In a previous post, I’d written about what social selling entails and how to find out your social selling score (SSI) on LinkedIn. In this series of posts, we’ll explain how you can improve your SSI score based on parameters defined by LinkedIn.
LinkedIn’s SSI score is calculated on the basis of four parameters, namely, establishing your professional brand, finding the right people, engaging with insights, and building relationships. It is important that you focus on improving each of these parameters to improve your SSI score. We’ll elaborate on “establishing your professional brand” in this post.
What can you do to establish your professional brand on LinkedIn? Read on for details.
- Complete your profile: First and foremost, ensure that you complete your profile with the customer in mind. Remember to emphasize instances that illustrate how you’ve provided value to a client. Take care to complete every detail on your LinkedIn profile, including your profile picture, headline, summary, and experience. Pay special attention to your headline because that is what makes your profile stand apart from millions of others in your domain. To understand the importance of your profile headline, just search for people using any keyword on LinkedIn, and notice how you’ll tend to click on profiles that have self-explanatory headlines.
- Add rich content to your summary: This aspect is one of the most underutilized items among LinkedIn’s profile page functionalities. Add content that can make you stand out as a thought leader. You can add an image, video, or a presentation to showcase examples of your work or your company’s specialties. You can also upload a deck outlining your company’s products and services on Slideshare and host it on your LinkedIn summary.
- Post and interact with content: Always keep in mind that the basic foundation of a strong content marketing strategy is nothing other than relevant and useful content. The key is to post relevant updates on a regular basis so that you’re perceived as a thought leader in your domain. Make it a point to spend some time to curate high-quality content that can be helpful for your target audience, and then, post updates summarizing that content and explaining the importance of why should someone read what you’ve posted. Merely sharing links might not get the kind of engagement you’re looking for. If you post high-quality and relevant content, the likelihood of your content being shared and liked increases several notches.
Power Tip: Like I’ve mentioned in a separate post, LinkedIn’s algorithm tends to promote content with links to content on LinkedIn rather than that with links to content off LinkedIn. That apart, write long form articles on LinkedIn to share your personal experiences and industry insights. This can go a long way in establishing your brand value as a thought leader.
- List skills & get endorsements: The “Skills” feature of LinkedIn is among the lesser used features, especially by industry leaders who don’t have time for these nitty-gritties. But if you’re really serious about networking on LinkedIn, make it a point to add relevant skills to your profile. You can do this by clicking on “Add a new skill” in the “Skills & Endorsements” section. Once you add skills, your connections will view requests to endorse your skills from time to time. Make it a point to endorse the skills of your colleagues, friends, and acquaintances to expect favors in return. Now, this is a separate argument altogether as to how reliable these endorsements are. This situation has arisen from random endorsements by random people who haven’t even worked with you once. LinkedIn doesn’t seem to have figured out a way yet to address these concerns. That said, skills and endorsements remain a factor that can influence the aspect of “establishing your professional brand” on LinkedIn.
Now, all these pointers just constitute one of the factors, i.e., establishing your professional brand, that can influence your SSI score on LinkedIn. Keep watching this space for more details on how you can ace social selling on LinkedIn.
Also, don’t forget to share your thoughts through the comments section below.