With more than 500 million members, and a focused, professional audience base, LinkedIn is a must for most companies, but especially those in the B2B sector. But developing a presence on LinkedIn can be hard – LinkedIn is not Facebook, it’s not Twitter. You don’t win on LinkedIn by being the most entertaining or posting the best photos (necessarily).
So how do you maximize your LinkedIn efforts – what should you be publishing to your LinkedIn company page?
At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Of course, we do lots of “push” (outbound) marketing for clients, but we try to move them in the direction of pull marketing in order to drive awareness and leads up and drive new customer acquisition costs down.
While we don’t incur direct marketing or sales expenses, there is definitely a cost in time and effort, and this is the tradeoff you will also have to make if you decide to adopt the pull marketing approach. As a B2B marketer, one of the best social media tools you can use is LinkedIn. It has gained us awareness, leads and revenue, and it can do the same for your company (as well as you as an individual). But to be successful with LinkedIn marketing, you need to follow some important rules, like:
LinkedIn has a lot of great features, but many of them are under-used. One example is LinkedIn groups, which provides a lot of opportunity for connecting and communicating throughout the marketing industry. Are you making the most of this social feature?
If you aren’t getting the results you are looking for, it’s highly possible you’re making one (or several) LinkedIn mistakes that are turning off potential clients. Turning people off doesn’t always have to provoke a dramatic response that involves the other person slandering your business on Yelp but even in its most harmless form, it hurts your bottom line.
You only get one chance to make a good first impression and when you waste it on making rookie LinkedIn mistakes, you’ve already shut the door on what could have been a mutually beneficial relationship.
Take a few minutes to review the 19 most common LinkedIn mistakes I see to make sure you aren’t making any of them. It could be the difference between making or breaking your next sale.
Have you ever wondered if you’re missing some of the functions on LinkedIn that may help you with your business? It’s hard to keep up with all of the changes and functionality on social media sites. It’s something that my team and I do daily to make sure we stay up-to-date on all of the tricks, tips and changes.
Here are some of the best kept secrets (old and new) that include a special backdoor for adding new connections, how to send messages instead of paid InMails, extreme advanced search ninja tricks and much more. Each of these 19 LinkedIn tips are easy to implement immediately!
I've been freelancing for nine years and I’ve never been a fan of Upwork or other freelance bidding sites. Since I discovered how to use LinkedIn, it's become a key platform for me in my connection strategy.
If bidding sites work for you, that should be fine, especially if you're new in freelancing, however if you find yourself bidding or making proposals time and time again just to pay your bills, it likely means you're not doing enough to market your freelance business, and it might be time to rethink your personal brand.
Content marketers know that feeding the content beast isn’t easy, especially if you’re a solo entrepreneur or part of a small team.
If you want to follow that old adage “work smarter not harder,” LinkedIn recently released some data you’ll want to pay heed to, which underscores the SEO value in publishing long-form content on LinkedIn.
You don’t need to be on every social site out there, because let’s admit, it can be overwhelming. You do, however, need to be spending your time doing what you were born to do, staying within your zone of genius.
And that's running your business.
But on the other hand, marketing is necessary to grow your business right?
LinkedIn’s has been rolling out a ton of new features of late to help boost the utility and opportunity of the service. Some of them are live right now, and if you’re a regular contributor on the network, you likely have access already.
Here are five of LinkedIn's new changes which are either already available or coming soon - and how they can be of benefit.
LinkedIn Company Pages are a great way to brand your business, and share key content, information and updates with a targeted audiences. All employees who list your company on their profile are automatic followers of your company, and others may choose to follow your Company Page at their option. When you post great content to your Company Page, your followers engage with the updates and share it with their networks which amplifies your reach and serves to build your following even more.
Have you been wasting a lot of time and energy trying to get in touch decision makers in your target market?
Do you struggle with figuring out who is the right person to reach out to in a company that could facilitate an introduction to the decision maker?
If you are like many entrepreneurs, business owners and sales professionals, you may be struggling to find and connect with those all important decision makers that are essential to your ability to make a sale.
LinkedIn doesn’t play when it comes to professional profile pics and neither should you. If you upload a pic to your profile that isn’t actually of you or isn’t even a headshot, LinkedIn reserves the right to yank it. (Newsflash: There’s no way Hello Kitty’s your doppelganger, m’kay.) Seriously screw up your photo three times and -- stee-rike! -- you’re out. You’ll be banned from uploading your mug ever again. No joke.
In my opinion, LinkedIn doesn’t ax awful profile pics enough. Sloppy, cheesy, awkward snaps. Egregiously immature, unprofessional lemme-take-a-selfie-style pics that cut it no problem on Instagram, Tinder or Facebook. Here's a friendly reminder, particularly for the 39 million students and recent college grads lurking on LinkedIn: It’s not for Man Crush Monday, not for swiping right and not for stalking your 8th grade crush.
With over 500 million users and a more business-centered approach than other social media platforms, LinkedIn can be a great tool to generate sales.
Whether you’re targeting B2B or B2C business, it’s definitely worth putting in some time and effort to develop your presence and personal brand on the network - but how, exactly, should you go about doing this?
Looking for more B2B sales leads online?
There are 500 million of them sitting over on LinkedIn, which continues to add two new members at a steady rate.
The secret to mastering LinkedIn for sales, however, lies in this helpful (and often ignored) feature hidden inside LinkedIn's powerful internal search engine.
If you stopped reading this post right now and went and Googled your own name, you'll probably see your LinkedIn profile on the first page of results.
Whether you like it or not, people are finding you via LinkedIn.
How's your profile looking? A little dusty?
LinkedIn has issued content marketing tips based on the practices of some of the most influential brands on the platform.
After LinkedIn unveiled its inaugural list of the 10 most influential global brands in June, the business-oriented networking platform has new insights into what these top-performing brands have in common in terms of their content marketing efforts on the network.
As far as social networks go, LinkedIn is in a class of its own – Facebook and Twitter have nothing on LinkedIn. In fact, according to Hubspot, LinkedIn is 277% more effective for lead generation than Facebook or Twitter.
Now you may already know that LinkedIn is the “go to” platform for B2B lead generation and social selling, but perhaps it just hasn’t been working as effectively as it could for you, as you’re likely missing the right overall strategy.
With over 500 million LinkedIn users globally, how can you ensure you're maximizing your opportunities to be found by recruiters looking for the exact skills you have, or a prospective client searching for the exact product or service you offer?
The answer: 'Keywords.'
In order to boost your discoverability, you need to optimize your LinkedIn profile for search using relevant keywords.
There are millions of users and billions of data points on LinkedIn, but many people still miss the mark in fully grasping how to leverage their profile to grow their business through the platform.
In fact, one of the simplest and most effective LinkedIn tools - LinkedIn search - recently got an upgrade which makes it an even more effective tool for generating exposure.
So, you’ve landed that meeting with an important prospect.
It’s time to prepare. You want to seem as informed and relatable as possible, just like you would for an interview.
But how would you do that?
In my world of selling on LinkedIn, my top strategy is utilizing 1-on-1, personalized marketing. But I currently have over 13,000 connections in my LinkedIn network, which can make remembering how and when I connected to someone a bit difficult.
Good news - LinkedIn recently rolled out a new feature which reminds you of when, exactly, you connected with someone.
With LinkedIn’s “Follow” feature, you have a ready-made list of individuals all over the world who have essentially “opted in” to follow all your status updates and articles on the platform.
Now, to be clear, I’m not talking about people you’re already connected to (1st Level Connections). Rather, I’m talking about people you're not connected to, but who've found you one way or another on LinkedIn, and were so impressed that they decided to follow everything you post and do on the platform.
LinkedIn is great for networking, but it can also be an amazing resource for prospecting and lead generation.
Let’s look at some facts about its users, courtesy of HubSpot:
- LinkedIn is patronized by 25% of adult users.
- 46% of online adults with a college degree are on the platform, and 32% of employed online adults.
- Content consumption on LinkedIn has increased 21% in the past two years.
LinkedIn has released a heap of updates in recent months – although some were re-introductions of old functionalities which they’d removed. But either way, LinkedIn’s added a wide range of tools and features, many of which have immediate, significant benefits, so it’s important to keep up.
Continuing on this line, last week, LinkedIn added access to their new, post-level audience insights via desktop.
LinkedIn continues to add smaller updates and features to help refine and improve the user experience.
Earlier this week, we reported that LinkedIn is now giving users the ability to add images in comments, and now, LinkedIn has announced some new tools to help users get a better understanding of who’s viewing their profile – and ideally, why.
Last September, LinkedIn outlined a set of upcoming projects, including the development of a new content discovery process, with improved notifications and search features, enabling users to get more context and information from LinkedIn’s expanding content resources.
Now, LinkedIn has officially launched their new content discovery option, with the release of ‘Trending Storylines’, an alternative news feed focused on specific topics.
Many people are fearful when using social media networks like LinkedIn for business, concerned that they may make a mistake or do something wrong.
Has your fear of making mistakes on LinkedIn prevented you from taking full advantage of all that the professional social network has to offer?
LinkedIn continues to add new tools and features, improving the user-experience in tiny increments, as opposed to adding in wide-scale changes.
Well, you could argue that adding in video is a fairly significant shift, but still, there’s been no massive, Stories-like updates or announcements which change the way the platform works - which makes sense for the professional social network. They probably don’t need to re-imagine the platform so much as refine it.
LinkedIn has announced that it’s reached a new milestone of 500 million members, up from the 467 million it last reported back in October.
But it's worth clarifying a few specifics here – unlike other networks, LinkedIn reports total members as opposed to active users. For comparison, there are more than 1.3 billion existing Twitter accounts, but only 319 million monthly active users, a big difference.
In this case, LinkedIn’s active user count is likely a lot less than its total members – according to TechCrunch, some research suggests that LinkedIn has 250 million MAU, though previous data has indicated that only around 25% of LinkedIn users are regularly active on the app, which would put this figure at around 125 million MAU.
With social media giving everyone a voice, employee advocacy – and expanding your marketing reach throughout your employees’ social networks – has become a much more significant consideration. LinkedIn is one of various platforms that have sought to tap into this trend, via their employee advocacy program ‘Elevate’, which aims to help encourage employee engagement on social in a way that helps boost your wider brand efforts.
According to LinkedIn, on average, employees have around 10x more connections on social than companies do, and through tools like Elevate, businesses can use this as a means to expand their reach.
Do you know your ROI from your CTR? Your MQL from your SQL?
If any, or all, of that sounds confusing, you’re not alone – there are a heap of digital marketing acronyms and abbreviations that seem almost designed to over-complicate the process and make it appear as if the only way to achieve optimal results is to hire someone who does understand all the specific ins and outs.
Hey, wait a second…
With more than 500 million users, and more than 44% of them earning at least $75,000, is it any wonder that LinkedIn has become a prime platform for marketing?
The world’s largest professional network is designed for social selling, with some 50% of B2B buyers indicating that they use it when making purchasing decisions.
LinkedIn has long been known as the top social platform for B2B marketers, with the professional focus of the network aligning it more closely with internal business operations, as opposed to customer-facing opportunities.
Underlining this, LinkedIn has released a new infographic which outlines the key strengths of the platform from a B2B perspective.
LinkedIn recently introduced a new look and feel to your home page and profile page, as well as additional features and a new pricing plan. The latter was designed to get more people to pay more – or pay at all (since most members are on the “free plan”).
This is not surprising. LinkedIn is an ever-evolving platform with new features being added seemingly every month. Most of the changes enhance what you can do and how you can use LinkedIn’s tools. Even the most fervent users of LinkedIn have a hard time keeping up with the enhancements and modifications.
LinkedIn has been working to update and refine its ad targeting options in recent months, adding in new ways to better focus your LinkedIn ads to reach the right people at the right time.
"Those who don't know how to get people say 'yes' soon fall away. Those who do stay and flourish." - Dr. Robert Cialdini
Benjamin Hardy, Josh Steimle, Neil Patel, Seth Godin, Jeff Weiner, Josh Hoffman. I don't mean to drop names here. But their posts are the ones that I often 'like' or share on social media, sometimes even without thinking.
They are my top social media influencers, and I'm sure you have your own list of go-to experts. You've probably liked, shared or commented on their articles, as well, without giving it much thought.
If you're using LinkedIn to sell and market yourself, your products or your services, it’s critically important that you narrow down your approach in order to appeal to a few specific audiences.
More than anywhere else online, the riches truly are in the niches on LinkedIn.
It all begins with making your LinkedIn profile page what I call “client-facing.” This strategy will help your target audience find you more quickly and easily, which, in turn, helps you to win new business on the platform.
I’ve shared elsewhere about how to do this in your LinkedIn profile headline and summary sections, but today I'm going to share another important area to make "client-facing" — and that's within the “Work Experience" section of your profile.