Linked has been around since 2003 with a focus on bridging and building networks amongst businesses and professionals.
By December 2016, the professional social networking site became a wholly-owned subsidiary of Microsoft, and its popularity skyrocketed from there.
It has always been the leading platform used by professionals as an online resume.
In addition, companies and businesses use it to establish their brand, create awareness, and initiate engagement.
As a networking site, it contains essential details that identify you and your company.
This includes who you are, your interests, the company or industry you work for, and other additional information.
Businesses and companies, on the other hand, have their product or service, history, and other content such as promotions on their profiles.
Even though the information listed is essential, it is still not enough to connect and make an impression.
During this digital age, information, whether true or not, is easy data to get.
Be a distinction and stand out.
Remember, facts are boring, and stories are engaging.
Yes, facts are indeed important, but stories can strike and evoke emotions.
This is why stories, a good one to note, are what people talk about and what they usually share.
Some of them can relate, some can understand, and most importantly, it leaves an impression.
This is the reason why storytelling is the secret ingredient to selling on LinkedIn.
Why stories are important
Storytelling has always played a significant role in humanity.
Let us go back to our childhood where our parents read us stories before bed.
It sparks our imagination whether they’re reading about Peter Pan, Cinderella, or even the Boogie Man.
Let us go farther back in time.
Stories are humanity’s way of passing down knowledge and wisdom to the next generation.
A good example of stories passed down by word of mouth from generation to generation are folktales such as Tortoise and the Hare, The Three Little pigs, and Jack and the Beanstalk.
Our civilization is built upon a rich history full of compelling stories.
It is not surprising that our love for stories will reflect on the brands and products we consume.
All the great marketers are always great storytellers.
This is because they need to create interesting and entertaining content that will inspire their target audience to show interest and ultimately buy the product.
You cannot just tell a story.
It should align with the company’s purpose and principles.
Stories and LinkedIn
Although LinkedIn is in a business setting, you can still sell through storytelling on this platform.
Since storytelling is innate in humans, it is also inherent in sales.
Using this kind of method, storytelling on LinkedIn is a powerful tool for establishing a good connection with your potential clients.
LinkedIn is a solid platform made up of more than 600 million professionals.
Tapping them using storytelling can help you generate leads and expand your network.
It is one of the most critical skills you need to learn on LinkedIn.
While thinking of a story to tell, make sure you share the right information at the right time for all the right reasons to the right kind of people.
This made me remember a story that I read about LinkedIn that went viral.
It is the story of Ms. Lauren Griffiths and why she changed her LinkedIn profile picture.
It changed from having a professional, crisp, and perfectly polished picture to a more realistic selfie that shows her everyday life working remotely.
She shared that in today’s remote world, it has blurred the lines between her professional and personal self.
She chose a photo of herself in a barely dried hair, wearing a pullover and ripped jeans, an everyday look but still smiling and ready for work.
As of this writing, it now has 889,030 reactions with 30,676 comments, and it is now known as toss the headshot.
This is a great example of posting the right stories, for all the right reasons, at the right time.
While creating your profile, did you know you are already telling a story?
It already includes your history.
It may be your alma mater, current location, or previous work experiences; it is already telling a story.
Plus, your company name, profile picture, banner, and LinkedIn summary all paint a picture of what kind of brand you are.
This is the reason why it is important to optimize your company page on LinkedIn.
Make your first impression count and connect to your potential clients.
But more than that, actual stories can help your company go a long way.
Here are a few tips to effectively share stories that will improve your relations with your clients.
Tips to effectively share stories
1. Know your audience
The first thing you need to ask before telling is who you’re writing the story for.
Understanding your audience and what they want to hear is an important step.
It can narrow down topics you can choose from.
Most of all, it makes people feel seen.
If your audience is in the IT industry, share a story about your first PC experience, how it sounds, and how PC sounds now.
How the internet is via dial-up versus now that the world is looking at 5G.
Since they’re in the IT field, it is not appropriate for you to share how you were able to fix your kitchen sink or a preview of your dream house.
Audiences are more inclined to engage with a post or a brand that they can relate to.
This will improve your interaction with your target audience and help you cultivate your online community.
Rather than sharing a story about random stuff, spending time in creating the content, make sure it counts and connects.
Once you have a grasp of who you’re writing for, now is the time to put on a thinking cap and start creating your stories.
It’s vital that your stories feel real and authentic.
Remember, you want to write stories that people can relate to.
Let us go back to Lauren’s story about her tossing the headshot.
Since most of the crowd on LinkedIn are now working remotely because of the pandemic, it is highly relatable.
How she started with her crisp, professional-looking photo to how it is now.
Working remotely and changing it to look like a regular selfie with a smile.
This is what the people are experiencing now.
The mix of professional life, along with being at home and feeling at home.
The more people can relate to you, the more they are inclined to like and share your content.
This is why her story spread like wildfire.
Put it as close to your heart, as genuine as possible.
If you can relate to it, and if it’s basing on your own experiences and thoughts, it will be most likely cross-over to your audience who are also experiencing the same.
Make your stories genuine and true-to-life so that you don’t come across as just another LinkedIn company.
Don’t focus on your own stories
If you’re the only person writing stories for your company, don’t be afraid to tell stories outside of you.
In other words, tell stories about your company in general.
For example, how your company name came to be, why the company started, or what struggles it had to overcome.
Like how McDonald became one of the biggest fast-food chains from starting as a drive-through barbeque restaurant to a burger and milkshake joint.
How Nike’s Swoosh logo and design came to be.
Mix your stories, don’t always focus on your own, share other stories to extend and reach various people.
You can also tell stories about your team, your co-workers, and employees.
You can even tell stories about the daily routine in your office.
These kinds of stories help build the image of your brand and what kind of company you are.
People will appreciate these kinds of genuine, down-to-earth stories.
There are plenty of other ways to develop your storytelling skills on LinkedIn.
Stories are the secret ingredient for effective marketing on LinkedIn.
It builds your company’s image while helping you connect with your audience in ways your competitors can’t.
Just remember: a good marketer is a good storyteller.
To sum it up, to create a good story to sell on LinkedIn, you should know your audience.
Demographics play a big part in knowing what to talk about.
It would be best if you also were genuine and true.
It would be best if you conveyed your story to the right people, right time, and for the right reasons.
Last but not least, do not just focus on your stories.
By sharing your company, a friend, or a teammate, you can tap the emotions of other people experiencing it.
You can even share how your day went.
Make sure it’s authentic and realistic.
If you still want to learn more about storytelling and how to use it to sell on LinkedIn, feel free to contact us.
We will give you a 30-minute consultation for free to customize and have a one-on-one conversation about how we can help you skyrocket your business.
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