Marketing on LinkedIn

Because the same old sh*t won't do.

Where do you even start with LinkedIn? Every 5 minutes a picture of a kitten with a cute little bow tie get 250 likes but your sales post requesting people in need ‘buy your incredibly dull list of things,’ only gets attention from your employees as it’s in their contracts. The green eyed monster makes an appearance, pushing apart your eyelids and reaching for the keyboard. 

‘This isn’t Facebook, take your stupid kitten elsewhere,’ you bellow, not realising the embarrassing adult you’ve become. 

I understand. The envy. The struggle. The lack of creativity. Actually, I take that back, I don’t relate one bit. I let it happen, if it fails, it fails and I look at why. We can take your envy and frustration and turn it into success for your business instead, you can do it yourself or hire an expert for a Linkedin management service

All you have to do, is read on through this series of LinkedIn articles and apply it as you go. Sound fair? Read on… 

Catastrophic failures

It’s always a good idea to take a look at what DOESN’T work. It might appear to work, from the outside but shortcuts are not the one.

Engagement pods

This is where you group together with a bunch of other people who can’t write engaging text or deliver anything worth watching on video. Sometimes you pay to sign up, it can be anything up to £1500 a year. Great. You share a messenger group and all let each other know when you’ve posted so you can rush to like and comment.

Sounds great doesn’t it? The problem with pods is the engagement is fake. That means you haven’t earned it and have no reason to improve the way you communicate, you’re only going to get engagement from the pod, who are all equally talent-less with no strategy. You think you’re widening your reach and the pats on the head sure feel good don’t they pooch? But you’re actually limiting it. These pods come with all kinds of bizarre obligations, like recommending pod members for services you’ve never used and probably some slimy stuff too.

Tagging half the planet

I’ve only ever tagged 1 person in my posts and that’s a girl I mentor when she gave me a recommendation. Some people tag 30-50 people per post, usually personalities that get a lot of engagement. If you do that, you’re a pest and risk losing valuable people from your network. Engagement is earned, through using effective copy or tapping into emotions. Begging is never a good look.

Asking people to like your posts

This is really annoying and I won’t do it, I don’t care what it is. As I run a business offering these services, it would undermine the value in what I do if I cheated my way to engagement or helped others cheat their way there either. If you ask people to like you’re posts, don’t. Just don’t do it. It’s like begging a Tinder date for attention when you turned up in Crocs, it’s earned, not something you’re entitled to. 

Stealing content

If it was a TV set, you’d probably get nicked. so why would you steal content from other people? They will find out and you’ll look rather silly, like cyber waste. There’s a lower chance you’ll get as much reach as they did and the types of copy and paste posts that ARE successful often bore your audience as they’ve seen it 18 times already. There are no shortcuts to long term results, you’re not entitled, engagement is earned, today is the day to start putting effort in.


Attitudes to leave behind

Entitlement – you’re not entitled to engagement, nor are you entitled to the opportunity that it leads to. Just because you’re posting content, it doesn’t mean anyone cares or that anyone is going to buy, it also takes time, it certainly doesn’t happen overnight. 

Ego – you think you’re important and to some people that may be true. Reality is that on LinkedIn and other platforms, you’re not that big a deal. In order to become a big deal and have people enquire, you need to learn to write and put thought and effort into your content, communicating messages that resonate with your audience.

Bigotry – if this is who you are, forget it, you’ll lose friends very quickly.

Egocentricity – a video about your day, might be interesting to you and your gran, maybe your kitten too but on social media, unfortunately it’s not the case. Think about the audience instead, your chin, chatting about how great you are in your Ford Fiesta, while you’re part way through a 20 deck of chicken nuggets, I mean, it hardly screams ‘enterprise’ does it? 

LinkedIn Business pages

Ask anyone what to do with a LinkedIn business page and they’ll usually tell you about the usual magnolia route. ‘Our business has done this and that,’ featuring pictures of colleagues posing for pictures, your family environment. Think about brand voices, this is where it can come into its own.

‘We’re a family,’ said Charles Manson but also a lot of business owners as they make an effort to drive an ’employer brand.’ They’re all wrong. There aren’t many terrible ideas but that, is absolutely one of them. 

There’s nothing worse for a business that getting an indifferent response and although you have an exceptionally pretty office cat, it’s not particularly engaging as far as content goes. 

Instead, choose the interesting route. Give the business a personality, you could be a rebel, a comedian, a philanthropist all about community and supporting important causes. Whatever you are, be something and lay off the cliches. 

Personal LinkedIn profiles

This is where it gets more exciting. You’re a person, so that must mean you have a personality. You may have heard ‘just be yourself, let people get to know you,’ but I disagree. It’s better to be your most desirable self and touch on as many emotions as possible. You might be incredibly witty, ridiculously attractive, very smart and have an encyclopedic knowledge of rum. 

Start by thinking about what you like, the activities you enjoy and the reasons people like you and BE that online. Be your most desirable self and leverage that to build a network, communicating what you can do for others, how you’ll make them look good, their job easier or whatever else that appeals to them. Content marketing on LinkedIn can be a hugely successful approach for generating leads.

Rules of engagement

  1. Write a mixture of posts on different subjects. Keep track of which ones do well and which don’t and consider why.
  2. Use many formats from text, video, images, gifs and vary them in length and style. This will keep you fresh!
  3. Be your most desirable self. Please don’t upload videos of you crying. 
  4. Connect with everyone who engages, unless they’re horrible.
  5. Reply to every comment.
  6. Comment on posts by other people you’d like to connect with.
  7. Don’t send instant sales messages after connecting and don’t feel convinced that every post needs a call to action. It’s healthy to switch between engagement and conversions to grow your presence.
  8. Instead of spending all day on LinkedIn, keep it open for an hour and reply to any comments. Close it down and check back later to reply to any more comments.
  9. Purge the trolls. Delete nasty or abusive comments and block the people who leave them. 
  10. Get yourself a reasonably good, recent profile picture. Not a picture of a digger unless you happen to be one…

Is it worth the bother?

LinkedIn is a great platform to generate inbound leads and because of that it represents a big opportunity for you. In amongst the nasty troll types and snake oil salesmen, there are some good people that you can either hire or gain as customers. Over the course of a year, I’ve generated leads for Sweet Leads to the value of 30k revenue every month. 

If you want help making the most of LinkedIn from a team that knows, we can handle it for you and take the burden away completely. Take a look at our LinkedIn Management service, it’s one of our most popular.


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