Building Trust on LinkedIn
While last week we took a look at four content ideas in Instagram for when you’re struggling to come up with that perfect idea, this week we’re presenting a four-pack of ways to build trust on LinkedIn. After all, as the service continues to grow both in users but also in the way it is used, which means there are more ways to forge a personal connection with your audience, no matter how far removed them may be.
First and foremost, optimize your LinkedIn profile. If you’re a frequent reader of this space, we’ll assume you’ve already done this but if not, well, this is an essential step. Ensuring you have a vanity URL with your company name included, the same one you use on all other social media platforms you use is paramount since it helps built towards long-term success. Additionally, be sure to use an avatar that is in line with your brand values–your logo will work in most cases–and make abundant use of industry keywords throughout your headline, job title, and summary so that you appear besides your competitors.
Next up is growing your followers. Not only should you invite all of your existing contacts, but also reach out to potential contacts via LinkedIn, which compiles an extensive list of names you may know related to your existing contacts. All in all, this is a basic step that is too often ignored, decreasing your overall reach.
Thirdly, pretty much every social platform is in a mad dash to give users the tools to create content on the platform they are using. It’s evident in Facebook’s campaign to get you to republish past posts and LinkedIn is no different as it indicates that you’re an influencer of note. Updating regularly is a surefire way to establish yourself as an account worth paying attention to.
Finally, all that brings us to the most important LinkedIn strategy: fostering your community. Notice that I didn’t say, “growing” your community as there are plenty of ways to inflate your followers with no real positive pay-off. What makes LinkedIn so ideal for networking is that it lends itself to symbiotic arrangements, meaning that the vast majority of users get as much in helping someone else as they do themselves; it’s inherently mutually benefit. In terms of a content strategy that works, the “give-before-you-ask” model is a perfect template for injecting value into your community. And that’s what it’s all about: Value. If you’re not providing it, why would people follow you?
