Danni Johnson presented on how to overcome fears when using LinkedIn and provided tips to stand out. Some key points included: 1. Create a persona of your target audience and understand the content they engage with. 2. Freshen up your profile regularly and focus on an impactful summary that showcases your value. 3. Consistency is important when posting on LinkedIn - experiment to find the best times and frequencies. 4. Carefully consider connection requests and whether the requester will provide value to your network.

1. LinkedIn Fear Factors & How To
Overcome Them
Presented by Danni Johnson

2. You will be muted throughout the webinar
You can type questions via the chat function in the footer which will be answered at the end
When we share our screen to present, you can make it bigger or smaller by moving the slider
left and right (on desktop devices)
The webinar will be recorded for use on our website
Housekeeping

3. LinkedIn has seen a 26%
increase in usage and a
whopping 15 million increase in
members since January.
Did you know...
SOCIAL MEDIA TODAY

4. Public
You will learn...
1
5
7
How to make your profile stand out
Best times to post
How to decide what content to share
How to qualify a connection request
What hashtags are and how to use them
A few tools you can use to help increase your LinkedIn presence

5. 16 years experience recruiting, selling and
marketing through LinkedIn
Previously trained by LinkedIn Sales team
Responsible for social media strategy at Xpand
About Danni

6. Studio based in
Saltaire, West
Yorkshire
Full service digital
marketing agency
Est. 2007 - 13 years in
business
About Xpand

7. How do I
make my
profile
stand out?

8. Firstly, follow all the profile basics we discussed in our previous webinar
'7 Steps to Becoming a LinkedIn All Star'
Why and how to
ask for
recommendations
How to manage
your privacy
settings
What your
dashboard is and
how to use it
The importance
of an active
account
The basics of
creating an All
Star profile
How to
optimise your
company page
The importance
of building your
connections
Why you should
manage your
endorsements

9. You better check yo' self before
you wreck yo' self
Is it speaking to your target audience?
Is the language you use relevant
Is the content you share worthwhile to them?
All too often LinkedIn members forget the reason they are
actually on the platform, and that’s key when it comes to
standing out.
Have a think about your profile now...
If you are not speaking to your targeted persona then what
are you doing?

10. Think about who you are trying to connect
with. Who are you trying to reach.
Give them a name, a personality and get
inside their head. You have to really
understand the kind of content that your
target audience will engage with.
Tip 1 - Create a Persona
Hootsuite's audience persona
template is a great place to start, you
may have to adjust it slightly for B2B
audience

11. Listing industry information—such as Internet,
Financial Services or Education Management —
leads to up to 9x more profile views and can help
you get discovered up to 38x more in recruiter
searches, according to LinkedIn data.
Plus, adding something as simple as your location
in your profile can help you get up to 19x more
profile views
LINKEDIN LEARNING 2020
Did you know?

12. Making simple changes to your profile can make a big difference to who sees you.
Change your photo, or summary to reflect a recent accomplishment.
Maybe you can even add a new qualification…
Just make sure you are allocating some time to keep it present.
Tip 2: Freshen up
Speaking of your Summary, FOCUS on this!
Tell your story but be you!
BE AUTHENTIC.
Explain why you are different, showcase how you add
value, how you contribute and make an impact.

13. Don't get caught up in perfection
Don't be afraid to use Rich Media
Showcase your accomplishments
with a little flair
Think about your reputation
Use Recommendations
They add...
Credibility
Evidence
Validity
To really make your
LinkedIn Profile sing,
speak to the impact
you’ve had, the change
you’ve created, the
initiatives you’ve led, and
the results you’ve
delivered
Tip 3: Impact
LINKEDIN LEARNING

14. When should
I post?

15. The most important thing to remember here is...
CONSISTENCY IS CRUICAL
Set a goal and stick to it. Whether that is two, three or
five times a week
Experiment with it
Use your analytics - Dashboard & company page
Best Time To Post
Wednesday 3pm
Thursday 9-10am
Friday 11-12pm

16. Should I really
share that?

17. Look, if you considered sharing it, then you probably should.
It's as simple as that
LinkedIn is all about sharing 'thought provoke' and networking -
you are allowed an opinion BUT be mindful that future
employers or potential partners could see it
To actually share content that you are interested in and that
people will care about, something that will add VALUE to their
daily lives
It's SOCIAL media, so get your connections communicating
The key

18. Industry news, but always explain your reasons for sharing
Insights you've gained from your role - educational type posts
Any personal or company achievements
Educational videos, how-tos (if you're comfortable in front of a camera - record your own)
LinkedIn Articles - Compose your own monthly if you can
LinkedIn has created a new section on company pages called 'Content Suggestions' - This is well
worth checking out. There is also the 'Today's news and views' section on your home page
AND
Don't be afraid to show some of your personality. After all People Buy From People
A life lesson or insight into you as a person can go a long way
Consider sharing:

19. Do I click
'Accept' to
everyone?

20. The answer is NO
How do you know who to connect with? You build your personal strategy
Consider whether the requester will add any value to your LinkedIn life or indeed personal life?
When connecting with anyone you need to remember:
Their content will fill your feed
LinkedIn's algorithm will think you want more people like this and will show your
profile to them
Will they engage with your content?
1.
2.
3.

21. The 'do I know you?' method
Consider these methods...
PRO: You create a highly targeted group
of connections
CON: Quite restrictive and lack of
purpose
The 'status matters' method
PRO: Maintain a quality network
CON: You could miss some people
The 'open network' method
PRO: You'll get an extensive list
CON: You'll lose focus and risk negative
engagement
The 'look for value' method
PRO: You build a quality large network
of relevant connections
CON: Miss the newbies, forget to help
others

22. One way you can do this is by actually spending
some time looking for the 'right' people.
Use Google to find businesses you'd like to work
with, find their staff page and there's your starting
point. If they don't have their LinkedIn URLs on
the page then just use the search bar
BUT REMEMBER!
Always tailor your connection request
In order to build your network you also need to work on
finding the 'right' connections yourself

23. Why should I
use hashtags?

24. Allow LinkedIn to “listen” to topics that
matter most to their users, and in turn,
create a better user experience for
members
Are searchable
Act as keywords
Are one of the easiest ways to build your
brand
Increase your posts reach and gets in front
of people who are not connected to you
Hashtags are crucial if you want your content
to be seen by people who aren't connected to
you
LinkedIn posts using
1 hashtag had on
average 29.59%
higher
views/impressions
AGORAPULSE
Hashtags:

25. How can you use hashtags effectively?
Use a plug-in like RiteTag for suggestions, based on real-time
engagement
Do your research on trending hashtags in your industry
Use LinkedIn's Community Hashtag functionality on your
company page
Follow relevant hashtags
Add your top 3 industry hashtags to your profile summary
Fun fact - The technical term for hashtag is 'octothorp'

26. Are there any
tools I can use?

27. Social Selling Index
Canva Hootsuite
Audience Persona
Template
RiteTag
Slideshare
(Bought by Scribd)

28. You should now know...
What content
to share
How to decide
whether to click
accept
The importance
of using
hashtags
Some tools to
help you
progress
How to stand out
above the rest
Best times
to post

29. Questions?
But first...

30. Let's chat
www.xpandmarketing.co.uk
Email Danni:
danni@xpandmarketing.co.uk
Email Jag:
jag@xpandmarketing.co.uk

31. Follow us
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
/xpandmarketing
Let's connect
www.xpandmarketing.co.uk