LinkedIn Engagement: Cultivating Networks vs. Direct Marketing

With shifts in other social platforms, LinkedIn has witnessed a surge in user engagement (source). The advisors I work with are increasingly leveraging the site when appropriate. Typically, I observe two different approaches:

1. Cultivating a network. Rather than pushing for immediate sales, the focus is on building a reputation and fostering trust over time. The primary objectives of this approach are:

Genuine connections: The financial advisor connects with people in their niche and focuses on depth of connection, emphasizing real conversations and mutual value.
Consistent value: Advisors regularly share insightful content to position themselves as thought leaders in their niche.
Engagement: An advisor actively engages with their connections through comments, shares, and direct messages.

2. Direct marketing: This approach is geared toward generating leads and appointments as quickly as possible, often using automation tools. The primary objectives are:

Immediate CTA: Either in the initial connection message or shortly after, the advisor sends a call to action (CTA). This could be sharing a valuable resource or proposing a meeting.
Volume: This approach plays the numbers game, prioritizing a high volume of connections and messages. Advisors often use automation for extensive outreach and to send multiple follow-up messages with the aim of generating leads.
Efficiency: While this method comes off as impersonal to some, its ease of execution means it requires minimal time investment.

Before increasing your LinkedIn engagement, decide on the approach you want to take. Neither approach is inherently right or wrong; you simply need to choose the one that aligns with your overall marketing strategy.