Every business needs a presence on social media, whether it is new to marketing or has been operating for some time.

However, when it comes to social media, there's one platform that is often overlooked by marketers: LinkedIn.

It can be a bit confusing, as a fine line separates it from the personal and the professional, which makes posting appropriate content a challenge.

However, we have some tips for you to leverage LinkedIn and build brand awareness there. Find them below:

1. Create quality content for LinkedIn

LinkedIn has over 100 million users in the United States alone. So, can you imagine how difficult it can be for someone to find your content?

That's why you should represent your company in the best possible light, posting information that potential customers will find attractive and positioning your brand as a leader within the industry.

Experts say businesses should include a link, an image, or a video in their status update to get more likes and engagement.

Also, specialists recommend brands have varied content, adding interviews with current employees or leaders, insider looks at the company, career opportunities, fun facts, and quotes.

2. Participate in LinkedIn groups

Businesses or brands that actively participate or contribute to LinkedIn groups typically see four times more views on their profiles.

While it's easy to join a group and just read others' posts without commenting or participating in discussions, group contributions can organically increase views on your personal profile and brand page.

3. Motivate employees to engage with your content

Your employees are your business's biggest fans. Therefore, one of the best ways to build brand awareness on LinkedIn is to motivate them to engage with your content.

According to marketing experts on the platform, a brand's employees are 70% more likely to engage with its posts.

If your employees and your brand share a story at the same time, you'll see how the visibility of your brand or business increases organically.

4. Understand the difference between personal and professional

Finally, if you want to build awareness in your business, you must learn to differentiate the personal from the professional.

People use social media on a personal basis to relax, keep in touch with others, find information about personal interests, read entertainment updates, and more.

However, professional social media users use platforms to find updates or details about careers and jobs, stay connected to brands, and monitor current business affairs.

Keep that in mind!

Final thoughts: Why should I consider optimizing my content on LinkedIn?

LinkedIn can become the perfect platform to share content about your brand or business. Actually, that's what users expect from what brands and professionals post and say there.

People who use LinkedIn usually have a professional mindset that prepares them to consume brand or business information and other commercial content. Therefore, you can leverage all its benefits and create content that resonates with your audience to take your project to the next level.