“What should I post on LinkedIn?” is a common question, but it’s actually not the best place to start.
No, the better question is, “What distance am I demonstrating value to?”
Are the people you’re talking to on LinkedIn already familiar with your work, and who you are?
Or are they strangers you’re trying to reach for the first time?
Those audiences require different messages, even if you’re placing them both on LinkedIn (or any other channel).
A message targeting Far prospects (who need you but don’t know you) will be focused on telling them that you do the thing they need, and how they can learn more about you, easily.
A message targeting Close prospects (who know you but haven’t reached out yet) will be focused on demonstrating your tradeoffs and revealing how you work that’s specially suited to their needs.
Same channel, different distances, and therefore different messages.
So there’s no need to ask, “What do I post on LinkedIn?”
Because the question is really, “What distance do I want to demonstrate my value to, on LinkedIn?”
Once you know the answer to that question, what to say almost writes itself.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.