Part 7
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So we’ve talked about creating our own group. But there are over 2 million groups already in LinkedIn. We’re going to want to join some of those so we can start widening our connection net… but which ones?
Tip 1– There isn’t much point in joining a group where all of the participants offer the same thing and are on the same level as us within an industry. Businesses that offer the same services as us are never going to buy our services, so we’re just wasting our LinkedIn time hanging out with them.
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Also, we’d be giving away our good content to them instead of to people who actually need our services. We’d be giving something up for nothing in return, and strengthening our competition in the process.
So we want to look for people who are:
- Our direct customers.
- People in our industry’s chain who we can swap recommendations with. Using our earlier SMSF tax work example, we can check out groups that involve investment consultants (who will advise people in the creation of their SMSF portfolio) who come before us in the chain, and the people who come after us as well (independent auditors). So if we’re a fitness coach business, we can check out diet groups and fitness clothing groups (as examples of businesses that come before our own business in the chain) and maybe spas or massage businesses (for businesses that come later than us in the chain).
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Tip 2 – Once we start joining groups do take a moment to go into the settings and uncheck the boxes that give options for Activity (“Send me an email for each new discussion”) and Digest Email (“Send me a digest of all activity in this group”).
Leaving those two checked will result in our email inboxes being absolutely flooded with updates.
Tip 3 – Make sure there are some people in the group. We want our content to reach larger numbers of relevant readers. That’s much harder with anemic groups. Compare groups in your target markets to see which have healthy numbers.
Tip 4 – Make sure there are actually discussions going on in the groups. Even if they have high numbers, if they have low numbers of discussions that means people aren’t that invested in that group. We want the people who are actively interested in our field.
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Gaining More Relevant Connections from Groups
Once we’re signed into a group related to what services we have to offer, it’s time to go searching for the people within that group that are more likely to need our business.
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If your firm works in corporate taxes maybe you’ll want to target CFOs. To do so, go to the search bar at the top right of the group’s page and simply type in “CFO.” You can add more parameters to that search – say you want to keep it local. In that case try “CFO [your city here].”
Say you’re a corporate event planning company. Who within a company’s structure has the position that you’re most likely to do business with? Purely for the sake of example we’re going to say people with Human Resources in their title are what we want.
So once in the group we go to the search bar at the top right and type in “Human Resources.” If we want to keep it local we can try “Human Resources [your city here].”
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Now we get back a list of people more likely to send business our way than just the whole list of group members. It will take time, but we can skim through their profiles and see if they’re the individuals we need.
