These are the slides used in a presentation hosted on This Week in Photo to help photographers get the basics of using LinkedIn.
Always remember to keep in mind that information such as this may change in its utility over time. That said, it should be for the most part of great value.
2. Why LinkedIn?
Started as a ‘Job Board’
Now mostly used as a professional’s
social media
Source: LinkedIn
3. Why LinkedIn?
It’s where business decision makers
hangout
Entrepreneurship growth = more
people who need to promote their
businesses
4. Stats List
➔ About 45% of LinkedIn article readers are in
upper-level positions (managers, VPs, Directors,
C-level).
➔ Over 660 million users
➔ 675 million monthly users
➔ 40% use it daily
➔ Profiles with photos get 21x more views and 36x
more messages
➔ 9 billion content impressions every week
➔ LinkedIn articles featuring exactly 8 images far
outperform the rest.
➔ 80% of B2B leads come from LinkedIn vs. 13% on
Twitter & 7% on Facebook.
➔ 46% of social traffic to corporate websites
comes from LinkedIn.
➔ LinkedIn generates 3x more conversions
than Twitter & Facebook.
Have I done enough to
convince you yet?
Are you ready to get to work?
Source: https://foundationinc.co/lab/b2b-marketing-linkedin-
stats/
5. How does that apply to
photographers?
Do you sell your work?
Then…
You’re in business
6. Photographers that should use linked create:
➢Headshots, Banner panos & design
➢Marketing content
➢Business stories
➢Advertising content
➢In-house business stock photos
7. Getting results - the long game
➢Become a known brand
➢Become trusted & trustworthy
➢EARN your ENGAGEMENT
○ (likes, comments & shares)
➢Demonstrate your leadership in your niche
8. Task List 1
➔ Headshot
➔ Backdrop Banner
➔ Headline
➔ About
➔ Current Position
➔ Education
➔ Location
➔ Industry
➔ Contact Info
➔ Experience
➔ Volunteer Experience
➔ Skills & Endorsements
➔ Recommendations
➔ Accomplishments
➔ Interests
Your profile
This is how you show up
9. Headshot Profile Photo
★ 1:1 square
★ At least 300 x 300 px
★ Photofeeler.com
Page Cover Image
★ ~ 2- 4:1 Ratio
★ 1192 x 220 pixels
★ 1536 x 768 pixels
★ Test on desktop and
mobile
★ Show what you do
Branding
★ Test on different screen
sizes
Headline
★ Attention Grabbing
★ Who you are
★ What you do
★ SEO
GDP of Marketing images
★ Geographic (where)
★ Demographic (who)
★ Psychographic (personality)
10. Task List 2
How you create content worthy
of attention
➔ Posts
➔ Articles
➔ Likes, comments & shares
➔ Slideshare
➔ Featured
Your Activity
Have a goal...
then another goal, and another...
11. Your Post Photos
Keep it simple
A post is not a portfolio, 1 image most of the time
Be thoughtful about content -
Show how your work helps others
Tell the story
Don’t be a “FIGJAM”
Alt Tags
12. Posts are for...
➢ Newsworthy issues
➢ You may find this interesting…
➢ Here’s a thought for you…
➢ Look who I just met…
➢ What I’m working on right now
➢ Driving engagement with
○ feedback, and
○ questions
13. Posts should...
➢ Be reasonably short
➢ Have relevant hashtags
➢ Be targeted to get and gain likes, comments
and shares
➢ Include the names of people (hyperlinked
using @...) that it relates to
➢ Keep the user on LinkedIn as often as
possible (not always easy)
➢ Be done very regularly - daily or even more
if possible.
14. Your Article Photos
Leave white space & brand it up
Think of articles as evergreen content
Include at least 3 images and go for 8 if you can.
Include links to other content but not too much
(refer back to LinkedIn content where possible)
15. Articles should...
➢ Be stories that get told like a magazine article
with photos
➢ Go deep (but not too deep) dive on a subject
➢ Help the reader better understand you, your
business and your style
➢ Encourage your readers to engage in thoughtful
conversations and questions
➢ Become examples of your brand
16. Task List 3
Growing your Network is #1
➔ Stage 1
◆ Connect with clients 1st
◆ Connect with people you do
business with
◆ Connect with prospects
◆ Connect with “FRA’s”
➔ Stage 2
◆ Connect with 2nd level connections
◆ Connect with community leaders
◆ Connect with influencers
◆ Connect with your industry
Your Network
If a tree falls in the forest...
17. LinkedIn IS Digital Networking
➢ Your #1 goal is to grow your network with the
RIGHT people
➢ People will do business with others they
○ Know
○ Like
○ Trust
➢ You have to show your knowledge and be
likeable to be trusted.
18. LinkedIn IS NOT About You
➢ Show your work… but even more,
➢ Engage with other’s posts - a lot!
➢ Be ready to connect with anyone who’s a
good fit that comments on & likes your
posts, likes, comments and shares
➢ It’s all about the 2nd level
➢ BUT don’t just connect - do your work...
19. LinkedIn IS about building relationships
➢ Don’t be CREEPY - but…
○ Know something about the people you are requesting
to connect with
○ Read their posts, articles and profile
○ Do your research and then… send a message to
request a connection
➢ Avoid random connections -
➢ In your message, don’t sell ! They don’t really
know you yet.
20. LinkedIn IS about building a network
People don’t care how much you know,
until they know how much you care
Ask to learn about them…
➢ Get them to tell their story
➢ Get on a call (Zoom, Hangouts,
Phone, etc) and keep it light on call #1
Your network is only as good as the trust
you earn.
21. LinkedIn IS a long game marketing project
Sales is about:
➢ Attention
➢ Interest
➢ Evaluation
➢ Decision
Most of your time (80%) is spent on Attention
and Interest)
Evaluations are the pitches and decisions are
either clients or not.
22. How do you speak to this audience
(it's not Facebook nor is it Instagram - different language)
● Use the “Go Giver” mentality
○ Be practical
○ Be on topic
○ Be clear & concise
○ Be regular
23. LinkedIn is a Business Commitment
Keeping your connection pool fresh is work
Maintain momentum by remembering that this the most effective place to connect
with decision makers.
24. Getting results - expected outcomes
➢Get recommendations
➢People come to you for advice or feedback
➢Get introduced to others (the 2nd level)
➢Earn the right to be referred
25. How To Rank in LinkedIn
“ These signals fall into three broad categories:
● Identity: Who are you? Where do you work? What are your skills? Who are you
connected with?
● Content: How many times was the update viewed? How many times was it
“liked”? What is the update about? How old is it? What language is it written in?
What companies, people, or topics are mentioned in the update?
● Behavior: What have you liked and shared in the past? Who do you interact with
most frequently? Where do you spend the most time in your news feed?”
Source: https://engineering.linkedin.com/blog/2018/03/a-look-behind-the-ai-that-powers-linkedins-feed--sifting-through
26. Maximums
Reference
➔ Company update: 700 characters
➔ Company name: 100 characters
➔ About us/Summary: 2,000 characters
➔ Page name: 50 characters
➔ Company leaders headline: 150 characters
➔ Company leaders description: 150 characters
➔ Employee testimonials: 400 characters
➔ Custom module title: 150 characters
➔ Custom module body: 500 characters
➔ Custom module URL label: 70 characters
➔ First name: 20 characters
➔ Last name: 40 characters
➔ Recommendation: 3,000 characters
➔ LinkedIn Publishing post headline: 150
characters
➔ LinkedIn Publishing content length: ~120,000
characters *
Maximum character count on
your
LinkedIn Content
Source: https://sproutsocial.com/insights/social-media-character-counter/
