We recommend that you begin by posting to the LinkedIn company page 3 times per week. As your team gets more comfortable, we recommend posting 5-7 times each week. The chart below outlines what a sample content schedule would look like for 3, 5 or 7 posts each week.
LinkedIn Management
Content posted to the company page has the goal of catching the eye of prospective clients, establishing your business as a thought leader, and building and maintaining relationships.
| 3 posts/week | 5 posts/week | 7 posts/week | |
|---|---|---|---|
| Sunday | Promotional | ||
| Monday | Promotional | Promotional | Original Content |
| Tuesday | Outside Content | Outside Content | |
| Wednesday | Original Content | Original Content | Behind the Scenes |
| Thursday | Behind the Scenes | Promotional | |
| Friday | Outside Content | Original Content | Original Content |
| Saturday | Behind the Scenes |
Individual employees need to engage with the company page to help spread awareness of the brand. This is especially important for sales team members. When team members share content from the business page, it is exposed to their connections, helping each of them establish thought leadership and build trust in the brand and in the individuals as thought leaders. This type of brand exposure can also be accomplished through the use of a robust profile.
Below are the actions individuals should take on their LinkedIn profile at least once a week:
- Like, comment, and share content on the business LinkedIn page.
- Monitor connection requests and keep growing their network.
- Check notifications and send notes to connections who have had job changes, birthdays, or other news.
Below are the steps each individual should take to optimize their LinkedIn profile:
Profile Photo
- Image size: 400 x 400 pixels
- Dress appropriately for position
- Make eye contact with camera
- Avoid full body images
- Make sure face is visible
- Proper lighting not too dark, not too bright
Cover Photo
- Image size: 1,584 x 396 pixels
- Choose an image that expresses brand, skills, or personality
Headline
- Start with position
- Include attributes and skills
- Add personality
- Examples
Summary
- Speak in the first person
- Express how your passions and purpose translate into your profession
- Be personable
- Explain how your skills make you good at your job
- Avoid providing a bulleted list of skills and responsibilities
- Show off your skills with proof using media
- Examples
Contact Information
- Fill in email, website, office address, office phone
Experience
- Express the problems you have solved, projects you led and procedures you put in place
- Avoid simply listing skills and job duties
Skills
- Include both hard and soft skills
- Avoid listing “fluff” skills like Microsoft Word
- Don’t exaggerate
- List as many relevant skills as possible
Profile URL
- Makes your profile more visible in search results
- Make it as close to just your first and last name as possible
Recommendations
- The best way to get recommendations is to give recommendations
- Start by creating recommendations for colleagues
- Try to write at least 2 recommendations a month
Media
- Use PDF, eBooks, videos, links, images, presentations
- Add relevant media to experience and education sections
- Add media to profile intro that will appear under the summary
Grow Network
- Connect with real-life connections
- Previous employers, colleagues, clients, teachers, and mentors
- Match email contacts to LinkedIn users
- Include LinkedIn icon in email signature
- Join groups
- Personalize connection messages
LinkedIn Sales Navigator
Sales Navigator is a compilation of highly effective sales tools within the LinkedIn platform. It is a paid service that helps sales professionals find relevant leads, organize and monitor leads and expand their knowledge of sales tactics. LinkedIn has over 500 million users. Sales Navigator makes that number more manageable by narrowing the scope using advanced targeting and prospect data.
- InMail: InMail is LinkedIn’s internal email system. It allows professionals to reach out to individuals that are not within their immediate network. All levels of Sales Navigator allow you to send InMail messages to prospects.
- TeamLink: This section of Sales Navigator shows you how you and your team members are connected to other members in your network. This allows you to get introductions to other LinkedIn users through your teammates.
- Advanced Filtering: Team members can zero in on specific prospect types using advanced filters including company type, groups, seniority level, and content keywords.
- Prospecting Lists: Prospect lists can be created using Sales Navigator’s advanced search capabilities. Search results can be organized by individuals or companies and filtered using the advanced filtering criteria.
It is recommended that you sign up for Sales Navigator Team or Enterprise so that your team can take advantage of the enhanced prospecting capabilities. It simplifies the process of finding, contacting, and communicating with prospects and referrals. It makes the process of social selling, easy to master with the help of the following features:
Beyond the features listed above, these are tips to help your team get the most out of Sales Navigator:
- To avoid using up your InMail quota for a given month, look for “Open Profiles.” Messaging these profiles does not use your allotted messages.
- Add the Sales Navigator for Gmail Chrome extension to show rich LinkedIn profile data for your contacts. The extension provides ice breakers including shared connections, experiences and interests. This data helps you build a rapport with potential clients.