How To Market Yourself on LinkedIn: The Ultimate Guide
For scrolling to your heart’s content, there’s Facebook and Instagram. But for making serious professional connections, you’ll want to turn to LinkedIn. With over a billion users worldwide, it’s an ideal place to boost your professional presence.
LinkedIn is all about professional networking, so there’s a plethora of opportunities to attract the audience you’re looking for—if you know how to market yourself effectively.
In this guide, I’ll walk you through how to market yourself on LinkedIn so you can expand your network and start engaging with precisely the right audience.
Benefits Of Marketing Yourself On LinkedIn
Most socials are built for entertaining. So when users go there, they tend to engage with the most eye-catching content. Reels have to be punchy, carousels have to look gorgeous and captivate readers to swipe.
It’s tough to compete for a user’s attention when it’s your professional accomplishments vs. compilation dance videos or fun cocktails set to trending audio.
But thankfully, marketing yourself on LinkedIn doesn’t require a whole dang photoshoot and editing team to gain traction. Plus, the benefits go beyond likes, comments, and shares (and don’t get me wrong—we do love likes, comments, and shares).
Here are just a few reasons why professionals find value in marketing themselves on LinkedIn in addition to other platforms.
Enhanced professional visibility
If you’re looking to get attention from opportunity-makers, you’d be wise to invest in creating content that touts your professional achievements and goals. And since LinkedIn is the place for professionals, there’s no better place to post it!
Regularly updating your LinkedIn profile with your latest projects and achievements makes you more visible and attractive to potential employers or collaborators. Who knows—maybe something you post will catch a potential client’s eye?
Extended networking opportunities
LinkedIn connects you to professionals worldwide and locally, giving you unparalleled access to industry leaders, potential project partners, and peers. Once you get a few connections, the platform does a pretty good job of suggesting other people you may know who might be a good fit for your network.
It’s also a great way to stay connected with people you’ve met in your industry or find niche professional events where you can meet new people.
Increased job opportunities
Make yourself easy to find and there’s a good chance that opportunities will come along.
One study found that LinkedIn is used by an estimated 97% of HR and staffing professionals in their recruiting efforts. So for all the entrepreneurs reading this, it’s safe to assume that potential clients are using LinkedIn to look for professionals, too.
Who Should Market Themselves On LinkedIn?
Sure, LinkedIn is great for job seekers and recruiters. But the rest of us entrepreneurs and small business owners can get a ton out of it, too. Here's a look at who else should be learning how to market themselves on LinkedIn.
Personal brands
When you really think about it, everyone has a personal brand. Some of us literally have a brand that’s named after us (ahem, Queen Bee Jackie Murphy). But even if you don’t, your reputation is your personal brand.
So if you're looking to carve out a niche for yourself in your professional industry, LinkedIn is a good place to be. Of all the socials, it’s the best place for sharing your career milestones, professional insights, and all the other things that lend credibility to your personal brand.
Businesses
From small startups to large enterprises, businesses can use LinkedIn for more than just networking. It's a powerful tool for B2B marketing, brand building, and attracting top talent by showcasing company culture and achievements.
Thought leaders
You’ve probably got a brain full of ideas about your niche—you are an expert in something, after all! Experts and influencers can leverage LinkedIn to publish insightful content and establish their authority in their fields.
For those of us looking to be thought leaders, LinkedIn is the sweet spot for influencing industry trends since you can more easily engage with other industry leaders and peers.
Tips For How To Market Yourself On LinkedIn Like A Pro
Nail your LinkedIn photos.
When it comes to your personal LinkedIn profile, start by making sure your profile has a current headshot—people want to see what you look like so they know that you’re really, well, you! Choose a photo with good lighting that focuses on your face.
If you’re a business owner, I suggest including a picture of yourself with your logo in the upper right of the banner image. Images of humans are best and people respond to them. Remember—we use LinkedIn to connect with people, not necessarily brands.
Your header photo (the larger image behind your profile picture) is a perfect place to show some personality. Include a picture of yourself engaged with a hobby, hanging out with your golden retriever, or make a montage of photos to show a mix of work and play.
Optimize your LinkedIn profile.
Let’s start with the headline under your profile photo. Your LinkedIn Headline should give readers an idea of what you do and who you do it for.
Include keywords related to your job title and industry in order to make your profile more discoverable, but try to avoid buzzwords in favor of something more memorable.
Next, make sure your work experiences are up to date, similar to the way you would on a resume.
Focus on achievements and data that showcase your skills, and consider asking current or former coworkers for LinkedIn Skill Endorsements—a great form of social proof.
While you’re at it, be sure to offer some endorsements where they’re deserved, too!
In the featured section of your profile, you have an opportunity to highlight some of the most important achievements of your career. You can also highlight events or posts you’ve published as well.
Finally, write a concise, personality-filled LinkedIn Summary about yourself. You could include:
What you currently do
What services you offer
How long you’ve been in the industry
What your personal mission is
Some of your recent accomplishments
A call to action to connect or send a message
Add value to the feed.
To remain top-of-mind and teach people that your posts are worth reading, actively contribute to your LinkedIn Feed. Post or repost valuable content such as industry insights, upcoming events, or thought leadership pieces that position you as an authority in your field. You could even start a LinkedIn Newsletter.
Another idea for adding value is to engage in LinkedIn Groups that align with your industry or interests to broaden your network and share expert knowledge. Heck, you could even start one of your own!
Feeling intimidated by the idea of posting to LinkedIn? I get it—I was nervous when I first started, too. But here’s a fact that might make it feel less daunting: by posting just once per week, you’re doing better than 99% of all the other users!
Nurture new relationships.
Wondering what on earth to do with all those business cards you collected at your last in-person networking event? Use them to find your new acquaintances on LinkedIn so you can stay on each other’s radar!
You might also add connections you’ve never met in person by searching for specific job titles or keywords that relate to your target audience.
When you add someone new to your network, don’t be shy—shoot them a message letting them know it was a pleasure to meet them or that you’re intrigued by something in their profile. Social media is about being social, after all!
Once you’ve added new connections, actively engage with their content through likes, comments, and shares, to keep yourself top of mind and show your support for their achievements.
Stay up to date.
Once you’ve made all the updates we mentioned so far, mark your calendar to come back and update again as soon as something noteworthy happens.
Keep your profile dynamic and engaging so you can attract the right professional opportunities and connections. Regularly revise your LinkedIn to reflect your latest skills, experiences, and objectives.
How To Market Yourself On LinkedIn: FAQs
How can I optimize my LinkedIn profile for better visibility?
Optimizing your LinkedIn profile for visibility involves using relevant keywords in your headline, summary, and experiences, ensuring your profile is complete, and actively engaging with content and connections.
What is the difference between a personal profile and a business profile on LinkedIn?
A personal profile on LinkedIn is designed for individuals to showcase their professional experience, skills, and network, while a business profile, or LinkedIn Page, represents a company or organization, focusing on business updates, news, and job postings.
How often should I post content on LinkedIn to stay relevant?
Posting on LinkedIn should be regular but not overwhelming. Aim for a balance that keeps your network engaged—about 1-2 times per week is a good starting point to maintain visibility without saturating your audience.
What types of content are most effective for marketing on LinkedIn?
Effective content types for LinkedIn include industry news, insightful articles, quick tips, company updates, and professional achievements that highlight your expertise and engage your target audience.
How can I grow my LinkedIn network organically?
To grow your LinkedIn network organically, engage with others’ content thoughtfully, use relevant hashtags, participate in groups, and regularly connect with new professionals by personalizing invitation messages to potential connections.
Learn To Market Yourself On LinkedIn Like A Pro
Let’s be honest—you’re busy enough as is without having to worry about keeping up with the latest social media marketing trends. That’s where a social media coach (like moi) can help!
Book a time on my calendar today and learn what it takes to start getting your profile noticed.
