How to Build Authority on LinkedIn

I guess I'm a LinkedIn' Top Voice' now. 🤷♂️ 10 things I wish I knew when I started (and how you can become one, too): But, first, some context... I don't mention this fancy little blue badge to brag. If anything, it shows you that anyone can grow an audience on LinkedIn (even a bean counter like me). 𝟭. 𝗕𝗲 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. Post 1x per day. Schedule 60-90 minutes every day to write — when you're least busy (and can be least responsive), and treat that time as SACRED. Don't let anything/anyone steal that time. (I'm still working on this.) 𝟮. 𝗧𝗿𝗲𝗮𝘁 𝗟𝗜 𝗮𝘀 𝘆𝗼𝘂𝗿 '𝘁𝗲𝘀𝘁𝗶𝗻𝗴 𝗴𝗿𝗼𝘂𝗻𝗱.' Don't be a perfectionist. Put content out there, gather data (via analytics), see what works, post more of what works, and repeat. 𝟯. 𝗪𝗿𝗶𝘁𝗲 𝗶𝗻𝗰𝗿𝗲𝗱𝗶𝗯𝗹𝗲 𝗵𝗼𝗼𝗸𝘀. You have one second to grab people's attention in the first two lines of your post. Clearly tell the reader why they should invest two extra minutes of their time. Study viral hooks from top creators. 𝟰. 𝗖𝗿𝗲𝗮𝘁𝗲 '𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗯𝘂𝗰𝗸𝗲𝘁𝘀.' Write all your content within ~3 types of buckets: life/career advice (top-of-funnel), domain-specific advice (bottom-of-funnel), industry insights/trends (thought leadership) 𝟱. 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 '𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗣𝗼𝘀𝘁𝘀.' This is your profile's most valuable real estate. Link to your site, sell digital products, establish credibility, and drive traffic. 𝟲. 𝗘𝗻𝗴𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗼𝘁𝗵𝗲𝗿 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀. Pick ~50 prominent creators in your niche and comment on their stuff daily. Better yet, connect via DM. Even better, meet up IRL. 𝟳. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗯𝗲 𝗵𝗲𝗹𝗽𝗶𝗻𝗴. Genuinely seek out ways to help others. Help people find work, boost their content, teach them a skill, promote their content, and give a cheery 'hello.' 𝟴. 𝗪𝗲𝗮𝘃𝗲 𝗶𝗻 𝗖𝗧𝗔𝘀. Your content should call readers to a specific action. Remember, if you're being helpful, you're not 'spamming' your audience. 𝟵. 𝗪𝗿𝗶𝘁𝗲 𝗳𝗼𝗿 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. Most people fear niching down at first. Solve a specific problem for a specific person in a unique way. 𝟭𝟬. 𝗕𝗲 𝗸𝗶𝗻𝗱. The internet is full of a-holes. Don't be one of them. People will disagree with you and even be flat-out rude. Respect everyone's opinions, and don't take yourself too seriously. If you write on LinkedIn, what do you wish you knew when you started?

In 2023, Pavilion added $3M ARR from organic Linkedin. Over 50% was directly attributed to my personal profile. Here's our simple 4-step playbook for executives to turn their Linkedin brand into a strategic asset: 1. Optimize Your LinkedIn Profile Whether you want to be a Linkedin "influencer" or not, if you're an executive you need a clean, optimized profile. In B2B, it's the first thing every prospect, customer or potential employer looks at. It should be designed to highlight your credibility, attract your ICP, and convert them into connections and customers. Think of it like a landing page. 2. Purposefully Build Your 1st Degree Network Early on in your LinkedIn journey, sending connection requests to targeted audiences is an important growth strategy. Make a list of customers, prospects and key industry voices and add them to your network. These folks will become your early audience. If you have a fancy title (CEO, VP, Executive) you will see a high acceptance rate even without a note. WARNING: do not use automation. Breaking LinkedIn ToS is a great way to get your account banned. 3. Create Compelling Content Consistently Think of yourself like a journalist. As an active executive, every interaction you have (difficult conversation with an employee, a challenging customer problem, updates from investors, etc) is potential material for content. Then spend 90% of your time on the hook. If you can't get people to stop scrolling and click "See More", the rest of what you wrote doesn't matter. Be consistent and build momentum. Writing is a habit, you need to build the muscle. 4. Engage with Every Comment (aka Community Building) Truthfully, I haven't done a great job of this recently. But during the first 12 months of my LinkedIn growth journey, I posted 2x a day and responded to every single one. If someone takes the time to comment, you owe them a response. Yes, this helps the reach of your posts. But that's not the only reason. Community is built in the comments. TAKEAWAY: Is this all that's required to drive revenue from Linkedin? Of course not. You need to figure out your niche and positioning, you need to understand your metrics, you need to to DM (aka social selling), you need to set up attribution on the backend, but all of that will come… What matters most is getting started. In 2024, building trust and credibility (at scale) with your market should be an integral part of every executives GTM strategy. Spray and pray cold outbound alone isn’t going to cut it. Driving Profitable Efficient Growth means leveraging your expertise and insights to build an audience of customers, prospects and partners. It takes serious time, but it’s worth it. P.S. In two weeks, Pavilion is holding our first ever course on Strategic Brand Building on LinkedIn. If you want to join, DM me.

𝐒𝐨 𝐦𝐲 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 𝐚𝐫𝐞 𝐮𝐩 𝐨𝐯𝐞𝐫 𝟒,𝟎𝟎𝟎% It sounds impressive, or is it? 𝐓𝐨 𝐥𝐞𝐯𝐞𝐥 𝐬𝐞𝐭, 𝐈 𝐬𝐭𝐚𝐫𝐭𝐞𝐝 𝐟𝐫𝐨𝐦 𝐳𝐞𝐫𝐨. I started posting on LinkedIn in earnest back in mid October. Here's what's worked for me: 𝟏. 𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐏𝐨𝐬𝐭𝐢𝐧𝐠 𝐅𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲: Aim to maintain a consistent posting schedule, but prioritize quality over quantity. Posting once a day can increase visibility, but ensure your content remains relevant and engaging. 𝟐. 𝐔𝐬𝐞 𝐭𝐡𝐞 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐏𝐨𝐬𝐭 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐒𝐜𝐡𝐞𝐝𝐮𝐥𝐞𝐫: This especially comes in handy if I know I'm going to have a busy morning. I'll prepare the post the night before. 𝟑. 𝐓𝐢𝐦𝐞 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐟𝐨𝐫 𝐏𝐨𝐬𝐭𝐢𝐧𝐠: Dedicate specific time slots in your schedule for creating and publishing posts. This allows you to focus solely on crafting compelling content and engaging with your audience effectively. 𝟒. 𝐒𝐩𝐞𝐜𝐢𝐚𝐥𝐢𝐳𝐞 𝐢𝐧 𝐚 𝐍𝐢𝐜𝐡𝐞: Concentrate on a specific industry, skill set, or topic relevant to your expertise. Establish yourself as an authority in your niche by consistently sharing valuable insights, trends, and updates within that particular field. Find something that you are passionate about, it makes the research more enjoyable. 𝟓. 𝐃𝐞𝐥𝐢𝐯𝐞𝐫 𝐕𝐚𝐥𝐮𝐞 𝐚𝐧𝐝 𝐄𝐧𝐫𝐢𝐜𝐡𝐢𝐧𝐠 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: Strive to create content that not only educates but also adds tangible value to your audience. Share industry insights, expert opinions, actionable tips, success stories, or thought-provoking content that resonates with your target audience's interests and challenges. 𝟔. 𝐄𝐧𝐠𝐚𝐠𝐞 𝐚𝐧𝐝 𝐈𝐧𝐭𝐞𝐫𝐚𝐜𝐭: Actively engage with your audience by responding to comments, initiating discussions, and networking with other professionals. Building relationships and fostering conversations can significantly boost the visibility and impact of your posts. 𝟕. 𝐕𝐢𝐬𝐮𝐚𝐥 𝐀𝐩𝐩𝐞𝐚𝐥: Incorporate visual elements such as images, infographics, videos, or slideshows to enhance the visual appeal of your posts. Visual content tends to grab attention and can increase engagement rates. 𝟖. 𝐀𝐧𝐚𝐥𝐲𝐳𝐞 𝐚𝐧𝐝 𝐀𝐝𝐚𝐩𝐭: Regularly analyze the performance of your posts using LinkedIn analytics. Identify what content resonates the most with your audience and adapt your strategy accordingly to optimize engagement and reach. By implementing these strategies, you can maximize the effectiveness of your LinkedIn posts, build a strong professional presence, and establish meaningful connections within your industry. 𝐇𝐚𝐩𝐩𝐲 𝐏𝐨𝐬𝐭𝐢𝐧𝐠! 𝐖𝐡𝐚𝐭 𝐝𝐢𝐝 𝐈 𝐦𝐢𝐬𝐬? #posting #content #contentstrategy #networking ******************************************** Doug Zach Manuel Nitesh Jeff Martin Fabrizio Wally • Please 𝐋𝐢𝐤𝐞, 𝐒𝐡𝐚𝐫𝐞, 𝐅𝐨𝐥𝐥𝐨𝐰, 𝐂𝐨𝐦𝐦𝐞𝐧𝐭, 𝐒𝐚𝐯𝐞 if you find this post insightful • Ring the 🔔 for notifications!