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7 Ways You Can Use LinkedIn To Blow Up Your Brand

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Use these seven strategies to get your company’s brand to stand above the rest.

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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!

Related: Five Ways To Build Your Business Through Blogging

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Join LinkedIn’s “Secret Societies” To Grow Your Business?

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6 min read

Opinions expressed by Entrepreneur contributors are their own.


The following excerpt is from Ted Prodromou’s book Ultimate Guide to LinkedIn for Business. Buy it now from Amazon | Barnes & Noble | Apple Books | IndieBound

LinkedIn Groups are forums or discussion boards where LinkedIn members can talk to each other to find solutions to their problems or share relevant information about a product, service, or topic related to their industry or niche.

Groups can be open, allowing anyone to join (which is now called Standard), or can be Unlisted, meaning you have to be approved by the group manager before you can participate. Keeping a Group unlisted can keep the discussions focused and cut down on the unwelcome comments that plague many open social networking sites. This means your group discussions will generally be of higher quality and will be more relevant to members, since a group manager must approve all members.

When used properly, LinkedIn Groups can be a powerful tool to help grow your business or professional network. Groups can give you the connections you need to reach new industries or markets.

There are approximately 2 million Groups on LinkedIn currently, and you may join up to 100 of them at any one time. The problems with joining too many Groups is that you just won’t have time to participate in all of them and you may receive daily or weekly email updates from each one. You can always turn off email notifications, but then you’d have to visit each Group manually to see new discussions.

It comes down to quantity and quality. You can expand your network reach by joining many relevant Groups and by participating in the ones with active conversations. People can see if you are actively participating in a Group, which helps build your reputation and searchability in LinkedIn.

Finding, evaluating and joining groups

You can search for Groups using the search box in the top toolbar by Groups under the More filter. You can also look under Advanced Search and select Groups to find Groups related to your niche.

To find Groups, you can “enter through the back door,” as I call it. From the LinkedIn main menu, select Work and then click on the Groups icon. If you aren’t a member of any Group, LinkedIn will prompt you to Discover some Groups. If you already belong to some, you’ll see your most active Groups.

To effectively use Groups, don’t just join the first one that looks interesting. When it comes to professional Groups on LinkedIn, there will usually be several options to choose from, and you need to research the available Groups to find the top three to five in a particular area. If you want to see a directory of every Group on LinkedIn, visit https://www.linkedin.com/groups/. Remember, there are approximately 2 million Groups on LinkedIn, so this directory may seem overwhelming, but it’s an easy way to get started.

First, make sure the Group is active. See how many members it has, and check out some of their profiles to see if you know any of them or would want to add them to your network. I believe it’s better to join a small Group with the right members than a very large one with people you wouldn’t want to connect to.

LinkedIn used to let you preview a Group’s discussions before asking to join, which was very useful. Today, you can only see the number of members, a brief description and statement of purpose, the admins, and any of your connections who are in the Group. You have to join the Group to evaluate the content and level of interaction then leave the Group if it’s not what you are looking for.

Joining a group

When you find a Group you want to join, simply click on the Ask to Join button on the listing. A message will appear, acknowledging your request. In some cases, you may not be accepted to the Group if you don’t meet their membership criteria. For example, let’s say you’re a marketer and request access to a group of chiropractors. Your goal as a marketer is to meet chiropractors to help them market their business, but the purpose of the Group is for chiropractors to network with each other. Your application to join the Group will probably be rejected.

The best way to use groups

Visiting and following up on your Groups regularly is the only way to effectively use LinkedIn to build your professional network. You need to make frequent and regular appearances within your Group to maximize your exposure. One of the best ways to make sure you’re seen is to target the most popular discussions and then be a regular and beneficial contributor to those discussions.

Once you feel comfortable with how a Group works, the next step is to start your own discussion. Choose a topic you’re knowledgeable about so you can keep the conversation going. When you start a new discussion, be as engaging as possible. You can look at a few of the extended conversations in your Group and see how they started. You can ask for advice about a specific scenario or post information that would be useful to the target market you are looking to attract. Once you get the conversation started and others are joining in, be sure to reply in a timely fashion. This is when you can change your settings to the daily digest so you know when the conversations are active. Also check in on your discussion a few times a day so you can jump into the conversation when someone comments.

Visit your Groups regularly and participate whenever you can add value to a discussion and keep the conversation going. You can follow people in your Group if you find them interesting; after a while, you can invite them to join your network if you decide they are a good fit. If you are interested in a particular discussion, you can like it. Your profile picture and a link to your profile will appear below the discussion, showing people you are interested in the topic.

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