With 500 million users, 40% of whom check the platform every day, LinkedIn is so much more than a human resources tool. Your business’s LinkedIn profile is a valuable asset to your business and your strategy.

Your company’s LinkedIn profile is the first port of call for many people when researching your business. It’s your shop window and first impressions are crucial.

But are you using your business’s LinkedIn profile as effectively as you could be?

Not sure? Follow our Do’s and Don’ts to create the LinkedIn profile your business deserves:

Writing Relevant Posts

By regularly writing and sharing content from your website on LinkedIn, you position yourself at the front of your network’s minds. Frequent posting is also one of the best and easiest ways to attract more followers.


Understand and consider your business goals and intended audience. A better understanding of these factors will allow you to tailor your content accordingly, and ensure that it reaches and interests the right people.


Just post for the sake of posting, create well thought-out, relevant and interesting content.

Sponsoring your Content

Sponsoring content means you can push your posts directly into the feeds that you want to reach. By using specific targeting, you can target your content towards profiles that have relevant interests, search often for the relevant key words and phrases, or may have interacted with similar content elsewhere.


This can be a powerful tool for B2B marketing. Have a good idea of who you want to reach, and think about any key dates (post-conference for example), so your post has maximum impact.


Do nothing with your analytics. You can analyse who your content is reaching, so you can learn and adjust to better reach your target audience. You can also use the data from your LinkedIn Analytics to feed into and refine your web personas.

Using Groups to Network

Adding yourself to Groups, or creating your own, allows you to network with professionals in the same industry or market yourself to potential consumers.


Use Groups intelligently, which can enable you to:

  • Expand your base of suppliers.
  • Evaluate other market leaders.
  • Keep in touch with innovation.


Frivolously join Groups here, there and everywhere; no one wants to look like a spam account.

Making your Profile SEO friendly

Applying search engine optimisation (SEO) tactics to your profile is one of the best ways to make it stand out.


  • Use your key words and phrases: as informed by keyword research, ensure you are using these appropriately within your profile to be credible in the eyes of Google.
  • Link to your business page: link your LinkedIn profile from any landing pages or websites that you have access to.


Overload on the above. Yes, Google will reward you if your profile is credible and optimised for search. However, it can easily identify ‘black hat’ tactics, such as ‘keyword stuffing’, ‘link manipulation’ and more.

Curious about how else you can optimise your business’s social strategy and need an expert opinion? Then get in touch!

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