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What is a LinkedIn strategy?

As you've been scrolling through LinkedIn, you may be hearing experts saying, "You need to have a strategy for LinkedIn."


If you don't have a strategy, they say: 


  • You'll be wasting your time

  • You'll attract the wrong people

  • You'll grow followers but not income 


So, it sounds like a good idea to have a LinkedIn strategy.


But what does that actually mean? 


Is it a list of the times in the day that you should post? Influencers you should follow? Hours you should spend on the platform? 


(To me, it's none of those things!) 


In this post, I’m going to outline what the term "LinkedIn Strategy" means, so that you can take the first steps toward creating one of your own for your small business. 


What is a LinkedIn strategy for a small business owner?


Let's start with a simple definition. When experts say, “you need to follow a LinkedIn strategy," they mean you need a thoughtful plan for how to use LinkedIn to achieve your specific business goals. 


It’s not about posting for the sake of posting. It's about posting, engaging, and networking thoughtfully to generate demand for your services, demonstrate your credibility, and position yourself as the obvious right fit for your dream clients. 


When your strategy is in place, your audience naturally grows and your audience becomes primed to buy from you, increasing your profitability. 


Your strategy increases your profitability by generating leads for your services. 

Let me explain… 


I approach LinkedIn based on these principles: 


  • People are selfish 

  • People have limited attention spans

  • People have problems they desperately want solved


By considering these principles and leveraging psychology-backed techniques, your audience will become familiar with and interested in what you have to say - and therefore your offers. 


Creating and implementing an intentional LinkedIn strategy means that... 


  • You don't rely just on posting 

  • You aren't guessing which actions to take on LinkedIn

  • You know how to generate leads on demand 


I think of LinkedIn in three areas: 


  1. Profile

  2. Content

  3. Outreach


When you break it down like that, it's actually quite simple. 


Different tools on LinkedIn - posts, comments, messages, etc. - have different functions. So, depending on your goals (e.g. collecting email addresses, booking calls), we will choose to leverage different aspects of the platform. 


Check out how my Profile to Pipeline framework guides how I support my clients to find leads on LinkedIn by clicking here.


Small business owners go wrong when they: 


  • Rely exclusively on posting to generate leads

  • Send messages without tracking them in their lead list

  • Focus on selling instead of building relationships in the direct messages


Learn why you dread sending direct messages today in this short blog post.


This is why having a thoughtful LinkedIn strategy is so important. It keeps you focused on taking strategic actions that generate interest for your services - without wasting your precious time. 


How I can help you


When I start working with a small business owner, we always start with optimizing your profile so that you clearly explain your credibility, who you serve, how you serve them, and what action the profile viewer should take.


Then, we create a custom LinkedIn strategy for you so that you can feel comfortable navigating LinkedIn and find right-fit clients for your business. We learn how to use DM outreach and content to bring the right clients into your orbit so you can consistently grow your business. And lastly, you implement the strategy with my support.


Learn more and get started here.

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