3 Ways to Maximize Your Brand’s LinkedIn Presence

We all know the importance of having a brand presence on LinkedIn but once you’ve set up your company page, it’s tough to know exactly what to do next.

Social platforms like Vine, Instagram, and Twitter are great for sharing quick visuals or short status updates but LinkedIn offers brands -- and customers -- a completely different experience.

Let’s look at three ways to maximize your brand’s presence on one of the most popular networking platforms on the planet.

Groom your company and showcase pages

One of the biggest things companies overlook when building out their brand page is neglecting to make full use of all the helpful features LinkedIn has to offer. Make sure to fill out all the editable fields in your company profile and include plenty of eye-catching imagery. Is the summary captivating? Does it include a call to action? Does your page contain several customer contact options? Attention to detail is crucial to a smart, effective company page because customers will notice. Don’t forget to build showcase pages to highlight specific products and services you offer. Customers and leads can follow these sub-pages to stay updates with news and announcements specific to the products they’re interested in. In turn, you’ll be able to serve targeted content to specific segment of your audiences.

Image: Sheila Scarborough

Strut your stuff

Use LinkedIn to let customers and potential leads know what your brand is up to and where it’s headed. Share your successes, post relevant industry news, and encourage others to engage with you about what’s on their minds. Your LinkedIn page is also a perfect place for customer testimonials. “One of the most powerful parts of LinkedIn Company Pages can be found in the Products and Services page where LinkedIn members can publish reviews of your products and services… You can feature them on your LinkedIn Company Page, share them on your website, and so on to extend their reach even further. Don’t expect people to write reviews. Instead, ask them to do so,” writes Forbes’ Susan Gunelius.

Get your group on

It’s difficult to have long conversations with followers on most social platforms, but LinkedIn is a perfect forum for this. Customer experience experts encourage companies to create online communities where customers can gather to chat about your product, help each other troubleshoot issues, or noodle around best practices. LinkedIn Groups are a terrific way to bring people together around your brand. Entrepreneur Lewis Howes points out that LinkedIn Groups are also ideal for sending weekly messages without the hassle of setting up an email marketing campaign. “ Instead of having to spend thousands of dollars each year on email marketing you could simply create a group, and send them a weekly message for free. The downside to this is you can’t brand your emails they way you could from a custom email marketing provider, but you can still do some damage in terms of getting your message out there to your members.”

Be a thought leader

Until recently, LinkedIn only allowed a select handful of its users to publish longform content on its platform. These designated Influencers are widely considered to be the thought leaders in their industry; when they talk, people sit up and take notice. The good news is LinkedIn is slowly rolling out a feature to allow all its users to publish longform content. While longform posts can only be published on a professional profile (not the company page), the move is still significant for business owners and CEOs because it provides them an opportunity to position themselves as thought leaders and contribute their expertise to conversations happening throughout their industry.

How has LinkedIn helped you grow your business and enhance your brand’s presence?

Let me know in the comments!