Influencer Marketing on LinkedIn

Marketing / Influencer Marketing / Thought Leadership / Personal Branding /LinkedIn Influencers

I am sharing with you an interview I had with Zoot Marketing about one of the most actual topics when it comes to online marketing in 2021.

How would you describe who qualifies as a LinkedIn influencer, and is there a difference in this definition across other social media platforms, or are they pretty much the same?

There is a difference across different social media platforms, for sure. Each platform has its own audience, type of content that is popular, and its own algorithm. When it comes to LinkedIn, I would say, LinkedIn is a number one social media platform with a business focus. LinkedIn audience is business audience and LinkedIn content is mainly business content. I would also call LinkedIn the largest global networking event, open 24/7.

LinkedIn’s users who are content creators, who provide value, and who are being authentic, have the trust and credibility necessary to influence others. Most of the LinkedIn influencers are this type of influencers. Other types are celebrities, famous business owners, public figures, and similar.

So, how do these LinkedIn content creators influence others? They influence other LinkedIn users with their content. In other words, with their thought leadership. Thought leadership is sharing value about certain topics consistently. In that way, this person becomes influential to others and is seen as an expert in this field of work. It is a marketing strategy that focuses less on content that sells and more on content that establishes you as an expert in your field. The goal is to provide value and answer questions that your audience might have.

One of the best ways to become an influencer on LinkedIn is by being authentic and by posting a video in which you are sharing value with your audience. Now, a big part of this is likability. It is not only enough to put yourself out there and let the world know who you are and what you do. People will follow you if they like you. So, likability is a big factor in being able to influence others.

Another way to become an influencer on LinkedIn faster is to be part of a “tribe”. Namely, through collaboration with other LinkedIn content creators and influencers, and by engaging on their content, you are increasing your chances of becoming a LinkedIn influencer. That is mainly because LinkedIn is all about people doing business with people. Therefore, personal LinkedIn profiles are performing much better than LinkedIn company pages.

The latest trend is that some companies engage LinkedIn influencers to promote products on LinkedIn too. But still, many LinkedIn influencers and users are leveraging LinkedIn to develop a strong personal brand, along with a large following, to connect with their clientele, build relationships with them, and eventually do business together.

What role can an influencer have on LinkedIn?

A LinkedIn influencer, as any other influencer, has a role of a trustworthy, credible individual who is influencing others to do something, or to start liking his or her personality. The reason behind it is simple. Once people open-up and share more about themselves with us and when their value beliefs match our value beliefs, we start liking them. We want to collaborate and do business with them. In my opinion, influencers are people with a strong personal brand. These are people who shared their own story, their personal journey, knowledge, and experience with others. Not just that. They did it consistently with a focused effort. By being consistent in their messaging and in what they stand for, they started to be perceived as persons of trust and credibility. This is especially true when their story is backed up with testimonials and recommendations on LinkedIn.

If an influencer on Instagram is there to help promote products and branding - what does a LinkedIn influencer do/influence/create?

LinkedIn's influencers, consultants, coaches, business owners, you name it, are on LinkedIn mainly to build a strong personal brand, to increase their company, or service brand awareness. I have personally seen many LinkedIn polls created by different LinkedIn users with the same question. Most poll answers were as I have already mentioned. The main reason that LinkedIn users and influencers are on LinkedIn is to build a personal brand and to increase their brand awareness.

LinkedIn is simply a perfect social media platform for increasing the brand awareness. This is especially true for startup owners who are providing their services online and globally, US-wide, or, at least, regionally.

What tips would you like to share to help someone find and establish a relationship with an influencer?

  • Research influencers relevant to the specific area of your interest.

  • Connect and establish relationship with them. Network and give first before you expect to get anything in return. Be supportive. Be part of the influencer community.

  • Be personable. Show that you like them or their work. Show that you know them, you have been following their work.

  • Very often you might get better results by collaborating with a micro influencer rather than with a macro influencer. The same applies on paid ads vs organic marketing. People trust organic marketing more than the paid one.

Alisa Ploco is a Personal Branding Strategist. The owner of Your Biz Mentor LLC, a corporate trainer, LinkedIn influencer and LinkedIn course creator. She has seventeen years of corporate and consultancy experience gained while working on three continents. Alisa is a philanthropist, and a passionate giver as well. She is a member of multiple nonprofit organizations.