The LinkedIn Challenge
In today's remote work environment, with Zoom and Microsoft Teams replacing in-person meetings, LinkedIn's role has become increasingly important. However, many professionals have a love-hate relationship with the platform, often receiving dozens of generic connection requests from people seeking something without offering value in return.
The Rifle vs. Shotgun Approach
Rather than blasting generic messages across the platform, successful LinkedIn networking requires precision and intention. Focus on building just five genuine relationships per week - quality over quantity. This targeted approach yields far better results than sending mass connection requests.
Research Before Reaching Out
Before making any connection, thoroughly research your potential contact:
- Review their professional background
- Read their published articles
- Listen to podcast appearances
- Watch their video content
- Note their educational background
- Identify unique personal interests
For example, if you notice someone attended UC Santa Barbara, referencing "Go Gauchos!" shows you've done your homework. This personal touch immediately distinguishes your message from generic connection requests.
Multi-Platform Engagement Strategy
Create Multiple Touchpoints
Don't limit yourself to LinkedIn alone. Before sending that connection request:
- Follow them on Facebook
- Connect on Instagram
- Follow on Twitter
- Subscribe to their YouTube channel
- Listen to their podcast if available
- Comment on their content across platforms
This multi-platform approach ensures your name appears multiple times in their social media ecosystem before you even reach out directly. When they finally see your LinkedIn message, they'll likely think, "I've seen this name several times recently."
The Value-First Approach
The most critical aspect of LinkedIn networking is leading with value instead of asking for something. Consider what your potential connection needs:
- Broader audience exposure
- Podcast appearance opportunities
- Introductions to other professionals
- Access to valuable resources
- Speaking opportunities
Real-World Example
Here's how this approach works in practice:
A team recently attended a virtual accounting conference and saw an impressive software presentation. Instead of immediately pitching their services, they:
- Reached out referencing the specific conference
- Complimented the presentation content
- Offered to connect the presenter with a relevant podcast host
- Built genuine value for both parties
- Only after establishing value, explored potential synergies
This approach led to:
- A 45-minute discovery call
- Subsequent follow-up conversations
- Reciprocal podcast appearances
- Speaking engagement opportunities
- Long-term relationship building
Implementation Tips
To effectively use LinkedIn for relationship building:
- Limit yourself to 5 targeted connections weekly
- Research each potential connection thoroughly
- Engage across multiple social platforms
- Lead with specific value offerings
- Focus on their needs before yours
- Be patient with relationship development
Remember, the goal is to activate the law of reciprocity - by doing something valuable for others first, they naturally feel inclined to reciprocate, leading to genuine, mutually beneficial relationships.
