The Biggest Mistake People make on LinkedIn

I entered the marketing world as a third career change or maybe even a fourth.

Qualified as a journalist, the IT world somehow seemed more attractive yet a steep learning curve. Armed with no formal education I was challenged with ‘on the job’ training.

But it was fun!

In a very short eight years I boasted with my very first IT Manager position.

I didn’t arrive yet and had itchy feet.

Soon I found myself learning all about Call Centres, totally intrigued with the principles of the Customer Experience.

It is no surprise that when the Social Media Networks were introduced that I was one of the early adopters.

Fascinated with the idea to network online, I was curious.

My LinkedIn Journey started in 2004 and it wasn’t easy.

I soon discovered the biggest mistake LinkedIn users made but sadly it holds true even today, as it did back then.

So, what then is the biggest mistake LinkedIn users make?

Not taking daily action!

I call them ‘onlookers’.

Within LinkedIn you are on a platform where all your ideal clients hang out regularly. Standing in a corner watching them is probably the biggest disservice you can do for your business.

It is fondly referred to as ‘Leaving money on the table’

It is in taking action that varied opinions originate. Some call it Spam, others complain about being too ‘salesy’.

So taking no action seems to be the safest option to avoid negative comments and feedback.

But therein lies business growth losses.

From early on I adopted a ‘I am networking’ and ‘I want to get to know you’ approach! Afterall why did you connect with me if you don’t want to talk to me?

It is called Relationship Marketing!

Remember a connection is only a “click” away but a relationship requires a commitment, and it needs time and action to grow.

The problem is we want fast, instant results when we connect, rather than allowing a relationship to develop.

Don’t forget that there are people behind these LinkedIn profiles.

It’s people that you form relationships with, not businesses, that respond to your LinkedIn activities.

Within a platform like LinkedIn, we need to stop focusing on transactional marketing, which is less about building long-term relationships and more about increasing individual sales.

Relationship marketing means, you need to bond with your LinkedIn connections, creating emotions that no price tag, or marketing campaign can compete with.

More so, relationship marketing allows you to get inside your LinkedIn connections mind in 3 ways:

1.     an emotional connection

2.     a purpose-driven connection

3.     leveraging your brand (personal and business)

An Emotional Connection

It is known that LinkedIn marketing serves the B2B sales focused businesses best. Now some may argue that B2B, meaning Business to Business, does not support relationship marketing efforts.

Not true!

People buy from people and never a business. These people have feelings, emotions. It’s these emotions you need to tap into to create an emotional connection.

Why?

Because the more emotionally connected a customer is to your brand, the more they will want to buy from you.

A purpose-driven connection

“Profit isn’t a purpose. It’s a result. To have purpose means the things we do are of real value to others.” Simon Sinek

Providing value, in the form of content, will always help strengthen the relationship you have with your LinkedIn Connections.

It is a known fact that customers want to do business with people and businesses that stand for something.

In other words, being purpose-driven is a growth driver for your business. It just makes sense that your business purpose is visible during your LinkedIn marketing actions and activities.

What is your marketing and business purpose?

I can’t help you choose a purpose, but ask yourself:

· Are you ready to invest? Being purpose-driven requires an investment – a time investment. The bigger the purpose, the bigger the time investment.

· How can you get your entire company onboard? Focusing on driving your business purpose is a company-wide initiative, how will you get your team to take action too?

· Does the purpose align with your brand? Brand perception is everything. How is your brand perceived in LinkedIn?

Leveraging your brand

When focus on connecting emotionally with your LinkedIn connections, communities will naturally form. A brand community is a vital group of prospects, leads and customers who support and promote your brand whenever they can. Now you know why some LinkedIn users receive so much engagement on their post updates.

The secret lies in nurturing.

Here’s how:

· Meet with your community often through content and messaging.

· Listen to your community by asking relevant questions

· Let your community promote you through their engagement.

· Make the community about them. It’s not about you but always about them.

Successful businesses know and understand that the key to business growth lies with taking action to achieve the ultimate goal – long-term customers!

And it all starts in the marketing phase, on LinkedIn.

How active are you on LinkedIn?

How driven are you to grow your business?

Then take action and ignore the SPAM and Salesy accusers!