A LinkedIn account manager is a professional who helps companies and individuals optimize their presence on LinkedIn. LinkedIn is the world’s largest professional networking platform with over 850 million members. Having a strong LinkedIn profile and strategy is crucial for brands and professionals looking to connect with their target audience, build relationships, generate leads, and hire top talent.
A LinkedIn account manager serves as an expert in managing LinkedIn profiles, pages, groups, ads, and analytics. Their goal is to help clients build their brand, engage with the right audiences, promote content, and ultimately drive real business results through strategic use of the LinkedIn platform.
What Does a LinkedIn Account Manager Do?
The core responsibilities of a LinkedIn account manager include:
Profile Optimization
LinkedIn account managers help optimize client profiles for maximum visibility and impact. This includes fleshing out all relevant sections, customizing the URL, adding rich media, showcasing credentials, highlighting achievements, and ensuring keywords are strategically used. The profile needs to quickly tell the story of the professional or brand to connect with the right people.
Company Page Management
For businesses, LinkedIn account managers optimize and regularly update their Company Pages. This is essentially the business profile on LinkedIn. The manager ensures the page accurately represents the company’s products/services, culture, values, leadership team, career opportunities, and more. Engaging content is published regularly to the page to attract followers.
Thought Leadership Content
Quality content is critical on LinkedIn. Account managers will regularly create and share industry-relevant articles, images, infographics, videos, and presentations on behalf of clients. This thought leadership content is shared organically or via paid promotion to build the brand and expand reach.
Networking & Relationship Building
Making connections is what LinkedIn is all about. Account managers focus on proactively finding and engaging with the right professionals and brands related to the client’s industry and interests. The goal is to join mutually beneficial conversations and forge new relationships.
LinkedIn Groups
Groups on LinkedIn serve as hubs for professionals in the same industry to crowdsource ideas, share content, and make connections. Account managers help clients identify and actively participate in relevant LinkedIn Groups to tap into these niche communities.
Lead Generation
With access to the extensive LinkedIn database, account managers can utilize tactics like targeted InMail messages and intelligent LinkedIn ad campaigns to generate new leads for clients. Performance is tracked to optimize efforts and prove ROI.
Analytics & Reporting
Data informs the strategy. LinkedIn account managers regularly analyze follower growth, engagement, clicks, shares, impressions, leads, ROI, and other metrics to see what’s working and what can be refined. Clients receive tailored reports on the health and results of their LinkedIn presence.
Hard & Soft Skills
To be an excellent LinkedIn account manager, specialized hard and soft skills are required:
Hard Skills
– Deep knowledge of LinkedIn platform & features
– Content marketing skills
– SEO optimization tactics
– Advertising on LinkedIn
– Web analytics & data analysis
– Lead generation strategies
Soft Skills
– Strong written & verbal communication
– Relationship building & networking abilities
– Strategic thinking & problem-solving
– Time management & multitasking capabilities
– Creativity & originality
– Strong work ethic & self-motivation
Daily Responsibilities
On a day-to-day basis, a LinkedIn account manager may complete activities like:
– Conducting client calls, meetings, and strategy sessions
– Crafting engaging text, image, and video content
– Researching relevant keywords, competitors, and industry news
– Optimizing and updating client profiles and Company Pages
– Joining and participating in Group conversations
– Creating targeted campaigns to generate leads
– Sending customized InMail messages to connect with prospects
– Monitoring campaign performance and analytics
– Preparing reports for clients on goals, metrics, results
– Staying on top of LinkedIn platform updates and features
– Managing account projects using Asana, Trello, or other tools
– Collaborating with teammates, graphic designers, writers, and strategists
Education & Training
While no specific degree is required, most LinkedIn account managers hold a bachelor’s degree in marketing, communications, business, or a related field. Some key areas of study include:
– Marketing, advertising, and PR
– Content creation and management
– Business administration
– Communications and journalism
– Digital media and web design
– Data analytics and statistics
Hands-on experience with LinkedIn as a user is crucial. Many account managers start out by managing their own LinkedIn profile and self-educating before transitioning into managing accounts for others. Taking courses in social media marketing can also be valuable preparation for this career path.
Certifications are available, but not required, from organizations like the Digital Marketing Institute and American Marketing Association. These certify expertise in areas like content marketing, social media strategy, and digital analytics.
Salary & Outlook
According to data from PayScale, the average annual salary for a LinkedIn account manager in the United States is $52,804. Salaries generally range from $37,000 to $70,000 based on experience, location, company size, and other factors.
Here’s a breakdown of typical LinkedIn account manager salaries across different cities:
– New York City, NY – $58,000
– San Francisco, CA – $63,500
– Chicago, IL – $50,000
– Austin, TX – $47,000
– Seattle, WA – $54,000
The job outlook for social media and digital marketing roles remains strong. As more companies invest in their LinkedIn presence, demand for skilled account managers will increase especially in major metro areas.
Conclusion
A LinkedIn account manager is a marketing pro who specializes in optimizing LinkedIn profiles, Company Pages, content, networking, and advertising. They help businesses build their brand, connect with prospects, share thought leadership content, and generate leads. Key skills include communication, content creation, analytics, networking, and a deep understanding of the LinkedIn platform. Salaries for account managers average around $50,000 in the U.S. but can surpass $70,000 for those with more experience in major cities. The social media and content marketing job market continues to grow rapidly.
