5 Ways To Build Your Brand and Generate Leads on LinkedIn

by M Ismail Mon May 24

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It’s no news that LinkedIn, unlike Twitter, Facebook, or other social networks, dwells deeper in professional networking.

It gives you the chance to increase awareness of your company and generate fresh leads through networking and discovering business opportunities.

Whether you’re looking to employ talented people or sell a product, it can benefit your company. 

Especially from creating a Company Page and engaging on the network.

Include weekly posts, participation in group discussions, keeping an updated profile, and asking and responding to questions. 

Participation in group discussions helps build a foundation of trust within the business community.

 Asking and answering questions shows interest and provides credibility for the member.

You would begin to get more engaged if you knew how serious LinkedIn is about increasing growth and engagement.

This data-rich platform is evolving every day.

So, if your business strategy is on point, you are posting useful content regularly, advertising it, and monitoring your social media regularly, here are 5 suggestions on how to generate more leads and traffic with LinkedIn.

1. Optimise Your Profile For SEO

Search engine optimization isn’t just meant for Google. You need to make yourself easily discoverable on LinkedIn. 

Doing this has the potential to boost your opportunities you have to sell your products or services.

If you’re a sales professional, and someone in your area needs help to close deals, you want to be there on their screen when they search “sales professional near me.”

Here are a few things you can do to boost the likelihood that happens:

  1. Make sure your profile is 100% complete

 Stuff your profile with clear job titles and descriptions that prove you know your stuff.

2. Use popular keywords to optimise your page

Determine which keywords you want your profile to rank for, and search them. Take note of the top search results and pay attention to where those keywords are placed in those professionals’ profiles. Then, follow their example by placing them into your profile in a similar way.

Just keep in mind that longer-tail keyword phrases keep your targeted efforts specific and will result in higher quality traffic.

For example, if you’re into social media management in Sydney, a keyword phrase like “Social Media Manager, Sydney” will generate more targeted results than simply “Social Media Manager”

Here’s a search for “Social Media Manager”

This is about 10 Million results.

A search on the “Social Media Manager in Sydney Australia” on the other hand, gives 128,000 results 

You’d get even better results if you had keywords in your company page profile.

Make sure your keywords appear in these 4 places – your headline, your summary, a past job description, a present job description.

LinkedIn’s search algorithm works very much the same way as Google’s, so be sure to optimize — and optimize well.

2. Choose How Frequently You Post And Stick To It

Quality, not quantity. It’s not about making 5 posts a day, even if it’s just one post per day that has a high level of quality, do that.

Believing that you must post a lot of content, in most cases, results in a lot of content being copied or not written well enough.

Post once per day on Linkedin

Post only once per day

If you’re just starting out, you can start with 20 quality posts per month. If you see that a fuller schedule comes with more benefits, by all means, scale up. To show you how easy it is, if you post once a day for four weeks and skip the weekends, you’ll hit 20 posts on the dot — perfect.

Gradually, people notice just how much effort you are putting into your post. And in that light, you’d be seen as a trustworthy, credible, and relatable brand – which in turn generates lead. 

3. Actively Contribute To Group Conversations

One of the best ways to promote your business on LinkedIn is through discussions in groups connected to your company page. 

Having conversations in the group not only proves your authority to those who have questions about your area of expertise but allows you to network with other professionals in your field as well. And if you include helpful links in your content, they can even help you drive traffic.

These discussions should come off as non-salesy, and more helpful. Other than that, your comment may end up turning off potential customers to your service.

4. Engage your employees to post your company’s content

Chances are… you’ve been on the lookout for some powerful brand advocates to share your company’s blog content and content on LinkedIn, but they were sitting right in front of you the entire time.

How’s that possible – you ask? 

50% of all employees already use their social media to share their thoughts on their employers, so why not ask them to share updates related to your brand that could actually generate traffic and leads?

According to a strategist, it is known that people pay their social connections more attention than official marketing campaigns. Meaning, techniques like this can result in 10 times more traffic, and 30% more leads – depending on your employee’s volume and influence.

If team members like, comment, or share a post once in a while, it helps encourage employees to become your brand ambassadors and spread your content to their networks as well.

So, encourage your employees to add their positions at your company to their LinkedIn profiles and post your content.

5. Create a sponsored InMail campaign

If you want to cut through all noises and reach your ideal lead’s inbox, then you need to adopt  Sponsored InMail campaigns

However, don’t just send spam messages. Use the service to send compelling offers to targeted prospects who matter to your business.

Here’s what an InMail message to prospects looks like:

Create a sponsored InMail campaign

Sending an inmail can be very  tricky, here are 4 common mistakes to avoid

So, if done right, a campaign can get you leads that  are not only in your niche but are capable of affording your service or product. 


If today’s most used social media platforms were a family, LinkedIn would be the first child when it comes to B2B lead generation.

It is only logical that you place LinkedIn as your top priority now that its potential is off the roof. 

So, if you’re looking to build a sustainable brand, adopt these methods and build your brand in the same process.

If you like what you see, and you need a helping hand to get the best out of LinkedIn… You can grab a spot in my calendar and let’s get you started. 


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