by Manny Larcher, CEO Stopwatch Creative
We've all seen them; the posts or messages that are “over the top” sales oriented. This is now something that is happening on all platforms it seems like, with this post, we will focus on LinkedIn. The reality is, that being transactional can be a big mistake.
Our team has nearly two decades of experience growing brands on LinkedIn, which works very well in pay per click advertising/marketing and direct mail. Not so well on LinkedIn.
It took us time to learn that LinkedIn is different.
Whereas the former is more what we call transactional - the short game so to speak - make an offer and get a response, we've found that many professionals on LinkedIn doing this approach, however, LinkedIn is definitely relational - the long game.
What do we mean by that?
You can even say that it’s similar to dating.
You create content through regular posting, it is then seen with likes and comments and based off the success of the LinkedIn algorithm, you can even get significantly more likes and comments within several hours after posted.
We've found that creating thoughtful, “value up front” content both personal and business posts and as importantly, is the secret sauce. Many people respond better to personal messages.
By being more vulnerable, or wearing your heart on your sleeve, so to speak, we’ve found the right people will engage. Remember this: people buy from who they like; they care who you are.
That’s not the “tell me yes, tell me no, tell me quick, I gotta go” approach.
It’s about the relationship and experience developed along the way. We’ve had to change our thinking and execution on LinkedIn for clients periodically, because the algorithm, and well the times are constantly changing. Doing "life" or not being transactional, is always a great approach.
Interested in learning more about Stopwatch Creative and our approach? Feel free to schedule time to speak with us here at this link.