LinkedIn is much more than a professional social network. It is a strategic platform that, properly used, can become the main growth engine for your company in the B2B field.

With more than 1 billion users and an ecosystem designed to connect businesses, LinkedIn will be a key tool in 2025 to position your brand, generate leads and recruit talent. In this guide, we'll explore how you can maximize your presence on this platform and make the most of its potential.
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Step 1: Optimize your LinkedIn company page
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What is a business profile on LinkedIn?

Your LinkedIn business profile is much more than a business card. It's your official channel for interacting with professionals, companies and talents. This space allows:
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• Show your values and purpose in a professional manner.
• Disseminate job opportunities and attract qualified talent.
• Generate strategic alliances with related companies.
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With an optimized profile, you increase the visibility of your company and project a reliable and modern image.
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LinkedIn Benefits for Businesses

Why should you prioritize LinkedIn in your marketing strategy?
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• Leadership in B2B: 94% of B2B marketers use LinkedIn to distribute content.
• Lead generation: 80% of B2B social media leads come from LinkedIn.
• Web traffic: LinkedIn accounts for 50% of social traffic to B2B sites.
• Segmented audience: its tools make it possible to reach decision makers directly.
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LinkedIn not only improves your positioning, but it also facilitates the creation of collaborative networks and advertising strategies with a hypersegmented approach.

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Steps to create and optimize your business page
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1. Create your company page

Go to the “Products” section in your profile and select “Create a company page”. Complete all relevant information:

• Business sector.
• Size.
• URL of the website.
• Logo and banner.
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2. The Power of Storytelling

In the “About” section, use storytelling to emotionally connect with your audience. Instead of listing services, tell the story of your company, its achievements and how it brings value to its customers.
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3. Optimize images

Visual impact is essential. Pages with professional images receive 14 times more views. Make sure your logo and cover are representative of your brand identity. In our blog you can see the most important sizes and specifications.
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4. Update information regularly

Keep your data always up to date, including milestones, new offices or relevant events. This shows that your company is active and committed.
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5. Promote your page with your employees

Employees are your best ambassadors. It encourages them to share company content and to mention their employment relationship in their profiles with their own, organic content created by themselves.

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Step 2: Set clear and measurable goals
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Why are goals important on LinkedIn?

Having clear objectives is essential for:

1. Maximize return on investment (ROI): whether in time, effort or money, objectives allow us to prioritize activities that generate a direct impact.
2. Focus efforts: without defined objectives, you run the risk of wasting time on publications or strategies that do not contribute to the growth of your company.
3. Measure and adjust: the objectives act as a reference point for evaluating success and optimizing strategies based on the results obtained.
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Types of goals you can set on LinkedIn
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1. Brand Positioning:

Establishing your company as a leader in your industry is one of the main benefits of LinkedIn. This objective includes:

• Publish educational and high-value content that demonstrates your authority in the industry.
• Engage in relevant conversations through comments, articles and posts.
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2. Lead generation:

LinkedIn is ideal for attracting qualified prospects, especially in the B2B field.

• Use content strategies that solve specific problems for your audience.
• Take advantage of calls-to-action (CTA) to direct users to forms, webinars, or your website.
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3. Employer branding:

Showcasing your company as a great place to work not only attracts the best talent, but it also improves the overall perception of your brand.

• Post content that highlights your employees' work culture and accomplishments.
• It participates in issues related to well-being, inclusion and sustainability.
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Realistic Benchmarks and Expectations

1. Interactions:

LinkedIn engagement rates may vary depending on content and industry, but in general:

• Publications with relevant and clear data have engagement rates of 2-6%.
• Publications in carousel or video format can exceed 8% if they are well targeted.
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2. Follower growth:

Consistency is key. Companies that publish regularly (at least once a week) can increase their follower base by 15-25% annually.

Benchmark: Healthy organic growth is 1-2% of new followers per month, depending on the initial size of your audience.
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3. Organic reach:

Reach can increase significantly if you involve your employees as ambassadors for your brand:

• Publications shared by employees can generate up to 4 times more reach than those made only from the corporate page. (we have seen cases up to x10)
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Advanced Tips for Achieving Your LinkedIn Goals
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1. Create KPIs (Key Performance Indicators): define specific metrics to evaluate your progress, such as clicks, conversions or leads generated.
2. Encourage employee participation: when employees interact and share company content, the results multiply. Consider training them on how to optimize their profiles and create publications aligned with corporate objectives.
3. Analyze your competition: see what types of posts and strategies are working for them, and get inspired to apply similar tactics adapted to your audience.
4. Take advantage of tools such as Magnettu: this platform will allow you to analyze your performance and that of your collaborators to fine-tune your strategies in real time.
   
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Step 3: Apply the ETI strategy: education, talent and information
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The ETI (Education, Talent and Information) strategy is a structured approach to creating content that effectively connects with your audience on LinkedIn. This model prioritizes value, relevance and emotional connection, ensuring that your posts not only reach more people, but also generate meaningful interactions.
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On LinkedIn, content is the engine that drives visibility, engagement and organic growth.
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Without a defined strategy, your posts can get lost in the noise of the platform. The ETI helps you focus on three fundamental pillars that will position you as a leader in your industry and build strong relationships with your community.

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1. Education: Share valuable knowledge
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Publishing educational content positions your company as an expert and reliable in its sector. This type of content is especially attractive to LinkedIn's professional audience, who are looking for practical solutions and up-to-date knowledge.
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What kind of educational content can you create?

• Webinars: offers live or recorded sessions on topics of interest in your industry. Example: “Technology trends that will drive 2025".
• Infographics: summarizes complex information in attractive, easy-to-understand graphics.
• Technical articles: publish practical guides or detailed analyses that solve common problems in your industry.
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Educational content increases trust in your brand and encourages meaningful interactions, such as comments and shares.

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2. Talent: humanize your brand
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Showcasing the human side of your company is crucial to building an emotional connection with your audience. Highlighting your employees and their talent not only improves employer branding, but it also strengthens the perception of your brand as an authentic and committed organization.
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What kind of talent-related content can you share?
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• Awards: publish about the achievements of employees or teams.
• Personal stories: share inspiring trajectories within your company.
• Trainings: highlight the professional development opportunities offered by your organization.
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Key benefit: This approach not only humanizes your brand, but it also attracts talent who want to work in a positive and recognized environment.

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3. Information: Lead with data and trends
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Content based on relevant and up-to-date information has a high potential for virality on LinkedIn. Publishing concrete data shows that your company is up to date with industry trends and positions you as a reliable leader.
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What type of informational content can you create?
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• Market studies: Share exclusive research or summaries of relevant reports.
• Statistics: Publish impactful data that highlights opportunities or challenges in your industry.
• Trends: Write analysis about what is to come and how companies can prepare.
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Key benefit: Information-based posts tend to be more shared, amplifying your organic reach and attracting new audiences.

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Advanced tips for applying the ETI strategy
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1. Balance in content: make sure to regularly publish content from each pillar (Education, Talent and Information) to maintain a balanced and attractive strategy.
2. Optimize formats: uses a combination of text, images, videos and carousels to capture the attention of different types of users.
3. Measure results: Use tools such as Magnettu analytics to identify what type of content has the greatest impact and adjust your approach based on the data obtained.
4. It includes clear CTAs: At the end of each post, invite your audience to interact, comment or share your content.

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The ETI strategy not only ensures that your content is valuable and relevant, but it also establishes a lasting connection with your audience. By educating, highlighting talent and sharing information, you'll create a solid and effective presence on LinkedIn, capable of building trust, attracting talent and positioning yourself as a leader in your industry.
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Step 4: Frequency and Consistency in Posts
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Why publish consistently?
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Companies that publish five times a week achieve six times more visibility than those that publish once a month. Consistency generates:

• Trust: followers know what to expect from your brand.
• Organic growth: you're constantly increasing interactions and followers.

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Types of content that work
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• Customer stories: inspiring success stories.
• Business culture: show what it's like to work at your company.
• Trends: share analysis on the latest in your industry.

Type: use videos and carousel posts; these are the formats with the most interaction.
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Step 5: Maximize your results with payment options (LinkedIn Ads, Sales Navigator and other tools)
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LinkedIn is an extremely powerful platform for B2B strategies, but also one of the most expensive in terms of advertising. With a CPM (cost per thousand impressions) that can reach up to $30 USD, it's crucial to evaluate if investing in LinkedIn Ads is the best option for your company or if an organic strategy can deliver more sustainable results.

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Why does LinkedIn have the highest CPM?
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The high cost of LinkedIn Ads is due to several factors that make the platform unique:
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1. Premium audience: LinkedIn is comprised of professionals and executives with purchasing power and decision-making capacity, ensuring a high-quality audience.
2. Granular segmentation: allows campaigns to be targeted at highly specific segments, such as CEOs of companies with more than 500 employees in the technology industry.
3. Professional context: LinkedIn users are in “professional” mode, increasing the relevance of ads to business decisions.
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Key facts about LinkedIn's CPM:
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• The CPM on LinkedIn can range from $10 to $30 USD depending on the industry and the target audience.
• This contrasts with platforms such as Facebook or Instagram, where average CPMs are around $2 to $5 USD.
• The CPC (cost per click) on LinkedIn can exceed $15 USD in competitive industries.
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Should you use LinkedIn Ads despite the high cost?
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Before investing in LinkedIn Ads, evaluate your objectives and available resources. This tool can be very effective, but it's not always the most appropriate option depending on the context.
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Benefits of LinkedIn Ads:

• Quality Scope: ideal for B2B campaigns aimed at key decision makers.
• Advanced segmentation: allows you to reach users with criteria such as position, work experience, industry and geographical location.
• Varied formats: from carousels and videos to sponsored direct messages.
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LinkedIn Ads Challenges:

• High costs: your CPM and CPC can be prohibitive for small businesses or startups.
• Financial Commitment: effective campaigns require significant budgets.
• Learning Curve: it is essential to optimize campaigns to avoid waste.
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Are you selling Navigator: is it worth the extra cost?
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LinkedIn is constantly promoting premium tools such as Sales Navigator, which offers advanced features for finding and connecting with prospects. However, its usefulness depends on your specific needs:
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When does it make sense?

• If your sales team is highly oriented to active prospecting.
• When you're working in industries where high-quality leads are crucial.
• If your company seeks to develop direct and personalized relationships with potential customers.
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When is it not necessary?

• If your strategy is focused on growing organically.
• If your budget is limited and you prefer more profitable strategies.
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Cost: Sales Navigator starts at $99 per month, which can be a barrier for small or growing businesses.
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Magnettu: a more cost-effective and effective alternative

If the high costs of LinkedIn Ads or Sales Navigator don't fit your budget, we offer an efficient solution to maximize your results organically.
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What does Magnettu offer?
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1. Create unique and effortless content

Our artificial intelligence adapts to your profile, needs and objectives, generating publications that connect with your audience:

• Unlimited Inspiration: forget about creative blocks; magnettu offers fresh ideas adapted to your industry.
• Personalized posts: create content optimized for LinkedIn that stands out from the competition.

Key benefit: More time to focus on what matters while we handle the content.

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2. Manage your content with the most advanced calendar

Say goodbye to improvised tools like Excel sheets or Google Sheets. Magnettu offers a comprehensive calendar that makes it easy to plan and organize your publications:

• Intuitive viewing: plan all your content in one place, clearly and efficiently.
• Simplified management: change dates, edit posts and adjust strategies with a few clicks.

Key benefit: always keep your strategy aligned with your objectives, saving time and avoiding confusion.

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3. Agile and frictionless collaboration

Has managing content with customers or employees become a complicated task?

magnettu transforms the process into something fluid and efficient:

• Instant approvals: share content with your team or clients and receive feedback in seconds.
• Optimized workflow: automate manual tasks and focus on strategy, not operational details.

Key benefit: recovers valuable time by simplifying repetitive tasks and improving team productivity.

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4. Turn your employees into brand ambassadors

Harness the power of your team to multiply your reach on LinkedIn. Magnettu helps transform your employees into your best marketing, sales and hiring partners.

• Strengthened personal brand: support your team to develop strong and professional profiles.
• Multiplied impact: increase the visibility of your company through the networks of your employees.

Key benefit: Build trust and expand your reach organically through your team's connections.
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5. Advanced analytics to optimize your presence on LinkedIn

Magnettu offers the most comprehensive LinkedIn Analytics tool on the market. Get detailed insights and leverage data to make informed decisions:

• Deep analysis: know the performance of each post, segment and campaign.
• Comparative performance: evaluate the impact of your presence, that of your customers and that of your employees.

‍Key benefit: adjust your strategies in real time with data that supports every decision.

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Step 6: Analyze your results and adjust your strategy
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Analyzing your results on LinkedIn isn't just a final step, it's an ongoing practice that defines the success of your strategy.

By evaluating the impact of your efforts, you can identify which tactics work best, optimize your content, and ensure that you're achieving your goals.

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The importance of analytics on LinkedIn

LinkedIn is a dynamic platform where trends and interactions change rapidly.

Without constant analysis, you run the risk of being left behind or investing time and resources in strategies that aren't generating the expected impact.

• Resource Optimization: with clear data, you can focus your efforts on the tactics that really work.
• Adaptation to the market: Insights allow you to respond quickly to the changing preferences of your audience.
• Continuous improvement: analysis ensures that your strategy evolves and remains competitive.

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Key Metrics You Should Monitor
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1. Demographics of followers

Knowing your audience is critical to creating relevant content. Some questions you should answer with data:

• Location: What countries do your followers come from? This helps you adapt messages according to cultural or market contexts.
• Industry and positions: What sectors do they work in and what are their roles? These insights allow you to adjust the tone and focus of your posts.
• Company size: Are they mainly startups, SMEs or large corporations? This defines the focus of your solutions and success stories.

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2. Engagement (interaction)

Engagement measures the effectiveness of your posts in capturing the attention of your audience:

• Likes: indicate acceptance and resonance of the content.
• Comments: are a sign that your post has sparked reflection or dialogue.
• Shared: amplify your organic reach by taking your message to new audiences.

On LinkedIn, a good engagement rate ranges from 2% to 6%. If you're underage, it's time to rethink formats or themes.

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3. Lead generation and conversions

Lead and conversion analysis helps you measure the direct impact of your posts on your business objectives:

• CTA clicks: measure how many people take action after seeing your content.
• Conversion rate: analyze what percentage of generated leads become customers.

Type: Use trackable links (UTMs) to identify which posts are generating the most effective traffic and leads.

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How to adjust your strategy based on the results

Analysis is useless if you don't use it to improve. Here are clear steps to adjust your strategy:
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1. Identify strengths and weaknesses

• Publications with high engagement: What topics or formats generated interest? Replicate them with variations.
• Underperforming posts: Were they too technical, lengthy, or unrelevant?
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2. Adjust your content approach

• Topics: prioritize those that generate the most interaction or leads.
• Formats: if the videos have a higher engagement, their frequency increases.
• Frequency: experiment with more weekly posts to increase visibility.
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3. Define new SMART objectives

If you've already achieved your initial goals, adjust your objectives based on the results. For example:

• If engagement was low, set a goal to increase this metric by 20% over the next 3 months.
• If you generated few leads, redesign your CTAs and adjust your content to focus on conversions.
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LinkedIn as a strategic ally in 2025

In a digital and competitive world, LinkedIn continues to stand out as the ideal platform for connecting businesses, building reputation and attracting talent. The key lies in a solid strategy based on optimization, valuable content and constant analysis.

Try Magnettu free for 7 days and transform your LinkedIn presence into an engine of sustained growth.

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