How to build a LinkedIn marketing strategy from scratch

A company's LinkedIn strategy should be rooted in its goals and audience, driving the creation of content, engagement with partners and customers, and incentives to encourage employee participation. A solid strategy consists of four components: goals, identifying who to follow and engage with, the types of content to post, and how to execute the strategy. The goal is to maximize existing content, find ways to incentivize employees, and fuse creativity and fun into a professional context. By formalizing a strategy, companies can plan ahead, stay on track, and take advantage of LinkedIn's features such as carousels, polls, and LinkedIn Lives. A well-executed strategy involves creating a monthly calendar, measuring and iterating on performance, and automating tasks with tools like Zapier to streamline workflow automation.