You struggle to make your LinkedIn profile exactly right. You want to communicate to and with other movers and shakers in your industry. You smile when you finally get all important information inputted into all appropriate places. Then it’s on to the next step… joining groups.
Joining and participating in groups is a great way to increase your online exposure and create profitable relationships. All you have to do is go into the group directory at LinkedIn and find those groups that are in line with your occupation, profession, interest, or skill set.
You join the group with the goal of establishing yourself as a thought leader and an expert. You do this by answering questions, commenting on the posts of others, asking questions, etc.
I was on the phone with a client of mine, Will, who is an award winning graphic designer. His niche market is manufacturers grossing at least 25M. Will had done a great job setting up his profile and was a member of over 40 groups. He had done what he was supposed to, but Will was not seeing a return on his investment of time and effort.
Here is the easily fixable, big mistake.
The main problem with his choice of groups was… he gravitated towards the familiar. 95% of the groups he took part in were populated by other graphic designers. Not exactly his target market.
The solution is an obvious one. If you want to be looked at as an expert and a thought leader in your niche, you should join groups populated by your target market. Go where your customers are.
It’s certainly a good idea to keep up with best practices in your industry and become better known by monitoring and engaging with your competition, but that’s not why you went into business. You went into business to make a profit.
Business, as defined in Contrary Marketing™, is the ability to solve the problems of your market and make a profit. You’re more likely to come across the problems you solve when you network with your customers rather than your colleagues.
Here’s the tip:
Make sure that at least two out of every three groups you join on LinkedIn are the type of groups that your best customers join.