LinkedIn Marketing: Positioning Yourself as a Thought Leader

During my April 1, 2020 webinar on LinkedIn Marketing, live attendees sent in some of their most pressing questions about the social media platform.  Some of those questions have been answered already in Social Media Success with Lisa Perry, an online community for small business owners. Other questions require in-depth explanation or demonstration and will be answered through blog articles such as this.

The following question is courtesy of Natasha Suber. Thank you, Natasha!

How can we help our company’s executive leaders and others be "influencers" using LinkedIn?

The first step to becoming an influencer or thought leader on LinkedIn is to build trust, and you do that through your profile. We talked about optimizing your personal profile or company page during the webinar, but I can’t emphasize its importance enough. You want your experience, professionalism, and personality to shine through your profile. Tell people who you are and why they should put their trust in you right from the start.

Then, continue building that trust through what you post. Be thoughtful. Focus on the value to your audience more than what you’re pushing/selling. The content you share should be about how you can help them, not how they can help you. That’s trust. I recommend first identifying your audience’s “pain point”—what they want to learn from you. From there, you can provide them with relevant information to meet those needs.

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The most important thing about LinkedIn is that it’s about building relationships, not growing your business and making more money. Now, of course, if you do the first part right then the rest should follow, but you have to be intentional about forming connections rather than selling. In order to be a successful influencer, this is the mindset you need to have going into every aspect of LinkedIn—every post, every published article, every direct message, etc.

So, once you build that trust we talked about earlier, how do you build the relationships? The answer is simple: engage. Don’t just wait for your audience to come to you with questions or react to your posts. Reach out to them. Something as simple as a quick comment can go a long way in building a relationship with one of your connections or followers. Anything you can do to interact with your network, do it. Make them feel just as seen and heard as you hope to be.

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Check out LinkedIn Marketing: Visibility and Degrees of Connection for more information on how quality connections increase your chances of appearing in someone's feed.

Positioning yourself as an influencer or thought leader takes time, patience, and a well-established marketing strategy. Reach out to me or a member on my time through Social Media Success with Lisa Perry, our online business community, with any questions you may have about building trust and relationships through LinkedIn. We are always here to help!


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