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7. When there is something specific you are trying to go after in one of these targeted potential client organizations, you can reach out directly to one of your connections – hopefully at a high level in that organization – to see if you can learn more, or who else there you need to be in touch with. And, if they don’t respond, you can move down to connections at the next level in their management hierarchy to see if they can help you. 8. Make connections with your competitors. See what they are doing and what they are saying. Figure out who their top people are and how they will be selling their services to the same clients you are going after. I have gone as far as making predictions about what specific competitors will tell a specific client in presentations I have given (and why that will not be good for the client) to win a project. And when that prediction is accurate, it gains immediate credibility and respect from the client. LinkedIn – like everything else one can do to help market their firms and themselves – is just one tool in your arsenal. But it’s a good tool, and has many potential benefits if used properly over an extended period of time. Mark Zweig is Zweig Group’s chairman and founder. Contact him at mzweig@zweiggroup.com.
MARK ZWEIG, from page 5
here is how we are seeing companies solve it.” “Here is a way you can save money.” “Here are some statistics that will surprise you.” “Here is a story about a client who made a mistake that cost them dearly and what they should have done differently.” Or editorialize on something. “Here is my opinion on something everyone is doing.” “Here are my predictions for where things are heading.” Put this kind of content out there for your network to see. And don’t be afraid to challenge conventional wisdom or create some controversy. Don’t be boring and put out the same kinds of stuff all of your competitors do. 4. You can also create simple polls on LinkedIn that will give you unique information and insight, and get your audience thinking. This data can also be used in other ways including press releases. 5. If and when you do decide to contact any of these people directly after sufficient time has elapsed, I have found that asking them a question about how they do something in their organization can be a great conversation starter. And that gets the interaction started that could be the start of a relationship. 6. If you put out a newsletter or do a podcast, send invitations out to your connections to subscribe to it. I think you are limited to 250 invitations at a time but doing this can be a quick way to build up your reader or listener lists.
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THE ZWEIG LETTER AUGUST 11, 2025, ISSUE 1597
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