First and foremost, let’s dispel the myth that LinkedIn is just for job seekers. If you don’t believe me, I encourage you to take a look at some of the leading Social Sellers out there such as Koka Sexton, Brynne Tillman, and Mario M. Martinez, Jr; to name a few. Relationships are forged one outreach at a time. Through genuine interest and the sharing of knowledge, sales professionals are establishing rapport and building lasting relationships, one connection at a time on a platform designed for business.
I’m not saying it is going to be easy changing the way we think about a platform or developing relationships online, however nothing worth having is ever easy. Relationships take time, energy, and effort to build. If you are looking for something that is easy and requires little effort, I suggest you not waste your time on social media because you will only be disappointed.
You may be asking, I heard about marketing automation and how companies can generate leads for me and I am going to be overwhelmed with business?
Marketing automation is helpful if done right, but that alone will not build relationships. Those require the human element of engagement and interaction, which only you can provide. Automation will provide a steady flow of value-added content that may be relevant to your audience and you will need to provide the engagement and connection.
So, how do you re-wire your brain for LinkedIn?
Step 1: Spend some quality time learning what the leading Social Sellers do!
Read their articles and take note of things that you should focus on to build rapport and credibility online.
Step 2: Develop your own plan for building an online presence. This will require you to develop a personal brand that clearly articulates who you are, what you do and how you help your audience. The last point is the most important of all. Your audience won’t care what you do until they know that you care about them and their needs. Re-write your LinkedIn profile so that it tells a story of how you help your audience. Remove the resume approach from your LinkedIn profile and write the segments of your profile so that it tells a story (i.e. new headline, a summary story, experience section that explains what you accomplished in the context of those you helped, and testimonials that speak to your character and quality of work).
Step 3: Plan a giving strategy and I don’t mean money. Give your time, expertise, and provide value for your audience. Many Social Sellers focus on giving knowledge, feedback, and resources deemed valuable by their audience in order to establish rapport and build relationships. Share your own content or resources and share the resources and content created by your audience. Help them extend their brand and value as well and they will be grateful.
Step 4: Begin building your network one relationship at a time. Notice how I didn’t say one connection at a time. The value in Social Selling is treating each new connection as an opportunity to build a relationship. Invest the time to build rapport with those connections. If you are a collector of connections on LinkedIn, you will only have a large collection of connections when you are done. You won’t have relationships. Focus on quality of relationships versus quantity and you will develop meaningful relationships for yourself and your business.
Start with these four steps and you will make significant progress in changing how you leverage LinkedIn for your business. The business and professional relationships are out there and accessible, we simply must build them like traditional relationships with time, rapport, and effort in order to see tangible results. In the comments, feel free to share what has worked for you so that others may learn from our experiences.
Todd Greider, CPLP
Todd is a devout learning and development professional with an insatiable hunger for knowledge. By leveraging his background in marketing and passion for learning, he strives to help others reach their goals through training, coaching and professional development, as well as personal branding. We all have unique ideas, experiences, and skills to offer our audiences. Todd’s goal is to help make you stand out.
Todd is a graduate of Pennsylvania State University with a Bachelor’s degree in Marketing and International Business as well as a Bachelor’s degree in International Studies. He has held various sales roles throughout his career and spent the last 11+ years developing and delivering sales training programs in the financial services industry as well as the healthcare industry.
P.S. As a thank you for your time we’re pleased to provide you a copy of our eBook: 9 To-Do’s in 9 Minutes on LinkedIn – A Daily LinkedIn Routine for Financial Advisors.
Hi this is Jordan from Two Dogs Social! If you’d like professional help with your LinkedIn Profile, send me an email. I’d be happy to provide feedback on your existing LinkedIn Profile along with a firm price quote to strategize and write a new one. Plus, as a reader of this blog I’m happy to offer you a 20% discount. Just mention our Two Dogs Social blog in your email.