Linkedin for Business – Building Your Brand

Milica author

Milica Vujasin

Content Writer

LinkedIn is a social network designed for the business community, founded in 2003. Unlike other social networks in which you might become “friends” with anyone and everyone, LinkedIn is about building relationships. So, it is the best and resourceful business tool for connecting and keeping relationships.

Whether with your colleagues, potential clients, business partners or freelancers. It helps to build your career, whether from 0 or from the middle of your business path. It is like an online CV but with wide features that help you present yourself in a most simple, yet so powerful way.

Therefore, LinkedIn is for anybody and everybody who’s interested in taking their professional life more seriously by looking for new opportunities to grow their careers and to connect with other professionals.

Consider the Facts

It is important to be familiar with the importance of social media as well as how people use them. Even though only one- fourth of internet users speak English, English is still used by 53.4% of all the websites whose content language we know.  How silly, right?

In addition, research shows that:

  • 52.4% of users buy only at websites where the information is presented in their language
  • 72.1% of consumers spend most or all of their time on websites in their own language
  • 60% rarely or never buy at English-language sites

The facts are alarming for all of you who only consider using English as the language of your marketing campaigns.

If we’ve got the facts covered, let’s take a look at what are the steps you need to make in order to localize your business and make it more successful.

What Is LinkedIn for Business?

LinkedIn is now using more than sixty-five million business professionals around the world. Through LinkedIn, companies generate leads and build a brand.

It is largely focused on B2B connections and should be a big part of your social media marketing strategy. According to social media platforms, LinkedIn is the most effective for generating B2B leads.

Social media generating b2b leads

Picture 1. Best social media platforms for generating B2B leads

It can provide great exposure to your business and drive huge traffic to your website. By joining different business groups, you can amazingly build a wonderful network to promote your business.

This platform also allows publishing blog posts. Thousands of people will read the blogs, and this helps to increase credibility in related fields.

On the other side, it can be a great tool for a small business owner to build their brand. And a great place for product launches.

It extracts useful information for your business. Also, save a great time in monitoring and tracking your competitors and it helps you build a strong LinkedIn marketing strategy.

Creating a LinkedIn Business Strategy

Before defining strategy, you need to ask yourself what do you want your content on LinkedIn to do for your business? Who is your audience? Here are some strategies you can try implementing for your LinkedIn business or your personal page.

Social media generating b2b leads

Picture 2. Steps for setting up a LinkedIn Business strategy

Define your audience

You can’t create great content if you don’t know who you’re targeting it toward. So you need to figure out who your target audience is. Then build your target audience and expand your reach. Those can be people who have shown interest in your products or services, for example. Luckily, LinkedIn makes it easy to identify your audience and determine which audience segments are engaging with your various types of content.

Create a strong LinkedIn business page

If you are aiming to have a strong business page, then you should also aim to have unique content. Briefly describe what your company has to offer, its services and offerings.

The content in the company description should be different from what the company website having.

Structure LinkedIn company page that can generate leads. Later, we will further explain how to actually create a business page on LinkedIn.

Create useful posts

LinkedIn is becoming a growing source for brands to publish and share highly readable content.  Ask yourself what do you want to post? The list of content topics is near limitless, so you’ll need to focus your content strategy on what the audience is talking about.

Useful posts will help you to gain keyword rankings for your target keywords. Use content that is useful, trendy and with a more searchable title. Linkback your company URL for target keywords. Also, through post, you are creating your brands’ voice.

The best way to grow your audience and keep your followers is to provide them with value by posting articles or company updates on a regular basis. LinkedIn recommends at least once per weekday. In addition to appearing on your Company Page, your posts appear in each of your followers’ news feeds.

Simply, share updates, news, blog posts, answers to your company using a LinkedIn page that can drive traffic and leads to your website.

Use LinkedIn analytics to connect with your audience

Tracking your LinkedIn analytics is essential for your business.  It’s a simple, free tool that can provide some baseline guidance as to where you can be improving your page and catering to both current and potential audiences.

These reports will also help you Identify your total number of fans, top influencers and best content strategy of your brand. Put all such insights in front to upgrade your LinkedIn strategies and increase your targeted audience reach.

Invest in advertising

Create an ad and see how your business is growing. You can choose the amount of the money you want to pay to advertise on LinkedIn. Such as the type of activity you want to pay for.

Even if it costs, it is very effective.

More than regular content because you can target a specific audience.

Sponsored content generates greater brand awareness, quality leads, and promotes deeper relationships with your audience by extending the reach of your company’s updates.

Creating a LinkedIn Business Page

A LinkedIn business page is a great opportunity to promote the company’s products and services. To learn more about those products and services, to share useful information and job opportunities.

Anyone liking your company page will see your posts on their timeline. They can share, like and comment on those posts, which will also appear on your company’s page itself. Other users can also tag your company page into their own posts, meaning their followers could visit your page. And even follow it, if they find it useful and relevant.

Many businesses are limiting their potential by not having a LinkedIn company page, so don’t be one of them. Whether you work for a large company or own your own small business, a company LinkedIn page is essential and provides many benefits. Especially comparing to a LinkedIn personal profile. Such as the ability to promote your latest and most important news, track, and be notified when someone mentions your company or brand.

Page creation steps

Before you can create your own company page, you must have a personal LinkedIn profile that must be at least seven days old. And with a verified email address. The profile strength must be at least intermediate or all-star and you need to have several connections.

You must also ensure that your company doesn’t already have a page on LinkedIn and that you yourself, meet the requirements to add a company page on LinkedIn. And since your company’s email domain is unique to the company itself, a domain cannot be used more than once to create a company page.

Once you’ve created your page, your next step is – editing. From company description to a compelling summary. Company description should not be longer than 2,000 characters and it should include information about your business. For example, what products and services you offer, your company’s history and mission.

While writing a summary, use relevant keywords to make your page more discoverable in search engines. Make sure your most important product or service is first on the list.

Related: 10 Ways to Build an Effective Product

After crafting the perfect company description, fill in other company details. Such as your website, where you are headquartered, company type, company size, and your company’s specialties. Be sure to upload your company logo and cover image before hitting Publish.

Share your login information with another employee in case you lose access to the page or leave the company. You should also let other employees know the page is active so they can edit their position on their personal account and add the company page.

How to Improve Your Business Page?

Before we give you a few pieces of advice about improving your business page, we can take a look at statistics.

  • Of 500 million users, just 3 million users share content weekly
  • Articles with titles between 40-49 characters perform the best on LinkedIn
  • Articles without video perform better than those with video
  • Posts split into 5, 7, or 9 heading perform the best
  • Post 2-5 times per week on LinkedIn

If your business strategy is on point, you are posting useful content regularly, and advertising it, here are a few suggestions on how to further your engagement and increase your audience.

One post per day

Quality, not quantity. It’s about making that one post that per day that has a high level of quality. Most people believe in the theory that you should post as much as you can, and because of that, a lot of content is either copied or not written good enough.

Social media generating b2b leads

Picture 3. Post only once per day

So, start with 20 quality posts per month and scale up if you see that a fuller schedule comes with more benefits. As it turns out, if you post once a day for four weeks and skip the weekends, you’ll hit 20 posts on the dot — perfect.

Create or join LinkedIn groups

One of the best ways to promote your business on LinkedIn is through groups connected to your company page. To create a group, you’ll need to add a title, logo, and description, and decide on group rules.

You can either make your own group connected to your business or join existing ones. Those will need to fit your interests or your company’s interests. After you’ve joined, you’ve started growing your online community. And you should be an active participant because it is a way of attracting views to your company page.

In that way, you are increasing your company’s view. You have a chance to establish yourself as an industry expert and encourage followers through helpful tips and robust posts.

Employees connection matter

If you’re going to launch a LinkedIn company page, you need your team to buy in. Encouraging key employees to take part will help you get your page moving in the right direction.

Your colleagues and employees are your best resources to start growing an audience. According to LinkedIn, employees have on average 10 times more first-degree connections than a company has followers. Companies with a strong employee advocacy program in place are 58 percent more likely to attract top talent—and 20 percent more likely to keep them.

Employees are your biggest advocates, and by adding them as followers you also tap into each of their networks, expanding your reach. Encourage employees to add their position at your company to their LinkedIn profiles. Your Company Page will then be linked from their profiles, and their profiles will, in turn, appear on your Company Page.

If team members like, comment or share a post once in a while, it helps encourage employees to become your brand ambassadors and spread your content to their networks as well.

Language reach

If you would like to expand the reach of your content, don’t forget about international presence. Set your company name and company description in each language you are targeting. You can also create custom descriptions of your company in 20 different languages. The appropriate description will appear for each LinkedIn member based on the language settings they have chosen to use when viewing the network.

When you publish content and updates, you can post in different languages and configure the settings. In that why your global followers see your content in their chosen language. This is a great way to build credibility with LinkedIn’s international members and show that you care about working with them in a way that puts their needs first.

Link to your company page

One of the best ways to promote your company page is creating links. It is essential for boosting your ranking in search.

Linking your company page to other marketing channels such as emails, newsletters, and blogs help make it easy for users to follow and stay up to date. Providing free information assets such as blogs and newsletters can help gain trust from your visitors. It helps them learn more about you and what you offer

Also, make sure the LinkedIn profiles of employees and colleagues are up to date. When they add your company to their work experience, a link is created back to your Company Page. This is why you should pay attention to creating a landing page

How Does LinkedIn Help Businesses?

So unlike Twitter, Facebook or other social networks, LinkedIn is for professional networking. It gives you the chance to increase awareness of your company and generate fresh leads through networking and discovering business opportunities.

Whether you’re looking to hire talented individuals or sell a product, your business can benefit. Especially from creating a Company Page and engaging on the network.

Include weekly posts, participation in group discussions, keeping an updated profile, and asking and responding to questions. Participation in group discussions helps build a foundation of trust within the business community. Asking and answering questions shows interest and provides credibility for the member.

If you knew how serious LinkedIn is about increasing growth and engagement, you would start getting more involved. This data-rich platform is evolving every day, don’t forget to use it!

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Linkedin for Business – Building Your Brand was last modified: April 25th, 2019 by Mislav Raguz

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