In the decade since its launch, LinkedIn has grown to a whopping membership of 259 million. This is no flash in the pan social fad. It is now an accepted, practical and highly valuable new business tool.
So why is it that so many agency execs are still woefully negligent of their LinkedIn presence? Well I’m going to presume it is for all the same reasons as the slightly off message and search-unfriendly websites, the out of date case studies and those other irritating tasks that get sidelined in the face of real, revenue generating client work.
Except that all of these things are revenue generating. But because they don’t represent immediate chargeable time, we kid ourselves that we will do or delegate them later, and another month, or year passes by.
Meanwhile LinkedIn continues to evolve, providing an increasing number of options for you to keep your hard won network easily engaged.
Unsure where to start? Here is Gunpowder’s checklist for pimping up your profile:
- Start with your company profile. Is everyone in the team connected to the right company page? You’d be surprised how many senior agency managers are linked to an altogether different business, if this is the case it’s easy to update but embarrassing if left unchecked. I recently happened across two founders of a highly creative design studio who have both inadvertently linked to the page of an IT services company by the same name. The IT company branding is so far removed from the design company aesthetic that the any new connections would be seriously misled.
- Update the products/services tab of the company page. This will give you the opportunity to showcase particular disciplines and link directly to corresponding pages on your website, you can add videos, images and best of all, your clients can recommend those individual services either with a simple ‘tick’ or a written testimonial.
- Don’t forget the branding. Company pages now have a range of image upload areas which will allow you to keep your profile visually on brand. Use the edit button to explore the options and check out company page for POSSIBLE for an example of a well optimized agency page.
- Make sure the social panel on your website and/or email signatures include a link to your LinkedIn company page.
- Now look at your individual profile. Provide a personal summary
- Add a professional headline. This doesn’t need to be the same as your current job title but a more descriptive headline that will help you appear in relevant search results.
- Ensure that your description of your current role, chimes with the agency positioning. This is particularly relevant for established businesses who have evolved their proposition over time. Keep it current and joined up.
- Keep up to date with your connections. Don’t be shy about connecting with people after a first meeting. It is perfectly acceptable. Just remember to add personal message where you can.
- Lastly, give recommendations and endorsements. You’ll be surprised how many people will automatically return the favour.
Need help managing your agency marketing? Get in touch to find out how Gunpowder can help.