Start, STOP Continue… is a series of guest blogs written by Yorkshire based experts sharing 3 key tips on what to Start, Stop & Continue to develop in this area.
Sharing their expertise in this issue is Nigel Cliffe, from Value Exchange Ltd.
Nigel is an experienced multi-channel marketer with over thirty years’ experience in combining the best of marketing with the best of technology to drive improved personal brand and business performance.
As a result of using LinkedIn successfully since 2010 to build engagement and generate new business for many clients, Nigel formed Value Exchange Ltd, a business specifically to train others how to repeat the same success.
He is a regular trainer, entertaining speaker and engaging presenter on the subject of LinkedIn.
A start-up specialist himself, Nigel has worked with a wide variety of clients, from one-man businesses through to FTSE 100 companies, universities, charities and the UK central government.
You can get to know a lot more about Nigel from his activity on LinkedIn, of course!
Nigel, when it comes to making the most of LinkedIn what is the one thing we should start doing right now?
Engaging with others! It’s as simple as that!
By a very large majority, most people do not engage on LinkedIn. Many act in a way I’d call a Lurker! They might consume content, but they rarely ‘do’ anything.
This is such a loss to them as they are pretty much ‘dead’ to the algorithms. It’s when we engage that the magic happens. You may have the best LinkedIn profile in the world, but it will mean nothing if you don’t engage.
When we interact on other people’s content, we build our tribe on LinkedIn. If we help people, they in turn will wish to help us.
Look out for opportunities to add value to existing conversations. Use hashtags to search for content relating to your area of expertise. Spend a few more seconds to add something other than “great post”. You will stand out a mile when you do!
I spend at least 75% of my time on LinkedIn engaging with content, that of others and of my own.
On the flip side, what should we STOP doing?
Selling! No one appreciates being ‘sold to’ on LinkedIn. You know the routine, you get a spammy connection request and the next thing, Bam! – an attempt to sell you something you don’t want, or more importantly, you don’t want now!
LinkedIn is a place to build trust in your personal brand, one step at a time. You do this by sharing knowledge and investing in the community of LinkedIn. When someone wants what you have to offer, they will come to you! No amount of an attempt to ‘sell’ on LinkedIn works. Avoid the desire to try to close the deal on LinkedIn. That will always take place somewhere else – via am email, a Zoom chat, or when we can meet again, a real coffee!
Use LinkedIn to build trust in your personal brand and you will create an inbound pipeline of opportunities for the future.
Finally, what’s a valuable activity that we should continue doing or do more of?
Publishing our own content! How do I know what you have to offer if you are not sharing what you know?
One of the most valuable features of LinkedIn is to share in a valuable and interesting way what we have learned on life’s journey. How are people expected to know what you do if you are not telling them?!
When we post content of value, relevance and interest it WILL get comments and interaction. This leads to opportunities that help us win new business in the future.
I recommend posting twice a week. This is enough to make sure you remain ‘present’ on LinkedIn. Make sure your content adds value to the reader and is relevant to the audience you are trying to attract.
Also, when you have posted something of interest that has sparked conversations, make sure you interact with every single comment, even if only to say thanks for commenting! This shows you are an appreciative human being and leads to conversations that take place off LinkedIn. I often say, “Get the relationship OFF LinkedIn at the earliest opportunity!” That way it will take on a whole new dimension and may lead to becoming your next most valued client!
At the end of the day, we are all simply human beings sharing our life’s experiences. I urge people to dig a bit deeper into their use of LinkedIn. I haven’t come across many people who regret it!
Thanks for asking me to contribute Janet!
Thank you, Nigel, some great advice.
If you would like to find out more about Nigel and his work, why not connect with him via his profile on LinkedIn or visit his super-rich website where there are lots of videos and blogs that explain many features and benefits of LinkedIn.
LI:
linkedin.com/in/nigeljcliffe
W:
https://www.linkedintraining.co.uk/
E:
nigel@valueexchange.co.uk
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