LinkedIn | Five Things You NEED to Know About LinkedIn

August 13, 2019

Apple Podcasts

Considering using LinkedIn as a platform to grow your personal brand, presence, and profile, but unsure where to start? 

If so, this is the podcast episode for you!

Judging by the feedback received on my recent podcast episode with Ruby Lee – which covered how she generated 1.5 million views on a single post – many of you are inspired by the huge potential that this particular social media platform presents for your business. 

And, for good reason. 

There are currently 575 million users on LinkedIn, a number not to be sneezed at but admittedly far less than social media big brothers, Facebook (3 billion) and Instagram (1 billion). 

Here’s the thing, though. 

Acquired in 2016 by tech giant Microsoft for a cool $25 billion, LinkedIn has aspirations of having 3 billion people on the platform. With a tech giant behind it with the means to put the work and cash in required to get there, this is where things get very interesting. 

Almost three years on, it still remains to be seen where Microsoft is planning to take LinkedIn, but it certainly has the potential to be a very powerful platform. LinkedIn influencers like Ruby Lee will agree that, for them and their personal brand, it already is. 

One thing to keep in mind, though? That it’s a very different beast to many of the other social media platforms. 

That’s why, in today’s podcast episode, we are covering five things that you need to know about LinkedIn before diving in and deciding whether to use it as one of your platforms of choice.  

It can be easy to get starry-eyed, hyped up and to jump in with your eyes closed when you hear others talking excitedly about the potential of a platform. At the end of the day, though, we all have limited time and resources and we need to really think before exerting considerable time and energy into a new traffic source.

The goal of this episode is to help you to make that decision. 


PSSST! Join LinkedIn BrandBoss and get 20% off + my epic bonuses (The Caption Cure valued at $49US, and my Instagram Engagement Checklist valued at $29USD). Download this week’s free download (LinkedIn Optimisation Checklist) to get the link and code, or DM me over on Instagram @steviesayssocial. 

1. Frequency

The LinkedIn user base of 500+ million people hides one very interesting fact when it comes to the manner in which people are using the platform. Unlike Facebook and Instagram – platforms that most of the LinkedIn user base are logging into multiple times a day, LinkedIn isn’t a platform with a high frequency of logins. 

260 million people log in each month. 

Of that number, approximately 40% are logging in each day. 40% of 260 millions? I’m no math expert; it’s a lot BUT – it’s nowhere near the scale of Facebook and Instagram. 

Now, there are a few things that you can take from this. 

One is that just because people are logging into Facebook and Instagram more doesn’t mean that that attention is more valuable. Often, its something that people will do without thinking. They’ll log in, check and log out. On LinkedIn, people may be more likely to check out some content, specifically look at certain profiles and generally give it more of their attention. 

2. The calibre of people on the platform

There is also less noise and content on LinkedIn, something I will cover more shortly. What that means, though, is that whilst less people are logging in, it’s not as noisy and there is more chance of your content being seen. 

Here’s a few fact facts for you: 

  • 61 million LinkedIn users are senior-level influencers.
  • 40 million LinkedIn users are in decision-making positions.
  • LinkedIn is the most popular social media platform for Fortune 500 companies.

What does that mean? In a nutshell: There are a lot of influential people on LinkedIn. CEO’s, CMO’s, decision-makers and more. 

Whilst those people might not be logging in every day, there ARE most likely on there are some stage or another and they are interested in relevant, valuable, professional content when they are. 

If you are in a B2B market and you’re looking to get your brand in front of these people, it makes LinkedIn a complete no brainer. If you want to build a personal brand, it’s also one to think very carefully about. It’s one thing to have your content in front of other small businesses on Instagram, it’s another entirely to have it in front of the decision-makers at bigger organisations with the budget and ability to take your business to the next level.

At the end of the day, sometimes it’s not about the quantity of interactions on a particular platform. Instead, it’s about the quality. 

3. There aren’t many people sharing content

Of the 540 million people on the LinkedIn platform, there are just 3 million people sharing content weekly. This is an incredibly low number, and it means that the potential is huge for those that are willing to commit to adding value and contributing to the LinkedIn environment with content – articles, videos, educational posts and the like. 

On the flip side, LinkedIn content generates 900 billion impressions every week. 

Essentially, this means that 3 million users are enjoying more than 900 billion impressions. 

Who WOULDN’T want a piece of that pie? 

4. LinkedIn content performs incredibly well in search 

LinkedIn has a domain authority of 100. 

What that means for the non-techy people is that it is guaranteed to perform extremely well in search engine results. 

If you have a personal LinkedIn profile, google your name. It’s likely that one of the top three search results will be your LinkedIn profile. 

It also means that every article you publish on the platform has a supercharged chance of ranking incredibly well in Google. In fact, it’s pretty much guaranteed.


5. Video has untapped potential

Video is a medium that – across the board – tends to be enjoyed more than other types of content by users. With only 3 million people producing content at ALL on LinkedIn, and even less (FAR less) producing video content, this is the ultimately opportunity to stand out and really make an impact. 

If you’re willing to commit to video on the platform, you’re going to stand out simply because there’s very few other people out there doing it. You win simply by virtue of showing up!

Now, these are just five quick and important LinkedIn facts to get you thinking about whether it’s the right platform for you. 

If you think it might be, now’s the time to jump on board. The opportunity is huge, the number of people taking advantage of it is small and there is a chance to make a real impact if you know how to do it right. 

If you’re interested in learning more about LinkedIn and how you can make the most of this platform, you’re in luck. LinkedIn influencer Ruby Lee and I have been working on a very special training for you, and trust me on this: you’re going to want to get your hands on it. 

To jump on board and score yourself a sweet discount when it goes live, make sure you download the freebie for this week’s episode. 

Source for LinkedIn statistics: https://foundationinc.co/lab/b2b-marketing-linkedin-stats/

Links and Resources

  • Join LinkedIn BrandBoss and get 20% off + my epic bonuses (The Caption Cure valued at $49US, and my Instagram Engagement Checklist valued at $29USD). Download this week’s free download (LinkedIn Optimisation Checklist) to get the link and code, or DM me over on Instagram @steviesayssocial. 

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Transcription

Considering using LinkedIn as a platform to grow your personal brand, your presence, and your profile? If you haven’t, you probably should, and this is the episode for you.

Hey guys, and welcome to Episode 70 of The Stevie Says Social Podcast. You may have noticed or you may not have noticed, but I have taken a little bit of a podcasting hiatus over the last couple of weeks. If you’ve been listening to the podcast, you would know that I have a little baby on the way and I just decided instead of completely busting my balls trying to get podcast episodes out, I would actually just take a break. Why not, right!

It’s actually really good to be back though. And let me just say, when you’re eight and a half months pregnant and trying to record podcast episodes, there’s a little thing called breathlessness. I honestly feel this baby is up around my ribcage at the moment. Sorry, if there’s a few extra breaths and things in this episode, you’re really going to have to cut me some slack. 

Alright,today, what we’re talking about is a subject that I covered a couple of episodes ago with the amazing Ruby Lee and if you want to go back and listen to that episode, I highly recommend that you do – it is one of my most complimented podcast episodes, I have had a lot of really great feedback on it (it’s Episode 64). But I decided that given the interest that you guys have in LinkedIn following that episode, I would do a little bit of a follow-up. 

This particular episode is going to be talking about all of the reasons why you should be considering this amazing platform. While I’m not an expert when it comes to this particular platform, I am probably someone that has really neglected LinkedIn over the last little while. 

And I decided to dive a little deeper into it all. Two things before we dive too far into this episode – if you are interested in LinkedIn, and if you’re a little bit like me, and you’ve kind of left it to the sidelines, I have got a really epic freebie for you to help you get back on track and make the most of LinkedIn.

If you want to optimize your profile like an absolute boss, and actually learn how step by step to optimize it to be more discoverable, you’re going to want to head over to steviesayssocial.com/70 right now and get your hands on my freebie, which is all about How to Optimize your LinkedIn Profile. This is a step by step here’s exactly how you do it worksheet for becoming more discoverable essentially, on LinkedIn. 

My views on LinkedIn have gone up considerably since undertaking this little exercise. 

I highly recommend that you do that. The other thing that I wanted to let you guys know about is the fact that Ruby has actually just launched a course all about LinkedIn. She’s already done this before. And I know for a fact that it is epic, I have actually signed up to do it myself, because I really want to deep dive into this platform, and this is the girl to do it with. 

This is an eight-week program that literally goes through everything that you need to know about LinkedIn. And I’m not talking about the really kind of dry, stale, traditional LinkedIn training that you see everywhere, I have seen a whole heap of stories. And it always makes me sad, because there’s never been anyone that I can really recommend as the LinkedIn expert and the go-to person here. What she goes through in her course is the new school way of doing LinkedIn, right? 

Everything from personal branding to optimizing your profile to selling in a non-spammy way. So not talking about all of those things, spammy connection requests that you get on LinkedIn, using video on LinkedIn and creating content because it is such an untapped resource. There is so much potential there. I’m going to go through some of the potentials in this podcast episode. 

But if this is something that you’re excited about, I have a very special offer. Ruby and I have partnered and she is very graciously offering 20% off the full price of the LinkedIn brand boss course, to anyone that is a Stevie Says Social podcast listener. So if you’re interested, I highly recommend that you contact me about it. Send me a DM on Instagram at Stevie Says Social or download the freebie for this week’s episode. If you do either of those things, I’m going to send you a special link and also a discount code for at LinkedIn brand boss. 

I’m also going to throw in a couple of really epic freebies. Number one, my caption QR template. So these are 48 Done for you Instagram caption templates, it is the most popular product in my social shop. And number two, my ebook with 100 tips for growing your Instagram account to 10,000 followers, even though followers on everything if they’re right, followers they are awesome. These are the tips that have worked for me. So if you’re interested in LinkedIn, if you’re interested in learning from someone that actually knows the strategies that are working now, Eva, send me a direct message at @steviesayssocial on Instagram. And I’ll send you both the link and the discount code to join or sign up for my freebies, steviesayssocial.com/70. And you will be sent the link automatically. 

Doors to the course are open for I think about a week.You’re going to want to get in and do it now. Okay, so let’s get into today’s episode, which is very closely aligned to the Course, of course. What I wanted to talk about are five things that you need to know about LinkedIn. These are five things that I didn’t know before, I really kind of did a deep dive into all of the power and potential of the platform after my episode with Ruby, but it is mind-blowing. I wanted to share some quick facts with you.

There are currently 525 million users on LinkedIn. That’s not a number to be sneezed at, but it is much less than say Facebook, which I think is about 3 billion, and Instagram, which is 1 billion and growing massively. What I thought was really interesting, though, when I was doing research on LinkedIn is that it was acquired in 2016, by Microsoft, and you may have heard of them before. They are one of the biggest tech giants in the world. They want to quiet but you know, for chump change, they were required for over $25 billion. 

What Microsoft came out and said after that acquisition is that they have a goal to have 3 billion people on their platform. They are a tech giant, they have the mains and cash behind them to really get there. That is where I think things get really interesting because I think that LinkedIn is kind of one of those platforms that not everyone’s really focusing on. While everyone else is obsessed with platforms like Instagram. It’s kind of sitting in the background. I think for those that are the kind of the early adopters and guys, yes, it is still early days in terms of what the potential of this platform is. 

There is a huge opportunity. What I thought I’d go through five different things that you need to know when it comes to LinkedIn to help you decide whether its a platform that you want to go all-in on.

What I will say is this, when it comes to your content marketing strategy for your business, you need to be mindful of your time and mindful of your resources, right. You’ll hear people like Gary Vee, say you need to be on every platform, you need to be doing all of the things. If you didn’t have the time or the resources to do all of the things, well, you’re going to have assets. What I would always recommend is to do one or two platforms really, really, really well. This episode will hopefully help you decide whether LinkedIn is one of those platforms for you. Let’s dive into the first thing. Number one is that I wanted to talk to you about frequency.

There’s 525 million people on the platform. But what I found really interesting, unlike Facebook, unlike Instagram, LinkedIn is not one of those platforms were and you would probably know this because I’m the same, you’re logging into multiple times a day, so there’s not a high frequency of logins, right? 

260 million people log in every month, so, of that number, there’s about 40% logging in every day.40% of 260 million. I am no maths expert, but what I will say is that it’s nowhere near the scale of something like Facebook or Instagram. Now, there’s a few things that you can take from this. One is that just because people are logging into Facebook and Instagram more, doesn’t necessarily mean that their attention is more valuable right? Often. 

I know this is the case for me, once again, logging into Facebook, and Instagram is something that people do without even thinking, they’ll pick up their phone, though, you know, you have a quick scroll, and they’ll log out on LinkedIn, my thoughts at that people are potentially more candid, live to check out some content there will likely to be on there for a particular reason. Even though they’re looking in less that generally likely to give the platform more of their attention when they are logging in.

The other thing that I will say is that there’s less kind of noise and content on LinkedIn at the moment. It’s not like there’s a million different things jostling for your attention because there’s a lot of people on LinkedIn that just look is right, and I’ll cover that more shortly. What I think that actually means is that while there’s less people logging in, it’s not as noisy.

There’s more chance if you’re the one that’s actually creating content and the platform of your content being seen. That is the number one frequency is less than Facebook and Instagram take from that what you will, but I actually think that it might be positive. 

Number two is the calibre of people on the LinkedIn platform. I’m loving my facts in this particular episode, but I really didn’t do a deep dive and I wanted to share them with you. Here’s a few fun facts. 61 million LinkedIn users are senior-level influencers, 40 million LinkedIn users are in decision making positions. LinkedIn is the most popular social media platform for Fortune 500 companies. 

What does that mean? Basically, in a nutshell, it means that there is a lot, a lot, a lot of influential people on LinkedIn, right, so their CEO’s. Theirs CMO, their decision-makers. While those people are busy, and they might not be logging in, you know, every single day, they are on that stage and they’re interested in, you know, relevant, valuable, professional content when they are.

If you’re saying for example, in the B2B market, you’re a service provider, you’re, you know, selling your expertise, and you’re looking to get your brand in front of people like that, in my opinion, that really kind of makes LinkedIn a complete no brainer. 

It’s also one of those platforms where if you’re looking to build a personal brand, I’d really think very carefully about it. It’s one thing to have your content in front of a million other small businesses on Instagram, right. I do actually think that Instagram is a great B2B platform because there’s so many small businesses on there trying to get attention. But if you’re a B2B business, and you want to actually get the attention of people that are at a high level than just other small businesses, so the decision-makers at big organizations with you know, the budget, and ability to actually take your business to the next level, I think that LinkedIn is something that you should seriously be thinking about. 

Basically, what I’m saying is, at the end of the day, sometimes it’s not about you know, the quantity of the interactions on a particular platform, and you know, on a platform like linked on a platform like Instagram, sorry, you know, you’re going to get that engagement, you’re going to get those comments. And even though people are frustrated with the likes disappearing, and the number of likes and comments and things that they’re getting, it’s generally a much busier platform than a platform like LinkedIn. But the quality of the people that are on LinkedIn, I think makes it something that is very, very worthwhile looking at if you want to get out of that small pool of other small business owners.

Number three, and the other interesting fact that I found in terms of LinkedIn is that there’s actually not that many people sharing content on the platform. 525 million people on LinkedIn, 3 million people sharing content weekly, so, that is an incredibly low number. It actually means that the potential is huge for anyone that’s willing to commit to adding value and contributing to the LinkedIn environment with content. 

If you’re, you know, producing blog articles, if you’re open to producing really valuable LinkedIn posts, video is all of that sort of thing. On the flip side, so I keep in mind that there’s 3 million people that are sharing content on LinkedIn, LinkedIn content actually generates 900 billion impressions every week. So again, I’m no math expert, but there were 3 million LinkedIn content produces so people producing content on the platform at the moment that are enjoying more than 900 billion impressions. 

It goes back to the fact that so many people on LinkedIn are lookers is but there’s so much opportunity because no one’s creating content. The news feeds aren’t as busy as you know, Facebook or Instagram. It’s just such a great opportunity in my eyes to grab a slice of that pie if your ideal clients today. 

Number four, in terms of the notes that I’ve got here, is that LinkedIn performs incredibly well in search. LinkedIn, okay, so you don’t need to be an SEO expert here. But I’m going to give you a little bit of a crash course, essentially, what happens with any website on the internet is that it’s given a domain authority of between zero and 100. If your domain has a domain authority of 100, it means that it is considered by Google to be an incredibly authoritative source. And so, they’ll generally push it to the very top of the search engine rankings, right? It is almost impossible to get a domain authority of 100.

LinkedIn has a domain authority of 100. What that means for anyone that’s non-techie that doesn’t really understand SEO, is essentially that it’s guaranteed to perform extremely well, in search engine results. 

What that means is that if you set up a personal LinkedIn profile, you’re going to show up at the very top of the search engine rankings for anyone that is searching for your name. If you already have one, Google your name, it is likely that your LinkedIn profile will be within the top two or three search results. 

What it means is that you can really use LinkedIn as one of the prime mechanisms for really getting your brand and your name out there for those that are conducting a bit of a digital interview on you and your business. The way that especially for people that are service providers, people that sell their expertise, the way that people research these days, they really kind of conduct a digital interview on you before they’ve ever picked up the phone or email G, right. 

They’ll Google your name. If you can really leverage the fact that LinkedIn has such strong domain authority ready, and is likely to show up at the top of search results with a really well-optimized profile, you can take advantage of that to basically make that digital interview a really favorable one. If you want to optimize your profile, head to steviesayssocial.com/70  , it gives you the step by step to make it easy for you. 

The other thing in terms of LinkedIn having such a strong domain authority is that it means that for every single article that you publish on the platform, it actually has a really supercharged chance of ranking well in Google. 

You might have a website that you haven’t really given too much love and attention to, or it doesn’t have too many backlinks or all of the sorts of things that will lift its domain authority. Even if you do have all of that stuff, as a small business, you really you can’t compete with a domain authority of 100. But if you have a strategy, where you, you decide that you’re going to put really valuable content on LinkedIn, you can actually leverage their power to have your content show up much higher in the search engine rankings. 

I hope that’s making sense for anyone that kind of, you know, isn’t right into SEO. Basically, what it means is that you can really leverage LinkedIn as a platform to get seen. 

Number five, in terms of the things that I found really interesting, is that video on the platform has completely untapped potential. It is a medium that, you know, across the board, whether it’s LinkedIn or not, it tends to be enjoyed more than other types of content by users. People enjoy watching video content, that’s just a fact. But on LinkedIn, we’ve, you know, just 3 million people producing content at all, and even less actually producing video content, this is the ultimate opportunity to really stand out and make an impact. 

This is something that I spoke about with Ruby in Episode 64. If you want her 90 day LinkedIn strategy, and that talks all about how she specifically leverages video on the platform to gain visibility, I guess, head over to that episode, steviesayssocial.com/64. To download her strategy, it’s a really good one. What I want to say is that if you’re willing to really commit to video on the LinkedIn platform, you’re going to stand out simply because there are so few other people that are actually doing it. 

You win simply by virtue of showing up, which is pretty powerful, right? There is hardly anyone producing content, let alone video content. And so if you’re willing to kind of really dive in and do that, there is so much potential. They are the five kinds of quick facts about LinkedIn that I found really interesting, really fascinating. I’ll just forget them again, for anyone that kind of missed them or, you know, wants the cliff notes. 

Number one is frequency so, the fact that even though there’s 500 plus million people on the platform, people are logging in less now from that you can even take that, you know, the frequency is less, it is not as many people on this, so it’s not a great thing. Or you can kind of take the tax that it is quality over quantity. And I think the fact that we’re so mindlessly logging on to Facebook and Instagram these days, the fact that people are going to LinkedIn with intention is a really powerful thing. 

Number two, the calibre of people on the platform, it is where the decision-makers are, if you want to, especially as a small business start to attract people that have the budget and the mains to actually elevate your business and take it to the next level, it is absolutely a platform that I would consider. 

Number three, there is hardly anyone sharing content on the platform. So 500 million users, 3 million people producing content, and yet 900 billion impressions every week. They are getting a whole lot of impressions simply by virtue of the fact that not too many people are producing content. 

Number four out LinkedIn content performs incredibly well in such so, if you want to have your content, get more visibility than it potentially would on your website. Consider publishing on LinkedIn, consider having an awesome optimized personal LinkedIn profile so that when people are conducting a digital interview, and googling your name, that comes up and it’s a really favorable first impression. 

And finally, a video has untapped potential. If you are interested in open to producing a video on the platform, there is so much opportunity. There you go five really quick, really important LinkedIn facts to get you thinking about whether it is the right platform for you. As I said at the beginning of this episode, if you do think it is the right platform for you, I highly recommend that you check out Ruby’s course, LinkedIn Brand Boss, it is an eight week group coaching program that literally goes through everything that you need to know, not in the outdated kind of spammy connection request a LinkedIn strategy that a lot of people are teaching, but in the new school way of building your personal brand, and actually kind of creating an impact on the platform and elevating your business to the next level. 

Highly, highly recommend that you check that out. It is the course that I am doing to up-level in LinkedIn and it is something that I highly recommend, and I don’t do that lightly. If you’re interested in 20% off for that particular cause, head over to steviesayssocial.com/70 and download the freebie you’ll be sent the special link and also the discount card and you will get my bonuses so you will get my caption queue of social media caption templates and you will also get my ebook on how to grow your Instagram account.

Pretty epic, right?  And the other way you can get your hands on that is simply just by sending me a DM on Instagram @steviesayssocial and I will send to you guys as well. Alright, guys, I hope you enjoyed this week’s episode. I am going to be back next week with some more LinkedIn information. I’m going to be talking about the mistakes that you need to stop making when it comes to LinkedIn. 

I will see you then.

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