LinkedIn stands out as the premier platform for B2B connections, professional networking, and brand building. With more than 1 billion members on the platform, it remains an untapped social network for many brands. As a marketing agency, we’ve honed our strategies to help brands leverage LinkedIn to its fullest potential. Whether you’re just starting out or looking to refine your approach, here are our best practices for making the most of LinkedIn.
Optimize Your Company Page
Your LinkedIn company page is often the first touchpoint for potential clients and partners. Ensure it’s optimized with the following:
- A Complete Profile: Fill out all sections including your company’s overview, specialties, website URL, and contact information.
- Strong Branding: The first impression is important in B2B connections. Use a high-quality logo and a compelling cover image that reflects your brand’s identity.
- Keyword Integration: Incorporate relevant keywords into your company description to improve searchability.
Share Valuable Content Regularly
Content is king on LinkedIn, just like any other social platform. However, LinkedIn users are typically looking for insightful, professional content. Here’s what you should focus on:
- Industry Insights: Share articles, whitepapers, and case studies that offer valuable insights into your industry.
- Company Updates: Post about company milestones, product launches, and behind-the-scenes looks to humanize your brand.
- Thought Leadership: Publish articles on LinkedIn Pulse to establish your brand as an industry leader. There has been an uptick in c-suite leaders sharing content on LinkedIn, becoming brand ambassadors for their company. A simple way to get started is by resharing your company’s newsletter through LinkedIn’s newsletter feature.
Engage Consistently
Engagement is crucial for building relationships and expanding your reach. Make it a habit to:
- Respond to Comments: Show appreciation and engage in conversations with those who comment on your posts.
- Join and Participate in Groups: Find groups related to your industry and actively participate in discussions.
- Engage with Others: Like, share, and comment on posts from industry leaders and potential clients.
Utilize LinkedIn Ads
LinkedIn’s advertising platform offers robust targeting options to reach your ideal audience, and it’s easy to get started. Consider the following:
- Sponsored Content: Promote your top-performing posts to a broader audience.
- InMail: Send personalized messages directly to your target audience’s inbox. Looking to reach a younger audience? 60% of LinkedIn’s worldwide users fall between the ages of 25-34.
- Text and Display Ads: Utilize these for increased visibility and brand awareness.
Also, encourage your employees to participate as well. Many of them likely have strong networks and can help amplify your reach. Encourage them to:
- Share Company Content: Extend your reach by having employees share and engage with your posts.
- Update Their Profiles: Ensure their LinkedIn profiles are up-to-date and reflect their association with your brand.
- Participate in Discussions: Employees can join industry groups and participate in conversations, subtly promoting your brand.
Analyze and Adjust
Like other marketing efforts, getting a return on your efforts from LinkedIn takes consistency. Regularly review your LinkedIn analytics to understand what’s working and what’s not, and set aside time so you can participate regularly. Key metrics to monitor include:
- Engagement Rates: Track likes, comments, and shares to gauge content performance.
- Follower Growth: Monitor the growth of your follower base over time.
- Website Traffic: Use LinkedIn analytics and your own website analytics to track traffic driven from LinkedIn.
Showcase Your Expertise
LinkedIn is a platform where expertise is highly valued. Showcasing your brand’s knowledge and skills can set you apart, but make sure your contribution comes across as helpful rather than self-serving.
- Case Studies and Testimonials: Share success stories and client testimonials to build credibility. Focus on the problems you solved and how the lessons can help others.
- Webinars and Live Events: Host webinars or live sessions on topics relevant to your industry.
- Collaborate with Influencers: Partner with industry influencers to expand your reach and credibility.
- Build out Your Profile. Less than 6% of people will click on a search result that is past the first page. Optimize your personal page by adding relevant keywords, endorsements, and location so you show up when people are looking for your products and services.
LinkedIn offers unparalleled opportunities for brands to connect with a professional audience, build authority, and drive business growth. By optimizing your company page, sharing valuable content, engaging consistently, leveraging ads, encouraging employee advocacy, and analyzing performance, your brand can thrive on LinkedIn. We also recommend you check out LinkedIn’s brand-building guide for additional recommendations, or reach out if we can help you create a brand strategy for LinkedIn.
