Lynnaire Johnston, Powerful Strategies to Increase Visibility and Engagement on LinkedIn – InnovaBuzz 401

Lynnaire Johnston

Lynnaire Johnston, Link-Ability

In this episode, I’m really excited to have as my guest, Lynnaire Johnston, the author of Link∙Ability, 4 powerful strategies to maximise your LinkedIn success. She is an internationally recognised LinkedIn expert who helps business professionals use LinkedIn to achieve their business goals.

Lynnaire is ranked among the Top 20 LinkedIn Experts in Asia Pacific by the Social Media Marketing Institute (Australia). She is a LinkedIn trainer, coach, and writer, and runs the LinkedIn marketing program, Connect Me. Based in New Zealand, Lynnaire has run her communications company Word Wizard for nearly two decades.

In our discussion, Lynnaire talked to me about:

  • Starting with your purpose – why are you on LinkedIn?
  • The importance of engagement – conversations on posts
  • Some features of LinkedIn to use, in order to stand out

Marc Halpert in episode 258 introduced us to Lynnaire.

Listen to the podcast to find out more.

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LinkedIn almost looks like a classy website for you. If you use it well, you almost no longer need a separate website. – Lynnaire Johnston @WordWizardNZ on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Lynnaire Johnston, author of Link-Ability

Key points and takeaways from this episode include:

  • LinkedIn has so much power both in terms of its influence and where it sits in the social media community.
  • LinkedIn almost looks like a classy website for you. If you use it well, you almost no longer need a separate website.
  • LinkedIn is a platform where people can develop relationships that can turn into a business.
  • LinkedIn is a great vehicle to develop trust and credibility. It allows you to share your knowledge, help other people, and showcase your skills in a way that makes people feel comfortable about approaching you when they need your product or service.
  • The way you approach somebody on LinkedIn is important. Do it gently and personally. When you connect to somebody, do it in a way that makes them feel special.
  • Be clear about your purpose – why are you on LinkedIn? Identify your objectives and how LinkedIn can help you achieve those. 
  • LinkedIn is a huge platform for learning. It has a huge wealth of expertise.
  • LinkedIn is a great way to connect, engage, and develop relationships. 
  • Make sure that your content is good. People won’t read or engage with content that is very promotional. 
  • Having people comment on your posts is essential. If you have a few people that you know and trust, asking them to engage in your post is the best way to do it.
  • The more engagement and reactions you get in the first 2 to 3 hours of your post, the more people are going to see it because LinkedIn’s algorithm will put it into more news feeds. The more news feeds it earns, the more people are going to see it and engage with it.
  • The 2 most effective post types or formats are texts-only posts and document posts. 
  • Getting views is not the main objective when posting on LinkedIn. The main objective is to get engagement because that is what will get your post seen by more people. Engagement is important because it helps build those relationships. 
  • You can get organic leads and sales through LinkedIn without having to pay for ads or to boost your post simply by having good quality content and a good network of people that are prepared to engage and develop a relationship with you.
  • Engagement has to be reciprocal. It is the giving and sharing part of LinkedIn. If somebody’s engaging on your content, make sure that you are engaging on theirs. It’s not only polite and nice to do so, but also because your comments are going to be seen by their connections. It is all about widening your network in as many different ways as possible.
  • Visit the profiles of the people that you consider experts and that you want to learn from. Start having a conversation with them and develop a relationship with them by engaging in their materials. 
  • Part of your LinkedIn marketing is to be active on its publishing platform. Be as wide as possible in terms of your LinkedIn activity.
  • When sending an invite to someone, it is important to make sure that you have established a connection of some kind. Visit their profile, find something that you have in common, and mention that in your message. 
  • Personalise your invite. Use the person’s name and explain why you want to connect to them, and definitely don’t try to sell to them.
  • There is always more than one way to do something on LinkedIn. Video messages are a great way to make someone feel special. Polls are a great way to ask your audience questions. 
  • Sending someone a message on LinkedIn is better than email. It’s a good way to involve people in a conversation.
The way you approach somebody on LinkedIn is important. Do it gently and personally. When you connect to somebody, do it in a way that makes them feel special. – Lynnaire Johnston @WordWizardNZ on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round

Here are Lynnaire’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Learn from other people, read widely, and listen to podcasts. Be open to hear other people’s ideas.
  2. Best thing for new ideas – Listen to podcasts (other experts). Watch what other people doing. Make mistakes and learn from them. Find what works for you as opposed to what works for others.
  3. Favourite tool for innovation – Podcasts
  4. Keep project/client on track – Keep the communication going and make sure they know what you are doing.
  5. Differentiate –  Be yourself. Your point of difference is who you are and your values, what you stand for and what’s important to you. Be aware of what’s going on around you. Learn from the things that happen to you. Learn from your mistakes and find out what works for you. 

To Be a Leader

Find a way to add LinkedIn to your own marketing efforts because it really is very powerful.

Reach Out

You can reach out and thank Lynnaire through her website and on LinkedIn.

Suggested Guest

Lynnaire suggested we have a conversation with Jaqui Lane, The Book Advisor. So Jaqui, keep an eye on your inbox for an invitation from us to the InnovaBuzz Podcast, courtesy of Lynnaire Johnston.

Links

Book

Cool Things About Lynnaire

  • She is New Zealand’s No.1 LinkedIn expert (as ranked by the Social Media Marketing Institute).
  • She has worked as a radio announcer and newsreader, an editor, and as a senior writer for a large local government organisation.
  • She has written for the automotive, not-for-profit, beauty, electrical + automation, and travel industries among many others.
The main objective is to get engagement because that is what will get your post seen by more people. Engagement is important because it helps build those relationships. – Lynnaire Johnston @WordWizardNZ on #InnovaBuzz podcast Click To Tweet

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Jürgen Strauss

Dr. Jürgen Strauss is a transformational marketing strategist, podcaster, speaker, the chief innovator and founder of Innovabiz who partner with innovative, exceptional business coaches and consultants to enable you to build visibility, professional credibility and a deep connection with your ideal, dream clients, so that you will achieve growth and be able to make a difference to more ideal clients. Jürgen's mantra is Let's Make Marketing Human again. He believes that marketing is the art and science of creating and sustaining exceptional, remarkable customer experiences and relationships. You can find Jürgen on LinkedIn, as well as on Innovabiz' Twitter, Facebook, The InnovaBuzz Podcast, The Tales of Marketing Transformation Show and his personal Photography website.

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