How Can I Position My Business for Maximum Impact on LinkedIn?

Using your LinkedIn profile as part of your marketing strategy to advertise your business is a great way to extend your brand’s reach. However, it has a different type of impact than more traditional social media websites.

If your goal is to attract more B2B traffic to your website or its specific content, your business needs to be on the LinkedIn platform, and it’s an easy task to create a company page. In this article, you’ll learn how to position your LinkedIn presence to resonate with your prospects and potential customers.

LinkedIn bridges the gap and makes connections other social platforms can not

LinkedIn’s purpose is as a destination for business people to connect with others in their industry and to learn more about it. Perhaps the outlet’s best value lies in attracting new talent to join their enterprise. Yet, the website’s premise seems simple, perhaps too simple for many, and they decide to give it a pass or not to invest time in making their presence on this social media site all that it can be.

That’s like leaving money on the table. There are some very important metrics you should consider when determining how best to leverage the social platform.

LinkedIn opens your business to a global market

LinkedIn has over 900 million members in 200 countries. Surely, this figure includes any demographic and target audience that your brand would like to reach. Here is another: In 2020, Econsultancy, a leading market research firm, reported that LinkedIn is responsible for about 65% of all visits from social media channels to corporate websites.

LinkedIn connects businesses to decision makers

According to LinkedIn, 4 out of 5 users are corporate decision-makers. That includes your business’ competition. To join their ranks, the first task is to build and optimize your LinkedIn company page.

Customize your LinkedIn page for engagement

Do you already have a LinkedIn page for your business? We’ll show you how to build and maintain its momentum. 

As part of your content marketing strategy, and to maximize LinkedIn’s value to your business and your brand’s impact, think of your LinkedIn company page as your business’ resume. As you build or take a hard look at your LinkedIn company page’s ‘bio’ section, be sure to consider:

• Who do you want to attract to your LinkedIn company page?

• What do you want them to know about your business?

• What makes your company different/better/unique/ideal?

• What is the value proposition of your personal brand? 

The social media outlet states that a brand’s page featuring complete information and that is SEO optimized to rank on Search Engine Results Pages (SERPs), gains 30% higher weekly views than pages that leave visitors searching for specific information with unanswered questions about your firm.

What type of LinkedIn content should be included? And what information, if any, should be avoided? Your industry competitor’s pages should always be reviewed routinely, not to copycat, but to see what they are doing and establish your own best practices from there. Using what others are doing, you can break from the pack and position yourself in a unique way, so as not to appear as a one-off or an industry coat-tailer.

The following are prime examples of the type of relevant content that will make your company stand out.

Use your company profile to announce company news and increase brand awareness

In addition to your website and blog, LinkedIn is the obvious place to introduce new products and services. Will your firm be represented at an upcoming major industry convention? If so, what can attendees expect from your business? You can announce various types of news on the platform.

Corporate Milestones

If your ten millionth product has rolled off the assembly line, or your business has expanded into new territory and has a new facility, manufacturing plant, warehouse, or regional office, get the word out about it on your page with links to your website and other social media platforms.

Staff Announcements

Feature curriculum vitae of new management hires. Perhaps your company has increased its staff by a substantial number. How will these new hires help your firm to meet new goals? 

Notable wins

Is your privately held company going public? Has it been awarded a major contract? Have your revenues exceeded projections? 

Preview major website content

Remind shareholders that the annual report will be available soon, that the results of a survey are being compiled, or post a case study where your initiatives drove a client’s business to achieve their goals.

Responsive commentary

Be aware that 25% of American adults use LinkedIn and 22% use it daily. Remember that social media is about direct contact. The LinkedIn platform’s immediacy allows businesses that receive bad press to address it responsibly and to respond to comments swiftly before too much damage to your brand’s reputation can take hold in the minds of your demographics, including stakeholders and investors.

Essentially, LinkedIn provides an ideal platform to turn any media negatives into positives at a source that cannot be readily edited. LinkedIn is a source where your brand’s voice and its message can be heard and heard clearly.

Use your LinkedIn Business Page to show how you can provide value to viewers and visitors

One of the most powerful things you can use LinkedIn for in your marketing strategy is to show your visitors that you are a valuable resource of information and an expert in your field in order to boost your brand’s credibility and trust with current and future clients.

Be the CliffsNotes for your industry

Your profile page can be helpful by providing content that introduces new industry products or information, which readers can then share as influencer ambassadors for your brand. Another tactic is to post content that can assist readers in their own professional decision-making. It is a way to influence influencers to your brand’s benefit.

LinkedIn is about networking.

Content professionals are always scrolling the site looking to gather content that will benefit their professional network. This makes the shareability of any content you post very important. When your goal is to have readers share content to increase its distribution, make your postings as relevant and shareable as possible.  

Make it easy for readers to help themselves

One goal for any LinkedIn posting is to boost your social proof by creating content that appears so urgent that readers cannot wait to share it. This is a win-win for both parties as it makes the sharer appear knowledgeable while getting the word out about your business, products, and services. 

Spotlight achievement

Everyone loves to talk about a winner. Good news is said to travel slower than bad, but positive content has legs and it gets around by being shared across to other social media outlets, allowing it to linger and be shared well into the future. Consider focusing some content on your business achievements and the success stories of your internal teams, departments, and products. Basically, include the little milestones as well as the big wins.

Remember, your readers are absorbing what they can from this outlet and then sharing that content to further their own careers. Feed their need for increased professional achievement by serving them content they’ll want others in their sphere to read and digest. 

Additional ways to leverage LinkedIn posts

To fully utilize LinkedIn, your business needs to distribute its best B2B content. Just as on your other social media sites, it is important to establish yourself among your peers and competitors as a leading industry authority. Be sure to post all content that you want to be distributed, which will further establish your business as a thought leader. 

Here are a few ideas for high-engagement posts that will spark quick distribution and can be easily read and digested by viewers, especially if you’re targeting recruiters in your industry:

• Blogs

• Reviews and testimonials

• Endorsements

• Interviews

• Videos

• Case studies

• White papers

• Marketing tips

• Client success stories.

For maximum engagement, make your posts visually interesting, not just textual content, which loses reader attention far more quickly than content that engages visitors with graphics, videos, and images.