LinkedIn has slowly become more than just a platform for job seekers and recruiters. Businesses have started using LinkedIn for more than networking and expanded that platform to use it as a social media marketing tool, a place to build brand awareness, generate leads, and most importantly, establish industry authority.
According to Hootsuite, the LinkedIn algorithm is specifically designed to prevent content from going viral: “Yes, you read that right. The LinkedIn algorithm is designed to fill user’s feeds with only the most relevant professional advice and expertise, which means a completely different approach than the one you’d use for, say, TikTok. New LinkedIn algorithm updates prove that focusing on your own expert knowledge and engaging with your community is more important than ever.”
LinkedIn is a unique social platform that allows your business to directly engage and interact with professionals. In this blog, we are going to cover a few steps for how businesses can utilize LinkedIn for successful marketing. We’ll also share a few tips to help maximize your engagement and reach on LinkedIn.
Optimize Your Business Profile
Your company’s LinkedIn profile is the foundation for your presence. It will often be the first impression many users have of your business.
Optimization Tips:
- Use a high-quality logo as your profile picture and a high-quality cover image to establish credibility.
- Write an engaging “About” section that clearly explains your mission, what your company does, and what sets you apart.
- Your “About” section is a great place to include relevant keywords to help improve searchability.
- Fill out your company info and add your website, contact details, and industry categories.
- Post updates regularly to keep your audience engaged.
Build a High-Quality Network
LinkedIn is designed for professionals to network, which makes it important for you to connect with the right audience, versus aiming for a certain number of followers.
Networking Tips:
- A great way to build your network is to encourage your employees to connect their personal profiles to your business page. This connection helps increase the visibility of your page.
- Following industry leaders that are relevant to your industry and interacting with their content can help extend your reach and grow your network.
(Quality) Content Is King
When it comes to SEO, content is king, and this is also true for LinkedIn. As we said in a recent blog, this is your opportunity to lean into your industry expertise. Speak from this expertise, provide examples from your own body of work, and overall provide value to users that they simply can’t get anywhere else.
Types of Engaging Content:
- Sharing thought leadership articles that provide insights into industry trends is a great way to add high-quality content to your page.
- Share relevant company updates and behind-the-scenes stories to help humanize your brand.
- Infographics and carousel posts help make information digestible.
- Videos can help drive higher engagement with your audience.
- Sharing client testimonials and success stories can help you build trust and credibility.
Establish Your Credibility as a Thought Leader
On LinkedIn, you must position your business as an industry leader to help set you apart from your competitors.
Tips to Build Thought Leadership:
- Publish long-form, high-quality content as LinkedIn articles.
- Host joint LinkedIn Live Sessions and webinars with industry leaders and experts.
- Show up consistently and authentically and engage with your network.
LinkedIn can be a powerful marketing tool and social media platform for businesses trying to grow their brand, establish authority, and generate leads. With these tips, you can begin to grow your presence and authority.
If you’re looking for a partner to help grow your LinkedIn presence and generate content, our team at Armada Digital can help! Book your exploratory today.