Are you using LinkedIn?
8 out of 10 businesses use social media to drive their business growth.
However not all businesses with a social media strategy or a LinkedIn marketing system will have equal results.
There will be some businesses obtaining remarkable results and some that get very poor results, if any at all.
So what separates the successful businesses from the not-so-successful?
It’s social media engagement.
If you can’t get people to engage with you on social media, you won’t be able to benefit from all that social media has to offer.
The truth is, it’s easier just to use social media blast out your content.
But if you start using it as an avenue to truly engage with your customers, you’ll be able leverage any platform to increase leads, brand awareness, or customer support.
Engagement is key.
I’m not just talking about posting content.
I am talking about engaging on other people’s stuff too.
What sort of content should you engage on?
The content you engage on will come down to your objectives.
In this article I am going to focus on LinkedIn prospecting with a specific industry or target audience.
You can engage with people you know, existing clients, people who have enquired with you in the past.
If you want to go more macro and find out who the main players are posting content around certain topics.
This is a great way to start building a following by getting your name infront of the audience’s of existing content creators.
You can look at the “Today’s News & Views” section (click on home to find this) to see what news topics are trending.
If you click on them, you’ll see posts from people posting about the topic in the form of status updates.
You can comment and share your thoughts on their post.
You can also search hashtags and follow them…
Either search micro hashtags like #AskNat or Macro like #Marketing
Too many people rush LinkedIn engagement when commenting on other people’s posts.
Or even just hit the ‘like’ button.
I admit sometimes I do this too, but it’s not the best way.
It’s normally because I was consuming the content when I had a spare few seconds while waiting for somebody, or out of the office and with my family.
I try to make a point share something meaningful, that’s the best way to contribute if you can…. Especially if you’re trying to grow!
In the early days, I was way more diligent.
There are so many different ways to engage.
If you leave the best comment on a post that gets a lot of reach, people will notice — especially if you stay consistent with it.
Acknowledging a job change, sharing a news item, and being active in comments are a few ways to use engagement to generate leads.
Some better examples…
Here, we explore how to use these functions strategically…
Use Comments to Add Value
How often do you comment on other LinkedIn members’ updates or shared content? While commenting is a great way to start a conversation with prospects, it’s best to have a clear objective in mind before posting a note.
Consider these questions:
- What is the purpose of your comment?
- Does it add value to the conversation?
- Is it likely to spark a broader conversation or drive an action?
Commenting just for the sake of commenting is borderline a waste of time.
If you jump into conversations without a purpose, you run the risk of being ignored or being considered irrelevant.
But if you want to build a community of followers, you have to care about adding value to the community before you can expect them to care about you.
Be a Savvy News Consumer
Did you notice that one of your connections was mentioned in a news article?
This can be an opportune time to engage with that person on LinkedIn.
Whether you share an article, comment, or reach out privately to the individual, this is a chance to show you are engaged with the industry.
It can also be a way to build rapport.
If the move has broader industry implications, sharing the article with your entire network can help your individual relationship while showcasing your knowledge to a larger audience.
The key is to be authentic.
Sharing news may offer potential sales angles, or it may be a way to remain visible and active with other professionals.
Either way, sharing news should be about sharing value.
Take a stand!
I’m not telling you to be mean, angry, cruel, or divisive.
You can be the kindest and most pleasant person on the planet, and still take a stand.
What do I mean by “take a stand?”
- Contributing something to the conversation that no one else is.
- Contributing in a different style from others.
- Stating your position on an issue with as much explanation as you like
- Respectfully taking an opposing viewpoint to a popular opinion. Back it up with clear arguments.
What are you trying to achieve?
The key with any engagement is to have your next steps in mind.
That may be a follow-up email or LinkedIn message.
Or it may be a next step in a broader social strategy.
To add value.
Relationships are complex. You simply can’t build them overnight.
The key is consistency.
You need to post, “like,” share, and comment regularly over a long period of time to build a relationship with the people who can raise your business to the next level.
Plus, if you’re not active, people won’t follow you.
Here’s a handful of people who engage really effectively on a consistent basis (and worth checking out as examples):
- Sally Illingworth
- Amy Smith
- Ahmad Imam
- Zack Scriven
- Tima Elhajj
- Cameron Price
- Rana Kordahi
- Suzanne Cavanagh
If you remember one thing from this post let it be this:
Engagement without a purpose doesn’t serve your audience or prospects needs. Ultimately won’t serve your needs, either.
There is so much opportunity out there my friends, go out there and crush it.
I would appreciate your 2 cents more than you can imagine, if you have time to drop a comment below.
What are your thoughts on engaging on LinkedIn?
Here’s a free resource to help with your sales prospecting….