LinkedIn is a great way to build your personal brand. Whether you are on the start of your journey in private practice or if you are growing your private medical business, having a personal brand will give your practice strong foundations.
Not so long ago, LinkedIn was the weird cousin of the cooler, bigger social networking kids. Used mainly for job-hoppers and head hunters, LinkedIn has worked on its own personal brand over the last few years to become the social network of choice for professionals.
As you are already an expert in your particular field, LinkedIn bolsters this by pushing you forward as a thought leader. Sharing your insights as a subject matter expert is not only helpful but establishes your name as that go-to person for questions in your specialist area. Private hospitals and businesses within the medical profession are already connecting on LinkedIn, establishing partnerships and networking with specialists like you.
Your industry peers are meeting patients who are seeking support every day, and it’s in our nature to want to help. Be the go-to practice that other consultants can recommend to patients. By establishing and nurturing your presence on LinkedIn, you can reach and engage with peers all over the world, and they can reach out to you.
This is why, if you are building your private practice, you need to be paying attention to LinkedIn.
Almost half of LinkedIn’s 585 million users access the site on a daily basis. And with over 25 million users in the UK alone, that’s a lot of networking.
LinkedIn has also got a pretty great track record of converting your page visitors to leads. Three times higher than Facebook or Twitter, making it one of the best performing platforms out there.
Personal brand vs business brand
But should you pump your time and effort into your personal LinkedIn profile or try to build up your practice page on the platform?
LinkedIn is about networking. The personal connection. Posts by people are favoured more than posts by businesses. This is for good reason because as humans, we tend to trust personal connections more than we do businesses.
Share some of your personal flair as well. You don’t need to be all business and no humour. While putting up your meal plans for the day might be frowned upon, sharing some of the moments that have made your day interesting can remind your network of who you are and what you do.
Ways in which to use LinkedIn
By now, you have established that LinkedIn is a powerful way to network. You see the value in adding a personal voice, but what can you do on LinkedIn to get the most out of the platform?
LinkedIn has worked hard to give you the tools you need to reach your future audience. Make sure you use as many of them as you can.
Review your profile
Start by reviewing your personal profile. Your job description and introduction are the first things that people will read about you. Within this short word count, someone will make a decision to either read more or move on. Make those words count.
Think of it as a headline-grabbing moment. Tell your story and pull your audience in to read more. Once they are in make sure your profile is polished and up to date.
One of the most important things you can do on LinkedIn is to post content that people want to read. An easy way to start is to post an article that you find interesting or relevant to your field of work. Use this to make a statement and ask a question.
Your network only needs to like or comment on it for it to be shared amongst your third level of network and for people to see your name.
Try to post once a day and start having conversations with your network. If you have a particular goal in mind, such as gaining new connections, then you might want to get a LinkedIn strategy that fine-tunes your activities towards this goal.
Don’t forget to write an article once in a while, too. Articles are a great way to share your best performing content. You’ll find that articles get traffic for a much longer period of time than posts.
Get in touch
This is just scratching the surface of the potential on LinkedIn. If you are launching a product or service, holding an event, or looking to get new business leads, our marketing team can advise on the best LinkedIn strategy to achieve your goals. Get in touch to find out more.