When LinkedIn Doesn't Work

Yesterday was the end of a 6 month LinkedIn CMO relationship. 

I loved working with those guys. They loved working with me. 

But - what's the point of continuing something that isn't working?

I have learned A LOT about LinkedIn in the past decade. It takes dedication to keep up with the constantly shifting landscape.

Etiquette is constantly evolving. Nothing changes faster than the algorithms. As soon as you publish something about them - you are a liar. They have shifted yet again. 

65 - 70 new features have come out since the first of this year. (Don't worry. If it's something I think you need to know, I will make sure you know.)

And for each client I work with, I need to learn new things. 

Here's what became abundantly clear this week - 

1) LinkedIn is NOT a substitute for Networking

I freaked out when the founders told me they dropped out of their networking group and were done networking. I didn't say anything, but I thought, "how is this going to work?" 

We had already been working together for 2 months. I was in it. So I did my very best with their profiles, company pages, content strategy... 

The truth is, if you aren't meeting new people one to one, or small groups, or through a speaking event - no one remembers you. There isn't a relationship. 

Translation - There IS NOT an opportunity. 

Yes, I've met plenty of people online that do business with me. And, they met me networking, or I was the speaker, or they were referred and we did a one-to-one first. 

Webinars work, but they are a HARD sell right now. 

LinkedIn is an extension of online and IRL networking. Not a substitute. It helps keep the conversation and relationship going. 

2) Purely Digital relationships are hit & miss

If you are using automation to build your network, those are COLD connections. 

NO relationship

You have to work twice as hard to establish a relationship with these connections. They don't know you. 

Either they are interested in what you do - or not. If you add 100 cold connections to your network, maybe 1 of them will engage with your content and eventually do business with you. 

That's an optimistic estimate. Chances are, they know someone, that knows someone that does what you do. That's a warmer connection than you are. 

Cold connections are the L O N G game. It's a crap shoot. Nurturing cold relationships is not very effective. 

There is no substitute for meeting someone one to one. Real or Virtual. 

3) Your former & current clients are your BEST source of NEW business 

This business I'm talking about wasn't getting any results from using Sales Navigator, their content, or their cold outreach. 

So they went back to tried and true. They picked up the phone and called old clients. They did live trainings and then one-to-one coaching or group coaching. 

They didn't grow the business, but they maintained. 

People forget you after they worked with you. If they have new needs, new faces in the office, additional needs, and you call, you are top of mind. 

Content Strategy is not the do all end all for visibility. It's so benign. Unless it's really focused and value add. 

Send a Direct Message and/or pick up the phone. 

4) Nothing beats Face to Face IRL

Seriously. 

Go out for coffee (or have a virtual coffee). You don't need a reason. Invite someone you think is interesting. 

They'll say yes or no. No one will die. 

If you don't reach out, you have ZERO. If you do reach out, you have possibility. 

Nothing beats Face to Face IRL

5) Until you get to about 2000 - 5000 connections, you don't have a network

This one may make you angry.

We are talking about social media and it is a numbers game. The algorithms favor the big networks, over 10.000. Over 30,000 is where it gets real. 

One of the founders had a network of 251 connections. You don't have a network until you hit 500+. The algorithms don't know you. Nothing is every going to happen there.

He refused to build it. Well, I can't make up for that. 

Every 500 mark you hit, the algorithms are amplified. Somewhere between 2,000 and 4,000 things get far more interesting. I just hit another milestone and it makes a significant difference. 

How you are served up in a search, the circulation of your content - your visibility, is a function of your network size. 

I connect with everyone I meet in a breakout session, everyone from speaking events, and interesting people I meet in ProVisors. My network grows consistently 10 - 20 people/week. 500 - 1,000 / year.

That isn't much but over time, it adds up. I've never used automation and I won't in the future. Warm beats cold any day. 

Always be building your network.

6) Social Media posting is sending messages in bottles and they are lying about on a distant shore

Have you ever felt like that? Nothing's happening? 

Quality content shared consistently gets results. But those are 2 big qualifiers. 

Quality

Consistently  

Even the experts constantly work to figure out what works and what doesn't. 

Content is the slow burn and a big commitment. It is not for the faint of heart. AND, it is still the best long-term strategy for the investment. Newsletters, posting on LinkedIn, adding blogs to your website - ALL still effective. 

I wanted to mix things up, 3rd party articles relevant to their field, personal things, holiday posts, peripheral topics, and teasers for the upcoming book. No, no, no. 

A mix of content is essential. Things that illustrate values are the most important. 

No. Same old content (good content) rotated over and over again, and all of it with a big ask at the end. 

Gets. Old. Fast. 

Google doesn't like repeat content either.

You have just trained people and the internet to ignore your content. 

Bottom Line - 

LinkedIn works best when you are networking, connecting, and staying in touch. 

Use LinkedIn as a part of your networking routine. Choose people to meet IRL and virtually. 

LinkedIn is a Relationship Tool. 

Create Relationships

Nurture Relationships 

Stay Top of Mind

And, if you choose to do content, experiment, talk to your Ideal Audience and find out what they need/want, hire someone to help with the strategy or execution or writing if you need to. 

Do it well. 

LinkedIn works. But it has certain requirements. There is a way to play the game. Get your skin in it.

You can not tell LinkedIn how you want it to work. You will lose more often than you win. 

And here is where the real MAGIC is - work with the professionals you hire. Roll up your sleeves and answer their questions. Give them what they need to help you be successful. 

Together, collaboratively - you can do great things. 

Angela

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Angela calls herself The “Accidental Entrepreneur,” having moved to the San Francisco Bay Area with her shiny new MBA and dreams of being a CMO. Instead, she started her own business. Angela is the #LinkedInBadass sharing her expertise in Business Development, Professional Branding, Visibility & Optimization on LinkedIn. Without a website, she built her entire vibrant business using free LinkedIn! She is a former High School Rodeo Champion and lives in Marin where the hiking and the weather are fabulous. Being from Wisconsin, she is a diehard Packer Fan and shareholder. There is always next year! 🏈