LinkedIn: Visibility, Engagement + BD Without Leaving Home

People want to hire this guy. LinkedIn helps.

LinkedIn works. Last week I was invited to present on business development at a global conference of law firms later this fall. How did the organizers find me? LinkedIn. 

Lawyers and marketers, what does this mean for you? 

➡️ PROMOTE VALUE, NOT EGO: Keep sharing thoughtful content that benefits others. Go beyond "Proud to be recognized . . . " etc. etc. Bonus points when you offer practical takeaways for readers to try on their own. 

➡️ KEEP AT IT: You never know who is looking. Sure, that post only got 161 views. Dang. But if a conference organizer, journalist (oh, yeah--they come here, too), or prospective client is among the 161, and they like it, hooray! 

➡️ DON'T SWEAT THE ALGORITHM (IT WON'T HELP, ANYWAY): As Ron Latz wisely shared with me several weeks ago, "I don't get to speak to 100 people every day. So if 100 people see my post, that's a win." (Something tells me Ron's posts exceed 100 impressions, but point taken. And thanks for keeping it real, Ron!) 

So how can you find a regular content stream and posting cadence, especially when you are busy?

Draw a Venn diagram. 

✅ Circle 1: What your target audience cares about.

✅ Circle 2: Talking about Circle 1 in ways that excite you. 

✅ Intersection: Your LinkedIn sweet spot. 

Go deep and mine that intersection. Keep coming back to it. 

Remember, no one is reading LinkedIn front to back. Different people are dipping in at different times. 

Go ahead and repeat yourself, or say the same thing different ways. As long as you are in the sweet spot, your target audience will respond.