How to Step It Up on LinkedIn in 2023
These days, more and more of our clients are deciding to invest wholeheartedly in LinkedIn, and we understand why. Facebook isn’t a priority for anyone, Instagram and TikTok feel like a BIG commitment (and they are!), Twitter is still a dumpster fire in many respects… so why not focus on a social platform that is specifically for older, professional users, that is consistently growing (with more than 900 million users in 200 countries and regions), and higher than average engagement rates?
Before you decide to go all in on LinkedIn for your organization, you and your team members should also be updating and using your personal profiles. Make sure you have the basics covered first, before you start engaging:
First impressions count. The top of your profile is the most viewed and most valuable section. Make sure you have a clear headshot with a high-resolution photo. Use your Headline to show some of your most important accomplishments. Include your professional contact information so others can reach out. And LinkedIn has features to help you promote your services as a freelancer or consultant, if that’s your jam; use the Summary section (no more than a sentence or two) to describe your expertise and why you do what you do, and use the Open To button on your profile to say if you’re seeking job prospects, clients, or job candidates.
Use keywords strategically. This is what helps you show up in search results and helps LinkedIn suggest connections, so make a list of the top 20 words that describe your professional interests and career history. Sprinkle those words liberally throughout your profile, concentrating on your Headline and About section.
Make your profile unique. You can customize your profile and add content, like work samples, links, formatted text, and even new sections to make it more interactive and to really show you off. Take advantage so that you stand out from the crowd, especially if you're networking or job hunting, and don't forget that you can customize your profile URL too. Regularly add new skills, certifications, trainings, or even writing samples from your company blog.
Now, time to… engage!
Post and update your profile regularly. At the top of your feed, there's space for you to write your own updates and share links and images. What are you working on? What's your company up to? Need any advice or want to start a discussion? You can also publish Articles, which are long-form posts that can boost your visibility.
Getting motivated to post your own content can be REALLY difficult, and it’s one of the biggest challenges our clients have when it’s time to turn on the content marketing engine. It requires you to WANT to do the work of content creation, and, as Brandon Carter of Codeword shared in The Drum, resolve to enjoy it:
“In our world, exec social programs tend to succeed when they’re largely self-directed, when their perspective and experience is the fuel that keeps the engine running. We’ve seen plenty of well-intentioned attempts at social thought leadership programs slowly peter out simply because the person the program was built for lost interest. We’ve seen with many folks, the more engaging online feels like a chore that requires a small army of marketers, the less likely it is the exec will consistently prioritize it or be excited.”
LinkedIn also has a few new tools for content creation that might help you get more excited about this. Turn on Creator Mode on your profile (follow these steps) and you’ll get access to some snazzy new tools like Newsletters and LinkedIn Live.
Don’t forget to regularly check your feed to keep up with your connections, updates from companies you've followed, and to leave comments or like posts. Check your notifications regularly, and respond when people authentically engage with you.
And finally, remember that others can see when you're checking out their profiles, unless you change your settings. And your activity can be seen by others too. If you need it, here’s how to change your privacy settings.