Our insights
LinkedIn marketing: B2B strategy & tips for your marketing
Mario Sinz
Chief Growth of Leadtree
Published on
LinkedIn marketing has become an indispensable discipline in online marketing, especially for companies in the B2B sector.
The platform offers you unique opportunities to increase brand awareness, generate valuable leads and address your target group directly.
What makes LinkedIn Marketing so special?
What is LinkedIn marketing actually?
LinkedIn Marketing includes all marketing activities that you carry out on the LinkedIn platform to achieve your defined marketing goals. This includes the creation and distribution of relevant content, the use of LinkedIn Ads and the use of Social selling techniques to increase range.
Why you can't avoid LinkedIn in B2B
In the B2B sector, there is now no way around LinkedIn marketing. But why is that? It's simple: LinkedIn offers you a professional environment where decision-makers and industry experts meet to network. You can demonstrate your expertise, engage in targeted networking and build long-term relationships in order to Generate leads and your Distribution support.
I like to describe LinkedIn as "the largest and most efficient trade fair in the world". It brings together all the relevant people with the aim of networking. "Only" digital, but with some clear advantages over "normal" trade fairs:
- Open 365 days a year
No or low stand fees - almost everyone takes part
- The participants can be reached at all times
- you have significantly more information that you can use (than just the company badge at trade fairs).
Those who do not take part in this "fair" simply fall behind. Professional support can always be provided by a specialised LinkedIn agency.
How big is your untapped LinkedIn potential?
Find out which opportunities you are currently missing in a free potential analysis:
Your company page as a digital figurehead
The company page on LinkedIn is your digital figurehead on LinkedIn. It is used to present your brand, provide relevant information and interact with your followers. A well-maintained company page contributes significantly to brand perception and increases your credibility. This is why LinkedIn is indispensable for companies when it comes to digital brand building and positioning in the B2B environment.
Why your employees' profiles are worth their weight in gold
Your employees' LinkedIn profiles are an important part of your LinkedIn marketing strategy. They act as corporate influencers and can increase the reach of your company messages. Active and well-designed profiles strengthen credibility and promote social selling.
How do you develop an effective LinkedIn marketing strategy?
These steps will lead you to success
A successful LinkedIn strategy begins with the definition of clear goals. You need to take various steps to achieve your goals:
- Identify your target group on LinkedIn
- Research relevant keywords
- Development of a content strategy
- Continuous monitoring with LinkedIn Analytics
How to define your target group correctly
Precisely defining your target audience is crucial for successful marketing on LinkedIn. You need to understand the demographics, interests and needs in order to create relevant content and select the right channels to reach them.
Keywords and hashtags: what will really work in 2026?
Keywords on LinkedIn
Keywords will remain a central element for visibility and findability in 2026. However, their use has changed:
- Profile optimisation: Place keywords specifically in the headline, summary and professional experience
- Content strategy: Relevant keywords in articles and posts improve reach and ranking
- SEO factor: Keywords are an important part of LinkedIn SEO in order to remain visible both in the network itself and on Google
Hashtags on LinkedIn
Hashtags are much less important in 2026 than they used to be:
- Algorithm changes: LinkedIn removed the hashtag follow function in 2024
- Best Practices: Maximum of three relevant, specific hashtags per post
- Niche hashtags: Industry-specific tags help to address specific target groups
Conclusion: Keywords will still be indispensable in 2026, while hashtags should only be used as a supplement.
Content marketing on LinkedIn: How to create content that really resonates
For successful content marketing, it is crucial to create content that offers real added value for your target group. This can be achieved through industry insights, case studies or practical tips. Your LinkedIn content should appeal to their interests and encourage interaction in order to increase your organic reach.
At Leadtree, we have perfected exactly these content marketing strategies. Our content service creates 8-16 strategic LinkedIn posts per month that not only generate reach, but attract real business leads. Combined with our ENGAGE package (reach building + 300 new contacts/month), for example, we create a solid foundation for sustainable LinkedIn marketing and are guaranteed to build visibility.
Do you want to systematically build reach and trust with LinkedIn?
Leadtree supports companies with LinkedIn strategies without a minimum contract term.
Why visual content is your game changer
Visually appealing content is playing an increasingly important role in LinkedIn marketing. Images, videos and infographics attract more attention and make complex information easier to understand. Visual elements increase the interaction rate and achieve greater reach.
Your employees as corporate influencers
Corporate influencers play an important role in your LinkedIn strategy. These employees are active on the platform and represent the values and expertise of your company. Through their personal profiles, they can increase reach, build trust and make valuable contacts.
LinkedIn Ads: When is the investment worthwhile?
Advantages and disadvantages of LinkedIn Ads
LinkedIn Ads allow you to address your target group in a targeted manner and increase your reach. One advantage is the precise targeting options, while higher costs are a disadvantage compared to other platforms. Careful planning and optimisation are crucial for success.
These types of LinkedIn Ads are available to you
LinkedIn offers various advertising formats for different marketing objectives in 2026:
Sponsored Content
- Single image ads for brand awareness and traffic
- Video ads for storytelling and product demos
- Carousel ads for more complex messages
- Document ads for sharing white papers and case studies
Sponsored Messaging
- Message ads with personalised direct messages
- Conversation ads with interactive response options
Text Ads
appear in the sidebar and are budget-friendly for simple messages.
Dynamic Ads
use personalisation for traffic and retargeting.
These formats can be flexibly combined - from brand awareness and lead generation to event promotion.
How to increase your visibility through targeted networking
How to identify potential leads
One important aspect is the identification of potential customers.
By using LinkedIn search filters and analysing industry groups, you can find relevant profiles that may be interested in your products or services. You can then approach these contacts in a targeted manner.
Targeted networking with the right people
Targeted networking with relevant people is crucial to increasing your presence on LinkedIn. Network with industry experts, potential customers and opinion leaders. In particular, actively approaching relevant people and participating in discussions will increase your visibility in your niche.
How to maintain your network effectively
Maintaining your LinkedIn network is essential for successful marketing. Regularly interacting with contacts, sharing content and participating in discussions will increase your visibility and, if you do it right, the trust of your target group. If you nurture your relationships, you will be rewarded sooner or later.
At Leadtree, we make systematic networking scalable for you: We segment your target group, expand your LinkedIn network by 300+ highly relevant contacts per month and increase your visibility through strategic interactions. This allows you to continuously build a valuable community of relevant decision-makers.
Do you want to strategically expand your LinkedIn network?
Leadtree supports companies in expanding their reach - without a minimum contract term.
Generate leads through social selling
These strategies will lead you to successful lead generation
To successfully generate leads via LinkedIn and social selling, you need a clear strategy. Define your target group precisely and think about what interests your target group. Based on this, create content that offers real added value. By actively interacting with contacts and participating in industry discussions, you will arouse the interest of potential customers.
How to successfully implement social selling
Social selling on LinkedIn primarily involves the targeted development of relationships with potential customers, the provision of expertise and added value and ultimately the discussion and agreement of a sales appointment. Corporate influencers play a key role in this by actively participating in conversations and sharing relevant content.
However, the crux of the matter here usually lies in the direct approach, dialogue and follow-up with relevant people. Those who manage to combine the visibility and trust they have built up with a targeted approach will also achieve sales success.
Performance measurement and strategy adjustment
Measuring success is an essential part of any LinkedIn marketing strategy. You can use LinkedIn Analytics to monitor the performance of your content and ads. Based on these findings, you should continuously adapt and optimise your strategy.
At Leadtree, we take on precisely these complex and time-consuming tasks for you: from granular target group segmentation to psychologically optimised messages, follow-ups and appointment booking. Our social selling service works for you in the background while you can concentrate on your core business and the sales meetings we arrange.
Do you want to test social selling with minimal risk?
We guarantee you monthly appointments - with no minimum contract term or set-up fees.
Tips for successful LinkedIn marketing
Best practices for your LinkedIn content
For successful marketing, it is important to create high-quality content that is tailored to the interests of your target group. Visually appealing content such as images and videos can increase attention and boost the interaction rate.
How to achieve more reach for your content
To increase your reach, you should actively interact with your network and utilise relevant industry groups. Sharing your content on other platforms and using LinkedIn Ads can generate additional attention.
When is the best time to post?
The optimal posting time varies depending on the target group. However, our experience shows that Tuesday to Thursday between 8-10am and 5-6pm achieve the best reach. Test different times and analyse the performance.
You should definitely avoid these mistakes
Probably the most common mistake is not defining your target audience precisely. If you have not clearly defined who you are targeting, you will not be able to make your content strategy or your messages relevant.
Other errors that we frequently observe:
- exclusively advertising content without added value
- Lack of interaction with the network
- inconsistent posting frequency
- Lack of authenticity in communication
These mistakes can not only prevent your success, but can also do more harm than good.
Do you want to avoid costly mistakes and systematically acquire new customers?
Leadtree supports you with LinkedIn strategies without a minimum contract term.
Frequently asked questions about LinkedIn marketing
What does LinkedIn marketing cost?
Organic LinkedIn marketing is basically free, but requires an enormous amount of time and effort. The costs then vary greatly depending on the strategy. LinkedIn Ads start at €10 per day, with the cost per click typically ranging from €2.50-8.00. LinkedIn Premium accounts cost €15-45, and with the Sales Navigator you are looking at €80-129 per month. For professional support from an agency, the costs can quickly run towards €1,000-5,000. At Leadtree, we can take care of your LinkedIn marketing for as little as €495.
Is LinkedIn really a marketing platform?
Yes, LinkedIn is definitely a marketing platform, especially for B2B marketing. The platform offers you extensive advertising tools, analytics functions and targeting options. LinkedIn deliberately positions itself as a professional network with special LinkedIn Marketing Solutions.
How do I successfully market myself on LinkedIn?
For successful personal branding, you should fill out your profile completely and keyword-optimised, regularly share valuable content, actively interact with your network and demonstrate your expertise through specialist articles. Authenticity and consistency are key.
What is the 3-2-1 rule on LinkedIn?
The 3-2-1 rule is a tried and tested content strategy: Share 3 pieces of external content (curated content), 2 pieces of your own content (original posts) and 1 personal insight per week. This rule creates a balanced mix without being too self-promotional.
What does the LinkedIn algorithm penalise?
The LinkedIn algorithm penalises several types of behaviour: spam-like content, excessive self-promotion, irrelevant posts, bought likes or followers, posting too often and clickbait content. Instead, it rewards authentic, valuable content and genuine interactions.
Do you want to approach LinkedIn marketing professionally and systematically?
Leadtree helps companies to acquire new customers in a predictable way via LinkedIn.