Use these seven strategies to get your company’s brand to stand above the rest.
Free Book Preview: Brand Renegades
Discover how two entrepreneurs used unconventional business strategies to turn their startup into a multimillion-dollar company.
May 30, 2021 5 min read
Opinions expressed by Entrepreneur contributors are their own.
Over the last three years, LinkedIn‘s active user base grew by a staggering 27 percent, from 500 million in 2018 to 740 million in 2021. Business owners and entrepreneurs can leverage the platform to grow their brand, generate new leads, establish partnerships and make connections.
The following seven ways can help you utilize LinkedIn to grow your brand and gain a competitive edge over your competition.
1. Optimize your company profile and connect with people
If you haven’t worked on your LinkedIn profile, please take some time and perfect it. Make sure it provides all the essential details about your company’s products and services. Put more emphasis on the headline and summary to ensure that it’s compelling, engaging, interesting and professional. Furthermore, optimize it for more B2B and B2C lead generation.
Within no time, you will start seeing the “Someone has viewed your profile” notification. Don’t just view their profile back. Instead, track the individuals who viewed your business’s profile. If they are an ideal prospect, invite them to connect. An individual who views your company profile is most likely finding out more about your brand. There could be a chance they are also interested in your products or services.
Related: The Biggest Mistakes You’re Making On LinkedIn And What You Should Do Instead
2. Post valuable content on LinkedIn publisher
You can use LinkedIn Publisher to publish blog posts that users can engage with and share. With more shares of your blogs, the higher the impact it has on growing your brand. The post can also get prospects interested in your products, triggering an open door for more partnerships.
Make it a habit to publish content on LinkedIn consistently — but remember quality is key. It can build a community of loyal followers who admire your brand. Through them, you have ambassadors who can create a good reputation out there about your business. When users see the value and insights in your content, it gives them the conviction to check out more about your company. It’s one of the most straightforward and subtle ways of promoting your brand on LinkedIn without being pushy.
3. Follow other companies
Don’t forget to follow other businesses within your industry, including those you have partnered with and those who can be potential partners. This way, you have a chance to learn about them and what they offer. Still, don’t limit yourself from poking around as it might be an eye-opener to some techniques other companies use to get more leads. Also, the more you position yourself out there, the higher your chances of getting more returns.
4. Join LinkedIn groups where your target clients gather
The right groups can be a very powerful tool in growing your brand. By using advanced search, you can locate practitioners within your sector and your firm. Group conversations can give you vital insights into your industry. You can also learn about emerging industry pains and the options you can use to solve these issues.
While in the group, learn about the rules to know if content sharing is allowed. If so, create your credibility by sharing relevant content that capture potential prospects. It can include links to articles about your brand, relevant blog posts, event notices for webinars and posts that quote your business. However, make sure the materials you post are a helpful source and avoid dominating the conversation.
Related: Five Ways To Use LinkedIn for Sales Prospecting Through Social Selling
5. Utilize plugins
LinkedIn can be an even more powerful lead generation tool by itself when you utilize the complementary add-ons. Tap into the following plugins:
- LinkedIn Connection Revealer: The LinkedIn Connection Revealer shows you the following that your connections have. By pinpointing the users who travel in big circles, you can engage with them to leverage their platform and promote your brand.
- LinMailPro: It’s a Chrome extension that gives you the capability to automatically find and invite individuals who have recently viewed your profile. You can also send personalized messages to them about your brand or deliver marketing messages.
- Headlinr: You may have sponsored a great story, uploaded ads or put up posts, but without a great headline, your potential targets might not click on them. When you use Headlinr, a chrome paid plugin, it automatically generates multiple headline combinations with the keyword you specify depending on your industry. You will get compelling titles that lure users into clicking through your ads and stories.
- Rapportive: If you are a Gmail user browsing in Chrome or Firefox, Rapportive can be a handy tool in getting more leads. It enables you to get LinkedIn profiles that have email addresses in your contacts. You can then send them personalized invites to their inbox to help you grow your network.
6. Create a sponsored InMail campaign
By utilizing sponsored InMail campaigns, you have an easier route to cut through the clutter and reach inboxes of individuals who matter to your business. You can send your target prospects compelling offers and rich content.
7. Ask your employees to post your business’s content
In most cases, entrepreneurs search for powerful brand advocates who can share their brand case studies and blogs. Yet, you can also do it through your employees. Research shows that about 50% of employees are already posting on social media platforms about their employers. Ask them to post blog content and other pieces relating to your brand to generate more traffic and leads. In fact, some organizations allow their marketers to pick company-approved content that their employees can share on LinkedIn.
LinkedIn can be a goldmine in attracting new clients and growing your brand, but correct execution is critical. Take your time to create your LinkedIn strategy, get clear about how you can offer prospective clients value first — then implement like crazy!
