Goals
- To increase awareness, engagement, followers, and favorability of choosing your brand as the service or product of choice
- To drive high-intent and well-educated leads for your brand through your individual LinkedIn content
- To help grow your profile through higher engagement
- To get offers (podcasts, interviews, speaking gigs, etc.) and new job opportunities
- To spread your company’s unique POV in a way that resonates and sticks with your audience
Why
- For you — establishing a dedicated following by consistently showing up with helpful and insightful content helps you create new relationships, new opportunities, and provides your career with a safety net beyond your current place of employment.
- For your company — consistently creating content on a platform where your target market spends their time, helps you educate (and entertain) at scale, leading to more awareness, better-informed and higher-intent leads, more inbound MQLs, shorter sales cycles, and better brand perception.
Before We Begin
There are many ways to grow on LinkedIn. There are those that curate, those that post simpler advice, those that post Twitter screenshots, those that learn in public, and more.
And that's all great. Everyone has their own approach and everything has its place.
The ones who take this type of approach are more than likely individual creators, solopreneurs, or something similar.
So, oftentimes, their goal is to establish and sustain multiple streams of revenue. They do this through paid offerings such as courses, ebooks, consultations, etc.
And when this is your goal, you aim for broad reach.
If you're a creator trying to sell a course on ‘how to build a personal brand on LinkedIn,’ your target audience is pretty much anyone using LinkedIn, lol.
You want to reach as many of them as possible. Therefore, you create broad-reach content, such as quick reads or Twitter screenshots.
And that’s all good. I respect that approach.
However, I want you to know now that this guide is not that.