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How to leverage LinkedIn to build your brand

In the age of Digital, LinkedIn is a key cog in the marketing wheel. Companies and brands use LinkedIn to establish thought leadership, highlight expertise, showcase company culture, attract new talent, and elevate brand visibility.

Founded in 2003, LinkedIn is the world’s largest professional network with 675+ million users across 200 countries & territories. However, many companies still struggle to leverage LinkedIn pages to build and promote their brand. The reason being that most brands use a blanket social media marketing strategy. LinkedIn, unlike other digital marketing platforms, requires a unique strategy and approach.

LinkedIn Pages

1. Optimize your Profile

Your LinkedIn company page is your most crucial asset to boost your presence and increase the authority. Your company page offers your various assets to create a compelling pitch for your brand. Optimize your page using prominent logo, cover image, appealing assets, custom URL & powerful description. 

Ensure that you don’t copy-paste your website content directly to your LinkedIn page, rather take time to craft your company description to make it appealing for people who discover your page and also ensure that it is search friendly. 

Not only LinkedIn users can search for companies by keyword but also Google indexes 156 characters of your page text. So include words and phrases that describe your business, expertise, and industry focus.  

Pro Tip: Just because it’s a professional network, doesn’t mean that your page content has to be boring. Think of the LinkedIn page as a short elevator pitch for your business.

Digital Latte LinkedIn Marketing

 2. Add Value through Content  

Like any other Social Media Marketing Platform, quality content is the best way to promote your business on LinkedIn too. Add value for your followers by posting regular content, demonstrating your knowledge & expertise, sharing insights.

Apart from the photo and video updates, brands can use LinkedIn to share long articles, slide share presentations, e-books, infographics, etc.
If you are still short of ideas or content, reach out to social media experts today.

Pro Tip
Don’t treat your company’s LinkedIn page as just another social media platform. Not everything that goes on Facebook & Instagram needs to be posted on LinkedIn. Take time to create a unique content strategy for LinkedIn.

 3. Promote your Business & Content  

Amplify your company’s presence and boost the visibility of your content using LinkedIn ads. Not only it offers a variety of ad-formats including sponsored content, message ads, dynamic ads, text ads but also allows you to target them by job title, function, industry, and more.

With the help of digital media planning experts, use a combination of these ads and audience groups to help grow your business & increase your post reach to a powerful professional audience.

LinkedIn Ads

4. Indulge in LinkedIn Groups

LinkedIn Groups are a great way to share your expertise, establish thought leadership, bring your customers together, and foster a niche community. Furthermore, it also provides insight as to what your audiences are saying and their thought process as long as you keep your sales pitch away. Participate or create a group that relevant to your company’s interest or industry.

You can add up to three groups to your company page to facilitate opportunities for member engagement!  

Here’s a sneak peek to LinkedIn Group for Retailers Association of India with over 14500 members.

Pro Tip: Moderate. Moderate. Moderate.
Most LinkedIn Groups fail because of a lack of moderation.

5. Engage Your Employees

Encourage your employees to join and be active on LinkedIn. Highlight your employees, give an identity to your team, showcase your work culture, and make your content shareable for your team. When your employees engage and share your LinkedIn page content, it increases your reach exponentially.

While there are many other things that one can recommend, but as per our experience, these are the most effective ways whether you intend to acquire talent, generate leads, or boost your business. Here’s a link to Digital Latte’s LinkedIn Page –> https://www.linkedin.com/company/digital-latte/. Do follow and give us a shout out in your network if you loved the content.

Now it’s your turn. What strategy works best for your LinkedIn page?
We’d love to hear from you in the comments below.

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