Content
LinkedIn: How To Maintain And Promote Business Profiles
April 23, 2025
15 mins
Let's be honest, LinkedIn is not a magic button for sales. There are spam emails and bots here, too. But despite this, LinkedIn remains the best platform for business networking and B2B marketing. If you know how to market your business on LinkedIn, you can get not just likes on your posts, but real clients and partners. It's important to remember LinkedIn values professionals connecting and sharing valuable insights.
We will tell you how to promote your business on LinkedIn, how to maintain a profile so that the network recommends your posts organically, and when it is appropriate to use advertising for promotion. This guide will also cover how to get noticed on LinkedIn and use LinkedIn to grow your business.
LinkedIn is a professional social network where people establish business contacts, look for partners and clients. For example, while Facebook is made up of both your colleagues and random users who sometimes get to your profile on their own or through advertising (and do not bring any value to the development of the page), LinkedIn is dominated by professionals. These are employees, company founders and top managers, recruiters, and professionals who develop their personal brand. And this audience is really important for business. LinkedIn marketing is crucial for reaching this specific group.
You can use LinkedIn to attract new clients, increase visibility, develop your HR brand, and build a community of like-minded people.
But let's talk a bit about numbers. As of February 2025, there were 5.8 million users in Ukraine who could potentially be reached by advertising on Linkedin. For comparison, on Facebook and Instagram, this figure is closer to 13 million. For a network dominated by specialists of different levels and niches, the gap is small.
It is also interesting to look at the age of the audience. If you thought that LinkedIn was a social network for older people, it's time to be surprised, because just over 50% of all network users are millennials, followed by Gen Z. This demographic is often actively watching LinkedIn being positive at work and engaging with modern business strategies.
Therefore, if your business is focused on a progressive, solvent audience that invests in development and is looking for new opportunities, LinkedIn for business marketing is an important platform.
1. Expand Your Network of Contacts and Networking. LinkedIn remains the main platform for establishing professional connections. Personal profile owners can expand their base by adding new “friends” and business pages can increase the number of subscribers. This is one of the primary ways to get your business noticed.
2. Increase Brand Visibility And Trust. The format of content on LinkedIn is different from other social networks, where everyone talks about the development of their projects, their own expertise, and shares working cases. On the other hand, it is an important platform for highlighting corporate culture, which affects the company's market ranking and the desire to work for it.
3. Precise Targeting. LinkedIn allows you to customize your ads by job title, industry, company, and education. You can also collect contact information of potential customers through ads and use quite extensive and detailed analytics to analyze the effectiveness of the page. Understanding how to use LinkedIn for business marketing is key here.
A LinkedIn business profile has fewer options for personalization than a personal profile. When filling out a LinkedIn business profile, the most important elements are those that clearly and professionally represent your company, attract your target audience, and contribute to your business goals. Here are the key aspects:
This is the first thing a person who visits your page will see. A short card with the business name, slogan (up to 120 characters), location, and number of employees. You add all this information in the settings. This is your chance to promote your company effectively.
Make sure that the page has an up-to-date company logo in high quality, and don't forget to choose a cover (banner). This is another way to tell about the company - add a short slogan, like we do at Promodo, create a collage with colleagues, add a photo from the office, or duplicate business services on the picture. The main thing is to use corporate colors and not to overload the image. Getting noticed on LinkedIn starts with a strong visual presence.
Image sizes for LinkedIn: logo - 300 x 300 pixels, banner - 1128 x 191 pixels.
Another important element is the CTA button. In the settings, you can choose the type of button, for example: "Contact Us, Learn More, Visit Website. Depending on the selected CTA, you add the corresponding link. This is a crucial LinkedIn marketing tip.
In this block, you can tell more about what your business does - services, expertise, achievements, awards, etc. You have 2000 characters. Use LinkedIn for business to showcase your expertise.
You will also need to add in some sections:
Specializations are your services that your company has expertise in and can provide to others. It's important to use generic names, because this section works as keywords that LinkedIn uses to understand what your business does and can recommend it in a search. This improves LinkedIn spotlight pages visibility.
LinkedIn has a unique opportunity to customize your profile description for different languages. But first, we recommend checking which language is the main one and changing it to Ukrainian or English. After all, until 2022, LinkedIn will automatically assign Ukrainian profiles to the Russian region and some pages still have it. This helps with marketing with LinkedIn to a broader audience.
You can customize three blocks in different languages: page title, slogan, and broad description.
The next thing a user sees on your page is posts. In the settings, you can select recommended posts - these are essentially pinned posts that you want to highlight. But it's important to review them from time to time so that you always have up-to-date information and achievements at the top of your page. Knowing what to post on LinkedIn to get noticed is crucial here.
After the recommended ones, there is a block with all the posts, through which the user can switch to the feed and scroll down.
If your personal page can grow through active networking (the base of contacts you add as friends) , then your business account will have to be promoted primarily through quality content and interaction with the audience. Therefore:
On LinkedIn, you can create plain text posts, add images, videos (except for one video per post), and polls. But there are also unique post formats, such as the ability to publish an article or a carousel post in a pdf file.
The idea behind a pdf carousel is that it makes it easier to share useful information, and if your followers find something interesting in an infographic or study, they can keep the file for themselves. And it's a format that LinkedIn loves and promotes organically. This is a strong LinkedIn marketing strategy.
Another such format is video. In 2024, support for vertical videos was introduced, LinkedIn updated its feed interface for easier viewing, and videos began to appear in search results. This is not surprising - all social networks are now actively promoting the video format, but all these updates need to be monitored and used to get on the wave of organic promotion. Marketing on LinkedIn requires staying updated.
LinkedIn's algorithms increasingly value content that generates discussion and interaction. This means that comments, reactions, and active participation in discussions carry more weight than just views. And you need to keep this thought in mind when creating a new post. This is how you promote business on LinkedIn effectively.
Add polls, use storytelling, recommend services, apps, and provide examples from your field that will definitely attract the attention of your target audience.
LinkedIn works on the principle of reciprocity: the more you interact with others, the more the platform recommends you and interacts with you. Business pages cannot follow other users by adding them as “friends,” but you can interact with these people through comments on their posts, reposts, and likes.
Also, don't forget about your colleagues - support them and be sure to communicate with them if they like your business page or post about an important achievement.
You have 250 invitations every month, but they can be renewed: if a person accepts the invitation, it goes back to the limit. You shouldn't send invitations to all your contacts in a row - it's better to focus on people who work in your field or can be potential partners. The advantage of this strategy is that you can add as friends at once those people you want to invite to subscribe to your business page.
In general, LinkedIn PPC advertising is similar to the familiar Facebook, except for the difference in the audience we target and several unique formats. LinkedIn allows you to narrow down your audience by professional parameters: job title, industry, work experience, skills, and even the companies people work for.
But there is a nuance: CPC is much higher here than on Facebook or Google Ads. At the same time, the CR is also higher, because on LinkedIn you get a more relevant audience from your ads.
Advertising formats range from the usual sponsored posts in the feed to personalized InMail messages that are sent directly to users' inboxes.
According to the Meta principle, you have the opportunity to promote a post directly through LinkedIn and create a full-fledged advertising campaign in LinkedIn Ads. However, the functionality and the result of advertising will differ significantly.
Here are the key differences:
1. Post promotion:
2. Create an advertising campaign
You can also search for and view competitors' ads using the Ad Library. In the search, enter a specific company name or keywords.
First, we select the language and country. On LinkedIn, you can choose the default language of the people you want to target. In 2025, Ukrainian was added to the list, but we recommend that you research your target audience before choosing it.
It is possible that their profile language is English. Depending on the audience settings, LinkedIn will show you the potential advertising reach and cost per click. For example, CPC for Ukrainian-language profiles will be higher than for English-language profiles.
To customize an audience, you can choose:
In the Audiences section, you have several options to retarget, create a Lookalike audience, or upload lists of email addresses, first and last names, or device type if you have this data. You can download the list at:
Predictive - Predictive Audiences is a new LinkedIn tool that selects audiences based on your campaign analysis and shows them to those most likely to complete a targeted action (sign up, request, click, etc.).
What should you do if you're running ads on LinkedIn for the first time?
It's important not to make your audience too narrow. LinkedIn recommends that the potential segment to be reached should be at least 50,000 people for Sponsored Content and at least 15,000 for InMail ads.
To expand your audience, you can turn on the Audience Expansion feature, which will show ads to people with similar characteristics.
Lack knowledge on Paid Advertising? We've got a library of useful info for you:
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Single Image Ads. They are displayed in users' news feeds and contain a single image with text. The recommended image size is 1200 x 628 pixels.
Video Ads. In 2024, video content became one of the most effective formats for engaging audiences on LinkedIn, with 40% more interactions than other types of content. If you are planning to run video ads, we recommend using videos with a duration of 15-30 seconds.
Carousel Ads. The same as the first format - combines text and images, but with the ability to add up to 10 images. The recommended image size is 1080 x 1080 pixels.
Message Ads. Ads that come in private messages on LinkedIn. Compared to other formats, the effectiveness of this ad is lower - it costs more, but is perceived as intrusive advertising in personal messages.
Text, Spotlight, and Document formats are more suitable for attracting attention, but do not provide a large reach. If your goal is to convert, it's better to choose the classic text + image or video formats.
Placements on LinkedIn include news feed, personal messages, and side banners, depending on the ad format you choose. But you can also choose LinkedIn Audience Network, which additionally includes external resources that are part of LinkedIn's advertising network. It is similar to Google Display Network or Facebook Audience Network.
Budget and schedule your ads
LinkedIn offers three options:
The minimum budget for running ads is $10 per day. We recommend working with daily budgets to begin with, as this will allow you to control costs and quickly adjust them. In the Bidding section, select Maximum Delivery to understand how the system works.
For the test, the optimal duration of ad serving is 3 weeks, so that the system has time to learn.
We also recommend using LinkedIn Insight Tag for tracking in LinkedIn Ads. This is a code that is added to the site and allows you to track conversions, analyze user actions, and create audiences for remarketing. You can set up events through the website code, Google Tag Manager, or directly in your LinkedIn Ads account.
The key is not just to be present on LinkedIn, but to use it as another marketing channel for interaction and increasing your business's reputation. To do this, start with content and gradually add advertising by testing different formats.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
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