I Found My Focus for Using LinkedIn – What’s Yours?

What’s inside this issue: Why/how I’m dialed in on LinkedIn | 3 focus areas for you to consider | Mini Content Marketing Intensive Sept 21 event | 5 tips and resources plus a new download I created for QLT readers

I’m in a good groove with my marketing almost any time of year unless I’m traveling. And I’m on LinkedIn daily. That’s because staying active and relevant there is a vital part of my marketing strategy.?

What’s working for me on LinkedIn? I’m super-focused on using it to grow my long-running — 25 years! — Quick Tips (QT) newsletter email list (not to be confused with this Quick LinkedIn Tips/QLT newsletter). If you're not a QT subscriber, sign up here .

My QT list includes clients, partners and, of course, prospects? — everyone I care about staying connected to and who wants to “marinate” in my content. My focus is to grow that VIP list.

I encourage you to find your focus for LinkedIn. So, keep reading and check out my call to action (CTA) at the end, where I ask for your feedback on this edition of the QLT.

How I Tie My LinkedIn Efforts to the QT

I know what I want to accomplish using LinkedIn, which drives the actions I take on the platform and keeps me on task.

Perhaps you’ve noticed the new QT tie-in to what I’m doing, such as:

• I updated my profile banner image with a new graphic and QR code that points to my new Magic Money Formula (MMF) worksheet, a brand new “lead magnet” for everyone who signs up for my QT newsletter list.
• I recorded a new “audio intro” on my profile to prompt visitors to get the MMF worksheet. Give it a listen — then sign up to get the worksheet if you haven’t yet. Even if you already get my QT, you’ll see the other elements of my new multi-part campaign — most happening off LinkedIn, including a new pop-up on my website.
• You'll also see a "Sign up for Quick Tips here" link on my profile . I'm using a "custom action" link, a creator-mode feature, to support my all things QT goal and focus.
• In each QLT newsletter, starting with the March issue , I include two links to my QT sign-up page. I’ve been tracking those sign-ups to see which link is more effective.

3 Focus Areas for Using LinkedIn

Spending time on social media can steal minutes from your day and distract you from the marketing (and client work) you should be doing. But I don’t think of LinkedIn as “social media,” and you shouldn’t either. For many of us, LinkedIn is where the market is — that’s why you need to be here, too!

Because my focus is simple and clear, I find it easier to take care of what I need to do on LinkedIn and then move on to other things.

If you haven’t yet found your focus on LinkedIn, stop now and ask yourself: What’s my top priority? Given where you are in your business, is one of the 3 following focus areas right for you? (Keep reading below for specific tips related to each.)

1. Pinpoint Prospects – Need more clients or better ones? Focused on a niche or industry? LinkedIn is an invaluable platform for finding those potential clients. Using the platform’s search and filtering tools, you can identify individuals, companies and associations who may need your help. It’s really all you need to build a good list.

2. Cultivate Connections – Newer to LinkedIn? Connections below 500? The more connections you have, the larger your network, which expands your access to relevant prospects, industry peers and those super-connectors who seem to know everyone! Lots of connections says you’re established and well-connected, too, boosting your credibility and reputation. Plus, more connections mean your LinkedIn posts will reach a broader audience, increasing engagement and visibility.

3. Burnish Brand – Want to be known for more than your creative work? Interested in getting your voice heard? Brand-building on LinkedIn includes regularly sharing valuable content — both Other People’s Content (OPC) and your original insights and perspectives. Whatever you post should be designed to spark meaningful discussions, increase your visibility and show what you know.

Here are tips that align with each LinkedIn focus area.

1. If you want to pinpoint prospects, spend 30 minutes/day searching for them on LinkedIn. Use the advanced search (“All filters”) feature to narrow your query based on location, industry, job title, keywords and other criteria, which helps you find prospects right in your target market. And don’t hesitate to take your search off LinkedIn since you can sometimes find people more easily via Google.

If you’re using Google, try this formula for your query: Job title + company name + LinkedIn. Add a city name if you need a contact in a specific area. Then follow the search results to LinkedIn to read the individual profiles.

2. If you need to cultivate connections, schedule a day this week to reach out with a personalized connection request. Connecting is the focus. Set a timer for 30 minutes and only send connection requests. Resist the urge to scroll through your news feed or read your notifications. Don’t worry whether these are the “perfect” people; think broadly and liberally — and remember, you never know!

To make the most of the time block, do two things before your half-hour sprint: 1) Make sure you’ve done the “pinpoint prospects” research first, making note of their names and profile links; and 2) Draft a simple note you can quickly copy/paste into a connection request. Then, personalize each message based on what you find on their profile.

3. If it’s time to burnish your brand, write out a list of things you’re known for, care about or have experience with. Consider what others say about you, as well. (“You’re always so good at …”) Then, next to each item, jot notes about what you might share on LinkedIn that ties to each attribute. (See below for a new resource I created to help with this.) This will require more prep time. But it’s a worthwhile process.

– Episode #477 of my Marketing Mentor podcast features an interview with Rebekah Mays, where we talk about her use of LinkedIn and her desire to do more brand-building (!) through public speaking.

– This worksheet is a simple form for your solo brainstorming if #3 (burnish your brand) is the focus you’re most excited about.

– What the heck should you be doing on LinkedIn? Glad you asked. Here’s my opinion !

Until Next Month ...

Now that you know my focus for LinkedIn, share your primary reason for using the platform in the comments. I’d love to know if this newsletter inspired a new direction or if you already know your focus.

Please DM me on LinkedIn , and you get extra credit if you leave an audio DM! (I discussed how to do this in July’s QLT .)

Ilise Benun, Your Marketing Mentor – Marketing-mentor.com

Subscribe to my Quick Tips newsletter to be inspired with ideas beyond LinkedIn to market your creative business. And catch up on any QLTs you missed:

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