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©2013 LinkedIn Corporation. All Rights Reserved.
20 Tips to Amplify
Your Brand on LinkedIn
In the world of small business,
the line between personal and
company branding is thin
©2013 LinkedIn Corporation. All Rights Reserved.
Your company’s brand
is your brand
©2013 LinkedIn Corporation. All Rights Reserved.
You’re leveraging your
LinkedIn network
Alumni
Friends
Past
Colleagues
Business
Contacts
Family
And managing a plethora
of online properties
Company Website
LinkedIn
Facebook
Google+ Twitter
Company Blog
With so much in play,
what’s the formula
for success?
©2013 LinkedIn Corporation. All Rights Reserved.
It starts with your
personal brand
Build your profile
©2013 LinkedIn Corporation. All Rights Reserved.
Put a face to the name
Your profile is one click away from your company page. Put your
best foot forward with an attention-grabbing professional photo.
Put Your Brand Front and Center
Make yourself more easily found on LinkedIn search with a crisp,
punchy headline describing what you do and where you work
©2013 LinkedIn Corporation. All Rights Reserved.
Tell Your
Brand Story
Showcase your company and
career, highlighting personal
and company accomplishments
or merits in the Summary and
Experience sections of your
profile
©2013 LinkedIn Corporation. All Rights Reserved.
Let Your Network
Speak for You
Build your reputation with
Endorsements and
Recommendations from
colleagues, employers,
and customers
Next up: your company brand
Establish a Company Page
©2013 LinkedIn Corporation. All Rights Reserved.
Create your Company Page
Create an information hub for visitors to learn about your
company by adding a logo, banner image, and description
©2013 LinkedIn Corporation. All Rights Reserved.
Showcase Your
Products &
Services
Present your lines of
business and give members
a compelling reason to
follow you. Companies with
a complete Products &
Services tab tend to have
twice as many followers.
Connect your Colleagues
Increase your Company Page’s visibility on LinkedIn by encouraging
fellow employees to add their current position at your company
Now you have a foundation
Time to build a following
©2013 LinkedIn Corporation. All Rights Reserved.
First, leverage
your existing outlets
Tap into brand networks
©2013 LinkedIn Corporation. All Rights Reserved.
©2013 LinkedIn Corporation. All Rights Reserved.
Connect your
Online Properties
Give your brand more
opportunities to be found by the
right people – link your Company
Page to your company website
and other social platforms
©2013 LinkedIn Corporation. All Rights Reserved.
Connect your
Online Properties
Give your brand more
opportunities to be found by the
right people – link your Company
Page to your company website
and other social platforms
“Any time we have other forms of communication
in other online properties we really look to see
how we’re linking to LinkedIn”
- Mike Cox, Senior Strategic Planner, Modea
©2013 LinkedIn Corporation. All Rights Reserved.
Find and Join
LinkedIn Groups
“Do a search and find the groups
that are talking about the things
that matter to your organization.
Join those groups and
contribute.”
– Gary Schirr, Social Media Professor
©2013 LinkedIn Corporation. All Rights Reserved.
Contribute in
LinkedIn Groups
Engage with active members in
target Groups to gain thought
leadership and build a
reputation for your personal
and company brands
“©2013 LinkedIn Corporation. All Rights Reserved.
Be seen as somebody who’s a member and
who cares and provides good advice – the
benefits will accrue.
–Gary Schirr, Social Media Professor, Radford University
©2013 LinkedIn Corporation. All Rights Reserved.
You’ve got followers
Now engage them
“©2013 LinkedIn Corporation. All Rights Reserved.
The primary benefit of us being on LinkedIn
is to show thought leadership and to provide
value to people in the space.
–Alex Shamy, Head of Growth Marketing, Heyo
Demonstrate Value to Followers
Build engagement and brand trust with a stream of rich, insightful
content. Try the 80/20 rule: Four updates purely for the benefit of your
followers, for each one update promoting your company.
Value-Driving Company-Centric
©2013 LinkedIn Corporation. All Rights Reserved.
On average, companies that
post 20 times per month reach
at least 60% of their unique
audience. Follow a regular
posting schedule to drive
increased engagement
amongst your followers.
Frequency
Matters
©2013 LinkedIn Corporation. All Rights Reserved.
Leverage
Existing Content
Streams
Use successful posts on other
social properties to create a
high-quality stream of LinkedIn
Company Page and personal
updates
“I go through the tweets I did the day before
and pick the best one, and the one that’s most
germane to my LinkedIn identity”
- Gary Schirr, Radford University
Company
Website
Twitter
Facebook
Google+
Company
Blog
Including a link can drive
twice the engagement
than posts without links
Images on average result
in a 98% higher comment
rate than without
Links to YouTube videos
play directly in the
LinkedIn feed and typically
result in a 75% higher
share rate
©2013 LinkedIn Corporation. All Rights Reserved.
 #
What Makes Good Content?
©2013 LinkedIn Corporation. All Rights Reserved.
Now that you’re posting a
stream of quality content,
promote through the network
Leverage your Colleagues
Prompt coworkers to share updates through their personal
networks, and drive increased exposure and engagement
Sponsor Your Updates
Reach beyond your followers and broadcast posts to all (or a
target audience) of LinkedIn members. Sponsored Updates
appear in LinkedIn feeds on desktop, mobile, and tablets,
giving you more opportunities to reach the people that matter.
# Learn more about
Sponsored Updates here
©2013 LinkedIn Corporation. All Rights Reserved.
Finally, don’t stop iterating
Measure and refine
©2013 LinkedIn Corporation. All Rights Reserved.
Monitor, Analyze,
and Refine
Use the Company Page
Analytics tab to maintain a
pulse on your page
performance – pay attention to
what types of content are
driving reach and engagement
©2013 LinkedIn Corporation. All Rights Reserved.
You’ve got the formula down
©2013 LinkedIn Corporation. All Rights Reserved.
Now you’re ready to
amplify your brand
Find out more:
Company Pages
©2013 LinkedIn Corporation. All Rights Reserved.

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20 Tips to Amplify Your Brand on LinkedIn

  • 1. ©2013 LinkedIn Corporation. All Rights Reserved. 20 Tips to Amplify Your Brand on LinkedIn
  • 2. In the world of small business, the line between personal and company branding is thin ©2013 LinkedIn Corporation. All Rights Reserved.
  • 3. Your company’s brand is your brand ©2013 LinkedIn Corporation. All Rights Reserved.
  • 4. You’re leveraging your LinkedIn network Alumni Friends Past Colleagues Business Contacts Family
  • 5. And managing a plethora of online properties Company Website LinkedIn Facebook Google+ Twitter Company Blog
  • 6. With so much in play, what’s the formula for success? ©2013 LinkedIn Corporation. All Rights Reserved.
  • 7. It starts with your personal brand Build your profile ©2013 LinkedIn Corporation. All Rights Reserved.
  • 8. Put a face to the name Your profile is one click away from your company page. Put your best foot forward with an attention-grabbing professional photo.
  • 9. Put Your Brand Front and Center Make yourself more easily found on LinkedIn search with a crisp, punchy headline describing what you do and where you work
  • 10. ©2013 LinkedIn Corporation. All Rights Reserved. Tell Your Brand Story Showcase your company and career, highlighting personal and company accomplishments or merits in the Summary and Experience sections of your profile
  • 11. ©2013 LinkedIn Corporation. All Rights Reserved. Let Your Network Speak for You Build your reputation with Endorsements and Recommendations from colleagues, employers, and customers
  • 12. Next up: your company brand Establish a Company Page ©2013 LinkedIn Corporation. All Rights Reserved.
  • 13. Create your Company Page Create an information hub for visitors to learn about your company by adding a logo, banner image, and description
  • 14. ©2013 LinkedIn Corporation. All Rights Reserved. Showcase Your Products & Services Present your lines of business and give members a compelling reason to follow you. Companies with a complete Products & Services tab tend to have twice as many followers.
  • 15. Connect your Colleagues Increase your Company Page’s visibility on LinkedIn by encouraging fellow employees to add their current position at your company
  • 16. Now you have a foundation Time to build a following ©2013 LinkedIn Corporation. All Rights Reserved.
  • 17. First, leverage your existing outlets Tap into brand networks ©2013 LinkedIn Corporation. All Rights Reserved.
  • 18. ©2013 LinkedIn Corporation. All Rights Reserved. Connect your Online Properties Give your brand more opportunities to be found by the right people – link your Company Page to your company website and other social platforms
  • 19. ©2013 LinkedIn Corporation. All Rights Reserved. Connect your Online Properties Give your brand more opportunities to be found by the right people – link your Company Page to your company website and other social platforms “Any time we have other forms of communication in other online properties we really look to see how we’re linking to LinkedIn” - Mike Cox, Senior Strategic Planner, Modea
  • 20. ©2013 LinkedIn Corporation. All Rights Reserved. Find and Join LinkedIn Groups “Do a search and find the groups that are talking about the things that matter to your organization. Join those groups and contribute.” – Gary Schirr, Social Media Professor
  • 21. ©2013 LinkedIn Corporation. All Rights Reserved. Contribute in LinkedIn Groups Engage with active members in target Groups to gain thought leadership and build a reputation for your personal and company brands
  • 22. “©2013 LinkedIn Corporation. All Rights Reserved. Be seen as somebody who’s a member and who cares and provides good advice – the benefits will accrue. –Gary Schirr, Social Media Professor, Radford University
  • 23. ©2013 LinkedIn Corporation. All Rights Reserved. You’ve got followers Now engage them
  • 24. “©2013 LinkedIn Corporation. All Rights Reserved. The primary benefit of us being on LinkedIn is to show thought leadership and to provide value to people in the space. –Alex Shamy, Head of Growth Marketing, Heyo
  • 25. Demonstrate Value to Followers Build engagement and brand trust with a stream of rich, insightful content. Try the 80/20 rule: Four updates purely for the benefit of your followers, for each one update promoting your company. Value-Driving Company-Centric
  • 26. ©2013 LinkedIn Corporation. All Rights Reserved. On average, companies that post 20 times per month reach at least 60% of their unique audience. Follow a regular posting schedule to drive increased engagement amongst your followers. Frequency Matters
  • 27. ©2013 LinkedIn Corporation. All Rights Reserved. Leverage Existing Content Streams Use successful posts on other social properties to create a high-quality stream of LinkedIn Company Page and personal updates “I go through the tweets I did the day before and pick the best one, and the one that’s most germane to my LinkedIn identity” - Gary Schirr, Radford University Company Website Twitter Facebook Google+ Company Blog
  • 28. Including a link can drive twice the engagement than posts without links Images on average result in a 98% higher comment rate than without Links to YouTube videos play directly in the LinkedIn feed and typically result in a 75% higher share rate ©2013 LinkedIn Corporation. All Rights Reserved.  # What Makes Good Content?
  • 29. ©2013 LinkedIn Corporation. All Rights Reserved. Now that you’re posting a stream of quality content, promote through the network
  • 30. Leverage your Colleagues Prompt coworkers to share updates through their personal networks, and drive increased exposure and engagement
  • 31. Sponsor Your Updates Reach beyond your followers and broadcast posts to all (or a target audience) of LinkedIn members. Sponsored Updates appear in LinkedIn feeds on desktop, mobile, and tablets, giving you more opportunities to reach the people that matter. # Learn more about Sponsored Updates here
  • 32. ©2013 LinkedIn Corporation. All Rights Reserved. Finally, don’t stop iterating Measure and refine
  • 33. ©2013 LinkedIn Corporation. All Rights Reserved. Monitor, Analyze, and Refine Use the Company Page Analytics tab to maintain a pulse on your page performance – pay attention to what types of content are driving reach and engagement
  • 34. ©2013 LinkedIn Corporation. All Rights Reserved. You’ve got the formula down
  • 35. ©2013 LinkedIn Corporation. All Rights Reserved. Now you’re ready to amplify your brand
  • 36. Find out more: Company Pages ©2013 LinkedIn Corporation. All Rights Reserved.