The Art of Giving: Mastering Social Networking on LinkedIn

Aug 06, 2024

social networking

Social networking on LinkedIn can be a powerful tool for business growth. However, many users struggle with navigating the platform effectively, frustrated by a constant barrage of irrelevant or self-serving messages.

This begs the question: How can we leverage LinkedIn for genuine connection and avoid being "that" spammy user?

The answer lies in a fundamental shift in approach: Move from a taker mentality to a giver mentality.

Why Social Networking on LinkedIn Often Feels Icky

There are two main reasons why social networking on LinkedIn can feel like a chore:

Spammy Messages: Many users resort to generic, self-serving messages prioritizing their needs over building relationships. This approach alienates potential connections and undermines the platform's value.
Lack of Understanding: Social networking is a complex skill set that involves communication, empathy, and self-awareness. Without a solid grasp of these elements, interactions can feel forced and inauthentic.

Nobody likes to be sold to, social networking must be a conversation

The Power of Giving: How to Stand Out

1. Identify Your Target Audience: Who Do You Serve?

Before crafting your social networking strategy, take time to understand exactly who you're trying to connect with on LinkedIn. This isn't about a generic "business professional" audience. Instead, get specific!

Don’t become another bad experience! Stand out from the crowd by targeting your audience

Here's how to define your ideal client on LinkedIn:

Demographics: Consider factors like age, location, job title, and industry.
Pain Points: What are the biggest challenges your ideal clients face? Identify their specific frustrations and needs.
Aspirations: What are their goals? What do they hope to achieve? Understanding their desired outcomes allows you to tailor your messaging to resonate with their ambitions.

By creating a clear picture of your ideal client, you can craft targeted content, personalize your connection requests, and ultimately attract the right people to your network.

2. Shift Your Focus: From "Me" to "We"

Social networking is not about self-promotion. It's about building relationships and establishing trust.

Here's how to move from "me" to "we" in your LinkedIn strategy:

Highlight Client Success Stories: Showcase the positive impact you've had on past clients. Share case studies, testimonials, and quantifiable results that demonstrate the value you deliver.
Focus on Problem-Solving: Instead of simply listing your services, address the problems your ideal clients face. Offer practical insights and actionable tips that demonstrate your expertise and willingness to help.
Ask Thought-Provoking Questions: Engage your audience by posing questions related to their challenges and aspirations. This encourages interaction and positions you as a resource for valuable information.

3. Ditch the Entitlement Mentality: You Earn Trust

Building trust with potential clients takes time and consistent effort. Forget about the "spray and pray" approach of sending generic connection requests followed by immediate sales pitches.

If you want to attract your ICP, you have to refine your social networking approach

Here's how to cultivate trust and build valuable connections on LinkedIn:

Offer Value Upfront: Provide helpful advice, resources, or insights before asking for anything in return. This demonstrates your expertise and positions you as a trusted advisor.
Engage Authentically: Instead of generic messages, personalize your connection requests and comments. Show genuine interest in others and their work.
Be Responsive and Reliable: Respond to messages promptly and consistently. This shows respect for others' time and portrays you as a reliable professional.

4. Become a Giver: The Power of Value Creation

There are numerous ways to establish yourself as a giver on LinkedIn and stand out from the crowd:

Share Valuable Content: Focus on topics relevant to your ideal client's needs and challenges then, create engaging blog posts, articles, or even short video clips.
Engage with Industry Discussions: Actively participate in relevant LinkedIn groups and discussions. Share thoughtful comments, insights, and questions that contribute value to the conversation.
Connect People in Your Network: Identify individuals in your network who might benefit from knowing each other. Facilitate introductions and create valuable connections between others.
Offer Free Resources: Provide downloadable templates, ebooks, checklists, or other resources that offer practical solutions to problems your ideal clients face.

Bottom line, consistently providing value establishes you as a thought leader. It also builds trust, and attracts potential clients who will see you as a valuable resource as you’re not just asking out of the blue for their time and energy.

5. The Art of the Question: Spark Genuine Conversation

Generic messages like "Can I pick your brain?" or “Let’s have a virtual coffee” are unlikely to get a response. Craft thoughtful questions tailored to the recipient's expertise or interests.

Here are some strategies for crafting compelling questions:

Comment on Recent Activity: Did someone share an interesting article? Ask a question about their key takeaway or how it relates to their work.
Highlight Specific Expertise: Noticed someone's impressive post on a particular subject? Ask a question that demonstrates you've read their content and are interested in learning more.
Offer a Different Perspective: Did someone share a thought-provoking idea? Ask a question that constructively challenges their perspective, encouraging deeper discussion.

Asking questions is an art, and here’s a wonderful checklist to craft an interesting one.

By asking insightful questions, you spark genuine conversation, demonstrate your understanding of their work, and leave a lasting positive impression.

6. Relationship Building: It's a Two-Way Street

Social networking is an ongoing process. Don't expect immediate results after sending a single message. Nurture your connections by:

Responding Promptly: When someone reaches out, respond to their message promptly. This shows respect for their time and keeps the conversation flowing.
Engaging with Their Content: Like and comment on their posts and articles. This shows genuine interest and keeps your name at the forefront of their mind. You can also share their content with your network if it aligns with their interests.
Offering Congratulations and Support: Did someone achieve a milestone or celebrate a promotion? Send a personalized message offering congratulations and support. This strengthens the bond and demonstrates your willingness to celebrate their success.
Providing Introductions: If you see a connection opportunity between people in your network, facilitate an introduction. This strengthens relationships and positions you as a valuable connector.

By consistently nurturing your connections, you build trust, loyalty, and a network of individuals who are invested in your success.

7. Reach Out: Don't Be Shy

Many professionals are hesitant to initiate contact on LinkedIn. However, extending a well-crafted message can lead to valuable connections. Here's how to overcome your apprehension:

Personalize Your Invitation: A generic connection request is unlikely to get a response. Craft a personalized message that mentions how you came across their profile and why you'd like to connect, after at least 5 interactions.
Highlight Commonalities: Find a shared interest, experience, or connection to spark conversation. This personalizes the interaction and creates a common ground for building rapport.
Offer Value Upfront: Briefly mention how you might be able to help them or their business. This demonstrates your willingness to contribute to their success.

Remember, the goal is not to pitch your services immediately. Instead, focus on initiating a conversation, giving value, and building a genuine connection.

This is a good example on how you shouldn’t ask someone for a connection.

Ready to Take Action?

By adopting these principles, you can transform your LinkedIn presence from a passive profile into a dynamic hub for attracting ideal clients, building strategic partnerships, and establishing yourself as a leader in your industry.

Remember, social networking is a marathon, not a sprint. By consistently providing value and nurturing relationships, you'll cultivate a thriving network that fuels your business success.