LinkedIn B2B Strategy: Generate Leads and Build Authority | Knowledge Base

LinkedIn is the most important platform for B2B marketing. With 5.8 million Dutch users, it is the place to build business relationships and generate leads. In this guide, you will learn how to use LinkedIn strategically.

Why LinkedIn for B2B?

The Numbers

5.8 million Dutch users
80% of B2B leads via social come from LinkedIn
4x higher conversion than other social platforms
277% more effective for lead generation than Facebook

LinkedIn vs. Other Platforms

| Aspect | LinkedIn | Facebook | Instagram | |--------|----------|----------|-----------| | B2B focus | 5/5 | 2/5 | 2/5 | | Business intent | High | Low | Low | | Decision makers | 4/5 executives | Limited | Limited | | Organic reach | High | Low | Medium | | Content lifespan | Days | Hours | Hours |

Profile Optimization

Personal Profile vs. Company Page

Focus on your personal profile first:

Algorithm favors people over companies
People connect with people
Higher engagement on personal posts
Thought leadership builds trust

Company page for:

Official company communication
Vacancies
Product/service information
Brand credibility

Optimizing Your Personal Profile

Profile Photo

Do's:

Professional headshot
Well lit, sharp
Friendly expression
Recent (last 2 years)

Don'ts:

Group photos
Vacation/casual photos
Logo as profile photo
No photo

Banner Image

Use your banner strategically:

Show what you do
Add a call-to-action
Branding elements
Contact information

Headline

You have 220 characters. Formula:

[What you do] | [For whom] | [Result]

Examples:

Bad: "Owner at Company X"

Good: "I help SMB entrepreneurs with websites that convert | Founder @ Robuust Marketing"

Good: "B2B Marketing Strategist | 10+ years experience | Helping SaaS companies grow"

About Section

Structure:

Hook: Grab attention (first 2 sentences visible)
Problem: What problem do you solve?
Solution: How do you help?
Proof: Results, experience
CTA: What should the reader do?

Featured Section

Highlight your best content:

Popular posts
Articles
Case studies
Media mentions
Website links

Optimizing Your Company Page

Essentials:

Logo and banner image
Complete company information
Fill in specialties
Call-to-action button
Regular posts (3-5x per week)

Content Strategy

Content Pillars for B2B

Define 3-5 themes:

Expertise: Sharing knowledge in your field
Insights: Industry trends and analyses
Process: How you work, methodology
Results: Case studies, successes
Personal: Entrepreneurship, lessons

Content Formats

Text-only Posts

Best organic reach
Personal and direct
Storytelling works well
Max 3,000 characters (but shorter is often better)

Format tip:

Hook (first sentence that intrigues)

↓ Empty line for readability

Content in short paragraphs

Bullet points work well:
→ Point 1
→ Point 2
→ Point 3

Conclusion or call-to-action

Carousel Posts (Document)

High engagement and saves
Educational content
Step-by-step guides
Swipe = more time on post = algorithm boost

Tips:

First slide = strong hook
8-12 slides ideal
Last slide = CTA
Use consistent design

Video

Priority in the algorithm
Native upload (not YouTube links)
Add subtitles
1-3 minutes ideal

Polls

Generate lots of engagement
Good for market research
Keep your audience active
Spark discussions

Articles

Long-form content
SEO advantage (Google indexes)
Thought leadership
Less reach than posts

Posting Schedule

Optimal frequency: 3-5x per week

Best times:

Tuesday through Thursday
07:30-08:30 (before work)
12:00-13:00 (lunch break)
17:00-18:00 (after work)

Consistency > Frequency: Better 3x per week consistently than daily with gaps.

LinkedIn Algorithm

How It Works

LinkedIn's algorithm tests your post in phases:

First hour: Post is shown to a small group
Engagement measurement: Likes, comments, shares, dwell time
Expansion: Well-performing posts get more reach
Viral phase: Top content breaks through to 2nd/3rd degree connections

Algorithm Hacks

Do's:

Respond to all comments (especially first hour)
Ask questions in your posts
Tag relevant people (max 3-5)
Post native content (no external links)
Engage before and after posting

Don'ts:

External links in the post (put in comments)
Too many hashtags (3-5 is optimal)
Editing within the first hour
Engagement pods (LinkedIn penalizes)

Lead Generation on LinkedIn

Organic Lead Generation

Content that Converts

Educational posts: Show expertise
Case studies: Concrete results
Contrarian views: Dare to think differently
Personal stories: Authenticity sells

Bio to Action

Link to lead magnet
Booking link for calls
Website with clear CTA

DM Strategy

Warm outreach:

Connect with relevant people
Engage with their content
Send personalized message
Offer value, not direct pitch

Don't: Cold pitch in connection request

LinkedIn Sales Navigator

For whom?

Sales teams
Active prospecting
Account-based marketing

Features:

Advanced search filters
Lead recommendations
InMail credits
CRM integration

LinkedIn Advertising

Advertisement Types

| Type | Use | Cost | |------|-----|------| | Sponsored Content | Reach, engagement | CPM EUR 6-12 | | Message Ads | Direct outreach | Per message EUR 0.50+ | | Lead Gen Forms | Collect leads | Per lead EUR 20-100 | | Text Ads | Website traffic | CPC EUR 2-5 |

Targeting Options

Unique to LinkedIn:

Job title
Company size
Industry
Seniority
Skills
Group membership

Budget Advice

Starting budget: EUR 1,000-2,000/month

Tip: Start with retargeting website visitors - highest ROI.

Networking and Engagement

Connection Strategy

Who to connect with?

Potential customers
Industry peers
Influencers in your niche
Existing customers
Partners

Personalized Connection Request:

Hi [name], I saw your post about [topic] -
interesting perspective! As a fellow [role/industry]
I would like to connect. Regards, [your name]

Engagement Routine

Daily (15-30 min):

Check notifications
Respond to comments on your posts
Comment on 5-10 posts from others
Accept/send connection requests

Weekly:

Analyze post performance
Plan content for the coming week
Engage with new connections

Valuable Comments

Not: "Good point!" or "Interesting!"

Instead:

Add insight
Share own experience
Ask follow-up question
Respectfully offer a different perspective

Analytics and KPIs

Metrics to Track

Reach:

Impressions
Profile views
Search appearances

Engagement:

Reactions
Comments
Shares
Click-through rate

Conversion:

Connection requests
DMs
Website visits
Leads generated

SSI Score

LinkedIn's Social Selling Index (0-100):

Establish brand: Profile completeness
Find people: Search and connect effectively
Engage insights: Share valuable content
Build relationships: Network growth

Check your score: linkedin.com/sales/ssi

Common Mistakes

1. Prioritizing Company Page

Personal profiles get 10x more reach. Focus there first.

2. Only Posting

LinkedIn is a network. Engage with others, not just broadcast.

3. Too Business/Dry

People connect with people. Share personal stories and lessons.

4. Inconsistent

One viral post does not make you visible. Consistency builds authority.

5. No CTA

If you do not ask, you do not get. End posts with a clear question or action.

Getting Started Checklist

[ ] Optimize your profile (photo, banner, headline, about)
[ ] Define 3-5 content pillars
[ ] Plan first 2 weeks of content
[ ] Set up daily engagement routine
[ ] Connect with 10 relevant people per week
[ ] Analyze your metrics weekly
[ ] Experiment with different formats

Conclusion

LinkedIn success for B2B comes down to:

Thought leadership: Share valuable knowledge consistently
Authentic networking: Build real relationships, not transactions
Patience: Authority building takes time
Personal branding: People follow people, not companies

Most results come after 6-12 months of consistent effort. But the leads you generate are higher quality than any other platform.

Need help with your LinkedIn strategy? Contact us for professional social media support.

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