How to Build Brand Awareness on Linkedin 

08.17.2023 Nick Zinkie4 min

LinkedIn is a great platform for businesses of all sizes to connect with potential customers, partners, and employees. It’s also a great way to build brand awareness and establish yourself as an expert in your field. 

If you own a small or medium-sized business, you may be considering ways to effectively promote your brand. Here are five LinkedIn marketing tips that will help you grow your business and stand out from the crowd: 

1. Optimize Your LinkedIn Company Page 

Your company page is the first thing potential customers see on your LinkedIn profile. It is crucial to ensure that it is well-optimized. Include a clear and concise company description, your contact information, links to your website, and social media profiles.  

You should also make sure to add relevant keywords that potential customers are likely to search for. This will help your page show up in search results and with 40% of Linkedin visitors engaging with a page organically every week you’ll want to appear when people are looking for businesses like yours. For example, if you’re a B2B SaaS company, you might want to include keywords like “software as a service,” “business intelligence,” and “cloud computing.” 

2. Create Valuable Content 

With 950 million members on Linkedin worldwide, it’s a great platform to help you reach and share valuable content with your target audience. Content like video has grown in popularity on the platform however there are several other post options you should also try like blog posts, polls, image carousel infographics, live webinars, and more.  

Make sure your content is relevant to your industry and provides value to your readers. The more valuable your content is, the more likely people are to share it with their connections, which will help you reach a wider audience. 

LinkedIn’s analytics tools can help you track the performance of your content. This information will help you see what topics are resonating with your audience and what types of content they’re most interested in. You can use this information to create more effective content in the future. For example, you can use LinkedIn’s analytics tools to see how many people have viewed your content, how many people have shared it, and how many people have clicked on the links in your content. 

3. Join Relevant LinkedIn Groups 

LinkedIn groups are a great way to connect with potential customers and industry leaders in your niche. When you join relevant groups, you can participate in discussions, share your content, and connect with other members. This can help you to build relationships, increase brand awareness, and generate leads. 

When joining LinkedIn groups, be sure to be an active participant. Share your thoughts and insights in discussions, and offer help and advice to other members. This will help you to build relationships and establish yourself as an expert in your field.  

For example, you can join groups that are related to your industry or your target audience. You can also join groups that are focused on topics that you’re passionate about. 

4. Run Targeted LinkedIn Ads 

With 4 of 5 members on LinkedIn driving business decisions, LinkedIn ads can help you target decision-makers with your marketing message. To reach the right audience it’s important to target your ads by location, industry, job title, and more. LinkedIn ads can be a cost-effective way to generate leads and increase brand awareness

If you’re not familiar with LinkedIn advertising, you may want to work with a LinkedIn advertising agency. A LinkedIn advertising agency can help you create and optimize your LinkedIn ad campaigns so they target the right audience with the right message. 

Interested in advertising your brand on LinkedIn? Advertising is our specialty at Cox Media so if you’re looking for support contact us today

5. Use LinkedIn’s Analytics Tools to Track Your Results 

LinkedIn’s analytics tools can help you track the performance of your LinkedIn marketing efforts. By tracking performance, you will see what’s helping you reach your desired audience and what’s not so that you can optimize your strategy. 

When using LinkedIn to promote your brand, it’s important to set goals and track your progress. This will help you see if your efforts are paying off and make necessary adjustments as needed. For example, you might want to set a goal of generating 50 leads per month through LinkedIn. You can then track your progress to see if you’re on track to meet your goal. 

In addition to these tips, here are a few more things you can do to promote your brand on LinkedIn: 

  • Use relevant hashtags. Hashtags can help get your content seen by other people. Using relevant hashtags in your posts will improve the chance of your content showing up in search results for those hashtags. 
  • Promote your content on other social media platforms. Share your LinkedIn content on other social media platforms, such as X (Twitter), Facebook, and Instagram. This will help you to reach a wider audience. 
  • Get involved in the LinkedIn community. Attend LinkedIn events, join LinkedIn groups, and connect with other LinkedIn users. This will help you to build relationships and establish yourself as an expert in your field. 

By following these tips, you can promote your brand on LinkedIn effectively and reach your target audience with your marketing message. 

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About the Author

Nick Zinkie

Nick is the Sr. Performance Marketing Manager for Cox Media’s corporate team with over 8 years of experience designing and implementing digital programs within B2B, B2C, and D2C (DTC) environments. He started his career as a web designer/developer and is passionate about telling compelling stories that help connect customers to brands through digital experiences. Outside of the digital world, you can find Nick having dance parties with his cute little toddler Cora, supporting his favorite soccer team Atlanta United, and enjoying a fresh cup of coffee.

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