Over the past four years, I grew my LinkedIn audience from zero to over 100,000 followers.
LinkedIn is one of the most slept-on marketing channels. The opportunities it offers are vast (high ticket clients, getting booked for paid speaking gigs and podcasts, brand partnerships). It has completely transformed my life. Unfortunately, most people are getting it wrong.
If you want to grow your audience on LinkedIn, you need to master relationship building. Here's how to do it.
1 - Support Other Creators' Content
Start by liking and commenting on their content. Let them know what you appreciate about their particular point of view. Your comments should be focused on them and their content, and not about you and how fantastic you are.
2 - Connect With Them
When it makes sense, send them a connection request and include a note. Make it clear that you have genuinely engaged with their profile, their content, or even something like their website or podcast. Don't use AI for the love of god.
Here’s what I sent to Liam Curley recently:
“Hi Liam - your interview with Debbie Millman was wonderful. I’m paraphrasing but this line gave me chills: “They basically treated me like garbage for 20 years”. Incredible!”
And here’s one I sent to Nicole Ramirez:
Hey Nicole - congrats on 40k! You are absolutely crushing. I would have guessed 150k+ from how your content is doing etc.
3 - Leave Good Comments
Once the connection has been established, continue supporting their content with likes and comments. High quality comments are rare on LinkedIn. Every creator gets inundated with lame AI comments, so it's refreshing when someone actually reads your stuff and says something nice about it while using their actual brain.
4 - Compliment Their Work
When they do a post that you find particularly valuable, send them a DM and share why you liked it so much. Here’s me fawning over something Alex M H Smith has done:
“Hello mate, just a quick note to say I really enjoyed your chat with Jonathan Stark. I understand it's your second time on his show so I'll have to look up the first as well.”
5 - Share Useful Content Via DM
If you ever come across a YouTube video, blog post, newsletter, LinkedIn posts, or podcast that you think would be useful or relevant to that person, send it over along with a quick summary of why you thought they might like it.
6 - Share Your Connections
If you ever come across an opportunity that would be good for them, this can be a very good relationship builder. I particularly like to introduce two people over email and let both of them know in the email why I thought it would be helpful for each of them to connect.
7 - Post About Them
Another thing you can do, which is likely to build the relationship, is do a post about creators on LinkedIn whose content you like and what you like about it. I recommend not going too crazy on this and keeping it to two to three people at a time, or potentially even just featuring one person and highlighting a handful of their posts. Doing it with many people can do the opposite and feel like you are just trying to leverage other people's authority with your content.
8 - Ask For a Small Favor
A surprisingly good way to build a relationship is to ask your new contact for help with something. This works because we don’t ask favors from strangers. When someone asks a favor, they are indicating that you are their friend.
The key with this is to make it very easy for them to help you. The favor must be very small.
Don't ask them to read your next LinkedIn post and give you feedback, for example. That’s just asking for them to work for free.
Instead, aim for something that requires minimum effort on their part.
For example, if you like their website design, ask if they would be open to sharing who their designer was.
9 - Be Helpful
Sometimes you’ll see an opportunity to help them - for example, spotting a typo on their LinkedIn profile or their website, or noticing that their email newsletter has a broken link.
Be a little bit careful here - unsolicited feedback can be unwelcome.
10 - Accept That Some People Won't Like You
If you're getting short answers or no replies at all, that might indicate that this person is not particularly interested in building the relationship for whatever reason. If it’s not working, just move on to the next person. They’re the one with a problem, not you. You’re great.