The LinkedIn Dilemma: Is It Quality or Quantity That Drives Results

 A few years before COVID changed our world, the theory was that the more connections you had on LinkedIn, the better your chance of acquiring new clients was. When I first hit 15,000 connections, I thought, “This is it. The sales will flow, and the opportunities will come pouring in.” But the reality was not what was promised—those thousands of connections didn't automatically translate to sales numbers. What they did translate to was a lot of meetings with people who either wanted to pick my brain or had no idea why they even scheduled a meeting, not to mention all the no-shows.

 At first, I thought, "What did I do wrong?" So, I dug a little deeper and realized that I didn't do anything wrong; I was just behind in terms of how LinkedIn had changed. It seems that without letting anyone know, LinkedIn changed its algorithms to put more importance on engagement and relevant content instead of the number of connections people had accumulated. Once that sunk in, I pivoted to thinking it's not about how many people you're connected to; it's about who you're connected to and how well you're engaging with them.

 Many content creators struggle with accepting this realization every day. It's tempting and natural to think a massive network is the key to success; after all, everything you've heard about sales says it's a numbers game. But without meaningful interactions or a targeted approach, you're just making noise.

Quality vs. Quantity: The Marketing Perspective

- Quantity Theory: The belief that casting a wide net ensures more leads. While this might work with people selling consumer products, it's rarely effective for professionals like us working in specialized niches like publishing or eLearning.

- Quality Theory: Building a network of aligned, high-value connections. These are the people who genuinely resonate with your message, are most likely to need your services, have clients who need your services, and will engage in meaningful conversations. 

Not only have studies in relationship marketing shown that targeted, personalized outreach yields significantly higher ROI than broad-based campaigns, but the successful coaches and authors I interact with preach this as well.

In other words, the "right people" trump "more people" every time.

The LinkedIn Challenge: Cutting Through the Noise

LinkedIn is flooded with AI-generated content and impersonal messages. It's harder than ever to build genuine relationships when the platform often feels more transactional than relational. Their algorithms change without any notice, so you really never know who gets to see your posts and requests. The key is to stand out, not by shouting louder but by speaking more authentically and making sure you ENGAGE with your important connections. One way I have tried to do that is to engage them with true stories and not be afraid to show vulnerability. Half the profiles I view show perfect faces and successful careers. I think by now, we all know that's just not possible.

Practical Tips to Build Meaningful LinkedIn Connections

 Some of these tips would seem to be a no-brainer, and yet even some of the smartest people I know don't do it.

1. Define Your Ideal Audience

 Start by identifying who you really want to connect with, and don't be afraid to drill down even if it limits the number of connections. For instance:

 - Are you targeting book coaches who might collaborate with you?

 - Coaches who have pain points you know you can help solve.

 - Content creators who need to increase their influence and are looking to position themselves as thought leaders. 

2. Personalize Every Connection Request 

 Ditch the generic "I'd like to connect" message. Instead, craft a note that highlights something specific about them:

 - Reference a recent post they made. 

 - Mention mutual interests or mutual connections

 - Share how your services align with their work.

3. Engage With Their Content

 Before sending a direct message, engage authentically with their posts. Comment thoughtfully, ask questions, and show genuine interest in their work. Building trust begins in the comments section.

4. Create Content That Speaks to Them

 Share stories about your journey. Highlight your accomplishments and failures. Vulnerability indicates you are real and engaged.

 - Offer actionable advice, such as how to turn a coaching program into a book or ways to monetize an audiobook. 

 - Invite engagement by asking for opinions or feedback.

5. Avoid Over-Automation

 Automation tools might save time, but overusing them can hurt your credibility. People can sense when messages lack a human touch. Keep your interactions genuine, even if it means scaling back outreach volume.

A Final Thought

In this era of AI-driven content and inflated connection numbers, being real is your secret weapon. By focusing on building meaningful relationships and delivering value to the right people, you'll find that your LinkedIn network may not become much bigger, but I promise. It will become better.

 If you're looking for ways to amplify your message and create meaningful content, whether through a book or eLearning course,—let's talk. After all, the best connections are the ones that lead to real opportunities for growth.

 Warm regards,

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