This article is based on content from our recent webinar "Social Media Essentials: LinkedIn". Click here to see upcoming free social media and marketing events.

If you’re new to LinkedIn or want to refine your approach, here are some practical tips to make the most of the platform:

1. Optimise your profile

• Use your real name: LinkedIn is moving towards verified accounts, so use your full name – no nicknames or emojis.
• Download the app: 70% of LinkedIn users visit the platform on mobile devices. Make sure your profile is optimised for mobile, and regularly view your posts in the mobile app to see how most of your connections will view them.
• Headline matters: With only 120 characters available, ensure you include the keywords your ideal clients might search for.
• First impressions count: Use the first three lines of your "About" section to summarise what you do and include a call-to-action, as these are the only lines visible unless the users clicks to expand and read more.
• Add skills: You can list up to 100 skills—doing so boosts your visibility in searches.

2. Tailor your content

• Think of LinkedIn like a conversation at a networking event. Who are you speaking to? What do they want to know? Address their challenges in your posts.
• Share content that demonstrates your expertise. For example, answer common industry questions or share insights about your field.

3. Connect with intent

• Be selective when connecting with others. Aim for accounts that are active (e.g., those posting or commenting regularly). You only get so many opportunities to reach out to a potential new connection, so don’t waste one on a dormant account.
• Personalise your connection requests. Follow them first, so you can refer to something specific about their posts or profile to show genuine interest. Try to ask questions when you initiate a conversation; asking their opinion on an industry topic shows them that you are interested in a conversation, not just a sale.

4. Make your posts stand out

• Use visuals: Images, videos, and carousels perform better than plain text. Canva is a great tool for creating engaging visuals if you don’t have access to high end design software.
• Add captions to videos, as most users view content without sound. Keep videos under one minute for maximum impact.
• Use hashtags sparingly (around 3–5) and ensure they’re relevant to your post. They will help you be found by people doing keyword searches, but too many will negatively affect your ranking with the algorithm.

5. Engage, then connect

Don’t jump straight into pitching. Instead:

• Follow relevant users and interact with their content through thoughtful comments.
• Use the "Educate, Engage, Connect" approach: share valuable content, engage in discussions, and then send connection requests.

6. Explore LinkedIn’s features

• Newsletters: These can boost your visibility and establish you as a thought leader. Publishing bi-monthly is the recommended frequency.
• Company pages: These add credibility to your business and provide a space for more sales-focused content (allowing your individual profile to be more personal)
• Boolean searches: Use advanced search terms (e.g., "marketing AND ‘social media’ AND Birmingham") to find specific professionals or businesses.
• Analytics: Use LinkedIn’s analytics to understand what content resonates with your audience. If you need deeper insights, consider third-party scheduling tools with robust analytics features.

By following these tips and investing time in LinkedIn, you can connect with the right audience, build trust, and position your business for growth.

Next steps

Keep building your knowledge: Browse all upcoming workshops and webinars on sales, marketing, HR and more.

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