Podcast Summary: The Futur with Chris Do – Episode 328: LinkedIn’s Untapped Business Potential with Michelle J. Raymond

Release Date: February 19, 2025

Introduction

In Episode 328 of The Futur Podcast, host Chris Do delves into the untapped business potential of LinkedIn with guest Michelle J. Raymond, a seasoned LinkedIn specialist based in Sydney. Michelle shares her extensive experience in leveraging LinkedIn for B2B growth, offering actionable insights for businesses hesitant to embrace the platform.

Guest Background

Michelle J. Raymond introduces herself with enthusiasm, highlighting her two decades in B2B sales and account management within the manufacturing and chemical industries. Her transition to becoming a LinkedIn expert began a decade ago when she successfully used LinkedIn to generate sales in a new industry, leading her to establish her own business four years prior. Michelle emphasizes the power of personal branding and strategic content creation on LinkedIn.

Notable Quote:
Michelle J. Raymond [00:00]: “The greater risk to the business is that you blend in.”

The Untapped Potential of LinkedIn for B2B

Chris Do and Michelle discuss how LinkedIn remains underutilized in the B2B sphere compared to B2C and e-commerce sectors. Michelle points out that many businesses recognize the presence of decision-makers on LinkedIn but remain hesitant to engage actively on the platform.

Notable Quote:
Michelle J. Raymond [03:43]: “Business to business, it is literally just getting started, which is mind-blowing for me.”

Challenges Businesses Face on LinkedIn

Michelle explores the historical reluctance of businesses to adopt transparent online strategies, rooted in traditional sales approaches that prioritize secrecy and personal relationships. She contrasts this with the modern need for openness and community-building on LinkedIn, highlighting the resistance from senior leadership ingrained in old sales KPIs.

Notable Quote:
Michelle J. Raymond [04:36]: “We have to throw that all out of the window and now start to share everything with everybody.”

Strategies for Effective LinkedIn Use

The conversation shifts to practical strategies for businesses to effectively utilize LinkedIn. Michelle introduces the importance of defining a dream customer and using LinkedIn’s search bar to strategically connect with them. She emphasizes the significance of nurturing relationships over time rather than pursuing quick sales.

Notable Quote:
Michelle J. Raymond [07:38]: “Social selling, for me, is finding the right people, connecting with them and nurturing those relationships.”

The Role of Company Pages

Michelle highlights the often-overlooked potential of LinkedIn company pages beyond traditional PR communications. She introduces the concept of “page advocacy,” where company pages actively support employee-led content to bolster both personal and corporate brands.

Notable Quote:
Michelle J. Raymond [24:46]: “Company pages can comment on posts, company pages can repost employee posts. And if you're the employee, you're the business owner, you're the consultant, it's fine, do that.”

Encouraging Employee Engagement

Addressing low employee engagement on LinkedIn, Michelle advises businesses to encourage gradual participation. She suggests starting with simple actions like liking or reposting content before advancing to more active engagement, fostering a supportive environment that acknowledges and nurtures employees’ efforts.

Notable Quote:
Michelle J. Raymond [34:24]: “If you're one of those people that is currently affectionately known as a LinkedIn lurker… start with the baby step.”

Content Strategy: RATE Framework

Michelle introduces the RATE framework for creating impactful LinkedIn content:

• Relevant: Align content with the audience’s interests and needs.
• Authentic: Avoid overly polished, corporate jargon; embrace genuine communication.
• Thought Leadership: Provide unique insights and original perspectives.
• Empathy: Understand and address the audience’s challenges and aspirations.

Notable Quote:
Michelle J. Raymond [39:06]: “RATE is Relevant, Authentic, Thought Leadership, and Empathy.”

Thought Leadership and Authenticity

The discussion delves deeper into thought leadership, with Michelle advocating for originality and unique problem-solving approaches. She encourages brands to challenge norms and experiment with different content formats, such as memes, to enhance relatability and engagement.

Notable Quote:
Michelle J. Raymond [42:07]: “What makes you different and how do you approach these problems different?”

Future of LinkedIn and Social Media

Looking ahead, Michelle predicts that in 2025, LinkedIn will continue to evolve, with a stronger emphasis on knowledge sharing and community building. She warns against the rise of unoriginal, AI-generated content and underscores the importance of building genuine relationships and communities to outlast algorithm changes.

Notable Quote:
Michelle J. Raymond [55:33]: “The LinkedIn algorithm is geared towards rewarding knowledge and advice.”

Closing Remarks

Chris and Michelle wrap up the conversation by reinforcing the necessity of empathy and genuine service in content creation. Michelle encourages listeners struggling with lead generation to adopt her strategies, emphasizing that meaningful engagement on LinkedIn can transform business outcomes.

Notable Quote:
Michelle J. Raymond [60:08]: “Your content's not working when you're not getting leads in the door.”

Key Takeaways

1. Embrace LinkedIn for B2B Growth: LinkedIn holds significant untapped potential for B2B businesses, offering access to decision-makers and a concentrated audience of professionals.

2. Shift from Secrecy to Transparency: Modern selling requires openness and community-building, moving away from traditional secretive sales approaches.

3. Define and Target Your Dream Customer: Clearly identifying and strategically connecting with your ideal clients using LinkedIn’s search functionalities is crucial for effective social selling.

4. Leverage Company Pages Through Page Advocacy: Utilize company pages to support and amplify employee content, creating a synergistic effect that enhances both personal and corporate brands.

5. Encourage Gradual Employee Engagement: Foster a supportive environment where employees can gradually increase their LinkedIn activity, starting with simple interactions and building confidence over time.

6. Adopt the RATE Framework for Content: Ensure your LinkedIn content is Relevant, Authentic, demonstrates Thought Leadership, and shows Empathy towards your audience.

7. Prioritize Thought Leadership and Originality: Stand out by providing unique insights and challenging industry norms, rather than replicating generic content.

8. Build Genuine Communities: Focus on relationship-building and community engagement to create lasting business opportunities and withstand algorithm changes.

9. Focus on Quality Over Quantity: Aim for meaningful, high-quality posts that serve your audience’s needs rather than chasing high post volumes with superficial content.

10. Prepare for the Future of LinkedIn: Anticipate ongoing changes in LinkedIn’s algorithms and focus on knowledge sharing and community building to maintain visibility and relevance.

Conclusion

Episode 328 of The Futur Podcast offers a comprehensive exploration of LinkedIn's business potential, particularly within the B2B sector. Michelle J. Raymond provides actionable strategies that emphasize authenticity, strategic targeting, and community building, empowering businesses to harness LinkedIn effectively for sustained growth and meaningful engagement.

For more insights and resources on leveraging LinkedIn for your business, visit thefutur.com/podcast.