5 Steps to Promote Your Brand on LinkedIn

5 Steps to Successfully Market Your Brand on LinkedIn

November 2012

©2012 LinkedIn Corporation. All Rights Reserved.

Alicia Tyree Social Media Consultant

LinkedIn


TYREE 2012

Five steps to success

1. Set up your company page

2. Source content

3. Post Company Status Updates

4. Amplify your message

5. Analyze and refine

©2012 LinkedIn Corporation. All Rights Reserved. 3

TYREE 2012

Crafting a compelling company

presence

Step 1: Set up your LinkedIn Company Page



Your Company Page is your brand’s central hub

on LinkedIn

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Status updates and

mobile

Express Your Brand

Use an eye-catching

image that represents

your brand

Provide a great

narrative

SEO friendly pages

allow for keyword

optimization

Products and

Services tab Company Overview

Page

Tell your story


Showcase Your

Offerings

Spotlight your

products, services,

and specialties

Upload relevant

content

Collect product

endorsements

Reach Your

Audience

Status updates can

be shared and

featured

Company Pages

appear on our mobile

and iPad apps

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Developing and sourcing

engaging content

Step 2: Source content


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Sourced

Content created by

someone at your

company

Examples:

Informative blog

posts, stories from

your newsletter,

videos from your

YouTube channel

Linked Unique

The three types of content


Content you link to

from outside

sources

Examples: News on

industry trends that

you curate from

industry blogs and

LinkedIn Today,

industry whitepapers,

infographics

Content you’ve

commissioned or

co-created

Examples: Customer

testimonials, articles

written by successful

partners, links to

Group discussions on

other forums


What LinkedIn members want

68%

Want to receive

relevant news

or articles from

companies

43% Want a sneak

peek at new

products and

services


More content tips

LinkedIn users want

to see brands that

help them…

1. Improve themselves professionally

2. Help them to make business decisions

3. Give advice/recommendations

Keep your content informative and

insights-focused

Updates should be friendly, not sales-y

If you post company news, keep it

member-centric

Link to webinars, white papers, newsletter

and event sign-ups

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Scheduling and structuring your

updates

Step 3: Post Company Status Updates



Structuring your Status Updates

Status updates with links promote

more Follower engagement

Keep it brief

Post every day, at least once

Time of day matters; think coffee & couch

Link to great content

45% Higher

Engagement


Tailor your content with Targeted Status Updates

Include your biggest brand advocates:

your employees!

Don’t target ultra-granular segments

Location, location, location

Target your ideal customer profile

Employees are 70% more likely to

engage with your posts 70% More likely

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Leveraging your existing

communities

Step 4: Amplify your message


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Followers take part in the

conversation and amplify

your message

Reach your current

Followers with

relevant messaging

Your current follower presence on LinkedIn

15

Your Current Followers Your Opportunity

For every one of your ideal

Followers…

Use LinkedIn’s Company

Page and Follower

reporting to understand

what audience you reach

on LinkedIn

There are many more like

them!

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Erica Robertson

Your message is amplified when Followers endorse it

16

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Understanding your successes

Step 5: Analyze and refine



Utilize Follower and Status reporting

Monitor your Follower

growth during key initiatives

Hone in on performance of

specific Status Updates for

insights into your audience

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Business

5 Steps to Promote Your Brand on LinkedIn