5 LinkedIn Tools You're Not Using Effectively

Want to improve your LinkedIn marketing?

Interested in taking advantage of the largest B2B social network in the world?

In this article, I’m going to share five LinkedIn tools you’re not using effectively…and I’m not even going to recommend you pay for the Premium options LinkedIn offers (although, there are certainly additional benefits to the paid versions of the platform).

These are not special LinkedIn tools that have been hidden from you; they’re just suggestions on how to make the most of the core components LinkedIn offers. So, let’s get started.

HERE ARE FIVE WAYS TO IMPROVE YOUR LINKEDIN MARKETING:

1. Optimize Your LinkedIn Profile

Start with your profile. There are several key elements to an effective LinkedIn Profile:

• Photo – make it professional. I love this post by Andrew Macarthy about bad LinkedIn profile photos. Don’t do those things!
• Title – Next to your photo, this is the first thing people will see when you show up on LinkedIn (to connections or to the public). Don’t just list your official title (President, Account Executive, etc.). This is a place to get a little creative. Mine says “Helping Owners Use the Web to Grow Their Business.”
• Summary – This is not a place to simply highlight your resume and professional skills. Your Summary offers an opportunity to share who you are, what you do, why you love what you do, and more. You can include videos, images and documents here, too.

In each area, be sure to include keywords related to your business. LinkedIn is not only a social network, but also a search engine within itself, and your profile can be “seen” by Google, as well.

2. Post Updates (and NOT Just About You/Your Company)

If you’re just getting started with LinkedIn, here’s a quick tutorial on sharing LinkedIn updates. The key here, though, is to get beyond just sharing links to your own website, blog, or promotional messages. LinkedIn is a place where ideas are shared, not just sold.

I won’t get into detail here, but check out What We Do Instead of Advertising – and Why It Works for more. Share updates that are helpful for your audience – whether they are your own or not.

3. Publish Blogs/Articles

Outside of a few industry experts, I haven’t come across many people who are actually taking advantage of LinkedIn’s publishing platform, called Pulse. Publishing “long-form” posts (as LinkedIn calls them) is a great way to build credibility and exposure beyond your direct connections. These long-form posts are available to anyone on LinkedIn, and when featured in a specific Channel (ie. Sales & Marketing, Technology, Careers, Best Advice, etc.), that exposure can become exponential.

4. Get and Use the LinkedIn Connected App

Download the LinkedIn Connected app right now.

LinkedIn Connected is a “fast, easy, and smart way to keep in touch.” Each day, the app gives you several notifications related to your connections – birthdays, job changes, work anniversaries, etc. Then, right in that app, you can “like” the update, make a comment, send an email, or even give them a call. It truly is a very simple way to stay in touch – and stay on the radar – with those in your circle.

5. Improve Your LinkedIn Company Page

When was the last time your Company Page was updated? Do you even have a Company Page? As with your personal profile, your LinkedIn Company Page can be the first impression someone has of your business. What impression is it making right now?

Ensure your Company Description is up-to-date and optimized with related keywords for your business. Upload a custom banner image and logo. Define your company’s Specialties, again using relevant keywords. And, if you have any Featured Groups that should be connected to your business, be sure to integrate those with your Company Page.

To learn more about Creating the Perfect LinkedIn Company Page, download our free guide here.

"Creating the Perfect LinkedIn Company Page" - download our free guide here.