We’re all tired of discussing the magical business benefits of a strong social media presence. In all honesty, after a while it can get rather monotonous to constantly hear that social media will broaden your reach, align your brand, provide consistent messaging and promote two-way communication (and so much more!). Still, though, the reason we hear so much about the benefits of social media is because, well, it is extremely beneficial for your business.

Most business people admit that they do not leverage their social platforms properly and feel as though they are seriously missing out. Among the more neglected social media platforms is LinkedIn, which is crucially important for business communication in that it allows users to grow their network by connecting with like-minded professionals. LinkedIn can be an extremely beneficial business resource if it is used and maintained properly. Here’s how:

Build a strong foundation

As a business professional, all of your social media platforms should feature consistent branding and a strong voice. Make sure that your copy is relevant and aligns with both your personal and professional brand. Build a large network on LinkedIn by connecting with similar professionals in your industry and community. Then, cater to your audience by ensuring that all posted and shared content is relatable to your industry.

Curate your groups

Join and participate in LinkedIn groups that are relevant to your current or desired industry, location and job title. Strategize. Tying yourself to an active and popular group will work to elevate your profile, increase connections and position your brand for greater exposure and marketability. Also, joining your university or college’s alumni network is a great place to start as it allows you to keep tabs on possible career opportunities and check up on other alum.

Customize your LinkedIn URL

While it doesn’t necessarily hurt to keep the lengthy and impersonal URL provided by LinkedIn when you sign up, it definitely doesn’t help you. Elevate your personal brand by adjusting the URL to feature your name, the name of your business or company tagline. To ensure uniformity and seamless branding, make sure all of your platforms and emails are consistent in their URLs.

Streamline your skills and boost your endorsements

Identify a very specific list of skills in your current role that differentiate you from other employees or candidates, and then state how these skills have contributed to your success (these days, simply stating that you are efficient in Microsoft Office is not really a unique selling feature). You can also boost your endorsements by first endorsing others. LinkedIn, like any other social platform, requires give before take. Stroking the ego of your connections by endorsing their skills or liking their achievements will inspire them to return the favor.

Include interactive media

Video marketing is one of 2017’s biggest trends. You already have industry savvy, so why not market your brand with a short video? Additionally, website links, blog posts, images and other profile additions will work to set you apart from the crowd and encourage traffic, connections and engagement.

Be aware of SEO hacks

Use anchor text in your links. You can list up to three links in your profile’s ‘Contact Info’ section. Default options include ‘Company Website’ and ‘Blog’ but these aren’t very attention-grabbing or SEO-friendly. Boost potential for clicks by selecting the ‘Other’ option in the drop-down menu and use a keyword-rich title that explains what your blog is about, for example (i.e. My Social Media Marketing Blog).

Incorporate industry keywords into your copy. Instead of writing lengthy paragraphs detailing your duties, use bullet-pointed lists that include relevant keywords. Not only is your content more readable, it is also SEO-compliant.


Written By Sydney Van Kerrebroeck