Tag: LinkedIn

Masterclasses Speaker on so far in 2020 at Introbiz…

Online events keynote speakers

At the start of lockdown in the UK, Introbiz launched their online networking events! Every week, they host dedicated online networking events where members and visitors can attend and network with each other, as well as listen to wonderful keynote speakers from across Wales and the UK and from around the World.

Previously, Introbiz have welcomed the likes of global entrepreneurs, Sharon Lechter, Dr John Demartini, Kevin Green, Mark Wright, Les Brown, Brian Tracy, Jairek Robbins, Bob Burg, Tom Ziglar and many more. There are many more online networking events and Masterclass keynote speaker events planned over the coming months so make sure you book your place to attend. 

Guest speaker content access

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Guest Speaker Content Access

You can browse our previous online networking events below.

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Colin Maclachlan and Sean Molino (July 2020) 

Colin Maclachlan is a former SAS soldier with over 25 years of security and risk-related experience. He is best known for appearing in Channel 4’s SAS: Who Dares Wins. Colin was involved in some of the most high profile and daring SAS missions in recent time. Colin left the SAS and started doing security consultancy for the Saudi Royal Family, A-List Celebrities, and US Media Networks. He has also founded his own charity Who Dares Cares that aims to link and support veterans as well as others that encounter stress.
Sean Molino is a former Physical Training Instructor that served within the 1st Battalion Welsh Guards. He is now the Director of the Multi-Award winning Forces Fitness Ltd and Founder of the Veterans Awards CIC that operates in England, Scotland and Wales

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John Demartini – International Author and Business Consultant (July 2020) 

Dr. John Demartini is a world-renowned specialist in human behavior, a researcher, author and global educator. He has studied over 30,000 books across all the defined academic disciplines and has synthesized the wisdom of the ages which he shares on stage in over 100 countries. His presentations whether keynotes, seminars or workshops, leave clients with insights into their behavior and keys to their empowerment.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 73 - Guest Speakers

Tom Ziglar – CEO of Ziglar Inc. (July 2020)

Tom joined the Zig Ziglar Corporation in 1987 and climbed from working in the warehouse to sales, to management, and then on to leadership. Today, he speaks around the world; hosts The Ziglar Show, one of the top-ranked business podcasts; and carries on the Ziglar philosophy. Tom leads Ziglar in its efforts to continue to deliver his father’s inspirational message to high-achievers around the world.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 79 - Guest Speakers

Bob Burg – Hall of Fame Speaker and Bestselling Author (July 2020)

Bob Burg has helped companies, sales leaders, and their teams to more effectively communicate their value, sell at higher prices with less resistance, and grow their businesses for 30 years. He regularly addresses audiences ranging in size from 50 to 16,000 — sharing the platform with notables including today’s top thought leaders, broadcast personalities, Olympic athletes and political leaders including a former United States President.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 75 - Guest Speakers

Jonathan “Jiffy” Davies – Welsh Rugby Legend (July 2020)

Jonathan Davies is a former Welsh rugby player who played in the 1980s and 1990s and represented Wales in both rugby union and rugby league. He was named player of the 1993–94 season, winning the RFL’s Man of Steel Award. Since retiring from rugby, Davies has worked in the media as a commentator and pundit in both codes, mainly for the BBC in both the English and Welsh languages. Since 2004 Davies has hosted his own rugby themed chatshow, Jonathan, on S4C.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 64 600x600 1 - Guest Speakers

Brian Tracy – International Speaker, Trainer and Author (June 2020)

Brian Tracy is Chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. He is among the top speakers, trainers and seminar leaders in the world today. Brian Tracy has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars. As a keynote speaker and seminar leader, he addresses more than 250,000 people each year.

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Les Brown – Legendary Motivational Speaker (June 2020)

As one of the world’s most renowned motivational speakers, Les Brown is a dynamic personality and highly-sought-after resource in business and professional circles for Fortune 500 CEOs, small business owners, non-profit and community leaders from all sectors of society looking to expand opportunity. For three decades he has not only studied the science of achievement, he’s mastered it by interviewing hundreds of successful business leaders and collaborating with them in the boardroom translating theory into bottom-line results for his clients.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 1 1 - Guest Speakers

Raphael Burke – Football Coach and Property Investor (June 2020)

Raphael Burke was part of the class of 1992 Manchester United football stars. He played alongside the likes of David Beckham, Nicky Butt, Ryan Giggs and Phil Neville. After leaving the team Raphael became a coach and started working with young footballers at Bristol City. Raphael is also a keen property investor, which he has focused on strongly after his football career. Raphael will be talking about how to learn from failure in your life as well as his life experiences.

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Alison Edgar – The Entrepreneurs’ Godmother (June 2020) 

Alison Edgar has worked with some of the worlds’ top thinkers. From Dragon’s Den entrepreneurs, to Apprentice Winners and the biggest names in business including The Discovery Channel, NHS, WHSmith, and Sky. She knows what it takes to transform a business from zero to a multi-million pound turnover.

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Hannah Hawkshaw – Award-Winning Entrepreneur and Blogger (May 2020)

Hannah Kathleen Hawkshaw is a recognised multi-award winning blogger, singer/ songwriter and entrepreneur. She has travelled internationally to conduct workshops in countries such as the United States of America and Germany, on the topics of next-generation digital marketing and personal development.

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Camilita Nuttall – Global Keynote Speaker (May, 2020)

Founder of the Event of Champions, Camilita Nuttall’s story of rising up from humble beginnings is motivating. But it is her straight-forward advice and ability to provide immediately-actionable insider tips that sets her apart. The ideas are bold. The delivery is loud and passionate. Every person who comes into contact with her is immersed in the tenacious belief that their goals can be accomplished – and that journey begins right now.

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jairek robbins - Guest Speakers

Jairek Robbins – Global Keynote Speaker (May, 2020)

Jairek Robbins is a man dedicated to helping professionals like you achieve success by living with purpose in your life and business. At only 23 years old, Jairek was awarded the Congressional Award (Gold Medal) from the United States Congress.He has conducted trainings for a variety of companies & organizations including… Harvard University, The United States Marines, The United States Air Force Special Forces, BMW, REMAX, UBS, Major League Baseball Teams and members of the U.S. Olympic team.

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Dr. Fabrizo Mancini – Global Keynote Speaker (May, 2020)  

Dr. Fab Mancini is America’s leading healthy living media expert, a world renowned chiropractor, Hay House’s international best-selling author of The Power of Self-Healing and host of his popular radio show, Self-Healing with Dr. Fab. He is also the best-selling author of Chicken Soup for the Chiropractic Soul,internationally acclaimed educator, business leader, speaker, and President Emeritus of Parker University.

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jamie baulch - Guest Speakers

Jamie Baulch – Triple World Champion and Olympic Silver Medallist (May, 2020)  

Jamie Baulch is a triple World Champion and Olympic Silver Medallist. He won the 400 metres gold medal at the 1999 World Indoor Championships. As a member of British 4 × 400 metres relay teams, he won a gold medal at the 1997 World Championships, and silver medal at the 1996 Olympic Games. He represented Wales at the Commonwealth Games where he won an individual silver and a bronze medal in the 4 × 400 m relay.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 30 300x300 1 - Guest Speakers

Sally Cassidy – Global Sales Director at Traveleads (April 2020)  

Sally Cassidy is one of the UK’s leading sales professionals and currently holds the position of Group Sales Director for Traveleads, one of the UK’s largest independently owned Travel Management companies.  Sally has combined her passion for sales, business growth and personal development with her talent for training and public speaking and has used this to develop her UK wide sales team to be first-class influencers who consistently deliver impressive numbers.

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Kevin Green Image - Guest Speakers

Kevin Green – Property Investor and Secret Millionaire (April 2020) 

Kevin Green is a self-made multi-millionaire and social entrepreneur and an acknowledged expert in how to set up a profitable business. He is one of the UK’s largest residential property landlords and a multi-business owner. He has a wealth of experience in the property investment world and heads a number of successful companies and other non-property related businesses.

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Anil Gupta Image - Guest Speakers

Anil Gupta – Happiness Coach and Global Keynote Speaker (April 2020)

Anil Gupta is a world expert on relationships and happiness. He has coached some of the most famous celebrities on the planet like Tony Robbins and Les Brown, top athletes and CEOs, as well as being a guest speaker with Sir Richard Branson on Necker Island.

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Tracey and Paul Smolinski – Founders of Introbiz (April 2020) 

Tracey and Paul Smolinski are the founders and managing directors of Introbiz, Wales’ leading professional business network. As well as hosting weekly networking events for hundreds of business from all sorts of industries, Introbiz also hosts Wales’ biggest business Expo.

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Mark Wright Image - Guest Speakers

Mark Wright – The Apprentice Winner and Founder of Climb Online (April 2020) 

Mark Wright is an influential entrepreneur and self-taught digital marketing specialist, renowned for his success in winning BBC’s The Apprentice. In securing the winner’s title, Mark went on to find and develop one of the UK’s fastest growing digital marketing agencies, Climb Online, in partnership with Lord Sugar.

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peter wilcock - Guest Speakers

Peter Wilcock – Former COO of Virgin Media and Entrepreneur (April 2020) 

Peter Wilcock is the former COO of Virgin Media and now works as the business mentor to the Evans Property Group. Peter spent over a decade at cable giant Virgin Media, and was the driving force behind the growth of cable TV and broadband across the UK.  Following his success with Virgin, Peter then made the leap from corporate executive to entrepreneur – including investing in several businesses.

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Danny Crates Image - Guest Speakers

Danny Crates – Gold-Winning Paralympian and Inspirational Speaker (March 2020) 

Danny Crates is a gold-medal-winning Paralympian and now an inspirational speaker and motivator. He is a highly sought after keynote speaker, having worked in Malaysia, Dubai and all over Europe, he was voted one of the top 5 speakers globally from a list of over 1300.

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Jess Cunningham Image 2 4 - Guest Speakers

Jess Cunningham – The Apprentice Candidate and Businesswoman (March 2020) 

Jess Cunningham is a businesswoman, actress, model and television personality, best known for competing in the 2016 series of The Apprentice, coming fourth. She is also known for her appearance as a contestant on Celebrity Big Brother 19.

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And coming soon:

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Kevin Harrington – Shark Tank Panelist (August 2020)

Kevin Harrington is an American entrepreneur and business executive. He has appeared on the television series Shark Tank and the American annual invention trade show Inpex 2012 as Keynote Speaker. A successful entrepreneur for more than forty years, Kevin is a co-founding board member of the Entrepreneurs Organization and co-founder of the Electronic Retailing Association. Kevin is one of the pioneers behind the As Seen on TV brand and has launched more than 500 products generating more than $5 billion in global sales. Twenty of his companies have each exceeded $100 million in revenue!

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How LinkedIn is Supporting COVID-19 Unemployment

COVID-19 has drastically altered the global economy causing disruption at unprecedented speed and scale. Essential to creating a prosperous post-pandemic world is inclusivity and enhancing digital literacy through easier access to resources and tools to build skillsets in remote settings.

Many platforms have made efforts to promote education during this time. Most recently, LinkedIn is looking to help current job seekers in a number of ways from learning and applying for jobs to building their professional networks when in-person contact isn’t possible.

“By giving free access to the skills and training that job seekers need to get jobs, we hope to do our part and help connect job seekers around the globe to new opportunities,” said CEO Ryan Roslansky in the official announcement

Here’s a break down of the platform’s newest efforts and how to take advatange of them for your own development and business growth.

Fostering skills for in-demand jobs

Drawing on insights from its own community — 690M members, 50M companies, and 11M job listings — and a new interactive tool dubbed the “Economic Graph,” LinkedIn is shedding light into the rapidly changing economy, global hiring patterns, and in-demand jobs and skills to help those unemployed as a result of the global pandemic.

From this, LinkedIn created a shortlist of the 10 most critical jobs in today’s COVID economy. These directly informed the launch of the 10 LinkedIn Learning Paths program in partnership with Github and Microsoft who are providing advanced course material in technically advanced areas including the developer space. For each of the 10 paths, individuals will have free access to content from the LinkedIn Learning library through the end of March 2021 led by industry experts. Upon completion, they will receive a certificate that can be shared on their profile.

Aside from skills that are very trade and skill-based, there is also a growing need for knowledge around basic digital literacy, how to collaborate virtually, and actionable ways to create an environment of diversity, inclusion, and belonging for all.

Tools and resources for job search and placement

In addition to better understanding the job market and navigating emerging trends, there is the added layer of understanding how to apply. Since the beginning of the outbreak in March, LinkedIn has seen a 55 percent increase in conversations among connections. Year-over-year the platform has also seen a 60 percent increase in content creation on the platform paving way to new opportunities to increase discovery and connect directly with companies and specific job listings.

A few key ways LinkedIn is leaning in on this trend is through several resources and tools to improve interview performance and receive guidance on resumes or general job seeking best practices. Specifically, to help recruiters easily identify those who are looking for their next opportunity and may be a fit, LinkedIn unveiled an #OpenToWork profile photo frame accessible by clicking on “Me” > Settings & Privacy > Job seeking preferences.

Separately, the platform is looking to make it easier to seek and receive help in the job hunt process by a simple post to the feed that lays out how you can help whether that include making an introduction to someone in your network, offering input on a resume, or general do’s and don’ts for making the journey more seamless and less stressful. To do this:

  1. Start a new post and click the “Offer to Help” option
  2. Select the ways you’d wish to help others in their job hunt or career and click “done.”
  3. Edit your post and determine who you’d like to see it
  4. Hit post and start a conversation

For feedback on your interview technique, LinkedIn is teaming with Microsoft in an AI-driven feature geared to deliver real-time thoughts on your answers and where they can be improved.

New ways to connect with your network

Taking a page from Facebook’s playbook and that of several other major platforms, LinkedIn launched a “Support” reaction for those instances where a generic ‘Like’ or ‘Love’ reaction doesn’t fit the situation, which in these uncertain times, is often the case.

“We’re continuing to roll out new tools that allow our members to give and get help on LinkedIn, because we’re all better when we’re in it together,” said LinkedIn’s Kiran Prasad, VP of Product, on the update. People crave authentic and fluid conversations when they can no longer supplement their digital relationships with in-person encounters.

In an era where social utilities are gaining popularity by their ability to bring people together, and reactions, emojis, GIFs are becoming increasingly habitual, we have the opportunity to bring empathy and shared experiences back to the core of social media. This will not only be a beneficial driver for business, but instrumental in bridging a global society. Conversations are more digital now than ever, but they don’t have to be any less human.

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The post How LinkedIn is Supporting COVID-19 Unemployment appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/07/how-linkedin-is-supporting-covid-19-unemployment/

#KingofMarketing and #TheVoiceofSocialMedia Episode on the #MikeArmstrongPodcast

Listen to the most recent episode of my podcast: #KingofMarketing #TheVoiceofSocialMedia follow up on LinkedIn pod strategies as per earlier episode! https://anchor.fm/mike-armstrong9/episodes/KingofMarketing-TheVoiceofSocialMedia-follow-up-on-LinkedIn-pod-strategies-as-per-earlier-episode-eg5n4a

#KingofMarketing #TheVoiceofSocialMedia follow up on LinkedIn pod strategies as per earlier episode – Podcast by #MikeArmstrong on the Mike Armstrong Podcast Show – Another King of Marketing & The Voice of Social Media Episode #KingofMarketing #TheVoiceofSocialMedia – LinkedIn Marketing Strategy using LinkedIn Pods🎙 #MikeArmstrong #YouCanDoIt #PositivityPodcast #Motivation #MotivationalPodcast #Entrepreneurship #PersonalDevelopmentPodcast #SalesPodcast #MarketingPodcast 😎 #Sales #Marketing #PersonalDevelopment #WOLFofWALES #WOW 🐺🏴󠁧󠁢󠁷󠁬󠁳󠁿 #WOWPodcast #SalesTraining #LifeCoaching #BusinessTraining from #MikeArmstrong Teaching people how to achieve their goals and dreams via various motivation, education and personal development teachings! #MikeArmstrongSalesTraining #MikeArmstrongMarketingTraining #MikeArmstrongBusinessTraining #MikeArmstrongEntrepreneurTraining #MikeArmstrongTraining #MATraining on his #YouCanDoItPodcast – #MikeArmstrongPodcast / #MikeArmstrongPodcasts – Rapid Business Growth, Personal Development and Sales & Marketing Training & Advice From #MikeArmstrong on the #YouCanDoItPodcast #YCDI #YCDIPodcast featuring the #Awesome Mike Armstrong #AwesomeArmstrong – #Motivation #Motivated #Motivational #MotivationalPodcast – #10x #20x #Infinityx  #BusinessGrowth #RapidBusinessGrowth #PersonalGrowth #PersonalDevelopment 🚀😎 – #MikeArmstrongYouCanDoItPodcast – More About Mike;  Mike is “The Awesome Mike Armstrong” – A #Philanthropic #Entrepreneur who loves to help people. He’s also an Author, Speaker, Mentor, Coach, Blogger, Vlogger & Podcaster who lives to help people especially; Struggling Business Owners and Entrepreneurs who need a lift and those suffering with Mental Health issues #MentalHealth #MentalWellbeing #MentalHealthSupport. Mike has spent years cultivating an awesome global network, and is currently building an #AwesomeArmy of similarly minded #Philanthropist #Entrepreneurs and is happy to share the contacts and the love with those who are deserving. If that’s you please get in touch with Mike. Mike Armstrong of Mike Armstrong Ltd | MA Group | MA Consultancy | MA Web | MA Training | Marketing Wales / WelshBiz | Tourism Wales | Things To Do In | MA News | MAN Media | MA Property | Mike Armstrong News & Mike Armstrong’s You Can Do It Podcast.

Mike’s areas of Interest and Expertise include Welsh Business News & Events, UK Business News & Events, Global Business News & Events, Business Advice & Personal Development, Rapid Business Growth, Happiness, Success, Goal Achieving, Knowledge Sharing, Elite Performance, as well as Sales & Marketing Mentoring, Coaching, Training and Services inc. Sales & Marketing Strategy & Services, Social Media Strategy & Services, SEO Strategy & Services, Content Marketing Strategy & Services, Ecommerce Strategy & Services, Business Growth Strategy & Services and Property Maintenance, Property Management and Property Development Joint Ventures (JV’s) – All aimed at Biz Owners, Entrepreneurs, Speakers, Coaches, Startups, Networkers, Global Networks and people in need of help, support, love and a pick me up etc.

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#TheVoiceofSocialMedia Episode on the Mike Armstrong Podcast Show – #KingofMarketing

Listen to the most recent episode of my podcast: #TheVoiceofSocialMedia #KingOfMarketing talking about LinkedIn Pods 🎙& LinkedIn Marketing Strategies https://anchor.fm/mike-armstrong9/episodes/TheVoiceofSocialMedia-KingOfMarketing-talking-about-LinkedIn-Pods–LinkedIn-Marketing-Strategies-eg04so

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

How to Market Your Business During Times of Uncertainty

Content marketing is driven by the needs of rising above the noise, fueling engagement, and creating affinity and loyalty around your mission. This has never been more true and with consumer focus changing more frequently due to recent events, understanding what your business should be communicating and how is harder than ever.

To offer some support in this regard, LinkedIn has published a new guide that outlines a range of key points related to a changing environment, including how brands have found success in other moments of crisis. Here are some of the larger themes as well as insights into evolving conversation topics taking hold as of late.

Reevaluate: go back to the “why”

Above all brands need to re-assess their content approach, and what they’re aiming to achieve.
“Just because your products and solutions might see a drop in demand, that doesn’t mean your audience has dropped their expectations of you as a brand — they’ve just changed,” the guide explains. In this vein, going back to your core business mission will help you identify and justify expectations and how you can best meet them. A best practice as you do this is to be consistent with the conversations you engage with — demonstrate you are eager to listen and address concerns and questions along the journey. From these insights, you can navigate questions, big or small, such as whether your ads will still resonate or whether you need to devise a new campaign that uproots your strategy.

Avoid the ‘hard sell’ ad; lean into empathy

The guide also underscores the importance of not overlooking humility when trying to interact with your audience during this time. This may go without saying but in some cases is easily swept aside when looking to chase the next big shiny object. When faced with hardship, and in an age of social distancing, people expect self-awareness, generosity and agility. What this entails is going beyond the hard-sell tactics or vanity messages that emphasize content performance and instead, leaning more on the underlying message. To achieve this, start with integrating a few simple features into your ads as your guidepost:

  • Established brand characters
  • Repeated or familiar scenarios
  • Ads set in the past
  • Ads celebrating human connections and showing self-awareness
  • Ads with strong connection to place and community

The big takeaway: Take a beat and dedicate quality time to brand awareness and trust. This will continue to pay-off as the world adjusts over the coming months and years ahead while also allowing you to prepare for unanticipated road bumps along the way.

How the Conversation Has Shifted

Overall message volume seeing significant upticks, and will most likely continue to do so in the coming weeks. But, what’s even more interesting is how the conversation within those messages has changed. Holler recently dug into certain topics that are relevant in the current moment and some interesting trends were revealed.

On its own app itself, it’s seen spikes of 26 percent since early March as people experiment with creative ways to stay connected whether Zoom, FaceTime or group messaging chats. Chat around words like “healthy” “home” and “family” in addition to more empathetic topics such as “thinking of you” and “safe” are used increasingly. In just a two-week span the word “bored” grew 127.6 percent while “thinking of you” is experiencing a 35.52 percent share rate. Aside from empathy, humor is at the forefront of interactions with a separate report finding that 73 percent use humor to help loved ones overcome difficulties, and 82 percent use it as a means to cope with the current state of the world.

Concern, care, levity, and support are themes that translate into visuals that help people meaningfully stay connected even when afar and alleviate stress and anxiety. Beyond this, visual communications and messaging have also played an increasing role in driving social impact. In the context of the Black Lives Matter movement, a dedicated sticker launched earlier this month now has been shared more than 76,000 times, and is the top sticker shared on Venmo.

Listening to the trends in conversations during this time and what your consumers need will continue to be integral long after the pandemic. By applying these insights to your approach, your brand can become a more valuable contributor to the conversation.

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The post How to Market Your Business During Times of Uncertainty appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/06/how-to-market-your-business-during-times-of-uncertainty/

How Major Platforms are Standing in Solidarity with the Black Community

For roughly 10 days Americans have gathered to protest the issues of systemic racism, violence, and brutality that our POC communities have suffered at the hands of the authorities. Protests have erupted in virtually every American state, in small towns and major cities alike, and even overseas in Europe and New Zealand.

Social media platforms have also taken action spanning financial support to organizations fighting against racial inequality and promoting education so we can create a pathway towards better education and understanding of how we can support the cause with empathy.

Here’s what we’ve seen from each of the major companies:

Twitter #Allyship Overview

Beyond updating its main profile to reflect its support for the protests, Twitter is also leveraging its #StartSmall initiative to allocate several grants to support organizations designed to address racial inequality. This includes Colin Kaepernick‘s “Know Your Rights Camp” aimed to advance the liberation and well-being of Black and Brown communities through education, self-empowerment, and mass-mobilization.

Most importantly, the platform shared its top insights around how people can improve how they respond to racial inequality in a new guide for allyship. In order to respond, people first need to “understand the historical and structural contexts that have led to racism and discrimination…At Twitter, our principles of allyship are simple: Learn, Ask, Show up, and Speak up,” Marium R. Qureshi and Jade Williams explained in a recent blog post. By this definition, allyship is not about who you are but a commitment to be authentic and consistent in your education around these critical topics.

When you ask questions of friends and colleagues, do so empathetically and avoid coming from a place of disbelief. A couple of example questions following these best practices include “If you have the time/energy, do you feel comfortable sharing your experience with me?” and This week is heavy. How are you feeling/coping?” As far as speaking up and showing up, consider donating to organizations fighting for racial justice and police reform to help further the cause and exercise your voice and right to vote. Conduct a self-audit of whose in your circle and who you interact with online.

LinkedIn Learning: A Pathway to Inclusivity

We must invest our time to become better informed and develop a deeper understanding and awareness that will allow us to properly empathize with black communities who are suffering. This is key in gaining true perspective on the current movement, and the more people are educated, the better equipped we’ll be to enact effective, long-term change.

In this vein, LinkedIn has released several free courses within a “Diversity, Inclusion, and Belonging for All” track, covering key topics spanning unconscious bias, addressing culturally sensitive issues, how to hire and retain diverse talent, and more. “Investing in our own learning to understand and confront bias, communicate about topics of difference, and create change can help us individually contribute to building a better workplace and society,” said Hari Srinivasan, Vice President of Product for LinkedIn Learning.

Beyond this, the platform also acknowledges that being a strong ally begins with listening, so it is utilizing its social channels to share stories that amplify perspectives from the Black community. Pathways to better understand are integral to success and LinkedIn is positioned well to bring the awareness needed at the moment via its widespread access to professional and educational insights that can help underscore gaps needing to be addressed.

Pinterest: Elevating Content on Racial Justice

Pinterest is taking a broad approach to its efforts starting with its platform and internal team and extending to external audiences directly supporting the movement.

More specifically, within the app content on racial justice is being elevated as a means to help people stay informed. This includes tips for assessing and adjusting your own mentality and how to approach younger children on the subject. There will also be content guiding users to organizations to support and various resources to learn more about the history of systemic racism in the country. Generally, the platform is committed to growing the diversity of content on the platform and avoiding distraction from serving as a hub to support and learn. In this regard, the platform is not serving ads on Black Lives Matter results.

The company is also donating 25,000 shares of stock to “organizations committed to racial justice and promoting tolerance” and investing $250,000 to help rebuild local businesses damaged in the protests. It is also providing $750,000 in paid media to organizations that support racial justice.

TikTok’s Creator Diversity Council

June is Black Music Month and to celebrate TikTok announced it will offer dedicated programming to celebrate Black artists on the platform who “bring new music, shape culture, and help build the community.”

The platform is also doubling down on technology and strategies around addressing potentially harmful content and creating a more user-friendly appeals process. Along these lines, TikTok plans to develop a creator diversity council to lead impact-driven programs led by the voices driving culture, creativity, and conversations necessary in making an even bigger impact on the problem.

Outside of its team and community, TikTok is donating $3 million from its “Community Relief Fund” to non-profits that help the Black community and an additional $1 million toward fighting racial injustice and inequality that we are witnessing in this country. Also in the music space, YouTube is financially stepping up by offering $1 million to organizations seeking to address injustice.

Leading with Empathy

Finally, the leaders behind Snapchat, Reddit, Facebook, and Instagram have all taken a personal approach to their response leading with emotion-driven memos.

Facebook is committing $10 million to racial injustice and lifting Black voices in addition to partnering with civil rights advisors in its efforts. Along with Instagram, it has also switched all profiles to black and white colors in support of recent events. Instagram CEO Adam Mosseri uploaded a personal IGTV response on his own profile underscoring his eagerness and drive to channel frustration, hurt, and anger into positive change.

Similarly, Snapchat’s Evan Spiegel in his own statement called for the creation of an American commission to address racial injustice, and comprehensive tax reform as the way forward. Taking even more drastic measures, Reddit Co-Founder Alexis Ohanian has resigned from his position urging the board to replace him with a Black candidate and will use future gains on his Reddit stock to serve the black community, beginning with a $1 million donation to Kaepernick’s ‘Know Your Rights’ initiative.

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The post How Major Platforms are Standing in Solidarity with the Black Community appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/06/how-major-platforms-are-standing-in-solidarity-with-the-black-community/

FREE Business Advice on LinkedIn – #TheVoiceofSocialMedia

If you are in business and you are not using LinkedIn then you are seriously missing a trick and could be missing out on so much.

However it’s also not enough to just be on LinkedIn. You need to have an engaging and completed profile that use the right key words and descriptions of you in order to attract the right sort of people.

You also need to use the posting feature on LinkedIn as it is currently the best social media platform for you to get organic reach without having to pay for it in the form of business advertising etc.

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

6 LinkedIn Courses to Boost Mindfulness and Productivity

In these extraordinary times, building your self-care toolbox is equally if not more important than boosting your skills for working remotely and maintaining productivity.

The boundaries between work life and personal life are more blurred than ever and the loss of our most basic avenues for stress relief and recharging including fitness classes, churches or other places of worship, and coffee shops present their own unique challenges to the situation we face.

Managing Mental Health and Reducing Stress

As we look to navigate this new normal, LinkedIn turned to its task force specializing in mental health to create six courses professionals can use to build mindfulness and manage stress.

At a high-level, these will offer insights into increasing your focus, helping you remain grounded amidst the change and ambiguity, manage emotional triggers, and get ‘unstuck’ when you’re feeling overwhelmed. They’ll also help you better understand the impact of a mindful physical workspace and the actionable steps you can take to create one if you haven’t.

Finally, offerings will share tips for building your energy reserves so even when practicing social distancing, you can still have meaningful relationships with your colleagues, friends, and family.

Let’s break these down a bit more.

Shifting out of ‘flight or fight’ mode

Understanding the importance of mindfulness especially during times of uncertainty is imperative in keeping our nervous systems in check and training our brains to healthy manage those moments of ‘flight or flight’ activity.

The first of LinkedIn’s mindfulness courses, ‘Mindfulness Practices’ takes a close look at the benefits and power of this skill to fundamentally change the course of your work and personal lives. Across several expert-led guided exercises, you can expect to evolve your mind to better respond to stressors in a variety of ways. More specifically, by growing your emotional intelligence, boosting your confidence, finding resiliency in the face of failure, and improving your focus and creativity even when change and uncertainty are serving as distractions.

Staying focused and grounded

Staying connected and focused without being physically present can be challenging, but there are a number of ways to ensure your time is spent wisely and your meetings are as successful and collaborative than those taking place in the conference rooms. A few practices highlighted in the ‘The Mindful Workday’ session worth noting include using daily breaks positively so you come back to your desk recharged and knowing when to unplug so you have time each day to check in with yourself.

Lastly, ‘Mindful Meditations for Work and Life’ aims to help people incorporate practical and easy approaches to meditation including visualization, adapting body language, and breathing exercises. The audio course led by Scott Shute, Head of the Mindfulness and Compassion program at LinkedIn, will also unpack the meaning of brain-body connection and insights for making whatever practices feel best for your stick so they can be part of your regular routine.

Getting unstuck and managing overwhelming thoughts

Managing Stress for Positive Change’ challenges the agenda that stress is purely negative and can only detract from quality work. Led by Heidi Hanna, PhD, define stress in concrete terms and tips for assessing and adjusting it so it can be used constructively. She’ll also offer ways managers and members of the C-suite can create an environment and communication style that limits stressors in the workplace and keeps efforts focused on the bigger picture during challenging times.

In a separate course led by Heidi titled ‘How to Manage Feeling Overwhelmed,’ learn the best practices for helping your brain disrupt your stress circuits and cultivate calm and positive energy that will put you on the path to resolution and that the obstacles that once felt unmanageable feel manageable again. By training your brain to get unstuck in these moments you can feel more in control and prepared the next time you’re feeling overwhelmed.

Balance is a key term when it comes to stress management. One of the primary reasons people struggle in this area is because often the warning signs of imbalance aren’t as obvious. ‘Balancing Work and Life’ led by author and business coach Dave Crenshaw grapples with this question and more, including how we can keep balance once it is established. A big takeaway? It is possible to juggle it all — work, family, a social life — with proper time management and prioritization.

In addition to these courses, LinkedIn also unveiled over 16 additional lessons that target how to boost your productivity when working remotely, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and more.

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The post 6 LinkedIn Courses to Boost Mindfulness and Productivity appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/04/6-linkedin-courses-to-boost-mindfulness-and-productivity/

A Fab Outstanding Network Event and Masterclass with Pat Slattery Followed by a fab LinkedIn seminar with Martin Murtagh…

Today was another fab Outstanding Network Event which also included a business master class for the Legend that is Pat Slattery.

Success Habits

Me listening to Pat…

This Masterclass was followed by a LinkedIn Seminar from one of the Outstanding Members, Martin Murtagh.

Martin Murtagh

I know LinkedIn pretty well and still walked away learning some new things and be reminded of a few more. I also got to see some of the latest LinkedIn Stats which was fab!

LinkedIn Seminar…

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

What Marketers Need to Know About LinkedIn’s New Conversation Ads

Today, mobile messaging apps are used more than three hours per day by over 2.5 billion users (35 percent) across the world. This number is expected to grow to nearly 40 percent by 2023.

Meeting people where they spend their time, at the right moment and on the right platforms is equally important as the creative itself. Messaging allows brands to connect with people at multiple touchpoints across the customer experience. This is especially critical for those in the B2B space where buying cycles steer longer and multiple stakeholders are involved in purchasing decisions. These one-on-one interactions are integral to establishing trustworthy relationships and loyalty.

LINKEDIN CONVERSATION ADS

In this spirit, LinkedIn is introducing Conversation Ads, an extension of its Messaging Ads, to deliver a more personal way to interact with marketers. Specifically, Conversation Ads feature a “choose your own path” experience allowing for full-funnel campaigns with customized calls to action spanning product education, webinar signs, and ebook downloads.

Brands can directly add CTA buttons into their Sponsored InMails — or “Message Ads,” as the company now refers to them. By including a variety of options, brands can serve more personalized content catered to the customers’ unique position in the purchase journey translating onto higher-quality engagement.

CAMPAIGN SET UP & ESTABLISHING RELEVANCE IN REAL-TIME

To begin, start with a clear sense of your campaign objective. Are you more interested in driving website visits or lead generation? If answering this presents a challenge, look broader at the larger goals of your business to identify which is a better fit. Once you’ve decided on the objective, you’ll gain access to detailed click and demographic reporting specific to the advertisement type.

Conversation ads can also be paired with features such as Lead Gen Forms and Conversion tracking making it more efficient to turn conversations into conversions. They’re designed for real-time engagement. Put another way, messages won’t be sent unless the prospect is active on LinkedIn and “in the right mindset.”

Objectives aside, when growing an audience for messaging and designing creative conversations don’t overlook who you’re attempting to connect with at the end of the day: humans. They want to be known, respected, and part of meaningful moments.

BRAND USE CASES

Job search marketplace Hired was one of the companies selected for beta testing of the new offering and reported positive results. Specifically, the company pointed to a 5x higher clickthrough rate driven by the simple pivot to allowing customres to choose their own path based on the most relevant CTA to them.

“The level of engagement is pretty wild when you’re able to provide multiple opportunities to click,” said Chase Gladden, Hired’s Growth Marketing Manager.

LinkedIn reports that messages sent on its platform have quadrupled over the last five years. Given this, the update not only makes sense for the platform in catering to this messaging growth, but in the broader context of a fundamental industry shift towards more personal, one-on-one conversations.

The relevancy of personalized messaging

Now more than ever conversations count with regards to top-of-mind awareness. Brands that are anticipating different friction points are better equipped to drive people to make genuine purchasing decisions more quickly. As advertisers battle to cover more digital ground amidst COVID-19, having an easy way to deliver a customized experience for each user is critical and can propel them into years of growth long after the pandemic is behind us.

For more insights, the platform has curated a list of tips and practices on how to create a successful Conversation Ad campaign here. LinkedIn is also running a webinar focusing on the new option and its benefits next month (April 9) titled, “Messaging Strategies for the Modern Marketer: Turning Conversations into Conversions.” Beyond the new ad offering, the session will cover top messaging market trends the industry is experiencing today and how customers are using messaging as part of their larger LinkedIn marketing strategies.

If you attend and are ready to get started, you can browse this collection of templates to help you formulate your overall campaign.

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The post What Marketers Need to Know About LinkedIn’s New Conversation Ads appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/what-marketers-need-to-know-about-linkedins-new-conversation-ads/

Linkedin Launches ‘Conversation Ads’ to Help Brands Capitalize on the Rise of Messaging

LinkedIn has launched a new ‘Conversation Ads’ option, which essentially enables you to add clickable options for your email recipients to choose.

https://www.socialmediatoday.com/news/linkedin-launches-conversation-ads-to-help-brands-capitalize-on-the-rise/574337/

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The latest Social Media News From Social Media Today…

Social Media Today

Editor’s Choice

Best of Social Media Today




From Our Library


View all resources

Upcoming Events


What We’re Reading



Discover More

Mike Armstrong Media

Mike Armstrong Media

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

LinkedIn Launches Spotify Playlists for Career Development Processes

LinkedIn has launched a new series of Spotify playlists to soundtrack your professional development.

https://www.socialmediatoday.com/news/linkedin-launches-spotify-playlists-for-career-development-processes/573861/

Why LinkedIn is Bringing Ephemeral Marketing into the Business World

Our industry faces an entire generation growing up with Stories as a preferred way of forging digital relationships. They’re more private, comfortable, foster a greater sense of trust and loyalty, and above all ephemeral stories live for a moment in time versus in the feed forever.

They first appeared on Snapchat with Facebook and Instagram following suit shortly after, and they caught fire for their ability to deliver in a lighter, more fun way to share without it having to be carefully filtered and attached to your profile for the long haul.

LinkedIn’s Journey into Ephemeral Marketing

What might this content look like in a professional context? Can this exist in the business world? LinkedIn is determined to find the answers as it continues to see the volume of conversations on the platform increase. From features to Newsletters, Live Video, Trending News, and Reactions, the platform is now turning to the Stories bandwagon.

The company currently sees a 25 percent year-over-year increase in engagement spanning sharing job updates, business reports, collaborating to share creative strategies, and bringing a community together to remember the loss of a basketball player whose life and career inspired generations of fans.

“Last year, we started asking ourselves what Stories might look like in a professional context…I’m excited to see how Stories will bring creativity and authenticity to the ways that members share more of their work life, so that they can build and nurture the relationships necessary to become more productive and successful,” said Pete Davies, LinkedIn’s Head of Content Products in the official announcement. Specifically, he pointed to the full-screen format as ideal for sharing “key moments from work events” and sharing the digestible “tips and tricks that help us work smarter.”

Preparing for a Stories-Driven Future

According to Business Insider, 66 percent of U.S. creative and digital decision-makers plan to invest in Stories this year, and only 62 percent expect to channel their dollars into News Feed advertising. What does this really mean? The Stories are no longer a novelty and their effectiveness will be an important consideration in 2020 and many years ahead.

Let’s take a look at some overarching creative best practices you can use whether you’re new to the scene or looking to take your existing strategy to new heights.

Stay true to your brand

One of the biggest draws to Stories is the authentic peek behind the curtain it gives to your audience. With this in mind, a general rule of thumb to pocket should be to design your creative around your ad’s objective. For example, if it’s tied to a brand objective, emphasize the human element. If it’s more focused on conversion, spell out the important benefits of your product or service.

If there’s uncertainty around the specific objective, look to your brand’s mission as a guidepost. Start with important brand elements and see where connections can be made to how the specific ad can be tied back to the overall purpose.

Aim for a blend of visuals, text and sound

Case studies have found 83 percent of videos using stickers helped express key messages about the brand or product whereby another study using static creatives showed there is an 87 percent chance ads without stickers deliver better conversion results than with stickers. The bottom line? The best strategy when considering visuals in your Story is to ask yourself if it feels like it belongs in the environment or if it simply makes the message feel more like an ad and takes away from it being relatable.

Similarly, sound and text overlays can feel inconsistent and take attention away from your core messages. Use these only when they feel aligned with the ad’s objective and not if it feels disingenuous or distracting from the call to action you’re looking to convey to your audience.

Keep attention with vertical designs and speed

Stories are consumed much faster compared to other existing mediums. To cater to this, a top tip is to craft your ad to grab attention from the first frame and use speed to keep their attention through the end of the ad. A couple of ways to achieve this include using multiple scenes that are short and digestible. If a scene consists of static imagery, consider adding motion to add some liveliness.

When experimenting with videos and asset design, studies have shown that organically shot videos on mobile are effective when it comes to ad recall and intent while professionally crafted content often drives more brand awareness. If you’re designing yourself, feel free to repurpose content as desired but above all, the full- screen vertical design will be the most natural fit for the Stories medium.

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The post Why LinkedIn is Bringing Ephemeral Marketing into the Business World appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/why-linkedin-is-bringing-ephemeral-marketing-into-the-business-world/

3 Ways to Build Your LinkedIn Audience

A staggering 3.5 billion people are on social media every day. This number is on the rise and expected to hit nearly 5 billion by the end of this year.

For B2B marketers, having a solid approach to reaching the right people with the right message at the right time is instrumental in advancing business goals. LinkedIn is making the process a bit simpler with some important new updates for reaching and engaging with audiences.

Here are the highlights along with how to use them and their key benefits:

New combinations of criteria: ‘and’ or ‘or’

Based on what LinkedIn learned through recent surveys and conversations with professionals using the platform, there is an increasing need to have more diverse criteria to utilize per campaign. This includes job function, interests, seniority, and titles.

As a solution, the platform is giving marketers greater flexibility and ease in finding the specific people they’re looking for based on these different criteria. For instance, if you’re targeting software engineers with a senior title or above, you can set up a single campaign that reaches these specific individuals by job title or skills, while also getting granular about their years of experience and seniority level. If you want to refine your target audience even further, you can exclude certain companies by title or size.

The platform put together a comprehensive how-to-video that lays out how this can work for your next campaign.

Reaching important contacts: improved fields for matched audiences

A common issue many have when prospecting or targeting on LinkedIn is knowing the person you want to reach out to, but not having enough specific information to do so like their email address.

To address this, LinkedIn took several months to test a variety of new fields for matched audiences including first and last name, job titles, their company name, and their mobile device ID. The results? Marketers who tested these fields saw an average of a +30% improvement in their number of Matches.

The important benefits to note here: any of these fields can help you boost the number of professionals in your audience or, when used in combination, to enhance the precision of your matches. In other words, you can use the update to simultaneously micro-target and create niche segments as well as broaden your reach.

Customizable forecasting panels

Today’s advertisers share a common concern, that is, how can they be certain their ad dollars are being well spent to connect with the right audience and shape their campaigns accordingly.

To bring more light to the issue, LinkedIn revamped its forecasting panel within the LinkedIn Campaign Manager. Now, you can better recognize the details about your audience that are most important to know before a campaign launch that includes reach, type, and spend. Recognizing the panel as it may not work for every company as a cookie-cutter solution, the platform has added the capability to customize it for certain characteristics varying from top industries to years of experience to company sizes.

With so much at our disposal over the course of the past decade, effective marketing can feel like a never-ending puzzle. From juggling creative demands to budget limits and emerging platforms, what works and what doesn’t is in constant flux. In 2020, B2B marketers should focus on what is unarguably the biggest determinant in guaranteeing your long-term success: your audience.

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The post 3 Ways to Build Your LinkedIn Audience appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/02/3-ways-to-build-your-linkedin-audience/

How to Humanize Your Brand by Personalizing Your LinkedIn Page

Today more than 50 million businesses utilize LinkedIn pages as a means of connecting with potential employees, customers, and prospects.

In support of this trend, the platform is building on prior features — including Employee Notification, Kudos and Team Moments, and Community Hashtags — to help businesses forge a deeper sense of community and shared experiences.

Here’s a breakdown of the updates to note and how to use them:

Invite to follow: incorporating first-degree connections

“You’ve shared that one of the biggest pain points of building a brand is increasing your number of engaged and relevant followers,” said Rishi Jobanputra, Senior Director for Product Management.

To address this, first-degree connection can be seamlessly invited to your follow your company’s Page with a few simple steps. Simply go to your admin tools, and select ’Invite connections’ form the dropdown list. Once you’ve identified the people you wish to send invites to, tap on the checkbox next to their name and photo and hit submit. They’ll instantly receive an invitation notification.

This may seem like a subtle update, but one that makes the process of bridging offline and online connections much more seamless. For instance, if you’re at a conference or other networking event you can easily keep the conversations going with this tool.

Bear in mind there are a few qualifiers such as page admins with fewer than 500 connections will be provided with a ‘Select all’ option while those with less than 100,000 can use the ‘Grow your page’ audience module to invite members. Members can opt-out of receiving invites, and admins are limited to sending 50 invites per day.

LinkedIn Live: stream in real-time

LinkedIn Live originally underwent beta testing last February, and now is officially rolled out on all Pages. The feature gives the option for companies to carry out two-way conversations on-screen meanwhile fueling real-time participation through a dedicated comments section. Those with enabled push notifications and who already engage with video on the platform will also get alerted when a Page goes live.

Over the coming weeks, LinkedIn says it will work towards releasing a ‘stream targeting’ feature that brings in third-party tools like Restream, Wirecast, and Socialive to connect with those in different regions across the globe.

LinkedIn is also introducing private testing capabilities for Live Stream giving brands admins the chance to test and rehearse prior to going live.

According to LinkedIn, brands using Live Stream have seen 7X more reactions and 24X more comments compared to standard video posts.

LinkedIn’s dedicated Live Stream website shares a few actionable ideas for how to build your content including using it to help launch new products, showcase the people behind your brand, or demonstrate your thought leadership. “Whatever you choose, the magic is in making it interactive.”

Share updates directly: post via the homepage

In order to simplify the process for sharing content with your audience, LinkedIn has unveiled a new feature that “allows you to post from the same place you already post on LinkedIn so that you can promote your organization’s brand in the way that works for you.” You can also opt to share as an individual depending on the nature of the content. With this simple update, conversations can be sustained void of friction and hassle-free.

As we looked ahead and encountered new technology and platform updates, an important question that should drive decision-making is “how can these be leveraged creatively and as an innovation to deliver impactful experiences and expand our communities in positive and profound ways?”

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The post How to Humanize Your Brand by Personalizing Your LinkedIn Page appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/01/how-to-humanize-your-brand-by-personalizing-your-linkedin-page/

How to Boost Your LinkedIn B2B Content Marketing Strategy

While more than 90 percent of marketers report LinkedIn as a leading source of quality content, only 1 million users claim they’ve published an article and just 3 million actively share content on the channel each week.

For B2B companies, there is a substantial opportunity to leverage the platform to connect with influencers, potential clients and employees, and boost their lead gen efforts and drive traffic to their site.

Here are a few simple ways to do so effectively:

Establish your strategy with an emphasis on the “why”

A solid objective is the cornerstone of successful businesses and is the single most influential element when adapting strategies over time. The more you know about the ultimate goal of your brand publishing content on LinkedIn, the better you’ll be able to inform your approach and overall content strategy.

One example may include tapping into mid-level staff to demonstrate capabilities to potential clients or partners, highlighting expertise and certain products or services through promoting landing pages to your website. Alternatively, you may consider tapping into senior-level executives for a thought-leadership approach that points to more high-level objectives of your business and drives more engagement from their network via their personal profiles.

Find a balance between company pages and personal profiles

Compared to Twitter or Facebook, defining a singular “voice” on LinkedIn is significantly more complex as it can come from one or more combinations of personal profiles, company pages, and groups.

Content strategies that strive for an interplay between all three typically result in enhanced conversation and engagement by blending personal and profile networks meaningfully. As a recap, personal pages focus on an individual’s experience, certifications, and skills and are the only type of pages that are able to publish articles. Going back to the thought-leadership point, this would be the ideal way to share the voice of your CEO or CMO.

Company pages on the other hand, are an optimal way to share important updates, announcements and display basic information for those looking to hear more about who you are and what you stand for. Lastly, groups are a conversational way to continue the conversations around your business including key topics and areas of interest, serving as a shared forum where they can collaborate, provide feedback and ask questions.

Again, leading B2B companies will find ways to tap at least two if not all three of the above for a mix of tone and depth that results in more authentic interaction and traffic.

Prioritize your audience and don’t forget the posting basics

In the same vein of interplaying various profiles, don’t overlook how you can bring your other channels into the equation. Demonstrate the value of your LinkedIn presence by dropping copy and a link to your page, utilize tags to bring others into the dialogue and mix it up with photos and videos when you can. These visual stories often result in more engagement and people personally relating to the content you share. Avoiding link previews can also have the same effect and allow readers the chance to stop and read versus opt-out after glancing at the preview.

Indeed LinkedIn requires strategy and careful consideration in terms of how you approach it, but when you find your sweet spot it can prove extremely lucrative and instrumental marketing tool. By the numbers, the channel boasts 630 million users in total, 87 million of which are millennials, and 303 million active monthly users. A whopping 153 million are either senior-level influencers or in decision-making positions.

Consistency is and will remain key both across cadence and engagement. In addition, keeping a finger on the pulse of industry trends and how these impact your audience will remain imperative in adapting your approach and style. Finally — you’re not alone. Use your social connections to help amplify your narrative.

WATCH THE SMWNYC 2019 RECAP

The post How to Boost Your LinkedIn B2B Content Marketing Strategy appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/12/how-to-boost-your-linkedin-b2b-content-marketing-strategy/

Setting Up Your First LinkedIn Campaign: A Marketer’s Guide

In just four short years since being purchased by Microsoft, LinkedIn has officially amassed a global footprint of 660 million members worldwide.

The platform has facilitated growth and opportunities for engagement through improvements to its feed algorithm and expanding its expanding team of 65 journalists that work to curate daily news roundups as a means of driving user activity.

If you haven’t taken a close look at the opportunities LinkedIn can deliver to your marketing strategies, now is the time with 2020 right around the corner. To serve as a guide as you begin to dig deeper into the potential benefits of LinkedIn campaigns, here are a few important steps and practices you’ll want to consider.

Objectives are your north star

When planning your campaign, start by defining your objectives. These are ultimately what will keep the campaign grounded and organized from start to finish. Consider them your north star and refer back to them continuously. The more you know about what the ultimate goal of the campaign is, the more prepared you’ll be to course correct when unexpected hurdles arise.

LinkedIn supports full funnel objectives group into the primary categories: awareness, consideration, and conversions. Once you’ve landed on your goals, feel free to get more granular. For instance, if your overarching goal is consideration, you can dictate how you want your audience to gain a better understanding of your brand through engagement, video views, or website visits.

Ad formats and targeting facets

The two most important targeting elements to a LinkedIn campaign include audience and language. Similarly to defining your objectives, you can first determine your audience on a continent level and then get more specific by identifying a given country. Languages are another way to streamline your campaign and begin to personalize your content. Currently, LinkedIn provides 19 language offerings for ad campaigns.

After determining the who, you’ll want to take a close look at the how, more specifically, which ad formats you’ll want to tap into to communicate with this group. Options range from text-based to visual ads incorporating single or multiple images and video, to interest-based ads including job and follower ads.

Avoid the trap of hypertargeting

You can choose from a number of parameters to target your audience including company, demographics, education, job experience, and interests. A good rule of thumb? Stick to the three or four that are most integral to what you’re trying to achieve. For example, if you’re trying to connect with more senior-level decision-makers, job experience should certainly be high on your list. If you know you’re wanting to focus strictly on platforms, brands, or agencies, company would be another important attribute.

Over time if you’re looking to get more sophisticated, LinkedIn’s Matched Audiences feature enables targeting beyond this basic information that can be found in someone’s profile.

Finally, before you set your campaign live ensure whether your campaign type requires conversion tracking, select your preferred bid type, and determine whether daily or total budgets make more sense based on your spending structure. For more tips on how to exceed in your LinkedIn marketing efforts, visit their blog here.

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The post Setting Up Your First LinkedIn Campaign: A Marketer’s Guide appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/setting-up-your-first-linkedin-campaign-a-marketers-guide/

3 Tools to Improve Your LinkedIn Ad Targeting Efforts

Boasting 645 million members worldwide, it’s no secret that LinkedIn has become a hub for powerful data around professional and career insights.

From lookalike audiences, interest targeting with Bing search insights, and audience templates, the company has heavily invested in helping businesses navigate their campaigns and is increasing its efforts with new tools targeted to help marketers improve their reach and harness actionable insights to improve their strategies.

Let’s take a look at what’s new:

Improved campaign forecasting and audience intelligence

LinkedIn has revamped its campaign forecasting panel in Campaign Manager so advertisers can have more easy access to the general make-up of its target audience without having to venture from the main dashboard. There is also the new ability to customize the panel to filter by top industry, years of experience, or company sizes for your audience. Here’s a quick visual illustrating how it works:

The major benefit here is two-fold: not only can you be ascertained you’re serving ads to the people you’re wanting to target, but you’ll have added insight into how to refine your content on an ongoing basis so it can better resonate and align with the interests of your audiences.

“Since we gained access to this feature, we have been able to assess the makeup of our targeting and ensure our ads would get in front of decision-makers,” claimed Tanner Stolte, account executive and media buyer at Elite Digital Group and an early user of the tool.

Greater outreach precision with boolean logic

Separately, to help advertisers refine their target lists, the platform is introducing ‘and/or’ qualifiers to ultimately combine profile facets in a single campaign.

“‘And/Or’ targeting enables you to reach more of the right audiences through more sophisticated combinations of profile facets like job function, seniority, and titles — all in a single campaign,” explained Director of Product Management, Abhishek Shirvastav, in the official announcement.

He then offered the example of a target people using a combination of both director seniority and the finance job function. Originally, this was only achievable through browsing for directors in finance roles. Now, however, you can use one campaign to cast your net to directors at any job function in addition to people sitting in finance positions of any seniority. Put simply, you get the convenience of added flexibility when determining the types of professionals that are seeing your ads.

For additional guidance, you can refer to this how-to tutorial:

Demographic reporting insights

In a third notable update, LinkedIn is adjusting its demographic reporting options to account for more specifics into who is responding to your campaigns. More specifically, which audiences are watching your video ads, filling out your Lead Gen Forms, and opening your Sponsored InMail messages.

“Demographic reporting has been one of our most popular features because it helps you see the types of audiences clicking and converting on your ads, based on professional characteristics like company name and job seniority, Shirvastav underscored.

With these details, you can have a more meaningful understanding and a picture of the value that is resulting from your efforts and where strategic adjustments are needed. In conversations with internal teams including executives and Sales colleagues, you can directly point to who your quality leads are and how they need to be communicated with in order to retain them.

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The post 3 Tools to Improve Your LinkedIn Ad Targeting Efforts appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/10/3-tools-to-improve-your-linkedin-ad-targeting-efforts/

How to Use LinkedIn to Target the Professionals That Will Advance Your Business

Between 2011 and 2017, LinkedIn’s user base grew from 140 million to 500 million. Fast forward to today, the company boasts 645 million global users including over 150 million in the U.S. alone and is adding two new professionals to the user base every second.

What predominately used to be known for its résumé job searching capabilities has now evolved into a full-blown platform for marketing including content sharing and establishing a network of connections. In fact, 94 percent of B2B marketers on social media use LinkedIn to publish content.

Most recently, the company has unveiled new tools targeted to help users fill their project gaps by identifying service providers or freelancers who are fit for the job.

“If you are looking for someone to help you with your marketing strategy, simply search for ‘marketing,’ and filter by service provider. From there, you’ll see a list of providers that have shared that they are ‘open for business’ and fit your search criteria,” explained engineering manager Gaurav Vijayvargiya in an official blog post.

Doing so will trigger a list of results of individuals who are open business who you can message regardless if you are connected already or not. You’ll be able to browse any mutual connections you share, services they specialize in, and get a snapshot of their prior experience.

Below are some screenshots of what you can expect to see:

It may seem like common sense, but in the digital era don’t overlook the importance of taking the extra step to personalize your communication. Demonstrate you’ve done your homework and cite something specific from their background that particularly struck you. Spell out why the opportunity lines up and point to credentials that will encourage them to take action.

Under the same umbrella of adding value, LinkedIn has found that 91 percent of marketing executives view the platform as the best place to find high-quality content. With this stat in mind, a good practice to develop is to use your profile to showcase case studies and post relevant articles, stats, and insights that pertain to your business. This will not only serve as an informal sales pitch that can be browsed through at a potential client’s leisure, but keep your profile active and engaging for those already in your network.

In a separate platform update, LinkedIn is also simplifying and reducing the amount of time spent to get recommendations and referrals from both your network and the larger LinkedIn community.

“Similar to how referrals can get you in the door for a job opportunity, our research says that 51 percent of business leaders that hired a freelancer found them through a recommendation; and 36 percent of them found the provider through social media,” said Vijayvargiya.

Here’s the four-step breakdown for how it all works:

  1. On your mobile device, click the share box to create a post, and then click on “Find an Expert.”
  2. Fill out information about the type of provider you are looking for. It’s important to include project details and expectations, so that you get the most relevant recommendations. This section will automatically fill out a draft post for you to share.
  3. Be sure to review your post and ensure everything looks good before publishing. You’ll notice we’ve gone ahead and added in some relevant hashtags to help your post get discovered.
  4. Share your post. You can choose who can see your post – whether you only want recommendations from your network, or if you want to share more publicly. Once you hit share, the audience you selected will now be able to see your post and either comment directly on the post tagging folks who might be able to help, or message you to share their recommendations privately.

Whether you’re looking for your next star copywriter, a job coach to help you navigate your next opportunity, or someone tech-savvy to help you revamp and rebrand your website – with these updates, LinkedIn will reduce the hassle and headaches as you develop your business.

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The post How to Use LinkedIn to Target the Professionals That Will Advance Your Business appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/09/how-to-use-linkedin-to-target-the-professionals-that-will-advance-your-business/

4 Major Platforms Pushing to Overhaul Vanity Metrics and What This Means for Marketers

The internet was founded on the promise of a digital utopia that would enable a natural flow of information sharing and connectivity. Today, however, we face an inflection point in which there are growing concerns that we’ve squandered this opportunity in lieu of chasing reach and scale and prioritizing content that distracts and interrupts, in turn promoting divisiveness and narcissism.

When a post doesn’t perform with big numbers, people instantly feel bad. Conversely, when they see a high volume of interaction they are triggered with an instant feeling of satisfaction equivalent to a hit of dopamine.

Several platforms are hoping to make radical changes addressing this issue. Let’s take a look at some of the latest updates making headlines and what they mean for marketers:

Instagram

Image via Instagram

Following the recent F8 developer conference this past April, Instagram announced that it would be conducting tests for a new feature that would hide users’ public like counts on videos and photos. Kicking off the process with Canada, likes would be hidden in the Feed, permalinked pages, and on profiles.

In a quote shared by The Verge, Instagram stated the motive behind the decision was that it wants followers to “focus on the photos and videos you share, not how many likes they get.”

Initially, the test was met with uncertainty regarding how it would impact how it would influence the way the platform was used, particularly by influencers who heavily rely on such metrics as a measure of how their content is performing. After a few months of testing, however, sentiments have seemed to shift with people acknowledging the benefits of the feature.

One user, Matt Dusenbury, shared, “Without seeing the likes count on feed posts now, I find myself more clearly focused on the actual quality of the content being posted.”

Instagram has yet to officially publish data around how effective hiding likes has been on people’s posting habits, but last week, as of May the test has expanded to six more countries: Ireland, Italy, Japan, Brazil, Australia, and New Zealand.

Individuals who are part of this test group can still the number on their own content as long as they tap through it, but must opt-out in order to show the likes publicly.

Facebook

— Jane Manchun Wong (@wongmjane) September 2, 2019

Fast-forward to this month, Instagram’s parent company is taking a few notes and confirmed to TechCrunch the platform is contemplating hiding the Like Counter on News Feeds posts in an effort to dissuade censorship and inhibit sentiments of envy. In other words, there is a desire to take away the popularity contest that comes with engaging on the social platform.

The test was first reported by Jane Manchun Wong who took to Twitter to reveal that she had spotted Facebook prototyping the hidden Like counts within its Android app.

No further details have been shared by the platform regarding exact motives, or any schedule for starting testing but one can assume it would be gradual to allow for implications with respect to response and ad revenue from brands to be identified.

USA Today recently shared some feedback that has already surfaced on the Internet regarding the potential move.

“Bad thing,” said Facebook user Phil Leigh, “Likes give the poster a way to measure whether her content is useful to others, especially as it is tracked over time.”

On Twitter, reviews were mixed, some claiming they have since stopped using Facebook, others pointing to a reduction in scalability. Monica Reddy, however, is an advocate for pushing back against the notion that dominant the social landscape of ‘keeping score.’

YouTube

Per a recent Marketing Land report, as of this month, YouTube will begin showing abbreviated subscriber counts for channels with 1,000 or more subscribers.

“Beyond creating more consistency, ​this addresses creator concerns about ​stress and ​wellbeing, specifically around tracking public subscriber counts in real-time.​ ​We hope this helps all creators focus on telling their story, and​ experience less pressure​ about the numbers,” explained a YouTube team member on the site’s Community Forum Blog.

Creators and Developers instantly had questions and expressed a desire for more details about how the YouTube Data API Service would change. The platform clarified describing that Creators will still be able to see their exact subscriber numbers in YouTube Studio and YouTube analytics. Examples outlined how public-facing subscribers counts would now appear. For instance, channels with 12,345 subscribers would show a subscriber count of 12.3K, channels with 1,234,567 would show 1.23M, and channels with 123,456,789 subscribers would display a subscriber count of 123M.

As far as reactions, one individual, Martyn Littlewood pointed to the impact this would have on brand partnerships and their accuracy stating on the forum thread, “Business partners could go elsewhere if they believe their quota can’t be met — alternatively it could low ball initial offers from them and undermine brand deal opportunities. Sure, you could argue that they [brands] will get in touch, then you can send accurate information, but what if they never call at all?”

Another, Terry Ghast, raised similar concerns about authenticity claiming, “If this is to discourage ‘cancel culture,’ make this an optional setting that is defaulted to abbreviation but still allow viewers the ability to turn it off so they can track sub count to celebrate milestones together…Showing full sub count would be a badge of authenticity, and more believable than abbreviated. Please listen to the community and not be caught in your echo chamber.”

LinkedIn

This past Spring LinkedIn rolled out a new assortment of reactions targeted to provide ‘more expression ways to respond to the variety of posts you see in your feed.” Added options including Love, Celebrate, Insightful and Curious also serve the purpose of helping users better understand the impact your posts are having and additional insight into why someone is engaging with the piece of content.

“We took a thoughtful approach to designing these reactions, centered around understanding which ones would be most valuable to the types of conversations members have on LinkedIn,” said LinkedIn’s Cissy Chen in the official announcement. She pointed to examples as to how each could be used for instance using Celebrate to praise an accomplishment or work milestone, Love to express deep support around topics of work/life balance and mentorship, and Insightful or Curious when you encounter a thought-provoking idea.

What does it all mean?

Now that we’ve broken down the latest proposed and existing changes across these major platforms, let’s dissect what this means in the grand scheme of marketing.

Influencer content specifically will pivot to more higher quality content as metrics they’re accustomed to leaning on won’t carry as much weight as they previously did. What the hope is with this transition is that we will ultimately see cases of deeper, more meaningful engagement through incentivizing users to focus more on the content and not on the competition. For instance, it may pave the way to a spike in commenting behavior which arguably is more productive than a simple ‘thumbs up’ or ‘thumbs down.’

On the flip side, without such easily trackable metrics, influencers inevitably become harder to scout.

For brands, hiding the number of likes makes it more challenging to legitimize their partnerships and in fact, may discourage them from working with influencers and instead lean on targeted ads as guaranteed drivers of the results they’re after. If they do decide to collaborate with an influencer, they’re more likely to put paid media support behind their influencer posts, and also opt for ephemeral content that has a finite lifespan before it disappears.

Ultimately, there are pros and cons to this movement but one thing remains clear: it has the potential to radically change the social media system we’ve come to know over the past decade.

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6 Platforms to Add to Your 2019 Paid Social Toolkit

Paid social is becoming a crowded space, with 97% of marketers reportedly dedicating money to advertising through social media. Between the growing audiences of these platforms, and the rising cost of similar ads in search, ad spends across social make far more sense to the budget-conscious and the efficiency-obsessed. To that end, Hanapin Marketing takes time every year to assess the state of the paid social marketing landscape, and this week they shared their latest learnings with the world.

Where is most of the crowd congregating? To the surprise of no one: Facebook, who has garnered the attention of 91% of the surveyed population. Brand managers and agency reps aside have grown to depend on it for reliable reach and sophisticated analytics. But in a number of ways, new platforms are rising to rival its dominance…especially as 26% of marketers reported they plan to spend less on the platform throughout 2019.

Who stands to benefit from this shift in spending? Depending on your area of comfort with content creation, the age and engagement of your audience, or your “why” for advertising on social, the following spaces could be yours in which to shine.

The Video Villages: YouTube and Instagram

“We are becoming conditioned to favor video as a means of communication,” Hanapin reported in their study, “and it is unsurprising that social media consumption would reflect that behavior.” Moreover, it is unsurprising that platforms who are friendly to video – both algorithmically and in terms of features – will rise quickly as this conditioning takes root. As such, Instagram and YouTube were the two platforms Hanapin found that have the biggest chance of rivaling Facebook.

On each platform, highly dynamic ad formats were found to be both incredibly popular and highly effective. For YouTube, pre-roll (skippable) ads are far and away the most frequently used format; even when skipped, they do play a role in consumer decisions. And for Instagram, compelling Story Ads have fast become the most effective form. Not only has each become more hospitable to how we regularly consume content, but the interfaces that allow us to craft and place ads have grown in sophistication—making our time and energy in these spaces ever more worthwhile.

The Comeback Kids: LinkedIn and Snapchat

LinkedIn and Snapchat are working hard to reclaim their onetime glory not just by improving the offerings on their sites for users, but also growing and improving the ad experience for marketers. And while these ads don’t necessarily do the blockbuster numbers that the top three platforms get, you can get results in a highly specific market if you use these spaces wisely.

Hanapin cites LinkedIn as the platform that currently “pays [most] attention to the needs and priorities of their advertisers.” For the site, a recent overhaul of their Campaign Manager has allowed for highly specific ad targeting. And as more users flock to the platform to take advantage of their live video, document sharing, and educational offerings, those seeking to reach a business-minded client will do well in the space. Meanwhile, Snapchat’s burst of new features and partnerships make it a highly attractive option for those seeking to reach a younger audience. 71% of users are under 24, and 45% are 18-24. This means that spending your time in this once-again booming ecosystem means crafting ads that appeal to that age group: compelling, captivating, and befitting of the space Snap has cultivated there. As with LinkedIn, the clientele is considerably more specific; your approach there should adapt accordingly.

The Dark Horses: Quora and Reddit

“Quora was predicted in last year’s report to be an up and coming platform for advertising,” Hanapin shared in this year’s report, “and it sure has proven itself.” While numbers are still small for paid social, investment in ads on the question-and-answer based platform has quadrupled in 2019. Much of this can be attributed to the attention Quora itself has given to advertising; they’ve released 5 beta programs to target and place ads, and stand to release several more before year’s end. You’d be wise to explore the platform before it too gets crowded; 27% of marketers want to up their spend there (compared to 9% the year before).

For the fringe treatment that Reddit often gets, Hanapin rightfully points out the highly engaged and authentic nature of its users, additionally sharing that its average use and engagement outpaces other outlets we look to more readily for advertisement—including Twitter, Pinterest, and the aforementioned Snapchat and Pinterest. As with Quora, their ad targeting, reporting, and campaign management tools are continuing to evolve, likely to anticipate more advertisers wanting to be there. For brand managers and agencies hoping to help clients stand apart, this pair of rising platforms could be worth your time, energy…and ad dollars.

The full report is worth a read for all marketers, whether you’re actively looking to reconsider your paid social approach, or if something in this rundown caught your eye. How will you let Hanapin’s insight frame the future of paid social for your organization?

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Marie Kondo-ing Your LinkedIn: The LinkedIn Audit Blueprint to Help Your Profile Shine

We wish for you to have the very best, most fulfilling career possible, doing work that you love.

And one of the best routes to that dream job is having a dreamy LinkedIn profile!

We’ll show you how.

Today we’re giving you a checklist for a LinkedIn makeover. We’ll provide many different ways to optimize your LinkedIn profile and boost your presence – and the presence of your brand – so that you can shine.

Whether you’re looking for your next great job, seeking to grow your thought leadership, or wanting to build a better brand, we have the tips for you. Keep reading below to find out the best ways to make over your presence on LinkedIn … today!


Start here: What is your goal for your LinkedIn profile?

That is a BIG question.

For the most part, we’ve seen this break down into three categories:

  1. First, People looking for new opportunities, be it jobs or clients or speaking engagements.
  2. Second, People looking to use LinkedIn for thought leadership. This would mean more of a focus on publishing on LinkedIn and then a clean profile that supports that.
  3. And third, Professionals looking to maintain a strong personal brand

Once you know what your goal is with LinkedIn, your strategy then becomes clear

If your goal is job hunting …

you want to make sure your current profile accurately fits the job you’re applying for — kind of like the saying, “dress for the job you want, not the job you have.” And you’ll also want to build up a collection of solid recommendations.

If your goal is to be known as a thought leader …

you want a clean and professional profile. You’ll be publishing on LinkedIn a lot, so you want to make the most of all that attention.

If your goal is to build a strong personal brand …

you’ll want to keep your profile up to date with work milestones and add new media examples as they come up.

If you want to see some examples of people doing this really well, here are a few names to check out:

Candice Galek, the founder of Bikini Luxe

Michaela Alexis, a LinkedIn trainer and speaker, and

Joel Gascoigne, the CEO of Buffer … a great example of a clean and minimal LinkedIn profile for an executive.

So now that we’ve covered the “why,” let’s get into the “how.”

These are the specific ways to make your LinkedIn profile the very best it can be, starting from the first impression.

1. Choose an ideal profile photo

Your profile photo is key for your entire presence on LinkedIn.

Not only is it the centerpiece of the profile itself, your profile photo is the visual that is used in connection requests, in Groups, and anytime you post or comment on the LinkedIn feed.

This might go without saying, but I’ll say it anyway:

Use a high-quality, professional profile photo.

Individuals shouldn’t use a logo or graphic for the profile photo. Choose a picture of yourself, not your business or brand.

And definitely don’t leave the photo blank. This is a fast track to getting your connection requests ignored.

Your LinkedIn profile performs best when people can see the real “you” in your profile photo. Treat it like you would any other profile picture on any other social network.

There are a handful of different scientifically-proven ways to have a great profile photo. Here’s the short list of do’s and don’ts:

Do:

  • Be sure to smile, and show your teeth
  • If you’re dressing up, go with dark-colored suits, and light colored buttondowns
  • Make sure your jawline shows a shadow
  • Crop the photo with either Head-and-shoulders, or head-to-waist

Don’t: 

  • No hats
  • No sunglasses
  • Avoid sex appeal

One of the most popular pieces of advice for great profile pictures is to “squinch.” It’s a little trick you do with your eyes — kind of like a squint and kind of like a pinch. The goal is to reduce the distance between the bottom of your eyelid and your pupil, to avoid the “deer in the headlinghts” look in your photos.

Regular expression on the left, “squinch” on the right

For an objective opinion, you can use the photo tool Snappr.

Snappr can determine how well your photo will perform based on all of the attributes we just discussed. It uses image recognition to tell you exactly how to make your image better.

Sample Snappr results for analyze a LinkedIn profile photo (courtesy of Snappr)

One of the things that Snappr might tell you — and something I notice on LinkedIn photos every now and then — is that you have a busy background. There’s a tool for that, too! Remove.bg magically cuts the background out of photos so that you can swap in something more appealing.

Sample of remove.bg’s magic touch (image courtesy of remove.bg)

2. Be thoughtful about your cover photo

For the Cover photo, many people stick with LinkedIn’s standard image, which is a great option. At the moment, this image is an illustration of connected dots on a blue-and-teal gradient.

However, if you want to spice things up — and especially if you have an image that reflects your personal brand or company — then definitely opt for that. We’ve seen some great examples of branding with the cover photos.

To save you some Googling, the dimensions for a LinkedIn cover photo are (currently) 1,584 x 396 px. You can create this with a custom tool like Canva or with a more powerful design product like Figma or Sketch.

We’re also big fans of Unsplash for stock photography as well. Tons of good photos to choose from there!

3. Write a great headline

In addition to appearing at the top of your profile, the headline is also what people will always see by your name as they’re scrolling around LinkedIn. It’s a short bit of text that carries a lot of potential!

Most commonly, people use the headline to state their current work position.

But you can use it in a variety of ways.

Founders might use it to promote that their company is hiring

You might use it to advertise that you’re looking for new opportunities with work or speaking.

One of our best tips about the headline is a simple — and fun — one: Always be experimenting with your headline.

Don’t be afraid to try something new.

As you change positions be sure to update your LinkedIn title but also feel free to get a little creative here. Your LinkedIn headline will be the bit about you that people see when they search for your name or your profile pops up as a recommendation to connect with.

Make the most of it!

For instance, Michaela Alexis – one of the profiles we mentioned earlier – includes a detailed list in her headline:

Others include eye-catching emoji:

4. Tell a story in your About Summary

With the summary, you have a great opportunity to tell a story about who you are and your career journey. It truly is a space to stretch your storytelling muscles. We’ve seen great profiles that are close to 2,000 characters long — mini blog posts!

The summary can be underutilized. It really is a great place to highlight your strengths and provide an overview of your career. When you’re writing your summary, think about these questions:

  • What does your company do?
  • How does your company benefit its customers?
  • What campaigns or projects have you been a part of?
  • And it’s often fun to close with your special interests outside of work.

It’s typically recommended to avoid highlighting your current experience too much, because there’s space for that in the Experience section, which we’ll get to in a minute.

The summary gets premium placement on your profile, too, in the section immediately below your name, headline, and profile photo. So it’s definitely worth spending time to get it right!

5. Add relevant, eye-catching media

Media includes things like links and attachments, which can be a great way to highlight a host of different things: speaking experience, articles you’ve written or been mentioned in, and any other media that is a positive reflection of you professionally.

For instance, if you work in social media, you could consider adding blog posts you’ve contributed to, case studies about your social performance, or links to big campaigns.

We’ve also seen people include portfolio samples and projects that they’ve worked on.

https://buffer.com/library/wp-content/uploads/2019/06/Sample-media-in-About-section-LinkedIn.png

6. Be active on LinkedIn. It shows!

Right after Media is a section for Articles and Activity. This is where a history of your LinkedIn activity will appear — this includes one column for the articles you’ve written on LinkedIn and a column for the posts you’ve shared and the comments you’ve made.

If you’re looking to use your LinkedIn profile for thought leadership, then this can be a really valuable space to invest in.

7. Update your Experience to be relevant, current

I like to think of this section as the resumé section because it’s essentially a history of where you’ve worked.

One of the biggest opportunities we see on LinkedIn is removing irrelevant experience from your profile.

We see so many people leaving on experience that they might not need to have on there. Yes, it’s possible to have all of your experience on your LinkedIn, but that doesn’t mean that you need to. If you would prefer to leave some things out that’s perfectly fine.

One good way to think about it is: what narrative do you want to craft about your career?

If you can answer that, then you’ll be able to select your work experience accordingly.

Two other quick tips on LinkedIn’s Experience section:

  1. Mind your verb tenses. We often see people who have a job from five years ago but still have in the description “I do this here” instead of, “I used to do this here.”
  2. Show your progression at a company. You can nest promotions within the same job — rather than having to create a new job each time.

8. and 9. Fill out your Skills. Give and receive Endorsements.

Skills are the specific skills you list like “Public Relations” or “Public Speaking.”

Endorsements are the number of people who have said that you do have this skill.

LinkedIn lets you pin three skills to your profile, and the rest are only visible if someone expands the section. Fun fact: the most in-demand “hard skill” of 2019 is cloud computing, and the most in-demand “soft skill” is creativity.

We recommend choosing three skills that fit with your goals — whether that’s finding new opportunities, building a brand, or getting more thought leadership.

Also worth keeping in mind is that others can endorse you for specific skills. And LinkedIn will highlight whether you’ve been endorsed specifically by others who are highly skilled in the skill you’ve added.

If you are looking to get more endorsements, I’d recommend endorsing your friends and contacts and then asking if they might be up for doing the same.

10. Pay it forward by giving Recommendations to others

At the bottom of your profile are the recommendations you’ve received and the recommendations you’ve given. Any recommendations you’ve received by your contacts are visible on your profile unless you’ve hidden them.

Having several strong recommendations for recent roles will add a level of credibility to your profile if you’re job hunting

At the same time, if your profile only has a handful of recommendations from very old work experiences, it might be worth removing them or asking for new recommendations to display.

And you can pay it forward as well by giving recommendations to others.

LinkedIn displays any recommendations that you give. This section is a great place to show off that you’ve been supportive of your colleagues or direct reports in previous roles.


Note: Many thanks to Buffer’s Head of Public Relations, Hailley Griffis, for allowing us to reshare some of her tips for LinkedIn here. You can read more at Hailley’s blog.


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About The Science of Social Media podcast

The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing tactics from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each and every episode.  It’s our hope that you’ll join our 27,000+ weekly iTunes listeners and rock your social media channels as a result!

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