LinkedIn marketing strategies (organic + paid) that work

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Did you know that LinkedIn users who see both organic and paid content are 61% more likely to convert? That’s the power of an integrated approach—and it’s a strategy too many brands overlook, according to Purna Virji, Principal Consultant and Global Programs Manager at LinkedIn.

In this Insights Unlocked episode, Purna chats with host Nathan Isaacs to discuss how brands can get better results on LinkedIn by combining organic and paid content strategies.

“A big mistake we see lots of folks making is they either rely only on organic or only on paid,” Purna said. “But if you do both, it reduces cost per conversion by 12% and increases overall conversion rates by 14%.”

Purna, who is also author of High Impact Content Marketing, emphasized that organic content nurtures existing followers, while paid ads help expand reach to new audiences. The most effective brands, she said, test content organically first to see what resonates before putting ad dollars behind it.

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“You can be even smarter with your budget,” she said. “Test organically, see what works, and then boost the high performers to a fresh audience.”

Beyond boosting posts, LinkedIn’s new Thought Leader Ads also allow brands to promote employees' posts, helping executives and experts build credibility while extending the brand’s reach.

“Your content isn’t for you—it’s for your audience. Instead of asking ‘What do I want to say?’ ask ‘What do they need to hear?’” – Purna Virji

Virji urged marketers to start leveraging data-backed strategies to drive engagement and conversions.

“Rome wasn’t built in a day. Neither is trust,” she said. “Show up consistently, test what works, and invest where you see results.”

Listen to the full episode to hear more of their conversation.

Do you focus more on organic content, paid ads, or a mix of both? Have you tested boosting high-performing organic posts? Drop a comment and share how your company approaches LinkedIn marketing.