Ever hear the saying, “all dressed up with nowhere to go”? No matter how great your product, how perfect your logo or how compelling your messages, if you don’t go where your audiences are, no one will ever see what you have to offer. And right now, especially in the business to business (B2B) realm, there’s good chance LinkedIn is where the party is at.
With 756 million members as of May 2021, LinkedIn is the world’s largest professional network. From your current and future employees to prospective customers and business partners, the platform offers access to countless individuals who have the power to positively impact your organization.
If you aren’t taking advantage of this opportunity to connect, it might be time to give the platform a try. And if you already have a LinkedIn presence, it’s definitely time to make sure you’re getting the most out of it. Either way, here are a few tips to get you started.
Don’t Forget Your Personal Page
When it comes to boosting your brand on LinkedIn, your first thought is probably your business page — as it should be. But your personal page provides another valuable opportunity to showcase your organization and build brand awareness, especially if you’re a leader or sales representative at your organization.
On your personal page, you can add a cover image related to your organization, include a brief description of the organization’s strengths and offerings in your about or work experience section, and even upload work-related videos or documents.
Building out your personal page makes it easy for your connections to learn more about your brand. It also helps potential employees, customers and partners to discover what you bring, individually, to the organization, adding a human element and differentiating your brand from the competition.
Audit and Update Regularly
Once you’ve built out your LinkedIn page, don’t just let it sit there collecting dust. For both your business page and personal page, it’s important to conduct regular audits to make sure you’re taking advantage of all the platform has to offer and that your information is up to date.
From time to time, LinkedIn adds new features, and if you don’t stay on top of building out any additional page sections or adapting to updated capabilities, your presence may begin to look lackluster compared to the competition. Plus, as your organization continues to grow and evolve, you’ll want to make sure your LinkedIn pages accurately reflect your greatest strengths.
Even something as simple as periodically adding a new cover photo to your page can help keep it looking fresh and interesting.
Engage With Your Audiences
Having a flawless LinkedIn page is only the first step — the biggest benefits come from how you use it. Once your pages are fully built out, you can demonstrate thought leadership and build credibility (through both your business page and personal page) by posting relevant content.
Consider linking to articles with important industry insights, announcing company news, offering helpful advice and/or sharing relevant personal anecdotes. Add personality to your posts, but remember to stay on brand and keep it professional — LinkedIn tends to be a bit more formal than other social platforms.
In addition to posting your own content, be sure to engage with posts from your customers, partners and employees. This will help strengthen these important relationships, encourage your audiences to return the favor by interacting with your posts and increase visibility for your brand.
Want help auditing or updating your LinkedIn? Don’t have time to craft posts yourself? The Mustang team is here to help you get your page dressed up – and give it somewhere to go. Let’s chat!