Over the last twenty-plus years since its inception, LinkedIn has transcended its origins as a digital resume repository to a pivotal platform for executive branding. Samantha McKenna, an executive branding and sales expert, is encouraging this transformation. As the founder of #samsales, McKenna’s approach to leveraging LinkedIn for executive branding has positioned her as a key player in this revolution. Her journey from top sales executive to LinkedIn influencer and branding expert may offer valuable insights into how executives can effectively utilize the platform to build their personal brands and engage with their audiences.
A Common Challenge For Busy Executives
Establishing and maintaining a personal brand on LinkedIn can be daunting for many executives and CEOs. McKenna identifies a common challenge: the reluctance to share personal accomplishments. “One thing that stands out to us is that the more accomplished the human is, the more reticent they are to share those accolades. They’re quick to question if stating the facts will be seen as bragging or wonder, ‘Who cares what I have to say?’ when, in fact, people are craving these stories from executives.” #samsales addresses these concerns by encouraging leaders to embrace vulnerability. “We’re big on encouraging our leaders to get comfortable with being uncomfortable, and after they post a vulnerable post, the DMs and notes of gratitude they get are enough to blow the lid off their nerves.”
LinkedIn Is An Untapped Marketing Tool
In today’s corporate environment, traditional marketing tactics are losing their efficacy, making executive branding on LinkedIn more critical than ever. McKenna explains, “Today’s corporate landscape means marketers have an uphill battle for attention, and the tactics of even three years ago won’t get you ahead. With over a billion members, LinkedIn’s traffic has never been higher for members coming in to read, learn, research, and network. The kicker is that the increase of members posting has been so minute, meaning executives have an opportunity unlike any other greater reach because of their titles, vast amounts of readers on the platform, and very little competition for them to get their content seen.
A Holistic LinkedIn Strategy
The process at #samsales begins with a bespoke playbook tailored to each client. “Most of our clients are starting from scratch, so our audit of their content is minimal. Our process starts with a bespoke playbook and integrations of our team with their cross-functional partners in social media, PR, and chief of staff.” McKenna’s team delves deep into understanding the client’s business and personal stories to create engaging content. “We become immersed in their space, setting alerts for content in the media that we can pair with their views.”
Managing an executive’s LinkedIn presence goes beyond posting content. “Posting the content is 30% of the path—the rest comes from all the work we do managing the posts, engagement, direct messages, profile views, and a dozen other tactics we bring to the table to maximize the administration of the executive’s presence.”
See more details about our LinkedIn Executive Branding service and chat with us about how we can include you in the LinkedIn revolution!