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Create a LinkedIn post: Using LinkedIn in online marketing

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Maurice – December 11, 2023 – 10 min read

Are you wondering how you can make the most of LinkedIn for your business? In today’s digital world, LinkedIn is far more than just a social platform: it is a central hub for B2B marketing and professional networking. With over 17 million users in the DACH region, it opens up countless opportunities to make global contacts and present your brand.

In this guide, we dive into the world of LinkedIn. We’ll find out whether the platform is suitable for your business, show you how to effectively create a LinkedIn post that reaches your target audience and give you valuable tips for content creation. Join us on this journey of discovery and learn how you can use LinkedIn as a powerful tool in your online marketing.

What is LinkedIn?

Definition LinkedIN

LinkedIn is a global social network specializing in professional networking, career development and business exchange. For companies, it offers an incomparable platform for presenting themselves, gaining industry insights and recruiting qualified talent. It also serves as an effective tool for B2B marketing and networking, allowing companies to expand their reach and establish significant business relationships.

Here are a few more facts and figures about LinkedIn:

  • Reach: LinkedIn has over 830 million members, including more than 17 million users in Germany, Austria and Switzerland
  • Decision-makers: Access to around 61 million users who act as decision-makers in their companies.
  • B2B marketing: Over 57% of companies use LinkedIn for marketing purposes, which underlines its importance in the B2B segment.
  • Business relationships: Ideal for building and maintaining business connections, which is beneficial for companies of all sizes.

But what makes LinkedIn special?

What makes LinkedIn so special?

In a world where digital presence matters, LinkedIn stands out in the B2B space. Let’s take a look at what exactly makes this platform so unique and attractive:

  • A global network for professionals
    • Extensive networking: LinkedIn is not just a platform; it is a global network that brings together experts, thinkers and doers from a wide range of industries.
    • Career development: where talent meets opportunity. LinkedIn is the place where career paths are forged and dream jobs are found.
  • Business insights and trends
    • Industry insights: LinkedIn serves as a vibrant source for industry trends and market insights. Users gain access to valuable information that is difficult to find elsewhere.
    • Innovative content: From thought leadership to groundbreaking ideas, LinkedIn is the stage where innovative content shines.
  • A hub for companies and individuals
    • For companies: LinkedIn enables companies to present themselves effectively, recruit talent and strengthen their brand.
    • For individuals: For individuals, it offers the opportunity to position themselves as a brand, share expertise and grow professionally.

These special features offer opportunities for companies, especially in the field of online marketing. Here are some key points that make LinkedIn attractive for online marketers:

  • Unique target group approach
    • Professional audience: The user base consists mainly of professionals and decision-makers, which enables precisely targeted marketing campaigns.
    • B2B focus: Ideal for B2B marketing as it provides direct access to industry experts, potential customers and business partners.
  • Data-driven marketing strategies
    • Comprehensive analytics: LinkedIn offers detailed insights into the behavior and preferences of target groups, which is essential for data-driven marketing strategies.
    • Personalized advertising: Enables the creation of customized advertising campaigns based on job title, industry, company size and other demographic characteristics.
  • Content distribution and branding
    • Content marketing platform: Perfect for distributing high-quality, industry-specific content that promotes brand presence and thought leadership.
    • Diverse content formats: Supports a variety of formats such as articles, videos and SlideShares to achieve diverse marketing goals.

These features speak for themselves and for the use of the social media platform in online and content marketing. But who exactly are these special features suitable for and who should definitely use LinkedIn?

Who should use LinkedIn?

In view of the special features outlined above, LinkedIn has established itself as a key platform in the B2B segment in the dynamic field of online and content marketing.

Picture LinkedIN

We will now introduce you to groups that can particularly benefit from LinkedIn:

  • Startups and entrepreneurs in the B2B sector: To build brand awareness and network with potential investors or partners.
  • B2B sales and marketing teams: To generate leads and maintain customer relationships.
  • Content marketer: For the distribution of high-quality, target group-specific content.
  • Digital strategists: Ideal for professionals who develop and implement digital marketing strategies.
  • SEO experts: To increase online visibility and traffic through professional networks.
  • Social Media Manager: Perfect for integration into a comprehensive social media strategy.

In short, LinkedIn is a powerful tool for anyone operating in the business-to-business space who is focused on online and content marketing and wants to strengthen their presence, reach and influence. It is a platform that not only creates connections, but also generates real business value.

Is LinkedIn the right tool for your online and content marketing?

This questionnaire is designed to help you determine whether LinkedIn is the right platform for your online marketing and content strategies. Answer the following questions honestly to get a clear picture of how LinkedIn can help you.

  1. Do you work in the B2B sector?
  2. Is it important for you to network with experts and decision-makers?
  3. Would you like to present your brand or service to a professional target group?
  4. Are you looking for a platform to share high-quality content?
  5. Is it important for you to increase your visibility and reach on the Internet?
  6. Are you planning to become an authority or thought leader in your field?
  7. Are you interested in gaining data-driven insights into your target group?
  8. Would you like to build a network based on professional and business relationships?
  9. Is lead generation an important part of your marketing strategy?
  10. Are you ready to create and share content regularly and consistently?


  • Most answers are “yes”: LinkedIn is most likely an excellent platform for your online marketing and content strategies. It offers you the tools and the target group you need to achieve your goals.
  • The answers are mixed: LinkedIn could be useful in some aspects, but it’s important to consider your specific needs and goals before investing.
  • Most answers are “no”: LinkedIn may not be the ideal platform for your specific marketing needs, or it could be that other platforms are a better fit for your goals.

If you have a clear “yes” majority, you should now stay tuned, as you will receive practical information and tips below.

Why you should create your own LinkedIn post in the first place

If you are still unsure whether you want to use LinkedIn for your content marketing, we would like to show you why. So why should you create your own posts on LinkedIn?

  • Increase your visibility: Your own posts on LinkedIn increase your online presence and make you more visible to potential customers, business partners or employers.
  • Position yourself as an industry expert: By sharing high-quality and informative content, you can establish yourself as an authority in your field.
  • Expand your network: LinkedIn posts offer the opportunity to connect with like-minded people and expand your professional network. LinkedIn users have an average of 930 connections. Every post you share has the potential to reach far beyond your immediate network.
  • Direct target group approach: By publishing target group-specific content, you can reach exactly the people who are relevant to your business.
  • Lead generation and business growth: Regular and engaging posts can generate new business opportunities and leads. LinkedIn is 277% more effective at lead generation than Facebook and Twitter.
  • Feedback and market insights: Through interactions with your contributions, you receive valuable feedback and insights into market trends and customer needs.

Overall, LinkedIn posts give you the ideal stage to get your message out to a targeted and engaged community. Posting allows you to both increase your company’s visibility and share relevant content, which in turn leads to stronger brand loyalty and potential business success.

If you want to post something on LinkedIn, you should keep certain things in mind.

What is a LinkedIn post?

A LinkedIn post is a form of content update that is shared on the professional networking platform LinkedIn. It can take various forms, such as text, images, videos or a combination of these. LinkedIn posts allow users and companies to share their thoughts, industry insights, company news or professional experiences with their network and beyond.

Definition LinkedIn Blogpost

They serve as a means of interaction, network expansion, brand building and positioning as an industry expert. A LinkedIn post has a maximum character limit of 3,000 characters and can be shared publicly or with a specific target group.

LinkedIn post: Tips for creating an effective LinkedIn post

In order for a LinkedIn post to be successful, there are certain things to consider. These include the following factors in particular:


When writing a LinkedIn post, you should pay particular attention to the content. You should think carefully about what message the content should convey and which target group you want to address. You should write the text accordingly. The following tricks can also help:

  • Title: An apt title should captivate and arouse curiosity.
  • Emojis: They make content appear friendlier and give the text “life”.
  • Visual content: Images, documents and videos can additionally attract the reader’s attention.
  • Loosen up: Divide the text into different sections and stick to a clear structure when writing.
  • Hashtags: Hashtags can be used to reach the desired reader as quickly as possible.
  • Surveys: You can use a survey to obtain the opinion of readers and, for example, generate more traffic.
  • Call-to-action: A call to action at the end of the post ensures more interactions. A CTA can invite readers to subscribe to a newsletter or encourage them to follow a link.

Target group

LinkedIn is all about quality over quantity. This means that instead of reaching as many people as possible, the aim should be to reach as many suitable people as possible with postings. The entire marketing strategy for LinkedIn postings should be structured accordingly.


The language of the post should also be adapted to the desired targeting group if possible. This is the only way to make social media marketing successful. Depending on the field and specialty, the language and writing style used when publishing on LinkedIn can therefore be completely different.


You can be creative with the format. It is best to try out different formats with content such as images, links, job ads and videos and then check which content formats are best received.


What many people don’t know: Posts with images achieve twice as much engagement with LinkedIn readers as simple text posts. The use of photos is therefore recommended in any case. However, not every image size is suitable for the platform. Therefore, according to LinkedIn, you should use images with a size of 1200 x 627 pixels. You should always use images that are related to your company or activity. This creates authenticity and closeness. Readers also want short texts. That’s why you should keep the reading time short when writing.


Basically, you should always post when your target group is active. So choose a time when a reader has time to study a blog post or register for an event. Otherwise, there is no general formula for when it is particularly advisable to publish on business networks.

Frequency / regularity

Posting regularly on LinkedIn is always recommended. However, you decide how often that is. For smaller companies and the self-employed, it is usually enough to post LinkedIn posts once a week.


In order for posts on LinkedIn to achieve a high reach and, above all, reach the right readers, hashtags need to be used. You should always use between 5 and 10 hashtags per post, no more.

Video format

In principle, you can post two different types of videos on LinkedIn:

  • Native videos
  • and LinkedIn Video Ads.

Native videos are recordings that you can share on a personal LinkedIn page. The following file formats are permitted: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, MP4, VP8, VP9, WMV2 and WMV3. LinkedIn Video Ads, on the other hand, are sponsored videos that can be published via a company page. The permitted video format for this is MP4.

By implementing these tips and strategies, you can ensure that your LinkedIn posts are not only seen but also appreciated, making them a valuable part of your online marketing and content strategy. With the right approach, LinkedIn becomes a powerful tool to help you successfully position your brand in the digital world.

How is a LinkedIn post created?

  1. Log in to LinkedIn: Log in with your account.
  2. Go to the home page: Go to the LinkedIn home page.
  3. Find the post area: At the top of the homepage you will find the field to create a post.
  4. Add content: Write your text in the field. Make sure that your post is clear, concise and tailored to your target group. Use an appealing headline.
  5. Add multimedia content: Add images, videos or documents to make your post more visually appealing.
  6. Use hashtags: Add relevant hashtags to increase the visibility of your post.
  7. Insert a call to action: Think about whether you want to include a call to action (e.g. for feedback, a link click or a registration) at the end of your post.
  8. Select target group: Decide whether your post should be visible to all LinkedIn users or only to your network.
  9. Publish your post: Check your post again and then click on “Post” to publish it.
  10. Interaction and evaluation: Observe how other users react to your post and use the feedback to optimize future posts.

Evaluate LinkedIn post

After the post is before the post – and to see how successful your posts are, it is advisable to evaluate them regularly. This makes it possible to track exactly how often a post has been liked and commented on and what type of content is best received by people.

After you have published a post on LinkedIn, an equally important phase begins: the evaluation. A thorough analysis of your posts is crucial to understanding what resonates and what doesn’t. This will help you to adapt your future content strategy accordingly.

Steps to effectively evaluate your LinkedIn posts:

  • Observe engagement rates:
    • Check how often your post has been liked, commented on and shared.
    • Evaluate which types of posts receive the most interactions.
  • Analyze reach and impressions:
    • See how many people have seen your post.
    • Investigate whether certain topics or formats achieve a higher reach.
  • Analyze demographic data of the viewers:
    • LinkedIn provides insights into the job titles, industries and locations of the people who see your posts.
    • Use this information to better understand your target group and address them in a more targeted manner.
  • Track click numbers and conversions:
    • Evaluate how many users have clicked on links in your posts.
    • Track whether these clicks have led to desired actions (e.g. website visits, registrations).
  • Recognize trends and patterns:
    • Identify which topics or formats perform best over time.
    • Use these insights to optimize your content strategy.
  • Use of external analysis tools:
    • Consider using tools outside of LinkedIn to get more detailed analytics and reports.
    • Compare the results with LinkedIn’s own analytics to get a complete picture.

Regularly evaluating your LinkedIn posts is a key to success on this platform. It allows you to constantly refine your strategy and ensure that your content achieves maximum impact. By learning which content is best received, you can make your messages more effective and strengthen your online presence.

LinkedIn offers many possibilities: Posts, articles, carousel posts and more.

In addition to the classic posts, LinkedIn offers other content formats. These include, for example:

  • Posts: A post is a status update with a maximum of 3,000 characters. This function is therefore comparable to a Facebook status.
  • Articles: Articles offer the option to write a kind of blog article. Videos, images or formatted texts can be inserted.
  • Carousel posts: A carousel post is a kind of slideshow that the reader can click through. Such a post should include an attention-grabbing cover image and a meaningful CTA.
  • Scheduled content: Like many other networks, LinkedIn also offers the option to schedule posts and publish them at a specific time. This can be helpful if the post is intended to reach readers and contacts in a different time zone.

LinkedIn therefore offers a diverse range of content formats that enable marketers and content creators to address their target group in a creative and effective way. Each of these options offers unique ways to effectively communicate your message and maximize your presence on this dynamic platform.

In addition to these communication options, you can make further adjustments to communicate more efficiently.

Optimization options for more reach

A common dilemma on platforms like LinkedIn is the so-called chicken-and-egg problem: to achieve a large reach, you need followers, but to gain followers, you need reach. To break this cycle, here are some essential optimization options that will help you to effectively increase both your follower numbers and your reach:

  • Optimize your profile: First of all, you should optimize your profile. Your profile should be completed in full and look as professional as possible. Use a suitable cover and profile picture as well as a meaningful profile slogan, as these are the basis of a professional profile.
  • The right target group: It is equally important to network with the right people before you start posting. To do this, you can use the LinkedIn search on the start page and actively search for people you want to network with. You can write a message to these people or send a contact request directly.
  • Get involved in discussions:Commenting on content in the newsfeed and getting involved in discussions on your homepage is the first step in the right direction. Those who regularly comment on articles and posts are quickly displayed on the start page of other users and can thus expand their network and generate followers.

By taking these steps, you can overcome the dilemma and create a solid foundation for a growing follower count and greater reach on LinkedIn.

Conclusion: LinkedIn posts are worthwhile!

In conclusion, LinkedIn is much more than just a platform for sharing posts and networking. It is a comprehensive ecosystem that enables targeted and effective growth marketing. With its immense reach and diverse features, LinkedIn offers an excellent opportunity to grow both your personal brand and your business.

LinkedIn can help you achieve measurable results and reach your marketing goals. So don’t just use LinkedIn as a platform for sharing content, but as a strategic tool to expand your network, increase your visibility and promote sustainable growth in your business.


8+ years of Growth Marketing
Published December 11, 2023


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