience.

Research for market

Research for market

For market analysis as well as sector information, LinkedIn for business marketing is an excellent tool. By tracking important companies, groups, and influential individuals, businesses may stay up to the current market conditions, actions of competitors, and sector trends.

In a constantly shifting business environment, this information may help companies stay far ahead of the competition and make well-informed choices regarding their business strategy.

Customer Relationship Management (CRM) systems can be connected with LinkedIn for business, enabling an effortless method of keeping up with and expanding customer relationships.

LinkedIn can be helpful for sales personnel to discover and establish connections with potential customers.

Educational opportunities

Educational opportunities

Organizations may utilize LinkedIn for business to share educational materials such as workshops, tutorials, and articles. This not only shows the organization as an innovator, but it also offers quality to the consumers. 

How to optimize your LinkedIn company profile?

First of all, is LinkedIn for business free? LinkedIn offers both free and premium plans.  

You can make a professional profile, communicate with other professionals, and join communities associated with your sector with a free basic LinkedIn account. It also allows you to interact with goods on the platform and offer updates.

However, in addition, LinkedIn premium plan includes additional features and benefits, such as better search operations, the ability to see who viewed your profile, as well as InMail credits for delivering direct messages to people outside your network. It comes with a subscription fee for these premium features.

Now comes the “how” part. Making a LinkedIn company page requires a few steps. However, it may require individuals to have a personal LinkedIn account. The following steps will guide you on how you can join LinkedIn and be a part of the community:

Signup on LinkedIn

Signup on LinkedIn

Visit the main page and click on “Join Now”.  You will be required to set up the password and provide your email address while logging in. 

Make sure to follow LinkedIn’s process in guiding you to complete your profile. You will be required to provide details like your resume, work experience, education, and talents. Be certain that your profile picture is a professional photo.

Connect with people

Connect with people

After creating your profile, you can initiate connections with other members of LinkedIn. To look up the people you know, you can import contacts from your email address book.

Customize your profile URL

Customize your profile URL

To help others find you easily on LinkedIn, you might want to think about personalizing your profile URL. Usually, you can do this by clicking on the “Edit public profile & URL” area located on your profile page’s right side.

Add a summary and content

Add a summary and content

Provide a brief overview that highlights your goals, experience, and qualifications. To emphasize your work, you can include content like projects, documents, and presentations.

Invest some time exploring LinkedIn’s additional features, which help you follow businesses, join industry-related groups, and interact with content in your feed.

Adjust privacy settings

Adjust privacy settings

Check out and alter your privacy settings to fit your preferences. This includes deciding who can see your connections, profile updates, and other activities.

Remember to maintain your professional profile and keep it up-to-date. Be sure to add new achievements, experiences, and talents to your profile frequently to draw in employers and professional contacts.

Access your LinkedIn page creation tool and type

create a company page

Go to the “Work” icon in the top right corner of your LinkedIn homepage and select “Create a Company Page.”

Choose the type of page you want to create. There are options such as “Small Business,” “Medium to Large Business,” and “Showcase Page”. Select the one that fits your organization.

Fill in basic company information, description and details

fill in basic information

Provide basic information related to your company, which may include the company’s name, industry, size, and website URL.

Write an attractive summary of your business. This is a description of your business, its goals, and the services it provides. Do keep it interesting and precise.

Add additional information, such as the year your company was started, its corporate office location, and any other additional relevant information.

Add a logo and banner image

add a logo and banner image

Upload your company logo and a banner image to make your page attractive to individuals. The recommended dimensions for the logo are 300 x 300 pixels and 1536 x 768 pixels for the banner image.

State which industries and expertise your organization works in. This makes it simpler for LinkedIn users to find your business when looking for specific goods and services.

Think about creating showcase pages linked to your main company page if your organization includes multiple brands, divisions, or categories of products.

Review and publish

To make sure everything you entered is precise and complete, go through it again and again. After you are content, publish your LinkedIn Company Page by clicking the “Create page” button. 

Enhance and spread

Once your page is published, make it as simple as possible by sharing appropriate material, keeping it updated, and engaging with users. Encouraging employees to share updates and link their profiles to their company page.

It is important to keep in mind that LinkedIn may update its features and interface, so it is a good idea to check for the most recent information by visiting the LinkedIn Help Center or other help sites.

Ways to use LinkedIn for business

LinkedIn is not your typical social media platform; instead, it is a professional networking site.

A platform where users can expand their network, hire staff, discover clients, and even investigate other brands or job seekers. 

Discover a few ways by which you can use LinkedIn to flourish your business:

Improve your company profile

improve your company profile

Make sure your company page has all the information it needs, including an eye-catching logo, banner logo, description, and other important details. Use search terms that potential clients or business partners could use to find companies similar to yours.

Share relevant content

share relevant content

Frequently share useful information about your sector. This could include exclusive material created by your business as well as blog entries, essays, and publications, hence improving the impression of your company as an expert in its field.

Interact with your network

Interact with your network

Participate in important conversations, leave comments, and ask questions to interact with your followers and contacts on LinkedIn. Establishing connections is important for getting the best use of LinkedIn.

Encourage staff members to share updates and link their profiles to your company page. Employee engagement has the potential to greatly increase your content’s audience.

LinkedIn groups and advertisement

LinkedIn groups and advertisement

Join and take part in industry-related groups. This allows you to build relationships with the experts in your sector, exchange ideas, and keep up with market developments.

To reach a specific audience, think about using LinkedIn Ads. To advertise your goods or services, you can make sponsored content, sponsored InMail, or display advertising.

If your company offers a variety of product lines or unique brand offerings, build Showcase Pages connected to your primary Company Page. This enables you to draw attention to specific elements of your company.

Promote your company’s concepts and culture on LinkedIn. This has the potential to be effective in attracting talent. Advertise job opportunities on your business page and make use of LinkedIn’s talent solutions.

Statistics and analytics

Statistics and analytics

To determine the effectiveness of your Company Page and individual posts, use LinkedIn Analytics. By using this data, you may learn better about the kinds of material that attract your audience and adjust your approach accordingly.

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Connect with partners and clients

Make connections with partners, current customers, and other companies in your field. This promotes communication with your network and creates chances for teamwork.

Request and present suggestions 

Request and present suggestions 

Invite pleased customers and business associates to provide feedback on your company page. Positive remarks give your company greater trust. 

5 LinkedIn Marketing Tools

Have you ever wondered how LinkedIn could help set up your business? There are a variety of tools offered by LinkedIn for business marketing.

There are a few things to account for while choosing a LinkedIn automation tool. The most important things to take into consideration are the tool’s affordability, usefulness, and compatibility with your plan or your company’s requirements.

Here are the best 5 marketing tools in 2024 that will be a major help to you.

1. ContentStudio

ContentStudio is a one-stop platform for managing LinkedIn and other social media accounts and channels, including Facebook, Twitter, Instagram, Google my business, Youtube, and more, claiming to have an impressive 80,000+ users. 

Great content may be created with the ContentStudio LinkedIn scheduling tool, which allows you to schedule it in multiple ways to save time.

By successfully organizing and scheduling all your content ahead of time to target an audience depending on their location, interests, or career-related details, you can maintain your LinkedIn presence. You can also use ContentStudio Analytics to create a full report that will allow you to assess the audience behavior on your LinkedIn pages.


  • Post LinkedIn texts, images, and videos
  • Address other members or a connection using the “@” feature 
  • Set your LinkedIn video thumbnail
  • Post previews are available
  • Use the function that suggests “best time to post.”
  • Enable auto-first comment
  • Keep a constant track of your LinkedIn analytics
  • Post multiple pictures and videos on LinkedIn
  • Get LinkedIn Analytics using ContentStudio to keep a constant track


  • Excellent Customer support
  • Efficient processes


  • The mobile app has fewer features and resources than the desktop version.

2. Loomly


Loomly makes it easier to manage your time on LinkedIn by letting you make personalized schedules with a variety of people, projects, and events. 

Seeing what’s open now or in the future makes it simple to organize your time, and Loomly will alert you when a new item becomes available. 

Loomly can also be used for sending out invitations to join LinkedIn Groups.


  • Postings that are sponsored for content promotion
  • Guidelines for handling all your social media content
  • Automatically creates posts and ad previews
  • Method of mutual assessment


  • Value for money
  • Simple to use


  • The calendars have some bugs
  • Notifications seems to be a bit confusing

3. LinkedIn Sales Navigator

linkedin sales navigator

With cutting-edge capabilities for speeding up prospecting and lead creation, LinkedIn Sales Navigator is a premium solution made for sales professionals. It provides improved search filters, real-time prospect updates, and customized lead suggestions. 

Sales Navigator gives users the tools they need to efficiently construct and manage their sales pipeline, including InMail messaging and account targeting.


  • Provides advanced lead search
  • Has real-time sales updates
  • Offers InMail messaging for outreach


  • Targeted lead recommendations
  • Advanced Search Filters
  • Real-time updates


  • Costly subscription
  • Limited InMail credits

4. Aeroleads 


It is a platform for generating leads that assist companies in locating and establishing contact with new clients. With the use of its prospecting and lead creation capabilities, users can collect contact details from several sources, such as phone numbers and email addresses.

Aeroleads wants to make growing customer networks and obtaining fresh leads easier.


  • Generates leads
  • Helps in finding emails
  • Provides contact enrichment


  • Lead generation is efficient
  • Feature that verifies emails
  • Integration with CRM systems


  • Limited free plan
  • Difficult to learn for beginners
  • Occasional data accuracy issues

5. Crystal


Understanding and recognizing each person’s unique personality traits is made easier with the use of the Crystal personality test tool.

This tool is useful for LinkedIn since it lets you evaluate the personalities of possible clients by looking at their LinkedIn profiles. It will result in the creation of effective communication. 


  • Get started from scratch
  • Offers a web application
  • Chrome plugin
  • Mobile application


  • Advise you on how you should interact with potential clients.


  • Effective only for B2B (business-to-business) companies and less compatible for B2C (business-to-consumer) companies.

Read-Up: 18 Best LinkedIn Tools That Drive Results

Tips for using LinkedIn for your Business in 2024

How can I promote my business on LinkedIn for free?

Making the most of LinkedIn’s features and carefully crafting your audience interactions are the key components of free company promotion on the network.

Here are some efficient, low-cost methods for your LinkedIn company promotion:

Participate in your network

participate in your network

Engage your followers and connections in active conversation. Ask questions, participate in important debates, and reply to comments on your posts. Engagement increases the visibility of content and promotes relationship-building.

Provide company updates

provide company details

Inform your audience about events, milestones, accomplishments, and company updates. Consistent updates enable your relationships to stay aware of your brand.

Post video content

Video content is still one of the most effective ways to captivate viewers. Whether it is for product demos, corporate updates, or thought leadership content, think about implementing videos into your LinkedIn approach.

In 2024, if LinkedIn offers live streaming, think about holding webinars, Q&A sessions, or live events. You can communicate with your audience in real-time and get higher engagement rates with live content.

Publish engaging content

To promote interaction, use interactive content formats like surveys, quizzes, and polls. You may learn a lot about the interests and preferences of your audience by using interactive material.

Create and put into action promotional initiatives to motivate staff members to post updates and other content from the company on their profiles. Engaging content can greatly expand the audience for your communications.

Also Read: How to Use LinkedIn Creator Mode Effectively?


You can make the most of your company’s LinkedIn profile and use the platform as a useful resource for networking, marketing, and brand development by combining these techniques.

Remember that when it comes to advertising your company on LinkedIn, consistency is essential. Post content frequently, interact with your audience, and modify your approach in response to what works for your network.

Recall to adapt to these guidelines according to LinkedIn’s unique characteristics and developments in 2024. For the most recent information on platform updates and modifications, frequently consult LinkedIn’s official releases and resources.

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How can I optimize my LinkedIn profile for business?

You could highlight significant accomplishments, write an attention-grabbing title, use a professional photo, and engage with industry content frequently.

What types of content perform well on LinkedIn?

Engaging content such as interesting articles, business analytics, and eye-catching multimedia are visually appealing to the clients. Focus on professionalism and relevant content for the audience.

How often should I post on my LinkedIn Company Page?

Your audience engagement and content strategy will determine how often you post on your LinkedIn Company Page. To keep people interested, aim for consistency, quality, and relevancy.

Fizza Zaheer

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