Aria manages her company’s LinkedIn organic strategy separately from the paid media team because that leads to higher conversions and lower costs per conversion.

LinkedIn recommends connecting organic and paid strategy so audiences receive a consistent experience across Page content and promoted content. Organic activity builds credibility and community signals, while paid media expands reach to targeted professional audiences. Managing them separately can create disconnected messaging and weaken full-funnel performance. Stronger results come from aligning creative, audience insights, and campaign objectives across both channels.