Mastering LinkedIn: Balancing Direct Selling and Value-Driven Strategies with Sam Szuchan

In today’s digital age, LinkedIn has become the number platform for B2B marketing and networking. Sam Szuchan, founder of the LinkedIn ghostwriting service Soleil, shares his insights on effectively leveraging LinkedIn for business growth in this episode of Humans of Flippa. From the balance between direct selling and value-driven strategies, general to hyper-focused content, and practical advice for maximizing LinkedIn’s potential, this episode has everything you need to grow your LinkedIn community. 

Balancing Direct Selling and Value-Driven Strategies

Blake Hutchison kicks off the discussion by addressing a common dilemma faced by businesses: should they focus on direct selling through LinkedIn or prioritize value-driven content? Sam’s response is clear: both strategies are essential.

“You should definitely do both unless you have more leads than you can handle,” says Sam. “Value selling is crucial for maintaining and growing your audience, but direct selling remains vital as long as you have the capacity for more clients.”

With cold emailing becoming increasingly restricted, LinkedIn stands out as the premier platform for cold outreach. Direct messaging (DMing) those who engage with your posts can be highly effective, provided they are qualified leads.

The Role of Sales Navigator

LinkedIn’s Sales Navigator is a powerful tool endorsed by the platform itself. It facilitates targeted outreach, helping businesses find and engage potential leads more efficiently. According to Sam, Sales Navigator is a testament to LinkedIn’s support for high-quality content and user engagement.

Targeting the Right Clients

When asked about the types of clients he targets, Sam emphasizes his focus on B2B, specifically SaaS and agency clients. He advises businesses to avoid overly granular industry jargon in their content, as it can alienate potential clients who may not understand the terminology. Instead, he recommends focusing on pain points, case studies, and social proof.

“Remember that clients come to you because of your expertise,” Sam explains. “If you start speaking in jargon, that’s not going to help because they won’t understand. Keep your content client-facing and relatable.”

Content Marketing as a Full-Time Job

For CEOs and founders looking to grow their LinkedIn profiles, Sam underscores the importance of consistency and strategy in content marketing. He advises against trying to do it all alone, particularly given the mental load content marketing entails.

“Content marketing is a full-time job mentally,” Sam states. “Even if you only work on it for 30 minutes a day, you’ll think about it constantly. It’s crucial to find someone who is really good at it to help you.”

The Importance of Strategy

Blake highlights a common frustration: the unpredictability of post engagement. Sam acknowledges this challenge, emphasizing the need for a strategic approach to content creation. Over time, creators get better at recognizing what resonates with their audience, increasing the chances of a post gaining traction.

“It’s never a certainty, but you definitely validate certain ideas,” Sam notes. “Always keep the lead funnel in mind. Don’t create content just for likes and comments; ensure there’s a path to revenue in every post.”

Tailoring Content to Your Audience

Sam discusses the importance of tailoring content to different stages of the funnel. Top-of-funnel content should be broadly appealing, mid-funnel content should address industry-specific pain points, and bottom-of-funnel content should focus on your product or service.

“Broadly appealing content has its place, but don’t only produce that kind of content,” Sam advises. “Always think about your funnel and how your content actively funnels people to a certain place.”

LinkedIn for B2B vs. B2C

When asked about using LinkedIn for B2C marketing, Sam is clear: LinkedIn is predominantly a B2B platform. For B2C, other platforms like Instagram and TikTok are more effective. However, LinkedIn can still be valuable for networking purposes in B2C industries.

Final Thoughts

In closing, Sam emphasizes the importance of hiring experts for content marketing if possible. The cognitive load and strategic demands of effective content marketing make it a challenging task for busy CEOs and founders.

“Find someone who is really good at what they do and hire them,” Sam advises. “Content marketing is a full-time job mentally, even if it’s just something you do on the side.”

LinkedIn is a powerful tool for B2B marketing, but success requires a balanced approach and a clear strategy. By combining direct selling with value-driven content, businesses can effectively grow their audience and drive revenue. For those ready to take their LinkedIn presence to the next level, Sam Szuchan’s insights offer a valuable roadmap.

Tory Gregory manages Flippa's Content and Events, working with experts in their fields to share their insights, experience and knowledge with Flippa's community.

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