How To Use LinkedIn For Business

July 3, 2023
Posted by
Charles K. Davis

Having a LinkedIn company page is essential for any business looking to make its presence known on the world's largest professional networking platform.

But having a page is only half of the battle – getting the most out of it is an entirely different challenge. To maximize your reach and engagement, you’ll need to employ a comprehensive LinkedIn business page strategy that entails optimizing your content, engaging with users, and utilizing other features within the platform.

Here are some tips on how to create powerful brand content strategies and get the most out of all the available LinkedIn channels!

Content Strategy - your content will benefit from each of its channels.  Company page, Showcase, and Newsletter. Also, you can include employee content as long as it's company related.  

Engagement - Start conversations with followers and others in LinkedIn Groups or through sponsored posts to raise brand awareness. You can also use content such as videos, quizzes, polls, surveys, and other interactive elements to boost engagement.

Analytics - Monitor the effectiveness of your page by tracking its reach and engagement metrics. Leverage insights from these analytics to tailor your strategy for maximum impact.

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By following these tips you will be able to make sure that your company page is up-to-date, engaging, and optimized for success on LinkedIn! With a strategic approach, you’ll be well on your way to achieving business growth through this powerful platform.

Brand Strategy Business Goals

The purpose of these strategies is to keep your business on the top of the mind of potential and current clients.

It is amazing that companies don't leverage their existing relationships. Companies spend enormous amounts acquiring clients but don't show their appreciation.

David Ogilvy's quote "If it does not sell then it's not creative" applies here.

First, focus on the benefits to your client even if it points to another company.

Remember, the movie "It's A Wonderful Life" where Macy's and Gimbels were battling it out for public attention? Both companies were recommending each other but it brought huge public sentiment.


The effective use of digital marketing on LinkedIn requires a clear understanding of the various channels on LinkedIn.

Company page, Showcase and Newsletter.

Each of these channels has its own purpose and should be optimized to create the best results.

Company page: The company page is the home for all information related to your organization. It needs to be updated regularly with compelling content that will engage an audience. This includes shared content from thought leaders in your industry as well as original posts created by the business itself.

A monthly post from the C-Suite shows a level of appreciation from the organization. It's like a "Thank You" note we appreciate your business.

This is ideal for showing success stories and client reviews.  Really honest brands show their failures as well. We have projects that didn't turn out as expected and clients appreciate that level of honesty.

Showcase Page: A showcase page is a separate version of your company profile dedicated to specific topics or products. They can help drive potential customers toward specific areas of your business and provide additional opportunities for engagement.

SERIO Designs FX's creative showcase is used to publish on-brand content like marketing tests and video content productions.  

Our "Ultimate Brand Design Channel" is a treasure chest of video content.

We are producing YouTube shorts and TikToks for our digital content mix.

Our motto "We don't guess we test" is demonstrated in our content. We experiment with different digital formats but it's narrowing down to video content.

Newsletter: Newsletters are a great way to share updates about upcoming events, product launches, and new services.

The newsletter serves two purposes.

  • Recap previous content
  • Upcoming blog content
  • Videos and events

Content Cadence and Mix

Your cadence can be as minimal or aggressive as your strategy dictates.

One post per channel is the minimum until optimal times can be determined.

Video content provides the best value for views and engagement.

A blend of content creates the best social media mix.

However, people expect video content as the preferred digital media.

Many companies have a problem keeping up with the demand which will only grow in the future.

It's important to not overdo it - post too much and you will overwhelm your followers.

Analytics are key to understanding how well your strategy is performing and which types of content resonate with your audience.  Relevant keywords, company-driven stories, images and videos are all important elements in creating a successful content strategy.  

By following these tips, you should be well on your way to seeing great results from your LinkedIn company page! With a strategic approach, you’ll have a competitive edge when it comes to growing your business through this powerful platform. Good luck!

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