Tag: LinkedIn

How to Use the LinkedIn Marketplace as a Freelancer

Annually, 59 million Americans take on freelance projects, making up 36 percent of the workforce.

This trend shows no signs of stopping.

73 percent of hiring managers plan to continue or boost their reliance on freelancers.

Historically, freelancers have had a number of platforms to connect with potential employers, including Upwork and Fiverr.

As the demand for freelance work increases, it stands to reason that the number of platforms mirrors this growth.

What Is LinkedIn Marketplace?

Given this new dependency on freelance laborers, it makes sense that LinkedIn, the most successful professional social networking site, would set its sights on creating a marketplace that allows freelancers to connect with companies searching for contract talent.

While LinkedIn is no stranger to connecting individuals with available job openings, LinkedIn Marketplace aims to connect freelancers with contract opportunities.

Work on this initiative allegedly began in October of 2019, with a tentative launch date of September 2021.

While the social media giant has made no official announcement of this marketplace, indications of its development aren’t scarce.

In fact, a spokesperson recently commented in Fortune:

In the future, we’ll be building new ways to share more about the services you [could] offer directly through your LinkedIn profile.

With the looming advent of LinkedIn Marketplace, LinkedIn is now in direct competition with both Upwork and Fiverr, publicly-traded online freelance job boards.

Marketplace is anticipated to have similar features of both competitors, but with a LinkedIn spin: Businesses can both seek out freelancers, compare rates, and share posts for freelancers to respond to. Post-project, businesses can leave reviews about individual freelancers.

How Does LinkedIn Marketplace Work?

While LinkedIn Marketplace is still in development, we know a few key factors that will be helpful as you gear up your strategy for the new platform.

The platform will focus on work like consulting, writing, marketing, and graphic design.

The platform will be similar to Fiverr and Upwork, platforms that host freelance work and take a cut of each job.

  • It will support payment via a digital wallet offered by Microsoft.
  • The digital wallet will expand LinkedIn’s paid content Network.
  • LinkedIn Marketplace will mimic much of LinkedIn ProFinder.

While we assume much of the functionality will be similar to that of its predecessor, ProFinder, with its upcoming release, the defining details of LinkedIn Marketplace have yet to be identified.

LinkedIn Marketplace vs LinkedIn ProFinder

Marketplace isn’t LinkedIn’s first foray into the freelance marketplace.

LinkedIn ProFinder allows users to search for suitable applicants for jobs. On the other side of the coin, ProFinder enables users to advertise their services to businesses and share that they are “open for business.”

Marketplace will build on this functionality, allowing businesses to compare freelance rates and post reviews, as well as make connections and deals on the platform.

This expanded functionality grows opportunities for the platform’s hundreds of millions of users while simultaneously increasing advertising opportunities for freelancers by providing them with paid options to promote their experience and offerings on the marketplace.

How to Prepare For LinkedIn Marketplace

Whether you’re looking to expand your portfolio or are a first-time freelancer, we want to help you succeed in the newest marketplace for contract workers.

Below, we break down four steps to ensuring that you’re set up for success in LinkedIn Marketplace.

1. Create a Portfolio of Work

While your resume talks, a tangible work portfolio shouts. If you don’t have a highlight reel of your greatest projects, now is a great time to gather those documents. Whether you’re a graphic designer or a writer, having tangible assets go a long way in the digital freelance marketplace.

Here are three tips for making your portfolio stand out from the crowd.

  1. Put your best work forward: When selecting the work to include in your portfolio, you might be inclined to include every project you’re ever worked on. Don’t do this. Somewhere between seven and 10 examples is the sweet spot for your portfolio.
  2. It’s all in the details: Include a detailed caption with every piece you include in your portfolio. This should include:
    1. positive outcomes
    2. your role
    3. brief description of scope
    4. client name and industry
  3. User experience: Wouldn’t it be nice if your standard cover letter was appropriate for all potential employers? Same thing goes for your digital portfolio; tailor content to each individual job posting to create the most streamlined user experience.

While these tips are perfect for a freelancer looking to build a portfolio, for those looking to revitalize or reimagine an existing portfolio, we suggest:

  • Rearrange: Without adding any new content to your existing portfolio, you can give your portfolio a new lease on life by rearranging order of samples. See if you can tell a new narrative with a different beginning and ending.
  • Reduce: Does your portfolio feel a little on the hefty side? Reduce it by 10 to 20 percent for a leaner, meaner representation of your work.
  • Quotes: Have glowing reviews about your work or the success of a project? Add these testimonials to your portfolio pages to set yourself apart from the crowd.

2. Set Competitive Prices

If you’re just starting out, setting a rate for your freelance work can feel overwhelming. Are you charging too much or too little?

However, with these four steps, you can set a rate that works for your wallet and your work.

  1. How much money do you want to make? By establishing your desired annual income, you can guide your freelance fee to fit within this parameter.
  2. Business costs: Freelancers need to prepare for the cost of doing business. You should not only account for things like laptops and software, but also health insurance and taxes, both of which can be exceedingly expensive.
  3. Working hours: Don’t forget to consider time off and sick days when calculating your rates.
  4. Value of your Work: Your work is valuable; don’t forget that. If you’ve gone through the above steps, calculated expenses and time off, and your hourly rate still comes in well under industry standards, you need to reassess how much value you’re affording your work.

3. Optimize Your Website

When potential employers view your LinkedIn Marketplace profile, it’s unlikely they’ll stop there. To ensure you’re best-positioned to score that high-paying freelancing gig, be sure to optimize your personal website.

While there are many ways you can improve your existing content, copy, and images, here are our 10 tips for making your website as appealing to potential employers as possible:

  1. Create a headline that lets visitors know what you’re about as soon as they land on your site.
  2. Include a photo of yourself so visitors see you as a real person, rather than a resume in a pile.
  3. Start a blog to showcase your varied strengths and industry awareness.
  4. Use strategic keywords in copy and your accompanying blog posts.
  5. Conduct A/B tests on all elements of your pages.
  6. Eliminate complex paths by ensuring visitors can get to their desired location in three clicks or less.
  7. Keep your design elements consistent.
  8. Include client testimonials.
  9. Post your rates.
  10. Showcase your personality in your website copy.

While optimizing your personal website is an ongoing process, starting with these tips, can build a strong foundation that you can iterate on as you grow your portfolio and your voice as a freelancer.

4. Market Yourself

You can earn some bonus client quotes and testimonials by marketing yourself.

These tips can help you score jobs and gain references that will boost your credibility when it’s time to build your LinkedIn Marketplace profile.

Social Media

Just because LinkedIn’s new platform isn’t up and running doesn’t mean you can’t use other social channels to connect. Consider making how-to videos or sharing tips of your trade to increase your followers, and close any information gaps within your industry.

While this may not directly lead to paid gigs, this strategy can increase your exposure and grow your audience, completing an important step for increasing your reach.

Ask

Have you worked for a company that was exceedingly pleased with your work? Ask them if they have any other projects you can undertake.

See a company desperately in need of your skill set? Reach out. The worst response will be a simple “No, thank you.”

Affiliate Marketing

Are you a graphic designer and your friend is a writer and she’s freelancing for a company in need of design work? Perfect. Take this same approach with other freelancers and monetize the outcome through an affiliate marketing strategy:

understand affiliate marketing as a LinkedIn Marketplace supplement

Conclusion

Whether you’re a professional freelancer or just getting started, LinkedIn Marketplace offers new opportunities for nontraditional workers to connect with potential clients.

As you take advantage of LinkedIn Marketplace, remember to take all the necessary steps to stand out from the crowd. Be sure to update your portfolio, optimize your website (without over-optimizing), and gather as many client testimonials as you can.

Don’t forget to continue traditional self-marketing activities to acquire clients in the interim.

By preparing your freelance business for this new platform, you are exponentially more likely to find success on LinkedIn Marketplace.

What’s your best strategy for scoring freelance work?

How to Use LinkedIn Insights in an Actionable Way

What is an insight? According to Merriam-Webster, it’s the “power or act of seeing into something.” LinkedIn Insights gives you the ability to see information about who follows you, engages with your content, or may be of interest to you as a lead or new hire.

Whether you’re hiring, promoting, or putting together marketing strategies, LinkedIn Insights can help you make the most of an already powerful business platform.

What Are LinkedIn Insights?

As marketers, we live and thrive with the data. Everything we do involves measuring different metrics to see what works and what doesn’t. The key to understanding the data is knowing how to look at it and turn it into action. That’s the goal of LinkedIn Insights.

These analytics aim to limit the amount of data you need to look at in order to get the results you want from your marketing campaign. You’ll essentially be able to optimize the campaign and focus on a more narrow audience.

One of the most powerful aspects of LinkedIn Insights is the fact that you can cater the data to your specific industry. For example, they have several different types of insights: people, industry, advertising, and talent.

LinkedIn People Insights

Developing the ideal buyer persona is something all great marketers must do. We need to understand our audience at a granular level; what makes them purchase, move, mad, sad, or happy? We should understand all of these factors because it’s how we’ll make the most of our marketing campaigns on LinkedIn and other platforms.

The people insights section on LinkedIn can help you learn more about your audience. The data provides you with information regarding their location, skills, occupation, and data about other people they like and follow on social media.

You can then take that data and filter it so you only get a list of the results you want. For example, if you’re involved with real estate marketing, you may need a highly targeted list within a specific location.

LinkedIn provides ways for you to narrow it down even further. You can get lists of people who engage with certain content similar to yours. Use this trick to your advantage by focusing on the content you think your target demographic will like.

For example, if you’re running LinkedIn ads centered around sports training and fitness for senior citizens, you may know that people interested in the topic are also interested in related topics about aging and retirement.

Having this data allows you to narrow down your search and zero in on your audience to provide you with the best chance of success.

LinkedIn Industry Insights

Understanding the ins and outs of a specific industry can also help catapult your marketing campaign in the right direction. Knowing what trends and insights matter to you is most important.

The industry insights section provides you with data on certain industries, such as healthcare and financial services. You can find out information and trending news within these industries, so if you’re targeting these people, you’ll know what’s important to them.

Tools like this are powerful because it helps take a lot of the guesswork and testing out of the game. It takes a lot of time to test ad copy, photos, and colors to see if they’ll resonate with your audience. While you might have a good idea of what will work before you start, you’re still not 100 percent certain (and can never be).

However, having industry insights and knowing for sure what your audience is interested in could make a significant difference in the reach and success of your campaign.

Another great thing LinkedIn industry insights can do is provide examples of what others have done correctly in the past. Thought leaders and frontrunners of a given industry tend to get a lot of attention due to their experience and reputation. Knowing what they’re doing right can help you gain a little insight into what you can do too.

LinkedIn Advertising Insights

Advertising insights exist to help you understand the LinkedIn advertising model from every angle so you can make the most of every dollar you spend. If marketers understand more about how advertising works, it can help them create more successful campaigns and ultimately a better ROI.

These insights assist with measuring the success of a campaign. You need to know which metrics are important and how they translate into certain actions that get a result.

This section also helps with branding and reach so you can better measure your performance on LinkedIn.

LinkedIn Talent Insights

One of the most powerful uses of LinkedIn Insights is the talent insight section. It’s a talent intelligence platform that helps you make better hiring decisions.

Investing in workforce development and onboarding is an expensive process. If you’re consistently trying to hire people and dealing with turnover, it may not be so much about the process but more about your talent acquisition.

Sometimes we have to face the fact that not everyone will work out even if they’re qualified for the job. By utilizing talent insights, you can get a snapshot of what other companies are doing and how skills are changing. Use that to narrow down your search with snapshots and benchmarks.

We all know LinkedIn is a great place to find new talent, but how do you tighten your search so you only discover the talent you want?

The talent insights section on LinkedIn helps you pool all your best candidates based on their experience, education, and history on the platform. You’ll receive real-time data on the supply and demand and a 360-degree view of what the current hiring landscape is like.

This is beneficial for businesses looking to grow and scale rapidly but don’t want to work through all the red tape involved in hiring and onboarding. LinkedIn talent insights help filter through the candidates so you can focus on hiring the best people for the job.

How to Use LinkedIn Insights

As we dive further into LinkedIn Insights, the benefits continue to pile up. If you’re considering implementing LinkedIn Insights as a part of your marketing campaigns, you may experience some of the following benefits.

Highly Targeted Content

Content is the name of the game, and it’s a code we’ll spend forever trying to crack. Unfortunately, there’s no handbook on producing highly targeted content (or is there?). All we can do is get as close as possible and do the best we can from there.

LinkedIn Insights can help by telling us what our audience wants to know more about and what they’d like to avoid whenever possible. We can learn this by translating the data we receive about the most engaged and least engaged content.

You can also use the insights to check out the competition and see what others are doing, then use that knowledge to craft unique content.

Improved Retargeting

Anyone in marketing knows a retargeting ad is worth its weight in gold. Retargeting involves finding someone who recently engaged with something you put out there but didn’t complete the desired action.

For example, you might have offered a free e-book in exchange for an email to add to your list. If someone clicked the ad for the e-book but never entered their email, you could then retarget them with another ad.

These campaigns are so successful because the lead is already warm. They know who you are, and they trusted you enough to at least click your link and go to the next page. Retargeting ads can have a CTR ten times higher than a regular ad.

Increased Employee Retention

A lot of hiring managers turn to LinkedIn to find and research candidates in the industry. The qualities and skills of candidates are changing all the time. One of the best ways to learn about prospects is to take a look at pools of candidates on LinkedIn and see what they’re all about.

Understanding your applicants can help you better understand how to find the best ones. If you’re looking to grow your business by hiring a few people, using LinkedIn Insights can help you find the best candidates without time-consuming trial and error hires.

Stay Hip to New Trends

Besides understanding what makes your prospective new employee tick, LinkedIn Insights also helps you learn about what customers want. With follower insights and trends, you can see certain characteristics about all the people who follow your company. You can also track trends that large groups of followers are interested in.

For example, let’s say you own an e-commerce store selling political-related gear, accessories, and clothing. Your popularity would generally skew higher around election time than it would in the other years between.

As the election approaches, you could see what trends people are most interested in, what pages they follow, and what content they engage with the most.

How to Access LinkedIn Insights

To get LinkedIn Insights up and running, you’ll want to log in to your LinkedIn account and click the “Work” button in the top right corner.

LinkedIn Insights - step 1 to set it up

You’re brought a page that displays LinkedIn’s product offerings. To set up insights, you will click the “Insights” button.

LinkedIn Insights - product offerings page

Next, you will fill out the following form for someone to reach out to you.

LinkedIn Insights sign-up form

You’ll eventually receive an email from LinkedIn asking for more information about your goals and objectives. This offers a nice personal touch by catering to an individualized plan rather than having a blanket offering that everyone gets.

They also offer a LinkedIn Insights tag you can put on your website to work alongside the LinkedIn Insights process. This tag works exactly like any other social media platform. You’ll copy a small snippet of code and put it on your website. You can then track all the conversions from your LinkedIn ad and gain valuable insight into who they are and what makes them tick.

LinkedIn Insights Case Study: KBC Bank

KBC Bank has one of the most prolific case studies for LinkedIn Insights. Their goal was to improve company culture by developing the best hiring and workforce management process. The problem was, they didn’t have a lot of data on candidates in the space their business is in.

While they had plenty of internal data about candidates they’ve hired in the past and retained, they knew in the current remote landscape it was important to understand the existing marketplace outside of their business.

The team at KBC Bank started using the real-time pool of data they received with Insights. They were then able to take the data and develop an action plan to hire the best possible candidates.

What did they gain as a result?

They gained a better pool of talent by tapping into markets they didn’t know they had. They took the skills and expertise of their candidates and compared them to those their competition was hiring. Finally, they accessed new data to continue to explore the marketplace and make better decisions on candidates in a shorter time using data-driven hiring.

Conclusion

If you’re considering giving LinkedIn Insights a try, my team can help you understand how to leverage your LinkedIn business profile to make the most of your efforts. LinkedIn has always been a powerful B2B platform, but a lot of businesses aren’t using it to its full potential.

Data is important, but it’s not just the data that matters. It’s how you interpret it and turn it into actions and steps to grow your business. That’s the key factor of LinkedIn Insights.

What do you use LinkedIn Insights for? Let me know in the comments.

10 Effective LinkedIn Advertising Ideas

While there is a slew of social platforms available for digital marketing endeavors, LinkedIn is unique.

Where else can marketers find business-minded individuals and target them with incredible accuracy?

The answer, obviously, is nowhere.

Before we look at LinkedIn advertising ideas, let’s talk about why LinkedIn is where you want to spend your time—and money.

Why Should You Advertise on LinkedIn?

While other platforms may boast higher user counts, LinkedIn is home to 740 million active users. Sixty-five million of those users are decision-makers, and an additional 61 million identify as senior-level influencers.

That means you’re inherently more likely to attract the attention of an individual who has buying power on LinkedIn than on any other social platform.

In addition to the large influential audience on LinkedIn, there are a slew of additional benefits to advertising on the platform, including:

  • ability to target your audience by profession
  • increased conversions
  • matched audience targeting

Another important factor to note is how popular LinkedIn is for paid social advertising. In fact, more than 50 percent of US marketers will advertise on LinkedIn this year.

Why care about this statistic when weighing your LinkedIn advertising strategy?

Because with that much market saturation, your ads need to stand out from the crowd.

10 Examples of the Top 10 LinkedIn Advertising Ideas

To help inspire you to craft those attention-catching ads that can actually convert on LinkedIn, we compiled 10 LinkedIn advertising ideas that are pretty brilliant.

1. Use Loud and Playful Colors, Like Swag in a Box

The psychology behind colors doesn’t earn the attention it deserves in most marketing circles. Using vibrant hues is one of the most effective ways to attract attention to your marketing campaign.

In fact, colorful ads in magazines attract 26 percent more attention than their black and white counterparts.

Bright pops of color can help your ads go the distance, particularly when the colors align with your business.

However, if you’re working with a professional organization (think a law firm), you may want to tone down the brights to avoid interfering with the organization’s brand.

For a more visual example, check out this ad from Swag in a Box, a company that makes company swag.

LinkedIn Advertising Ideas - Use Loud and Playful Colors

This ad is bold, bright, and aesthetically pleasing, drawing the reader’s eye immediately to its vibrant depictions of boxed office swag.

As you assess LinkedIn advertising ideas, never forget the power of simple, vibrant hues.

2. Make an Offering in Your Ad, Like SharpRocket

When looking for LinkedIn advertising ideas to distinguish your ad from the slew of others, consider including an offering.

This can include a free PDF of a whitepaper, a budgeting worksheet, or a calendar.

The point is to provide your audience with something of value that they will remember as they proceed along the customer journey. In addition to grabbing attention, offerings allow you to demonstrate marketplace value, solidifying your identity as an expert in your field.

Looking for inspiration for a LinkedIn advertising idea with an offering component? Check out this ad from SharpRocket.

LinkedIn Advertising Ideas - Make an Offering in Your Ad, like SharpRocket

By offering a free blueprint for starting a linkbuilding campaign, SharpRocket offers value while simultaneously solidifying its expertise in the field of digital strategy.

3. Appeal to Peoples’ Emotions, Like Northwest Missouri State University

Emotion is a powerful force in marketing.

In fact, in a study of 1,400 successful advertising campaigns, those with exclusively emotional content performed nearly twice as ads that used rational content.

When searching for LinkedIn ad ideas, don’t forget the value of emotional imagery or language to entice your audience.

Here’s another study that further underscores the value of emotion in LinkedIn ads: Les Binet and Peter Field for the B2B Institute found that appealing to emotions is seven times more effective at driving profits, sales, and revenue than conventional, rational messaging.

For example, check out this LinkedIn ad from Northwest Missouri State University.

LinkedIn Advertising Ideas - Appeal to Peoples' Emotions, like Northwest Missouri State University

This ad’s focal point is the grin on a young graduate’s face as they embrace a fellow college graduate. Diploma clutched in hand: the emotion of delight is impossible to ignore.

Who doesn’t want to experience that unabashed glee? By using images that depict relatable emotions increases the chance that your audience will want to interact with your ad, and, hopefully, your product.

4. Feature Company Leadership, Like Goldman Sachs

LinkedIn is built on the premise of networking. By featuring company leadership, audience members can interact with prominent figures behind the brand, driving feelings of trust and putting a face to a name.

This trust creates a connection with your brand, increasing the chance of sales down the line.

Looking for inspiration to incorporate this tenet into your next campaign? Look no further than this ad from Goldman Sachs.

LinkedIn Advertising Ideas - Feature Company Leadership, like Goldman Sachs

In this ad, Goldman Sachs features a candid conversation with the Global Co-Head of Asset Management.

By introducing audiences to a face that they will encounter in a variety of mediums, Goldman Sachs creates a personal relationship with each audience member, increasing trust and building connections.

5. Announce Industry Events, Like Children’s Mercy

If you’re looking for LinkedIn ad ideas, announcing industry events is a great place to start. By inviting your audience (and potentially your audience’s audience) to events, you increase reach—and drive connections.

Why? You aren’t just bragging about your brand when you promote an event, you’re offering them something of value.

Check out this ad from Children’s Mercy Hospital in Kansas City to see an effective event announcement.

LinkedIn Advertising Ideas - Announce Industry Events, like Children’s Mercy

This LinkedIn ad invites audience participation and fosters community involvement, but it also employs a video loop to be even more effective.

LinkedIn video ads tend to earn three times more engagement than their text counterparts.

If you’re looking to increase engagement while building a LinkedIn community through announcing an industry event, don’t forget the power of a visually appealing video.

6. Place Your Ad in Multiple Aligned Page Columns, Like Tunes

On LinkedIn, more exposure is never a bad thing. With opportunities to place your ad in multiple locations, you can take advantage of doubling the likelihood of audience interaction.

To see this theory in practice, check out the LinkedIn ad from Tune.

LinkedIn Advertising Ideas - Place Your Ad in Multiple Aligned Page Columns, like Tunes

Tune uses aligned page columns to provide two opportunities for viewers to take action. Not only does this allow Tune to further promote their highlighted guide, but it also encourages audience members to follow the company.

Looking to gain maximum inspiration from this ad? Tune uses clearly delineated calls to actions (CTA) to demonstrate exactly what the visitor will gain by interacting with the ad.

7. Make Your Ads Topical, Like Asana

We’ve talked about the power of relatability—how it helps humanize your brand and encourages your audience to interact authentically.

When you craft topical content, you take the power of relatability one step further by not only proving that you’re human, but proving that you’re hip.

Looking for inspiration to prove your topical knowledge? Check out this ad from Asana.

LinkedIn Advertising Ideas - Make Your Ads Topical, like Asana

Using an image representing the newly-blurred lines between work and home, Asana presents a relatable, effective ad.

The ad invites viewers to realize that they, too, have adapted to this new situation, and the tools offered by Asana can make that adaptation even easier.

8. Keep It Simple, Like Express Scripts

Great LinkedIn ads don’t have to be flashy. In some cases, the simpler the ad, the simpler the sell.

Looking for inspiration for simple, yet effective ads?

Check out this LinkedIn ad from Express Scripts.

LinkedIn Advertising Ideas - Keep it Simple, like Express Scripts

In this image, a hand holds a pill against a brightly-colored background. The audience’s eye is immediately drawn to the pill.

The image is working two-fold: it grabs attention through color and contrast, while also underlining the brand’s core message: bringing prescriptions directly to you.

9. Highlight the Solution to User’s Problems, Like Sensor Tower

When we shop, we’re looking to solve an existing problem. When you build LinkedIn ads, you can attract consumer attention by creating a direct ad that highlights a solution to your audience’s problem.

Want an illustration of this tactic? Check out this ad from Sensor Tower.

LinkedIn Advertising Ideas - Highlight the Solution to User's Problems, like Sensor Tower

Sensor Tower knows what its audience wants—and what its audience wants is metrics. In this ad, the company specifically solves that problem for users seeking education app performance data.

By solving this need for a specific audience, the company successfully creates a clear, direct ad that persuades the audience to take action by downloading their report.

To replicate this in your LinkedIn ads, identify your audience’s driving need, then build a campaign that solves that specific problem.

10. Demonstrate Your Social Justice Efforts, Like BMO Harris Bank

Corporate responsibility elicits a positive response in audiences, with 73 percent of consumers saying that businesses should do more than simply offer a product or service.

Looking for inspiration? Look no further than BMO Harris Bank.

LinkedIn Advertising Ideas - Demonstrate Your Social Justice Efforts, like BMO Harris Bank

In this ad, the bank underlines its commitment to making the workplace more inclusive to the LGBTQ2+ community. This video not only builds out the brand’s character, but also underline the morals and values that guide their brand.

This ad can do double work of building relatability and fulfilling corporate responsibility for individuals who align with the organization’s vision.

Conclusion

All 10 of these LinkedIn advertising ideas can help drive the clicks and conversions you’ve dreamt of. To be effective, however, you need to identify which strategy works best for your brand or your client’s brand.

Perhaps you decide to go the route of emotional marketing, using an image to tell your story. Maybe you decide that vibrant colors align seamlessly with your brand’s vision, and you redraft all of your graphic design around a brilliant theme.

Or maybe you decide to bring executive leadership to the forefront of your campaign, letting audience members put a face to a name.

Regardless of which route you choose, incorporating these LinkedIn advertising ideas with tried-and-true LinkedIn tips can help take your campaigns to the next level.

We can also help you with your LinkedIn advertising, if needed.

What’s the most effective LinkedIn advertising idea you’ve seen?

The post 10 Effective LinkedIn Advertising Ideas appeared first on Neil Patel.

How to Create a LinkedIn Newsletter (and Why They Matter)

Launched in 2003, LinkedIn has become the most popular social network for professionals.

With over 700 million users globally, it is now one of the biggest social media platforms.

That’s why every brand should be using LinkedIn to grow their brand. 

One way to do that is by creating a LinkedIn newsletter.

What Is a LinkedIn Newsletter?

What exactly is a LinkedIn newsletter?

Example of LinkedIn newsletter invite

It’s a series of articles you publish regularly. Just like your typical email newsletter, your LinkedIn newsletter should concentrate on the same topic. Of course, it must be a topic relevant to your audience’s needs.

The ability to create a LinkedIn newsletter is rolling out in stages, but everyone on LinkedIn can subscribe to a newsletter. 

When they do, they get in-app and email notifications that you’ve just published a newsletter.

So what’s the difference between an article and a LinkedIn newsletter? 

The main difference is when you publish an article, it goes into your timeline. Your connections only discover it by scrolling through their feed. 

When you publish a newsletter, your subscribers get notified, which increases the chances of people seeing and consuming your content.

5 Reasons to Create a LinkedIn Newsletter

Is all the hype over LinkedIn newsletters worth it?

If you have the opportunity to publish a newsletter on LinkedIn, you should grab it by the horns.

Here are five reasons why you should create a LinkedIn newsletter:

1. LinkedIn Newsletters Expand Your Audience

Like most social media algorithms, LinkedIn rewards content that people interact with the most.

If you create a killer newsletter that drives engagement, LinkedIn will show it to more people. 

Remember how you see articles from second- or third-tier connections in your feed because one of your connections interacted with it?

It’s the same with newsletters. 

The more people engage with yours, the more people it will reach. As a result, you’ll reach a wider audience and build more meaningful connections.

2. LinkedIn Newsletters Create Engagement

Like all other social media networks, some of your LinkedIn connections are irrelevant and won’t engage with your content. 

A newsletter helps refine your contact list. This is because when you invite people to sign up for your newsletter, only those who resonate with your topic sign up. That can improve your engagement. 

Your engagement will also improve across your other LinkedIn assets as well. Once your newsletter subscribers discover the great content you create, they’ll want to check out your articles and posts as well.

3. LinkedIn Newsletters Help Boost Brand Awareness

Another reason to regularly publish a LinkedIn newsletter is to help boost your brand awareness. If you build your connections properly, most of your connections should be people you can do business with.

Unfortunately, many of these people will forget you after connecting.

A newsletter helps get your brand in front of the right people. It is a great way to remind them about your brand and helps showcase the solutions you provide.

4. LinkedIn Newsletters Help Build Authority

An essential ingredient to successfully growing a business is trust. 

Trust is built by establishing yourself as an authority in your industry.

That’s where a LinkedIn newsletter comes in. 

It’s the perfect tool to establish yourself as an authority in your niche. By creating valuable content, your audience will view you as a trusted source of information — especially when they need the products or services you provide.

5. LinkedIn Newsletters Help Generate Leads

Lead generation is the heart of online businesses. After all, without a steady stream of leads, your business won’t go anywhere. 

A LinkedIn newsletter can help. It can be an invaluable tool in your inbound marketing strategy.

A well-planned LinkedIn newsletter can generate leads for your business by showcasing your expertise. LinkedIn is 277% more effective at lead generation than Facebook and Twitter. With a newsletter as part of your LinkedIn strategy, that number might just go up. 

How to Create a LinkedIn Newsletter in 3 Simple Steps

Now you know what a LinkedIn newsletter is and how publishing one can benefit your brand.

Before you get started, there are a few things you must remember:

  • The ability to publish a LinkedIn newsletter is by invite only.
  • You can only create and maintain one newsletter at a time. If you delete your newsletter, you might not be able to create another. 
  • LinkedIn only allows you to send out one newsletter every 24 hours.

Let’s quickly dive into how you can create your LinkedIn newsletter. To publish your article, you must:

  1. On your homepage, click on “Write an article” and select “Write newsletter” in the publishing tool.
  2. Add the headline and description of your newsletter.
  3. Write your newsletter content.
linkedin newsletter example description

Once finished, you can then click “Done.” Your subscribers will then get a notification that your latest newsletter is out.

It’s that simple! 

7 Tips for Creating a Great Newsletter on LinkedIn

Creating a newsletter on LinkedIn is simple enough.

However, creating a newsletter your audience loves and engages with is a whole different ballgame. Here are seven tips for creating a great newsletter on LinkedIn:

1. Pick the Right Name

A good name is one that describes what your newsletter is about and who is your target audience. It must also be easy to remember.

linkedin newsletter name description

The example above shows the newsletter targets B2B content marketing practitioners. It’s also clear that the newsletter discusses B2B content creation and marketing practices proven to work.

If you can, choose an intriguing title that elicits curiosity and drives subscribers. 

Finally, your newsletter’s name should reflect your brand and the problems you solve. This will help you attract the right kind of audience and generate leads for your business.

Take your time to name your newsletter. After all, it is an extension of your brand.

2. Craft a Compelling Description

After subscribing, one of the first things people will see on your newsletter page is your description.

Your LinkedIn newsletter description is your chance to hook your readers and get them excited about every issue you publish. 

linkedin newsletter noah notes example

For it to be effective, your description should: 

  • Sound Exclusive:  People love being in exclusive clubs. Leverage that by letting them know that subscribing to your newsletter makes them part of an exclusive club that receives exclusive content.
  • Be Descriptive: It is a description, after all, so it should clearly explain what your newsletter is all about. Your description helps set expectations of what your audience should anticipate in terms of content.
  • Be Short: You don’t have many characters for your description, so choose your words carefully and use as few as possible.

Use your description to pitch your newsletter to your target audience. Done well, it will get them excited to be part of your “exclusive” list.

3. Use High-Quality Images 

To give your readers the best possible experience, make sure to incorporate high-quality images. Three places to use images in your LinkedIn newsletter are:

  • Logo: Your LinkedIn newsletter logo is a crucial asset in helping you drive brand awareness. Make sure it’s crisp and clear. 
  • Cover photo: This is the featured image displayed at the top of your newsletter. Use one that’s not only clear but augments your message as well.
  • Within your content: Images help ensure that your message hits home. More than that, they help make your content memorable. 

Treat your LinkedIn newsletter as you would the regular email newsletter you send your email subscribers. Make it look good by using images, and you’ll definitely enjoy good engagement rates.

4. Create Valuable Content

Let’s face it. Information is everywhere, and information overload is a real problem.

To stand out, you need to create unique and valuable content for your LinkedIn newsletter.  

To create valuable content, make sure you: 

  • Understand your audience. It’s essential to clearly define your target audience before you start writing. Use the same buyer persona or customer profiles you use for your marketing campaigns.
  • Address their main pain points. Never publish a newsletter just for the sake of it. Make sure each publication solves a problem for your target audience or helps them achieve something.

Like all your other digital assets, invest time and resources in making the content you publish in your LinkedIn newsletter top-notch. That’s the only way it can help grow your business.

5.  Establish an Optimal Publishing Cadence   

Establishing an optimal cadence is vital if you’re to keep your subscribers engaged.

What’s the right cadence?

From observing many newsletters, it seems the common consensus is once a week or every two weeks.

Tips for Creating a LinkedIn Newsletter - Establish an Optimal Publishing Cadence

In all honesty, people are tired of getting notifications for content they don’t find useful. Preempt that by letting them know how often you’ll be publishing your newsletter.

6. Craft Catchy Headlines

Just like a regular email newsletter must have a well-crafted subject line, so too, your LinkedIn newsletter must have a compelling headline.

This is important as the headline plays a huge role in your subscribers’ notifications.

For B2B marketers, who are the above example’s target audience, nothing is more important than lead generation. That’s why the headline, “B2B Marketers, We Need to Talk About Lead Generation,” works so well for the intended audience.

To craft LinkedIn newsletter headlines that work:

Use Keywords 

Use a keyword research tool like Ubersuggest to find keywords your target audience uses in their search queries and incorporate them in your headline. It will help pique your subscribers’ interest. It will also show them that you know them well and are interested in serving them.

Inspire Urgency

“We need to talk.” 

I’m sure every time you hear those words, you drop everything you’re doing and listen.

You may not necessarily have to use those exact words in your headline. However, try as much as possible to use words that inspire urgency. It will increase the likelihood of your subscribers responding to the notification immediately (before they forget). 

Hit a Soft Spot

Highlight a pain point you’ll address or a benefit your subscribers will get from reading your newsletter. Remember, people want to know how they’ll benefit before they commit, even something as simple as spending five minutes reading your newsletter.

Your headline should hook your readers and elicit that all-important click that will lead them to your newsletter content.

7. Always Include a Call-to-Action

To encourage engagement, always end your LinkedIn newsletter with a call-to-action (CTA).

This could be a CTA asking your subscribers to:

  • Comment
  • Share
  • Read a LinkedIn article or blog post

Whatever you do, always give your readers a way to engage with your content. Remember, engagement is a metric the LinkedIn algorithm values highly.

Conclusion

LinkedIn has always been a powerful marketing tool.

LinkedIn newsletters are another powerful tool in your marketing toolbox. 

If you have access, don’t take this feature for granted. Publish a newsletter that will help you achieve your marketing goals.

Have you leveraged LinkedIn newsletters? How has your audience responded to your content? 

The post How to Create a LinkedIn Newsletter (and Why They Matter) appeared first on Neil Patel.

10 Tips For Writing a Winning LinkedIn Headline

LinkedIn’s 690 million members include 180 million senior-level influencers, 63 million decision-makers and 10 million C-level executives. 

Hence, there are a lot of influential people on LinkedIn that have hiring power and purchase power. Whatever you hope to achieve from using the network, you’ll want to make a good impression.

Your headline is the first thing that people see aside from your profile picture. It’s how decision-makers will find you. It’s how you get people to notice you and what will make them want to visit your profile to learn more. Thus, it’s safe to say your headline is pretty important.

So, I thought I’d share my top tips for creating an effective headline with you. But, first, let’s look at the basics:

What is Your LinkedIn Headline?

Your headline is the tagline that appears under your name on LinkedIn and at the top of your profile page. The headline used to be limited to 120 characters. But, here’s some good news, LinkedIn extended the headline to 220 characters in 2020. So, you have a little more space to sell yourself, share your vision or whatever it is you’d like to express via your headline.

What Makes a Winning LinkedIn Headline

There are some important criteria for creating an impactful headline. The best LinkedIn headlines do the following:

Make Use of Keywords

Keywords aren’t the only thing your headline should include. But they are key to helping the right people find your profile. Keywords can include your job title, skills and areas you specialize in. Place keywords towards the beginning of your headline and then expand with further information.

Express Your Value

Expressing you or your company’s value means sharing more than the tasks you carry out. Your headline should be driven by the benefits of the services you provide and the kind of results you achieve. For example, rather than saying you do tax planning, you’d say you help businesses to save money.

Are Unique

A winning LinkedIn headline is one that stands out from the crowd. Think about how many people do the exact same job as you or offer similar services. You can give yourself a competitive edge and encourage more people to visit your profile by making your headline different.

Help You Meet Your Goals

You need to think carefully about why you’re on LinkedIn and what you hope to achieve. This should inform what you include in your headline (and the rest of your profile). If you’re not sure about what you can accomplish on LinkedIn or how to go about it, you may wish to speak with a social media consultant.

Now let’s look in more detail at exactly how you can create a winning headline:

1. Get Inspiration

By default, LinkedIn uses your job title and employer as your headline. What a snooze fest. If you want to do better, the first step is to get inspired.

Search for people in your field or who have similar roles to you. Take a look at how they’ve formulated their headlines. See what appeals to you and what doesn’t. Of course, you shouldn’t just nab somebody else’s headline. But, doing this will help you come up with ideas for how you want your headline to appear.

Also, pay attention to those who appear at the top of the search results for your industry. What keywords do they use? Note these keywords as they likely contribute to why these pros are doing so well in the search results.

2. Ask Yourself These Questions

When you decide to upgrade your LinkedIn headline to maximize its impact, it’s a good idea to have a little brainstorming sesh. Here are some questions that will guide you when you’re coming up with ideas:

  • How would you describe yourself to a new colleague if you only had five seconds?
  • What makes you different from others with the same job title?
  • Why should users click on your profile?
  • What are your most in-demand skills?
  • What are your biggest accomplishments?
  • What makes you unique?

3. Choose the Right Keywords

Include relevant keywords in your headline so that you appear in more search results. 

To do this, you’ll first need to think about who you want to find your profile on LinkedIn. A recruiter? A potential lead? Influencers you hope to connect with? And so on…

This will guide you in figuring out the right keywords to use. For example, you may include your specific skills or specialisms to get found by recruiters with the most relevant job opportunities. 

In this example, we don’t just have a “developer”, nor do we just have a “chatbot developer”, the user goes even more specific with the terms “Facebook Messenger Marketing” and “Automation Practitioner”:

Whereas, if you’re using LinkedIn to network and boost your authority, you may want to use broader terms. Your job role might be “Artworker” but in order to be found by more people, it’d be a very good idea to include the term “Graphic Design”.

4. Include Your Unique Selling Proposition

Keywords alone aren’t enticing enough to get users to visit your profile. State the value that you provide by doing what you do, in particular something that makes you stand out from the crowd.

There’s a simple formula you can use to express this: I help X do Y by doing Z. Here’s an example from an accounting consultant:

When she says “I help women build profitable businesses”, she outlines the beneficial results of her work, not just the tasks that she performs. You should do something similar.

You can also use data to drive your point home. Here an email marketer shares the average results he achieves:

There are tons of relevant data points you could include to prove your value, such as the number of customers you’ve helped achieve a particular outcome or the results of an impressive case study.

5. Share Your Achievements/Credentials

When you make self-aggrandizing claims on LinkedIn, people will either think you’re arrogant or full of it. Instead, you should go by the old adage, “Show don’t tell”. Show that you’re great at what you do via your achievements or credentials.

What’s your most impressive achievement? Have you won an award perhaps? Been featured on top media outlets? Sold a bunch of books? Grew a well-known company? Those are the kind of things you’ll want to share.

This professional shares the fact that he’s been a LinkedIn Top Voice honoree four times and sprinkles in some serious social proof by mentioning his work with Mark Cuban:

Furthermore, certain credentials that are recognized by people in your industry will give you clout. For example, in the marketing world it’s good to be Google-certified, like this pro:

Share credentials relevant to your position to show that you’re not just messing around, you really know what you’re doing.

6. Use Natural Language

Keep your headline free of jargon, particularly if you’re using LinkedIn for sales or lead generation. If a prospect doesn’t understand what you’re selling, you won’t have much luck.

Similarly, make your job title clear and simple unless you’re seeking a specific job role. Again, users you want to connect with may not understand what you do. Even if you think the term “Business Development Manager” is clear, trust me, simplifying it to “Sales Manager” is much more transparent.

Also, avoid buzzwords. After a time, every Tom, Dick and Harry will be using the same trendy terminology to describe their services. Thus, your words become meaningless.

And saying that you’re a “Guru”, “Ninja” or “Wizard” is a bit cheesy and old-fashioned. It won’t help you in the search results either. When was the last time you searched for a ninja on LinkedIn or anywhere for that matter?

Try to use simple, everyday language to explain your role or value proposition. Here’s an excellent example from a marketing professional:

Her target audience, small businesses, may not be familiar with or fully understand industry terms so she offers a straightforward, benefit-driven value proposition.

7. Don’t Put “Unemployed”

Even if you’re currently looking for a job, you shouldn’t put “Unemployed”, “Seeking New Opportunities” or similar in your headline. 

The thing is, recruiters or companies aren’t searching for the term “Unemployed” on LinkedIn. You only get a couple hundred characters for your headline, so it would be better to utilize that space for keywords that they are likely to search for, and your experience, specialisms, credentials etc.

You can show that you’re looking for work on your profile instead. At the top of your profile, you’ll see a section that says, “Show recruiters you’re open to work”. 

Simply, fill in details about the type of role you’re looking for and the location. You can even change the settings so that your current employers won’t see that you’re seeking work.

8. Share Your Mission

Maybe you’re not looking to promote yourself. Perhaps, you’re in the process of growing a startup or maybe you or your company are trying to achieve a wider goal that you want people to know about.

If this sounds like you, then you should definitely share your vision in your headline. In this example, the professional shares what he does “mass transit” but also why he does it “to reduce our carbon footprint and create a more connected community”:

You could use a similar formula. Start with the what and then go into the why. If you’re unsure about how to phrase your goals, you can always take inspiration from your company’s mission statement.

9. Show Your Personality

Like with any other social media platform, users skim through their LinkedIn feed, groups and even search results at speed. So, you need a headline that’s going to make somebody stop and take notice.

Get creative and use your headline to express your personality. Not only will it make you stand out but it’ll also make your profile memorable.

Here’s an example from an SEO manager with a quirky sense of humor:

Don’t worry, though. You don’t have to be the Kevin Hart of LinkedIn. There are other ways to express your personality via your headline. Perhaps, you want to project positive vibes or enthusiasm. 

You could even share a little personal tidbit about yourself. Maybe you do PR during the day and rule at Settlers of Catan by night… This kind of thing will also help start conversations between you and new connections.

10. Keep Your Headline Updated

It’s easy to set and forget your headline. But to get the most from it you need to keep it up to date.

Firstly, be sure to add new skills, achievements, career developments and so on when they arise. Your skillset will develop over time and your headline should reflect this.

Moreover, you may wish to test the impact of your headline and update it accordingly. When you make an alteration, keep an eye on the number of people who have viewed your profile. 

With LinkedIn Premium, you can also see who has viewed your profile. Therefore, you can discover if your headline is attracting who you want to attract or your target audience.

Conclusion

You can use your LinkedIn headline to get noticed by influential professionals and encourage more people to visit your profile. A winning headline combines relevant keywords and your unique value proposition.

Don’t forget to think carefully about who you hope to attract with your headline. And don’t be afraid to sell yourself as long as it doesn’t come across as too boastful.

Take the first step towards creating a great LinkedIn headline. Do some research to see what works well in your industry and brainstorm ideas for your own headline.

The post 10 Tips For Writing a Winning LinkedIn Headline appeared first on Neil Patel.

The Marketer’s Guide to LinkedIn Stories

LinkedIn Stories are here, and the first thing you might be thinking is, “How can I use them to grow my business”?

We all see how powerful stories are for brands on platforms like Instagram. Over 500 million people use Stories each day, but how can you use this social strategy to boost your professional reputation on LinkedIn?

In this guide, I’ll show you how to use LinkedIn Stories and share strategies you can start implementing today.

What Are LinkedIn Stories?

If you’ve ever made a story on Instagram, Facebook, or Snapchat, LinkedIn Stories operate in pretty much the same way. You create a short video of up to 20 seconds, and once you upload it, the video is available for people to see for 24 hours, and then it goes away.

LinkedIn Stories updated

Users can post as many Stories as they like, making it easy to quickly jump in, record a quick update with what you’re doing, and then allow your connections to check it out.

So, why stories? Why do I think LinkedIn is starting to roll out something so casual on a platform geared towards networking and digital resumes?

Because we’re living in the “age of sharing,” and the more you share, the bigger your brand becomes. Stories are a great way to share all of those imperfect moments in your professional life, and I think that’s what the Senior Director of Product Management, Pete Davies, is going for.

The format will help kickstart conversations and nurture the relationships that are core to everything that happens on LinkedIn.

Why Should Your Business Create LinkedIn Stories?

Now let’s talk about some of the reasons why you should consider implementing a LinkedIn Stories strategy in your business. If you’ve been using Instagram or Facebook Stories for a while, you’ll likely be able to come up with a plan pretty quickly; if not, here are some reasons to take notice.

Pull Back the Curtain

One of the best ways to generate attention for your business is to show people what’s happening behind the scenes.

Show your network there’s a personality behind the business. This helps create a more personal experience. When people see you’re more than a “brand,” you’ll build the trust that’s so necessary when trying to get someone to do business with you.

Taking this even further, you can use this strategy to give your connections some insight into your process.

For example, if you run a print on demand shirt store, use LinkedIn stories to show people how you make your shirts and why they should choose you over someone else.

There’s a great opportunity here for you to separate yourself from the competition without having to hard-sell anyone.

Document the Hustle

In years past, we were so focused on making everything perfect. We needed to buy the best equipment and do everything to ensure no one ever saw us make a mistake.

Those days are long gone.

We’re living in a world of constant connection, and we can’t be afraid to document what we’re going through as it’s happening. For those of you who are already doing this, that is excellent news. If you’re not, now is the time to get started.

Don’t be afraid to show your connections that you’re a real person with faults. If something is going wrong, do a story and explain to your colleagues what happened and how they can prevent the same thing from happening to them.

Doing this shows authenticity, and people don’t hire a brand; they hire people.

On the flip side, share your triumphs and successes as well. If you just closed on a huge contract with a big client, create a story explaining how it went and what you think you did well.

You don’t have to give away sensitive information, just let your network know what you’re winning, and it might motivate them to reach out and connect with you.

Increase Engagement With LinkedIn Stories

Stories on LinkedIn provide the most significant opportunity for engagement. On Instagram, as much as 25% of users swipe up on branded stories. Now we’re taking this same thought process but moving it to a platform entirely dedicated to business networking.

There’s a lot of power here.

Keep in mind that, even though your stories might not result in a direct sale, you’re generating awareness around you and your brand.

LinkedIn allows you to engage with the people you need to directly talk to for access to new opportunities.

For example, let’s say the Director of Marketing at a company posts a story about their SEO strategy, and you are interested in working with them. Here’s your chance to directly reply to that story with some tips and ideas you’ve used in your own business.

Keep in mind that you may get a generic response to something like this, but you’re increasing the person’s chances of checking out your profile to see what you do. If you’re active on LinkedIn and your profile is well optimized, you just might find a message in your inbox.

How to Create LinkedIn Stories?

Creating LinkedIn Stories is simple. It works the same as every other platform.

You’ll go into your LinkedIn app and click the “post” button at the bottom. Once you do that, you’ll see a new button titled “share a story.”

LinkedIn Stories Post

When you click it, you’ll be able to record a video or take a picture and customize it to your liking.

The story uploads, and once it’s done, you’ll find it at the top of your LinkedIn home with all the stories from your connections. This is a fantastic way to put your name at the top of everyone’s page.

Keep in mind that LinkedIn Stories are only available on the mobile app. You can’t create or view them from your desktop.

What Makes a Successful LinkedIn Story?

If you’re sitting there right now, wondering, “What steps do I need to take to create the best story?” Selling with LinkedIn Stories is easy, and I’ll guide you through it.

Looking at Instagram as an example, 50% of businesses worldwide create an average of one story per month. So, you can see where the low hanging fruit lies here. You have an excellent opportunity to generate a lot of free attention for your business — with the right strategy.

Here are the most important metrics to consider when determining the success of your LinkedIn story.

Grab Their Attention

The first thing you’ll notice about LinkedIn Stories is they don’t offer a preview at the top of the screen like Facebook and Instagram. This makes getting the initial click a bit more difficult.

You can’t create a clickbait thumbnail to get people to click on your story. So, your LinkedIn profile picture needs to get the attention of your audience.

Keep in mind that LinkedIn is a professional network, so use a professional headshot on your profile. This is not the place for a picture of your cat or your car; you need to dress and look the part.

Think about your target audience and dress to get their attention. An agency owner pitching agriculture businesses might not look the same as one pitching boutique coffee shops, right?

Start Strong

The average person only watches 40 to 60% of your story, so you must grab their attention right away. If you start with a boring message, chances are they’ll swipe away and assume your Stories aren’t worth watching.

Consider starting your story with the most exciting part of the video. While you only have 15to 20 seconds, take those first five seconds to speak directly to the camera and call out your audience.

If you’re trying to reach agency owners making $100,000+, call them out right away. Address a pain point or issue they might have within the first five seconds, and you’ll increase the chances of keeping them around for the next 15.

Keep Their Attention

At around the 10-second mark is where you will start losing people. They’ll swipe to your next story or move on to a different profile. You need to hold their attention by keeping it as interesting as possible.

Consider using props, bring in other people, and utilize statistics that draw in your audience and speak to them directly. Every business should have a customer avatar. If you don’t, now is the time to start!

Figure out exactly who your ideal customer is and bring them to life with personality traits, demographic information, pain points, and desires.

You should know exactly who they are, what they want to hear, and what you need to say to make them stick around.

Close It Out

While Stories are meant to be informal, it doesn’t mean you can’t have an objective in mind. You should always be looking for ways to convert the people watching your Stories.

These are great opportunities to get free attention, so make the most of it.

Keep in mind that a lot of people have likely swiped away by the time you get to your last five seconds. That means these people are highly interested in what you’re saying and may want to learn more.

For example, you could turn a blog post you recently posted into a Story. Take the three most important points from the post and highlight them in a story. In the end, tell the viewers where they can find the blog post and prompt them to check it out.

There are a million different options, but you want to have some type of call to action at the end of your story.

You don’t have to ask someone to buy something directly, but you should always tell them what to do next.

Tips on Converting LinkedIn Story Viewers to Clients

If you’re on LinkedIn, I can bet you’re there to get clients. Why else would you use the platform? Networking and building connections are great, but the end goal of those efforts is to add more clients to the database.

Here are a few quick tips to help you get the most out of your LinkedIn story viewers.

Stay on Brand

On Facebook, users move 41% faster on mobile than desktop. While we don’t have data from LinkedIn yet, we can expect the numbers to be similar. You need to be quick in establishing your brand and representing it the right way.

When someone taps your story, they should get hit immediately with something that makes your brand stand out so they’ll remember it.

Even if you’re just quickly recording a story about going for a run before hitting the office, talk about how it impacts your performance at your business.

Provide Value

The best way to convert traffic is by giving something away. You don’t have to overcomplicate this. Provide free information, offer a short how-to, or show them how to solve a critical problem.

Revisit your customer avatar here and think of something that might be on their to-do list. What’s something that your ideal customer hates doing? Chances are it might be the very thing you do and offer to take care of it for them if that’s the case.

Always Have a Plan

Just because LinkedIn Stories are casual doesn’t mean you need to improvise all the time. Never fill the story with something that doesn’t have an objective.

Doing this one time will hurt your brand, and people might just swipe by you because they think you have nothing to offer.

Every time you put something out to your audience, you should have a plan in mind to provide value. Give yourself enough time to plan ahead and even consider developing a content calendar for your LinkedIn stories.

Conclusion

LinkedIn Stories are an exciting addition to the networking platform. Based on what the Senior Director of Product Management said, they’re trying to make LinkedIn appear less intimidating and more informal.

Have you ever had the opportunity to stand out and become an early adopter? Maybe you have, maybe you haven’t. Either way, LinkedIn stories offer a unique chance to jump ahead of the competition and get your content in front of your target audience first.

Why wait? Create your first LinkedIn Story right now and get ahead of the pack!

Have you tried LinkedIn Stories yet?

The post The Marketer’s Guide to LinkedIn Stories appeared first on Neil Patel.

20 free background images to build your LinkedIn profile

Here are 20 free and inspirational background images to build your LinkedIn profile. A personal brand starts with using the right visual content. When it comes to building your personal brand, visual content is the …

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5 Steps to Build your LinkedIn Profile and Grow your Followers

It doesn’t matter if you’re an established executive, a student or a small business owner, building your LinkedIn profile will help you achieve your goals. Being active on the platform will bring you value, and …

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