20 LinkedIn Marketing Tips to Grow Your Brand's Company Page

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Over the past few years, LinkedIn has emerged as a key marketing channel. Always a favorite among B2B companies due to its professional audience and proven ability to drive website traffic, LinkedIn is now being leveraged beyond B2B marketing for consumer brands, recruiting, and personal brand building. Use these LinkedIn marketing tips below to grow your own brand on LinkedIn:

1. Set up a Company Page

Setting up a company page and filling in all of the sections is the first step to leveraging LinkedIn for marketing. 

  • Branding: create a branded profile image with your logo, and a branded cover image for your page 
  • Short and long company description: fill in both of these with a single sentence for the short description that tells people what your company is, and a paragraph for the longer description that shares more detail
  • Location: add your company’s physical address if applicable 
  • Website: add your website URL so people know where to go for more information
  • Industry tags: select tags that best relate to your business and its products and services 
  • Company category: choose the category that best matches what your company does i.e. computer software development company 

2. Understand the Anatomy of a LinkedIn Post

The anatomy of a LinkedIn post graphic.
Knowing the different features of a LinkedIn post is key to taking advantage of every marketing opportunity that different post sections and types offer.

LinkedIn posts offer multiple opportunities to add helpful detail for readers, and to increase the likelihood of the post being discovered and shared:

  • Images and videos: LinkedIn posts feature the option to include a video or photo.
  • Hashtags: LinkedIn Hashtags function like hashtags on other social platforms, and can be included in posts to increase impressions and exposure.
  • Company page and personal account tagging: tag other LinkedIn pages and individuals and in your posts where relevant to increase engagement. Ex. When you share an article from another brand.
  • URLs: including a website URL in your post will auto generate a preview image of the web page you share. This is helpful for promoting the page and increasing post engagement with a visual asset. Preview images can also be replaced, or removed if you do not wish to have one included with your post.
LinkedIn post image example.
LinkedIn posts containing images like this example from LinkedIn Marketing Solutions stand out in people's newsfeeds and can increase post engagement.

Check out this blog post that breaks down the anatomy of a LinkedIn post in detail to learn all of the post features at your disposal, or our blog post on LinkedIn post examples to see how top brands are leveraging these features.

3. Create a Consistent Publishing Cadence

LinkedIn content marketing image.
Creating a consistent content publishing strategy will help to boost your LinkedIn company page performance.

If you are going to leverage LinkedIn for marketing, consistent post publishing is key. Buffer found that LinkedIn pages that post at least once per month saw 6x as much growth as pages that did not. Once you decide upon your own publishing schedule, use social media automation tools like Buffer, Sprout Social, and Hootsuite to schedule LinkedIn posts in advance and manage your content calendar.

4. Use Social Media Automation Platforms

The platforms mentioned above allow you to schedule posts in advance, track page and post analytics, and offer additional tools like social listening and suggested content topics for future posts. Use these platforms to manage your LinkedIn presence, and refine your strategy based on their reporting tools.

5. Publish Posts at Optimal Times

Understanding your LinkedIn audience and when they are most likely to be busy will help you schedule posts for more optimal time windows. For example, if your target audience is B2B, they are more likely to be busy during normal working hours, meaning posts in the early morning and late afternoon have the best chance of being seen. HubSpot breaks down LinkedIn publishing strategies per industry to help guide your publishing schedule. Using these tips as a guide, experiment with different post schedules to see what delivers the most engagement for your LinkedIn page.

6. Record and Share Video

Not traditionally thought of as a video marketing channel, LinkedIn’s video posts are delivering proven engagement with ROI stats like videos on LinkedIn earning an average of 3 times the engagement of text posts. Create and share video content to deliver information and promote products, while simultaneously boosting your LinkedIn post and page engagement.

7. Take Advantage of LInkedIn Live

Take video marketing on LinkedIn a step further by taking advantage of the platforms live video feature. Similar to the livestreaming features on platforms like YouTube and Instagram, LinkedIn Live enables you to connect with your followers in real-time to deliver updates, host live Q&As, and to share a behind-the-scenes look at your business. This feature is delivering, too, with LinkedIn live videos receiving 7x more reactions and 24x more comments than traditional video on the platform. 

8. Share Your Website Landing Pages and Blog Posts

LinkedIn post link preview image example.
When you share a link to a landing page or blog post on LinkedIn, it auto generates a preview image for your link. The auto generated preview image includes the title for the blog post or website landing page, as well as a caption.

LinkedIn is responsible for 50% of all B2B website referral traffic from social media platforms. Leverage the platform’s value as a source of potential customers and employees by promoting your blog content and landing pages to drive website traffic. 

9. Share Industry News and Thought Leadership

Blog posts are a critical part of a LinkedIn content strategy.
Blog posts represent an opportunity for creating and sharing thought leadership content in your LinkedIn content strategy.

Demonstrating industry thought leadership is an impactful LinkedIn strategy. Sharing articles, images, and video content that explains industry trends, delivers industry news, or addresses problems are examples of content you can share to establish a reputation as a thought leader on LinkedIn. Try sharing 3rd party content like articles from respected sources, and then work on creating your own thought leadership in the form of blog posts, whitepapers, and videos.

10. Leverage LinkedIn Ads

LinkedIn Ads are just like regular LinkedIn posts, but you pay to have them placed in the newsfeeds of people who do not currently follow your page. LinkedIn’s campaign manager allows you to create video, image, and text based ads, and you can set unique campaign objectives for each ad like brand awareness, consideration (web traffic and engagement), and lead generation. LinkedIn ads are powerful because they enable you to set specific audiences to ensure you reach the demographic that best aligns with your target customer.

11. Comment on Trending Posts as Your Brand Page 

LinkedIn post comment example.
You can respond to post comments using your LinkedIn company page to engage users, and promote more impressions on your posts.

Commenting on popular posts in your network is an opportunity to show your industry expertise and add value to conversations. Share insights, respond to questions with your take questions, and ask your own thought provoking questions. LinkedIn comments can be made with your personal account, or your brand page depending on which you want to promote, and which seems to be the best fit for the situation. 

12. Join LinkedIn Groups

LinkedIn Groups are a valuable marketing channel because they are inherently targeted, as they are a niche group brought together to discuss a common industry topic. Finding a LinkedIn Group relevant to your brand’s niche, and engaging people there will build a valuable audience for your brand. 

Through providing value in LinkedIn Groups, and sharing your brand’s content where applicable (and without spamming), you can raise brand awareness among your ideal target audience. 

13. Publish LinkedIn Pulse Articles

LInkedIn’s publishing platform enables users to publish blog posts that are hosted and shared directly within LinkedIn. These articles can be used for all of the typical blog post topics, like educational content and industry commentary. LinkedIn Pulse articles have built in sharing tools that make it easy to notify your network, and for people within your network to engage with them.

14. Track LinkedIn Page Analytics

LinkedIn offers the standard social media marketing metrics found on other platforms like page follower count, engagement rate on posts, post impressions, and page visitors. Use LinkedIn’s built-in analytics to measure the impact of your LinkedIn marketing efforts over time, or use one of the social media automation tools mentioned above to track these metrics. 

15. Link Your LinkedIn Page Across Other Marketing Channels 

Adding a link to your LinkedIn page across other marketing channels will increase page followers, and give your community more ways to connect with your brand. Include your LinkedIn page in your email signature, website header or footer, email newsletter footers, and blog posts to maximize exposure and potential followers. 

16. Use LinkedIn Stories

Take advantage of LinkedIn Stories to share a flexible, engaging style of content with your audience. Posting videos and photos that inspire others with a story or lesson, educating people with new information, or sharing a behind the scenes look at your business and professional life are all examples of content that can be shared via LinkedIn Stories to drive engagement. 

17. Add Products to Your LinkedIn Page

LinkedIn company pages feature the option to list multiple products under the products tab for page visitors to explore. You can add descriptions, features, and images of your products and services to gain extra exposure for them. This also has the added benefit of making your LinkedIn page and company look more established and showcasing what it is your business does.

18. Use LinkedIn Analytics

LinkedIn company page analytics example.
LinkedIn's company page analytics portal allows you to track a variety of metrics, including page views over time like in this example from LinkedIn Marketing Solutions.

LinkedIn’s page analytics allow you to track page follower growth, historic post engagement, top performing posts, post volume over time, and competitor page performance. While you can view these metrics in the social media automation platforms mentioned above, these built-in analytics can be used for brief check ins on performance in between more detailed reporting.

19. Share Customer Testimonials

Sharing customer testimonials and case studies is a common pillar of most content marketing strategies because of the way in which they allow potential customers to envision the success they can experience with your brand. Share written case studies from your website, quotes from customers about your brand, and positive ROI metrics on LinkedIn to demonstrate the value your brand provides.

20. Use LinkedIn Learning to Learn New Skills

As you use these tips to expand your toolkit for growing your brand on LinkedIn, LinkedIn learning is a great place to go back to the well so to speak, and seek out your next set of business and marketing skills. LinkedIn Learning’s online marketing courses range from social media marketing to content marketing and email marketing, offering a plethora of opportunities to add new skill sets and subsequent strategies to your brand’s marketing strategy.

LinkedIn’s growth as one of the most popular social media platforms combined with its robust marketing feature set make it an excellent channel to add to your marketing strategy. Follow these LinkedIn marketing tips to start driving brand awareness and generating customer leads for your own business. 

About the Author

Hi, I'm Justin and I write Brand Credential.

I started Brand Credential as a resource to help share expertise from my 10-year brand building journey.

I currently serve as the VP of Marketing for a tech company where I oversee all go-to-market functions. Throughout my career I've helped companies scale revenue to millions of dollars, helped executives build personal brands, and created hundreds of pieces of content since starting to write online in 2012.

As always, thank you so much for reading. If you’d like more personal branding and marketing tips, here are more ways I can help in the meantime:

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