When it comes to B2B marketing, LinkedIn remains the go-to platform. With over 1 billion members worldwide, it’s a powerful tool for businesses to connect, build relationships, and generate leads. But how can you make the most of LinkedIn’s ever-changing features and algorithm?
Today, we’ll break down everything you need to know about B2B marketing on LinkedIn and how to stand out in 2025.
Absolutely. In fact, LinkedIn is arguably the best platform for B2B marketing. Why? Because it’s where professionals gather to share ideas, discuss industry trends, and make decisions. According to the Content Marketing Institute, 85% of B2B marketers say LinkedIn is the most valuable social platform for their business—and that’s been true for years.
But it’s not just about connecting with people; LinkedIn also delivers results. Sprout Social found that 40% of B2B marketers say LinkedIn is the most effective channel for driving high-quality leads. In fact, 89% of B2B marketers actively use LinkedIn for lead generation, and 62% say they see actual results from it.
To succeed on LinkedIn, it helps to understand how its algorithm works. While the details can be complex, the main goal of the algorithm is to show people content that’s most relevant to them.
Here’s a quick breakdown of how the LinkedIn algorithm prioritizes content.
LinkedIn’s algorithm rewards content that gets people interacting. The more comments, likes, and shares a post gets, the more likely it is to show up in your network’s feed.
The algorithm looks at what kind of posts you’ve engaged with in the past to predict what you’ll find useful next. It pays attention to the type of content (articles, videos, etc.), topics, and even the people you engage with the most.
LinkedIn tries to make your feed as tailored as possible. It takes into account your job role, industry, and previous interactions to show you content that might interest you.
The LinkedIn algorithm favors posts with multimedia content (videos, images, documents), as they tend to generate more engagement. If you’re sharing a video or infographic, it has a better chance of standing out in the feed
Regular posting is important. If you consistently share valuable content, the algorithm will recognize your activity and push your posts to more people.
LinkedIn’s algorithm is always evolving, and 2025 is no exception. Here are some key updates we can expect in the coming year.
LinkedIn is increasingly relying on artificial intelligence (AI) software to personalize feeds even further. The platform’s algorithms are now more adept at predicting what content will resonate with individual users based on their interactions, interests, and the professional topics they follow. The more relevant and tailored your content is, the better it will perform.
Video continues to dominate, and LinkedIn is doubling down on promoting video content in 2025. Live streaming is also becoming a critical tool for B2B businesses to engage directly with their audiences. Real-time interactions, such as webinars and live Q&A sessions, provide opportunities to deepen connections with potential customers and showcase your expertise.
LinkedIn is placing more importance on content that fosters discussions within groups and among professionals. This focus on community-driven content highlights the growing importance of networking and relationship building. Marketers should focus on creating content that sparks dialogue and encourages peer-to-peer interaction.
Content trends on LinkedIn reflect the evolving preferences of users. Here’s what B2B businesses should focus on in 2025 to keep up with the times.
People don’t want to hear sales pitches—they want real stories. Businesses that share behind-the-scenes insights, real-world success stories, and even challenges they’ve overcome are seeing more engagement.
Polls, surveys, and Q&A sessions are becoming a great way to boost interaction. These posts encourage your audience to take part, making them feel more connected to your brand.
As more businesses vie for attention, thought leadership is becoming even more valuable. Sharing original insights, research, and opinions helps position your brand as an authority in your field.
Video is not just a passing trend—it’s now a requirement. Whether you’re sharing product demos, customer stories, or industry insights, video captures attention and sparks engagement.
Now that you know how the algorithm works and the content trends to watch out for, let’s talk about what kind of content you should be posting as a B2B business. Here are a few content ideas for 2025.
Sharing articles or posts that reflect on current trends, challenges, and innovations in your industry can help you position your company as a knowledgeable resource.
People love seeing real-world examples of how your product or service made a difference. Case studies and success stories not only build trust but also show prospects how you can solve their problems.
Give your audience a sneak peek into your product or service. Video demos, tutorials, or even step-by-step guides can help potential customers understand your offerings better.
Share photos or videos of your team, office culture, or how products are made. This type of behind-the-scenes content humanizes your brand and makes you more relatable to your audience.
Asking questions or conducting polls is a great way to interact with your audience while also gaining valuable insights into their preferences.
Follow these best practices to make the most of LinkedIn in 2025 (and beyond).
Your LinkedIn company page is often the first place prospects will go to learn about your business. Make sure your page is fully updated with a professional logo, clear company description, and relevant content.
Posting regularly is key to staying visible. A content calendar can help you stay on track and ensure you’re sharing a good mix of content.
If you’re looking to expand your reach, LinkedIn’s advanced targeting features allow you to connect with the right professionals based on industry, job title, location, and more. Invest in Sponsored Content or Message Ads to boost your visibility.
Don’t just post and forget about it. Respond to comments, share others’ posts, and be active in groups. Building relationships and posting content are equally important.
LinkedIn provides analytics that can help you track how well your content is performing. Use these insights to adjust and continually improve your strategy.
Success on LinkedIn is not just about posting content—it’s about creating a strategy that aligns with your business goals and speaks to your target audience. Set yourself up for success by following these steps to implement a LinkedIn B2B marketing strategy in 2025.
First, clearly define what you want to achieve. Are you trying to generate leads, boost brand awareness, or establish thought leadership? Having clear goals will guide your content creation, advertising, and engagement strategy.
Other goals to have could include the following:
Knowing who you’re trying to reach is essential to crafting effective LinkedIn content. Identify your audience’s demographics, interests, and professional pain points. The more you know about your audience, the better you can tailor your messages for them.
Here are a few things to consider:
An effective LinkedIn strategy requires variety. From articles and videos to infographics and polls, mixing up your content keeps things fresh and engaging.
Start with these content ideas:
While organic posts are important, LinkedIn Ads can take your efforts to the next level by helping you reach a highly targeted audience. Invest in the right ad formats for your objectives.
Additional ad formats and ideas include the following:
Measuring success is essential to improving your strategy over time. Regularly track key performance indicators (KPIs) such as engagement rates, click-through rates, and lead conversions.
Here are a few other ways to track success:
With so much content being shared, standing out on LinkedIn takes effort. Here are some actionable tips to help your B2B brand rise above the noise on LinkedIn.
Quality should always be at the forefront of your content strategy. Instead of posting frequently for the sake of it, make sure your content provides value.
Follow these tips:
Video is one of the most effective types of content on LinkedIn, and in 2025, it’s more important than ever to incorporate it into your strategy.
Want some video ideas? Try out these types of videos:
Don’t just post your own content—engage with others on LinkedIn. By joining the conversation, you’ll boost visibility and show your brand’s expertise.
Here are a few more ways to engage:
Your employees can help amplify your brand’s reach on LinkedIn. Encourage them to become advocates for your company and share your content.
Additional employee advocacy tips:
LinkedIn is constantly evolving, and staying on top of new features will help you stay competitive.
Explore these new features in 2025:
LinkedIn is still the top platform for B2B marketing in 2025. Whether you’re focusing on lead generation, brand building, or industry influence, LinkedIn offers a wealth of opportunities to connect with your audience. By understanding how the algorithm works, staying on top of content trends, and following best practices, you can make the most of LinkedIn for your business.
Need help taking full advantage of your LinkedIn presence? Good news: We’re the LinkedIn experts!
Schedule a consultation with us today to learn more about how OneIMS can help engage your LinkedIn audience, get more leads, and grow your business.