LinkedIn for your online store 

The definitive guide

Written by Manuel Lamas | Updated: August 3, 2025 

       Why use LinkedIn for online stores?

 

Defining LinkedIn as a professional platform

LinkedIn is often seen as a social network for professionals, but it offers much more. It's a powerful platform that connects businesses, entrepreneurs, and decision-makers worldwide. As the founder of KingEshop, having supported over 130,000 online stores since 2007, I can say that LinkedIn is an essential tool for online stores seeking to expand their reach and influence.

 

Benefits of LinkedIn for Online Stores

 

• Qualified audience :

LinkedIn brings together an audience of professionals, often decision-makers or influencers, making it an ideal channel for B2B.

 

• Precise targeting :

Thanks to its targeting tools, you can reach specific groups based on their industry, job title, or interests.

 

• Boosting credibility :

Sharing professional content on LinkedIn helps position your store as a serious and trustworthy brand.

 

• Concrete example :

An online store offering office supplies can use LinkedIn to reach purchasing managers in companies.

 

Difference between LinkedIn and other social networks

Unlike Facebook, Instagram or TikTok, LinkedIn stands out for its professional focus. It's a platform where interactions are typically more serious, centered on partnerships, B2B lead generation, or recruitment.

 

• In short:

While other social networks are meant to grab the attention of a broad audience, LinkedIn is where you build strong professional relationships and turn them into business opportunities.

 

By integrating LinkedIn into your strategy, you add a powerful lever to your marketing efforts, especially if you target the B2B market. At KingEshop, we've seen many online stores succeed thanks to well-crafted campaigns on this platform. And if you're targeting a more visual and general audience, Pinterest can perfectly complement LinkedIn by showcasing your handmade products with an inspiring and aesthetic touch.

Create a professional profile for your store

 

Importance of a Complete and Optimized Profile

 

• Complete all sections

 

Store name, industry, website, contact details, and relevant keywords.

 

• Optimize the title and description

 

Clearly state what you offer and what makes you unique.

 

• Tip :

Add achievements or key figures, such as « Over 130,000 online stores created with KingEshop since 2007 », to showcase your experience and success.

 

Choosing a Relevant Profile Picture and Banner

 

• Profile picture

 

Use your store's logo for instant recognition.

 

• Banner

 

Design a banner that highlights your products or your slogan. For example, if your store offers eco-friendly products, a banner with natural visuals and a message about sustainability can make a difference.

 

• Example:

An online clothing store can use a banner to highlight its most popular collections.

 

Writing a Professional and Engaging Description

 

• Be concise

 

Explain what you do and why customers should choose you in a few impactful sentences.

 

• Highlight your values

Talk about what sets you apart, such as your commitment to quality or your exceptional customer service.

 

• Add a call to action

Encourage visitors to visit your website, explore your products, or contact you.

 

• Example:

« At [Store Name], we help businesses find quality office supplies. Discover our exclusive deals and join our many satisfied customers! »

 

Conclusion

A well-crafted LinkedIn profile is the foundation of your presence on the platform. It reflects the professionalism and value of your store, attracting the right opportunities.

Use LinkedIn as a visibility lever

 

Regularly publish relevant content

 

• Recommended content types

Blog posts, case studies, customer testimonials, practical tips.

 

• Planning

Create an editorial calendar to post at least once a week.

 

• Tip :

Share insights or trends related to your industry. For example, if you run an online gadget store, publish articles about the latest tech innovations.

 

Share your store's successes and updates

 

• Celebrate milestones

New products, partnerships, awards, or positive customer reviews.

 

• Humanize your store

Share stories about your team or behind-the-scenes moments from your business.

 

• Example:

At KingEshop, I've often observed that shops sharing their successes inspire trust and attract more professional clients.

 

Use hashtags and keywords to reach a targeted audience

 

• Research relevant hashtags

Identify those used in your industry. For example, #ecommerce, #innovation, or #digitalmarketing.

 

• Add strategic keywords

Include terms related to your products or services in your posts and profile.

 

• Tip :

Limit yourself to 3-5 hashtags per post to avoid clutter and make sure they're relevant.

 

Conclusion

By using LinkedIn strategically, you turn your store into a recognized and influential brand in your niche. An active and consistent presence on the platform will help you capture your audience's attention and create business opportunities.  

LinkedIn for B2B: An opportunity for online stores

 

Identify and target relevant businesses

 

• Search for specific companies

Use search filters to find companies by industry, size, or location.

 

• Analyze company profiles

Identify these companies' potential needs by reviewing their current posts or offers.

 

• Connect with the right contacts

Prioritize purchasing managers, supervisors, or decision-makers who have a relevant role for your offer.

 

• Tip :

Create a targeted list of businesses that could directly benefit from your products or services.

 

How to turn LinkedIn into a B2B prospecting channel?

 

• Use LinkedIn Sales Navigator

This premium service offers advanced features to find qualified leads.

 

• Send personalized messages

When making contact, avoid generic messages and offer clear value.

 

• Interact with prospects' posts

Leave thoughtful comments or reactions on posts to establish an authentic connection before initiating direct contact.

 

• Example:

An online office supply store can reach out to local business procurement managers by highlighting solutions tailored to their needs.

 

Present your products as solutions for other businesses

 

• Highlight the benefits

Explain how your products or services can improve their productivity, reduce their costs, or increase their efficiency.

 

• Offer demonstrations

Offer a demo or free trial to showcase the value of your products.

 

• Personalize your offers

Tailor your messaging and solutions based on each target company.

 

• Tip :

Add testimonials from other businesses or case studies to strengthen your credibility and show the real impact of your solutions.

 

Conclusion

By using LinkedIn as a B2B tool, you turn your online store into a strategic partner for other businesses, increasing your opportunities for sales and long-term collaborations.

Create an effective content strategy

 

High-performing content types: articles, videos, carousels

 

• Articles

Publish in-depth articles on topics relevant to your niche, such as market trends or practical tips.

 

• Videos

Create short videos to showcase your products, offer tutorials, or share behind-the-scenes of your store. Videos are especially engaging and shareable.

 

• Carousels

Use carousel posts to explain a concept or showcase a series of products in a visually appealing way.

 

• Tip :

Choose the format based on the content's goal and your target audience. For example, videos work well to grab attention, while in-depth articles build authority.

 

Share case studies and customer testimonials

 

• Case studies

Show concrete examples where your solutions have solved a problem or achieved a goal for your clients.

 

• Testimonials

Include customer reviews or testimonials to build trust. Add photos or direct quotes to make them more authentic.

 

• Visual formats

Turn your case studies and testimonials into videos or infographics to maximize their impact.

 

• Example:

An online decor store could publish a case study showing how a business transformed its workspace using their products.

 

Using LinkedIn insights to optimize your strategy

 

• Track performance

Analyze impressions, clicks, and interactions on your posts.

 

• Understand your audience

Identify the roles, industries, and locations of those who engage the most with your content.

 

• Test and adjust

Experiment with different types of content and adjust your strategy based on the results.

 

• Tip :

Use tools like LinkedIn Analytics to identify the best-performing posts and build on those successes.

 

Conclusion

An effective content strategy on LinkedIn can turn your online store into a must-know brand in your niche. By regularly publishing relevant and engaging content, you not only attract new prospects but also build loyalty with your existing audience.

LinkedIn Ads: Advertising for online stores

 

Overview of the different LinkedIn Ads formats: Sponsored Content, Text Ads, Message Ads

 

• Sponsored Content

Ideal for promoting posts in users' news feeds. This format is perfect for showcasing your products, sharing case studies, or driving traffic to your website.

 

• Text Ads

Simple text ads that appear on LinkedIn's sidebar. They are especially suitable for low-cost campaigns aimed at generating quick clicks.

 

• Message Ads

Send personalized messages directly to the LinkedIn inboxes of your targeted users. This format is effective for B2B campaigns that require a more tailored approach.

 

• Tip :

Choose the format based on your goals. For example, use Sponsored Content to boost brand awareness and Message Ads to generate qualified leads.

 

Create targeted campaigns to reach decision-makers

 

• Demographic targeting

Refine your campaigns based on age, gender, location, or industry.

 

• Post-level targeting

Speak directly to decision-makers, such as purchasing directors or marketing managers.

 

• Interest-based targeting

Identify users interested in your industry or products.

 

• Example:

An online store offering office supplies can target local companies' purchasing managers with specific promotional ads.

 

Measure and adjust ad performance

 

• Key KPIs to monitor

Click on click-through rates (CTR), cost per click (CPC), conversion rates, and return on investment (ROI).

 

• Regular analysis

Review performance reports to identify the most effective ads.

 

• Strategic adjustments

Optimize your campaigns by adjusting visuals, text, or targeting based on collected data.

 

• Tip :

Integrate Google Analytics with LinkedIn Ads to get an overview of your campaigns' impact on your website.

 

Conclusion

By using LinkedIn Ads strategically, you can reach a qualified professional audience and turn your ad campaigns into real sales drivers for your online store.

Optimize your LinkedIn network

 

Add relevant connections for your store

 

• Identify strategic profiles

Look for professionals related to your industry, such as suppliers, influencers, or potential customers.

 

• Send personalized invitations

When sending a connection request, include a message explaining why you want to connect.

 

• Expand your reach

Also connect with key decision-makers and contact groups who share your professional interests.

 

• Tip :

Set a weekly goal to grow your network by adding a certain number of relevant connections each week.

 

Join LinkedIn groups in your niche

 

• Join active groups

Look for groups related to your industry or specific niche.

 

• Participate actively

Share tips, ask questions, and reply to posts to establish your presence.

 

• Avoid direct promotion

Focus on delivering value before promoting your products or services.

 

• Example:

An eco-friendly store can join sustainability-focused groups to engage in discussions and subtly showcase its products.

 

Engage with posts to boost your visibility

 

• Comment thoughtfully

Leave comments that add value to the conversation.

 

• Share posts

If an article or post is relevant to your audience, share it on your own profile with your perspective.

 

• React regularly

Likes and other reactions keep your activity visible in your connections' news feed.

 

• Tip :

Showcase your expertise through interactions to position your shop as a reference in your field.

 

Conclusion

By optimizing your LinkedIn network, you build a strong foundation to promote your online store, establish partnerships, and discover new growth opportunities.

Use LinkedIn to boost your shop's personal branding

 

Position your shop as an expert brand

 

• Share your expertise

Publish articles or posts that demonstrate your in-depth knowledge of your industry.

 

• Highlight your achievements

Talk about your shop's successes, like launching new products, partnerships, or awards.

 

• Engage with your community

Reply to comments and start discussions around topics relevant to your audience.

 

• Tip :

Mention impressive statistics, such as « Over 130,000 online stores supported thanks to KingEshop », to strengthen your expert position.

 

Highlight your values and mission

 

• Clearly define your values

Talk about what makes your shop unique, like your commitment to sustainability or quality.

 

• Communicate your mission

Explain how your products or services help solve challenges in your niche.

 

• Share concrete examples

Show how your actions reflect your values, such as eco-friendly initiatives or ethical collaborations.

 

• Example:

An online organic store could publish posts about its commitment to sustainable packaging.

 

Publish educational content to attract a qualified audience

 

• Create practical guides

For example, a guide on « How to choose the right product for [your niche] ».

 

• Share tips

Share tips or ideas to help your audience solve problems related to your industry.

 

• Host webinars or live sessions

Invite your audience to discover your products or services interactively.

 

• Tip :

Add calls-to-action (CTAs) at the end of your educational posts to drive your audience to your website or products.

 

Conclusion

Using LinkedIn for your store's personal branding not only attracts a qualified audience, but also positions your business as a leader in your field.

Use LinkedIn for recruitment

 

Find talents to strengthen your team

 

• Targeted search

Use search filters to find candidates based on their skills, experience, or location.

 

• Profile analysis

Explore candidates' detailed profiles to assess their relevance before reaching out.

 

• Connections and referrals

Look for talents through your existing network or ask for referrals.

 

• Tip :

Personalize your messages when reaching out to potential candidates to show your seriousness and interest.

 

Post job offers directly on LinkedIn

 

• Writing an engaging job post

Clearly describe the position, responsibilities, and offered benefits.

 

• Targeting the right audiences

Make sure your job offer reaches the right candidates through targeting options.

 

• Application tracking

Use LinkedIn's built-in tools to manage and track received applications.

 

• Example:

A growing online store can post a job to hire a digital marketing specialist or a product manager.

 

Build a strong employer brand

 

• Highlight your company culture

Share posts showing behind-the-scenes moments of your team, your values or your initiatives.

 

• Collect and share testimonials

Ask your employees to share their experience within your company.

 

• Communicate your growth opportunities

Show how working for your shop can be a rewarding step in a career.

 

• Tip :

Include images or videos to make your company culture posts more appealing and engaging.

 

Conclusion

By using LinkedIn for recruitment, you can not only find the talent you need to grow your online store, but also strengthen your image as an employer of choice in your industry.

Collaborations and partnerships via LinkedIn

 

Identify potential partners on LinkedIn

 

• Targeted search

Use advanced search filters to find companies or professionals aligned with your goals.

 

• Profile analysis

Review company pages and individual profiles to assess their relevance as partners.

 

• Join industry-specific groups

LinkedIn groups dedicated to your niche can be an excellent source of relevant connections.

 

• Tip :

Look for partners with audiences that complement yours to maximize the impact of collaborations.

 

Connect with B2B influencers

 

• Identify influencers

Look for influential professionals in your field who regularly share relevant content.

 

• Engage authentically

Engage with their posts before reaching out directly for a collaboration.

 

• Propose specific collaborations

For example, invite them to co-create content or promote your products to their network.

 

• Example:

An online office supplies store could collaborate with a productivity expert to promote items related to professional organization.

 

Use LinkedIn to organize strategic collaborations

 

• Host webinars or co-hosted events

Collaborate with a partner to organize a targeted virtual event.

 

• Co-create content

Write articles or white papers in partnership with recognized experts in your field.

 

• Joint offers

Offer exclusive promotions that combine your products with those of your partner.

 

• Tip :

Highlight mutual benefits in your proposals to encourage potential partners to say yes.

 

Conclusion

By using LinkedIn to initiate collaborations and partnerships, you can expand the reach of your online store, boost your credibility, and unlock new business opportunities.

Measure the success of your LinkedIn strategy

 

Identify key KPIs: reach, engagement, clicks, conversions

 

• Reach

Number of people who saw your posts or ads.

 

• Engagement

Measure likes, comments, shares, and reactions.

 

• Clicks

Analyze the number of clicks on your links or CTAs to assess your audience's interest.

 

• Conversions

Identify the tangible actions generated by your LinkedIn efforts, such as sign-ups, information requests, or sales.

 

• Tip :

Prioritize KPIs according to your specific goals. For example, in a brand awareness campaign, focus on reach and engagement.

 

Use LinkedIn Analytics to evaluate your performance

 

• Analyze your post data

Identify which posts generate the most engagement or reach a wider audience.

 

• Track ad performance

Check the CTR, cost per click, and conversion rate of your LinkedIn Ads.

 

• Study your audience

Discover the industries, roles, or locations of users who interact with your content.

 

• Tip :

Compare your performance month over month to spot trends or improvement opportunities.

 

Adjust your strategy based on the data collected

 

• Improve your campaigns

Identify the formats or topics that perform best and focus your efforts there.

 

• Try new approaches

Experiment with different types of content, posting times or target audiences.

 

• Optimize your CTAs

If your conversion rate is low, try rephrasing your calls-to-action or improving your landing pages.

 

• Example:

If a post about your products generates many clicks but few conversions, it may indicate an issue with the landing page or the ad message.

 

Conclusion

Regularly measuring and analyzing the results of your LinkedIn strategy ensures your efforts stay aligned with your business goals while maximizing your return on investment.

Practical case studies

 

Example 1: Boost a shop's visibility through LinkedIn articles

 

• Strategy used

Publish engaging articles with appealing visuals to attract a professional audience interested in fashion.

 

• Results achieved

A 30% increase in traffic to their website in one month thanks to interactions generated by the articles.

 

• Tip :

Include links to your products in your articles to convert readers into buyers.

 

Example 2: Running a successful LinkedIn Ads campaign for a B2B product

 

• Strategy used

Use Sponsored Content to showcase exclusive offers and product benefits.

 

• Results achieved

150 conversions in two weeks, with a cost per acquisition (CPA) lower than their other advertising channels.

 

• Tip :

Test different ad formats to see which one generates the best conversion rate.

 

Example 3: Create a partnership with a LinkedIn influencer

 

• Strategy used

The influencer published a series of posts highlighting the ecological benefits of the products, along with a promotional code.

 

• Results achieved

A 40% increase in product line sales in one month.

 

• Tip :

Choose an influencer aligned with your values to strengthen the credibility of your partnership.

 

Conclusion

These case studies show how LinkedIn can be used effectively to increase visibility, sales, and strategic partnerships for an online store.

Common mistakes to avoid on LinkedIn

 

Neglecting profile optimization

 

• Impact

An incomplete or poorly optimized profile can damage your credibility and limit your opportunities.

 

• Solution

Make sure your photo, banner, description, and experiences professionally reflect your store and its goals.

 

Posting content that is not suited to a professional audience

 

• Impact

Sharing irrelevant posts can divert your audience's interest and lower engagement.

 

• Solution

Focus on topics relevant to your field, such as case studies, tips, or news related to your niche.

 

Overusing messaging features to prospect

 

• Impact

Sending too many promotional messages can be seen as spam and harm your image.

 

• Solution

Personalize your messages and limit direct approaches. Focus on building authentic relationships before promoting your products or services.

 

Conclusion

By avoiding these common mistakes, you will increase your chances of success on LinkedIn and boost your online store's impact. 

Future trends in LinkedIn marketing for online stores

 

Increased integration of artificial intelligence in LinkedIn Ads

 

• Impact

Artificial intelligence will improve targeting and deliver even more personalized ads to reach specific audiences.

 

• Opportunity

Online stores will be able to optimize their advertising campaigns by automating data analysis and adjusting bids in real time.

 

Growth of videos and lives on LinkedIn

 

• Impact

Videos and live sessions are gaining popularity, offering a new way to captivate the audience and showcase products or services.

 

• Opportunity

Online stores can leverage these formats to host demonstrations, interviews, or live product launches.

 

Increase in inter-company collaborations through the platform

 

• Impact

LinkedIn increasingly facilitates partnerships between businesses, which can open up new commercial opportunities.

 

• Opportunity

Online stores can collaborate with other brands to co-create products or run joint campaigns, boosting their visibility and credibility.<

 

Conclusion

These trends highlight LinkedIn's ongoing evolution as an essential platform for online store marketing, offering innovative opportunities to stand out and grow.

Conclusion: LinkedIn as a strategic lever for online stores

 

Summary of the opportunities offered by LinkedIn

LinkedIn is much more than just a professional platform; it's a powerful tool to grow your online store. Whether it's expanding your network, targeting B2B companies, or sharing engaging content, LinkedIn offers unique opportunities to boost your visibility and credibility.

 

Integrate LinkedIn into your overall marketing strategy

By combining LinkedIn's features with other marketing tools, you can maximize the impact of your campaigns. An integrated strategy including targeted ads, strategic partnerships, and quality content ensures optimal return on investment.

 

Maximize your visibility and sales

With my experience of over 130,000 online stores created on KingEshop since 2007, I can confidently say that LinkedIn is an underrated but essential tool for online merchants. Take the time to explore this platform and tailor its tools to your specific needs.

 

Tip:

If you're ready to take your marketing to the next level, pair LinkedIn with a professional online store like those offered by KingEshop. Together, we can turn your vision into real success.

Thank you for reading this page to the end!