Last but definitely not least in my social media kickstart series is…LinkedIn. As one of the newest social media platforms of the bunch, LinkedIn is still evolving with new features each month. While it may seem tedious to manage a several social media platforms, lucky for you, using LinkedIn for marketing requires the least maintenance, thanks to its structure and also to social norms when it comes to communicating on LinkedIn.
Throughout my social media kickstarter series, I’ve mentioned that social media is NOT the best marketing tool, but it is necessary for a cohesive brand presence. Why? Clients expect to see you on social channels, and LinkedIn is no exception. Here are a few important tips to kickstarting your business’ LinkedIn presence and using LinkedIn for marketing to your best advantage.
Keep your photos on-brand.
Aside from your business’ LinkedIn profile photo and cover photo, you’ll want to have a suite of brand photos to pull from to accompany your messages. Posts with photos attached are favored in algorithms, boosting your chances of being seen. These professional photos help capture the cohesive energy of your brand. It may not seem like a big deal to post a pixelated or blurry photo you took off your phone, but I assure you, potential clients notice and are mentally docking professionalism points off your business when they see you didn’t take the time to respect your overall brand image. Don’t give an opportunity for them to second guess; let them recognize your strong brand presence right away.
As a professional photographer, I provide branding sessions for businesses that go beyond headshots. We discuss your business goals, how the photos will be used, and more. Plus, my artistic eye is always finding the best angles, composition, lighting and color schemes to capture—a valuable asset for all businesses.
Watch what you share.
As I mentioned above, when it comes to LinkedIn, the standard for engagement is much lower than on other social media platforms. For starters, LinkedIn is a professional platform at its core, so you’re not mixing as much personal information as you may be on other platforms. People see your business page as a business and treat it as such. And that’s a good thing—here’s why: You don’t have to respond to people outside of business hours (hallelujah!). And people are much more forgiving with response timing, in general, on LinkedIn.
When it comes to sharing and re-sharing posts on LinkedIn, you may come across long, heartfelt personal essays. My general recommendation is not to re-share them unless in re-sharing you’re reflecting your business’ values. On LinkedIn, like other platforms, your posts endorse ideas (unless otherwise stated), so watch what you’re reacting to and putting out into the world, and make sure it aligns with your mission.
Engage with people.
While LinkedIn isn’t a platform you need to be checking everyday, it can be used as a great tool for connecting with existing clients and potential clients. Some of the easiest ways to engage on LinkedIn are by requesting endorsements and reviews from past clients (which show on your business page), allowing employees to claim your business as a workplace (this is how word-of-mouth works!), and following thought leaders in your industry (and re-sharing messages that resonate with your business). Congratulate those peers that you’ve worked with when they are celebrating a promotion or new job title – it’s a community and much like any networking you should check your intentions. I think that it’s important to walk into a room and ask what you can do for others, have fun and contribute to the energy around you rather than allowing yourself to be fueled by the fear of not getting a return on your investment or asking what they are doing for you. Nothing great comes from a scarcity mindset and the LinkedIn community is no different.
While most social media comment sections are a black hole where brain cells go to die, on LinkedIn, you can find, share, and write worthwhile ideas that are conducive to growing your business. If you’re on LinkedIn and want to connect with me, go for it – but as I always advise – a blanket request goes nowhere if we aren’t already familiar with each other. Make sure you drop a line about who you are and why you want to connect and you’re well on your way to using LinkedIn for marketing in the best way possible!