When used properly, LinkedIn is a platform for establishing your credibility with like-minded professionals, giving you the ability to form business connections and build brand awareness. To help you make the most of your membership on the work-oriented social networking platform, we asked experts to share their LinkedIn marketing tips to help grow your business.
Here are 25 expert LinkedIn tips from pros:
1. Link Your Blog to LinkedIn
Zoe Black, Senior Director, Marketing, ShareThis
Posting regularly is just as important on LinkedIn as it is on platforms like Facebook and Twitter. You can publish entire articles on LinkedIn, as well as regular posts. While you might not want to move your blog to LinkedIn altogether, sharing portions of repurposed content as LinkedIn articles is a good way to start conversations and gain visibility on the platform. Use LinkedIn articles to showcase your expertise and establish yourself as a thought leader in your industry.
2. Focus on Providing Value
Daniel Scocco, Founder, DailyWritingTips.com
Many people believe that one must be very active to attract attention. For example, they believe that you should post daily, or even several times per day, on platforms like Facebook and LinkedIn in order to grow their following and get more attention from those followers. Forget that. Your main goal should be to provide immense value with your postings. It doesn’t matter if you post once a week or once a month. If your content delivers huge value to your audience, they will read it, share it, remember it, and come back to you when they need more advice related to your niche.
3. Create Personalized Outreach Using LinkedIn InMail
Syed Irfan Ajmal, Growth Marketing Manager, GigWorker
LinkedIn’s inbox (called InMail) is reported to have higher open rates compared to “conventional email inboxes.” You can use it to individually send customized messages to your contacts, or you can use the sponsored option to send the same message to a larger audience matching your criteria.
4. Endorse Your LinkedIn Connections
Mohit Tater, CEO, BlackBook Investments
One of the lesser-known ways to get recognition on LinkedIn is to endorse your connections, especially people who have had exposure to the same skills as you. Members get an email notification when they receive an endorsement, which can help get your profile noticed. So, if you are an entrepreneur or simply looking to beef up your LinkedIn presence, take the time to endorse others and watch the profile views fly in.
Sheena Jones, Author, Fit Small Business
LinkedIn is a great source of accurate information for building your contact list. However, manually updating your list against LinkedIn profiles can take up a lot of your precious time and leave you less productive. Freshsales has a feature called Auto Profile Enrichment, where information about your leads, such as job title and professional connections, are auto-populated from sources like LinkedIn. This saves time from having to manually research your B2B leads and provides useful information that could be useful in closing deals with multiple influencers. Click here to try Freshsales free for 30 days.
6. Optimize Your Headline
Kosei Okubo, Founder, Founder’s Guide
Instead of writing “owner of X company,” use those 120 characters wisely. Say you’ve been helping small businesses with their social media woes through your app. Why not write “entrepreneur helping small businesses get savvy with social media”? Don’t get too fancy with it. Use standard job titles and keywords. You should also highlight your previous and current professional accomplishments in the Summary section. Write in the first person; don’t be like the rest who write in the third person, only to come off like a spambot. Writing in the first person conveys a more human connection, which in turn helps you gain trust and credibility.
7. Use the “Matched Audiences” Tool
Tabitha Jean Naylor, Owner, TabithaNaylor.com Inc.
LinkedIn’s Matched Audiences tool is your key to getting your content in front of the right people. This is a powerful retargeting tool, allowing you to reach the people who are already interested in what you have to offer. In addition to retargeting website and page visitors, you can upload your accounts and email contacts. This makes your LinkedIn ads far more targeted than they could be on any other website, giving you the chance to convert even more sales.
8. Be Social
TJ Kelly, Principal, Mxt Media
Post interesting, relevant content, and be social. Like, share, and comment on other people’s LinkedIn posts. Tag people and brands in your posts. Use hashtags, and browse those hashtags to find new users posting about similar subjects. LinkedIn may focus on professional subject matters, but it’s a social network first.
9. Focus on Your Ideal Prospects
Brian Reilly, Bank Marketing Nerd, BankBound
Engage your prospects with content that speaks into their problems, needs, and curiosity. Be proactive about sharing value with your posts, then proactive about connecting with people who would find your posts valuable. When you make your presence on LinkedIn about your ideal prospects instead of you, you’ll find yourself having conversations that are a lot more interesting.
Maggie Alland, Marketing & Review Editor, Fit Small Business
When marketing your business on LinkedIn, it’s important that you invest your time only on qualified leads. This means making sure that you always have the right contact information to ensure they match your target audience. UpLead is a lead generation platform that provides you with a verified contact database, including LinkedIn information, to help you build a high-quality prospect list. It also lets you search for contacts based on a number of criteria and integrate their platform with Salesforce so you can instantly export contacts directly to your CRM. Sign up for a 7-day free trial with UpLead to access their over 30 million contacts today.
11. Add a Lead Magnet in Your LinkedIn Update
Josh Krakauer, CEO, Sculpt
Engage your prospects and convert them into leads. Take a lead magnet your target audience could use and post an update (or article) that speaks to the outcome it provides, with a call to action to comment if they want to. Follow up with a direct message to everyone who responds.
12. Make Sure Your Profile Shows Your Personality
Shrayan Lakhna, Founder, Startupopinions
You need to complete your LinkedIn profile if you want people to know more about you. It is also essential to genuinely build your credibility. To do this, make sure that you show your unique personality and present your skills and experiences in a manner that’s both interesting and easy to read. Apart from that, don’t use words that are commonly found in every other profile. Words such as dedicated, hardworking, and motivated have lost significance over the years. People see those words as just a formality and not a genuine representation of their skills.
13. Complete Your Company Page
Briana Marie, Content Marketing Manager, Tanzek Media
Make sure you have included your logo, a link to your website, your industry, your location, a description of your business using relevant keywords, and the size of your company. Be as thorough as possible. This is also where you will share relevant content to further optimize your company page for search. This method will help your content to be indexed by Google and increase engagement, thus moving your company higher up in the search listings.
14. Keep Your Personal Profile Up-to-Date
Laura M. Cummins, Owner, Nine Dotz Consulting
Update your head shot on a regular basis and make sure it is contemporary. It is ideal to update your portrait on an annual basis. Your image is a part of your brand. You should also keep your bio current. From job positions to volunteering roles, update your bio on a regular basis. Don’t forget to include articles that you have written or been mentioned in. You never know what kind of opportunities could come your way.
15. Be Genuine in Your Content
Mikaela Delia, Founder & Marketing Manager, Miracle Marketing
When doing outreach or content marketing, be genuine. Capitalize on your unique talents and skills, and sell the solution without too much jargon or cliché selling techniques. You’ll become noise if you don’t maintain genuinity. Perfect what you want to say and give it to them straight, with short and concise InMail messages, articles, and status. Videos are always helpful as well. Do some research and find out the interests, job titles, and special skills of the people you cater to.
16. Make Use of SEO-Driven Keywords
James Robinson, Marketing Adviser, Icon Genius
Put SEO-driven keywords in your summary and experience area. SEO keywords are significant throughout your profile, not just in your tagline. You’ll want to use words that will allow hiring managers to “find you” in a keyword search in your blurb and experience sections. Genius tip: Copy and paste your job description into a word application like Wordle.net to recognize keywords and abbreviations that you need to have in your personal profile.
17. Identify Your Target Audience
Madeline Szwed, Social Media Coordinator, WGI
Identifying your target audience will help you build your audience and increase engagement with the audience you have already built. The best way to do this is by reviewing your visitors in the LinkedIn Analytics reports, where you can view your visitor demographics based on job function, location, seniority, industry, and company size. Building an audience online is impossible without understanding which content topics and formats are interesting to your audience. When your content is relevant to your audience, you have a bigger chance of getting them to like, comment, and click on your posts. If it’s not, you risk losing your followers.
18. Take Advantage of LinkedIn’s Dynamic Ads
Alexandra Ponomareva, Head of Paid Social Media Marketing, SEMrush
LinkedIn is known for its “perfect for promo” audience, meaning there are no fakes among its members and each user is a real person with a real job title. This is why LinkedIn ads have become crucial for the business environment. It lets you easily reach people of definite job positions in definite companies who have already shown interest in your business. Choose from LinkedIn Ad’s variety of formats, which includes dynamic remarketing, text and video ads, and, of course, InMails, which allow you to send your targeted message to those people who matter most to your business.
19. Include a Short Narrative in Your Posts
Elaine Slatter, Founder, XL Consulting Group
Don’t post anything on LinkedIn that doesn’t include a short narrative as to why you are sharing the link. Guide the readers (future clients) into understanding what’s in it for them. Don’t forget to put yourself in your client’s headspace. It’s all about their needs, not selling products. You can’t sell your products until your company has achieved the like and trust factor. That takes time. Digital marketing is no different than personal selling. It’s just creating relationships in a digital world rather than through personal selling.
20. Manage a LinkedIn Group
Kris Hughes, Senior Content Marketing Manager, ProjectManager.com
There’s a substantial knock-on effect from managing a LinkedIn group, as many of the followers will also be on your email list, follow you on other social mediums, or have become customers actively using your product over the course of time. It’s a great opportunity to show thought leadership in the space, and continue to establish your reputation as one of the best software solutions available for your niche.
21. Use a Professional Head Shot & Cover Image
Christine Perkett, CEO, Mindfull Marketing + PR
Do not use a photo with someone cropped out but their hand is still on your shoulder. This discounts your credibility. Do not use a cartoon or a logo. Logos can be featured on a business page, not as your personal profile image. Also, do not leave it blank, as that gives a sense that you don’t complete tasks or follow through. A lot can come through this very simple image.
22. Share Your Passion
Tatiana Morand, Content & SEO Manager, Wild Apricot
Post updates that really matter to you and that showcase your personality in a business setting. What kind of stuff gets you really excited about your job? What gets you really upset? If you can find a few things that you’re passionate about to share rather than following the same script everyone else is, your personal LinkedIn will become a much more interesting place, and you’ll see higher engagement on your posts as a result.
23. Post Share-Worthy Content Daily
Jenna Salerno, Content Manager, USB Memory Direct
The only way to market yourself and connect with others is through status updates like video logs, insightful business tips, and articles. Many of LinkedIn’s top influencers post daily videos of them discussing motivational tips that encourage their contacts to make that next business move. By sharing your knowledge with others, people will start to notice you and what you do. This is a great way to have others share your content and better engage with others to grow your overall audience and network.
24. Get Visual
Shelby Bake, Social Media Specialist, Element
Posting copy only goes so far. Familiarize yourself with some sort of design software and set up templates for each kind of visual you’ll need to create. I recommend Canva for newbies, and the famous-for-good-reason Adobe suite for experts. Before you dive in, establish social media brand standards for yourself or your business. With scroll-stopping visuals backing up your clever, on-brand post copy, you’ll watch the engagements roll in.
25. Keep Your Executives’ LinkedIn Accounts Active
Becca Le Blond, Content Marketing Lead, FM Outsource
Customers and potential clients want progress and operations updates so they know they can trust you. Making our CEO’s and CCO’s LinkedIn accounts more active on this front has been much more effective for us than simply using the company account. We’ve had success from talking openly about troubles and pitfalls in the industry, and it’s actually helped us to build leads in the long run. At the same time, giving it the human touch and keeping it personal is important, because people can see through you if you’re too corporate.
Bonus Tip: Join LinkedIn Groups
Danielle Ward, Head of Social, Acquiro Digital
By searching for groups within your industry or niche, you can make valuable connections. You can start conversations and engage with connections who have the same interests (or similar), discuss current events and trends, share insights, ask them questions, etc. You can also get your colleagues involved. They can share your content, getting it in front of other networks without having to pay for it.
Like other social media platforms, marketing on LinkedIn takes time and hard work. Keep in mind our list of LinkedIn marketing tips from the pros and build your industry reputation in no time.
Have your own favorite LinkedIn tips to share? Let us know in the comments.