Unlock the Power of LinkedIn for Personal Branding and Lead Generation

Staying ahead in the business world sometimes means rethinking everything. That’s why TechMD was thrilled to host LinkedIn expert Richard Bliss for a masterclass on leveraging LinkedIn for personal branding and lead generation. Attendees were surprised to learn that the traditional rules of social media do not apply to LinkedIn and gained actionable strategies to amplify their impact on the platform. Here’s a recap of some of the key takeaways:

LinkedIn Profile Optimization

Gone are the days of meeting someone in person and then scoping out their online presence. Now, profile peeping is often the first point of contact, followed by the decision of whether to engage further. Your LinkedIn profile often serves as your first impression, so it’s crucial to make it count.

4 key LinkedIn profile elements

Headline. Your headline should clearly convey both your role and your employer.

About. Carefully review the copy in your “About” section. Readers should feel rewarded for taking the time to click “Read More,” so ensure your description is engaging and comprehensive. Use a general overview of your capabilities and experience rather than very specific details or, even worse, a copy-pasted version of your resume.

Profile photo. Your photo should be current, focusing on your head and shoulders, allowing someone to instantly recognize you in person. Hint: If you’re wearing a tuxedo or formalwear because the picture was taken at a wedding (yours or someone else’s), it’s time for a different photo.

Background photo. Keep in mind that most LinkedIn profiles are created on a desktop, but the majority are viewed on mobile devices. Avoid text or features that are difficult to read on a smaller screen. Choose an image of something personal to you. For instance, if you live in an area with a beautiful harbor, consider using a photo of it.

Insights into the LinkedIn Algorithm

Unlike other social media platforms, LinkedIn prioritizes meaningful conversations over virality. Each post and comment on LinkedIn is scored based on specific criteria, which contribute to your overall LinkedIn score. Understanding the algorithm can help you tailor your content for maximum visibility and engagement.

Content creation techniques

Crafting content on LinkedIn requires a different approach than other platforms. LinkedIn only shows one post, per user, per day to a small percentage of their followers (ranging from 1% – 10%). This includes reposts. Any subsequent posts are hidden from followers’ feeds. To maximize the number of followers a post is shown to, Bliss recommends the following:

Post should be text only, limited to 100-150 words.

Do not include links to other websites. If a link is crucial to the message, Bliss advises sharing it in a comment to the original post or adding it to the post once it has been shared via an edit.

Do not include an image, unless it is a personal image (as opposed to a stock image).

Strategic commenting

Strategic commenting is a powerful way to amplify your impact on LinkedIn. Unlike posts, comments are shown 100% of the time. Here are some tips for writing a comment with maximum impact:

Comments should be at least 5 words, ideally more.

Acknowledge the post’s author by @mentioning them.

Restate the key points of the original post, followed by your own insights.

Just like with anything, consistency and frequency are key. Bliss recommends the “3 x 5” rule; aim to make three comments on LinkedIn per day, five days per week.

Additional resources

By upgrading your profile, crafting thoughtful content, and engaging with strategic comments, you can boost your profile views and amplify your impact on LinkedIn. For more detailed strategies and insights, watch our webinar, “Unlock the Power of LinkedIn for Personal Branding and Lead Generation.”

About TechMD and Richard Bliss

TechMD is committed to empowering clients through technology infrastructure and IT support, as well as providing value-added educational opportunities. Contact us to discover why more companies rely on TechMD as a trusted IT company and extension of their core team.

Richard Bliss is a renowned LinkedIn expert and top social selling trainer. Recognized as one of LinkedIn’s Top Voices in Sales and Digital Engagement, Richard brings a wealth of expertise to help your team master the language of social media.