Branding Yourself on LinkedIn…

Simple steps you can take today to attract more clients, more job offers and more opportunities for success.

Everyone knows the virtues of LinkedIn as a business connection conduit. LinkedIn is a powerful, and essentially free, asset every businessperson should be using. And for those of us who spend our days advertising other people’s products, we know especially well that proper positioning, messaging and value proposition is key to compelling your target audience to take action.

So if your goal on LinkedIn is to create an image of professionalism, separate yourself from the competition, convey your knowledge, present yourself as a high value target and prove you're on the cutting edge, here are simple steps you can implement today to help you achieve that goal.

Remember Where You Are
Each of your LinkedIn followers is connected to you for a different, individual reason. But in most cases, that reason is business related. So your LinkedIn followers (your target audience) will be looking to you for helpful business information, insights and dialog of substance. Optimize your LinkedIn activities by providing your audience what they want. Then use other social channels such as Twitter and Facebook for more spontaneous or casual input.       

Exit From The Herd
You can create separation for yourself by avoiding the quick repost of the high profile article that was just blasted out by an industry news source. You must realize that everyone else has the same idea, thus your timely repost can portray you as just one of the herd. A much more powerful approach is to take time to digest the article and its impact on your customers, industry, etc. Then write your own content, provide your own analysis and link out to additional content. Now you’re creating personal brand value that gets the attention of your target audience.

Coherent Thoughts
It’s important to slow down and think about what you are writing. You possess expertise that will be helpful to someone. So take a bit of time and craft your content based on the needs of your followers. Stream of consciousness posts, while genuine and original, can at times make it challenging for followers to understand your key point.

Be Original
On LinkedIn, everyone’s posting, reposting or commenting. So whatever you post or comment on, make it count. The best way to make it count is to be original. Create your own content. Think about it - most people repost other people’s content. Become the source of content and you elevate yourself to an entirely new realm in the eyes of your followers.

Finally, you can optimize and elevate your personal brand style on LinkedIn.

It’s LinkedIn
Remember that LinkedIn is a business-networking platform. So whether you are looking to gain the attention of new clients, potential job offers or speaking opportunities - presentation is everything. Beware of being too conversational and casual - it often doesn't come through as intended. Be yourself so that your personal image can shine through, but do it with professionalism.

Timeliness
Timing is everything. Posting or commenting several times a day, particularly with secondhand content or impulsive thoughts, can cause your target audience to turn a blind eye. Conversely, not maintaining a high value presence actually puts you behind the herd. Your followers want information that is new, has substance and is relevant. Find a balance during the week of perhaps one original piece of content you have written, combined with a few strategically placed comments that have value and meaning. Repost sparingly, and again, only if you have added your own take and why this information is important. Become the individual brand your followers rely on for insight.

Finally, the essentials.

Spelling
No matter what you post or comment on, you do not want to misspell words.  Period. Fast typing or smartphones are no excuse.

Grammar
It’s just as important as spelling. We’ve all seen posts, comments or emails via LinkedIn containing a double whammy of misspellings and improper grammar. In short, slow down and proof what you are about to post. Doing so takes just a second and helps to eliminate silly errors by which others may judge you and your brand persona.

Optimizing LinkedIn to boost your personal brand and value is relatively easy, and doing so can pay big dividends. You are an expert in your category…but you can just as easily become a leader. And the gap between these two roles isn’t nearly as large as it may appear. With focused intent, preparation and poise, you can harness LinkedIn to position yourself as a sought resource for potential clients, colleagues or your next gig.

tandemROI is a cross-channel advertising and marketing agency located in Tampa, FL.

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