Transcript
WEBVTT
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Mhm
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Hello Hello, Welcome in to be, to be
growth. My name is Benji Block, one of
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the co hosts here and a member of the
Sweet fish Media team. Hey today we're
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going to switch things up a little bit,
we're going to take the next 10 to 15
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minutes and I want to give you four
tips to improve your linkedin strategy
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in 2022 were in that part of the year
where we're looking back at the past 12
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months and we're thinking what went
well, what do I wish I would have done
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better? What should I strategize on and
really spend time on what will improve
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my business in quarter one and and and
in next the next 12 months. Right, And
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so I thought it would be a good time
for us to think about what are some
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practical ways that we can engage on
linkedin and uh just some strategy,
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some practical tips tricks giveaways
here on this episode. And so what I've
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done, I'm gonna talk about one post
actually that I shared on linkedin last
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week and then Actually found three
other posts from others in my network
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that I thought were really Insightful
that we can learn from together today.
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And I'm gonna give four tips to improve
your linkedin strategy going into 2022.
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And here's the first tip and this is
the one that comes from me and that is
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to view linked in as a 24/7 networking
event. View Linkedin as a 24/7
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networking event. We all know the
person that we kind of want to actively
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avoid when it comes to linkedin right,
because they're always talking about
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their expertise, their always posting
about their product. It's like the
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universe revolves around them and their
success is now linked in is a place
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where we do share our professional
success, but it's so much more than
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that because there's so much engagement
happening, which I do want to dive into
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really linked in becomes so much more
fun when we're willing to engage
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differently when we're thinking about
it as relationships that are, are being
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built when we're not constantly
thinking, how do I get my product in
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front of more eyes when you're thinking
about it that way, you're almost going
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in with the wrong intentions and it's
going to be hard to see the type of
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success that we really want to see, I
dare you to show up on linkedin in 2022
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and genuinely care about others and
what they're posting, you're going to
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find some really great interesting,
amazing people. In fact, a year ago, I
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was not on linked in six months ago, I
was just waking up to the reality that
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meant a lot of really cool things are
happening on linkedin and some of you
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might be in that space where you're
going, I check every once in a while I
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post, you know, when my company does
something cool or whatever, but I don't
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have a strategy, I haven't seen a lot
of engagement and I got to tell you,
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I've ended up talking to so many people,
whether it's in direct messages or in
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comments and uh really just getting to
talk about business and getting to grow
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community and friendships that are
powerful and that that man linked in is
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a place where where business
relationships can be foster, but we
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have to take time to view it in that
way instead of just somewhere that we
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post occasionally, that's like the
baseline, right, linkedin is a 24 7
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networking event. Once we have that
mentality, once we have that mindset,
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once we approach it that way, then we
can build from there. But if it's a 24
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7 networking event, then that means
that I'm engaging consistently right,
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that means I'm doing more than just
checking in with A company's success
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every once in a while, but I'm looking
at what others are doing what others
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are posting, I'm giving away things
that are working well for us or maybe
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things that we wish we were doing
better and we're being authentic in
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this space, which really leads well
into where I want to take us for tip
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number two and tip number two is just
engage engage, engage. I thought dan
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Sanchez you guys no, no dan Chevez from
the pod here and I thought what he
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posted was really, really insightful,
he said this, he said you can't
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outsource social engagement, Your
intern cannot help you, you can hire a
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ghostwriter to help you make content.
They might help you prioritize your D.
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M. S. But if you want to win on social
media and what would we say in this
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episode if you want to win on linkedin,
you have to actually log in on your
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account and engage with people. Whether
it's on your posts, commenting on other
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people's posts engaging in one on one
conversations, that's where Lincoln
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gets special is when we realize that
engagement human to human connection is
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the whole purpose of social media.
Social media is about engagement. That
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should be a no brainer. But honestly
going into 2022. Uh we can easily think
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that it's just about post and leave and
we don't want to be those types of
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people. Write. Marketing is a lot more
fun. Sales is a lot more. Not just fun
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but there's a better R. O. I. When we
are actually engaged with people in a
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real way when we're hearing about their
problems when we're offering each other
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solutions and we're engaged. It's a two
way street right? We're actually
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showing up linkedin works when we
actually engage and so engage engage,
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engage. That's that's tip number two.
So we're gonna view it as a networking
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event. 24 7 networking event. We're
going to engage, the third one is to
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focus on dwell time. Now this gets a
little bit more tactical, this is a
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little bit more uh you can actually
look at your posts and what you're
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doing and thinking is this creating uh
interaction that's allowing people to
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dwell and and look at my post. Ah for a
longer amount of time. Emily brady she
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posted this and she says dwell time,
the longer someone spends interacting
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with a post, the more likely linked in
is to boost it to the top of the feet.
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If you want to beat the algorithm or
play by its rules, you have to increase
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your dwell time. Now Emily goes into
quite a bit more detail. But I want to
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give you two of the ways that you could
do this. How are you going to actually
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increased? Well time one, you're gonna
mix up format. You want to keep people
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on your posts for as long as possible.
So there's gotta be something to engage
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with. Sometimes that's a carousel post.
We've all seen these where you can
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click through multiple images, they go
side to side. It's a video right? That
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obviously is going to increase if the
videos engaging, I'm gonna stay on that
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post for longer. Maybe long text posts.
We've all seen those where they're
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spaced out really well and they tell a
story but they're so engaging that the
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people want to read all the way to the
bottom. So if we have a good variety of
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the types In the formats that we're
posting. That's going to help. Another
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really practical one is to use hashtags
include 3-5 hashtags in your post and
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you're going to have more eyes that can
potentially see that post. Another
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thing to be thinking about clearly is
is this post going to generate comments?
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Is their conversation that can happen
here. I see people that spend time to
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create posts, but there's no question
at the end, there's no real way to
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engage other than to maybe like or
celebrate the post. So people don't
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know what to do with it. If there's a
way that we can have and share our
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opinion or our experience on your post,
that's going to create staying power.
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That's gonna make people want to, to
stay around in that space. That's
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something to be thinking about. Am I
creating a conversation that other
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people can contribute to or is this
content that I just want someone to
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look at and view me as an expert and
then they kind of bounce without being
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invited in. Two more View Linkedin is a
24/7 networking event, engage, engage,
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engage, focus on dwell time and finally
think long term and value the community
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you're creating. Now this comes to us
from SAM he's the VP of demand gen at
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refined labs and he posted on on linked
in this week. I thought this was so
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valuable. He gets this question, why do
you post on linkedin all the time and
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are you doing it kind of just for likes
and social validation and and Sam's
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responses that that's a short term
mindset for platforms, that the answer
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is thinking long term and about the
community you're creating. I could not
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agree more with Sam's answers here
because the truth is that comments are
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nice and shares are great and we all
kind of like getting likes on our posts,
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right? But when we think long term,
There's so many people that see our
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posts that may not comment this time.
There's so like, like my views on my
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posts far larger, right than the people
that took time to actually comment. In
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fact, Sam says that on most of his
posts, he maybe gets to 3% engagement.
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That means like for every 1000 people
who see it, that 20-30 might comment on
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it. But if we think about the community,
we're trying to create That they're
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that we're trying to deliver value
consistently, that we're not just
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chasing vanity metrics. If that's the
way that you go into 2022 and you go
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think about where I could be, where we
could be as a company if we engage
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consistently for the next 12 months a
year is so different than how did this
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one post perform and that will up your
consistency because it doesn't matter
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just today. That's not what you're
focused on, not just one post, but over
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time. What are we building over time,
What are we doing? I love dan dan told
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me when I first started working here at
Sweet Fish post 90 days in a row.
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There's something about the consistency
of that thinking I got to stay in the
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game long enough and I can't just, you
know, if you haven't posted ever on
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linkedin, you can't expect your first
post to blow up or go viral, but
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instead to be thinking, what am I
building? What's the type of community
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I want to create, Who are the people
that I want to engage with and being
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intentional there. In fact, one other
thing that Emily had said on her post
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that I think goes so well actually
under this is to engage with creators
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with larger audiences to actually go
and comment on people that influence
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your industry and to to add value to
the post that they, that they've
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created, I can't tell you how much. In
fact, if I, if you were to ask Benjy,
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uh you know what, what's been the best
part of linkedin for you so far? I
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would say the comment section on other
people's posts because right now I'm
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still so new to this, that when I post
something, you know, there's some
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engagement, there's some likes and some
comments and I, I definitely love
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getting to create content, but when I
see what other people are doing, what
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other people are posting and what it
sparks in me going to the comment
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section and just telling them, hey,
this had an impact on, on the way I
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think about this in marketing or you
know, thank you for your, your
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authenticity here on this post, The
back and forth is really powerful. And
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uh, I promise you just, that's a great
way to build long term community
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because then you end up connecting with
those people, you end up getting an
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invite to, to not just follow them, but
to be connected with them long term.
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And so four tips to improve your
linkedin strategy rounding it out here.
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Here it is. Here's all four. Again,
we're going to think long term, we're
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going to value the community. We're
creating, we're gonna focus on dwell
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time, we're going to engage and we're
gonna view linkedin as a 24 7
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networking event. You can find the four
posts mentioned here in show notes that
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we put links to all of them, My post
dan's Emily's and Sam's and would love
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for you to go and and look at the
content. There's so much more you can
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read there and in the comments and
engage yourself and hey, if you're not
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subscribed yet to be, to be growth,
would love if you would do that on, you
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know, wherever you listen to your
podcast, whatever your favorite
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services. Never miss an episode. We
have so much coming up next year and
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things were planning for this show,
it's gonna be the best year of B two B
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growth yet. Hey, if you want to reach
out to me, you can do so on linkedin.
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Just search Benji Block would love to
talk to you about all things business
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marketing, sales in life and uh hey
keep doing work that matters and we'll
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chat again next week.
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Mhm Okay.
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