Although LinkedIn has historically been largely ignored by many B2C brands, changes to the platform have made it a more attractive proposition for companies beyond recruitment. This chapter looks at how organisations can use LinkedIn to promote their brand presence, demonstrate thought leadership and connect effectively with users. It covers:
- Content: Any LinkedIn user can publish an article to the platform to appear in users’ feeds. What are the best practice guidelines for creating content that drives engagement?
- Company presence: The brand’s company page should be a fair reflection of the brand, with those maintaining it understanding their audiences and stakeholders well. What else can marketers do to optimise their brand’s company pages so that they can play a role in reaching business goals?
- Attracting followers: Growth should be fairly steady for most businesses using LinkedIn, as long as they get the company page right. What further steps can marketers take to gain more brand followers?