How to Boost B2B LinkedIn Engagement in 2025
- Tony Nissen
- May 12
- 5 min read
For B2B firms, especially in tech and professional services, LinkedIn remains one of the few places where organic content still cuts through.
According the a recent study released by Metricool, more people are clicking, commenting, and taking action than they were a year ago.
Based on the report that analysed 577,000+ posts:
Clicks are up 28%
Interactions across the platform have jumped by 31%
This means one thing: if your business isn’t seeing results, it’s likely a strategy problem - not a platform problem.
The report gave me some great insights on how to improve my traction on LinkedIn - which I have already started to put into practice.
Below is a quick overview of the learnings along with 30-day game plan to get you up and running!
What LinkedIn Prioritises (and What It Doesn’t)
Unlike social channels that reward entertainment and outrage, LinkedIn is designed to surface helpful, career-focused content. It pays close attention to what people interact with, and promotes more of the same.
One major shift in 2025? Power users - those consistently posting high-value content now command 31% of total visibility.
If your content isn’t showing up, you’re probably not seen as valuable yet by LinkedIn’s algorithm.
Personal Profiles Are the Real MVPs
Here’s something a lot of businesses miss: your employees’ personal profiles are your most powerful brand channels.
Company pages are great for credibility, but personal posts consistently outperform them.
Real people sharing real stories get more reach, more reactions, and more leads.
That’s especially true when team members post updates about client wins, industry insights, or lessons learned on the job.
If you want to grow on LinkedIn, don’t hide behind a logo.
Post from your personal profile - referencing your business name in the body of the post or using your company page to post links to offsite resources (Blogs or Landing Pages that don't live on LinkedIn) in the comments section of your post.
What Kind of Content Works Right Now?
📊 Carousel Posts (Yep, Still King)
These slide-style posts are outperforming everything else when it comes to engagement.
They’re perfect for:
Explaining complex topics in bite-sized chunks
Sharing project snapshots or before/after stories
Breaking down trends or industry data
Comparing solutions or tools
👉 Keep them simple, visual, and focused on one clear idea per slide.
Not sure how to create a Carousel Post?
Check out Hootsuite's step-by-step guide.
🎥 Real, Low-Fuss Video
Forget polished productions - LinkedIn audiences prefer authenticity.
Videos that perform well include:
Quick tips from your team
“Here’s what we’re working on” updates
Simple explainer clips using a whiteboard or screen recording
Just hit record, be clear, and speak like a human.
❓ Conversation Starters
Posts that ask smart questions outperform those that make bland statements.
Try:
“What’s one task you’d love to automate?”
“Which tool saves you the most time each week?”
“How are you tackling [new industry challenge]?”
When people comment, LinkedIn shows your post to more people. It’s that simple.
👥 Show Your Team
Showcasing the humans behind your brand builds trust and reach.
Highlight:
Project milestones and lessons
Team learning moments (wins or fails)
Behind-the-scenes culture
Career journeys or promotions
When people see themselves in your story, they stick around.
Strategy, Not Spam: How to Post Smarter
How Often?
Aim for consistency - not overload. Even posting once a week can help. Most growing businesses post around 12 times a month. Find a rhythm you can stick to.
Should You Include Links?
Yes. Don’t fear the link. Posts with links actually see better engagement and more clicks - as long as the content you’re linking to is worth the visit.
Great options include:
Case studies
How-to guides
Product/service pages
Research and reports
Real Beats Stock Every Time
Avoid stock images at all costs. Use real photos from your team, your work, your events. Smartphone snaps are better than staged perfection.
Want More Comments? Here’s How:
Ask real questions
Respond quickly to every comment (especially in the first hour)
Tag people with relevant opinions or experience
This creates momentum. The algorithm notices. And suddenly, your post has legs.
Don’t Just Broadcast - Converse
The best content feels like a conversation. Instead of pushing information, talk about real challenges and what you’re learning along the way.
When posts feel human, they get human engagement.
A Simple 30-Day Game Plan
Ready to take your LinkedIn engagement to the next level?
Here is a 30-day game plan to get you started:
Week 1 – Get Organised
Lay the groundwork by understanding what’s worked before and where your team can add value.
Audit past LinkedIn content: Look at what’s had the most views, comments, or clicks - this tells you what resonates.
Pick 3–5 strategic themes: These could be based on your services, industry shifts, client pain points, or team expertise.
Select 5–10 internal contributors: Choose team members who are confident on LinkedIn or have client-facing experience. Encourage a mix of roles - BD, technical experts, support leaders.
Create a basic content calendar: Map out 2–3 post slots per week. Assign owners and decide what type of content each post will be (e.g. carousel, video, poll, Q&A).
Week 2 – Build Core Content
Develop high-impact posts to set the tone and get early traction.
Design a carousel: Start with a topic that solves a common client problem or demystifies a process.
Record a short, authentic video: No need for perfection - just have someone share a practical tip, experience, or use case (60–90 secs max).
Write 5 conversation-starter questions: These posts should be designed to get comments. Think: “What’s one tool you couldn’t live without at work?”
Create comment-response guidelines: Draft suggested replies and CTAs (e.g. “Thanks for sharing - have you seen this?” + link). Assign someone to monitor engagement.
Week 3 – Activate the Team
Get internal buy-in and equip contributors with tools, confidence, and clarity.
Run a 30–45 minute workshop: Cover why LinkedIn matters, how the algorithm works, and what makes a great post.
Share a folder of swipeable content: Include branded images, intro post templates, and recent team wins. Make it easy to post.
Recognise internal advocates: Highlight and celebrate team members who participate. Consider small incentives or callouts in internal comms.
Provide personal brand tips: Share a one-pager with do’s and don’ts for tone, tagging, hashtags, and talking about the company naturally.
Week 4 – Launch and Learn
Get your content into the wild and adapt fast based on what you see.
Post consistently (minimum 2x/week): Stick to the calendar and ensure at least one post per week comes from a personal profile.
Engage externally: Like and comment on client, partner, and industry posts. This boosts visibility and builds goodwill.
Review performance weekly: Look at reach, clicks, and comments—don’t just count likes. Track what’s converting.
Test and optimise: Try different post types, formats, and times. Keep a simple dashboard or tracker to guide future content.
What You Should Actually Track
Ditch vanity metrics. Instead, look at:
Click-through rates
Engagement rates
New followers from target roles
Enquiries and DMs
Conversion from LinkedIn to real conversations
Use this data to double down on what works - and ditch what doesn’t.
TL;DR — Your LinkedIn To-Do List
Empower your team to post personally
Focus on carousels, real videos, and questions
Keep things human - no jargon, no stock images
Be consistent, not constant
Track real metrics, not likes
Repeat what works
Lead with value, not sales
Talk like a person, not a press release
Ready to Put This Into Action?
You don’t need to be a LinkedIn influencer or have a massive marketing budget to start seeing results. You just need a plan and the commitment to show up with content that helps your audience, not just sells to them.
If you’re a tech or professional services business looking to build real traction on LinkedIn in 2025, this is your moment.
🎯 Need help crafting a LinkedIn strategy that actually works?
Let’s talk. Whether you're starting from scratch or need to scale what’s already working, I can help you turn LinkedIn into a consistent lead source.
