A is for Audience: A to Z of LinkedIn

Ato Z of LInkedIn - AudienceThere are so many ways we can use LinkedIn, so many parts to the site and outcomes we want to achieve. Trying to do them all at once – trying to be everything to everyone – is doomed to failure.

The first key decision you should make on LinkedIn is who you want to talk to – who is YOUR audience? And what do you want to achieve from your engagement with them.

That underpins everything else you do – if you are talking to the right people then you have half a chance of your message getting across.

From that, you can decide:

✅ What to include in your profile to attract their attention
– that’s not just the information itself, but the language you use and the visuals you include to attract and influence

✅ Who to seek out in your searches
– this might be potential prospects in a sales environment, but just as effectively peers / partners to work, employers or introducers according to your aims

✅ What content should you publish & to what end
– do you keep it business focussed, informational or skills based, or perhaps follow the trend towards more personal posts. As a hint, it will ideally be a mix of all of the above

✅ Whose posts should search out & engage on
– are you looking to raise your profile in a subject area, interact with potential clients or get seen by particular influencers

Understanding who you are talking to allows you to focus your activity – it’s what you would do naturally face to face.

If you don’t, you’re essentially meeting with someone new … but you don’t know what for.

You sit across a table from them.

The conversation could go in any number of directions: a job interview, meeting a prospect, a date with romantic overtones, a lawyer with news … anything in fact.

You have no context.

If you knew who you were meeting you could prepare, dress in a certain way, plan the conversation & envisage the aftermath.

On LinkedIn, it’s the same & as this audience changes so will the other elements influenced by it.

Deciding this defines how you use LinkedIn and the success you will enjoy.

Mark White, LinkedIn trainer

Mark White, LinkedIn trainer

My passion is helping companies and individuals to use and APPLY LinkedIn more effectively - that is to use it to develop new business, find a new role, to market yourself, your company and products ... whatever your reason for using LinkedIn is! I run internal workshops for companies looking to bring their key people or teams up to speed and run public courses around the UK.
Mark White, LinkedIn trainer
Mark White, LinkedIn trainer
Mark White, LinkedIn trainer

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Mark White, LinkedIn trainer
Upcoming courses are: LinkedIn for Business Success London (17th October) Birmingham (9th October) Manchester (28th October) Bristol (22nd October) Northampton (31st October)

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