The Big Secret of LinkedIn Networking

Today I want to show you the big secret of networking on LinkedIn. Very few people know this.

I don’t believe LinkedIn is a place to grow an audience or followers or anything like that. If that is your main aim, you are wasting your time. LinkedIn is for professional networking.

You want to connect with people who are useful to you and people you will be useful to.

Before going too deep, you should read this piece about how to get people to accept your LinkedIn connections request.

That is the first step.

LinkedIn Latest Tips

Before delving deep into the networking strategies, let’s talk about LinkedIn tips that are currently working. Always remember that these platforms change their algorithms often and they owe no one an explanation.

Today’s tip is about reposting.

If you don’t repost, I want to suggest that you do. It is one of those very high-ranking engagement activity. But there is a way to do it that won’t hurt your traction.

Before my first viral post several weeks back, I reposted someone. And I believed that it played a huge role in my post going viral.

So, here are the rules:

1: Do not repost with your thoughts

LinkedIn has two options for reposting – repost with your thoughts or without. The trouble is that if you repost with your thoughts, it is counted as your post.

That way, it is no longer engagement. It is just your own post. And you want to avoid that. It is better for your post to be totally yours. And make your reposts count as engagement. Therefore, only use the repost without your own words or thoughts.

2: Only repost someone in your niche

Repost someone who makes a post that could have been written by you. If it is not in your niche, no matter how good it is, don’t repost it. LinkedIn somehow uses the audience of that post to judge your future audience.

Furthermore, if you deviate from your core message or niche on LinkedIn, it takes about a week (depending on other factors) for your LinkedIn reach to bounce back. Let me explain.

Immediately you publish a post, the LinkedIn algorithm shows the post to the people who have engaged on your previous posts who are online at that moment. If the post does not appeal to them (and they don’t engage), the LinkedIn algorithm gradually abandons the post.

Meanwhile, if the first set of people who see it are happy to engage in many different ways, the LinkedIn algorithm is encouraged to show to more people (with the same content preferences, judged by their recent behavior when on the platform).

This is why it is important to stay in your niche. Every step you take out of your niche further confuses the LinkedIn algorithm. It also confuses the strangers who see your content on LinkedIn. People who know you in real life will understand, but the majority of people who only know you through the internet won’t get it.

LinkedIn is not social media. If you want to use it as social media, that’s fine. But you may not get any business or productive thing from it.

3: Don’t repost more than 3X a week

Don’t overdo it. I repost mostly twice a week. And I often do on weekends. My posts are reserved for weekdays.

Anything between once and thrice a week is good. Anything more than that is a gray area.

4: Repost a post by someone you follow

If you don’t yet follow the account that made the post, be sure to do before you repost. Remember that you are doing this so that LinkedIn will match your reach.

The people that were reached by the post (you reposted) will be a prime target of LinkedIn algorithm when you make your next post. So, think about that. Do you want your next post to reach people like those who engaged on the post you are reposting? Think about that

5: Engage on the post before reposting

You can “like” and comment. In fact, it is better when you like and comment before reposting. This is why it is even more important that you only repost what is in your niche.

It also helps if the post is viral already. I have a benchmark of a certain number of reactions I have to see on the post before reposting.

That’s it about reposting. More LinkedIn tips next week. Now, let’s go to the meat of the matter – networking.

You’ve probably heard me say it before – networking is not done in the DMs. Rather, it is done in the comments. But comments make little or no sense if you don’t have a niche. So, if you have never read it or you need a refresher – here is that article on niche again.

I will be showing you two examples of networking from comments from my own personal account. We will be using that as a kind of case study. I will actually show you the screenshots and explain where the conversation eventually led to.

Let’s get into it

The 3 Steps to LinkedIn Networking

The first step is to establish yourself as someone of value

Always remember that everyone on LinkedIn is there for themselves. You have to look like you have something to give.

And if you are in a bad position where you have nothing valuable to offer, niche down and focus on research. If your research insights are very good, you have something of value.

The second step is to identify who you want to reach

Know who you want to connect with. In my case, I wanted people in the remote work space who are in a position to extend work opportunities to me.

So, every time I see a post on my feed from someone who fits the bill, I engage and follow. And also, I keep an eye on their newer posts. You have to understand that opportunities come through relationships.

And if you don’t date those people on LinkedIn, they have no obligation to remember you.

The third step is interactions

It takes about 7 different interactions for you to stick in people’s heads (where they can remember you). But if they don’t have a large audience yet, it can take much less. And if you are also very good at communicating, it can take much less.

When I mean 7 different interactions, I mean 7 touch points.

Does that mean 7 comments? Not exactly.

Yes, comments count. But only if they replied to your comment. If you made a comment on their post and they replied to your comment – that is a touch point.

This is why comments are so powerful. When you send someone a DM, you are asking for something. That is an awful first impression. You have to start out your relationship bearing gifts, not asking.

A DM is you asking for attention. A comment is you giving more impressions to their posts.

So, you start by giving impressions. It doesn’t cost you anything – only a few minutes. A thoughtful comment (that is relevant) goes a long way. If they are serious about LinkedIn, they will reply your comment (to give more traction to the post).

And if they invite you further, you can keep the conversation going (at your discretion). And from there you can draw their attention to a 1:1 channel where you can discuss business at length.

The following are examples where I have connected with executives in two remote companies. I have not met them before ever. The interactions you see on the screenshot are not necessarily the first. But this comment interaction eventually went to a 1:1. One on DM and the other on email.

The Examples

This first one is a thread I had with a manager at Remote, a company that I am interested in. Remember, go in first bearing gifts. And expect nothing in return that particular interaction. Eventually, you will get something in return, but don’t be desperate about it.

All of that happened in the comments. They are public – open for the world to see. If your initial pitch cannot be a comment (open to the entire world), then it will suck as a DM. Never start with a DM.

Eventually, we took the conversation to the DMs. Yes, she DM’ed me and we are still in conversation.

Another point is that she didn’t DM me on the day she said she would. Instead, it was several days later when I made another comment on a newer post of hers that she realized she had forgot to DM me.

See how that works? People forget stuff.

People will forget you. So, you have to know that 1 touch point is not enough. Your goal should be 7 touch points.

Now, the other comment that got her to remember me wasn’t me saying, “Hey, you said you will DM me” or something like that. No. It was another thoughtful comment on her post. And it continued the previous interaction a little bit.

Nobody owes you anything. Even if they say they will do something, never feel entitled to it. Just keep making your moves. All you need is seven touch points.

A touch point is an interaction you had with the person where they responded to you in a definite way.

Okay, here is the second example:

This is another remote company I am deeply interested in – Doist. And this person is the top HR person in the company.

I was quite creative for this one.

So, the company had an opening for head of marketing. The requirements were quite steep for me but I applied anyway.

After a few weeks, I got the rejection email. But it was very nice and courteous. For most people, this is where they look away and start applying to another company. But for me, it is just the beginning.

The reply came from her own company email. So, I replied and asked for personalized feedback.

Then, I had that interaction on LinkedIn that you just saw.

Here is the twist – she didn’t reply on Monday like she said she would. So, I waited till Wednesday and sent another email. And she replied a few hours later.

And we went on to have a bit of back and forth on email over the next couple of days.

Tenacity always wins. But not the desperate kind. Know the people you want to target and target them strategically. This is how to network.

And I have a few more stories like this in the last few weeks. But the best first touch point is always a thoughtful comment on their LinkedIn post.

Conclusion

Networking is done first publicly and then privately. Go bearing gifts first. Use LinkedIn comments. A DM is you asking for attention – a comment is you giving impression. Give abundantly first before you ask.

No one owes you anything, even when they promise. People forget things – they have their own lives to live. Tenacity wins, but you must never be desperate.

Don’t focus on what you have to gain today. That is too shortsighted. Focus on the long-term benefits. And always remember to oil your relationships. Never let them go stale.

Most importantly, if there is anything you must never forget from this lesson it is this – make thoughtful LinkedIn comments.

It takes an average of seven touchpoints to really network with someone on LinkedIn.

Cheers.

If this has been helpful or you have a question, do drop a comment