LinkedIn can be a powerful marketing tool to amplify your business. Here are our top 5 tips on how to get it working for you.
LinkedIn: just another social media platform? Or a tool that can drive your business? It’s all in what you do with it. By taking a few key actions, we believe your LinkedIn profile and business page can turn into a powerful marketing tool. Here’s how to make that happen:
Update your profile
Too many LinkedIn profiles read like cold, hard resumes. But LinkedIn isn’t just about searching for a new job, although plenty of people use it that way. It’s a platform centered around meeting people and building new relationships. It’s almost like a live, interactive business card.
Don’t ignore important territory
Your headline and summary sections are both expensive pieces of real estate. While LinkedIn is about relationships, it also relies heavily on keywords to connect the right people together.
With that in mind, it makes us cringe when we see headlines like “Searching for new opportunity” or “Savvy business professional.” Can you get any more vague? Instead, use words that define your profession, your company, and your target market. Here are a couple examples:
- Joe Smith Cofounder of Upstart | Full-Stack Growth Agency | Changing the way tech startups do growth
- Maggie Jones Owner of Best Brews | Coffee House, Idea Lab, New Way To Do Coffee And Networking | The place for Greenville’s leaders to meet and innovate
These headlines target certain people. For instance, if someone is searching LinkedIn for a growth agency, they’re going to find Joe. Or, if someone wants to find the best place in Greenville to network, they’re probably going to turn up Maggie’s coffee house.
Your headline only allows so many words, so you’ve got to use your space carefully. It isn’t the place to worry about full sentences or being creative (unless you can be creative with the keywords you choose). And while spelling and grammar are important, if punctuation, like a comma, is taking away from your character count, it’s okay to leave it out.
You have a little more room to be creative in your summary section, however. Still use keywords, but tell a story. You don’t need to start from the beginning (i.e. no one needs to know you failed kindergarten twice), but go into more detail about what you do, who you do it for, and most importantly, why you do it.
Keep your work experience up-to-date
Once or twice a year, update your work experience so it continues to be current. Job summaries beneath each job title should also be engaging and interesting; in other words, they shouldn’t read like a resume. No time to update everything? Just make sure the most recent and relevant experience to your industry is on point. Because, let’s face it, very few people are going to scroll all the way down to the janitor job you had in college.
Connect with people
Because LinkedIn is centered around relationships, you need to actively connect with people. The more connections you have, the more you’ll show up in searches, and the more people will check out your profile and your business.
Try to connect with a few people per week. And while connecting with old college buddies is cool, you really want to aim for your target market. For instance, Maggie from the above example could search for local entrepreneurs or C-level execs to connect with.
When you connect with people, send a brief but relevant message, something along the lines of “Hi Bill, I saw we had a few mutual connections and I love what you’re doing in software development! Looking forward to connecting! Best, Sam” or “Hi Sarah, I just came across your nonprofit for kids who struggle in school – looks like you’re doing awesome work! Can we connect so we can keep in touch? Thanks! Jim.” Just remember – no copy and paste messages. People will see right through that.
Another thing to keep in mind when you connect on LinkedIn is to never pitch your business, especially not in the beginning. LinkedIn is not to make sales and close deals – although down the road you may be able to leverage relationships that way. At the beginning, though, it’s all about meeting new people, people that you may be able to help and people that may be able to help you. Don’t turn it into a marketplace. If a connection asks about your business or wants to learn about your services, of course, by all means tell them more!
Write and share great content
We’re not saying you need to be a content machine, but writing and sharing an article a few times a year that is relevant to your target market will help people who visit your profile know what you’re about. A simple way to do this is to think of a customer pain point and then how a service you provide solves that problem.
Maggie, the coffee shop owner from above, for instance, could write an article about how traditional networking (chamber of commerce events, etc) only results in business cards shoved down your throat and a stomachache from the shrimp cocktail. Then, Maggie would go on to explain a better way to do networking and how a coffee house provides the perfect avenue for business people to meet, chat, and build relationships.
When Maggie (or you!) invites people from her target market to connect with her, they view her profile and that article will be one of the first things they see. It’s good proof that Maggie knows what she’s doing and is solving problems for her customers. The same goes for you – the content you write shares how you are solving customer problems in a non-salesy way.
Engage with your network
LinkedIn is a social network. That means you need to be social. Share updates, thoughts you had over your morning avocado toast, and tidbits about your business. Like, comment, and share other posts that you find interesting or relevant to your audience. Join industry groups to learn more and find even more people to connect with. Obviously, spending hours scrolling through your newsfeed will do nothing for your business, but if you set a timer for five minutes a day, you’ll be surprised by how much you can engage with your network in just a short timeframe.
Optimize your business page
Your business page is similar in many ways to your personal profile. You’re going to end up duplicating some of the same actions to optimize it. For instance, keywords are going to be just as important on your business page as they are for your profile. Use words that your target market will search for, like IT Consulting Firm if that’s your realm or Ecommerce Clothing Brand if that’s your thing.
Similar to your personal page, you’re going to want to create and share great content as well as use engaging visuals (your logo and branding should be front and center!). Also, keep things personal and not salesy. Remember, LinkedIn is all about relationships!
Want to learn more about how Lift Media can amplify your online presence? Let’s chat!
- Posted by Lift Media Group