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High-Level Points from the Webinar Transcript
LinkedIn as a Marketing Tool:
- LinkedIn is an essential platform for chairs to connect, engage, and share expertise.
- Understanding and adapting to the LinkedIn algorithm is crucial for content reach.
Introduction of Expert Speaker, Richard Bliss:
- Richard Bliss is the President of Bliss Point, a Silicon Valley consulting firm, and the author of Digital First Leadership.
- He is a former software marketing executive, has presented in 22 countries, and has been featured in major media outlets like CNN and Forbes.
LinkedIn Profile Optimization:
- The four key elements of a LinkedIn profile: banner photo, profile picture, headline, and the “About” section.
- It’s important to provide a detailed “About” section that tells a personal story rather than just a resume, to make it more engaging for potential connections.
Understanding LinkedIn's Algorithm:
- LinkedIn’s revenue model is different from other social platforms, focusing more on building business connections rather than advertising.
- LinkedIn posts initially reach only 10% of your followers. Posts with links are shown to even fewer people (about 5% of followers).
Best Practices for LinkedIn Posting:
- Limit posts to once per day to avoid suppression by the algorithm.
- Posts should aim to generate conversations to increase reach.
- Use organic photos or candid shots rather than stock photos or videos to increase engagement.
Engagement Strategies:
- Comments on LinkedIn posts are far more valuable than likes or shares for boosting visibility.
- Engaging in meaningful conversations with others' posts can significantly increase profile visits and connections.
Types of Content on LinkedIn:
- Articles: Least promoted by LinkedIn but can be indexed by Google for external reach.
- Documents and PDFs: Effective in creating interactive and engaging content.
- Polls: While their reach has decreased, they still drive engagement when done well.
Leveraging Commenting for Engagement:
- Commenting strategically on others' posts, especially candidates and prospects, is an effective way to gain visibility.
- Authentic, value-adding comments can amplify reach far more than generic responses like “congrats” or “well done.”
Upcoming Events and Reminders:
- Regular webinars, events, and strategies are being rolled out to support chairs in scaling up their outreach efforts.
- Automated systems are available for managing event invitations, making it easier to engage with your network.
These points cover the primary themes and strategies discussed, offering a comprehensive overview of how to use LinkedIn more effectively for professional growth and engagement.
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