By Bethany K. Skwara, Client Solutions Director

I often get asked how to transform LinkedIn from a basic networking tool into a vibrant stage for your brand’s story. In my job as the Client Solutions Director, I’ve seen firsthand how a thoughtful LinkedIn presence can spark genuine connections.  A glance at LinkedIn and you’ll see that many businesses use the platform to brag about their company and its products and services. But my message is to take a different approach— the real key to success is storytelling and community engagement, delivering the personal touch that truly makes a difference.

Crafting Engaging Posts

When I help clients design their posts, I begin with a compelling hook—a bold statement, a thought-provoking question, or an intriguing statistic that grabs attention. Next, I blend in insights and real-world examples tailored to industry peers, potential clients, and job seekers. A warm call-to-action then invites further conversation, turning a simple post into an opportunity for meaningful dialogue.

Let’s take an example that follows these ideas from our own business.

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As you can see, this post is attention getting, personal (we’re in it together), and offers a helping hand even if you’re not buying from us. That’s the way to go.

Creating a LinkedIn Business Page That Shines

Your business deserves its own space on LinkedIn that reflects its unique mission and values. When I help firms in setting up their LinkedIn page here are the basic steps I take:

• Navigating to the LinkedIn Pages Section and selecting the right page type.
• Uploading a high-quality logo and a professional cover image.
• Crafting an “About” section that clearly tells their story, along with essential details like website link and industry category.
• Customizing the call-to-action button to invite engagement.
• Inviting connections to follow their page to build a loyal community.

Instructional Insights for LinkedIn Optimization

Some clients already have LinkedIn pages, and in that case we sit down to review and make suggestions for improvements. Areas that typically could use some attention are these:

• Algorithm & Connection Strategies: I advise leveraging LinkedIn’s connection-based algorithm by using the platform’s suggestions and allowing access to your email contacts.
• Engagement Best Practices: Work on responding promptly to comments, tagging relevant people or companies, and even using LinkedIn Polls and Articles to deepen engagement.
• Standout Strategies: I encourage building thought leadership by sharing unique insights and original research, and don’t forget employee involvement—having your team share posts and personal experiences can significantly amplify your brand’s voice.
• Performance Analytics: I walk clients through LinkedIn Analytics, which tracks post engagement, follower growth, and overall page interactions, helping us fine-tune the content strategy for even better results.
• Step-by-Step Guidance: For those new to LinkedIn, I provide a clear, step-by-step approach to setting up or refining your business page, ensuring every element—from visuals to messaging—is optimized for impact.

Staying Consistent and Standing Out

A balanced posting rhythm—about 2-4 thoughtful updates per week during peak times—helps maintain a strong connection with your audience. Diversifying content with industry insights, company updates, employee spotlights, and client success stories not only educates but also builds trust. I encourage you to monitor your performance and adjust your strategy as you learn what resonates most.

A robust LinkedIn presence isn’t built overnight; it grows with every genuine interaction and well-told story. If you’re ready to elevate your LinkedIn strategy with a personal, authentic approach, let’s connect and explore the possibilities together. For even more insights, feel free to download my presentation, “LinkedIn: Business Pages and Algorithm.”

About Chroma Studios

At Chroma Studios, we blend creativity, technology, and strategy to deliver stunning websites and custom digital marketing solutions. For 25 years, we’ve been committed to client success and community impact, helping our clients realize their goals and make a lasting difference.