PHL Tech Magazine

Post: 5 LinkedIn Marketing Goals to Propel Your Business



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When we talk about social media for businesses, many entrepreneurs often veer towards Facebook, Instagram, TikTok, and YouTube. But there’s a hidden gem many miss: LinkedIn. This platform is a goldmine of opportunity just waiting to happen.

Forget the stuffy online resumes and endless job postings. Setting clear LinkedIn marketing goals can transform this platform from a passive profile to a powerhouse of growth.

Let’s dive into five essential LinkedIn marketing goals and how to achieve them, all while keeping things light, conversational, and practical.

Comprehending LinkedIn Marketing Objectives

Let’s first define what we mean by “marketing goals” before getting into any further depth. LinkedIn marketing goals are like a helpful compass and map that points you in the direction of success. These objectives can include generating leads or increasing brand awareness. Establishing these objectives enables you to gauge your success and develop a winning plan.

With over 875 million members worldwide and 310 million monthly active users, LinkedIn offers an extensive network of professionals and entrepreneurs that can be effectively leveraged for marketing purposes​.

One of the most compelling aspects of LinkedIn marketing is its ability to generate high-quality leads. A staggering 80% of B2B leads sourced from social media come from LinkedIn. This makes it the top platform for B2B marketers​. Additionally, the platform’s advanced targeting options allow marketers to reach specific decision-makers. Because of this, it makes it much easier to find quality people who can turn into contacts or clients.

For all of these reasons and many more, it is important to have a clear set of marketing goals if you are going to tackle this professional platform. Let’s get into some of the main goals you should be setting for your LinkedIn marketing campaigns.

Five Marketing Objectives for Growing Your Business on LinkedIn

There are five main objectives for your company’s LinkedIn marketing, based on my agency experience:

Increase Brand Awareness

Your objective is to help your company become more well-known in your sector and to raise awareness of your brand.

In what way is this possible: I always advise my clients to begin by making the most of your profile:

  • Professional Logo
  • Compelling Company Description
  • Relevant Keywords

Post regular updates, including industry news, company achievements, and behind-the-scenes content. Engage with your audience by liking, commenting, and sharing posts from others in your network.

For example, if you own a digital marketing agency, share case studies of your successful campaigns, introduce your team members, and post tips on the latest marketing trends. This not only shows your expertise but also humanizes your brand. Remember, people buy from people. The more you can show the human side of the business, the more trust can be built.

Generate leads and new business 

Another goal you have with using LinkedIn for your marketing efforts is to attract potential clients or customers who are interested in your products or services.

Use LinkedIn’s advanced search to find potential leads based on industry, job title, or location. My personal recommendation is for your team to join relevant LinkedIn groups so you can participate in discussions that are relevant to your business. Consider also using LinkedIn’s paid advertising options, such as Sponsored Content or InMail, to reach a broader audience.

So, imagine if you’re offering a new software solution for small businesses, and creates an engaging LinkedIn post that highlights the features and benefits. You can also provide a free demo or a free trial to encourage more sign-ups and collect contact information you can use to nurture and follow-up.

Establish Thought Leadership

This is pretty much my favorite part of doing marketing on LinkedIn. Because you’re surrounded by professionals, executives, and like-minded individuals, you can position yourself or your company as an expert in your field.

My recommendation would be to share high-quality, original yet relatable content regularly. You can write articles on LinkedIn Pulse about industry trends, challenges, and solutions. Explore running webinars or live events, so you can invite industry leaders and spur relevant conversations.

If you’re a financial advisor, for example, publish articles about investment strategies, market forecasts, and personal finance tips. Host a monthly webinar where you answer common financial questions and provide insights into market trends.

Engage with Your Audience

Another strong goal with doing LinkedIn marketing is to build strong relationships with your connections and followers. Remember that it’s all about building an engaged community before focusing on loyalty.

Respond promptly to comments and messages. One favorite thing I do is ask questions in my posts to further encourage interaction. You can also share user-generated content, such as testimonials or customer success stories, to show appreciation and build community.

For example, if you manage a health and wellness brand, you can post a poll asking your audience about their favorite workout routines or wellness tips. Make sure you’re also able to allocate time to answer their comments and share your own experiences to create a lively and engaging conversation.

Monitor and Analyze Performance

Like with any other business aiming to grow through social media, one of the goals you need to set up for your LinkedIn marketing is to track the success of your efforts and make data-driven decisions.

Use LinkedIn’s analytics tools to monitor your page’s performance. Track metrics like post engagement, follower growth, and lead generation. My recommendation is that you allocate regular reviews so you can better understand what’s working and what’s not, which posts have done great, and adjust your strategy accordingly.

Based on my experience, I let a new strategy and tactics run for about two weeks and see how posts have performed. If, for example, you notice that your posts about industry news get more engagement than promotional content. You can then focus on sharing more industry insights and less direct selling to keep your audience engaged and interested.


Whether you’re a LinkedIn first-timer or a seasoned social media pro, these five goals are your golden ticket to success. With them as your compass, you and your team can dive in with confidence, and watch your connections grow and your business flourish in just a matter of a few months.

Also read:

5 Instagram Marketing Goals to Set for Your Business

5 Pinterest Marketing Goals for Your Business

8 Business Goals for Social Media Marketing

Victoria Walling on InstagramVictoria Walling on Linkedin
Victoria Walling

Team Writer: Victoria is an award-winning international communications manager with over 13 years of experience in strategic campaigns, brand storytelling, and building stakeholder relationships across diverse industries and regions. She is known to challenge norms and capitalize on brand storytelling opportunities. She is an avid writer, a frustrated chef, and a passionate advocate for diversity and inclusion.

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Find Your Way · Goals · Grow Your Business · Marketing · Solopreneur

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