How to Use LinkedIn to Build a Community Around Your Brand

LinkedIn. You probably think of it as just a place to find a job. But guess what? It's also a powerful tool for building a community around your brand. And in today's world, having a strong community is key to building brand loyalty and growing your business. I'm going to show you how to build a LinkedIn community, boost your brand, and use that community for long-term success.

Why Build a LinkedIn Community?

Okay, before we get started, why even bother? Well, building a community on LinkedIn has some serious perks:

• More people know about you. A community puts your brand in front of the right people.
• People get involved. Communities spark conversations and get people talking about your brand.
• You get new leads. A good community can bring in new customers and partners.
• Customers stick around. Providing support and a place to connect makes customers more loyal.
• You learn a lot. You can learn what your customers want and need.
• Become the go-to person. Share your knowledge and become a leader in your industry.

Getting Started: What's the Point?

First thing's first: What's the purpose of your community? What problem are you solving? What will people get out of it? Having a clear purpose will help you attract the right people.

Who Are You Trying to Reach?

Think about who you want in your community. Consider things like:

• What industry they work in. Are they in tech? Marketing? Something else?
• Their job title. Are they managers? Entry-level?
• What they're interested in. What topics get them excited?
• What problems they face. What can your community help them with?

What's in it for Them?

What will people get from your community that they can't get anywhere else? Maybe you can offer:

• Special content. Show behind-the-scenes stuff or give early access to updates.
• Expert help. Get experts to answer questions and give advice.
• Networking. Connect people with each other through events or discussions.
• Support. Create a safe place for people to share their experiences.
• News and trends. Keep your members up-to-date on what's happening in the industry.

Where to Build: LinkedIn Groups or Company Pages?

LinkedIn gives you two options: LinkedIn Groups and Company Pages. Each one has its pros and cons. Which one is right for you depends on what you want to achieve.

LinkedIn Groups: Deeper Connections

LinkedIn Groups are like clubs for professionals. People with similar interests can connect, share ideas, and learn from each other. It's more personal than a Company Page.

Why Use LinkedIn Groups?

• Right audience. People join groups because they're interested in the topic.
• Real talk. Groups encourage discussions and questions.
• Networking. Members can connect and build relationships.
• Less work for you. Members can share their own content.

The Downside of LinkedIn Groups?

• You need to keep things in order. You need to moderate the group to prevent spam and keep the quality high.
• It takes time. Engaging with members can be time-consuming.
• Less control. You don't have as much control over the content as you do on your Company Page.

Company Pages: Show Off Your Brand

Think of Company Pages as your brand's official home on LinkedIn. Use them to share company news, promote your products, and attract new talent.

Why Use Company Pages?

• You're in charge. You control all the content and messaging.
• Show off your stuff. You can easily promote your products and services.
• Attract talent. Use your page to build your reputation as a great employer.
• Easy to manage. Company Pages are pretty straightforward to use.

The Downside of Company Pages?

• Less interaction. Company Pages aren't as interactive as Groups.
• Lower engagement. People don't engage as much on Company Pages.
• Harder to build a community. It's tough to create a real sense of community using only a Company Page.

The Best of Both Worlds

The best way to build a LinkedIn community is often to use both LinkedIn Groups and Company Pages. Use your Company Page to share official news. Then, use a LinkedIn Group to build a community around a specific topic related to your industry.

Creating Great Content: The Fuel for Your Community

Content is what keeps your community alive. You need to create good, valuable content that people will actually want to read and share. Here's how:

What Are Your Core Themes?

Pick 3-5 main themes that relate to your brand and your community's interests. These will be the foundation of your content. For example:

• Industry news. Share your thoughts on the latest trends.
• Best practices. Give tips and advice on how to succeed.
• Success stories. Show how your products have helped people.
• Expert interviews. Talk to leaders in your industry.
• Behind-the-scenes. Give people a peek at your company.

Mix It Up!

Don't just stick to one type of content. Use different formats to keep things interesting. Try:

• Articles. Share detailed information on your core themes.
• Videos. Create videos that show off your expertise.
• Images. Use eye-catching images to grab attention.
• Infographics. Present information in a visual way.
• Live Streams. Host live Q&A sessions or demos.
• Polls and Quizzes. Get people involved with interactive content.

Stay Organized

Plan your content in advance with a content calendar. This will help you stay consistent and cover a variety of topics.

Get the Word Out: Promoting Your Community

You've built your LinkedIn Group or Company Page. Now you need to get people to join! Here are some ways to promote it:

• Put it on your website. Add a LinkedIn icon and encourage people to join.
• Share it on social media. Promote your LinkedIn Group on other platforms.
• Email marketing. Include a link in your email newsletters.
• Get your employees involved. Encourage them to join and promote the community.
• LinkedIn Ads. Use ads to target specific people.
• Guest posting. Write articles for other websites and include a link to your community.

Keep Them Talking: Engaging Your Community

Getting people to join is just the beginning. You need to keep them engaged and interacting. Here's how:

• Ask questions. Get people talking with thought-provoking questions.
• Respond to comments. Show people that you're listening.
• Share member content. Highlight content created by your community.
• Host events. Organize online or offline events.
• Run contests. Give away prizes to get people involved.
• Recognize contributors. Thank people who share valuable insights.

Keep It Clean: Moderating Your Community

You need to keep your community positive and productive. Set clear rules and enforce them. This means:

• Set guidelines. Clearly explain what's acceptable and what's not.
• Watch the discussions. Make sure everyone is being respectful.
• Remove spam. Get rid of spam and inappropriate content.
• Solve problems. Help resolve conflicts between members.
• Enforce the rules. Give warnings or ban people who break the rules.

Know What Works: Measuring Your Success

How do you know if your community is successful? Track these key metrics:

• Community size. How is your community growing?
• Engagement rate. How many people are liking, commenting, and sharing?
• Website traffic. Is your community driving traffic to your website?
• Lead generation. How many leads are you getting from the community?
• Customer satisfaction. What are people saying about your brand?
• Brand awareness. Are more people talking about your brand?

Helpful Tools: Resources for LinkedIn Community Building

These tools can help you build your LinkedIn community:

• LinkedIn Analytics. Track your community's performance.
• Social Media Management Tools. Schedule content and monitor mentions.
• LinkedIn Sales Navigator. Find and connect with potential members.
• CRM Systems. Track leads and manage customer relationships.
• Community Platforms. Look at platforms like Discord or Facebook Groups for ideas.

The Bottom Line: Build a Community for Long-Term Success

How to build a LinkedIn community takes planning, effort, and a real desire to help your members. If you focus on providing value, you can build a community that boosts your brand awareness, generates leads, and creates loyal customers. Remember, community building is a marathon, not a sprint. You need to constantly adapt and improve. But if you follow these tips, you can use LinkedIn to build a thriving community around your brand!