With over 575 million users, I’m going to assume you already have a LinkedIn profile. If you also have a professional headshot, a headline that hooks, and a summary that insights—you’re way ahead of most. And if you’ve summarized your career highlights and experience, then I’m definitely impressed!

But, let me ask you this… are you using your LinkedIn profile to your advantage? Or is it just kinda sitting out there collecting dust? Mmm hmm. I know you. I was you. And now I am here to enlighten you.

Did you know over 93% of B2B marketers find LinkedIn most effective for lead gen or that 75% of execs check their LinkedIn daily and most spend 10+ minutes on LinkedIn per day? You heard me. That’s a captive audience in today’s very-low-attention-span market.

If you’re in sales and marketing, especially, taking a little time every day to optimize your profile, develop yourself as a thought leader and nurture connections, can seriously open new doors and here’s why…

Reason #1: LinkedIn is the World’s Largest Business Network

Since LinkedIn is largely focused on B2B connections, it should be an integral part of your company’s social media marketing strategy, from the top down. How you ask? First, it’s important to understand and define your target audience. What is their role and pain points, and how do they go about solving them? In other words, what keeps them up at night? Then take a little time to research relevant and unique content to share with them that speaks to those pain points. When you offer your targeted connections nuggets of information, you come across as helpful not salesy, and you’ll keep them coming back for more! That’s the key to driving demand with LinkedIn, and why it helps drive over 80% of B2B social media leads!

Reason #2: Your Participation on Social Media Builds Trust

Gone are the days when we picked up the phone to get information about a company’s products or services. Instead, we all do our due diligence online when it comes to buying decisions, because well… we can. Everything we need to know is literally at our fingertips. Which is exactly why we’re all vying for the top spot in searches. But beyond just finding info, we want to do business with people and companies we trust.

So how do you earn trust online? It begins with a complete, professional and consistent presence online and for reasons mentioned above, LinkedIn is an effective and simple place to start.

What’s more, there’s power in numbers. Help your team demonstrate a shared and consistent value proposition that represents your brand. Everyone from the CEO, to sales, marketing, product management and technical support, should contribute with an optimized profile, and actively engaging through social. Whether you’re a Vendor, or a Partner, it’s important to showcase a company culture that builds trust.

Reason #3: Set Yourself Apart from the Rest

You’ve gone with the flow long enough. It’s time to focus your efforts on ways you can stand out as a thought leader. Consider incorporating more video. It’s so easy to consume, especially in our over-tasked, visual-centric world. And you’re already carrying your production equipment in your pocket! Use your smartphone and take the opportunity to share a quick recording of something you learned, or while you’re walking around an event. Keep it casual, friendly and short… and watch the likes and comments roll in!

In Summary:

Don’t overthink it. Keep it simple. Tackle your LinkedIn strategy in small steps. Optimize your profile to showcase a complete and professional presence. Help others on your team do the same, with a consistent brand message that demonstrates you and your company’s value. Then share relevant content on a regular cadence and engage with your audience to build trust. In less than 15 minutes a day you can leverage one of the most powerful B2B platforms to build brand awareness and trust, and set yourself apart from your competition. Refocusing your LinkedIn activities to be time well-spent will undoubtedly have a positive impact on your company’s bottom line.

Have questions about LinkedIn thought leadership and strategy? Check out LinkedIn Etiquette: The Fine Line Between Connecting and Spamming and consider Switching Your LinkedIn Profile from 'Connect' to 'Follow.'

Interested in learning how to optimize and improve your own personal or company LinkedIn profile? Contact us directly to see how we can help!