As a business, you want to build trust and credibility in your brand. There have been a lot of varying methods over the years to build brand awareness, but with the emergence of the digital age, there’s no denying that times are changing. From the rapid growth of social media platforms to the ever-changing algorithm of Google and other search engines, it’s enough to make anyone’s head spin.

You may be asking yourself, “What about LinkedIn?”

While it’s true that LinkedIn is tailored towards professionals, it’s not exactly the right fit for everyone. Like any marketing strategy, having a LinkedIn profile has pros and cons.

The benefits:

1. You can build a more professional network.

Rather than building your following on platforms like Facebook or Instagram, you can build your professional network. LinkedIn allows you to review recommendations for suppliers, accountants, or lawyers before creating a new connection. Also, when you visit the profile of potential connections for networking, you’ll see the degrees of separation between you and those possible connections. With this information, you can make introductions to suppliers or partners that you want to work with. Essentially, it’s one big networking tool.

   2. Build credibility.

Having a LinkedIn profile is an excellent opportunity to earn recommendations, whether it’s from employees or clients. The best part is these reviews aren’t viewable by the public unless you approve them. And it’s no secret that reviews build credibility with potential connections. And by building followers on LinkedIn, you have a fantastic way to build your business. People, including potential clients and employees, trust reviews.

   3. Improve your SEO.

Yes, you read that correctly. Having a LinkedIn profile helps build SEO value for your company. Search engines look for value, and having a business profile on LinkedIn certainly offers value by touching on key things search engines use to determine value: content and the frequency with which that content is shared with other people. Build quality content, and people will share that content on other platforms like Facebook and Twitter, which can lead to better conversion rates.

   4. Stay up-to-date with the industry.

Whatever your niche, LinkedIn can help you stay on top of the latest information, whether it relates to products or services. You’ll have access to upcoming trends or even what’s being talked about right now. You can join the conversation.

   5. Free information.

With LinkedIn, you can research company information without paying a dime. A business deal that seems too good to be true? With LinkedIn, you can find out if it really is too good to be true. Who knows? Maybe it’s a dream investment. And with global access provided by LinkedIn, foreign direct investments and methods of portfolio expansion (requiring due diligence) are even easier to finish.

These are all incredible benefits of having a business profile on LinkedIn. Unfortunately, there are two sides to every coin. Here are the downsides to LinkedIn:

   1. The initial investment.

We don’t mean a monetary investment, either. (Maybe it is if you consider that time equals money.) It can take a while to form valuable connections, and building these connections can take time and patience. If you are willing to invest money, you can purchase a premium account to reduce the time needed to work your way up. Unfortunately, this may not be an option for small businesses that are not ready to commit.

   2. Everyone is looking to sell. 

You may get the occasional sale from networking, but most of the time, it’s about forming a relationship. Many businesses you network with are probably just looking to sell you something.

   3. The amount of spam.

This goes along with point two: most of the messages you receive will probably be businesses trying to sell you something. And again, it takes time to filter through all these messages. On the flip side, if you’re trying to share your knowledge and expertise, others may also see your messages as spam.

   4. False claims.

It’s common knowledge that you can’t always trust everything you see online. Someone may tell you they’re an expert in a particular field, but there’s no guarantee that their claim is valid. LinkedIn for business allows others to endorse companies and other people. And don’t forget that this applies to you too. Until you begin to receive endorsements of your skills, other professionals may treat you with caution.

   5. Potential negative data.

LinkedIn has a high domain authority. Content related to an individual or business will show in search results. If you left a negative review on Yelp or Facebook, you may be able to see it. We suggest deleting anything that may be viewed as questionable.

So, to answer whether you should have a business profile for LinkedIn: The benefits outweigh the risks. Ultimately, however, the choice is up to you. If you have the time to invest in building a profile with helpful connections, go for it. If you don’t have the time and patience to build a network, it will probably not benefit you in the long run. There are plenty of other social media platforms to market your business on, and they’ll probably take up much less of your time.

If you’re struggling with your marketing strategy, contact Ghost Brands! We specialize in social media, search engine optimization, digital marketing, and so much more. We’ll take your marketing game from zero to one hundred, so contact us today!