Coffee Morning or Conference: how your LinkedIn strategy could affect your business
Did you know that there could be over 30 different kinds of social media platforms available to you by 2025? While this can seem quite daunting, all it really means is that you have to start being super strategic about how to use social media for your business right now.
The first thing to understand is that you simply cannot be everywhere – the only way that you are going to stay sane is to take time to really think about the reasons why you are on social media in the first place.
What are you looking to achieve? Is it more leads and sales for your organisation, to reposition yourself in the marketplace or to enhance your personal brand? Whatever the reason, be intentional about your social media use.
If you want to see results from your marketing efforts on social media platforms you need to really look at your strategy – which of the following type of approach best describes your attitude to social media?
The Coffee Morning Approach
Maybe you pop along for a general chitchat, to support a charity or a friend, but you don’t expect any outcome, apart from maybe to win in the raffle or to catch up on some news. But in attending the coffee morning you’ve spent a pleasant couple of hours. And this is fine, as long as you understand that being present at a coffee morning isn’t necessarily going to move your business forward.
The Conference Approach
A conference-goer (especially if they’ve bought their own ticket), on the other hand, attends a conference for a reason. There are usually people they want to meet, speakers they want to hear, subjects that they want to be brought up to date with.
Conference-goers often make sure they have appointments booked in advance with other attendees and will have chosen the seminars they want to listen to.
They will know the questions that they want to ask and the answers they need to find out. When they leave the conference they will have made a judgement about whether the event is worth attending again or whether it’s been a waste of time.
So why is this important?
As much as I love being ‘social’ on social media for my business, I just don’t have the time! I try to be purposeful about the content I create, not because I wouldn’t love to be chatting all day, but because this isn’t going to achieve the results I need for my business.
When I work with clients to understand their online strategy, we are committed to the Conference Approach – we’ve paid for the ticket and we are going to get the BEST VALUE possible from our time spent at the event (hypothetically!).
Taking the Conference Approach in 5 easy steps:
- Understand the audience you want to attract. If you were going to attend the conference these would be the people that you would be talking to.
- Limit your time on each platform. This means you need to show up with a focus and a reason to be in here.
- Connect with people for a purpose and add value. Always send a note with your connection request to explain why you would like to link with them.
- It’s not all about the numbers. It’s great when a post receives attention and reach but only if it’s meeting the right people. Take it back to the conference scenario – you need to make sure you’re turning up to the right conference. On LinkedIn, if you’re in the HR and Learning Sector you don’t necessarily want to turn up to an HR Conference unless you want to specifically learn more from your competitors. But you may want to turn up to the EGaming conference because they may be the ideal customers for your services.
- One purposeful post or article can be enough. Your post on LinkedIn or other social media platform may only attract the attention of a small number of people but if they are the right people it is highly likely you will achieve an outcome that moves you towards your business goals and objectives.
If you are interested to know more about using your social media in a purposeful way you might want to listen to The Simply Marketing Show, Podcast Episode 14: Is your LinkedIn strategy a coffee morning or a conference?
Alison Teare is a qualified, marketer with more than twenty-five years’ business and management experience, in both the public and private sectors, at local and global levels.
A social media expert, Alison is a trainer and speaker who regularly provides advice to businesses to guide their social media and marketing policies and strategy. She developed an integrated Social Media Management programme which enables businesses to co-ordinate a successful implement their own sustainable social media presence. Alison also mentors entrepreneurs and small business owners, helping to reduce overwhelm and providing purpose and clarity in their business development and marketing.