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How to Use LinkedIn to Grow Your Brand (Marketing Strategy)

How to Use LinkedIn to Grow Your Brand (Marketing Strategy)

When you think social media, it’s important not to overlook or underestimate the power of LinkedIn. LinkedIn is (hands down) the best tool available for professional networking–meaning it’s a platform that is ideal for building professional business connections, getting industry-related updates, and finding career opportunities.

LinkedIn is the best place to validate and showcase your reputation. With so much competition in every industry, it’s important to use your LinkedIn page to not only communicate your skillsets, but also to showcase your personal brand to the world (whether that be potential clients or possible job opportunities).

It all starts with who’s looking at your profile If no one sees you, then how can they learn about you and seek out your services?

When it comes to marketing, the things that work on other sites like Facebook, Instagram, and Twitter don’t work so well on LinkedIn. You want to make sure that your profile showcases you as different (and ultimately better) than your competition. If you want to make sure your LinkedIn profile is painting you as the best, it’s important to know the following:



It may seem like a rather small detail, but your LinkedIn headshot actually matters….a lot. When it comes to credibility, a professional picture is the first step in the right direction to opportunities and brand interest. First rule of thumb: no selfies. Although selfies have become a modern-day norm on sites like Facebook and Instagram, they are not okay for LinkedIn. Professionalism is the name of the game, so instead, use a photo of you straight on (professional quality photos are always better).

Also, make sure you look approachable and likeable (no need for super serious expressions here). You want people to want to engage with you rather than being scared to talk to you. Your headshot should be up-to-date and show you as you look now (not you five years ago). You want your photo to make a great first impression, so make sure the lighting is good, your attire is tasteful, your background and your atmosphere is simple.


Your headline is the second thing people notice about you (after your photo) and offers a perfect opportunity to make people want to learn more about you and what you do. If it’s boring, they’ll keep it moving and go to someone else page that’s more interesting and inviting. Because the character count is limited, consider listing the following:

  • Job title or quick description
  • Awards, accolades, or special contributions
  • Your personal mantras for success/your purpose


Sure you can list your past titles and work experience to showcase all of the different things you’re well-versed in, but, nothing is more impactful than having others do the vouching for you. Enter LinkedIn endorsements and recommendations.

Make sure that recommendations aren’t just praising you as person, but that they include examples of your strengths, talents, and expertise. Recruiters and clients want to use recommendations and endorsements to get a better idea of the experience of working with you. Think about them as evidence of your genius.

Tip: When asking people to leave you a recommendation on LinkedIn, make sure they are telling a story. Have them include how long they’ve known you, how they interacted with you (possibly even how frequently), what your strengths were, and how you contributed to the end result.



Did you know that your thoughts, insights, and opinions form your brand? These are the things that set you apart. If you want people to take notice of your brand, the best way to do that is to start sharing tips and advice. If you already have a blog, LinkedIn is a great place to re-purpose that content and get it in front of a much larger audience. Sharing value tips and advice is a key component of growing your brand’s visibility and opening up new doors.


Too busy to write your own opinions? It happens to all of us. Sometimes your time is too limited to write out your own opinion or how-to pieces, or, you may even have writers block. If this is you, no problem. Share other people’s posts as long as they align with the things your brand stands for.


Start or join in some discussions. A great way to increase your visibility is to follow, comment, and talk under posts from companies and thought leaders. All comments appear in status updates and on your LinkedIn page, which will help increase the visits and traffic to your page.


LinkedIn groups are a great place to meet other professionals in your industry. It’s a surefire way to increase your list of business contacts while staying in touch with what’s current and present in your industry. Rule of thumb when joining these groups. This is not a place for self-promotion or advertising your product or services; instead, it is a place to help build your brand’s reputation and relevancy in your industry. You can also start your own group(s), if you’re looking to be a convener of like-minded industry individuals.

LinkedIn is a phenomenal brand resource, regardless of your goals or industry. Not only can it help you find a new job, it can open the door for massive opportunities and raise your profile.


To learn more about how to effectively brand yourself and/or your business, grab a copy of: CRAVED: The Secret Sauce to Building a Highly-Successful, Standout Brand.

If you need help crafting a marketing strategy to get you to your next level, request a virtual one-on-one marketing strategy session with Keli.

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