Have you ever noticed that almost all viral LinkedIn posts come from personal accounts rather than company pages?
That’s no coincidence.
Although the platform is quite literally all about business, personal accounts can have a huge impact on boosting a company’s sales and revenue growth.
This means that if you still don’t have your LinkedIn strategy in place, you’re missing a chance to
→ network with industry leaders
→ attract qualified leads
→ earn more money
But how to transform your profile into a sales powerhouse? How to build an outstanding personal brand that turns your LinkedIn engagement into $$$?
Whether you're trying to grow a business or running your own enterprise, this article brings you insights into leveraging the power of LinkedIn by following our winning strategy.
LinkedIn marketing is the strategic use of LinkedIn to connect with, engage, and ultimately sell to a targeted audience.
It's a mix of creating a compelling profile, sharing valuable content, and leveraging LinkedIn's features to reach potential clients or collaborators.
This approach focuses on building relationships and establishing thought leadership in your industry.
Unlike other social media platforms, LinkedIn's professional context makes it an ideal space for B2B marketing, lead generation, and networking with decision-makers.
LinkedIn marketing strategy is an approach that aims to establish yourself as an authority in your field, fostering relationships that translate into business opportunities
This involves crafting a professional identity, connecting with the right audience, and engaging through meaningful content.
This strategy focuses on identifying and targeting potential clients or partners within LinkedIn's 1 billion people network.
Key components include optimizing your profile for visibility, consistently posting valuable industry insights, and using LinkedIn's advanced features like groups and direct messaging for targeted outreach.
Here are 6 key advantages of having a LinkedIn marketing strategy in place:
You can leverage LinkedIn for marketing purposes in several strategic ways:
The first step is to write down what are the goals of your LinkedIn presence by filling out the following statements:
e.g., I want to position myself as an expert in the industry
e.g., I want to boost my + company’s awareness
e.g., I want to connect with marketers and copywriters
Then, based on the goals above, think about the KPI that you’re tracking? Make sure to put a time frame as well.
For example,
After figuring out your KPIs, think about what you’re willing to put it. This will help you hold yourself accountable and have more realistic expectations of your KPIs.
For example,
Figure out who your target audience is by replying to these questions:
E.g., entrepreneurs and aspiring entrepreneurs in early to mid-stages
Then, think about their wants and needs by answering the following questions:
E.g., want to start and grow their business, get freedom in their lives, get better at building a business
Then, make it into a one-line definition.
E.g., Entrepreneurs and aspiring entrepreneurs who want to start and grow their businesses and get more freedom
First, you want to write down the main topic you want to talk about on your profile. You can pick between 1 and 3 topics maximum.
For example, entrepreneurship, business, and personal development.
Then, define your subtopics. Here are some questions that will help you define them.
For example,
Here’s an ultimate checklist to follow if you want to build a profile that translates to $$$:
→ showcase your personality→ use a bright background to catch more attention
→ choose one and stick with it, don’t change it often
Pro tip: Use Profile Picture Maker to turn any photo into a catchy profile picture.
You can use this page below to get inspiration for your cover photo.
You can use this guide to build your LinkedIn headline with 22 headline examples.
Here are 2 common ways to personalize your profile URL:
For example,
Here are the elements that make the intriguing and catchy About section:
The experience section gives people details about your past & current positions. Use short summaries of your achievements, be specific about your roles with keywords and bullets.
List all the schools you attended and degrees you earned. This is important for two primary reasons: networking and search filtering.
Adding skills to your LinkedIn profile helps showcase your expertise and allows people to endorse you.
Both giving and receiving LinkedIn recommendations enhance the credibility of your LinkedIn profile. Ask (and give) a recommendation to someone you have worked with or, even better, worked for.
Use the accomplishments section to highlight projects you've worked on, publications you have contributed to, and other credentials you have earned.
Follow influencers, companies, schools, and groups related to your profession, industry, or career goals.
LinkedIn's algorithm plays a crucial role in determining which content gets a spot in user feeds.
Here's a brief overview of how it works:
When you post content on LinkedIn, it first undergoes an AI-driven assessment to check for spam.
Posts flagged as spam rarely reach a significant audience.
Therefore, it's essential to ensure that all shared content is relevant, professional, and adds value.
After passing the spam check, your post is introduced to a small trial audience.
This initial phase is critical as the algorithm closely monitors how this group interacts with your content.
Engagement, in the form of likes, comments, and shares, is a key indicator of your post's potential reach.
If the trial audience engages positively with the post, the algorithm then conducts additional checks for spam and relevance.
Assuming it passes these checks, LinkedIn gradually increases the post's visibility, extending it to a broader audience within your network and beyond.
For posts that continue to perform well with expanded audiences, LinkedIn's human editors may step in.
These editors review the content to determine its suitability for further distribution. Posts deemed exceptionally engaging, informative, or valuable can be boosted to reach an even wider audience.
This process underlines the importance of creating high-quality, engaging content that resonates with your audience.
The more your content appeals to your initial audience, the greater the likelihood that it will be seen by a larger group on LinkedIn.
As the main goal is to appear on your target audience’s radar, your content should be relevant and valuable to them. That’s how you’ll make them engage.
For example, if you’re a salesperson, you can cover topics such as outreach or deliverability. Or, if you’re a growth marketer, you can talk about ways to increase ads conversion rate.
You want to position yourself as someone trustworthy who delivers value by following these steps:
Here’s one week of different posts and formats that helped Tal, lemlist’s sales lead, book 35 meetings in 30 days:
Monday: Hook prospects with a carousel story
→ Steal one of our free carousel templates
→ Keep one sentence per slide when possible
→ Use the same design each time to make your posts recognizable
Tuesday: Make prospects’ lives easier with actionable tips
→ Use an attention-grabbing first sentence to hook your audience
→ Add line breaks between sentences to make your posts easily readable
→ Use bullet points or numbered lists to make the information easier to digest and retain
Wednesday: Simplify and showcase a process with GIF
This post was inspired by the target audience’s engagement. Just by reading carefully through comments on your and similar content, you can find actionable topics for your next viral post ⬇️
Pro tip: Use the GIPHY Capture app to create GIFs easily!
Thursday: Start a discussion with a personal opinion
By sharing “truth bombs”, you can find a like-minded audience and start a discussion in comments that will boost your engagement and visibility.
Friday: Post a meme to show your personality
Since people might not be as motivated to read work-related stuff as at the beginning of the week, you can use memes to make your posts relatable and easily shareable.
Saturday: Share helpful resources as a lead magnet
Sunday: Add an image as social proof
Hungry for more? Sign up for our free personal branding school, where you’ll get access to:
If you’re just starting on LinkedIn, we advise you to publish at least 3 days per week.
And if you want to increase your LinkedIn visibility and get more opportunities to attract potential leads, you should publish every day.
But what’s the best time to post on LinkedIn?
This can vary depending on your specific audience, industry, and geographic location.
However, general trends suggest certain times when engagement is typically higher.
According to Buffer data, here are the best times to post on LinkedIn:
Keep in mind these are general guidelines. The optimal posting time can vary.
It's a good practice to experiment with different times and days to see what works best for your specific audience.
Additionally, leveraging LinkedIn analytics can provide insights into when your posts receive the most engagement, helping to refine your posting strategy.
Pro tip: Post daily at the same time to create a routine for your followers, as they will know when to expect your content and engage more.
To save time publishing your daily posts on LinkedIn, you can use Taplio. Taplio users write, schedule, and organize their weekly posts in less than 5 mins!
Engaging on LinkedIn in your comments section is important. Still, to increase your visibility on the platform, you should engage with other content creators from your industry or like and comment on your target audience’s content.
This will help you appear more often on other people’s feeds and connect you with your target audience on a more personal level.
To ensure consistency, we advise you to book daily three 15-minute time slots to engage on LinkedIn:
Replying and reacting to comments on your posts will help you build relationships with your prospects and make your profile more visible in search results, news feeds, and recommendations.
Here are 3 steps that will boost your growth on LinkedIn without leaving your profile:
[ ] Reply to ALL comments on your post to get your posts trending on the feed again
→ reply to positive comments to show gratitude and get more content ideas
→ reply to negative comments to address any objections and connect with like-minded prospects
[ ] Reply to comments mentioning other members to showcase your expertise and gain new followers
[ ] Tag prospects in posts that will give them value to show you’re willing to go the extra mile to help them
The more you engage with others’ posts, the more LinkedIn will push yours. Engaging with others will help you show your expertise and encourage them to engage later with yours.
Here are three steps that will help you encourage your prospects to reach out to you:
→ engage with at least 3 influencers’ posts in each time slot to expose your personal brand to a larger audience
→ engage with each other’s team posts to boost your reach, as your content will be shown on their followers’ feeds and vice versa
→ engage with competitors’ posts to expose yourself to potential leads, as you’re probably sharing the same target audience
We recommend you use a 20/80 commenting ratio to keep your engagement time efficient:
→ 20% of your comments could be short and fun without too much information
→ 80% of your comments should be 3+ sentences explaining your perspective and adding value
Pro tip: If you want a tailored list of the best people to engage, you can get it with Taplio and boost your visibility without spending extra resources 🙌
Active participation in LinkedIn groups offers significant benefits for personal branding and business growth:
When you’re connecting with new people, ensure you understand who your target audience is.
For example, besides connecting with potential clients, you can also connect with peers who find your content valuable.
Imagine you're a freelance content writer. This means you'll connect with:
Those are the two groups of people who understand your content when you write about SEO and content marketing.
This means quality engagement that leads to new relationships and potential future referrals.
Pro tip: Ensure you’re connecting with active users on LinkedIn, not LinkedIn users who only show up once in three months to check their messages. A LinkedIn Premium account shows this information.
Here are DM templates to use when reaching out to your target audience for the first time:
Hey firstname, glad to connect with you!
Do you have a time when you usually post on LinkedIn? If so I'd love to make
sure you get extra visibility by leaving a comment :)
Hey firstname, glad to connect with you!
I found your profile on *{other creator}*'s post, and it immediately caught my
eye.
I see that you're {doing thing}, which is incredibly interesting to me because {reason} — I'm looking forward to seeing your posts in my feed :)
Hey firstname, glad to connect with you!
I found you on {where you found them} and {give a genuine compliment or appreciation}.
- Directly ask a question
Hey firstname, thanks for connecting.
I noticed observation about their
business or their team}.
I'm curious how you handle {value proposition}?
- Can I ask a question?
Hey firstname, can I ask you a question?
and when they reply..
{statement noticing something about their business or team}.
Curious how you handle {value proposition}?
If they ask why you’re asking, just be honest:
It's because we're working with teams like yours to solve {value proposition}.
- If you want to appear more friendly
Hey firstname!
[voice note asking them a question on what tools they're using]
Hi firstname, it's great to connect with you! I'm already a subscriber of yourcontent. Love your advice for {audience}.
Are you available for an {opportunity} on {date, time}? {Share more details and context}.
Let me know so that I can send you an official invite.
Thanks!
Consider each team member's personal LinkedIn post as an extension of your company's messaging. These posts should reflect individual expertise and personality while aligning with the company's overall goal.
To include team members in your LinkedIn strategy, encourage them to interact with the company’s and colleagues' posts.
LinkedIn's "Notify employees" feature can alert a select group about new company posts.
However, since LinkedIn limits this to seven employees and chooses the group, using internal channels like Slack for broader team involvement is more effective.
For instance, some companies use Slack to remind their team to engage with company posts.
Pro tip: Act quickly when notifying your team about new posts. Engagement within the first hour on LinkedIn is crucial for wider visibility and more interaction, as it increases the post’s reach.
If you've enabled Creator Mode on LinkedIn, you gain access to valuable analytics about your profile's performance. To access these insights, go to your LinkedIn profile and select the View All Analytics button, usually located at the top left corner.
Within this analytics section, you'll find data on key metrics:
By clicking on these metrics, you can delve deeper into each category.
If you're refining your LinkedIn content strategy, pay particular attention to post impressions. In this section, you can set specific date ranges to analyze your posts' impressions and engagement levels. Monitoring this regularly helps you understand the impact of your content and guides your strategy for greater engagement and visibility.
Yes, marketing on LinkedIn is effective, especially for B2B and professional services due to its professional network and targeting capabilities.
The cost can vary. LinkedIn generally has higher costs per click compared to other platforms, but it often offers higher quality leads and targeting, making it cost-effective for specific objectives.
Create a company page, share regular updates and industry insights, engage with your network, use LinkedIn Ads, and encourage employees to amplify content.
Yes, incorporating images can increase engagement. Visual content tends to stand out more and can convey your message more effectively.
Industry news, thought leadership articles, company updates, professional insights, and educational content are typically well-received on LinkedIn.
To sum up, the power of LinkedIn as a tool for marketing, sales, and revenue growth cannot be overstated.
By developing a robust personal brand, engaging with industry leaders, and attracting qualified leads, everyone can expand their business.
Eeach interaction on LinkedIn holds the potential to translate into significant business opportunities.
So, as you step forward, use these insights and strategies to craft your LinkedIn presence and generate $$$.
Want to go further and see how you can
- start publishing content that generates engagement?
- engage with others and grow your visibility?
- get to 10K followers in just 6 months?
Then join our Personal Branding School for FREE (worth $904)!