Sure, you can smash a copy-and-paste DM to hundreds of people a week, but you can also do that on Facebook and Instagram. It doesn’t mean people are going to read them. In fact, it will more than likely lead to a block before it leads to a sale.

So, the best way to win on LinkedIn starts with appreciating that your audience is first and foremost… Human. They are not robots scrolling their feeds looking for the next boring service to waste their money on. They are just like you and I, with a few minutes to kill and a need to be entertained. 

Hence why death-scrolling culture is taking over the planet right now.

Are you memorable?

Think about this for a second. When you scroll the pages of your favourite social media platform, what type of content stops you in your tracks? I can almost guarantee that someone writing about their latest desk tidy and how it’s improved efficiency by 18.7% won’t make the cut.

Just because LinkedIn is predominantly a B2B platform, doesn’t mean you can’t stray outside the black & white lines of corporate land and throw some flavour on your drab and dreary content. I mean, at least show us a video of the desk tidy to make it a bit more engaging. 

The best way to win on LinkedIn is to go left when everyone else is going right. To take inspiration from your favourite creators on other platforms and bring that original thinking to the B2B stage so that over time… 

People REMEMBER you. 

Why do people need to remember me?

You will hear me say this a lot in our content. Whether it’s in this article or the countless others we’ve written. LinkedIn IS NOT a direct sales tool. 

LinkedIn is an AWARENESS tool, that when used well, can and will become your greatest source of inbound and very high-intent enquiries. If used badly, however, it will be a pointless time sucker like nothing else in your life. 

Ok, maybe I over-dramatised that somewhat. 

With any sales strategy, whether outbound or inbound, you as the seller will never really know when your ideal client is ready to buy. Only they know that and it changes all the time depending on the fluctuations in their business. 

Expecting your dull as-dishwater content and a copy-and-paste, shit-at-the-wall DM strategy to cut the mustard when you are trying to become memorable is seriously misguided. That strategy will ensure you remain forgettable or worse still memorable for being the one person your target client blocked that day.

Becoming memorable is THE ONLY WAY you win on LinkedIn because you are relying on people coming to you over anyone else when their time comes.

Which only they know.

How do I become memorable?

The best way to win on LinkedIn is to ensure your target client thinks of you first over your competition. This means tapping into their likes, dislikes, pain points and personal interests by bringing a lot of yourself to your content. 

“But Andy, work is work and life is life. I don’t want to blur the lines between the two.”

If that’s how you currently see things, I’m almost tempted to say give up now. The people you are trying to attract are just as human as you are. Take them out of their posh office and flash car and they still go home at night and stick a wash on, put the bins out and play with their kids. 

Bring the real you to your content and find a voice that separates you from the competition, no matter how scary that may seem at first. You must embrace the power of video (which I can almost guarantee your competitors aren’t doing) so that people have a chance to remember you in 3 different ways. 

Words. Visuals. Sounds. 

Establish an identifier for yourself that people relate to. An example of this is Lego for the Unconventionall brand. We use it in a lot of our content because I’m obsessed with it as an autistic adult and now it’s become the biggest reason people think of us. Our logos are even Lego-themed.

Ensure your true character shines through with everything you create and never be afraid to demonstrate a strong opinion on the subjects you are passionate about. Remember, this is as much about eliminating people who aren’t right for you as it is about winning those who are.

Do I really need to do Video?

I get it. Video makes you nervous. I would say I’ve been there but in truth, I was always happy to be on camera playing the fool. Hence the job title chief attention seeker. 

The best way to win on LinkedIn does, however, much to your obvious disgust (I can feel the eye roll from here) include you being present on video. There are two very good reasons for this:

Video is the best and fastest way to build trust in your target audience because they already get to know you before they eventually pull the trigger and reach out.

Video is the best and fastest way to stand apart from your competition because it is still a hugely underutilised content type of LinkedIn. 

At first, you will suck. But you must embrace the suck and do it anyway because unlike on any other social media platform, people actually commend you for sucking. Well actually they commend your effort but you get what I mean. 

If you still suck after 12 months they might start to turn on you. 

In summary…

So, to round up the best way to win on LinkedIn would be to say this. 

You never know when your target client is ready to buy. All you can do is ensure they think of you first when it is.

Stay Unconventionall.