LinkedIn is quickly emerging as the go-to social media platform for B2B professionals. If you’re not utilizing what is essentially the biggest networking event in the world that people show up to EVERY DAY – you’re missing out.

Which is what most people are doing. Missing out on a huge pool of potential leads.

Luckily for you, if you’re one of the few who use the platform daily to post and engage, you’re ahead of the curve. Most people on LinkedIn are LURKERS; allowing their potential leads to be lured in by louder, more prominent voices on their feeds.

Ready to optimize your LinkedIn profile and up your LinkedIn game?

You Got This Season 2 GIF by Queer Eye

  • Put a face to the company 🙂

Most people don’t take even the most simple step to LinkedIn optimization – uploading a profile photo.

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Trust us, LinkedIn is alllll about the human-to-human connection. Instead of reaching out to your target audience through a series of ads promoting your company, promote your company on LinkedIn through the greatest ambassador it has – you! People do business with people they like. Upload that professional profile photo and let people put a face to the company so you can start building some relationships.

  • Create a Background Photo 📷

Most people don’t take the time to upload a background photo to their profile either. If you’ve got one, you’re already one step ahead of the competition. A background photo gives you the opportunity to add some personality to your profile and really makes your page stand out. As a bonus, consider creating a banner image with your company logo to cement your brand into profile visitors’ minds! Ideal LinkedIn banner image sizing is 1584 wide by 396 high – an exact 4:1 proportion. Stick to those proportions for the best fit.

  • Use keywords with intent! 🎡

Don’t just spam your profile with keywords. Pick your top couple of keywords (AKA the type of work you are looking to do, not just everything that you have experience with) and use those in your headline and profile summary.  Do you want to attract leads based on what you’ve done in the past or has your target market evolved since then? If the latter, don’t place keywords on your profile relevant to the former.

  • Get creative with your profile URL 🎨

What’s the primary benefit you offer your target market? Let’s say you’re a digital marketer that generates insane leads for your clients. Instead of the generic try something like It’s the little things sometimes!

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  • Write an article 📝

Articles on LinkedIn are super important because they grant you the opportunity to establish yourself as an authority figure in your industry. Even with just one article written, when leads visit your profile and see that you have that article written up, you’re gaining trust and industry recognition. Hint – you are totally allowed to upload an article you wrote on another social platform or website.

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  •  Repurpose your articles. 🌈
    Wrote that amazing long-form article? Great! Now you can repurpose that one long-form article into a million short-form LinkedIn posts.

  • Get recommended! 👥

No recommendation? Recommendations are super important for establishing yourself as a priority figure on LinkedIn. Just one recommendation sets you apart from 99% of people on LinkedIn. Even though we all communicate increasingly by email and text, this is an instance where you should pick up the phone and talk about your request. If you do go the written route, delete the generic text and write something personal. Be specific, too. Ask them to recommend you for your recent project or work you did for their company. That being said, here is a template for a written recommendation request:

Hi (Name),

I hope all is well with you! I just read this piece and thought it would be particularly valuable to you as I read it: (PIECE LINK).

Anyway, I’m really proud of the work we’ve done together and look forward to working with you again. Would you be willing to write a bit about our collaboration and what the results were like with a recommendation?

I want to be respectful of your time so I’ve taken the initiative of starting a draft for you based on previous remarks you have made about me so you would just need to touch it up and submit. I am also more than happy to return the favor.

I know a recommendation from you will really elevate my profile but if you are busy, no worries.



We hope these tips have you feeling like the LinkedIn pro we know you can be! That’s all from Ajax Union.

See ya next time!


Want to join the Ajax Union LinkedIn Authority Blueprint Webinar to learn how to become an authority on LinkedIn in 3 easy steps? Visit

Want to setup a call with Joe to discuss? Pick a time from his calendar

Want the numbers? Check out the stats:


There are over 610 million people on LinkedIn and 40% of engaged users log in daily, which means many of your potential clients are using LinkedIn daily.

LinkedIn is the biggest networking event in the world and people show up everyday.

The question is, how do you leverage LinkedIn to get long term results?

Here’s some LinkedIn content ideas from our in-house LinkedIn Pros:

    1. Tag people! Refer a friend’s business! Post an employee or client highlight!  Engage your audience. Engaging on LinkedIn is important – it can’t just be self-promotion all of the time.
    2. Write evergeen articles! Try to write content that will still be relevant 1, 2, 5 years from now i.e evergreen. Articles are important because when people see an article on your profile, they understand that you are an authority figure. 


  • Then…repurpose your articles! After writing and posting, you can then repurpose these long-form articles from time to time into a million pieces of short-form content.


  • Create an industry specific tip or statistic graphic. Sharing an industry specific tip or statistic via text is helpful, but you’ll receive a lot more engagement with a graphic instead. You can easily utilize a template within Canva that you can customize with your stats and tips and reuse time and time again! We recommend sticking to the same template for brand engagement and recognition.


  • Share others’ posts! Support your connections by sharing their posts and giving your own 2 cents. Ya gotta give to get. Karma!


  • Predict an industry trend! You’re the industry pro. Share your own industry predictions and ask your audience for their thoughts.


  • Facilitate a poll in your comments. Ask your audience if X is more important than Y. Similarly to the above, this encourages engagement with your content which the LinkedIn algorithm LOVES.


  • Answer a frequently asked question. What’s a question you are often asked? Answer it for your LinkedIn audience and establish yourself as an industry leader!

  • Post videos! Video is just as valuable in the professional world as it is on less professional social platforms. Many aren’t willing to stop scrolling to read paragraphs upon paragraphs of written content but they ARE willing to sit back and listen to your video.

  • Share your team pics. What’s going on in the office? Having a birthday celebration? Client acquisition happy hour? Share the joy on LinkedIn! People do business with people they like so don’t be afraid to share some office culture on your LinkedIn.

Want to join the Ajax Union LinkedIn Authority Blueprint Webinar and learn how to become an authority on LinkedIn in 3 easy steps? Visit

Want to setup a call with Joe to discuss? Pick a time from his calendar

Want the numbers? Check out the stats:

Most people don’t realize but there are over 500 million people on LinkedIn and many of your potential clients are using LinkedIn daily.

LinkedIn is the biggest networking event in the world and people show up everyday. The question is, how do you leverage LinkedIn to get long term results?

An entrepreneur asked our CEO, Joe Apfelbaum, about his results from LinkedIn recently and this is what Joe told him.

For a long time, he was not getting much results from LinkedIn so he ignored it for the most part. One day, he started to take some action to see what happens and after a few weeks of constant action, Joe got two big leads. One of the leads turned out to be a waste of time but the second lead closed for 180k.

He realized that if you don’t take constant action, you won’t get consistent results. Joe committed to analyzing 1 million LinkedIn connections and started on his LinkedIn journey.

Here are 3 simple steps to leverage LinkedIn to get the maximum amount of results.

1. The first step is to Recognize. That means you must figure out why you are on LinkedIn. What is your core purpose for being on the platform and what do you want to get out of it? For Joe, he wants three things. The first thing he wants is to be top of mind with existing contacts and research new contacts. The second thing Joe wants out of LinkedIn is to build relationship with ideal referral partners and the third thing is to get new business. You see how his last goal is to get new business? It’s because the first two goals lead to the 3rd. Most people are focused on the outcome and they forget about the process that leads to the outcome. Sure, you need to have your outcome top of mind but more importantly – you must understand what will lead you to that outcome and you must not engage in the urgent at the expense of the important. Stephen Covey talks about this in his book the seven habits of highly effective people. Networking and staying top of mind is important and closing deals is urgent. Which one will you spend most of your time on? So step one – recognize – is to have a goal, understand your target and identify the value you bring to your relationships.

2. The second step to leveraging LinkedIn is to Strategize. That means that you must have some type of playbook that you work off. That playbook must have checklists, scripts, messaging and include your plan in it. If you wing your LinkedIn activity, you will have results that are up in the air. Working off of some type of a playbook will help you stay focused and not get lost in the abyss of LinkedIn. People are putting out content and you do not want to spend time consuming random content on LinkedIn. Instead you want to stick to your plan. Once you have a playbook, you must create a dashboard where you can track your activity and the results you get. Joe’s LinkedIn dashboard has a list of all of his connections and they are sorted by the most important ones. Joe also keeps track of how much proactive time he spend on LinkedIn each day so that he can look back and see exactly what he spends his time doing. Finally, you need to optimize your profile and have a good strategy for what you want people to do when they actually check you out e.g you probably want a call to action to message you. That means you need the right photo, the right headline and an amazing summary. You want great experiences, skills and accomplishments. Make sure your contact information is up to date. So, step two is  – strategize – this includes your playbook, dashboard and profile.

3. The third and final step to a successful LinkedIn journey is to Prioritize. That means you need to take the right actions each day. How do you spend your time? For Joe, it’s about Planting, Nurturing and Outreach. What does it mean to plant? That means to create content and put it out there. There are 5 types of content that I like to put out there. There are articles, videos, posts, links and images. You want to make sure that you have everything you will be posting in advance organized in your dashboard so that you know what to plant when it comes time to plant each day. Nurturing is done in two ways – the first is through connecting with comments and likes and the second is through messaging with value and invites. Finally, the part that makes your account grow in the right direction is outreach. Reaching out to dozens of new connections that will get you more referrals and build your network on a daily basis.

“Most people that I know are busy on LinkedIn doing random acts of networking. That is why I love teaching people how to leverage their social media networking so that they can start getting real results from their efforts.” -Joe Apfelbaum, Ajax Union CEO

Want to join the Ajax Union LinkedIn Authority Blueprint Webinar to learn how to become an authority on LinkedIn in 3 easy steps? Visit

Want to setup a call with Joe to discuss? Pick a time from his calendar


Most professionals have LinkedIn but they do not know how to make the most out of it.

When I speak to the average CEO about their LinkedIn activity, they tell me that they log into LinkedIn and they look at their notifications, accept or reject requests for people to join their network and search for people they will be meeting with or hiring.

When I probe further and ask them what their strategy is to leverage their existing connections, they look at me like I fell off the moon.

What else is there to do? LinkedIn can do more than just look up and connect to people?

People ask me many questions about how to leverage LinkedIn. The questions range from lead generation and thought leadership to advertising and networking.

Here are the most popular LinkedIn questions I get on a regular basis.

  • Should I get a paid account on LinkedIn?
  • How do I leverage Articles on LinkedIn?
  • Do you really know all the people you are connected with?
  • How can I get more exposure on LinkedIn without spending on advertising?
  • Is LinkedIn valuable if you do not pay for Sales Navigator?
  • How  can I get more engagement for my LinkedIn posts?
  • What is the best way to get leads from InMails?
  • How do I filter my search to find the right leads?
  • What is the best email to send a cold contact on LinkedIn to get a response?
  • How do I setup my profile to get the maximum about of exposure?
  • What did you do to be in the 1% of LinkedIn users?
  • How do I properly advertise on LinkedIn?
  • What is a good strategy to accept connections on LinkedIn?
  • Why are the Analytics on Linkedin so confusing?

If you want answers to these questions and much more, please consider coming to our upcoming LinkedIn seminar in NYC, on July 27th. Get your tickets here: I WANT TO BECOME A LINKEDIN MASTER


Episode 5 of our monthly marketing podcast dives deep into the existential realm of social media. We talk about the questions no one is asking, the taboos, the news, and the evolution of the anomaly that is social media. Tune in and make sure you bookmark our blog for more marketing goodness.

Ajax Union is a full service digital marketing agency based in Brooklyn, New York.

LinkedIn is the world’s largest professional networking website. With 200 million members and counting, the opportunities to reach your target market are endless. The world’s most innovative and leading companies like Dell and IBM have turned to LinkedIn to scale back their marketing expenses and reap in higher conversion rates. Thought leaders like Jeff Weiner and Richard Branson utilize the platform to build their personal brands while sharing information regarding their specific industry. The benefits of LinkedIn are endless, whether you are operating as a B2B or B2C company; your target market most definitely exists on the platform.

Fun Facts You Should Know About LinkedIn 

· There are nearly 3 million company pages on LinkedIn.
· LinkedIn is growing exponentially, exceeding analysts’ projections for both earnings and revenue.
· LinkedIn is now the 25th most visited web property globally.

Build the (essential) Basics: This may seem simple, however a strong foundation is crucial for the implementation of a successful social media campaign.

· Add Admins – Build a team that can contribute to your content stream, reply to posts, edit data, and manage the day-to-day interactions. Having more than one person with access to the company page is easy; simply add them as Admins once you have created the company page.

· Basic Company Info – For those who are not familiar with your company, this is your chance to give a quick synopsis of the company background. LinkedIn does a great job in providing a fill-in-the-blank “About” form to ease your mind when creating this section.

· Images – Keep all images in line with your branding message. Colors, sizes, fonts, and overall design decisions should reflect the brand itself, yet be provocative enough to entice new followers and maintain your existing market.

Develop a Strong Brand Identity: How will your target market remember you? What makes your product or service stand out? 

· Products and Services Tab – Get creative with this tab. Set up brainstorming sessions with your team to creatively collaborate on how products and services will be displayed for your target market. The importance of this tab is severely underrated. With the advent of information available to the market 24/7 365 days a year, it is not only convenient, but also crucial to have an ease of access to descriptions of your products / services. Showcase all sorts of offerings in this tab, from free downloads, to special events, to webinars – the point is to be descriptive in a short concise way, all the while being relevant and intriguing. Great examples of products / services tabs come from Adobe and Microsoft.

· Ask for Recommendations – After developing your products / services tab, it’s time to get some street cred. New clients will be more adept to spend time on your company page if they see recommendations from previous clients. Reach out to a few of your existent or previous clients whom you had a positive relationship and ask them to provide a recommendation for one of your products / services. Make sure to send the request from the company page, as it will properly allocate the recommendation to your company page. If you send the request as an individual then the client may get confused, and the recommendation will show up on your personal profile. LinkedIn provides several resources to get you set on the right foot, like step-by-step guides.

· Thought Leadership – Establishing thought leadership requires consistency and diligence. While it may be difficult from a marketing standpoint to quantify your efforts in developing thought leadership, the importance of it does not diminish.Thought leadership builds relationships, reputations, and establishes your brand as a go-to for information in your particular niche market. Support the existent thought leaders in your industry and get support back.

Deliver Awesome Content: Posting relevant, time-sensitive, and interesting content will help increase the interaction levels between your company and your target market. 

· Relevant and Frequent Content – Knowing when and how to post content is an art form in its own regard, especially for companies who do not specialize in content creation. Thankfully, a few golden rules of content marketing exist:

o Keep content relevant and interesting
o Feature certain posts
o Use call to actions to drive engagement
o Keep the length of a post down to a minimum
o Post at least once per day, or two to three times per week

· Targeted Posts – Target specific followers to deliver the most relevant content to the most appropriate audiences. WithTargeted posts companies can segment their posts by several variables including: company size, industry, job function, seniority, and geographic location.

· Sponsored Posts – Particularly beneficial for B2B businesses and marketers, Sponsored posts are a way to deliver target-specific content. While this platform is still in testing phases, it is set to launch this year. Not to be confused with targeted posts or targeted advertising, sponsored posts are a more cost effective way to get traffic to your page.

Analyze Your Efforts: LinkedIn has a Help Center that helps your navigate your way through interpreting your Follower and Page Insights. Use this data to help you execute decisions and tailor your integrated marketing plan.

· Follower Insights – Total Followers, New Followers Last 7 Days, Updates Last 7 Days, Total Impressions Last 7 Days, Impressions/Update Last 7 Days, Update Engagement Last 7 Days, Members Following, New Followers, Company Update Engagement, Company Update Impressions, Follower Demographics, Recent Followers.

· Page Insights – Page Views Last 7 Days, Unique Visitors Last 7 Days, Page Clicks Last 7 Days, Page Views, Unique Visitors, Career Page Clicks, Page Visitor Demographics, Product & Services Page Clicks.

3 companies who have rocking LinkedIn pages:
· Adobe: Kudos to the Adobe team for developing a highly interactive, engaging, thought provoking, visually pleasing, seamless LinkedIn page. Every page full of great content and calls-to-action that entice the LinkedIn user.
· Deloitte: A high level of interaction with followers distinguishes Deloitte from the rest of LinkedIn’s company pages. It is evident the social media team at Deloitte implements targeted posts and analyzes follower / page insights.
· Amazon: A particular A+ score goes to Amazon’s stream of consistent, groundbreaking content. You can see posts delivered on a daily basis on their home screen. While Amazon’s product tab could be built upon a bit more, their content stream is sufficient enough to garner nearly 240,000 followers.

Best Practices:
· Stay active!
· Engage people in thought leadership discussions.
· Set guidelines for discussions.
· Focus on quality content creation.
· Via your personal LinkedIn profile, join groups relevant to your industry, and ask your employees to do the same.
Connect outside of LinkedIn: 
· Add LinkedIn follow link to your websites and emails.
· Run an email campaign with direct call to action and clearly laid out incentives / benefits.
· Promote your LinkedIn business page on other marketing materials – business cards, flyers, eBooks, white papers, and guides, presentations and event marketing collateral.