*Updated Jan 2019*
I truly believe that LinkedIn is the #1 place in 2019 to find, engage with, and convert B2B leads. So, if your target audience includes business people and professionals, listen up - it’s time to get serious about your LinkedIn strategy! 🙂
If you’ve tried #LinkedIn in the past and it didn’t work for you, now might be the time to give it another go. #digitalstrategy #contentwriting #blogging Click To TweetFirst of all, I know. LinkedIn isn’t the most exciting channel. If Instagram is the popular chick at school, LinkedIn is the freckly, geeky kid sitting up the back of the classroom. But that kid’s smart… and he’s got money to spend on YOUR business, so he’s worth hanging out with, okay?
So if you’ve tried LinkedIn in the past and it didn’t work for you, now’s the time to give it another go (I did - and it started paying off almost straight away).
LinkedIn is evolving - fast. Even though LinkedIn has been around for nearly as long as Facebook, it was slow to evolve initially. But in the last year or so, it feels like the pace has picked up and things are really happening. The audience is less dull, the posts are more engaging, and new features are popping up everywhere.
In other words, LinkedIn is certainly one to watch right now. If you set up a profile years ago and abandoned it, I don’t blame you. But now’s the time to jump back on and bring your LinkedIn to life. In this guide, I’ll give you the strategy I’ve used for my profile that’s worked brilliantly the past few months.
But first… let’s talk about what you shouldn’t be doing.
Here are some of the crimes I’ve seen users commit on LinkedIn:
If you’ve done any of these things, don’t worry… I’m not judging you. I’ve made nearly all those mistakes myself. It’s only since I started spending time on LinkedIn - watching, observing, learning what works and what doesn’t - that I realised I was a total LinkedIn noob.
So I’ve spent a good part of 2018 becoming less of a noob… and I had some great results. Not big for some businesses, but big for me, as a freelance consultant and copywriter. With a more strategic approach, LinkedIn has given me better reach, more connections, quality leads, and more new work than any other channel since then.
Here’s what I’ve done that’s worked for me, broken into 5 steps. Note that I didn’t really follow this strategy intentionally… but looking back, this is what I did - and the most logical order to do it in. I’ve recently adapted this strategy to use with my clients as well. So far, so good! 🙂
And just a note - there's nothing super new or unique here. It's a process that a LOT of other people follow with great success, too. You can read about it on plenty of other blogs out there! But I thought there was still value in breaking it down and sharing my own thoughts, experiences, and a few extra tips that I've picked up along the way.
You have to know your niche and your target audience. Otherwise, you won’t know how to tailor your headline, profile description, messages, and your connection strategy. So, define your audience. Decide on your ideal client and work through the following questions:
LinkedIn is really helpful for defining your target audience. You can use the search function to narrow people down by things like location, industry, education, and role. Straight away, you can see how many of your ideal audience are out there on LinkedIn. And once you start putting names and faces to your ideal audience, it makes it a lot easier to do the next few steps.
Firstly, your profile sucks. I can almost guarantee it.
Getting your LinkedIn profile right is a bit of an art… there are a lot of details (some more important than others) that can work together to make you stand out, help you connect with your ideal audience, and help you get found in searches. I could write a whole other post on optimising your profile (maybe I will one day), but for now, here are some tips to get you started:
Headline
This is THE most important thing piece of copy on your LinkedIn profile, because it appears under your name just about everywhere on LinkedIn - when you post content, when you comment on someone else’s content, in searches, and of course, on your own page. The three main mistakes I see people make with their headline are:
Generally, your headline needs to:
Cover photo
Make sure it fits your branding and fits the dimensions (1584px x 396px). Consider how it will look on the app (profile pic in the centre) and on desktop (profile pic on the left). If you want to include any text, you’ll need to pop it over on the far right or right up the top so it doesn’t get covered by your profile pic. Ideas for text you might add to your cover photo could be:
Summary
You’ve got 2,000 characters to sell yourself, so make them count! Here are my top tips to write an effective profile summary:
Experience - current job
This is the most important job description, so make it count:
Experience - previous jobs
Education
Skills and endorsements
Recommendations
Other
There a bunch of other little bits you can fiddle with on your profile, but I believe I’ve covered the most important ones. So, start with these, then you can easily tweak the other stuff and add more detail later on.
I can say with confidence that if you get these bits right, your profile will already be better than 90% of LinkedIn profiles out there. And that's usually enough to get you noticed by the right people.
I have two methods to find ideal clients and contacts on LinkedIn.
Method 1: Search for ideal clients
Hey [name], your name popped up and since I noticed that we had the [XXX] thing in common, I thought I’d send a request. Hope you don’t mind! - [Your name]. |
Hey [name],Delighted to connect with you.
I had a look at your [profile/website] and loved what you said about [XXXX]. [Insert genuine and meaningful comment here that shows you really did put some effort in!] Anyway, I’m here if you ever have a question or two about [XXX] - it’s my thing and I’ve helped quite a few people with it lately! Hope you enjoy the rest of your week, [Your name]. |
Method 2: Search for people asking for help in your area of expertise
Method 3: Add people you already know
Of course, you don’t have to follow the above methods to build your connections with people who don't already know you. They're on top of the super obvious stuff like:
Method 4: Accept requests!
And of course, once you start to be more active on LinkedIn, you’ll get connection requests all the time. So make sure you login and check every day or so and review your requests.
Don’t just accept every request. Check their profile, read their connection note (if they sent one), and if you’re not sure what their intention are… just ask. Give them a chance to respond before you decide whether to accept them or not.
Content can be a bit overwhelming. So I’m going to simplify it as much as possible and break it down into 3 phases (that you’ll need to do concurrently once you’re up and running).
Phase 1: Create and share
Create original content that helps your audience get to know you, connect with and like you, and trust you as a person - and a professional. Your content should aim to solve their problems and be extremely helpful to everyone. Your content should feel good to you and make people notice you. When you’re helpful on LinkedIn, you’ll stand out from the masses who just do constant self-promo.
If you reshare other people’s content, that’s fine too. Just make sure you include your genuine thoughts and takeaways so you’re contributing to the discussion and adding value.
Then share the content. Post directly to the app or platform - do NOT use a scheduler. Schedulers don’t work in LinkedIn for several reasons:
Phase 2: Listen
Don’t just publish content and then disappear. That doesn’t work on ANY platform, and certainly not LinkedIn. After you put something up, see what feedback you get. Ask questions like:
This’ll help you stay relevant and continually improve your content.
Phase 3: Engage
Finally, engagement is so important. Otherwise, your content is just a broadcast, not a conversation. Your goal is not to promote, but to connect.
So, it's actually a good idea to keep LinkedIn open for the first 30-60 minutes after you post content. Respond to any comments within a reasonable timeframe (straight away if you can - within 24 hours if you can’t). And respond to any messages within a reasonable timeframe (1 business day is usually good).
With all your content, use it to encourage discussion. Create a safe space for others to share their opinions and demonstrate their own expertise, not just yours.
Sample content strategy/plan
I’m aware that I haven’t given you any specific guidelines. That’s because if you follow this process, you’ll figure out on your own all the details like what to post, what works best, and how often. But if you’re just getting started out, here’s a rough schedule and plan you might try to begin with:
Sunday | Monday | Tuesday | Wednesday | Thursday | Friday | Saturday |
- | Text post - ask a question | Image post and tip | Post a Pulse article and share it | Share a story (long text post) | Shoutout someone in your network | - |
You don’t have to follow this schedule, but it could be a good starting place. I’ve suggested no posts on weekends because LinkedIn is a professional network - people do still login and interact, but they don’t really expect to see new content as much as other social media platforms.
And you don’t have to post everyday, either. You’ll the best results (more reach) if you focus on creating extremely engaging and effective content. One really good post will get more reach than 4 average posts combined. So focus on quality over quantity every single time.
In fact, I rarely post every day. At the moment, it's closer to once or twice a week. If I needed to get my products and services out there a bit more urgently, I'd ramp this up because I know it generates results. But for now, once or twice a week works great for me! 🙂
Tip: You’ll note that I haven’t suggested any link-based posts. If you do want to share a link, add your post first, then add the link in the comments. Or upload your post as a text-based or image-based post, then edit it to add the link later. This bypasses LinkedIn’s current algorithm that penalises links.
This is the simplest AND the hardest step. Because once you follow the previous steps, if you do them right, you’ll find yourself getting very busy. Which means you’ll be tempted to slow down your connections and content so you can focus on the stuff that pays your bills.
But if you can create a process, plan ahead a bit, and maybe get some help to manage it all, it’ll make it a lot easier to market yourself consistently. And marketing yourself consistently is a good idea even if you’re busy. It means you’ll be able to drive up demand, avoid the feast/famine cycle, and charge higher prices - all very good things in business.
Here are some ongoing processes I’ve started setting up for myself and my clients:
If it’s not working, review your strategy and see if you can try something different. You should start to see return on your investment (just like any marketing activity) within a reasonable timeframe and if not, it’s time to change your approach.
That’s it! You’ve got all my steps… but there’s SO much more to the picture if you want to keep learning...
Here's the thing: I feel like I've had a lot of success in a short amount of time, but I certainly haven't tried EVERYTHING yet. I'm hardly an expert on LinkedIn, just a small-time copywriter who's seen some nice results (and helped out a few clients there too). I've already included my own experiences in this blog, but I'd love to expand a bit further.
So I asked my network on LinkedIn…
And they came back with some AMAZING tips. Here are my favourite ones (with a link to the person’s profile who mentioned them - check them out and give them a follow!):
No.1 Tip - Have an AWESOME PROFILE. The profile is the mothership of all LinkedIn success and strategies. Include detailed rich information, write in the 1st person, have a strong and clear headline, professional photo and a great background banner. Show not tell, no cliches or ego, but demonstrate value and the area and problems you solve. Be YOU but the best version of YOU.
(Sue also has a bunch of excellent blogs about LinkedIn you can check out, including LinkedIn Jail – How to keep out, No Fluffy Headlines on Linked In Profiles, and Don’t Try and Game Your LinkedIn NAME Field.)
Mine is definitely that headline is key - as it follows you around EVERYWHERE in here. So my advice for structuring one that turns strangers into browsers (and then connections and then enquiries) is: WHO do you help, WHAT outcomes do you deliver, HOW do you do that. In that specific order. Make your profile about your ideal client and not you and you’ll engage better clients, faster with your activity on here. Super top tip to get more characters in your headline… use the iPhone app to edit it ???
Following relevant thought leading awesome folk and genuinely commenting and contributing to their posts is multiplying the eyes on my profile, commenting generally has a positive effect, conversational posts perform better than links (though I expected to see a stronger return than I am), write for your audience! Oh oh - selfies go 'viral' on LI, too.
Be yourself. Be authentic. Engage with others and help.
Dedicate the time quarterly to thinking about what your connections are interested in on LinkedIn, provide them that and even more value - and automate it all so you save time!
Be strategic, don’t come here and waste your time. Consistently add value, post from your website, engage with your network. Keep your website the cornerstone of your value proposition, use LinkedIn for networking, conversations and a portal to your site.
Be consistently helpful.
Creating quality content that gives back to your network... For free.
Schedule your time to spend on LinkedIn and to limit that time. You can easily go down a rabbit hole in here. Know what your plan is. Execute the plan then extract yourself.
Know your ideal client and post regularly with them in mind. Invite comments so that your post gets seen by connections of connections. And be sure to add your own comments on other's posts.
Unfollow/hide everything irrelevant on your feed to help the algorithms feed you content that is of interest to you. And as with all social media, engage, engage and engage some more.
...you’re leaving money on the table.
Seriously. This is big stuff. I wouldn’t have spent half my weekend writing about it if it wasn’t. 😉
And look, I don’t have all the answers. There are FAR more knowledgeable people out there who are at the forefront of LinkedIn strategies and changes (although I’ve managed to quote a few of them here). But I’m just sharing my experience of what works right now, and the opportunities that I can see.
If your target audience includes businesses or professionals and you’re not using LinkedIn daily… or you’re sitting on the sidelines while everyone else plays the LinkedIn game… you’re missing out. It’s that simple.
I wrote this guide in September 2018 and updated in January 2019. So right now, it’s up to date. I’ll try to make sure it stays that way. But as I said before, LinkedIn is shifting and changing a lot. Here are a few things to keep an eye on:
I’m no LinkedIn guru. I’m still figuring all of this out for myself… everything I do is an experiment and an opportunity to learn and evolve. < I’m kinda ashamed of that sentence but I’ll leave it in there for my copywriter buddies to laugh at me.
What I’m saying is… if you’ve experienced something interesting on LinkedIn, you’ve got a strategy tip, or have something to add to this guide, I’ve LOVE to hear it. Please pop a comment below.
I plan to keep this guide updated with the best and newest info on what’s working on LinkedIn right now… so if you’ve got a great tip, I’ll add it in!
🙂 Angela