LinkedIn is a great way to build your personal brand. By using your network to develop leads and referrals you can and should position yourself as the expert in your field.

Not so long ago, LinkedIn was the weird cousin of the cooler, bigger social networking kids. Used mainly for job-hoppers and head hunters, LinkedIn has worked on its own personal brand over the last few years to become the social network of choice for the professional.

This is why, if you are building a business, you need to be active on LinkedIn.

LinkedIn facts

Almost half of LinkedIn’s 585 million users access the site on a daily basis. And with over 25 million users in the UK alone, that’s a lot of networking.

LinkedIn has also got a pretty great track record of converting your page visitors to leads. Three times higher than Facebook or Twitter, making it one of the best performing platforms out there.

Besides, those leads are already in your network so you are more likely to convert them into sales because you’ve already started building a relationship with them.

Take a look at how you measure the value of social media marketing.

Build personal brand vs business brand

Should you pump your time and effort into your personal LinkedIn profile or try to build up your business page on the platform?

LinkedIn is about networking. The personal connection. Posts by people are favoured more than posts by businesses. And if you’re still not convinced why it needs to be you over your business, remember that people like to buy from people.

Having a human connection is so incredibly powerful. It establishes you as a thought leader, an expert in your field, and builds an innate sense of trust in your audience. This is why it is the platform to build your personal brand so that, in turn, you can build your business.

Ways in which to use LinkedIn

By now, you have established that LinkedIn is a powerful way to network and nurture warm leads. You see the value in adding a personal voice into your business brand, but just what can you do on LinkedIn to get the most out of the platform?

LinkedIn has worked hard to give you the tools you need to reach your future audience. Make sure you use as many of them as you can.

Review your profile

Start by reviewing your personal profile. Your job description and introduction are the first things that people will read about you. Within this short word count, someone will make a decision to either read more or move on. Make those words count.

Think of it as a headline-grabbing moment. Tell your story and pull your audience in to read more. Once they are in, make sure your profile is polished and up to date.

Relevant content

One of the most important things you can do on LinkedIn is to post content that people want to read. An easy way to start is to post an article that you find interesting or relevant to your field of work. Use this to make a statement and ask a question.

Your network only needs to like or comment on it for it to be shared amongst your third level of network and for people to see your name.

Try to post once a day and start having conversations with your network. If you have a particular goal in mind, such as gaining new connections, then you might want to get a LinkedIn strategy that fine tunes your activities towards this goal.


Don’t forget to write an article once in a while, too. Articles are a great way to share your best performing content. You’ll find that articles get traffic for a much longer period of time than posts.

This is just scratching the surface of the potential on LinkedIn. If you are launching a product or service, holding an event, or looking to get new business leads, our marketing team can advise on the best LinkedIn strategy to achieve your goals. Get in touch to find out more.