LinkedIn has become not only a job search network, but also an effective tool for B2B marketing, brand building and expanding business connections. The article covers marketing issues on LinkedIn as one of the leading professional digital platforms, which plays an important role in business promotion. The article substantiates key strategies that help companies develop their business through LinkedIn, including optimizing the company profile, creating content that resonates with the target audience and using advertising tools. One of the main aspects is the correct targeting and creation of personalized advertising campaigns that can attract the attention of professionals and potential clients. The importance of creating valuable content that will be interesting not only to potential clients, but also to partners, and will also strengthen the company’s reputation as an expert in its field is emphasized. The role of analytics and evaluation of results on the platform is emphasized, which allows for continuous improvement of marketing strategies. It is shown that in order to successfully develop a business on LinkedIn, a company must not only use all available tools but also take into account the dynamically changing trends in digital marketing and the needs of its audience.