LinkedIn Best Practices: 12 Proven Tactics for Social Media Pros

What if your brand’s LinkedIn presence could captivate audiences and drive meaningful connections?

By mastering best practices for LinkedIn posts, you can transform your page into a dynamic space that drives engagement and builds influence.

From crafting a winning LinkedIn marketing strategy to enhancing your overall social media marketing efforts, we’re diving into the tactics that will position your brand at the forefront on LinkedIn.

Ready to elevate your social media strategy? Let’s make LinkedIn business pages work for you.

Table of contents
LinkedIn page best practices
LinkedIn content best practices
LinkedIn ads best practices

LinkedIn page best practices

If you’re looking to boost your LinkedIn page, well, you’re in luck because we’ve curated the top practices you need to follow as a business page on LinkedIn.

Follow the best practices presented below and elevate your brand's presence.

Complete your page's sections

Completing all available sections of your page is one of the social media best practices that businesses on LinkedIn should prioritize.

This includes filling out key details like your organization's profile and cover images, industry, organization size, type, website, and tagline.

As demonstrated in the image provided, LinkedIn offers several fields to create a comprehensive and professional presence on the platform.

Ensuring that these sections are fully completed not only improves your page's credibility but also enhances your visibility in LinkedIn searches, which can attract more followers and potential business opportunities.

A well-rounded LinkedIn page, complete with high-quality images and detailed information, is essential for showcasing your brand's identity and establishing trust with your audience.

Here's what you need to focus on:

• Name: Enter your organization's name. This will be the official name that appears on your LinkedIn page.

• LinkedIn URL: Customize your LinkedIn address by adding a unique URL for your company (e.g., linkedin.com/company/yourcompanyname).

• Website: Provide the link to your organization's website, starting with http://, https://, or www.

• Industry: Select the industry that best describes your organization from the drop-down menu.

• Organization size: Indicate the number of employees in your organization by selecting the appropriate range.

• Organization type: Choose the type of organization (e.g., Public Company, Nonprofit, Educational Institution, etc.).

• Logo: Upload a high-quality logo for your organization. The recommended size is 300x300 pixels, and it should be in JPG, JPEG, or PNG format.

• Tagline: Write a brief tagline (up to 120 characters) that succinctly describes what your organization does. This will appear on your page and can be edited later.

Maintain a consistent content calendar

Every social media strategist knows that creating a content calendar and posting consistently on LinkedIn is essential for building a strong and reliable presence on the platform.

A content calendar helps you plan your posts strategically, ensuring a steady flow of content that aligns with your goals and resonates with your audience, rather than random or infrequent updates that might go unnoticed.

Being active and consistent signals to the LinkedIn algorithm that you are an engaged user, which can increase the visibility of your posts. This regular activity also builds credibility and trust with your audience, as they come to expect and rely on your social media insights and contributions.

Use LinkedIn SEO to increase discoverability

LinkedIn pages are designed to be SEO-friendly, meaning they are easily indexed by search engines.

Properly using LinkedIn SEO strategies, such as personalizing your URL and using ALT text for images, gives you a competitive edge by ensuring that your profile or page is more likely to appear in searches related to your field.

Remember that using LinkedIn SEO directly impacts how easily you can be found by others, both within the platform and through external search engines.

Google, for example, displays up to 156 characters of your LinkedIn page description in its search results, so leading with powerful, keyword-rich content ensures that your profile stands out even outside of LinkedIn.

This increased visibility means that more people, including potential clients, employers, or partners, can discover your profile, leading to greater brand awareness. Therefore, LinkedIn search optimization is a LinkedIn best practice that should not be overlooked.

LinkedIn content best practices

Understanding how to create content for social media, particularly LinkedIn, is essential to building a brand identity that stands out in a crowded digital landscape.

By focusing on the LinkedIn post best practices presented below, you can craft content that resonates with your audience, foster social media engagement, and ultimately strengthens your professional presence.

Leverage multi-image posts

The growing popularity and success of multi-image posts make them an essential tool for anyone looking to increase the likelihood of social media interactions.

These post formats are currently outperforming others because they provide a more interactive and visually appealing experience for users.

As shown in our research, multi-image posts achieve an outstanding 6.10% engagement rate by impressions in 2024.

This rate is significantly higher than any other content format on LinkedIn, making it clear that users are more likely to engage with these posts.

As audiences increasingly seek dynamic and visually engaging experiences, leveraging this type of content for LinkedIn can help your posts stand out in a crowded feed, ultimately leading to stronger connections and better social media ROI.

Use storytelling and create action-oriented content

People on LinkedIn aren’t just looking for cold, hard facts—they crave genuine connections, too.

Thus, storytelling and action-oriented content ​​are some of the best types of social media content you can leverage.

Storytelling allows companies on LinkedIn to humanize their brand, giving followers a peek behind the scenes that makes them feel like they’re part of the journey.

When you share stories about your brand, your team, your experiences, and the challenges you’ve overcome, it creates a narrative that people can relate to and feel invested in.

These stories build trust and foster a sense of community, making your audience more likely to engage and advocate for your brand.

To craft compelling stories:

• Start with a hook

In the fast-paced world of LinkedIn, where users scroll quickly, your opening line needs to stand out.

Whether it’s a surprising fact, an emotional statement, or a provocative question, the hook draws people in and makes them want to know more.

• Add value

Once you have their attention, provide value. This means clearly stating why your post matters to your audience.

It could be insights from your team’s recent project, lessons learned from a mistake, or advice that others can apply in their own work.

• End with a strong CTA

A story should lead to something actionable. A call-to-action at the end of your post nudges your audience to take the next step—whether it’s sharing their thoughts, checking out your latest product, or signing up for a webinar.

This action-oriented approach ensures your content isn’t just consumed passively but drives real engagement and interaction.

One effective method to leverage both storytelling and action-oriented content is to show a before-and-after scenario.

This could be a transformation your company has undergone, a process that has improved, or a customer success story.

By illustrating the change, you provide a concrete example of the impact your business can make, making it easier for your audience to visualize similar results for themselves.

It's time to rethink the role of your LinkedIn Company Page. [...] I'm introducing the concept of Page Advocacy—where your Company Page becomes an active participant.

Your Company Page should be the ultimate cheerleader for your team. Page Admins need to develop strategies that engage with employee posts, craft content that celebrates business milestones, and join relevant industry conversation. - Michelle Raymond, LinkedIn Coach for B2B team

Use LinkedIn polls for audience research

If you still don’t know what to post on LinkedIn, you’ll be happy to hear that LinkedIn polls are considered a best practice for audience research because they offer a simple and direct way to engage your audience while gathering valuable insights.

Polls allow you to pose questions and get immediate feedback, which can inform your content strategy, product development, or marketing campaigns.

While multiple-image posts score the highest in terms of engagement, polls still represent a valuable tool for interaction.

The overall 44% year-on-year increase in LinkedIn engagement rates suggests that all content types, including polls, have become more effective at engaging audiences, making them a key part of a well-rounded LinkedIn strategy.

Engage your LinkedIn audience by asking insightful questions and creating interactive polls that not only address the challenges you face but also resonate with your underlying core values. Show that your brand stands alongside them by aligning your content with what truly matters to them.
— Michaela Alexis, LinkedIn Learning Trainer & Coach

Share industry insights

One of the best practices for posting on LinkedIn as a brand is sharing industry insights. This way, you're positioning yourself as a leader who’s in the know, which establishes your authority but also builds trust.

People are more likely to engage with and follow a brand that consistently shows it has its finger on the pulse of the industry.

Pretty Little Marketer's post is a great example because it shares timely industry insights in an engaging, update-driven format. This approach builds authority, fosters trust, and keeps the audience coming back for the latest info.

Now, making it personal—LinkedIn is full of posts that feel like they were written by a faceless entity.

But when you inject a bit of personality and your own perspective, you’re reminding your audience that there are real people behind the brand.

So, when you share insights and then layer on your own take—your unique viewpoint—you’re fostering a deeper connection with your audience.

Facts and stats are important, sure, but your opinion is what differentiates your brand from the next.

It’s what makes your content not just another piece of information, but something that sparks thought, discussion, or even action.

In a nutshell, sharing insights makes you credible, adding your personal spin makes you relatable, and offering your opinion makes you memorable.

Keep it real. Forget about making everything look perfect and focus on being authentic. Share your genuine insights and true experiences—people appreciate realness way more than a polished image.

When you show your true self, you build trust and attract the right connections. So, let your unique voice come through in your posts and watch how it helps you build meaningful relationships and grow your network. — Mary Brandt, Speaker & Corporate Trainer

Highlight your brand’s human side

When it comes to B2B vs B2C marketing, one thing remains constant: putting a human face to your LinkedIn business page is one of the smartest moves you can make.

People connect with people, not companies. Thus, when your LinkedIn page showcases the real people behind the scenes, it instantly becomes more relatable and trustworthy.

Whether it's through candid photos or behind-the-scenes videos, showing who’s actually working on your products or services makes your brand feel more authentic and approachable.

The chart above shows that videos, in particular, are a powerful tool on LinkedIn, generating the highest number of shares, especially as your audience grows.

This is because videos can capture emotions, stories, and real-life moments that resonate far more than just text or static images.

So, if you want to build stronger connections and boost your engagement rate, focus on using video content that highlights the genuine human side of your brand.

It’s a surefire way to make your LinkedIn company page stand out and feel more like a community that people want to be a part of.

I believe including video content is the best way to create content for Company Pages. Short form video content that showcases your product or services alongside ‘talking head’ videos work well and LinkedIn is actively encouraging video content. - Louise Brogan, B2B Video & Content Marketer

Track your analytics and make data-based decisions

Tracking your analytics is one of the top LinkedIn management tips I can give you, because it allows you to gain competitive insights and optimize your strategy based on concrete data rather than assumptions.

By regularly monitoring your LinkedIn metrics and conducting social media analysis, you can identify patterns in user behavior, understand which content resonates most with your audience, and determine the best times to post.

Optimizing elements like caption length and the timing of your posts can be the difference between content that merely exists and content that truly appeals to your audience.

The chart above shows that shorter captions—those under 19 words—paired with multiple images can significantly boost engagement on LinkedIn.

When you optimize your captions to be concise and impactful, you’re making your message more memorable.

Additionally, the timing of your posts is another crucial element that can dramatically influence engagement. By aligning your posting schedule with peak times, you’re maximizing the potential impact of every post.

Tip: To ensure continued success, it's essential to create regular social media reports. These reports offer a comprehensive overview of your performance, tracking progress over time, and identifying successful strategies.

LinkedIn ads best practices

While organic efforts can take you far, sometimes they’re not enough to achieve your full potential. That’s where LinkedIn ads come in.

In this section, we'll explore some of the LinkedIn ads best practices to help you enhance your campaigns, reach your ideal audience, and meet your marketing goals.

Establish your target audience

Establishing your target audience on LinkedIn is crucial, particularly when you focus on targeting key decision-makers within organizations.

LinkedIn’s ad platform allows you to precisely target individuals based on their job titles, company size, or specific skills, enabling you to reach those who have the authority to make purchasing decisions.

By directing your ads towards specific roles such as Social Media Manager or Sales Rep, you ensure that your message reaches the people who have the power to influence or authorize the acquisition of your products or services.

This strategic approach not only increases the relevance of your ads but also enhances the likelihood of conversion, as you’re engaging directly with the individuals who can drive action within their companies.

Tip: define detailed social media personas that will help you better understand your audience's needs and pain points!

Create engaging ads

Crafting effective ads is one of the most significant social media marketing challenges.

One essential practice in achieving this is consistently testing different creatives and refining your approach based on what resonates most with your audience.

A/B testing plays a pivotal role in this process, being one of the best practices for LinkedIn advertising that marketers should not overlook.

By comparing various elements—such as images, headlines, and calls to action—you can identify which versions of your LinkedIn promoted posts are most effective.

However, keep in mind that, unlike other platforms, LinkedIn’s audience consists of professionals and decision-makers who engage with content differently.

What works in an ad on LinkedIn might differ from what works on other social media platforms.

Therefore, by regularly experimenting with different creatives and analyzing the results, you can ensure that your promoted posts drive the results you need, making your LinkedIn marketing strategy more effective over time.

Run personalized ads

Dynamic ads are personalized ads tailored to each member based on their own LinkedIn profile data, such as profile photo, company name, or job title.

Leveraging LinkedIn's dynamic ads feature for personalized advertising is a powerful way to reinforce your brand’s human element and deepen connections with your target audience.

By tailoring ads to reflect each viewer's professional identity you create a more relevant and engaging experience. This approach not only cuts through the noise of generic ads but also builds trust by making your brand feel more personal and attuned to individual needs.

To maximize effectiveness, focus on clear, compelling messages and continuously optimize based on performance data, ensuring that your ads resonate and drive meaningful interactions.

Conclusion

By fully optimizing every corner of your LinkedIn page, maintaining a content calendar that keeps your audience hooked, and mastering the art of storytelling, you can transform your presence from a digital afterthought to a powerhouse of engagement.

And don’t just show up—stand out by using SEO to boost discoverability, crafting ads that speak directly to your target audience, and making data-driven decisions that fine-tune your approach.

With these tactics, your LinkedIn company page will thrive.

FAQs about Linkedin best practices

What are the main differences between best practices on LinkedIn for company pages and personal profiles?

Company pages focus on brand representation, content marketing, and recruitment, using formal, consistent updates to engage a broader audience. In contrast, personal profiles emphasize individual professional identity, networking, and personal branding, with more flexible, personalized content aimed at building direct connections. While company pages rely on corporate voice and analytics to drive brand growth, personal profiles foster relationships through informal communication and personalized engagement, reflecting the individual's unique expertise and career goals.