LINKEDIN, THE MOST UNDERRATED PLATFORM IN YOUR MARKETING MIX

While we usually write for businesses or brands, this one’s for the people behind the scenes, the marketers, founders, creatives and team players who make it all happen. Because when individuals show up on LinkedIn, businesses grow. 

Whether you’re building a personal brand, sharing insights or engaging with your network, your presence on LinkedIn doesn’t just benefit you, it amplifies your company’s visibility, credibility and reach – and can be supported with PR support for thought leaders. Strong individual profiles can attract top talent, spark new business opportunities and position your team as thought leaders in your industry. 

So if you’re a business owner, share this with your employees and encourage your team. If you’re part of a team, take this as your bible to invest in your own digital presence. Because while everyone’s chasing trends, smart brands are building trust, driving leads and owning their niche on social media’s ‘cringiest’ platform. 

Most people have a LinkedIn account, but almost no one’s using it properly.

You’ve got big creators sharing anything from actual industry knowledge to downright clickbait, wielding the platforms capabilities to generate leads, expand their network and most importantly, make moment. 

But if your profile is just a half-decent headshot and a post from when you got that new job last year….it’s simply not enough. 

When was the last time you really showed up on LinkedIn? Shared something meaningful? Got involved in the conversation? Learned something new? You need to remember, your LinkedIn profile isn’t your CV, it’s your digital presence. 

So, how do you make sure it’s a good one? Let’s get into it. 

Personal Branding: Why it Matters

Your digital presence is your digital brand. The more you build your digital presence, the more established and reputable your personal brand becomes. Pair it with strategic social media campaigns to expand reach beyond the platform. A personal brand is built through three things: clarity, consistency and content. 

Ask yourself: what do I actually want to be known for? A thought leader? Go-to expert in your niche? A voice for your industry or your community? 

Figure out what you want to be known for, be your authentic self and showcase your values, expertise and unique personality. 

Remember, your personal brand = what people say about you when you’re not in the room. Right now…are they saying anything? 

Profile Optimisation: Turning Your Page into a Magnet

You wouldn’t buy from a website with no product pages? So why would someone connect with a blank LinkedIn profile? 

When someone lands on your page, you need to give them a reason to stick around. Just as brands invest in our public relations services to attract attention, your profile needs the same care. Here’s how: 

Headline = Hook

Don’t just list your job title. Instead, say who you help, what you help with and how

Banner = Billboard

This is your chance to stand out. On brand colours, bold statements, exciting visuals. Wow them! 

About section = Elevator Pitch

Start strong, be human, tell a story, and end with a simple next step

Skills = SEO

We might’ve swapped Google for TikTok when looking for restaurant recommendations, but keywords still matter when you’re searching for professionals. Use this space wisely. 

Quick Profile Wins

Before you start posting, make sure your whole team looks cohesive — consistency that mirrors how brands grow with social media marketing experts. There are a few quick wins that’ll get your profile up to scratch: 

– A professional profile picture

– A branded banner

– A complete headline, about section and skills list

– Featured links (website, discovery call, case studies, testimonials)

– Team alignment: make sure your whole team looks cohesive 

A Simple Content Formula

While the ‘I got married at the weekend and here’s what it taught me about B2B sales’ posts have a high success rate, that’s not something you have to jump on. 

Here’s a simple content formula that avoids the nonsense whilst adding value: 

– Teach Something: drop a quick tip, a fresh insight, or just a better way of doing something 

– Tell a Story: take people behind the scenes of work, careers or general life. How did it impact you? What did you learn? 

Take a Stand? Don’t be afraid to have an opinion. Agree or disagree, it sparks engagement. 

Defining Your 3 Content Pillars

Your content pillars are directly linked to the things you want to be known for. They’re the themes that your content will revolve around. These pillars should reflect your expertise, your values and passions. 

Here’s how to build them out: 

1. Find your why? What do you care about? What do you know well? What do you want to talk about? 

2. Brainstorm a bunch of themes: include ideas from your work, personal experiences, niche, interests or lifestyle. These ideas can be rough because you’ll refine them later. 

3. Narrow them down: this is where you group common themes, home in on the top three that resonate with you

4. Test & learn: you might pick a theme thinking you know loads about it, but after creating two posts you run out of ideas. If it doesn’t serve you, try something else. 

The Secret Sauce

If you post and ghost, you’re doing it wrong. It’s a big nope in the marketing world and LinkedIn is no exception. 

Follow your favourite creators, comment on posts, and tag people in anything you think they’d find useful. Put yourself in the centre of conversations. 

Engagement builds community before your content ever goes viral, just like specialist brand launch campaigns do for new businesses. So, try this challenge as your first step: 

– Comment on three posts a day. Whether that’s asking a question, adding your opining, showing support or celebrating someone’s success. Give engagement just 15 minutes of your time and within one week, you’ll see how beneficial it is. 

Your LinkedIn Action Plan

1. Switch to Creator Mode

2. Complete the Profile Checklist

3. Define Your 3 Content Pillars

4. Follow 10 Creators in Your Niche

5. Leave 3 Meaningful Comments Every Day

6. Write 1 Post This Week. 

What are you waiting for? The time to level up your LinkedIn is now.