Each marketing channel has it’s own idiosyncrasies. Let’s look at LinkedIn in more depth.

The LinkedIn timeline is fleeting. Even if you have a strong following with lots of subscribers, your post is in front of their eyes for just a few seconds. 

You might feel that this person you have been chatting to for a year really knows you.

• You have created 100 posts that bare your soul.
• You’ve described your process.
• You’ve shown off your projects.
• You’ve demonstrated your industry knowledge.

How can they NOT know exactly what you do? 

Are you making this mistake on LinkedIn?

If you are currently writing posts about how you feel, your interests, etc., that is great! But it is unlikely to get you a job, clients and customers.

You can write daily heartfelt likeable posts about the environment, what you do at the SPCA, how hard you work, interests you share with your colleagues, fields you want to work in.

But sadly the high-level person browsing, will probably not see past “look how nice I am”, to “I should contact this person about work”.

It is very rare that people will like you and then hire you (unless you are amazingly attractive).  They will decide they want to hire you, and then confirm that you have appropriate values.

Understanding LinkedIn audiences

People are on LinkedIn are there to market THEMSELVES, they are looking for a place to comment to show THEIR expertise. They just happen to be amplifying your message while they do it. They know you in the context of THEIR desired work.

What they remember of you, is how you can help them.

• Can you offer a direct service they need?
• Can you teach them something useful for free?
• Can you introduce a client to them?
• Can they serve their client by introducing you [safely]?
• Can they subcontract your services for profit without effort?
• Can they partner with you?
• Can you amplify their posts to your audience?
• Can you introduce them to clients?
• Can you introduce them to their dream job/boss (and maybe become a client of YOURS when they succeed.)

You need to focus your profile, skills, track record and posts on:

1. The easiest LinkedIn audience you are able to attract (some groups are not on LinkedIn, or so popular you will struggle to get them interested in you)
2. The easiest “foot in the door” service for this group.

How to identify your top LinkedIn niche audience

1. Which people can you help? Know their job title, geography, and what they are likely to post about. Find the community or group where they hang out.
2. Write down honestly and bluntly, why this audience is on LinkedIn.
3. Can you sell directly to them? You are probably doing this already.
4. Can you help them be more profitable in what they are currently doing? Are they aware that working with you is a good opportunity? Put together some intro posts on how working with you builds this audience’s business or personal profile. See what resonates.

How to identify your top LinkedIn niche service

• What is the FIRST service this group is likely to buy from you.
• It must be simple to explain.
• It must offer obvious, easy value.
• It must be low risk for the prospect – inexpensive and low effort.
• Give them an escape hatch. They must be able to walk away without guilt or embarrassment.

Many consultants offer free consultations, podcasts and webinars, because their services are difficult to explain, and are unique to each client.

How to niche your 1-minute marketing pitch for LinkedIn

Your 1-minute marketing pitch for LinkedIn must be fine-tuned for THIS audience you have defined. Every post should include:

1. The niche service you offer. Include this in every single post. If you can’t find a way to mention it, perhaps the topic is not for right now (but keep it).
2. Your opening paragraph must hint that opening the post fully, will make THIS reader’s life better.
3. Talk about quality. They will buy on price at the end, but they want confirmation of quality first.
4. Talk about unique expertise and processes that will ensure your reader’s success in their goals.
5. You should have more than just words.
   1. If you are attractive, use a photo of yourself being successful and well connected. LinkedIn readers are career focused.
   2. A PDF gives a slideshow effect.
   3. Sets of images rarely display well – pick one and link to a gallery.
   4. Linking to a video or webpage will [usually] incorporate a photo automatically.*
   5. Or you could have a poll.
6. Preferably keep text to 3 paragraphs, and then point to more information on your website. You want them off LinkedIn and on the relevant pages of your website.
7. Make sure every website page has a call-to-action. Tell them clearly about a cheap, low-risk action they can do next, to strengthen their relationship with you.