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How to position yourself as an industry expert on LinkedIn

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Small business owners can use LinkedIn’s tools to enhance their personal brand and credibility online.

Sharing your expertise and starting conversations and debates within your industry on LinkedIn will not only build your own personal brand and reputation, but it will also boost your business’ visibility online.

Whilst you can’t expect to become the next Richard Branson overnight, becoming an expert in your industry on a smaller scale can still open doors to plenty of new business relationships and opportunities.

Here are five tips to help you position yourself as an industry expert in your niche on LinkedIn.

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Do you use LinkedIn?

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Michelle Collins

Michelle Collins

LinkedIn, love it, loathe it or simply don’t know enough about it?

 

Michelle Collins from Pink Spaghetti Chester & North Wales shares her personal experience of using the platform for both individuals and small businesses.

 

Having worked in a public-sector organisation for 12 years when my job role was threatened with redundancy I quickly ensured that my CV was up-to-date. I had of course heard of LinkedIn but didn’t know the benefits and definitely hadn’t made time to create a profile. Knowing that I would soon be job hunting I bit the bullet and set one up, it seemed relatively easy to do with a straightforward way of connecting with those that I already knew, a little more research and effort and I had my profile set up and started to connect with others. I had no clear strategy but felt sure that I was doing the right thing.

By the time redundancy came I had already found Pink Spaghetti, however LinkedIn became ever more important as I need to network to grow my business, so I quickly learnt how to perfect my profile, attending courses and watching what others who looked successful were doing.

One of my first clients was a business coach who was passionate about LinkedIn and the benefits of networking online – I learnt so much about LinkedIn while working for him. The search functionality is excellent, and I was able to easily find him prospective clients and connect with them, starting conversations and inviting them to breakfast seminars where he could meet them in person. I attended a couple of seminars – they were fantastic and busy – it was a very successful use of LinkedIn as a marketing tool. From that my confidence grew and it is now easy to see opportunities on the platform not only for myself but for my clients, many of whom are nervous about the etiquette of using LinkedIn.

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LinkedIn for your Small Business

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When it comes to choosing which social media networks to be active on for your small business, the list is long and often overwhelming: Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn being the biggest. Of the small business owners I have come across recently, most are on Facebook, some dabble with Twitter and some have LinkedIn profiles but very few are actively using LinkedIn as a way to connect with people and grow their network.
With over 400 million users, 20 million of those in the UK, 2 members signing up every second and a higher disposable income of user than the other platforms, LinkedIn should not be overlooked by assuming that it is only for those seeking employment or to recruit, or only for professionals employed by larger organisations. LinkedIn is great for people running small businesses looking to connect with people in similar industries, networking with local professionals and businesses and displaying business related information and statistics. It is about business networking, as opposed to social networking, and as such as a small business owner, surely worth considering?

So how do you go about making LinkedIn work for your small business?

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Use Video to Boost your SEO

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Posting…Tweeting…Blogging…I think we have all got to grips with the concept of the written word and its importance in growing our social media base and thus promoting our business. Well, don’t get too comfortable – it’s all change and it’s time to get vocal and start adding video to your content. facebook services

Research by Pew Internet shows that more people are watching videos online – and what’s more it’s across all demographics.  So it doesn’t matter what age your client base is – they are likely to watch and engage in videos. Indeed, research shows 41% of adults will like and share a video online.

In the world of video – short is good. Followers are often viewing videos on their mobile devices while on the go, so they want something that can easily fit in with their time constraints and attention spans. For platforms such as Facebook and LinkedIn, around two minutes is enough, while Instagram will only allow a 15 second clip.

In 2013 video consumed 66% of all internet traffic, in 2018 it is predicted to reach 79%. It is shown that people are 64% more likely to buy into a service or product after watching a video on it and through ‘watch & share’ it’s likely your video will boost your SEO. Google loves a video – and indeed owns YouTube.

So what should you be talking about in a video? Well in short it could be anything – start with introducing yourself (people buy from people after all), talk about a service you offer, demonstrate a product or just give a few helpful tips that are relevant to your business. Videos can be loaded to your website as ‘Vlog’ (Video blog) posts or shared on Facebook, on LinkedIn and via Twitter.

Go online and check out what your competitors – big and small – are up to. Find similar, if not competing, companies and see what they do that appeals to you, then give it a go yourself.
There are lots of ways of creating videos without having to go to the expense of a professional shoot. People aren’t demanding Oscar worthy production values. You could record it on your mobile device and upload straight from there. There are lots of video editing apps out there: Flipagram is an Apple product but similar Android versions are available and they are very easy to use.

You never know, you might even find yourself enjoying it so much you get hooked on producing them!
As ever, we’re here for you should you want to learn more and join in.

email help@pink-spaghetti.co.uk or click here to find your nearest team