Building brand awareness

LinkedIn is a professional social network built on algorithm(s).

Flatter the algorithm will allow you to maximize the outreach of your publications.

Like Google, LinkedIn keeps it secret and makes it evolve constantly: in 2015, articles were boosted, then until 2019 videos, and lastly surveys. Today, no format seems to be boosted.

The current algorithm is based on only one word: contribution. The content must lead to a discussion or a debate. Welcome to the world of infotainment and small talk?

How does it work?

Your publication is distributed by LinkedIn to a sample of your network (between 15 and 20%). It can then :

• Be downgraded because it is considered of low quality

• Be forwarded to other members because it is considered of good quality

• Become viral, after being validated by a LinkedIn employee, and be seen by hundreds of thousands of LinkedIn members.

• Switch between TOP quality content and commitment content.

• Mix between content on your personal page and content on your business page.

• Don’t be afraid to post several times a week to build your brand. Take regular breaks to avoid saturating the audience.

• Minimize posts that contain external URLs. Put external links as comments.

• If someone comments on one of your posts, engage the conversation.

• Add 3 hashtags per post – Tag up to 5 people

• The first 60 to 90 minutes are crucial: there is a correlation between the number of « final » views of a publication and the number of interactions it will have generated in the first hour.

• Customize your LinkedIn URL (Click on your photo > View profile > Edit your public profile > Edit URL)
• Deactivate « people who viewed your profile also viewed these profiles » to prevent your visitors from « leaving » to a competitor.
• Set your profile to « Open Profile » so that people outside your network can contact you directly.
• Sign up for a Premium membership if you want to take full advantage of LinkedIn

1. Your profile picture: smile!
2. Use Remove.bg to remove the background of your photo for free.
3. The banner picture (less crucial because difficult to read on mobile):
   • A banner related to your business from copyright-free images
   • A banner with your company logo or personalized (with logos of your customers? photos of your books?…) = social credibility
   • A photo of you with an influential member of your industry
   • A photo of you talking to an audience
   • A photo of a local landscape/site (if you connect with people in your area)
4. Your title: the ESSENTIAL component. It is **displayed everywhere!**LinkedIn works like Google: every word is listed and referenced. Avoid « Ninja – Guru – Superhero » titles so that clients can find you. Look for functionality more than dream / aspiration but also keep a little something to capture the reader’s attention in a hyper-competitive world. There are 3 styles of title for profiles:
   • Potential client-centered: to be used if your goal is to attract a maximum of clients with LinkedIn
   • Mission-focused: to be used if your company already has a brand image or if the mission you are in charge of is beyond your own interest.
   • Ego-centered: to be used if you already have an established personal brand, if you are an influencer in your field
   • Make the best use of the 120 sign limit.
5. Be relevant in the first 2-3 lines of the information section (the only ones directly visible)
6. To spice up the layout, insert emojis or unicode characters related to your activity: on smiley.coolor wikipedia.
7. Fill in all the information in the sections: experience, skills, recommendations, languages, volunteering, etc.
8. Translate your profile into another language if you are targeting foreign prospects.