Right, so, I had a really interesting chat with Jennifer the other day. We were chewing the fat about how to actually use LinkedIn for something other than just scrolling and passive job searching. Specifically, we dived deep into this whole idea of building a proper brand community, and honestly, it’s way more powerful than I initially thought.
The Core Idea: Your Own Little LinkedIn Village
Jennifer’s take was brilliant. Forget just posting updates on your company page; think about creating a dedicated LinkedIn group or a focused page. The point isn’t just to shout about your products. It’s to foster a genuine community around your brand, your values, or a specific problem you solve. Think of it like setting up a village hall where people can come together, share ideas, and, crucially, see your company as a valuable resource within that community. The whole point is to move beyond pushing your company and start adding genuine value to the lives of your followers.
Getting Started: Laying the Foundation
Okay, so how do you actually do this? First, you need a clear focus. What problem are you solving for your audience? What shared interest binds them together? It can be related to your product, but it shouldn’t be a straight-up sales pitch. For example, if you sell project management software, your group could be about “Mastering Modern Project Management,” offering tips, best practices, and even hosting discussions about common challenges. You can also find influencers that are well regarded for having knowledge in this area to help promote the space and create content to drive members in.
Next, nail your group’s description. Make it clear who the group is for, what they can expect to gain from joining, and what kind of content will be shared. This is your first impression, so make it count! This can be an influencer you chose to partner with to promote the project. If you make it clear for example that you solve a problem for project managers, then a project manager influencer should bring project managers into the space.
Engagement is Everything: Keeping the Conversation Flowing
Here’s where the real work begins. You can’t just create a group and expect it to thrive. You need to be an active participant, a facilitator, and a provider of value. Here’s what Jennifer suggested, which I thought was spot on:
- Start Conversations: Don’t just post articles; ask questions. Encourage members to share their experiences, challenges, and solutions. Use polls to gauge opinions and spark debate.
- Provide Exclusive Content: Offer content that can’t be found anywhere else. This could be early access to new features, behind-the-scenes insights, or exclusive webinars.
- Highlight Members: Feature standout members and their contributions. This is a great way to acknowledge their engagement and encourage others to participate.
- Be Responsive: Answer questions, address concerns, and generally be available to your community. Show them that you’re listening and that you care.
- Think About a Co-Host: I have since discovered that sometimes it is valuable to have a co-host to drive activity on the page to increase traffic, consider this too.
Understanding Your Target Audience: The Key to Relevance
All this is for naught if you don’t deeply understand your target audience. What are their pain points? What are their aspirations? What kind of content do they find valuable? Use LinkedIn analytics to understand your audience, see what posts they like, and what their current job title is. Tailor your content and engagement to meet their specific needs and interests. If you’re consistently providing value that resonates with them, they’ll be far more likely to engage with your brand.
Considerations of Their Interests: Showing You Care
It’s not just about understanding their professional needs, but also acknowledging their broader interests. Are there industry trends that are relevant to their work? Are there social or environmental issues that they care about? By incorporating these considerations into your content, you demonstrate that you see them as whole people, not just potential customers.
Monetizing the Community (Carefully!)
Okay, so you’ve built a thriving community. How do you turn that into new business? The key is to be subtle and strategic. Don’t bombard your members with sales pitches. Instead, focus on providing value and building relationships. Opportunities to promote your products or services will naturally arise. For example, you could offer exclusive discounts to community members or showcase how your product solves a problem that’s been discussed in the group. But always prioritize providing value over making a quick sale. And always listen to your community. If they tell you they don’t want to see certain types of content, respect their wishes. Always maintain a level of professionalism and don’t take things too personally; you will always come across people with negativity, you can’t let this dissuade you from the vision.
What Jennifer said really resonated with me. Building a LinkedIn community isn’t just about generating leads. It’s about fostering genuine connections, building brand loyalty, and positioning your company as a thought leader in your industry. It takes time and effort, but the rewards can be significant. You create a loyal customer base. The key things to focus on, are understanding and catering to their interests by answering questions, and addressing their issues while understanding what content they want to see.
