5Cs of marketing on LinkedIn

Want to know what the 5Cs of marketing on LinkedIn are? LinkedIn is a great platform to build a personal brand and market your service-based business, but with so many options it’s easy to be overwhelmed and do nothing. To help my clients, who are all service-based business owners, I would break everything down into the 5Cs of marketing on LinkedIn. Keep on reading to find out what the 5Cs of marketing on LinkedIn are and see how you can use them to help make marketing your business on LinkedIn easier.

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Before I share the 5Cs of marketing on LinkedIn I want to clarify one thing – you need to have optimised your LinkedIn profile. Once you start to follow these steps people will be checking out your profile and you want to ensure your profile makes a great impression and makes it easy for people to take the action you want them to take.

With that out the way let’s dive into the 5Cs of marketing on LinkedIn.

C is for CONVERSION

If you are using LinkedIn to market your business then the reality is you aren’t there to build a big following that is super engaged. The aim is to build a profile that attracts your dream client and results in sales.

In order for that to happen you need to get super clear on HOW you’ll use LinkedIn for conversion purposes.

For example, you could:

Create posts that will drive people to DM you and then you’ll have a conversation in the DMs and sell directly there
Have links in your posts that direct people to book a call with you
Put links directly to your sales pages
Get people to join your mailing list and then sell via emails.
And so much more.

There is no wrong or right answer, but being clear on how LinkedIn fits in with your buyer, or customer, journey as a whole is key. Don’t have your customer journey mapped out yet? Check out this blog post.

C is for CONTENT

Whilst you can technically create a LinkedIn profile and then wait for people to find it whilst searching if you really want to make the most of marketing your business on LinkedIn you need to start posting content.

A really small percentage of people on LinkedIn actually post content on LinkedIn. So compared to other social media platforms the bar is low. You could start by posting just once or twice a week. As with all content creation, the aim is to be consistent from both a frequency perspective and a brand perspective. So it is better to start small and commit to posting just once or twice a week and then build up from there.

And there is the added bonus on LinkedIn that the life of a post is longer than on Instagram, Facebook and X. A LinkedIn post can easily be circulated in the main feed for a week, which means even if you post once a week if you do that post on the same day each week then technically you should always have a post still circulating in the news feed.

Content formats on LinkedIn

On LinkedIn, you have a number of options regarding the type of content you can create. Some can

Text only
Video
Image
Poll
Document
Live Video (you need to use a third party software like StreamYard)
Newsletter
Audio event
And more.

As you can see you’ve got lots of options, but you do not have to use them all. For example in my business I do a live video (virtually) every Monday and then I predominately do a text with photo posts, and then add in a few polls, videos and documents into the mix.

Think about the other content you create and especially in the beginning keep it simple. If there is a type of content that you know your ideal client likes or one that you find easy to make start with that and you can experiment in the future.

What type of content to create?

By now you are clear on the available formats on Linkedin, but what should you create content about. This is the ultimate question and one that leaves many business owners overthinking to say the least!

This is where the power of having content pillars comes into play. Even if you are marketing your business, through a personal profile, you can decide on content pillars and ensure that you are creating content that is intentional and strategic. Not got content pillars in place yet? This blog post will help you out – Content pillars for social media.

And then once you’ve got you’ve content pillars and content frequency set you might as well create a content plan, or integrate it into your bigger content marketing plan.

Not already planning your content in advance? Well grab a copy of my content marketing workbook that will help you to plan out your email, social and content in an integrated way.

To get your free copy fill your details in the form below.

C is for COMMENTING

Another key way to increase your visibility on LinkedIn is by commenting. When you leave a comment that comment has the potential to be seen by everyone else who comments on that post, as well as be pushed out in the newsfeed.

Business owners who really want to maximise their reach on LinkedIn will have a solid commenting plan in place. The reality is there comes a point where posting more times per week on LinkedIn isn’t beneficial, but the only limit there is regarding commenting on other people’s posts is the amount of time you dedicate to it.

Now there are a few common practices with commenting. If someone has a LinkedIn Creator profile then you can tap on their bell and choose to be notified whenever they post. Some people will select a number of people whether they be big names in their niche, or potential ideal clients, and then ensure they comment on all their posts.

WANT TO USE LINKEDIN TO GENERATE LEADS AND SALES FOR YOUR BUSINESS?

If you are serious about wanting to successfully marketing your business on LinkedIn then I can help you.

I was named a LinkedIn Top Voice in 2024 and help online, service-based, business owners to use the platform, amongst the rest of the marketing, to build awareness and generate sales.

Looking for a quick boost – Book a LinkedIn Power Hour.

Want more support? Check out my 1:1 mentoring.

C is for CONNECTING

Whereas in TikTok and Instagram you can get caught in a world where you follow people but they don’t follow you back so you can’t have a DM conversation with them that doesn’t have to be the case on LinkedIn. Whilst you can follow people, there is also the option to connect with people. This puts you in control of actively building your network of connections.

To be clear you can’t just sit and connect with thousands of people every week. LinkedIn does have limits on the number on the number of connection requests you can make per week. Depending on your SSI score and how old your profile is you’ll be able to connect with anywhere between 100 to 200 people per week.

As a business owner, this is a great opportunity for you to actively grow your network with the people you want to see your content and have conversations with. And thankfully with LinkedIn’s search feature you can search for people to connect with based on job title, location and more.

C is for CONVERSATIONS

On LinkedIn it is possible to start conversions on your posts. You can include call-to-actions on your posts and then fairly easily have a back-and-forth in the comments. But very often people will then take those conversations further by moving them over into the DMs.

These conversations can be great for research purposes, building relationships and, of course, selling.

WANT TO GET A MARKETING STRATEGY CREATED SPECIFICALLY FOR YOUR BUSINESS?

Your social media marketing should work alongside the rest of your other marketing to get the best results. Without a solid marketing strategy, you can spend a lot of time and money marketing your business and see little results. The reality is you have a lot of choices and it can be hard to know what is best for you.

I’m a Chartered Marketer, with over a decade of professional marketing experience and that supports service-based business owners.

In just one day I’ll work with you to create a marketing strategy that will support your business goals and that is manageable based on who will be responsible for your marketing.

And because time is precious and I don’t want you to waste any more you could get your Strategy Day booked, delivered and marketing strategy in your inbox in just a fortnight.

To find out more about my Strategy Days click here.

Not sure what open is best for you? Book a free, non-obligation, introduction call here.

PUTTING THE 5Cs INTO PRACTICE

Knowing the 5Cs and following the 5Cs are two very different things. If you are serious about following these steps then you need to work out when you are going to make time for all of the activities.

Conversion – This will need some thought at the beginning and then you can likely not think about it again, or for a long while, unless you make changes to your whole buyer journey.

Content – What is your preferred way to create content? Do you set aside small amounts of time on a regular basis or have longer periods of time less often when you can batch-create a few posts? Learn more about how to save time by batching content here.

Commenting – You’ll need to choose who you want to set up notifications for and then decide how often you’ll log in, and how much time you’ll dedicate to commenting. Be strict on the time you spend commenting because otherwise it is easy for time to whizz by and you’ve been commenting for way too long.

Connecting – This is similar to content in the sense you can do little and often, or you could sit down once a week and do a whole batch.

Conversations – There is no point in encouraging people to DM you and then not checking your LinkedIn inbox for weeks on end. Again work out how often you’ll log in and respond to DMs.

That’s it. You now know the 5Cs of marketing on LinkedIn.

LinkedIn can be a very powerful way to market your business, without costing you any money. However, it involves a time investment so having a clear approach to how you’ll market your business on the platform is key. By thinking about the 5Cs you can structure how you use your time on the platform so you are as efficient and effective as possible.

Let me know in the comments what your biggest takeaway has been?

WANT TO RUN A THRIVING ONLINE BUSINESS?

I’m a Business and Marketing Strategist that specialises in online, service-based, business owners who may have no or a small team – but are big in ambition.

I help my clients to strategically market, and grow, thriving businesses that change their live and the lives of others.

To find out more about how we can work together check out my services here.

And to discuss your precise needs book a free, no-obligation, introduction call to discuss your business here.