People often ask me about why I do what I do on LinkedIn. Some think I am a little nuts, and to be honest, my LinkedIn routine is a little insane. But when they understand its impact on Health Launchpad’s growth, many ask me how.
There is a method to the madness. I have daily, weekly, and monthly routines. It takes quite a lot of time, but not as much as you might think once you get the fundamentals in place and you execute a systematic plan.
Over the next few weeks, I will share what I do and how I do it. In this five-part series, I will cover:
- Why you should invest time in LinkedIn
- How a true master of LinkedIn does it
- The basic principles of a successful LinkedIn strategy
- How to create a magnetic profile
- How to connect and create new relatioships
- How to stand out by sharing great content
- How to develop a consistent and sustainable approach
CAVEAT: In this series, I am focusing on unpaid, organic activities. This is not about paid ads on LinkedIn.
Why Invest Your Time and Energy on LinkedIn?
LinkedIn has transformed from a simple job-hunting platform to the premier business social network with over 1 billion users worldwide. For professionals looking to grow their business, it offers unparalleled opportunities:
- It’s where your target audience is: Nearly all business professionals, from C-suite executives to individual contributors, maintain LinkedIn profiles.
- Build your personal and company brand: Consistent engagement can position you as an authority in your industry.
- Start meaningful relationships: LinkedIn is purpose-built for professional networking and relationship building, unlike other platforms.
- Convert connections into customers: LinkedIn can become a significant driver of business growth with the right approach.
- Competitive advantage: Most people don’t use LinkedIn effectively, giving those who do a significant edge.
Many companies report that a significant portion of their business growth comes through LinkedIn-generated opportunities. For instance, at Health Launchpad, we have found that approximately 50% of our business growth has come from inbound leads, with LinkedIn playing a major role in that channel.
The diagram above shows Health Launchpad’s growth shown as an index (green number with $ sign). As you can see, Health Launchpad’s growth and our LinkedIn growth follow similar trajectories.
What LinkedIn Success Looks Like
Successful social selling on LinkedIn follows a journey from building an audience to converting connections into customers. Scott Leese’s is an entrepreneurial sales consultant who is a true master of using LinkedIn. He wrote about his LinkedIn journey in a post some time ago called the 0-100K Followers Journey. It goes something like this.
0-50K Followers:
- Growing your network with daily connection requests
- Engaging with 20+ posts from others daily to find your voice
- Experimenting with different content formats
- Posting 3-5 times per week consistently
- Building momentum through consistency, not viral posts
50K-100K Followers:
- Leveraging your peak momentum and enthusiasm
- Sharing client success stories and big wins
- Positioning yourself as an expert in your niche
- Organizing content into buckets: education, inspiration, or entertainment
100K+ Followers:
- Focusing on quality over quantity
- Documenting behind-the-scenes insights
- Converting followers into business opportunities
- Sharing authentic failures and learnings to build trust
- Building genuine relationships through direct messages
Successful social selling is not about overnight success but rather a methodical approach to building authority, trust, and relationships over time.
In our next post, I will discuss why you need the right mindset and my four basic principles for using LinkedIn effectively.
Before we get started on that…
Have you benchmarked yourself against your peers? This will help you determine where to focus. You can do this in 2 minutes with LinkedIn’s Social Selling Index.
Here is one of my colleague’s SSI:
- Check out more posts like this in the Healthtech MarketingLearning Center.It is chock-full of articles, use cases, and how to’s.
- Follow me or connect with me on LinkedIn.I publish videos and articles on ABM and healthtech
- See what other healthcare technology marketers are doing. Check out the State of ABM in Healthcare Technology.
- Buy Total Customer Growth: Our bookon how to win and grow customers for life with ABM and ABX.
- Work with me directly.Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing.