LinkedIn, which is a social site for professionals to connect, is currently becoming the top favourite of brands to publish and share highly readable content for their clients.

According to a report by LinkedIn, the site has a whopping 530 million users in more than 200 countries. This massive reach can make your content visible to customers near and far, making it an effective outlet to reach your audience in a credible way.

So let’s have a look at how LinkedIn can leverage your brand:

  1. Use content to build relationship

LinkedIn is a powerful platform, specifically for business-to-business companies. If you value staying in front of prospects and clients, LinkedIn is definitely the place to be active. There are three main ways to use LinkedIn: Creating thought leadership and staying top of mind with your network, finding new clients, and building relationships with your network to create new opportunities.

  1. Leverage LinkedIn’s pulse blog

Your LinkedIn profile is your business card, resume, job-seeking tool, speaker/award submission, marketplace voice and your relevancy check. It helps you track and connect with other industry influencers and build your professional credibility. From a brand’s perspective, and particularly if you are business-to-business, utilize the Pulse blog as a news distribution tool. It won’t disappoint.

  1. Expand your professional network

While platforms like Facebook, Instagram and Snapchat keep users engaged and connected to your brand, LinkedIn connects you with the individuals behind other brands. It allows you to share your professional experience, comment on related topics, and get opinions from industry professionals just like yourself.

  1. Invest in advertising

LinkedIn is an expensive platform for advertising. You might need a bigger budget but if you weigh your outcome, you will notice that you get highly qualified leads who are looking for solutions for their business. You should definitely capitalize on this. Additionally, it is also a content hub for professionals, so you should consider it in your content strategy.

  1. Encourage employees to promote thought leadership

Individuals should have their own personal/career content marketing strategies, but brands should encourage their employees to be thought leaders and contribute brand messages via their LinkedIn accounts. This approach helps both the individual and the brand, as the individual earns recognition while the brand gets promoted.

  1. Transform into an influencer

LinkedIn is a person-to-person platform. Nowadays, fewer and fewer people are following branded content on LinkedIn. Individuals add tons of value and interact directly with others. If you actually share content as your brand, it tends to be an afterthought. Individuals are always looking to build their own identities and audiences, and it means more to followers when they act as influencers.

  1. SEO is the key

Think of LinkedIn as an extension of your SEO program. It’s a perfect database to crawl and identify relevant keywords, which you can then implement in your profiles and content. By optimizing your LinkedIn profiles, you’re maximizing your chances to be found in a pool of competing influencers, making certain that your strategic content is reaching the highly targeted and valued audience you seek.

  1. Stay top of mind

You need to create content on LinkedIn because it’s a subtle way of reminding your contacts that you exist. The larger your network of potential clients and business partners, the harder it is to stay in touch individually. With that said, create compelling content and your contacts will constantly be reminded of your presence and how active you are.

  1. Reach targeted audience

LinkedIn is a relatively inexpensive way to reach a B2B audience. While we do not anticipate LinkedIn being a significant portion of media budgets, there is definitely opportunity for testing. LinkedIn has targeting capabilities to reach professional titles, geography, business sizes and industries. With any social media effort, it is critical to post valuable, actionable content that engages users.

  1. Build trust behind your expertise

The format and context of LinkedIn help to label it as trustworthy and professional. LinkedIn should already be a part of most brands’ content strategies. The social network established itself early on as a place for companies to connect with current team members, prospective employees and professional customers.

  1. Authentic interaction

In the B2B world, success depends on meaningful and often highly personal connections, offline and online. To effectively engage on LinkedIn, your outreach needs to reflect a clear understanding of your audience’s specific challenges, while accurately conveying your unique brand promise. In simpler terms, keep your online interaction as authentic as your offline interaction.

  1. Make your brand an individual personality

LinkedIn is more about the individuals rather than the brand or a company. People want to connect with people, not brands without faces or names. LinkedIn has done a tremendous job of giving individuals a voice that can be seen and heard across a massive network — something that Facebook has lost touch with.