3 Step Guide - How to Build Brand on Linkedin

1. Establish

Build your brand with a LinkedIn Company Page

Increasingly, people turn to LinkedIn to learn more about a business. Put your best foot forward with a free Company Page that builds your credibility, provides key information, and gets your business discovered.

• Know your audience

Before creating a Company Page, it’s important to understand the audience you’re trying to attract. Run a quick search for members who fit your customer personas. Investigate their profiles to identify the types of subjects they follow. This will help you decide how to position your page.

• Create your information hub

Keeping your customer personas in mind, build out your Company Page as a one-stop shop for visitors looking to learn more about your business. Creating a page is easy: just add your company logo, banner image, and description to get started.

• Make your page easy to find

Give your brand more opportunities to be discovered by the right people. Add your company specialties, links, and descriptions of your core value propositions on your Company Page. Be sure to take advantage of your existing online properties by linking to your page from your company website, blog, and other social platforms.

2. Connect

Get followers on LinkedIn. Build a community.

You can easily target just the right people to build a community of brand advocates and grow your follower base. The more people know about your brand, the more business you can drive through word of mouth and referrals.

• Engage your employees

Your employees are your best brand advocates. Encourage them to add their current position at your company to their profiles. This will automatically make them followers of your page, and will feature your Company Page on their profiles, helping to drive more traffic your way.

• Convert customers into followers

Your current customers know the value you provide. Give them a forum to share their positive experiences by prompting them to follow your Company Page. Integrate your page into company communications, such as an email or your company blog, to quickly capture this audience. Existing and potential customers may also be visiting your website. Make it easy for them to follow your Company Page by embedding a Follow button on your site.

• Promote your brand in LinkedIn Groups

Find Groups talking about your brand or industry, join them, and take part in the conversation. Then, build brand awareness and promote your Company Page as a source of thought leadership. This will drive traffic and attention back to your page.

• Get your company in front of just the right people

Reach beyond your network and promote your business to anyone on LinkedIn with LinkedIn Ads and Sponsored Updates. Using targeting criteria like seniority, function, geography, and industry, you can get in front of exactly the right people to help spread the word about your business.

• Track your progress

Use the Analytics tab on your Company Page to understand how your follower community is growing over time and what kinds of people you’re reaching. This will give you valuable insight that you can use to tailor your page and future posts.

3. Engage

Stay top of mind – engage your audience with compelling content

Your followers can be a powerful channel to help spread the word about your company across the LinkedIn network. Share high-quality, relevant content to get them talking about you and drive new business to your door.

• Create your content stream

Use your company’s updates to showcase your expertise and establish your brand as a thought leader. Share a wide array of content with your followers, including insightful articles, company news, and more.

• Demonstrate value

To grow an engaged following, it’s important to lead with useful content. For every post promoting your company, make sure four posts focus on thought leadership or industry trends.

• Post frequently

On average, companies that post 20 times per month reach at least 60 percent of their audience. Stick to a regular posting schedule so followers can rely on you to keep them informed and up to date.

• Create a mix of content formats

Rich media like photos and videos can dramatically increase both comments and shares. Incorporate these formats – along with SlideShare presentations and links to articles – to maximize engagement with your posts.

• Encourage followers to engage

Prompt your colleagues and followers to take action on your posts – every like, comment, and share increases your reach throughout the LinkedIn network. For example, you could share an inspiring quote and ask viewers to “like” the post if they agree, or even share their own favourite quotes.

• Dive into comments

Engage with followers who comment on your updates to help build loyalty, continue the conversation, and further establish your thought leadership. People like to know that they’re being heard!

• Always be improving

Watch the Reach and Engagement sections of your Company Page analytics to see what resonates with your followers. Test different days, times, topics, and formats to identify what works best for your audience.