03 Apr How To Build Your Brand Presence With LinkedIn
Delivering engaging content is the most important way your brand can build a presence online. If you have a B2B brand, one of the top places to be active is LinkedIn. As well as allowing you to publish your content on the site, you will have access to other features that will help you expand your audience.
You should use Company Pages to post any content that is relevant to your target audience. Thought leadership pieces, including eBooks, whitepapers, case studies, and how-to articles, may all help you spread your brand message.
Your business is likely made up of many parts, each with its own story to tell, and each interesting to a different audience. LinkedIn allows you to give each part its own voice with Showcase Pages. By targeting more specific audiences, you increase your brand presence even further. Plus, all the same tools are available for Showcase Pages as for Company Pages, allowing you to monitor the success of your content and adapt your strategy as necessary.
Of all the brands with the highest number of followers, 90 percent ensure that the majority of their employees have profiles on LinkedIn. Beyond encouraging your employees to share content through their accounts, you can help them enhance their profiles to attract a still wider audience. Here are a few tips:
- Include a profile picture: This will give the profile 14 times as many views
- Add endorsements: An industry endorsement helps profiles receive 15 times more invitations to connect
- Write a summary: A summary should be at least 40 words to ensure profiles appear in searches
- Detail volunteer experience: In a survey of hiring managers, 42 percent said they consider volunteer experience as valuable as formal work experience
People are attracted to visuals. By including visual content in your marketing efforts, you engage your audience when they are looking for a break from reading text. A top way to achieve this is with SlideShare, which is connected to LinkedIn.
Close to 4 million users visit SlideShare every day on desktop computers alone. SlideShare is ideal for portfolios, conference talks, and other information in the form of presentations, infographics, and webinars. You should aim to include SlideShare content in every one of your campaigns.
Tips for SlidesShare
The most successful presentations tend to be between 10 and 30 slides, featuring 19 images across the slides. This is usually long enough to cover all the main points but short enough to maintain viewers’ interest. However, pictures alone are insufficient to get your message across — each slide needs around 24 words of text.
Choose a topic you know inside out to best express your knowledge and authority. Try to communicate your passion for the topic, making your audience feel as if they were reading a captivating short story or watching a favorite movie. Their fingers should be itching to turn the page at the end of every slide.
Bear in mind that there are more than 400,000 new pieces of content added to SlideShare every month. Help your audience find your slideshow by using SEO techniques throughout, such as keywords in titles, descriptions, and tags. You can also access a wider audience by posting a link on other social media channels and your blog, and re-purposing the slideshow for blog posts and other types of content.
The 4-1-1 Rule
The 4-1-1 Rule relates to Twitter but also is applicable to most other social media platforms including LinkedIn. It states that for every tweet you send, you should make one re-tweet and share four pieces of content created by someone else.
In essence, this means you should promote more content created by others than by your own brand. On LinkedIn, you can post anything that will be useful to your audience — news, trends, and tips, for instance — and share your followers’ content. This will show that your business wants to help rather than sell, helping you form relationships with users on the platform and develop a stronger brand image.
A Final Note
Make sure everyone knows that your business is on LinkedIn. Encourage employees to add a link in their email signatures leading either to the Company Page or a Showcase Page most relevant to the work they do. You should also include a “Follow” button on your website and company blog to make following your business even easier.