Join the Conversation: Brand Promotion on LinkedIn

LinkedIn is a digital social media network for professionals by professionals, and as such, it’s the perfect place to talk about your company culture or personal image. Give your company a personality and show that there are real people behind your business by sharing information about the daily happenings, accomplishments, and other events in your company, or create original content which separates you from other job position candidates. This is what LinkedIn promotion is all about, and the methods listed in this article will promote trust in your brand (be it your personal brand or your company brand) and make people want to engage and learn more about you as a professional, and/or your company.

This article is divided in two parts. In the first part I will be talking about company culture and how to use it to promote your brand. One of the most understated aspects of LinkedIn is that it is a fantastic tool for advertisement without the need for paid ads, professional promo campaigns, and so forth. Almost every element of your profile and your company page (see my article on building a company page here) can be utilized as a promotional tool.

In the Part 2 of the article I will talk about personal promotion and content creation. It applies unilaterally to veterans of industry, young professionals, and fresh graduates that the foundation of successful promotion of your personal brand is original and expert content.

Sharing Company Culture – I mentioned in the intro that giving your business a personality and showing the faces behind the business is at the center of Brand Promotion. This is true on all levels, and as you will also see in a sub-section below, having a healthy and engaging company culture can be very good for hiring, yielding an interest from higher caliber job candidates and applicants. Because LinkedIn is all about linking professionals with other professionals, it is only natural that you can reap many benefits by sharing your company culture with your network.

Build a Careers Page – A Career Page is a part of paid content on LinkedIn and I while I said in the intro that my focus will be on free elements of LinkedIn, I think it is very important to take a look at them. The Career Page is a special page offered to owners of Company pages where life and culture within the company can be showcased. It does not promote products or brands directly, but there is strong statistical evidence showing that job seekers have a tendency to use employee testimonials when choosing their future jobs and they also favor companies which show positive intra-company culture. Just as it is important for a job candidate to show a potential employer that they are a well-adjusted, happy and creative person, for instance, companies need to show to their potential hires that its offices are a happy and friendly place in which to work.

In addition, by doing so, you are not only promoting your company to career seekers, you are showing potential clients and partners what kind of environment and connection to expect with your business, thus making you far more attractive as a business prospect than your competitors.

Ask employees to Connect – If your employees haven’t connected with your Company Profile and your Company Page, encourage them to do so, and be sure to write them a great recommendation from your personal profile in return. Your employees’ networks will be notified of work anniversaries, new job opportunities, and other updates about your business. When they share content to their own networks, it will also appear with your company name attached. This not only increases the reach of your message but can potentially lead to the increase in size of your network.

But, don’t stop there! Encourage your employees to participate in promotional content. Let them star in testimonial videos, let them present open positions you seek, and even encourage them to help present current or future company projects. This kind of employee empowering will give them a sense of belonging and add agency to their actions and participation in your company’s operations. Consequently, you and your business will have a happy and empowered workforce which will not only be more productive, but more importantly for the subject at hand, will become ambassadors of your brand promoting your company often and to a large network. The content they create will become the best organic promotion of your brand at a far lower cost than sponsoring dozens of ads which still have to compete with hundreds of competitor ads.

Ask associates/partners/clients – Some of the most valuable endorsements you receive will come from your Business-to-Business (B2B) interactions—LinkedIn metrics show that 76% of B2B buyers prefer to work with recommendations from their professional network. Requesting endorsements and recommendations works in the same way as connecting with an associate after a successful deal or interaction. As I’ve mentioned in the Networking Article there is no shame in a little quid-pro-quo networking, and that is especially true in the case of B2B relationships. Any time you have a favorable business experience you should make sure to request an endorsement and/or a recommendation, and then make sure to reciprocate the favor.

Create Affiliate Pages – While you may only have one business, that business can easily have multiple facets, divisions, departments, special projects/initiatives, or products.  An easy way to promote any of those, if you choose to do so, is by creating affiliate pages. Since I’ve already described them in a previous article, instead of getting into the details about how to create affiliate pages, I would like to talk about some of the less obvious applications and promotional strategies.

Affiliate pages not only promote individual brands, but also cross promote and increase the reach of each one you create. This means that even if you don’t have a subsidiary or an independent division, per se, you can create an Affiliate Page to increase your reach and exposure by having more places audiences can target. In addition, each one increases the number of communication channels at your disposal. Having three pages (including your personal profile for example) in essence means that you can send 1 post through three different channels or 3 posts in a short period of time without making it appear as if you were spamming someone’s News Feed. This may seem like a sneaky strategy, and maybe it is. But a multilateral approach like this on LinkedIn is not only a good way to neatly present every facet of your business, but also a way to plaster your brand name on a healthy number of various types of exposures, as often as you care to create updates. 

Furthermore, very little needs to be done to ensure that cross promotion is effective because LinkedIn automatically offers a connection option for all affiliated pages with their owners and each other. So, in our three-company example, you get three times the promotion for a single effort.

PRO TIP:

While there are many ways to be creative with Marketing and Promotion on LinkedIn without ever spending a Dollar, I do strongly recommend that no matter how guerilla you decide to go, always make sure that your company page postings are 70% intra-company news, 20% Industry relevant news, and 10% reposting from personal profiles or employees.

Intra-Company News and Postings – Besides the obvious content that falls into this category you should include some of the things mentioned in this article, such as employee testimonials, partner and client references, recommendations, and kudos, cross-posts from your affiliate and subsidiary companies, and your careers/jobs related content.

Industry Relevant News/Content – While again there is a very obvious type of content that falls into this category, make sure to include a healthy number of shares of posts on which you can comment as an expert. This is also something that applies to job seekers. Spreading expert opinion and expert content is one of the highest rated avenues for successful corporate and personal promotion.

Personal Profile and Employee Shares – While LinkedIn is a professional network for professionals, you should not underestimate the power and reach of a good “cute puppy video”. Although they rarely, if ever, really do anything for your business and your professional goals, they certainly humanize you and have been proven to have a far greater reach than almost any type of “serious” content.

And remember, no matter how clever you decide to get with quirky marketing strategies, never forget that your company page is your face on LinkedIn.

Build a Showcase Page – These highly-customizable pages are essentially tailored news feeds on specific aspects of your organization. You can also look at them as something of a digital billboard for a single idea or subject specific aspects of your business. As such they are designed to be a bit more visually arresting than a common Company Page and they usually require less upkeep than a regular company page or personal profiles, depending on the subject matter that is being promoted.

Here are some examples to help you better understand what a Showcase page can be:

  • You are a small Energy company with a powerful in-house tech department, so you build a Showcase Page dedicated to showing off your latest Cloud and Data Transfer Solutions.
  • You are a promoter who hosts several expos each year but this year you have a brand-new expo joining the lineup, so you make a Showcase Page to highlight the expo, promote the exhibitor specials, etc.
  • A local software developing company could build a Showcase Page dedicated to their revolutionary app idea they hope might put them on the map.
  • You are a company with a strong intra-company extracurricular activity culture and you build THREE Showcase Pages promoting your intra-company book club, association for female engineer empowerment and networking, and your world class knitting facilities.

Showcase pages generally require less upkeep than standard pages. Very frequently they promote a single instance of a single idea and in that case, if you want to get the most out of them and make them successful, your goal is to create a large amount of captivating content upon launch. Make sure you include any and all types of high gain promotional content such as articles, videos, slide presentations, and interactions with audiences, just to note a few key ones. This is the majority of your work, and allows for the decreased upkeep I mentioned earlier in the segment.

PRO TIP:

When creating a Showcase Page be sure to take advantage of increased images sizes and a more visually appealing layout.

Your Hero Image should focus on selling the idea more than the Brand itself, and it should be very memorable.

Use the two-column layout in your Feed, and make sure that every new post has an image. While this may seem to be a forced thing, the visual effect it has is undeniable, as you will see in the linked examples at the end of the article.

And don’t forget the custom button trick! Use it in combination with your Event Calendar to link and promote standalone Event pages.

Because they are designed with maximum marketing of a single business or organizational aspect in mind, Showcase Pages also have different target audience options, allowing for an increased focus on certain demographics and consequently better audience retention.

If you have any questions, comments, ideas, or would like to learn more about getting the most out of LinkedIn as a recent graduate, job seeker, or a professional looking to market yourself or your business, you can contact us at: igor@bradleybroussard.com, brad@bradleybroussard.com, or 337.233.3428. We offer digital marketing and promotional solutions for LinkedIn and other professional networking platforms.

Visit us at: www.linkedin.com/company/bblsinc for more information, or at: www.bradleybroussard.com

You can also connect with me on LinkedIn at: www.linkedin.com/in/igoromerbegovic,

Or Instagram: @igor_omerbegovic

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