Social networks are known for their constant algorithm change, with the goal of offering the best possible user experience. It’s no wonder that LinkedIn also decided to update their algorithm. The posts and manoeuvres that worked six months ago are now losing – or have completely lost – their power. How do you build up a successful LinkedIn profile and which rules of communication should we abide according to the new algorithm? Find out below ;)
LinkedIn Communication 101
For starters, just a couple of words about this increasingly important channel in the world of business. What can we even achieve with our LinkedIn profile? We shouldn’t ignore the fact that our profile is at the top of Google search results when someone Googles our name. A well-structured profile presents us to our followers as a more credible and trustworthy figure, it helps us build our pool of contacts and helps us find potential customers and partners. Additional benefits can also be found in monitoring our competition and the industry we work in and, last but not least, our profile can even help us in acquiring potential customers.
Our personal LinkedIn profile may be ABOUT us, but it is not FOR us.
Before we become active on LinkedIn, we need to make a strategic plan of our activity. The first step is to edit our LinkedIn profile and create quality content for our posts. Make sure you have a good profile and cover photo, a nicely written personal description and a rich list of previous employment and experiences. The second step is building our network. When sending or accepting invitations to connect, make sure you leave a good impression; first, by sending a personalized message and, later, by actively responding to their posts.
Rules of LinkedIn Communication
Before the actual start of our LinkedIn activity, we first need to establish how we wish to address the followers of our personal profile, keeping in mind what we wish to communicate with our content and who it is intended for. Once we figure that out, we must at least pay attention to the following:
Make sure to post on a regular basis
Our content must be useful and interesting
Our personal profile isn’t intended for sales but for educational and presentational purposes
We need to encourage two-way communication
For the delivery of our content we need to use different types and formats
The use of hashtags # is desirable (but don’t forget: this isn’t Instagram, so the number of # should be lower, but must be credible)
Each post should have some sort of added value
Don’t forget to tag profiles and pages in your posts
Remember: LinkedIn profile may be about us, but it is not for us ;)
And what should we stay clear of when posting our personal content? Especially avoid monotony of your posts, content without a purpose, images of poor quality or stock photos, only occasional communication, ignoring trends and posting exclusively sales-oriented posts. Curious to discover 8 additional communication tips, dictated by the new algorithm? Then take a look at our infographic and stop by for a cup of coffee in case of any questions ;)
As a project manager and a digital marketing specialist, I prepare digital strategies for my clients and also make sure those strategies are successfully implemented. All of my marketing activities always put the client and the end user first, all the while making sure that my projects and advertising endeavours are profitable, while I’m always searching for new ways on how to expand those activities to all possible channels.
As Marketing Team Lead, I am committed to three principles when working with clients: to truly understand their needs and the industry they are in, to develop a good relationship on a foundation of honesty and to stay sharply ROI driven. The web is a sales channel. If it is not selling, something is not right.