Social media for the suit-and-tie set. That’s the reputation for LinkedIn, and there’s some truth to that, as people with higher levels of education are more likely to be on LinkedIn. According to Pew, 51% of people with bachelor’s or advanced degrees report using the site, compared to 10% with a high school diploma or less. But LinkedIn has become much more than just a digital resume repository, giving professionals a venue for networking and to establish themselves as thought leaders in their fields.
“While other social platforms consist mainly of everyday users, LinkedIn is tailored for business,” says Chloe Sisson, outreach coordinator at Zen Media, a B2B digital marketing agency. “You’ll have a good chance of reaching your intended audience.”
The Average LinkedIn User …
Drives business decisions at their company
Is likely to earn more than $75,000 a year
Is likely to watch learning content and live videos there
Source: HubSpot
5 Tips for Using LinkedIn in Promo
Earlier this year, industry veteran Jay Busselle launched FLEXpoint Social Selling with Jessica Gibbons-Rauch to help promo professionals succeed on LinkedIn. Here are Busselle’s best tips for getting LinkedIn right.
1
Optimize Your Profile
First, complete your profile. Then focus on what Busselle calls the “Big 5, which are the banner or background, your profile photo, your headline, your 'about' section and the featured section.” This is your opportunity to make a good first impression, so don’t miss out by leaving things blank.
2
Avoid the Sales Pitch
“Standing out on this platform, in my opinion, is still very easy,” Busselle says. “The more personality you can share, the better! Being overly ‘professional’ is a waste of time and being ‘sales first’ is worse.” That’s not to say you won’t get sales from your LinkedIn use. “Being a resource and the best version of yourself is your top competitive advantage,” Busselle explains. “People buy from people they like, so show your audience why they should like you.”
3
Graphics Aren’t Always Necessary
They say a picture is worth a thousand words, but if you’re getting tripped up by the idea of what kind of graphic to pair with your post, consider that you may not need one at all. Useful information paired with strategic tagging and hashtags can get you far, according to Busselle.
4
Bring Your Own Insights
“You don’t have to give away your secret sauce, but you do need to give some value first,” Busselle says. If you’re sharing an article from a news site, give your perspective. Create a poll on a trending topic of the day to spark conversation. Write an article or host a live video in your area of expertise.
5
Schedule LinkedIn Into Your Day
Busselle recommends spending 10 to 15 minutes each day commenting on other people’s posts. “Don’t forget that engagement is a two-way road,” he says. “Clicking on the like button isn’t enough, but engaging with comments will exponentially build the return on the time you’re investing.”
What Worked for Me
Northwestern Illinois University’s digital marketing program was introducing a new course on social media. Promo pro Jessica Gibbons-Rauch, who also teaches at the school, wanted to get the attention of the program director. “The logical next step was to use LinkedIn to show her skills,” Busselle says of his FLEXpoint partner. “Through some strategic tagging, commenting and interacting, she was able to boost the post to over 8,500 views. That sends a statement and also gives great visibility for her program. Win and win.”
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