Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth – building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.
There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities).
This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.
Here are experience-based tips on what works:
When posting make sure all posts are readable with white space out
Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
The more people click on your posts the better – LinkedIn will get an indication of relevancy. So:
write texts that are long enough for people to need to click “see more”
for the same reason when posting images – aim for more than 5
Speaking about images – it’s always better to show people than scenery
Hashtags are important! – before using them check they have enough followers (hundreds and up)
Use emojis
Post in the morning when people get to work, noon when they’re on a break or afternoon as they head home
On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.
Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.
Rule of thumb – we always try to strike emotions/ be controversial in the content, and to ADD VALUE:
1 Conversational type of post – ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
1 Infographic with insights
(at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)
1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally)
Daily Engage with peers, like comment and share
I hope this helps, if you have further tips to share, please let me know!
Market leaders have capitalized on digital marketing since the early 90s, but the current level of awareness toward the use of online tools for marketing has been unprecedented — here in Europe and elsewhere around the globe. The first half of 2020 has habituated many people to include online interactions and transactions in their business dealings as well as their consumer behavior. Many experts opine that the pandemic has reduced physical interactions and elevated online marketing to the role of a critical survival tool, i.e. protecting the business from uncertainties and risks of present and the future.
While many businesses and clients have been thrust into the online space, LinkedIn has emerged as trusted platform for networking, lead generation and sales. It can be an ideal place to get started, establish your lead generation funnel and future-proof your business. This is how I advise my clients to ensure that their business remains resilient:
1. Gain digital trust.
You may employ some of the same principles to gain digital trust for both your professional profile and company page. The objective of establishing a digitally trusted brand transcends all tips and tactics of LinkedIn marketing. It results in brand loyalty through participation in an online community, relevance, and shareability of content and the overall user experience of consuming information and interacting on your posts and articles.
2. Build the right network.
Like offline marketing, LinkedIn also depends on referrals and endorsements. Unlike offline activities, your interactions are in public view and have the potential to automatically imply a positive relationship with decision-makers, thought leaders and influencers.
3. Source strategic inputs.
A key input of future-proofing is to have the right strategy for the times ahead. Fortunately, LinkedIn is home to valuable content that is posted daily by credible industry experts and thought leaders.
Many influencers post the spontaneous versions of their articles on LinkedIn before they elaborate and repurpose it for journals. The timely and subscription-free access to such information could serve as valuable inputs to your business strategy as well as your content marketing.
4. Blend verifiable data with unique insights.
Verifiable data invites views and unique insights are instrumental in attracting engagement. If your content is visible to the right network of contributors — i.e. experts, influencers, and target audience — you not only gain their trust and insightful responses, but you also start to build a following that can help widen your distribution net exponentially.
Since LinkedIn is a content-driven social network, a lot of your data can be sourced from the content within LinkedIn and blended with your own insights to generate original content.
5. Optimize your content for searchability and utility.
There are simple ways to do search engine optimization (SEO) for any kind of content, such as profiles or company pages, text or video, data-driven or heartwarming or how-to posts. While anyone can acquire the traits to be SEO friendly, you must also create and optimise your content in such a way that it is refreshing, reliable, and useful.
In a few weeks, this can help refine the parameters of identifying your target audience and marketing your content to them. Assess where you fit in and how your brand can be more appealing. If you want to save the time and effort, you can opt for a paid membership plan like the Sales Navigator and also seek guidance from a LinkedIn consultant like myself.
Curate your feed by following and unfollowing people in order to “train” the LinkedIn algorithm to show you only posts you are interested in or from your “ideal client.”
6. Promote P2P content distribution.
LinkedIn Marketing isn’t just about creating a network of people who consume your content. It’s also about creating a community of users who distribute your content.
In other words, you have to foster a person-to-person (P2P) network by stimulating a quid-pro-quo relationship with active influencers and also encouraging the contribution of followers who enhance your visibility in their network. Even a like or comment can improve your visibility and if a follower sees engagement from their network, some of them may choose to re-share or distribute your content.
The inimitable “golden hour” in which you have one hour after a post is published to gain the most traction has just been abandoned by LinkedIn and posts are still shown to your network for up to a week after posting.
Remember: Future-proofing your business with social is all about committing to the long game. Develop your strategy now to help ensure your visability in and viability for the future.
By: Melanie Goodman Owner and Founder of Trevisan Social Media Marketing
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How To Use LinkedIn For Business In 2020 Subscribe to my YouTube Channel for more social media for business video tips https://www.youtube.com/c/MarkWarncke… LinkedIn’s popularity continues to rise and rise and in 2020 in guessing it will tick over 700 million user and profiles. So it’s not going away and is now a must to use for everyone involved in B2B sales So in this video I explain 5 simple and easy tips to get started with on with LinkedIn for business in 2020 Tip 1 – Complete your profile 100% Tip 2 – Start posting on a regular basis Tip 3 – Engage with your network Tip 4 – start recording and posting video content Tip 5 – Use the search function to find your ideal lead or opportunity to reach out to. These are the basic fundamentals of using LinkedIn but the vast majority still use it.
If your just follow these simple and easy tips LinkedIn will open more opportunities than you ever thought possible. Some of the video references I mentioned in this video are listed here 5 Tips For a WOW LinkedIn Summary Section https://www.youtube.com/watch?v=1EQcS… How To Setup a LinkedIn Company Page https://www.youtube.com/watch?v=nfmNq… How To Connect LinkedIn and Twitter and Post To Both At Same Time https://www.youtube.com/watch?v=cXPyk… To stay up to date with everything social media for business subscribe to my channel Social Media for business expert Mark Warncken – I’m the guy that makes social media for business owners and brands easy using YouTube, LinkedIn, Facebook, Instagram, Twitter and a whole lot more.. Recommended Playlist for a full series of LinkedIn For Business Videos LinkedIn For Business Playlist https://www.youtube.com/playlist?list…
You may be working from home but for many professionals that doesn’t equate to hours of spare time. Conversely, as we start to emerge from the COVID-19 fog, you know that you need to start generating new business and promoting yourself.
LinkedIn is a great resource to leverage in order to market and position your brand when you are still remote working. Many people think they don’t have time for LinkedIn even when they understand it is an important social media tool. However, 20 minutes a day is actually sufficient time to build and engage your audience to build your brand and generate material business.
Here are the things that you should check each day to achieve great results. Even if you do only one of these consistently, you will rapidly see the fruits of your labour.
Home Page: As soon as you land on LinkedIn, the Home Page is the first thing that you see. As you scroll down the page, you will notice the activities related to your network. There are several tasks for you here: You may like to interact with friends and colleagues who are adding value. You may comment or share the activities you find helpful. Algorithm-wise, comments are worth more than shares on LinkedIn – people will appreciate them as they’ll drive the reach of their posts.
Who Viewed My Profile?: On the Home page just below your picture, you will notice “Who viewed your profile”, followed by the number of views. Check out who is viewing your profile.
You want to be found. That’s what LinkedIn is all about. If you are getting found at rather frequent intervals and are attaining substantial three-figure numbers, you are well on your way to this goal.
Review the person who stopped by as they are interested in you. If they fit your “ideal client” criteria reach out and invite them to join your network. If you say you noticed they veiwd your profile, they’re 10x more likely to accept your invitation.
My Network: The ‘My Network’ Menu is right at the top in the dark strip adjacent to ‘Home’.Below “invitations”, you will see the list of “People you may know”. You can process invitations and click on pictures of those people you may want to connect with to peruse their profiles to know more about them.
Invitations: Invite 10 targeted people to your network daily: Tell them how you know them, find something in common, be enthusiastic, reference their profile. Courtesy will get you far. I always thank the person in advance for agreeing to connect. When they connect, offer to introduce them to someone in your network if they wish. That way, your new contact feels they can benefit from the connection.
Notifications: You can see ‘Notifications’ in the top menu bar in dark colour alongside Home. Here lies a key opportunity to leverage a feature: You can connect with your network and initiate powerful interactions.
Has someone changed jobs? Send them a congratulatory message. Someone has a work anniversary? Send a quick message saying how impressed you are they’ve chalked up another year at XYZ limited and ask what’s happening there that they might like you to share with your network for them.
You can respond to the comments and do this consistently to let others know you value their feedback. You can briefly take a look at the profiles of those who follow you or like your content. You shouldn’t forget to thank those who endorsed you and also those who share your content. Appreciation helps build your image and brand.
Work: This is the place to see the activities going on in your LinkedIn groups. You may like to comment on something that interests you in a group where conversations are going on. You can message an unlimited number of people in LinkedIn groups regardless of whether you’ve connected with them.
The important point to note here is the flexible nature of LinkedIn. There is no fixed, right or wrong way of doing things on LinkedIn but with a short targeted daily strategy you can make the platform work for you and your business.
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More and more, people are forming their first impression of you from the results of a web search on your name. When people are evaluating you in a professional capacity, they often go directly to your LinkedIn profile. But even if their research starts with Google, they’ll end up at LinkedIn because your profile will most likely be one of the top results.
So you need to be concerned about what you put in your LinkedIn profile — making sure it’s authentic, compelling to your audience and aspirational — positioning you for the future. You need to be equally focused on removing things from your profile that will get in the way of your success. You want all of the content to “wow” those who are making decisions about you.
Here are four things you should remove from your profile in order to make a positive impact on readers.
1. Wrong or irrelevant endorsements. Delete endorsements for the skills that you don’t want to be known for; they just muddy the waters. Personal branding is about being known for SOMEthing, not 10,000 things. That means you need to make your skills pure — positioning you for what’s next, not creating confusion among readers. “Is this person a marketing exec or a real-estate agent?” Make a list of all skills that are relevant to who you are and where you’re going without looking at your LinkedIn profile. Then, take a look at the skills for which you have been endorsed.
Is there a strong correlation? And make sure your top three skills perfectly reflect how you want to be known. Those are the ones that show up prominently when someone is looking at your profile. Viewers need to click “view more” to see the rest of your skills. And don’t worry about offending anyone. LinkedIn will not send a note to those who endorsed you when you remove their endorsements.
2. Experience that distracts from your brand aspirations. If you started your career in retail and now you’re all about pharmaceutical research, you want to diminish the past (unless you have a really good story about how it supports what you’re doing and what you want to be doing). Of course, it’s important to show progression in your career, so you may want to group roles from the past under one category like My Proving Ground or Internships and Early Career Experience.
3. Low-quality images. I’m not just talking about your headshot. Any images you added to your profile in the summary or experience sections need to be high-quality and appropriately cropped. Nothing says “lack of attention to detail” like blurry, badly cropped, trite, or unflattering images. Of course, this is most important when it comes to your headshot. If you use a selfie, a photo where you crop out others, or a photo your mother took of you at last year’s family outing, it’s time to remove and replace. Invest in a professionally photographed headshot that projects you in the most positive and powerful light. And avoid full body shots. Let viewers see your face.
4. Third-person writing. Let’s face it, everyone knows you wrote your own LinkedIn summary and experience sections. It’s much more transparent and direct to write in the first person than to pretend that your publicist wrote your content. When you write in the first person, you create a conversation between you and the reader, and that helps you establish a more authentic relationship with them. I am seeing more and more profiles using the first person (even from CEOs – who probably do have someone writing it for them) but not everyone is there yet. It’s time for you take the third person out of your profile and get comfortable with me, myself, and I.
I’m a personal branding pioneer, motivational speaker, founder of Reach Personal Branding and cofounder of CareerBlast.TV. I’m also the bestselling author of the definitive books on executive branding: Ditch.Dare. Do! and Career Distinction. I’m passionate about how personal branding can inspire career-minded professionals to become indispensable, influential and incredibly happy at work—and I teach my clients (major global brands and 20% of the Fortune 100) to increase their success by infusing personal branding into their cultures. Here’s a fun fact: I have the distinct privilege of having delivered more personal branding keynotes to more people, in more countries, than anyone on earth.
https://www.workitdaily.com/why-shut-… 1. Remove empty terms. Remove any subjective terminology such as “motivated, “dedicated,” “results-driven,” “self-starter,” “high-level thinker,” “quick learner,” and so on. While you may have all of these traits, describing yourself in these terms means nothing to employers without proof. Anyone can say that they are a highly motivated self-starter, but how do you know it’s true? Remove empty terms like this from your resume and LinkedIn profile. Instead, just stick with quantifiable accomplishments that prove you’re qualified through results (you’ll learn more about these in a little bit). 2. Add new technologies to your LinkedIn Summary. What new software or technologies have you learned lately that relate to your industry? Update your LinkedIn profile with any new, relevant technologies. What software are you proficient in? Whether it’s WordPress or Excel, updating your profile with relevant technologies you use in your field allows you to further optimize your profile and fully take advantage of your Summary section. 3. Reorganize your Top Skills. In your Top Skills section (where all of your endorsements can be found), you want to showcase the 10 hard skill sets you want to leverage in your next job. This makes is easy for employers and recruiters to see what you excel at on the job – and you want to make it as easy as possible for them to see your value! So, take a few minutes to reorganize your Top Skills to showcase your top 10 at the top. While in Edit mode, you can reorganize how your skills appear by dragging and dropping them. 4. Ditch those dense paragraphs. Let’s go back to making it easy for recruiters and employers to see your value for a second. When you make them sift through big, dense paragraphs in your Work History to find the information they need, you’re making it HARDER for them, not easier! Remember, white space is your friend. Swap out those murky paragraphs for clear, concise bullet points of your quantifiable accomplishments instead. 5. Add numbers wherever possible. Your goal is to demonstrate your value to employers. They want to know that you’ve been there, done that, and can do it well. The best way to do that is to quantify your accomplishments. Always ask, how many, how much, how long, and how often? Remember my simple formula: numbers = results = value. ———————————————- Want to hear all 8 ways you are being shut out of the hiring process? Click this link and get access to J.T.’s FREE VIDEO on what it takes to remove the roadblocks to job search. https://www.workitdaily.com/why-shut-… And, if you want J.T. and her team to help you become a pro at interviewing, negotiating and more, then you need to check out our career support platform. Want to learn more about our affordable Premium Subscription? Go Here: https://www.workitdaily.com/pricing/ Follow Work It Daily: https://www.workitdaily.com/https://twitter.com/workitdaily?lang=enhttps://www.facebook.com/groups/WorkI…https://www.facebook.com/WorkItDaily/#LinkedInTips#LinkedIn#JobSearch
LinkedIn, the Microsoft-owned platform that caters to the professional and business world has, since its inception, been focused on helping its users create networking opportunities and relationships through connections, communications, groups and forums. All of this, of course, being done online. But LinkedIn is now expanding its offerings…by going offline.
Last week the company announced that it is launching a new feature called Events. It’s targeted at people and companies who still like to do in-person affairs in the actual real, physical world.
“I think there is a massive whitespace for events today,” Ajay Datta, the head of product for LinkedIn India (where the app was developed) told TechCrunch’s Ingrid Lunden. “People don’t have a single place to organize [work-related] offline meetups specific to an industry or a neighborhood. People want to find other people.”
Why is a service that has traditionally focused on online networking now dipping its toes into the offline world? It’s because there’s overlap….and opportunity.
Despite all the ways we talk to each other online, the fact is that people still like to get together with other people at least once in a blue moon. It’s a human thing, you know? There are hundreds of conferences, conventions, business luncheons, networking groups, meetups and other local gatherings going on each day. Ask any professional and they’ll tell you that they attend one of these at least once or twice year. Why? Because face-to-face events create leads, solidify relationships and – according to reports like this one – provide a significant return on investment for most business, big and small.
Which is why, as the owner of a company that does in-person events for our clients monthly, I view LinkedIn’s new Events feature to be a no-brainer. In fact, it’s something they should’ve done a while ago.
The event management software business – which includes popular brands such as Meetup and Eventbrite, is growing at about a 15 percent rate every year and is expected to be as large as $11.4 billion by 2024. Should these companies be worried? In the short term, no. But in the long term? Absolutely.
That’s because currently LinkedIn’s service – while free – is very limited. It only allows its users to invite their first-person connections and doesn’t include the kinds of advanced marketing and management capabilities that the other big-name brands have like being able to find venues, integrate other services, accept payments and manage attendees. But, as Lunden points out, “if this starts to see traction – and I suspect that it will – you could imagine how LinkedIn might start to add on all of the above, and more.”
She’s absolutely right. Just because LinkedIn has traditionally been an online community doesn’t mean it can’t facilitate offline events. For now, I’ll use it to supplement both Meetup and Eventbrite, which my company also uses to attract attendees. But as LinkedIn inevitably adds features I’ll likely be using it much more.
51% OFF my LinkedIn Influencer Blueprint course on Udemy! https://www.udemy.com/linkedin-influe… In this lecture I talk about some nifty tricks that 95% of people don’t even consider when it comes to networking offline. When you have that “AHA” moment, go ahead and implement them. You won’t regret it!
Mark Warncken – Social Media Selling 123
