Why Staying Active on LinkedIn Benefits Your Business — and How to Do It

From a networking standpoint, by engaging on LinkedIn regularly, your network gets to hear from you. It stands to reason, then, that the more you engage, the more you appear in the feeds of your connections — and the greater the chances of staying top of mind with your network. In this article, Scott Scully will show leaders how staying active on LinkedIn can benefit their business, first by discussing why it is important to create a personal brand presence, then by discussing how LinkedIn can reach their target audiences and prospects.

In today’s digital age, most companies have an online presence. There are a lot of social media platforms that businesses can use to connect with prospects, but none of them are as useful as LinkedIn. Why? It has more than 900 million users all over the world and brings everyone together, from CEOs to freelancers. Some people might be surprised to learn that over 41% of millionaires use LinkedIn. With such a powerful tool at their disposal, business leaders should be active on the platform and encourage their team members to do so as well.

Being active on LinkedIn strengthens your personal brand and that of your company. If you want to stand out from the crowd and position yourself as an authority in your field, LinkedIn is the place.

Why Use LinkedIn for Your Business?

One of the biggest challenges for any business is reaching its target demographic. It can be hard to stand out from the competition, especially with viral campaigns and cross-channel marketing. Some companies may even feel like they’re constantly chasing after clients. So, what do you do to attract new consumers and retain current ones?

Many businesses offer shocking discounts and maintain an exhausting level of engagement via social media. But there’s a better way to grab the attention of potential customers. You guessed it: LinkedIn.

Having a presence on LinkedIn allows you to connect with prospects and establish yourself as an industry expert. It helps you target audiences through ads and engage with them through content marketing. It allows you to build credibility and trust with your network when you showcase customer testimonials and success stories. You can even use it to present your offerings, recruit top talent, and stay updated on industry news and trends — all of which give you a competitive edge.

And for B2B companies especially, LinkedIn is a fantastic source for new leads. Almost 46% of all B2B social traffic comes from LinkedIn ads and content. LinkedIn often gets credited as the most reliable source of high-quality content. If you’re worried that it’s just another social media trend, think again. Over 98% of content marketers use LinkedIn for marketing across a wide variety of industries, including B2B and lead generation.

The thing is, though, you have to use LinkedIn fully to get the most out of it. And to do that, you need to invest time (and yes, even some money) into it. Users who stay active on the site are more likely to see engagement with other users, which boosts your brand visibility.

How to Stay Active and Engaging on LinkedIn

Staying active on LinkedIn is important because it’s one of the biggest professional networking sites available. Here are five tips on how to do just that:

1. Update Your Profile Regularly
   Keep your information current and updated. Updating your brand page highlights both your individual accomplishments and your team’s. It also showcases any distinctions your business has achieved.Add new licenses and certificates, and share news about promotions and awards with your followers — let them celebrate with you! Keeping your profile updated shows that you’re active and engaged.
2. Seek Out Quality Connections
   Connect with people in your industry and join relevant groups to expand your network and give you access to more resources. A simple search should bring up professional groups in your field and allow you to build contacts.One of the newer LinkedIn features lets creators and businesses invite new followers to subscribe to newsletters. Following a weekly newsletter about business news and industry changes is excellent for staying updated on trends.
3. Share Content Frequently
   Share content and do it often. Post articles, blog posts, and videos to help you stay top of mind with your connections and showcase your expertise. And incorporate hashtags into your posts — this will make sure they appear in searches and increase the number of views they get.Don’t forget to include photos in your posts. Data from OkDork shows that posts with images get more than double the number of views as those without.
4. Participate in Group Discussions
   Once you’ve joined a group on LinkedIn, participate in the discussions! This helps you build relationships with other members and demonstrate your knowledge. Share your experiences in the industry and support fellow members by commenting on posts whenever possible.This increases your visibility within your field, and it can also be a powerful network for later. These groups are great sources for new ideas and exciting talent as your business grows.
5. Engage With Your Connections
   One way to build a LinkedIn community is by commenting on posts from your connections, sharing their content, and sending them messages. Engaging with others on the site keeps you connected with your network and builds relationships.LinkedIn’s algorithms prioritize relevance, so commenting in your industry and sharing relevant content is the best way to get noticed. Keep your comments supportive, knowledgeable, and of course, professional.

The best way to get the most from LinkedIn is through frequent engagement with your connections and followers. Don’t be shy! When you share on LinkedIn regularly, you amplify your voice and bring people together. The more you engage, the more you appear in your contacts’ feeds. That means your chances of staying relevant within your network and growing your personal and business brand are also greater.

Written by Scott Scully.
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