Project Worksheet - LinkedIn
Here are my notes:
- Question: Who are we trying to reach? Why LinkedIn (it's where our audience is)
- Question: What are your goals? Objectives? KPIs? (increased Brand Awareness /followers)
- Question: Where does LinkedIn sit? (The only platform useful to our industry)
- Question: What resources do you have etc Tools? (everything necessary to create & learn)
- What are you content objectives? Inspire/Awareness/Engagement/Educate/Conversion? (all of the above)
Perfecting your profile:
Header image (profile banner) - done
Profile picture - recent / recognisable / professionally shot - done
Same with the company page - done
Engagement
Mix of content - keeps it interesting
Video / Visuals / Graphics / Inclusion / Job posts / return to core messages / strong ethical values / stories about people - some additions to current strategy here, will implement
Campaign Manager
Leads, engagement, measure, optimise activity - better to use for insights gained from campaign analytics. - almost ready to launch first campaign
What can you use
Steal from the Bank: (Bank of America example)
strong visual style
engaging mix of formats
core themes to return to
Will implement ideas from here
Good example (software)
Salesforce: make it clear they’re the leader
Product showcases / demo’s - increases leads
Company values
Lead generation pieces (ebooks) - add email
strong visuals - images / colourful content
Video demo’s - leads to more sign ups / followers
Sales Navigator - generates sales leads (research more effectively - dig out prospects)
Look at the data - gives wealth of data - do more of what works
Don’t be too pushy - don’t pounce into DMs / follow etiquette - and NURTURE don’t flog
Paid campaign: what would it promote
Good advice here
Attracting top talent
Budget amplifies reach - job promotion gets a good news story out there (business is well)
See FEDEX as an example
Join our team - use jobs mechanism - etc
Place people at the forefront of everything they do - day in the life - leadership team (#teamfedex)
Clear CTA in about page
Consistency - positive tone of voice about people - tag people - sheer volume of posts
Rich mix of content - polls - video - distinct from the other platforms (other platforms different)
LinkedIn Recruiter (Premium option)
Jobs focused activity: - done from a personal page - why would you want to apply - cta / written / enhancement opportunities
Definitely can add some insights to current strategy from this.
Mistakes to avoid
No pushy sales
No bad language or arguments - take it offline asap
Avoid emotion / sweetness / softness - keep it on another platform
Keep the content different on different platforms etc - schedule differently / create differently
Ad campaign - don’t just run/run/run - REFINE - REFINE
Personalise invitations - when you connect - done!