LinkedIn vs. Other Social Media Platforms: Why LinkedIn is a Goldmine for Coaches and Service-Based Businesses...

How many platforms are you using for your business right now?

Depending on what stage you are at in your business you might be on everything! This should really only be the case in one of these situations:

1. You have the revenue to outsource some of the tasks for content creation
2. You are reasonably adept at content and know how to use AI to help you to create a multi-platform presence for your business.

If you can't tick either of these boxes then I suggest that you do two things:

1. Choose an algorithm based platform that you enjoy to use (Facebook / Instagram / LinkedIn/Tiktok)
2. Focus the rest of your time on a evergreen platform. Choose which way you prefer to communicate (Blog/Podcast/YouTube)

But what are the pros and cons of each platform when you are searching for clients?

LinkedIn:

Pros:

1. Professional Network: LinkedIn is more commercial it's specifically designed for professional networking, making it an ideal platform for coaches and service-based businesses targeting corporate clients.

2. Advanced Targeting Options: LinkedIn offers advanced targeting options for advertising, allowing businesses to reach their ideal clients based on job title, industry, company size, and more.

3. Content Sharing Opportunities: The platform provides various opportunities to share valuable content, such as articles, posts, and videos, helping businesses showcase their expertise and attract potential clients.

Cons:

1. High Competition: Due to its professional nature, LinkedIn often has high competition, making it challenging for businesses to stand out among other professionals and service providers.

2. Limited Organic Reach: Organic reach on LinkedIn can be limited compared to other platforms, requiring businesses to invest in advertising or engage consistently to gain visibility. (This can be overcome by focusing on your personal profile)

3. Formal Atmosphere: LinkedIn's formal atmosphere may not be suitable for all types of businesses or coaching niches, especially those targeting a more casual or creative audience. (Although this is evolving.)

Facebook:

Pros:

1. Large User Base: Facebook has a massive user base, offering businesses access to a diverse audience of potential clients across different demographics and interests.

2. Robust Advertising Tools: Facebook provides powerful advertising tools with detailed targeting options, allowing businesses to reach specific audiences based on demographics, interests, behaviors, and more.

3. Community Building: Facebook Groups offer opportunities for businesses to build communities around their brand, foster engagement, and establish themselves as industry leaders.

Cons:

1. Declining Organic Reach: Facebook's algorithm changes have led to declining organic reach for business pages, requiring businesses to rely more on paid advertising to reach their audience.

2. Informal Environment: Facebook's casual and social nature may not be suitable for all businesses, especially those targeting a more professional or formal audience.

3. Privacy Concerns: Facebook has faced various privacy concerns and controversies, which may deter some users from engaging with businesses on the platform.

Instagram:

Pros:

1. Visual Content Focus: Instagram's emphasis on visual content makes it ideal for showcasing products, services, and brand aesthetics, allowing businesses to engage with their audience through compelling imagery and videos.

2. Engagement Opportunities: Instagram offers various engagement features such as likes, comments, and direct messages, enabling businesses to interact directly with potential clients and build relationships.

3. Hashtag Reach: Strategic use of hashtags on Instagram can significantly increase reach and visibility, helping businesses attract new followers and potential clients interested in their niche.

Cons:

1. Limited Linking Options: Instagram has limited linking options, particularly in posts (excluding the bio and stories for accounts with over 10k followers), which can make it challenging to drive traffic directly to external websites or landing pages.

2. Highly Competitive Environment: Instagram's popularity has led to high competition among businesses, making it challenging to stand out in crowded feeds and gain followers.

3. Algorithm Changes: Instagram's algorithm changes can impact the visibility of posts and affect businesses' ability to reach their target audience, requiring them to adapt their strategies frequently.

Each platform has its strengths and weaknesses, and the choice of platform should align with the target audience, business goals, and content strategy of the coach or service-based business.

TikTok:

Pros:

1. Viral Potential: TikTok's algorithm is known for its ability to quickly boost content to a wide audience, making it possible for businesses to achieve viral success and gain significant exposure.
2. Creativity and Authenticity: TikTok thrives on creative and authentic content, allowing businesses to showcase their personality, expertise, and unique offerings in engaging and entertaining ways.
3. Younger Audience: TikTok predominantly attracts a younger audience, making it an ideal platform for businesses targeting Gen Z and millennials or those offering products and services tailored to this demographic.

Cons:

1. Short-Form Content Limitation: TikTok's focus on short-form videos (up to 3 minutes as of my last update) may not suit all types of content or businesses, particularly those requiring more in-depth explanations or demonstrations.
2. Limited Linking Opportunities: Similar to Instagram, TikTok has limited linking options within posts, restricting the ability to drive traffic directly to external websites or landing pages.
3. Algorithm Uncertainty: While TikTok's algorithm can boost content virality, it can also be unpredictable, making it challenging for businesses to consistently reach and engage their target audience without a deep understanding of the platform's trends and dynamics.

I didn't mention X ... well ... I'm there but I only use it when I'm complaining! But maybe that's just me!

If you're here on LinkedIn then let's assume that is going to be your algorithmic based platform.

How can you get LinkedIn to work when you're getting advice like...

"You should create talking head videos with lots of free advice and occasional trending audio." Does that even work on LinkedIn? (Sometimes)

Post three times a week? Or a day? Avoid Mondays and the weekend... Is that true? (No)

Do LinkedIn polls work? No one votes for mine. (They are really useful if you know how.)

If you've been looking at LinkedIn and saying to yourself professionals are there, corporates are there. "I need to show up there."

(Which is why you're here, reading this article!)

So... You need to focus on getting the following right:

• What content works on LinkedIn to position me as an expert in my field?
• How to position my expertise in my About Section so that my credibility shines through?
• What to say in a private message so that I don't sound like the people who message me and drive me mad?
• How to build a network of new connections? I've changed industries.
• How to get the right people to pay attention?
• What actions to take to create the opportunity of a Discovery Call with my ideal client?

I know that the majority of the advice available is not for you. It talks about how to get a new role or a promotion, but not clients.

You know that your clients are there. You know that your offer can make a huge impact. It's so frustrating.

Truth of the matter is that LinkedIn is a goldmine for lead generation, networking, and crafting a strong professional personal brand. When you know how to use it.

Growing your personal brand in front of a corporate audience:

In my experience of working with clients across different social media platforms to grow their business, LinkedIn is easier when it comes to working with corporate businesses.

Here's what I focus on:

Step One - Create a Profile that speaks to your client (rather than being a list of achievements)

Step Two - Make sure your Content Speaks to the needs and wants of your client and is not a list of your services

Step Three - Leverage your existing network, and act like you would in real life when reaching out to prospective clients.

Step Four - Create a next step. Is that a consult call?

In LinkedIn to Leads, my Group Program I walk a small group of businesses through each of these steps over a 14 week period.

So that you can use LinkedIn to attract your ideal clients by leveraging your network and building the right connections for your business.

Find out more here:

https://www.elainewalshmcgrath.com/LinkedIn-to-Leads-Group-Coaching-Program

If you have any questions reach out to me:

[email protected]