In today’s virtual world, brand presence and user engagement is a key driver for business growth. With the rise of social media, traditional marketing methods are making way for a digital marketing revolution.

One needs to clearly understand the effectiveness of each social media platform for deriving better results. In most cases, popular social media platforms are used for leisure and not for serious business.On the other hand, LinkedIn offers a unique platform for professional networking, lead generation and brand management.

LinkedIn marketing is emerging as a powerful alternative to traditional marketing approaches of B2B companies. The sheer magnitude of networking offered by LinkedIn marketing is free of cost and has high impact. Let us delve deep into the aspects of LinkedIn marketing that can increase your brand awareness. 

Driving brand awareness through LinkedIn content marketing

More than 450 million professionals across the world connect through LinkedIn platform. Unlike other social media platforms, people consume business related content on LinkedIn. This is a great opportunity for businesses to focus on creating brand awareness through it. For B2B companies, this offers a much-needed niche population that are more likely to be their customers. Instead of diverting focus on mass appeal, LinkedIn marketing becomes a tool for business growth through brand awareness.

According to recent statistics, LinkedIn marketing drives about 80% social media leads for any given business. From a B2B marketer’s perspective, approximately 93% of them consider it to be a very effective place for generating leads. In this context, it is not surprising that more than half of business website traffic originate from LinkedIn. Understanding various features of LinkedIn is necessary for maximising its potential as an effective marketing tool.

LinkedIn Posts V/s Messages- What’s more effective for your brand?

Unless you are a newbie, as you will be aware, similar to the popular social media platforms, LinkedIn also has features such as connections (friends), groups, content creation and sharing options. The content usually appears as a post that has features for incorporating text, video and images. Additionally, there is private messaging option allowing direct contact with your connection.

For creating a proper impact for your brand what is the best option available? Public posts or private messages? Let us understand this scenario better. The power of vast networks is the main strength of LinkedIn. Brand visibility can be achieved only by reaching out to a mass audience. In this context a relevant, trendy and short content is always better than private messages. With multiple posts and messages flashing on people’s timeline, a message can always go unnoticed but a powerful post with a compelling CTA (Call to Action) can create quick results.

Check out some of the features that can render your content a better LinkedIn marketing tool than even a private message.

Multiplier effect

Brand awareness and marketing is all about getting large number of impressions in a short time span. The content generates multiple viewership simultaneously and impacts visibility. In private messages, it takes longer time for people to respond. Sometimes users discard messages from unfamiliar sources as spam.

3. Be consistently active:

If you want to drive traffic to your website from LinkedIn, then you need to be active, and post frequently on the site.

Post status updates a few times a week. This ensures that your friendly face and/or company logo is seen often by your business network. The more you’re seen by your connections, the more trust you build, and the more likely they will click through to your blog. Additionally, this trust can develop into potential clients or partners.

Don’t spam your network. Use your judgement (or analytics) to determine how many times a week you should be posting.

Post article links to your blog. Use LinkedIn to nurture relationships further, by inviting your contacts to connect with on your business blog too.  

Post links to other articles. If you don’t have two or three articles in a week to post, post links to other articles too. For example, post articles about news in your industry, or from well known industry leaders.

In short, creating engaging posts are essential to communicating your brand identity. The reach and speed offered by a public post is higher than that of an individual message.


LinkedIn content marketing is a strong tool in your digital marketing arsenal. It can be used effectively to drive brand awareness among people especially the prospective clients. If you are a B2B marketer, this is the best opportunity to reach out to clients. Regularly create engaging posts about your company, products and services. It will surely bring in a lot of traction for your brand.