With over 308 million users, LinkedIn is full of business opportunities. So why do only a quarter of users log in monthly, even fewer actually complete their profiles, and the average user spends only 17 minutes a month?
What is your LinkedIn Strategy?
Let me ask you one question: Would you rather cold-call or be able to search for the exact person you want to connect with, be able to do research on the individual, and then reach out and connect? I’m going to make an educated guess here and say that you would prefer to reach out in the easiest way. Search, research and connect. Well, thats the power of LinkedIn.
LinkedIn is one of the most feature-rich business search engines on the planet!
Publishing great content
What does content do for you? As long as its relevant and valuable for your audience, it helps you to stand out as the expert. The one people turn to in order to learn the latest. It also positions you as the first person people contact when the timing is right for them. People equate you and your brand with the context of what you offer them.
Where do you find the content, or come up with the ideas? What questions are your current customers asking? What are people talking about on forums, social and on AMA’s? What are their pain points? What processes do they want to make easier? Build your LinkedIn strategy to use your own content to showcase your knowledge and brand, and link them back to your website, blog, or podcast for more.
Join groups for discovery and new business
What groups are your customers using? Forget about the groups that your peers are connected to. As part of your LinkedIn strategy you want to be embedded into the groups that your customers are in so that you can learn about the language they use, learn more about what your ideal customer looks like and actually communicate with them.
First things first: the search. You will need to search out your ideal customers to learn about which groups they are involved with, and participate in. After that, its time to comment on group posts to start to be seen as an active participant. When the owners and moderators start to see you as an asset to their group, they will be much more likely to promote your original content to their members.
The numbers of followers, or connections really doesn’t matter. Of course on LinkedIn its nice to achieve the “500+ connections” badge, but its more about the quality of connections and relationship, and how you can both utilize each others knowledge and experience to grow.
When connecting on LinkedIn, strategize on who you want to connect with, and remember the current customers, past customers and the vendors.