Category Archives: LinkedIn Strategy

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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Treat people right – LinkedIn Advent Calendar (Day 3)



Participating on LinkedIn – or any online environment – comes with its own particular set of challenges & concerns. One of those concerns is often “What is the etiquette of using it?”

In response, people have written a whole range of pieces of advice and there are there are massive tomes advising on how to go about it. While they have their place, I honestly feel they vastly over complicate the whole thing.

Don’t get me wrong, I understand people’s misgivings. However, for LinkedIn, I feel most of us have an inbuilt understanding of how to do things, because it’s exactly what we do naturally face to face or over the phone every day. We meet new people, we introduce ourselves and ask about them … essentially, we talk to them!

However, on LinkedIn, either we disregard all of this accumulated knowledge (more…)

Article Categories: LinkedIn Strategy, LinkedIn Tips, Using LinkedIn
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Winning the LinkedIn Glitterball
(or how we are all sometimes like Ashley)

Let me quickly set the scene of my analogy today and identify a couple of the main protagonists. We are talking “Strictly Come Dancing” here – “Dancing with the Stars” for colleagues across the Pond.

As you might imagine, Strictly is ostensiously a dance competition – you dance well, the judges mark you highly, you stay in to dance again the following week, and the person who comes last is voted out of the competition after a dance off.

Except that it isn’t.

Granted, it is partly a dance competition … but it is also part popularity contest. Why so? Because it is not just the well informed judges voting on who stays or goes, but also us, the general “armchair experts” public. And while we do partly judge it on the dancing, we also bestow our voting favours on what we enjoyed and, crucially, on who we like.

And on occasions, it is the mix between these two elements which is crucial. (more…)

Article Categories: Business Development on LinkedIn, Content Marketing, LinkedIn Strategy, Using LinkedIn
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Saved searches and Search Alerts on LinkedIn

LinkedIn Groups searchThere’s a quick way to keep up to date with new people who fit the prospecting criteria you’re interested in, without lifting a finger. Essentially, new business prospects delivered to your inbox every week … automatically. Sounds interesting? Then read on …

When I’m using LinkedIn for targeted business development, my first port of call is unsurprisingly LinkedIn’s people search function – not just the initial search box at the top of every page but the filter filters that used to be called the “Advanced Search” in its previous incarnations.

Being able to target the type of person I’m looking to approach using a combination of job title, company, location, industry or any of the other filters that LinkedIn offers is an absolute godsend. That’s also why it always takes up an important slot in the “LinkedIn for Business” workshops that I run.

Creating the right search takes time though, particularly if you are going to make sure that you cover all the bases which will include variants of relevant job titles for the type of people you are targeting. (I talk about that in my “Think before you search” post in more details) Once you have done so, you don’t want to lose your work – instead you are going to want to use that time and time again, to build on it as required. (more…)

Article Categories: LinkedIn Advice, LinkedIn Strategy, LinkedIn Tips, Social Selling, Using LinkedIn
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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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