LinkedIn has several solutions available to help you build your brand organically. In this lesson, we’ll cover each of those solutions and explain how you can use them to increase your LinkedIn presence.
The best way to organically build your brand on LinkedIn is by delivering useful content to your target audience. LinkedIn provides the following solutions for delivering relevant content to your members-
Your LinkedIn Company Page, Showcase Pages, and Long-form posts like newsletters and articles. Let’s learn more about each of these.
Company pages (like the one you optimized in the previous lesson) are where you can feature thought leadership content and other relevant links such as white papers, ebooks, case studies and “how to” content to your audience.
By continually posting useful and engaging content, you’ll create better engagement on your Company page and help your message spread faster.
Showcase pages allow you to build a presence and present a unique voice for every different part of your business.
By creating dedicated pages for your more prominent brands, businesses, and initiatives using Showcase Pages, you can extend your LinkedIn presence.
Each showcase page can have its own messaging and voice, and just as with Company pages, you’ll be able to monitor the performance of each showcase page experience.
In addition to creating showcase pages, you can also ask employees in your company to add a link to the LinkedIn Company Page in their email signatures to grow your LinkedIn following.
If needed, you can ask the business owner to get a designer to help create a customized banner or button. Doing so will help drive traffic back to your company’s LinkedIn page.
Publishing long-form posts, including newsletters, on LinkedIn’s publishing platform will also give you the ability to share your expertise with the world and reach new people within your target audience.
The following video explains a few useful tips for publishing content on LinkedIn
When publishing content to your LinkedIn company page, make sure you always add relevant hashtags so that others can easily find your content in search.
Using a hashtag will ensure that when members are looking for information on a certain topic or timely event, your article will come up as one of the options.
You can also use LinkedIn’s audience insights on mobile to understand who’s seeing the posts you’ve shared and the articles you’ve written.
With these insights, you can better understand if you were successful in optimizing your post to gain visibility with the right people.
In addition to posting long-form content, you can also use LinkedIn’s SlideShare tool to post slide presentations to your audience. This can help establish your brand as an authority around topics and keywords.
Newsletters are the newest feature accessible to businesses and can be a great way to grow your brand’s thought leadership. The video on the next slide dives into why newsletters are a great feature for businesses on LinkedIn.