Definitive Guide To Building Your Brand Presence on LinkedIn
A strong LinkedIn presence is essential for every company—not just those involved in B2B marketing. To build an effective brand presence on LinkedIn, consider the following LinkedIn assets:
LinkedIn Company Profile Page
Your company profile page (like the Evernote sample below) is where a user lands when he or she searches for your company or clicks on its logo from another user’s profile. Company profile pages are a free LinkedIn service that provide business owners a venue to showcase his or her brand.
Because this is your company’s primary landing page on LinkedIn, it’s very important to insure the images and messages you choose properly represent your brand.
LinkedIn Page Logo
LinkedIn Header Image
Larger than the logo, the header sits at the top of your company profile page and offers companies more real estate to showcase creatively. Your header image can include brand messaging, campaign promotions, product images, or your staff (as the above image from Luxottica demonstrates), and it can also be frequently changed to reflect exciting and seasonally relevant company updates.
About Us Section
Microsoft’s profile details the company’s goal (to empower other people and organizations with technology), how that goal is currently achieved (through collaborative ideas), and what the company provides to potential employees (an outlet to answer curiosity, passion, and ambition with quality tools, a resourceful community, and flexibility).
If you can provide detailed answers about your company to potential clients, then those clients will know exactly what your company does and how it can help them achieve their personal and professional goals.
Posting On LinkedIn
Like Twitter, Facebook, and other social platforms, LinkedIn allows your company the ability to share posts. Posting on LinkedIn is a key way to build followers and fuel your paid advertising efforts. These posts can include text, images, links, non-native videos and slide decks.
The image below demonstrates L’Oreal’s social prowess; the company links to content on flipboard.com and Youtube.com within its LinkedIn posts.
Because LinkedIn is seen as a professional network, your content mix and tone should be professional and engaging. Additionally, we have found that educational posts perform very well on LinkedIn.
LinkedIn Growth Opportunities
30% of engagement on LinkedIn for a company comes from its employees. Consider your employees as a primary audience for content when deciding what to post, and use the “notify employees” feature occasionally to notify them about new posts from your page.
We expect to see tremendous growth in video usage on LinkedIn in 2022. According to a recent study, 68% of video marketers say they will include LinkedIn in their 2022 strategy, a 5% increase from 2021.
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