The eyes are everywhere… if you’re not regularly engaging with people on LinkedIn AND showing up regularly, you ain’t getting traction!

EARLIER this week, I was sitting with one of my coaching clients who asked how she could best promote a new talk she’d developed.

She’s an awesome motivational speaker, and her new talk has some amazing content, so she needs to get some bookings rolling in.

Trouble is, she’s been so busy working in her business, she’s let her marketing and networking slide a little bit.

She’s only been posting on LinkedIn about once a week, similarly on Facebook, and Insta, Twitter, Medium et all have pretty much fallen by the wayside.

Honestly, with the audience she’s going after right now, though I’m a big believer in not putting all one’s eggs in the same basket, I’d be telling her to go all out on LinkedIn.

This client wants bookings from corporate clients. She needs to build contacts with corporate decision makers and network in that arena too… LinkedIn is a total no brainer!

Even if you’re a fan of pods, showing up once a week on LinkedIn ain’t gonna cut the mustard — especially if you’re not bothering to engage with those key people you want to be working with.

If you want LinkedIn to work for you, you cannot just post and run, or only ever engage with that handful of people who happen to share a pod group with you.

If you want LinkedIn to work for you, you cannot just post and run, or only ever engage with that handful of people who happen to share a pod group with you.

LinkedIn measures how much quality time you’re spending on the platform. It notices who you’re networking with and the kinds of people you’re engaging with, and it spreads your content accordingly.

Easy to win — or lose

It’s remarkably easy to get thousands — sometimes tens of thousands — of eyeballs on your LinkedIn content without spending a penny.

It’s equally easy to keep churning out content and throwing it into a void. No viewers. Zilch. Nada. Waste of time.

LinkedIn is about networking — and it’s power-full. I get a regular stream of new client enquiries AND gigs through using the platform properly.

I say properly — there’s still lots more I could do to optimise even more.

I rarely use my business page. I could probably optimise my ‘about’ sections more. I could write more articles.

What I do well is posting good quality content most days (yep, even on the weekend — my post from last Saturday is currently on around 14,000 views, with 116 comments and 158 reactions).

I also make sure I spend time scrolling the wall and engaging with key individuals most days.

Keep it real

I don’t schedule and just blast out posts via Buffer etc. I use LinkedIn in real time. You know… when I’m actually present and able to talk to people.

I don’t spam sell through InMail — in fact, I only use that facility to take conversations deeper with an individual I’ve previously connected with in the content stream. A bit like having a meeting with someone you met at a networking event.

Exactly like that, in fact. The same rules apply.

I make sure I widen my field of engagement and don’t talk only to the same people all the time. I want to GROW my reach and BUILD my brand through the network, not sit there, static, in my virtual community comfort zone.

Excellent ROI

LinkedIn is one of the social media platforms that is still producing a really excellent return on the investment of your time, while others are starting to decline in terms of eyeballs and impact.

This past week, it’s been noted by some key players that reach levels on Insta — the darling platform of wannabe influencers everywhere — are starting to decline.

This past week, it’s been noted by some key players that reach levels on Insta — the darling platform of wannabe influencers everywhere — are starting to decline.

We know what’s happened to Facebook engagement too. Hey, mine’s still okay but, compared to the way things used to be before Zuck’s crew went all ad crazy, it’s pants.

Other platforms are on the up and up and worth considering.

Twitter is STILL worth using, particularly when it comes to reaching journalists who might want to cover your story, and TikTok’s drawing plenty of attention too.

Am I telling you to dump Facebook and Insta? No, absolutely not. With the audience they have, it would be crazy to break up with them.

Am I telling you to dump Facebook and Insta? No, absolutely not. With the audience they have, it would be crazy to break up with them.

But… regardless of whichever social media platform lives within your comfort zone, you would be even crazier to not give LinkedIn the time and attention it deserves. If you can find a business angle for your messages, it would be INSANE to not capitalise on the potential reach there while it’s still so hot.

What’s working best on LinkedIn right now?

  • Document posts — PDFs uploaded as documents, creating scroll through ‘images’ below your text posts. These are really generating amazing engagement right now, though please don’t just fill those PDFs with text, or constantly use Arial. Make them attractive, attention-grabbing, easy to follow, use imagery. And please remember thousands of people will be viewing on their smartphones — less is more — you need to make sure whatever you share on each page of that PDF is big enough to make reading EASY on a small screen.
  • Long-form content — tell stories — make them relevant to others. Be of service. Inspire. Motivate. What lessons have you learned in life, and business, that might be valuable to others?
  • Video — though remember views are counted differently, so you won’t get the same massive numbers you’ll see on a document post. Video posts are counted on 3-second views, whereas image, text and document posts are counted according to how often they show up in someone’s feed.

There really are no adequate excuses. If you want to get noticed in business, you need to be using LinkedIn strategically and effectively.

Keep an eye on your numbers — though don’t make them the be all and end all — use them as a barometer to help you tweak your content.

Watch out for content from others that’s going viral — what are they doing that you could be learning from?

And please, please, keep showing up.

General rule of thumb? Three times a week MINIMUM. And that means commenting on other people’s content as well as just posting your own.

Get out there and make a positive impact on the world — or don’t, in which case, don’t be surprised when nobody knows who you are or what you do.

Seriously… you cannot generate new business if nobody knows you, or your business, exists, so carve out the time to use the channels available to you and most appropriate for your audience. And I mean YOU do it — don’t outsource your personal social media streams. Ever.

Until next time,

#UnleashYourAwesome,

Taz

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Taz Thornton is the author of Awesome Sauce — a free, weekly positive life and business round-up, with good news stories, positivity tips and visibility hacks for your brand. In a few minutes each week, you get a dose of optimism and some awesome advice to get seen and stay happy.

Taz is also a best-selling author, inspirational business speaker and consultant on confidence, personal brand and visibility, award-winning coach (UK’s Best Female Coach 2018 — Best Business Woman Awards), consultant and creator of the #UnleashYourAwesome and #BrandMasterypersonal and business development programmes, as well as #UNLEASHED — an affordable confidence, content and cashflow building programme for coaches, healers and therapists.

She has been featured on BBC, ITV, in HuffPost, Diva and countless other newspapers, magazines and podcasts. Taz is also a regular columnist for the America Out Loud talkshow network.

Find her on FacebookLinkedInTwitter and Insta.