Entrepreneur shares “Covid success strategies”

One of the outcomes of Covid-19 is that it has transformed entrepreneurs into marketing experts, growing their businesses online.

Bev Hancock, engagement specialist and coach describes her LinkedIn engagement as her business’ “Covid success strategy.”

She shared her key learnings and tips with freelancers in Gqeberha and other Eastern Cape towns at a Safrea (Southern African Freelancers’ Association) online workshop.

“I have converted more than a dozen LinkedIn connections to real clients last year, amidst the pandemic. It is the platform for potential clients,” she said.

She spelt out how to improve online presence, grow a following, develop content and elevate connections at the interactive workshop live-streamed from the Gqeberha Starmaker Studio in Newton Park.

Step into your client’s world

Key questions to ask yourself are who are your potential clients, who will add credibility to your profile and who wants to follow you – to whom will you add credibility? Once you have identified your ideal connections, what are the challenges they face and how can you add value to them?

“You should prioritise the way you write your profile by bearing these questions in mind. It should be tailored towards your client’s needs. It is about solving problems and addressing needs. Step into your client’s world and build it into your messaging. However, no sales messages!”

Intention, content and engagement

To get the most value, LinkedIn needs to be used intentionally and users should understand its algorithms. Real benefits kick in after 500-plus followers, but few LinkedIn users achieve these figures.

When it comes to content, it is not about volume, but about consistency. It is also not about content only, but about engagement. Ongoing engagement is key. Liking a post is a positive move, but adding a comment multiply its impact. Engage in a conversation and try to be as relevant as possible. Building relations is not only about swapping content, it is also about taking an interest in people. Re-share thought leaders’ articles, borrow others’ credibility – it makes them feel good and you.

Connection Map

To gain the most benefits, Hancock shared a “Connection Map” with the following five steps:

Make first contact
Engage in dialogue
Build the relationship
Build brand presence
Move the conversation offline

“How are you converting your LinkedIn conversation into tangible business success? This is the most important question and the end game!”

Handy tips

Read someone’s profile before connecting with them, and Google them to ensure their profiles match.
When meeting someone at an industry event, send them a note with a relevant comment.
Following thought leaders in your sphere adds credibility to your profile.
Put a clickable LinkedIn link in your email signature.
Tuesdays and Thursdays are good days to post.
Post during business breaks – 7-8am, 12-1pm and 5-6pm.

“Freelancers in the communication and media sectors are encouraged to join Safrea.

The Eastern Cape region is a very active region, which supports the interests of these sole entrepreneurs wholeheartedly,” said Lize Hayward, chairperson of the Eastern Cape region.

The Starmaker Studio was started by young composer, musician and entrepreneur Richard Campbell and Bev Hancock in response to the need for upgraded facilities in Gqeberha to create content in this new virtual world of work.

They provide the facilities for freelancers, artists and professionals to take their brand story to the world at a reasonable cost.