When LinkedIn was launched in 2002, its goal was to connect people of common interest and give them a safe space to share ideas that would help grow friendship and partnership in a way that benefits both parties.
Social media was not made for this until 2016, when Microsoft bought it and rebranded it to what we now know as the top business social media, where millions of people have gotten jobs, and many have started their businesses.
Link is known for helping you reach the level you want and connecting you to the right people who will make your dreams come true.
In 2018, as a student studying mechanical engineering in a Nigerian university, I faced many financial challenges. I couldn’t pay my tuition fees or have money to sustain myself. When I found myself in this situation, I had to learn a skill, master it, and then start applying for jobs on LinkedIn. One day, I successfully got one, and it has really helped me to grow ever since.
It was from this job that I got the connections to start my second business, which has continued to run to this day. I have gotten more connections on LinkedIn than I have on every other social media platform. It is a place where marketing your business has been made easy if you learn how it works.
As we all know, marketing your business is the fuel that will propel your business to the level you want it to be. Though there are different kinds of marketing on LinkedIn, based on my experience, I have come up with the best 20 that have served me over the years.
This list of 20 types of marketing for small businesses on LinkedIn will significantly help you excel your business to the level you have always dreamed of. But remember that it must be done right in order for you to see the results you wish for.
1. Micro-Story Posts
In a digital world flooded with ads, authenticity sells. Micro-story posts short, true stories about your daily business wins, struggles, or lessons have become the heartbeat of Authentic marketing, building trust and humanizing your brand.
They don’t just tell what you do, they show who you are. A quick anecdote about a loyal customer, a late-night breakthrough, or a small mistake turned into a lesson can stir emotion and inspire engagement.
People connect with people, not products. These bite-sized stories on LinkedIn spark conversations, strengthen brand loyalty, and drive word-of-mouth. Small businesses that consistently share these moments become memorable, and trust leads to sales.
2. LinkedIn Carousel Tutorials
Carousel tutorials turn your knowledge into value. These swipeable, multi-image posts let you break down complex ideas into digestible, visual steps perfect for how-tos, product demos, or quick strategies.
Why does this matter? Because teaching builds credibility. People follow those who help them. According to LinkedIn data, carousel posts often outperform single-image content in engagement.
If you want to be seen as a go-to expert in your niche, use carousels to share practical lessons. Done right, they don’t just inform, they convert viewers into leads who trust your expertise enough to buy from you.
3. Founder’s Weekly Insight
Every week, share one key takeaway from your entrepreneurial journey. These short reflections—whether a win, a mistake, or a mindset shift offer followers something real. Over time, this habit builds your authority and positions your brand as wise, grounded, and transparent.
People don’t just buy products; they buy into leadership. When a founder consistently shares lessons, it signals maturity and direction.
According to the Edelman Trust Barometer, 68% of people trust a business more when they hear directly from its leaders. Use this strategy to grow trust, inspire loyalty, and attract serious business opportunities.
4. Behind-the-Scenes Series
Pull back the curtain and let your audience see the real engine of your business. Whether it’s your design process, packaging station, or team collaboration, behind-the-scenes content builds emotional connection.
It proves you’re not just a brand—you’re people with purpose. In fact, studies show that brands seen as transparent enjoy higher customer loyalty.
This type of LinkedIn content makes your followers feel like insiders, strengthening trust and increasing buy-in. Don’t just market the final product—show the journey. That’s where belief is built and relationships are formed.
5. Mini Case Studies
If you want people to believe in your offer, show them it works. Mini case studies—short posts highlighting real clients, actions taken, and precise results—prove your value.
They’re powerful because they mix storytelling with data. Think: “We helped X increase sales by 40% in 3 weeks.” That kind of proof builds instant credibility.
It’s especially effective for attracting investors or high-value clients who want evidence, not empty claims. According to Demand Gen Report, 73% of B2B buyers rely on case studies when researching solutions. Share yours regularly, and you’ll earn both trust and business.
6. LinkedIn Audio Events
Hosting live audio events on LinkedIn is an innovative, low-cost way to build real-time engagement. There is no fancy setup—just your voice, your insight, and a focused topic your audience cares about.
These sessions position you as a thought leader while letting your community ask questions, share ideas, and feel heard. It’s networking without the pressure.
According to LinkedIn, users who engage in live events are two times more likely to follow the host. For small businesses, this is a golden opportunity to attract leads, build authority, and create a loyal audience—all from their phones or laptops.
7. LinkedIn Document Drops
One of the most innovative ways to stand out on LinkedIn is to upload short, helpful PDFs, such as checklists, guides, or infographics.
These are easy for your audience to download, save, and share. They position your brand as a resource, not just a business. Done well, document drops can go viral, reaching beyond your immediate network. LinkedIn reports that document posts often outperform regular updates in engagement.
For small businesses, this is a chance to showcase expertise, build trust, and generate leads—all through straightforward, high-value content that continues to work long after it’s posted.
8. “Why We Exist” Post
People support not just what you sell but also why you sell it. Sharing your brand’s origin story and mission creates emotional resonance.
It gives your audience a reason to believe in you beyond profit. Purpose-driven storytelling attracts loyal customers and value-aligned investors.
A Harvard Business Review study found that purpose-led companies outperform the market by 5–7% annually. Use this post to spotlight the real reason your business exists. When your “why” is clear, your audience doesn’t just follow—they rally behind you, advocate for you, and grow with you.
9. Customer Shoutouts
Recognizing your customers’ success isn’t just kind—it’s powerful marketing. When you spotlight how someone achieved results using your product or service, it becomes a living testimonial. This builds social proof, boosts credibility, and encourages community.
According to Nielsen, 92% of people trust peer recommendations over ads. That means your customer stories are more persuasive than any sales pitch. Shoutouts also show that you value people, not just profit.
It invites others to imagine their success with you, and that’s when they’re ready to buy. Celebrate your customers, and you’ll naturally grow your business.
10. LinkedIn Polls with Commentary
A well-crafted poll isn’t just for clicks—it’s a smart way to engage your audience and gather insights. But the real value comes in the follow-up.
Analyze the results, share your take, and invite deeper discussion. This positions you as a thinker, not just a promoter.
LinkedIn’s algorithm favors interaction, and polls naturally drive comments and shares. Adding thoughtful commentary shows you care about trends, not just traffic.
For small businesses, this builds authority and encourages meaningful conversations that can lead to partnerships, feedback, or sales. Don’t just ask questions—own the answers and the insights behind them.
11. Mini Video Testimonials
Nothing builds trust faster than happy customers speaking on your behalf. A 30-second video testimonial—raw, sincere, and unscripted—carries more weight than polished ads.
These clips show real people with real results, which instantly makes your brand more relatable. Wyzowl reports that 79% of consumers trust video testimonials as much as personal recommendations. For small businesses, this is gold.
Ask satisfied clients to record short clips on their phones, then post them on LinkedIn with context. It’s quick, cost-effective, and incredibly persuasive—because real stories sell better than any sales pitch ever could.
12. LinkedIn Newsletter for Investors
Investors don’t fund ideas—they fund traction and clarity. A LinkedIn newsletter tailored to potential investors lets you consistently showcase growth metrics, business milestones, and long-term vision. It keeps your startup top-of-mind without a hard pitch.
According to LinkedIn, newsletters enjoy higher open rates than traditional emails due to built-in platform trust. Share updates like user growth, new hires, press mentions, or product launches.
Over time, this builds confidence and attracts aligned backers who see momentum. For small businesses seeking funding, a consistent investor-focused newsletter is not just smart—it’s strategic positioning.
13. “One Mistake We Made” Post
Owning a mistake publicly may feel risky, but on LinkedIn, it builds trust fast. When you share a failure and the lesson behind it, you show humility, maturity, and growth.
This makes your brand more human and your leadership more relatable. According to a Harvard study, leaders who admit missteps are seen as more competent and trustworthy.
For small businesses, this transparency invites engagement and often opens conversations with others who’ve faced similar challenges. Don’t fear imperfection—leverage it.
Your vulnerability can become your strongest connection point and a decisive teaching moment for your audience.
14. LinkedIn Live Product Demos
Nothing builds buyer confidence like seeing your product in action. Hosting a LinkedIn Live demo lets you walk prospects through key features while answering real-time questions. It’s interactive, personal, and perfect for showing value, not just telling. Live video also boosts visibility; LinkedIn prioritizes it in feeds, increasing reach and engagement.
According to HubSpot, 73% of people are more likely to purchase after watching a product video. For small businesses, it’s a cost-effective way to build trust, gather feedback, and convert curious viewers into loyal customers—all through genuine, unscripted interaction.
15. Team Member Spotlights
Customers connect with people, not logos. Highlighting your team—sharing their roles, passions, and even fun quirks—brings personality to your brand.
It showcases company culture and builds trust with your audience. According to LinkedIn, posts featuring employee stories see 2x higher engagement. For small businesses, this is a powerful way to humanize your company and foster community.
It also boosts internal morale, showing team members they’re valued. When followers see the heart behind the work, they’re more likely to support the mission. Don’t just promote the business—introduce the humans who make it happen.
16. LinkedIn Influencer Collabs
Teaming up with niche LinkedIn creators can fast-track your visibility. These influencers already have engaged, targeted audiences who trust their voice.
A simple shoutout or product mention can introduce your business to thousands of potential customers, without sounding like a sales pitch. According to Edelman, 63% of people trust influencer recommendations more than brand messaging. For small businesses, this is a clever shortcut to credibility.
Choose partners aligned with your values and audience. Done right, influencer collabs don’t just boost reach—they build lasting brand authority in the spaces that matter most.
17. “Ask Me Anything” Threads
Hosting an “Ask Me Anything” (AMA) thread on LinkedIn invites your audience to engage directly with you about your business, process, or industry insights.
It’s not just content; it’s conversation. This format positions you as approachable and knowledgeable, while showing confidence in your expertise.
High engagement also boosts visibility in the algorithm. According to LinkedIn data, posts with comments get prioritized in feeds. For small business owners, AMAs create trust, generate content ideas, and reveal what your audience really wants to know, making it a simple but powerful marketing move.
18. LinkedIn Group Leadership
Leading a LinkedIn group in your niche sets you apart as a go-to expert. It gives you a platform to guide discussions, share insights, and connect like-minded professionals—all under your brand’s leadership. Groups foster trust and spark collaboration, helping you build a loyal, engaged audience.
LinkedIn reports that users who engage in groups are more likely to become long-term followers or customers. For small businesses, starting a group isn’t just community-building—it’s strategic positioning. You’re not just part of the conversation; you’re hosting it, shaping it, and growing your influence through it.
19. Investor-Focused Thought Pieces
Want to get on an investor’s radar? Start publishing sharp, well-informed posts on LinkedIn that explore market shifts, growth strategies, and overlooked gaps in your industry. These thought pieces signal that you’re not just running a business—you’re thinking ahead.
Investors look for visionaries, not just operators. Backed by insight and clarity, these posts attract strategic minds who align with your long-term goals.
A clear, consistent voice on market trends positions your brand as serious, informed, and worth watching. In a world full of noise, brilliant ideas attract smart capital. Use that to your advantage.
20. LinkedIn SEO Optimization
Your LinkedIn presence isn’t just a profile—it’s a searchable asset. By strategically using keywords in your headline, about section, and content, you increase the chances of showing up when investors or customers search for terms related to your industry.
Think like your audience: What would they type to find a business like yours? According to LinkedIn, optimized profiles get up to 27x more appearances in search results.
For small businesses, this means visibility without ad spend. SEO on LinkedIn is quiet but powerful, making you discoverable at the exact moment opportunity is looking.
Conclusion
Small businesses can no longer afford to treat LinkedIn as just a networking site or a place to chat with friends; it has evolved into a powerful, strategic marketing platform.
Every tool you need to build your brand authority to attract customers and investors is available to those willing to show up with purpose and creativity.
What sets successful businesses apart isn’t budget, but clarity, consistency, and authenticity. The smart use of content, tailored to resonate with real people, can turn connections into clients and visibility into opportunity.