We get it, launching a new strategy can be scary, and sometimes it’s easier to do what you’ve always done and hope (cold calling, anyone?).
But LinkedIn presents an incredible opportunity to get in front of your buyers; you simply need to get started now before everyone else adopts the same playbook of building a voice there.
Why?
Because you’re meeting your buyers where they are and using marketing dollars to humanize your brand. Linkedin is a 24/7 networking event, and even if your buyers aren’t engaging in the content, they’re reading it. In fact, the majority of your leads will inbound from buyers you’ve never seen on your posts, but who say they’ve followed you for months or years.
So the question is – do you want your buyers to read your content, or do you want to sit out and let them read that of your competition?
As we always say, your competition is either on LinkedIn and you need to catch up, or they aren’t and you have a competitive advantage.
Here are five myths around LinkedIn and why the truths should light a fire for you to get on the platform:
1. Our buyers aren’t on LinkedIn.
Let’s pretend for a moment that this is true…what does that mean for your competition? That they also know this and don’t use LinkedIn. So, by posting on this platform, you’re in a league all by yourself, getting to nurture, educate, and build brand awareness all without your competition hanging around.
And let’s still assume this is true – this means you’re now the only one showing up to a network that likely knows tons of your buyers. So when you’re buyers DO ask for recommendations, you’ll be the first name that pops up.
2. Our buyers aren’t on LinkedIn, part 2.
Over half of the one billion members on LinkedIn come into the platform once a week for a minimum of five minutes.
Your buyers are on LinkedIn, but they’re reading rather than engaging.
And even if your top buyer persona isn’t on LinkedIn, their buyer circles absolutely are.
They’re engaging, connecting with people, posting their own content, and reading what others write.
The question you have to ask yourself is: do you want to be in the game and part of the conversation or not?
3. My content won’t get reach because my network is small.
Edelman published research in 2023 that executive titles have a superior advantage: their content gets nearly 600% more reach than any other employee’s content and just by posting content on LinkedIn, it makes their brand nearly 90% more trustworthy.
And if you really want that post to get reach, check out our write-up on the top hacks to use.
4. My network is filled with buyer personas from my old employer, so the right people won’t see my content.
Even when we meet execs who have a network full of the right buyer persona, we start at the same place: pulling a CRM report of all clients signed within the last 12 months and connecting with the contacts within those records.
This is a simple way to not only build better relationships with those clients but to directly connect with customers, who are infinitely more likely to engage with your content.
5. We haven’t budgeted for this.
That’s often the case, but we can help. Look at the budgets associated with your low ROI marketing campaigns – third party syndicated content, PPC ads, sponsorships, repeating your attendance at a conference that didn’t quite drive the lead conversion you’d hoped for, and so on.
Take a look at this as an easy way to reallocate budget: the lowest ROI conference you spent money on last year. What did that run you all-in? 50K? 500K?
And what happened? You planned for weeks (months?), you sent a handful of reps (who looked at their phones in the booths), you might have paid-to-play for a speaking slot, and you came home with an attendee list, a couple dozen booth scans, and not much to show from it.
And what happened after the conference? Other than the chats with sales, and the marketing emails you sent them that have a 2% open rate, no one from the conference heard from you again.
Instead, reallocate some or all of this spend to a LinkedIn strategy. You’ll not only create a drip campaign of content that these attendees and hundreds/thousands of people will see every day, but you’ll work with our team to systematically grow your audience and drive leads to your organization every single day.
If you’re ready to start building your (or your executives’) brand on LinkedIn, we have plenty of resources no matter where you are in that process.
🚀 Want to take the self-help route and learn how to build a brand on LinkedIn + monetize it? Check out our LinkedIn Influencer Playbook.
🚀 Want our team of content writers and algorithm experts to curate a LinkedIn strategy + content unique to you? Check out our LinkedIn Executive Branding offering, or contact us directly to chat through the details.
🚀 Want to join us for a free workshop where Sam McKenna shares how she turned her personal LinkedIn brand into a multi-million dollar company? Register here!
We’re genuinely excited about the breadth of opportunity available on LinkedIn – we’re cheering for you and can’t wait to see you on the platform!