A Simple Path To Success On LinkedIn

…it’s all about their results, not your features

Here it is:

1) Figure out what results your customers want

2) Show them you can help them achieve those results

You tell this to someone and they scoff and say, “yeah. that’s marketing 101”. Then they go off and ignore the marketing 101 and talk about how great they are and not their customer’s problems. If I go and look at ten LinkedIn (Company) Pages, what will I see? A couple posts that genuninely assist prospective customers that are outnumbered by stuff like interviews with the CEO who outlines their thoughts on the next ten years.

When you start thinking of your ideal customer’s needs first, you will be more successful.

And LinkedIn is the perfect vehicle for this way of thinking, regardless of whether you are in marketing pondering what piece of content you need next, in sales wondering what to say in that outreach message to a prospect, or if you work for yourself and are both the marketing and the sales force.

To be successful, you need to put yourself in the other person’s shoes and start asking yourself:

  • What do they want?
  • What are they trying to do better?
  • What would they like to do that they can’t do now?
  • What process or processes are they they trying to improve?
  • Are they wondering whether what they would like to do or where they would like to go is even possible?

And the higher up the corporate ladder your prospect is, the more this is true. What do all executives want? Information to help them make better decisions. Give it to them. You aren’t going to be in the position of the consulting companies like McKinsey or Deloitte, but you are in a much more agile position to be able to react quickly.

What these questions help you identify is the gap that exists between where they are now and where they would like to be. Your job – whether it be by your next blog post, case study, outreach message or even the note you include with a connection request – is to show you have helped people in similar positions with similar problems in the past and it resulted in those people achieving good outcomes.

You want to be a resource. You want to be the person with the answers. You want to be the person they turn to when they have a question in your area of expertise.

Everything you do on LinkedIn should be aimed at this idea. Because that is all that matters to your ideal reader or prospects. That is why they are using LinkedIn.

It’s a simple message that needs repeating.