LinkedIn 4 $uccess: How to Master the Formula

LinkedIn — with approx. 750M users on the platform — is the perfect place for increased brand awareness and revenue growth. But only if the business in question is aware of the key formula to follow for success!?

Here at LinkedIn 4 $uccess, we have developed the ultimate 5 step formula for harnessing the power of LinkedIn — starting with LinkedIn Profile Optimization, and culminating in the External Conversion Strategy.

(1) LinkedIn Profile Optimization:?

Herein lies the foundation of all of the potential success on the platform. If the key tenets of this process are not in place, then it will make it impossible for the rest of the formula to work out. This is no longer simply the source of an online CV dump for jobseekers; and nor does that even work for them.?

For a business, the branding for the representatives of such is absolutely crucial — with the LinkedIn Banner and Headshot being of particular importance. At the same time, traffic onto the page is the name of the game (therefore meaning that SEO keyword consideration has the capacity to generate 000s of search appearances and profile views).?

Of course, driving visibility is not enough, because the reader then needs to be treated to a strong value-added proposition — built on the “pain points” of the potential clients. This crucial information needs to be presented in the best possible copywriting framework — and be accompanied with external weblinks in the Featured Section and Experience Sections (in order to provide context and chances for conversion).?

Finally, client and peer affirmation is crucial. Of course, written recommendations are key for lending credibility — but do not neglect the endorsement clicks (as these are also vital from an SEO point of view).?

(2) LinkedIn Content Engagement:?

Before sending a Personal LinkedIn Connection Note, it is important to make sure that you are no longer a stranger to the recipient of such. The best means to build trust and rapport is via LinkedIn Content Engagement — which means actively heading to their recent LinkedIn Posts and Articles (in order to offer support and key insights and perspectives to add to the discussion).?

This is definitely not a time to sell — or directly self-promote. Rather, this is a chance to offer generous support and encouragement; whilst also offering up value-added knowledge to the audience at hand. There is an art form to getting the comment spot on — but the key factor to bear in mind is to be differentiable (for all of the right reasons). “Thank you for sharing” or “great post” are recipes for blending into the background (if delivered without extra commentary) — not a means of building trust and rapport.?

(3) LinkedIn Connection Strategy:?

Once you are on the radar of that other person, it is now time to send a strong Personal LinkedIn Connection Note. First of all, make sure that this is indeed present — rather than simply clicking to connect. It takes effort and dedication to make sure that a tailored message is offered to each recipient; but the blunt truth is that 10 solid LinkedIn Connections are worth more than 100 meaningless ones. In any case, if you are firing off too many indiscriminate connection requests, punishment is likely to follow from LinkedIn. Build relationships, not simply connections and followers.?

Be indirect in the approach to this personal note. Refer to the fact that you have been pleased to interact with their recent content — in order to remind them of that prior rapport and interaction with them. Do not be tempted to refer to products and services — nor start talking about hopping onto a Zoom Call. You will frighten people off at this stage — and therefore simply be neutral and generous at this point in the interaction.?

(4) LinkedIn Content Plan:?

You have now done the groundwork. You have earned the “airtime” for what YOU have now got to say for the audience. Again, it is not about products and services, at least not in a constant and direct manner. It is about offering key insights and perspectives — in order to provide confidence and an air of authority in the industry. If you are a health & wellbeing business, it is about offering snippets of advice and best practices. If you are a technology business, it is about offering key tips for improved efficiency and productivity in the workplace.?

Adding such value is only the first part of the equation, however — because it is still vital to ensure that a sufficient number of people stand to benefit from such. Herein lies the rationale for the 20:80 “rule of thumb”: meaning that it is 20% about creating content at this early stage, and 80% about promoting such to people. In other words, before the organic engagement can come, one has to let people know that the content exists. This, combined with a mastery of the key tenets of the LinkedIn Algorithm, represents a fundamental component of the formula for success here on the platform.?

(5) LinkedIn External Conversion Strategy:?

There is inevitably a time lag here — because relationships and inbound enquiries do not come overnight — but strict adherence of steps (1) to (4) definitely lead to such. The crucial (and final) element, therefore, is to be a master of the tools needed for nudging those leads into an external conversion. It is not about strong-arming someone into such — but again about visibility and the number of potential “touch points”.?

In other words, it is about continuing to add value and points of interaction with you and your brand. In that sense, it is about sharing content with them, providing the option to be on your mailing and text list, and providing recommendations and case studies from prior (and elated) clients. Accessibility is the key! You need to make sure that the other person has access to you and your FREE resources. A tool like Linktree is perfect for bringing all of this together — on which your Calendly weblink can sit right there as well.?

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Taken altogether, the process of LinkedIn 4 $uccess inevitably takes some patience — but it is very much worth the time and investment. You might believe that the shorter (and more direct) A to B approach is a better solution. By all means, one is free to attempt such. But the evidence is that it does not work — and it is certainly not the formula for success here on the platform.?

In LinkedIn, CEOs are sitting on a potential goldmine of brand awareness and revenue growth. Make sure to use the platform wisely!?

Author: Mathew Warboys?

CEO of The CEO Hub?

Top 10 LinkedIn Coach (Yahoo! Finance)?

Co-Founder of LinkedIn 4 $uccess (with Galyna Daniel)?

Co-Founder of Dream Job Hub (with Galyna Daniel)?

Shortlisted for the “Junior Nobel Prize” (2014, 2015, 2019)

Attended Awards Ceremony with the President of Ireland (2015)

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Image Credits:

Image #1 (LinkedIn Profile Optimization) [Credit: Natee Meepian from Canva Pro]

Image #2 (LinkedIn Content Engagement) [Credit: Cristian Dina from Pexels]?

Image #3 (LinkedIn Connection Strategy) [Credit: ktsimage from Canva Pro]

Image #4 (LinkedIn Content Plan) [Credit: everythingpossible from Canva Pro]

Image #5 (LinkedIn External Conversion Strategy) [Credit: Ross Helen from Canva Pro]