LinkedIn is a terrific tool for increasing reputation and expanding a list of professional contacts. However, to get the best from this service, you must use it correctly.

If you’re a marketer or a business owner, it's important to understand all the opportunities that LinkedIn offers to companies.

How to use LinkedIn:

  • for marketing research;
  • for direct sales (through communication, not through spam);
  • to search for new investors;
  • to find partners;
  • as an additional social marketing channel;
  • to generate traffic.

LinkedIn is a useful but insidious tool. It is not like any other social media service.
Let’s look through some factors that will allow you to make the most of LinkedIn.

1. Update a personal profile.

To have your profile appear more often and higher in LinkedIn search results, place keywords. The key phrases should be in your status, post title, description, and key skills.

2. Create and optimize your company's page.

Add an attractive banner and brand description to the business page. This will allow users to find your page and will make it memorable. Provide contact information and inform users about vacancies.

3. Create engaging and informative content.

A LinkedIn tool is an opportunity to share your knowledge. A striking title and a link don’t let you promote a brand and increase CTR. If Facebook and Twitter appreciate these types of posts, LinkedIn, on the contrary, decreases brief and spamming publications.

For example, say you want to promote an event. Write an entertaining and informative post describing your topic. At the end of the article, input an advertising link. Posts of this kind carry new information to your contacts and tell about the event, increasing the chances that someone ultimately pays attention.

The optimal size for new publications is 1,300 characters.

4. Use short links in publications.

When you post a link that is longer than 26 characters, LinkedIn automatically shortens it to make the update easier to read. This also leaves more room for your text. If you're sharing an article and there is no text after the link, the URL may be hidden.

However, LinkedIn shortens links with the generic domain, “” The better decision is to use short links with a custom domain. This helps to increase brand recognition and trust.

You may use any link shortener, such as, to shorten and customize a link.

5. Specify target audience.

Company updates can be targeted to the specific audience. This makes it possible to display the content to particular groups of users. Updates are displayed for users based on profile tracking data, such as company size, industry, job responsibilities, job level, geographic region, and language. Use the target audience parameters to customize the display of updates for participants who scan a company but are not employees.

6. Choose time for publishing.

Make updates at the beginning of the day. Do not publish on weekends and evenings. Most LinkedIn users are active in the morning and afternoon.

The article is about:

  • LinkedIn for business.
  • Short links in LinkedIn.
  • Why do you need short links?
  • Short links with custom domain.

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