Written by Anna Sonnenberg

10 LinkedIn Experts Share Their Best LinkedIn Strategy

 

Get some extra insights and help for your LinkedIn strategy from social media and marketing experts. 

When you work in social media marketing, LinkedIn can be a powerful platform for generating leads and connecting with clients. But with its focus on professional networking, this channel works a little differently than Facebook or Twitter.

So, how do you use it effectively and develop a LinkedIn strategy that actually pays off?

I reached out to 10 marketing and social media experts for their insights.

From leveraging connections to creating thought leadership, these LinkedIn strategy tips can help you drive the results you want to achieve.

1. Michael Brenner

CEO of Marketing Insider Group and author of “Mean People Suck”

Michael Brenner

Content marketing agency CEO and CMO influencer Michael Brenner

“With so many of us working from home, the rise of creative visual formats, and the simple fact that a picture really is worth a thousand words, video is becoming more and more important in marketing and selling today,” Michael Brenner states.

“You don’t want to create great videos, upload them on YouTube, and then send all your traffic to YouTube where no one can really interact with you!

“What you really want is to do is maximize video for selling by optimizing the engagement for search and SEO on your website and for reaching your target audience on LinkedIn.

“The trick is to upload but unlist videos on YouTube, create SEO-optimized blog posts for each video, embed the unlisted YouTube video in your blog post, and then upload that video natively to LinkedIn for more targeted promotion to your network.

“So your schedule goes something like this:

  1. Film the video and edit it to include captions.
  2. Create a transcript and blog post while you final edit the video.
  3. Upload the video to YouTube as “unlisted” and embed it into the blog post.
  4. Publish the blog article with the video embed.
  5. Upload the video directly to LinkedIn with your text. Mention a few prospects. Use a few hashtags.
  6. Add a link to the blog post with the video embedded in a LinkedIn comment.

“Voila! Maximized video for search and social.”

For more marketing insights from Michael Brenner, follow him on LinkedIn.

2. Michal Eisikowitz

CEO of Michal Eisik Media and founder of CopyTribe

Michal Eisikowitz

Michal Eisikowitz

“On LinkedIn, content is king—which is why marketers (rightfully) spend their time creating posts that are intriguing, high-value, and easy to read,” says Michal Eisikowitz.

“But here’s the thing: Without engagement, your content is worth nothing very, very little.

“Golden rule: On social media, you’ve got to be social.

“Mediocre marketers employ the megaphone technique: stand on their soapboxes and blast out content to the world.

“Smart marketers employ the talk show technique: They post that same killer content—but block off time to engage with everyone who’s commented on it.”

❌ The Megaphone TechniqueLinkedIn strategy - megaphone technique

✔️ The Talk Show TechniqueLinkedIn strategy - talk show technique

“Unless you’ve reached the ranks of ‘LinkedIn Influencer with 50,000+ followers,’ you cannot afford to use the megaphone technique.

“Why? Because your organic reach will stink.

“Not only will readers stop commenting on your posts (because they’ve learned that you can’t even be bothered to reply), they’ll also feel a general sense of disenfranchisement, labeling you ‘Snooty Person Uninterested in Conversations or Relationships.'”

“Not a good look. 

“Fact: People are busy. 

“If they’ve taken the time to engage with your post, take the time to acknowledge that—with a thoughtful response, or just ‘thanks!’ And if they consistently comment on your posts, consider reaching out with a personalized DM to cement the relationship—and create a fan for life.

“Bottom line? 

“Your LinkedIn content is only as powerful as the people who engage with it.

“Don’t take your people for granted.”

Michal Eisikowitz is the CEO of Michal Eisik Media and founder of CopyTribe, an intensive online program for copywriters and freelancers. She has spoken about copywriting and LinkedIn strategy on impactful stages worldwide. Learn more about her at michaleisikowitz.com or follow her on LinkedIn.

3. Shelly Elsliger

LinkedIn trainer & speaker and founder of Linked Express

Shelly Elsliger - LinkedIn Express founder

Shelly Elsliger

“Having a presence on LinkedIn is not enough. It is important to make sure you are proactively and strategically doing things on LinkedIn to OWN your space,” cautions Shelly Elsliger.

“There are many things you can do to level up your LinkedIn strategy. Sometimes, the simplest of actions create the biggest impact:

  • A post is about thought leadership.
  • A share offers support to others.
  • A tag is recognizing others’ contributions.
  • A comment is about stirring up conversation.
  • A reaction shows you agree but with context.
  • A like is a simple nod of agreement.
  • A #hashtag shows leadership and ownership.”

For more LinkedIn strategy insights from Shelly Elsliger, follow her on LinkedIn.

4. Larry Kim

Founder of MobileMonkey and WordStream

Larry Kim

Larry Kim

“Post high-engagement updates to LinkedIn,” recommends Larry Kim. “Whether it’s a text post, a video post, or an image post, as long as it did well on other channels, there’s a high chance that it will do well on LinkedIn.

“What I do is post lots of stuff organically on Twitter, and post the Top stuff from Twitter to LinkedIn. We want to focus on the winners, the unicorns.

“Using your Twitter analytics, you can pick your top 5-10 tweets that perform well, and you can repurpose them on your LinkedIn post.

“At the end of the day, it’s all about finding great content that will do well in social media.

For more social media insights from Larry Kim, follow him on LinkedIn or check out Mobile Monkey.

5. Joel Klettke

Founder of Business Casual Copywriting and Case Study Buddy

Joel Klettke

Joel Klettke

“Essentially, solve problems in public,” suggests Joel Klettke.”I’ve never been a fan of blasting cold outreach or doing massive one-to-one cold pitching. It feels wildly inefficient and unwelcome—at least, how it’s being done now.

“My LinkedIn strategy has always been exactly this:

  1. Identify who I want to work with.
  2. Identify a key problem or question they have.
  3. Write a short post on LinkedIn providing a thoughtful, actionable response to that problem or question.

“I make that post thorough enough that it does not require a click—but I’ll then link off in the comments to an even more detailed article on the subject that lives on my site where some more controlled lead generation can happen.

“Fundamentally, I believe if you begin with the mindset of: ‘How can I show people how I think and solve their problems?’ instead of ‘How can I pitch people on hiring me?’ the second is accomplished by the first.”

For more copywriting insights from Joel Klettke, follow him on LinkedIn.

6. Peep Laja

Conversion rate optimization expert and founder of CXL

Peep Laja

Peep Laja

  1. “Post interesting thoughts about your craft daily, without links. Put it on your calendar.
  2. Personal experience stories and listicles do best. Make a list of 30-40 uncommon lessons learned, share one per day.
  3. Make a list of people who should be your clients (ABM). Engage with their content, daily.

“Do this for a year or two. Cash in,” Peep Laja recommends.

For more CRO insights from Peep Laja, follow him on LinkedIn.

7. Meredith Metsker

Content marketing manager at Stonly

Meredith Metsker

Meredith Metsker

“Chunk up your copy and keep it simple. No one wants to read a giant block of text, especially on LinkedIn,” advises Meredith Metsker.

“Instead, ‘chunk up’ your copy into shorter words, sentences, and paragraphs. Make it scannable with:

  • Bullet points
  • Numbered lists
  • Emphasized words or phrases (you can use all caps or emojis for this, if you want)

“This makes your content easier to read and more likely to catch someone’s attention as they’re scrolling.

“It’s also important to use simple language. No need for fancy words on LinkedIn. As copywriting genius Eddie Shleyner says, ‘A big word will never impress the reader as much as a big idea, clearly expressed.’”

For more content marketing insights from Meredith Metsker, follow her on LinkedIn or check out her LinkedIn optimization guide.

8. Judy Parsons

The LinkedIn Lady

Judy Parsons - The LinkedIn Lady

“I’m sure you’re familiar with the saying, ‘It’s not what you know but who you know,’ where having a network of the right connections can open the door to opportunities and referrals.

“And where better to build your network than on LinkedIn?” Judy Parsons asks.

“Where you can meet people you wouldn’t otherwise have met and where you can network with people who not only know what you do but are interested in what you have to say?

“Your LinkedIn connections can be so powerful for your business. So why connect with just anyone?

“Do your due diligence and check out the profiles of those people asking you to connect on LinkedIn. Do they add value to your network?

“Avoid connecting randomly on LinkedIn as not everyone will be interested in what you have to say. In turn, this confuses the LinkedIn algorithm and can negatively impact your engagement rate.

“Consider the value of your LinkedIn network. Know who you want to connect with and connect intentionally with people who will add value to your network.”

For more LinkedIn insights from Judy Parsons, follow her on LinkedIn.

9. Viveka von Rosen

LinkedIn expert & speaker and co-founder of Vengreso

Viveka von Rosen

“Most marketers understand the power of video on LinkedIn. Whether it be a shared YouTube link in an update, a native video upload, shared video in Company Stories, or livestreaming with your company page’s LinkedIn Live—marketers are taking advantage of these free branding opportunities,” Viveka von Rosen observes.

“But most companies don’t nurture the very individuals who are likely to have the most impact on your business. The individuals who potentially have the most reach and the best engagement with your buyers. And who are these neglected folks? Your sales team!

“If you combine the networks of your sales team, chances are that number is exponentially greater than your Company Page followers. You want to help your sales team to optimize their opportunity of using video on LinkedIn to:

  • Generate greater awareness
  • Promote your brand
  • Increase credibility
  • Convert their connections to sales conversations.

“Maybe you’ve tried, only to encounter a wall of resistance!

“First of all, sales folks are revenue-driven. If it won’t make them money, they are not likely to do it. Also, many salespeople are not willing to reveal any weaknesses they have. (Like not knowing how to do something.)

“You need to convince your sales team that there might be a huge financial benefit to utilizing video in their LinkedIn Activity. It will build their KLT (know, like, trust) Factor, increases credibility, and give their network a real sense of who they are—which makes it more like that they will be viewed as a trusted advisor instead of an annoying salesperson.

video

Encourage your team to create videos for LinkedIn.

“And it might take a little work, but you need to encourage their efforts.

“Get together to talk about a video strategy. Set them up with the equipment they might need (a decent webcam, mic, green screen, and lighting, less than a $300 investment). Give them the talk tracks, the software, and any support they need.

“Help them in their initial efforts. After a few successful posts, and a few conversions, they’ll be sold!

“Marketing needs to know exactly what resources the salesperson needs. And the salesperson needs to be willing to venture out of their comfort zone and start exploring these video options.

“In addition, to native video, stories, and LinkedIn Live, your salespeople can use video messaging which, when done correctly, massively increases the chance that the prospect will engage in a conversation or Zoom call.

“In fact, you can launch a Zoom (or Microsoft Teams or BlueJeans) meeting right from messaging! A little training, a little practice, and your sales team will be off and running, booking meetings and closing deals and making your company money!”

For more LinkedIn strategy insights from Viveka von Rosen, follow her on LinkedIn.

10. AJ Wilcox

Founder of B2Linked and host of The LinkedIn Ads Show

AJ Wilcox - host of The LinkedIn Ads Show

“Most advanced digital marketers are very familiar with Google Analytics. Many have also used Facebook analytics. But most don’t know that there’s a free LinkedIn analytics tool that can tell you about your website visitors’ professional breakdowns,” says AJ Wilcox.

“All you have to do as a marketer is:

  1. Create a LinkedIn Ads account or get access to an existing one.
  2. Install the LinkedIn Insight Tag on the pages of your website (Account Assets > Insight Tag).
  3. Once at least 300 LinkedIn members have visited your website, you can click ‘Website Demographics’ to see the reports.

“You get to understand your website visitors by their job titles, seniorities, industries, geographies, and several other facets. You can even see the 20 companies who’ve most frequented your site!

“And you get this all without even spending a dime in the ads platform. The data is useful to social marketers, both on the organic side as well as on the paid.”

For more LinkedIn Ads insights from AJ Wilcox, follow him on LinkedIn or visit his website.

In Conclusion

Whether you already have a large following or you’re building a page from scratch, following this expert social media marketing advice can give your LinkedIn strategy a boost.

With these tips, you can grow a more engaged following, improve your social media lead generation process, and establish yourself as a thought leader in your industry.

10 LinkedIn Experts Share Their Best LinkedIn Strategy
Anna Sonnenberg

Anna Sonnenberg is a digital marketer who specializes in paid social strategy, social media management, content strategy, and email marketing. For over six years, she has run Sonnenberg Media, a digital micro agency that works with small businesses in the natural food and beverage industry, health and sustainability market, and travel space.