As you can see, we are continuing with our 2023 theme: “This Year, Make Personal Branding A Priority.” Building a personal brand on LinkedIn opens the door to an audience you might not reach on other social channels. And because LinkedIn is one of the most trusted channels, your ability to establish yourself as a thought leader is enhanced.
As discussed in “Why Personal Branding Matters,” your personal brand cements you in the minds of your audience and establishes you as an authority in your industry.
You might think LinkedIn is only for B2B brands, but that would be a mistake.
B2B companies may dominate the channel, but the presence of B2C and D2C brands leveraging LinkedIn’s power to build brand awareness and generate demand for their products and services is growing.
And for a good reason.
LinkedIn professionals are also parents or take care of family members. They also buy gifts, clothing, art, consumer and tech products, read books and take vacations. In addition, they’re interested in restaurants, self-improvement, and entertainment.
If you haven’t yet read “Why Personal Branding Matters,” take a look. It’s filled with tips on developing your personal brand.
Why You Should Build A Personal Brand On LinkedIn
Consider the latest statistics:
- As of November 2022, there were more than 875 million LinkedIn users in more than 200 countries.
- Facebook and Instagram have more users, but the daily interaction rate on LinkedIn is higher. According to LinkedIn statistics, the platform experienced a 22% YoY increase in the number of feed updates viewed and a 25% YoY increase in public conversations on the platform.
- You can reach more than 808 million potential customers through paid content marketing. LinkedIn enables precise targeting, empowering you to deliver your content to your target audience. In addition, promoted content is published within the user’s feed, creating a seamless transition for brand recognition.
- LinkedIn ads were more effective at driving brand lift than other platforms for b2b and b2c brands. (Nielsen study)
- Nearly 60% of LinkedIn users are between 25-34 years old.
- Most users earn more than $75,000.
According to Statista, LinkedIn was the second most important social media platform for B2B and B2C marketers worldwide. (Facebook ranked 1st)
1. LinkedIn Profile Optimization
Optimizing your profile is the first step toward building your personal brand on LinkedIn.
Many LinkedIn users think of LinkedIn as just another resume. Treating it this way will not help you build your personal brand or drive customers to your brand. Instead, think of LinkedIn as a companion website.
Create a Compelling Headline
The platform has character and text limitations, so you must be strategic in presenting yourself. Nevertheless, your headline is one of the most critical elements in your LinkedIn profile. A user will first read your headline when you send a connection request. So you have 220 characters to express your vision and mission.
Make it pop!
Use keywords related to your brand and deliver a compelling reason why that person should accept your connection request.
Choose an engaging headline image, something that reflects your vision and mission. And be sure to upload a profile image. LinkedIn prefers your photo, but you do have some discretion.
Write A Strong Summary
The About section is the next most critical element in your profile. Here is where you can amplify your personal brand on LinkedIn.
You have only 2,600 characters or roughly 370 words to express who you are, what you do, why you do it, and what differentiates you from others in your niche.
A compelling About section with more than 800 million users can help your brand stand out.
Your summary is not your resume. Later, you’ll provide specific details about your professional and educational experience. So give just enough to pique interest.
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- Use the About section to amplify what motivates you, your passions, and your successes.
- Use keywords that potential customers might use when searching for information on the platform. For example, let’s say you are a personal fitness coach. A potential client will search LinkedIn using the keywords fitness coach or the hashtag fitness coach, exercise, healthy, or perhaps personal trainer. You want your profile to show up on the first page of results, so be sure to use keywords that are relevant to your niche.
- Keep your text conversational. Write in the first person, using pronouns such as my, I, and me. Keep it authentic to your personal brand. Think about how you would talk if you and the reader were face-to-face.
Highlight Your Skills And Experience
Your skills and experience section is critical to landing that perfect job or advancing your career. But, this article focuses on building your personal brand on LinkedIn. There are many resources on the internet that provide tips for polishing your skills and experience section to attract recruiters.
Nevertheless, you want to provide an accurate summary of your skills and experience, highlighting those accomplishments that amplify your personal brand.
Remember, your brand helps to differentiate you from others in your industry. In addition, it creates authenticity and trust between your company and your customers. Your customers learn who is the face behind the company.
So, your resume section should provide a concise story of how you developed your expertise and have become a thought leader in your industry.
Ask For Endorsements
Word-of-mouth marketing works on LinkedIn too. Nothing is better than endorsements from colleagues and others familiar with your work. You can also ask customers who have worked with you to write an endorsement. The more endorsements you have, the greater your social proof.
Don’t Overlook Your Featured Section
Add Links to Articles or Videos You’ve Written or Produced
Here is where you can add some visual elements to your profile. First, add links to videos, podcasts, or articles you’ve written. These can be articles and videos from your website or other social media channels.
Provide a link if you’re podcasting or have been a guest on a podcast.
Create an engaging visual portfolio of your vision, mission, and goals.
Think about your audience and select your best-performing content that addresses their issues. Keep it fresh and engaging.
2. Build Your Network
Finding and connecting with relevant professionals is critical to building your personal brand on LinkedIn. Like all social media channels, success depends on connecting and meaningful engagement with others.
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- Be strategic, and don’t spam people with connection requests.
- Begin by finding interesting people to follow and start commenting on their posts. They might be people in your industry or niche who are likely interested in your products or services.
- Next, check out your competitors’ business pages. If you find valuable information posted on their pages, leave a comment and tell them what you found helpful.
- Then follow up with a friendly, personable request to connect.
3. Engage with Your Audience
Sharing Relevant and Valuable Content
When building your personal brand on LinkedIn, one of the most critical elements is to refrain from using your profile to sell your products or services. Instead, give your insights on trending topics that may or may not be directly relevant to your business.
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- Share your story.
- Talk about the daily challenges of managing a small business, especially during economic uncertainty.
- Provide valuable information relevant to your niche.
- You’ll build your connection and follower base much more quickly if you provide actionable tips for your audience. You’ll become a trusted voice, and this will translate to sales for your business.
- Maintain consistency. A daily posting schedule is great, but not everyone has the time. So whatever you choose, be consistent.
Participate in Conversations and Discussions
LinkedIn is a social channel. Like Facebook, Instagram, and Twitter, participating in conversations and discussions is vital to growing your followers.
Collaborate with other professionals in your niche. For example, participate in webinars and live events related to your industry. By collaborating, you’ll extend your brand’s reach and simultaneously boost your business’s awareness.
Bottom Line
Building your personal brand on LinkedIn requires time and a strategic focus. In many ways, it’s similar to building brand awareness for your business.
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- Optimize your LinkedIn profile.
- Develop your profile page like a miniature version of a personal website.
- Use relevant keywords in your About (summary) section.
- Tell your story simply and personally. Use first-person pronouns and make it conversational. Skip professional jargon and keep your business out of the conversation.
- Add an engaging banner that reflects your vision and mission. Upload a professional headshot or another high-quality image.
- Connect with LinkedIn users relevant to your industry and your personal branding goals.
- Engage with others by reacting and commenting on their posts.
- Seek out endorsements and collaborations.
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