I ran my first Ask Me Anything on Linkedin last week with great results. I want to say thank you to everyone who participated! And for those looking to start their LinkedIn journey, or create immigration, I’ve added the responses here in case they might be useful to you. You can also read the full Ask Me Anything on LinkedIn and don’t hesitate to reach out to me if you have questions about LinkedIn marketing.
Ask Me Anything Question 1 from Emily S.:
RZ: How can I optimize my LinkedIn presence to connect with/attract prospective corporate clients? Right now I get a lot of inquiries on EB-1As from individuals, and that’s not currently my target market.
Before we get to content, I would recommend engaging and connecting with corporate HR, immigration, and mobility folks, particularly those in the size and type of companies you’re interested in. If someone’s posting on LinkedIn, be sure to like and comment on their posts, and then connect with them. Don’t sell them right away but just expand your network and continue to deliver value via your content. That slow and steady growth of your network to include target clients will do wonders.
Also, attend in-person conferences where corporates also attend. That means not going to AILA events but rather ERC or FEM events, especially local chapters. It’s a great way to meet folks up and down the global mobility supply chain, and of course that includes corporates. P.S. Immigration lawyers often do not attend these events!
Ask Me Anything Question 2 from Ben H.:
Do you schedule time for story writing and LinkedIn posts? How often and how much time do you spend?
RZ: Honestly, I don’t! This is one of those things that I teach or at least recommend to folks because having a system for content creation makes it much more sustainable as part of the regular work week. I still post a lot without a schedule and I think it’s for two reasons:
- I started my entire entrepreneurial journey via content when I had no customers and no money for advertising but lots of time I created a lot of content to build awareness. So for me, that’s been part of my daily routine for many years and thus comes naturally.
- I genuinely enjoy creating content – it’s a creative endeavor for me and I have fun with it, so I don’t dread it and in fact, am excited about content often before I even write it. That’s part of why I don’t pre-write content: Doing it each day energizes me for the day, and I want to feel what I’m posting about for the rest of that day, so batching it kills that for me.
I post 3 or 4 times a week on average, but I’m on LinkedIn every day, so I’m active in commenting on other peoples’ posts, having conversations in the DMs, etc. and I don’t need to add it to my schedule.
Ask Me Anything Question 3 from Danny H.:
If you had to choose one approach for marketing services for a new B2B business, would you recommend that people not overthink their LinkedIn content and just post frequently without spending as much time trying to make it perfect or would you recommend they spend more time working on the content and post less frequently?
RZ: I think the answer is somewhere in between “perfect content” and “post 3 times a day,” specifically on LinkedIn which I think is the place to be for B2B. In other words, posting three times a day may be the way to go on Instagram or TikTok but I’m not an expert on those platforms.
I would recommend making sure that the content is appropriate for LinkedIn, in that it delivers value, strikes the right balance between personal and professional, and that you feel good about it. And of course, pay attention to how the content does and tweak it as you deem necessary to improve performance.
The above should lead to good-quality content, but you can’t overthink it—which means that you can’t worry about it being “perfect.” Posting three times a day is too much on LinkedIn. I think once a day is more or less ideal, but two or three times a week is the goal. That’s still consistent enough where you’re constantly popping up on peoples’ feeds, but also not SO often that you run out of good things to write about or have to sacrifice quality for quantity.
Ask Me Anything Question 4 from Tania G.:
How has LinkedIn helped you grow your LaborLess business? Do you get a lot of LaborLess clients through LinkedIn? How could you quantify the LinkedIn impact on your business?
First, LinkedIn allowed me to grow a following of immigration professionals and practitioners and simply create content for them to read that, over time, built trust in me in that I at least kind of know what I’m doing. Traditionally, this trust is built over many many years by going to in-person conferences and events, trying to meet people that way, eventually getting a chance to speak, etc. LinkedIn content is, effectively, a “panel” where you share your thoughts, ideas, learnings, etc. It’s an opportunity to share your expertise on your own time, not when an org decides you should be invited. This was crucial.
This led to direct sales – literally people who connected with me on LinkedIn, read my posts and articles, clearly understood what I did with LaborLess (LCA posting and PAF compliance automation), and would reach out to me via LinkedIn when the need came up to learn more. Again, this directly led to clients.
This also led to not feeling like a total outsider when I eventually DID go to AILA and other events. Some of the folks on LinkedIn who were in attendance, and who I sometimes even chatted with in the DMs and got to know a little, so by the time I saw them in person it was less “Hi, I’m Roman” and more “Hey!! Wow so nice to meet in person!!” which helped build strong relationships quickly.
Finally, compounding my earlier points, staying consistent on LinkedIn has helped me keep some kind of brand or reputation, which eventually led to being invited to speak on panels, appear on webinars or podcasts, even give some keynote presentations, etc., which is the absolute best way to get in front of potential clients or partners because you are put in a position of authority not by you via your own LinkedIn or other social media posts but instead by a trusted third party (e.g. AILA, WERC, FEM, etc.).
