Today, I’m going to show you how to set yourself apart on LinkedIn.
If you create your own space on the platform with your own voice, you’ll drastically improve your ability to attract an audience and sell your products and services (even without 10k followers).
If you aren’t ready for implementing this strategy, you can still better understand the why behind your time spent on LinkedIn.
Unfortunately, with almost a billion people on the platform, most people don't put in the effort to set themselves apart and reap the rewards.
Audiences aren't built, they're found
The process I'm going to show you is what I've used to find an audience from across the world, made up of my ideal clients.
The benefits of this process are obvious:
→ Multi-national audience
→ People attracted to my "uniqueness"
→ Trust in my content
→ Higher probability to purchase
So, how do you set yourself apart?
Step 1: Know the problems you are solving
Be set apart in the problems that you solve.
There are many out there who offer LinkedIn services like me.
But there are not many who gear their solutions primarily for corporates, or who've developed the extent of service I offer to executives.
Sure, there are many who do ghostwriting for executives, but even in this, I've taken it a step further by actively selling for them.
If you know the problem you're solving, you can demonstrate the "How".
It's critical here to walk the talk, and then communicate it, not the other way around.
In terms of content, it's as simple as:
My client had X problem, I solved it by doing Y and this was the result.
Clear and valuable.
Secondly, your profile needs to correlate to this problem.
Make sure you have a strong profile that reflects your value in solving the problem.
Use the 5-second rule: do I know what you're doing in 5 seconds by eyeing your profile up and down?
When I developed The Social Selling System, I did a deep dive into dozens of random profiles I could find and my beliefs were confirmed: most people don't have strong profiles.
Step 2: Create content in your own voice and style
Similar to the first step, if there are many people like me, they'll logically create similar content.
We'll share the same problems and probably have similar solutions.
So what's the best way to be set apart?
Creating content that goes against the grain.
For example, I saw not many uploaded videos to LinkedIn, so I started sharing videos. I saw not many posted about social selling (intersection of sales and marketing), so I shared my experience.
Step 3: Predict the outcome
Predict the reaction to a specific post you make.
How is it that you want your audience to react?
This will give you an advantage when you're creating your post.
For example, for one post a week I want the response to be "this is so inspiring, thank you". This gives me all the insight I need to create a post that evokes that response. And it's effective, look at this post in particular: Inspiring Post
Plain and simple.
The harder part is implementation.
I say that audiences are found rather than built because they're already out there, you're the one that needs to share valuable content, create conversations, engage and connect with others to gather them all to you.
- Know the problem you are solving
- Create content to showcase your solution in your own voice
- Have intention behind each post (inspire? sell? educate?)
- Gather your audience naturally