How to Use Linkedin to Market your Brand (Part I of III)

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Linkedin is a professional social media platform that showcases you as an individual – as a professional. Linkedin is an essential network to be a part of because you are your brand. At the end of the day, it’s your core values and beliefs that shape you as a professional and ultimately shape your company or career. There are ways to promote your business as well via features such as Linkedin Groups or Linkedin Companies, which we will talk more about in Part II.

So what is Linkedin? Linkedin began in the living room of co-founder Reid Hoffman in 2002, but officially launched in May 2003. At the end of the first month, Linkedin had a total of 4,500 members in the network. Approximately one million new members join Linkedin every week (equivalent to a professional joining the network faster than one member per second!). Currently, Linkedin operates the world’s largest professional network on the Internet with more than 100 million members in over 200 countries and territories and there were nearly two billion people searches on Linkedin in 2010….http://press.linkedin.com/about/

So, as you can see, Linkedin is a well established platform that can help promote yourself professionally – and more importantly, give you the opportunity to collaborate with likeminded individuals within your industry or expertise. Also, through posting valuable, helpful posts and comments, you are likely to reach your target audience as well. Give value first and strive to be a thoughtleader in what you do and then your target market will follow. A great example is Hubspot. They give free eBooks and webinars that are so valuable that I follow them daily to get great marketing tips and information. Because I see such value in Hubspot, I refer clients to them, re-tweet their content and mention them in articles, blogs, etc. - just like I am now…this is the power of value at work!

I digress…

Now how can you use Linkedin to Market you or your brand? Here are 3 easy steps to take to get you started:

1. Create and optimize your profile.
2. Grow your networks.
3. Post valuable content that “drives action” as David Meerman Scott would say.

Step 1 - Create and Optimize your Profile:

Linkedin measures your profile completeness. This should be at 100%, and this is easy to do. Make sure all the sections are completed with the most information you can give, while keeping it neat, organized and to the point. It is helpful to have a copy or your resume while completing these sections because you will be asked about prior work history, education, specialties, interests, and more. Also, when posting past work experience, elaborate on each position to include what you accomplished and did at each company – simply listing a past position and company doesn’t paint the whole picture. Think of Linkedin as your canvas and make it as vibrant as you can.

After completing the basic background information, write a summary about what you do, your purpose, and what your goals are. The summary is often the first thing someone looks at when they view your profile so this is your first impression. Don’t be salesy! Talk about your passion, your story of how you came about doing what you do, state what makes you unique in what you do and describe what type of professionals you are looking to connect with. One or two pointed paragraphs is sufficient – not too short and not too long. You will also be asked to list your specialties – be creative to add some personality to your profile! Yes, list your services and areas of expertise, but also think outside the box of what you really excel at (e.g. connecting business professionals, avid golfer, notorious networker).

Here are some other Linkedin tips:

Tip #1 You are able to list three websites. I would try to post three websites if possible: company website, your blog, your Facebook Fan Page, YouTube Channel or any other website connected to you. Also, there are limited ways to add SEO to your Linkedin profile, but one way is to use keywords for the website link name. Under edit my profile, go to add website, select edit and then choose “Other” which will allow you to insert the name of the website link you want to show up on your profile. For example, instead of your profile saying “My Company Website” – add keywords instead such as “CCP - Retirement Planning.” There is a 30 character limit so choose your keywords wisely.

Tip #2 Customize your Linkedin URL. You are assigned a URL, but this can be edited to represent you better. I recommend using your first and last name for search engine purposes or your name and company if it’s not too long.

Tip #3 Complete your personal information to include a way to contact you! I have come across so many profiles that do not have contact information, which drives me bonkers! I understand the privacy concerns, but there are ways to keep your phone number and email private while still providing a means of contact. I personally list my office phone number and email, but this is my preference. At the very least set up a gmail email account that you can use for Linkedin (and use this gmail email for all other social media accounts too in order to keep everything in one place). You can add contact information under Edit Profile -> Contact Settings.

Tip #4 Add applications! You can feed your blog into your profile, can add Slide Share to post PP slide presentations, Amazon reading list, Company Buzz Plug-in, Travel, Events, Google Presentation, Polls, and more! These applications not only jazz up your profile, but you are able to offer more information about you and your brand. You can add applications by going to Edit Profile -> Add a application.

Tip #5 Upload a profile picture. There has been some good debate on whether we should upload a picture of ourselves on Linkedin. I can respect those who want privacy, but people do business with people they like and trust so a profile picture gives your profile more credibility so upload a nice headshot photo of yourself. Select a professional looking photo of just you.

Tip #6 Get recommendations! Linkedin has a feature where you can ask and give other members recommendations. This will help bring your profile completeness to 100% and it builds credibility. Another person’s testimony is great marketing! Try to give a few recommendations and ask for some in return.

Get started today! Take the next week to complete the following next steps:

1. Export contacts to an excel spreadsheet unless you have Outlook.
2. Print your resume to have handy.
3. Logon to Linkedin by clicking here.
4. Start building your professional profile - remember…you are your brand!

Stay tuned for next week’s blog about Step 2 - How to Grow your Linkedin Network.

Godspeed.

Was this helpful? Can you think of any other helpful tips? Please post a comment below - we’d love to hear from you :) Also, follow Social Media 22 on Twitter (@SMMSEO22) and tweet this blog to be automatically entered to win a $100 gift card for any of our services! Drawing will be every month and announced on Twitter.