In 2024, we made LinkedIn a priority—and it paid off in a big way. By focusing on learning LinkedIn marketing, we generated hundreds of thousands of dollars in leads, all through organic content. No paid ads, no cold outreach. Just smart, strategic posts that got in front of the right people at the right time.
But not everything worked. Some posts flopped, others exploded, and a few surprised us. Today, I’m walking through the biggest lessons, the unexpected wins, and what we’re doing differently in 2025 to take our content strategy even further. If you want to grow your brand, improve engagement, and actually turn LinkedIn into a tool that drives business, keep reading.
What We Learned About LinkedIn Marketing in 2024
Not all content is created equal. Some posts attracted engagement but didn’t bring in clients. Others weren’t flashy but led to real conversations and new business. And a few proved that LinkedIn marketing isn’t just about business—it’s about being human.
Personal Stories Connect More Than Business Advice
The most successful post I made in 2024 wasn’t a deep-dive on video strategy or a case study on marketing results. It was a baby announcement.
People love human moments. The post got thousands of reactions, tons of comments, and more reach than anything else I shared all year. And it wasn’t because I cracked the LinkedIn algorithm—it was because people connect with people, not just businesses.
Now, I’m not saying your LinkedIn marketing strategy should involve having a baby (babies are expensive, and the ROI is questionable). But if your content always feels stiff and corporate, you’re missing the point. The best content makes people feel something. That’s what makes them stop scrolling.
Video Was the MVP of LinkedIn Marketing
The second-best post? A video snippet from my podcast with Daniel Allison.
Video isn’t just another content format—it’s the most powerful tool on LinkedIn. It stops people in their tracks, keeps them engaged longer, and gives your brand a voice (literally). And the best part? It doesn’t have to be overproduced. Some of our top-performing clips were filmed with basic setups, yet they outperformed polished text posts every time.
If you’re serious about learning LinkedIn marketing in 2025, video has to be part of your strategy. Not just for engagement but for building trust. People want to see the face behind the brand, hear your insights, and feel like they’re having a conversation with you—not reading another corporate post.
Humor + Education = Engagement Gold
One of my favorite posts of the year involved me standing in front of a dumpster, talking like a grumpy old man. The point? You don’t need a fancy setup to create content. If I can film a video in front of a dumpster and make it work, so can you.
It worked because it was real, unexpected, and made a point quickly. The best-performing educational content always had something extra—humor, a strong opinion, or a fresh take. LinkedIn isn’t just a place for suit-and-tie business talk. The content that wins is the content that feels like a real person is behind it.
What We’re Doing Differently in 2025
Even though LinkedIn was a major success for us in 2024, we learned some hard lessons. Some posts got great engagement but led nowhere. Others barely made a splash but ended up bringing in clients. So this year, we’re shifting our focus.
Engagement is Great, but Sales Matter More
It’s easy to get caught up in vanity metrics—likes, comments, shares. But when I looked at the data, I realized that some of our top-performing posts in terms of engagement weren’t actually driving business. Meanwhile, a live stream that didn’t crack the top 50 in engagement was ranked 28th in impressions and led to conversations.
So in 2025, we’re focusing on what actually leads to relationships, conversations, and sales. That means doubling down on the types of content that attract buyers, not just engagement.
Going Beyond the “Viral” Mindset
We’ve all seen people go viral on LinkedIn, racking up thousands of views and engagement. But does it always translate to business? Not necessarily.
One of the best examples was a dentist we worked with who had a video take off. He ended up on the Steve Harvey Show, got millions of views… and didn’t get a single new patient from it.
That’s the problem with chasing reach for the sake of reach. If you’re not talking to the right audience, those numbers mean nothing. In 2025, our LinkedIn marketing strategy is about precision—reaching the right people, not just more people.
LinkedIn Live Video is a Game Changer
One of the biggest surprises from last year was how well live video performed. It didn’t always generate a ton of comments, but the reach was massive.
LinkedIn is actively promoting live content because it keeps users on the platform longer. That means if you’re looking for a way to get in front of more people, live video is one of the smartest moves you can make. This year, we’re doubling down on it—not just to drive engagement but to create deeper connections with our audience.
Our 2025 LinkedIn Marketing Plan
After learning LinkedIn marketing and breaking down what worked, what didn’t, and where we want to go, we’ve built a structured approach to learning LinkedIn marketing at a higher level.
We’re starting with two long-form videos per month—deep, educational content designed to sit on LinkedIn and YouTube. Each of those videos will then be repurposed into six shorter clips that can be used across LinkedIn, Instagram, and other platforms.
We’re also continuing our podcast, with two episodes per month, each with its own set of cutdowns to extend its reach. And beyond video, we’re making sure to mix in text-based posts and photos to keep content varied and engaging.
The key difference this year is that everything is planned in advance. No more posting just to post. No more scrambling for ideas. Every piece of content has a clear purpose, designed to serve our audience and attract the right people to our brand.
The Bigger Picture: What LinkedIn Marketing is Really About
Seth Godin says, “People like us do things like this.”
That’s what LinkedIn marketing is about. Not just getting seen, but getting seen by the right people. Not just creating content, but building a community that actually cares about what you’re saying.
The best LinkedIn strategy isn’t the one that gets you the most followers. It’s the one that builds an engaged, trusted audience that turns into real business. That’s what we’re focused on in 2025—quality over quantity, relationships over reach, and strategy over randomness.
And if you’re serious about learning LinkedIn marketing and making LinkedIn work for your business this year, we can help.
If you find this helpful, our strategy and content teams are ready to help you with your digital marketing and social media to grow your brand this year.