How to Employ Influencers into Your 2020 Marketing Mix

How to Employ Influencers into Your 2020 Marketing Mix

When you hear the word influencer what comes to mind? Kim Kardashian? Peyton Manning?  When you think about using influencer marketing for your business do you immediately think it would be cheaper to run a 5-second commercial during the Super Bowl? Let’s look at what an influencer is and how you can employ influencers into your 2020 marketing mix.

Definition of Influencer

First, you need to realize that we are all influencers at some level. Your children are influencers of what you buy at the grocery store. You may influence your coworkers or social media audience to try an app or software that you recommend. The number of followers that show under a profile pic does not define an influencer. An influencer is someone who can persuade a group of people—large or small–to take action.

A micro-influencer is someone who has authority in their field but may not be a celebrity. Like the woman who runs a large networking group in your city, or the mom blogger who has several thousand fans reading and engaging on her blog but not millions…yet. The outdoor enthusiast or local tennis star that has a great following on social media but isn’t selling a course or product…yet!

Identifying the Ideal Influencers for Your Brand

Who are your ideal customers? Have you really spent the time identifying them specifically? If so, here are a few questions to answer to start identifying your ideal influencers:
1. Do you know what other products, services, and places your ideal customers love?
2. Who are the leaders in your industry that people trust that may not even be selling anything?
3. Who is writing informative or educational articles that people share but who are not directly competing with you?

An example I will use is in marketing our coworking space, The Village. My target audience is entrepreneurial women and small teams working remote. They are 30-55 years old. These women are attending networking events for entrepreneurs, they follow blogs about working from home or working on remote teams. Many juggle working from home with raising families and may read Colorado Parent’s Magazine.
Using influencers in 2020 marketing

Building Relationships with These Influencers

There may be times you need to just pay for an influencer to promote your fitness product or a big launch.  There are websites to help you identify, select and measure the success of the campaign. Some of the sites show the fee that the larger influencers will charge. Most paid influencers will have a page on their website showing their fees and what you will get for that fee.

You can check out sites like Social Bakers and Upfluence to look for those higher-paid influencers, but I want to talk about those micro-influencers who just might make a bigger impact for very little, if any payment. Let’s look at the steps to establishing a relationship with your list of influencers and incorporating them into your marketing strategy.

Find each of your influencers on the social channels you want to attract your customers. Connect or follow them and read through several of their posts. Don’t look like a scary stalker liking and commenting on every single post but select a few that truly resonate with you and post a thoughtful comment. We love using emojis in the comments to get the comment to stand-out (other than the flame and 100% ones which just scream SPAMMER).

I may sound a little like the character played by Will Smith in the 2005 movie, HITCH but some of you may need a “dating expert” to be very specific with you. So after commenting on a few posts, wait a day or two and then send a DM to each of your target influencers, not to introduce yourself and talk about how awesome your product or service is, but simply to thank them for sharing helpful or interesting content and give an example of something in their post you really found helpful or interesting. [more on being LIKEABLE here]

Watch their feed for interaction and engagement. Who is engaged with this person? Are they the type of people you have in mind as your ideal customer? Pay attention to the types of conversations your influencer prospect is having. Is he or she mentioning other products? If you spend time courting an influencer and all of their fans are not your ideal customers, you are barking up the wrong tree.

What to Pay Your Influencer, If Anything

Keep engaging daily or at least a couple times a week, so you are coming up on their radar. If they have not already replied back to you or thanked you for all of your interaction, send a second DM asking if you can send them something to get their opinion or thoughts. Let them know that you feel, based on their expertise, their input would be so valuable to you.

Based on their response you may find that sending a product or goodie basket is all you have to “pay” to have them talk about your brand. You can also offer an affiliate’s commission to your influencers, in which case you will want to set up a program to track that on sites like Share-A-Sale, GumRoad, or other affiliate programs that make this easy for you to track and payout commissions.

Whether you pay commission or per blog post they write, be sure to use reporting to track how much traffic is coming from this influencer’s site and how much in sales. You want to make sure your time spent courting them is worth it and aligns with your business goals.

influencer in 2020 marketing

Be In It for the Long Haul

While this process may be much more time consuming than just paying an influencer to pitch your product, it is much more sustainable. Often a paid influencer will mention you once or however long you are paying them, and it can come across as inauthentic. If they are being paid, they will also have to disclose that, causing their audience to see it as an ad, not a true endorsement. If you focus on building a sustainable and mutually beneficial relationship with your influencers you could live happily ever after!

We’d love to hear from you. Have you used influencers in your marketing? What questions do you have for us?

Gina Schreck

Creating a Digital Will: 6 Things To Do While You’re Still Alive

Creating a Digital Will: 6 Things To Do While You’re Still Alive

What Will Happen To Your Social Media Accounts When You Die?

We never want to talk about death or dying but we know it could happen at any moment, and today we need to plan more than just who will get our eclectic collection of birdhouses, and treasured lasagna recipes when we are gone. While I have always joked that I will keep tweeting and posting on Facebook from heaven when I am gone, this is a serious matter.  Many of us have known someone who passed away and their Facebook profile became a memorial page, or after someone dies, Facebook keeps wanting you to invite the deceased to LIKE your business page or LinkedIn continues to suggest them as a connection to those in their network. This doesn’t have to happen.

When my two daughters were younger, we had made a pact about knowing how to get into each others’ social media accounts should anything tragic happen to either one of us.  My daughters now work for me here at SocialKNX and we still talk about this. They know my password formula and I know theirs. When they were younger we took iit one step further and wrote our passwords to each account on an index card and placed it in an envelope—I told the girls, they could seal theirs and sign their name across the back so they would be assured that I wouldn’t use it for evil should I snap one day and turn all Mommy-Dearest on them.  That was almost 10 years ago, and while we still know each other’s passwords, our social channels have gotten more complex and I have now given it a lot more thought, even thinking of my other family members who use social media even occasionally.

social media and digital media will

Social media is an integral part of many of our lives and we have information on multiple channels—Facebook, Instagram, Twitter, LinkedIn, Tumblr, Pinterest, YouTube, Google, WordPress,, Rebel Mouse, MySpace, and the list goes on and on.  IF something were to happen to you or a loved one, your personal information could be exposed to identity thieves or just creepy spammers and people that start leaving random or hurtful messages on an abandoned profile.  You can decide how long you want a person’s profiles to remain open to allow friends to post thoughts and comments, but there will come a time when you might want to shut them down or memorialize the account. Facebook allows us (while we are living) to go into our SETTINGS in the GENERAL tab and choose to allow a friend or family member to MEMORIALIZE our account after we are gone. So, as you plan for your physical assets, take some time to make a social media plan, or as many are calling it today, a social media or digital will.  We found a few templates that you can use if you are a do-it-yourselfer.  Here is one from

how to memorialize facebook page

Here are 6 things to do while you are still alive and posting:

  1. Make a list of all of your social media accounts.
    You may need to Google your name and dig a bit to find them all, if you’re like me and sign up for lots of services and social profiles, you’ve got a bit of work to do. Encourage your entire family to do the same. Include those old accounts that you may have already abandoned. You should close accounts you are not using and add all accounts to a master list.    It is better to get your digital afterlife in order now rather than burden your family with this task later. This is a good opportunity to do a bit of clean up that needs to be done anyway.
  2. Designate someone as your digital beneficiary.
    Now it’s time to have “the talk” with your kids, a spouse or a close friend. Let them know that you would like them to be in charge of your digital afterlife. This might mean simply going into your Facebook Settings and designating that person as your “Legacy Contact” as they call it. Unfortunately, your LinkedIn account does not have this setting and it remains active until you choose to Inactivate it or someone reports to LinkedIn that you died. LinkedIn does not delete inactive accounts so you may be requesting connections long into the afterlife! This is always disturbing to the connections and suggested connections who continue to see your profile. Tell your digital beneficiary what you would like done with each of your accounts and where they can find your password document after you are gone.
  3. Create a central password document.
    Write your passwords to each account you are keeping open and be sure to update this if you change them along the way. Whether this is kept in a secured folder on your computer, or printed and kept in a lockbox, just be sure you have directions on where to find this and how to gain access should you not be here to tell someone where to look.If you have random social accounts that you don’t remember the passwords to, this is the time to try and recover them. It’s a pain, but better now that cause hurt to loved ones who find something posted after you are gone or get a notification. Our family has always kept a file with sealed envelopes containing our passwords. And if you or your kids are really concerned about someone in your home getting into it, do like we did and sign your name across the envelope so you can see if it has been jeopardized, or better yet, place them all in a lockbox or safety deposit box.  It may seem silly now, but these are important issues when you are gone.create a digital will for social media accounts
  4. If you have a blog, decide what you want to do with your content.
    If you leave the blog, perhaps you have someone who will take over or you may want to turn off the ability to comment to prevent spammers from running wild.  Some say they have created a “Last Post” that they want to be loaded after they are gone.  Just give thought to how you want to say goodbye to the fans and followers of your blog.
  5. Set up an INACTIVE ACCOUNT PLAN with Google.
    This covers your Gmail, Blogger accounts, YouTube, Google My Business, and more.  If your account is inactive for 3 months (or a time period that you determine), a designated person will be notified with information on how they can access your content.  You can also set it to simply DELETE all of your accounts if you are abducted by aliens and your accounts become inactive!
  6. Let your family members know about this plan.
    Just like becoming an organ and tissue donor, just because you want something done, doesn’t mean it will happen this way if you haven’t talked to your loved ones about how to carry out these wishes.  If you have a written will or advanced directives, be sure to add in a “social media” clause to take all of this into consideration.

Julie Myhre wrote a great post on The Next Web, “How to Delete and Protect the Digital Identities of the Deceased.”   There is great information with more information to specifically contact each of the big social media sites should someone in your family pass away.

The bottom line is, we have created digital footprints all over the place and when we are gone, we want to make sure we leave things as tidy and manageable as possible for our loved ones.

What are your thoughts on this?  Have you done anything to plan what you want done with your social channels after you are gone, and tweeting in heaven?  We’d love for you to share your thoughts with us.

If you need help managing all of this while you are ALIVE, we can certainly help you with that as well.  Contact us today.

Gina Schreck 
Gina Schreck social marketing expert


5 Ways to Rock Facebook for Your Local Business in 2019

5 Ways to Rock Facebook for Your Local Business in 2019

As a business owner, I know there is a love-hate relationship we have with Facebook. We hate the time-suck that it is and that it seems no one is even listening or seeing anything we are doing there, and yet it is still the most heavily used social networking channel. We know we “should” have a presence there, just like having a website in 1999 was an important form of legitimacy.

There is no doubt that Facebook still attracts the attention of 7 out of every 10 people in the United States. (You know the other 3 people just lurk from their spouse’s account) and that many businesses have seen great success using Facebook, Instagram, and other social sites as tools in their marketing.

So how can you successfully use this mega platform to actually convince people to leave their homes, where they can simply push a button and Amazon or Grubhub will deliver whatever they want, to come into your local business and spend money? Let’s take a look at some tips you can implement before the year comes to a close.

5 ways to use Facebook for your local business to build brand awareness and increase sales:

1. Get involved in local community Facebook Groups

Or better yet, start your own Facebook group for your city, town, or community interest. Facebook is more than Personal Profiles and Business Pages. It also has plenty of groups focused around specific interests, especially in the local community and neighborhoods. Most neighborhoods today have their own Facebook Group to share events, crime warnings, wildlife sitings, items for sale, recommendations, and more.

You can engage with your local community and let them know you’re more than a faceless business that wants to sell them things. You also get an idea of the issues concerning your local community, events you might want to attend or sponsor, and networking opportunities with other retail business owners in the area. Use the group to ask questions and share “BEST OF” lists– Best dog parks, best place to get dessert after 10pm, best picnic spots, and more. Throw out the question and have people comment with their answers and then offer to curate the list into a .pdf and share it back with the group.

What if you share the little league scores or high school sports scores weekly for the group? Who doesn’t want to be a part of a local group like that? The beauty of Facebook Groups is the members see every message, unlike a business page that usually has to work harder to get attention or use advertising and promoted posts.

2. Create PHOTO-WORTHY spots in your local business.

So perhaps you can’t get a giant blue bear sculpture outside your place of business, but fortunately, people will snap shareable photos with a lot less. It could be a great welcome mat that says “Great Shoes” and people will want to stand, snap and share. It could be something painted on the wall of your restrooms and people will snap and share there as well. Get creative and think of areas of your business that are brandable! Be sure to train your staff to spot groups snapping photos and go over to offer to take one of the whole party. That is great digital service.

3. Use targeted ad options on Facebook.

Facebook’s ad platform is pretty impressive, especially when it comes to the targeting capabilities you have for the audience. If you want to focus on Facebook users who live in a specific area, or who frequent businesses that are near your retail location, you can fine-tune who sees your promoted messages. Ads or sponsored posts appear in the newsfeed and look like a typical post, except that it’s marked as an advertisement. Make sure you monitor your ads that are running to respond to any comments or questions left on the ad post.

how to set up Facebook Page for business

4. Run special promotions and events for your Facebook and social media fans.

Give your customers and potential customers a reason to pay attention to your page, and reward them for doing so. You don’t have to keep the promotions solely digital, especially if you want to increase foot-traffic on slow days.

Consider having deep discounts and flash sales that are in-store only but promote them online to get customers to come in. You can offer an in-demand product or other items discounted for the first 25 or 100 customers who come in on certain days. This sense of urgency encourages speed and enforces scarcity.

A trend that many are capitalizing on today is in-store experiences! Use Facebook and other social channels to let your community know you have a band playing or offer a tasting, a demo, or a yoga class or some other event for your fans. Experiences will draw those digital shoppers out and Facebook is a great place to talk about it. 

social marketing in store experiences trends for business Facebook for local business

5. Engage with your customers and prospects on your social media posts.

Many local businesses are still afraid of allowing comments on their social channels, fearing negative comments or reviews. People love social proof and if you allow comments on your pages you have the control that allows you to respond. If they comment on their own profiles or other pages, you can’t do anything about it. Invite reviews where you can participate. 

People want to see that others like your brand as much as they do, so when you get a compliment in your place of business, ask if they would be willing to share that on your Facebook page or Google Review. Make it easy for people who are already happy, to share their feelings with the world. Today, “Word of MOUSE” is the new “Word of Mouth” when it comes to recommendations.

If someone is talking about your store, products or services, online, be sure to acknowledge them. Don’t leave comments, testimonials or questions on your Business Page unanswered. Let people know you hear them and appreciate every single comment left.  [read: RESPONDING TO SOCIAL REVIEWS]

If there is someone being social with your brand on a regular basis, why not reward them with a special coupon or offer. Let them know you appreciate them sharing or engaging with you. Reward the behavior you want to be repeated.

We hope these 5 tips will inspire you to begin looking at Facebook with a fresh perspective when it comes to marketing your business. With a little creativity, you will have fans talking about you and more importantly…coming in to spend money! If you have more questions or want more ideas, be sure to join our Group on Facebook, where entrepreneurs share ideas, tools, and resources to build their businesses!

If you are just getting that Facebook page set up we have created a guide that walks you through the steps to SET IT UP CORRECTLY and START GETTING FANS TO JOIN YOU! Download this free resource today!

SEO BASICS: How to get my content found by more people

SEO BASICS: How to get my content found by more people

The term SEO (search engine optimization) seems to still be so mysterious to folks and I want to clear this up. Many people want to know how to get more eyeballs to their website and blog content, so if you’ve wondered the same thing… let’s chat. If you are an expert in SEO, plug your ears and look away because I am going to use examples and SEO basic terms that will have you shaking your head.

First, SEO is not mystical, and it is not even the job for some guy sitting in a dark basement desk wearing a hoodie. It is something you should understand and be doing every day…or at least frequently if you want your content found by more people.

Whenever you add or tweak content on your website (including blog posts) you are potentially optimizing the site for Google and other “search engines” to find it. Optimizing it means you are adding content that will be helpful to people who are searching for it, you are making sure it is relevant to the person searching, and you are making it easy to consume by adding paragraph headers and formatting it for people to find the information they seek.

Here are 7 things you can do to become your own SEO expert (or at least apprentice):

Create content people actually want.

Before you write a new post, ask yourself if people are really searching for this answer…I mean like when I go searching for chocolate in my pantry and I am moving cans and boxes around. Are people going to Google and typing in, “How can I _____” with your topic in the blank?  When you type that question in Google, what comes up? Are there loads of posts out there already? Can you put a unique spin on it or add to this body of knowledge to provide a more niche answer?

Too often we create mamby-pamby oatmeal content. Bland. Boring. Useless. And I’m right there in the bowl with you. I find that after a few months I start slipping from the edge right back into the cushy middle. It takes a lot of work to stay in your zone of genius. In digital marketing, there is a ton of content out there, so if I can’t put my own personality or spin on content, it’s just another bowl of mediocre oats.

Provide great information, not a marketing brochure.

Google wants you to create content for the users who are searching for helpful information, not just a page that has nice marketing slogans and pithy facts about your brand. Go look at a couple of pages right now on your website. If you were a potential customer who had questions or problems they were trying to solve, would your page give them the answers or just tell them about YOU?

Think of the keywords BEFORE you begin writing

You have to write for humans, not for Google bots. That means you have to think of the question or problem your reader has, write it down. Now ask yourself, what is the main word or couple of words in that problem or question.


Question a reader has: How to set up the perfect podcast studio?

Possible Keywords: Set up podcast studio

Alternative 1: Set up professional podcast studio

Alternative 2: Set up video recording studio

While writing the post (or outlining what you are going to say in video or audio content), be sure to use the keywords and phrases throughout. Do it naturally. Don’t write, “To set up a podcast studio you will want to use equipment for a professional podcast studio. There will be microphones in a video and podcast studio …” You get the picture.

I tell our clients often to write down the top 10 FAQs people have about their industry and their specific business. Now write a blog post and create short video pieces that answer each one using the keywords and phrases from those questions. That is optimized content.

Download our “GUIDE FOR PLANNING BETTER BLOG POSTS” to help you plan your content for better SEO.

Planning better blog posts for SEO

Quit using jargon and write content people will know what to do with

So often people write content as if they’re writing textbooks or worse, technical manuals. Dry and complicated copy often does not absorb. If you use terms and acronyms, even terms you assume everyone knows, explain it the first time you use it. You can go back to acronyms from that point on.

Will your content have the answer they came for or just more questions? Make sure when you’re your reader finishes, they say, “Ahhh refreshing! Just what I was trying to understand.”

Make it long enough to be helpful.

While I hear everything from “Make your blog posts 400-800 words” to “Google likes posts that are 1,500-2,000 words”, the key is to make sure there’s enough meat on the bones of a post that the reader gets their answers. If your post is only a couple paragraphs long and just covers a topic at a high level, your reader may feel they wasted their time clicking over and leave frustrated asking, “Where’s the Beef?”

A post that is 400-500 words long (or short) is going to have less of an opportunity to naturally have keywords and helpful content in it and yet if you stuff a post with keywords, it will smell like spam. There are many experts (who are these people? Yoast is a pretty reliable source and they say 300 is the absolute minimum) who say a post or a webpage must have 400-800 words to even be indexed or recognized as a page by Google or other search engines. Regardless of what those people say, write enough to be helpful!

Seth Godin’s blogs are often very short, but he isn’t worried about driving more eyeballs to his blog. He’s got more eyeballs on each post than Argus Panoptes, the hundred-eyed giant in Greek mythology, so he writes whatever he wants. He also writes daily!

If you are wanting Google to see your website and blog posts as a reliable source and send more people there for their answers, be sure to beef it up!

Write better titles for your content

This is where my wit often gets me in trouble. I always want to name my blog posts something witty or clever, but Google has a very dry sense of humor. If I would have named this post “Mullet Blogging” or “Excavating Your Website” it would amuse me, but would anyone really be typing those terms into Google?  (Besides me?)  NO! Save your cleverness for inside the post.

Take that keyword list you came up with earlier and the top FAQs and use one of those for your title. If at all possible, start with a keyword. “Basic SEO: How to get my content found” is one way to title this post. If “basic SEO” is my keyword phrase I would want to put that in the front. “How to get my content found” is still pretty close to a keyword phrase, it would be secondary.

I love how SEO Expert, Heather Lutze, calls these “Mullet Titles” since you want the business in the front and then a party in the back.

Let’s talk a little geeky here

Now stay with me. I’m going to get meta on you. Metadata, meta descriptions, ALT tags, H1, H2, H3 tags. These might sound like phrases out of a Steven King novel, but they are just sections and parts of your website content that Google bots know how to read. Imagine Google has a little robot and “metadata” is the only info it knows to read.

Meta Descriptions

So, when you load any piece of content onto a website look for a section or box (typically toward the bottom of the page) that asks for the “meta description.” This just means, “Tell me a little about what this is and if you can include one of your main keywords that will be helpful.” The meta description is the sentence or two that shows up under the bold headline when someone does a Google search.

ALT tags

ALT tags are the words that will describe each image you load into your website (they all should have ALT tags). While the intent of an ALT tag was mostly for the visually impaired so their computer would read what was being shown on the page, it is another area that you can use to tie that image into your post concept. So instead of just “robot” being in my ALT tag above, I would put “Google bot for basic SEO” or “Google bot to help content be found.” Keep in mind that most website designers do NOT optimize the content they load into your site and you may have a beautiful site that is not helping search engines find you.

H1 H2 H3

H1, H2, and H3 tags are just a tech way to say the same thing your 4th grade English teacher taught you. Put your headline at the top and then put the rest of your content in OUTLINE FORMAT. So all of your paragraphs will have sub-headings and then other main thoughts will have sub-sub-headings (it’s been a long time since I was anywhere near an elementary school so just go with it). So, your blog post title, for example, would be formatted as an H1 heading (usually this is done automatically because of how the page is formatted). Your paragraph headings should be formatted to be H2. This is because our little robot friend speed reads and skims each page reading H1, H2, and H3 tags to see if the page is really about what your keyword says it’s about. So don’t get too clever with your headings.

exhausted from learning seo basics

If you are still with me and your head hasn’t exploded, CONGRATULATIONS! You now understand the basics of SEO to help you get your content found by more people. Of course, there is more to optimizing your website but I want you to take a deep breath and realize that it’s all very doable. If you follow the 7 steps outlined here and regularly create content for your ideal audience, you will see your website traffic increase. And of course, don’t forget to promote your new content by sharing on your social media channels. [READ: If you build it, they will NOT come.]

Is LinkedIn Finally the New “It” Girl?

Is LinkedIn Finally the New “It” Girl?

Everyone is talking about LinkedIn making a comeback. Did it ever go away? Well, perhaps it was stuck in its own version of the ’80s with its bad hair and awkward sense of style. I mean let’s be honest, Facebook, Twitter, Instagram, and even the hip app, SnapChat have all had their day as the “It Girl” platform. But LinkedIn has had the reputation of being not so social and so uncool.

Just this morning I was on a call with a potential client and she asked, “Should we even bother updating our team’s LinkedIn profiles? Isn’t it just used for job seekers?” LinkedIn must feel like women in their 50’s (ummm…. ME)—no one is paying attention to anything we do anymore! Well, it’s time we turn around and look again at this powerhouse social platform and start treating her with some R.E.S.P.E.C.T!

Here are 11.5 things you need to know about this new “IT” GIRL:


1. LinkedIn is still the Queen of B2B.

While all marketing is P2P (person to person), if you are looking to connect and build relationships with people in the business sector, LinkedIn is tops. It has grown steadily year-over-year from it’s creation in 2003 to now, and there are no signs of it stopping.
LinkedIn Statistics 2019(source: Statista)

Executives and other decision-makers are on LinkedIn LOOKING FOR GREAT CONTENT and VALUABLE RESOURCES! They aren’t looking for goofy farming games, guess your celebrity personality tests or baby pig videos (although who doesn’t want to see baby pig videos?). People come to LinkedIn to read great content and connect with people who are serious about making things happen. Hootsuite wrote, “LinkedIn users are the educated and affluent people who are already in a professional headspace and actively looking for solutions.”

2. There are a lot of people here.

While it’s not the size of Facebook’s community, there are 630 million members on LinkedIn and it continues to grow, probably due to all of the Facebook algorithm hubbub. Two professionals join LinkedIn every second! 177 million of those members are from the US and 48% of all members log in monthly. 43% check into their LinkedIn profile daily. The best part is that 40% of users on LI are decision-makers! We’re not talking about spending your time chit-chatting with your creepy cousin Eddie and his friends anymore.

3. Microsoft purchased LinkedIn in 2016, for 26.2 BILLION and they’ve been busy.

You will see more Microsoft integrations coming and I’m already seeing more PowerPoint slide decks being shared on profiles. LinkedIn’s slide deck sharing platform, Slideshare has over 70 million users and that is going up monthly. When you add your marketing deck to Slideshare first, you can pull it into your profile and now it’s doing double duty for you. I have to admit, I initially went gangbusters on Slideshare years ago and I have forgotten about the power there. You can even add a lead magnet into the backend to use it as a great lead gen tool. Bottom line is, adding any visuals to your profile will make it stand out and a well-crafted slide deck is an easy way to do that.

4. Every “sophisticated marketer” uses LinkedIn as their primary channel to distribute their B2B marketing content.

The good news is there aren’t that many “sophisticated marketers” out there since so few actually post regularly on LinkedIn. This makes it a great place for you to stand out! To make sure you’re making the most of LinkedIn in 2019, be sure to download the guide that LinkedIn puts out each year. 2019 they published their anniversary edition THE FIVE YEAR ANNIVERSARY EDITION OF LINKEDIN’S “THE SOPHISTICATED MARKETER’S GUIDE TO LINKEDIN.

5. Start sharing your knowledge in articles.

So few people have published an ARTICLE on their LinkedIn profile, that you will automatically shine here. Only 1 million out of the 520 million users have published an article on LinkedIn. (source: OmniCore) Articles, which used to be called POSTS, are the blog-like content pieces that stay on your profile in a fashion that very much resembles a blog post. Share content that highlights your expertise and personality! [READ: 4 Qualities to Become More Likeable Online and Off] If you look at your profile under “Articles and Activity” you will find the home of your content. I still feel that this needs to come out from hiding—most people don’t even know where to find past posts and articles.

LinkedIn in 2019 for marketers

According to Daniel Roth, LinkedIn’s Editor in Chief, “Every day, over 2 million posts, videos, and articles course through the LinkedIn feed, generating tens of thousands of comments every hour –and tens of millions more shares and likes.”

6. Be sure to SHOW, and not just TELL with your content on LinkedIn.

Posts with images get 2x the number of comments and according to Peter Roybal, LinkedIn Senior Product Manager, people are 20 x more likely to share a video with their connections than any other type of LinkedIn post. People are also 5x more likely to comment on video content. Soooo, get that great content into short video-bytes, and make sure they are super helpful. If you get too salesy you get tuned out! My rules for social media are: Be INTERESTING, Be HELPFUL or Be QUIET!”

Here are a few ideas for you and your team to kick around and start planning for when LinkedIn Live reaches you:

• Product demos
• A chat to discuss trend reports
• Fireside chats with experts, vendors, and employees
• FAQ sessions
• Field visits and tours

7. Visit your LinkedIn profile and connections more often.

Don’t be a dead-beat parent on your own LinkedIn profile. Stop in daily for 30-minutes to share something or comment on what others are posting. If daily is unthinkable, aim for 3 times a week and build up to it.  The more frequently you show up and engage on LinkedIn, the more frequently you …. Show up! You will be amazed at the increase of connection requests, profile views, and even BUSINESS if you increase your activity on LinkedIn.

8. Make sure you have an updated photo and profile.

I think when LinkedIn launched in 2003 people loaded their stoic corporate headshot or a glamour shot from those cheezy mall studios (yep..I had one and my children still pull it out for the occasional comedy relief) and never looked back. Let’s face it, we’ve gotten older and that’s OK! You need to put up a headshot that actually looks like you. One that was taken within the past 6-12 months. While you’re on your profile, go through and update your skills and experience. We don’t need to know where you went to grade school but beef your profile up a bit. Tell us about projects you’ve been working on, the revenue you have helped to generate or save. You have 2,000 characters you can pack into your summary area alone. Use all of your space.
[Download our resource guide that will help you maximize every area of your LinkedIn Profile]
LinkedIn Character Count

9. Get over that 500 hump!

When you have more than 500 connections you have hit the tipping point that allows you to start reaching and connecting with even more people. When you go to someone’s profile and see “78 connections” or whatever number they have, you wonder where they’ve been. Once you get over 500 connections, then the playing field evens out—they all say “500+.” Now I am not saying you should go and connect with all of the random strangers and spammers to get to 500. I’m suggesting when you meet someone at an event, a business meeting, a friend’s house for dinner, you reach out and connect on LinkedIn after.If you are seriously still collecting business cards and bundling them in your desk drawer as if you will even remember anything about the person, forget about it. Take the business card, and if you really want to be savvy, download the Microsoft Pix app which allows you to scan the card right in front of the person and select, “Connect on LinkedIn.” Once you do that, hand back their paper business card back and tell them…one small tree branch saved!

On your phone, open your LinkedIn App and click on the little head icon at the bottom now in the top middle, turn on “FIND NEARBY” when you are at a conference or event where there are several people to connect with. Go ahead try it now.

10. Jump on LinkedIn LIVE as soon as you get it available on your profile but keep your expectations low in the beginning.

What I mean by that is, the typical LinkedIn user barely engages with written content. They read it, but they do so quietly in their office or cubical. To expect people to consume long-form video while at work and then chat it up with you is a BIG stretch. Keep your videos short and informative. Share your expertise but allow time for LinkedIn users to grow accustomed to this form of content here. It’s like when women were allowed to stop wearing pantyhose to work (yes those were barbaric times … *shudder*), it takes time for people to come around to radical change. I think LinkedIn will be rolling out lots of changes once LIVE video hits everywhere to figure out where it will live. Like articles and posts need to be displayed more prominently, so will video.

11. Consider creating or re-engaging your business page (if you have a business).

There are roughly 35 million business pages on LinkedIn, which is just a fraction of the number of people and businesses actually on LinkedIn. While they do function VERY differently than a personal profile and get a lot less attention, they are a great way to showcase your content to those who DO choose to follow your updates there. Consider this: To follow a business page on LinkedIn, you have to typically search for it, then you have to follow the updates of that page, and then… well OK, it’s not that hard at all…but for someone to go through those two steps … they WANT YOUR CONTENT! Don’t leave them hanging. It’s like asking people to subscribe to your boring newsletter and then when they actually do, you never send anything out. (Ooo… sting!)If you have employees in your organization, be sure to encourage them to share the content you are sharing on the company’s business page and when someone shares something on their personal profile, LinkedIn now makes it easy to share it on your company’s page. On your business page, there is a small section to the right that says, “Communities” where you can select up to 3 hashtags that you want to follow. You can also click on “See what others are saying about (your company). Now you can select content that others are putting out and share it on your company’s page. Seems a bit clunky, but a great way for a brand to monitor and share the content employees and others are talking about.

Here are a few more fun LinkedIn facts to impress your friends and family…if they care!

  • The average user spends about 17 minutes a MONTH on LinkedIn (That’s depressing for me as a content creator unless all 17 min are spent on my content!)
  • Motivated was the most overused word on LinkedIn in 2014 AND 2017
  • Specialized, Experienced, and Skilled were the most overused words on someone’s summary section. Change these up to standout!
  • There are 5.5 million accountants on LinkedIn. Wow sounds like Digital Marketers.
  • There have been over 11 billion endorsements made on LinkedIn (most by people who don’t even know the person they are endorsing!)
  • 90% of LinkedIn members use Facebook. This is a statistic for all of you who have told me “my customers are NOT on Facebook!” (source: DataReportal, Pew Research Center)
  • The percentage of premium LinkedIn users currently stands at 39%, while 61% of members are still satisfied with the basic free accounts. (source: Kinsta)

I’d love to hear from you. Are you an avid LinkedIn user? What tips and tools do you have or do you find most useful? And while you’re at it… Connect with me on LinkedIn!