LinkedIn marketing strategies (organic and paid) that work
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How can brands stand out on LinkedIn in 2025?
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the world of LinkedIn marketing with Perna Virjee, principal consultant and global program manager at LinkedIn and author of High Impact Content Marketing. With millions of posts competing for attention every minute, how can you make your brand stand out? Perna shares expert insights on blending organic and paid strategies, leveraging thought leadership, and the rise of short form video. Get ready for actionable takeaways you can use today. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And our guest today is Purna Virji. Purna is the author of High Impact Content Marketing and is principal consultant and global program manager at LinkedIn. Prior to joining LinkedIn, Purna previously led global learning and thought leadership programs for Microsoft. She's been named by Adweek on their Young Influentials list. She is a columnist and top-rated international keynote speaker who has been featured in The Drum, Marketing Land and Adweek. Welcome to the show, Perna.
Oh, thanks, Nathan. I'm delighted to be here.
Perna, I'm excited to have you on the show and do some of the research prior to, you know, as preparation for the interview. I came across a couple of stats and I think it's a good foundation for our conversation today. And I want to just kind of cite those two statistics. And the first was from a presentation you made at Be To Believe. in 2022, and I'll add a link to that in the show notes for listeners. But in there, you said at one point you said people scroll through about 300 feet of content on their phones each day, you know, thumbing up and up and up. And the other stat comes from Microsoft, which owns LinkedIn in a recent earnings release.
Why is an integrated organic and paid strategy crucial for LinkedIn?
And that was that LinkedIn members are engaging with 1.5 million pieces of content every minute on the platform. Now, given all that, how can marketers in 2025 cut through all that noise and connect with their audiences on LinkedIn, one of the most important social platforms and professional platforms out there, especially for B2B businesses?
Well, thank you. It's definitely the most important platform in my world.
Yeah.
You know, but isn't that number bananas to think about? That's 300 feet. Like, doesn't your thumb just get tired listening to that? Just to put it into context, you know what is 300 feet? It is the Statue of Liberty in New York. It's also the Big Ben in London. Like, that's how much we're scrolling. It's... There's lots of content out there. Ignoring content or scrolling past it takes no effort. Even just that scrolling, it is just stopping to think about it. And if you want to get people to stop and engage with you, it really comes down to two things. It's all about what you say and then how and how often you're showing up. A big mistake we see lots of folks doing is like, oh, we've got this big important launch happening, so let's just go in and throw a little paid campaign beyond it, and then we'll just disappear for a while until we have something else. And then they say, why isn't anything happening? Or then you see the other side where people are like, well, I'm just...
feeding into my LinkedIn page all the time and posting content organically. We're not seeing too much. I guess that's it. What else is there? And people, they're just missing out on this incredible field of gold because they aren't being there consistently enough to really build and nurture their community on LinkedIn. And so some of the ways that they can do that is you really need to think about taking a more integrated approach to social media, I mean, A, regardless of platform, but especially so on LinkedIn, where it is built on trust. Now, I like to think about this, Nathan, in just a simple three-step formula. It's like people need to get to A,
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Chapters
5 chapters
1
How can brands stand out on LinkedIn in 2025?
0:02–2:13
2
Why is an integrated organic and paid strategy crucial for LinkedIn?
2:13–8:31
3
How can testing organic content improve LinkedIn marketing?
8:31–13:51
4
What role does thought leadership play in LinkedIn marketing success?
13:51–17:00
5
How can customer feedback optimize LinkedIn ad spend?
17:00–34:23
Speakers
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