How to Master LinkedIn: Win at Engagement, Grow Followers, and Generate Leads
LinkedIn is a professional networking powerhouse that has evolved beyond just a platform for job seekers. It's now a goldmine for businesses looking to boost engagement, grow their following, and generate valuable leads.
If you're ready to step up your LinkedIn game and be recognised as a social media selling authority, read on for effective strategies.
1. Optimize Your LinkedIn Profile
In my day-to-day on LinkedIn, I see so many unoptimised profiles. Before launching a content marketing strategy, optimise your personal LinkedIn profile.
Six steps to optimise your profile
Feature a professional-looking photo. Make sure it’s just you and not you with another person; don’t make it look like you have been cropped from a larger photo. Have a white background, or choose something bolder for your profile image to pop.
Ensure your headline is compelling. Remember that the first 90 characters are what everyone sees when you comment/post/send a connection request, so make those 90 characters count.
A well-written summary. Your About section should focus on what benefits you can bring to a business or the results you can achieve for others. Look outwards rather than inwards.
A detailed work history. Think of this like your CV
Include relevant skills and endorsements and assign them to your various job roles.
Ask for recommendations from colleagues or clients to add further gravitas to your profile.
Image credit: Jo Buchanan, LinkedIn
2. Publish shareable content regularly.
Content is king on LinkedIn. Regularly share content that's relevant, valuable, and shareable. This could include:
Informative articles: Share your industry expertise.
Engaging videos: Deliver quick tips or insights.
Eye-catching images: Visual content attracts attention.
Thought-provoking questions: Encourage discussions.
Remember, consistency is key. Aim for a regular posting schedule to keep your audience engaged.
3. Leverage LinkedIn Articles
LinkedIn Articles provide a platform for longer-form content. Use them to delve deeper into industry topics, share success stories, or provide in-depth analysis. Well-structured articles can establish you as an authority and drive engagement.
4. Switch on Creator Mode
So many LinkedIn users don’t use this amazing feature. It lets you share highlights such as winning posts, lead magnets, articles, and carousels. You can also add a call to action link on your profile (see image above), such as booking a discovery call.
Image credit: Jo Buchanan, LinkedIn
5. Connect and Network Strategically
Connect with professionals in your industry or target audience. Now, I will be bold here and tell you that you don’t need to add a note when sending a connection request. I’ve done a few tests and found I receive more acceptances when I don't send a personalised message. Networking strategically can open doors to potential clients or collaborators.
6. Engage with Your Network
Engagement goes beyond posting content. Interact with your connections by:
Like, comment on, and share their posts. Your comments must be valuable, too, rather than just “Great post” or “Love this post”. This tells me nothing about you or the value you could add. Instead, offer your thoughts and back up the author’s post with personal anecdotes. Or, if you disagree with the post, share your thoughts respectfully to spark debate.
Personalised messages nurture relationships. Your DM game should be strong on LinkedIn. You should always message new connections and connect with people who like and comment on your posts but are not yet in your network. But go gently. Don’t try to push sales in those early interactions; start to get to know the other person. Find out what they do, their goals for the current quarter, and the challenges they often face. This should then dovetail nicely into how you could help. But remember to be authentic and respond quickly to replies.
Acknowledging work anniversaries and milestones. Celebrating others' milestones is a great way to forge deeper relationships with your network.
7. Host Webinars and LinkedIn Live Events
Hosting webinars and LinkedIn Live events on LinkedIn is a fantastic way to engage your audience, showcase your expertise, and generate leads. Consider topics that align with your business and offer valuable insights to your target audience. Promote these events through your LinkedIn network and other social channels to attract attendees.
During the event, you can interact with participants, answer their questions, and encourage discussions while positioning yourself as an authority in your field. Additionally, you can collect attendee information for follow-up and lead generation, making webinars and live events a powerful tool for your LinkedIn strategy.
8. Create a LinkedIn Company Page
Suppose you don't have one already, set up a LinkedIn Company Page. It's a central hub for your business on the platform. Share company news job postings and showcase your products or services.
Image credit: TwitTwooYou, LinkedIn
9. Measure Your Performance
LinkedIn provides analytics to track the performance of your content and campaigns. Pay attention to metrics like engagement, click-through rates, and lead generation. Use these insights to refine your strategies continually.
Find out which posts are generating the most engagement. If you start seeing a theme, i.e., carousels or personal posts, do more to guarantee even higher engagement.
Image credit: Jo Buchanan, LinkedIn
10. Build Relationships, Not Just Connections
Finally, remember that LinkedIn is about building relationships, not just accumulating connections. Approach your interactions with authenticity and a genuine desire to provide value. Be responsive to messages and focus on nurturing long-term connections.
Winning on LinkedIn is more than just racking up connections; it's about cultivating meaningful relationships, delivering valuable content, and strategically leveraging the platform's features.
By optimising your profile, sharing compelling content, and actively engaging with your network, you can position yourself as an authority in social media selling and take your business to new heights on LinkedIn.
So, why not give it a whirl, implement these strategies, and watch your LinkedIn presence thrive?
Like what you’ve read?
Jo Buchanan, the author of this blog, is the Founder and Director of TwitTwooYou Limited, a business growth strategic consultancy centred on getting brands noticed. TwitTwooYou offers smart services to help businesses grow and achieve their aspirations and goals. Want to get your brand noticed? Get in touch for a free, no-obligation chat.
