Episode 31 – How to use LinkedIn for your business – John Espirian

LinkedIn for your business

How to use LinkedIn for your business - with John Espirian

John Espirian can definitely be described as LinkedIn 'guru' he uses the platform to get leads for his content writing business and he has managed to grow a loyal and engaged following, becoming the 'go-to' person for his knowledge of how to use the platform for business.

John reveals how he uses LinkedIn effectively for his business, by sharing his knowledge and contributing to the platform without being salesy or pushing a specific product or service.

Johns pathway to success has been to remove any 'sales' from his LinkedIn presence and just to put out helpful content that showcases his knowledge.

But you need to remember that LinkedIn is not a magic wand, putting out three posts and expecting to grow a great following is not what happens. It took John nine months of hard work to start to see progress, posting once or twice a week on a regular basis and contributing as much as possible to other people's conversations.

John talks about why It is so important to be memorable at the right time and how it’s usually the people who appear on video that become memorable.

But John suggests that you need to upload a video directly to LinkedIn rather than putting it onto YouTube or your website and sharing it.

We also discuss how to strategically use LinkedIn with purpose so that you don’t waste your time on the platform with no outcome.

John talks about how to

  • Get your profile right
  • How to write a great headline
  • How to interact and get a conversation
  • Using video on LinkedIn to build a bridge with your audience
  • How to connect with people through the Direct Message

 John's tips

  • Start out by posting twice a week every week consistently
  • Contribute five times more to other people's posts than the amount you post
  • Be consistent, if you leave a gap don’t expect people to be there when you come back to the platform
  • Write a great headline
  • Treat your profile as a one-page website
  • Add captions to any videos to make sure that your content is consumed

 More about John

John Espirian is the relentlessly helpful technical copywriter.

A former Microsoft Mac MVP and former director of the Society for Editors and Proofreaders, John writes B2B web content to help clients explain how their products, services and processes work.

John’s blog provides practical advice to help you unclog your blog, write better web content and stand out on LinkedIn. Find him online at espirian.co.uk.

LinkedIn linkedin.com/in/johnespirian
Twitter twitter.com/espirian


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Alison Teare is a qualified,  marketer with more than twenty-five years’ business and management experience, in both the public and private sectors, at local and global levels.

A social media expert, Alison is a trainer and speaker who regularly provides advice to businesses to guide their social media and marketing policies and strategy. She developed an integrated Social Media Management programme which enables businesses to co-ordinate a successful implement their own sustainable social media presence. Alison also mentors entrepreneurs and small business owners, helping to reduce overwhelm and providing purpose and clarity in their business development and marketing.

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