In the modern digital marketing ecosystem, it is crucial to have a solid social media presence for every brand. Even informal social media like Facebook is at the forefront of digital marketing and sales.
All good marketers know their business must have a presence on social media. Whether your brand is new to social media marketing or you’ve been marketing your business through social media since day one, you must understand the effort and time it takes to set up and maintain a social media platform.
LinkedIn is the one social media platform that works in a very excellent way for businesses and companies. It lets a company personify its brand awareness. But it tends to be overlooked
To leverage LinkedIn to increase brand awareness, here are some of the pathways to reach the desired results:
1. Build And Optimize Your Company Page:
First of all, you need to have a page dedicated to marketing your brand. This will be the space you will work with. The page needs to be engaging and attractive to drive up traffic. Here are some of the components that can be imperative and go a long way:
*Company logo
*Cover page
*Name of the business
*Comprehensive business description
*Website link
However, building the page alone isn’t enough. Linkedin works as a de facto search engine along with being one of the more prolific social media marketplaces and one needs to optimize his/her profile to get indexed better. So, keeping the profile/page up to date, and complete, and using the right keywords in appropriate places to keep it optimized is the right way to go.
2. Using A Personalized Branding Approach:
A business needs to have an identity. For a company without a face, no matter how competitive the prices are the growth will be painfully slow.
So, to personify your brand the first step would be to present a solid list of your experiences and services on your company page. A strong identity makes the company more recognizable and draws increased trust from visitors.
There are different branding approaches you can follow but make sure it gives the impression of strict professionalism and draws increased social appeal.
3. Post-Quality Content:
With millions of users on LinkedIn, you never know who will come across your content. You want to be able to represent your company in the best light, post information that potential customers will find appealing, as well as position your brand as a thought leader within your industry.
Higher like rate, engagement rate, and share rates mean your update and brand name will reach more people in more networks.
The contents should always be high quality, relevant and consistent. You can take cues from established brands.
Moreover, if you’re confident enough, you can take a more creative approach and create interesting content. But fringe in a way that doesn’t conform to the established orthodox marketing model and the mind-boggling quality of the content will produce a unique appeal for your brand to the masses.
4. Employee Engagement:
It’s important to encourage current employees to interact with your brand’s LinkedIn content. Your employees are more likely to engage with your posts than non-employees are. Also, encourage your employees to post personal status updates and engage with other coworkers on LinkedIn.
LinkedIn makes it simple to see how many people you’re reaching within your network and realm of connections to see how many people are viewing your posts.
5. Create Unique Headlines:
A great headline matters to be found on LinkedIn. It has to be relevant and catchy. Having appealing words and phrases drive up the engagement, almost clickbait-esque.
6. Engage In Groups:
It’s easy to be a part of a group on LinkedIn and only read the posts other people contribute, never commenting or posting new discussions. However, those who actively engage and regularly contribute to groups typically see four times more profile views.
Group contribution is an easy way to organically increase profile views for your profile and your brand page.
7. Buy Linkedin Connections:
To take your account to the next level, one key step is buying LinkedIn connections. Manually you can grow much but buying connections can give you that extra necessary boost. There are plenty of third-party sites that can be the best place to buy LinkedIn connection.
Platforms like ‘UseViral’ and ‘SidesMedia’ are the rising stars in this promotion business. However, one can also take a more personal approach and sponsor famous local LinkedIn personas to promote the page/profile in good faith.
8. Use The About Section To Use Promote Your Offers:
On-your-face marketing can be annoying, but the about section of your page is prime real estate for use. You need to have a clear brand offering to push your brand up.
It’s not just about the description only. Linkedin permits media uploads of different formats. Using this opportunity to showcase samples that improve your brand’s legitimacy helps a lot.
9. Understand The Difference Between Personal And Professional
Linkedin can be tricky as it’s a professional social network site. There are distinctive features that separate personal networks from professional ones.
People use personal networks to:
- Spend time
- Find info on friends
- Find info on personal interests
- Read entertainment updates
People use professional networks, specifically LinkedIn to:
- Invest time
- Search for career and job info
- Find updates and stay connected with brands
- Monitor current business affairs
LinkedIn is the perfect platform to push out content on your brand because that’s what users expect on this platform. While exploring LinkedIn, users are in a professional outlook and are ready and willing to consume brand information, updates, and other business content; however, content posted can still be fun content.
Remember, just because LinkedIn is a professional platform, doesn’t mean it isn’t a social network and this alone is reason enough to not get discouraged and refrain from taking hard selling approaches and publishing catchy content to generate brand value. It’s an H2H (human to human) platform, and your brand (both personal and professional) should be posting content that resonates with your audience.
One shouldn’t take a rigid approach while implementing the aforementioned strategies but place them very close to their heart and that should result in leveraging their LinkedIn profile/page to generate a huge increase in their brand awareness. If your approach clicks with the audience, the sky is the limit.
