If you actively use social media for B2B lead generation, to find a job, or advance your career, think about how to improve your LinkedIn visibility. This professional network recently changed its algorithm, so status updates may not achieve the same volume of views it used to get.
In this podcast Crystal Thies, the LinkedIn Ninja, gave me some valuable insights for ensuring that your profile and your post activity are in line with whom you want to reach and be actively engaged. Without taking these steps, your LinkedIn visibility will be out of step with your marketing goals for 2018.
WHAT YOU’LL LEARN FROM THE LINKEDIN NINJA, CRYSTAL THIES
WHAT AREAS OF OUR PROFILE ARE THE MOST IMPORTANT AND SHOULD WE UPGRADE (1:46 in)
In Crystal’s words – Think about what is your purpose for using LinkedIn and who you are trying to attract. The summary and the headline are the two most important parts of your profile. The headline is meant to be your headline, not your title. It will make people click through to see who you are. The summary should be focusing on what it is you do today, who you do it for, how you can help them in the future, and what differentiates you.
Insight – Take advantage of other profile sections like “projects”, “publications”, and “honors and awards” to differentiate yourself from others.
WHAT IS YOUR SUGGESTION ON HOW WE SHOULD RESPOND TO BLIND INVITATIONS TO CONNECT? (6:51 in)
In Crystal’s words – If they’re in your target market, absolutely accept that. If they’re not your target market, message them back. Don’t assume you know the person’s reason for inviting you to connect. If you’re building a network with intention, you need to have some kind of relationship with the people.
Insight – You need to send follow up messages after connecting. Sending custom messages also helps prevent people from claiming not to know you. LinkedIn will restrict your account if people you invite to connect make that claim.
WHAT SHOULD WE KNOW ABOUT USING LINKEDIN AS A BUSINESS LEADS GENERATOR? (10:34 in)
In Crystal’s words – When you can use LinkedIn’s advance search and focus on the second degree only, you can find the people you want to find. However, you can’t status update yourself into a client. Doing the one to one messages after you connect with them, that is where the power is if you’re using it for sales.
Insight – While LinkedIn can help you develop business prospects, you’ll need to use your selling skills to turn them into sales.
SHOULD INDIVIDUALS DO ADVERTISING WITH LINKEDIN? (13:36 in)
In Crystal’s words – The only part of advertising I’ve seen or heard success with is sponsored status updates from a company page. I have found that the paid impressions is more successful than pay per click in terms of the overall cost.
Insight – If you use paid advertising, you should have a sales funnel system set up outside of LinkedIn that complements your advertising or you’re wasting your money.
WHAT NEW FEATURES OF LINKEDIN SHOULD WE BE MORE AWARE OF? (16:13 in)
In Crystal’s words – LinkedIn has completely changed how its dealing with its news feed and it greatly affects your ability to get visibility. They’re pulling content out of the news feed now. Your content goes through an immediate grading system. They prefer updates that don’t have a link to them. They want conversations in the news feed.
Insight – If people don’t like, share, or comment on your content, LinkedIn will demote your post and restrict its reach now. Re-think how to advance your LinkedIn visibility.