Here’s a tough (red) pill to swallow: you need to commit a lot of time and energy to LinkedIn if you’re going to get anything out of it. And for a while, the return on investment is low - you just get caught up in the social media matrix.
The cycle looks like this: you create content, schedule it out, scroll through your feed, like and engage in the comments, and chat in the DMs. You're spinning your wheels on social media, but you're not going anywhere.
It feels like you’re doing it all… but what’s it all really for?
Don’t lose sight of the big picture; LinkedIn is a piggy bank, not a time capsule.
Your favorite creators know that growth happens with consistent small actions that compound over time… You can overnight your oats, but you can’t overnight your social media success.
Look, burnout is normal and everyone needs a recharge (yes, even on social). Let's take a look at how the top thought leaders sustain their momentum without succumbing to The Matrix.
Play for the long haul to grow your LinkedIn network
Content creators have deeply ingrained the ‘marathon not a sprint’ mentality. Sometimes that means posting every day of the week, other times it means taking a break altogether. And ultimately, it means going slow to move fast.
If you find it difficult staying consistent with social, it might be because you:
Lack a coherent strategy. Without knowing what you want to achieve, it's difficult to gauge whether or not you’ve made any meaningful progress.
Post and ghost. Content creation is important, but you need to put the ‘social’ in social media. Engagement goes a long way, and it's often the missing ingredient.
Fear self-promotion. Whether you worry it might come across as bragging, or are generally anxious about opening up, you feel like the spotlight is on you.
Have social anxiety. The very thought of interacting with others makes you shudder.
Lost momentum. You’ve let the days slip by. Two missed days turn to a week, one week turns into a month, and next thing you know you’re back at square one.
You look at other creators' success and wonder, “how can anyone be so chronically online?”
Surely all those late nights online can’t be good for your health.
Queue the red pill: long time persistence pays off, but burnout is just around the corner if you don’t pace yourself. You can play with The Matrix without succumbing to it.
By going at a reasonable pace (that doesn’t result in hair loss and insomnia), business leaders can skyrocket their following, score bigger clients and start making the big bucks - all from posting online and drawing attention to their brand.
Here are 6 tips to grow your LinkedIn without over-investing your soul to do it:
01. Batch create content
Time-blocking strategies are well regarded among content creators, and for good reason. Whether that's the pomodoro technique (25 minutes of deep work followed by a 5 minute rest) or a dedicated day for content creation, allotting time exclusively to making content helps you produce more of it at scale.
Naturally the more time you allot to content creation, the greater the volume and quality of content you create. Just one hour a day gets the create juices flowing (and the content written).
02. Schedule content out
One way to manage your time effectively is to schedule your content. Use tools like Buffer, Hootsuite or Taplio to plan and automate your posts. This way, you can maintain a regular posting schedule without being glued to your screen. Try to have at least one month's worth of content as a buffer for when you're ready to post, that way you never run out once you do start publishing your work.
03. Gamify your journey
Turn your LinkedIn activity into a game to make it more enjoyable and feel like less of a chore. Set daily or weekly goals, like commenting on 10 posts a day, reaching out to 25 new connections per week, or post Monday through Friday. Track your progress and reward yourself for hitting milestones. Gamification can transform mundane tasks into exciting challenges. Bonus points if you reward your audience too (think freebies, discounts and prizes).
04. Take some time off
There’s nothing wrong with taking a week off every month to touch grass. In fact, it’s a good thing to approach every marketing channel as ‘a thing’ rather than ‘the thing.’ Regular breaks prevent burnout and help you return with fresh ideas and renewed energy. Use this time to reflect, strategize, and recharge. On the flip side, be wary of inertia; take the right amount of time off, but make sure you've scheduled content out, let your audience know so they don't feel ghosted, and get ready to hop back on the saddle asap.
05. Get yourself an accountability partner
Having an accountability partner can make a significant difference in your LinkedIn journey. Find someone who shares similar goals and interests, and agrees to check in with you regularly. This could be a colleague, a friend, or even a mentor. An accountability partner not only provides encouragement, and constructive feedback, they also help you stay on track and push you to achieve your objectives.
06. When in doubt, document don’t create!
Creating original content can be daunting and time-consuming. Instead of feeling the pressure to constantly come up with new ideas, shift your focus to documenting your journey. Share your experiences, lessons learned, and insights gained from your everyday work. This approach reduces the stress that comes with content creation while providing authentic and relatable content that resonates with your audience. Document your journey to showcase your expertise and humanize your brand. It makes you that much more relatable.
Break free from The Matrix
As Morpheus says in The Matrix, "there's a difference between walking the apth and knowing the path." The key to success lies in the balance between consistent effort and mindful pacing. By implementing these strategies you can maintain your momentum without burning out.
Remember, social is a long-term investment in your personal and professional brand. It’s not about immediate gratification but about steadily building a robust presence that yields significant returns over time. So pace yourself, stay committed, and watch your efforts pay off as you grow your network, influence, and business opportunities.
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