Today's LinkedIn Nugget

Starting: “Back to #LinkedIn Basics” every Tuesday

balckboard_successI’m starting a new “Back to Basics” tip every Tuesday for the foreseeable future. These come from FAQs at my open mic sessions or SOS emails I receive. Feel free to suggest questions you would like me to answer in subsequent Tuesdays!

One question I get is why, and then how, to shorten your LinkedIn URL.

First, when you signed up for LinkedIn you were assigned a specific URL to identify your LinkedIn page. Like much of your earliest profile page, it was rough and needed additons and refinement.

Perhaps you still are seeing your LinkedIn public profile URL as something like

with letters and numbers after it (not a real link or mine).

Yes, it works but wouldn’t you rather show that you care enough to refine your profile and similarly, to put your best foot forward and show your profile URL with just your name (no letters or numbers)?

There’s nor guarantee you will get “” if another JOhn JOnes already claimed it. One to a customer. So get going and capture your name at the end of the URL. Here’s how.

Then use it (and where it’s important to look your best):

  • in the signature lines on your emails
  • added to your next set of business cards
  • on your resume/CV/speaker bio
  • on every PowerPoint you show (and slide handouts!) and/or
  • on all other marketing pieces you create.

When a reader or attendee clicks this link, they see you telling your career story in the best and latest version possible. Now you’re making this basic task help brand you better for future success! I don’t think you need another reason why!

Today's LinkedIn Nugget

The texture of change

canvasI create a lot of slide decks in my work. I try to mix them up: different backgrounds, fonts, illustrative graphics, etc., yet they all ultimately tell the same story. You know my spiel…

But recently I was challenged to address a couple of all new audiences, yet still convey the same “get on the stick” LinkedIn message:

  1. female political candidates and
  2. performing artists.

1. I’ve already presented to an all-female audience at the national Women in Auto Care conference. Then, as is the case this time, some adaptations to my usual core slide deck have to be made. Certainly some of the graphics need either a gender change, slides reshuffled due to a shortened period for me to speak, or perhaps it just takes a complete overhaul. That part’s fun. You just need to know what to say and what to leave out, given the time allotted. Luckily I do.

Take this comment as me speaking honestly: I believe from my courses that women are more visual learners than men. That said, the female group will get more emphasis on multimedia, including video, both “native” and scened.

Following rules a master presenter taught me a long time ago: a) always customize to the audience, b) realize there are sub-audiences too, c) see rule a. I love knowing I can shake it up and simultaneously freshen my commentary on freshened slides. It makes me a better trainer to engage my attendees.

2. I spoke to an arts guild, a long time ago. That class was off-the-routine-session, more abstract (excuse the adjective). So the upcoming class for performing artists will be best delivered as a pure “ask me anything LinkedIn” session, unscripted, all Q&A, and free-form. They’ll run the show. I’ll just be there to interpret and pontificate.

I’ve offered these “open mic” sessions a few times, most recently at the NY Public Library, where it was very well received; you can see it here. It’s actually fun, for them and for me, yet it takes a lot more energy from me and I leave exhausted knowing I gave them everything I have. The questions are on point, the follow-up comments are amazing. Curiosity abounds and it makes me answer in ways that rise to the top.

Indeed I like to start with a fresh canvas, or at least better paint the images the attendees will cling to for their future. It makes me better too.

How do you customize your work to your audience(s)?


Today's LinkedIn Nugget

Guest Blog Post: Anthony Lofrisco

guest blogAnthony provides his “read” on some new information that can help us all. His role as owner of an accomplished digital marketing agency, coupled with his years of experience in SEO and internet marketing, make this post titled “Battle of the Social Networks – Facebook vs. LinkedIn advertising” especially pertinent reading! Thanks, Anthony, for contributing your viewpoint.

If you’re an agency or marketer on top of trends in digital marketing, you’ll know all about Facebook’s coolest new advertising tactics including retargeting, video advertising and the latest, Facebook Live which allows for live online video streaming. Here at AdEdge Digital Marketing, we have seen Facebook advertising outperform LinkedIn, both on cost and clickthrough rates over the last few years.

But LinkedIn has just arrived at the party with a very promising new targeting tactic for B2Bs. It’s called LinkedIn Profile Targeting and it actually happens on Microsoft Bing’s Paid Search platform, not LinkedIn. Thank Microsoft who owns both companies. LinkedIn Profile Targeting combines the benefits of Bing paid search with the relevance of LinkedIn targeting that includes selections for industry, company size, professional title, group affiliations and more.

This new tactic can be especially effective for those who are promoting services that appeal to both consumers and B2Bs. For example, let’s say you offer cloud-based storage solutions for large enterprises. You may want to run a campaign on Google Ads and Bing for search terms like “Cloud Storage”, “Cloud Computing” and “Cloud Backup”. Sounds reasonable, right? The problem is, large enterprises aren’t the only organizations using and searching for cloud-based storage solutions. In fact, Google, Amazon and a host of others offer cloud storage for consumers and small businesses. Running such terms, most clicks to your ads are likely to come from consumers and others who are not in your sweet spot and those clicks are wasted dollars.

With LinkedIn Profile Targeting, you can now filter search results such that your ads are presented only to those who fit your LinkedIn profile targets. For example, you can select users who are employees of fortune 1000 companies and up, employees in the insurance industry, individuals with data, programmer, networking or other target terms in their title and/or by their title level such as Director or VP. While you may be concerned that you are reaching only a small fraction of users, those users you are reaching meet your targeting requirements exactly. They are in the market now for a solution, they are employed at a company that can use your solution, they are in a role involving data and based on their title level, they are in a position to recommend and/or decide to engage with your company.

Like all digital marketing, your industry, goals, audience and sales cycle all play a very important role in determining which channels of marketing you should pursue and which targeting tactics you should utilize within.


lofriscoAnthony LoFrisco Jr has enjoyed a 25+ year career in marketing serving a wide range of industries from startups to Fortune 500 companies including Time, Inc. Anthony has led his firm AdEdge to earn advanced certifications and win multiple awards from Google, the BBB and in 2018, the US Search Awards prestigious Best Small Digital Agency. He maintains the agency’s mission to drive fully transparent, cutting edge, cost-effective digital marketing performance for small- and medium-sized companies. 

If you’d like some insights on how to reach your targeted audience with the most effective forms of digital marketing, contact him at or 203-682-4585.


Today's LinkedIn Nugget

Appalling to appealing, a process

startupofyouThe artist’s process: each visual image starts up either from scratch (as in a sketch) or from a collage/hodgepodge (as in most people’s LinkedIn profiles).

Said another way, the visual transformation from a fuzzy caterpillar to a Monarch butterfly is one of time and maturation, from ugly to glorious, from monochrome to brilliant.

If you have ever renovated a part of your house, the “before” is bad, the “during” is worse, and the “after” makes it all worthwhile. Mastering  the process from start to end is the contractor’s art, the evolution to the best visual and functionality that  can be achieved from the plan, or if you are in one of the intangible, intellectual professions, the best you can provide in the area you practice.

I always say that a LinkedIn profile renovation is not a science, but an art, achieved by my client personally expressing “why me” with a little guidance from the coach. OK, some need more coaching than others, but that’s part of my development too. I am still morphing my customization skills to coach and train as well.

If you want a great book about the development process we are all in, pick up the book in the illustration. I listen to it in the car often.

You should absorb its wisdom at least once.


Today's LinkedIn Nugget

Squeezing it all in on the run

accessory black and white close up eyeglasses
Photo by Johnny Mckane on

Never rush through a LinkedIn profile renovation.

You will embarrass yourself: typos, bad grammar, incomplete thoughts, unparallel formats, etc.

Don’t think you can eke out a few minutes to do something well with your LinkedIn branding.

Those changes take introspection, forethought, planning, testing and implementation. Just typing those words takes more time than most people give to making a lasting, indelible change to their profile and their brand.

A goof here, a miss there, and you slash a hole in your veneer. Don’t run with scissors.

Be deliberate and use the time you need to make the change(s). You can do it. Just find enough quiet time.

Today's LinkedIn Nugget

My friend, welcome to multipreneurship

multipreneur1My mailbox held a single envelope, from a friend with a new business name and return address.

I needed to know what changed, as we know many people in common with her and hadn’t caught any winds of her changing her work from the entourage we share. And I wanted to help.

I called to congratulate, as email is not the right medium, and asked if she was indeed opening a dual business, which she was.

Then our conversation went to the specific area of her field she was starting the new business, why it aligns her interests and strengths, and I then offered my observations on how to characterize these dual pursuits on LinkedIn to readers. I can do that; I am also a multipreneur, as she has now become. I blogged on this topic most recently here. {BTW, that is not her business sign.}

I offered to introduce her to several influencers in my world who could be instrumental in catapulting her in to their worlds, and then she reciprocated with some of her trusted advisors for me to meet, and an invitation to a new master mind group.

One letter, one call, many upsides between good business and personal friends. Respect and help. Multipreneurship rocks. So does giving without expecting to receive. 

Today's LinkedIn Nugget

It’s not a story unless someone is listening

mystoryAre you the proverbial tree falling in a forest, feeling there is no one present to experience, feel, or hear your impact?

How do you appear on the internet? Have you googled yourself recently? Most likely when someone googles you to find out more about you, your LinkedIn public profile is the first, or among the top, search results. That’s a good thing!

Why do you shortsheet yourself, then, on LinkedIn? Why can’t your profile be better?

Shouldn’t you portray the very best story about your career path: explaining why you do what you do, so the reader “gets” you right away? Composing one well puts you out there first, telling your own story, since no one tells it better than you!

So, make that story rich, compelling, enjoyable to read, in first person, with power verbs, telling your past leads to your present and where your future is. Make them want to listen. be an excellent, no be better…be an A+ candidate.

Do it now.

Before someone comes to read your story and contact you.

Now’s a good time.

When bored, for lack of a cohesive career story, they leave your profile and never come back. And you will never know the opportunity you lost for lack of a story they want to listen to, and go beyond to contact you to qualify you for the assignment.

See why I said now?

Today's LinkedIn Nugget

Chance encounters of the jazzy kind

theatre seatsAt a jazz concert in NYC, a man sat down and we started chatting about the venue, had I heard the pianist before, what type of work do you do, etc.

Just before the concert started we exchanged business cards as there seemed to be some connection here in that I offer services that can help his nonprofit.

{90 minutes’ amazing jazz piano music interlude…use your imagination or watch a 1 minute video I took of the gifted jazz pianist}…

When we said goodbye, I promised to call him the next business day, to which he was amenable, and once in the car, I looked him up on LinkedIn on the mobile app. A good use of traffic delay time…{no need to use your imagination}.

Hey, here’s a coincidence..we know 2 people in common, but better, he spent 4 of his career’s formative years in my hometown!

So not only can we explore these tentacles on the upcoming call, but we can also move beyond the small talk in the concert to a deeper-than-a-cold-call conversation how I can help him, given why I do what I do, and his organization’s needs to accomplish this expanded “why” as well.

This is not the first time a chance encounter with unknown connectivity has led to prospective business.

How would I have ever known the hometown connection without LinkedIn? Do you make use of every tool to sweeten an encounter?

Today's LinkedIn Nugget

π today

pieHappy π day 2019: 3.14.19

Is your world roundly full, or half full? Or perhaps less?

Do you blame your present business predicament on how the gods of the business Mt. Olympus mess with you and don’t understand you?

Then, get out of your own way, get out there on LinkedIn and speak up. Give us the Greek chorus of why you do what you do on the powerhouse called social media such as LinkedIn.

Then you won’t be seemingly factory-made, plasticized, repackaged, sold short, or marked down.

Yours will be a circle of richness to share, one slice at a time to as many as you can portion yourself out to. Happy π (pi) day.

Today's LinkedIn Nugget

#LinkedIn feeds our smartphone addiction

iphoneaddictionI was perusing my news feed on my LinkedIn Home page the other day and this post from the LinkedIn editors smacked me square in the face: it’s an article lamenting smartphone addiction.

Yes, I may be an abuser too, and in this blog I have recently damned and then cautiously advised you in the best ways to use the LinkedIn smartphone app.

But this article on LinkedIn and addiction struck me in a very curious way. LinkedIn continues to pour resources into its smartphone app and that only makes us crave using it for more of a fix.

My point: our incessant addiction to gobble smartphone data and multimedia is not being reduced–LinkedIn is merely feeding our addiction.

A New York Times author speaks in a recent article how he went nearly cold turkey off his smartphone, so I think the topmost article I mentioned here on LinkedIn is a turkey indeed.

If you are reading this blog piece on your smartphone, please do not feel embarrassed, as if you have been caught cheating. It’s OK, I am a smartphone addict too. 

Your thoughts on this topic?