Okay, so I was chatting with Lewis the other day – he’s a real whizz when it comes to LinkedIn, always experimenting with new ways to connect and generate leads. We got onto the topic of LinkedIn Live, and it was a proper lightbulb moment for me. I thought I’d share some of our conversation – the practical bits, the ‘aha!’ moments, and the bits you can actually use to boost your own business.
It wasn’t a formal meeting or anything, more like bouncing ideas off each other while grabbing a coffee. But trust me, some serious gold came out of it.
Humanising the Brand: It’s All About Connection
Lewis started by emphasizing that LinkedIn, while professional, is still fundamentally about people. He argued that people buy from people they trust. So, how do you build that trust on LinkedIn? That’s where LinkedIn Live comes in.
“Think beyond just broadcasting,” Lewis said, swirling his latte. “It’s about giving people a glimpse behind the curtain. Let them see the faces behind the logo.” He suggested showcasing company culture, maybe a ‘Day in the Life’ series focusing on different roles, or even just quick project updates.
The idea isn’t to just show off, but to be authentic. People can spot a phoney a mile off. Share your company values, your ethos, the things that make you you. Potential clients will naturally gravitate towards businesses whose values align with their own. It’s much more than just a transaction; it’s about finding a connection.
Interactive Content: Engagement is King
Then we started talking about how to keep people engaged during a live broadcast. Lewis is a big fan of interactive elements. “Think polls, quizzes, Q&A sessions,” he explained. “Anything that gets people involved and makes them feel like they’re part of the conversation.”
He gave a great example: Instead of just presenting a webinar on a particular topic, incorporate a quick quiz halfway through to test understanding and keep people on their toes. Or, use LinkedIn’s polling feature to gather audience opinions on a relevant industry question. This isn’t just about capturing attention; it’s about generating leads too. If someone actively participates in a quiz or poll, that’s a clear signal they’re interested in the topic, making them a warmer lead.
Leveraging LinkedIn Live: Practical Examples
Okay, so let’s get down to brass tacks. What can you actually do with LinkedIn Live? Here are a few ideas we brainstormed:
- Expert Q&A Sessions: Host a live Q&A session with one of your company’s experts. Promote it beforehand and encourage people to submit questions in advance. This is a great way to showcase your team’s expertise and build credibility.
- Project Updates: Give your audience a sneak peek at what you’re working on. This could be anything from a new product launch to a major company initiative. This demonstrates transparency and gets people excited about what’s coming next.
- Employee Interviews: Interview different employees from across your company. This is a fantastic way to humanise your brand and show off your company culture. Ask them about their roles, their challenges, and what they love about working for your company.
- Behind-the-Scenes Tours: Give your audience a virtual tour of your office or production facility. This provides a unique glimpse into your operations and helps build trust.
Understanding Your Target Audience
Of course, none of this works if you don’t know your target audience. As Lewis put it, “You wouldn’t try to sell ice to Eskimos, would you?” You need to understand their needs, their pain points, and what they’re looking for on LinkedIn.
Before planning any LinkedIn Live, take the time to research your audience. What are their interests? What topics are they talking about? What questions are they asking? Use LinkedIn’s analytics tools to get a better understanding of your audience demographics and engagement patterns. This information will help you tailor your content to their specific needs and interests.
Proper Consideration of Interests
Don’t just blast out generic content. Think about what your audience actually wants to see and hear. Provide value, offer insights, and answer their questions. The more you can demonstrate that you understand their needs, the more likely they are to engage with your content and become a customer.
Lewis suggested creating buyer personas. Map out your ideal customer, their needs and desires and then write content that appeals to that specific person.
By using LinkedIn Live to offer behind-the-scenes glimpses, engaging in interactive content, and understanding your target audience, you are much more likely to attract potential clients who align with your company’s ethos. You’re showing the human side of your brand, building trust, and creating genuine connections. It’s more than just marketing; it’s about building relationships and establishing your business as a trusted authority in your industry. And let’s be honest, that’s the kind of business growth that really lasts.
