3 Tips for Maximizing LinkedIn for Personal and Professional Growth

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By Rob Kane Jul 21, 2022
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LinkedIn is different from other social media platforms because its 830 million members are typically much more diligent in keeping their information up-to-date and relevant for potential clients, employers, and business connections.

This fact alone makes LinkedIn the best platform (in our humble opinion) for individuals to invest in, allowing users to highlight their resumes, bodies of work, and thought leadership. Another fact: 47% of buyers say thought leadership led them to discover and ultimately purchase from a company that was not considered to be among the leaders in a particular category.

So with that being said (as if you needed convincing on how good LinkedIn can be), let’s dive into 3 tips for maximizing LinkedIn for your personal and professional growth.

Tip #1: Understand your audience and the LinkedIn platform

LinkedIn, like all other social media platforms, is in an arms race for content. Not just any content, but high-quality content that members or users find relevant, engaging, and shareable.

Have you ever wondered when you log into LinkedIn, why you see relatively similar posts from a small percentage of the users you follow?

The reason is relevancy. LinkedIn has some of the smartest engineers in the world working on complex algorithms that will prioritize content that you’re more likely to find helpful and shareable, looking and analyzing your past likes, shares, and comments to refine their predictions over time.
So how can you use this to your advantage? Understand that LinkedIn will “rank” content higher if it originates on LinkedIn. Obviously, LinkedIn would prefer to keep its users on the platform as opposed to having a bunch of links that drive LinkedIn members off of LinkedIn.

Also, consider the message medium. Currently, video content is ranking much higher than static posts and/or articles as users find videos more engaging (on average, that is).

Lastly, understand that because LinkedIn members are constantly updating their profiles and flexing their experiences, you can stand out to your target audience by speaking directly to them based on their titles, experiences, and even skills.

Do you want to speak to CMOs of Fortune 1000 companies? You can do that. Maybe you want to find Executive Directors of non-profit organizations who have experience utilizing Hubspot? You can do that as well.
The point is – to ask yourself who is your desired audience and find clever ways to capture their attention, educate them and make a genuine connection.

Tip #2: Be strategic with your content

So what type of content will help you stand out to your audiences? Think about the type of content that you like to click on and explore when you’re browsing or even better when you’re researching a specific product or service.
Justin Welch recently said that 4 types of content build a following, which we feel also applies to building a relationship with potential prospects, employers, or professional connections in general:

  • This person or content teaches me
  • This person or content entertains me
  • This person or content makes me think
  • This person or content understands me

So the question for you when thinking about your audience and planning your content is, how can you better understand your audience’s perspective and then add value through education, entertainment, logic, or understanding?

Tip #3: Amplify and Engage

Now that you have a deeper understanding of your audiences, LinkedIn as a platform and your content, the last tip we have to share is around amplifying your message and content with those that may find it most relevant.

By “tagging” contacts and connections in the body of your post or the comments, not only will they be notified, but the likelihood of them commenting, liking, or sharing with their network is exponentially higher, which will help tell the LinkedIn algorithm that this type of content is relevant to your audience and their networks.

One of the biggest mistakes we see as marketers is when companies and individuals go to great lengths to create and post content, but then do not take the time to reply and engage with users in the comments who either have questions or took time from their busy schedules to help you out by giving you a like or reaction.
The bottom line – be social!

Rob Kane is president of Big Sea, a Tampa Bay-based strategic marketing agency with 40+ team members, specializing in marketing strategy, creative & content, website experiences, and media planning and buying for B2B, non-profit and direct-to-consumer companies.