LinkedIn Hints & Tips

I was recently asked to write a blog post on using LinkedIn for creative businesses - so here are my hints and tips...

• Ignore the experts. There are so many people who say “it's not Facebook”, etc. - just post what feels right for you. Whether that's latest news from your business, baking, photos of your cats - the important thing is to just be yourself and talk to people.
• Read replies. Read peoples replies to your posts, comments, etc. - at very least like them, and if possible/where appropriate try to reply.
• Blog posts as LinkedIn articles. I like to post my blog posts as LinkedIn articles - it means people don't need a separate user account to comment, and people who are not connections will often view my profile and then connect. Remember to share your articles on Twitter, Facebook, etc.
• With articles, remember you can save them as drafts. These are handy to keep in your drafts, and then post when you want to have some time off (you can just quickly login and post) or stuck with ideas for what to post.
• Keep posts as short and to the point as possible. If a post is really long (e.g. more then a few paragraphs) it may be more appropriate as a LinkedIn article.
• Post photos of cakes if you want to! I find photos of my baking often get the best response. Remember networking is about talking to people, not necessarily selling.
• Create graphics to accompany your posts. I like to create graphics using PowerPoint, although you can also use Canva. Graphics can also be used on other social media.
• Remember to use hashtags. Around 2 or 3 related hashtags to accompany your post work best - don't often find people checking out hashtags, although it does sometimes happen.
• Don't try to sell people stuff immediately after connecting. Nothing is more annoying then just connecting with someone, and immediately getting a sales pitch (often copied and pasted). When I receive these from people I've just connected with, I often remove the connection.
• Avoid “say yes in the comments” style posts. E.g. posts offering something for free, and asking people to say yes in the comments if they are interested. Regardless of whether they are on LinkedIn or Facebook - they just come across as spammy and create extra steps for anyone interested (they have to wait, check their messages, etc.).
• You can post a range of different content. For example videos, graphics, plain text, slides, documents, etc. Don't just post something for the sake of posting it (or posting a slide when a graphic is more appropriate), however look at the possibilities and different items you can post.
• If you send a message to a new connection, customise the message. Even if you have a template, look at the persons profile - be genuinely interested in their business, ask how they are doing, etc.
• LinkedIn groups - while not as popular as Facebook groups - still have some value. Join groups of interest, and do try and post and get involved when you can, although perhaps lower down on your priorities.
• Experiment. People like to include links in comments, as LinkedIn often shortens them in posts, and apparently prefers that posts don't include links to websites. Experiment and see what works for you.
• Don't use automation tools. These are against LinkedIn terms and conditions.
• Remember to view your feed and look at what others are posting. Like and comment when you can.
• Ignore the nonsense. I find that there can be a lot of nonsense and exaggeration on LinkedIn - take them with a pinch of salt, ignore them and focus on the posts that are of most interest to you. And don't exaggerate with your own posts either.

While LinkedIn is great for business to business, it can also have some value for talking to consumers too.

So many “experts” talk about algorithms - however as the algorithms are not published, and probably change and evolve anyway - the only way to determine what works best, what gets the most response, etc. - is to actually trial and error, experimenting, and discovering what works well. If you go with the mindset of helping people and talking to people, rather then making an algorithm happy, you'll get the best results!

While you can set up a company page, I find its more effective to post from my own profile (although I have a company page, I never really use it).

Here's some hints and tips for setting up, reviewing or updating your profile...

• Review your profile at least every few months. Including the header photo, headline, text, highlighted posts, etc.
• Make sure as much detail is filled out, how you help people, your website info, etc.
• Header photo (that appears on top of your profile) is a great way to highlight your business. Don't make the graphic too text-heavy. You can spotlight what you do, one of your products, etc. I like to include cover images from all of my books, plus brief text highlighting what I do.
• Try to focus on who you help. And how you help them. Talk about your clients and potential clients, rather then yourself.
• Featured posts, graphics, slides, etc. are a great way to highlight what you do. For example, you could include samples of your work, graphics, sample book chapters, etc.
• Headlines can highlight your business in general, or anything new in your business. Review your LinkedIn headline every few months, experiment and see what works well, and avoid just having your position/company. Either share what you do and how you help people, or any news in your business (for example, “New book now available” or “Plan for 2022 with my planning software”).

If you are stuck for ideas for what to post, here are some ideas...

• What are you looking for help with at the moment? For example, I found the meeting room venue for my Books & Networking events after posting on LinkedIn and getting a recommendation.
• Any new releases, news, etc. from your business? Share any new products, updated versions of products, news, etc.
• While sales posts can be kept to a minimum, it's still worth reminding people what you do. Particularly any products/services that may be relevant at the moment.
• Events you may be organising. Also how you are getting on organising the event, photos of the event, etc.
• Examples of any work you are doing.
• Any plans/activities you have planned for the weekend. Photos of my baking are always popular (and with my recipe software it's still relevant). Perhaps your cats like to “help” you with your work?
• Share your favourite hints and tips. You can either put these all together in slides, or post a different hint/tip every few days.
• Ask for anything people would like to see covered in your blog posts, podcasts, books, etc. Or if someone has asked you a question or how to do something, why not turn this into a post, article or video?
• What are you reading at the moment? Just purchased a business or book related book? I remember one particular post of a book I found went viral!
• Any meetings you have attended recently, or any one-to-one meetings? Add a post about the meeting, even if it was just to catch up, or if there is action you are taking in your business as a result.
• Highlight any work someone has done for you.
• Any new stock of your products or materials arrived recently? There is potential for a post, and not necessarily a sales post.
• Previews of what you are working on at the moment. For example, I share screenshots of new versions of my software, new features in new versions of existing products, etc. If you have a physical product, you could share photos of progress so far.

You don't need to spend hours on LinkedIn – just 5 or 10 minutes is all that is needed really. Look at what everyone else is up to, like/comment where appropriate, and possibly add post yourself (or add an article) too.

Posting once a day or once every few days work well (you can sometimes get away with 2 posts a day) - also experiment to see the days and times that work best for you. In the past, I've had a great response to posts on a Sunday!

I recommend reading Pipeline by Fraser Hay - it's full of hints and tips to help you with your LinkedIn activity, and helped me significantly improve my LinkedIn activity a few years ago. A particular highlight is ensuring that your LinkedIn profile is not a CV.

Imagine LinkedIn as being similar to turning up at a networking event - you listen to what other people say, respond, help people, don't necessarily go there to sell, and share your own knowledge, skills and what you offer.

There are so many possibilities - as I have already mentioned, just be yourself and post what feels right for you. Don't worry too much about “LinkedIn not being Facebook”, reach, etc.

And as with anything else - don't throw all your eggs in one basket. Don't use LinkedIn (or just one social media website or marketing method) as your only marketing activity - it works really well when used alongside your other marketing activities, social media, etc.

Coming soon - my next book - “Your Product, Your Business”.

Helping you build a business around your products and services.

It will be full of more hints and tips to help you with your business. Let me know if you'd like to be kept updated of when the book is released!