LinkedIn has become a vital social media tool for brands and businesses. Your customers and prospective customers are on LinkedIn. Your investors and key stakeholders are on LinkedIn. Your employees and potential employees are on LinkedIn. With that, reputation management has become a crucial part of many businesses’ LinkedIn marketing strategy.
Why is it important to grow your online reputation and brand on LinkedIn?
According to Hootsuite, as the top-rated social network for lead generation, LinkedIn has become one of the most important social media platforms to invest in. Maintaining your online reputation and brand on LinkedIn can help build leads organically, grow your professional reputation, and increase your brand’s credibility and trust.
Now that it’s time to up your game on LinkedIn, the first step is to make sure your Company Page is detailed and up-to-date. This is crucial if you’re looking to grow your audience and drive positive business results. With over 562 million users on LinkedIn, a detailed Company Page allows users to learn about your business, your brand, and job opportunities within your company. It is also a great platform to demonstrate your brand’s thought leadership to your audience.
Having an incomplete LinkedIn Company Page won’t attract as many users to your page. Here are 5 tips to grow your online reputation and brand on LinkedIn:
Tip #1: Ensure that branding is consistent across LinkedIn
In order to grow your online reputation on LinkedIn, you need to ensure that your company’s branding is consistent across the platform. Many businesses and brands are actively using LinkedIn as a brand building tool. This means making sure that the branding on your LinkedIn page mirrors the branding on your company’s website. Make sure you include your logo, company description and a banner image to establish and sustain your company’s professional presence. This plays a fundamental role in acquiring new clients and retaining old ones.
Tip #2: Incorporate rich-content features
LinkedIn has become one of the top social media platforms for businesses and brands to demonstrate their thought leadership and expertise. If you’re looking to continually grow your online reputation and brand on LinkedIn, it’s important to evaluate and brainstorm the breadth and variety of content you are sharing on your company’s page.
What type of content will appeal to and grow your LinkedIn audience? What do your followers want to know? These are key questions you should be constantly asking yourself. With that, a great tip to grow your online reputation is to incorporate rich-content features in your LinkedIn content strategy.
Nike does an excellent job of maintaining a strong online reputation and brand on LinkedIn. They’re consistently incorporating rich media to tell their brand’s story in an engaging and compelling way.
Incorporating rich media allows businesses and brands to offer a “richer” and more dynamic user experience. This encompasses any and all content that deviates from the generic static images and text. For example, videos are a key example of rich media content that you can use to ignite your marketing campaigns. Just like how videos can increase engagement with your blog posts, it can also increase engagement on your LinkedIn page. Other forms of rich media content include podcasts, e-books, whitepapers, and any other interactive content.
Tip #3: Make use of your existing content streams
Don’t know what type of content to post on your LinkedIn company page to grow your online reputation? It’s time to be resourceful! Do a content audit on the different platforms that you are already active on and repost content that has performed well on those platforms to LinkedIn. What content received the most Facebook or Twitter likes? Which posts had the most retweets or replies? Taking content from existing content streams can help build your brand on LinkedIn and can help you gain access to a whole new audience.
Tip #4: Experiment with sponsored updates
Sponsored updates are a unique feature offered by LinkedIn for companies who want to boost their posts on the LinkedIn platform. It provides companies with the opportunity to reach a wider audience beyond just their followers. Similar to Facebook or Instagram advertising or boosted posts, sponsored updates on LinkedIn allow you to expand your reach and target specific audiences.
Tip #5: Participate in key groups and encourage colleagues/employees to connect
Growing your online reputation and brand on LinkedIn is a two-way street. Not only do you have to make sure your company page is always up-to-date and populated with relevant content. It is also key to get involved within the LinkedIn community. This means participating in LinkedIn groups and communities and joining in the conversations within and across your network. This can help build a closer relationship between your brand and your audience.
Another tip to grow your online reputation and brand on LinkedIn is to encourage your colleagues and employees to connect and engage on the platform. A collective effort goes a long way, and your brand has much wider exposure when colleagues and employees also actively put in the effort to maintain the business or brand’s image.
As you become more active on LinkedIn, push and challenge your boundaries to brainstorm new and innovative ways to continue growing your company’s online reputation and brand. Take the time to see what other businesses and brands are doing, and don’t hesitate to find and experiment with new tactics.