With the rapid evolving scenario of digital marketing, we all know how important platforms like Instagram and Facebook play in uplifting a Brand. But in the process, we often overlook this platform which is Linkedin. LinkedIn might not be as colourful and entertaining as the rest of the social media platforms but it is surely one of the powerhouse for professionals and businesses. As of 2023, LinkedIn has an approx of 900 million users and according to data, 3 new members sign up on LinkedIn every second. This provides a great space for brands and businesses to tap their potential clients in order to grow.
In this article we are going to guide through 8 LinkedIn growth strategies through which you can use to grow your brand using this powerful social media platform for professionals.
1. Build, Establish and Optimize your Company Profile
The very basic step in marketing through social media platforms is to first establish its presence and that is to be done by creating and building the company’s page in front of the world. LinkedIn is no such exception. The profile of your company stands as the visual storefront for your brand. It is more than a digital business card and can significantly impact your brand’s visibility and credibility. In order to build a strong foundation for your potential clients, it is very important to optimise the page.
Below we have mentioned a few points that you should take into consideration while optimising your profile.
- Select high resolution logo and appropriate banner image that represents your brand
- Craft a tagline that clearly and persuasively expresses your brand’s value and why your business stands out among the others
- Seize the ‘About Us’ section to describe your brand’s mission, vision and values
- Take steps to ensure that your contact information is up to date and easy to access.
- Consider creating ‘Showcase Pages’ if your company provides a variety of services, goods or brands. Highlighting particular services on these pages allows you to cater to the different segments of your audience.
- Push and publish content in the page regularly
- Build a ‘Career Page’ on the platform
- Take steps to ensure that your contact information is up to date and easy to access.
- Consider creating ‘Showcase Pages’ if your company provides a variety of services, goods or brands. Highlighting particular services on these pages allows you to cater to the different segments of your audience.
- Push and publish content on the page regularly
- Build a ‘Career Page’ on the platform
Sharing a snippet of Meta’s optimised profile on LinkedIn.
2. Stay Consistent in Brand Messaging
Being consistent in brand messaging = Forging an unidentified image and identity across LinkedIn.
In this crowded arena of different forms of content on several platforms results in very short attention spans. In order to grab and maintain this attention towards your business, you need to be consistent in ‘Brand Messaging’ through which you also guide the audience towards a clear understanding about your identity and offerings. However, for an extreme professional platform like LinkedIn crafting unified and coherent brand messages can be a bit critical.
Here are a few factors that we have mentioned which will help you in mastering the art of brand messaging.
- Stick to your brand voice and tone
- Craft a solid core message that covers what your brand is and what it offers
- Integrate your brand values into your message
- Exhibit visual consistency by using a specific colour palette, imagery and typography throughout any of your LinkedIn post and content
- Build your message keeping in mind which audience segment the receiver belongs in order to cater their different needs
- Weave your brand story consistently to allow your audience to connect with your brand’s journey
- Use the static formula of ‘Repurpose and Reinforce’ by utilising key messaging points across various content formats
- Regularly monitor your engagement and response rate and optimise accordingly
3. Pushing thoughtful Content
The publishing platform on LinkedIn provides you with the opportunity to show your expertise in your professional arena. It should also be kept in mind that while you’re formulating the content whether or not it is acting like a backdrop for your brand’s expertise. Hence below are a few things that you should keep in mind while formulating the content.
- Understanding your audience
- Select relevant topics
- Perform in-depth research to gather reliable data and statics to support your points
- Maintain originality even if it is inspired from existing content
- Form engaging headlines
- Share actionable insights
- Organise sections with clear headlines
- Stay authentic in sharing your brand’s successes as well as failures
Here’s an example of LinkedIn content shared by Microsoft.
4. Pushing thoughtful Content
The publishing platform on LinkedIn provides you with the opportunity to show your expertise in your professional arena. It should also be kept in mind that while you’re formulating the content whether or not it is acting like a backdrop for your brand’s expertise. Hence below are a few things that you should keep in mind while formulating the content.
- Understanding your audience
- Select relevant topics
- Perform in-depth research to gather reliable data and statics to support your points
- Maintain originality even if it is inspired from existing content
- Form engaging headlines
- Share actionable insights
- Organise sections with clear headlines
- Stay authentic in sharing your brand’s successes as well as failures
5. Engage with relevant content
Even after publishing your content, there still is more work remaining and one of them is engaging with similar content and your audience. By engaging on LinkedIn you position your brand to be an active and informed industry participant.
Few ways through which you can effectively engage on LinkedIn are mentioned here.
- Identify your areas of focus
- Follow hashtags that are relevant
- Check your feed regularly
- Share comments that are thoughtful
- Engage with fellow commenters
- Don’t ignore direct messages
6. Unleash the power of Hashtags
Once synonymous with social media trends, Hashtags are now being used strategically for content discovery as well as engagement on various social media platforms which includes LinkedIn as well. With the right utilisation, they can effectively expand your content’s reach, visibility and as a result connect you with a broader range of audience.
Here are a few ways through which you can make the correct usage of Hashtags.
- Select relevant hashtags
- Conduct your research in finding popular and niche hashtags
- Put a limit on the number of hashtags used
- Stay specific as well as descriptive
- Leverage location specific hashtags
- Stay up to date with current trends
- Form a branded hashtag
- Consider adding hashtags in the comments to keep your post clean
- Regular review your post’s performance using the hashtags and adjust accordingly
7. Make use of User-Generated content
User generated content which shows authenticity and peer recommendations are one of the active ways to leverage the voice of the customers, partners and employees to support your brand’s credibility and reach on LinkedIn. This showcasing of other’s testimonials in return creates a more trustworthy and relatable brand image.
Below we have mentioned a few ways through which you can effectively share such content on LinkedIn.
- Keep an eye on content produced by your client/employees which showcases the positive aspects of your brand
- Also request for permission before sharing such content
- Seek for diversity in such content so that it shows the different aspects of your brand
- Share genuine experiences as user-generated contents seek authenticity
- Use high-quality visuals to represent the same
- Don’t forget to tag the original creators when you are sharing such content and give credit to them
- Build a sense of community around your brand by actively engaging with creators who create such content
7. Foster on meaningful connections
LinkedIn- being a professional platform thrives on meaningful interactions and building connections. Instead of having a ‘follow’ button, LinkedIn provides the option to connect with fellow users. Being engaged with your network strengthens your brand visibility and reputation.
Here are a few ways through which you can effectively engage with your network.
- Sending personalised connection requests
- Check your notifications regularly
- Engage with connection’s posts
- Like as well as share relevant content
- Do not hesitate to initiate conversations
- Celebrate achievements and milestones
8. Leverage sponsored contents and Ads
LinkedIn, like other digital marketing platforms, provides strategic advertising options to help you achieve your marketing goals. Some of LinkedIn’s powerful tools and methods to amplify your brand’s reach and engagement are mentioned below.
- Sponsored content
- Sponsored InMail
- Display and Dynamic ADs
- Sponsored Video content
- LinkedIn AD Analytics
- A/B Testing and Refresh
- Landing page optimisation
- Tracking and Conversion
Conclusion
In the competitive digital world, it is very important to nurture the full potential of abovementioned LinkedIn growth strategies in order to boost your brand. From optimising your profile to engaging with your network, each surface of the platform provides an unique opportunity to forge meaningful connections and establish your brand value. By being consistent in executing all the strategies mentioned above, your brand gains the power to establish a strong presence, position itself as a thought leader and forge enduring connections that propel your success in the professional world.
Embrace the power of LinkedIn with the correct guidance from the experts of this industry. Contact the best digital marketing agency in Kolkata- Digital Rosogulla.
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