How to Use LinkedIn Live to Grow Your B2B Business

LinkedIn Live is one of the best ways to connect with your audience in real time and build meaningful relationships on the world’s largest professional network. As video content outperforms other formats on LinkedIn, going live gives your business a major edge. This is especially true if you’re a small or medium-sized B2B brand looking to grow.

You can use it to host Q&As, share expert insights or walk prospects through your product in a personal and credible way. Unlike static posts, livestreams let you speak directly to your viewers, answer questions as they come in and position your business as a trusted voice in your industry. Suppose you want to boost visibility, engage leads and show your expertise. LinkedIn Live is a practical, low-cost way to do that.

Why LinkedIn Live Matters for B2B

LinkedIn is where you need to be if you’re looking to generate more high-quality B2B leads. Your audience is there, with over 70 million businesses already using the platform. Going live on LinkedIn takes your visibility to the next level by putting your stream at the top of people’s feeds and sending real-time notifications to your followers as soon as you start broadcasting.

This gives you an instant booth in reach and engagement. But the real magic happens when you show up authentically on camera. Live video helps humanize your brand, making you more relatable and trustworthy to potential clients.

It’s a powerful way to share your expertise, answer questions on the spot and build thought leadership in your industry. Suppose you want people to remember your name and return for more. LinkedLive makes it easy to turn casual viewers into warm leads.

Set Up Your LinkedIn Live Access

Before you can go live on LinkedIn, you’ll need to meet a few simple requirements. You can stream from your personal profile or company page. Still, LinkedIn asks that you have at least 150 followers or connections and a history of following their community guidelines. Once you’re eligible, you can apply for access through LinkedIn or use a third-party streaming tool like StreamYard or Restream to get started faster.

These tools make it easy to customize your stream and handle the tech without the hassle. After setup, link your broadcasting software to your LinkedIn account and run a test to check your audio, video and internet stability. This quick step helps you avoid last-minute issues and ensures your audience gets a smooth, professional experience when you finally hit “Go Live.”

Plan Your Live Strategy

Before you go live, you must define clear goals so your content stays focused and delivers results. Whether you aim to boost brand awareness, generate leads or showcase a new product, LinkedIn Live gives you a flexible and cost-effective way to connect with the right audience. Social media platforms like LinkedIn are among the least expensive and most effective channels for spreading the word about your brand.

Once you’ve nailed down your objective, pick a format that fits your message and audience. You can host expert interviews, run a live Q&A, hold a panel discussion or offer a behind-the-scenes look at your team or process.

Consider where your viewers are in the customer journey and tailor your live session to meet them there. For example, you can focus on awareness content for first-timers or deeper insights and demos for prospects closer to buying. With the right goal and format, your LinkedIn Live sessions can move people from curious to committed.

Promote Your Live Sessions in Advance

If you want your LinkedIn Live session to get real traction, you need to start promoting it early and often. Create a LinkedIn event page to give your livestream a professional presence, then share the link through email invites, your feed and your company page to drum up interest.

Don’t be afraid to hype it up. Post sneak peeks, countdowns or short teaser videos to build anticipation. Partnering with a guest speaker or industry influencer is a smart move, too, since their network can help expand your reach and bring in new viewers who might not know you yet.

Most importantly, give people a reason to care. Tease the key takeaways they’ll get by watching, hint at exclusive announcements or mention special bonuses for live attendees. When you treat your livestream like a real event and build momentum ahead of time, you’ll show up to an audience that’s already excited to hear from you.

Deliver Valuable, Engaging Content Live

You only have about 30 seconds to hook your audience, so make it count. Start your LinkedIn Live with a strong insight, a bold question or a quick preview of what’s in it for them. Keep your tone friendly and educational, like you’re chatting with a colleague, not delivering a rehearsed speech.

Viewers aren’t looking for perfection. They want value and real-time connection. Your message should align with what your audience expects in that moment, and showing you’re listening and responsive to their needs will instantly boost trust and satisfaction. Encourage interaction by asking questions, using polls and giving shoutouts to people in the comments.

Better yet, assign someone on your team to manage the chat so you can focus on presenting while making viewers feel heard. When people feel included and engaged, they’re more likely to stick around, participate and walk away with a positive impression of your brand.

Convert Viewers into Leads

If you want your LinkedIn Live to drive real business results, remember to include strong calls to action while live. Invite your viewers to download a helpful resource, sign up for your newsletter or schedule a discovery call. You can drop links in the comments or use on-screen overlays if your streaming tool supports them, so it’s easy for people to take the next step without leaving the stream.

To boost engagement even more, offer a limited-time bonus or promo code that is only available to people watching live. That small incentive can make a big difference. You can also add a lead capture form to your company page or event listing, giving your audience one more simple way to stay in touch. When you make it easy and enticing for people to connect with you, you turn casual viewers into potential clients without being salesy.

Repurpose and Extend the Life of Your Live Content

Once your LinkedIn Live ends, the value doesn’t stop. You can get way more mileage by repurposing the content strategically. Start by trimming your best moments into short clips or reels that you can share on your feed or in Stories. Content that’s quick to engage and easy to digest is more likely to grab attention, especially from people who missed the live session. 

Be sure to upload the full replay to LinkedIn, YouTube, and even your blog so it’s easy to find and share later. You can also turn standout quotes into eye-catching graphics or repurpose the key insights into your next email newsletter or case study. 

Remember to dig into your analytics to see which moments sparked the most engagement—that’s where your repurposing gold lives. When you reuse and reshape your live content, you turn one stream into a steady stream of fresh, high-impact content.

Getting Started with a Simple and Strategic Approach

Start small by hosting one LinkedIn Live event per month to build confidence and consistency. Try different formats, such as interviews, demos or Q&As, and see what resonates most with your audience. Use your analytics after each session to refine your strategy and make every LinkedIn Live more effective.