For us B2B marketers, LinkedIn seems to be the Holy Grail in the world of social media. It’s where our buyers are most likely to be, and as professionals they’re usually incredibly active.

Despite this, many marketers are struggling to gain traction and see results. Whether the goal is driving traffic or securing sales opportunities, people are still missing the mark.

At Seraph Science, we’ve found three effective approaches to LinkedIn marketing that have worked very well as of late. In this article, we’ll share these approaches as well as the ways you can get started and begin testing.

LinkedIn Marketing Approach #1: Repurpose Content in Pulse

LinkedIn’s Pulse platform is a great way to tap into an audience of professionals who are looking for insight and how-to knowledge on certain topics. It’s also super easy to begin publishing.

The benefits of using Pulse to publish content are many, but two of the biggest ones, we find, are content distribution and the positioning of expert status.


First of all, when you publish content on a regular basis, you get the attention of your audience. As long as the content is inherently useful, you’ll generate views and build your personal brand & expert positioning.

Secondly, and this is one of the primary reasons we use Pulse, is that you can easily re-purpose longer pieces of content into bite-sized chunks. Then, at the bottom of the articles, you can include a call-to-action for readers to learn more, directing them to a more in-depth piece of content.

This allows you to tease upon the full version of your content and drive traffic to your original piece of content, guiding more traffic and leads down your sales funnel.

You can see this in action here.

LinkedIn Marketing Approach #2: Driving Traffic from Groups

I love LinkedIn Groups. It’s almost as if LinkedIn is presenting us with a segmented audience based around interests and job titles on a silver platter.

But, don’t let that fool you. This isn’t an excuse to exploit this fact and spam groups – at the end of the day they’re still communities of people who will ignore you if what you contribute is no good.

Therefore, no matter what your goals are, start by getting involved with discussion in the group. Get yourself “top contributor” status by getting involved with discussions, providing valuable insights and starting new threads.

Once you’ve spent some time becoming better known, then is your time to begin sharing your content and driving traffic. Check out our latest article for a more in-depth guide on this approach.

LinkedIn Marketing Approach #3: Go Deep, Not Wide

Some marketers are too focused on volume. They forget that relationships are built upon connections, dialogue and actual conversations.

LinkedIn is no different. Although there’s a whole network of potential leads to tap into, the spray and pray approach won’t work.

Instead, consider taking a deeper approach when building these relationships. Select a handful of organisations you want as your ideal clients, then identify the best contacts to approach. Make sure they’re accessible by seeing if they’re posting updates or creating content regularly.

From there, engage with what they’re putting out. Share their content, comment on their updates and even engage with them on Twitter. Once you’ve done this a few times, then you can approach them to take the next level. This is how we’re currently doing things at Seraph Science.

This works a lot better than a standard cold email or LinkedIn message. You show you care about them and gives you some extra personalisation when you first approach them to guide them into your sales cycle.


These are three approaches that we’ve tested thoroughly and are currently using to generate leads, drive traffic and distribute our content.

The great thing about each approach is that you don’t need many resources or a huge amount of time to get started. It’s very easy to test on a small scale and test your efforts before committing to a more scalable approach.

The key is in interaction and building relationships within the platform. Do this, and you’ll see more success in your lead generation efforts than a typical spray-and-pray approach.