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How to Create an Effective LinkedIn Marketing Strategy

It’s no secret that there has been a shift in brand marketing strategies with an effort to make them more human. When digital advertising turned the conversation from one-way corporate messaging to a dialogue between brands and customers, the social media landscape permanently shifted. As pointed out in PLANOLY’s 2022 Emerging Trend Report, consumers are holding brands accountable to their mission and causes. For this reason, creating and maintaining a powerful LinkedIn profile/page will help any person or brand showcase who they really are and connect with the right audience. 

Many people know how to create a LinkedIn profile as that is the standard account when you sign-up, so we are going to go over how to build a brand page on LinkedIn. 

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Setting-Up Your LinkedIn Company Page

Creating your business Page is as easy as 1-2-3:

  1. Click on the Work icon located in the top right corner of the homepage.
  2. Scroll to the bottom and click “Create a Company Page.” There, you will select one of three options – A company page, a showcase page, or an educational institution. You will most likely select a company page. 
  3. Next, enter all your details. The process is very user-friendly. Once everything is in, you’ll have a page ready to build! 

Content Inspiration for Your Company Page

Building your page is the first step. What comes next is the most important part – posting quality, engaging content on your Page. As with all social media platforms, consistency is key. However, it can be overwhelming and sometimes discouraging to think up new content ideas. Everyone has been there before! Here are some ideas to fill your content pipeline and keep the creativity flowing! 

  1. Meet the Team – Each week, feature a team member’s bio and link to their LinkedIn profile.
  2. Share relevant industry news from reputable sources. And when comments are posted, always respond. This is “social” media!
  3. Give away some useful advice! This will help you solidify your company as a field expert and provide value to readers.
  4. Hiring? Share the news!
  5. Post polls and ask questions to start a conversation.

Here’s a look at some businesses knocking it out of the park!

LinkedIn (2)

Kendra Scott

This company has done a great job having its employees link up to the company Page. This not only keeps the internal community connected, it showcases to visitors the qualifications and experience of the company members. In addition, their content is a great balance of product promotion and an insight into the company.


PLANOLY has utilized LinkedIn as a great tool for bringing personality to the brand. Each week, staff members are featured, giving the brand a personality and showing users who is behind the magic. This is a great example for how to build out “meet the team” posts.   

Boosting Content

We have covered how to organically grow your LinkedIn presence and influence. However, you may occasionally desire to incorporate some paid content into your marketing strategy. You don’t need a lot of money or time to do this! In fact, LinkedIn reports that the most popular form of advertising on the platform is sponsoring posts. This means boosting posts you have already created and published to give them a visibility push. 

 If there is a message that is performing well on your company page and you really want to get in front of as many people as possible, boost it.  There are limitations on the type of content that can be boosted and from which type of accounts. For example, you will need to have a company page connected with a form of payment in order to start boosting. There are limitations on the type of content that can be boosted and from which type of accounts. For example, you will need to have a company page connected with a form of payment in order to start boosting. 

Related: Understanding Organic & Paid Social: A Guide for Small Businesses

You’ve now got the tools to get started with a winning LinkedIn strategy. Each social media platform has a unique purpose and the audiences and content may vary slightly. Avoid copying and pasting your content from other social media platforms.  Remember that most people come to LinkedIn to find jobs, hire for a job, network, learn new skills or advance in their industry. Keep your content on point and you will do well!

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Allie Teegardin

Allie Teegardin is a contributing writer at PLANOLY. As a writer, adjunct professor, and baker, she makes sure to add value to whatever she creates.

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