Successful LinkedIn Marketing in 2025

No doubt, this article discusses the social network with the highest-quality content and the greatest relevance for businesses offering B2B products and services. LinkedIn now has nearly 1,200,000 users in Bulgaria and over 1,000,000,000 globally. While this indicates strong user interest, it also presents a new challenge for the most active professionals on the platform - how to stand out from the crowd and make their content work in favor of their business.

In this article, we address some common misconceptions about measuring success on LinkedIn and share best practices to help you leverage the full potential of this professional network.

The Ultimate Goal: Quality Connections, New Partners, and Business Leads

First, think about why you want to be on LinkedIn and what benefits it can offer your business or personal brand. LinkedIn is NOT for every online user or business, and being on the platform without a clear plan and vision may even have negative consequences.

Still Counting Followers, Likes, Comments, and Shares?

These metrics are important, but they don’t directly translate into revenue from LinkedIn. Many sources will advise you on post frequency, popular content, and trending topics that generate high engagement. However, just because content is entertaining or “viral” doesn’t mean it will attract loyal followers and potential clients. Instead, it often appeals to users who simply want to be entertained or engage in heated discussions.

Our Advice: Focus on Niche Audiences and Long-Term Engagement

Create content specifically for your target business groups, build trust with them, and grow your influence in your industry. If you track likes, comments, and shares, ensure they come from users you would actually do business with.

Posting as Frequently as Possible?

A common misconception we discuss with clients is that you must post on LinkedIn daily, or even multiple times a day. If LinkedIn is your business channel for partnerships, work, and professional networking, quality and content diversity should be your priority. Stop worrying about the “perfect” posting time or whether your latest post will overshadow the previous one.

Our Advice: Start Posting Videos Immediately

Only 1% of LinkedIn users currently create video content, and the platform prioritizes this format. This tip is relevant in early 2025, but soon, content creators from TikTok, Instagram, and Facebook will take advantage of LinkedIn’s video-friendly algorithm—where video content currently has nearly five times more impact than traditional formats. Make sure your videos are professionally produced and edited to differentiate them from the mass video content found on other social networks.

Using Automation to Connect with More Users and Send Mass Messages?

Nothing is more off-putting than an automatically generated LinkedIn message or connection request that you know has been sent to dozens, hundreds, or even thousands of others. Ditch the templates and focus on genuinely engaging with your desired connections. To do that, you need to be far more invested in the conversation than the recipient.

Our Advice: Use Sales Navigator, Hunter.io, and Other Tools Wisely

These tools help you find the right people—but don’t use them to send automated messages. Instead, research their profiles and activity, engage in discussions under their posts, and find a personalized way to start a conversation. Keep your messages short and focused on the recipient—their content, achievements, or standout profile elements (experience, certifications, awards, etc.). You’ll find that LinkedIn messages work better when treated as informal chats rather than formal business emails.

Looking for Quick and Sustainable Results?

We mentioned earlier that posts with humor, news, or trending topics can quickly gain traction on LinkedIn. However, these don’t contribute to long-term business success or establish your authority in a specific field—which is the true key to meaningful LinkedIn connections. If your marketing strategy relies on ten quick posts that you expect to drive immediate sales, you may need to reconsider your approach.

Our Advice: Build Long-Term Authority

It may take a year or more to position yourself as an expert in your niche and gain true LinkedIn “authority”—a highly engaged and loyal audience that sees you as a trusted professional. If you reach this level, LinkedIn’s algorithm will always prioritize your content over sporadic and new content creators.

Relying on Sales-Driven Posts with Calls to Action?

This is one of the most off-putting practices on the platform, especially when it dominates a user’s or business page’s content. As we’ve emphasized, the focus shouldn’t be on you but on delivering value to your target audience.

Our Advice: Use Lead Magnets Instead

Lead magnets work exceptionally well on LinkedIn. Invest in creating free, valuable resources for your audience that they can access by commenting on your post, sending a private message, or emailing you. The key is to convince your target audience that your resource is worth their attention and initiate direct communication with them. Creating a sense of exclusivity—where your resource is only available to those who engage with you—can significantly increase your chances of meaningful interactions.

Finding the Right People to Connect With?

LinkedIn allows you to connect with professionals from any industry for free. However, to scale efficiently and maximize your business potential, you’ll need additional tools.

Our Advice: Leverage Advanced LinkedIn Tools

LinkedIn Sales Navigator is a powerful tool for filtering users based on location, industry, company, job title, experience, and LinkedIn activity. Additionally, tools like Aware (for growing personal profiles), Supergrow (for personal branding), and Kondo (for managing messages and personal LinkedIn communication) can enhance your strategy.

The Next Step: LinkedIn Advertising

In this article, we’ve focused on best practices for organic LinkedIn growth—ensuring good visibility for your profile and attracting loyal, engaged followers. However, LinkedIn also offers a robust advertising platform, LinkedIn Ads, which provides even more ways to engage your audience. We’ll cover this topic in our next article on the DGTal blog—stay tuned!