Building Your Brand on LinkedIn
LinkedIn is the place for professional networking, career growth, and building a brand—but let’s be honest, it often feels a bit awkward. Kate Erwin recently shared her insights with the DEMAND Community on how to build a strong, authentic LinkedIn presence without falling into the overused traps we see every day- and I’m here to share her tips with you.
First, Who Is Kate?
Kate Erwin runs social media for a bunch of B2B SaaS brands, including Chili Piper, User Gems, and SalesLoft. With a background in copywriting and content management, she’s spent years mastering how to build authentic personal and brand voices on LinkedIn.
We’ve all seen those viral posts that feel completely out of place—or worse, inauthentic. Think: overly emotional stories designed to get likes, cliché “thought leadership” that adds no value, or posts that copy trends without adding anything original.
Kate’s advice? Don’t fall into the trap of mimicking what’s already out there. Instead:
- Skip the overused tropes that make LinkedIn feel like a parody of itself.
- Avoid copying viral posts. If it worked for someone else, it doesn’t mean it’ll work for you.
- Don’t try to be someone you’re not. Authenticity is key to building a lasting presence.
How to Build Your Brand the Right Way
Here’s Kate’s actionable tips for creating a LinkedIn presence that works for you.
1. Define Your Goals
Before you start posting, get clear on what you want to achieve. Whether it’s growing your career, landing new clients, or simply connecting with others in your field, your goals will shape your content strategy.
2. Pick Your Content Topics
Not sure what to post about? Use this framework:
- What does your ideal audience care about? (Think: heads of content, marketing VPs, etc.)
- What do you know or want to learn about? Credibility comes from sharing what you understand deeply or what you’re actively exploring.
- What do you enjoy creating? If you’re not having fun, you won’t stay consistent, and consistency is everything on LinkedIn.
You don’t need to post daily, but showing up regularly is essential. Start with 2–3 posts a week and focus on quality over quantity.
3. Engage Authentically
Some of the best growth happens in the comments. Whether you’re responding to other posts or starting discussions on your own, treat it like a conversation.
4. Track the Right Metrics
Forget vanity metrics like followers or impressions. Instead, focus on meaningful engagement: comments, direct messages, and connections with the people who matter to your goals.
5. Don’t Fear the Fallow Period
Building a LinkedIn presence takes time. Kate reminded us that even she didn’t see results right away. Her secret to pushing through those slow periods is focusing on what you enjoy about the process—whether it’s writing, connecting with others, or figuring out your own thoughts.
Remember: A smaller, engaged audience is far more valuable than a massive, disengaged one.
Final Thoughts
Kate’s biggest takeaway: be yourself. It sounds simple, but it’s what works. Whether you’re a seasoned marketer or just starting out, showing up authentically on LinkedIn will help you find the right audience, build meaningful connections, and achieve your goals.
This session was held through Welcome Events. 
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