This document outlines tips and best practices for success on LinkedIn. It discusses optimizing personal and company LinkedIn profiles, different types of content personas, engaging followers, and paid promotion strategies. The top tips include customizing content for audiences, using LinkedIn's autofill button to generate leads, promoting engaging content like tips and videos, and paying for promotion to boost organic reach. Regular posting and engaging with other users is also recommended to build networks and audiences.

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