Hey there, LinkedIn lovers and business buffs!
Remember when we first dipped our toes into the world of
social media for business? For some of us, it feels like yesterday. For me,
I’ve been riding this LinkedIn wave since the start (always get in early).
With 32,000 followers under my belt, I've seen this platform
evolve from a simple networking site to a powerhouse for business growth and
teach the skills to businesses around the world.
In today’s fast-paced digital world, LinkedIn is more than
just a platform for job seekers—it’s a goldmine for businesses looking to
connect, grow, and thrive. With over 930 million members, LinkedIn offers an
unparalleled opportunity to build your brand, showcase your expertise, and
engage with your target audience.
It is a powerful tool for businesses of all sizes. It's a
platform where you can connect with potential clients, partners, and employees.
It's also a great way to establish your brand as an authority in your industry.
LinkedIn isn’t just another social network; it’s a
professional playground where decision-makers, influencers, and thought leaders
come together. Whether you’re in sales, marketing, or any other sector,
LinkedIn provides the tools you need to reach your ideal clients and close more
deals.
You are probably thinking. "we've heard it all before,
what's new?" Well, buckle up, because we're about to take a journey
through the LinkedIn landscape, and trust me, there's always something fresh to
learn.
First things first - let's talk algorithms.
How LinkedIn's Algorithms Work
LinkedIn’s algorithm is designed to promote meaningful
engagement. Unlike other platforms where content can get lost in the noise,
LinkedIn prioritizes posts that spark conversation and add value. By
understanding how the algorithm works, you can ensure your content reaches the
right people at the right time.
. Here’s how it works:
- Relevance:
LinkedIn prioritizes content that is relevant to users based on their
interests, job titles, and previous interactions.
- Engagement:
The more likes, comments, and shares your post gets, the more likely it is
to be shown to a wider audience.
- Timing:
Posts that perform well shortly after being published are more likely to
be promoted by the algorithm.
These algorithms can make or break your LinkedIn game.
They're constantly changing, but here's the scoop: LinkedIn loves engagement.
It's like that friend who thrives on conversation. The more
your posts spark discussion, the more the algorithm will show them love.
So, when's the best time to post?
Well, it's not an exact science, but I've found that Tuesday
through Thursday, between 7-10 am and 5-6 pm, tend to be golden hours. I like
posting at 7.30am, it seems to be a sweet spot.
This is when professionals are checking their feed before
and after their workday, so make sure your content is live and ready to engage
them.
But don’t just take my word for it - experiment and see what
works for your audience.
Right now, I am experimenting in using AI generated content
and my own content to see if there is any difference in results. I am also
experimenting with things like different timings when I post, different days
including weekends and scheduled versus live daily posting.
I’ll keep you updated with the results.
I actually prefer chunking and scheduling. I would take a
day and create a months’ worth of content and then schedule this. I do it with
all the social channels including YouTube.
Now, let's chat about headlines.
They're your first impression, your digital handshake. A
catchy headline is like a well-tailored suit - it makes people want to know
more.
I always start and finish with a question. A question at the
start catches attention and a question at the end of a post encourages
interaction.
LinkedIn also likes a variation of posts:
Ø
Polls – LinkedIn loves polls, and these
can turn into valuable lead sources. I work with a number of businesses where I
have shown them the exact strategies of how to turn polls into sales. Two of
the businesses now get 80% of their business from LinkedIn and the majority
from the poll strategy.
Ø
Videos – LinkedIn also loves videos. We live in
a visual society and great pictures or videos capture attention. The ideal
length is around a minute and mix the videos between:
Ø
How to
Ø
Personal
Ø
Fun and humorous
Ø
Business
Ø
Product demos
Ø
Team building
Ø
Recruitment
Ø
Video testimonials
Ø
Carousel or PDFs – The algorithms measure time
spent on a post and a long PDF document is like paging through a book on
LinkedIn. A great strategy with any type of post is to give away free
information…. tell people ‘What to do’, for the ‘how to do’ they will need to
pay you. I use some great AI applications like beautiful.ai and popai.pro to
create PowerPoint presentations, download them and add my own content and have
a call to action and then save them as a PDF. I then upload this PDF document.
Ø
Free Giveaway eBooks in exchange for permission
to have them join your mailing list. I have created free downloadable eBooks on
LinkedIn and Video marketing (55-page books) that people can download in
exchange for their email or comments.
Ø
Photos with great posts. Use applications like
Canva to create beautiful visuals and write a great post to support it, you
will be surprised at the results
Ø
Text only posts – if these are funny or have
content, your results will be reflected in your effort.
Ø
Articles – LinkedIn loves articles. Take your
time in creating great articles with visuals and a call to action, this will
build your subscriber list on LinkedIn. I also use a strategy called COPE –
Create Once, Publish Everywhere. If I create an article I will make 4
variations of the article with four different headlines and tags and share them
on my website, Blogger, LinkedIn and Article Directories to get the maximum
exposure for my efforts. In one of my future articles I will share the 8 step
strategy for creating great articles and blogs.
Remember to vary the posts between personal and business. If
they are business only posts or a sales pitch, people will quickly move on.
One of my posts telling a story of my meal on British
Airways went viral
with 53,000 views, 700 comments and numerous shares.
Vary your posts. If you take a look at my LinkedIn (please follow me at https://www.linkedin.com/in/frankfurness/
)
you will notice that my strategy is:
Ø
Monday – Either Motivational Monday quote, story
or experience
Ø
Tuesday – best day of the week to post, this is
when I post my poll or an article
Ø
Wednesday – Normal post with great content and
pictures
Ø
Thursday – Video
Ø
Friday – Funny Friday – humorous story or quote.
Hashtags are another powerful tool on LinkedIn.
They help categorize your content and make it easier for
users to find posts that interest them.
But remember, don't go hashtag crazy. Three to five relevant
ones will do the trick and only the first three count.
When choosing hashtags, mix broad ones like #sales or
#marketing with more niche tags like #AIinBusiness or #LinkedInTips to reach
both wide and targeted audiences.
Also ensure you have hashtags with a lot of followers. Go to
ChatGPT and tell it about your business and ask the best LinkedIn hashtags
related to your business with the most followers.
Of late, LinkedIn is not placing so much importance on
hashtags, so watch this space and let’s see what changes will take place.
To check followers on a hashtag, just go to your post and
right click on a hashtag which will take you into a new window and show you the
number of followers.
Speaking of first impressions, let's talk about your
profile.
It's not just a digital resume; it's your business card,
your billboard, your chance to shine!
Use a professional photo (no, not the one from your cousin's
wedding or holding your favorite pet).
Ensure you have a great banner (take a look at mine) that tells your
audience exactly what you do and includes your contact details, make it easy
for people to do business with you.
It is easy to create a stunning banner using Canva.
Ensure that you have a compelling headline which is
optimized for search engine optimization.
If you do a Google search for ‘Sales technology speaker’, you will
notice that I own this page and have done for 10 years everywhere in the world.
In a future article I will show you how to do this, but for
now you will notice that my LinkedIn optimized profile has me at the top of the
page in searches.
Please don't neglect your 'About' section.
Tell your story, showcase your expertise, let your
personality sparkle! Also, remember those keywords for search engine
optimization.
Now, here's where it gets really exciting - AI tools for
LinkedIn.
Oh boy, have these been game-changers! Let me introduce you
to a couple of my favorites:
- Evy.ai
- This little gem is like having a personal LinkedIn coach. It analyzes
your profile and gives you tips to improve. It's fantastic in helping you
create posts and comments. It also uses AI to generate personalized
content ideas and hashtags based on your LinkedIn activity. It helps you
stay relevant and consistent with your posting, so you never run out of
ideas.
- Hunter.ai:
Find verified email addresses of LinkedIn profiles quickly, making your
outreach efforts even more effective.
- Lusha:
Enrich your LinkedIn connections with detailed information to enhance your
prospecting and sales efforts.
- Crystal
Knows - Ever wish you could read minds? This tool is the next best
thing. It gives you personality insights about your connections, helping
you tailor your communication. It's like being a people-reading superhero!
I teach companies how to use this tool to create wonderful fist
impressions, whether on email, Zoom or face to face.
- And
of course, there's ChatGPT. This AI wizard can help you draft posts,
come up with content ideas, and even help you craft responses to comments.
Just remember, it's a tool, not a replacement for your unique voice!
Always see it as an assistant that will do your research and not a replacement
for your voice. If you simply post AI created content, it will be crushed
by LinkedIn.
But here's the real secret sauce - all these tools, all this
optimization, it's all in service of one thing: building genuine connections.
LinkedIn isn't just about selling; it's about educating, engaging, and building
relationships.
Share your knowledge freely. Offer insights without
expecting anything in return. Be the go-to person in your field. Remember when
I started in sales back in the '80s? We were taught to always be closing. Now?
It's all about always be helping.
So, there you have it, a whirlwind tour of LinkedIn in 2024.
It's a powerful tool when used right, and trust me, mastering it is worth every
ounce of effort.
If you would like me to speak at your conference or train
and coach your team on how to get the best from LinkedIn, please drop me an
email at frank@frankfurness.com
Also,
please take a look at my online course -
https://linkedinmarketingforbusiness.com/
Now, I'd love to hear from you. What's your biggest LinkedIn
challenge? Drop a comment below, and let's keep this conversation going. After
all, that's what LinkedIn is all about!
#LinkedInTips #BusinessGrowth
#AIinBusiness#LinkedInMarketing#PersonalBranding
