Category Archives: B2B Advice for LinkedIn

Creating and using content effectively on LinkedIn

Content creation – or what to write about! – remains a key worry for most business owners and marketing professionals alike. Talking about things is a great way to get yourself out there and show people the benefits of what you do.

Now, added to this, one of the consequences of LinkedIn’s algorithm introduction some 2 years ago is that the distribution of your content has been reduced. That means that, in most cases, content you issue will only be seen by a percentage of your network or target audience, even if it’s widely shared … and for most, that‘s a big IF.

It therefore makes sense to use the content we produce more effectively, to re-purpose it or create chunks to use to promote the full version. This ism’t cheating or trying to deceive your readers – just the opposite. What you are really doing is creating ways in which you can use the information you are creating and sharing more effectively … just as it should be!

There are numerous ways in which you might achieve this and below I have added some thoughts on potential ways to do just that:

1. Use Mini Posts as leaders

Use the initial post as a focus point and pick three key points in it. Create mini posts with each of these and use them as teasers for the full post. This is particularly powerful with your Foundation posts, one of the key drivers of content that I talk about in the 16 Strategic Post Ideas;

2. Infographics make your message visual

If your post was text based, then consider (more…)

Article Categories: B2B Advice for LinkedIn, Content Marketing, LinkedIn Marketing, LinkedIn Tips
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H is for Headline: A to Z of LinkedIn

A to Z of LinkedIn: HeadlineThe headline is an important part of your profile on LinkedIn, it plays a greater role than simply an introduction on your profile page … though it does that well too! It is in reality a key element of the whole introduction process, a text bill board to complement the graphic banner and a way to engage with others.

To clarify what I’m talking about – if you look at your Profile Page, the Headline is the piece of text that sits under your photo on the left hand side and which probably contains your Job Title and Company name if you haven’t changed it. It is also probably the first piece of text on your profile that people see when they visit it.

As it happens, you have 120 characters at your disposal to play with here … or 220 characters if you have an i-phone and wish to make use of the feature (did someone say ‘Glitch’?) that you can access by editing it there. You essentially have free rein to use it as you see fit – it doesn’t effect the job title you display in the “Work Experience” section but does allow you to use this area in a different way.

To do so click on (more…)

Article Categories: A to Z of LinkedIn, B2B Advice for LinkedIn, LinkedIn Tips, New LinkedIn Profile, Optimise your Profile
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16 Strategic Post ideas for LinkedIn

There are a number of key worries that people have as they start to post on LinkedIn and what to write about, whether they will have enough to talk about and how best to communicate their messages to their readers all come high up the list … effectively, what sort of posts should they write. Well, posts can take many shapes and forms according to the author’s inclination and the readers’ preferences – I think the skill comes in matching the two as closely as possible.

To help you in your deliberations, here’s a list of 16 possible types of posts that you could look at to develop the conversation through your posts – they won’t all be relevant for every post, update or even article that you publish but they should help to spark some ideas on ones that would be most applicable for you.

1. Foundation Posts

Foundation posts – sometimes also referred to as “Pillar” posts – are the core content areas that your posting activity should be built upon and they focus on the key subject areas that you want to communicate to your connections and potential prospect. Given their importance, they are (more…)

Article Categories: B2B Advice for LinkedIn, Content Marketing, LinkedIn Marketing, Using LinkedIn
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5 Key engagement places on LinkedIn

Engagement is the lifeblood on LinkedIn and encouraging it is a priority from LinkedIn’s perspective but should also be from our own. The more time we spend engaging on their platform the happier LinkedIn is and equally the more we listen and talk to others here, the better our understanding of them and the deeper the potential relationship, wherever our focus lies.

When it comes to engagement, there are a number of places on LinkedIn that every salesperson should be visiting on a regular basis and ideally every day.

These are all potential sales triggers which, we respond appropriately, can prove highly valuable source potential contacts and of potential prospects.

1. Who’s Looked at Your Profile

The first key area which is often overlooked is who has looked at your profile page – if someone has looked at your profile page and your profile is written your target audience in mind, then one of the key reasons for this is that they will be interested in what you do or offer. (more…)

Article Categories: B2B Advice for LinkedIn, Business Development on LinkedIn, LinkedIn Strategy, Social Selling
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5 Steps to Success on LinkedIn

Using LinkedIn: 5 steps to successThere has been much written about LinkedIn over the years and how it can work for you in business. Given that I have spent the last 10 years training companies and individuals on it, you are likely to expect that I’m going to be positive about what it offers. You’d be right, I’m a fan.

Having said that, I also recognise there is no single way to benefit from it – from job seeking to recruiting, networking to online training, business development to inbound marketing, the potential uses are many and very varied.

There are, however, some key underlying elements that we can all tap into – key steps to success if you like – and what we are going to look at below are some that will prove beneficial to using LinkedIn effectively, whatever your motives are for being on the site.

1. Decide what your current objectives are

LinkedIn is such a potentially wide-ranging tool, that you can use for a whole host of different reasons. Indeed, during your career as you enter different phases, your use will be radically different according to your current needs, situation and role.

Therefore, our first challenge is (more…)

Article Categories: B2B Advice for LinkedIn, Business Development on LinkedIn, LinkedIn Strategy, LinkedIn Tips, LinkedIn Training
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Get linked up to your Company Page

One of the things that I always check for when getting ready for a training session are the profiles of the people who will be attending – I look at a number of elements that we can then look at during the session. Most of which are very much outward facing and designed to communicate with their desired audience, the readers of their profile page.

There is one element, however, that is very simple yet also impactful that I check and that is whether they are successfully connected to their Company Page.

Connecting to the Company page may sound natural but it is in fact something in most cases that you have to actively do. LinkedIn did used to try to connect you automatically but there were so many mismatches that they no longer bother, so we have to.

Why connect?

There are a number of reasons why you might want to do so. (more…)

Article Categories: B2B Advice for LinkedIn, Business Development on LinkedIn, Company Pages, LinkedIn Company Pages
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