Episode 114: Relationship Building with Linkedin w/ Cassandra Thompson
Master LinkedIn for Business Growth with Cassandra Thompson
In the latest episode of “The Business Reboot” podcast, we had the pleasure of hosting Cassandra Thompson, an expert on LinkedIn and professional relationship-building. Cassandra’s insights into the capabilities and benefits of LinkedIn illuminated a platform that many perceive as stuffy or overly corporate, yet has enormous potential for business growth. Here are the key takeaways from our discussion.
The Unique Visibility Advantage on LinkedIn
One of the most striking points Cassandra emphasized is the unique opportunity LinkedIn offers for visibility. Despite boasting over a billion users, only 3% actively post content. This figure stood out for me, highlighting how LinkedIn presents a rare chance for new users to stand out, a stark contrast to platforms like Facebook or Instagram where content is often quickly buried.
LinkedIn’s built-in audience of friends, family, and former coworkers creates an excellent starting point for network building. It’s an avenue to organically grow an audience, leveraging existing connections in ways that other platforms can’t match.
Overcoming the “Corporate” Misconception
A recurring topic in our conversation was the widespread perception of LinkedIn as a “stuffy” or overly corporate environment. Cassandra quickly addressed this misconception, reminding us that LinkedIn is fundamentally a business platform. It’s crucial to find and engage with potential clients where they are—which, given LinkedIn’s high-earning user base, is often exactly there.
Understanding LinkedIn’s audience is key; more personal content that thrives on other social media might not find the same success. It’s all about matching your strategy to the right platform to align with your business goals.
Shifting the Creative Industry’s Focus
Cassandra’s insights were particularly helpful for those in the creative industry. There’s been a notable shift from visually-oriented platforms like Instagram and Facebook towards LinkedIn, driven by the reality that potential customers on LinkedIn are often more willing to invest in services. It’s an environment where business-centric content can thrive and offer more substantial returns.
Building Genuine Relationships
A significant highlight of our discussion was the effective connection strategies on LinkedIn. Cassandra staunchly advocated against cold pitching, stressing the importance of building trust first. Cold pitches often come off as impersonal and can sour potential relationships before they even begin.
Instead, she recommends initiating conversations in a more personal and engaging manner. For instance, starting with a simple, genuine message like referencing a podcast or article that led you to the person can set the right tone. This approach mirrors how friendships are formed—through time and genuine interest, not immediate asks.
The Power of Commenting Strategies
Another effective technique Cassandra shared is commenting on others’ comments in popular posts. By engaging thoughtfully with discussions on influential posts, such as those made by big names like Sarah Blakely, you can more deeply connect with larger audiences. This strategy is less about pushing your message and more about becoming an active participant in relevant conversations.
Critiquing Aggressive Marketing Tactics
Both of us echoed our frustrations with outdated aggressive marketing tactics often seen on social platforms. From Melissa’s experience with manipulative marketing emails to our collective disdain for pushy social media strategies, it was clear that a shift towards genuine, relationship-based engagement is more pleasant and far more effective.
Preparing for the LinkedIn Accelerator Program
Cassandra’s expertise will soon be more accessible through her upcoming LinkedIn accelerator program, launching around Black Friday. This week-long, group-format program is designed to teach participants how to effectively navigate and leverage LinkedIn. It’s a golden opportunity for anyone looking to deepen their LinkedIn knowledge.
We love the focus on combining learning with feedback, a hybrid approach that Cassandra’s program promises. This episode reaffirmed the key insight that business owners need to focus on platforms where their potential clients reside. LinkedIn isn’t just a repository for resumes; it’s a vibrant community for business growth and professional relationship-building.
Don’t forget to follow Cassandra Thompson for more expert tips and join our journey as we continue to explore innovative business strategies. Connect with us on Instagram and stay tuned for more episodes that keep you rebooted and ready for business success.
Links:
https://www.instagram.com/hellocassthompson
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