True or false? LinkedIn is just for the corporate world: looking for a new job, connecting with others in your industry, and building your professional network. *ERHHHH* (That’s a buzzer, ~btw~.) False! LinkedIn is a powerful place for entrepreneurs to hang out, share their experiences, and lead others. Why? Because it’s likely where a TON of your clients or customers hang out, too.
Posting on LinkedIn can not only extend your social reach to an entirely new platform of engaged, eager users (most people on there regularly are seeking out answers, resources, and connection). It also positions you as an expert and thought leader in your field as you begin sharing actionable tips, resources, and educational content with your network. And experts? Well, that’s who people turn to and buy from when they’re seeking out resources.
I have to admit: I wasn’t sold on harnessing LinkedIn initially, because I thought it just wasn’t my place to be (I’m more of an IG & Pinterest gal, ya’ know?). But I had *the* LinkedIn expert Jena Viviano on the podcast last year, and she gave me all the secrets to being successful on the platform, even though I was previously radio silent. Check out her episode here, but for now, let’s get into some best practices for LinkedIn that all entrepreneurs should utilize!
What to know about posting on LinkedIn as an entrepreneur
So, there are two types of posts you’ll want to use as you get familiar with showing up on LinkedIn: posts & articles. Posts are short-form, like a Facebook status. They’re concise with just text; no image does best with actionable, quick tips. (Videos also perform VERY well in these types of posts, but don’t worry about that as you just get started!)
Articles are basically a longer form piece of content hosted on the LinkedIn platform. It’s best to do snippets of your old blog posts and then add a call to action to continue reading the post on your own website! You want to add enough context that gets readers intrigued, and then say something like: “For the full article, head over to our blog [link]!”
Here are some simple tips to keep in mind as you begin to post:
- Consistency: Try to post 1 to 2 times a week (a combination of shorter, snappier posts and longer articles with strong CTAs) to build a strong presence people come to rely on.
- Strongly encourage engagement: Tell users to “like” a post if it resonates or comment with ideas/feedback! LinkedIn’s algorithm is set up so that your content shows up on the feed of anyone who engages with it! (This is MAJOR.)
- Test content styles: Try quick tips, link to other content, and ask for feedback or answers to a question. Play with different, engaging styles of content to see what resonates and works best for your audience.
- Keep your content somewhat career & business-related: LinkedIn is the professional platform, so even if you work in health or beauty, how can your content tie in business-related information? Maybe it’s sharing the best quick morning routine for professionals. Maybe it’s how to pack a healthy work lunch. You can still share your expertise in a way that speaks to this specific audience!
Make sure your LinkedIn profile is up-to-date
If you’re anything like me, this whole idea of utilizing LinkedIn may be a bit of a surprise. Aaaand you likely haven’t done much with your profile if you haven’t been on a traditional job hunt in a while. Mine was SAD when Jena Viviano came in to audit it. But she helped me get it lookin’ spiffy in no time. Here’s how to quickly clean yours up so you look like a trusted leader online:
- Identify who you are, what you do, and what you’re all about in the header line. (This is your first impression, so make it catchy and real!)
- Tell the story about who you are and how you serve people in the summary/about section. Write in the same tone your brand uses. Just because LinkedIn is known as the “professional” platform doesn’t mean your page needs to be cold or lifeless! Don’t be afraid to show who you are.
- Create a separate business page from your personal profile to make your work experience and history look complete. (However, you’ll be posting from your PERSONAL page mostly, as faces and people perform better than brands do, unless it’s a massive brand like Target or Nike.)
- Use an updated, high-quality, color photo for your profile image that shows your smiling face!
Set up a system to post on LinkedIn
You might be thinking, “Great, Jenna. Sounds good, but this just means another platform to manage!” I know, I hear you! Luckily, it doesn’t take a ton of effort to manage and grow an audience on LinkedIn. In fact, you could probably plan ALL of your content for one month in less than an hour. Here’s what I recommend:
- Pull appropriate, business-related blog content that you’ve already created. Pick one post to share a week, and publish a portion of the post as a LinkedIn article, while linking to your blog to read the rest.
- Come up with 1-2 short-form posts per week. These can be: engaging questions, fast tips, videos you’ve already created, advice, or encouragement.
- On EVERY piece of content, include a strong CTA (like, follow, comment, or click through to a link to an offer or your website).
- If you already use the scheduling system MeetEdgar (we use and love it for both LinkedIn and Facebook scheduling): you can schedule short POSTS on MeetEdgar ahead of time. However, you cannot schedule articles, so be sure to work a publishing schedule into your weekly timeline.
Boom! Done. People might not engage highly with you at first, but over time, you’ll grow an audience and become a known voice on the platform! And it’s a tool that you’ll reap benefits from long-term. Posts that get likes and comments are automatically dispersed to wider audiences (they’re pushed out to the feeds of those who like/comment on them). So they can live on well after you hit “publish.”
And unlike the other social networks where people often mindlessly scroll, LinkedIn is super intentional. People on there WANT to find information, read interesting content, and seek out opportunities. Plus, your people (aka, your ideal audience) is likely right there, ready to engage and interact with you. It’s a win all the way around!