Quick one today:
If you are a person or a company that publishes regularly on LinkedIn, and your content is good, it is quite possible that you are being more successful with it than you think you are. Let me pull apart those first two bits to explain how they can and often do cause the third.
These are the two ingredients you need: publish regularly and publish on topics your customers want to know more about. Not what you want them to know more about – how fabulous you are – but what they want to know more about. And you need to publish these pieces of content regularly. This is how you build a following of regular readers.
Now here’s the “more successful than you think” bit: quite often, those regular readers lurk and do not reveal themselves. But when they do, they have often made up their minds that they want to work with you, or that you are one of the few options under consideration. This happens to me every week. I will receive an email, or a message on LinkedIn, and they all say more or less the same thing: “I have been reading your content regularly for over a year now, and I think you could help us.” In almost every case, this will be a person that I had no clue was following me, or subscribed to my LinkedIn newsletter. They had never connected with me, never commented on my content, never messaged me on LinkedIn or emailed me. This first message from them came completely out of the blue, and they emerged out of the blue pretty well sold on working with me.
And it’s not just me. I have seen this occur with individuals and with companies. These people have developed fans, completely unknown to them, but these are people where the content they have read has convinced them that the writer understands their problem and has demonstrated through their writing that they can help solve that problem.
If you are regularly publishing solid customer focused content on LinkedIn you likely have some of these fans yourself, and they will reveal themselves in their own good time. So my suggestion today is: don’t stop publishing now.
Obligatory boilerplate: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.
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