Empire Marketing Strategies

LinkedIn’s Role as a Platform for Brand and Business Growth

LinkedIn is such a powerful social media tool. It oftentimes is a place for professional growth where you can learn so much about your industry or various tools that can help you in your role. Even HR aspects that before were nearly impossible to learn at scale become accessible, such as average salaries for career paths, employee role within a company or knowing someone from your University who might work at a company or in an industry that you have interest in, might be looking to hire from or are following for insights.

There’s even more at your fingertips from a brand or business perspective. This is where you can measure engagement with your brand relative to competition, target potential clients in your industry, learn tips and tricks from other industries or brands in terms of how they engage with customers and form partnerships with like-minded individuals, brands or non-profits that have common goals to collaborate with each other.

From my POV, it’s overall more positive in nature in terms of collaboration and helping others than many of the social media platforms out there.

The Foundational Elements of Brand Marketing

I like to follow the 5 T’s that Andy Sernovitz has been talking about for years: Talkers, Topics, Tools, Taking Part and Tracking.

If you don’t know all of these T’s, it’s okay. But you should have at least a firm grasp on most of them, or at least how best to identify them and then form a plan around how to approach and build or grow each of them for your brand professionally or even personally.

Strategies and Content for Driving Consistent Brand Engagement

It might seem really simple but focusing on people in your posts really does work. If you are talking about your employees, people that you collaborate with or even showcasing individuals at events, be that guest speakers or industry pros that you admire as a company, it really does drive engagement. It’s great to recognize people who are doing great things as well as feature your company culture, be it office decorating contests, golf outings or even large company meetings. People internal and outside of the company love to see what might be going on if they aren’t at the meetings themselves.

Promoting Team Participation in Brand Building

Have a social media policy that is clear, concise and not too limiting in terms of allowing people to post fun things. If the guardrails are easy to understand and you encourage, engage with and reward people for posting, you will get great content. Lead by example with the posts you are creating and share what works with them along with metrics and outcomes.

Metrics for Evaluating LinkedIn Strategies

I like to look at a mix of impressions as well as engagement. It’s great if a lot of people saw it, but are they commenting, liking, or reposting? If so, then that tells me it’s working and people will want to see more of it.

Evolving Role of LinkedIn for Marketers and Businesses

It’s going to continue to evolve as an educational platform. Whether that’s something such as AI tips for creating images, or how to navigate the best conference sessions, content that is helpful to me in the right context for what I’m interested in or posting about is always going to be useful.

I’ll be curious to see how AI helps to make the platform even more personalized or relevant over time, particularly as companies want to continue seeing their ad dollars get more effective at moving people through the funnel from awareness through to brand loyal/supporter/recommender.