What NOT to do when networking on LinkedIn8 min read
It's a well-known fact that over the past few years, the consumer focus on LinkedIn has shifted from the traditional CV-type presentation to a search for new and engaging content. The organic reach levels of LinkedIn posts continue to be impressive, especially when compared to Facebook. Not surprisingly, many influencers like Gary Vee are still sounding the alarm about the need for solid activity on the professional social network, where the benefits to our business and careers can be significant.
In fact, LinkedIn continues to be particularly effective in two main areas: 1) being a source of profiled professional content and 2) being one of the most effective channels for B2B communication and advertising campaigns. We live in a TripAdvisor world, where every potential buyer is first informed by the web through watching videos and reviews, and LinkedIn is an ideal medium for this type of information.
What benefits does LinkedIn bring to every professional and freelancer?
It is an unwritten rule that on LinkedIn each user can individually build a solid network of contacts - people in the business, colleagues, clients, hr, recruiters, etc. Even more so when we know that all these people are already registered on the platform, and contacting them is just a few clicks away. However, does it mean that our presence on LinkedIn alone guarantees us future business and fruitful contacts - it would be absurd to believe so. I'll start by busting a myth...
When a user adds you to their network, it doesn't mean they are ready to negotiate with you!
On the contrary! You are not even close to creating a potential relationship. They've just added you to their network. Just like they would on any other network like Facebook, Twitter or Instagram. This effort costs 1-2 clicks of the mouse and far from meaning that now is the time to send your CV. Especially when one of the trends of 2020 will be to detox from social media content that doesn't directly excite users. They're looking to feel good, be entertained or learn something useful. So any other action in the opposite direction like sending an invitation and then a "hello, I offer video processing" type of presentation is live spam!
I'm bringing to your attention a couple of examples (I'm guessing you've seen a dozen similar ones) that definitely don't work and, at least for me, haven't delivered any value.
In this message, I neither understand exactly how the user has "expanded his network of contacts," nor exactly what contacts he is looking for on LinkedIn, what expertise he offers, and why he contacted ME. The only chance I have to learn anything more is to delve into the profile research and possibly find some touchpoints, but that's time people don't usually have. Even more so if you are in some leadership position and every second of your day is planned. Not a chance!
Here, the user has done far better by at least bothering to introduce himself and say exactly what he does. There's some minimal chance I'll be interested, since by some chance he may have hit the point where I'm really directly interested in finding a producer. Either way, though, this producer is one of many and I'm still not convinced why I should work with him instead of looking on Upwork where I can find a find a colleague who will meet 100% of my requirements. Most likely, if for some reason we haven't contacted this user already, I will forget forever that he ever wrote to me.
In this case, the user has done a short survey - found out which company I represent, which event I'm likely to attend in the coming month and asked me a very specific question - would it be convenient to meet. When the question is specific, the chance of getting a specific answer is much greater. In this case, there is a plan of action, but not at any cost that means I am open to talking. Actually, I'm not the right target as I'm not directly involved in the production and printing of promotional materials. You can guess for yourself if our conversation had a follow-up.
If you want to be more successful on LinkedIn, you need to spend more time researching and targeting properly.
I'm not saying it's easy, and I really don't want to discourage you. Certainly the trial-and-error rule applies in this case as well. LinkedIn is undoubtedly a great network for networking and business, but you have to put in a little more effort to do so. It doesn't happen with a magic wand either, but in this article I will give you valuable tips that could increase your success rate when negotiating on LinkedIn by sending personal messages - when looking for clients, partners or a new job. The short version is - opt out of aimless messaging to new contacts.
The formula "what + for whom + added value" is very elementary, but requires a certain precision. It can serve as a structure for forming messages to your LinkedIn recipients. Executed correctly, the formula adds completion to your message and increases your chance of success. It can be applied effectively in cases where recipients don't know you well and you want to make a good first impression. Here's what it means by ingredients.
- What - what exactly you do. Specific, clear and precise. I do digital marketing, SEO, coaching, real estate, manufacturing, etc. It's good to be clear from the first few lines so you can orient the recipient of your message - they will decide if you are the right person for them in the first 2-3 seconds. If you fail to introduce yourself in this way, rest assured that the conversation will not continue.
- For whom - it makes a huge difference whether your business is B2B or B2C focused. Also, which market exactly are we talking about - the whole country, your city, your neighborhood? Any clarification along these lines (without going into unnecessary detail) is welcome. For example, if you're targeting small business owners, it's appropriate to mention it in your message - "our service will help any small business owner because..."
- Added value - this part is probably the most important. In a nutshell - what exactly sets you apart from the competition. Why should the recipient of the message choose you? The added value, on the one hand, may be your personal skill - for example, you are involved in digital marketing, but at the same time you are a skilled designer, you will save time and resources on creating visions. Typically, any manager would be excited about how to gain time, reduce costs and make their business profitable.
And here's a PRO tip for you - Go to your targeted recipient's page, take a good look at what they do, analyze it and make a concrete suggestion on how you can make it more successful. For example, you have noticed that he is into video infusion, then if you have the right skills, offer him the production of videos at a lower cost and higher quality. Come up with a specific ad or spot scenario for his business. Take a few steps into perspective. The good thing is that on Linkedin, in most cases, you can see what posts the user has shared so that you can engage with them and draw the necessary conclusions.
"I am involved in the production of client testimonials, and I have a solid B2B background and will save you time - I manage the entire process from interviewing clients to creating the final video product."- sample text. It wouldn't hurt if you also attached a link to your portfolio of previous projects.
I hope the article so far has been useful and practical enough for you. Still, don't expect miracles. Consumers will largely continue to ignore your messages because they are most likely not there to hear your offer. But with more attention to detail, asking clear questions, and giving specific value, your chances of success can increase.
In future publications, we will address other important aspects such as managing your online reputationthat can help you stand out from your competitors.
Author.
