How social media can amplify business growth

What are you getting out of posting on LinkedIn? A deafening silence or an almost 7-figure business?

On this UnfilteredFriday, let's talk LinkedIn strategy.

There is no shortage of experts selling LinkedIn training or coaching. But can social media really help you grow your business?

Social media for business growth

Yesterday, I attended the Xero Beautiful Business Community event, where they had Benjamin Loh, CSP to share social media strategies for business growth.

Huh, don't you have more followers than him, Paul?

• I've always maintained that numbers ≠ result.
• I'm constantly looking to learn.
• I wanted to meet him.

Besides, Benjamin has success in spades - though I admittedly didn't know until yesterday. As shared by Xero MD Koren Wines, he's closing on 7-figures annually.

It was a great session. I took lots of notes and I thoroughly enjoyed myself. Here are my thoughts.

Social is more important than ever

People buy from people, and it pays to be top of mind when potential customers decide who they want to buy from, says Benjamin.

In a way, one can opt to be social or be invisible.

Interestingly, he noted that social media, done right, can be polarising and serves as a litmus test for compatibility.

I guess that validates my newsletter strategy of enabling double opt-in; I also don't add people without asking just to beef up the numbers.

No one strategy fits all

You are probably familiar with the sales funnel:

• Top-of-funnel.
• Middle-of-funnel.
• Bottom-of-funnel.

So, what ratio of content is ideal? My takeaway? There's no one perfect strategy.

Personally, almost everything I write is squarely middle-of-funnel: Sharing insights, offering perspectives, and busting myths.

I don't promote myself, share case studies, or even offer discovery calls. I think it worked well for me.

Find your ideal customers

Back to my UnfilteredFriday theme.

Many on LinkedIn have taken to using pods, AI commenting bots, and other grey or black-hat techniques to boost their social credibility.

Don't do that.

The magic of LinkedIn lies in its ability to connect you with people who appreciate what you do and who like you. And when the time is right, will engage you.

Inauthentic methods simply screws up the algorithm's ability to do that.

Sure, you will have:

• Oodles of likes.
• Loads of inane comments.
• The admiration of those who don't know better.

Pointless numbers or concrete results? It's entirely your call.