What You Should Post on LinkedIn
For the start of the new year, I wanted to kick things off with something that I got wrong for so long and took me years to understand.
If you're considering building your profile on LinkedIn, if you're new to it or even if you've started already, you will want to read on.
What should you post about on LinkedIn?
Most legal professionals usually start with one type of content, get comfortable and then really can't take it any further. That was me anyway.
As a result, I'd post content for months, and end up wondering why has it not paid off yet. Why am I not generating leads, more DMs?
The truth is, the people you want to attract, connect with different things at different times.
Some people in your ideal audience are already looking for solutions.
Some others may be earlier in their journey and have a problem that stops them from moving forward.
It is not enough to simply ‘post’.
Diversifying what you post is what will ensure that you attract people no matter where they are in their journey.
Now you may wonder, how can you diversify? Two letters: the 4S Method
4S stands for: Solving, Stories, Success, Scenes
Here’s a quick run through each one:
Problem Solving content:
Telling your audience what they should know
These are your typical how-to's, guides, and step-by-step processes to achieve a particular outcome.
The main goal: take your audience from A to B. Teach them something new. Solving a problem with an instant solution that moves the needle.
Personal stories:
Sharing your transformation
This is your personal transformation, how you've evolved over the years, and the lessons you've learned along the way.
The main goal: enable your audience to relate to you specifically and build rapport.
Client success content:
Celebrating a client win
These are your client case studies, testimonials. How was life before working with you, what happened in the process, and where are they now.
The main goal: allow your audience to project themselves, and have an understanding of how you can help them.
Behind-the-scenes:
Showing your personality through your day-to-day
These are your personal frameworks, the way you work and do not work. The type of people you help and do not help.
The main goal: allow your audience to figure out if they should buy from you or not, if you are aligned.
Why the 4S method works?
Getting someone to follow, comment, DM or buy are 4 different things.
If you only focus on one of the 4S – like posting educational how-to's – you will be very helpful, grow your audience, but not make sales.
You will not convert your audience into paying customers that way.
If you only post client successes, your content becomes overly promotional and you will put many people off.
You might make a quick sale in short term, but you will neither grow nor nurture your existing audience. In fact you may even lose some of them. Don’t worry about sounding professional. Sound like you.
There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Now dear legal friend, I'm curious.
Which content type feels like the most difficult to create?
