LinkedIn is a powerful platform which, when used strategically, can open up new opportunities for businesses. The key word here is “strategically” – having a consistent yet flexible strategy on LinkedIn can “breathe fresh life” into your marketing efforts and allow you to connect with those in your target market in a cost-effective way.

When it comes to marketing, it is important to have a clear idea of your business’s tone of voice. This of course varies from business to business, and can range from factual to inspiring. Yet first and foremost, your tone of voice should be consistent and unique.

Having said that, it is important to acknowledge that it can be beneficial for some businesses to vary their strategy slightly from platform to platform. In this way, they can tailor their strategies on the different platforms to different audiences.

When it comes to LinkedIn, posting original content that is clear and of a high quality can pay real dividends. In your posts, you can share your expertise and professionally relevant news, as well as any anticipated trends in your industry.

A new buzzword in LinkedIn circles is “employee advocacy”, a term that refers to ways in which a company can assist its staff in becoming its brand ambassadors. LinkedIn experts have come to the conclusion that individuals on LinkedIn usually have a far greater reach than the company itself, meaning that having employees post about the company can be a powerful strategy.

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