With over 500 million members, LinkedIn is the ideal platform to promote your business and build brand awareness.
Think of your company page on LinkedIn as your chance to offer compelling content for audiences to interact with, share your brand’s story, and demonstrate your brand’s values.
But you’re competing against a growing number of brands on LinkedIn. How do you get audiences to notice yours? Here are 3 smart ways to improve brand awareness on LinkedIn:
Join and engage in industry-related LinkedIn groups
LinkedIn groups are key to learning insightful information and showing you’re an expert in your industry.
With the majority of LinkedIn users in at least one group, it’s likely that your potential clients are already members of some groups you’re targeting.
How do you boost your brand awareness in groups? Start talking. Read articles people post, and write your opinions in the comments. Don’t be too conversational (or even worse, spam them with your business). Offer valuable content that starts conversations.
(Photo from www.jeffbullas.com)
Share posts from your blog in LinkedIn groups, and watch how people interact with what you have to say. The more you provide valuable, relevant content, the more people see you as an authority on certain topics and your influence will grow.
Don’t have a blog for your brand? You can still participate in groups by sharing interesting articles about your industry and asking people to comment with their thoughts. It’s best to get as many comments and likes on a post as possible to appear higher in people’s newsfeeds. Ideally, they share your post with their LinkedIn connections and people will become curious about your brand because you originally made the post.
Pro tip: Make sure the LinkedIn groups you join are active (where members are sharing content daily) and have over 100 members.
Share unique content that positions you as a thought leader
Get the most out of LinkedIn by showing your connections you’re a thought leader in your industry. This boosts credibility and brand awareness.
You’re more likely to have loyal followers and customers if they see you as a knowledgeable leader. Use LinkedIn’s platform to share market research and relevant posts from your company blog. Sharing your blog on LinkedIn can also drive traffic to your website.
Audience-centric content
You’re not going to have any luck improving brand awareness if you’re constantly pushing your products. Focus on offering your connections interesting, relevant content that is educational or speaks to their needs.
“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe, former head of content at Marriott
By providing your LinkedIn connections with valuable content that positions you as a thought leader (but doesn’t just talk about you), you’ll gain loyal readers who are happy to discuss your brand with their network.
A real-world example
Lemonade, an insurance company powered by AI and behavioral economics, does a fantastic job sharing engaging LinkedIn content that manages to sound authoritative but not braggy. They recognize their audience is a younger generation and produce content surrounding their readers’ interests. Take a look at one of their posts on LinkedIn, which highlights how renters insurance might cover a cell phone getting stolen at a music festival.
Posting industry quotes and statistics is another way to showcase your brand as an expert and gain brand awareness. Try out different kinds of content, such as videos, articles, and infographics.
Repurpose existing content
You don’t have to create new brand assets just for LinkedIn. In fact, you should share your top performing content from your website or other social media channels.
- High-performing blog posts from your company blog: share it on your company profile on LinkedIn or adapt it for a self-published LinkedIn post with a byline from an executive.
- Your most popular tweets: share them as updates on your LinkedIn feed along with eye-popping images.
Not only does this position you as a thought leader in your industry and build brand awareness, but it adds more value to your marketing investments.
Use relevant keywords on your company LinkedIn page
One of the best ways to get people checking out your brand page on LinkedIn is mastering SEO. Bump up your rank on Google by editing the descriptions in your bio, “About” tab, and company name to include sentences with relevant keywords. Be sure to use keywords in your URL link and external links on your profile to increase your ranking.
Don’t make it obvious you’re adding keywords solely for SEO purposes. The copy should still flow naturally and remain on-brand.
It’s vital to choose keywords that are in line with the services your company offers to increase brand awareness. You want to show your expertise with the words you use as well as make it easier for people to find you. Check out your competitors’ profiles and see how they have added keywords. Use this as inspiration when optimizing your company profile.
Do you have other tricks for increasing brand awareness on LinkedIn? Let us know in the comments!
P.S. If you need help creating content that gets your brand noticed, we can help with that.