LinkedIn offers a free basic account that allows you to find and connect with colleagues, request and provide recommendations, and search for and view profiles of other members and companies.

However, LinkedIn Premium, a paid subscription, offers additional tools that help you connect directly with decision-makers, high-profile individuals, and other business opportunities that can take your career to the next level.

There are two plans for LinkedIn Premium:

1. LinkedIn Premium Career: Helps you get hired and advance in your professional life.
2. LinkedIn Premium Business: Provides detailed business insights and helps expand your business.

Today, we are focusing on LinkedIn Premium Business.

Are LinkedIn Premium benefits worth it? Let’s explore.

When is the Best Time to Get LinkedIn Premium?

Consider LinkedIn Premium if:

• You have a business and are patient enough to wait for results.
• You can afford the subscription without it impacting your life or business significantly.

LinkedIn Premium is a good investment if you have the budget, but the decision depends on the level of access you need to your professional network.

How to Maximise ROI with LinkedIn Premium?

Make use of these 3 key features to leverage LinkedIn Premium:

1. InMail

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InMail lets you directly contact anyone on LinkedIn, even if you're not connected. This is especially useful for bypassing the connection request step and starting direct conversations with potential leads.

2. See Who’s Viewed Your Profile

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Access the full list of people who visited your profile in the last 90 days. You can filter these views to identify specific LinkedIn users, which can help you gauge interest from prospects or candidates. When someone checks out your profile, it shows they may be interested in what you offer. Use that as an icebreaker to start a conversation.

3. Unlimited Searches

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The basic account limits your searches due to the commercial use limit. Premium Business removes this restriction, allowing you to conduct unlimited searches for professional activities like prospecting or recruiting.

Why You Might Not Need LinkedIn Premium?

Casual users can still maintain a professional profile with LinkedIn Basic. Here are a few scenarios where LinkedIn Premium may not be necessary:

1. Basic Networking

If you don't need deep networking for business or recruitment, the free plan is sufficient.

2. Starting Your Career

For those just starting their careers, the cost of Premium can be prohibitive. The Basic plan allows you to connect and build your network while giving and receiving recommendations.

3. LinkedIn Learning

LinkedIn Learning courses are useful, but there are many other online learning platforms that offer free or cheaper alternatives.

How to Get LinkedIn Premium for Free?

1. LinkedIn Premium Free Trial

You can try LinkedIn Premium for free for one month. Provide credit card details at the start, but you can cancel anytime during the trial month to avoid charges.

2. Offers for Students and Graduates

LinkedIn collaborates with educational institutions to offer free Premium access to students and graduates for 12 months. Additionally, Prime Student account holders can get six months of free Premium through LinkedIn's partnership with Amazon

3. LinkedIn Premium Discount

You can get a 50% discount on LinkedIn Premium for two months by starting a subscription cancellation and selecting "It's too expensive" as the reason. LinkedIn may offer the discount to retain you as a subscriber.

LinkedIn Premium isn't cheap, so weigh your needs against the features you want to use. Evaluate how often and in what ways you'll use these features for specific scenarios before making a decision.

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Millions of executives, entrepreneurs, and thought leaders have accounts on LinkedIn for one or both of two reasons: to know and to be known.

That’s why you need an engaging, trustworthy, optimised LinkedIn profile. An “optimised” LinkedIn profile, simply put, has all elements filled, and filled correctly, so that they all add up to form a highly esteemed persona for you.

Most LinkedIn users prioritise aspects such as the headline, profile picture, About section, and banner. But there are additional sections that, when optimised, could help make your profile stand out. Let's take a closer look at these.

Tip 1: Your LinkedIn URL matters more than you think.

When you first create an account on LinkedIn, you are given a default URL by the platform. You might find a combination of alphabets and numerals separated with hyphens to resemble your name.

The first favour you can do to your LinkedIn profile is to get rid of that encoded junk and replace it with a clean personalised set of letters forming your name. If that is unavailable, append a couple of relevant hyphens or add in your initials, and you’ll find yourself a LinkedIn profile URL that is readable and not messy.

Why should you do this?

The purpose this plays is a lot like a clean “first name - last name” like email address. It becomes easy to type out should someone look up your LinkedIn profile.

Tip 2: Your activity on LinkedIn forms a huge part of your Profile Optimisation.

Try looking up someone’s LinkedIn profile today. A huge portion of their profile will be occupied by their “Activity” section. This part reflects all your online activities like commenting, posting, resharing, and reacting to posts. From the external view, your latest 3 posts are displayed. Comments that you put out even a year ago can be visible on your profile if you haven’t made any other proactive LinkedIn output.

If there are very old comments or posts in your Activity section, your profile comes across as dead or inactive. That’s why it’s important that you regularly either put out posts on your profile or publish substantially valuable comments on other posts. This way, prospects that land up on your profile will know what you invest your energy into and are interested in.

Tip 3: There is a Patents and Publications section too.

If you wish to upload official documents of patents that you have won or important publications that you have authority over, then LinkedIn gives you a separate space apart from the Featured section to do so.

You will find this section when you click on the “Add profile section” button and scroll down to the “Additional” option. This special dashboard will stand out since not many of your peers might have patents on their name!

Haven't tried these features yet? I highly recommend giving them a try.

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Let's start with a story, shall we?

Meet Mia. Mia is a baker.

From her own kitchen, she runs a home bakery and serves hundreds of people in the neighbourhood each month. People love her desserts!

Like any ambitious entrepreneur, Mia wanted to expand her business. She wanted to own a small bakery where she can prepare her treats, buy all the necessary equipment, and build a team to help her serve more people.

To fund all of this, she knows she'll need to raise funds.

Once, Mia attended a FoodTech event with her team. They met Tina, a bakery owner who had achieved considerable success. As they conversed, Tina mentioned, "I’ve raised around $1 million for expanding my brand."

Mia's eyes lit up! Tina had all the experience she lacked. She could be a terrific resource.

Mia tried to ask a question, but Tina kept going on and on about her story. She talked about how she started baking in her grandmother's kitchen, how her passion for pastries developed, and how she turned her love for baking into a successful business.

The whole time, Mia was thinking, "Cool, but can you just tell me how to raise funds for my bakery?"

Finally, she interrupted Tina to politely pose this question.

Tina stared back for a second, paused, and then said, "That's a great question. You know, when I was trying to raise funds for my bakery..." and started with another 7-minute story about how she secured her first investment.

She never answered Mia's question.

Was Tina's story about fundraising any good?

No, it wasn't. Because Tina never gave Mia the one thing she wanted. Sure, it was entertaining, full of passion, and memorable anecdotes, but in the end, Mia walked away unsatisfied.

That's not a "good story." That's a waste of time.

The lesson? When you're telling a story, make sure it's clear to you (and the listener)—here's what's in it for them!

Always keep in mind the two ground rules of personal storytelling:

1. Have a Point

It’s your job to clearly communicate the purpose of your content. Everything you reveal should be around your point. Ultimately, if a story doesn’t serve, it can sound like rambling, a diary entry, or even gossip.

2. Set Boundaries

Authenticity doesn’t include spilling every shocking secret you know. Your story can be colourful without disclosing inappropriate details.

As you write, consider:

Do I need to say that?
Does this reflect who I am?
Do I want to be known for saying that?

Yes, stories hold power.

Sharing stories from personal experience is invaluable. It adds depth when you recount your journey and motivations for sharing your knowledge.

However, it's crucial to stay audience-focused. Writers must "check themselves" when it comes to personal writing.

Not all social media platforms are created equally.

By that, I mean an Instagram page for a social media celebrity, with a crazy number of followers, will have its own set of rules vs. a LinkedIn profile for a CEO, Founder, or C-level executive who holds immense value in the offline world but is just starting to build their online reputation.

Because of this, sometimes it's best to follow an unwritten guideline of LinkedIn as a platform when you are looking to establish thought leadership and build a personal brand.

What’s the unsaid rule? Do not overpost.

People think posting on LinkedIn multiple times a day is a good practice, considering the amount of content being produced every day. The reality is when you post a lot, you're devaluing posts that might gain attention or further impressions because they get lost in the shuffle and can consequently get ignored. Worse, you find that people do not engage much with your content anymore.

Here's why overposting isn't a smart move:

1. Audience Fatigue

Posting too often can overwhelm your connections' feeds, leading to fatigue and potential disengagement. If people constantly see your posts, they might start ignoring them or even unfollowing you to reduce the clutter in their feed. Posting excessively can give the impression that you're spamming your network.

2. Loss in Quality

Posting multiple times a day might compel you to sacrifice quality for frequency, resulting in lower engagement and credibility. Posting too frequently may not leave you enough time to reflect on your content performance, gather insights, and improve your future posts. Quality content often requires thoughtful planning and iteration.

3. Decreased Reach and Diluted Personal Impact

LinkedIn's algorithms prioritise content that generates meaningful engagement. If you flood your network with posts, although your overall reach may increase, each individual post may receive less visibility. A lot of valuable insights you may share may not get the attention they need to create some impact.

So, what's the alternative?

Post once every weekday.

LinkedIn content can live in user feeds for a long time. This is because when someone engages with your post, it will begin to show up in their connections’ news feeds. Additionally, users can filter the feed by “top” and “recent” content, which could increase the longevity of your posts if they go viral.

You can try reaching a mark of about 20-22 posts in a month, excluding weekends. Such regularity will keep you reputationally relevant on the platform.

As an executive, posting on LinkedIn about 3 times a week also works well. You stay active enough on the platform and stay visible to your Ideal Client Persona.

How often do you post on LinkedIn?

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With over 65 million decision-makers on LinkedIn, it's like a 24x7 networking event online. We've mentioned before why it's essentially your digital business card. But, you might wonder, why put your time and resources into LinkedIn when you could see quicker returns elsewhere?

Let's break down why LinkedIn stands out among the social media giants like Facebook, Instagram, and Twitter, as well as other marketing channels like SEO and paid advertising, especially for founders and C-level executives.

1. Business Minds at Work

The key difference with LinkedIn is the mindset of its users. While other platforms offer entertainment, LinkedIn users come here with a purpose. They're looking for valuable connections and content to boost their careers. So, when you're on LinkedIn, you're in a space where people are open to business-related discussions.

2. Higher Quality Connections

This business-oriented mindset translates into more meaningful connections. When someone engages with your content on LinkedIn, they're likely to stick around because they see the value. This means you're building a network of engaged professionals who could turn into valuable leads or collaborators. If your business is B2B, LinkedIn is gold. Decision-makers and influencers hang out here, making it the perfect spot for B2B marketing.

3. Professional Tools at Your Fingertips

Tools like Sales Navigator make prospecting a breeze, helping you scale your relationships without losing that personal touch. Having these tools at your disposal sets LinkedIn apart from other social media platforms, giving you a leg up in growing your business.

4. Brand Building Made Easy

LinkedIn lets founders showcase their expertise, share insights, and become thought leaders in their industry. By consistently putting out valuable content, you're not just promoting your business; you're building your brand. Plus, the professionalism of LinkedIn makes it easier to connect with the right audience, unlike other platforms where personal and professional lines blur.

5. The Best Platform to Build Trust

Trust is hard to come by, but LinkedIn makes it a little easier. The platform's commitment to professionalism means you're in a community that values genuine connections. Unlike other spaces where negativity can run rampant through anonymity, LinkedIn helps you look credible and trustworthy.

Among one-dimensional channels like SEO, PPC, and long-form content marketing, LinkedIn is the ultimate professional platform to build a personal brand. It's where founders can forge meaningful relationships with the right people – potential clients, partners, investors, and peers in their industry. In business, relationships are everything. LinkedIn helps you optimise for that.

Does a “best time” to post on LinkedIn even exist?

A lot of LinkedIn users ask if there really are “best times” to post on LinkedIn, or if this is merely a myth.

Simply put, it is not.

LinkedIn, just like any other social media platform, runs on an algorithm. And algorithms love repetition.

If you perform the same act regularly enough around the same time, then over a few weeks, the algorithm will become trained enough to support your posts at that time. That would be the ideal posting time.

The “best” time to post on LinkedIn isn’t the same for everyone, but this data does remain constant across industries or niches. This is because as humans, we often think in a like-minded manner to our peers belonging to the same line of work. Most doctors might consider the early morning window of around 7:00 am for LinkedIn. Professionals in the education domain might prefer 10:00 am as a better choice.

The best time to post on LinkedIn

The best times reflect those parts of the day when your target audience or preferred engagers are active. These windows of time are when you can attract the most eyeballs and ensure that your content gets the attention it deserves, organically.

Are there any timings to avoid too?

Yes. The worst times to post on LinkedIn are those when your ICP is most likely to ignore your activity.

It is typically during non-business hours, like from 10 pm to 5 am (bedtime). In fact, data will show that any posting time beyond 8-9 pm should not be preferred since your post will remain on active feeds only until an hour after posting. This means that the lifetime of your post will decrease.

The lifetime of a LinkedIn post is the countdown to its expiry. After being published, engagement on a post stays active for about an hour. As time passes, the chances of the post topping on your connections’ feed lower exponentially. By the 12th hour, your post is almost forgotten. This holds true for most content, except hiring posts, since they remain active through constant sharing from connection to connection.

That’s why the worst times to post on LinkedIn are:

• After 10:00 pm

• Before 5:00 am

• Between 2:00 pm and 3:00 pm

The worst time to post on LinkedIn

Do you want to know the best times to post each weekday, from Monday to Friday? We've compiled a detailed blog on the Best Time To Post On LinkedIn In 2024.

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Imagine you're using AI to craft content on LinkedIn.

You post something, and then AI-generated comments start rolling in. You use AI to respond to those comments. How convenient!

But soon, you'll start wondering: Is it really a conversation, or is it just AI talking to AI?

AI has taken LinkedIn by storm. Now, instead of crafting content themselves, users can just request it from a tool. I have some serious concerns about this overreliance on AI, which I'll explain below.

1. Loss of Human Relationships

When you create content, it's meant to spark genuine interaction, to connect with others. Once, people connected over shared thoughts or mutual feelings. But lately, it seems like content is being churned out without building any meaningful connections.

Human communication is special. It's something uniquely us, something chatbots like ChatGPT can't quite replicate. When we rely too heavily on AI to communicate with each other, it feels a bit like a dystopian future where genuine human connection is fading away.

The comments on Justin’s post show how AI is being used recklessly on LinkedIn.

2. LinkedIn vs. AI

Overusing AI for your LinkedIn content can actually backfire. A report by Richard van der Blom and Authored Up show that AI-generated posts get less reach, less engagement, and fewer clicks.

• AI-generated posts have 30% less reach and 55% less engagement.

• AI-generated comments have 4.2 times less response by the author.

• AI-generated visuals get 70% fewer clicks.

Source: The Algorithm Insights 2024 Report (pages 78)

3. Death of Personal Brands

When it comes to showcasing your personal brand, AI falls short. It can't capture your essence, your personality, your quirks—the things that make you, well, you.

As more people turn to chatbots for content creation, it's becoming evident that the content is losing its flavor. LinkedIn is starting to sound the same, thanks to AI-generated content.

When I read a post on LinkedIn, I want to read what the author has to say. I want to receive the benefit of their wisdom distilled and written down so that I can learn from it.

AI-created writing is soulless by comparison. It is simply copying content that others have previously made available and amalgamating it into something new. AI doesn’t actually create anything new of value at all.

How to Go About It?

In the future, standing out in a sea of AI-generated content will mean being authentically human. So, why not put in the effort to create genuine content yourself? After all, if you can't be bothered, why should your followers care?

Sure, platforms offer AI to generate content, but that doesn't mean you should rely on it. We're still in the early stages, and AI-generated content isn't quite up to par yet.

Use AI wisely—as a tool for brainstorming and polishing, not as a substitute for genuine interaction. Because when we let AI take over, we lose the heart and soul of what makes content creation and relationship building so important.

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They say you don't get a second chance to make a good first impression, and nowhere is this truer than in professional networking.

In the blink of an eye, we all form snap judgments based on first impressions. It’s called the “reptilian brain” – the primal force guiding our initial reactions, often before conscious thought kicks in.

Gone are the days when any random selfie sufficed. On LinkedIn, where VPs, C-level executives, and your colleagues hang out, your vacation or party snapshots won't cut it. Your profile demands a polished and professional headshot, setting the stage for meaningful career opportunities.

Consider these practices when selecting your profile picture:

1. Show the Real You: Your photo should depict how you look on any given day. Avoid using too old and outdated pictures since they could look misleading and dent your credibility.

2. Focus on Quality: Opt for a high-resolution image, ideally 400 x 400 pixels. Blurriness or low resolution can detract from your professional image, so choose wisely.

3. 80% “Face” Rule: Your face should dominate the frame, occupying at least 80% of the space. You may also crop the image strategically to ensure you're the focal point.

4. De-clutter the Background: Select a background that complements, not competes with, your presence. Avoid clutter or distractions; instead, opt for a clean backdrop that directs attention to your face.

5. Dress the Part: Dress as you would for a typical workday. A good rule of thumb is to aim for attire that aligns with your workplace's ethos. If you're a remote worker, strike a balance that reflects your company's vibe.

6. [BONUS] Consistency is Key: Maintain uniformity across your professional platforms. Use the same picture across LinkedIn, Twitter, websites, and other channels to reinforce your personal brand and enhance recognition.

Your profile picture is a phenomenal opportunity to convey friendliness, approachability, and reliability. Sometimes overlooked, it's the cornerstone of your personal brand on LinkedIn and the gateway to making a lasting impression.

Have you given due consideration to your profile picture? It's your digital calling card – make it count.

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In a digital landscape teeming with over 1 billion LinkedIn users worldwide, getting noticed in the sea of daily content can feel like a daunting task.

So, how can you ensure your content stands out amidst this overload of information?

One question often overlooked is whether to focus on "wide" content, appealing to a broad audience, or "deep" content, honing in on a specific niche. Here’s what I mean by both these terms:

I. Deep Content: Crafting deep content is similar to crafting a masterpiece—it requires time and demands thorough research or learning. It's the kind of content you want intricately woven with your name or brand

Read the complete post here.

II. Wide Content: On the other hand, wide content can be produced swiftly or curated from external sources. It's aimed more at capturing short-term traffic and doesn't cause much concern if it gets lost in the shuffle.

There are advantages to both.

Advantages of Wide Content

1. Mass Appeal: Wide content holds the potential to reach a vast audience, expanding your sphere of influence and magnifying the value of your piece.

2. Limitless Topic Potential: With wide content, the realm of topic possibilities is virtually boundless, unlike deep content, which tends to have a more focused approach.

3. Ease of Writing: Crafting wide topics is generally less arduous as they necessitate minimal research and cater to a broader audience, thereby eliminating the need for specialized tone or vocabulary.

Advantages of Deep Content

1. No Competition: Deep content often stems from your own experiences, learnings, and life lessons, meaning you're not in competition with others in that sense.

2. Authority Building: Delving into detailed insights with deep content aids in establishing trust and authority more rapidly.

3. High Relevance and Retention: Deep content resonates profoundly with its audience, fostering stronger reader retention and loyalty.

Which Path Should You Choose?

When creating wide content, your aim is to cast a wide net, but while doing so, you may lose sight of your ideal catch—your perfect customer.

Deep content, conversely, is about nurturing relationships beyond the initial encounter, transforming casual readers into loyal enthusiasts.

GrowedIn’s Take:

Kickstart your personal branding journey with deep content to solidify authority and cultivate a devoted audience.

As your strategy evolves, seamlessly integrate wider content to adapt to changing needs.

Going deep with your content nourishes and strengthens your relationships with those people you attracted with your wide content.

Deep content moves people from cold audience members to warm audience members, and then to customers. It’s like the second date and beyond with your audience.

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Clients often ask whether they should try to build a LinkedIn company page over a personal profile.

Without hesitation, I advise all of them against the idea. Here's why:

1. Limited Growth Potential

Ever stumble upon a post from a company page in your LinkedIn feed? Chances are it's sponsored. I have a hunch why:

• LinkedIn doesn't seem too keen on promoting company pages organically. If they did, why would anyone bother with ads?

• The primary call-to-action of LinkedIn pages is to get visitors to their website. That just diverts traffic away from the platform, reducing user engagement.

2. People Connect with People

Remember the quote, "People do business with people they know and like"? It rings true.

Would you rather engage with a faceless company or a real person? Most people opt for the latter. In fact, an overwhelming 70% of consumers feel a stronger bond with brands when CEOs are active on social media.

Interactions from businesses often lack that human touch we all crave. It's hard to convey authenticity when you're just a faceless brand. The most memorable experiences with businesses usually involve a person going the extra mile to address needs.

3. LinkedIn as a Networking Tool

One of the most powerful LinkedIn marketing strategies is to reach out to new contacts through connections or direct messages. And guess what? It can be done right with personal profiles.

Instead of trying to sell directly to potential clients, I suggest using LinkedIn as a networking tool to connect with potential partners. Meaningful conversations with other businesses in your industry can lead to mutually beneficial referrals.

Even in this digital age, human connection remains paramount.

Prospects want to establish relationships built on trust and rapport before committing to business transactions. This level of human connection simply can't be replicated through a company page.

What Should You Do Instead?

If you've been solely focused on growing a company page, it might be time to reconsider your strategy.

Think about it: the very purpose of posting on a company page directs visitors away from LinkedIn, which goes against the platform's goals. Furthermore, establishing the CEO as an industry expert through a robust personal profile yields far greater benefits than promoting the company itself.

If you or someone else in your organization is already seen as a thought leader offline, it would be more beneficial to focus on building your personal brand rather than investing in a company page. Even if not, growing as a personal brand is a lot easier since people crave original ideas, stories, and insights.

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The buzz surrounding LinkedIn's "Top Voice" badges is hard to ignore lately.

However, before you rush to obtain one, let's consider why that might not be the best move.

On LinkedIn, you'll come across two types of badges: the Top Voice Badge and the Community Top Voice Badge.

1. Top Voice Badge

This blue badge was traditionally reserved for high-profile figures such as CEOs of Fortune 100 companies, leaders of large startups, or renowned experts in their respective industries.

2. Community Top Voice Badge

The light golden badge, along with one of your skills, is a newer addition to LinkedIn. It's undoubtedly eye-catching! Some common Community Top Voice Badges are: Top Storytelling Voice, Top Copywriting Voice, Top Product Management Voice, etc.

When you spot that shiny golden badge on someone's profile, what do you think?

Are they an authority on a topic?

Perhaps a unique content creator?

Or maybe a well-known thought leader?

Well, it might surprise you to learn that these badges were handed out to anyone who commented frequently on a new LinkedIn feature.

They were part of LinkedIn's strategy to increase user engagement and content creation. The catch, however, is that when everyone's a "Top Voice," the whole concept loses its meaning.

Many questions might be AI-generated, and may not really add any value to people's lives.

Jason Feifer agrees and shares his experience through a LinkedIn post.

As of March 2024, the original blue badges seem to be following the same path. People are being handed these badges left, right, and center, diluting the term "expert" to the point of absurdity.

Now, there's nothing inherently wrong with the badges themselves. They provide users with a goal to strive for and encourage participation in articles. However, labeling someone a "Top Voice" who hasn't contributed to the industry significantly undermines the credibility of the badge.

So, what's the solution?

1. LinkedIn could introduce different badge levels to distinguish true experts from frequent commenters.

2. They could also tighten the criteria for earning badges and be more transparent about the process.

But even with these changes, restoring the badges' meaning might be challenging.

What should you do instead?

1. Craft Meaningful Content: Create content that offers genuine value to your audience.

2. Engage Thoughtfully: Instead of fixating solely on reaching a certain engagement metric, prioritize meaningful interactions with your audience.

3. Cultivate Meaningful Connections: Build relationships with individuals who share your interests, values, and professional goals.

In the meantime, don't hold your breath for badges to regain their significance. And if you've already obtained one, did it genuinely make a difference for you or your business?

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Your LinkedIn "About" section is where people get to know the real you beyond just your job titles and achievements.

This section humanises your profile, allowing you to showcase your personality, passion, and journey, and connect with fellow professionals on a deeper level.

Strategically, it is also where you have the most room to share more information about your brand or business. To seize this opportunity effectively, remember two key principles:

1. Share your story: What’s your backstory? How did you end up in your current position?

People love a good story, and this is your opportunity to bring them along on your journey or movement.

2. Share your results: While it may feel uncomfortable, this is the moment to showcase why others should pay attention to you.

How does your narrative translate into tangible results for both you and your clients?

So, how do you go about creating an About section that leaves a lasting impression? It boils down to authenticity, storytelling, and value proposition. What has proven most effective for my clients' profiles, as well as my own, is a framework I call the ISO Method.

The ISO Method

Introduction: Capture attention with an intriguing opener.

Story: Offer insights into your professional journey.

Offer: Wrap up by highlighting your offer.

Come along as I walk you through the framework using my own About section. You may check it out on my LinkedIn profile.

1. Introduction

Think of this as your opening line at a networking event – you want to grab attention and let people know what you do.

Start with something that makes people stop scrolling and think, "Hmm, I want to know more about this person!" It could be a quick intro, a question, or a surprising fact related to your field or experiences.

2. Story

Now that you've introduced yourself, it's time to share your story. Share the highlights of your career journey, the ups, the downs, and the lessons learned along the way. Sprinkle in some personal anecdotes to add flavour and show the real person behind the profile.

3. Offer

Conclude your About section by letting people know what you bring to the table. Imagine you're pitching yourself for an exciting project – what makes you stand out?

Highlight your skills, expertise, and what you're passionate about. Be sure to include an invitation for people to connect and chat further.

By infusing your About section with a little personality, you can create a profile that not only showcases your professional journey but also makes people want to get to know you as a person.

So, go ahead, give your LinkedIn About section a makeover and let your story shine through your profile!

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In the age of AI, the abundance of obvious content on LinkedIn is inevitable. ChatGPT has set a new standard for online writing, making it easy for anyone to churn out LinkedIn posts in minutes.

Amidst the sea of mundane posts lies an opportunity for those who share valuable insights and genuine human stories.

You may come across posts on LinkedIn that you can conjure up in a mere five minutes—a list of tips or tricks that elicits a collective "duh" from readers.

Take, for instance, a post about 'The 5 AM Morning Routine That Skyrocketed My Productivity'. We've all encountered it before, and its contents are all too familiar:

• Journal
• Get outside for 45 minutes
• Read 15 pages of non-fiction
• Write a clear to-do list for the day

See the pattern? It’s painfully obvious. So, here's a simple litmus test: If you can conceive it in five minutes, it doesn’t belong in your content.

Ironically, many exceptional pieces stem from seemingly mundane ideas. One effective technique for transforming your LinkedIn content is the 'why-why-how' approach.

Step 1: Start with your obvious content

Let's take, for instance, “Crafting an employee training plan.”

Step 2: Ask yourself, “why?”

Why is investing in employee training and development crucial for businesses?

→ Job dissatisfaction and boredom are costing companies real money in lost productivity and engagement.

Step 3: Dig deeper by asking “why is that important?”

Having an invested team is a competitive advantage.

Investing in their development not only improves individual performance but also strengthens the overall organizational capabilities, ensuring long-term viability and competitiveness in the market.

Step 4: Next, ask “how?”

How can businesses design and implement an effective employee training plan?

• What are the specific skill gaps that need addressing?
• Which training methods and resources are most effective?
• What metrics will be used to measure the impact and effectiveness of training?
• How can training programs be tailored to different learning styles and preferences?

Step 5: Personalize

The real challenge lies in capturing people’s interest. You achieve this in two ways:

1. Tell a compelling story: Incorporate context, conflict, ambition, action, and resolution.

2. Infuse your personality: Write like you talk. Use your conversational tone and vocabulary.

The internet is saturated with obvious tips and hacks. What sets you apart is your ability to transcend the obvious.

Pose 'why' and 'how' questions to elevate your LinkedIn content.

Then, weave in personal narratives—stories that have shaped your life or your day.

That’s how you rise above the mundane.

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People love stories.

They have since time immemorial, and that fondness isn't fading anytime soon. Stories stir emotions, making readers return for more. What we often overlook is that stories aren’t confined to the realm of fiction.

Stories can also be an effective communication and networking tool. On LinkedIn, they're perfect for expanding your network, attracting like-minded people, and growing your influence.

When you integrate storytelling into your online content, you can grab the attention and curiosity of your readers, build trust and rapport with them, showcase your personality and values, and motivate your readers to take action.

Let's dig into the nitty-gritty of crafting your story to build a strong brand presence on LinkedIn.

How to Find Your Stories

You don't need to be a professional writer or a master of fiction to use storytelling in your online content; authenticity and relevance are the only requirements.

The sources of stories can include:

• Your industry insights,

• Your mission and vision,

• Your ideas, experiences and challenges,

• Your product's/service's features and benefits.

Ideas for stories can come from anywhere; the key is to identify and capture them.

View the post here.

Choose stories that are pertinent to your target audience and goal, as well as demonstrate how you or your customer have triumphed over a problem, gained knowledge from an experience, or accomplished a goal.

How to Structure Your Stories

A good story should have a clear beginning, middle, and end.

To craft one, you need to set the scene, present a problem or challenge, describe the actions and emotions, and reveal the outcome and the lesson.

This formula can be used to create a short story for your headline, introduction, or conclusion, as well as to integrate longer stories throughout your content.

View the post here.

Dialogue and quotes can add voice and authenticity, while humour and emotion can add personality and impact.

How to Optimise Your Stories

Storytelling alone is not enough to ensure the success of your online content. In order to optimise it for your audience, platform, and goal, you need to understand the needs, interests, and pain points of your readers.

Always keep the intent behind your story clear.

A story should not simply recount personal experiences without offering a takeaway or lesson for the reader.

• If you’re sharing a win, tell how your readers can do it as well.

• If you’re sharing a loss, tell the lessons you learned along the way.

• If you’re sharing a personal anecdote, tell how it shaped you as a person.

View the complete post here.

While perfection isn't necessary, aim for clarity and coherence in your storytelling.

Ultimately, don't overlook the impact of sharing your stories. As LinkedIn becomes increasingly crowded, stories can evoke emotions, adding depth to your content that goes beyond just facts and figures.

People love stories.

They have since time immemorial, and that fondness isn't fading anytime soon. Stories stir emotions, making readers return for more. What we often overlook is that stories aren’t confined to the realm of fiction.

Stories can also be an effective communication and networking tool. On LinkedIn, they're perfect for expanding your network, attracting like-minded people, and growing your influence.

When you integrate storytelling into your online content, you can grab the attention and curiosity of your readers, build trust and rapport with them, showcase your personality and values, and motivate your readers to take action.

Let's dig into the nitty-gritty of crafting your story to build a strong brand presence on LinkedIn.

How to Find Your Stories

You don't need to be a professional writer or a master of fiction to use storytelling in your online content; authenticity and relevance are the only requirements.

The sources of stories can include:

• Your industry insights,

• Your mission and vision,

• Your ideas, experiences and challenges,

• Your product's/service's features and benefits.

Ideas for stories can come from anywhere; the key is to identify and capture them.

View the post here.

Choose stories that are pertinent to your target audience and goal, as well as demonstrate how you or your customer have triumphed over a problem, gained knowledge from an experience, or accomplished a goal.

How to Structure Your Stories

A good story should have a clear beginning, middle, and end.

To craft one, you need to set the scene, present a problem or challenge, describe the actions and emotions, and reveal the outcome and the lesson.

This formula can be used to create a short story for your headline, introduction, or conclusion, as well as to integrate longer stories throughout your content.

View the post here.

Dialogue and quotes can add voice and authenticity, while humour and emotion can add personality and impact.

How to Optimise Your Stories

Storytelling alone is not enough to ensure the success of your online content. In order to optimise it for your audience, platform, and goal, you need to understand the needs, interests, and pain points of your readers.

Always keep the intent behind your story clear.

A story should not simply recount personal experiences without offering a takeaway or lesson for the reader.

• If you’re sharing a win, tell how your readers can do it as well.

• If you’re sharing a loss, tell the lessons you learned along the way.

• If you’re sharing a personal anecdote, tell how it shaped you as a person.

View the complete post here.

While perfection isn't necessary, aim for clarity and coherence in your storytelling.

Ultimately, don't overlook the impact of sharing your stories. As LinkedIn becomes increasingly crowded, stories can evoke emotions, adding depth to your content that goes beyond just facts and figures.

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In the digital world, where every click and connection holds potential, building your network is more than just a task – it's an art.

Picture it as crafting your own ecosystem, where each interaction and relationship shapes your digital destiny.

Yet, many creators overlook the power of nurturing their network. They focus solely on output, missing out on the profound opportunities within their reach.

One of the simplest yet most overlooked strategies for expanding your network is by championing others. It's a timeless principle: Give to Get.

But let's delve beyond the tired clichés of engagement and surface-level comments.

Let’s discuss three unique strategies for fostering camaraderie among fellow creators, each paving the way for expanded reach, meaningful relationships, and growth.

1. Amplify Voices

In the crowded digital landscape, amplifying the voices of others can cut through the noise. How can you do this?

• Share valuable content created by your peers.

• Highlight their expertise and accomplishments.

• Break down their successful strategies.

See the full post here

By shining a spotlight on others, you provide value to your audience and position yourself as a collaborative brand.

2. Pay It Forward Mentality

Adopting a "pay it forward" mentality can have a ripple effect beyond your immediate circle. How?

• Offer mentorship to aspiring professionals.

• Add your experience to insights by others.

• Provide guidance through free content.

See the full post here

By paying it forward, you empower others and create a culture of reciprocity that benefits your brand in the long run.

3. Collaborate and Co-Create

Collaboration breeds innovation. Look for opportunities to collaborate with like-minded individuals and brands within your industry. Here are few ways to collaborate:

• Co-host events.

• Co-create content.

• Launch collaborative projects.

See full post here

This not only expands your reach and audience but also fosters creativity and innovation.

What many creators on LinkedIn overlook is that growing your audience and business extends beyond solitary efforts and self-promotion. It's about authentically supporting others on their journeys.

By championing fellow creators, you fortify your network and cultivate profound, mutually beneficial connections along the way.

Elevate your network, and witness the flourishing of your businesses.

P.S. – For the next 24 hours, I'm here to show my support on your content! Respond with “LinkedIn” and share your LinkedIn profile link, and I'll swing by to show some love with a comment.

Until next week.

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Ever wondered what sets apart someone who's merely gaining followers from someone who's actually building thought leadership?

It all boils down to a simple concept: content creation with intention.

Sure, crafting content can make your personal brand recognizable, but when you infuse it with purpose, that's when you become truly unforgettable.

Think about it – when people join your journey, they're not just signing up for a collection of tips and tricks. They're investing in you. Your mission is to forge a connection that sticks, one that evokes emotions. Otherwise, you risk having a brand that's as hollow as a drum.

So, how do you build a brand that's not just shallow?

1. Stand for Something

Shift your focus from the typical "how-to" content. Instead of drowning in a sea of tutorials found all over the internet, share content that reflects your values and beliefs. Talk about the 'why' behind your mission.

It ensures that your LinkedIn content is more than just a manual of half-baked tips; it becomes a reflection of your principles. By doing this, you attract people who resonate with how you view life and business.

I like how Dina Calakovic often shares her 'unpopular' beliefs on LinkedIn.

View the complete post here.

2. Repeat Your Ideas Often

Contrary to what you might think, repetition isn't your enemy; it's your ally. Successful creators know the power of repetition. Consider the timeless stories that all follow a similar formula known as "The Hero’s Journey."

If recycling elements that work is good enough for them, it's good enough for you. Repetition breeds familiarity, and familiarity breeds trust.

A notable example is Justin Welsh, who consistently shares his perspective on achieving life-work balance through solopreneurship.

View the complete post here.

3. Tell Your Story

Many try to mimic success by copying others' stories and ideas, hoping for overnight virality. But don't fall into that trap. Bring a fresh and thought-provoking perspective to the table – one that only you can offer through your unique lens and personal experiences.

Own your story. When people see your authentic self shining through, they'll find it easier to relate to and connect with you.

Nicolas Cole does this really well in the post below.

View the complete post here.

Crafting authentic content on social media can be challenging, especially in a sea of shallow content. When you feel overwhelmed, envision it differently.

You're not just creating content; you're crafting a legacy, one follower and advocate at a time.

Once you've built a meaningful brand, every effort will be entirely worth it.

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Don’t let your LinkedIn profile be a bore.

In the vast world of LinkedIn, where 99% of headlines are dull and forgettable, standing out is crucial. If your profile boasts generic labels like:

Digital Marketer | Social Media Marketing | SEO

Here's the reality check – you're essentially invisible on LinkedIn.

Key principles for making your profile memorable:

- Hook the Reader

Every time you post, comment, send a connection request, or send a cold DM, your headline is on display. Think of it as the ultimate hook. It’s worth investing a little time to craft a good one.

Justin Welsh does this really well.

- Start Strong

The initial 4-5 words of your headline are crucial. On desktop, your prospect will see the first 71 characters.

They are what people will see every time you post and every time you comment. The rest of your headline will be hidden until your prospect clicks through to your profile. Make those 71 characters count.

- Avoid Hyperbole

Try to exclude vague adjectives like "expert, top-performing, winning, superior, etc." because they don't quantify the value you bring to the table. The best way to showcase your skills is to include customer success stories in your summary and prior experience.

Now that you have a grasp of the principles for creating a compelling LinkedIn profile, here are three immediate steps you can take right away:

1. Share Who + What

What you offer – Highlight key services or solutions.

Your LinkedIn headline is more than a title; it's a strategic introduction to your professional identity. Provide more context on:

• Who you help – Clearly define your target audience.
• What you offer – Highlight key services or solutions.

2. Keep it Short and Simple

Do not stuff it with keywords – it doesn’t improve your SEO; it just looks spammy. Keep it short and crisp.

3. Use Social Proof

You’ve grabbed attention. You’ve explained exactly who you help and what you offer. How can you effectively communicate what sets you apart from everyone else offering the same service? Social proof.

A few options to show your credibility:

• Your designation: Including a title shows proof of your work when done correctly.
  
• Results you’ve generated for clients: "Generated over $10 million in revenue for B2B SaaS companies."
  
• High-profile clients you’ve worked with: "Clients include Amazon, Snapchat, and Coca-Cola."

Here's how I've incorporated all three in my headline.

Don't settle for being just another profile – stand out and make your presence known on LinkedIn.

Reply to this email with ‘Headline,’ and I will share one suggestion on how you can improve your headline.

See you next time!

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We all possess unique skills, knowledge, and experiences.

Unfortunately, most of us believe our knowledge, skills, and experience are as common as making a sandwich.

This belief is far from accurate.

In reality, just because something comes naturally to you doesn't mean the person next to you knows anything about it.

We often become so accustomed to our own expertise that we overlook opportunities to help others by sharing. Let's call this oversight a "knowledge blindspot."

If sharing your knowledge feels challenging because you don't consider yourself an expert just yet, you're not alone.

When struggling to create content on LinkedIn, choose one of these questions and share your answer as a post.

1. What problems do you solve at work?

List down the specific problems you encountered in your field or industry.

Pick any one problem. Dissect it. Recall the solution you came up with.

Explain the challenges and share how you went about solving them.

No matter how small you believe the problem you solved is, people love learning how to practically accomplish something they've always wanted to do.

Check out the post

2. Can you recall a learning experience?

Share a personal anecdote about how you learned the skills or gained the knowledge you now possess.

Discuss the challenges you faced, the lessons you learned, and the milestones you achieved.

Your story is more valuable than you think.

Check out the post

3. What learning resource would you recommend to a friend?

The resources you can recall at your fingertips might be hidden gems for someone just starting.

Share the resources that you found valuable in acquiring your skills or knowledge.

This could include books, online courses, websites, YouTube videos, or mentors.

Check out the post

4. Can you walk me through your problem-solving process?

You solve the problem you solve almost every day. It’s a cakewalk for you. To someone on the outside, it’s like seeing a mad scientist create their magic formula.

Break down your problem-solving process step by step.

Check out the post

This can be valuable for those looking to understand practical applications of the skills or knowledge you possess.

5. When did you last mess things up – and how did you fix them?

People love it when you share your mistakes and save them from committing the same errors.

Discussing your failures and the lessons you learned not only humanises you but also provides valuable insights for others to avoid similar pitfalls.

Check out the post

The skills and experience you take for granted could be exactly what your next client is searching for.

Your common knowledge is not so common.

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There's one thing on LinkedIn that could get you in trouble – or even banned!

Any attempt to automate profile views, connection requests, or messaging is a red flag for LinkedIn.

They've made it crystal clear in their Terms of Service – no buying or automating access, contacts, or messages.

This rule exists because some people used applications to scoop piles of data from LinkedIn, bombarding users with automated messages.

LinkedIn thrives on genuine human interactions. You use the platform expecting to connect with real people, not robots. Automated tools disrupt this core experience, wasting your time and driving you away.

No one likes being flooded with spammy or automated messages, right?

The Solution

Automation often aims for quantity over quality, but it backfires.

You get random responses and uncertain leads, making it hard to distinguish good fits from bad ones.

Consider this:

1. Only a small number of leads are genuinely valuable.

2. Automation turns such valuable leads off.

It's harder to build a relationship because you've started off as a robot.

Instead of drowning in a million names, focus on the top 100 most valuable ones monthly.

Forget trying to talk to all 100 at once; that's overwhelming. Reach out to just 5 people daily with a tailored message – the kind of message prospects wouldn’t mind receiving and responding to.

Send a specific message, from a real human to a real human. Introduce yourself, explain what you do, and offer something immediately valuable – a piece of content, an introduction, or insightful advice.

Let that be how you begin your relationship.

The Process

1. Establish authority: Create content to build credibility and position yourself as someone who delivers results.

2. Engage with prospects: Interact with your narrowed-down prospect list by commenting on their posts.

3. DM prospects: Send a personalised LinkedIn message introducing yourself and your offer.

4. Repeat 1 to 3 indefinitely: No secret techniques – just keep repeating steps 1 to 3. The more you do it, the more your sales engine will grow exponentially. It's essentially a social selling loop you're creating.

LinkedIn automation exists in a gray area.

Engaging in automation puts you in danger of being banned, potentially resulting in the loss of access to your LinkedIn account.

Why take that risk? Let's stick to safer, more organic methods instead.

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What should I write about?

What am I credible to talk about?

How can I consistently come up with ideas?

Trust me, I get it.

Creating content on LinkedIn brings a barrage of questions about what to write precisely. As someone who publishes LinkedIn content daily, I've managed to bring some clarity to this chaos.

I rely on a 5-step process to generate endless LinkedIn content ideas in under 10 minutes:

1. Pick Your Categories

Choose five core topics you'd like to discuss.

An effortless way to identify your central topics is to reflect on your personal journey over the past 12 to 24 months.

• Consider the skills you've acquirede.g. social selling, communication, copywriting, etc.
• Think about the experiences you've hade.g. insights from your role as a sales leader
• Identify stories that could inspire otherse.g. the story of closing your first client

This approach ensures that your content is not only authentic but also contributes to building your personal brand, rather than just amassing a following on LinkedIn.

2. Choose Your Styles

Once your topics are set, it's time to determine how you want to convey your message.

Experiment with styles that resonate with you and your audience:

• Actionable
  Guide your audience - "How to do X?"
  
• Aspirational
  Encourage your audience - "You can do X!"
  
• Comparative
  Contrast two sides - "Why choose X over Y."
  
• Listicle
  Give practical advice - "5 ways X can transform your life."
  
• Contrarian
  Challenge existing norms - "How overdoing X is killing your brand."

Feel free to explore different styles, whether observational, satirical, or personal stories.

Over time, identify the one that works best for you and your audience.

3. Category X Style

Apply different styles to the chosen category. For example,

Category = Social Selling

• Actionable
  7 Practical Steps for Effective Social Selling
  
• Aspirational
  How I Learnt Social Selling Without Any Prior Experience
  
• Comparative
  Why Social Selling Outshines Traditional Methods
  
• Listicle
  The Ultimate Checklist for a Non-Salesy Sales Approach
  
• Contrarian
  Common Misconceptions about Social Selling Exposed

4. Add Credibility

Curate a mix of personal insights—drawn from your experiences, thoughts, and opinions—and borrowed insights, gleaned from external sources.

Sahil Bloom does this well in his post here.

• Personal Insights:

• Borrowed Insights:

5. Schedule

Spread out these content ideas across different days over several weeks.

Let’s Recap:

1. Categories: Choose core categories based on skills, experiences, stories, and personal achievements.
2. Styles: Experiment with different styles – actionable, aspirational, comparative, listicle, and contrarian.
3. Cross-over: Apply different styles to each chosen category.
4. Credibility: Combine personal insights with external knowledge.
5. Schedule: Spread content across weeks.

2024 is the year to boost our LinkedIn presence.

All set?

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Ever walked into a room and felt the weight of first impressions?

Well, your LinkedIn profile is essentially the digital version of that moment. Think of it as a snippet of you that narrates your professional journey while building a credible brand.

Let's dive into the perks that come with an Optimised LinkedIn profile:

• Maximising Visibility
  An optimised profile becomes a magnet for opportunities. Incorporate keywords, craft an engaging summary, and watch as opportunities start approaching you.
  
• Global Networking
  LinkedIn is not just a local business card; it's your golden ticket to a global professional community. An optimised profile bridges geographical boundaries, fostering cross-cultural dialogues, collaborations, and a ton of career prospects.
  
• Thought Leadership
  With an optimised profile that reflects your expertise and experience, you're not just participating in conversations—you're steering the ship!

5 Tips to Take Your Profile to the Next Level

Now, let's power up your profile beyond the basics:

1. Eliminate Uncertainty

Don't keep visitors wondering. Your tagline, banner, and About section should clearly tell people, "I help [WHO] [DO WHAT] [HOW]." No more guesswork—make it crystal clear.

Check out Dina’s profile

2. Establish Trust

Your headshot is your first impression, so make it count. Authenticity matters—don't overcomplicate it.

3. Prompt Action from Customers

Activate the "Featured" section on your profile, but avoid showcasing your most popular posts. Instead, use this space to encourage action from interested visitors. Guide them into your funnel—prompt them to join your newsletter, attend a webinar, or book a call.

4. Optimise for Discoverability

Keywords:
Integrate keywords naturally into your headline, summary, work experiences, and recommendations. Avoid overloading.

Go Public:
Set your profile to 'public' to extend visibility. This ensures your content is discoverable to anyone interested in the topic.

Creator Mode:
Activate Creator Mode on LinkedIn and choose hashtags that align with your professional identity.

5. Conclude with Social Proof

While self-promotion may feel uncomfortable, it's essential for establishing credibility. In the "About" section, share your story, achievements, and expertise in a manner that feels natural.

In summary:

• Make your offerings clear.
• Build trust with a professional headshot.
• Encourage action on your profile through the Featured section.
• Optimise for maximum discoverability by making small adjustments.
• Whenever appropriate, showcase your results to build credibility.

Reply with a “hey,” and a link to your LinkedIn profile, and I will share one tip on how you can make it better.

See you next week!

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In 2021, my LinkedIn account experienced a period of flourishing growth.

I remember an average post garnering over 44,000 views and 500+ likes. With around 13-14k followers, I was riding high. However, I eventually became complacent.

A post from 2021

At that point, I was managing clients' LinkedIn accounts while handling all operations as a one-man show, personally overseeing every aspect. Unfortunately, I made the mistake of assuming that with 13k followers, active engagement on LinkedIn was no longer necessary.

That marked a turning point in my LinkedIn journey and the onset of a decline. There comes a moment in our lives when we feel invincible, thinking we know it all. It was that moment for me.

Following this, my engagement took a nosedive, and to this day, I've never achieved the same level of views and likes, even with my best-performing posts. What used to be the norm has become a rarity.

One of my best-performing posts in the last month

Reflecting on my two-year journey on LinkedIn, I've come to realise that sustaining momentum on the platform relies on constructing systems around two key aspects:

1. Content Creation

2. Strategic Engagement

Content Creation

Crafting content consistently doesn't have to be overwhelming—I've distilled it into a simple 3-step process that feels light and enjoyable.

1. Note Taking

Begin by downloading a practical note-taking app such as Google Keep. Opt for something accessible on both your PC and mobile devices to ensure seamless integration into your daily routine.

2. Capture Ideas Anytime, Anywhere

Inspiration strikes at unpredictable moments—while watching a YouTube video, diving into a blog or book, engaging in conversations, or participating in Zoom calls with your team or prospects. Embrace the diversity of each day by recording 5-10 thoughts that spark your creativity.

3. Curate, Refine and Publish

Dedicate a solid 3-hour block each weekend to refine your content strategy:

• Open your note app
• Discard impractical ideas
• Elaborate on 5-7 promising concepts
• Schedule them throughout the upcoming week

Remember, you don't need to be an expert to create content online. The key is to begin documenting your ideas and experiences.

Strategic Engagement

In a landscape where over 2 million posts, articles, and videos flood LinkedIn every day, relying solely on content creation may not suffice. Here's how you can make engagement more manageable:

1. Curate Your Feed

Follow creators who genuinely captivate you. The aim is to organically curate a feed that aligns with your interests and sparks your engagement.

2. Stay Notified

Ring the notification bell for your favourite creators to receive notifications the moment they drop a new post. This ensures you stay in the loop and can engage promptly.

3. Time Blocking

Commit a minimum amount of time each day to engage with posts on LinkedIn, starting with a manageable 30 minutes. Gradually increase this time as you see fit.

By consistently balancing your content creation efforts with thoughtful engagement, you set the stage for cultivating a meaningful online presence.

If I could impart one lesson from my LinkedIn journey, it would be to never lose momentum. Once lost, it's challenging to regain.

While hard work is essential for achieving results, it's equally crucial to put in continuous effort to sustain those results.

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The journey of a typical LinkedIn user:

• Discovery: Finds you through content, comments, or search.
• Initial Engagement: Clicks on your profile to learn more.
• First Impression: Looks at your banner, and your headshot.
• Quick Insight: Reads your headline to understand your profession.
• Storytime: Dives into your About section to get the full story.
• Expertise: Checks out your Featured section, Experience and content.
• Decision: Makes the call to follow you based on the overall impression.

In many ways, LinkedIn gives you more control over being found by the right people compared to other platforms.

Take a look at LinkedIn's Three Pillars of Discovery:

1. Search

LinkedIn's search functionality is a powerful tool for connecting with people with specific skills, experiences, or job titles. Looking to enhance your visibility on the platform? Start by optimising these sections of your profile.

Headline:

Your headline should clearly communicate who you help, what you help them with, and how.

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About:

Captivate readers through your story. Address their challenges, evoke emotions, and finally, offer a solution. End with a clear call to action.

Read the full version here.

Experience:

Craft compelling narratives for each past position, emphasising your growth. Highlight tangible results to showcase the impact of your contributions.

You can easily enhance the search ranking of your profile by strategically placing relevant keywords in these sections. Think of it as a means for like-minded professionals to discover your capabilities.

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2. Content

Content is the engine that drives your LinkedIn journey. When you share stories, thoughts, and experiences that resonate with your industry, people tend to hop on board and engage with you.

Three types of content to establish trust, authority, and relevance in your domain:

Actionable:

Create content that offers tangible steps, tips, or strategies for your audience to apply immediately. Actionable content provides immediate value, showcasing your expertise.

Check out the post here.

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Observational:

Highlight interesting patterns, trends, or phenomena in your niche through observational posts. Encourage critical thinking and meaningful conversations to establish thought leadership.

Check out the full post here.

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Inspirational:

Share your unique perspective and personal experiences. Authenticity shines through when you share your story, making it easier for people to relate to and connect with you. Stand out by bringing a unique, non-obvious perspective learned through your personal journey.

Don't share someone else's story—let your own stand out.

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Check out the full post here.

3. Engagement

When you engage with other creators, you enhance your chances of discovery through two key mechanisms:

• The creator acknowledges your support, fostering a meaningful connection.
• The creator's audience discovers value in your comment, prompting them to explore your profile.

Hence, a good rule of thumb is to spend 80% of your efforts engaging and 20% creating, especially if you are a beginner.

A simple 30 min/day engagement roadmap:

• Ring the Bell: Make sure to receive notifications the moment your favourite creators publish a post. This allows you to be among the first to engage.
• Interact: Actively engage with their content by providing value, insightful comments, or initiating conversations.
• Commit: Follow the strategy for 30 consecutive days. Consistency is key for observing growth in engagement, impressions, and overall traction.

Prioritise engagement to lay the groundwork for meaningful connections and audience growth.

The journey to thought leadership begins with attracting the right eyes to your profile.

Are you actively optimising for the "discovery" phase?

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Hi Keyur,

Hope you’re doing well.

People treat LinkedIn like a traditional networking platform.

Or worse, an online resume.

Today, your LinkedIn is a virtual storefront for your business, usually the first touchpoint for your potential clients, employers, or collaborations.

Here are 3 essential elements for a solid LinkedIn presence:

1. An Optimised Profile

Your LinkedIn profile isn't just a CV; it's your first impression, your online handshake. Let's make every part of your profile count.

• Profile Picture: Your picture should be friendly yet professional, showing you as someone people want to work with and trust.
• Banner: Your banner should quickly tell viewers who you are and what you do.
• Tagline: Craft a short, impactful statement that covers what you do, who you help, and the results you bring.

Here’s an example showcasing all three:

• About Section: Use this space to tell a story that resonates with your audience. Identify their pain points, be specific about their challenges, and present your solution.

2. Engaging Content

LinkedIn is your virtual stage to share insights and expertise. The key to proving you're an expert in your field? Valuable, shareable content.

It should inspire, challenge, and educate. Solve problems, introduce new ideas, and spark meaningful conversations. Here’s an example:

You don't have to be an influencer to start— share your industry insights, personal lessons, wins and even losses.

When you document your experiences, you create value.

You leave a legacy.

3. Strategic Engagement

Creating high-quality content is only one side of the coin.

The other side? Engagement.

LinkedIn's not a monologue; it's a conversation. Engage with others' content, especially early on. By commenting and contributing to the conversation, you put yourself in the spotlight. Here’s a great example of a value-packed comment.

Other viewers notice, find value in your insights, and may click through to your profile.

Engage with 6-7 active accounts every day. Interact with their content, add your insights, and reach out to them. Consider this your VIP list—a proactive approach to building meaningful connections.

BONUS: Non-Salesy Lead Generation

As you start creating and engaging on the platform, identify 10-15 prospects every week. They could also be industry experts or fellow creators.

Keep a close eye on what they're posting and drop insightful comments.

• Find out the challenges they're facing.
• Share how you've tackled similar issues.
• Show genuine interest in their business and problems.

Once they respond, take the conversation to DMs. Offer free resources and try to check in every week to nurture the relationship.

As things progress, ask if they still need help with their problems and suggest a free call to chat about potential solutions. Here’s an instance where I adopted a similar approach.

This approach works wonders for scoring deals without coming off as too pushy.

LinkedIn is a goldmine for building meaningful professional relationships, sharing insightful content, and establishing thought leadership.

With a little effort and direction, you can reap the most out of the platform.

LinkedIn is a great professional networking platform, only when you know what your end goal is.

As Simon Sinek explains in his popular TED Talk, it is essential to start with why.

8 out of 10 executives I speak to do not have a clear vision on what they want to get out of LinkedIn as a platform. They say that they want to grow on LinkedIn, get more visibility, grow their follower count, and become a thought leader.

But what next?

What if you get more visibility?

What if you grow your follower count?

What if you become a thought leader?

Most of them haven’t thought that far.

Imagine you walk out with your car keys, unlock your car, start the engine, and begin driving. You just don’t know where you’re headed.

You’ll keep driving, enjoy the scenery, maybe even stop to place your go-to Starbucks order.

Sounds fun? It is, but only for a little while.

You realise that you were supposed to urgently get a new MacBook charger for an important client call that was scheduled for an hour ago.

Huge nightmare, right?

That’s what happens when you don’t make time to reflect and know your end goal on LinkedIn.

You end up spending either a lot of time trying to make LinkedIn work for you or a lot of money on a LinkedIn personal branding agency.

Here’s the thing -

You do not need to have a crystal clear picture of this goal. It can be vague but clear enough to give you a sense of direction. For instance:

• Eric Partaker uses LinkedIn to stay on top of the mind in his existing network.

• Dan Koe and Justin Welsh use LinkedIn to sell info products.

• Ryan Musselman uses it to generate leads for his business.

Some other use cases include:

• Building high-value relationships with people in (or outside of) the industry
• Starting a newsletter (like this one! :) )
• Starting a paid community
• Getting an internship
• Switching to a better job
• Finding a co-founder
• Attracting better talent
• Attracting potential investors

You can use this end goal to backtrace your journey, build a content strategy, and plan your LinkedIn activity accordingly.

It will prevent you from doing anything and everything.

Begin with the end goal in mind. You’ll not only have more clarity but will also be able to move faster than usual.