LinkedIn for your brand

#ContentWritingChat Recap: The Best Strategies on How to Use LinkedIn for Your Brand with Warwick Brown

What are your thoughts on LinkedIn?

Are you actively using this platform as a tool to build your brand online?

If not, you might want to reconsider! It can be a fantastic way to generate brand awareness, as well as bring in leads for your business.

However, the key to success with any social media platform is to know how to use it effectively. And that’s exactly what we talked about in this week’s #ContentWritingChat!

#ContentWritingChat Recap: The Best Strategies on How to Use LinkedIn for Your Brand with Warwick Brown

Our guest host this week was Warwick Brown. He helps account managers find success by sharing tons of skills and tips with them. Warwick has also been a member of the #ContentWritingChat community for some time now, so it was great having him step into the guest hosting role. He’s very knowledgeable on LinkedIn and he shared a lot of great tips during the chat. So, let’s go ahead and dive into the recap!

Q1: How does LinkedIn feature in your content marketing or social media strategy? Is it a priority?

To kick off the chat, we had to see just how many people were already taking LinkedIn seriously. Responses were all across the board, with some who love LinkedIn and are active on the platform, and others who aren’t fully invested. Here are a few of the answers we received:

For Warwick, LinkedIn is his biggest priority when it comes to social media. And that should really come as no surprise, otherwise we couldn’t have invited him to speak on the topic for our chat! Because of his passion for the platform, he’s learned a lot about using it effectively.

Warwick went on to say it’s a great place to hang out and find like-minded people within your industry. It can be fantastic for anyone looking to make new connections.

Jade said LinkedIn is a top priority for him as well. He’s very active there and see a lot of engagement as a result.

For Amanda, LinkedIn has been helpful in reaching potential clients and connecting with other freelancers.

Corina said LinkedIn is a must for her as well, primarily for making new connections.

Gene said he’s trying to learn more about the platform in the year ahead.

Suze is also wanting to learn more about LinkedIn to use it more seriously, as she sees the potential it has to offer.

For Narmadhaa, LinkedIn isn’t exactly a necessity.

The main reason many people hold themselves back from using LinkedIn is because they aren’t sure how to use it effectively for their brands. Rachel feels the same way.

Q2: Do you publish content on LinkedIn articles? What do you like (or dislike) about the publishing platform?

Next, we moved into talking about publishing content on LinkedIn’s platform. It’s something that many people have experimented with, but is it worth investing your time into? Here’s what some of our chat participants had to say about it:

Warwick feels LinkedIn has one of the easiest content publishing platforms. He finds it to be very user-friendly, which could make it worth trying out.

Janine also loves how easy it is to publish on LinkedIn, mentioning how straightforward the feature is to use. She’ll share blog content through LinkedIn.

As Ben pointed out, this is a great platform to share your thoughts and position yourself as a thought leader within your industry.

Amanda said she’ll publish specific LinkedIn articles on occasion, but she struggles with an issue many other content creators face… Not having the time to do so consistently!

Maria tries to post articles to LinkedIn often, so she’s obviously seeing great results from her efforts.

For Jenn, she gets a little creative when it comes to her LinkedIn articles. She said she’ll provide two or three paragraphs as a teaser to the full content, which will be shared on her blog. It’s a simple way to drive more traffic to your website.

Unfortunately, Andrea didn’t see the best results when publishing original content to LinkedIn. Repurposing blog content, however, has been well-received.

Even Julia has published to Pulse before, but she’s scaled back her efforts there. Previously, she’d post once per month to the platform, but now only does once per quarter.

Q3: Have you used video on LinkedIn? What were the results?

Video on LinkedIn has been a hot topic lately. Have you tried it out yet? That’s what we asked everyone during the chat and here are some of the responses:

It should come as no surprise that Warwick has been testing out video on LinkedIn. He’s also been seeing some great results from it with 2,000+ views on his videos.

His advice is to keep your videos short, use captions, and post only one or two a week. You don’t have to go overboard when it comes to video content. He also suggests making sure your videos provide value to your audience or teach them something. You can also spark a debate with your videos.

Andrea has repurposed some blog posts into short, native videos on LinkedIn. This could be a great way to get started with video on LinkedIn.

The team at Source Media has noticed videos are getting more engagement than the other posts they’ve done. That’s a good sign that it’s wroth the effort!

Scott has also been happy with the results he’s seen by sharing videos on LinkedIn. He’s been seeing a great amount of views, as well as engagement.

Ben hasn’t tried video yet, but he’s seen the value it’s provided to others. And who knows, maybe this chat will inspire him to post his first LinkedIn video!

Brent also hasn’t tried video, but he has noticed they grab more attention that text or photos. It’s worth giving it a shot to see how your audience responds.

Q4: Do you think Groups are dead? What’s been your experience?

Have you tried out any LinkedIn groups? Do you have thoughts on them? Check out these responses from the chat and you can decide if joining LinkedIn groups is a smart move for you:

Warwick said he’s disappointed with groups on LinkedIn. He doesn’t see much engagement taking place in them, so he feels they need a major revamp in order to be successful.

Chaim pointed out that groups are hard to find, which could be one reason people aren’t actively using them as much as LinkedIn would probably like.

Shelly isn’t convinced that groups are worthwhile either. In order for a group to take off, meaningful conversations need to be taking place and this doesn’t seem to be happening in most cases.

Lexie pointed out that LinkedIn groups aren’t dead, but Facebook’s groups have certainly taken over. It seems to be the go-to for building connections.

Michelle feels that LinkedIn’s groups are nearing the end of their run.

On the flip side, Ben has found groups to be very useful. He’s been able to initiate conversations and receive plenty of value from some of the groups he’s participated in.

Jade also likes to refer to groups for information. It can be a helpful way to learn something new if you know where to look.

Jenn hopes LinkedIn groups aren’t nearing the end because she’s found them to be very beneficial.

As Narmadhaa pointed out, it all depends on the group. Some may be active and highly valuable, while others are total flops.

Q5: Have you heard of the LinkedIn Social Selling Index? Do you use it and why?

If you haven’t already, you’ll want to check out LinkedIn’s Social Selling Index. After asking this question during the chat, it became clear many people hadn’t heard of this tool or use it before. Here’s what you need to know about it:

Warwick feels the SSI tool is worth checking out! He shared the link so you can access it and get your score. It’s a great opportunity to see where you can improve on LinkedIn.

For Jade, he’s seen his score as high as 83!

Ankitaa discovered SSI earlier this year. It can be a great way to see what’s working in your LinkedIn strategy.

Q6: What makes a good LinkedIn profile? What are your tips?

If you want to stand out on LinkedIn, you obviously want to polish up your profile a bit. It needs to be able to catch the eye of your intended audience and keep them around! To help you out, check out these tips you can implement:

A good photo is obviously a must because this is the first thing people are going to notice about your profile!

Warwick also says to ditch the CV. He recommends talking about how you enjoyed a previous role and what you did, but doing so in a conversational way. He encourages you to tell stories because this is going to make your page more exciting to read.

Just two of the tips that Chaim offered were to make sure you have a professional headshot and use your headline as an elevator pitch.

Make sure you optimize your profile with relevant keywords to help you be discovered.

Use LinkedIn to inform and engage with your audience.

Jade said a professional photo and brief descriptions of prior jobs are a must. He also said to post relevant, original content as well to share your knowledge.

Iain’s advice is to update your connections with the progress you’re making. He said to let your passion for the projects you’re working on shine through. That’s a surefire way to see results.

Brent said to write a headline that explains who you help and what you do. Overall, your profile should explain your vision, who you are, and why you do what you do.

Make sure you stand out from the crowd. Jenn said to use your headline to communicate more than just the position you currently hold. Use it as a chance to grab the attention of others.

Q7: What are some mistakes you’ve made (or seen) on LinkedIn?

We all make mistakes when it comes to social media, but it’s certainly one thing you want to avoid! To help prevent you from making any major blunders, here’s what you should keep an eye out for?

Warwick shared a number of major LinkedIn mistakes with us, but his number one is not having a point of view.

He also said you shouldn’t send people away from LinkedIn. His advice is to share more photos and videos, as well as write articles on LinkedIn. This can drive greater results than just sharing links. Warwick also said that never commenting is a mistake as well because you want to add to the conversation.

And the final mistake he shared was not having fun! He said there’s nothing wrong with telling stories and being light-hearted.

Not headshot, no bio or introduction… That’s a red flag for Julia as a ghost profile. Make sure you’re filling out your profile, otherwise people won’t bother.

Gene said not being active is a huge mistake. Make sure you’re putting in the time to grow your connections.

When a company doesn’t have a LinkedIn page, but there audience is there in full force, that’s a big no-no! It’s also not doing you any favors to have a company page that isn’t active.

Q8: What are your tips for growing your network and making relevant connections?

You’ll obviously want to build your network on LinkedIn, but how can you make sure you’re seeing results? These are some great tips to use:

Warwick’s advice is to: see what’s happening in groups, respond to messages, check out who is viewing your profile, and check your activity stats. These are tasks you should be doing weekly.

Kathryn said you need to have a plan in place for your LinkedIn strategy. Without a plan, how will you know what purpose your presence there is serving?

Don’t forget to engage with other people!

Ankitaa also agrees that engagement is a priority.

Amanda suggests building your connections by starting with people you already know. This is a great way to get the ball rolling, then you can work on expanding your network even more.

Want to join us for the next #ContentWritingChat? We’re hanging out on Twitter every Tuesday from 10-11 AM Central Time. Follow @ExpWriters and @writingchat and we’ll see you there!

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