LinkedIn is a bit of a mystery for some people, however, it’s a vital part of interacting with other professionals in your industry. Basically, it’s Facebook in a suit.
There are plenty of articles out there about setting up your profile, great headlines and writing your experience etc. I’m going to tell you what you need to do on LinkedIn for Marketing and I have some great tips on video at the end.
Who is linked in for?
LinkedIn is not for everyone – shocking statement, I know – but it’s true. LinkedIn is designed to connect business professionals together where they can share industry conversations and connections. From a marketing perspective, it is best at Business to Business (B2B) whereas Facebook is more for Business to Consumer (B2C) activities.
It’s full of high positioned professionals, people working with other businesses and many others that are looking for a job and simply displaying their skills. You can see here that while Facebook has a 64% usage in Ireland, LinkedIn has just under 30%. However, this is not to be misconstrued for popularity, this is about quality. There is a higher calibre of users on LinkedIn.
As a social platform, it’s a super place for marketing yourself, your skills and your business. Below I have outlined some vital tips and a video to help you with your LinkedIn strategies. Other than the obvious tips of having your profile filled out, your work experience and a ‘killer’ headline, below are some real things you can do to help your LinkedIn exposure.
Articles on LinkedIn
LinkedIn is more than just your CV, with it you can showcase your experience and knowledge in your field or even in your field of interest. In my opinion, the most powerful of the tools available on LinkedIn is this articles section.
The platform allows you to publish very handsome articles that include text, images, links and videos. You can use this super tool to showcase your knowledge; you might do an interview, case study, an article that shows your knowledge or something as simple as an FAQ, or how to style piece. These show up in the timeline of anyone who is following you on LinkedIn and of any of your connections.
However, the real power of these articles actually lies in Google! Google and LinkedIn like each other, its beautifully constructed and the way that articles have been built, coupled with the activity of LinkedIn means that it indexes them really well. Your articles will show up on search engines and you can also share them on other platforms. The BEST bit though? (Drumroll please), the reader does not need to have a LinkedIn account or be logged in to read the articles. (ta-da!)
The fact that LinkedIn does not require readers of articles to be logged in or have an account is gold dust. You can treat LinkedIn as your professional blogging platform, producing articles based on your knowledge, skills or current studies.
“LinkedIn and Google are good friends so it’s well worth publishing a few articles that demonstrate your knowledge, articles can also be viewed without needing a LinkedIn account, allowing you to have a mini blog on your own profile.”
Reaching More People with Hashtags and Mentions
LinkedIn has also adopted the very popular and useful hashtag. By using the highly relevant hashtag you can reach wider audiences that are interested in the topic, your articles and posts will appear in searches and help potential new audiences to reach you. Be careful though, since they are relatively new on the platform it’s vital that you use them sparingly in each post and that they are highly relevant to your topics and industry. Do your research first and check if your hashtag is relevant. You can, of course, make up your own to curate your own content, just remember that your hashtag needs to be grown up and mature to suit the platform.
Mentions are when you tag a user in LinkedIn by putting @ in front of their username. This lets that person know that you have mentioned them and you can alter them if you are, giving credit, collaborating on something, drawing their attention to something etc.
You can find their LinkedIn username on the right of their profile under the ‘Contact and Personal Info’ heading. You only need the last bit of the link, after the slash and pop the @ in front of that. It should look like this @avrilclintonforde
Following Someone Without Connecting
You may come across some people on LinkedIn that are of interest to you, but may not be able to connect with them, (they don’t connect to some people, are the competition or you had some sort of awkward drunk kiss at the last conference). If that person is regularly updating and creating articles you can go to their profile and in the ‘Articles & Activities’ section of their profile, you will see a ‘Follow’ button.
Finally, here are some top tips to help you get a little more engagement and traction on Facebook. I’ve four super tips in this short five-minute video.