So, you’ve been on LinkedIn for months or maybe years, but it’s just not working for you.
You can’t keep up.
Too many notifications. Too many messages popping up in your inbox (most of them from people you have never heard of).
And you tried posting something, but it didn’t work.
You keep hearing that the LinkedIn algorithm favours text, or video, or short posts, or a mixture. You hear that you’re not supposed to put links to external sites (like your website) in the body of a LinkedIn post, or your post just won’t be seen.
Or maybe you’ve tried to mention people in your posts (tag them). Perhaps you’ve tried tagging lots of people.
Which tactic should you use? How do you keep up with it all?
Never mind the LinkedIn tactics
Before worrying about tactics, let’s step back a bit. What are you on LinkedIn for in the first place?
This is a simple question, but it’s important to have a strategy. If the tactics don’t work, it’s not because you need new tactics (maybe you do need better tactics, but they are serving a bigger strategy).
The goal her is to work out a big picture, first of all.
How, exactly, do you hope that being on the world’s biggest professional social network will lead you to a better business?
The Big LinkedIn Strategy
So, let’s assume that you’re on LinkedIn in the hope of finding more clients. There could be many other reasons to be there (to learn about business, to be part of a community, to connect with your existing clients, or any number of other reasons).
But if your big goal is to land better clients, then keep that as your guiding light.
If you need better clients, then you need to be visible to them on LinkedIn.
If they should find you, and see your profile, it must be interesting and relevant enough to them to make them want to learn more about you (and possibly connect with you).
If you have a connection strategy, you can be very strategic about who you connect with and why. (Spoiler alert: connect with people who your prospects are following and talking to. Don’t just directly with your prospects).
If you have a content strategy, then that, too should serve your big picture. That will include being careful about what you post about, and especially by being consistent in your posting.
The aim here is not to have a jumble of tactics that are based on the latest rumour about how the algorithm works. The aim is to have an overriding strategy first of all.
That could involve metrics, which could give you some motivation to keep up your posting, commenting on others’ posts and working out how a series of posts, comments or views of your LinkedIn profile actually translate into new business.
I know some people who have gone to the degree of working out the value of a view of your profile in terms of eventual new business.
100 views over 90 days leads to 10 appointments, which results in 2 sales (eventually).
That’s a very simplified formula, but if you are using LinkedIn as a way of attracting new business, it may be worth determining how you’re getting a return on your investment (especially your investment of time).
And if LinkedIn isn’t working for your business…
If it’s not working, then here are some questions you might like to ask:
- am I clear who my client is?
- am I clear about what I’m selling
- am I generating enough of the right kind of leads?
- are enough of those leads eventually expressing an interest in my services or products?
- do enough of them eventually buy?
The fastest and most effective way for you to win more clients using LinkedIn is to have a clear strategy, which you can then apply to tactics that work for your business.
Do you have one? Do you need some help with one?