September 18, 2025
LinkedIn’s users are not your typical audience. Join us as we take a look into the psyche of the LinkedIn user and how your content needs to reflect it – doing so will lead to the most successful of campaigns, helping to fill the funnel and drive growth.
Understanding the LinkedIn User Mindset
Now, here at immediate future we love to say – for B2B – ‘we’re not marketing to job titles, we’re marketing to humans’. We always want our content to stand out from the crowd and tap into those sleepless nights that those C-suite folks go through…it goes without saying.
But taking one step back from this, it’s important to understand the user desire once arriving on the platform.
What B2B Marketers Need to Know About LinkedIn Audiences
As with any platform, a user rarely visits social to search (though this is on the rise for B2B). They’re mostly there to kill time and be entertained – at least, that’s what we understand for Meta, TikTok, YouTube and the like. But for LinkedIn, it’s rarely a search for a dopamine hit – it’s a mental clock-in. There’s a desire to learn and grow.
- How can I expand my knowledge?
- How can I grow my network?
- How can I help the company I work for gain exposure?
- What jobs are available for me to browse?
There is greater hesitancy to post on LinkedIn compared to other platforms, due to lack of anonymity. Perception almost means more, and the fear of being ‘exposed’ or not being an expert in your field can impede on the desire to act freely on the platform.
This extends to likes and comments too. So, consider that your posts/campaigns will not necessarily draw the likes and comments you crave.
What we know about the LinkedIn buyer/audience
LinkedIn is the home of B2B, of course. So if we know our audience is there; taking what we know above, how do we translate this into effective communication strategies?
First, we need to consider that the buying cycle can be months if not years, as products and services are more expensive – so it takes a group to decide to invest in something. Building trust is so important – it’s the only thing that matters early on.
So our plan for LinkedIn growth is…
Lead with value, not virality: Ask yourself “What professional problem does this solve?” before “Will this get engagement?”
Those campaigns and posts early doors should not be engagement bait. Pay attention to reach/impressions and video views (even carousel clicks).
Remember:
Awareness > consideration > conversion
It can take months for a campaign to start delivering tangible leads – so remember, use trust building in the first phase. Focus on demonstrating expertise and providing genuine insights.
We have a guide that can help you take those first steps to building trust with your audience – view it here.
Vanity over sanity wins on LinkedIn
We love a report that smashes benchmarks as much as any other agency, but there is a shift happening in the world of marketing – particularly in the B2B space. Top level metrics are being scrutinised more than ever. Marketers are being quizzed on how the strong CTR and impressions transfer into tangible leads or pipeline contributions. This is more a B2B issue than B2C, but the point remains – CMOs, CFOs and CXOs are becoming less patient when it comes to lead gathering and want insights/proof of success earlier and more frequently.
So, consider your audience’s intentions and your intended outcomes – but then consider how the platform uses 3rd party hubs to amplify audience building and precise targeting. LinkedIn has more sophistication than ever before on its back end to ensure you can present success to the board – such as leads and projected pipeline increases.
LinkedIn is a place for patience. If you need guidance on commencing a campaign, let us know!