The journey of a typical LinkedIn user:

• Discovery: Finds you through content, comments, or search.
• Initial Engagement: Clicks on your profile to learn more.
• First Impression: Looks at your banner, and your headshot.
• Quick Insight: Reads your headline to understand your profession.
• Storytime: Dives into your About section to get the full story.
• Expertise: Checks out your Featured section, Experience and content.
• Decision: Makes the call to follow you based on the overall impression.

In many ways, LinkedIn gives you more control over being found by the right people compared to other platforms.

Take a look at LinkedIn's Three Pillars of Discovery:

1. Search

LinkedIn's search functionality is a powerful tool for connecting with people with specific skills, experiences, or job titles. Looking to enhance your visibility on the platform? Start by optimizing these sections of your profile.

Headline:

Your headline should clearly communicate who you help, what you help them with, and how.

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About:

Captivate readers through your story. Address their challenges, evoke emotions, and finally, offer a solution. End with a clear call to action.

Read the full version here.

Experience:

Craft compelling narratives for each past position, emphasising your growth. Highlight tangible results to showcase the impact of your contributions.

You can easily enhance the search ranking of your profile by strategically placing relevant keywords in these sections. Think of it as a means for like-minded professionals to discover your capabilities.

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2. Content

Content is the engine that drives your LinkedIn journey. When you share stories, thoughts, and experiences that resonate with your industry, people tend to hop on board and engage with you.

Three types of content to establish trust, authority, and relevance in your domain:

Actionable:

Create content that offers tangible steps, tips, or strategies for your audience to apply immediately. Actionable content provides immediate value, showcasing your expertise.

Check out the post here.

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Observational:

Highlight interesting patterns, trends, or phenomena in your niche through observational posts. Encourage critical thinking and meaningful conversations to establish thought leadership.

Check out the full post here.

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Inspirational:

Share your unique perspective and personal experiences. Authenticity shines through when you share your story, making it easier for people to relate to and connect with you. Stand out by bringing a unique, non-obvious perspective learned through your personal journey.

Don't share someone else's story—let your own stand out.

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Check out the full post here.

3. Engagement

When you engage with other creators, you enhance your chances of discovery through two key mechanisms:

• The creator acknowledges your support, fostering a meaningful connection.
• The creator's audience discovers value in your comment, prompting them to explore your profile.

Hence, a good rule of thumb is to spend 80% of your efforts engaging and 20% creating, especially if you are a beginner.

A simple 30 min/day engagement roadmap:

• Ring the Bell: Make sure to receive notifications the moment your favourite creators publish a post. This allows you to be among the first to engage.
• Interact: Actively engage with their content by providing value, insightful comments, or initiating conversations.
• Commit: Follow the strategy for 30 consecutive days. Consistency is key for observing growth in engagement, impressions, and overall traction.

Prioritise engagement to lay the groundwork for meaningful connections and audience growth.

The journey to thought leadership begins with attracting the right eyes to your profile.

Are you actively optimising for the "discovery" phase?