LinkedIn Marketing

Strategies for Small Businesses

CHAPTER

How can a LinkedIn profile help promote my business?

If your company is not taking advantage of LinkedIn Groups, you could be majorly missing out.

LinkedIn Groups have been around for a while, but they’re still one of the best ways for people in the same industry (or with the same interests) to share content, answer questions, network with other professionals in their field, and establish influencer status within their industry – right on LinkedIn, where their professional histories are just a click away.

Here’s a fun fact about Groups: People who actively participate in LinkedIn Groups get an average of 4x as many profile views as people who don’t.

LinkedIn Group

So starting your own Group – dedicated to your particular area of expertise – and joining other established Groups are awesome, proven ways to get more exposure for your Profile and your brand. Here are some advantages to doing both:

Joining a LinkedIn Group

Participating in other people’s or entities’ LinkedIn groups can give your business a boost in unexpected ways, by letting you:

  • Engage in social listening. Leverage Groups to learn more about your industry (or related industries or interests). What unanswered questions, frustrations, and trending topics are popping up? How can you use these insights to answer key questions for your business? How can you leverage your insights to help others and build rapport?
  • Network in a trusted space. Thought leaders are spending their downtime with their peers in Groups. If you’re looking for valuable mentors or simply a new connection, use Groups as a people discovery tool. As Groups may be invite-only, trust can be built quickly and more thoughtful, valuable conversations can take place.
  • Be the pro you are! Whether you own the Group or you’re a member, contribute and engage! It’s all about adding value – if you can do that on the regular, you’ll stand out from the rest (and drive leads). Just avoid spamming with links to your own blog – a Group isn’t really the place for that.

Creating your own Group

Starting a Group of your own can help you more directly connect with others in your industry – and directly connect with people interested in your company or services.

  • If you start your own Group, commit to it! This means actively recruiting members, posting interesting and relevant content, and getting your team involved as Group managers and contributors. Keep the conversations fresh, build trust by positioning yourself as a helpful expert in your field, and don’t hesitate to start and participate in discussions!
  • Be sure your Profile is up to snuff! When people join your Group they will see your LinkedIn Profile information automatically – and they will see your Company Page, too. Be sure you give your info an overhaul and are updating it regularly. Which reminds us:
  • Have you optimized your Company Page? Your Company Page gives potential customers, leads, and potential hires a place to learn about you. Spend the time to make a clear, compelling, and professional Company Page to help tell your story and share company updates – which in turn markets your business to the wider LinkedIn community. Make sure it is the best representation of your business that it can be!

MeetEdgar’s Platform-Specific Guides

Looking for more help with social media? MeetEdgar has the expert answers to your questions about Facebook, LinkedIn, Twitter, and more!

The Facebook Marketing Guide

Brush up on Facebook marketing fundamentals and learn about the latest developments, tactics, and small business strategies with our Facebook marketing guide.

The LinkedIn Marketing Guide

LinkedIn isn’t just for job searching anymore! Learn how to optimize its unique content channels to make business connections and drive traffic to your site.

The Twitter Marketing Guide

94% of people plan to buy from small businesses they follow on Twitter. Is yours ready to take advantage of this golden opportunity?

The Social Media Optimization Guide

SEO, SEM, SMO – what do they all mean, and what’s most important? Our guide has everything you need to know to start putting your social media to work for you.

Additional Resources


  • Social Media Scheduling & Automation
    Part one of MeetEdgar’s series on social media automation best practices. This series explores why automation matters, what tools to use, and what you can expect.

Ready to see how easy social media can be?