Getting the most out of LinkedIn
A question we get asked a lot is, “Which social media is best for me?”
Unfortunately, our honest answer is often, “How long is a piece of string?” Which isn’t even an answer. But if you are a Business to Business company, then LinkedIn should definitely feature in your marketing mix.
Would you like to know some tops tips for maximizing LinkedIn? You’ve come to the right place. The Codebreak team manages dozens of LinkedIn accounts for a range of businesses. Since Microsoft bought LinkedIn for $26 billion in 2016, the platform has continued to improve, making it great for anyone who can spare the time to use it properly.
Personal vs Company
If you’re Coca Cola, you’ll be posting as Coca Cola. If you’re a local SME, we’d advise posting as yourself. Put a face to your business, even if you’ve got a tired old face like me. Have a LinkedIn company page, sure, so you can link through to this in the CV part of your personal profile. You need a company page to advertise too, but more on that later.
Now, other marketing agencies and social media gurus will disagree with me on this. And that’s fine. I’m a big boy. I can take it.
Here are the reasons why we advise going down the personal route:
1) People buy people
2) It’s easier to build personal connections than company followers
You don’t need a third reason.
Complete your profile
This goes without saying for any social media profile. Facebook, Twit-book, whatever. It’s amazing how many social media accounts we’ll take over for clients and find out half of their basic info is missing. Even contact details sometimes!
Start at the top of your profile and work your way down. Simples. Start with a nice headshot and a one-line bio Not War & Peace, something short and snappy. “Seasoned, i.e. Old, Marketing Professional”, for example.
The headshot should be smiley or at least approachable. And not you in a bar or something. Most of us like to let our hair down but LinkedIn is a professional platform. Be in a work environment. But I suppose if you own a bar, then yes have your headshot taken in your bar!
In your summary, explain how and why you help people, not just what you do. Benefits over features, remember. Then list your experience.
It would be lovely if someone saw you for the first time on LinkedIn and bought off you. That may happen, it may not. The way we see it, organic social media is predominantly a brand awareness tool; if you want to sell, use paid-for social media advertising.
To build your brand awareness, you need to get in front of people consistently. Consistent persistence, we’re always saying. If you post on LinkedIn or any other platforms once a month, guess what? Miracles aren’t going to happen. To maximize Twitter, you need to be posting 13-15 times a day. With LinkedIn, Facebook and Instagram, once a day is optimal (as long as the content is engaging).
So post daily. In the week. I wouldn’t worry so much about the weekend. For our B2B clients, the stats are higher Monday to Friday.
Mix up the content too. Links, quotes, images, videos and blogs. You may want to include a bit of light-hearted stuff too. You can be light-hearted and still professional. Although….
LinkedIn ain’t Facebook
This is a gripe that many “old school” LinkedIn-ers have at the moment. Given LinkedIn’s huge rise in popularity, lots of people are jumping into it feet first and applying the same principles they have been using on other channels. Many rules are the same, yes, but the general summary would be that Facebook is a lot less professional than LinkedIn.
So you can post pics of your dogs on your Facebook business page. Not all the time but now and then. Again, people buy people. Who are you? What do you do outside of work? But on LinkedIn, your family life is not appropriate. I don’t know why without simply talking about professionalism again. LinkedIn is where you talk about work stuff and very little if anything about your extra-curricular activities.
Still, keep mixing up your content. But your posts should be about things going on in your business, your industry and some entrepreneur-type finds. What’s it like being a business owner? What did Steve Jobs say about being a business owner? Etc., etc.
Build your connections
Go forth and multiply, as they say. Fire off connection requests to people with whom you have mutual connections. Some will say yes, some will say no. Look for people in your industry or partner industries. Seek out people who could be suppliers or advisers. This will partly be a numbers game, but if you’ve got interesting and beneficial stuff to share, it’s better to share it with 500 people than 50.
Bear relevance in mind though. 500 people who could be genuinely interested in what you have to say – that’s important too.
This is also a bit of a taboo area. Purists may frown upon firing out connection requests all over the place. But the way we see it, you can hide behind a rock waiting for people to come to you. Go out and make friends. 9/10 people in the world are lovely, so don’t worry about that odd bloke who might reply tersely asking who you are. He should get over himself and simply decline your invite.
Like most things in life, it’s about balance. Send out connection requests but not 100 a day. Be a little bit selective about who you want to connect with. They should work in an industry that’s of interest to you. Maybe they work for a specific company you’re interested in.
To advertise or not to advertise?
Again, a generalist but answer, but we would advise not advertising on LinkedIn. Have a play of course, if you wish. You’ll probably be looking at £10 a day minimum for an ad budget. Target people by job title and location and see what happens. Maybe you’ve written an awesome blog or filmed an insightful video. Put some budget behind it and see what happens.
The real sticking point for me is that your £10 a day on LinkedIn could get you, say, 50 clicks in a week of targeted people. But on Facebook, you could have enjoyed 500 clicks off the same kind of targeted people. Organic posting on Facebook might not be worthwhile for B2B but that is totally separate to Facebook Advertising. You can target London solicitors in their 40s on Facebook too, you know.
There are lots of other “little” tips and tricks about maximizing LinkedIn but those are the main points. I hope you found them of interest. If ever you feel you’d like an experienced hand with LinkedIn, do bear Codebreak in mind. There, hard sell over.
We can be reached on 01743 491356 or fill out the enquiry form at the bottom of the page.
Until next time.
Who we work with
Who we work with
Tel: 01743 491356
4 The Creative Quarter
Shrewsbury Business Park