LinkedIn is a powerhouse platform for networking, lead generation, and business-to-business (b2b) growth. However, like most social media platforms, staying updated with best practices can be a moving target. Here’s a helpful list of LinkedIn Best Practices for 2023 if you aim to expand your digital footprint this year.

Understanding LinkedIn’s Algorithm

Wondering why your profile or business isn’t getting more visibility? Understanding LinkedIn’s algorithm in 2023 is a critical piece of the puzzle. Here’s a list of what the algorithm is looking for:

• Content quality matters
• Interactions and engagement
• Personalized, relevant content 

Here’s a great breakdown of tactics/ideas on things to do to improve your standing with LinkedIn’s algorithm:  

• LinkedIn ranks content based on audience relevance.
• Initial post classifications: Spam, Low Quality, High Quality
• Avoid spam markers like lousy grammar, multiple links, excessive tagging, frequent posting, and specific hashtags.
• High-quality posts have relevant tags, specific hashtags, clear formatting, niche topics, engaging content, minimal outbound links, and strong keywords.
• The first hour after posting, the “golden hour,” is crucial for engagement.
• Do’s in the golden hour: Post when followers are online, ask engaging questions, interact with other posts, follow a consistent schedule, and respond to comments.
• Don’ts: Ignore the post after publishing, tag people who won’t respond promptly, edit the post
• Engagement drives wider post distribution.
• Spam or ignored posts get penalized.
• Connections, interest relevance, and engagement probability are ranking signals.
• Avoid outbound links, as LinkedIn wants users to stay on the platform.
• Sharing others’ posts reduces your engagement.
• New LinkedIn features get favored in the algorithm.
• Use images wisely; they should support your post.
• Keep videos brief and to the point.
• Text-based posts get more reads than videos.
• Start by posting once a week, diversify your content, and focus on what works for you.

Understanding these algorithmic preferences helps in crafting content that hits the sweet spot.

Crafting the Perfect Business Profile

A LinkedIn personal profile is your professional digital identity. It showcases your unique career history, skills, endorsements, and network, serving as an interactive resume and networking tool. On the other hand, a LinkedIn Company Page represents a business entity. It’s a platform to highlight your company’s news, updates, and job openings and showcase your products or services to potential customers or employees.

Both profiles serve unique, essential roles. A robust personal profile allows you to interact with other professionals, join groups, and participate in discussions, thus building your professional brand. Meanwhile, a well-optimized company page enhances your business’s online presence, provides insights about your company culture and values, and is a platform for promoting business updates and content. 

Setting up and Optimizing a Business Profile on LinkedIn:

• Sign up with a professional email and create a strong password.
• Complete all the personal information fields, including your current position and industry.
• Upload a high-quality, professional headshot for your profile picture.
• Craft a compelling and informative headline.
• Write a succinct yet detailed summary highlighting your experiences, skills, and aspirations.
• Add all relevant work experiences, projects, and volunteer activities to your profile.
• Include your educational background and any certifications you have.
• Ask for recommendations and endorsements from colleagues, partners, and clients to boost your credibility.

Setting up and Optimizing a Company Page on LinkedIn:

• Navigate to the “Work” icon on the right side of the LinkedIn homepage and select “Create a Company Page.”
• Choose the appropriate category for your company.
• Fill out all the requested details, such as company name, website, industry, company size, and company type.
• Write a concise yet descriptive overview of your company in the “About us” section.
• Upload a high-resolution company logo and a banner image visually representing your brand.
• Add your company’s specialties, location, and hashtags related to your business.
• Invite your employees and business associates to follow the company page.

Strategies for Growing Your Following

A bigger, relevant audience on LinkedIn can provide critical brand signals of trust and grow a list of potential customers. Here’s how to grow your following:

• Identify your target audience.
• Regularly post relevant and engaging content.
• Engage with followers via comments and messages.
• Join and participate in LinkedIn groups in your industry.

Here are some tips/hacks for building your Linkedin Following in 2023

• Post daily 
• Publish long-form content 
• Use LinkedIn Carousel Posts 
• Create videos with your face in them 
• Post on trending topics 
• Comment daily 
• Put a follow link/ button on your newsletters & in your email signature 
• Run a follower ad campaign (business pages only) 
• Use hashtags in your posts to make them more findable 

Building Engagement

Driving engagement on LinkedIn involves creativity and intelligent use of the platform’s features. Here’s how:

• Craft compelling headlines.
• Use relevant hashtags and mentions to increase visibility.
• Make use of LinkedIn Stories and Live sessions.
• Ask thought-provoking questions to stimulate conversation.
• Tag people and brands in your posts 
• Regularly comment in groups 
• Post engaging content, e.g., polls or contests 
• Respond when people leave comments to encourage them to continue to do that 

Driving Leads from LinkedIn

LinkedIn isn’t just about making connections; it’s about driving leads too. Here are some lead-generation strategies:

• Offer valuable content in exchange for contact information.
• Use LinkedIn advertising to target your preferred audience.
  • Leverage LinkedIn’s Matched Audiences feature for precise targeting.
• Follow key businesses & prospects you are targeting and comment on their content (Account Based Marketing) 
• Use LinkedIn Navigator and messaging to cold outreach to potential prospects 
• Share key sales content (e.g., case studies) on your company page. 
• Promote events to drive people to virtual or in-person events. 

Utilizing Analytics

LinkedIn Analytics is a gold mine of insights. Here are a few key metrics to track:

• Engagement metrics (likes, shares, comments).
• Click-through rate (CTR) for your posts and ads.
• Demographics of your followers and visitors.
• UTM tracking to track traffic & leads on your website 

Conclusion

Harnessing the power of LinkedIn in 2023 requires a solid understanding of its algorithm, crafting a compelling profile, implementing strategic growth strategies, driving engagement, optimizing lead generation techniques, and utilizing LinkedIn Analytics. Ensuring content quality, fostering interactions, and providing relevant information are key elements to maneuver through LinkedIn’s algorithm successfully. Also, an optimized profile serves as a foundation for building your personal and business brand, while proactive audience engagement and strategic lead-generation techniques can significantly increase your digital footprint. Lastly, tracking key metrics with LinkedIn Analytics can provide invaluable insights to refine your approach and deliver more effective results. 

If you need a little support on your LinkedIn or Digital Marketing, we’re a full service social media agency and would be happy to help!