18 Ways Your Brand Can Benefit From LinkedIn (More Than They Are)

by Team Caffeine · 5 comments


Despite being one of the oldest surviving social networks, LinkedIn is no dinosaur. In fact, LinkedIn’s longevity is a good sign that in a constantly changing eco-system, LinkedIn is here for the long haul.

Recent updates to LinkedIn’s features mean it’s no longer all about professionals looking to build their network and advance their careers. Now companies can use LinkedIn to promote their products and services and engage prospects.

As it’s a network for professionals, LinkedIn is ideal for B2B companies looking to reach out to potential customers. But with the new features, even those targeting mainstream consumers can benefit.

So, we’ve put together another famous Social Caffeine list post showing you 19 of the best ways to engage on LinkedIn. Sprinkle a few of these into your social media strategy, stir vigorously, and you’ll be in for some tasty marketing results.

Don’t say we didn’t warn you. Now, here goes…

1. Complete Your Company Profile

Over 2.6 million businesses have a company page on LinkedIn. Have you claimed yours?

Completing your profile isn’t really a way to stand out. Rather, it’s a way to avoid standing out for the wrong reasons. An empty profile makes your company look amateur. If you can’t even take a few minutes to fill out a simple LinkedIn profile, how can your customers trust you to give your best to other tasks?

On top of filling out your main company page, you should also complete the careers and products/services sections. More on those later.

2. Grab Attention With Visuals

With networks such as Pinterest, Instagram, and even Facebook, social media is becoming increasingly visual. As a network for professionals, LinkedIn is always likely to be more wordy. For that reason, anytime you use an image on LinkedIn, it’s extra powerful. It stands out because it’s against the grain.

Make the banner image on your company page as engaging and attention grabbing as you can. It’s a free billboard for your brand, so make the most of it!

3. Post Regular Updates

Keeping your feed frequently updated should be at the heart of your LinkedIn strategy. That’s because a regularly updated feed engages your followers, attracts new followers, and keeps you top of mind for your customers. So when they need your products or services, you’ll be the company they think of.

With BufferApp now supporting LinkedIn updates, you can even schedule your LinkedIn feed ahead of time. So there are no excuses.

As with all updates across all social media channels, what your share on LinkedIn should matter to your customers. In other words, you must provide value in everything you share.


4. Target Your Updates

LinkedIn now allows you to choose specific groups of followers to target your updates at. You can pinpoint followers based on location, industry, and seniority. This enables you to make sure everything you share is uber-relevant to the people you’re sharing it with. It’s also a good reason to put on your thinking cap and come up with creative ideas for updates to target your high-powered followers.

5. Curate Content

Ideally, you should keep your feed updated with more than just posts from your blog. The easiest way to do this is by curating content in your niche. Be a tour guide to the Internet, showing your followers the best places to go and the hidden gems you discover.

In addition to keeping your feed populated with content, curation establishes you as an expert in your field. You’re showing that you know what matters to your followers.

6. Go Head Hunting

Need to vitalize your company with new talent? LinkedIn is the place to go to find scores of candidates hungry for the job you have to offer. Find the person you need with job post listings, or dive in and search through profiles, contacting ideal candidates with an InMail.

LinkedIn is well-known as the network for job hunters, which is why this strategy is so effective.

7. Be Scouted Out

To give top talent the best opportunity to engage, make sure you’ve completed the careers tab of your LinkedIn company page.

If you’re really serious about this, you can upgrade to a Gold Career Page, which allows you to create up to five different versions of the careers page to show prospects based on their skills and experience.

8. Grow Your Network and Develop Your Expertise

LinkedIn groups are ideal for meeting new people and learning new things. They’re just like business conferences, but you can attend them from the comfort of your desk, and they run 24/7.

With over a million groups to choose from, it won’t take you long to find a group that matches your interests. Head over to the groups directory and see what you discover.

Don’t be shy to jump in and join the conversation! Every time you say something, you’re subtly promoting your brand.

Note: Groups aren’t the place to make a sales pitch. They’re where you add value and show your expertise by contributing to the discussion.

9. Show That You’re a Thought Leader

Can’t find a group that perfectly matches your interests? Or maybe all the groups in your niche are lacking in content and need a breath of life?

You’re the one who can solve this! You can either breathe life into stale groups by kicking off new discussions, or you can start your own group, and keep it active with questions and updates. Either way, you’re showing that you’re an influencer in your field.

10. Discover Who the Thought Leaders Are

As well as being ideal for meeting people, groups are the place to identify the thought leaders in your niche. Every group shows the top influencers for the week. These are the people whose opinion matters. Take note of who these people are, as you’ll likely want to make contact. Read on for one way you can do that.

Reach Out

11. Reach Out to Thought Leaders

Once you’ve discovered who the thought leaders are, you’re ready to start building a relationship with them. To start out, you should never suggest that they become your customer or promote your product. Imagine how you’d feel if you received a request like that out of the blue. Before you can do any of that, you must build trust.

The best way to reach out is by asking questions. Drop them an email letting them know you’d like to pick their brains. We all like to be helpful, and even better if we can do it in a way that’s quick and easy.

Ask one or two questions. And ask questions that you’re genuinely interested in finding the answer to.

People love to help, and asking questions gets the relationship started on a good footing.

12. Share What Influencers Think

LinkedIn is a place where status matters. As such, your followers would love to know insider tips from influencers in your niche.

From all the questions you’ve been reaching out to ask, you’ve created a ton of potential content. Share the tips you’ve collected on your blog. You can then use these blog posts to create a series of LinkedIn updates. That way, you’re keeping your followers happy, and you’re subtly developing the relationships you started when you reached out and asked questions.

13. Make The Most of Your Products/Services Tab

If people checking out your company on LinkedIn have made it to your products page, then they’re seriously interested in what you have to offer.

Don’t screw this one up.

All you must do is make them an offer they can’t refuse. Instead of selling, use this as an opportunity to foster a relationship. By all means, feature your products on your products page. But also offer a product, ebook or report for free in exchange for their email address. That provides a low risk way for them to find out more. And it generates a lead for you.

14. Use Video to Highlight Your Products

LinkedIn allows you to share YouTube videos to your products tab. This is the perfect opportunity to show how your product or service works, and give your customers a better understanding of your offer. As the Internet is becoming increasingly video centric, this is an opportunity not to be missed.

15. Collect Recommendations

Just like individual profiles on LinkedIn, Companies can receive recommendations on products and services. These are a great form of social proof. When prospects see you’ve done a great job helping others, they’ll conclude you’ll do a great job of helping them too.

This isn’t just some crazy idea I had. Research shows that consumers are 63% more likely to buy from a site with product ratings and reviews.

Whenever you’ve delivered on your promises with a customer (or even better, over-delivered), and you know they’re delighted with how you’ve helped them, ask them to leave a recommendation on your LinkedIn page. These recommendations are multi-purpose, as there’s nothing to stop you taking screenshots of the recommendations and using them as testimonials on your website.

You can also reach out to existing customers on LinkedIn, asking them for a recommendations.

16. Find Out What Matters to Your Customers

It can be tempting to treat LinkedIn as a broadcasting platform. You share stuff that’s important to your company, and your customers and followers listen.

As we’ve said so many times before on Social Caffeine, social media is a two way street. LinkedIn is no exception to this rule. If you really want to succeed, you’ve got to give and take. That means listening to what your customers are saying, and interacting with them.

Make sure you follow as many of your customers as possible. When you see what they’re sharing on LinkedIn, you’ll discover what’s important to them. With that information, you can make sure your company is connecting to what matters.


17. Trumpet Your Achievements

One of the main differences between LinkedIn and other networks is that on LinkedIn you can be a little more self-centered and business focused. LinkedIn is the place to be blatant about your successes and blow your own trumpet.

18. Promote Facebook, Twitter and Other Networks

LinkedIn is ideal for meeting prospects and influencers, and for occasionally connecting with your customers. But for staying in touch day to day, Facebook or Twitter are better options. That’s because the average LinkedIn user spends just over 15 minutes a month logged into the network. By contrast, the average Facebook user spends over 6 hours a month connecting with friends on the network.

That’s why it makes sense to regularly promote your Facebook page to your LinkedIn followers. LinkedIn is the place to meet people. Facebook’s where you get to know them.

Your Turn

Do you use LinkedIn to promote your brand? If so, what have you found are the best ways to engage with prospects? On the other hand, if you’re skeptical of LinkedIn, what holds you back?

Lori R Taylor is the founder and executive editor of Social Caffeine. In 2009 she started her own direct response focused social media agency, REV Media Marketing LLC, coining the phrase given by her young son, “You bring the rain, we’ll make it pour.” Follow Lori on Twitter.

David is our acting editor. He’s British, but we don’t hold that against him.

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{ 4 comments… read them below or add one }

Stuart Gordon September 10, 2013 at 6:14 am

Nice article thanks David 🙂

Just one thing – may I point out that the RSS feed and company news module have not been available since the middle of 2012 …


David Masters September 10, 2013 at 8:17 am

Thanks Stuart, I’ve updated the article baed on your feedback.


Stuart Gordon September 10, 2013 at 9:07 am

No worries – I enjoyed the rest of it – have a good afternoon 🙂


Abimbola Olulesi September 15, 2013 at 7:24 pm

Stunning graphics, compelling article. An excellent easy-to-follow article. Really enjoyed reading. Many thanks David for the time and effort.


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