1. Observe and comment first
Before you start posting your own thoughts or content in a group, you must take the time to get a feel for the group and how it operates.
Once you have a grasp on the group and its identity, you can start commenting on posts or replying to others’ comments. This will let you ease yourself into the group slowly, which is more effective than joining and immediately posting company promotions.
2. Post as an individual, not as a company
Once you’ve done your research and are ready to start sharing your own posts, you should do so as an individual, not as a company.
Joining with your company profile makes it very obvious that your goal is to sell your product. Plus, many group administrators will reject invitations from company profiles.
3. Be helpful, not salesly
When you start sharing your own posts, always keep in mind that other members didn’t join the group to receive sales pitches or product promotions. They joined to learn about new trends, form connections with other members, and educate themselves about their industry.
Start by sharing helpful and important industry news or trends. At first, avoid sharing your own content. Instead, find helpful and relevant content from others and share it.
4. Ask questions to engage group members
Once you’ve established your presence in a particular group, you should try to engage members as much and as often as possible. A great and very effective way to do that is by commenting on others’ posts and posting your own posts in the form of questions.
Asking pertinent questions will encourage other members to chime in with their opinions. This will start a dialogue and help nurture your potential relationships with other members.
Plus, if members see that you are asking questions to engage the group, they will see that you are there to participate, learn, and contribute to the learning of other members, rather than to sell your product or service.
5. Take conversations outside of group
Once you establish yourself as a thought leader and have a positive reputation in a group, members will start to look for your posts to solve their problems.
- When someone comments on your post, replies to one of your comments, or tags you in a post, you can reach out to them and send an invite to become one of your connections.
- Once you make a connection, you can instant message that person to start a conversation and learn their pain points and challenges.
- Then you can offer suggestions for solving their problems—i.e., you can subtly pitch your product or service as the solution to their pain points.
To effectively generate the maximum return on investment (ROI) when participating in LinkedIn groups, you need to approach your participation with a solid strategy and knowledge of best practices. This above best practices will allow you to build trust and form a rapport with the members you engage with. Once they trust you, they will be more amenable to considering your product or service recommendations.
If you begin growing your group presence by sharing helpful resources that solve common problems for other group members, they will start to see you as a thought leader. Once you solidify your reputation as a thought leader, you can start to subtly promote your brand, but you must do so in a passive way that doesn’t come across as a blatant sales pitch.