| June 25, 2019

The Platform for Professionals: Using LinkedIn to Your Brand’s Benefit

Codrin Arsene

Codrin is CEO of Digital Authority Partners. He has spent over a decade creating successful digital strategies for both Fortune... Codrin is CEO of Digital Authority Partners. He has spent over a decade creating successful digital strategies for both Fortune 500 companies and startups.

If the last few years of social media progression have taught us anything, it’s that when you know how to effectively utilize a digital media and social media platform, the benefits can be pretty incredible.


Having a plan, developing a strategy and effectively executing that strategy will help you accomplish a number of things. You will increase traffic, bring in more followers, and establish your brand as something reliable and trustworthy.


After all, campaign management is one of the most crucial steps to ensure that you and your brand are marketing in the most effective way. 


Some of the most widely recognized names in social media are Instagram, Facebook, and Twitter. Having a well-run account on any of these platforms will undyingly have a positive impact on your brand.  But does the same go for the professional networking platform, LinkedIn?


As the world’s largest professional networking platform, there’s no doubt that the reach of an account on LinkedIn can be significant.


Plus, the niche/career-focused search ability of LinkedIn means there’s a method to the madness of organization on the site. Still, it’s important to watch out for some of the obvious red-flags. By focusing your content and marketing on LinkedIn, the site can help extend your reach further into the depths of the professional world.


LinkedIn’s reach and potential return

As a trending marketing device, Google Ads has allowed businesses to do more than write an ad. Companies can now select their own keywords to improve the visibility of that ad and get access to millions of pages. That’s pretty significant.


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And yet, when marketing with LinkedIn, businesses see a return on their marketing investment that is almost six times higher.  These results don’t just come out of nowhere. Instead, they take careful planning with an emphasis on content and strategizing. 


Here’s the flip side though. There are millions of businesses on LinkedIn alone, which means that there are plenty more on the internet in general that you’re going to need to compete with in order to be seen. Your online presence is one of the most crucial aspects to your company’s visibility.


So how do you increase your brand’s presence across the internet? You do it in a valuable and keyword driven way, whether it’s prioritizing your content, establishing goals, finding the right targets, or creating original content. Only when you truly understand the importance of content, you will start using LinkedIn to your advantage.


Understanding content as the crucial stepping stone

In today’s marketing world, the content of a site has become one of the most crucial aspects of visibility. Not only are viewers looking for worthy and valuable material, but they’re looking for it to be relevant and catered to their specific needs and niches.


It’s easy to see how using LinkedIn plays a  significant role in content marketing.


Some of the most successful industry experts recognize the importance of committing time and money to producing and marketing content. As we mentioned in our “The 7 Most Effective B2B Marketing Strategies” article, about “93% of the most successful B2B content marketers say their organization will be ‘extremely’ or ‘very’ committed to content marketing in 2019”.


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As the largest platform for business social networking available on the internet, the ability to connect with other industry experts in your field is unmatched on LinkedIn. 


With millions of businesses and millions more users on LinkedIn, to deny yourself access to this kind of connection and networking means you’re refusing to take advantage of all it has to offer.


Using LinkedIn to your advantage

The power of LinkedIn starts with your network. Connect with other industry professionals, ones you know as well as ones you don’t know. Engage with others, whether it’s likes, shares, or skills, and so forth.


Review your profile as well. Make sure it is complete, that your pictures are aligned with your overall brand image and that your resume or profile are relevant and show your industry knowledge. Don’t be afraid to reach out to others. whether through messaging or comments. Help them recognize your presence without being obnoxious or pushy.


Most importantly, build your connection to them, so that when you begin your next marketing campaign, they’ll see and recognize you as a fellow industry expert.  Whether it’s articles or videos, make sure that the content you post has value to others. Focus on quality rather than quantity.


When people see you as a source of reliable information, data, and tools, they’ll start to recognize the value in your brand. The more likes and shares you get, the further the reach of your content. 


Maintain the sense of professionalism and expertise that is associated with the business-oriented site, so that your brand itself maintains that same sense of professionalism and expertise. 


The potential of using LinkedIn as a targeted social media platform within your industry offers benefits that traditional sites don’t. Sharpen your profile and start making those connections today.

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