LinkedIn was bought by Microsoft in June 2016. This June marks the 10-year anniversary of that acquisition. Some changes, like the LinkedIn Newsletter (renamed from LinkedIn Pulse and LinkedIn Publishing Platform) have been great, while others, not so much.
The worst change, in my opinion, has been allowing anyone from anywhere in the world to DM (direct message) you to sell you their stuff. Of all the social media platforms in use, LinkedIn is the WORST at allowing this functionality. If this was part of their “we’re going to monetize LinkedIn” celebratory shuffle, Microsoft can shuffle it right out.
Most DM marketers, like the telemarketers of old, have zero relationship with the LinkedIn member they’re messaging. They were told to sell “X” in “Y” numbers and put up with “Z” numbers of rejections or no-replies. Z should stand for zero, as in zero interactions or engagements — I don’t see how or why anyone would reply to these people.
Would you? Have you? It’s been nearly a decade since I wrote my article, “LinkedIn: Should You Connect To Anyone With A Pulse?”, and while I feel it still hits the target, I decided to revisit and update my thoughts.
Connect Authentically
Connect to people on LinkedIn authentically. This is a bit of a buzzword, so let me give some clarity to this word.
Be the REAL YOU.
- Don’t create an AI bot to run down a list of people who fit your “ideal prospect” profile.
- Don’t DM people just to DM and satisfy a quota.
- Don’t message people because you’re a transaction-seeker.
Connect with people because you see more value in building a relationship, in helping that person reach their goal(s) vs. your own goals.
Connect Strategically
Connecting with LinkedIn members should be more strategic and less about transactions. It could be:
- commonality;
- educational;
- coaching;
- motivational and/or inspirational;
- establishing a relationship.
Make sure the give and take is as equal on both ends as possible. If not, be ready to let go of that connection.
Connect For Want Of A Pulse
If you have a pulse and are breathing, great! That doesn’t mean we’re besties now, but we’ve established ONE commonality: we are ALIVE.
Does that mean we should connect on LinkedIn?
Maybe. Maybe not. If being alive is the only commonality we have, is it worth exploring our profiles to see what else we might have in common? I think so, and some might, too, while others just want to “build connections”.
Why, you ask. It’s still an old “spray and pray” marketing tactic that I don’t use — and won’t use in our clients’ social media posting strategies — but some still think it works. That’s the only strategy they have, with or without measuring.
When I connect with people on LinkedIn, I use the same points I outlined above in connecting strategically. Those five points have more to do with connecting humanly, genuinely, authentically, and less to do with making a sale. I want the sale for my business, don’t get me wrong, but I want to get to know you and your challenges first. I want to connect by deepening Know, Like, and Trust.
That’s a more winning strategy than just finding a pulse.
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