Brand Building Takes Time. Finding the Right Tool Shouldn’t.

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Rome wasn't built in a day. But it would have taken a whole lot longer than it did if the architects behind this legendary ancient city couldn't figure out what they were going to build with.

Brand-building, much like Rome-building, takes time. It is a methodical and progressive pursuit. But brands aren't making progress in this essential area until they select their channels and tools, and get to work.

Our new pocket guide will help you understand the LinkedIn tools and capabilities that can be most helpful toward supporting your efforts on the platform. Here's a quick overview.

Publishing organic content from your company's LinkedIn Page can help you reach and engage with people who follow your Page. Publishing [color=var(--artdeco-reset-link-color-blue7)][backcolor=var(--artdeco-reset-link-background-color-transparent)] enables you to expand the reach of your content to new targeted audiences, while [color=var(--artdeco-reset-link-color-blue7)][backcolor=var(--artdeco-reset-link-background-color-transparent)] in the process Email List Each of these Sponsored Content options can serve a different purpose. Single Image Ads help you drive traffic to a specific destination with powerful visuals and corresponding copy. Video Ads put your brand into motion on the feeds of members. With Carousel Ads, you can tell a story through an interactive series of image cards.

Use Sponsored Content When:  You want to build brand awareness with broader relevant audiences, and drive traffic to ebooks, whitepapers, case studies, helpful how-to content, and more. Pro Tip:  80% of Sponsored Content engagement comes from mobile devices, so make sure that whatever destination you're linking to (be it your website, or a landing page, or otherwise) is responsive and mobile-friendly to ensure a quality user experience! Sponsored Messaging: Message Ads and Conversation Ads

[color=var(--artdeco-reset-link-color-blue7)][backcolor=var(--artdeco-reset-link-background-color-transparent) offers a more direct and interactive form of engagement with prospects and customers. Advertisers have two options within this category: With Message Ads, you can deliver personalized messages directly to your audience, sparking an immediate action or dialogue.With Conversation Ads, you can provide an interactive experience in the InMail inbox, with members able to choose from multiple pre-set paths based on their responses.