Hi Reader,
Welcome to The Content Cup. I'm glad you're here:)
If you’re on LinkedIn, I’ve got to ask you this serious question…
Is your goal to be the most popular or to meet your financial goals?
Because honestly, this changes the metrics you should be paying attention to.
This week I was on a Google Meet with a financial advisor. I was walking him through what it’s like to work with me and what that collaboration looks like.
And thankfully, he was not on the “make me go viral” train. In his own words, he said…
“I don’t care about the likes. I care about visibility. I want to hear people out in public telling me they’ve seen my LinkedIn posts online.”
He gets it. There was no convincing him. (Thank goodness.)
But I have to say, there have been others where I’ve had to put it all out there on what actually matters if you’re trying to use LinkedIn to build relationships that lead to successful opportunities for your business.
So here’s where I’m going to get on my soapbox for just a minute.
If you’re on LinkedIn to get popular, then your eye is likely on impressions and the likes, loves, and celebrates. (All the reactions!)
And hey, we’re all human. Watching a post tick up in impressions gives us a dopamine rush that’s hard to ignore. We’ve been programmed to get happy about it.
But the longer I keep showing up on the platform, the more I realize that popularity is NOT the goal of your content if you want to build a business that gives you more financial stability.
Yes, it’s got to get seen. I understand that.
And I want that, too.
But there are activities you can focus on that will naturally help that happen like…
- Integrating storytelling into your post content
- Continuing to talk about your lived experiences (like client case studies)
- Getting just as excited about commenting and DM’ing as you do about posting
For real...#3...that's really the big secret to finding success on LinkedIn.
Put in those reps consistently and your impression numbers will go up. I promise it WILL happen.
But if you want LinkedIn to help you reach those business goals, other things matter too.
Like showing the work.
Recently, I wrote what I’d call a “show the work” post. I try to publish at least 1 a week between 7:30-8:30 a.m. ET.
The goal of a post like this is to give social proof of what you’re doing with others, so your readers can start picturing the kind of work you do and how it could help them.
This was the post...
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And that post did not get much love.
By mid-afternoon, here’s where it stood:
- 128 impressions
- 7 likes
- 4 comments (2 of them were my own replies)
But you know what happened at 2:19 p.m. that afternoon?
I got an email from someone (who is now a client) saying…
“I’d like to get a refresh on your services…and get some pipeline generation in place.”
He was reading my post.
He never liked it. He never commented.
By impressions alone, some would call that post a dud. Barely over 100.
And yet, financially, it brought in several thousand dollars.
So what should you pay attention to instead?
Here’s the perspective I'd encourage you to consider.
Instead of asking “how many reactions did I get?”...
- Who read it? Are they the people who could actually hire me, refer me or buy from me? (You can click individually into profiles to view this from engagements OR you can also look in your data dashboard to see by title the types of people who are viewing.)
- Who reached out after? Count the emails, DMs, and “I saw your post” conversations in real life, not just the comments under the post itself. This is very telling.
- Is this post helping someone picture working with me?
Your best buyers are often silent readers. 100%.
They watch, they wait, and they show up when the timing is right for them.
That’s why I ask you…
Are you here on LinkedIn to get popular, or to crush some business goals?
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Talk soon,
There are two ways I can help you:
- ​Hire me to create your LinkedIn content & strategically connect on your behalf. Just think of me as the natural extension of you & your business.
- ​Book me to come speak at your next corporate or student-led event.
Allison Ditmer
Find me mostly on LinkedIn​
Watch my YouTube and motivate me to make more videos:)
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Columbus, OH