Summary
(To cut a long story short …)
- LinkedIn gives you a big business opportunity: with only 6% of users creating content, there’s huge potential to stand out and grow your brand organically
- Polish your profile: update your headline, photo, banner, and About section, add featured work, and make your profile sound authentic.
- Stay active: post valuable, engaging content, build genuine connections and interact regularly to boost trust and visibility.
How’s your LinkedIn profile looking these days? A bit flabby, flimsy or flat? Could it be time for a polish?
You need a strong brand to succeed in your business or career. And where better to build that than on LinkedIn. It’s the largest B2B platform and a highly powerful tool for organic growth. And, good news, it’s mostly for free.
Oh, and one more thing worth pointing out: LinkedIn has one billion members but guess how many create content?
6%.
Yes, just 6%.
Which means that members like me and like you have a whopping great big opportunity to stand out.
All you need is to have a shiny-looking LinkedIn profile, meaningful content and to be committed and consistent.
How to create a great LinkedIn profile, easily
Rethink your headline: this is one of the first things on your profile that someone will see. Include keywords and remember to add a link to your website (as you can see on my LinkedIn profile as a freelance copywriter).
Choose your cover image wisely: your background banner helps others understand your brand. You could have a logo, a quote – whatever is relevant to you and what you do.
Update your LinkedIn profile photo: choose a photo that looks professional yet also shows you as approachable (yes, I know mine doesn’t tick that box but as someone once tried to impersonate me, I decided to have something a little less obvious.
Don’t hide: remember to adjust your settings to ‘Public’ so that you can be found.
Check your About section: is it up-to-date? Does it tell your clients / colleagues what you do and why? Be human and down to earth; people like to buy / hear from people. This is a good spot to add in some keywords. (This is also a good place for me to say please don’t use ChatGPT!!!! Be authentic and use your own voice.)
Show off: Add links and work in the Featured section. These can be to do with your website or uploads to your videos, posts and articles.
Ok, so now you’ve got a spruced up LinkedIn profile. What next?
Make good LinkedIn connections
Follow companies relevant to what you do, find the people there who interest you and follow their content and share thoughts on it – before asking to connect with them. Engaging with people this way helps to build trust. You can also look for things in common, such as trends, connections, alumni etc etc. Or, ask for advice as people always like to give it.
When you do ask to connect, keep your message short and engage with a hook. I never use LinkedIn’s automated message – I always write a personalised message.
Post content that has value
It goes without saying that being active on LinkedIn in positive ways (i.e., no whinging or slagging off) creates a good impression.
You don’t have to be an expert to post but you do need to focus on the quality of your content. Share expertise and industry insights. Discuss what you’ve recently learnt. Talk about what you’re working on or reveal the latest company news. Giving advice from your perspective (such as a ‘How To …’ article) not only showcases your knowledge but also positions you as an industry expert – a post from a personal point of view is always more read than a generic one.
Posting content is also a perfect way to engage others and create conversations – and connections. So, remember to add a CTA that invites a response such as ‘What do you think?’ or a poll. You can also link to relevant info to add value and let people know more about you and your brand/company. For instance, ‘Register for my webinar’ or ‘View this video’.
Always respond to comments to keep the convo going. I read somewhere recently that you should comment on posts 80% more often than posting your own content. … time permitting, of course.
Keep going
According to Brunswick, those who use social media are more likely to be trusted than those who don’t by a ratio of 6 to 1. That’s simply because they’re more well known. And Harvard Business Review cites that nearly half of a company’s reputation is attributable to its owner’s reputation. And that’s because many consider a company and its founder as one and the same.
The more value you can add on LinkedIn, the better you become known, and the more you’ll become trusted.
Start polishing.
Written by Caroline Gibson, experienced London freelance copywriter and word tidy-upper
E: caroline@carolinegibson.co.uk T: +44 (0) 7957 567766
