Learn about the biggest mistake people make on LinkedIn, and why you need an ROI for your social strategy and LinkedIn in particular.
- [Instructor] Do you know what the biggest mistake is people make on LinkedIn? Not having an account, not updating it, not having a picture, or having just a few connections are all great guesses. But let me help you. It is using LinkedIn as a billboard rather than as a tool. And here's what happens a lot. People get several invitations. At a certain moment of time they feel like, "Hey, LinkedIn is here to stay. "Let me set up and account." So, they set one up. They fill out a couple of details in their profile, but all very basic, almost like a CV.
Then they accept a number of invitations and that's it, that's where they leave it at. Then, they're unaware that when people look them up, they aren't making a good first impression. In this era of social selling, people do look you up online before getting in touch with you. In fact, about 57% of the decision to do business with you has already been made before prospect gets in touch with you. That's why your return on investment, or ROI, on social media is so important, especially with LinkedIn.
It all starts with your profile and your visibility. Take a minute and Google yourself. What comes up? Okay, for some people, we don't want to know. But, seriously, what happens if people don't find you? What happens if you don't look good online? Nothing. They go elsewhere and you missed out on the opportunity. Then, you need to consider your presence and connectability. The ROI is about how strong your network is. Sometimes, colleagues are not connected.
If you are looking for a supplier and they are not well-connected internally, you might think that they work in a siloed organization. Do they even talk to each other? But, also, imagine if you're in a business development capacity and you only have 25 or even 100 connections. Would prospects still take you seriously? For the record, I'm a fan of quality connections. The quantity is also important, but less relevant. Your third level is about your participation.
When you start posting status updates, liking, commenting, and sharing, or even participating in groups, it all contributes to an increase of your likeablity. You acquire a reputation for being informed within your context. For example, if you want to know something about the finance industry, Tim is your go-to person. You will be top of mind, preferably, for your target audience. These first three levels are mandatory for everyone in an organization. But thought leaders, or aspiring ones, have two additional levels they must attain.
The next level is about developing your credibility. When you start to publish long articles, you start to gain a following. You're raising your personal brand and your social capital. The final level is when you increase your trust. By positioning yourself as a thought leader, people start to see you as a role model and a respected leader. They'll start to show up and want to belong to your team. So, bringing it back to you. Your profile needs to stand out on LinkedIn. You need to be perceived as a top professional who people want to do business with.
You not only need to look good online, you also need to attract new prospects. Be a great advocate for your organization and, above all, start using LinkedIn as a tool, rather than a billboard.
- Identify strategies to make your profile more easily discovered.
- Recognize the characteristics of an effective profile picture.
- Determine the best structure and content for a profile headline.
- Explain the main objective of a profile summary.
- Recall two elements of a LinkedIn profile that will increase the likelihood that people will find you in searches and follow with the next step.
- Recognize the types of information LinkedIn can facilitate within the education section.
- Identify the best way to keep your LinkedIn profile up-to-date and complete.