Lee Odden

5 LinkedIn Marketing Tips to Optimize Your Social Media Success


Image source: Slideshare

Last week we published the first Social Media Marketing World conference eBook and while it’s had over 15,000 views on Slideshare and many thousands of views here already, I think we’ve just seen the tip of the iceberg.

As a robust sized eBook, it’s full of practical advice including platform specific tips like the following 5 nuggets about LinkedIn.

With over 277 million members, 3.5 million active company profiles and 187 million unique visitors across LinkedIn web properties, there’s a remarkable opportunity for companies to connect with business professionals on LinkedIn. Luckily, when we interviewed a selection of SMMW14 speakers, 5 of them gave specific tips about how to optimize LinkedIn for social media marketing. Here are their excerpts from the SMMW14 eBook:

Martin Jones
Martin Jones (@MartinJonesaz)
Senior Marketing Manager, Cox Communications

The Real Value of LinkedIn:
No single social platform will define your personal brand and clarify the unique value that you bring to an organization or project as well as LinkedIn.

Use your personal profile page to tell your story, and do so in a way that is clear, concise and engaging.

LinkedIn is a powerful platform for establishing your personal brand, but only if you take the time to learn it, optimize it and use it.

Jill Rowley
Jill Rowley (@jill_rowley)
Social Selling & Social Business Evangelist

Optimize Your Reputation:
2014 is the year of #ProfessionalBranding and the #SocialEmployee.

It’s time to move from using LinkedIn as a resume to using LinkedIn for your online reputation.

If you’re in Sales, optimize your profile for the Buyer versus the Recruiter.

Eliminate the #QuotaCrusher #ExpertNegotiator language. Include rich content (videos, infographics, podcasts, eBooks, blog posts) that inform your buyer and helps establish your subject matter expertise.

Always be connecting & curating quality content!

Connie Bensen
Connie Bensen (@cbensen)
Global Social Strategy & Governance, Dell
(TopRank client)

Optimize LinkedIn for Lead Generation
LinkedIn can be more effective than Twitter and Facebook for B2B lead gen with these tips:

Relevant and timely content. Leverage LinkedIn’s demographic segmentation features to develop content for various audiences and deliver it on time for maximum sharing.

Engage frequently and directly. Post and respond to comments. This will help build your company’s influence and the targeted communication fosters trust and loyalty.

Post company updates and news. People enjoy reading new information about their favorite brands. Post frequent status updates to keep your customers up-to-date on events and offers.

Great brand examples to learn from on LinkedIn include: Dell, Salesforce, Hubspot, and Zipcar.

Viveka von Rosen
Viveka von Rosen (LinkedInExpert)
Author & Founder, Linked Into Business

Inbound Marketing on LinkedIn
The key to successful selling on LinkedIn is moving from people “knowing” you to “liking and trusting” you.

  • Make sure your profile accurately represents you and your brand.
  • Establish connections with your target market.
  • Share useful content through the use of updates, group discussions and messages.

Do this and stay top of mind with your connections and before you know it, your prospects will be coming to you!

Neal Schaffer
Neal Schaffer (@NealSchaffer)
Author & Founder, Maximize Social Business

Social Selling With LinkedIn:
LinkedIn, more than any other platform, is most effective when your entire company is behind your efforts.

Don’t just stop at marketing your Company Page: Get your salespeople involved with using LinkedIn for Social Selling.
Get your employees involved as part of an Employee Advocacy program.

Don’t forget the targeted status update opportunities you have for Paid Social on LinkedIn too!

Social Media Marketing World 2014 eBook

To access ALL of the tips from our 38 eBook participants, just visit our Slideshare page where you can view or download the full PDF.

Also, if you want to hear all of these tips and much more in person, then be sure to check out the Social Media Marketing World conference website.

Disclosure: LinkedIn is a TopRank Marketing client.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Avatar http://bit.ly/1ep7alZ says

    Great Post, I’ve been apprehensive about marketing on social networks because it can get quite costly. I’ll definitely be using the tips in this post.

  2. Avatar Stacey Herbert says

    I’ve only just started to become active on the LinkedIn Platform. After removing myself from many groups ( and lots of spam), I was able to find some real value in the platform. I recently added links to some of my work, and immediately felt it gave my profile a little more credibility than a shopping list of jobs. Some really great tips here for really making the most of LI. Thanks

  3. Thanks for the post.. I have become a huge fan of this post and yours also.. it helps me lot to understand many thing about LinkedIn.. Great post..



  4. Lee,
    And after just one week, views on SlideShare have more than doubled to 34,225!

  5. Thanks for the feedback, Tim! There are definitely some fairly new tools worth trying out.