How to Build Your Company Brand on Linkedin

Posted on February 02, 2017 by Mary Shaw

12 Steps to Build Your Brand On LinkedIn

With more than 467 million users and an average of two new members joining every second, LinkedIn remains the undisputed place to connect for B2B decision-makers and business-minded professionals alike. Having a presence within this business-focused hub will put you in good company, from CEOs to millionaires to ladder-climbing professionals looking for their next big career move and can ultimately help you make key connections, build your reputation and position yourself as a leader within your industry. In this article, we will show you how to build your company brand on linkedin.

Step #1: Optimize Your Company Overview

On your company page’s Overview tab, only the top portion of your company description is visible. Make the most of this real estate by giving followers a reason to follow the company page, and include a call to action.

Company Specialties — Use keywords when you list your “Company Specialties” to help your company get found when people are searching for companies like yours within LinkedIn.

Step #2: Plan Your Content

Use LinkedIn Pulse to research what other people in your industry are writing about. Create a content calendar for regular updates about company news, new
products and services. Status updates that either create dialogue (grow your visibility) or contain a call to action (generate leads) are the most effective forms of updates.

Step #3: Catchy Title

Choose the title of your post wisely. Every time you publish a post, your connections receive a notification in real time. This notification contains the title of your post, and the title of your post only. So it is critical that your title stands out.

Step #4: Post Regularly

Best-in-class marketers are posting 3-4 status updates per day, per audience. Consistently posting will help you grow your LinkedIn reach, as well as regularly get traffic to your website from LinkedIn.

Step #5: Access LinkedIn Publisher Stats

LinkedIn Publisher analytics shows you how many people are viewing each post, the length of life of each post, reader demographics and the people who engage with your posts. Use the first three demographics (industries, titles and locations) to make sure you’re attracting the right audience with your content. These insights can help you refine your content development and lead generation strategy.

Step #6: Time Your Status Updates

Experiment with different publish times and days to gauge the way your audience responds. As a baseline to get you started, many companies time the posting of their status updates during the morning or midday during the business week for maximum exposure.

Step #7: Publish in LinkedIn Pulse

Post regularly to LinkedIn Pulse and encourage shares and comments on each article. How-to posts perform best for post views, likes, comments, and shares than any other post type.

In addition, “best-of” lists get almost 40% more amplification than regular company posts.

Step #8: Use Images

Use images in all your company updates. Images attract more attention to your content, meaning more engagement and increased visibility. Your uploaded image will be automatically resized to fit the 180 x 110 pixel thumbnail space.

Step #9: Build Followers

Encourage your employees to follow your page, email your existing contact database with a request that they follow your page, place a Follow button on your website or blog, and cross-promote your page on other social channels, including LinkedIn Groups, Twitter, etc.

Step # 10: Join Groups

Pinpoint LinkedIn groups that allow you to extend your reach, showcase your expertise and stay on top of industry trends. Share valuable information and facilitate interesting discussions within the groups.

Step #11: Pin Valuable Content

Pin your most valuable content to the top of your Company Page in the recent updates section. This ensures that your most important content is the first thing people see in your updates.

Step #12: Engage Your Followers

Take the time to thank, respond to and fully engage with your audience. Ask questions, share trivia and quizzes, and celebrate company wins with your followers.

LinkedIn gives organizations increased visibility for their brand, products, and services. Potential customers, clients, and suppliers can learn about your company on LinkedIn to see if they’re interested in doing business with you.

Are you ready to drive business results and improve thought leadership of your company page? Let the experts at Customer Insight Group transform your underperforming and neglected LinkedIn page into a powerful branding tool for your business with LinkedIn branding. Contact us today.