Updated LinkedIn Blogging Strategy

Based on researching the techniques employed by some of LinkedIn’s best bloggers and trialling it ourselves to great success, we have updated our blueprint for writing a LinkedIn blog post that gets results.

In this post you will learn how to;

* Leverage client networks to endorse and promote your business
* Challenge readers to think differently
* Drive record engagements and traffic to your digital assets (website, LinkedIn profile)
* Get high profile decision makers connecting with you

Below is a breakdown on the steps required + examples from our post “Innovate or Get Fired Trying” as a reference.

STEP 1: Make A Statement

Identify attributes that potential clients need for them to engage with you as a supplier.

E.g
– Open to Innovation
– Understanding of Cyber Security
– Longterm Strategy

“On average, 10 times a week I talk to a company for the first time. Mostly in marketing departments. It would be a safe bet that within 5 minutes “innovation, disruption or transformation” will be mentioned. It’s important to remember these are just words and by turning them into verbs “innovating, disrupting, transforming” doesn’t change the fact they are still words. Actions give them meaning – and sometimes that action might require you to risk your job for what you believe in”

STEP 2: Key Observations

Write down key observations you have discovered meeting businesses and discussing their problems/needs on a day to day basis – What are some industry weaknesses you have noticed?

E.g
– Struggle to embrace new innovative suppliers due to procurement procedure
– Due to a focus on short-term results, neglect long-term gains

“A rule is something 99.9% of the world believes in until the person looking the other way proves us all wrong. Innovators are always looking at the world from a different perspective.

This would be my number 1 observation that I think stop most companies being innovative. Too many people out of habit or oppression obey the rules without question. If you are a truly an innovative company, boundaries need to be consistently tested, and a healthy disrespect for the status quo must be fostered.

If you are always looking at the world differently, you will fail… lots, and thats ok. You can’t be innovative and risk adverse at the same time – It’s a paradox. Failure must be embraced – possibly even rewarded – to find the big breakthrough”

STEP 3: Share Subject Matter Knowledge

Share insights, solutions and the consequences of not addressing problem.

E.g
– Case Study
– Key Statistics
– Proven Models

“Innovators aren’t motivated by money. Hiring innovators to become an innovative company through remuneration won’t work. In my experience dealing with and interviewing entrepreneurs, they are motivated by disrupting the status quo, not by a juicy remuneration package. Therefore you need to create an environment that is ripe to innovate in or they will leave and possibly become a fierce competitor.

Innovation needs a framework to thrive. Coca-Cola has a 70/20/10 split on their annual marketing budget. This is a framework where team members are empowered to test new things (and fail without fear).

– 70% Proven
– 20% Emerging
– 10% Unproven

If you can’t hire them, engage them.

Innovative people will likely be attracted to fast growing companies – so you need to engage these companies as a vendor. Not just because their solution is possibly world class, but regular conversations with these crazy people might just help you learn to attack problems differently.”

STEP 4: Social Proof

Shine the light on companies who you love doing business with. Explain in detail how their approach to business is giving them an edge and safeguarding the future. This works in 3 ways.

1) Gives you social proof
2) Makes your clients feel good about you
3) Challenges potential clients in your social selling pipeline to consider this problem with more thought

“Without companies walking the “innovation, disruption and transformation” talk by handing out purchase orders, opportunities to quote or passionate employees banging on doors internally, 90 Seconds wouldn’t have survived let alone thrived in Australia. Special mentions to the following companies & innovative humans I have personally dealt with who have embraced this philosophy; (In no particular order)”

– [Current Awesome Client #1]
– [Current Awesome Client #2]
– [Current Awesome Client #3]
– [Current Awesome Client #4]
– [Current Awesome Client #5]

STEP 5: Distribute

Before you publish post, send the draft to clients you are looking to positively mention for sign off. Not only is it good etiquette it also gives you a valid reason to reach out, send them some kudos, and potentially open up the door to talk about the next deal.

If you have written the post well and they like working with you, get ready for an explosion of notifications on your feed!

Screen Shot 2016-02-22 at 3.30.52 pm

This strategy netted our most engaged blog to date.
– 68 Likes
– 17 Shares
– 15 comments
– 35 emails
– Chief Technology Officer of ANZ Bank connected
– $20k of business signed in the 36 hours after publish

If you think your business needs improvement generating high quality leads by utilising platforms like LinkedIn, click here to book a free strategy session with us

Leave a Comment