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Although it was a lifetime ago, I remember my first LinkedIn post with a bit of embarrassment. I approached it with the rigidity of a college thesis, and, unsurprisingly, it was stiff and painfully boring. Over time, my posts improved, though my relationship with LinkedIn has been one of starts and stops. There were years when LinkedIn was merely my online rolodex, and other times when I was more active. While my use of the platform hasn’t been as consistent as I’d like, it has undeniably transformed into a pivotal platform for B2B interactions. It has stood the test of time and though there were years that I wondered if LinkedIn would be replaced, its continual adaptation to market need has proven its longevity.
The question, then, is how to truly capitalize on LinkedIn as a communication tool so it is more than just an online list of connections. The answer for many lies in sharing thought leadership. As a buzzword in marketing circles over the last few years, thought leadership is about more than just being seen—it's about being heard and making an impact. With less than 1% of your connections are likely to see your content through a regular organic feed, you must ensure your posts are engaging. Begin by infusing a touch of lightness and humor into your content. Reflecting on my initial experiences, where I was both boring and stiff, I now understand the value of humor and relatability.
Sharing thought leadership
So, what does it mean to be a thought leader on LinkedIn? Here are several practical tips to enhance your LinkedIn presence:
Behind the scenes: If you open LinkedIn right now, you’ll likely scroll through a lot of your connections showcasing their current location. Boring. The common tagline is something like, “It was great to reconnect with colleagues at this event” or “We are here!” Again, boring. Consider instead sharing specific insights or takeaways that your audience can benefit from. Give your audience a deeper look into your work and processes. Discuss new trends you learned about, innovative ideas exchanged or valuable connections made. Providing these details not only enriches your audience’s understanding but also highlights the value of the event and your engagement with it.
Avoid excessive jargon. Lose the acronyms as these can alienate your readers. Your posts should be approachable and easy to understand for a broad audience. If your writing seems robotic or overly engineered, it won't resonate with people, making it hard to connect with your message. Instead, aim to write in a way that even your grandmother could understand. This means crafting short, digestible copy that humans can read effortlessly, ensuring that your content is engaging and relatable for everyone, regardless of their background or expertise. Remember, clear communication fosters better connections and leaves a lasting impression.
Sharing the nuanced realities of your industry—the good, the bad and the ugly. Dive into the challenges you face, the successes you've achieved and the lessons learned along the way. Instead of chasing algorithms or trends, aim to provide genuine value through your unique experiences and insights. Use real-life examples to illustrate your points and create a connection with your audience.
In navigating LinkedIn, I've learned that it’s not just about sharing content but about sharing value and insight. Being a thought leader is about contribution—working the platform with dedication and the dividends will naturally follow. When crafting your message, remember that effectiveness lies in clarity, credibility, persuasiveness and actionability. A clear message is easily understood, credibility ensures it is believed, persuasiveness shifts perspectives and the call to action helps motivate the obvious – action. Not surprisingly, the number one thing we typically forget is the call to action!
Bonus features and building community
Additionally, leveraging LinkedIn's features can magnify your impact as a thought leader. Utilizing LinkedIn articles allows you to delve deeper into topics, offering detailed analysis, comprehensive insights, and a longer format that is more suitable for nuanced discussions. Consider these as platforms for white papers or case studies that showcase your expertise. Similarly, LinkedIn polls are a quick and interactive method to engage with your network. By crafting questions that provoke thought or reflect pressing industry concerns, you can gather valuable insights from your audience, which in turn supports your content strategy. Remember, LinkedIn is a dynamic stage where your participation needs to be both authentic and strategic to truly resonate and foster meaningful connections. By combining a mix of humor, clarity, detail, and interactivity, you broaden the potential for impactful engagement.
In addition to effectively utilizing LinkedIn's posting features, cultivating a strong network is crucial in maximizing your impact as a thought leader. Begin by connecting with individuals who have shared interests and those from diverse backgrounds to broaden your perspective. Personalized connection requests demonstrate genuine interest and lay the foundation for meaningful relationships. Don’t just stop at adding connections; actively engage by commenting on their posts, sharing insights and initiating conversations. Participation in relevant LinkedIn groups also provides opportunities to connect with industry peers and access niche discussions. Such engagement helps solidify your presence as a knowledgeable and approachable figure in your field.
Another aspect of leveraging LinkedIn involves strategic collaborations that can amplify your reach. Partner with other professionals or organizations to co-create content, host webinars or participate in panel discussions. These collaborations not only expand your audience but also showcase your ability to work alongside other experts, further cementing your status as a thought leader. By fostering these synergies, you enhance your credibility and demonstrate a commitment to continuous learning and growth.
Getting started
Ultimately, maintaining consistency in your efforts on LinkedIn is key to sustaining your thought leadership presence. Regular posting, active engagement and an adaptable strategy based on feedback and analytics ensure that your content remains relevant and impactful. Whether you're just starting on this path or looking to refine your approach, staying attuned to the evolving landscape of LinkedIn will help you maintain your edge and make a lasting impression.
To truly make an impact, be present and active on the platform. Engage with your network by commenting on posts, joining discussions and sharing relevant content. The more you engage, the more you gain in terms of visibility and influence, allowing you to build a robust thought leadership presence that resonates across your industry.
AOE can help you design a LinkedIn program that showcases your thought leadership. Contact us today to discuss ideas!