Right, so I was chatting with Rosie the other day – she’s a real whizz when it comes to LinkedIn. We were brainstorming innovative ways to generate new business on the platform, and the conversation kept circling back to one thing: influencers. Not in the superficial, ‘flashy advert’ kind of way, but in a really strategic, relationship-building way.
“Look,” Rosie started, swirling the tea in her mug, “LinkedIn’s not just a digital CV anymore. It’s a community, a professional hub. And within that hub, you’ve got these influencers – people who’ve already built a reputation, an audience, and a level of trust. Tapping into that? That’s gold.”
And she’s right. So, how do we actually do it?
1. Identifying the Right People:
Forget chasing the biggest follower count. It’s about relevance. Who are the thought leaders in your specific niche? Who are the people your target audience already trusts and respects? Tools like LinkedIn’s search filters are your friend here. Use keywords relevant to your industry, filter by connections, location, and even past companies to find influencers who resonate with your brand’s values and target demographic. Don’t just focus on big names; sometimes, the ‘micro-influencers’ with a highly engaged, niche audience are far more effective.
2. The Art of Engagement (Before Asking for Anything):
This is crucial. Don’t just blast them with a collaboration request out of the blue. That’s like asking someone to marry you on a first date. Start by genuinely engaging with their content. Comment thoughtfully, share their articles with your network, and show that you’re genuinely interested in what they have to say. Think of it as building a rapport before popping the big question. This establishes you as more than just someone trying to exploit their reach.
3. Collaborative Content Creation: The Power of “We”:
This is where the magic happens. Rosie and I talked a lot about LinkedIn Articles. Co-authoring an article with an influencer is a fantastic way to boost visibility and credibility. But it has to be valuable content. Think about a topic where your expertise and their insights can combine to create something truly unique and informative for your shared audience. Alternatively, you can feature their insights within your own article. Quote them, reference their work, and tag them appropriately. This acknowledges their expertise and encourages them to share the article with their network, exponentially increasing its reach.
Ideal Article Length & Going Viral (Sort Of):
There’s no magic formula for virality, but there are best practices. Aim for articles that are substantial enough to provide real value (think 700-900 words). Break up the text with headings, subheadings, bullet points, and images to make it easily digestible. Use relevant keywords throughout the article to improve its visibility in LinkedIn search. But more importantly, focus on providing genuinely helpful and insightful information that your audience will want to share. Don’t explicitly try and get the article to go viral but rather make an article that will genuinely benefit your audience.
4. Joint Webinars & Sponsored Posts (The More Formal Route):
Once you’ve established a solid relationship, you can explore more formal collaborations like joint webinars or sponsored posts. These offer even greater opportunities to reach a wider audience and showcase your brand alongside a trusted influencer. Again, transparency is key. Clearly disclose any sponsored content to maintain trust with your audience. The webinar should also offer genuine value and not merely be a sales pitch.
5. Building a Long-Term Relationship:
This isn’t a one-and-done deal. Nurture the relationship. Continue to engage with their content, support their work, and look for opportunities to collaborate on future projects. The stronger the relationship, the more authentic and impactful your collaborations will be.
So, as Rosie and I finished our tea, it became clear that building and nurturing relationships with LinkedIn influencers is a powerful strategy for generating new business. It’s not about quick wins; it’s about creating genuine connections, sharing valuable content, and building long-term credibility. The process of identifying influencers, carefully engaging them, collaborating on content, doing joint webinars and sponsored posts while nurturing the relationship is a winning formula.
