Marketing on LinkedIn: What you need to know

Your guide to LinkedIn's tools, strategies and best practices. Updated with info on the new Creator Discovery feature.

By Constantine von Hoffman, Senior Editor, MarTech

Published on 2026-10-01

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Table of Contents

What is LinkedIn?

LinkedIn is the largest social network for businesses and business people and an essential site for B2B marketing.

On LinkedIn, people can connect with colleagues, industry peers and potential employers. Companies can showcase products and services, generate leads, build brand awareness and establish “thought leadership” within their industry.

Demographics and usage

According to LinkedIn:

  • It has more than 830 million users worldwide.
  • More than 70% are from outside the United States.
  • The United States has the most LinkedIn users at over 180 million.
  • India, China and Brazil follow the US in terms of users.
  • There are approximately 310 million monthly active users (MAU).
  • 40% of monthly active users visit daily.
  • 48.5% of US users are monthly active users.
  • 60.1% of users are between 25 and 34 years old.
  • 52% of users have a college degree.

These numbers are self-reported, and it’s wise to keep that in mind..

LinkedIn marketing tools

Everything on LinkedIn is marketing. Ads, posts, conversations, messages, etc. are all part of your campaign and need to be focused on achieving a goal. Here are the tools the site provides.

Company Page

Your digital storefront on the platform. It’s where you showcase your brand, share company updates and connect with your audience.

  • Brand visibility: Just like websites, a well-optimized company page improves your search engine ranking.
  • Content distribution: Content must be focused on the audience’s interests.

LinkedIn Ads

LinkedIn offers a variety of ad formats to reach your ideal customers and drive specific actions.

  • Sponsored Content: Promote organic posts to a wider audience.
  • Text Ads: Simple, text-based ads that appear in the LinkedIn feed.

Marketing strategies for LinkedIn

As an experienced B2B marketer, you already know the basics of LinkedIn marketing. Content marketing and social selling work the same everywhere. So, let’s look at things you may not be familiar with.

LinkedIn Live

This is the site’s version of event marketing.

  • Interactive Q&A sessions.

Marketing tips

  • Video is king of content: 63% of B2B buyers say short social videos really help them make purchasing decisions.
  • Influencer content is key during consideration.

New features and tools

LinkedIn recently announced tools to enhance video presentation and discovery, including full-screen video format and new video analytics.

Creator Discovery

Currently in Beta, this feature helps B2B brands find creators worth partnering with. Brands can search by topic and expertise and reach out directly.

For detailed insights, continue exploring each section of our guide.