Marketing digital strategy has become a complicated thing. Between all the social platforms, content ideas, tracking and metrics, and the need to stand out, life can be extremely stressful for today’s marketing or business leader. Especially with the constraints and pressures we all face on our time and mental capacity.
For the sake of this post, I want to focus on LinkedIn. LinkedIn seems to be the most verifiable source for real people, connections, and making business relationships. Making these relationships is key to any selling and marketing process. The connection you make with everyone from your branding efforts all the way until they buy from you is built on the relationship.
But how can you build a relationship or start to build a relationship with someone on LinkedIn?
You must first create a process and leverage your brand (personal brand and business brand). This is done with just a few steps. These steps will appear to be easy, but make no mistake they take a lot of time and dedication on your part personally to make it truly pay off.
The steps are: Build, Engage, and Soft Promote.
You must have an audience to delivery on any strategy. This is the most important of the 3 areas for many reasons. People will see your posts, timeline, and you can message them. I recommend purchasing a premium package so that you can use inMail but also to gain features such as who is viewing you.
Tips on building your connections:
- When someone views your profile, ask to connect with them. It’s likely they will connect, no questions asked.
- Join groups and be active with these groups. Groups also often allow you to message people and are also specific to types of services or industries.
- Use the search feature to find titles that are in your target audience and request to connect. A side tip, don’t request this from more than 30-40 people a day. If you get turned down too often LinkedIn may suspend your account. You will want to use the “friend” option when prompted about how you know your requested connection.
Engagement involves many things. You must look at this as building rapport, trust, and a relationship.
Tips on Engaging:
- Don’t send an email requesting a meeting right after someone connects with you. If you do this, many connections you just made will be lost.
- Do send a message thanking them for connecting and any other personalization you can think of.
- Like posts! And like them often. Likes on LinkedIn aren’t as easy to come by as other social media platforms, so people value them more.
- Share and comment on as much as possible. This takes liking up a level. If you feed your connections ego, they will often return the favor and also be more receptive to what you post or message.
3. Soft Promote
Soft promotion is tricky. Always remember it is about providing value to your connection no matter what. They will shut off the relationship quickly if they feel they are being sold something.
Tips on soft promoting:
- Utilize marketing materials such as white papers, ebooks, and events. Put them in your feeds and emphasize the value they provide.
- If you message your connections, make sure it is relevant to what they do and point out the value.
Although it is time-consuming to build, engage, and soft promote it is a proven process that works. You build the relationship and the rest falls into place.
Having said that this is time-consuming, wouldn’t it be great if there was a way to automate most of the functional part of this? Leaving you free to do other tasks. Good news, there is!!!! Check out this video explaining how.