LinkedIn is no longer just for tracking your old colleagues. Many small business owners have found incredible benefits from involving LinkedIn as part of their social media strategy, from building brand awareness to connecting with valuable mentors to finding new clients.
While you can achieve a lot of attraction by simply posting from time to time, there are tools you may not know that can improve your impact. Read on for a few new ways to start using LinkedIn today – along with examples of how several entrepreneurs have used them.
1. Launch the newsletter
You can already easily share your expertise by posting articles on LinkedIn, but for another way to build your thought leadership and perhaps a decent number of followers at the same time, check out the newer feature of LinkedIn’s newsletter.
Publishing a newsletter is similar to publishing an article, with one key difference. When you publish an article, only a small percentage of your links will see it in their feed, depending on the platform’s algorithm and how much attention they pay. On the other hand, when you publish a newsletter, each of your subscribers gets a notification that you’ve shared new content, which makes it much more likely to lead to a higher engagement rate.
Newsletters are an ideal strategy if you want to write content on a focused topic and you can publish great ideas at a regular pace. For example, Latesha Byrd, executive director of the talent development agency Perfeqta, launched a newsletter on the future of the business and had nearly 5,000 subscribers within two months of the weekly’s publication.
LinkedIn newsletter Latesha Byrd, The perfect future of work.
However, the option to publish a newsletter is not currently available to everyone. To access it, you must turn on the creator mode on your dashboard and meet certain access criteria (at least 150 followers or contacts and a recent original content sharing history). When newsletters become available to you, you will see the “create a newsletter” option when you click “write an article” at the top of the homepage.
Scroll down to your profile page to find your dashboard where you can turn on Creator mode.
2. Have live conversations
Live videos are always a popular type of content on social platforms, and LinkedIn is no different. There are many options with LinkedIn Live video, but what we’ve seen works best for small business owners is having intimate conversations or roundtable discussions.
First of all, it allows you to take advantage of the amazing and ongoing engagement that video content offers. As on many other platforms, LinkedIn Lives remains as a recorded video after the event is over, expanding your potential reach.
Sherrell Dorsey, founder and CEO The Plug, found great results in hosting live discussions. “Maybe we will have 400-500 people watching the discussion live, and then I will watch it a week later and 4,000-5,000 people watched the video. That engagement has led to major conversions to our newsletter, ”she says.
LinkedIn Live Discussion hosted by Sherrell Dorsey of The Plug.
LinkedIn Live can also be a great way to connect with other leaders, touch their audiences, and provide valuable content to your followers. “I can bring in some phenomenal people who actually do this job,” Byrd says of the live interviews she leads. “Other companies may find this possible for them or get some tangible and tactical strategies to give back to their organization.”
Similar to newsletters, this feature is not currently available to everyone. You must meet the same access criteria and then apply for access to be able to stream live.
3. Create or share video content
If live streaming is a little too scary for you, that’s fine too. As is true for most of the internet, video content of all kinds currently has good performance on LinkedIn, and as we’ve seen elsewhere (Instagram Stories is a good example of this) your video content doesn’t have to be nearly as well produced as videos for other platforms.
“The great thing about LinkedIn is that it doesn’t have to be super sleek or professionally edited,” Byrd says. “I shared a video in which I just stood in front of the camera and talked for a moment about the terrifying process of rebranding my business. He received so many likes and reviews that he attracted the attention of the LinkedIn team as well. ”
Sheena Russell, founder and CEO of Made With Local, agrees that you don’t have to be curated enough when you post videos on LinkedIn. “I feel like an environment of low pressure and low roles in which I also feel that many other founders are sharing more freely.”
She will even go so far as to re-post videos created for other channels – like Instagram reels – that feel applicable to her personal brand on LinkedIn. “It’s not what it’s made for, but it tends to work well,” she says. “We’re not a formal or suffocating brand at all, so I want our little corner of LinkedIn to feel authentic to us.”
Sheena Russell from Made with Local reposts behind the scenes on her LinkedIn feed.
4. Hire or find clients in the service market
LinkedIn is synonymous with hiring for many, but they also have an entire market dedicated to finding contractors and other service professionals. This can be great for small business owners who often cannot afford full-time help.
Simply go to the Services Marketplace and look for the support you are looking for: graphic design, public relations, accounting, lawyers and more. You can send more information about your project and request a proposal within the LinkedIn application.
Marketing strategists in the service market.
Or, if your company is a service provider, use this feature to find your next customer! Click the “Find Leads” box at the top of your profile page to add information about the services you offer and to appear in the marketplace.
Set the services you offer on the profile page.
LinkedIn has a lot to offer. I hope these suggestions will help you get started if you don’t already use LinkedIn as part of your overall social media strategy. Whether it’s one of these options or something else entirely, building a strong LinkedIn strategy can have a big impact on your personal brand or your small business, check out these same entrepreneurs who share more here about how LinkedIn has affected their business and contact anytime included Twitter if you have suggestions for other topics, you’d like to see us cover them here!
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