Mastering Organic LinkedIn Tactics for Inbound Marketing
Tired of the same old LinkedIn strategies?
Mandy McEwen, founder and CEO of Mod Girl Marketing, shared on the Attributed Podcast, some actionable insights on how to build genuine connections and drive serious results through personalized content and strategic engagement.
Mandy broke down the secrets to mastering organic tactics for inbound marketing on LinkedIn.
If you’re looking for actionable tips to grow your LinkedIn presence, foster genuine connections, and turn engagement into leads, keep reading for all the takeaways.
Listen to the entire conversation here.
Why LinkedIn is essential for inbound marketing today
LinkedIn’s role in inbound marketing has evolved significantly in recent years.
Once a platform for sharing corporate press releases and blog links, it has since transformed into a space where individuals play a starring role in driving engagement and building trust.
It is no longer enough just to have company inbound anymore, several years ago so we can have inbound marketing coming from SEO, social media, events, and the company. Now it's really hard to do that without individuals also contributing.
Mandy emphasized that inbound marketing today is more about the voices of its employees.
Now, by showcasing the expertise of individuals within an organization, businesses can humanize their brand and foster deeper connections with potential clients.
Collaborating to bridge the gap between marketing and sales
One of the biggest challenges in leveraging LinkedIn for inbound marketing is aligning the efforts of marketing and sales teams.
Mandy argued that it takes effort from both teams. Marketing can set the stage by creating engaging content, but sales must actively use the platform to connect with prospects and close deals.
However, many marketing teams still rely on outdated tactics that fail to resonate with modern audiences.
Marketing is stuck in old-school land from 2019… They’re sharing generic blog posts and events, not thinking about what resonates with people.
To bridge the gap, Mandy suggested that marketing teams focus on creating customer-centric, engaging content that sales teams actually want to share. Sales, in turn, need to use LinkedIn proactively by commenting, messaging, and connecting with prospects.
By having marketing and sales work together to create content that is both engaging and useful, marketing gets more visibility, and sales get the tools they need to build real connections.
Creating systems to enable sales teams
To integrate LinkedIn into sales workflows, Mandy recommended structured systems.
Sales teams need clear expectations and easy-to-follow checklists to make LinkedIn a seamless part of their daily routines.
You need to be sending 50 minimum connection requests per week you or need to be leaving at least 50 comments per week. We have these minimum kpis that we're giving them as expectations.
She also suggested gamifying the process by rewarding sales reps for hitting their LinkedIn engagement KPIs, making it fun while fostering accountability.
Crafting profiles and content that drive organic LinkedIn results
Crafting both profiles and content with intention is key to standing out and building trust.
Personalized LinkedIn profiles as sales tools
Mandy described LinkedIn profiles as “mini sales pages” that should clearly communicate how individuals, and by extension their companies, help solve customer problems.
The very first sentence in your about section needs to literally have your elevator pitch. This is what we do. This is how we help people.
She advised customer-facing employees to include:
A value-driven headline that explains their expertise.
Featured links to resources like demos or case studies.
A concise, customer-focused summary in the About section.
LinkedIn content that resonates
When it comes to creating content that converts, Mandy emphasized the power of storytelling and actionable insights.
She urges companies to move away from product-focused posts and instead showcase customer success stories, industry trends, and problem-solving content.
The biggest pillar that converts is when we're literally showing people how our products change lives.
Content should lead with the customer’s pain points and illustrate how the company’s solutions can help, without being overly salesy.
Building a consistent and engaging LinkedIn presence
Building a strong presence on LinkedIn requires a mix of patience, experimentation, and adaptability.
Consistency beats perfection
Success on LinkedIn obviously doesn’t come overnight.
According to Mandy, consistency, even if initial engagement metrics aren’t stellar, is key. Regular posting helps build trust and ensures you remain top of mind for prospects.
Don’t overthink it and get caught up in likes or vanity metrics, just be consistent, try new things, and experiment.
Mandy warned against focusing too much on vanity metrics like likes and shares, which don’t always correlate with inbound leads. Instead, marketers and salespeople should measure success by profile views, connection growth, and inbound messages.
Leveraging LinkedIn’s algorithm
Videos are currently the LinkedIn algorithm’s favorite type of content, Mandy noted. Whether it’s educational, entertaining, or a mix of both, video content can significantly boost visibility and engagement.
LinkedIn is it's constantly evolving. Whats working right now is videos of course and anything that is entertaining and can hook people immediately.
She encouraged marketers to embrace video, even repurposing long-form content like webinars into short, impactful clips.
For more on the LinkedIn algorithm check out this conversation with Richard van der Blom.
Conclusion
Mandy closed with a message of encouragement for marketers and sales professionals alike: LinkedIn success isn’t about being perfect; it’s about showing up consistently, being authentic, and focusing on relationships over metrics.
Just go out there and make it happen. Don’t worry about what others think.
By embracing creativity and collaboration, B2B marketers can transform LinkedIn from a passive networking tool into a powerhouse for inbound marketing.
About the Speaker
Mandy McEwen is the founder and CEO of Mod Girl Marketing, a leading LinkedIn strategist, and a passionate advocate for the power of organic social media marketing. With over a decade of experience in digital marketing and social selling, Mandy has helped countless companies elevate their LinkedIn presence, grow their inbound leads, and drive meaningful engagement.
