Building Your Brand on LinkedIn: This matters in the Middle East

 

In today’s interconnected business world, LinkedIn has emerged as a powerful platform for professionals and companies looking to expand their reach, particularly in the Middle East. With over 722 million users worldwide, LinkedIn offers unparalleled opportunities for networking, lead generation, and brand building for companies but also individuals.

For those aiming to do business in the Middle East, establishing a strong LinkedIn presence is not just beneficial—it’s essential.

 

Why LinkedIn Matters in the Middle East

The Middle East has rapidly embraced digital platforms, and LinkedIn is no exception. As the region continues to diversify its economies and foster entrepreneurship, LinkedIn has become a crucial tool for business development and professional networking. Not only this – if you have a strong presence you instantly have a better start when doing business.

 

Here are some reasons why you need to have a presence there:

1. Professional Networking Hub: LinkedIn is the world’s largest professional network, making it an ideal platform for connecting with potential clients, partners, and industry leaders in the Middle East – yes nothing beats in person meetings, however your digital footprint is becoming increasingly more important there
2. B2B Content Distribution: The platform serves as an excellent field for distributing B2B content, helping brands position themselves as authorities in their respective industries – but UGC (User Generated Content) always ranks higher than press releases
3. Lead Generation: LinkedIn has proven to be 227% more effective at lead generation compared to other social platforms, making it a valuable asset for businesses targeting the Middle Eastern market – plus finding out what is happening in the Gulf is really key. Make sure you subscribe to the Middle East Insights, the Star-CaT newsletter, bringing you insightful news and content.
4. Cultural Relevance: In a region where personal relationships are highly valued in business, LinkedIn provides a platform to build and nurture these connections in a professional context – don’t underestimate the digital space

 

What you can do NOW to start leveraging LinkedIn more:

Here are some tips that can be implemented fast:

Optimise Your Profile

1. Professional Photo: Use a high-quality, professional headshot that is clear and has a neutral background (or use your brand colours for the background)
2. Banner: Make sure you have a banner that is easy to read with a CTA (call to action on how to work with you). If you are part of a company, make sure you all have the same banner
3. Compelling Headline: Craft a headline that clearly states your expertise and value proposition. For example, “Digital Marketing Specialist | Helping Middle Eastern Businesses Grow Online” – don’t just use your job title – this is a prime space to showcase what your expertise is.
4. Detailed Summary: Write a comprehensive summary that highlights your skills, achievements, and how you can benefit Middle Eastern businesses – make sure it is visually appealing as too much text doesn’t get read
5. Custom URL: Set a custom LinkedIn URL that includes your name or brand for easier discoverability

 

We are bringing you a brand-new LinkedIn MasterClass to kick off the year where we also give you banner templates. To register for the MasterClass please click HERE.

 

Create and Share Valuable Content

1. Industry Insights: Share articles, case studies, and thought leadership pieces relevant to what you do and how this benefits the Gulf region
2. Visual Content: Use LinkedIn’s carousel posts and video features to create engaging content that stands out in the feed – videos are actually really working now, especially vertical ones
3. Consistent Posting: Maintain a regular posting schedule to keep your profile active and visible – even twice per week is great
4. Localised Content: Create content that addresses specific challenges or opportunities in the Middle Eastern business landscape
5. Comment and Like: Engage with posts from industry leaders and potential clients in the Middle East to increase your visibility
6. Personalised Connections: When connecting with Middle Eastern professionals, send personalised invitation messages
7. Endorsements and Recommendations: Seek endorsements and recommendations from your clients/contacts to build credibility
8. Reciprocity: Engage with and share content from your Middle Eastern connections to foster mutual support

We understand that we often have blocks on what content is good so as part of our LinkedIn MasterClass we also provide you a Content Calendar to spark some ideas. REGISTER here.

Plus we will share some of the AI Tools we use that are helpful in saving time.

 

Utilise LinkedIn Analytics

Having a great understanding of your metrics is key to form a strategy to see what works and what doesn’t.

1. Content Performance: Regularly assess your content performance to understand what resonates with your Middle Eastern audience
2. Engagement Metrics: Monitor engagement metrics to identify the best times to post for maximum visibility in Middle Eastern time zones
3. Audience Insights: Use LinkedIn’s audience insights to tailor your content strategy to Middle Eastern professionals’ interests

 

Without knowing our numbers it will be hard to understand what works and what doesn’t – this is another topic that we will discuss in our LinkedIn MasterClass. REGISTER here.

Building a Brand for Global Growth

When building your brand on LinkedIn for the Middle East, it is crucial to create a core that supports global growth while maintaining regional appeal and relevance. This means striking a balance between showcasing your international expertise and demonstrating a deep understanding of local business cultures and practices. Remember that in the Middle East, business is often built on trust and personal relationships. Use LinkedIn as a tool to initiate and nurture these relationships, but be prepared to take them offline when appropriate. We have created a Calendar of important events that can be used to nurture these relationships – get it here.

Attend regional conferences, participate in local business events, and be willing to meet in person when possible to solidify the connections you’ve made online. Not sure which events to attend? We have a Middle East Trade and Conference Calendar for you that gets updated weekly – get it here. Building your brand on LinkedIn is a powerful strategy for anyone looking to do business in the Middle East.

 

Remember, success on LinkedIn, much like in Middle Eastern business culture, is built on authenticity, consistency, and the ability to provide real value to your network. Start implementing these tips today, and watch as your LinkedIn presence becomes a valuable asset in your Middle Eastern business endeavours. Start 2025 in the best possible way by joining our LinkedIn Goldmine MasterClass.