Brand Partnerships for LinkedIn Creators

Have you noticed the same shift I have on LinkedIn? There is a lot more talk about LinkedIn influencer campaigns and brand partnerships. While platforms like Instagram and TikTok have long dominated this space, I'm predicting 2025 will be the year that the place to be will be LinkedIn, especially for B2B.

As a B2B creator or marketer, understanding how to build authentic partnerships could open doors to new revenue streams and deeper audience engagement.

This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, expert guest Justin Moore which goes into more detail.

• Listen on Apple Podcast
• Watch on YouTube

What Are Brand Partnerships, and Why Should You Care?

Brand partnerships occur when a company collaborates with creators to promote its product, service, or initiative. Instead of running traditional ads, companies tap into the creator’s audience to build trust and drive engagement.

Why are they relevant on LinkedIn?

• People trust individuals over brand ads.
• LinkedIn is a hub for thought leaders and niche audiences.
• The platform recently introduced a feature to tag brand partnerships, showcasing its commitment to this space.

Creators who build expertise and community on LinkedIn have a unique opportunity to monetise their content while maintaining authenticity.

Dispelling Myths About Brand Partnerships

Myth 1: You Need a Massive Following?J. What attracts brands is expertise in the highly specific audiences they seek to target. This expertise could start with as few as a few thousand followers.

Takeaway: It’s not about follower count. It’s about having a dedicated, niche audience.

Myth 2: You Have to Use the Product for Years While authenticity is crucial, Justin emphasised that you should focus on serving your audience. Use surveys and insights to understand their pain points and recommend tools or services that genuinely address their needs, even if you’re not a longtime user.

How to Identify the Right Brand Partners

The success of a brand partnership lies in choosing the right collaborators. Here’s what to look for:

• Audience Alignment: Ensure the brand solves a problem your audience faces.
• Shared Values: Collaborate with brands that align with your ethics and messaging.
• Engagement Potential: Look beyond impressions and assess whether the partnership will spark meaningful conversations.

Steps to Pitching and Securing Brand Partnerships

Justin introduced his R.O.P.E. Pitching Method, a simple framework to craft compelling pitches:

• Relevance: Align your pitch with a brand’s current campaigns or goals.
• Organic Connection: Show how your audience already engages with the brand or topic.
• Proof: Highlight past successes to build credibility.
• Ease of Execution: Present a clear, actionable plan that minimises the brand’s effort.

Why Mindset Matters

One of the biggest roadblocks for creators is mindset. I’ve been there, hesitant to pitch because I didn’t think I was “big enough.” The important reminder is that it’s not about you but about serving your audience and solving their problems.

Ask yourself:

• What value can I offer to this brand?
• How can I help them achieve their goals?

When your mindset focuses on serving your audience, these partnerships become a no-brainer.

Creative Payment Models: Moving Beyond Impressions

Not every partnership needs to focus on reach or sales. Brands may also value:

• Awareness: Building visibility for a new product or feature.
• Repurposing Content: Creating videos, blog posts, or visuals they can reuse.
• Conversions: Driving leads or sales, though this is just one possible outcome.

Understanding the brand’s objectives is key to proposing a mutually beneficial structure.

Why LinkedIn Creators Should Embrace Brand Partnerships

Brand partnerships aren’t just about earning extra income. They’re about creating opportunities. By leveraging your platform and expertise, you can:

• Strengthen trust with your audience.
• Build relationships with influential brands.
• Position yourself as a leader in your industry.

Final Thoughts: Create Win-Win Collaborations

Whether you’re a creator or a brand, now is the time to explore LinkedIn brand partnerships. Start by understanding your audience, identifying aligned brands, and crafting pitches that showcase your value.

Let me know in the comments if you’re considering brand partnerships in 2025 or share your experiences!

Cheers!

Michelle J Raymond

Book an intro call here.

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