Why LinkedIn Should Be at the Heart of Your Personal and Business Branding Strategy
When it comes to professional networking and personal branding, LinkedIn continues to set the standard. With over 1 billion users worldwide as of 2025, the platform has evolved far beyond being a digital resume. It’s now a powerhouse for both B2B and B2C businesses and a central hub for professional storytelling.
Let’s explore why LinkedIn is critical for your personal and business brand, especially if you’re in the horse racing industry.
PERSONAL BRANDING: YOU ARE A BRAND
Your reputation is your brand.
LinkedIn helps you showcase your expertise, establish authority in your field, and connect with key players in your industry. Recent statistics show that over 77% of recruiters and hiring managers use LinkedIn to identify top talent. But LinkedIn isn’t just for job seekers; it’s a platform to build credibility, whether you’re a training farm, trainer, breeder, partnership, jockey, or entrepreneur.
Key ways to elevate your personal brand:
Publish Thought Leadership Content: Share your unique insights on topics like breeding trends, training innovations, or racing strategies.
Utilize Video: With video posts receiving 5x more engagement than text, consider creating short clips about your work at the barn, race recaps, or industry predictions.
Highlight Accomplishments: Whether it’s a Derby win, a new sponsorship deal, or a feature in a major publication, LinkedIn is the perfect place to share your story.
B2B MARKETING: LINKEDIN’S #1 ROLE
LinkedIn has become the go-to channel for B2B marketers, with 96% of B2B content marketers using it to distribute content. Why? Because it drives over 50% of all social traffic to B2B websites and blogs. For businesses in the horse racing world, LinkedIn is invaluable for building partnerships, finding clients, and marketing services.
Here’s how racing professionals can use LinkedIn to grow their business:
Luis Saez, Michelle Lovell, and Chester Thomas of Allied Racing Stable in the Keeneland Paddock.
Photo by Joe Wulffe.
Create a Business Page: Business pages are an effective way to showcase your farm, training services, or breeding operation. Use the page to post updates, accomplishments, and industry insights.
Leverage Analytics: LinkedIn’s analytics tools allow you to see who is engaging with your content, helping you refine your marketing strategy.
Build Relationships: Connect with other professionals in racing—from farm owners to syndicates—to create valuable business opportunities.
B2C OPPORTUNITIES: EXPANDING VISIBILITY
While LinkedIn is renowned for B2B, its algorithm increasingly supports B2C initiatives. By incorporating engaging visuals, carousel posts, and storytelling, businesses can connect with everyday consumers and fans of horse racing.
Tips for reaching a broader audience:
Promote Events: Share behind-the-scenes looks at upcoming races, charity events, or open farm days.
Post Videos: The popularity of video continues to soar on LinkedIn, with the algorithm favoring native video uploads. Post quick interviews with jockeys or walkthroughs of your facilities.
Share Customer Stories: Showcase testimonials or success stories from clients who’ve worked with your business.
Cheering fans at Keeneland. Photo by Steve Heuertz.
MEDIA EVOLUTION ON LINKEDIN
LinkedIn’s algorithm has shifted to prioritize a variety of media types, making it easier than ever to create dynamic content. Here are the latest trends:
Video Dominance: Native video posts are now the top-performing content type on the platform. Consider posting race highlights, stallion profiles, or tutorials on horse care.
Carousel Posts: These swipeable, multi-image posts are perfect for sharing stats, educational content, or race-day recaps.
Live Video: LinkedIn Live is gaining popularity for webinars, Q&A sessions, or live streaming events like auctions or morning workouts.
WHY RACING BUSINESSES NEED A LINKEDIN PAGE
In today’s business-scape, a LinkedIn page is essential for any racing-related business. It’s the perfect platform to showcase professional accomplishments, connect with industry professionals, and boost visibility through employee advocacy. Plus, a polished LinkedIn presence builds trust and confidence with potential clients and partners.
LET’S LINK