You can't sleep on LinkedIn if you've made ambitious plans to market your business. It's the ultimate destination for B2B brands and individual contributors to engage with their target audience, deliver impactful content, and create a stellar brand that attracts leads.
As simple as it sounds, it's not easy to crack the LinkedIn code. You need a full-fledged strategy and workflows to make it work for you.
Thankfully, you don’t have to look far.
This comprehensive guide will give you actionable steps for building and leveraging a LinkedIn brand for sales enablement. Get ready to rise above the noise and make your mark—let's get started!
LinkedIn is one of the hottest social media platforms for professionals—and for good reason. While the platform was traditionally known for hiring and finding jobs, it’s become much more than a job platform today.
We’ve listed the four most important reasons why you should consider building a brand on LinkedIn:
You can achieve all these benefits by dedicating enough time to content creation, expanding and engaging your network, and automating your LinkedIn presence.
Now that we’ve seen why LinkedIn marketing matters, let’s understand the difference between a corporate and personal brand on the platform.
Corporate branding on LinkedIn is an extension of employer branding where employees act as brand advocates to bring sales leads. Here’s how it works:
Personal branding aims to create a brand around an individual. It focuses on personal experiences, skills, and expertise. Here’s how it differs from a corporate brand:
While corporate brands are suited for employees and senior leadership—like CEOs, managers, and similar, personal branding is ideal for freelancers, consultants, and individual contributors.
This start-to-finish guide will give you everything you need to use LinkedIn to build a lead-gen engine and drive sales for your business. Let’s dive right in.
First things first, create a company page on LinkedIn. A company page looks different from a personal profile. Think of it as a single hub to tell visitors everything about your company with a tagline, About section, location, and more.
Follow these tips to make your LinkedIn page compelling:
The bottom line: make your LinkedIn company page shine to give new visitors a good glimpse of your brand.
Another way to use Linkedin to your advantage is by encouraging employees to create business-focused LinkedIn brands.
Your employees, especially those at the top, can talk more about your brand to tell more people about your business. They can share content about your core values, behind-the-scenes activities, announcements, new launches, and more.
Here are a few best practices to double down on employer branding on LinkedIn:
Turn LinkedIn branding into a team effort instead of leaving it to individual discretion. Incentivize and involve as many people as possible to spread the word about your business.
This is a no-brainer: if you want to succeed on LinkedIn, you need an optimized profile. Follow these simple steps to optimize yours today:
Use this checklist to optimize your LinkedIn profile for search results within and outside the platform. Here’s an example from Jason Vana’s profile.
Once you've nailed the basics, it's time to work on content creation. Most users give up on this part because they lose motivation or don't find the time to develop new ideas regularly.
Building and maintaining a healthy momentum for consistently creating content is important. Here are a few ideas to build thought leadership with consistent content creation:
Remember to create workflows to streamline your processes for content creation on LinkedIn. Consistency is the key!
Engaging your audience is just as important as posting content consistently. It’ll foster meaningful relationships and increase visibility for your profile. With regular engagement on others’ content, you can also create a sense of reciprocity for others to engage with your posts too.
Here are a few tips for engaging with your network:
Engaging your audience on LinkedIn can be particularly useful for cold outreach. Once you’ve shortlisted your target leads, interact with their content on the platform for 2-3 weeks to warm them up. This way, your cold emails won’t look so cold to them.
Another interesting way to lift your brand on LinkedIn is by partnering with influencers or key opinion leaders. These are people with a huge following and authority in your industry.
By collaborating with them, you can borrow their influence to reach your intended audience and establish a good reputation for your brand. Besides maximizing visibility, influencer campaigns can also help you expand your email list.
Influencers encourage brand discovery and bring more prospects into your sales funnel.
Here’s the harsh truth: all your LinkedIn branding efforts can fall flat without the right analytics to measure progress and identify gaps or opportunities. It’s like shooting in the dark—you don’t know where your shot will land.
You need a powerful social media analytics tool like quintly to ensure you’re reaching the right people and making tactful changes to your strategy.
quintly is an all-inclusive platform with advanced functions to help brands stay on top of their social media performance. You can choose from 700+ customizable dashboards to track different metrics and derive useful insights from all the data.
A LinkedIn brand is not just a nice-to-have for B2B companies. It’s essential to your lead generation and sales efforts. More importantly, you need a stellar LinkedIn brand to effectively position your company, build credibility, and reach the right people.
Bookmark this comprehensive guide on LinkedIn branding to take the first steps toward success on this platform. Remember to try
quintly to streamline your performance tracking and analytics.