Optimizing Your LinkedIn Profile
Published: January 19, 2019
Catagory: Social Media, Marketing With Martin
Most business owners and entrepreneurs utilize the LinkedIn platform as just another social media channel whether personal or to promote their business. When you think about optimization, first you may think about the keywords that are included in your profile or the images you use for your cover and profile pictures, but LinkedIn optimization is so much more!
What makes LinkedIn different from Facebook, Instagram and Twitter is the type of social media platform it has become for businesses. Generally, B2B businesses perform well on LinkedIn due to it being a “professional networking tool”, but LinkedIn can be used to do something more than just market your business, it can be used for something called…personal branding.
Personal branding is different than your company branding and is unique to LinkedIn because unlike Facebook, Instagram, Twitter and Pinterest users of LinkedIn promote their business on their personal accounts rather than their company accounts. On LinkedIn, company pages do not have the power of Facebook businesses pages and this is on purpose. LinkedIn was built for professional networking and that’s exactly how you should use it to grow your personal branding and in-turn your business.
So how do we use LinkedIn to grow our business? This is a common question and the answer is easy. LinkedIn is best used when employees post on behalf of themselves to promote the business they work for or own. Every post either directly or indirectly is a passive referral or recommendation to the business.
For example, have you ever posted an image of yourself with some co-workers at a charity or holiday event funded or made-possible by your business? This post may not have been specifically posted as a marketing effort, however you were giving a passive “thumbs-up” to your business by promoting the event.
Below are 7 steps you can take right now to better optimize your LinkedIn account:
Link Your Personal Account to Your Company Page
If you are the business owner, you first need to create a company page for LinkedIn. Having a company page is the LinkedIn version of a Facebook business page. Having one will add to the credibility of your business. If you already have a company page, make sure in the experience section of your profile that your job title is linked to your company.
Use Your Content To Tell A Story
Every word in your LinkedIn profile is personal branding, so everything from your job title to your volunteer experience should be written to promote your personal brand. Remember your profile is a living resume, its ok to have fun and be creative.
The best way to optimize your LinkedIn profile is to follow those who do it well. LinkedIn influences are those who have a big following and most of the time have the best profiles. Example influencers are Simon Sinek and Richard Branson.
It’s easy to start feeling like you are bragging about yourself a little too much but highlighting all of your major accomplishments and volunteer experiences is a great way for others to get to know you on a personal level.
Include Previous Job Positions, Even If They Are from A Different Industry
Often times entrepreneurs omit previous positions they have held with other businesses because they are not in the same industry as their current business. In 2019 having your previous employment a great way to show future followers and connections that you are a serious business owner with experience with other companies.
Avoid Controversial Topics
A great way to grow a following on LinkedIn is to avoid topics such as Religion and Politics. These subjects can cause negative discussions in the comments section of your posts, which in-turn can tarnish your brand.
Like, Share, Comment, Join and Network
Finally, after you have put some serious work into optimizing your LinkedIn profile, its time to get involved and start promoting your personal brand. By sharing content, you agree with, joining groups and networking with other members, you in turn gain credibility amongst the network and more people will want to connect with you.
To connect with me on LinkedIn click here.