With a staggering 1 billion registered and 310 million active monthly users in 2024 (up from 260 million in 2020), there’s little question that LinkedIn today has evolved beyond its status as the world’s largest professional networking and recruiting platform. It’s now a critical component of a well-rounded social media marketing program, offering businesses the opportunity to build credibility, showcase expertise and thought leadership, and reach target audiences.

Whether you’re aiming to refine your LinkedIn for business strategy, exploring LinkedIn Premium Business options, or simply setting up your first LinkedIn business page, optimizing your profile content is essential for getting results. In this guide, we’ll cover five impactful strategies to maximize visibility, connect with your audience, and make the most of LinkedIn for your business or organization.

1. Images are Everything: Make Yours Count + Incorporate Video

In today’s visual-first world, an eye-catching LinkedIn business page starts with high-quality images that instantly convey your brand identity and professionalism. To maximize impact, use a crisp, on-brand profile image and banner to set the tone for your page. Remember, LinkedIn is still primarily used for professional networking, so it’s important that these images are professional in nature and are an accurate representation of your business and its culture.

DO:

  • Think professional headshots when determining if a picture is right for a LinkedIn profile.
  • Prioritize using the company logo as the profile image for your page. (Remember to size it first to proper specs before uploading.)
  • Consider a textured background for the banner image that includes related brand elements, such as taglines, qualifiers, or secondary brand colors.

DON’T:

  • Use outdated team photos with members who may not be employed anymore.
  • Pass up the opportunity to utilize video content on your page!

As LinkedIn expands its content features, integrating dynamic visuals—particularly short videos—can amplify engagement even further. Video content has proven to attract higher views and interactions across social media, and LinkedIn is no exception. From introducing your team to highlighting services, these short, engaging videos can effectively communicate key messages, enhance your brand presence, and hold viewers’ attention longer than static images alone.

Since videos auto-play on LinkedIn’s feed, even a brief, attention-grabbing clip can invite users to learn more about your business. By prioritizing both well-designed images and compelling video content, your LinkedIn business page becomes a powerful branding tool for reaching more users and setting your business apart in a crowded social media landscape.

2. Who Are You? Be Clear and Concise in Expressing Your Business’s Personality

On LinkedIn, clarity and authenticity are vital to standing out. In addition to compelling visuals, a well-written “About" section that succinctly expresses your business’s values, mission, and personality is essential to capturing attention and building credibility. Beyond showcasing what you offer, this section is an opportunity to connect on a deeper level by letting your company’s unique personality shine. Think of it as your elevator pitch—brief yet memorable.

DO:

  • Keep the “about us" summary short and to the point.
  • Use keywords in the summary to assist with SEO. Keywords are recommended to align with key service offerings and/or products.

DON’T:

  • Go overboard with hashtags in your About content (or elsewhere).
  • Be afraid to SHOW who your business is vs. simply sharing facts about the company.

To strengthen your LinkedIn presence further, consider harnessing the power of employee advocacy. Encouraging your employees to engage with and share company updates from their profiles can expand your reach significantly, creating a ripple effect of trust and authenticity. When team members share company news, projects, or even day-to-day insights, it brings a relatable, human element to your brand and amplifies visibility across their networks, building organic credibility. And they may be more inclined to share content that celebrates company wins or spotlights individual team member accomplishments and milestones, so consider posting more of this type of content.

3. Don’t Forget to Provide Key Information

To have a fully optimized LinkedIn business page, it is imperative to ensure that all information fields are filled out completely. Research has shown that complete company pages generally receive twice as many visitors as those with incomplete pages, which makes sense. The platform will prioritize assisting users in finding pages that provide comprehensive information, especially in fields it views as must-haves for businesses or organizations. Complete and accurate details make it simpler for potential clients and partners to find you and understand what you do.

DO:

  • Include the business’ website URL, contact information, location address, industry, and company size.

DON’T:

  • Risk negatively impacting your discoverability or creating a negative user experience by leaving out basic details or failing to update those details when things change.

In addition to completing these essential details, LinkedIn offers even more ways to showcase your business’s offerings with Product Pages and Services Listings. These newer sections enable businesses to create detailed listings of specific products or services directly on their LinkedIn page. Going beyond a general description, these features allow companies to highlight key offerings, differentiate product lines, and link directly to targeted audiences.

Product Pages offer a visually organized way to display offerings, complete with descriptions, images, and, in some cases, client endorsements.

Services Listings help companies provide a quick overview of the services they provide, making it easier for potential clients to see what you offer at a glance.

4. Post, Engage, and Connect Authentically

To maximize your LinkedIn business page’s potential and initial setup and optimization, it is important to share meaningful content and actively engage with your audience.

DO:

  • Share relevant blogs, whitepapers, and industry news.
  • Comment and engage with content that your connections share.

DON’T:

It’s also important to note that LinkedIn offers expanded ways to interact beyond posting that business users can experiment with. One big way to connect authentically is by participating in LinkedIn Groups, an effective strategy for extending your business’s reach and authority. Engaging in relevant industry groups allows your business to network, exchange ideas, and establish itself as a thought leader. Respond to questions, contribute to discussions, and share insights that reflect your brand’s expertise to build meaningful connections with like-minded professionals.

5. Consider Upgrading to Premium Subscription Options

As we covered in a recent post, LinkedIn Premium Business and Premium Company Pages are subscription-based enhancements for businesses aiming to maximize LinkedIn’s potential as a social media marketing platform.

Upgrading from a standard, no-cost LinkedIn business page allows access to advanced tools like in-depth analytics, expanded visibility, and enhanced outreach capabilities. With Premium Business, for instance, your business page gains insights into who’s viewed your profile and access to LinkedIn’s extensive learning library—a resource that can benefit your entire team by keeping them up-to-date on industry trends and skills.

Subscribing to these added features can undoubtedly help you optimize what LinkedIn can do for your business. Still, GRIT recommends only signing up if you already extensively utilize LinkedIn and want to level up your capabilities.

Have Questions? Our Team is Here to Help with LinkedIn and More.

At GRIT, we have experience working with a variety of social media platforms and offer comprehensive social media marketing services. For more tips and tricks to optimize your LinkedIn business page or for help managing your company’s social media marketing efforts, reach out to us today. We are here to help you dig deeper so your company stands out in your industry!