How to use LinkedIn for B2B marketing and networking (without getting lost)

Many companies have a LinkedIn profile, but very few actually get any real benefit from it. Common issues we hear are: “We don’t know what to post,” “No one is reaching out to us,” “We have profiles, but nothing is happening.” And that’s totally fine – LinkedIn works differently than other social networks.

If you want LinkedIn and B2B (business-to-business) marketing that bring real results, you need a clear plan. 
 
B2B marketing means you want to attract other businesses as clients – unlike B2C, where you target end consumers. That’s why your strategy on LinkedIn needs to be adjusted. 
 
Because a company, as your ideal client, is not like individual consumers, but someone responsible for business and decision-making. And where is that someone? Probably on LinkedIn.

 

What does LinkedIn actually offer B2B companies? 

Unlike Instagram and Facebook, where people usually seek entertainment, inspiration, or an escape from work – LinkedIn is a place where users are there “for work.” 
 
Here’s what that means in practice: 
People are more open to business conversations. 
If you send someone a message with a collaboration proposal, you’ll likely get a concrete response the same day. On other networks, such a message might seem odd or pushy – here it’s a normal part of communication. 
 
You reach decision-makers faster. 
On LinkedIn, you can see who’s the CEO, who’s in charge of procurement, who’s handling marketing. You don’t waste time sending emails to info@company.com, because those often end up in spam or in no one’s inbox and you won’t get a reply. 
 
Posts last longer and are more likely to be read. 
On Facebook, a post disappears... On LinkedIn, your post can show up multiple times, especially if people engage with it (comment, like, share). 
If, for example: 

• You offer accounting services for small business owners 
• You sell software that helps companies organize teams or tasks 
• You help hotels or restaurants with digital marketing 
• You provide employee training or workshops 

…then LinkedIn isn’t just another social media platform, but a serious sales channel. 
 
Tip to get started: 
Before you start posting or running ads, review the profiles of your ideal clients – what do they post and share, what do they talk about, and what are their problems? 
Write down 3–4 topics that could be useful to them – and build your content around that. 
 
And LinkedIn rewards consistency, authenticity, and useful information. You don’t need thousands of followers or a viral post here – it’s enough for the right person to see you at the right time. 
 
Behind every profile is a real person with real business challenges. If you can help them – LinkedIn is the right place to show it.

 

What a LinkedIn profile should include (for both companies and employees) 

On social media, including this one, people check your profile first. If it looks unprofessional or like you created it 20 years ago and forgot about it, you're not leaving the best impression. 
 
Important elements of a LinkedIn profile: 

• Profile photo: Professional but not stiff. A smile, good lighting, direct eye contact with the camera. 
• Headline below the name: Instead of “CEO @ company,” write exactly what you do and for whom. For example: “Helping small hotels fill rooms with smart marketing.” 
• About: Write as if you’re explaining in person what you do. No abbreviations or buzzwords. 
• Experience: List what truly adds value for a potential client. 
• Links and projects: Add work samples, your website, PDF brochures if you have them.

Nothing without a plan – what to post to get noticed 

LinkedIn demands consistency that makes sense. In other words, it requires routine, whether you like it or not. 
 
What to post? Educational content, client experiences, opinions on industry trends. 
How often? Ideally 2–3 times a week – but even once a week is better than nothing. 
Who are you talking to? Define your target audience by role, industry, and company size. 
 
You don’t need to be an “influencer” to be successful on LinkedIn. You just need to post regularly, be yourself, and be useful to people. 
 
Here’s what works well for B2B networking: 

• Storytelling: Share a real situation – a problem, a solution, and what you learned. People connect with specific stories. 
• Mini guides or tips: Provide practical ideas someone can try right away. 
• Questions for your audience: Ask for opinions, spark conversation. 
• Case study (story from a specific project): Show what you did for a client – and if you can add real numbers, even better. 
• Reaction to industry trends: Briefly comment on a change, news, or new tool. 

Don’t worry about making your post perfect. People prefer honest, human posts over marketing monologues. 
 
You don’t need to know everything. You just need to start.

When to invest in LinkedIn ads? 

Like all other social media ads, LinkedIn ads come with a cost – but also a clear purpose. 
 
If you’re targeting other companies as your clients, LinkedIn gives you tools that other networks don’t. But for advertising to make sense, it’s important to know who you want to attract and what exactly you’re offering them. 
 
LinkedIn allows you to target by: 

• Job function – you can show your ad only to sales directors, procurement managers, HR managers… 
• Industry – choose from various sectors (construction, IT, education, marketing...) 
• Location – you can target users in Zagreb, Split, Slovenia, or any region that interests you. 

Most commonly recommended ad types for B2B networking: 

• Sponsored content – take an already published (or new) post and pay to show it exactly to your target audience. 
• Lead gen forms – an ad with a button like “Request a quote” or “Download PDF” that opens a form within LinkedIn, no website needed. 
• Direct message ads (Sponsored Messaging) – an ad that looks like a message in the inbox, personalized and unobtrusive if written well. 

And when is the right time to advertise? If you already know: 

• Who your ideal clients are 
• What you want to offer them 
• And you have at least some proof that your offer solves a specific problem 

…then the ad is a great addition to your regular posts. 
 
Tips that help when creating ads:

• Start the post with a question or a short attention-grabbing statement. 
• Include a personal experience, real-life example, or a common client problem. 
• Write as if you're speaking to one person, not a crowd – because that’s how the best ads (and posts) feel. 
• Don’t try to say everything in one ad – one message per ad. 
   

How to connect with people, yet still target companies 

Behind the companies you want to connect with on LinkedIn are real people. 
On LinkedIn, just like anywhere else, clients won’t fall from the sky. On this platform, it’s necessary to gradually build your network, without forcing it. 
 
How to do that? 

• Add people/companies from your niche (search by company name, position, or region). 
• Follow companies that interest you and comment on their posts. 
• Write a message with your connection request, but keep it simple. For example: “Hi, I see you work with boutique hotels — I also work in marketing for that sector and would be happy to stay in touch.” 
• Join topic-based groups, because sometimes that’s where collaborations start. 
• Send a message after connecting, for example ask a question or briefly introduce yourself, offer something useful (a link to a guide, free advice) – don’t start selling right away. 

Consistency and trust are built over time. 
Post at least once a week. Comment. Engage. Be present. 
People will remember you as “the person who always shares useful tips” or “the one who consistently gives great sales advice.”

Don’t know where to start? You’re not alone in that. 

You don’t need paid tools, viral posts, or a perfect plan to attract serious clients via LinkedIn. 
 
It’s enough to regularly share useful content, connect with people from your industry, and be a real person with a clear offer. 
If you don’t know what to post – write what you often say to clients. That usually works best. 
 
If you’ve been thinking about LinkedIn, even about ads, but aren’t sure how to start, Zona plus digital marketing agency can help you create a campaign that generates inquiries.

FAQ: LinkedIn strategy for B2B companies 

Is LinkedIn useful for small businesses? 

Absolutely – especially for small businesses. If you offer something that helps another company work better, faster, or more affordably – LinkedIn gives you a chance to present yourself professionally and attract clients. 
Example: an accounting service targeting IT startups or a marketing agency that wants to work with hotels in Dalmatia – LinkedIn is the ideal channel for such niche offers. 

How long does it take to see results? 

On average, it takes 3 to 6 months of consistent activity – posts, comments, networking, messages. Because on LinkedIn you’re doing “digital networking.” 
The first results are often not inquiries but something even more important – visibility, trust, and connections. And then actual collaborations follow. 

Should employees be involved? 

Yes – and not as “influencers,” but as the people behind the company. 
If the CEO, sales managers, and others have optimized profiles and occasionally post something related to work – the company gains credibility. 
Tip: agree on a strategy within the team – for example, each person posts something once a month. 

Do I have to pay for ads to get noticed? 

No. Many companies have received serious inquiries through regular posts and networking alone. 
Ads can help, but only after you know what works organically. That’s why it’s smart to first test topics and communication style – and only then invest in ads. 

How often should I post? 

Initial goal: 1 post per week. If you have more ideas, great – but it’s better to be consistent with fewer posts than to post 5 times in 2 days and disappear for a month. 
Comment on other people’s posts (especially from your industry) – it’s a quick and effective way to increase visibility. 

What if I have no post ideas? 

People love useful tips, real stories, and concrete solutions. 
Write down what you explain to clients most often – those are perfect topics. 
Examples: 

• 3 most common mistakes when applying for EU funds 
• What a small business should know before hiring an external agency 
• How we helped a client reduce XY costs by 30% 

Does it make sense to use LinkedIn if I only operate locally? 

Yes – especially if you’re targeting specific industries, roles, or regions. LinkedIn allows you to target exactly those people – either through posts or ads. 

Can I use AI tools to create content? 

You can, but moderately. 
AI can help with ideas, structure, and suggestions – but your voice, experience, and examples matter most. 
LinkedIn works better when posts sound like a person, not a machine.