Everyone enjoys the gratification and confidence they experience when people like, share, engage and endorse their content. Not only does it potentially draw more people to your own site or product, it can also increase the value of your personal brand – and that's especially important on a professional network like LinkedIn.
Of all online networks, I'm most active on LinkedIn. A month ago, I was getting around 200 views in the last 90 days. (You can find this metric under the profile > who's viewed your profile menu option on the site.) Now I'm getting over 300 views per 90 days, achieving a personal goal I set. Here's how I became more popular and viewable on LinkedIn.
Set Objectives and Goals
What is your reason for being on LinkedIn? What message do you want to project? Finding clarity in your message and determining what you want to learn will help you navigate LinkedIn and connect with more people who are discussing the same topics.
I'm on LinkedIn for several reasons. In order of importance, I aim to:
- This goal ties directly to metrics I report at SEMrush. It's critical to my success in this role.
- Follow influencers: As I follow influencers and interact with them, the amount of interactions I have with them increases. This helps both of our brands.
- Identify trends in my niches: I like Twitter and Facebook, but they're a bit noisy for me. People usually curate what they post on LinkedIn more carefully, so it's easier to find trends here.
- Strengthen my personal brand: Like most people, I'm invested and interested in more than one area. My passion for digital marketing intersects with other topics of interest like geek culture and women in tech. In the busy digital marketing space, my love for comic book movies helps me stand out. Plus, it's genuine, reflecting who I really am.
This purpose helps drive what type of content I create and curate.
It took time to reach my 300 views per 90 days goal. If I'm inactive, I tend to stay in the low 200s, so this is a way to ensure activity. I'll reevaluate this goal in 2016.
LinkedIn lets you know why you succeeded (or slacked) based upon the stats. Here, I learn that my connections, likes, updates, endorsements and additions helped my visibility.
Additionally, event attendance dramatically affects my visibility. Recently, some of my colleagues attended #INBOUND15 in Boston and introduced me to their connections. Now my profile shows that seven of my recent viewers hail from the Greater Boston Area.
Because I network with many people in the entertainment industry, my Greater Los Angeles number remains standard. My Greater New York City Area number went up because I attended the SEJ Summit there just a few days ago. The remaining number remains high because I live and work near Philadelphia.
Publish on LinkedIn Pulse
If you already have some authority in your field, publishing on LinkedIn Pulse is a solid way to expand your network quickly. The third piece I published on LinkedIn Pulse netted three guest bloggers for SEMrush (an important conversion metric for me) and allowed me to pursue connections with an influencer and dozens of others in my field. This success made the investment of time worth it.
LinkedIn Pulse is a fantastic way to harvest connections (and even prospects) and find new connections in a particular niche. LinkedIn readers also tend to be very engaging, and since it's a professional site, you have to worry less about trolls if you're writing on a topic like women in tech or student debt.
Track Your Stalkers: Somebody's Watching Me
LinkedIn tracks who looks at your profile. While that may sound kind of creepy, it actually offers significant insight into which industries, companies and individuals I'm reaching.
Depending on what type of content I publish and share, the 'title' trends of my profile viewers changes. When a legal reporter asked for and published my opinion on marketing, attorneys and legal assistants viewed my profile. With New York Comic Con coming up in a few weeks, this industry indication will probably shift to 'entertainment' for a few weeks.
If you're writing about digital marketing, you can tailor your work to your particular niche, such as "SEO tips for pet supply e-commerce businesses."
This is a great tool for finding clients who convert.
Ask Your Colleagues for Help
Your co-workers are assets for amplification. If they trust you, your team can help you become more popular and respected in your field. I sent personal messages to my colleagues asking them to share my content if they agreed with the message. LinkedIn told me who shared my post:
How My SEMrush Colleagues Helped Me
- Phil is especially valuable in amplifying my message because he is also heavily invested in digital marketing and geek culture.
- Tyler hails from more of a business background; his endorsement can elevate trust with respected professionals in the industry.
- Felipe has a broader, international reach. Because of him, my post probably reached experts in Latin America.
- All three of them are male, just like the majority of SEMrush users, which means they may have put my message in front of people more likely to investigate SEMrush as a digital marketing solution.
Since LinkedIn revealed who I could count on for support, I'll know I can ask them to share more content on a similar topic in the future. I'm curious to see if any of our readers heard about this post from Phil, Tyler, Felipe or more of my friends at SEMrush. If you did, please let me know in the comments section.
Of course, friendly competition also has its place. Since changing to a more professional photo (thanks, LinkedIn #PictureOpportunity), my rank increased by two percent among my connections.
Drive Traffic From Other Networks
Don't forget to send people to your LinkedIn profile from other networks. Include your LinkedIn profile link:
- In forum signatures
- On email signatures (personal and professional)
- On other social media profiles (especially Twitter if you participate in Twitter chats)
- On your business cards
Additionally, some automation can help. I'm usually on LinkedIn only during business hours. This means that important connections on the other side of the world may be missing my updates. I use CoSchedule to curate content, posting automatically to my LinkedIn profile via the app a few times per week.
Follow Up After Events
Do you attend networking events? There's a reason people still use business cards in a digital age – they help people remember you and make it easy to follow up. I make LinkedIn connection requests a day or two after meeting people in person at events. If you have a long commute back from your conference, use the time to make the connection as soon as you can to stay top of mind. The LinkedIn mobile app is the way to go if you want to do this on a train or in an airport.
Additionally, a friendly in-person invitation to connect on LinkedIn has also resulted in connections for me following events.
Have you also had success with increasing your visibility on LinkedIn? Do you have questions about how to make it happen? Please comment below.
Tara M. Clapper is Technical Editor (blog editor) at SEMrush and Senior Editor at The Geek Initiative, a website celebrating women in geek culture. Tara is a prolific content creator, having written thousands of blog posts, small business websites and other inbound marketing content through the course of her career. Tara enjoys blogging about SEO copywriting, content management, corporate culture, personal branding, networking and LinkedIn. She has over a decade of experience in digital publishing. Connect with her on Twitter @TaraMClapper.