LinkedIn has been the center of a lot of speculation after Microsoft announced that it was purchasing the platform for $26.2 billion dollars. It will be interesting to see what new opportunities are in store for this professional powerhouse. Stay tuned to Heeren Content & Strategy for the latest!
For now, let’s take a look at what you can do with your LinkedIn professional profile today.
Not Your Average Platform
LinkedIn is a different beast than the other platforms we’ve discussed.
For example, nearly every other platform has a purely personal social component attached to its brand. On Facebook, you will find business pages and personal pages. You’ll find a similar set up on Twitter, Pinterest, Instagram, Snapchat, YouTube, and so on.
LinkedIn is intended to be strictly a professional haven. The audience is more focused in one specific area – business. For business-to-business (B2B) professionals, it’s a potential goldmine.
In fact, LinkedIn has the highest visitor-to-lead conversion rate of any of the other social media platforms. That means that people actively participating on LinkedIn are looking to make new connections and deals.
Content Strategy for Your LinkedIn
There is a big difference between creating effective content for Facebook or Twitter versus creating effective content for LinkedIn.
On other social media platforms, you often have to ‘humanize’ technical terms or industry jargon to make your content palatable for a general audience. This is not the case on LinkedIn.
LinkedIn is full of your peers and other professionals. Your goal should be to set yourself apart as an expert in your field. How can you do that? Show off your knowledge!
From white papers to technical articles, this is the place to demonstrate the depth of your expertise. LinkedIn’s (relatively) new article feed – Pulse – offers professionals the opportunity to present their work to all of the users on LinkedIn. This is a great opportunity to gain new leads!
Optimizing Your LinkedIn Profile
So, how do you make the most of your LinkedIn profile as a B2B professional?