How to conjure up the magic of LinkedIn to grow your business.
In the world of social
media marketing it’s not just the where but the how and what you do that
translates to return on investment on time,
branding, content and financial investment.
But where should you
invest your social media efforts in all the noise and bluster? If you are a
professional business, it’s a fait accompli that LinkedIn is the number one platform. In 2019, Australian members
reached the 10-million mark, with 645 million globally.
presents a magic opportunity that many still do not embrace. Around 50 per cent
of members access the platform regularly – daily or weekly – and 74 per cent of
B2B buyers use it for purchasing decisions and social proof; 79 per cent of B2B
marketers view it as the most effective marketing channel, and 91 per cent of
executives rate the platform as their number one choice for professional
content. And HubSpot still report LinkedIn is 277 per cent more effective at
B2B lead generation than Facebook and Twitter.
But are you leveraging
the magic to connect, network, sell, build your brand and expand? There is
enormous traction to be gained if you do it well with consistency and
Keep your eye on
quality and a laser-targeted focus to position
your business with a mindset of expert authority positioning. Note I don’t say
thought leadership or influencer? That is for those with a “get rich quick” mentality
– you want to build subject matter authority while sharing your personality.
Building trust is also pivotal but before you really dive in, make sure your
profile is detailed, solutions-focused, inspiring and interesting – in your own
voice. Be the best version of you, as reality must meet rhetoric.
To maximise success
there are no shortcuts to CEC – connect, engage,
Don’t be lazy. Give thought to why you really want to connect with someone. Quality versus quantity is key based on your brand, industry and business strategy. And as ever, don’t fall into the trap of believing that a huge network equals value. Dunbar’s Theory (about deeply knowing 150–200 people) has validity. So while a strong number of connections is vital they must be mostly relevant, not for vanity metrics.
“LinkedIn presents a magic opportunity that many small businesses still do not embrace.”
Make sure you always,
at the invitation point or first message after acceptance, share why you wanted
to connect and add some value. (Okay, a little bit of genuine flattery and
resonance of prior research is valuable.)
This is an important
element to raise your profile in your ideal markets, build trust and add to the
broader knowledge bank within your specific LinkedIn networks. There is so much
great content and a rich learning opportunity to leverage. So engaging with other people’s content organically (i.e. don’t do
it to game the algorithm) raises important conversations to the next level while
drawing eyeballs to your profile.
Come from a mindset of
generosity, value and sincerity.
Content is key (but not the “Look at me I’m so successful, I’m
smashing it at this event” type). Be on your brand 80 per cent of the time, and
contribute a mixture of posts, articles, video, documents and podcasts in your
voice and personality. Video is losing some traction in that there is a swing
to richer learning content, and indications show long-form articles are gaining
better reach. Articles are the permanent body of your work and are a repository
for immediate referral. These are part of a golden connection strategy to also
align expertise. You should therefore aim for at least four articles a month.
Enjoy LinkedIn, stay
in your lane, be focused and commit the time to CEC and you will see the magic
the platform delivers.