How to boost your LinkedIn business profile in eight steps

Whether you're an individual looking to be an industry thought leader or a brand looking for leads, LinkedIn is a valuable tool for business success.

Think of your profile as your digital storefront. It is the first impression you make on potential employers, customers and employees. If you do it right, you will see a positive impact on your brand and bottom line.

This guide will help you create an attractive LinkedIn profile, from your photo to SEO optimization. We cover everything you need to maximize LinkedIn's potential for you, your team and your business. Here are eight steps to consider.

Clear and consistent visuals and branding

If you're a business, make sure your profile image and header have a high-quality logo or mark. Make sure you follow LinkedIn's most current design rules or it will be cropped and distorted.

To fully weave your brand throughout your entire Linkedin ecosystem, a professional photo shoot for your team is a good idea. This way, you and all your team members have brand and visual uniformity.

Create a compelling, summary headline

Make sure it accurately reflects your role, experience, current position and your value proposition. Be clear and concise for anyone visiting your LinkedIn profile for the first time.

You can also take your headlines a step further. Use online keyword research to insert valuable relevant keywords into your headline. Having these keywords in your LinkedIn profile can positively impact your overall search presence. A high presence in SERP is a crucial part of it digital PR And Online reputation management.

For example, if someone searches for Project Management Specialists in the construction industry and your keywords are matched to your LinkedIn profile, they will have a much easier time finding you both on and off the platform.

Mention your skills, endorsements and recommendations

Listing your own skills and experience is one thing, but it's even more powerful when they come from your peers, recruiters, clients and colleagues.

Having others support you and your teams can further validate your key skills and abilities. So canvas colleagues, customers, end users and anyone else to add endorsements and recommendations. They serve as incredibly powerful trust signals which allows you to demonstrate your capabilities and credibility.

Post relevant content regularly

The frequency and cadence of output and engagement on LinkedIn are very important.

Posting irregular content and updates serves little purpose. You'll have to get into the mindset of regular, relevant content.

Have a content strategy in place with long feed posts from LinkedIn blogs by company thought leaders. LinkedIn also prioritizes video as the content format of choice, so think about how you can turn your written thought leadership into an engaging and entertaining video.

Like, share, comment… participate

LinkedIn runs on engagement. Respond quickly to comments on posts from your company page. This shows that you value being part of a wider industry community. Don't be a monolith in your industry.

You can also engage your internal teams by sharing their own Linkedin content on your main company page. Celebrate achievements or share a great post on a pressing industry topic.

Leverage the content of your connections. This could include industry influencers and key decision makers, media or other thought leaders within your professional network.

Manage your online reputation carefully

In business, your reputation is your bond. Make sure your teams understand that when they are online, they represent the best interests of the company. There is a code of conduct when it comes to being on Linkedin, professionalism takes precedence over personal opinion, this is not Facebook.

If something were to happen that could damage that, you would have to approach the situation very carefully. This is where crisis management comes into play.

A “crisis” could be a negative review or criticism directed at your business, or it could be something more serious. Make sure you are prepared with an effective one crisis management policy.

Test and learn

LinkedIn is indeed a very competitive place to set up your stall. There are 830 million members on the platform and 67 million listed companies. Any way you look at it, it's a lot of noise.

Challenge yourself to consistently deliver high-quality content and connect with your audience. But most importantly, know what works for you and what doesn't stand out. To do this, you need to adopt a test-and-learn mentality. Don't be discouraged if a particular message doesn't get through. Learn from it and go again.

Enjoy the process!

These practical tips will help you create an attractive and engaging LinkedIn profile that serves as a springboard to a richer professional network. Enjoy the process of building relationships, sharing knowledge and increasing your influence within your industry.


Sarah Woodhouse

Sarah Woodhouse is director and co-owner at AMBITIOUS, a strategic communications agency. Sarah is a seasoned public relations and communications professional with over 21 years of experience in the UK and Asia. Based in Bristol but with a national and international reach, AMBITIOUS helps clients find, engage and grow their audiences. From print and digital PR to communications strategy, media training, social media and content services, it connects customers to the conversations that matter.

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