12 LinkedIn Marketing Best Practices for Building Your Brand

12 LinkedIn
Marketing Best
Practices for Building
Your Brand
Discover LinkedIn marketing tips and strategies that will help you to
increase your visibility on LinkedIn, raise brand awareness and
educate potential customers on your products and services.

Today, businesses realize that LinkedIn and other social
networks can be just as important as their websites and
deserve serious attention.
LinkedIn gives organizations increased visibility for their
brand, products, and services. Potential customers,
clients, and suppliers can learn about your company on
LinkedIn to see if they’re interested in doing business with
you.
We have compiled the top
tips to help in building
your brand with LinkedIn.
2016 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com
2

#1 Optimize Your Company
Overview
On your company page’s Overview tab,
only the top portion of your company
description is visible. Make the most of
this real estate by giving followers a
reason to follow the company page, and
include a call to action.
3
Company Specialties — Use keywords when you list your
“Company Specialties” to help your company get found when
people are searching for companies like yours within LinkedIn.

#2 Plan Your Content
 Use LinkedIn Pulse to research
what other people in your
industry are writing about.
 Create a content calendar
for regular updates about
company news, new
products and services.
 Status updates that either create dialogue (grow your visibility) or
contain a call to action (generate leads) are the most effective forms
of updates.
4
Monthly Theme
Week 1 Week 2 Week 3 Week 4
Link Content Trivia/question
Feature
product
Tip Video Lifestyle Photo
TITLE
catchy Choose the title of your post wisely. Every time you
publish a post, your connections receive a
notification in real time. This notification contains the
title of your post, and the title of your post only.
So it is critical that your title stands out.
#3 Use a Catchy Title

#4 Post Regularly
Best-in-class marketers are posting
3-4 status updates per day, per
audience.
Consistently posting will help you
grow your LinkedIn reach, as well
as regularly get traffic to your
website from LinkedIn.
5
20XPost at least 20 status
updates per month to
maximize your reach to
approximately 60% or more
of your unique audience
each month.

#5 Leverage LinkedIn
Publisher Insights
LinkedIn Publisher analytics shows you how many people are
viewing each post, the length of life of each post, reader
demographics and the people who engage with your posts.
Use the first three demographics (industries, titles and locations)
to make sure you’re
attracting the right audience
with your content.
These insights can help you
refine your content development
and lead generation strategy.
6

#6 Time Your Status Updates
Experiment with different publish times and
days to gauge the way your audience
responds.
As a baseline to get you started, many
companies time the posting of their status
updates during the morning or midday
during the business week for maximum
exposure.
7

#7 Publish in LinkedIn Pulse
Post regularly to LinkedIn Pulse
and encourage shares and
comments on each article.
How-to posts perform best for
post views, likes, comments, and
shares than any other post type.
8
In addition, “best-of” lists get almost 40%
more amplification than regular company
posts.40%

#8 Use Images
Use images in all your company updates. Images attract more
attention to your content, meaning more engagement and
increased visibility. Your uploaded image will be automatically
resized to fit the 180 x 110 pixel thumbnail space.
9

#9 Build Followers
Pinpoint LinkedIn groups that
allow you to extend your reach,
showcase your expertise and
stay on top of industry trends.
Share valuable information and
facilitate interesting discussions
within the groups.
10
#10 Join Groups
Encourage your employees to follow your
page, email your existing contact
database with a request that they follow
your page, place a Follow button on your
website or blog, and cross-promote your
page on other social channels, including
LinkedIn Groups, Twitter, etc.
Follow Us

#11 Pin Valuable Content
Pin your most valuable content to the top of your
Company Page in the recent updates section. This
ensures that your most important content is the first thing
people see in your updates.
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ENGAGEYOUR FOLLOWERS
Take the time to thank, respond to and
fully engage with your audience. Ask
questions, share trivia and quizzes,
and celebrate company wins with your
followers.
#12 Engage Followers

Keep in Touch
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary
Infographics
http://www.customerinsightgroup.com/infographs
InternetHowTo on Twitter
http://twitter.com/internethowto
LinkedIn
https://www.linkedin.com/company/customer-insight-group-inc-
Social Media Resource Guide
http://www.customerinsightgroup.com/social-media-resource-guide
12

Sallie Burnett, CEO
Customer Insight Group, Inc.
Email: sallie@customerinsightgroup.com
Website: www.customerinsightgroup.com
Twitter: @sallieburnett
LinkedIn Group: Customer Relationships — Engage. Keep. Grow
13

12 LinkedIn Marketing Best Practices for Building Your Brand

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12 LinkedIn Marketing Best Practices for Building Your Brand