So, I was having a coffee with Elise the other day, and the conversation drifted, as it always does with us, to LinkedIn. Specifically, how to really use it to generate new business, not just collect digital dust. We were kicking around innovative ideas and suggestions, but one topic kept coming back: building and nurturing relationships with LinkedIn influencers.
Elise, who’s a bit of a LinkedIn whisperer, was adamant: “It’s not about blasting out connection requests and begging for endorsements. It’s about building genuine connections first.”
And she’s right, isn’t she? Think about it. How many generic outreach messages do you ignore every week? We all do. It’s just noise. But how often do you truly engage with someone who consistently adds value to your professional sphere? That’s where the magic happens.
So, how do you actually do it? Here’s the breakdown based on what Elise shared, and my own experiences thrown in for good measure:
1. Identifying Your Tribe (and Their Leaders)
First, you need to pinpoint the relevant influencers in your industry. Don’t just go for the biggest names. Think about who your target audience is listening to. Who are they already engaging with? Look for people whose content resonates with your ideal clients.
Use LinkedIn’s search function strategically. Instead of just searching for job titles, search for keywords related to the problems your business solves. See who’s creating content around those topics. Also, pay attention to who’s being mentioned and shared by your existing connections. That’s a great way to discover hidden gems.
2. The Art of Genuine Engagement
This is where most people fall down. They jump straight to the ask. Elise emphasised that Beyond the Follow: Building Authentic Relationships with LinkedIn Influencers Through Personalized Engagement she had read, perfectly encapsulates this process.
Forget the instant pitch. Your initial goal is to become a familiar and respected voice in their ecosystem. Start by participating in their conversations. Offer insightful comments on their posts. Share their content strategically, adding your own perspective to amplify their message. Show them that you’re genuinely interested in what they have to say, and that you have something valuable to contribute.
I asked Elise how she ensures her comments stand out. “It’s not about agreeing with everything they say,” she explained. “It’s about adding nuance, asking thoughtful questions, and sparking further discussion. Show that you’ve actually read the content and that you’re thinking critically.”
3. Content is King (and the Key to Their Radar)
Elise also made a great point about creating high-quality content that aligns with the influencers’ interests. If you’re consistently publishing valuable insights that resonate with their audience, they’re more likely to notice you. This content does not need to be promotional for your company to start with.
Think about the topics they’re passionate about. What problems are they trying to solve? What questions are they asking? Create content that addresses those issues. Share your expertise, offer practical advice, and demonstrate your understanding of the industry landscape.
And remember, it’s not just about what you say, but how you say it. Use compelling visuals, write engaging headlines, and format your content for easy readability. Make it irresistible for them to share.
4. The Collaboration Sweet Spot
Once you’ve established a rapport, you can start exploring collaboration opportunities. But again, don’t jump straight to the hard sell. Instead, focus on creating something mutually beneficial.
Elise suggested some ideas: “Think about co-creating content, hosting a joint webinar, or even just featuring them in a blog post or interview. The goal is to leverage their reach and credibility to amplify your message, while also providing them with valuable content for their audience.”
Sponsored posts can also be effective, but only if they’re done authentically. Make sure the content aligns with the influencer’s values and resonates with their audience. And always disclose the sponsored nature of the post.
We talked about approaching influencers with collaboration proposals. The key, we agreed, is to personalize the pitch. Show that you’ve done your research, that you understand their audience, and that you have a clear idea of how the collaboration will benefit both parties.
5. Understanding the Target Audience
Finally, before any of this can be effective, you need a deep understanding of your target audience on LinkedIn. What are their pain points? What kind of content do they engage with? What are their preferred communication styles?
Use LinkedIn analytics to gain insights into your audience’s demographics, interests, and behaviours. Experiment with different content formats and messaging to see what resonates best. And always be listening to their feedback.
So, after my chat with Elise, I felt really energised about the possibilities of LinkedIn. It’s not just a platform for job seekers and recruiters. It’s a powerful tool for building authentic relationships, generating new business, and establishing yourself as a thought leader in your industry.
The key takeaways are this: First, identify the right influencers, not just the most popular ones. Second, engage genuinely with their content and audience. Third, create high-quality content that aligns with their interests. And finally, collaborate strategically to reach a wider audience. Do that, and you will be able to cultivate leads from influencers.
