Right, let’s dive straight in. I had a cracking coffee the other day with Andrew, someone I’ve admired for a while on LinkedIn for his insights into sales strategy. We got talking about something I’ve been puzzling over: how to really leverage influencers on LinkedIn to generate new business. It’s not just about throwing money at sponsored posts; it’s about building genuine, mutually beneficial relationships. And Andrew, as always, had some gold nuggets to share.
“The first hurdle,” he said, swirling his latte, “is finding the right people. It’s not about vanity metrics. It’s about relevance. Are they talking to your target audience? Are their values aligned with yours?” He’s spot on. I’ve seen so many brands partner with influencers who have huge followings but zero connection to the brand’s actual customer base. It’s a waste of resources.
Andrew then suggested a structured approach to identify suitable influencers:
- Keyword Research: Start by searching LinkedIn using keywords related to your industry and target audience. See who’s consistently creating valuable content around those topics.
- Engagement Analysis: Look beyond follower count. Who’s getting the most meaningful engagement (comments, shares, insightful discussions)?
- Content Audit: Review their past content. Is it high-quality, consistent, and aligned with your brand’s values? Are they experts in hosting a live event?
- Network Mapping: Use LinkedIn’s connection features to see who your existing connections are already connected to. This can provide a warm introduction.
Once you’ve identified potential influencers, the real work begins: the engagement phase. “Don’t just slide into their DMs asking for a favour,” Andrew chuckled. “That’s like asking someone to marry you on the first date!”
Here’s what Andrew suggested, and I think it’s pure genius:
- Genuine Engagement: Start by actively engaging with their content. Leave thoughtful comments, share their posts, and participate in discussions.
- Value Proposition: When you do reach out, be clear about what you can offer them. What’s in it for them? Consider offering them a chance to co-create content with you.
- Personalized Outreach: Tailor your message to their specific interests and expertise. Show that you’ve done your homework and you value their opinion.
Now for the innovative ideas. Andrew was adamant that the key is to be creative and think outside the box. We brainstormed a few potential collaboration ideas, each aimed at generating new business and boosting visibility:
- Joint Webinars: Co-host a webinar on a topic relevant to both your audience and the influencer’s. This allows you to tap into their network and position yourself as a thought leader.
- Sponsored Content Series: Create a series of sponsored posts or articles that address key challenges and opportunities in your industry. This can provide valuable insights to your audience and drive traffic to your website.
- LinkedIn Live Collaboration: Co-host a LinkedIn Live session. This could be a Q&A, an interview, or a panel discussion. Be sure to promote it heavily beforehand and engage with the audience during the live session.
- Case Study Collaboration: Feature the influencer in a case study showcasing how your product or service has helped them or their clients achieve specific results.
Andrew also stressed the importance of having a clear understanding of the target audience before launching any collaboration. “Know their pain points, their aspirations, and their preferred communication style. This will help you create content that resonates with them and drives results.”
Before you go live, always run a check list to ensure smooth broadcasting:
- Stable Internet Connection: Essential for a seamless broadcast.
- Professional Audio and Video Setup: Good quality audio and video are crucial for engagement.
- Content Outline and Talking Points: Prepare a clear outline to stay on track.
- Moderation Plan: Designate someone to moderate comments and questions.
- Promotion Strategy: Promote the live event on LinkedIn and other social media platforms.
The conversation kept coming back to authenticity. The audience can smell a fake a mile off. It’s about developing real relations, adding mutual benefit to the parties involved and using the LinkedIn platform to promote the message to both sets of followers. This is how to truly boost visibility and drive conversions.
So, thinking back to that coffee, what really struck me was the emphasis on genuine relationship building. It’s about finding those relevant voices, engaging authentically, and collaborating on initiatives that genuinely benefit both your brand and the influencer, while of course providing value to your mutual audience. It is then that new business can successfully be generated.
