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Gaining a Competitive Advantage on LinkedIn

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LinkedIn is a widely-used social networking platform, boasting over 800 million users globally. Offering businesses an effective way to reach their target audience and gain an edge, LinkedIn has become one of the most popular sites for professionals and companies.

Page optimization

Companies should optimize their LinkedIn page. The page should include a professional profile picture, catchy headline, a well-written summary of their value proposition, and speak to what sets them apart from the competitors. It is also important to ensure that the page is complete with up-to-date information including website, email address, phone number and any relevant details. Doing this can increase views, credibility and brand presence on LinkedIn.

Content

Companies can gain an edge on LinkedIn via high-quality content. This should be relevant, informative and useful to their target audience. Examples include blog posts, industry news, research reports or thought leadership pieces. Such content demonstrates thought leadership, enhances credibility and draws more followers. Leveraging LinkedIn’s Content Marketing features such as Sponsored Content or Pages enables companies to reach wider audiences and increase engagement with their content.

Engagement

Companies can stand out on LinkedIn by engaging with followers. Responding to comments and messages, plus participating in appropriate groups, strengthens relationships and raises brand awareness. Targeted advertising features like Sponsored InMail and LinkedIn Ads help companies reach the right people and convert leads as well.

Analytics

Companies can use LinkedIn Analytics to measure their ROI and optimize their strategy. It tracks post engagement, follower growth, and provides useful demographic info. This helps tailor content to audience interests and needs. Moreover, conversion tracking features measure website visits and sign-ups to determine campaign effectiveness. This allows companies to optimize their strategy.

Branding

Companies can boost their competitive advantage on LinkedIn by cultivating a successful employer brand. This involves exhibiting company culture, values and mission. Companies need to emphasize what makes them standout from their competitors. Creating a powerful employer brand will attract top talent, increase employee retention rate and establish the company as a leading employer in its industry. Furthermore, leveraging features like LinkedIn Recruiter or LinkedIn Job Posts can access qualified candidates and ease the recruitment process.

Ronn Torossian founded 5WPR.

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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