LinkedIn for B2B companies: a strategy that generates leads, not likes

LinkedIn has over 1 billion users. But most B2B companies use it wrong: they publish generic content, accumulate followers who never buy, and measure success in likes instead of leads. In this article, we show you how to use LinkedIn as a real business generation channel.

Why LinkedIn is different for B2B

Unlike Instagram or TikTok, people on LinkedIn are in professional mode. They're looking for solutions, providers, tools, and knowledge for their work. This completely changes the dynamic.

LinkedIn in numbers for B2B

• 80% of B2B social media leads come from LinkedIn
• 4 out of 5 B2B purchase decision-makers are active on the platform
• Organic engagement on LinkedIn is 3-5x higher than other networks
• Text content performs better than visual (opposite to other platforms)

The 3-pillar strategy

Pillar 1: Optimized company profile

Your company page is your business card. Before publishing anything, make sure:

• Banner: Communicates your value proposition in one image
• Description: Includes relevant keywords and a clear CTA
• About section: Explains what you do, for whom, and why they should choose you
• CTA button: Configured with the action that matters most (visit website, contact, etc.)
• Featured content: Pin your best posts or resources

Pillar 2: Content that converts

Not all content is equal. To generate leads, you need a strategic mix:

Top-of-funnel content (60%)

• Industry insights
• Data and trends
• Opinions on relevant topics
• Educational content

Middle-of-funnel content (30%)

• Case studies (without pure self-promotion)
• Behind-the-scenes of how you work
• Methodology and processes
• Comparisons and practical guides

Bottom-of-funnel content (10%)

• Client testimonials
• Specific offers or promotions
• Direct CTAs to services

The golden rule: for every post about yourself, publish 5 that provide value. Nobody follows a company that only self-promotes.

Pillar 3: Active engagement

Publishing isn't enough. LinkedIn's algorithm rewards interaction. Dedicate 15-20 minutes daily to:

• Commenting on posts from potential clients and partners
• Responding to all comments on your publications
• Participating in relevant industry groups
• Connecting with decision-makers in your target market

Content types that work on LinkedIn B2B

1. Long-form text posts (1,000-1,500 characters)

LinkedIn's king format. Long text posts with a strong hook in the first line generate the highest engagement.

Structure that works:

• Line 1: Hook that sparks curiosity (before "see more")
• Body: Story, data, or valuable insight
• Close: Question that invites comments or soft CTA

2. Carousels (PDF documents)

Carousels generate up to 3x more engagement than simple images. They're ideal for:

• Step-by-step guides
• Tip lists
• Visual data and statistics
• Summaries of longer articles

3. Polls

Polls generate easy interaction and give you data about your audience. Use them to:

• Validate content ideas
• Understand your audience's pain points
• Generate conversation on relevant topics

4. LinkedIn Newsletter articles

LinkedIn lets you create a native newsletter. Subscribers get notified every time you publish. It's a direct way to reach your audience without depending on the algorithm.

From likes to leads: the LinkedIn funnel

Likes are fine, but they don't pay bills. Here's how to convert engagement into leads:

Step 1: Attract with valuable content

Publish content that demonstrates your expertise and attracts your target audience.

Step 2: Identify interested people

Check who interacts with your content: likes, comments, shares. These are your warm leads.

Step 3: Connect personally

Send connection requests with a personalized message referencing their interaction.

Step 4: Nurture the relationship

Don't sell in the first message. Provide value, share relevant resources, and build trust.

Step 5: Offer a conversation

When the relationship is established, propose a call or meeting to explore how you can help.

Common LinkedIn B2B mistakes

• Only posting when "there's something to announce": Consistency is key
• Cold sales messages without context: Spam doesn't work on any channel
• Ignoring comments: Every comment is a relationship opportunity
• Content that's too corporate: People connect with people, not logos
• Not measuring results: If you don't know what works, you can't improve

Metrics that actually matter

Forget likes as your main metric. Focus on:

Conclusion

LinkedIn is the most powerful B2B channel that exists. But it only works if you use it with strategy, consistency, and a focus on real results. Stop measuring likes and start measuring leads.

Want your company to generate consistent leads on LinkedIn? Discover how our team can manage your LinkedIn strategy and turn your presence into results.