- Use Posts if you’re written an informative or popular post that communicates the core of your message and something new visitors to your profile will benefit from seeing. This might could include an announcement that you’re attending an event. TIP: If you think you’re going to attach a post to your Featured Content, make sure to include a photo, as it is this that will make it pop on your profile.
- Articles if you’ve uploaded an article to LinkedIn, it is worth featuring your hard work on your profile so it continues to work for you!
- Links allows you to feature content that isn’t uploaded directly to LinkedIn. This might be to a website, blog post, or video. Again, make sure it populates well on the profile. TIP: If attaching to a website or blog, make sure the page has a featured image to pull through. You won’t be able to control this on content that isn’t your own. But it’s worth considering as you want each item to look its best.
- Media allows you to upload photos, documents and presentation in a large variety of formats. TIP: If you have accesses to the raw video file, it is worth uploading directly as LinkedIn favours content on its own platform rather than content that takes people away from LinkedIn.
Selecting the right content is important, as it is your prospect the opportunity to learn about your product and service – and your take on things – without them having to leave LinkedIn.
The key though is not to provide too many options as too much choice can lead to overwhelm, resulting in your prospect not looking at any of the items you’ve supplied.
Instead what we want to do is carefully select a few items with a mixture of formats. We need to consider that when a prospect comes to your profile they many not be in an environment suitable for playing sound and therefore we need to make sure all videos have subtitles.
We also need to consider that the prospect is still in ‘Browse’ mode and therefore wanting the key information quickly so they can decide whether to commit more time learning about us.
Before choosing any old content though, we need to first consider the buying journey of our prospect and what else they might need to know about us to become committed to getting in touch.
With 57%+ of a buying decision now made online, we really need to be supplying the type of information our prospect needs to complete their own journey online. The final 43% (or less depending on industry) of the sale will take place with you, the sales person.
We also want to supply content that will connect our prospect into our existing sales funnel, perhaps a download on our website or a phone enquiry.