It could be argued that much of your LinkedIn experience derives from your LinkedIn strategy. Do seek to connect with pretty much anyone, like a Lion? Do you only connect with those that you know very well, like a Turtle? Or do you connect with those you know and those you would like to know, like a Hound Dog?
If you read this blog on a regular basis you’ve noticed that I keep coming back to these three strategies. There’s a reason for that. I find my self changing strategies after almost three years on LinkedIn.
Here is what I used to believe. I believed that protecting the value of your network required that you know or have plans to get to know those that you were connected to. I believed that it only made sense to add new connections as I met people within my chamber or other offline networking events. Since my prospects are in Georgia I believed that there was limited value in connecting to others outside of the state.
Here is what I believe now. I believe that opportunities are not constrained by boundaries. I believe that those in my network can benefit from connections that I do not know or have never met with or spoken to. I believe that there are opportunities out there among people that I do not know. And finally, I believe that 99% of the time a larger network will provide more value than a smaller network.
It wasn’t one particular thing that changed my perspective. It was a combination of things and the change occurred fairly quick.
1. I actually started prospecting using the LinkedIn Companies search to prospect. My target was simple; companies in Atlanta with 11 to 50 employees, in creative or technology industries. In my search I identified about 150 companies that fit my profile and realized that I was connected to less than 50% of these opportunities. Clearly with more of the right connections I would have a higher percentage with employees in my network.
2. LinkedIn made significant changes to Groups. Adding the ability to have discussions and post news articles immediately expanded my reach based on the number of members in the groups I belong to. Each group represents a collection of individuals with a common interest. In essence they are a specific target.
The next logical step was to identify the groups that my target market belong to and join these groups. I can now participate in discussions and post news articles to introduce myself. And I can contact these individual and extend connection invitations without having to use InMail (which is only available on paid accounts and the number available is minimal)
Today I connected with three individuals in my target market. One was the President of one of my target companies and the other two are simply connected in the target industries. The first will allow me to have a warm approach to attempt to secure a meeting. The other two help me connect further into my targetted industries.
In my invitation to all three I simply let them know that I was looking to build my network within the creative community in Atlanta. I included the names of some common connections. And I mentioned that I wrote a LinkedIn related blog and that if I could ever help them with LinkedIn to let me know.
The worst thing that can happen is that my connection invitation is ignored. While I know that I will not have success with every connection invitation, there are a couple of things that are working in my favor.
First people want to help where possible. Second, people are looking to build their own networks. Third, the use of common connections established a baseline of credibility. Fourth, by writing a LinkedIn blog and offering to help them I’m providing value.
About a year ago I started a group based around the county that I do most of my networking. Over time this group has grown to about 300 local business professionals. This week I sent an invitation to connect to each member of the group that was not in my direct network.
In this invitation I introduced myself as a fellow member and manager of the group. I simply stated that I started the group to help people connect and in that spirit I was extending an invitation to connect. Then I added the value. I let them know that I was organizing an offline networking meeting for the group and would appreciate any suggestions for a location.
In two days I’ve added over 100 new connections, had several ask me to help them with their health insurance, and received numerous thanks for reaching out to connect. Each of these connections is in Atlanta.
Little by little I’m building a strong local network.
I had lunch with a new connection that I met in another group (I’ll post the story next week) who is an active open networker. He doesn’t post his email in his profile, but he uses groups to actively connect to folks all over. Last week he launched a blog and posted a link to it in each of his groups. He had over 300 unique visitors in the first day and his blog has grown to over 800 visitors a day.
His content is good and that keeps people coming back. But it was the membership and participation in groups that allowed him to gain exposure and the initial visits.
I used to believe that there was no right or wrong strategy on LinkedIn. Now I believe that if you’re not actively growing your network you’re missing the point. The point is that opportunities are out there and the more connections you have the more likely you are to find them. Or have them find you.
Detail your profile, join groups, and expand your connections. A simple strategy to make LinkedIn more effective.
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About Sean Nelson
Here is an alternate view, which I recently posted in a LinkedIn Discussion (in response to a post that similarly urged everyone to be an Open Networker; see http://www.linkedin.com/groupAnswers?viewQuestionAndAnswers=&gid=45788&sik=1239979383151&discussionID=2702884&readyToAnswer=readyToAnswer&trk=ug_qa_usrcomm&goback=%2Eana_45788_1239979383151_3_1):
You should be aware that I (and I’m sure many other professional users of LinkedIn) have an ironclad policy of NEVER connecting with anyone who has the words, LION, TopLinked, Open Networker, in their profile…or has anything in their profile that emits the slightest whiff that they are an Open Networker (a phrase which by the way I’ve come to define as a synonym for “selling something 24/7″).
Gloria’s post above expresses my reason perfectly: “Joining these groups will allow you to add people at random ….”
Those of us who are not here to sell 24/7, but rather wish to upgrade and safeguard our professional reputations, not only will avoid networking with people “at random” – but will run as fast as we can AWAY from anyone else who does so. (I have deleted people from my own LinkedIn Contacts when I leaned they had joined TopLinked.)
Jon,
Thanks for the comment. The link you posted only works for members of that group so you may want to copy it and post it is as an additional comment. I would be interested in seeing the complete opinion and it would be beneficial to my readers to have a fully presented counterpoint to my post.
I can appreciate your perspective and the beauty of LinkedIn is that each person determines how they will use it. I don’t expect that I will ever have the words Lion, Open Networker, Top Linked, or my email address in my profile. But I will do my best to connect with as many people in Atlanta as I can. And should someone invite me to connect outside of Atlanta I will consider it and after reviewing their profile make a determination.
Am I trying to sell to each and every person? No. But do I benefit from my activities showing up on there home page? Yes.
There are many reasons for having a large network beyond selling including; job searches, partnerships, friendships, and a host of other opportunities that develop from connecting to someone that you do not know. I have come to believe that the more connected you are the more likely you are to find opportunity. I believe that the more groups that you participate in, the more likely you are to find opportunity.
Part of the equation is understanding that a change in connection strategy may lead to some connections choosing to remove you from their network. But if I look at the numbers in terms of opportunity, it’s a trade off I’m willing to make. If by some chance I find that 50 people have dropped me, it will be more than made up by the fact that I added 200 connections or more.
My perspective is that I try to provide value to my network where possible, so the person who would remove me as a connection is removing someone who is open to helping them where possible.
Once again I appreciate the comments and hope as I continue to post that all of my readers post comments whether they agree or disagree with my take on things.
Warm Regards,
Sean
I believe that there are ways to work with both perspectives. I share Jon’s perspective as it relates to networking in LinkedIn. I generally will only connect with people that I have met and know from personal networking activities, such as the local Chamber, civic or charitable organization.
On the other hand, I feel there can be value in doing some open networking and I use Facebook and Twitter for creating those connections.
Bill,
Thanks for the input. Interestingly enough I use Facebook for my closed networking, connecting to only family, friends and close business relationships.