How to use LinkedIn for small and big business

4th July 2017 Small Business Workplace Training

Whether you are looking for new staff, business partners or clients, LinkedIn has fast become a key resource for businesses big and small.

Evidence of this is can be found in the 400,000,000 plus people using the platform worldwide (seven million in Australia alone). As stated by BRW, “LinkedIn holds more value for B2B marketing and sales professionals than any other online community.” This brings us to an important question – how are you using LinkedIn? This isn’t quite Facebook or SEEK, and there isn’t necessarily a clear middle ground in between.

This is where you can cement your authority among peers, staff and more without any of the chaos of the more consumer-centric platforms. Now, let’s take a look at some key strategies and tips.

Profile Page

Start with your basic presence by piecing together a company profile page (akin to Facebook’s brand pages but with less memes). The profile should emblematic of how you want your business to be perceived by all the core audiences you are attempting to reach on LinkedIn. This will be separate to your listing on the site as an employer or institution and should include a consideration of the content you wish to be exclusive to the page as opposed to your web page or other social accounts.

Content, Promotion and Amplification

As with any other social platform, paid and organic content can help you build a following and/or acquire a lead. In terms of paid, there are Facebook-style link ads and also InMail tools that work like an eDM; these are two of the most common and preferred formats used for acquisition campaigns.

Then we have organic content aka the general content you create and share. Ideally, this content needs to be focused on building trust, expertise and reach at all times, and should be posted at times that are strategic for you and your audience. LinkedIn experts recommend posting in the morning to increase general engagement and the likelihood of the content being read.


It is vital that you track and analyse any and all data that the platform can provide. Between competitor activity, group statistics, trending content tools and polling, the potential for obtaining, analysing and utilising data via LinkedIn is phenomenal. Foregoing this wealth of data is an inefficient use of your time on the platform.

Proactive Work

From posting content and updating your page through to managing engagement and collating data, you need to be consistent with your content strategy and marketing objectives in order to make the most of your time. This may fall to a dedicated social media/content officer or to a B2B/HR manager – either way it is essential that you remain as diligent with this as you would with any other digital platform.

Still have questions? TAFE Queensland is here to provide you with skills and solutions designed for businesses, big and small. We can provide you with training and mentorship in marketing, right down to developing a comprehensive marketing plan.

Talk to us today about how we can help you grow your business.

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