LinkedIn no longer serves as an online CV in the hyper-connected digital world; today it is a networking, B2B marketing, and brand-building machine. Having more than 1 billion professionals registered on the site, LinkedIn presents a unique chance to promote the brands among the users and to establish their role as industry leaders.
However, a profile is not just enough. In case you want to build brand awareness on LinkedIn, you need a properly planned approach to digital marketing that cannot be replaced with some occasional posts. If you have a startup, an agency, a freelancer or are a corporate brand, then this is how you can use the full potential of LinkedIn to increase your visibility, credibility and authority.
Use Your Company Page
The presence of your brand is based on your LinkedIn company page. Otherwise, you will miss an important exposure unless you optimize it completely.
Optimization tips:
- You have to use a professional logo as a profile picture.
- Have a great tagline that sums up what your label is all about.
- Have a well-formulated About Us section with the keywords stated. The keywords to be used, most especially, should be digital marketing, as long as that is what is offered.
- Include the link to your website, the size of your company, the industry, and the location.
- Load a personal image that represents your brand name as a banner.
A well-optimized profile not only boosts credibility but also makes your page easy to find by search engines and through LinkedIn, which can aid you in raising brand awareness among LinkedIn customers.
Produce Quality and Compelling Content
LinkedIn leads to rewards for consistency and relevance. The algorithm rewards more serious, long-form, more thoughtful content and professional updates as opposed to other platforms. Your content must be educational, informative, and promote discussions.
Workable content formats:
- Industrial fundamentals and the industry.
- How to-How to-How to (and this is one! )
- Stories and posts behind the scenes, written by employees
- Success stories of the clients
- Infographics, native docs, and carousels
Consistency is the key to exposure. Once you have decided on a content strategy, make a monthly content calendar that will help you stay on track and hopeful targets.
Make Good Use of Hashtags
Hashtags are capable of exposing you to unfamiliar people who are not your followers. They can be used to build brand awareness on LinkedIn to a considerable extent.
Best practices:
- Apply 3 to 5 hashtags on a post.
- Use specific and generic hashtags (e.g., DigitalMarketing, LinkedInBranding, ContentStrategy).
- Measure the performance of hashtags on LinkedIn.
Exclusive tip: Develop a branded hashtag for your company. Besides creating identity, this also brings all the contents regarding it together under a searchable heading.
Take advantage of Employee Advocacy
Your staff will be your greatest potential marketing resource. Whenever your workers mention an update about your company or share details of their job, they increase your brand exposure to their communities, hence generating free reach.
The process of doing employee advocacy:
- Convince the employees to repost company posts.
- Pre-write the captions or templates to share.
- Use LinkedIn to celebrate the milestones, promotions, or achievements of employees.
- Do in-house seminars on personal branding and the use of LinkedIn.
Individuals believe in individuals rather than businesses. Voices of employees are genuinely effective and necessary to boost brand awareness on LinkedIn.
Participate and connect in LinkedIn Groups
Being an active member of LinkedIn Groups on topics touching on your sphere or niche will make your brand an industry thought leader. Groups might lack visibility compared to their former times, but they can be used when it comes to networking, learning, and sharing of content.
Group engagement strategies:
- Provide answers to questions within your line of expertise.
- Post non-promotional value-based material.
- Begin conversations that revolve around your brand.
- Determine group admins and influencers with whom you may collaborate.
Groups can assist you in finding professionals interested in the same activities, and that is a low-key approach to increasing brand awareness.
Smart use of LinkedIn Ads
LinkedIn ad platform provides an opportunity to target precise job titles, industries, and locations, as well as the size of companies. It costs a bit more than Facebook or Instagram, but it provides quality B2B leads and great brand visibility.
Ad types to research:
- Sponsored Content: Promote your posts by enlarging the number of viewers.
- Text Ads: Cost-effective and lead-gen effective.
- Video Ads: Video used to be great for telling the story and building your brand.
- Message Ads: Interactive, personal, and direct.
You will always want to A/B test your creatives and copy to identify what best speaks to your audience.
When you have a digital marketing campaign ongoing, LinkedIn Ads could provide a tangible outcome in brand awareness and recall, particularly on the side of B2B companies.
Partnerships with Influencers and Experts in the Industry
Influencer marketing through LinkedIn is gaining popularity. When working with industry heroes or micro-influencers, you can always project your message powerfully.
How to do:
- Find influencers whose work fits into your brand ideals.
- Begin by organically interacting with their material.
- Co-write or propose such collaborations as podcasts, webinars, or guest posts.
- Give them something of value in the form of free tools, a trial, or privileged insights.
Having a renowned voice addressing your brand will gain trust and allow you to raise brand awareness on LinkedIn to an extent.
Host or appear in LinkedIn Live events
LinkedIn Live is an effective real-time engagement tool. Massive visibility can be created by holding webinars, question and answers, launching a product, or a thought leadership talk with the help of LinkedIn Live.
LinkedIn Live tips:
- Market the event months before it takes place.
- Have a facilitator or co-presenter to take this role.
- Put the session on record and reuse the clips in future posts.
- Following it is a thank-you post and engagement recap.
This live format brings a personal touch to your brand and an avenue to relate directly with the target audience.
LinkedIn Analytics: Analyze and Improve
You should monitor your performance in order to know what is working and what is not. Overall, LinkedIn has extensive analytics about company pages, publications, and advertisements.
Major measures to track:
- Impressions and reach
- Percent of engagements (likes, comments, shares)
- Follower growth
- The demographics of your audience (positions, domains, geographies)
- Conversion rates (in case of using LinkedIn Ads)
Take these tips into consideration to optimize your digital marketing campaign and leverage what works.
Cross-promote your LinkedIn on Other Media
Your consumers exist on various platforms. Share your LinkedIn posts through your site, email newsletter, and other social networks to attract increased traffic to your page.
Ideas:
- Put a LinkedIn follow button on your home page.
- Put your LinkedIn articles into a dose of emails.
- Post Instagram Stories or tweet some LinkedIn snippets.
- Promote your LinkedIn account when participating in webinars and real-life events.
This results in an omnichannel presence as well as increases your overall effect to raise brand awareness on LinkedIn.
Final Thoughts
Building brand recognition on LinkedIn is not an instant success deal, but a smart approach to carefully implement some digital marketing course and techniques over time. Whether through content creation, employee advocacy, working with an influencer, or LinkedIn advertisements, all strategies together create a powerful, visible, and credible brand.
Considering the ongoing development of the platform, it is important to remain current and explore new methods. To become a highly valuable asset in terms of branding and business growth, you should pay attention to providing value and remaining authentic on LinkedIn.
