Level Up Your LinkedIn Strategy

Speaker: Mariam Sargsyan - LinkedIn Expert | Connect with Marina on LinkedIn

Initial remarks

• “Who googled me before the event?” – a reminder that your online presence matters.

• Questions to reflect on:

• What would people find if they googled you?

• What’s your superpower?

• What do you expect from today’s session?

Why LinkedIn?

• Best ROI in B2B marketing (see Slide 1).

• Opportunity for certification visibility, targeted networking, and professional credibility.

• Tools like Sales Navigator offer deeper targeting.

LinkedIn Profile Optimization

Top 3 Key Elements

1. Headline

• First 6–8 words are most visible – make them count.

• Each word acts as a keyword – add spaces around them.

2. Profile Photo

• High-quality, professional, friendly.

3. Banner

• Visual storytelling – reflect what you offer.

• Use brand colors & fonts, include a CTA (e.g., “Check Featured Section”).

Other Profile Tips

• Add important links (Website, Calendly, Resume).

• Use “Open for Work” selectively (especially for <5 years of experience).

• “About Me” Section:

• Repeat important keywords 3x.

• Structure text for F-pattern reading.

• End with a clear call-to-action (e.g., how to connect).

• Skills Section:

• Fill up to 100 keywords—include variations.

• Pull from job ads to find relevant ones.

• Top-endorsed skills appear automatically.

• Experience Section:

• Short descriptions (2 lines); keywords matter.

• Add media or links for social proof.

• Education:

• Include only formal higher education.

• Move bootcamps or online courses to "Courses".

• Recommendations:

• Can show/hide.

• Use them to boost credibility.

• Featured Section:

• Include content for both cold & warm audiences.

• Add certifications, media, or lead magnets.

Your LinkedIn Strategy

Key Reminders (Slide 1):

• Not everyone is your audience.

• Not every individual is a potential customer.

• Know your UVP (Unique Value Proposition) and USP (Unique Selling Proposition).

Content Process (Slide 2):

1. Content Strategy

• Define target audience, positioning, messaging, content pillars, and manifesto.

2. Content Planning

• Research, timeline, objectives, budget, channels.

3. Content Creation

• Ideation, styling, formats, repurposing, feedback.

Tip: Most businesses start at the end (content creation), but should begin with strategy.

Posting & Engagement Tips

• Post at least 1–2x/week, always same day/time.

• Avoid posting after 6–8pm.

• Warm up your audience with consistent, valuable content (Slide 5).

• Use certificates for credibility—LinkedIn promotes them.

• Use Excel lists to target posts (even with free plan).

Website & External Links

• Add clear CTAs to your website.

• Include booking links or free offers.

• Keep portfolio links easily accessible.