LinkedIn is such an awesome networking tool if you know how to use it correctly. I see people trying to utilise Facebook for their B2B business efforts and to be honest and frank, they’d have so much more success using LinkedIn.
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One barrier is that people are often less familiar with how to make the most of the social media site. So, I’m here to help with some no-nonsense tips to leverage you and your brand through LinkedIn.
Design Your Narrative
Whenever somebody first sees your profile, the person will instantly make a decision on whether to continue reading – or to keep moving to another profile – and that person is most likely a competitor of yours. Because of this, it is important for you to focus on getting your profile optimized so that it stands out.
The major problem faced by many people is they simply throw something together quickly or just upload their resume. That results in their profile being unimpressive and unfocused. However, you are in the unique position of knowing where you stand, knowing how you got here, and focusing on where you want to go next.
You have the opportunity to create your own narrative. It is up to you to decide which jobs you will put in your profile and what parts of those jobs you wish to highlight. Everything that is put into your profile needs to specifically be directed towards that brand that you are building.
Make yourself Discoverable
Google is not the only thing that search engine optimization is good for. On LinkedIn, when you make yourself easily discoverable and tout your experience it can potentially boost how many opportunities you have for selling your services or products.
If you happen to be a graphic designer, and somebody in your area needs assistance with creating a logo, then you want to be the one to pop up whenever they are searching for “graphic designer near me.”
The following are a couple of things that can be done to help increase the chance that this occurs:
- Be sure that your profile is 100% completed. This is referred to as “All-Star” status by LinkedIn.
- Make sure that all of your relevant work experience is detailed, which includes having clear descriptions and job titles to show you know what you are talking about.
- Decide which keywords you would like your LinkedIn profile to rank for. Then do a search on them. Go through the top results by clicking on them and pay close attention to where the keywords appear in the profiles of these professionals. Then, use them as an example to incorporate the keywords into your profile in similar fashion. The Matthew Woodward SEO blog has loads of info on on-page SEO and the likes of this.
- Anchor text should be linked in your profile links. For a graphic designer, they should use relevant text such as “My Graphic Design Website” to help them get found more often than “my blog” would.
- Join more groups. When Google and other search engines crawl a page to figure out how to rank it in the SERPs, usually they take all of its text into account. Since the groups you have joined are listed in your profile, the names of these groups can help you rank for searches that are relevant to ones being made by prospective clients.
It is important to have an elevator speed, and then add it to your LinkedIn profile. Basically what an “elevator speech” is is a very short speech that you would pitch to the executive in an elevator. You might have around 30 seconds for pitching an amazing idea, book or story to them. Basically, you can’t afford to waste any time and all of the exciting points need to be hit.
You need to do this with your LinkedIn brand also. If you want to talk to somebody about your brand or if somebody messages you, then you want to have a great elevator speech prepared.
If you are using an online message form, a one-paragraph pitch can be used instead. Make sure to keep it straight to the point, simple and short. Your pitch is just as good as the weakest link is.
Staying visible is an excellent way of staying relevant, and in order to stay visible, you have to churn out content consistently. It can’t be just any content; it needs to be valuable. You have to stay on the radar of your Target Audience, so try putting out engaging images and posts that your potential customers can benefit from to get you established as one of your niche’s leading thought leaders.
Unlike at other social networks, where it is easy to promote your business anywhere and any way you want to it, LinkedIn users don’t like when a company page or user puts only promotional content out. On LinkedIn, any type of spamming is a definite No-No.
The best way of connecting with your intended audience and getting their attention is to provide them with interesting content that enlightens and educates them, but most importantly, offers them a solution to their problem.
Make sure your company page really matters. Don’t only post on your personal profile, but do it on your company page also, so that people will become used to seeing your brand name. One excellent way of giving more visibility to your company page is to share posts from the page with your connections.
Try not to make your page stereotypical, but instead switch the content up to make it more interesting. Post behind the scene photos for your followers to see, provide a face for your employees – showcase them. In addition to encouraging them to optimize their profiles by adding details of what things they do for your brand, but showcase and celebrate them on your LinkedIn company page as well.
Use LinkedIn Pulse
The fastest way to build up your professional brand is to use LinkedIn’s publishing platform. It can be used to write about everything ranging from career accomplishments to industry trends. Writing about what your know is very important, since these articles can help you get established as an expert.
Just like with your landing pages, you will be more sought after by prospects who are searching for your services if you can show some authority. Publishing educational blog posts and articles as well as about industry news on a consistent basis can potentially drive targeted traffic to your website and position yourself eventually as an influential leader within your industry.
LinkedIn Pulse enables you to do this with its easy-to-use interface that allows you to write long-form, rich content that includes videos, images and links to your business website.
Businesses such as Great Jakes and Scoop,it saw great boosts in leads and traffic after they used it for publishing their content.
You don’t need to worry if you are unsure of whether or not you have enough resources for publishing more content in another space. You can always repurpose the blog posts on your website to use on LinkedIn.
Make contributions to group conversations
There are endless group conversations occurring on LinkedIn on a daily basis in practically every niche and industry. Not only do those discussions enable you to network with other professionals within your industry, but you can also demonstrate your authority to individuals who have questions about your areas of expertise. When you links in your content, this can also help to drive traffic as well.
Just remember to be more helpful and less salesly. Otherwise, you run the risk of the LinkedIn spam filter deleting your comment, but even worse that that, you might turn off prospective customers.