How to Build a LinkedIn Marketing Strategy in 2024

I genuinely consider LinkedIn the most viable marketing platform. Businesses seeking to grow their reach need to leverage this tool’s potential. Research shows that ad exposure on LinkedIn leads to a 33% increase in purchase intent. Moreover, directing traffic from LinkedIn to your B2B website can boost conversions. But how do you get the best bang for your buck? Keep reading, and you will find out!

I find LinkedIn to be among the most expensive marketing platforms. At the same time, it gives you access to almost 1 billion users, a significant percentage of whom are key decision-makers in B2B businesses. A well-crafted, tailored LinkedIn marketing strategy can enable you to reach your desired audience. Before I tell you all about creating your marketing plan for LinkedIn, let’s start with some fundamentals.

Building a Solid Foundation: The Fundamentals of Your LinkedIn Marketing Strategy

Identifying Your Target Audience on LinkedIn

LinkedIn is a goldmine for marketing data. You can find your target audience through job titles, interests, skills, and active communities. Regardless of the industry you operate in, you can reach its pulse. Here, I will guide you step by step to identifying your target audience on LinkedIn:

  • Define Client Persona: List the attributes of your ideal client. Identify their pain points and how your brand can solve their problems.
  • Use LinkedIn’s Search Features: I recommend creating the client persona first, as this step helps you narrow down your persona parameters. LinkedIn allows you to search by job title, company name, industry, and location. You can reach your desired audience by applying filters relevant to the client persona you created.

Acquainting yourself with the search features allows you to mine relevant data. This step is crucial to creating a successful LinkedIn marketing strategy.

Defining Your Marketing Objectives

A good strategy always starts with setting goals and objectives. Especially when there’s so much spend on the table… The cost of using LinkedIn for marketing is on the higher side, so be prudent with your spending to generate maximum traction.

You need to set specific goals, define metrics for measuring performance, and calculate your ROI accordingly. The most important aspect of this process is determining your end goal. Why are you building this LinkedIn marketing strategy?

  • Create Brand Awareness: LinkedIn can help you market your brand and generate awareness about what you offer. For instance, you can use sponsored content and company updates to boost the visibility of your brand page.
  • Generate Leads: I implore brands seeking B2B leads to define what they consider a lead. LinkedIn allows you to run incredible lead-generation forms for inbound and InMail campaigns for outbound. That said, you have to determine what constitutes a quality lead and, more importantly, a marketing-qualified lead.
  • Drive Traffic: As I stated, LinkedIn is a powerful tool for driving qualified leads to your website. You can set relevant benchmarks for CTR to track performance.

The key to making this work for your business is aligning your LinkedIn marketing strategy with your business goals – write down your ARR goals and build your Linkedin strategy to match the KPIs leading to those goals – how many leads, MQLs and SQLs are needed to reach these goals?

With Linkedin you can explore new markets, connect with key influencers in your industry, or reach more people. But you should start only when you have clear, measurable goals in mind.

Differentiate between Paid LinkedIn and Organic LinkedIn

A key component of making LinkedIn work for your brand is understanding the difference between paid LinkedIn and organic LinkedIn. I recommend that you view the two as separate and distinct from each other. I see too many people do the dreadful mistake of copy-pasting their paid to organic and organic to paid.

The strategy you use for your paid marketing will not work when you go organic. This is why I maintain that you need to define different goals and expectations for your paid and organic LinkedIn marketing efforts. Here is a cheat sheet you can follow:

AspectOrganic LinkedInPaid LinkedIn
Tone of VoiceConversational, Community-focusedDirect, Action-oriented
Types of ContentInsights, News, Articles, Stories,
company milestones, employee spotlight
Whitepapers, Webinars, Demos
Posting ScheduleConsistent, RegularCampaign-aligned, Targeted
Content FocusPromotional and Community drivenLead-driven with a clear CTA
Event PromotionBuzz Creation, Organic SharingReach Extension, Registrations
Messaging StrategyLeverage Successful Paid MessagesA/B Testing, Immediate Feedback

Organic LinkedIn vs. Paid LinkedIn Linkedin Marketing Strategies

Let’s say you plant a garden. You need to put in some effort and tend to it initially. Over time, the garden will start blossoming. Organic LinkedIn works in the same way. Paid LinkedIn is akin to adding fertlizer to your garden to accelerate growth and get results quicker. Your LinkedIn marketing strategy should involve both organic and paid marketing so you can get the best ROI. Here, I will elaborate on the steps you need to take to create each type of LinkedIn marketing strategy:

Organic Marketing on LinkedIn

  • Expand With Your Network: The most straightforward step is reaching out to your personal network. Send them invitations to your company page and request that they follow you. Continuously build your network with the desired audience to keep the message going, i.e. share company posts, share your thoughts on your personal page, etc. 
  • Post Jobs: Did you know that job applicants automatically like your page? I just shared a LinkedIn secret that many people are not aware of. Try posting a job and you will see an increase in the number of followers on your page. 
  • Make Your Content Your Own: Your content should reflect your brand. You have to build a unique voice. Use a unique tone and visuals that enable people to recognize your brand amid the clutter. 
  • Bolster Engagement: The key to building a community on LinkedIn is engaging your followers. You can use polls and share opinions to initiate discussions and generate traction. This process helps you foster a community around your brand.
  • Showcase Your Culture: Showcasing your company culture helps to humanize your brand and shape your corporate persona. You can do this by highlighting company events and sharing updates about your employees. 

Investing in Paid LinkedIn

  • Creating a Campaign Strategy & Optimize: Start by analyzing an audience or multiple audiences you want to test. I recommend tailoring your strategy to your target audience for the best results. This step also enables you to spend wisely, as you can allocate your budget to campaigns that have the best chance of conversion. Quick tips:
    • Test Various Audience Strategies: Functions vs titles, groups etc, play with company sizes.
    • Separate Campaigns Based on Regions and Time Zones: If you’re targeting regions with significantly different time zones, split your budget smartly between regions to maximize your spending. 
    • Pay Attention to the Days: For some audiences, some days convert better than others. I like to maximize my budget by turning my ads only on the best converting days. Why should I compromise on getting fewer leads if I can get more?

  • Continuous Testing: Create at least 8 different types of ads for each campaign and keep moving content, messages, and visuals around. Keep testing the waters to ascertain the best tactics for your brand. It’s not just about testing different messages but also refreshing your ads to fight their diminishing effect.

  • Conversion funnels: Integrate your CRM into your LinkedIn marketing strategy to measure performance and results. Associate the performance with the sales objectives you are looking for. Regardless of the number of marketing-qualified leads you generate, you need to be able to track your leads for conversions.

In a recent blog post, I delved into LinkedIn’s latest marketing solutions. You can check out the post to learn about the features you can leverage. I also shared some key insights and tactics that will enable you to optimize your LinkedIn marketing strategy.

The Bottom Line: Focus on the Bottom Line

In this post, I attempted to condense the dynamic world of LinkedIn marketing in 2024. Perseverance is important, but constantly improving and optimizing your LinkedIn marketing strategy is crucial. Start by identifying your target audience and setting clear goals and objectives for your marketing campaign. LinkedIn offers results via both organic and paid marketing. The bottom line is that LinkedIn is a goldmine for B2B marketers. You just need to know how to use it effectively. 

LinkedIn Automation Hacks: Go Beyond Auto-Messaging

I have always seen LinkedIn as more than a social media app for professionals. Nowadays, it has become a vital tool for business growth. According to the studies, 82% of B2B marketers find LinkedIn to be their most successful social media platform. But how can you use LinkedIn automation to boost that even more? Read this post to find out.

Whether it’s a brand aiming to grow its community, a business finding new customers, HR professionals looking for new hiring, or individuals willing to highlight their skills, LinkedIn is for all. But to really make the most of this platform, I’ve learned that automation is key. 

Using LinkedIn Automation, you can scale your LinkedIn efforts for success and turn it into a real game-changer for your company.

Why You Have to Step Up Your Linkedin Automation

In this article, I’m going to walk you through some hacks to boost your LinkedIn performance by leveraging automation. But what could be the impact? 

1. Get More Exposure

Leveraging LinkedIn automation right can get your posts more exposure to broader audiences. While you can pay for eyeballs most of the time, you can use LinkedIn automation to improve your paid efforts as well as boost the exposure of your organic posts as well. 

Your content takes so much time and effort to create, why not maximize visibility?

2. Get More Touchpoints 

LinkedIn automation can help you personalize and optimize content to boost engagement. It could also help you reach more accurate audiences, generating more engagement from relevant audiences too. In today’s world, establishing touchpoints with potential customers is essential. The more quality touchpoints you have, the greater the likelihood that prospects will convert into leads. 

3. Get More Leads!

Last, but definitely not least, Linkedin automation can finally help you get more leads. Social is always hard to justify for management, but the equation is simple –
‘Exposure’ + ‘relevant engagement’ = ‘high quality leads’ 

Now let’s get practical on how to do it.

LinkedIn Automation: Tips & Tricks to Maximize Your LinkedIn Impact

Yes, we will talk about automating SDRs work and sending connections, but it is just one of many LinkedIn automation tools that can help you engage with your prospects, active deals, or customers and get more touchpoints and exposure. 

Let’s cover a bunch of LinkedIn automation hacks you can start leveraging tomorrow:

1. Real Auto-Likes and Comments 

Using auto-likes and auto-comment tools can help maintain your presence engaging with your connections’ content and your company’s content. You can leverage auto-likes and comments both on your corporate LinkedIn page and your own personal profile. Depending on your goals, both yield more exposure to your brand.

Get auto-likes on posts when it matters. When it comes to your corporate page, I found it increasingly effective when looking to increase exposure and impressions. Every post has around 2 hours to get noticed once published. If you’re not getting the right attention on that window – the post is likely to die soon. Tools like ensure you get maximum likes at that very sensitive time frame by leveraging your employees for real auto-likes. 

Use chatbot-powered tools to comment and engage quickly with connections. One of my favorite features of LinkedIn automation is, that it helps in automating messages for special occasions like birthdays or career milestones and can add a personal touch. You can use basically any LinkedIn auto-messaging tool to send out congratulatory messages, making your prospects feel valued and remembered. You can do the same for your personal branding goals as well. Engaging with your LinkedIn connections is always valuable and could lead to fruitful future partnerships.  

2. Content Creation at Scale

Another useful set of tools built for scaling your content creation is content schedulers. Tools like Hootsuite and Oktopost can help plan your content and by setting it up to post automatically, you ensure a steady, consistent online presence. 

When building an evergreen content plan that becomes super handy. This is not just for your convenience, but it is a strategic move, as regular posts keep your profile active and engaging, helping to build your personal brand over time. I like to check what are the most popular pieces and rotate republishing every 45 days or so for each post. Adding new posts means your profile is always active.  

For automating monthly social organic posts, I would prefer tools like Hootsuite or Buffer. This ensures a consistent online presence without the need to manually post every day. However, you can also plan a diverse content calendar that includes articles, images, and videos to keep your audience engaged.

3. Messaging and Lead Generation

Last but not least, is what most companies are already leveraging – LinkedIn messaging and lead gen tools next important thing is messaging and lead generation. In one of our recent posts, we discussed how to automate LinkedIn messages the right way, as this is an important pillar of your lead generation machine in 2024. Companies see these days that prospects are more likely to respond on Linkedin than in emails.

I personally like Zopto, it is the best way to automate profile visits and personalize connection requests. You can design each message to reflect a genuine interest in the prospect’s background or recent activities. 

Every marketer knows you need workarounds and shortcuts to Sync LinkedIn efforts with your CRM to efficiently track the teams’ work. LinkedIn is pretty limiting in that aspect. Using tools like Surfe, you can sync all lead information automatically to your CRM, including messages! 

Linkedin Automation Is A Powerful Multiplier to Your Distribution Efforts

In summary, I’ve learned that LinkedIn automation is not just about connecting; it’s about building meaningful relationships and enhancing your online presence. You can significantly boost your efficiency and impact on this platform by smartly using automation tools. 

Moreover, LinkedIn automation opens doors to more effective and personalized engagement, whether for sales, marketing, or personal branding. 

Remember, it’s about making every interaction count!

LinkedIn Marketing Solutions: New Features and Golden Tips [2024 Updates]

LinkedIn is a vital tool for business-to-business (B2B) marketers, providing a special combination of focused marketing possibilities and professional networking. According to the surveys, in 2023, 80% of the B2B leads were generated through social media. Of this, 46% came from LinkedIn. In this blog post, I will take you through the new LinkedIn marketing solutions offered, and how to take these impressive statistics even one step further. So, let’s get in!

The Recent Enhancement to LinkedIn Marketing Solutions

LinkedIn is a strong tool for B2B marketers, which keeps improving its ad platform to help B2B companies get more leads. However, everybody knows LinkedIn ads always try to make you spend more. Moreover, it requires a higher investment and a lot of time. But now, the platform offers unique opportunities for marketers to utilize its features effectively. 

In 2023, LinkedIn made several key enhancements to boost its marketing strategy. So, let’s get in and see what new LinkedIn has for you!

1. Enhanced Tools for Retargeting Campaigns

LinkedIn retargeting has always been a great tool, but in 2023, it has advanced much further. You can now retarget users on the platform based on a broader range of behaviors. This expansion offers more possibilities to re-engage with prospects and leads and increase the number of touchpoints.  

  • Retarget prospects based on various adstypes and interactions – You can now retarget prospects that:
    • Were exposed to all types of ads – events, forms, your corporate page, and more. 
    • Interacted with your ads – viewed, clicked, downloaded assets through document ads, registered to one of your previous events, and more.   

The ability to retarget based on various interactions means you can now customize your campaigns to address specific behaviors. This precision not only increases the chance of attracting the right audience but also ensures that your message reaches those who have already shown an interest in your brand.

The enhanced retargeting tools on LinkedIn in 2023 cover two important elements of B2B marketing. 

First, they re-engage prospects who showed initial interest but didn’t commit. Let’s understand it through an example of a potential customer who viewed an ad or clicked on a link but didn’t proceed further. The updated retargeting functions enable marketers to reach out to these individuals again, giving them another opportunity to reconsider and possibly decide in favor of the brand. This re-engagement is vital in converting hesitant prospects into active leads or customers.

Second, these tools play a significant role in enhancing existing leads. Each interaction a lead has with a brand is a touchpoint, a chance to enhance the connection. However, marketers can enhance the relationship with leads who have previously connected with the business in some form by utilizing retargeting to deliver targeted content or offers. 

This approach is less about immediate conversion and more about building trust and familiarity, gradually moving the leads through the sales funnel. 

Overall, retargeting solutions help in both reactivating interest in new prospects and strengthening bonds with existing leads, therefore increasing the overall effectiveness of the marketing campaign.

2. Capture Work Email Instead of Gmail: Capturing Quality Leads

In a significant move, LinkedIn introduced a feature in 2023 that allows marketers to distinguish between business emails and personal emails (like Gmail) when capturing leads. This feature addresses a common challenge in B2B marketing – reaching your prospect in a professional context.

LinkedIn has opened the door to higher-quality leads by enabling the collection of more business emails. According to HubSpot, business emails tend to have a higher conversion rate, reflecting professional interest and engagement.  Based on my experience, it doesn’t hit the mark all the time, but it surely covers majority of leads, improving lead quality significantly. 

Note that this does not work for events. If you’re hosting an event through Linkedin events, the Work email feature is not included.

3. New LinkedIn Forms Ads Offers Extra Conversion Possibilities 

Another game-changing enhancement in 2023 is the expansion of LinkedIn’s in-ad lead generation forms. Previously, the lead generation process involved redirecting prospects to external websites, which often led to drop-offs and lower conversion rates.

Boost in Conversion Rates with In-App Forms

LinkedIn marketing solutions: lead generation forms

Now, with more in-ad lead generation forms available directly within LinkedIn, the conversion journey for a prospect is smoother and more seamless. This not only reduces the friction in the conversion process but also keeps the prospects engaged within the LinkedIn ecosystem. 

However, the result is a noticeable increase in conversion rates to about 13%, making these forms an essential tool for marketers.

Some of the new available forms on LinkedIn ads: 

  • Document forms allow to syndicate your content to Linkedin audiences 
  • Linkedin events allow you to invite prospects to events using Linkedin registration
  • Lead generation forms allow you to use Linkedin to collect lead information for you

The New Features You Must Try

Let’s now look into some recent LinkedIn ad solutions that you must try in 2024 to boost your paid lead generation efforts: 

1. LinkedIn Live Events: Collect registrants, increase engagement

In 2024, LinkedIn Live Events stands out as a game-changing feature. Imagine hosting and streaming your webinars directly on LinkedIn, a platform where your target audience already engages. 

Although the analytics features are still developing (which is regardless not the best feature by Linkedin…), this tool offers a significant advantage for those looking to streamline their webinar strategy. Recent Linkedin research says live video content gets 7 times more reactions and 24 times more comments than regular video content on the platform, so it’s definitely a must in 2024.

One of the best things I liked about the Linkedin Live is the low maintenance requirement. All you need is one attractive featured image to feature for your event, then LinkedIn handles the rest, pulling this image into your Linkedin Live ad.You can always test a bunch of different copy for the text that goes with it, but the image remains the same. 

Registration is merely a click of a button, then Linkedin gathers all leads for you, so you can easily follow up after the event. Two important tips for first time users:

  • Click on “Use Linkedin registration form” if you want to easily collect leads. This can’t be marked after opening the event – so it’s crucial to remember to tick that box! (Trust me, this was very frustrating to discover later on!) 
Don’t forget to check this box!
  • Leverage LinkedIn to Stream your events live. You can choose how to run your live event – either through your own platform (e.g. Zoom) or live on Linkedin (LinkedIn Live). To host it live on LinkedIn you have to connect a streaming app. LinkedIn doesn’t offer good tracking right now so choosing this route will hurt the tracking capabilities and understanding of the lead source. But, on the other hand, it will contribute greatly to the number of registrants as well as the live attendance. I prefer live streaming via Linkedin, but choosing the right route is up to you.   
  • Don’t forget your on-demand leads. As mentioned previously, video content drives more engagement than any other content type. When using Linkedin live, prospects can go back to your Linkedin event page and watch your event. It is limited to 6 months right now, but it does have the potential to keep generating leads even after the event is over. Your webinar content is a great piece to re-syndicate on your organic social page, or even to boost as an ad, and drive more leads on-demand.   

Choose Lead “Website Visits” type ads, and select “Event”: 

2. Content Forms: Accelerating Lead Generation and Brand Building

Content forms are a great method to use for syndicating your content assets and drive targeted on-demand leads. In the past, you’d probably use visual ads to promote assets, then redirect to the site to collect prospect information through a website form. 

With Linkedin content forms, prospects get a sneak peek to your content asset, and are filling out a form within Linkedin. Once submitted, you get the lead’s contact information. This method increases dramatically the number of registrations you get from two main reasons:

  • The visual is very straightforward and gives a sneak peek into the content, however the full asset is gated. You can choose how many pages to show in this preview, allowing you to strike the perfect balance between providing value and sparking curiosity. This feature emphasizes the importance of creating visually appealing and engaging content, as this will be prospects’ first impression of your brand.
  • Everyone knows less steps leads to better conversion rates. Using the Linkedin forms method, leads do everything in the same screen, and Linkedin automatically fills out their form, so all they need to do is click “Submit”.

The beauty of LinkedIn’s content forms lies in their simplicity and effectiveness. They serve as a preview of the content you’re offering, provoking users to download and engage further. 

Most companies struggle to immediately convert prospects from content downloads, however the key here is touchpoints: the more a prospect interacts with your brand, the stronger their connection becomes. This is vital for building brand recognition, especially for companies in their early stages. Don’t get me wrong – some will convert, but some will take more time. 

Choose “Lead Generation” type ads, and select “Document”: 

Linkedin marketing solutions: Document ads

3. Lead Generation Forms on Visual Ads

With LinkedIn’s new forms you’re not limited to webinars and content assets. You can create your own visuals and offerings and utilize the LinkedIn Forms feature. Now, you can create various formats like single-image ads, videos, and carousels and integrate them with new lead generation forms. This variety enables a more tailored approach to targeting and engaging your audience.

These types of ads are typically geared towards generating bottom-funnel leads, such as those for booking meetings or demos. They represent a higher investment, both in terms of budget and time spent on optimization. However, the payoff can be substantial. 

These leads are highly valuable for businesses with the resources, as they are often come with a higher cost, however leads are closer to purchasing.

The key to success with LinkedIn’s visual ads and lead generation forms is patience and a willingness to refine your strategy over time. This involves looking at performance data, experimenting with various creative components, and constantly tweaking to achieve better outcomes. 

LinkedIn’s New Lead Gen Features Work

To conclude, The latest LinkedIn marketing solutions around lead generation offer many opportunities for B2B marketers. From enhanced retargeting tools to innovative lead generation forms, these LinkedIn updates are designed to maximize engagement and conversion rates. 

As LinkedIn continues to upgrade, integrating these features into your marketing strategy is essential for staying ahead in the competitive B2B industry.

Automate Linkedin Messages – yay or nay?

As executives, we always try to gain more leads while maximizing limited resources. I’ve realized that while manual prospecting reaches few, automated messages alone seem impersonal. However, recent data shows the potential if done thoughtfully. Studies found that personalized automated messages saw a 78% increase in connection acceptances compared to generic templates. Furthermore, according to research, conversion rates for customized follow-ups grew by nearly 50%.

However, bots that automate LinkedIn messages may be all right. In fact, when done correctly with personalization, it can supercharge sales development. Hear my thoughts on this topic before dismissing the idea outright. I’ll share how crafting automated messages as a relationship builder, not just a System, revolutionized our pipeline.

Incorporating the right automation could provide benefits we’ve been underestimating in this new era of engagement.

Should You Automate Linkedin Messages?

As marketers, automating outreach expands our reach. Yet, it risks seeming impersonal and irritating recipients. So, should we automate LinkedIn messages or not? There is certainly an appeal to automating. Research shows we can contact 5x more prospects this way. 

However, spammy automation understandably frustrates prospects. With prospects receveing hundreds of sales outreaches, how do you stand out? Fortunately, the proper personalization techniques maintain relevance even in automation.

According to Forrester surveys, approximately 90% of buyers prefer human-generated outreach. Therefore, focus automation on personalizing each message. To build rapport, incorporate data like job titles, companies, and shared connections. Tailor message timing using behavior scores. But please, make sure your data is right, since getting funny canned messages could ruin the personal experience. 

Segment recipients and tailor your messages accordingly. Then, automate your follow-ups with recent content your contacts may find valuable, depending on their segment. If your audience interacts with content on a certain topic, make sure your outreach touches the pains that asset raises and ask relevant questions. It would also help qualify the lead and track the right pains for the next steps of the sales lifecycle.  

And of course, don’t stop testing. Test different personalization combinations. Hubspot reported campaigns including 3+ data points see response rates rise over 35%. With testing, find the right balance of scale and personalization for your prospects.

The Tango Between Personalization to Automating LinkedIn Messages

Reaching prospects multiple times is crucial to success. Research shows the average lead requires seven tailored messages before engaging in a sales conversation. Likewise, studies have found it can take over six weeks of continuous contact until someone is ready to meet.

With these timelines in mind, how do modern companies connect with so many potential buyers simultaneously while respecting the personal touchpoints needed? The answer lies in thoughtfully blending automation with data-rich personalization.

We know from Oracle that automated campaigns see a 451% boost in qualified lead interactions when utilizing seven or more personalized details per contact. According to LinkedIn’s reports, tools make this possible at scale by analyzing over ten profile data points the average LinkedIn user shares:

  • Armed with deep profiles, automation solutions can craft customized messages mentioning a recipient’s past employers, professional interests, shared connections, or recent page views at rates up to five times faster than sales reps.
  • Segmentation further enhances relevance, with prospects receiving introductory automated messages featuring five to seven individualized points. As engagement signals occur, follow-ups increase personalized inclusion to an average of eight to ten tailored details.
  • Testing refines this approach, as Hubspot has reported campaigns incorporating three or more personalized elements see response lifts over 50% on average.
  • Strategic automation handles high-volume personalized outreach at scale. By harnessing profiling capabilities and optimizing relevance layers over weeks of contact, tools drive response rates that override typical time constraints of repetitive manual messaging.

Finding the Right Mix:

Finding the right mix in LinkedIn messaging involves a combination of critical factors. Let’s explore them further:

  • Step 1 – Know Your Lead 

Researching and profiling new leads properly sets the foundation for strategic outreach and nurturing. Thoroughly investigating details on a prospect’s current role, challenges, industry interests, and how they were initially sourced will provide key insights to craft the ideal personalized approach. It is even more important when building a old outreach strategy.

When it comes to outreach to inbound leads, however, it is crucial to personalize messages based on the lead source or channel, and their specific pain points, particularly for content leads from webinars, events, or asset downloads. The content they interacted with reveals potential pains. Touching those pains smartly will generate higher win rates. 

Understanding and addressing their needs will greatly enhance the effectiveness of your outreach efforts.

  • Step 2 – Craft Your Sequence According to That Knowledge

The next step in your outreach strategy is to craft the appropriate sequence for each lead source, challenge, asset, or Ideal Customer Profile (ICP). You can effectively reach out with the right message at scale by tailoring your messages to specific segments. 

Additionally, it’s crucial to include 1 or 2 genuine personal messages outside the main sequence and add a few dials to that effort. A call is the most personal touch you can have. Those personalized touches add authenticity and help build stronger connections with your leads.

  • Step 3 – Make Sure Always to Provide Value

The final step in your email outreach strategy is to ensure that every message you send provides value. This can be achieved by offering relevant resources, assets, webinars, or other helpful content that aligns with the recipient’s needs. Not every message has to end with “Let’s jump into a quick call”. Some messages can end with value creation. In general, companies that share value will turn into brands that people want to be associated with.    

Suggested Touchpoint Sequence

Here is a suggested sequence of touchpoints for prospecting and nurturing a lead through emails, LinkedIn messages, and phone calls. Don’t set up your message too far apart, 3 business days buffer is enough. 

LinkedIn connection request 

Some prefer to leave it blank, some prefer to make it personal. Test what’s write for your audience! 

First LinkedIn message right after connection

Answer the following questions – why are you reaching out?  What pains can you solve? Don’t provide a full blown description, leave some room for imagination and curiosity. 

Second LinkedIn message – after 3 days

Refer to your previous note and ask if they received it. No more than one sentence! 

Third Linkedin message – share value:

Do share a guide, whitepaper, webinar you hosted, or research report relevant to their segment’s pain points.

Do not share: case studies, one pagers, or decks. Remember – it’s not about you (yet) it’s about them and getting their attention first!

Forth Linkedin message – direct request

When all the efforts to warm them up are done, it’s time to try the straight-to-the-point approach. Describe your problem and solution in less than 100 words, and ask for a meeting or a intro to the right person. 

There’s No Dilemma: Yay for Automating your Linkedin Messages

Automating your Linkedin messages allows you to connect with prospects at scale and optimize for meeting conversion faster. However, it’s essential to maintain the personal touch when using automation. I suggest utilizing tools that integrate profile data to personalize each automated message. 

The secret to optimizing your outreach efforts is finding the right balance of automation and personalization. 

Top 17 LinkedIn Automation Tools for Marketers to Try in 2024

As you know, LinkedIn has over 774 million users globally, and engagement on the platform continues to grow. In fact, LinkedIn reports a 21% year-over-year rise in engagement minutes spent on the site.  But with all the tool-mania out there – which LinkedIn automation tools should you consider? I’ll share my views on some of the top LinkedIn automation solutions that could help boost your results. Let’s get started!

With these large numbers on Linkedin, standing out and connecting with the right professionals is more crucial than ever. That’s where LinkedIn automation tools come in – they can help you maximize your reach on the platform meaningfully. Recent studies show businesses that use automation see a 203% increase in profile visits and a 90% jump in connections added.

If you’re a CMO or VP of Marketing, your mission is to elevate your strategies to new heights. LinkedIn automation tools are your trusty companions in this journey. They supercharge your outreach, nurture leads, and boost engagement – all on autopilot.

The Rise of LinkedIn Automation Tools

LinkedIn has become much more than just a platform for making professional connections. It has become a powerful tool for marketers, sales professionals, and job seekers. The rise of LinkedIn automation tools has revolutionized how we use the platform, allowing us to leverage its full potential for business growth.

These automation tools enable users to automate repetitive tasks such as connecting with potential leads, sending personalized messages, and posting content. With just a few clicks, marketers can reach a larger audience, nurture relationships, and generate leads on a scale that was impossible before. Research indicates profiles that receive well-timed congratulatory messages see engagement spike by 35% on average. It greatly boosts professional visibility.

But why has the use of LinkedIn automation tools become so popular? Well, it’s simple. Time is a precious resource, and by automating tasks on LinkedIn, professionals can focus on other essential aspects of their work. Additionally, automation tools provide consistency and efficiency that manual methods cannot match.

Linkedin Automation Tools: What Can You Automate?

Automating tasks on LinkedIn can provide numerous benefits, making your professional networking and marketing efforts more efficient. Here are some areas where automation tools can be helpful:

  • Posts Generation + Scheduling: These tools enable you to create and share content on a larger scale, saving time and reaching a wider audience. With features like scheduling, you can plan the time and date for your posts, making them go live automatically throughout the entire month.
  • Posts Engagement: Automation tools can boost engagement on your posts, giving them more exposure and attracting more eyeballs. They help you interact with your connections, join relevant groups, and participate in discussions.
  • Sales Development: Automating connection requests, prospecting, and follow-ups can streamline your sales efforts. Recent research suggests that LinkedIn response rates are higher than low engagement on email, making it an effective platform for sales outreach.
  • LinkedIn Analytics: Tools that fetch and analyze organic LinkedIn performance data can provide valuable insights. This data-driven approach allows you to optimize your LinkedIn strategy for better results.

Top 17 LinkedIn Automation Tools for Marketers

Here are some different LinkedIn Automation Tools for marketers that you need to know:

Tools for Posts Generation and Post Scheduling

1. SocialPilot


SocialPilot is a versatile tool for post-generation and scheduling, streamlining your LinkedIn content strategy. Its intuitive interface and advanced features make social media management a breeze.

Main Features:

  • Content scheduling for multiple platforms
  • Team collaboration and content approval
  • Social analytics for performance tracking


  • Plans start at $150 monthly, with a 14-day free trial available.

2. Hootsuite

Source: Hootsuite on Getapp

A powerhouse in post-generation and scheduling, Hootsuite offers a comprehensive platform for managing social media presence, including LinkedIn.

Main Features:

  • Content scheduling and publishing
  • Social listening and monitoring
  • Analytics for performance measurement


  • Plans start at $99 per month, with a 30-day free trial.

3. HubSpot Social

Source: Hubspot

Integrated with HubSpot’s suite, HubSpot Social is a robust tool for post-generation and scheduling, ensuring seamless alignment with your overall marketing strategy.

Main Features:

  • Social media content calendar
  • Automated posting and monitoring
  • Analytics for social media ROI tracking


  • Included in HubSpot’s Marketing Hub plans, starting at $50 per month.

4. Buffer

Source: Buffer

Buffer is a user-friendly solution for post-generation and scheduling, offering simplicity without compromising on features for effective social media management.

Main Features:

  • Content scheduling and posting
  • Team collaboration and approval
  • Social analytics for tracking engagement


  • Plans start at $6 per month, with a 14-day free trial.

5. MeetEdgar

Source: MeetEdgar on Shopify

MeetEdgar stands out in post-generation and scheduling, focusing on content recycling and ensuring your best-performing content gets the attention it deserves.

Main Features:

  • Automated content scheduling and recycling
  • Category-based content organization
  • Analytics for post-performance insights


  • Plans start at $29 per month, with a 7-day free trial.

Tools for Boosting Post Engagement

6. Heyou

Heyou automated post engagements, allowing brands to automatically get human-likes from employees and advocates on their corporate LinkedIn page. Removing the favors-friction companies using Heyou get an organic boost to their posts. 

Main Features:

  • Auto-like on behalf of employees or advocates
  • Organic boost on each post with natural like technology  


  • $3 per monthly per user, $6 quarterly per user.

Tools for Sales Development

7. Zopto

Source: Zopto on GetApp

Zopto is a robust sales development tool that automates LinkedIn outreach for lead generation and business growth.

Main Features:

  • Automated connection requests and follow-ups
  • Targeted lead searches and campaigns
  • Analytics for campaign performance tracking


  • Plans start at $155 per month, with a 14-day free trial.

8. MeetAlfred

Source: MeetAlfred on Mr. Free Tools

MeetAlfred focuses on sales development, automating LinkedIn actions to streamline lead generation and nurture relationships.

Main Features:

  • Automated connection requests and messaging
  • Personalized drip campaigns
  • Analytics for Campaign Effectiveness


  • Plans start at $49 per month, with a 14-day free trial.

9. GrowthX

GrowthX is a sales development tool for effective LinkedIn outreach, offering features to enhance lead generation and prospecting.

Main Features:

  • Automated connection requests and follow-ups
  • Targeted lead searches and tagging
  • Analytics for campaign performance


  • Plans start at $297 per month.

10. Expandi

Expandi is a comprehensive sales development tool that automates LinkedIn actions to drive lead generation and engagement.

Main Features:

  • Automated connection requests and messaging
  • Personalized drip campaigns
  • Analytics for Campaign Effectiveness


  • Plans start at $79 per month, with a 7-day free trial.

11. Dux-Soup

Dux-Soup is a sales development tool that automates LinkedIn outreach, allowing users to focus on connecting with potential leads effortlessly.

Main Features:

  • Automated connection requests and follow-ups
  • Lead tagging and notes
  • Analytics for Outreach Performance


  • Plans start at $14.99 per month, with a free plan available.

12. LiProspect

Source: LiProspect on Startupbase

LiProspect is a sales development tool for targeted LinkedIn outreach, helping users streamline lead generation and nurturing connections.

Main Features:

  • Automated connection requests and messaging
  • Lead tagging and tracking
  • Analytics for campaign performance


  • Plans start at $89 per month

13. Dripify

Source: Dripify

Dripify is a sales development tool focused on automating LinkedIn actions, enhancing lead generation, and nurturing relationships.

Main Features:

  • Automated connection requests and follow-ups
  • Targeted lead searches and tagging
  • Analytics for Campaign Effectiveness


  • Plans start at $39 per month, with a 7-day free trial.

Tools for LinkedIn Analytics and Strategy

14. Shield App

Source: Shield App

Shield App specializes in LinkedIn analytics and strategy, providing insights to optimize your LinkedIn presence and content strategy.

Main Features:

  • LinkedIn analytics dashboard
  • Content performance tracking
  • Competitor analysis and insights


  • Plans start at $8 per month, with a 14-day free trial.

15. Cirrus Insight

Cirrus Insight offers LinkedIn analytics and strategy solutions, ensuring data-driven decisions to enhance your overall LinkedIn presence.

Main Features:

  • LinkedIn performance analytics
  • Lead tracking and engagement insights
  • Integration with CRM platforms


  • Plans start at $10 per month.

16. ContentStudio

Source: ContentStudio

ContentStudio is a versatile tool for LinkedIn analytics and strategy, offering features to optimize content planning and distribution.

Main Features:

  • LinkedIn analytics and performance tracking
  • Content planning and scheduling
  • Trend analysis and content discovery


  • Plans start at $25 per month, with a 14-day free trial.

17. Buzzsumo

Source: Buzzsumo on GetApp

Buzzsumo provides LinkedIn analytics and strategy solutions. It enables users to identify trending topics and optimize content for maximum engagement.

Main Features:

  • Content analysis and performance tracking
  • Influencer identification and collaboration
  • Competitor content insights
  • Content Creation


  • Plans start at $199 per month, with a 30-day free trial.

Make Better Use of Your Time With LinkedIn Automation Tools

Automation truly saves you time by handling repetitive tasks. 

Content bots and engagement tools spread your posts without manual work. Sales programs multiply your outreach scale. Analytics provide keen insights on the fly. 

Most importantly, these solutions maximize your impact on LinkedIn while respecting your limited schedule. You can achieve so much more each week by leveraging these helpful tools.

LinkedIn Marketing: 4 Ways To Level Up Your LinkedIn Page

LinkedIn is one of the world’s most popular social networks with a focus on business and sharing professional content. Proper optimization of your LinkedIn profile and engaging with your network is a good start to generating success on the platform, but to improve the effectiveness of your page, you’ll need to follow some of these top four tips on leveling up your LinkedIn Marketing. 

What Is LinkedIn Marketing?

Before we get into the top tips for LinkedIn marketing, it is important that we understand the power of Linkedin for B2B marketers. The business social network has over 750 million members, and over 10 million of these members are C-level executives. You can target decision-makers and business owners with your marketing on the network and capture the attention of a user who wants to work with a company like yours. 

75% of B2B organizations are using social media marketing and advertising over social media, and it’s no wonder these companies are choosing LinkedIn because they can target their prospective clients directly. 

What Are The Differences Between Organic And Paid LinkedIn Marketing?

The difference between Paid LinkedIn marketing and organic LinkedIn marketing are quite similar to its siblings in the PPC ads vs organic SEO world. Paid campaigns on LinkedIn work similarly to PPC programs, where your promoted advertising targets people who are actively searching for solutions or bottom funnel keywords, hopefully getting them straight to a meeting or gaining more traction; whereas the organic approach follows a value-based approach that contributes free and available content to gain followers, encouraging multiple touch-points, and finally convert prospects based on interest and education.

Organic content involves creating strong content for LinkedIn and using a content marketing strategy to gain new followers. As you write great content and connect and engage with other users’ posts on Linkedin, you can grow your audience organically. This method takes added work and creativity, and you may spend time consistently reaching out to users online in order to get new followers, but has a major brand impact.

A combination of paid and organic strategies is what works best for most users. Organic LinkedIn marketing is an excellent way to publish useful content that can bring people back to your page continually to create a strong future sales funnel. Paid visibility is an excellent method to draw in targeted users, but using an organic marketing strategy to keep users constantly visiting your page is an excellent way to leverage your LinkedIn page for its maximum value.  

Organic Linkedin vs Paid Linkedin

Top Growth Hacks For LinkedIn Marketing:

Turn One Piece Of Content Into Three

3. Screenshot your blog, and you have another image for social

Repurposing content is an excellent method to highlight key messages or to drive home specific points on topics you have covered before. Key messages or information that your community asks about from previous posts can be a good start here, or you can also reframe advice for a new perspective. Take a look at some of your previous posts for sections that could turn into their own new post or for items that could use updating for changing market conditions. 

Repurposing your older content using ChatGPT and other tools can be a low-effort way you can highlight important information to your audience without having to write an expanded post from scratch. 

Let’s take this post as an example to how we can easily turn it into 3 posts on LinkedIn:

  1. Turn internal images into a stand alone piece of content – we created some custom images for this blog, so we can use the chart above and make a stand alone post about the differences between organic and Paid Linkedin strategies.
  2. Turn the highlights into a carousel – We can take the top action items, summary or comparison chart above, and turn it into a beautiful Linkedin Carousel.
  3. Screenshot the blog and highlight key topics discussed on your social post. This could be another way of repurposing, screenshot the post and repost it. We added a screenshot of this post as an example.

Redistribute Your Content

If you have marketing content or posts that get good engagement on LinkedIn, you can also consider republishing them when they leave your main feed. As you will have a number of followers looking at these engaging posts for the first time when they visit your page, creating a cycle where important posts are redistributed to new social networks can be important. 

Every six weeks, you can ensure that you get the most out of your content by republishing your content. Your network usually won’t remember all the posts you publish, and will not scroll your feed, but consume it from LinkedIn’s main feed. So don’t worry about publishing the same content over and over. 

Boost Each Post’s Exposure

There are a couple of ways to boost engagement on each post you make. 

  • Animate images in your post using tools like Canva or AI toolsets. This can set your content apart from those that have still images. Videos are a better eye catcher than images and it boosts content engagements.
  • Promote your content through boost post ads – Choose your best content and boost it through ads to increase followers and exposure to your great free content.
  • Use Auto-like tools to automate likes to your posts from team members. You can set up auto-like features for your managers’ LinkedIn pages with tools like

By using some of these original tools to boost the exposure of every post, you can see greater success in the content you create for the platform.

Invite Prospects and Connections To Your Page Regularly

Nobody wants to enter an empty restaurant, right? The more followers you have the more credible your page is perceived to new audiences.

You can also get your teams involved, as every user has 250 invites a month. Having your managers invite their customers or your teams invite suppliers can be an excellent way to grow your network and have new users check out your page regularly. If you have four managers with 250 invites each, this could result in hundreds of new followers each month.


Who can pitch in? 

  • CSMs can invite happy customers 
  • AMs and SDRs can invite engaged prospects and earn another value touch point
  • Founders & other teams can invite friends, family and peers

Get your team excited about it and work!

Linkedin Marketing: Level. It. Up.

Now is the time to level up your LinkedIn marketing strategy. By using some of these unique strategies and setting aside a small budget for paid LinkedIn results, you can adequately capture an audience and keep them returning to your page. 

Start with your current content strategy and work at repurposing content as well as building a solid post schedule. When you are consistently posting valuable content on your LinkedIn page and making greater use of the platform, your prospects can check out your page regularly, and you can have ongoing objectives and conversions from your social media strategy. 

This can become extremely valuable on a B2B network like LinkedIn or as your products, services, and objectives change as a company. 

Improving Your Organic Social Performance on LinkedIn

In the fast-paced world of digital marketing, there is a crucial channel that often gets overlooked, but is incredibly vital to your brand success: your social media and social performance. I know, it might be hard to get everyone around it, but optimizing and improving your social performance is not just a “nice to have.” It’s a strategic move that can help build your brand, keep your customers engaged, and, believe it or not, sometimes, it can be done at zero cost.

But where should you start? Well, it begins with everyone in the company, from leadership down to the interns, actively participating in the social effort. After all, it’s the leadership that sets the example for the rest of the team.

Why Executive Management Needs to Care About Social Performance

To understand why social performance is crucial, we need to acknowledge that our social presence on platforms like LinkedIn can be divided into two categories: organic and paid. 

While paid LinkedIn ads are fantastic for driving immediate awareness and leads, your organic LinkedIn performance is more akin to the difference between SEO-driven organic website traffic and paid search ads. 

It’s a long-term strategy, and it can turn your LinkedIn profile into a brand-building powerhouse, fostering awareness, community, engagement, and an ongoing lead-generation machine.

The problem, however, lies in the fact that social results are often challenging to track and even harder to communicate to executive stakeholders. It’s easy to see the tangible results of a paid ad campaign, but the organic side of things can be a bit elusive. This is where keeping your KPIs tight and tracking comes into play.

The Main KPIs That Impact Your Social Performance

To truly grasp the impact of your social performance, I want you to go deep into its Key Performance Indicators (KPIs). These metrics will give you a clear picture of how your organic efforts are contributing to your brand’s success. Let’s break it down:

Posts Engagement

This includes likes, comments, reactions, clicks, and reposts. It’s all about how engaging and shareable your content is. The more interactions, the more people are spreading your message. Your post engagement is dependent on two things: how good your content is and how much engagement it gets. 

Create high-quality content for Linkedin: Creating quality content is not a cliche, and while it is hard there are some ground rules:

  • Stop talking about yourself – Not every post needs to be about booking a demo with your company. And not every post needs to end with “talk to our experts”. Instead, use this organic stage to emphasize with your readers through their pains, so they will feel attached to your brand.  
  • Re-syndicate content in different forms Each one of your assets – blogs, guides, or webinars, can turn into a bunch of social materials. Highlight key values from those assets, and share your thought leadership points. In addition, make sure to put a link to those resources when it comes to asset highlights, but keep links off on thought leadership ones. When building trust, it’s key to keep commercials off.  
  • Use social proof tactics, or better to be more exact, faces Being social means being human. Posts with faces can potentially be more engaging. Why? Tagging people in posts increases impressions, and the people who know those faces will like it. How can you do that?  (1) Quoting customers from case studies or reviews (2) Employee highlights – new employees, employee spotlights, employees who wrote blogs or participated in a webinar, etc. (3)Joint webinars or quotes of industry leaders and experts. But the most important thing – put their face on the image and tag them! 

Help others engage with your content: If they can’t see it, how will they like it? Boosting engagement starts with putting the content in front of the right eyes. But it’s a chicken and egg problem – if the audience can’t see it how will they like it? Posts on LinkedIn live longer when they receive engagement. But how can we get the ball rolling? 

  • Invite your best customers to follow your page You can use customer intelligence tools like Staircase AI to create advocate lists and let your team invite them to like your social pages.   
  • Leverage your employee power – Get all your employees to like every post you release, report, and comment. You can use auto-like tools like to remove the burden on employees and automate your corporate post likes.
  • Tag away – Use both hashtags to increase visibility around your post’s topic, and tag the people or companies mentioned in your post. 

social performance - heyou

Website Engagement

Now, let’s move beyond LinkedIn and focus on your website. Analyze metrics like Click-Through Rate (CTR), traffic from LinkedIn, and leads generated from LinkedIn referrals. This data helps you assess the quality of your content in driving relevant traffic and leads. 

In the B2B space, it’s usually hard to make a connection between social traffic and web conversions. The reason is that most people engage on social media through their mobile phones while converting later on via their browser. However, measuring the traffic is a good indicator of your ability to create inbound traffic and brand awareness. 

How to Analyze Your Social Performance and Report It Right

So, now that you know which KPIs to focus on, the next step is understanding how to analyze your social performance effectively and report it to the decision-makers. When you’re discussing your corporate page’s organic performance, here are the insights you want to pull:

Followers Growth

Keep an eye on how your follower base is expanding. A steady growth rate indicates a healthy brand presence. For example, according to a study by HubSpot, companies that published 16 or more blog posts per month got almost 3.5 times more traffic than those that published 0-4 monthly posts. This demonstrates the importance of consistent growth in your follower base. 

Posts Trends

Analyze which topics are driving the most engagement and responses. Is it thought leadership content, behind-the-scenes glimpses, or company news? Identify what resonates with your audience. Research by BuzzSumo shows that “how-to” articles and long-form content often perform exceptionally well on social media platforms. This suggests that informative and educational content tends to drive higher engagement.

Type of Graphics

Are image posts more successful, or do videos perform better? Knowing what type of content gains the most traction can help shape your content strategy. According to a report by Buffer, video content on LinkedIn receives about five times the engagement of image or text posts. This indicates that incorporating more video content can significantly boost your engagement rates.


Impressions show how many times your content is displayed on a user’s screen. It’s a critical indicator of your content’s visibility. To put this in perspective, the LinkedIn algorithm prioritizes posts with higher engagement, and these posts often receive more impressions. So, improving engagement can lead to increased visibility.

Lead Generation

Measure how many leads your LinkedIn activity generates. This will provide a clear picture of the platform’s contribution to your business. According to a study by HubSpot, LinkedIn is 277% more effective at lead generation than other social media platforms. It’s crucial to track and optimize your LinkedIn lead generation efforts to maximize the platform’s potential.

LinkedIn is a Standalone Channel – Treat It as Such

Here’s an essential point to remember: LinkedIn is not just another social platform; it’s a standalone marketing channel. It’s a place where you can build brand awareness, drive traffic to your website, and generate leads. 

Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos

To make the most of LinkedIn, you need to treat it as such and adapt your strategy accordingly. Quality content, play with graphics, use tactics to boost engagement and measure impact, not necessarily leads.

When presenting your results to the board, make sure you have a dedicated section for social performance. Show them the growth in followers, the engagement metrics, and most importantly, the engagement and awareness it generates. This will make it clear that LinkedIn is a channel worth investing in.

So, there you have it. Social performance on LinkedIn is not just about posting now and then; it’s about building a strong presence, engaging with your audience, and driving leads. Make it a priority in your marketing strategy, and remember, it starts from the top. Leadership setting the example will encourage the rest of the team to follow suit.

Now, it’s your turn to enhance your social performance on LinkedIn. Happy Socializing!