Buckshot stops here
Since I know my brand and our value proposition extremely well , and also have some very clearly defined target audiences I would like to approach , I ’ ve always tried to be strategic with the connections I both pursue and the ones I accept .
First tip : if you really want to optimize LinkedIn for yourself , do not use a buckshot approach spraying connections requests everywhere based on “ suggestions ” or people from your network you really don ’ t want to do business with .
Admittedly , with many people reaching out to me , every once in a while , I decide to give someone the benefit of the doubt and let my guard down . Well , wouldn ’ t you know that is 9 times out of 10 a bad idea .
Second tip : go with your gut because it ’ s normally right ( that ’ s true for food and LinkedIn ).
In the digital marketplace , the wrong content can be deadly . The reason why people might tune you out or not respond favorably , is that you ’ re probably demonstrating that you don ’ t know them very well . Far too many financial professionals talk at their audience instead of talking with them and inviting them into a conversation .
Third tip : don ’ t be tone deaf but instead , develop an audiencefirst mindset to meet people where they are . Provide your connections with meaningful content and start the relationship by supporting their growth and aspirations before you invite them to work with you .
Do ’ s and Don ’ ts for a more strategic approach and much better results
Example : Hi Brian ,
Don ’ t send auto-generated LinkedIn invites Either send a personal note , or no message at all , but the canned invites just demonstrate you are thoughtless about your approach at the outset of forming a potential relationship .
Hope you are well . I am actively seeking new connections on LinkedIn and was hoping you would become one of them .
Don ’ t just connect with anyone who asks Place a high value on forming meaningful relationships . Have a strategy for growing your network . If you have too many connections that don ’ t represent your target audience , you can start to lose the power of socialnomics — Socialnomics , as Erik Qualman describes it , “ is one where your digital connections that are kindred spirits will actually interact with you and support you … and eventually even refer people to you .”
Don ’ t be tone deaf to someone ’ s response .
Example : Hi Brian , thanks for connecting .
So many families are scrambling right now , doing their best to figure out what to do with their finances and how to plan for their future during this crisis . To that end , we have a program that helps you get in front of high income families that need your help ( especially during a crisis when they need you most )... We ’ ve taught it to 1000s of advisors over the past 20 years across the country and I ’ d love to share the details of how it works . May I send the details your way ?
SOMEONE THAT ’ S CLEARLY NOT INTERESTED IN YOU FOR ANYTHING MORE THAN SELLING YOU SOMETHING
Brian Haney CLTC CFS CFBS CIS LACP CAE sent the following message :
No thanks SOMEONE . Not looking for solicitations when I connect with people virtually . I use LinkedIn to develop virtual relationships and get to know others but since we have yet to form such a relationship I have to be up front and tell you I ’ m not interested .
Someone sent the following message two months later :
Hi Brian , and happy new year ! I wanted to get your take on this ...
SOMEONE WHO CLEARLY DIDN ’ T LISTEN THE FIRST TIME
Warm regards ,
SOMEONE THAT CAN ’ T THINK FOR HIM / HERSELF ENOUGH TO PERSONALIZE THINGS
LinkedIn solicitations continued on page 20
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