Most B2B brands on LinkedIn are trying too hard or not trying at all. Some spam DMs. Others post corporate jargon that even their own employees won’t read. And then there’s you — somewhere in the middle — wondering why your posts get three likes (one from your intern).

LinkedIn is all about being relevant. The brands that win are the ones that build authority so that leads come to them. No begging. No awkward sales pitches. Just smart positioning and the kind of presence that makes people say, “We need to talk to them.”

If you’ve put constant effort into the platform with zero traction, it’s time for a new approach. One that attracts leads and actually works. Let’s break it down.

8 Strategies to Attract Leads and Establish Authority on LinkedIn

If you’re done with the guessing game and ready to turn LinkedIn into your biggest sales asset, here are eight powerful strategies to make it happen.

1. Design a Highly Searchable and Trustworthy Profile

First impressions matter, and on LinkedIn, your profile is either working for you or sending potential leads running in the opposite direction. Here’s how to build a highly searchable and credible profile. 

Optimize Your Company Page for SEO 

LinkedIn is a search engine for professionals. If your company page isn’t optimized, you’re invisible to the exact people searching for your services.

Start with keywords. What would your ideal clients type into LinkedIn’s search bar? If you’re a SaaS company specializing in workflow automation, don’t just say, “We streamline processes.” 

Use phrases like “AI-powered workflow automation” or “best workflow automation tool for enterprises.”

Next, customize your URL (e.g., linkedin.com/company/yourbrand). Simply open your profile and navigate to the top right corner. From here, click the edit icon to customize your profile URL.

Make sure you fill out every section, including industry, specialties, website, even the “About” section. 

Show Social Proof with Client Testimonials

People are less likely to trust brands that only talk about themselves and more likely to trust what others say about them. So, highlight real success stories with actual numbers. Instead of saying, “Our platform increases efficiency,” try:

“After implementing [Your Brand], [Client] reduced operational costs by 32% and doubled project turnaround time.”

If you want to stand out, consider video testimonials. A 30-second clip of a satisfied client is 10x more persuasive than another polished sales pitch.

Pin Strategic Content to Guide Visitors Into Your Funnel

Visitors land on your page, great! But what happens next? If they scroll and leave, you’ve lost them. If they see a clear path to action, you’ve got a lead.

Use LinkedIn’s “Featured” section to pin:

• A lead magnet (e.g., “Download our free B2B LinkedIn playbook”)
• A case study proving your expertise
• A CTA-driven post leading to a booking link or demo page

2. Develop a Strategic Posting Schedule 

The brands that win on LinkedIn are super intentional. They know what to post and how to keep their audience hooked.

It all starts with a structured content plan that maximizes reach.

Follow the 30/30/30/10 Rule 

Most brands either post too much promotional content (the kinda posts that get overlooked) or play it too safe with generic industry insights (boring!). The 30/30/30/10 rule keeps your content engaging and valuable all at once:

30% Educational Content: Teach your audience something useful. Break down industry trends and offer some real insights. Instead of posting, “AI is transforming marketing,” break it down: “Here’s how B2B brands are using AI to double lead conversion rates (and how you can too).” 

An example educational post.

‍30% Engaging Content: Get your audience talking. It could be through polls or open-ended questions (essentially anything that encourages conversation). Engagement signals boost visibility, so the more discussions you generate, the better.

30% Storytelling & Personal Content: People don’t buy from logos. They buy from people. So, share behind-the-scenes moments and lessons from personal experiences. Posts like “We almost shut down in 2022. Here’s what saved us (and why it might save your business too),” humanize your brand and make people care.

Here is an example from B2B Rizz on LinkedIn:

10% Promotional Content: Yes, you can sell; you just have to do it the right way. Case studies and free resources with a clear CTA (but not desperation). Instead of “Book a demo today!” try: “See how [Client] increased sales by 50% with our tool. Find full breakdown inside.” Always give value first, then ask.

Learn the Art of Storytelling (Because No One Cares About Boring Brands)

Facts don’t make people take action. Stories do. And the best LinkedIn brands tell stories that sell.

Instead of writing, “We help companies automate processes," share a story.

“Last year, we worked with [Client]. They were drowning in spreadsheets, wasting 10+ hours a week on manual data entry. After implementing our automation tool, they cut that down to 2 hours (and saved $200,000 in overhead costs). Here’s what they did…”

See the difference? A story gives context and triggers curiosity. 

Experiment with Content Formats 

LinkedIn rewards variety. So, make sure you keep things fresh:

• Text-Only Posts: Great for thought leadership. Keep them punchy and skimmable, however.
• Carousels: LinkedIn LOVES these. Use them to break down complex topics step by step.
• Videos: If you’re not using video, you’re leaving engagement on the table. Try expert Q&As or client testimonials. 

Check out this post by "You Know Ted" on LinkedIn:

• LinkedIn Articles: Want to rank higher on LinkedIn’s search? Publish long-form content packed with insights. Surprisingly enough, LinkedIn articles are very likely to rank on Google, too. This means you have a chance to expand your reach beyond LI.

3. Post at the Right Time for Maximum Reach

Some swear by mornings, others say lunchtime, and a few claim late evenings are the golden hours. The truth is, there’s no universal “best” time. You need to test and tweak. 

Start by experimenting with different time slots — early morning, midday, and late afternoon. Following this, track your engagement metrics. Are people commenting more in the afternoon? Do likes peak on Wednesdays at 9 AM? 

Over time, patterns will emerge. If you need a starting point, here’s what generally works well for B2B brands:

• Tuesday to Thursday (avoid Mondays because people are drowning in emails).
• Early mornings (7-9 AM) or lunch hours (12-1 PM) when professionals check LinkedIn.
• Late afternoons (4-6 PM), especially for decision-makers winding down their day.

4. Use the Power of Private Engagement

When was the last time a viral post landed you a high-value client on the spot? Probably never. That’s because real business happens in the DMs and exclusive spaces where people feel comfortable sharing their challenges.

Master LinkedIn DMs With a Value-First Approach

Sliding into someone’s inbox cold could be awkward. The best approach is to warm up the conversation first:

• Engage on their posts with thoughtful comments. 
• Offer value upfront. Share an insight or perspective before asking for anything.

The goal here is to build trust first. A great DM should feel like a natural continuation of a conversation.

Create Exclusive Groups & Private Invite-Only Events.

A well-run LinkedIn group gives people a reason to stay engaged beyond just liking posts. 

Say you're a B2B brand serving SaaS founders. Instead of hoping they see your content, you create a private group called “SaaS Growth & Funding Strategies.” You facilitate discussions and introduce members to each other. This way, people begin to see you as an authority in your niche.

Private events work the same way. A webinar for everyone is easy to ignore. But an invite-only founder’s roundtable with live Q&A? That makes people show up!

5. Turn Employees Into Brand Advocates

A LinkedIn post from your company page is nice. But a LinkedIn post from an employee sharing their enthusiasm for your brand? That’s absolutely game-changing.

Remember, your employees are your most credible voices, and when they advocate for your brand, it doesn’t feel like marketing. 

Here are a few things to keep in mind. 

Make Advocacy Natural, Not Forced

Nobody wants to sound like a walking press release. Instead of dictating what employees should post, create a culture where sharing feels natural. Make sure you provide:

• Social media training to help employees write compelling posts that mix their own insights with brand value.
• Encouragement, not pressure. Some will post naturally; others may need a nudge. Your job is to support both.

Help Employees Build Their Personal Brand

The aim shouldn’t solely be to gain recognition as a company. You must help your employees establish themselves as thought leaders. Encourage them to share perspectives that position them as experts. They can also talk about their own journey. After all, employees sharing their real experiences at your company builds trust among your audience.

Recognize, Reward, and Reinforce

What gets rewarded gets repeated. So, make sure you celebrate employees who actively engage on LinkedIn. You can do so by highlighting top contributors in internal meetings. Alternatively, you can create friendly competitions with small incentives (who got the most engagement this month?).

6. Utilize LinkedIn’s Hidden Features

You need to explore LinkedIn’s special features to maximize your efforts. 

Take Creator Mode, for example. It changes how people interact with your content. Turning it on gives you access to LinkedIn Live, newsletters, and the ability to add clickable links to your profile. 

More importantly, it shifts your “Connect” button to “Follow,” making it easier to build an audience beyond your immediate network. 

Then there’s the LinkedIn Newsletter, one of the most underutilized yet powerful tools for nurturing leads. Unlike regular posts that fade away in a day, newsletters land directly in your subscribers’ inboxes, keeping you top of mind. 

You can publish monthly/weekly/biweekly industry insights for your target audience. Each edition will reinforce your authority while subtly driving potential clients toward your services. 

Finally, we have LinkedIn Audio Events. They’re more like LinkedIn’s version of a live podcast but with real-time audience engagement. Unlike webinars that require registrations, these events allow instant participation. 

Whether it’s a panel discussion or an AMA (Ask Me Anything) session, hosting audio events helps you build relationships with potential leads in a value-driven setting. 

7. Build a Warm Outreach System

You wouldn’t walk up to a stranger and say, “Hey, wanna buy my product?” So why do people do that on LinkedIn? The truth is, cold DMs don’t work. Warm outreach does.

The first step is to use content as a warm-up. Before sliding into someone’s DMs, engage with their posts. Comment with something insightful. Why? Because human psychology is wired for reciprocity. 

When someone sees your name pop up multiple times in their notifications, they recognize you. And recognition builds trust. If you engage consistently, by the time you send that DM, you’re not a stranger anymore. They know you.

Likewise, when you do send a connection request, make it personal. Instead of the robotic “I’d love to add you to my network,” reference something specific — like a post they wrote or a mutual interest. 

If they recently shared insights on scaling a business, you could say, “Loved your post on scaling! Curious how do you see [specific trend] impacting that?” 

It shows you’re paying attention, which makes them far more likely to accept.

Check out this guide on developing a warm outreach system.

8. Repurpose LinkedIn Content Into Multi-Channel Authority 

Creating content is hard work. So why let a great post live and die on LinkedIn? If a piece of content resonates, it means your audience cares. The smartest brands squeeze every drop of value from their best content and spread it across multiple channels.

Start with high-performing LinkedIn posts. If a post gets strong engagement, that’s a signal; it struck a nerve. Don’t let it fade into the abyss of your feed. Expand on it. 

Turn it into a LinkedIn article with more depth. 

Want to take it further? Pull key insights from that post and turn them into short-form videos for LinkedIn. A compelling one-liner from your post can become a 30-second video hook. 

Remember, the more formats you use, the more you dominate your niche.

Build a Strong LinkedIn B2B Lead Generation Campaign with INDIRAP

Authority on LinkedIn isn’t built overnight, but with the right strategy, it’s only a matter of time before you’re the name people think of first in your space.

And if you want to accelerate that process, use video. It lets your audience see you and trust you before they even do business with you. That’s where INDIRAP comes in. We create brand-building video content that earns trust and positions you as the authority in your industry. Our focus is primarily on short-form content as it's engaging and conveys messages in a few words.

If you like to learn more about how you can grow your B2B brand with short-form content strategy, book a free, no obligation Discovery Call.