Category Archives: B2B Advice for LinkedIn

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 to be clear in our own mind what we want to achieve from our time spent on LinkedIn. Understanding your personal business objectives on LinkedIn will influence everything else that you do – who you want to talk to, how you present yourself, who you connect to and what you share with others. Having a clear focus will allow to present a strong and clear message too.

Conversely, the adage that, ‘if you don’t know where you are going then any path will do,’ is certainly true – on LinkedIn, to make it work effectively for you, you definitely need to know where you are going!

2. Create a focused Personal Profile

Your Personal Profile on LinkedIn is you and lies at the heart of all your activity. It creates the first impression people take away of you and needs to deliver a very clear message to the audience you outlined, in step 1.

If you are looking for a job, then it is likely to be a CV type of format talking to the people who might want to invite you in for interview – as a salesperson, business owner or consultant, you need to be talking to the potential buyers of your products or services and so your profile takes on more of the role of a sales and marketing brochure, highlighting opportunities and benefits for them.

In both cases, use the tools available to you – make sure LinkedIn’s Introduction Card (the top part of your profile) delivers a punch with a strong banner image and good professional photo, backed up with a Headline that is your statement of intent, rather than just your job title and company name. All these elements need to make you stand out and make people want to read more.

3. Get savvy about search

The search on LinkedIn is way more powerful than most people give it credit for. When you walk into a big networking event, imagine being able to pinpoint the people that you want to talk to, according to what they do, where they’re based, who they work for and whether you can be introduced by someone you both know. That’s what LinkedIn can offer you!

Understanding how to get to the Advanced Search (as it used to be called) allows you to be much more specific about the people you want to target. Don’t rely on simply typing your search in the top left-hand corner, that’s just a keyword search and not going to give you sufficient control or detail

Instead, get to the People search and then click on All filters – that will give you access to full set of elements you can search with and use to identify exactly the people you want to talk to. You’ll love the results!

4. Talk to people

LinkedIn revolves around people – you and I – talking to each other, engaging and discussing topics of mutual interest and ultimately, doing business.

We start the process by putting a personal message in our request to connect, by leaving a suitable comment on other people’s articles or updates, or perhaps by sending a message directly to people on LinkedIn. In each of these cases, the personal contact is hugely important and starts to define the business relationship that follows.

Using these aspects of LinkedIn is important – it is not just a big database. You wouldn’t want to be thought of as simply a piece of data or a cell in a spreadsheet, would you? Then don’t treat your connections and potential clients on LinkedIn like that!

Instead, talk to them – it is through conversation that we show our expertise, we get to know someone and ultimately gain their trust, ready to do business.

5. Keep visible by posting

There is a lot of information on LinkedIn and more and more is added daily. We need to be part of that, but the challenge we face is to make sure that we get seen and remain front of mind for our contacts and prospects.

Posting on LinkedIn is probably going to be our main distribution method – these posts are the news and information that appear in the newsfeed on our homepages. To work this effectively, we need to keep a consistent approach to what we are sharing, but we also need to mix up the type of content and the format we publish, just as we would in other marketing media.

Video, text and links to external content are all relevant and it’s really a case of ensuring that we deliver what will appeal to our target audience (back to the planning again!) as well as deliver, in terms of LinkedIn’s marketing algorithm too. Have a plan but mix it up – different content will appeal to different people, so let’s make sure that we cover all those key areas for you.

So, to sum up – are these 5 steps are going to guarantee your success on LinkedIn? No, sorry – it doesn’t work that way. These are, however, key tools that will put you on the right track, but it is YOU that ultimately makes the difference.

Use it in the right way, present yourself and communicate effectively and LinkedIn can quickly become a tool that allows you to identify and tap into your network, and the group of advocates you already have around you … but in a way that makes it so much more effective!

Article Categories: B2B Advice for LinkedIn, Business Development on LinkedIn, LinkedIn Strategy, LinkedIn Tips, LinkedIn Training
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Getting the most from LinkedIn in 2019

While it is the start of the year, it’s true – oh, and Happy New Year by the way! – checking and confirming that we are using LinkedIn in a focused and targeted way is something that we should ideally be doing on a continual basis.

Sounds all a bit harsh, but if we are doing to get the best return on the time that we put into our time on LinkedIn, then it’s important that we have all of the elements working together for us.

So, almost without further ado, here’s a few things to bear in mind as you do so:

1) Be clear what you want to achieve on LinkedIn

This, for me, underpins everything else. I consider LinkedIn to be a tool to achieve a goal, not a “place to hang out” – though there are clearly benefits in interacting with your target audience on here.

Nevertheless, most of us are using LinkedIn to achieve something and have our “day jobs” to fit in as well – therefore, we need to clear in our own minds what are our goals for being on LinkedIn – effectively, why are we spending time on there in the first place?

It might be to develop new business, recruit new staff, market your company or services, find a new role or simply network and use it as a personal branding opportunity. Whatever it is, make sure that you are clear about your aims and focus your efforts behind that – without an objective, you will in all probability be wasting your time on LinkedIn. (more…)

Article Categories: Advanced LinkedIn, B2B Advice for LinkedIn, Business Development on LinkedIn, Content Marketing, LinkedIn Strategy, Using LinkedIn
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Getting Ready for 2019 on LinkedIn – Keeping Secure

As more and more business and personal activity happens online, we have an increasing challenge of both remaining seen (and heard) while at the same time also staying safe – luckily there are some security aspects built into the LinkedIn system that you may like to consider and apply.

I’m not talking about getting your homepage spam free – that’s a topic I’ve talked about elsewhere – but rather ensuring your access and activity on LinkedIn is as secure as possible. After all, it’s your own personal information, professional information and connections that are all built up in this site.

So, I’m going to encourage you to have a look at 6 areas that I’ve outlined below which will keep you – and your information – that little bit more secure on LinkedIn going forward.

1. Where are you logged into LinkedIn

I don’t know about you, but I log into LinkedIn from a number of different places and a number of different devices – I might do so from the comfort of my own office but I will also do so in clients’ premises while running training sessions for them or from a coffee shop where I’m doing some work when on the road. And that’s not forgetting the mobile app too of course. (more…)

Article Categories: B2B Advice for LinkedIn, LinkedIn Updates, Security on LinkedIn, Using LinkedIn
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3 things to have in place before you buy Sales Navigator

I run lots of training sessions on using LinkedIn for Business Development, many just using the free account. I also do so on LinkedIn Sales Navigator and, while I wouldn’t have recommended it 3 years ago when it first came out, I certainly do now. However, not unreservedly.

My reticence is not because of the software, which is ever improving, but rather on the supporting elements we all need to ensure are in place around it which are key to it being a truly useful sales tool.

Personally I would highlight three elements to work on that are all things that you require when prospecting, whatever account you have on LinkedIn. If you can get these three things right and use all of the capabilities of the free account, then you can get a great deal out of it. However, putting them successfully in place, means that they can really come into their own when Sales Navigator is added to the equation. (more…)

Article Categories: B2B Advice for LinkedIn, Business Development on LinkedIn, Sales Navigator, Social Selling
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People Also Viewed – do you really need it?

The ‘People Also Viewed’ section is an area that has great potential value to people looking at your profile page. However, unlike most other parts of your profile, this is one that you don’t directly control in terms of the information it provides.

More annoyingly, the value it provides isn’t reflected back to you, but rather benefits the person looking or indeed the people who appear in this list. Not good!

Just to be clear, the section I’m talking about is the column on the right hand side of your profile page which displays a series of profile links. (more…)

Article Categories: B2B Advice for LinkedIn, LinkedIn Advice, LinkedIn Strategy, LinkedIn Tips
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12 Hacks you’ll love on LinkedIn


Okay, you’ve already sussed me out, I don’t really know what a hack is … it always used to be something negative when I was growing up but now it just seems to be used in place of “ways to do things”.

So, anyway, here are 12 great hacks that you might find of value on LinkedIn, that’s to say some “really useful things you can do and find on LinkedIn that you may not have previously known about”.

Okay … “LinkedIn hacks” is shorter, I’ll grant you that.

Now, these aren’t going to make or break whether LinkedIn is a success for you – having an unfocused profile, blindly connecting, not engaging and pitching when you should be listening will all make a much better job of that – but perhaps they may add a little to your experience on the site and open up some of the options you have available to you.

1. Connect Date

The date when you first connected with someone on LinkedIn can be remarkably useful, particularly as you start (more…)

Article Categories: Advanced LinkedIn, B2B Advice for LinkedIn, Content Marketing, LinkedIn Search, LinkedIn Site Changes, LinkedIn Tips
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