If you own a business today, chances are you are doing some form of publishing. Whether you are sending out a newsletter, participating in forums/podcasts, or have a blog, content creation is the foundation for many small business-marketing efforts.

LinkedIn’s Publishing tool has proven to be an excellent platform to help disseminate content you have already created. (In case you need a reminder of the importance of repurposing your content: click here). Best of all for you, it’s free! LinkedIn doesn’t just work for the giants of the B2B market either. Even if you are a smaller company, aren’t known as an influencer or have a very niche market, you should still establish a presence on LinkedIn. No matter your size or industry, you will certainly have customers and even prospective customers waiting for you on the platform.

In our free eBook, 11 Ways to Optimize LinkedIn for Your Business, we'll give you tested strategies to connect and engage with your followers on the platform. In the eBook you'll learn all about:


1. How to optimize your profile to stand out

When somebody is scrolling through LinkedIn, each passing generic profile will blend together and begin to look the same. If it’s important to you that your page gets noticed (and it should be!) then you need to make your profile stand out from the crowd. It’s not as hard as it sounds, a lot of businesses don’t put in the effort, so it’ll show when you do.


2. 5 easy steps to launching your LinkedIn publishing

Everyone likes getting their name, and more importantly their work out there. One of the most powerful things you can do on LinkedIn is become an author and publish posts on the platform. This is more than your average blog posting, this is the kind of publishing that can help you establish yourself as a thought leader and an expert in your industry.


3. The best way to get your profiles and pages noticed

There are lots of tips and tricks out there on how to get your LinkedIn pages and profiles noticed, but in the end, it comes down to one fundamental point: being active. Maintaining an active presence on the platform through consistent updates is the best way to stay top of mind with your following. In the eBook we'll outline tips for posting including the best times to get your content seen.


4. How to leverage listening on the platform

Listening is the most important tool on social media. Before you can know what to say on any social media platform, you need to know what your customers/prospects want to hear. So listen up to hear what people are saying about your brand or product.


5. Creating LinkedIn groups

LinkedIn is a huge community. There are over 400 million users and that number is only growing. Of course, you can’t capture that entire audience, you need to find your place in the online world. This is where LinkedIn Groups come in. By creating a group, you can build your own little sphere within LinkedIn and grow your network from there!


6. Discovering & connecting with Influencers

Influencers in your industry are certainly on LinkedIn. But, how can you leverage their thought leadership to further yourself and your business? We give you 5 steps for to start your influencer marketing efforts.

Ready to learn more about LinkedIn? Download the free eBook now!

7. Best practices for recruiting

Looking to grow your staff? There are potential new employees out there and they are looking for you. Make the connection. LinkedIn has geared its search functions to make it easier than ever for employers to find this great talent too. Search using criteria like common connections, location, industry, past experience, and more.


8. Advertising strategically

LinkedIn has a built-in advertising platform similar to that of Facebook's where you can boost (or in this case sponsor certain posts in order to give them more reach. Effectively using sponsored posts can be a helpful resource for B2B companies, as well as any businesses looking to recruit on the platform.


9. Using showcase pages

Showcase Pages are smaller niche pages that branch off of a company page. They allow a company to promote specific products, or market to a specific buyer persona. So if you wanted to segment your audience into different parts and send them to specific pages, using Showcase Pages might prove to be helpful.


10. Integrating with Twitter and Slideshare

Slideshare, a popular slideshow-sharing site, was acquired by LinkedIn in 2012 and now the platforms are fully integrated. By uploading your presentations to Slideshare, and then sharing it through LinkedIn, you can increase your reach exponentially through the two networks. The platform also features direct posting to Twitter as well.


11. Making introductions on the platform

LinkedIn’s core competency has always been as a revolutionary new way for professionals to network. For your business and your own professional development, you should always be taking advantage of the unprecedented interconnectivity that LinkedIn affords you. And you should help out others too by making introductions and keep other people top of mind.

So, what are some ways you've been using LinkedIn for your business? We'd love to hear all about them in the comments below!

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