How to make the most of LinkedIn
LinkedIn continues to be the go-to social media platform for growing your professional presence and network online.
Despite having a slightly more ‘serious’ outlook compared to other platforms such as Twitter and Instagram, the site has evolved into a thriving community and platform with plenty of opportunities beyond figuring out your next exciting career move.
From what you post to who you interact with, clever, genuine and regular LinkedIn engagement can help boost your business and your network. It’s also a great place to connect with other like-minded business owners.
Here we round up a few top tips for making the most out of the site.
PICK YOUR PICTURES
From your personal profile to your brand’s profile, it is the first thing potential connections will see. For this reason, make sure you pick a clear, welcoming profile picture. For brand profiles, go for images that are easily identifiable, such as the logo you use across other social media platforms.
For personal profiles, choose a photo that reflects who you are professionally, and allows potential networking contacts to recognise you. See our tips for more on getting that perfect founder headshot.
ABOUT
Your ‘About’ section allows you to summarise who you are, what you do, and what it’s taken to get there.
Tell your audience what makes you different from the competition and persuade them to click that follow button. Keep it focused, brief, amplify your achievements and show off your personality. Although the ‘about’ section may not seem like a necessity, it is a great way to strengthen your first impression.
KEEP IT RELEVANT
For personal profiles, the ‘Experience’ section will make up a large part of what visitors to your profile will see; the order of the experiences you mention can be arranged to your preferences. Much like you would for a physical CV, make sure to keep this up to date regularly - for example, if you’ve taken on a new role within the business, or your brand has recently expanded.
GROWING YOUR NETWORK
Whilst LinkedIn is a great way to follow up with those you may have met in person, it is also a great starting point for fostering new connections.
Gradually growing your network not only gives you the scope to interact with more interesting people and businesses, but it will also make your feed more vibrant, keeping you up to date with your circle’s latest developments. Like other social media platforms, the ability to like and comment means you can keep engaged. LinkedIn has recently added a new feature where you can invite people to follow your page, helping to grow your business's audience. It’s great to use after a networking event when you’ve met new contacts, you can immediately invite them to follow your page.
One of the simplest and most relevant ways to grow your LinkedIn network is to synch your profile with your email address book. This allows LinkedIn to suggest people you could connect with, surfacing relevant people for you to reach out to.
A PERSONABLE APPROACH
One size doesn’t fit all - much like you would tailor (pitch?) emails, ensure any messages going out to potential and existing connections are personalised - avoid any mass message templates.
When making a connection with someone or another business on LinkedIn, try a customised invitation. This is more personal and will help you to stand out. Keep it short, simple and friendly.
POST IT!
The posts function is there for you to share exciting news or updates and it allows you to add media, hashtags, and change visibility settings. Posting content about your brand is a great way to increase awareness and generate lead sales.
Setting yourself some goals will help you decide what to say, what to share, and who to share it with, allowing you to pinpoint and join the conversations that matter most. The goals can be simple and realistic, such as, engage, understand and reach your audience. It’s also good to post content regularly.
According to LinkedIn, companies that post weekly see a x2 times lift in engagement with their content.
HASHTAGS
Just like Instagram and Twitter, using the right and relevant hashtags in a post is a valuable way of reaching a wider audience.
Using a few, key hashtags can help increase your brand’s visibility on the platform, whilst following the most relevant hashtags also allows you to see what competitors are up to. If you click on any hashtags you’re following you easily join the conversations that are built around them.
JOIN GROUPS
LinkedIn Groups are another way you can grow your professional network. These spaces are often used to share helpful updates and tips and by joining the relevant groups for your business and target demographic you’ll be able to meet
like-minded people and brands and share your expertise and experiences.
Make sure to participate in discussions and answer other people questions if you can, making you an expert in your field.
LINKEDIN LIVE
Similarly to other social media platforms, LinkedIn has recently introduced a live video element. This allows brands to have real-time interactions with their communities.
Members are using LinkedIn Live to discuss a range of relevant and current topics.
BRANDS WINNING AT LINKEDIN
Ella’s Kitchen is a great example of a small business winning at LinkedIn. Her about section is personal, yet says a lot about the business and its achievements.
The images posted all stick to the same cartoon-like theme, something which is recognisable to the business. They also post weekly and share insights about the business, including their employees, adding a more personal feel.
While not a small business, Innocent Drinks has also nailed its LinkedIn presence. They regularly showcase their employees and their work culture through engaging video content and a healthy dose of humour.
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