Making the Most of LinkedIn as a Marketing Resource

It’s no secret that social media should be a vital part of your marketing strategy, but while Facebook, Instagram and Twitter seem to reign supreme, you may be overlooking what LinkedIn can do for your business. Sure, it’s a great place to look for a job, but LinkedIn also offers the opportunity for you to make the most of your personal network and take advantage of your connections for the benefit of your business. As an entrepreneur and business owner, it’s also an excellent platform to establish your own thought leadership.


LinkedIn Marketing Image


In this post, we’ve rounded up the LinkedIn basics and best practices. And before you continue reading, be sure to follow the Brazen Global LinkedIn page to see these recommendations in action.


Status Updates

LinkedIn status updates are for short content (maximum character count for updates is 600, but the ideal length of an update is only 100 characters). Status updates are broadcast to your personal network. If someone in your network likes your update, your status update is then shared with their network as well. The more likes you get, the more eyeballs on your update.


So how do you write a status update that gets lots of likes? It’s all about engagement! Here are some suggestions on how to engage your readers:


Directly mention and tag people (use the @symbol to do this)

Include rich media such as photos and/or videos in addition to text

Ask for responses and feedback in your status update

Add hashtags to topic tag your posts

Add commentary to your post to engage viewers and start conversations


As you craft your status update, is important to remember that LinkedIn is a professional network. Take advantage of it but don’t abuse it. Here are some things to avoid:


Getting too personal

Being spammy / posting too often

Talking about sensitive or controversial topics

Being too commercial – this is not the place to constantly pitch

Posting outside of work hours (generally, the best time to post are the working hours of your industry)


Hashtags can also be helpful for driving engagement on your status update. Consider three categories of hashtag to increase your update’s visibility – hashtags related to the topic at hand, hashtags related to your industry and hashtags related to your company’s brand. Using a mix of these hashtags will help your post be seen by people outside of your network, but with similar interests.


Long Form Article

 If you have something more to say than will fit in a status update, consider publishing a long form article. Publishing an article allows you to further establish your professional identity by expressing your opinions and sharing your experiences. Articles are likely to get higher engagement because your connections will often get a dedicated notification alerting them to the publication of your article.


What happens when you publish a long form article on LinkedIn?


Your original content becomes part of your professional profile. It is displayed on the “Articles” section of your LinkedIn profile.

It’s shared with your connections and followers in their news feeds, and sometimes through notifications.

Members that aren’t in your network can follow you from your article, so that your next article will be surfaced in their feeds.


Your article may be searchable both on and off LinkedIn, depending on your profile settings. Having your public profile visibility set to “everyone” will distribute your articles publicly.


Because articles are more often shared, followed, and searched than status updates, there are many benefits to publishing on LinkedIn. First, you’re sharing with your target audience. Considering the majority of your connections are like-minded professionals, it’s easy select topics that will resonate. This type of shared interest provides an opportunity to create a two-way dialogue where everyone is sharing their expertise and strengthening their relationships. You also get those eyeballs because every post you write and publish prompts a notification for your connections. Lastly, articles can increase your following. If your connections like your content enough to like it or share it, that can open doors to a whole new audience. And if your connection’s network sees your posts and finds value, there’s a chance they will follow you to keep up with your contributions.


If you are interested in publishing long form articles on LinkedIn, check out these 4 easy steps to get started.  Don’t forget to check out LinkedIn’s Publishing Platform Guidelines to make sure your article follows the guidelines in place on LinkedIn. Most importantly, make sure you have the right to any content you publish and that you’re not using any infringed content.


As you look to grow your business through social media, don’t neglect LinkedIn. This powerful network could be just what you need to break through with fellow professionals.


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