This week #ContentChat was joined by J.T. O’Donnell (@jtodonnell) to talk about how to put your best foot forward on LinkedIn. As a content marketer, LinkedIn has the potential to be a valuable career resource, but not if you set it and forget it.
Q1: What is the biggest misconception people have about LinkedIn?
Myth #1: LinkedIn is Facebook for business.
A1 That it’s Facebook for business. #ContentChat
— randy clark (@randyclarktko) April 9, 2018
A1: The most aggravating misconception is that Linkedin is Facebook. It’s not. Knock it off. We don’t want to see your dinner, your drama or your pics of you in the club. #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
Myth #2: LinkedIn is a social network for executive networking.
A1 Biggest misconception about LinkedIn is that it’s a “social” media site. It’s not social at all. #contentchat
— Martin Lieberman (@martinlieberman) April 9, 2018
A1:
1. It’s not “executive Facebook”
2. It’s not “spray and pray.” Every post should have a purpose.
3. It’s not a place to find hourly employees. Sorry, franchise folks. #ContentChat pic.twitter.com/utZBxlnlxr— Shawn Paul Wood (@ShawnPaulWood) April 9, 2018
Myth #3: LinkedIn is just a career swap meet.
A1: it is only used for recruiting purposes #ContentChat https://t.co/6Jl1AKaQxd
— Josephine Borrillo (@70mq) April 9, 2018
A1. One #LinkedIn misconception that I used to hear, but not so much recently, is that people only use it when looking for jobs. #contentchat
— Tod Cordill (@todcordill) April 9, 2018
A1: That’s it’s just a place to find a new job. That may have been the case at one point, but it’s so much more than that. It’s a great place to grow your professional brand! #ContentChat https://t.co/mqrilKAjEn
— Ashley Hoffman (@ashhmarketing) April 9, 2018
Myth #4: LinkedIn is just an online resume you can set and forget.
A1 | #ContentChat
That you can abandon it immediately after set up.
— Brandon Rosenberg (@brandbrg) April 9, 2018
A1: People think it’s primarily a tool for building a job-hunting network and that they are stuck with every connection once they accept them into their network. #Nope. #ContentChat https://t.co/i6ydw2ym3d
— Erika Heald | Marketing Consultant (@SFerika) April 9, 2018
Myth #5: LinkedIn is for business, so the other social media rules don’t apply.
A1: That people have more time/take the time to read content. Headline and first paragraphs are still it. #ContentChat
— Bettina Papirio (@hw_bettina) April 9, 2018
A1: That it lacks creativity because it’s strictly a professional network. I think that LinkedIn was once that platform but continues to evolve over the years. #ContentChat
— Maria Marchewka (@_MariaMarchewka) April 9, 2018
A1 To me the biggest mistake people make about LinkedIn is that it’s somehow different from any other platform. What is shared will be dictated by the audience you are sharing content with. That may mean it’s more familiar, it may mean it is less familiar. #ContentChat
— Derek Pillie (@dpillie) April 9, 2018
Myth #6: LinkedIn is dead.
A1: That LinkedIn is dead. #contentchat
— Michelle Garrett (@PRisUs) April 9, 2018
Myth #7: LinkedIn is a relationship building shortcut.
A1: @LinkedIn is NOT a way to shortcut the relationship building process. People mistakenly think they can ask for help/advice/etc without first establishing rapport. #ContentChat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
A1b: It seems salespeople think it’s a great tool to get an “in” with a company. I can’t tell you how many times I’ve rejected a connection from someone in sales I’ve never met. #ContentChat
— Jason Webb (@JasonLWebb) April 9, 2018
Q2: As content marketers, our work involves strategic storytelling. How can we reflect those skills in our LinkedIn profiles?
Use LinkedIn’s native publishing platform to show off your storytelling skills.
A2: Write articles that are native to that platform and/or create updates throughout the day to provide value to your followers. Show your expertise and treat your LinkedIn as your living/breathing resume. #contentchat
— Maria Marchewka (@_MariaMarchewka) April 9, 2018
A2. Say it well and mean what is intended. Don’t just say you’re a fantastic blogger demonstrate your competency by producing a well researched and well crafted post with an appropriate visual. #ContentChat
— Dr. Dorrie Cooper (@sittingpretty61) April 9, 2018
Complete your LinkedIn profile by including links to relevant project examples.
A2: Utilize the option to link to and share examples of your work. Seeing is believing. #ContentChat
— Bettina Papirio (@hw_bettina) April 9, 2018
A2: Put links to work where you’ve used your storytelling skills on behalf of a brand #ContentChat
— Kristina Markos (@KVMarkos) April 9, 2018
A2: Use your #LinkedIn profile links to showcase your best work. Show, don’t tell! #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) April 9, 2018
Craft a compelling story in your summary.
A2 I try and tell a story in my profile Summary. Mine begins, “What STORY do YOU want to tell the world?” #contentchat
— Dennis Shiao ✍ (@dshiao) April 9, 2018
A2: Using your headline and summary as a storytelling platform. Think of it like your personal landing page… eval for search, questions people would wonder about you and resources to help them dig deeper. #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
Share content you’ve created by promoting it in status updates.
A2: Show rather than simply tell. If you’re not publishing on LinkedIn, make sure you’re at least promoting your content on there. There’s nothing like saying “I’m a storyteller!” without anything to back that up. #ContentChat https://t.co/4CbbHqR4YA
— Ashley Hoffman (@ashhmarketing) April 9, 2018
A2 I think our storytelling can show in the articles we share on LinkedIn. I’ve posted some personal things/rephrased for LI #contentchat
— Paula Kiger (@biggreenpen) April 9, 2018
Get involved in conversations around the topics and with the people and organizations that matter to you.
A2 LinkedIn is a great platform to show how you stand out from others. Find where the conversations are happening and dive in to them. You’re going to stand out because a relatively small segment of the users base actually engages on LinkedIn. #ContentChat
— Derek Pillie (@dpillie) April 9, 2018
Q3: Let’s talk about LinkedIn headlines. What are the key elements we should include? Is there a formula for them?
Your LinkedIn headline needs to go beyond your current job title.
A3: I’m not sure there’s a formula, but I do recommend going beyond your title… make sure you’re talking about what you love, or how you’re helping people or the nut behind the job you’re doing. It’s impactful. #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
A3: You are not your job. So don’t make your #LinkedIn headline your current job title! #ContentChat pic.twitter.com/weoClh7EUZ
— Erika Heald | Marketing Consultant (@SFerika) April 9, 2018
Use the Buzzfeed formula.
A3: I am inclined to say, follow the Buzzfeed formula. Give lists, make it entertaining and let the audience know they’re going to be getting info they won’t find elsewhere. #ContentChat
— Kristina Markos (@KVMarkos) April 9, 2018
A3: More than anywhere, think journalism — inform in the headline with the understanding education lies within the post. Don’t give it all away. Folk tend to respond to that… you know, outside the clickbait model. #ContentChat pic.twitter.com/JRbX9HZKc2
— Shawn Paul Wood (@ShawnPaulWood) April 9, 2018
Start with your “why”.
A3 don’t be boring… Add some personality, quirkiness… WHY should people connect with you if you have a lame headline. #ContentChat
— Marisa Cali (@allthesocial) April 9, 2018
Your LinkedIn headline frames your professional story.
A3. Your headline is the 1 – 3 lines underneath your name.
you have 120 characters including spaces for your headline.
Don’t just describe who you are and what you do.
Write a headline that contains a benefit to the viewer.
Tailor to your industry vocab.#ContentChat— Dr. Dorrie Cooper (@sittingpretty61) April 9, 2018
A3: I don’t know of any formula personally, but find a way to convey who you are in terms of your title, skills, and personal brand all in just a few words. It’s not easy, but a well-crafted headline makes you stand out in the crowd! #ContentChat https://t.co/xoreZsk1RO
— Ashley Hoffman (@ashhmarketing) April 9, 2018
Use LinkedIn videos to answer your FAQs.
A4: I like using video on @LinkedIn to provide mini-tutorials and how-to responses to common questions I get asked. My rule of thumb is if I get the question more than 3X in a week, then it’s probably worth making a video. #ContentChat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
Q4: LinkedIn recently released video status updates. How should I use that (or not use that)?
Don’t do video for the sake of doing video. It needs to tie back to your overall branding strategy.
A4: Use it to update your status if that’s part of your #LinkedIn strategy. I wouldn’t stray too far from your overall digital strategy… #ContentChat
— Marisa Cali (@allthesocial) April 9, 2018
Use video as a TL&DR summary of longer-form content you’re sharing.
A4: I LOVE the way @crestodina is using it… a video summary of the articles they post makes a ton of sense. That’s how I plan on using it going forward. #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
Q5: How can I grow my LinkedIn network without being a spammer?
Activate your employee brand advocates.
A5: Getting our content posted in various groups by employees has helped us grow organically. #contentchat
— CHARGE (@CHARGEgoforward) April 9, 2018
Make an effort to connect with your existing IRL network.
A5 Search for the folks you ALREADY know by syncing your email. #contentchat
— Chaim Shapiro 🎤 Help you MAXIMIZE LinkedIn 💻 (@ChaimShapiro) April 9, 2018
A5: I probably take the wrong approach, but I only try to connect with people I’ve met IRL — either by phone or face-to-face. #contentchat
— Jason Webb (@JasonLWebb) April 9, 2018
A5: Go to networking events and connect with people after (or during) the event once you’ve met them! Or, find a way to provide them real value. Don’t just connect with 20 new people a day. Focus on the quality of the connection rather than quantity. #ContentChat https://t.co/Jl7ZKQF8Mt
— Ashley Hoffman (@ashhmarketing) April 9, 2018
A5: This is an obvious one – but one I often overlook. I just went through the biz cards I’d collected and checked to make sure I was “linked” with those who I wanted to stay in touch with. Sure enough, I found some I hadn’t yet connected with. #contentchat pic.twitter.com/cfzQvdnFwS
— Michelle Garrett (@PRisUs) April 9, 2018
Be relentlessly helpful.
A5: Best way to use LinkedIn? Add real value. Have something to offer, have real questions to ask. Take time to interact with people. That way when you have something to say, people are listening. #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
A5: I tell users to decide what’s the 1 thing they want to be known as the go-to person for. Then, offer as much insight, resources and tools as you can to prove it. Your @LinkedIn feed should be a self-help channel for your followers. #ContentChat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
Take time to craft a compelling connection request note.
A5 connect only if you truly have a reason to connect. I’ve made some relatively “cold” connections bu always explain via note #contentchat
— Paula Kiger (@biggreenpen) April 9, 2018
A5 ALWAYS personalize connection requests- they sync to “messages” now too. #contentchat
— Chaim Shapiro 🎤 Help you MAXIMIZE LinkedIn 💻 (@ChaimShapiro) April 9, 2018
Q6: If I am looking for a new job or for new clients, what are some ways to use LinkedIn to help with that?
Make sure you’ve established a strong network before you come to them with an ask.
A6 I know it can’t always work this way — but establish connections when you can just relate — before you actually NEED ppl #contentchat
— Paula Kiger (@biggreenpen) April 9, 2018
A6: You have to connect even before you are looking for anything. Make it a habit to connect with people regularly to keep your network warm. #contentchat
— Bettina Papirio (@hw_bettina) April 9, 2018
Consider using ProFinder.
A6: Although I haven’t used it, I’ve gotten emails from the #ProFinder which seems to work fairly well! Also make sure your profile is optimized to not only keywords that potential clients are looking for, but shows your value & tells your story. #ContentChat https://t.co/23XcpncR7Q
— Ashley Hoffman (@ashhmarketing) April 9, 2018
Give away a taste of your services for free.
A6: I’m using LinkedIn as a platform to give away free advice. I love helping people and it also happens to be an effective selling tactic. I’d rather show you my expertise than convince you I’m an expert. #freemarketingadviceFri #ContentChat
— Maureen Jann (@SuperDeluxeMo) April 9, 2018
Let your network know when you need a new gig.
A6: It is remarkable (at times) how supportive a @LinkedIn network can be. I lost my gig once and put it out there. This is who I am and what I can do. I got more referrals, likes, and comments than anything I’ve done to date. Got my next career move from it too. #ContentChat pic.twitter.com/E7JVxv6Vim
— Shawn Paul Wood (@ShawnPaulWood) April 9, 2018
Follow the companies you want to work for/with and make an effort to network with them.
A6: Create a bucket list of employers & follow them. Each day, customize 5 connection requests to people who work there. Did you know? When recruiters search on LI, the people w/ the most connections to existing employees show up higher in the search results? #ContentChat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
A6 It has an open platform for quickly searching interests which you can then refine down to help with your search although it’s not what but who you know so it’s about making friends where you want to go🤔 #ContentChat
— BrainBlender🤔🌐 (@BrainBlenderTec) April 9, 2018
Make LinkedIn a core part of your thought leadership program.
A6: As with any sharing on #socialmedia, you should be sharing content that is valuable to your potential clients. That will help them see you as a thought leader. #PR #contentchat
— Michelle Garrett (@PRisUs) April 9, 2018
A6: Showcase insight! You and your company should have a robust pipeline of results-driven material that can highlight your expertise. Also, make sure to highlight key differentiators. #ContentChat
— Kristina Markos (@KVMarkos) April 9, 2018
Q7: Are LinkedIn groups worth the time investment?
Yes. LinkedIn groups are great.
A7: YES!!!! But we wish you could join groups as a company. #contentchat
— CHARGE (@CHARGEgoforward) April 9, 2018
A7: So many people tell me that they’re dying, but I love them. They’re my favorite part of #LinkedIn. #ContentChat pic.twitter.com/4mtLzUG3RJ
— J Reno(e) 🤘🎙🤘 (@Renoe) April 9, 2018
A7: If it’s a topic you are interested in and group members are active and engaged.
#contentchat— constancegail (@constancegail) April 9, 2018
A7. #LinkedIn groups can be a great time investment both for short term and long. Pick a few relevant ones and engage. #ContentChat
— Tod Cordill (@todcordill) April 9, 2018
No. LinkedIn groups are not worth it.
A7: waste of time IMHO #ContentChat https://t.co/v05BPDfxwz
— Josephine Borrillo (@70mq) April 9, 2018
A7: I find I don’t have the time to pay proper attention. I prefer IRL networking events and groups. #contentchat
— Bettina Papirio (@hw_bettina) April 9, 2018
Q7: I haven’t found them useful because most of them are too big & have just become a place to post content. If you need eyeballs on a video or blog post, they can be a good way to push them out beyond your profile feed. #ContentChat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
A7: I used to think so, but lately they’ve gotten either inactive or spammy. Maybe I’m just in the wrong ones? Facebook groups seem much higher quality to me. #ContentChat https://t.co/8O5p2yGgXS
— Ashley Hoffman (@ashhmarketing) April 9, 2018
Q8: Any favorite tools or resources for improving my LinkedIn profile?
A8: I’m obsessed with using @canva right now to create graphics for my feed. I’ve seen average posts views go from 3-5K to 25-100k+ views. #NotJoking Not sure why the engagement is so high, but it’s been a game changer for us. #contentchat
— J.T. O’Donnell (@jtodonnell) April 9, 2018
Leave a Reply