Pro tip: <\/strong>Don’t limit competitor analysis to your industry. Broaden your scope to include executives across sectors who excel on LinkedIn<\/p>\n2. Profile Optimization<\/h4>\n
I evaluated the executive’s profile using my custom rubric, scoring every single part of their profile and providing specific suggestions for improvement based on what I learned about this person and the competitive landscape.<\/p>\n
![\"rubric](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\")
<\/p>\n
3. Content Strategy Development<\/h4>\n
We defined content themes and built a posting rhythm that balanced personal and professional content\u2014while also staying realistic about a posting cadence (remember: you don\u2019t want to start off with a schedule that will cause burnout or that is impossible to maintain, especially while ramping up).<\/p>\n
The team needed to get approvals, which took time, and wasn’t super familiar with the platform. So, we started with simpler company news content first, then gradually incorporated more personal stories tied to professional insights.<\/p>\n
The Results<\/h3>\n
The impact extended far beyond what we initially expected. Within a few months, the executive became a LinkedIn Top Voice, which created a ripple effect throughout the organization. Other C-suite teammates became more active on LinkedIn after seeing the power of his presence firsthand, and it also boosted company culture as employees were excited to get to know their CEO better.<\/p>\n
Additionally, the communications team also gained a clearer understanding of the competitive LinkedIn landscape and how to use the platform effectively.<\/p>\n
Most importantly, we saw meaningful increases in the metrics that actually matter: follower count, profile views, connection requests, and direct messages. These are all clear indicators that people were not only seeing the content but taking actionable steps to stay connected.<\/p>\n
Pro tip:<\/strong>\u00a0While nothing is guaranteed on LinkedIn, a good rule of thumb is consistent activity on LinkedIn (at least 1x\/week) should give you enough data to assess what is working. When you double down on that, you will slowly start to see momentum (remember: LinkedIn is a long game!).<\/p>\nHow Marketers Can Support Executive LinkedIn Success<\/h2>\n
If you\u2018re a marketer looking to boost your executive\u2019s LinkedIn presence, here’s your tactical playbook to get started.<\/p>\n
<\/p>\n
1. Define content pillars and voice.<\/h3>\n
Start by identifying two to three core themes that align with your executive\u2018s expertise and your company\u2019s goals. These might include leadership, innovation, people development, or industry trends.<\/p>\n
Then decide on the tone: Are they visionary? Warm? Analytical? Direct?<\/p>\n
To uncover the right themes and tone, ask reflective questions like:<\/p>\n
\n- What are you passionate about?<\/li>\n
- How did you end up in this industry?<\/li>\n
- What made you want to pursue a C-suite role?<\/li>\n
- What was a big challenge or turning point in your career?<\/li>\n<\/ul>\n
These questions help you understand who they are \u2014 not just as a leader, but as a person \u2014 and give you stories to draw from later.<\/p>\n
Pro tip:<\/strong>\u00a0Executives at large public companies often have less room for experimentation on LinkedIn. Make sure to coordinate closely with both the communications and executive teams to ensure alignment from the start.<\/p>\n2. Choose your content formats.<\/h3>\n
Text posts are often the easiest starting point. Add a photo when possible for better engagement (posts with images get 2x the number of comments).<\/p>\n
While video is having a big moment on LinkedIn, it\u2018s a heavier lift for executives and their teams. I don\u2019t see many executives doing carousels.<\/p>\n
3. Balance your content mix.<\/h3>\n
I recommend four types of LinkedIn content: personal, educational, professional, and promotional. Promotional posts should make up no more than 25% of your overall content. The balance between the first three depends on your executive and team goals, but mixing them creates a compelling combination.<\/p>\n
When you’re starting out, company news (like earnings reports) is often the easiest content to create because it is more straightforward. As you build confidence, incorporate more personal stories \u2014 always tied to professional insights \u2014 like sharing experiences from industry events or leadership lessons learned.<\/p>\n
Pro tip:<\/strong>\u00a0Don’t underestimate the power of commenting on LinkedIn. It builds reputation and reach with minimal effort.<\/p>\n4. Track what actually matters.<\/h3>\n
Don\u2018t get caught up in vanity metrics. I actually don\u2019t include engagement as a main KPI when working with executives, because no one has control over the algorithm or how people will engage.<\/p>\n
Instead, focus on metrics that indicate genuine interest: follower growth, profile visits, connection requests, and direct messages. These show that people are seeing your content and are interested in taking the next step.<\/p>\n
5. Stay consistent.<\/h3>\n
You don’t need to post every day, but consistency is crucial for staying top of mind. According to LinkedIn Top Voices program requirements, aim for at least two original posts per month.<\/p>\n
Showing up regularly builds familiarity \u2014 and familiarity builds trust.<\/p>\n
Start today, build tomorrow.<\/h2>\n
LinkedIn is an essential tool for executives aiming to amplify their influence and elevate their companies. Don’t wait for strategic milestones or annual reviews. Initiate conversations now about their online presence.<\/p>\n
Clarify what they want to be known for. Identify the stories that will resonate. The sooner you start, the stronger their presence will be.<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
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