We all have preconceived notions about social media, the importance of the social platforms for business, and how to use social to drive connections and business outcomes. But once we master a few techniques, the opportunity to close more deals on social is abundant.
Chances are if you log onto LinkedIn right now there will be at least one post streaming down your feed geared at keeping LinkedIn “professional.” And by professional users mean they don’t want to hear about political opinions, religion or see pictures of your kids or grandkids; all that is for Facebook.
Heck, the volume of people willing to express what they don’t want to hear on social far outnumbers those telling you what they DO want to hear. But like it or not, LinkedIn and other social media outlets remain important and social selling is alive and well.
However, there’s a method to the madness of how to acheive the social media ROI you’re looking for.
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Stop with the buzzwords
Your profile is a stand-in for you. Because you can’t be there to welcome everyone to your social profiles personally, the language you choose is critical. Buzzwords are common for a reason. For example, they act as connectors within industries – if you don’t agree, just think back to an industry specific conference. How did the attendees describe themselves and their businesses? Guaranteed you heard plenty of buzzwords and acronyms. While buzzwords work fine offline where body language and flashing a smile can change the perception of the people you’re talking (in an instant), they aren’t helpful when you’re trying to standout and convey your personality online.
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The most overused buzzwords on LinkedIn
We’re all aware that social media platforms have access to a tremendous amount of data about everything we do on their sites. LinkedIn is no exception and occasionally they drip some of that information out to users. For the past two years, they highlighted buzzword usage.
The most overused buzzwords on LinkedIn profiles for 2016 and 2017:
2016: Motivated, track record, strategic, responsible, enthusiastic, leadership, passionate, successful, dedicated, and driven. 2017: Excellent, specialized, creative, leadership, certified, passionate, expert, strategic, focused and experienced.
When writing your social bios, use a thesaurus to find alternatives to those buzzwords or avoid them at all cost. It’ll help you get noticed.
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Showcase images, experiences and achievements
Profile visitors assess you based on the information you give them. Language, grammar and spelling are critical but so is the quality of your profile image, and your accomplishments. If you have videos, blogs, or other resources that highlight your expertise, include them on your bio. If you’re experience includes volunteer work or creative pursuits that make you standout, highlight those too. LinkedIn data reveals that we have no more than 10 seconds to capture the attention of an onlooker; put your best work forward.
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Content – Content – Content
The content you post on social platforms is a direct reflection on you. There’s no other way to say it; good, relevant, and well-written content that appeals to your audience is the best way to build connections and ultimately – trust. And it’s the trust that leads to sales, contracts and revenue.
Before sharing articles, think about how they apply to your industry, what they are educating readers about and how do they align with your goals. Then, when you make a comment about why the piece is useful, take the time to say something worth paying attention to. Be concise and show your personality.
Building a personal brand is one of the most important things you can do online and it’s no more difficult than building a network in person. In fact it’s pretty similar except that, unlike at a networking event, if you’re on social media while wearing your PJs, nobody will notice!
Happy selling!
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