Promotion on LinkedIn for Everyone: Tips & Tricks

LinkedIn is more than a platform for finding jobs. It’s a powerful tool for promotion, building your personal brand, growing your network, and marketing your products or services. In this tutorial, I’ll share my experience and practical tips to help anyone get started with Promotion on LinkedIn.

LinkedIn and Content Strategy for Promotion

The Best Content Strategy for Promotion on LinkedIn is to simply share Every Step of your journey.

The logic of this Social Media platform is simple: if you post consistently, you get results, and they compound over time. If you don’t, there won’t be any results. Here are the 6 Key Lessons I’ve learned from promoting products on LinkedIn. That’s the New Reality, and that’s what your focus should be:

1. Image Posts on LinkedIn related to your niche can bring you more profit than YouTube Videos. You can spend a week creating a Video, or you can spend an hour creating an Image. Simple calculations indicate that you can create incomparably more Images for Posts than a single Video, giving you more chances to succeed.
2. Posts will gradually reach new and right people over several days on LinkedIn, rather than experiencing a spike on the first day. Posting several posts per day from the same account is not needed anymore. Algorithms changed: there is too much new content appearing every day, so you compete with your own posts if you do that.
3. Publishing different post formats, such as Text, Links, Images and Videos in different aspect ratios, Polls, Documents (PDF), Celebrations, etc., is a great diversification strategy because the LinkedIn Feed provides dedicated spaces for displaying content in its various forms, giving you more opportunities to get noticed. It also helps when you still need to post frequently.
4. Consistency, focusing on the main topics of interest to your audience, and interacting with every comment are key to getting noticed.
5. Accounts with stolen content (memes, screenshots, etc.) don’t build any long-term connection with their audience. They collect likes without demonstrating expertise or building trust.
6. You’d rather have less reach, but your content will be targeted at a specific niche (e.g., Developers), verified, engaging and interactive in terms of Social Media platforms. It’s better to reach 1,000 developers or founders who trust your authority than 100,000 random people who like memes created by 3rd-parties and have no idea what you’re doing there or who you are.

Image Posts on LinkedIn are faster to create and can deliver Significantly Better Results than YouTube Videos.

Why Use LinkedIn for Promotion and Marketing?

LinkedIn is a place where professionals spend their time learning about industry news, discussing it, finding jobs, and connecting with others in their industries. This combination sets it apart from entertainment platforms, making promotion on LinkedIn ideal for sharing any intellectual product.

You will probably never become the best professional in your field, but there are more chances that you have a Talent for sharing complex information with the community in simple words, and LinkedIn allows you to do that with less effort than other social media platforms that focus on visuals like images and videos. Even a simple text post can bring you clients if the hook in the first line works for your audience.

1. LinkedIn is a Unique Platform:
   People from the different industries are still willing to read long-form posts (and not only) — if the Content is Genuinely Interesting. No Other Platform gives you the same concentration of professionals where Video is NOT the Main Focus. That makes LinkedIn a very special place for sharing knowledge, experiences, and ideas, not just for looking for a job.
2. People Trust People:
   LinkedIn is a place where you can verify a person’s authority and professional experience without even leaving the platform — simply by visiting their profile. This makes it much easier to understand who is behind the content you are reading.
3. Building a Core Audience is Extremely Important:
   Your posts are first tested with your existing audience that is called In-network which includes Connections and Followers. If they engage with your content, LinkedIn starts recommending it to the 2nd and 3rd circles of your network, and so on (Out-of-network). That’s why building trust and a long-term connection with your audience matters so much.
4. Discussion is NOT Just Engagement:
   It’s a way to discover new ideas, learn from others, and see different perspectives. My Posts are not just posts. They are Living Organisms because I try to answer every comment, even when there is no direct question. Only this Dynamic Format Makes Sense. A Post Can Continue to Generate Views and Engagement for Weeks after publication.

LinkedIn is More Valuable for Promotion & Social Media Marketing in IT, Software Development, Business, and other knowledge-intensive fields.

LinkedIn Premium Business Subscription

The LinkedIn Premium Business subscription offers 3 key benefits:

1. Increase Your Visibility on the platform, promote products with more confidence, and grow your network of people from the selected niche (e.g., Developers) and professionals from the related industries.
2. Build Credibility and stand out from competitors — authors have 13x More Profile Views on average. Source: LinkedIn data (July 2024).
3. Enable Open Profile, so people can message you here without any limitations, making it more convenient to communicate.

The official course called LinkedIn Premium Quick Tips will help you better understand your subscription and its benefits.

Using Ads for Promotion on LinkedIn

LinkedIn Thought Leader Ads is a feature that allows you to promote a Post from your personal Profile Page through a Company Page — and use the $100 Company Voucher that you might receive via email one day.

If you’re a solopreneur, there is no need to post to a Company Page because People Trust People, and LinkedIn proves this with its reports and features. However, it’s useful to have Company Page for Displaying it on your Profile Page.

In this Test Ad, the Goal was Engagement (which is not currently recommended by the Platform), targeting the “Unity Developer” role, the “Unity” skill, and the “Computer Games” industry. LinkedIn allows you to target exactly this group of people that sounds Incredible.

The platform forces you to choose 5 of Your Posts to run an effective campaign. Results:

• 700 — Engagements,
• 8,505 — Impressions,
• $0.14 — Cost per Engagement,
• 8.23% — Average CTR,
• ~50 — Followers (as I felt),
• 1.8% — Penetration into the Target Audience.

The Last Point is pretty strange. However, I believe the default “Enable Audience Expansion” option played a cruel joke on this. So, if you run an Ad, you probably want to disable it.

At the same time, Posts without LinkedIn Ads can collect from 600 to 167,000+ Impressions (my record), considering that I’m Building My Network around GameDev and Unity professionals. A post can continue to generate organic views and engagement for weeks after publication.

I have a Successful Influencer Marketing Case (paid promotion on LinkedIn of a 3rd-party product without official advertising tools) that collected 100,000+ Organic Views on LinkedIn and YouTube through 5 Image Posts and 2 Video Post.

Connect with New People Every Day

I recommend connecting with 10 new people from your field or related fields every day. This fits within LinkedIn’s weekly limit. When someone connects with you, they automatically follow you. Don’t worry; if you happen to exceed the limit, you’ll simply be informed about it, and there won’t be any sanctions.

As a Developer Advocate and Content Creator, I build my network around Developers and Founders. This allows me to stay up to date with the industry and meet awesome innovators. On the other hand, this helps my posts stay highly targeted, reaching the right audience and then their 2nd-degree connections as well. As a result, my advertisers are happy.