For more than 10 years, Deb has worked with professionals to optimize their use of LinkedIn. As the founder of Wise Women Communications, a full-service marketing agency, she sees LinkedIn as a vital marketing tool for professionals at any level.
Throughout her career, Deb has worked with corporations and nonprofit organizations developing and maximizing their marketing and public relations efforts. However, senior executives often don’t see themselves as something that needs to be marketed.
Deb developed “LinkedIn for C-Suite” to provide the assistance busy executives require. By spending a minimal amount of time, professionals work with our strategists to create and optimize their LinkedIn Profiles.
With more than 20 years of experience, Deb also has a Master’s Degree in Marketing as well as a Master’s Degree in Communication Management. She has the experience and knowledge to help busy executives make an impact with their LinkedIn Profiles. Connect with her on LinkedIn.
In this interview we discuss:
- Current trends for businesses using LinkedIn for marketing in 2019.
- Tactics that were expected to perform well or had a lot of hype, but failed to take hold in 2018.
- The top 3 things that a business owner or marketing team should be doing on LinkedIn to see a return from their efforts.
- The top strategy that should be followed, but often marketing teams get it wrong.
To learn more about Social Speak, please follow our podcast on iTunes https://apple.co/2GPs1bt
Listen to Amber and Deb’s LinkedIn Tips and Tricks Interview:
Or watch the LinkedIn Interview:
Read the transcript:
Podcast with Deb Krier, LinkedIn Marketing Expert
Hello, everyone. I am Amber with the Social Speak Network. I’m really excited for today’s podcast, we have Deb Krier on with us.
LinkedIn in is something that clients ask us a lot about, and I feel like it’s one of those platforms that’s been around for a long time, but they’ve been in my opinion, in and out of the social media trends and I feel like in 2019 is something, it’s a kind of an untapped gold mine in a way, if you know how to use it. So Deb is an expert in LinkedIn, and we have some great topics we are going to talk to you today about.
Amber: Deb, tell us little bit about who you are and your background in digital marketing.
Deb: Amber, thank you so much for having me on your program. This is going to be so much fun. We actually know each other from Colorado and now we’re Southern girl so that’s very fun.
But I’ve been on LinkedIn, since I believe 2006. so it was one of the first platforms and I… Actually, it was the first digital platform that I got on some of the others didn’t even exist yet, but I got on LinkedIn because I was, I’m looking for a job. So you need to be on LinkedIn type of thing and then other things have come along. I don’t do tons because we can get overwhelmed, right?
You and I have business owners that come up to me and they say, “Oh well, I should be here and here and here and here and here and here and then their head goes.
I was like, No, no, no, pick one or two and go from there. I mean I’m still not on Instagram, I do really, but it’s just… I’m on LinkedIn, Facebook, and Twitter, and that’s it. Those are the only digital platforms that I use. Because you can get overwhelmed or if you’re like me, it’s not overwhelming, it’s very distracting.
And I think that is one of the reasons why more and more people like LinkedIn or they’re coming back to it, because we can get so distracted on some of the other platforms. Looking at the pictures watching the cute cat videos that all of a sudden we’ve lost an hour and done nothing on LinkedIn at least if you’re getting distracted in you’re reading business articles you’re reading articles about your industry, you’re learning about people that you are networking with and so it’s not really a distraction, right? And so with LinkedIn, what are some trends that you see businesses going after in 2019, when you see more relevant with linen?
Well, I’ve seen just an increase in people using LinkedIn and especially the people who use Facebook a lot and yeah, I’m still one of those people that use this Facebook a lot, so but at its… It’s getting more and more divisive especially in the world of politics as there’s just so many things that are on Facebook whether it’s sports, where there is politics, religion, whatever it is that we don’t want to be there, and we certainly don’t want to be there trying to conduct a business. So then we don’t go at all.
And on LinkedIn, it is something where we’re back to focusing on business there and I think that’s why more and more people are coming back to LinkedIn, and they are adding new features in a… And they’ve got… They recently added being able to do live video as a… They’re just rolling that out to some folks. I have only, I have 4 5000 contexts on LinkedIn. I only had two that currently had the option to be able to do that and I do and people love it, on Facebook.
So I think that’s one of the things that LinkedIn is thinking about. Plus we… It’s fun because you could do say, a conference or a speech, or you and I could be doing this as LinkedIn also, so I so I think video is a big thing and businesses are starting to really figure out that they can have the business pages there.
Well, they catch on. They did a Facebook. Maybe… Maybe not, but I think, again, people are moving away from Facebook, but they know that they still have to be in that digital world.
So, where are they going to be?
And I think they’re training back towards LinkedIn in an… Now, do you think as a business owner, as a…
I know that one thing that our clients had struggled with Facebook is that personal business life balance. And so, we had a client that they just wanted their personal profile to be their personal profile, not to post any business, in business, just to be business and nothing personal, but I feel like those ways are changing now. People you want that authentic brand. Do you think with LinkedIn, the business pages and the profile that… What’s that combination of costing ARE YOU PUTTING… Obviously, you’re not putting your cats and your kids on LinkedIn as as much as you would face to but you still fill with that personal profile that you should be implementing personal and business. And where does that business page, we come in?
Yeah, I definitely think that we need to include some personal things on LinkedIn because as you mentioned is about being authentic to… We all know that we work with, people we know like and trust and… And so we get to know them. I-E… Why those little personal tidbits?
So it’s okay to have a little bit of that on LinkedIn I… And again, like you said, we’re not posting our cat pictures, we’re not posting things like that, but there’s little ways that you can still put that in there, so maybe it is a little bit about maybe if you were at a networking event, what personal thing would you drop in a…
Oh man, I… So maybe it was Han on a vacation. And on Facebook, you’re going to post the 900 pictures on LinkedIn, you might post a picture of your vacation, and maybe something business, I so I-I-I-E-B-A-book. You read what?
Right, right, yeah, yeah, recently went on vacation. Here’s the book that I read. Some things like that.
The art maybe it was you had a great customer service, the example that while you were on vacation or something like that.
Yeah, I, he and I, I, I… People look for those they really… Again, they want to connect with people on that personal level. That’s why I say we always want to include on our LinkedIn profiles, so what we do to volunteer at a past and present, and our education alumni groups are some of the greatest ways to network on LinkedIn. There’s something about it doesn’t matter when you graduated alumni. I want to help other alumni.
So you want to have that in there? But the volunteer is also another great place to be able to put that on LinkedIn to show that you are involved in your community that you’re not just business. All of these various things. Yes, definitely. Well, that kinda goes into… What are the top three things that business owners or marketing team should be doing on LinkedIn to see a return from their efforts?
Well, the first thing is on your personal profile, especially to really make sure that it is current and that is fully optimized.
I see so many people’s profiles, who still look like what they posted four, five years ago when they were looking for a job, so they cut and paste in their resume and then, they never went back and updated it.
We have to have as much content there as possible because people are really researching people before we do business with them.
So you want to have all that content, you really have to have some of the biggest, like a current photo which is always fun, for women because we change our hair styles, you all these various things and it needs to be a current picture. I tell people if I’m meeting someone for the first time, I need to be able to look at their LinkedIn photo and walk up to them in a crowd, and find them to a… A professional headline that needs to not just say President of founder of You need to take full use of the 120 characters there and then really fill out your summary. That’s where I see so many people have, like a sentence to sensing your summary is where you tie it all together.
Yeah, that… So someone doesn’t want to read about the specific experience that you had an X-Y-Z company, or what you did here there. Even when you went to school.
They will read the summary, and then the cool thing that that LinkedIn added I believe it was last year maybe even two years ago, is the Banner background, that goes behind your picture, and it’s kind of an ugly blue default. Right now it’s an… And so people need to take advantage of that. It’s a billboard behind your head. So, why wouldn’t you want to have that there?
So that really is one of the first steps. And I really just make sure that that is current that you’re updating it and then you want to post consistently. We all win.
So you’re comparing say Facebook and a line.
We go on Facebook, and we post 20 times a day. Maybe… Yeah, that’s too much on LinkedIn, yeah, but because people aren’t really posting on Linked-In A… When you do post something that is good content, the it will stand out to because it’s just one of those things where it’s not something that people are using. So when you post and have it great, stuff, you’re going to become that thought leader, right?
And then the other thing is, consistency. It’s always fun to go look and see when with somebody’s last post, so I… Yeah, I only was it yesterday, was it last month was it last year? We can accomplish a lot on LinkedIn in 15 minutes. A day to…
I just felt in utero.
So, I’m on LinkedIn while I’m eating breakfast, that’s kind of my 15 minutes I can do pretty much everything I need to do. I might check in a little bit later in the afternoon, but I don’t spend a lot of time on LinkedIn and you can still really make it beneficial.
I love that. And going back to the first… So the first thing you said about the summary, you also put videos in what you’re carrying right?
You can put video you can put work samples so say you’re a graphic designer, or you can show examples of your work, because you can have files that are uploaded. If you’re, say, a copywriter, you can have things like that, you can have your brochures, all these various things PowerPoint that’s always great. And obviously if you work for a company, you need to make sure that you have their permission to be able to post those things, but in most cases, you do a right, so I… Yeah, you give people those examples of your work rather than doing get the message you contact them, and then you might remember to email it just have it there so that people could go and see it and then make sure that you’re linking to your website A… So that’s the other thing that people forget is they don’t put their own website in there so he… And you can put three so you’ll put your website links in there.
Yeah, so, yeah, that contact information because the best a going to go and try to find you, but they can’t connect with you, they can’t contact you and made in “opole and… Well, and I tell people, put that information in your summary.
So yes, it is in other places in LinkedIn.
The attest a C, you want to make it easy and simple to find. Yeah, I want to open it and see, Oh, there’s the contact information, a back… Don’t put it in your headline.
I see people do that all the time.
No, no, don’t put your contact information there. Don’t waste that valuable character, right, but you put it in your summary so that people… And it’s the old marketing call to action. Hey, contact me at… If you’re interested, here’s all those various things because it’s right there, it’s right in front of them.
because again, we get side tracked. If I have to click another button to find your contact information that I might click out of your profile and do some definitely. So we work with a lot of health and wellness and companies in the helmet, and one thing that we get asked is, we have the let’s just say it’s a chiropractic office that has five locations and 10 chiropractors it and there is a line in business page and then each of them have their only “dipoles that they’re proactive. ENT, I go Really Franco pan. Are those individual people posting to the business page or the sharing content from the business page to their personal profile? How does that work with… Like I…
Oh yes, I it. And because you want as much content out there as possible, right, so I… You so the first thing you need to make sure is consistent messaging.
So, when the doctors, the office manager, whoever it is, they need to say the same thing about the business.
So for example, you wouldn’t want it to one profile to say, we have five offices: another profile to say, we have 10 offices another profile to look like it’s a stand-alone office.
Yeah, yeah, to come up with just a little bit of messaging that has the statement about them. So, it might say here at X, Y, Z, chiropractic. Our philosophy is so again, you’ve got that consistency because people look at multiple ones is… So in essence, it would be like them looking at several different websites and they get confused, right?
The one in the sea, they go somewhere else, so yeah, I… But then posting their own content and… And so it is a little bit on A… You need to develop probably a social media policy as to what is appropriate content, and in a… It is, especially if you’re on your personal page, it is your personal page, but if somebody’s posting content and this doesn’t happen nearly as often on LinkedIn as it does on say, Facebook.
Wait, I think want to have consistent messaging, so you want… But it’s okay to post it on both places or an or be sharing from your other offices, too. So say you and I are doctors in two different locations, right?
You’ve got great content. So I’m going to share it on my page also, yes, so it’s just kind of about sharing those resources because we only… I always tell people, We only have 28 hours in our day, and right, so… And it’s so, I too… So I don’t want to have to spend a good chunk of my time just looking for content, so ran, I can borrow from someone else or share their content, that’s where it really comes in. And so it might be that there’s one person that manages the business page.
Oh, and then people share from there but then they also are seeing from their own personal pages too.
Yep, and do you think that sharing strategy is still as in porn on… And LinkedIn is it as our platforms, I think it is because we see a is a LinkedIn runs on the algorithms just like the other platforms. So the more interaction there is, the more LinkedIn goes. Hey, this is somebody that is very active that they’re very authentic, that they’re, they’re a big power user. So, sharing, liking all of those various things are just as important as they are on the other social media platforms. Okay, and what… And we’ve talked a lot about the business pages and personal profiles and the top things that business owners or marketing team should be doing, but what is an ideas strategy behind LinkedIn, what I think, whether you’re using it as a business owner or as a business. It does help to develop what I would have called a PR calendar or something like that. So maybe a less… It helps you when you’re thinking, “What the heck am I going to post today?
Yeah, so maybe Monday you’re posting an industry article Tuesday, you’re posting something that’s going on in your community Wednesday, you’re posting something about an industry trend Friday, you’re posting something about your office, whatever it is, and then you kinda stick with that, that editorial calendar.
Yeah, so… And they can be, again, it does make it simpler because you’re thinking, “Okay it’s Wednesday. I need to be posting about X now. Clearly, if something comes up, because we want to take advantage of situations in the news a lot of those things. You and I were talking off the air, about Al tribe, and his cancer diagnosis. A lot of times, chiropractic can be involved in something like that, so… So you wouldn’t want to wait until the next time you’re supposed to post an industry article because you’ve missed that curve, so it’s okay to change things up, but kind of plan out your strategy on Monday. I post this and A… And to me, it doesn’t really matter time of day.
I mean, you know, they have a tether, so we really don’t see those. Well, Tuesday, at two is the best time to post strategies anymore because then it was everybody posts a Tuesday to… And then it was overwhelming. Just post whenever, but like I said, I’m on in the morning, so that might be when I post, but don’t get caught up in that and in it, and I think that’s the thing people are like, “Well oh my gosh, I have to be on LinkedIn at 9 o’clock in the morning. I have to post an article, I don’t have an article, I’m going to not go to and then the next day, they find another reason to do it to… Not the other is a Tibetan it is, it still has to be fun because if it’s not fun, if it’s not enjoyable, we’re not going to be there.
Yep, yeah, you still need to give that value, to your audience. You want them to… But now I know with other platforms, sometimes there’s tools like butter or hope to be able to schedule those folks about… Do you use any of those tools for LinkedIn, or are you just having your strategy, and then posting manually?
I do both, I use Buffer to post some things that I know are going out all the time and one of the things that I do is a business quote.
Actually, it doesn’t even have to be a business quote. When I did last week was from cookie monster so so to… But it’s kind of just cute little pithy quote.
I do three a week, so a variety of places. So I create the image and I go into Canvas.
Love Canvas, and so I create those images and then I schedule those in Buffer, so I can do a month at a time, but… And as you know I also have a podcast so we have some images that we schedule for that.
So that’s just kind of one of those things that’s done so to…
I’m a firm believer that if you can schedule something it gets it out of your way.
So then again, you’re not subbing. They only got his Wednesday. And I’m supposed to have posted this, I… You know I schedule it out, I post for my clients a lot of times scheduling things out because I’ll get a lot of things from them, a lot of content and… And now, I don’t want to have to remember to do something on Thursday, so I schedule it.
So I love the scheduling programs and LinkedIn likes the scheduling program here. A, A, A, A, A, A thing with Facebook doesn’t… It is A, I like it doesn’t care LinkedIn, just like content. And it was great. We talk about these things like their people a… But yeah, linking content, content, it doesn’t really matter where it comes from.
So I was on that. I “asanso I have been… This is all that LinkedIn has really been around that to building your business brand identifying your business voice and not once did we mention that LinkedIn was just for jobs?
Because that is what we all think a ritually like you said, the beginning a new… That’s what I was started for but it comes so far. So this is really a place that business owners can conduct business connect with their ideal target market. And really, in my eyes, LinkedIn can really be a really big lead generation tool, right, I… Yeah, and it’s all about developing your personal brand.
Yeah, I can and I…
LinkedIn is great for that, because when you change jobs or careers, whatever you still have your identity on LinkedIn and you’re not having to start over with whatever it is, so it’s a great place to really make sure that your personal brand is going to rock and the other big guy on the block. Google likes LinkedIn A… And so if you look for someone’s name, you’re right. I’m going to meet with you this afternoon, so I’m just going to Google your name to find a little bit about you. If you’ve been very active on LinkedIn, it comes up very high, in a Google search. So, it’s all about creating that personal branding that will transition for years to come, and go with you.
Yeah, I love that, thank you so much that… Tell us a little bit more about the services that you offer on how can people connect with you, your podcast?
So the easiest way talk about personal branding is to go to Deb queer dot com Deb I-E-R dot com, and there are links there to my podcast, which is the business Power Hour, which is a ton of fun and a lot of good business tips there, but I also focus a lot on linked-in trading and so we have LinkedIn, for C-Suite, which is a program or program services that we provide for executives, but you and I are executives also whether we have a company of one or two or a company of thousands, we’re leaders in that company, and so LinkedIn, for S-C-suite, it’s one of those mornings we just as a LinkedIn for C-suite is all about how we create that personal brand and we have that great profile and we got several different services that we provide here.
Whether you want to do it yourself, because it a… We can do that. Or if you’re so busy that you just don’t have time we can create that profile for you. So I love it, awesome, at I-E-career dot com.
Awesome, thank you so much for your time. I E-Go.
This has been wonderful yes, and guys I highly recommend connecting with her podcast are great. And I just think, again, LinkedIn is such a growing platform that the most of us raise your hand if you have a profile, you haven’t updated it, and over a year go to your LinkedIn profile, today, take these tips and update it today.
So I think you have a line.
And with both of us on like a… Please do, I have a great day,.