In Part 1 of this mastering the art of selling on LinkedIn series, I explored how to optimize your LinkedIn profile to make it a strong asset in your sales process. Now that your profile is polished, it’s time to focus on something just as important: building your network.

Networking on LinkedIn isn’t just about adding connections, it’s about forming genuine relationships that can lead to real opportunities. But let’s be honest, no one likes feeling like they’re being sold to, especially right after accepting your connection request. That’s why it’s so important to build your network thoughtfully and authentically. Here’s how you can do it.

1. Focus on Quality, Not Just Quantity

It’s easy to get caught up in the numbers, but having a huge list of connections won’t do you much good if those connections aren’t meaningful. Instead of sending out connection requests to everyone you see, be intentional about who you’re adding to your network.

  • Identify Key Contacts: Look for people who are relevant to your industry or who could be valuable connections down the road—whether they’re potential clients, industry leaders or peers you admire. Here’s more on how to build a strong LinkedIn network.
  • Personalize Your Requests: When you reach out to connect, take a moment to personalize your message. Mention something specific about why you want to connect. It shows that you’re genuinely interested in forming a connection, not just padding your numbers.

2. Engage Regularly with Your Connections

Building a LinkedIn network is just the first step—keeping it engaged is what really matters. Regularly interacting with your connections by sharing relevant content, offering support and or participating in discussions helps strengthen those relationships and keeps your network active and valuable.

3. Join LinkedIn Groups

LinkedIn Groups are a great way to meet people who share your interests or work in the same industry. It’s also an easy way to expand your network beyond just your first-degree connections.

  • Pick Relevant Groups: Find groups that align with your goals or interests. Whether it’s an industry-specific group or one focused on professional development, it’s a great place to connect with like-minded professionals. With so many groups on LinkedIn it can be hard to determine which ones are the best for you. Look through your connections’ groups for ideas as well as your industry associations. Your alma maters are also important groups to join. Just look in the main LinkedIn search bar for them.
  • Be an Active Member: Don’t just join—participate. Engage in discussions, share your insights and offer help when you can. Provide helpful content such as webinars and articles which in turn showcases your subject matter authority and makes people want to learn more about you.
  • The key with success on LinkedIn Groups (and LinkedIn in general) is to not overly self-promote. Instead offer value to others.

4. Leverage Mutual Connections

LinkedIn’s ability to show mutual connections is a powerful tool. Use this feature to build rapport, make introductions smoother and strengthen your network by leveraging the relationships you already share with others.

  • Ask for Introductions: If you want to connect with someone, see if you have a mutual connection who can introduce you. A warm introduction is often more effective than a cold request.
  • Mention Mutual Connections: When reaching out to someone new, referencing a mutual connection can make your request feel more familiar and less like a cold pitch.

5. Be a Connector Yourself

Networking works best when it’s a two-way street. It’s not just about what you can get out of it, but also how you can show up for others. Whether it’s offering advice, making introductions or simply lending support when someone needs it, thinking about how you can help others is key. When you’re genuinely invested in contributing, people are more likely to want to stay connected and return the favor, turning your network into a space where everyone wins.

  • Make Introductions: If you know two people who would benefit from knowing each other, introduce them. It’s a great way to add value to your network and strengthen your relationships with both parties.
  • Offer Help: If someone in your network could use your expertise or advice, offer it. Helping others without expecting anything in return is a great way to build goodwill.

6. Follow Up and Stay Connected

Networking isn’t just about making new connections—it’s about nurturing the ones you already have. Consistent follow-ups help maintain strong relationships and ensure your network stays active and engaged over time.

  • Check In Regularly: Make a point to touch base with key connections periodically, whether through a quick message or a comment on their latest post.
  • Share Relevant Updates: Keep your network informed about what you’re working on. It’s a way to stay top of mind and keep the lines of communication open.

Building a Network That Works for You

Networking on LinkedIn is about building relationships that are genuine and valuable. By focusing on quality connections, staying engaged and being a connector yourself, you can create a network that supports your professional growth and opens up new opportunities.

Remember, networking takes time and effort, but the rewards are worth it. Whether you’re looking to grow your business, find new opportunities or simply build your professional reputation, a well-nurtured LinkedIn network is a powerful tool.

If you’re looking for a post on fundamentals of LinkedIn – check out this one.

Stay tuned for Part 3, where I’ll explore how to use LinkedIn’s features and tools to take your sales efforts to the next level.

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