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Realise your online potential on LinkedIn

Realise your online potential on LinkedIn

You may have been on LinkedIn for some time, but feel you could be exploiting it more. 

Do you just collect more and more connections at networking events but never really do anything productive with them? 

If this is your experience then we hope our advice and practical steps aimed specifically at mortgage brokers will help you explore what you could be doing to use LinkedIn to its full potential.

Is your profile good enough?

It is always a good idea to take a look at your profile as though you were someone wondering whether to connect with you. Ask yourself honestly: would you? If not, what is missing? What would put you off?         

Check that your profile gives a full picture of your job experience and professional skills. Make sure there are no gaps in your employment history.

When you first set up your profile, you may have kept it basic to get up and running, so it is worth going back and reviewing it. LinkedIn recommends that to be complete your profile includes:

  • Industry area;
  • Current position with description;
  • Two more positions;
  • Education;
  • At least five skills;
  • Profile photo;
  • At least 50 connections;
  • A summary;
  • Work samples or projects; and
  • Volunteer experience.

The more complete it is, the more likely you are to appear in searches, so it is worth spending time fleshing it out.          

Company page

As well individual profiles, businesses can have a company page. It is free and easy to set up and it makes sense to get your products and services in front of as many professionals, in as many formats, as possible.

Fill in a company summary and use as many keywords as possible to help your business show up in a search.

The cover photo is a good opportunity to prominently display your branding. Use the products and services tabs and ensure whatever you want to promote is listed first, as this will feature on the sidebar.

Then, start posting regular updates and ask your employees to follow and interact with any activity.

Using LinkedIn day to day

Whether you are looking to make connections, raise brand awareness or generate leads, LinkedIn is a great tool.   

LinkedIn uses an algorithm to stop its members being bombarded, so organic reach is hard to achieve. The first 50 people that see your status update play an important role in how well the post gets shared.

The more likes, comments or shares you get from these 50 people, the bigger the reach.    

Here are some tips on creating updates that can boost organic reach:

  • Make sure status updates are between 700 to 1,200 characters
  • Include a relevant image
  • Do not include links to sites away from LinkedIn
  • Use hashtags that relate to your subject
  • Tag a few people in your post or comment section.

Every time someone engages with your updates, re-engage with a thank you or comment.

Advertising

You may decide you want to go further than what is currently being achieved through organic reach. If so, it is worth considering some advertising on LinkedIn.

You can build your audience and target them specifically in terms of demographic, location and job function.

You can boost some of your posts that are getting good engagement by treating them as sponsored content. LinkedIn can be a highly effective means of lead generation this way.      

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