Introduction
True to its title, fhis book now in your hands is a roadmap to outperform 99% of LinkedIn users.
It will help…
- For your brand to stand out
- To make an impact with a global audience
- Convert ideas into actions
- Simplify analytics
- Convert data into insights
If that’s why you’re here, you’ve arrived at the right place.
Best wishes for your success.
Happy reading!
Knowing what you want is key
LinkedIn is the same as you. It has unique focus and audience. Like for LinkedIn, knowing what YOU want is key.
Getting LinkedIn working for you
How can you get LinkedIn to work for YOU?
If you’re new to Linked, the question is difficult to answer. With some practice, you’ll know better, but the time to start is now. Just be as clear as you can, but first things first is getting started.
830 million members
With over 830 million members globally, LinkedIn is the best social media platform for B2B marketing, experts promoting their accomplishments, opportunities, trends, and perspectives, for recruitment, and for job seekers.
High-engaging posts
If you struggle to write high-engaging posts on LinkedIn no matter how hard you try, perhaps it’s because you’re not using everything LinkedIn has to offer. Focus on writing long-form articles that resonate with a professional audience. More than just sharing your knowledge, long-form articles allow you to create stories that engage and educate, which is pivotal in establishing credibility, leadership, and attracting a professional audience.
LinkedIn Live
Embrace the power of LinkedIn Live to broadcast content that adds value. Think professional development workshops and in-depth panel discussions. More than just broadcasting, it’s a conversation that provides instant value and strengthens your professional presence.
Polls, posts, direct messaging
Utilise polls, posts, and direct messaging to engage with your network. Emphasise the importance of genuine interactions. You’ll be able to foster strong, meaningful relationships.
Carousel posts
Carousel posts are favored by many because of their ability to visually present complex information in an engaging way. I use these between long- form articles for everything from quick tips to simplifying complex ideas.
Jobs and hiring
Sharing updates on hiring and insights into company culture is an effective method to attract followers. Use LinkedIn to enhance employer branding, to share what makes your company a great place to work, attracting top talent in the process.
Profile
Create or delete a profile in another language:
https:/ www.linkedin.com/help/linkedin/answer/a541878
Types of pages
LinkedIn offers several types of pages that serve different purposes.
1. Personal Profile: Individual accounts for professionals to showcase their work experience, skills, education, and achievements. This is the most common type of page on LinkedIn.
2. Company Page: These pages represent businesses and organizations, allowing them to share updates, job postings, and company information. Company pages can also provide insights into employee engagement and brand presence.
3. Showcase Page: A subset of a company page, showcase pages allow businesses to highlight specific products, services, or initiatives. They are designed to cater to particular audiences and can feature content tailored to those interests.
4. Educational Institution Page: These pages represent schools, colleges, and universities on LinkedIn, allowing them to connect with current and prospective students, alumni, and faculty.
5. Event Page: LinkedIn allows users to create event pages for professional events, webinars, and conferences, enabling attendees to RSVP and share the event with their networks.
6. Group Page: While not a standalone page type, LinkedIn groups allow users to create communities around shared interests or industries, facilitating discussion and networking among members.
Each of these pages serves a unique purpose and helps users engage with their professional network in different ways
LinkedIn Group Pages
LinkedIn Group Pages offer a variety of features and functionalities designed to facilitate networking, knowledge sharing, and professional development among members.
- Join Discussions: Participate in conversations by commenting on posts or starting your own discussions on topics relevant to the group’s focus.
- Share Content: Post articles, questions, updates, and resources that are valuable to the group members. This helps in sharing knowledge and insights.
- Network: Connect with other professionals in the group. You can view members’ profiles and potentially connect with them for networking opportunities.
- Ask Questions: Seek advice or insights from group members by posting questions. This can lead to valuable exchanges of information.
- Polls and Surveys: Create polls to gather opinions or feedback from group members on specific topics.
- Events: Organize or promote events, webinars, or meetups related to the group’s interests.
- Resources and Files: Share documents, presentations, or other resources that members can access and benefit from.
- Moderation: Group admins can moderate discussions, approve members, and enforce group rules to maintain a constructive environment.
- Networking Opportunities: Discover and connect with like-minded professionals, which can lead to collaborations, job opportunities, or mentorship.
- Notifications: Stay updated on group activities through notifications about new posts, comments, and member requests.
- Group Insights: Some groups provide analytics on member engagement and activity, allowing admins to understand group dynamics better.
- Overall, LinkedIn Group Pages serve as a platform for professionals to engage with each other, share knowledge, and build connections within their industry or areas of interest.
How to Start and Grow a Successful LinkedIn Group in 2021
How To Create A LinkedIn Group? [in 2024]
5 Powerful Ways to Grow your Linkedin Group
Linkedin Groups For Business | How I Booked 170 Discovery Calls In 14 Weeks
How To Grow An Audience On LinkedIn in 2024
Newsletter
Publishing a newsletter on LinkedIn is a great way to share insights, expertise, and engage with your professional network. Here’s how to do it:
Step-by-Step Guide to Publish a Newsletter on LinkedIn
- Log into Your LinkedIn Account.
– Make sure you are signed into your LinkedIn account. - Navigate to the ‘Write Article’ Option:
– Go to your LinkedIn homepage.
– Click on the “Write an article” option, which can usually be found in the post creation area. - Create Your Newsletter:
– After clicking “Write an article,” you will be taken to the publishing tool.
– In the editor, you’ll see an option to create a newsletter. Click on “Create a newsletter.” - Fill Out the Newsletter Details:
– Name Your Newsletter: Choose a clear and catchy name that reflects the content.
– Description: Write a brief description that tells readers what to expect from your newsletter.
– Frequency: Specify how often you plan to publish (e.g., weekly, bi-weekly, monthly).
– Cover Image: Upload a relevant cover image to make your newsletter visually appealing. - Set Your Preferences:
– You can choose to allow subscribers to get notifications when you publish a new issue.
– Decide whether to allow people to share your newsletter outside of LinkedIn. - Write Your First Issue:
– Start writing your first newsletter issue using the article editor. You can format text, add images, and include links.
– Make sure your content is valuable, engaging, and relevant to your audience. - Preview Your Newsletter:
– Before publishing, preview your newsletter to see how it will look to your readers. - Publish Your Newsletter:
– Once you’re satisfied with your content, click the “Publish” button.
– You will be prompted to confirm that you want to publish the newsletter. - Promote Your Newsletter:
– After publishing, share a post on your LinkedIn feed announcing your newsletter to your connections.
– Encourage your network to subscribe and share it with others. - Engage with Your Readers:
– Respond to comments and feedback on your newsletter.
– Consider incorporating suggestions or addressing topics that your readers express interest in.
Additional Tips
- Consistency is Key: Stick to your publishing schedule to keep your audience engaged.
- Quality Content: Focus on providing high-quality, insightful content that adds value to your readers.
- Analyze Performance: Use LinkedIn analytics to track the performance of your newsletter and understand what resonates with your audience.
By following these steps, you can effectively publish and manage a newsletter on LinkedIn to enhance your professional presence and engage with your network.
2 simple and powerful ways to leverage LinkedIn
- Create your own engaging content
- Support other’s quality content
Supporting other people on this platform:
- Helps you see & learn from high-quality content. Digital writing is a specific form of writing. You need to daily see & engage with what is working for other people so you can apply it to yourself
- Bigger accounts = more followers to see you. When you comment on a post of an account that is bigger than you, you get in front of more people. Especially, if it is a high-quality, well-thought-out comment.
- You develop cool friendships. You aren’t playing the speed game. You’re playing the long game. When you support a few people you like consistently you help them out. They, in turn, are likely to support you in time as well.
What doesn’t work
Scrolling through your feed commenting on what you see doesn’t work because your feed is determined by LinkedIn algorithms.
Look up individual people each day to interact with doesn’t work because it drains too much of your precious energy and time
What works: LinkedIn Saved Search
The above illustrates a LinkedIn Saved Search toolbar.
Here’s how they work:
- You can enter up to 20 personal accounts that interest you. You can follow some business accounts too.
- LinkedIn provides a unique URL. This URL is your saved search.
- Whenever you use that URL, you get a feed of LinkedIn content that is only the accounts you chose.
This method makes it easy to see your favorite people’s writings in the past 24 hours. You can pop open that URL and quickly read and comment on all their content.
This method takes an average of 20 well-spent minutes per day during which you learn from your favorite people.
You can edit the saved searches as often as you like. It might take weeks to get them right.
Here is a great demo on how to set up your own in <5 minutes.
Here is a Saved Search I started for you.
A new type of content is on the rise
Things change. Online things change even faster, with LinkedIn no exception. Attention spans? Shorter. Demand for entertainment? Higher.
Online, there’s no such thing as a one-size fits all. Content comes in many different forms. Audiences have different preferences. What goes viral can barely be predicted. However, everybody agrees that outstanding content doesn’t appear by accident, but because the creator behind stands out.
Now what?
What next? What can you do with these insights?
Here’s what you can do next:
- Keep scrolling on LinkedIn, and save content that catches your eye (preferably those that received good traction)
- Revisit your saved posts and start analysing. Is there a pattern? What do they have in common? Are these strong personal brands?
- Tip: Use ChatGPT to help you out here. You make the decisions tho.
- Turn your analysis into action points, and experiment with the findings. + Test out a simple video content idea over different days.
- With the identified patterns create generic content pillars.
- Create the post, hit post, and then analyse based on data what resonates and what doesn’t.
- Test, rinse, repeat.
Use AI to get post ideas
“Your job as an advertiser is to enter the conversation already taking place in the customer’s mind.” – Claude Hopkins (legendary marketing copywriter)
It still applies today, and Google search is your best friend because it tells you what’s on your audiences mind as they search.
- Type the name of your niche or topic on Google.
- Check out the list of key phrases others have used in their search.
- Each and every one of them is great inspiration for posts and headlines.
Here’s an example:
You can also use the Linkedin post generator that works https:/ www.easygen.io/
Each social media platform has different strategies for growth, and some of the these they share between them.
Laying the groundwork
Understand your audience
The first step to a successful marketing plan is getting to know who you’re selling to.
This means creating buyer personas, which are like detailed characters in a story that represent your ideal customers.
For example, a fitness apparel company might have a persona named “Gym Enthusiast Emma” that represents their young, health-conscious female customers who value quality and style.
Develop a research strategy
Before you can sell effectively, you need solid research.
This isn’t just about knowing how old your customers are or where they live. It’s about understanding what they do every day, what problems they want to solve, and how they make decisions.
For instance, a home security company might discover that safety, not price, is the top priority for homeowners.
Use segmentation to boost profits
Dividing your audience into groups or segments is a way to increase profits.
Imagine a car company that sells both economical and luxury vehicles. They use segmentation to target college students with affordable models and successful professionals with high-end cars, adjusting prices for each group to maximize sales.
Decide the right customers
The choice of customers is infinite. Therefore, choice doesn’t count. What counts is your decision.
It’s critical to focus on the right customers. Not everyone will be a good fit for what you’re offering. A software business might target tech-savvy startups rather than large corporations because these smaller companies are more likely to need and understand their innovative product.
Applying psychology to marketing
Customers don’t always make choices based on logic alone. A coffee shop might find that customers buy more expensive drinks when a mid-priced option is introduced between the cheapest and most costly. This shows how customer decisions can be influenced by the way products are presented.
How to get your first 500 followers on LinkedIn (7 easy steps)
Growing a following from scratch and organically is HARD. Between creating valuable content, building audience trust, carefully expanding your network, and having a job, building a loyal follower base on LinkedIn can take a lot of time and effort.
Don’t worry – we’ve all been there. Here’s my proven 7-step checklist on how to build your first 500 LinkedIn followers.
✔️ 1. Be intentional about your audience
The first question that you should ask yourself before you get started is: What do I want to get out of LinkedIn?
Do you want to grow brand awareness for the company you work for?
Do you want to grow your own personal brand to get hired?
Are you an industry leader that wants to share knowledge?
Are you selling a product or service?
Do you want to find new clients?
Find your 10 loyal followers, know what works for them and why, and you are all set for growth.
✔️ 2. Block your calendar for LinkedIn
Put LinkedIn on the calendar.
If you want to build follower growth in a relatively short time frame, you’ll need to be active on LinkedIn. A LOT. (Don’t fear, you got this!)
On a weekly basis, you should:
- Allocate time to plan out content.
- View analytics to track content performance.
- Create daily calendar reminders for engagement.
On a daily basis, you should:
- Browse your LinkedIn feed.
- Send out connection requests.
- Respond to comments on your posts
- Interact with other posts.
✔️ 3. Keep your LinkedIn Profile updated
Whether someone is seeing your content in their feed for the first time, or whether they’re receiving a connection request from you, there is always one guarantee: they’re going to head straight to your profile.
✔️ 4. Find the right people to follow
After you’ve built out your profile page, it’s time to follow the right accounts.
You could start searching relevant creators and industry keywords into the LinkedIn search bar and work from there.
You could also:
- Follow mutual 2nd-degree connections. They’re much more likely to accept than cold connections.
- Follow people in similar roles or with similar interests.
- Discover new accounts through content you like and engage with.
✔️ 5. Create Content
Of course, there’s one thing every LinkedIn creator should schedule time for in their calendar: CONTENT CREATION 🎨📸✍️
The themes you write about depend entirely on your desired output as a creator. If you’re stuck for ideas, it can’t hurt to ask yourself:
- What am I good at?
- What experiences have I had that could benefit others?
- Who am I writing for?
✔️ 6. Build your engagement and commenting strategy
LinkedIn isn’t a one-way street. You can’t post and ghost. You need to take the time to engage with your community. As you might expect, this starts with the comments section. Comment sections shouldn’t be places for generic messaging. You should feel confident to add your own ideas and agree or disagree with the post’s ideas.
✔️ 7. Focus on the outbound
Last but not least is a way to build your growth is by focusing on your outbound efforts as well, starting with sending connection requests. Making each request count is especially important as free LinkedIn accounts have a connection limit per day on average.
Let’s get a few of our don’ts out of the way:
(1) Don’t connect with just anyone. Think of connections as building an audience that can turn into a loyal following. It’s crucial to connect with purpose, not randomly—aim for relevance and genuine interest in their profiles.
(2) Don’t pitch in your message.
People hate being sold to, so don’t bombard potential connections with facts about what you can offer them. This is a one-way ticket to the ‘Decline’ button.
The above steps will get you to your first 500 followers and beyond, but only if you’re consistent. The rest is a piece of cake.
LinkedIn has 830 million users, but only 3 million post on a weekly basis.
830 million LinkedIn users versus 3 million adds up less than 0.3% who post weekly. Is that an unfair advantage? Who said life was fair?
Knowing everything about LinkedIn without taking action is like one hand clapping. Might as well be sleeping like a dead piece of wood.
You?
Apollo
Find LinkedIn leads https://app.apollo.io
IMPORTANT
No-one knows what the social media landscape will look in a month from now, let alone in a year from now. Therefore, “How to Outperform 99% of LinkedIn Users” will be updated periodically, which means you will receive free updated versions of this ebook throughout the year.