LinkedIn Marketing Game-Changers Every Fintech Needs to Know

LinkedIn remains one of the most powerful platforms for B2B marketing, offering a unique space to connect with professionals, establish thought leadership, and drive business growth.

Below is a comprehensive guide to best practices for marketing on LinkedIn in 2025.

1. Optimize Your LinkedIn Page

Your company’s LinkedIn page serves as the foundation of your brand’s presence on the platform. To maximize its impact, ensure it’s fully optimized with the following strategies:

Craft an Engaging Headline and Summary

Your LinkedIn page’s ‘About’ section is crucial for making a strong first impression. Use this space to give visitors a clear idea about your offering and how it can benefit them. Keep the content concise and compelling, avoiding jargon and focusing on the most impactful information. Instead of lengthy descriptions of company history or mission statements, highlight key features of your product or service in a benefit-driven way.1To improve discoverability, incorporate relevant keywords related to your product or service in the headline, ‘About’ section, and ‘Product’ tabs. It’s generally considered good practice to include these keywords organically within the first 100 words. Additionally, find and add three broader hashtags related to your offering to increase the chances of being discovered through posts and other conversations.1

Enhance Visual Branding

Take the time to complete your company profile thoroughly. LinkedIn reports that fully optimized company pages receive 30% more weekly views than incomplete ones.1 To achieve this:

1. Use high-quality visuals that align with your brand identity. This includes your logo, banner image, and any other graphics. Ensure that your logo is clearly visible, with adequate clear space around it. The trademark symbol (™ or ®) should be legible and appropriately sized next to the logo. Choose background colors or photos that provide sufficient contrast to make your logo stand out.8
2. Create an attention-grabbing cover image that encourages visitors to scroll down and learn more about your company, job opportunities, and culture.3
3. Encourage employees to customize their personal LinkedIn profiles with branded banners to amplify your company’s presence across the platform.

Showcase Achievements and Build Credibility

Keep your company’s description up-to-date with recent accomplishments and recognition. Potential clients are more interested in your current standing and recent achievements rather than outdated information. Regularly update your page with the latest accolades to build credibility with your audience.3Consider including:

1. Recent awards or industry recognition
2. Significant milestones (e.g., number of clients served, years in business)
3. Customer testimonials that highlight your value proposition
4. Brief case studies demonstrating successful outcomes for clients

In your “About” section, describe your products or services in a way that addresses what potential buyers would want to know when they land on your LinkedIn page. Keep it short, interesting, and focused on the value you provide. For inspiration, look at companies like Go-To Skincare Pty Ltd, which effectively communicates what they do in a concise and engaging manner.5By implementing these optimization strategies, you’ll create a LinkedIn company page that not only attracts more views but also effectively communicates your brand’s value to potential customers and employees.

2. Define Clear Goals and Objectives

Before diving into LinkedIn marketing, it’s essential to establish well-defined goals and objectives. A clear roadmap ensures your efforts are focused, measurable, and aligned with your broader business strategy. Here’s how to approach this step effectively:

Set SMART Goals

Adopt the SMART framework to create goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. For example:

• Instead of saying, “Increase engagement,” set a goal like, “Boost post engagement by 15% over the next three months.”
• Replace vague objectives like “Generate leads” with specifics such as, “Acquire 50 qualified leads through LinkedIn Ads within Q1.”

Using SMART goals ensures clarity and provides a benchmark for evaluating success15.

Key Marketing Objectives on LinkedIn

1. Thought Leadership
   • Establishing thought leadership is one of LinkedIn’s most powerful uses. Focus on consistent posting from both company and personal pages to build authority in your industry.
   • Encourage executives and key employees to share insights, publish articles, and engage in discussions on trending topics. This positions your brand as a trusted voice in your niche.
   • For example, share long-form content such as case studies, whitepapers, or opinion pieces that highlight your expertise37.
2. Lead Generation
   • LinkedIn is a prime platform for B2B lead generation. Use tools like LinkedIn Lead Gen Forms to capture information directly from users without needing them to leave the platform.
   • Track performance metrics such as click-through rates (CTR), conversion rates, and cost per lead (CPL) to evaluate campaign effectiveness.
   • Drive traffic to landing pages by including clear calls-to-action (CTAs) in posts and ads, such as “Download our free guide” or “Sign up for a demo”36.
3. Brand Awareness
   • To build brand awareness, focus on creating valuable content that fosters trust and familiarity with your audience.
   • Use metrics such as reach, impressions, engagement rate (likes, comments, shares), and website traffic from LinkedIn to measure success.
   • Implement the LinkedIn Insight Tag on your website to gain deeper insights into visitor demographics and track how your campaigns influence brand recall24.
4. Employee Advocacy
   • Encourage employees to share company updates or thought leadership content on their personal profiles. This expands your reach significantly while humanizing your brand.
   • Equip employees with branded banners or pre-written posts to make participation easier37.
5. Customer Engagement
   • Use LinkedIn to nurture relationships with existing customers by sharing updates, responding to comments, and initiating conversations.
   • Host webinars or live Q&A sessions to engage directly with your audience and provide added value35.

Prioritize Goals Strategically

While it’s tempting to tackle multiple objectives at once, focusing on two or three key goals at a time yields better results. For instance:

• Start by building brand awareness and thought leadership if you’re new to LinkedIn marketing.
• Shift focus to lead generation once you’ve established a solid presence.

This phased approach ensures resources are allocated efficiently without diluting efforts35.

Track Progress with Metrics

Use LinkedIn Analytics or third-party tools like Socialinsider or Brand24 to monitor progress toward your goals:

• For thought leadership: Track engagement metrics like comments, shares, and article views.
• For lead generation: Monitor CTRs, conversion rates, and CPL from campaigns.
• For brand awareness: Measure reach, impressions, and engagement rates over time.

Regularly review these metrics to identify trends and adjust strategies accordingly46. Defining clear goals and objectives sets the foundation for a successful LinkedIn marketing strategy. By aligning these goals with measurable outcomes and focusing on what matters most for your business at each stage of growth, you’ll ensure that every effort contributes meaningfully to your overall success.

3. Understand Your Target Audience

Tailoring your content to resonate with your audience is crucial for successful LinkedIn marketing in 2025. Here’s how to effectively understand and target your audience:

Research Industry, Job Roles, and Challenges

To make your filtering process effortless, put all your audience knowledge into practice. If you still don’t have your target audience defined, follow these steps:

1. Define the companies you want to target (your Ideal Customer Profile)
2. Define the people you want to get in touch with (your buyer persona)
3. Segment buyer personas into tiers for best outreach results1

When thinking about your target audience, consider the following key factors:

• Demographics
• Location
• Job titles
• Industry
• Other relevant factors that define your ideal customer

This information will significantly affect your overall approach and content, ensuring that you aim at the right people with your marketing efforts.5

Leverage LinkedIn Analytics and Third-Party Tools

To gain deeper insights into your audience, utilize advanced analytics tools:

1. Custom Dashboards: Platforms such as SocialInsider and Brandwatch offer customizable dashboards to focus on metrics that matter most to your goals.
2. Audience Demographics: Tools like Shield and Iconosquare deliver detailed demographic insights, including industry, job titles, and geographic location.
3. Ad Performance Metrics: Advanced tools like Brandwatch and Rival IQ track ad performance, cost-per-click (CPC), and conversion rates, enabling you to optimize advertising spend.2

If you’re running ads on LinkedIn, demographic reporting provides valuable insights:

• Demographic dimensions associated with people who interact with your ads
• Specific location or age group targeting effectiveness3

Utilize LinkedIn’s Native Features

LinkedIn itself is a goldmine for market research. Dive into analytics, polls, and group discussions to uncover audience trends.7 This approach allows you to engage directly with your target audience and gather real-time insights.As the world’s largest B2B platform, LinkedIn has a robust analytics ecosystem. Its data provides insights into the performance of your content and the demographics of your audience, such as age, gender, job title, industry, and location. This information can help you create content and messaging that is relevant to your target audience.8

Implement Continuous Analysis and Optimization

To stay ahead in 2025, consider using tools that offer:

• Direct LinkedIn data syncing
• Automated report scheduling
• Custom dashboard creation

These features allow for real-time data updates and spreadsheet automation, enabling you to continuously refine your understanding of your audience and adjust your strategy accordingly.6By thoroughly researching your audience and leveraging the right tools, you’ll be well-equipped to create content that truly resonates with your LinkedIn audience, driving engagement and achieving your marketing goals in 2025.

4. Develop a Robust Content Strategy

Content is indeed king on LinkedIn, and a well-crafted strategy is essential for success in 2025. Here’s how to build a comprehensive content strategy:

Content Pillars

Focus on key themes that resonate with your audience and align with your business goals. A well-thought-out content calendar ensures consistency and prevents last-minute scrambles for ideas. Use a variety of content formats to keep your audience engaged and offer value in different ways.5 Consider these content pillars:

1. Industry News and Trends: Keep your audience informed about the latest developments in your field.
2. Thought Leadership: Share original insights, industry trends, and expert opinions to establish yourself as a leader in your field. Utilize LinkedIn Pulse to publish long-form articles that dive deep into complex topics.5
3. Product Updates: Showcase new features, improvements, or use cases for your offerings.
4. Behind-the-Scenes Content: Share personal experiences, behind-the-scenes looks, or case studies to build a deeper connection with your audience. Authenticity is key to building relationships on LinkedIn.5
5. Educational Content: LinkedIn users are primarily professionals looking to expand their knowledge and improve their skills. Share educational content, such as industry reports, how-to guides, and expert opinions, to add value to your audience.5

Diverse Formats

LinkedIn’s content landscape has become more varied, with formats like text posts, images, carousels, polls, and videos each offering unique engagement opportunities. Notably, video content has seen a significant surge, with uploads increasing by 44% year-over-year and garnering 1.4 times more engagement than other formats. Incorporate a mix of content types into your posting schedule. Experiment with videos to share insights or company updates, use carousels for detailed information, and polls to engage your audience actively.6Consider these formats:

1. Articles: In-depth analyses or thought leadership pieces.
2. Short-form posts: Quick tips, quotes, or conversation starters.
3. Videos: The LinkedIn team is encouraging short-form video content as a way for creators and businesses to build stronger, more authentic connections with their followers. There is a huge difference between reading something from a business and seeing someone talk directly to the camera. LinkedIn also wants to capitalize on the success of TikTok and IG Reels. Yet, in true LinkedIn form, these videos skip the dancing and lip-synching and focus on short interviews or discussions.1
4. Infographics: Visual representations of data or processes.
5. Polls: Interactive content to gather insights and boost engagement.
6. Carousels: Multi-image posts for storytelling or step-by-step guides.

Posts with images, videos, or infographics receive higher engagement than text-only posts. Consider using tools like Canva or Visme to create visually appealing content.5

Storytelling Techniques

Effective storytelling can significantly enhance your content’s impact. Here are some techniques to consider:

1. Customer Success Stories: Storytelling can be used to build trust and credibility by demonstrating results, expertise, and customer satisfaction. Furthermore, it can generate interest and curiosity by creating suspense and intrigue about your solutions.3
2. Personal Anecdotes: Share experiences that relate to your professional journey or industry challenges.
3. Problem-Solution Narratives: Begin by immersing into your audience’s world, where understanding their challenges is as crucial as highlighting your solutions. Rather than mere marketing goals, frame your narrative around transformative journeys. Lean on the timeless arc of setup, confrontation, and payoff; but remember, authenticity is key.3
4. Behind-the-Scenes Stories: Offer glimpses into your company culture or product development process.
5. Educational Narratives: Ditch the jargon—embrace relatability. Infuse sensory experiences, making abstract concepts tangible. And while content is king, context—where and how your story is delivered—often wears the crown. Tailor to your audience’s platform of choice for maximum impact.3

To maximize the impact of your storytelling, consider adapting one central idea into multiple post formats. This approach can create a week’s worth of content that resonates with your audience. For example:

• Positive Frame Post: “5 Proven Strategies to Level Up Your LinkedIn Content”
• Negative Frame Post: “5 Common Mistakes That Could Derail Your LinkedIn Content”
• “How You” Post: “How You Can Get Your LinkedIn Content Stand Out”
• “How I/We” Post: “How I Successfully Leverage LinkedIn to Generate Pipeline”
• Story Post: “I Used to Think LinkedIn Was a Waste of Time, and Now I don’t. Here’s Why.”8

By implementing these strategies, you’ll create a diverse and engaging content mix that keeps your audience coming back for more, establishing your brand as a valuable resource on LinkedIn in 2025.

5. Leverage Native Video Content

Video content continues to dominate engagement on LinkedIn, making it an essential tool for marketers in 2025. With native videos receiving significantly higher visibility and interaction rates compared to external links, they are a powerful way to connect with your audience. Here’s how to make the most of video marketing on LinkedIn:

Why Native Video Matters

Native videos—those uploaded directly to LinkedIn rather than shared via external platforms like YouTube—are prioritized by LinkedIn’s algorithm. This results in a 52% increase in visibility and engagement compared to external links36. Native videos autoplay in users’ feeds, immediately grabbing attention, and they encourage longer dwell times, which further boosts their reach16.Additionally:

• Engagement Boost: Video posts receive five times more engagement than text-only posts17.
• Preferred Format: Over 65% of LinkedIn users prefer video content, making it a favored medium for consuming information35.

Best Practices for LinkedIn Video Marketing

1. Create Short, Impactful Videos
   • Attention spans are short on social media, so aim for videos under 90 seconds. Videos under 30 seconds see a 23% higher engagement rate, making them ideal for quick insights or updates57.
   • Focus on delivering actionable insights, educational content, or showcasing your company culture. For example:
     • Share “how-to” guides or industry tips.
     • Highlight employee stories or behind-the-scenes moments.
     • Showcase product demos or customer testimonials.
2. Go Native
   • Always upload videos directly to LinkedIn instead of linking to external platforms like YouTube. Native videos autoplay in users’ feeds, capturing attention immediately and encouraging interaction6.
   • Use subtitles in your videos since most LinkedIn users watch with the sound off. Subtitles also make your content more accessible and inclusive6.
3. Experiment with Vertical and Mobile-Friendly Formats
   • With LinkedIn increasingly becoming a mobile-first platform, vertical videos (9:16 aspect ratio) are gaining traction. These formats are optimized for mobile viewing and align with trends from other platforms like TikTok and Instagram Reels1.
   • Test vertical formats for short clips, interviews, or quick updates.
4. Leverage Live Video
   • Live streaming is expected to account for 65% of all video engagement on LinkedIn by the end of 20257. Use LinkedIn Live to host webinars, Q&A sessions, or product launches.
   • Live video fosters real-time interaction and builds trust with your audience.
5. Focus on Storytelling
   • Use video to tell compelling stories that resonate with your audience. For instance:
     • Share customer success stories that highlight the impact of your product or service.
     • Narrate your brand’s journey or mission in an authentic way.
     • Use problem-solution storytelling to address common challenges faced by your audience.
6. Optimize for Engagement
   • Include clear calls-to-action (CTAs) in your videos, such as “Visit our website,” “Download our guide,” or “Sign up for a demo.”
   • Post videos at optimal times (e.g., weekdays between 10 AM and 12 PM) to maximize visibility and interaction48.
   • Encourage comments by posing questions or asking viewers to share their thoughts.

Types of Videos That Perform Well on LinkedIn

1. Educational Content: Tutorials, industry tips, and thought leadership pieces.
2. Behind-the-Scenes: Showcasing company culture or product development processes.
3. Customer Testimonials: Real-life success stories from clients.
4. Product Demos: Highlighting features and benefits of your offerings.
5. Event Highlights: Recaps of conferences, webinars, or live events.

Measure Performance

Tracking the performance of your video content is critical for optimizing future campaigns:

• Use LinkedIn Analytics to monitor metrics such as views, engagement rate (likes, comments, shares), and click-through rates (CTR).
• Measure dwell time (how long users spend watching your video) as an indicator of content quality and relevance13.
• Experiment with different formats and lengths to identify what resonates most with your audience.

By leveraging native video content effectively on LinkedIn in 2025, you can boost engagement, enhance brand visibility, and build meaningful connections with your professional audience. Whether through short-form clips, live streams, or storytelling-driven narratives, video remains one of the most powerful tools for marketers on this platform.