Revamp Your Brand for the New LinkedIn Era-2023

Revamp Your Brand for the New LinkedIn Era-2023

Let’s take a trip down memory lane to the corporate networking events of the 1980s. Picture a room filled with strangers, those awkward silences, and the exchange of business cards, all in the hope of finding potential collaborators. This scenario might remind you of how LinkedIn was initially perceived – a professional networking platform with minimal engagement, essentially a digital business card. However, things have changed dramatically since then. LinkedIn has undergone a remarkable transformation, evolving into a lively hub for business interaction.

Just as those dull networking events transformed into vibrant social mixers with the addition of a DJ and a bar, LinkedIn has stepped up its game. It’s no longer enough for your business to merely exist on the platform; you need to actively engage and harness the possibilities it offers.

THE ASCENT OF LINKEDIN: BEYOND A FORMAL NETWORK LinkedIn boasts a staggering 900 million members worldwide and hosts 61 million registered companies. It’s the go-to platform for potential job seekers, customers, and vendors looking to gain insights about a business. What sets LinkedIn apart is its business-focused approach. It filters out the noise that often clutters other social platforms, maintaining a high signal-to-noise ratio.

LinkedIn has transcended its origins as a hiring platform; it has become a storytelling hub for businesses. While Instagram, Twitter, and TikTok are recognized for creative content, LinkedIn’s versatility is on the rise, all while steering clear of the controversies that often plague other platforms.

Unlike other platforms that provide only glimpses into your business, LinkedIn allows for a comprehensive presentation of your company. It’s a business-first platform populated by serious professionals, reducing the chances of your content being hijacked or trolled by malicious actors.

ELEVATING YOUR LINKEDIN PRESENCE Now, take a moment to visit your company’s LinkedIn page. Is it engaging? Or is it merely a collection of job postings and press releases? Is there substantial engagement, even from your own employees? Would you follow your page if it wasn’t associated with your company?

Leading brands like Deloitte, The Nature Conservancy, and Coca-Cola showcase the potential of a well-crafted LinkedIn presence. Their vibrant pages, clear messaging, striking visuals, and engaging content set examples of what your page could aspire to become. However, don’t fall into the misconception that only large organizations can benefit from LinkedIn. Many small businesses are optimizing their pages, fostering high engagement, and showcasing their unique offerings.

Companies are increasingly recognizing LinkedIn as an ideal venue for nurturing relationships with prospects, customers, partners, and vendors. It provides businesses with an opportunity to humanize their brand in a professional context, akin to captivating a room with intriguing small talk at a networking event.

HARNESSING LINKEDIN’S BEST PRACTICES AND FEATURES The page that served your company well a decade ago, or even just five years ago, is likely insufficient today. Here are some LinkedIn best practices and features to enhance your presence:

1. SEO: Searchability Matters Search engine optimization is no longer limited to your website and blog posts. Your LinkedIn content should also be optimized for searchability. Some visitors will search specifically for your business on LinkedIn, while others may search by topic, business type, or other criteria. Optimizing your page will boost your visibility both on the platform and on search engines. Simple tactics, like using relevant keywords in your company description and posts, can significantly improve your visibility.
2. Video: Engage and Retain LinkedIn has supported native videos since 2017, and this feature has expanded to include various types, including posts, articles, ads, livestreaming, profiles, direct messaging, and connection requests. Videos keep visitors on your page longer, which the LinkedIn algorithm favors, thus increasing your visibility.
3. Events: Boost Visibility and Sign-Ups The Events feature on LinkedIn can enhance the visibility of your online and offline events and increase sign-ups. Events can be made public or private, allowing you to target your audience more precisely. When used effectively, the Events feature seamlessly integrates with your customer relationship management (CRM) system, provides an additional call-to-action button on your company page, and sends timely notifications to attendees.
4. Articles: Showcase Thought Leadership LinkedIn started allowing companies to create long-form content in 2021, and it has become a powerful tool for demonstrating thought leadership. Articles enable you to delve deeper into topics than traditional posts, offering comprehensive insights and solutions. Additionally, these articles are indexed by search engines, enhancing your brand’s digital footprint beyond LinkedIn.
5. Newsletters: Enhance Reach and Engagement The Newsletter feature is another powerful tool to expand your reach and engagement. It allows for sign-ups and sends notifications to subscribers for each new issue, encouraging regular interaction with your audience. You also have the option to invite people to subscribe, enabling you to gradually build a dedicated audience for your content.

START LEARNING FROM LINKEDIN ITSELF Numerous resources are available to guide you in creating a compelling company page. However, the most user-friendly starting point might be LinkedIn itself, offering insightful tutorials on everything from SEO optimization to graphic design.

TIME TO JOIN THE PARTY In conclusion, LinkedIn is no longer just a digital business card collection space; it’s an interactive, dynamic platform that, if used effectively, can yield tangible results for your business. Don’t just have a presence; engage, interact, optimize, and tell your story. Whether you’re a multinational corporation or a small local business, LinkedIn offers immense growth potential.

Investing time and resources into LinkedIn isn’t solely about maintaining a presence; it’s about leveraging a tool that can connect, engage, and convert. So, are you ready to join the party? Reach out to us with a message or schedule a call with our team today to maximize your business’s potential on LinkedIn.