Grow Your LinkedIn Audience in 5 Steps | Customer Success

[Last updated: Aug 15, 2024]

LinkedIn has evolved far beyond a job-seeking platform.

It's now a powerhouse for professional growth, networking, and personal branding, especially in the Customer Success (CS) field.

As the Founder of The CS Café, I've leveraged LinkedIn to build a thriving community of CS professionals.

Here's how you can do the same:

1. Engage Authentically with Your Network

Responding to incoming messages is key to building genuine connections.

Whether it's an InMail or a comment on your post, take the time to craft thoughtful replies.

This practice not only enhances your credibility but also opens doors to unexpected opportunities.

According to a recent study by HubSpot, professionals who engage regularly on LinkedIn are 45% more likely to get job offers and 57% more likely to build valuable business relationships.

Pro tip: Set aside dedicated time each day to respond to messages, ensuring no valuable connection slips through the cracks.

2. Define Your Customer Success Niche

To stand out in the crowded CS space, you need to identify your unique angle.

Are you passionate about CS metrics, onboarding strategies, or scaling CS teams?

Choose a specific area within Customer Success and consistently create content around it.

Research from LinkedIn shows that content creators who focus on a specific niche experience 2.5 times more engagement than those with a broader focus.

Donna Weber, author of "Onboarding Matters," advises:

"Find your unique voice in Customer Success. Whether it's onboarding, retention, or scaling, become the go-to expert in your chosen area."

Example niches in CS:

• CS Technology and Tools

• Customer Health Scoring

• CS-driven Revenue Expansion

• Cross-functional CS Collaboration

For more insights on defining your niche, check out my Ultimate Guide to Customer Success Managers.

3. Consistently Share Valuable CS Content

Consistency is key on LinkedIn.

Aim to post at least 3-5 times a week about your chosen CS niche.

Share insights, case studies, and practical tips that your audience can immediately apply to their CS roles.

A study by Hootsuite found that LinkedIn accounts posting 20 times per month reach 60% of their unique audience.

Krystel Leal, Head of Customer Success at OneText, shares:

"I've found that sharing real-world examples and lessons learned resonates deeply with my network. It's not about perfection, but authenticity and value."

Read my full interview with Krystel Leal for more expert insights.

Content ideas for CS professionals:

• Customer success stories

• CS tool reviews

• Actionable CS metrics dashboards

• CS career advancement tips

For more content ideas, explore my Customer Success Career Guide.

4. Actively Participate in CS Discussions

Don't just post—engage!

Comment on posts from other CS thought leaders, participate in CS-focused LinkedIn groups, and contribute to discussions about industry trends.

This visibility will help you build authority in the CS community.

LinkedIn's own data reveals that users who regularly comment on others' posts receive an average of 4 times more profile views.

Kirsten DiChiappari, VP of Customer Success at vCom Solutions, advises:

"When we put the customer first and decide everything with their goals in mind, it's easier to determine which roles/teams/departments are best suited to meet specific needs."

Read my full interview with Kirsten DiChiappari for more expert insights.

Engagement strategies:

• Ask thought-provoking questions on CS posts

• Share your experiences on trending CS topics

• Offer constructive feedback on CS strategies shared by others

Learn more about effective engagement in my article on Customer Success Communication Skills.

5. Optimize Your Content for Readability and SEO

Make your CS content easy to digest and discoverable.

Use headers, bullet points, and short paragraphs to improve readability.

Incorporate relevant CS keywords naturally throughout your posts to boost SEO.

A recent study by Semrush found that articles with clear structure and headers receive 55% more social media shares.

Lara Barnes, former SVP of Customer Success at Sitecore, emphasizes:

"The future is 'more efficiency' with AI. It's not going to replace relationships and setting outcomes but it will allow you to track your customers' activity and predict risk quicker."

Read my full interview with Lara Barnes for more insights.

SEO tips for CS content:

• Use CS-specific hashtags like #CustomerSuccess #CSM #CustomerRetention

• Include relevant CS keywords in your headlines and first paragraph

• Create long-form content (articles) on LinkedIn to target specific CS search queries

For more SEO optimization tips, read my guide on Best Customer Success Platforms.

6. Leverage LinkedIn's Native Features

Take advantage of LinkedIn's built-in tools to maximize your reach and engagement.

According to LinkedIn, users who use native video receive 5 times more engagement than those who share external video links.

LinkedIn features to use:

• LinkedIn Live for hosting CS webinars or Q&A sessions

• LinkedIn Polls to gather insights from your CS network

• LinkedIn Stories for behind-the-scenes glimpses of your CS work

For more on leveraging social media, check out my Digital Customer Success Trends guide.

7. Build a Consistent Personal Brand

Develop a strong personal brand that aligns with your CS expertise.

This will help you become a recognizable figure in the CS community.

Research from Edelman shows that 67% of B2B decision-makers rely on thought leadership content when evaluating potential partners or vendors.

Personal branding tips:

• Use a professional profile photo and banner image

• Craft a compelling headline that highlights your CS specialty

• Maintain a consistent tone and style across all your LinkedIn content

Learn more about building your personal brand in my Customer Success Career Guide.

8. Collaborate with Other CS Professionals

Partner with other CS experts to create co-branded content or host joint events.

This can help you tap into new audiences and expand your reach.

A study by BuzzSumo found that co-authored content receives 30% more shares than content with a single author.

Collaboration ideas:

• Co-author LinkedIn articles on CS best practices

• Host a joint LinkedIn Live session discussing CS trends

• Create a CS podcast and invite guests from your network

For tips on effective collaboration, read my Customer Success Communication Skills article.

9. Measure and Analyze Your LinkedIn Performance

Regularly review your LinkedIn analytics to understand what content resonates with your audience and adjust your strategy accordingly.

According to Sprout Social, 65% of social media marketers use analytics to inform their strategy, resulting in 1.7 times better ROI.

Key metrics to track:

• Post engagement rates

• Profile view growth

• Follower demographics

• Content reach and impressions

Learn more about key metrics in my Ultimate Guide to Customer Success Managers.

Implementing these strategies consistently will help you not only grow your LinkedIn audience but also establish yourself as a go-to resource in the Customer Success community.

Building a strong presence takes time and effort, but the professional opportunities and connections you'll gain are invaluable.

As Nick Mehta, CEO of Gainsight, states:

"In Customer Success, your network is your net worth. LinkedIn is the ultimate platform to build and nurture that network."

And That’s It: The Power of LinkedIn for CS Professionals

LinkedIn offers unparalleled opportunities for Customer Success professionals to showcase their expertise, connect with peers, and stay ahead of industry trends.

Apply these strategies consistently and remain authentic in your interactions.

This will help you create a powerful personal brand that attracts opportunities and establishes you as a thought leader in the CS space.

Roxanne Rowe, AVP of Customer Success at Trackunit, sums it up perfectly:

"For Trackunit, it starts as our first company objective. From the top down we ensure a highly empowered, engaged, and inclusive organization globally that puts the customer at the center of everything we do!"

Read my full interview with Roxanne Rowe for more insights.

Ready to take your CS career to the next level?

Don't forget to check out my Customer Success Jobs page for the latest opportunities in the field.

Sources:

• HubSpot, "The State of Social Media Marketing Report", 2023

• LinkedIn Marketing Solutions, "Content Marketing on LinkedIn", 2024

• Hootsuite, "Social Media Trends Report", 2024

• LinkedIn Official Blog, "Engagement Statistics", 2023

• Semrush, "Content Marketing and SEO Study", 2024

• LinkedIn Marketing Solutions, "Video Marketing Statistics", 2023

• Edelman, "B2B Thought Leadership Impact Study", 2023

• BuzzSumo, "Content Trends Report", 2024

• Sprout Social, "Social Media Marketing Index", 2024

• Nick Mehta, LinkedIn post, February 2024