Rachel Brauer
  • Home
  • about
  • Blog
  • Portfolio
    • Social Media Management >
      • Consulting
      • Adolescent Health Initiative
    • Writing Samples >
      • The State News
      • College of Nursing
      • Her Campus
    • Event Promotion
  • Contact

Your 2020 LinkedIn Marketing Strategy

1/27/2020

0 Comments

 
LinkedIn, a professional networking site with over 600 million active users, is a social media platform that I never thought I would endorse. 

But here we are.

In 2020, LinkedIn closely resembles Facebook in 2012 before it became oversaturated with ads, social selling, and political clickbate.

Because, let's face it, marketers ruin everything. 

LinkedIn's organic reach right now is unreal -- so I advise taking advantage of this opportunity by leveraging the platform.

​But first, you need to leverage your profile.

Your LinkedIn Profile should serve as a resource, not a résumé

Many make the mistake of using their LinkedIn profile as just a virtual resume that they log into when they are job searching. And while showcasing your skills and experiences is important, there is also an opportunity to build a personal brand.

Start by editing your header image to reflect your industry/niche. Your header is one of the first elements people see when they view your profile. Canva is a good, free service for non-designers to play with graphics. ​
Picture

Your about section, located underneath your header, should read like a sales page

I would also edit your Headline, or the blurb underneath your name, to reflect what kind of services you provide. For example, I wrote what I do (Creative Marketer), and the type of content people can expect from me (Women Empowerment, Marketing, Mindset, & Creativity). 

Another good rule of thumb is that your profile picture should match those of your other active social media accounts. Doing so allows you to build brand recognition across platforms.

​Your "About Section" is prime real estate - meaning, it's the perfect area to tell your LinkedIn connections and any onlookers what you do, how you do it, and why. Don't forget to include a CTA at the end with methods on how they can get in touch with you.
Picture
How to position yourself as a thought leader
You may be wondering, 'what is thought leadership?'

Thought leadership is positioning yourself as an expert in a subject matter that is connected to the challenges your customers face. In fact, businesses are expected to share their insights and ideas across channels to establish expertise. Doing so also reinforces your market value. 
 It isn't pushing your product or service in every post. 

Another way to think about what topics you can post about it to go back to your brand pillars. Remember how I mentioned plugging the type of content people can expect from you in the “Headline” of your profile? This is where you be true to your word and curate content around those pillars.

  • Talk about things that matter to you
  • Chime in on your thoughts of the company's leadership
  • 30-second to 5-minute long videos
  • Distribute content across channels
  • Re-post content in other LinkedIn groups with a different stance

The true value of thought leadership is in building trust with your audience. But more importantly, showing up consistently and authentically, on any platform, gives your audience permission to do the same. 

As Bréné Brown says, "Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our true selves to be seen." 

The point of LinkedIn, like any other social media platform, is to drive engagement. 

LinkedIn is owned by Microsoft, so right now, native videos and PowerPoints are performing well. (Check out Gary Vaynerchuk’s page to see how he’s leveraging PowerPoint in posts). As always, inviting people to comment on your post, whether that’s by posing a question or telling people to tag a friend, is a good method to gain momentum.
In conclusion
People think LinkedIn is a boring platform filled with stuffy people when that couldn’t be more incorrect. It’s a viable platform to build brand recognition for your business. Optimize your profile, make posts, interact with others, and you’ll be amazed by not only the traction you’ll gain, but the leads you'll generate. 

​Additional Resources
  • Viveka von Rosen - The “LinkedIn Expert”
  • Episode #301 of the Goal Digger Podcast: 5 Things You Need to Do on Your LinkedIn Profile Right Now
  • Episode #361 of Social Media Examiner: LinkedIn Page Content Strategy: What Marketers Need to Know
0 Comments



Leave a Reply.

    Hey there,
    I'm Rachel!

    Social media maven at your service! Read more about me. 
    Picture

    Categories

    All
    Blogging
    Inbound Marketing
    LinkedIn
    Personal Development For Entrepreneurs
    SEO
    Social Media Tips

    Archives

    January 2020
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    October 2017
    June 2017

    RSS Feed

Testimonials

"Rachel has done an outstanding job of weaving Michigan Medicine values into her work. She is intentional and thoughtful in her Marketing practices, and always brings care and integrity to her work. She actively challenges herself to be learning, and think critically about representing AHI and Michigan Medicine in the most responsive and inclusive way possible. Rachel is innovative in her approaches to Marketing and Communications. She constantly challenges AHI to think of new ways to reach their communities in a way that feels supportive. Rachel also incorporates team feedback into her work, and is always looking for ways to include more voices in the work. I’m proud of the work Rachel has done in response to meeting both AHI & Michigan Medicine values. She is a true asset to the institution and to the field."
-  Janine Driver, Marketing Specialist at the Adolescent Health Initiative.

"Rachel was my digital strategist for a year. I'm incredibly pleased with her innovation, work ethic, persistence, diplomacy, and creativity. She does more than sit back and let me dictate to her. She jumps in as a valued collaborator.  If needed, she has learned a new skill and pursued formal education to assist in any task I ask. If you have the opportunity to work with Rachel DO IT, she's like a whole team in one person,"
- Pamela Stewart, author.

"Rachel approaches all projects with heart and a lot of passion. She envelopes herself in the subject matter of her work, and she strives for perfection. She's not afraid to reach out when she needs help, wants to do more, or is looking for another perspective on things. Rachel is someone I would turn to for projects that need a creative lens or greater sensitivity. She is encouraging -- both personally and professionally -- and cheers for all to succeed. She's sure to bring an aura of positivity wherever she goes,"
- Caitlin Taylor, Communications Coordinator for Airport Community Schools, former Editor-in-Chief of Her Campus-Michigan State University.

"Rachel has gone above and beyond for Project LETS-MSU. She has brought many incredible ideas to the table and has never failed to execute them. Her creativity and passion is definitely noticeable in her work,"
- Sonali Solanki, former President of Project LETS-MSU. 
  • Home
  • about
  • Blog
  • Portfolio
    • Social Media Management >
      • Consulting
      • Adolescent Health Initiative
    • Writing Samples >
      • The State News
      • College of Nursing
      • Her Campus
    • Event Promotion
  • Contact