1 Weekly LinkedIn Practice You Should Be Doing To Grow Your Expert Presence
Credit: Forbidden Planet 1956
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You can establish your expert presence using one weekly activity on LinkedIn each week. Let’s explore the benefits of being perceived as an expert plus how exactly to do this weekly activity.
-While I played football through four years of high school, Freshmen, Junior Varsity, and Varsity ball, I never got to touch an actual ball much during a game.
One sweaty football coach put me in a line with a bunch of other sweaty kids and asked me to run out into the field and catch a bullet. I missed, the ball slipping out my hands — so to defense I was destined.
I learned to like defense and I even relished the electricity you felt in your body when you could “light up” a quarterback or running back, how you could drastically alter games in just a few seconds.
That said, every defensive player dreams of that holy moment they snatch the ball from offense and play temp running back for once in their careers.
However, because of my distant past, when an exasperated coach proclaimed,
“You can’t catch.”
So, I figured I couldn’t. I carried this belief into my early twenties until a kindhearted pastor recruited me for his football team. I was on a young adult retreat with other twenty-somethings and grew anxious at the thought someone might have a football, throw it around, and expect me to get in on the fun.
Then he made me the freakin’ wide receiver–the person catching the ball!
The time came when my team set up at the line as I stood in the wings with arms up and legs pumped, hoping to run and generally not embarrass myself.
The ball snapped and I ran, twisting this way and that, shuffling pounds of earth in the process, looking for the pass and praying I didn’t screw it up.
I dropped the pass. The play was over.
As my teammates and I walked back to the pastor, serving as quarterback, I expected to be blamed and ridiculed. That was typical protocol.
Instead, he did something else.
“Hey, next time when you run your route, I just want you to put your hands out,” he instructed. “The ball will be there.”
We set up for the next play and this time I did exactly what our quarterback said. I sprinted at the ball’s launch and did what I’d been instructed to do. 15 yards out, the ball fell right into my hands.
I viscerally learned the power of simple focus that day. Just do this one thing and your dreams will eventually come true.
The Why: Feed And Focus On Your Primary Growth Beast
Reading “Traction” by Gabriel Weinberg and Justin Mares, I had a realization based off something they recommend (and created) called the Bullseye Method.
What hit me is their insight that other channels mainly serve to feed your primary channel of growth. An example of this would be a business like Hubspot that has content marketing as its best growth channel. That’s the channel to feed.
So, while Hubspot operates in various channels across the internet space (email and social, just to name 2), they will inevitably lead everything back to their content marketing (blog, infographics, podcasts and the like) in order to feed their primary growth beast.
For me, while I continue to test potential primary channels to this day, LinkedIn is a platform on which my business and message have seen signs of growth (inbound leads, deals, proposals, etc.).
Using the traction channel theory and methodology, that means that my main growth strategy involves leveraging LinkedIn via other channels.
That said, there is no reason you could not duplicate the following weekly strategies on your best channel, given it allows for wide and effective reach of your target customer.
1 Weekly LinkedIn Strategy You Should Be Using To Grow Your Expert Presence Now
A video recommended by a business buddy recently came across my desk that got me all excited. It was all about multiplying your impact and results via better planning.
After trying to find ways to incorporate it into my life and business, I discovered that I was all good. Drilling deep into my weekly activities, I noticed I was already working on all the stuff in my life I wanted to tackle.
The things I had put off just weren’t priorities at this time.
I’m not accomplishing this stuff because I’m some time management master or possess an iron will — it’s just that if I believe something will help me significantly live and perform better, I incorporate it into my life as a habit.
I have a number of habits like this in my business, especially where LinkedIn, my preferred outreach platform, is concerned and I recommend them to anyone who might benefit.
Why you should do weekly press outreach
It is no secret that being seen as an expert in your field comes with generous set of benefits, including, as Smart Blogger duly notes
You build your personal brand and raise your visibility in your niche (which results in more followers and mentions).
Your quote appears alongside recognized and trusted experts, which brings powerful authority by association.
You build powerful editorial links from established blogs, which also generate referral traffic* (and may result in long-term SEO benefits).
…experts featured in popular interviews are often among the first chosen for future round-ups and other projects (that’s the rich-get-richer concept).”
Remember that zany formula we’d talked about when it came to visibility on social media :
Visibility = Looking Like A Success = Acting Like A Success = Becoming A Success
This is network science in action or as SmartBlogger put it, the rich get richer. In his book “The Formula: The Universal Laws Of Success,” scientist Albert-László Barabási and his team did extensive research shedding light has to how imbalanced this gap can be, that between the dominant and the average.
In one example, they examined the earnings differences between the pay for an average professional golfer, $100,000 per year versus Tiger Woods, who had earned over $1 billion for himself at his peak of play. That is a 1,000,000X advantage! Ridiculous!
The kicker: they analyzed Tiger’s metrics on the green were not a magnitude better than his peers. Again, there was not a large difference between the average player and the one making a million times more. A fraction of improvement made all the difference.
All that to say, it pays to be seen as the expert — and one way to accomplish this is weekly outreach to reporters via LinkedIn.
How to do weekly press outreach via LinkedIn
The strategy I’m using is one borrowed from a business owner buddy who runs a coworking space, yet he’s been featured as an expert in the NewYork Times, Inc and more.
Here’s what he does: When he comes across an interesting story related to his field, he emails the writer. He thanks them for their insightful story and offers himself as a possible expert for their next story on his field of expertise.
Adopting this pathway for LinkedIn, find and connect with journalists and writers covering your field. Thank them for their insight and recommend yourself as an expert when they next need one. The idea here is that you find authentic way to start building a relationship.
As a former freelance journalist, finding experts to interview was always the hardest part. Make it easy for a reporter out there and make yourself better known.