LinkedIn used to be just for finding jobs and good job recruits but in the past few years it’s become a lot more. For any business, small and large – and especially for B2B firms, it’s now the most important place to share content and build connections.


Here are five ways to do it:


1.    Make it Personal—for Everyone


LinkedIn lets you create two kinds of pages: personal and company pages. As a business owner, you should have both but expect to get more engagement on a personal page.

That means all a company’s executives should be building their personal brands on the site and talking to their networks. But don’t stop there. Every member of your staff also has a channel of their own and access to an audience that can benefit your company.


“I highly recommend launching an Employee Advocacy program and get all your employees—not just your Sales and Marketing team—(but that’s a good place to start) sharing your Company’s content on LinkedIn,” says Viveka von Rosen, founder of Linked into Business, a LinkedIn training company. “Gently remind people to… find and share your company content with their networks.”


2.    Use the Company Page as a Content Hub


While employees’ personal pages are where the connections are formed, the company page can act as a hub for the content employees will share. The firm’s content creator will publish content on the company’s LinkedIn page, and the firm’s employees then distribute it, broadcasting it to their friends. LinkedIn has its own tool at LinkedIn Elevate to make this strategy easier but you can also use third-party providers like EveryoneSocial.


The strategy should be: Upload corporate content to the company LinkedIn page and then ask your employees to help distribute the content across the platform.


3.    Use Hashtags, Emojis and Special Characters


LinkedIn is unusual in that it’s a professional platform that depends on personal relationships. So, while the content should always be professional and business-like, its style of delivery should be all you.


If you use emojis in your messages, throw some smileys into your LinkedIn posts (even if you have to create them in a different application and copy them over.) They win attention. Mention, with the @symbol, the name of any influencers, prospects or colleagues whose attention you want to win. And use hashtags to both make your posts easy to find and to track your own content. Von Rosen recommends three: two popular hashtags, and one unique hashtag of your own.


4.    Publish LinkedIn’s Favorite Kind of Content


You can publish a range of content on LinkedIn, and the company likes to prioritize different types at different times. In 2014, it tended to give a push to LinkedIn Publisher articles. Last year, native video was all the rage.


This year LinkedIn appears to be particularly keen up uploaded Powerpoints and PDF documents. “LinkedIn likes its toys,” says von Rosen.


Know what LinkedIn likes playing with and work those forms of content into your strategy but be cautious. It’s more important that you deliver content that suits you and that your network likes than try to produce content LinkedIn will like. In the end LinkedIn will like your results best of all.


Create or share content that builds awareness for new followers; that appeals to a buyer’s needs for followers on the edge of a purchase; and that’s useful for current and—possibly repeat—customers.


5.    Use Video and Live Video


Native video might be 2018 but it will never go completely out of fashion. A short video can quickly deliver a message that wins both engagement and resonance. Nor do you need a fancy studio to shoot video at your office. Mark Zuckerberg’s first live video on Facebook was a shaky bit of shooting from inside the Facebook offices. The content matters much more than the quality of the camera work.


Use video to interview partners, colleagues, or give product demos. And use live video to explain issues and to talk with your audience. (They can use the comments to ask questions that you can answer in real time.) It’s an easy—and fun—way to build a deep connection with people interested in your company.


Have you tried LinkedIn to grow your business opportunities? Please share your experiences – good and bad – in the comments below.


About Joel Comm


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As an Internet pioneer, Joel has been creating profitable websites, software, products and helping entrepreneurs succeed since 1995. He has been at the frontlines of live video online since 2008 and has a deep expertise in using tools such as Facebook Live, Periscope, Instagram or Snapchat to broadcast a clearly defined message to a receptive audience or leveraging the power of webinar and meeting technologies.


Joel is a New York Times best-selling author of 15 books, including “The AdSense Code,” “Click Here to Order: Stories from the World’s Most Successful Entrepreneurs,” “KaChing: How to Run an Online Business that Pays and Pays and Twitter Power 3.0.” He is Co-Host of The Bad Crypto Podcast one of the top crypto-related shows in the world and has spoken before thousands of people around the world and seeks to inspire, equip and entertain.


Web: or Twitter: @JoelComm

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