LinkedIn may be the best platform to engage with business owners.
It certainly is for us. You can easily connect and interact with like-minded individuals, and you can send them direct messages. As nice as it is, you can set yourself for even greater results with a few simple tweaks.
In this article, I detailed how to set up your profile / page and content for success. It’s great to have social media platforms, but it makes a huge difference when it works. The tips in here work.
Here’s an index of what I’m covering. Click the section to skip to that topic.
Setting your profile up for success
Creating content that resonates
- Researching your audience
- Optimizing your content
- Video thumbnail
- Video title and description
- Being consistent
- Looking at the data
Getting Your Profile Set Up …
You need to have a foundation for success.
If you want people to check out your profile, whether it’s a personal or business page, they’ll look at your profile. They will naturally be curious as to who you are, what you do and what you stand for. I imagine you, too, have scrolled through other people’s profiles.
Ensure that your LinkedIn profile is complete. Use a high-quality profile picture, write a compelling headline and summary, and list your experiences and skills. A well-optimized profile not only attracts more connections, but also establishes trust and credibility with your audience.
Your headline is your virtual handshake, so make it stick. Instead of listing your current job title, consider incorporating a touch of your unique value proposition.
You could frame it as “Transforming Marketing Strategies for Tech Startups” rather than “Marketing Manager.” This not conveys your expertise, and helps you stand out in a sea of profiles.
My headline, which is constantly evolving, is “Team Trust CEO of a disability led video production company that builds Trust.”
What To Put In Your Summary
Compelling narrative add a human touch, and it helps to tie in pertinent data and keywords. Highlight key milestones, experiences and accomplishments.
For instance, share how you spearheaded a project that led to a 30 percent increase in client retention or describe how you streamlined operations resulting in a 25 percent reduction in costs. This would apply to your organization’s page, as well.
Quantifiable achievements showcase your tangible contributions and provide concrete evidence of your capabilities.
Incorporate keywords that resonate with your industry and target roles, too. Then, your profile will be discovered by your right audience.
Now, content creation …
Doing Some ‘LinkedIn Stocking’
You need to understand your target audience.
What are their interests, pain points and professional goals? Conduct research to create buyer personas that represent your ideal LinkedIn connections. This will help you tailor your content to resonate with them.
One approach to understanding your audience is to do the equivalent of “Facebook stocking.”
You can look at your connections’ roles and interests. Take note of their current positions, past experiences and any notable achievements they’ve shared.
Additionally, look for commonalities or shared experiences that can serve as conversation starters or points of connection. If you find, for example, that your connections love fast cars, you can start some marketing efforts at car shows, magazines, etc.
Another key strategy is to pay attention to the content they engage with. Keep an eye on the posts, articles and updates that garner the most attention from your connections. You learn their preferences, concerns and areas of expertise.
Optimizing Your Video Content
Much like any other platform, LinkedIn rewards quality content. Invest in high-resolution videos with clear audio. Ensure your videos are well-lit and professionally edited. Remember, a polished video reflects positively on your personal brand.
Use a mix of formats, including articles, videos, infographics and polls to keep your content engaging and diverse. It’s crucial to approach LinkedIn with a genuine commitment to adding value and bettering the community. Engaging with your audience not only builds a community, and signals to LinkedIn’s algorithm that your content is valuable.
Remember, LinkedIn isn’t just a platform for self-promotion; it’s a dynamic community that thrives on meaningful interactions.
Moreover, don’t underestimate the power of actually looking into the backgrounds of your connections. Take the time to understand their experiences and interests. This not only fosters stronger connections but also opens up opportunities for collaboration and mutual growth.
Picking A Good Video Thumbnail
A striking thumbnail can significantly boost your video’s click-through rate. Use a clear and compelling image that accurately represents the content of your video.
In fact, 90 percent of the most-viewed videos on YouTube have custom thumbnails. It’s quite possible that translates to LinkedIn.
Crafting Engaging Video Titles and Descriptions
The title and description of your video are just as important as the content itself. Our YouTube video titles play a massive role in whether the video gets seen, and I don’t see why it wouldn’t on LinkedIn.
Use clear, concise language to describe what viewers can expect. Include relevant keywords to improve discoverability.
Consistency is Key
I know we all want results quick, and we hope our posts on LinkedIn will get seen by everybody. I get it, and always look for ways to improve the performance of a single post. At the same time, you need to stay consistent. You can repurpose and reuse content to create more posts and videos.
Establish a regular posting schedule, and stick to it. This shows LinkedIn’s algorithm that you’re an active user.
Measuring Your Success
LinkedIn has analytics to help you gauge the performance of your videos. Track metrics like views, likes, comments and shares. Spend a few minutes every two week or so to review data, and see what’s performing. If you don’t review the data, you won’t know what your audience likes and WHY.
Use this data to refine your content strategy, and deliver more of what your audience wants.
If you want to do all of this AND more, hop on my calendar. We will make sure your content performs.