LinkedIn is the largest professional network in the world, but it’s more than just a job search service. People use it to connect with colleagues, share career updates and read industry news. Companies post content about their brand and use the platform to support their PR strategy.

With more than 810 million users worldwide, LinkedIn isn’t an overlooked platform anymore. It has become a valuable resource for marketers and businesses who want to increase their brand awareness: it generates 2X more leads than other social media channels.

Do you want to leverage LinkedIn and boost your PR strategy? You can post valuable content for your audience or use LinkedIn automation tools to improve your sales outreach. Keep reading and follow these tips to introduce LinkedIn in your PR strategy.

Use a LinkedIn automation tool

How to Leverage LinkedIn and Boost Your PR Strategy

‘’It took us days to contact people and customize each message and we still didn’t get desired results. This opened the space for a comprehensive LinkedIn automation tool that individuals and companies could benefit from’’.

These words by Stefan Smulders, CEO of Expandi, describe the issues many companies face when trying to develop their LinkedIn outreach efforts.

LinkedIn is one of the best platforms to generate leads for your business: several studies show that 80% of all social media leads come from LinkedIn. But here’s the problem – to have an active presence on the platform you’ll need to spend long hours in front of the screen or hire someone to do that work for you.

If you want to save time and maximize your prospects even when you’re offline, a LinkedIn automation tool is the answer to your prayers. This software runs 24/7 and boosts LinkedIn engagement automatically while you’re thinking about the next steps to upgrade your product or service.

Use this tool to:

  • Build campaigns
  • Automate your posts
  • Send personalized messages to your audience
  • Collect data and create reports
  • Interact with your community

A Linkedin automation tool is all you need to improve your sales outreach strategy and focus on the most important stakeholders of your business: your customers.

Update your business profile

How to Leverage LinkedIn and Boost Your PR Strategy

Does your company profile reflect your mission as a business? Do you have a header image? Is your tagline compelling enough? If the answer to all of these questions is negative, it’s time to make some changes.

Put yourself in your customer’s shoes. When you go to a LinkedIn Company Page, you expect to see nothing but greatness: a cleanly designed logo, a complete description, some news about the business… and the list goes on.

To make a great first impression, it’s important to have everything in place. A well-structured profile can enhance your authority and drive conversions to your business website. Verify and keep this information up to date:

  • Add the brand logo to your profile
  • Add a header image that follows your brand guidelines
  • Add some relevant information like the number of employees and your location
  • Write a short description of your business activity
  • Write a tagline and tell the world what are you doing in one sentence
  • Enter a link to your website

Employees can become your best brand ambassadors on LinkedIn. Encourage them to update their profiles and share content about your brand. Make them your biggest fans to build trust in and out of your business.

Plan your content

How to Leverage LinkedIn and Boost Your PR Strategy

Once you’ve polished your digital presence on LinkedIn, it’s time to create content for your potential customers. People want to know more about your business, but they also want you to share your industry expertise with them.

For instance, you can start a blog and create in-depth content that will be relevant for your audience. Choose a platform that is easy to set up and highly customizable: the best free blogging sites in 2022 come in a variety of formats. Next, share your blog articles in your profile and manage your Linkedin posts.

Most marketers use content calendars to organize and plan their posts, so give it a try. The process is simple: organize your posts and set a date to publish them. Be consistent, try to diversify your content and follow a 50/50 posting rule.

This rule means that half of the content you post is self-produced and the other half is content that you share from other sources. This way, your followers won’t blame you for repeating the same message over and over again.

LinkedIn is very different from other social media platforms but multimedia is still the king of content. Did you know that videos are shared 20X times more than plain text posts? That already gives you a clue of what users want to see on their news feed. Don’t always go for the ‘only text’ post. Add images and videos to get more reactions and build a community around your content.

Track your results

How to Leverage LinkedIn and Boost Your PR Strategy

To build a successful LinkedIn PR strategy you must know what’s working for your business and what’s not. Thanks to analytics, this tracking process is easier than it may look.

LinkedIn has a free analytics tool to track campaigns and social performance. Use it to find the most relevant data for your company. If you’re worried about the engagement of your posts, check the impressions, clicks and follower growth over a period of time. If you want to analyze where your business stands against your competitors, check how your company page is performing compared to theirs.

After you decide what to measure, it’s fundamental to create goals and stick to them. Set SMART goals. They need to be Specific, Measurable, Attainable, Relevant and Time-based. Go forward with the plan, report on your goals and make adjustments depending on the results.

Final thoughts

LinkedIn was founded as a job searching website for professional workers and companies. In the past years, the platform has reached its full potential as a content-sharing network for both individuals and businesses. From startups to large corporations, everyone is using LinkedIn as a key channel to upgrade their PR strategy. You have the chance to shine and build brand awareness for your business if you use the right tools in this fast-growing social media service.