LinkedIn’s Agenda Is Not Necessarily Your Agenda

It’s all in your perspective: You see a teddy gear. The teddy bear sees lunch.
LinkedIn is on a roll these days introducing lots of new features.
But a lot of these features are experiments. If they work, great. If they don’t that will be the end of the feature. A lot of these features are just copies of what is working elsewhere. Video is huge somewhere else? LinkedIn is all over it. Stories are big? Tiktok? Here we come.
 LinkedIn’s product managers are no smarter than you or I.
You have to remember that what LinkedIn wants from us is three things:
  • Our money via subscriptions or advertising dollars. LinkedIn should never be confused with Mother Theresa.
  • Our time. The more time we spend on LinkedIn, the more money LinkedIn can charge advertisers.
  • Our data. The more info we have on our profiles, the more lucrative LinkedIn is as a platform for the sales, marketing and recruiting people that make up the majority of their customer base.
I have no problem with the first one, the subscription and advertising dollars, that’s obvious. I have no problem with the third one either because that is easily controlled and we understand that. It’s the time one in the middle that is insidious and that we need to watch out for.
Getting more utility out of LinkedIn is nice, but for LinkedIn, getting you to spend more time on LinkedIn is nicer. So you will see features that appeal to your vanity like post views. You will see features that make you think you are not spending enough time on LinkedIn like the Social Selling Index. And you will see features like LinkedIn Stories that quite frankly are a complete and utter waste of your time.
So when you see any new feature on LinkedIn or suggestions as to what you should be doing on LinkedIn, remember that LinkedIn is making that recommendation because it is good for LinkedIn. If it is good for you, that’s a bonus. It’s like the old joke we used to make at a company I worked with twenty years ago, that our ideal customer had to have a pulse and be able to pay their bill. And if push came to shove, the pulse was optional.
LinkedIn can be just as dangerous a time suck as TikTok, Instagram or any other platform. Your time is precious. Have a plan for how you use LinkedIn and stick to that plan.

The Curse Of Second Guessing Yourself

 

This is for anyone who writes or has considered writing on LinkedIn. When I talk with people about publishing on LinkedIn, this idea comes up a lot. 

When I publish an article, a post or one of my newsletters, I want to educate and inform the people that read it on how to more effectively use LinkedIn, or at least to get them to question how they are using LinkedIn. 

Probably the biggest question I ask myself after I finish writing something is “Is this good enough?”  

Often I will look at what I have written and say to myself “this one seems pretty thin” and wonder whether this is something I really want to publish. Then I go ahead and publish it anyway and the article I questioned will get a pile of views and drive a ton of engagement. 

It took me quite a while, but eventually I figured out that I was fighting my instincts. My instincts, my gut feeling based on having written and published hundreds of posts and articles about using LinkedIn, and having reviewed the feedback each and every one of those had received, my instincts were telling me that this was a good post. But the “intellectual me” was overthinking things and thinking that this post or article was mundane. I was forgetting that my readership doesn’t live and breathe LinkedIn all day every day like I do. 

It is way too easy to overthink this stuff. When I am sending an outreach message, I ask myself what the other person wants, and how can I show them that I can help them get it? I don’t have exotic tricks and word games and closing techniques and hokum like that. There are best practices to follow in order to get your message opened and read, but it really is that simple. 

So today’s message is: It’s simpler than you think.

There’s a reason you have a gut instinct – it’s based on your experience.

Go with that instinct.

It may not be correct or the best move all the time but you will save a huge amount of time and angst in letting your instincts guide you. 

The obligatory disclaimer: 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.

Want more like this? I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

Don’t Sweat The Short Term Results, Focus on Your LinkedIn Process

 

I read a really good book over the Christmas / New Years break, “The Biggest Bluff” by Maria Konnikova. She uses high stakes poker to talk about making better decisions. I liked it so much, I have already re-read it once, highlighting it like crazy, and have bought her other two books. Great stuff on the psychology of sales, and highly recommended.

One of her ideas is the basis behind today’s newsletter. In essence, she talks about not sweating the results of individual poker hands, but to focus on your process. Sometimes you are going to have a pair of aces, play the hand absolutely correctly, and have someone draw a better hand and beat you. You did everything right, but still lost. The problem is many people will focus on that hand and that loss, how unfair it was, and how they should have won. This is a waste of time. Instead, if you focus on your process, over time you will win your share of the hands played, and overcome the odd bit of bad luck.

There are two applications of this in our work in sales. The first is the obvious one in sales itself. You are going to get beaten by competitors, and sometimes that will be due to luck or bad breaks. I had a sale that I thought I had nailed down last year. Everything was in place. I especially had the key decision maker who had access to the funds on board. He was a big fan of using me to help his company. I was a week away from signing the deal and…that key guy jumpedship and went to another company, and everything he was working on became radioactive. I lost the sale. Bummer. But I did everything right. What was I going to do, make him stay there?

So when you lose a sale, or you don’t get the results you were hoping for in this one instance, don’t focus on the result, focus on the process. Is your process sound? Did you follow it? If the answer is yes, chalk up the loss to bad luck, and don’t think of it again. Over time, you will luck into a few too, and they will tend to even out.

The second application is with LinkedIn. The same holds true for LinkedIn that holds true for sales in general. If you follow your process, you will be successful. Except that there are two problems with this idea:

  1. Most people and companies don’t have a “LinkedIn process”
  2. And even when they do, they don’t follow it.

Most LinkedIn users have a vague idea of what they want to accomplish, but don’t articulate it very well (or at all!), and then the activities they pursue on LinkedIn don’t necessarily fit with what their goals are.

For those of us in sales there are four basic things that LinkedIn is good for:

  • LinkedIn can be used to increase our reach, making more people aware of us.
  • LinkedIn can be used to increase our credibility, having us seen as a viable alternative for our prospective customers.
  • LinkedIn research can give us info to build better outreach messages, increasing our success rate with new prospects.
  • LinkedIn can be an extremely effective place to send those initial outreach messages.

So my message for today is this: when you use LinkedIn, have a reason to do so. Know what you are trying to achieve. Have a plan for what activities or tasks will accomplish your goals. Have a process. Follow the process. Test the process when needed. And you will be successful.

I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

The obligatory disclaimer: 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.