In a recent poll, I asked if people felt there was too much selling and insufficient relationship-building on LinkedIn.

Of nearly 200 polled people, over 70% felt there is way too much selling and not enough relationships being built on LinkedIn.

Here are three simple and effective ways of building relationships on LinkedIn:

1. Message people with the notion of getting to know them first:

So many people, including myself, are beyond frustrated with the “spam” messages we receive daily on LinkedIn.

Someone trying to sell this to you, someone trying to sell that to you, someone constantly pitching you on something you don’t even need.

Now I realize that LinkedIn is a business and networking platform, but it never feels good to be sold or pitched to, so why would one do that to someone else, let alone someone they don’t even know?

Many on LinkedIn tell you there is a better way to message someone or try sending a message straight to the point or slowly building the relationship (like dating).

But what is most effective, and what should someone do on a consistent basis when messaging on LinkedIn?

This is a question that comes up often. The fact of the matter is that there is no clear-cut answer, no matter what the “experts” say, myself included. What I believe in is having a framework to craft your own message that not only resonates with you but will resonate with the person you are messaging.

It is pretty safe to say that LinkedIn has no room anymore for straight-up sales pitch garbage messages that are 18-paragraph long drunk-a-logs that do nothing to build the connection, rapport, or trust with the person being messaged.

I continue to scratch my head because I wonder if these people think these are proper messages to send.

Too many people use automated software or bad scripted messages that sell and pitch their audience all day.

There is a better way, and I want to give you my framework for what has continued to work for me and the thousands of clients I have had the honor and privilege to work with.

For those curious, my wife and I are doing a five-day LinkedIn Intensive all next week that will go into greater detail about this topic and many more.

You can register here if interested:

Here is how to properly message someone on LinkedIn:

  • State their name in a relaxed and humanizing way:

Stay away from the overly stuffy and business-type opening of “Dear…….How are you today?” That is not humanizing. That is not welcome. That is not warm. Instead, use an opening line like this:

“Hi……! It’s so great to be connected to you”.

What is great about this opening statement is that it’s relaxed, warm, and welcoming. You always want to bring your new connections closer to you instead of pushing them further away.

  • Create an organic and real connection point between you and the person you are messaging:

This brings up a question I often ask myself, and I’m sure others do as well:

“Why would you message someone you have no connecting point to?” Many coaches out there push the “spray and pray” method (messaging as many people as you can, with no regard to an actual connecting point to the other person), which never ever works.

What allows people to create more connections offline through phone calls or Zooms is the way they create an organic bridge from themselves to the other person. You want to make sure there is a clear and apparent connection between the two of you.

You don’t want to talk to anyone where there wouldn’t be a relatable connecting point from the onset of the connection. For example, If you are a business coach that specializes in helping other business coaches create more success online with a course, program, or coaching, then you want to use that as your “connecting point” to bridge the gap between you and the other person.

You can say something like this:

“I noticed that we both shared a background in being business coaches, and it would be great to hop on a call or zoom, if time allowed, to learn more about each others’ businesses and how we can best support one another here on LinkedIn.”

This allows you to state the obvious connecting point between you and the other person, and when such a message is read, it will hit home and speak directly to the person you have messaged.

Again, you want to raise the level of connection and lower the wall of resistance.

  • Finish with a simple CTA (Call To Action):

My simple motto is “Questions Lead To Answers, and Statements Lead To Knowhere.” If I was to finish my message with “Let me know when is good for you to talk,” guess what? They aren’t going to let me know because I haven’t asked.

If you finish your message with a simple question like, “When would be the best day and time for us to meet over zoom or phone? Now you are asking a direct question, which will prompt a direct response.

You have to A.S.K to G.E.T.

So, use this framework to create and craft your own organic and authentic message that connects to the person you want to build a long-standing business relationship with.

No more selling. Double down on connecting!

2. Engage authentically in other’s content:

In today’s digital age, building trust is more important than ever. Whether you’re running a business or trying to establish yourself as an influencer, engaging with other people’s content is one of the most effective ways to build trust.

Engaging with other people’s content is more than just hitting the “like” button. It involves actively participating in discussions, leaving thoughtful comments, and sharing valuable insights. By engaging in other people’s content, you’re showing interest in their ideas and opinions and willing to listen and contribute to the conversation.

One of the biggest benefits of engaging in other people’s content is that it helps to establish you as a thought leader in your industry. By sharing your expertise and insights, you’re showing that you’re knowledgeable, passionate about your field, and willing to help others succeed.

Engaging with other people’s content can also help to humanize your brand. It’s easy to get caught up in promoting your own content and products. Still, by showing an interest in other people’s content, you’re demonstrating that you care about your audience and are committed to creating a community of like-minded individuals.

When you engage in other people’s content, you can help yourself to expand your network and reach new audiences. When you leave thoughtful comments or share valuable insights, you expose yourself to a wider audience and create opportunities for others to discover your brand or content.

Remember that engaging in other people’s content is essential to building trust in today’s digital landscape. By actively participating in discussions, sharing your insights, and demonstrating your expertise, you’re establishing yourself as a thought leader, humanizing your brand, and expanding your network. So next time you come across a piece of content that resonates with you, take the time to engage with it and see how it can benefit you and your brand.

3. Provide as much free value-added content as you can each week:

Many forms of content can be created on LinkedIn, but in my humble and honest opinion, there are three clear winners as far as the ones that should be posted each week on LinkedIn:

  • LinkedIn Video (live or pre-recorded):

It doesn’t matter if this is done via native LinkedIn Video or LinkedIn Live video is king when building a connection with your audience. Video is also one of the scariest things people can do now.

Yes, it shows a vulnerable side of you, but that is good when you want to connect with your network. If you are going to a native video (pre-recorded),¬†ensure it’s 2-4 minutes¬†of you giving tips or education on a topic in your wheelhouse.

If you are going to do LinkedIn Live, make sure you go live for at least 15 minutes and no more than 30 minutes. I prefer “live” video because it allows you to have organic and “real-time” interaction with your audience.

Like posts and polls, ensure your videos are educational, informative, and value-added.

  • LinkedIn Poll Questions:

I have done LinkedIn Live training and articles on this very topic before, and it still needs to be talked about as often as possible. One of the best ways to find out what your audience is lacking or what they need help with is by simply asking them.

Questions will always lead to answers; LinkedIn Polls are a great way to conduct this. I do about two weekly polls to help create the content you see in my weekly posts.

I am not going to create content based on what I think people need to hear about. Instead, I am going to ask them what they are struggling with or what they want to improve so I can then, in turn, create content based on their needs, not my want.

The more you find out where people need help in their businesses using polls, the more organic engagement you will receive in return due to the value-added information you provide.

  • LinkedIn Newsletter Editions:

A LinkedIn Newsletter is something every business owner should and needs to have right now. LinkedIn sends out an invitation automatically to your contacts to subscribe.

This allows you to build an organic audience right away.

My newsletter has 6800 subscribers …..Take advantage of it. LinkedIn also emails your subscribers personally when you produce a new edition.

We always talk about visibility and organic reach, and this, my friends, is the optimal way.

LinkedIn allows you to publish a newsletter and simultaneously push it out to those who have subscribed, making it an absolute game-changer. LinkedIn Newsletters also allow you to build trust and rapport daily, weekly, bi-weekly, or monthly.

Your frequency will determine how quickly you can build the “know, like, and trust” factor with your audience.

My recommendation is to publish weekly or bi-weekly to stay top of mind.

When you are consistent with your long-form Newsletter content, it will add to your credibility. We are all looking for ways to build our credibility.

A fantastic way to do so is to have a reputable newsletter that educates and informs your growing audience.

Which of the three mentioned do you need to do more of?

Want to learn how to create your LinkedIn Profile? Download the “Perfect Profile: Optimize Your LinkedIn Profile” HERE:

#relationshipbuilding #connecting #networking #connection