Discover your Tips, Tricks, and Best Practices for LinkedIn Success.

1. TIPS, TRICKS AND BEST PRACTICES
FOR LINKEDIN SUCCESS
April 2020

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Introduction
LinkedIn requires time, so it’s not ‘free’.
But if done correctly, it is worth the effort.
This 1-hour webinar will cover the following:
• How to get results from your personal LinkedIn profile
• Optimising your company page
• The Top 5 Tips, Tricks and Ideas for LinkedIn

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How to Get Results from
Your LinkedIn Profile

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Why Build a Personal
Brand?
• LinkedIn profile is
unique to you,
• Opportunity to
increase your
influence.
• It’s not just for CEOs

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How Often Should I Post?
“It’s better to be relevant
than frequent”

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Understand Your Approach
The most important factors:
• What is the aim of the company?
• What value do you feel you can add?
• Who is the audience you’re trying to reach?
Note: a relevant network is more important than a large network
Pro Tip:
A small number of connections can cause a post to go viral if they engage

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The PR Publisher
• Uses LinkedIn like a press release
• Publishes content that looks good from a
PR perspective
• Industry influencer and leader
• Shares news about industry and company

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The Storyteller
• Storytelling
– Hook/relatability/close
• Content is primed for LinkedIn algorithm
• Click-bait headline
• Honest, self-deprecating or
humorous

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The Thought-Leader
• Idea researcher
• Shares unique ideas & data
• Offers own opinion
• Cross between a curator and original
content creator

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The Strategist
• Typically very experienced
• Assesses other brands and campaigns
• Insightful analysis and credible background
• Audience in similar roles

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The Knowledge Sharer
• Works in fast-moving area (e.g. SEO, social)
• At forefront of news/changes
• Frequently conducts own research
• Sometimes has “inside sources”

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Content Types
• Articles are evergreen content
• Links to others’ content
– Particularly if your persona involves
curating news
• Links to your content
– Can’t all be promotional
• Video is the best performing content
today on LinkedIn

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Do I need to #tag?
• No!
• 3 hashtags appears to be optimal
• But next best is none!

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Be Creative

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How to Get Engagement
• Be social!
• Boring updates don’t work
• Give the ‘insider’ view
• Have fun

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Optimise Your Company Page

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Company Page VS Showcase Page
Company Page:
• Official page of the company
• Updates on all topics and aspects of
the business
• Information on your business and
what you do
• Insight into the company’s
accomplishments and inner workings
Showcase Page:
• Complements your company page
• Focus on a specific market or product
• Expands LinkedIn reach
• Tailored message for a small,
specialised audience segment

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Company Page Showcase Page

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Optimize Your Company Page Profile
• Make it easy to find your company page
• SEO keywords in description and specialties
Pro Tip: Use keywords in your tagline.

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Understand What is Performing Well
Use company page analytics to test frequency, topics and formats.
Best-performing content:
• SlideShares
• Product/service photos and stories
• Videos
• “Behind the scenes”

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Increase Engagement With Your Team
Encouraging your team to share company posts will:
• Expand your reach
– Employees (especially sales) have great networks
• Raise Awareness
• Increase company page followers
Pro Tip:
Offer high-quality valuable content to give great impression of your company.

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Targeting Updates
• LinkedIn will target posts
• Useful if you serve different
industries or want to post local content
• Post & target local language
content to location

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The Top 5 Tips, Tricks and Ideas

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Customize your Content
• Engage your audience
• Ask your audience what content
they want to see
• Understand engagement with
analytics and data
• Alter or update existing content

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Turn Your Company Page into a Lead Generation Page
Structure company to drive conversion actions
• Change your mindset
• Write the right description
• Complete your profile
• Consider customer journey

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Try LinkedIn’s Autofill button
• Use LinkedIn’s Autofill button for lead gen forms
– Increases conversion rates
– Improves user experience
– Works with forms on your website
Pro Tip:
You must test: autofilled forms can generate low-quality leads. Don’t just
look at volume, consider quality and find out what works for you.

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Promote Content that Builds Engagement
The most popular type of content promoted on LinkedIn include:
• ‘How to’ Posts
• Posts with ‘Tips’ in the Title
• Top Ten Lists
• Research Focused Posts
• Infographics
• Video
• Something fun and different

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Pay for Promotion
• Remember LinkedIn is a business
• Little traction on organic
company posts
• Accurate targeting & ABM
• Best campaigns mix organic and
paid promotion

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Bonus Tip: It’s Social Media ☺
LinkedIn is different from Facebook and consumer-
focussed social media platforms, but…
It’s still social media
Engage with others
– Comment to build audience
– Respond to comments on your posts to build
engagement

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Thank You!
Any questions?
mike@NapierB2B.com
www.linkedin.com/in/mikemaynard/
www.NapierB2B.com
www.Armitage-Comms.co.uk