Everyone tells you to post content on LinkedIn, but no one is explaining the importance of a well-defined LinkedIn content strategy. If the answer really was as simple as “it helps you win clients” then all you’d have to do is hit ‘post’ on whatever you feel like sharing. Of course, it’s not that simple but you also don’t need an overcomplicated, time consuming content strategy either.
The truth is your content won’t win clients BUT it will put you in front of them and present the opportunity to start the conversation that will. So while you won’t win business on LinkedIn with just content, it is a vital part of your social selling strategy.
Your LinkedIn Content Strategy and Visibility
You can’t silently prowl LinkedIn and then pop up in your prospects’ DMs. Either you’ll have to spend a lot of time explaining who you are and what you do (boring!) or you won’t get any responses. If people don’t know who you are, they’re going to be much less likely to engage with you.
Posting regularly on LinkedIn helps you build a familiar presence. It inspires confidence in your prospects and makes it clear what you believe in. Two things people need to make buying decisions. For a deeper dive into how your content can get more visibility, you can learn more about how to beat the LinkedIn algorithm.
Developing a LinkedIn Content Strategy that Establishes Value.
The presence you’re building on LinkedIn can’t just come from any old posts. The act of posting keeps you visible. However, it’s the content itself that makes you relevant and worth paying attention to.
Your prospects are looking for solutions, not sales pitches. Your LinkedIn content provides this value by answering common questions, sharing transformative stories and challenging people to consider a different perspective.
People buy from people
Connecting and pitching doesn’t work on LinkedIn. That’s because people need a personal connection before they commit to a sale. They want authenticity and a belief in what they are investing in – beyond the pain you’re promising to solve.
All of that is difficult to summarise in a single message. So, instead, you need to spread it across the content you’re sharing on LinkedIn. Start conversations with your prospects in the comments of your posts, invite them to join you on your journey. It’s all about breaking down the digital wall between you and your prospects.
Content is important but it isn’t enough…
Content is the most visible part of your LinkedIn presence and it’s important to get right. However, this needs to be done alongside profile optimisation and effective outreach. For a complete, well-rounded LinkedIn strategy, get in touch with the PINAKL team.