Have you ever had a client that didn't want to do anything you suggested?

Or, that already 'knew it all?'

And you wonder why they hired you, the expert.

If you want different results, you have to get uncomfortable and do something different.

And, O M G! You may have to fall on your face and fail.

When you hire a professional, you are trusting them to solve a problem in their area of expertise.

Listen to them.

Truly listen to their suggestions and co-create the solutions.

I had a call with a potential client last week. She was very frustrated with the results her content was getting on LinkedIn, and she wanted help.

Her results were dismal.

50 impressions, 1 like, and no comments consistently day after day, six months into the effort. Network nearing 7,000 connections.

She should be getting 500 - 1000+ impressions and a lot more likes and comments with a network that size. If it's quality.

Network building is a whole other topic.

Comments are the only thing that really matters.

Her graphics and messaging did not fit her target audience.

High-level professionals - CEOs, Upper-level Managers, etc., are not likely to respond to TikTok videos and IG posts that you move over to LinkedIn.

You might LOVE them. It's not about you.

I'll tell you another secret - that audience is not known to openly engage. They don't want to be targeted with sales pitches, but they are shopping.

Content on LinkedIn is tricky and you have to be willing to experiment.

There has to be a great mix of content. You want to strike a balance between variety and consistent branding.

What does appeal to other high-level professionals?

CEOs are 67% more likely to watch video. 60-second, focused, professional-ish video.

CEOs like statistics. They like proven results and stories. Proof of ROI.

Sophisticated, clean, simple graphics

CEOs don't seem to respond to 'cartoonish' graphics. They like real photos of people. Not 'fake-ish' stuff. It repels them.

We all like to see people like ourselves in graphics. We get very sensitive if everyone we see is too young, too old, all men, only women, no diversity...

Keep your target audience in mind. Who are they?

If you are trying to reach CEOs, are they startup CEOs, or Fortune 500?

It's the kiss of death to offend your audience.

Too much text, too small a type size, you don't get to the point quickly, there isn't a point, the content is generic and adds nothing to the conversation...

All things to avoid.

Frequency, content mix, what days and times, brand expression, brand consistency, scheduling... - so many considerations that all take patience and experimentation.

You will bomb.

And, that is useful information.

If you want to continue posting what you are posting, great. If it's young and fun - I hope that appeals to your audience.

Change is hard. It requires trust and a willingness to bomb.

You will find your way.

I had a client last year, every session he had a new idea he wanted to try. He would hear or read something and that was THE BEST thing yet. This was after a significant amount of time devoted to strategy.

It takes at the very least 3 months of analytics and testing to learn anything. Even after 6 months, there are things to learn.

It takes a year to be an overnight success.

Content is the Long Game.

If you TRULY want results, dig into the trenches and commit to the task at hand.

Put on your blinders and stay the course.

Be adaptable and willing to fail forward.

The goal is to connect emotionally with your target audience.

Let the number inform you.

Don't be looking to win any popularity contests.

Content is not for the faint of heart.

Not everyone has the stomach for it.

If you choose it, be ready to have it rock your comfortable little world. Celebrate the first failure.

Random acts of content = Random results

Informed, intentional, targeted posting = Success

Until next time... 

Angela

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