Business

Why CEOs and Thought Leaders Should Post on LinkedIn



Jennifer Rotner, an Entrepreneurs’ Organization (EO) member in Baltimore, is founder and CEO of each Elite Authors, an expert publishing service for impartial authors, and Elite Editing, a full-service agency that gives complete modifying and writing options for firms of all sizes. We requested Jennifer why enterprise leaders ought to leverage the advantages of publishing thought management content material on LinkedIn. Here’s what she shared:

If you are a enterprise chief, an entrepreneur, or a CEO, you have got the type of deep and sophisticated experience that solely comes from expertise. The time and power you’ve got invested in your firms and profession have left you with a richness of understanding and perception that others are hungry to listen to. You’re already a thought leader–all that is left is getting the phrase out.

And the one finest place to get that phrase out is on LinkedIn.

In truth, turning into lively on LinkedIn is my primary advice to founders and CEOs who ask me how one can place themselves as specialists and thought leaders. LinkedIn affords an unbelievable and nearly fully untapped alternative for people who find themselves able to decide to common, substantive posting. LinkedIn lets you get in entrance of your precise viewers, to freely share your insights and understanding, and to assist and develop your status as an knowledgeable.

LinkedIn is designed to encourage networking.

Connecting to somebody on LinkedIn does not require you to have a preexisting relationship. Connecting is the lightest, most nonaggressive touchpoint. It’s not salesy or ahead. It’s not presumptuous or intrusive. It’s merely utilizing the app in essentially the most acceptable approach. Almost everybody on LinkedIn will mechanically settle for an invite to attach as a result of they know that is how networking works. 

It’s to their profit in addition to yours to simply accept that invitation.

Here’s a fast phrase to the sensible: Connecting on LinkedIn is just not the identical as following. Following is a one-way road. You will see the content material and posts of these whom you observe, however they won’t see yours. Following is passive–connecting is lively.

LinkedIn is primarily a enterprise platform.

Most social media platforms actively discourage folks from posting about their enterprise enterprises or tasks as a result of they need you to pay; they (mistakenly, for my part) contemplate all these posts promoting. That means their algorithms will conceal your unpaid content material, and that wastes your effort and time. 

LinkedIn does not simply let you make these posts. Its algorithm actively rewards individuals who submit usually about their tasks, entrepreneurial endeavors, enterprise successes, and classes realized. LinkedIn wants good content material, and that is an enormous consider your favor.

LinkedIn wants user-generated content material.

As a user-generated content material platform, LinkedIn wants folks to usually submit robust and fascinating content material. That’s what’s going to make the platform successful, and that is what’s going to maintain folks coming again. However, comparatively few customers are doing that–out of hundreds of thousands of registered customers, solely 1000’s are persistently posting good content material.

This dearth makes LinkedIn eager to assist and push good writing from people such as you and me, and that makes it simple to face out.

LinkedIn enables you to curate your viewers.

Here’s essentially the most thrilling half. Unlike all different platforms, LinkedIn enables you to do a very focused search after which join along with your exact prospects, your precise viewers. You can flip up the needle in a haystack that would be the making of your online business. 

You wish to join with each CEO and govt director within the DC metro space? Or each CIO of a cloud-based providers firm? You can. They are on LinkedIn, and they’re findable. And by connecting with you, they’re supplying you with permission to place your ideas, your worth proper in entrance of them–on a each day foundation, when you select.

One of my purchasers put it like this: Every time you submit on LinkedIn, you are placing a billboard in entrance of your prospects, one thing they’ll see on their each day “commute.” You cannot purchase promoting like that.

LinkedIn will get the ability of connection.

LinkedIn is keen so that you can inform your tales, so that you can use your writing to construct connections and relationships. It’s actively hungry to your thought management. It’s like E. M. Forester wrote: “Only connect the prose and the passion, and both will be exalted.” LinkedIn desires to exalt each your prose and your ardour.

After all, is not connection on the coronary heart of what we’re all doing? We join on shared values and experiences. We construct belief based mostly on these items, and belief is the inspiration of any relationship, whether or not private or skilled.

So I hope I see you quickly on LinkedIn. Let’s join there and proceed the dialog.

The opinions expressed right here by Inc.com columnists are their very own, not these of Inc.com.



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