Transcript
WEBVTT 1 00:00:05.519 --> 00:00:08.630 Welcome back to be tob growth. I'm looking lyles with sweet fish media. 2 00:00:08.710 --> 00:00:12.669 Today is another episode in our behind the curtain series. I'm joined today by 3 00:00:12.710 --> 00:00:16.030 my good buddy, founder and CEO of Sweetfish, James Carberry. James, 4 00:00:16.030 --> 00:00:19.910 how you doing today, man? I'm fantastic. Dude. Linkedin is a 5 00:00:20.710 --> 00:00:23.780 man. I just want to get right into it because, yeah, we're 6 00:00:23.820 --> 00:00:30.140 going to dump a ton of relevant content for B Tob Marketers in this episode 7 00:00:30.140 --> 00:00:34.060 today, because I really feel like we've cracked the code on Linkedin. A 8 00:00:34.140 --> 00:00:37.810 lot of a lot of creators on Linkedin have, but what we're about to 9 00:00:37.890 --> 00:00:41.770 do with our own team. We have picked five people on our team that 10 00:00:41.850 --> 00:00:46.649 we're about to go all in with on Linkedin and we're going to share ten 11 00:00:46.850 --> 00:00:51.200 of the things that we are teaching our team as we are about to activate 12 00:00:51.320 --> 00:00:55.479 Linkedin as a channel for marketing for sweetfish in a big, big way. 13 00:00:55.679 --> 00:00:59.479 So I will start by saying that when I say marketing for Sweetfish, I 14 00:00:59.560 --> 00:01:03.240 do not mean talking about bb podcasting all the time. We want to be 15 00:01:03.399 --> 00:01:07.469 the most helpful resource on the Internet for B Tob Marketers and we're about to 16 00:01:07.510 --> 00:01:14.390 take linkedin and by storm through the personal profiles of our team sharing insanely helpful 17 00:01:14.510 --> 00:01:18.230 content, not just about podcasting but about all kinds of stuff, and so 18 00:01:18.430 --> 00:01:19.859 I'm stoked to dive into this. Man. Yeah, man, absolutely. 19 00:01:19.900 --> 00:01:23.459 I you said, I think that exact line and all hands we just had 20 00:01:23.540 --> 00:01:27.780 like an hour ago, to be the most helpful resource out there for the 21 00:01:27.819 --> 00:01:32.579 audience that we serve and BB marketers. And I think no matter whether you 22 00:01:32.700 --> 00:01:34.969 market to marketers like we do, or market to HR folks or it, 23 00:01:36.530 --> 00:01:40.209 if you focus on being very helpful, then you're going to win, whether 24 00:01:40.250 --> 00:01:45.370 it's Linkedin or podcasting or whatever. And something that Gary v's been talking about 25 00:01:45.370 --> 00:01:49.519 a lot lately. It's just the window is still open on Linkedin and that 26 00:01:49.640 --> 00:01:53.480 could change. There's a video. Will Link to it in the show notes 27 00:01:53.519 --> 00:01:57.040 where he compares linked in two thousand and twenty to facebook two thousand and twelve, 28 00:01:57.079 --> 00:02:01.109 where there is still just there's no there's no channel right now where you 29 00:02:01.189 --> 00:02:07.509 have the opportunity to instantly gain a huge following and a huge organic reach other 30 00:02:07.629 --> 00:02:10.710 than Linkedin. And we've talked about a lot. We're going to cover some 31 00:02:10.870 --> 00:02:14.830 things that some people have heard before, but you and I were doing a 32 00:02:14.909 --> 00:02:20.500 round up as we go all in pushing out content through multiple personal profiles from 33 00:02:20.500 --> 00:02:23.340 the sweetfish team on Linkedin. And that actually leads us into point number one 34 00:02:23.500 --> 00:02:27.699 of the the ten things that we're going to talk about. Number one is 35 00:02:28.060 --> 00:02:30.889 stop fighting a losing battle with your company page on Linkedin. Now you can 36 00:02:30.969 --> 00:02:35.169 only run ads through through your company page to get that. But we're talking 37 00:02:35.169 --> 00:02:38.409 about organic reach. We see so many people who have tons and tons of 38 00:02:38.490 --> 00:02:43.849 employees, hundreds or thousands of employees, and none of them are posting helpful 39 00:02:43.889 --> 00:02:50.360 content through their personal profiles and Linkedin. And users on linkedin prefer to engage 40 00:02:50.400 --> 00:02:53.840 with content on personal profiles. But a lot of people are just can't get 41 00:02:53.960 --> 00:02:58.120 over that Hump. James, I think that's pretty much hit. Anything to 42 00:02:58.159 --> 00:03:00.389 add their me? Yeah, yeah, don't keep posting on your company page 43 00:03:00.430 --> 00:03:04.229 and think it's going to get any kind of reach. It's just not going 44 00:03:04.389 --> 00:03:08.030 to focus on the people within your company that want to use their personal profile. 45 00:03:08.389 --> 00:03:12.310 Remember, you don't own their personal profile. It's their personal profile, 46 00:03:12.789 --> 00:03:15.139 so you can't put it on them like they are expected to do it. 47 00:03:15.379 --> 00:03:17.939 But I know you know if you've got a good culture. I know with 48 00:03:19.219 --> 00:03:21.979 with us it seems like there's lots of people on our team that want to 49 00:03:22.099 --> 00:03:27.490 use their profile to help propel the message of the business and and propel the 50 00:03:27.569 --> 00:03:30.729 content that we're creating. So identify those people within your organization that want to 51 00:03:30.810 --> 00:03:36.689 use their personal profile is the distribution channel for your content and push it through 52 00:03:36.810 --> 00:03:38.930 their profiles, because people are much more likely to engage with a human than 53 00:03:38.930 --> 00:03:44.879 they are the logo. And quite simply, I mean the Linkedin Algorithm just 54 00:03:44.960 --> 00:03:49.520 does not want company pages content infecting the news feed because I think they know 55 00:03:49.639 --> 00:03:53.120 that company pages are going to put really self serving content on their pages. 56 00:03:53.719 --> 00:03:57.069 For the folks that haven't figured out that, unless you're putting out helpful content, 57 00:03:57.110 --> 00:04:00.430 that's not about you anyway. But we're putting helpful content out through our 58 00:04:00.430 --> 00:04:05.389 company pages and we're still not getting we're still getting Jack Crap for for engagement, 59 00:04:05.509 --> 00:04:10.819 even putting it through engagement group. So there's just something about Linkedin's algorithm 60 00:04:10.860 --> 00:04:14.379 that does not like company page content. So don't waste time there. Yeah, 61 00:04:14.419 --> 00:04:16.819 absolutely. There was a previous episode we did with Chris Walker. He's 62 00:04:16.860 --> 00:04:21.420 been a repeat regular guest here lately on the podcast. Will Link to that 63 00:04:21.540 --> 00:04:26.129 in the show notes too. I think is quote was basically like if you're 64 00:04:26.129 --> 00:04:30.329 putting out one post a month on your company page, the don't hold your 65 00:04:30.370 --> 00:04:32.810 breath, and I couldn't agree more. Now, one thing that you can 66 00:04:32.970 --> 00:04:35.930 do that we've seen, especially if you have a podcast like we do, 67 00:04:36.170 --> 00:04:41.600 that is feeding your blog content, feeding your linkedin content, feeding youtube and 68 00:04:41.680 --> 00:04:46.439 your other video content, is create a showcase or a company page for your 69 00:04:46.680 --> 00:04:49.959 podcast, and it's not so much that you want to push out a ton 70 00:04:50.000 --> 00:04:55.189 of content there. I think some is is helpful so that people can get 71 00:04:55.230 --> 00:04:58.589 a sense of what your show is about, but more so so that when 72 00:04:58.790 --> 00:05:02.829 guests are posting about their episodes, where you're posting something, you can tag 73 00:05:03.149 --> 00:05:06.740 your show and then they can land on that page on linked in and there 74 00:05:06.899 --> 00:05:11.259 you can have links to your show on spotify, on your website, on 75 00:05:11.300 --> 00:05:16.259 Apple Podcast, so it can be another visibility point for your podcast. What 76 00:05:16.420 --> 00:05:19.459 that also allows you to do is put that in your work experience. So 77 00:05:19.579 --> 00:05:24.050 as someone scrolling down my profile, they see, yeah, I'm director of 78 00:05:24.129 --> 00:05:28.089 partnerships at sweet fish media, but they also see I'm the cohost of BB 79 00:05:28.209 --> 00:05:30.050 growth and they can click on some assets there and click on, Hey, 80 00:05:30.170 --> 00:05:34.759 this show's been ranked by ink and Forbes and there's other places to put legitimacy 81 00:05:34.920 --> 00:05:39.680 for your show which you know if people are looking at being a guest on 82 00:05:39.759 --> 00:05:43.720 your show there. It's helpful there, but it's just really more exposure and, 83 00:05:43.800 --> 00:05:46.079 as you and I talked about a lot, visibility leads to opportunity. 84 00:05:46.199 --> 00:05:50.750 So leverage that tag your show encourage guests to do the same, even if 85 00:05:50.870 --> 00:05:56.069 like one thing I've done is I write a lot of text only posts for 86 00:05:56.230 --> 00:06:00.430 linked in and in the comments. Will get on to links in the comments 87 00:06:00.470 --> 00:06:02.110 here in a little bit, but I'll put the link to the episode in 88 00:06:02.149 --> 00:06:06.819 the comments and I will tag be to be growth so that that's there and 89 00:06:06.860 --> 00:06:11.939 if someone doesn't click through and subscribe there, they have an option to go 90 00:06:12.060 --> 00:06:15.420 to the show page on on Linkedin. So that one's pretty straightforward. The 91 00:06:15.620 --> 00:06:19.490 third thing we want to talk about is engagement groups. We talked about this 92 00:06:19.689 --> 00:06:24.410 here before, but we just want to kind of succinctly cover if you're not 93 00:06:24.490 --> 00:06:28.050 familiar with engagement groups, if you're not using them today, they are one 94 00:06:28.050 --> 00:06:31.129 of the quickest ways to five to ten x you are organic reach on Linkedin, 95 00:06:31.290 --> 00:06:33.600 and that's not just pulling numbers out of the hat. That's what I've 96 00:06:33.639 --> 00:06:38.480 seen. That's what other customers of ours, like Ethan buwed over at bombomb 97 00:06:38.600 --> 00:06:41.319 have seen. James, you want to walk through this real quickly? Yeah, 98 00:06:41.319 --> 00:06:44.079 Dan. So, Dan Sanchez, our new director of audience growth, 99 00:06:44.199 --> 00:06:46.629 has recently started posting on Linkedin and he said it was night and day different 100 00:06:47.189 --> 00:06:49.949 that I think he did it for a few days without posting through the engagement 101 00:06:49.990 --> 00:06:53.790 group and then he started posting in the engagement group and he's like, James, 102 00:06:53.829 --> 00:06:57.670 it's not even funny how much of a difference it made. Essentially, 103 00:06:57.750 --> 00:07:00.230 what these engagement groups are there. You know their message threads on Linkedin. 104 00:07:00.310 --> 00:07:03.620 So it's nothing fancy. You don't need to get invited into one. I 105 00:07:03.699 --> 00:07:06.660 see all people all the time ask Logan and I, can we get in 106 00:07:06.699 --> 00:07:10.699 your engagement group? No, create your own. Like go to go to 107 00:07:10.779 --> 00:07:15.500 nine or ten people that you know we're posting content consistently in your space that 108 00:07:15.620 --> 00:07:19.769 you respect and and say hey, I'm putting together this engagement group on linked 109 00:07:19.769 --> 00:07:21.970 in. It's a linked the message thread. Do you want to be a 110 00:07:23.009 --> 00:07:25.889 part of it? We're going to be engaging with one another's content. There's 111 00:07:25.930 --> 00:07:28.810 no requirement. If you don't like a piece of content that's posted, don't 112 00:07:28.850 --> 00:07:31.759 feel like you need to engage with it. I think making making sure people 113 00:07:31.839 --> 00:07:34.560 know that is crucial. If you start putting a lot of rules, like 114 00:07:34.839 --> 00:07:39.120 you have to engage on every post that's in this group, it doesn't work. 115 00:07:39.160 --> 00:07:41.959 It's just not it's not fun. People get busy, they're not able 116 00:07:42.000 --> 00:07:44.709 to engage with everything. I will say that the more you engage with other 117 00:07:44.750 --> 00:07:46.790 people's posts, some more engagement you're going to get in return. The more 118 00:07:46.910 --> 00:07:51.269 active I am on the platform, the more my content tends to get engagement. 119 00:07:51.589 --> 00:07:55.470 You should not sleep on these engagement groups. You can do them with 120 00:07:55.589 --> 00:07:58.779 external people. You can do the when internal people. We've got an engagement 121 00:07:58.819 --> 00:08:03.259 group for our team, so everybody on our team now gets a message anytime 122 00:08:03.339 --> 00:08:07.259 one of US posts on Linkedin. And so, I mean, I don't 123 00:08:07.259 --> 00:08:09.339 know, we've got seven or eight of them that we're working and I'm honestly 124 00:08:09.379 --> 00:08:15.649 looking to build thirty or forty more just because they were yeah, I would 125 00:08:15.649 --> 00:08:18.290 say cap these it between ten to fifteen people. The groups that have more 126 00:08:18.370 --> 00:08:22.889 than that it you know, it tends to get a little like especially if 127 00:08:22.930 --> 00:08:26.370 people are posting consistently that's just a lot of content to keep up with. 128 00:08:26.610 --> 00:08:31.200 So we're going to be building up multiple groups specifically of active be Tob marketers 129 00:08:31.480 --> 00:08:35.279 on on the platform and I'm really excited to get those going just because I 130 00:08:35.320 --> 00:08:39.399 know they're going to work. Yeah, absolutely so. Just to make it 131 00:08:39.559 --> 00:08:41.789 super simple, like if you can start a message, if you can start 132 00:08:41.830 --> 00:08:46.669 a DM to one person on Linkedin, then you're almost there to be able 133 00:08:46.710 --> 00:08:52.029 to create an engagement group. So just like in I message or group text 134 00:08:52.110 --> 00:08:56.299 in pretty much any messaging APP, you can create a group message on Linkedin 135 00:08:56.580 --> 00:09:00.419 and that's all you need to do. And once Linkedin sees that, hey, 136 00:09:00.539 --> 00:09:03.100 you've created a message thread with more than just one to one, more 137 00:09:03.139 --> 00:09:07.580 than just two people, it even gives you the opportunity to name name that 138 00:09:07.740 --> 00:09:13.210 conversation and then you drop some instructions in there. Again, like James said, 139 00:09:13.490 --> 00:09:16.970 ten people, fifteen people is really kind of a sweet spot. And 140 00:09:16.129 --> 00:09:22.330 let people know. Here's what we've seen with with linkedin. As many comments 141 00:09:22.450 --> 00:09:26.240 as you can gain in the first hour after a post goes live makes a 142 00:09:26.360 --> 00:09:30.879 dramatic difference. A reaction, a thumbs up or a clap is one thing, 143 00:09:31.240 --> 00:09:35.039 but it's not weighted as heavily as comments and a little bit counterintuitively, 144 00:09:35.120 --> 00:09:39.830 at least through some of the analytics I've looked at, both just looking at 145 00:09:39.870 --> 00:09:43.870 the views of my posts and also using a tool that's called shield, shield 146 00:09:43.909 --> 00:09:48.149 APP thatt Ai. They're actually a sponsor of BB grows, so full disclosure 147 00:09:48.190 --> 00:09:52.100 there, but it's a tool that we use to be able to analyze stuff 148 00:09:52.100 --> 00:09:56.419 like that. Comments are actually more heavily weighted than reshares, and I think 149 00:09:56.419 --> 00:09:58.940 it's you know, when I see a reshare, I don't know, it 150 00:10:00.139 --> 00:10:03.860 just doesn't pop with me and so I don't know, maybe that's not necessarily 151 00:10:03.899 --> 00:10:07.769 the algorithm, maybe that's user behavior. But comments and you just want to 152 00:10:07.769 --> 00:10:09.250 let people know, hey, if you can leave a comment in the first 153 00:10:09.250 --> 00:10:13.289 sixty minutes after this post goes live. And again that's where just thinking through. 154 00:10:13.289 --> 00:10:18.970 Who can you have in that group that has some sort of incentive to 155 00:10:18.169 --> 00:10:22.159 see your your content succeed? So it could be customers, it could be 156 00:10:22.200 --> 00:10:24.000 partners, it could be team members, it could be your grandma, I 157 00:10:24.120 --> 00:10:28.039 don't know, but it can. It can really be any anybody, and 158 00:10:28.200 --> 00:10:31.159 you will see an increase there. So go ahead and do that. The 159 00:10:31.360 --> 00:10:35.149 next thing we wanted to talk about is something I'm really pumped about, man, 160 00:10:35.230 --> 00:10:41.830 because you and I have been big on written content for Linkedin. We 161 00:10:41.990 --> 00:10:45.269 both kind of just have a knack for for writing, and so it's been. 162 00:10:45.389 --> 00:10:48.470 It was a really fun process for me for getting into the rhythm of 163 00:10:48.669 --> 00:10:52.860 writing. You know, up to one thousandree hundred characters in a text only 164 00:10:52.940 --> 00:10:56.539 post, and we know that those perform better than then articles and those sorts 165 00:10:56.580 --> 00:11:01.580 of things. But what we're really focusing on now is how can you mix 166 00:11:01.620 --> 00:11:05.450 up your content types that you're posting? And you and I were just talking 167 00:11:05.570 --> 00:11:07.210 the other day doing some planning around this for the training we're going to do 168 00:11:07.330 --> 00:11:11.769 on our team, and you came up with eight different content types that you 169 00:11:11.809 --> 00:11:13.649 can do to mix it up. Do want to run through those real quick 170 00:11:13.690 --> 00:11:18.250 man? Yeah, so you might have to checkmate because you've got them written 171 00:11:18.250 --> 00:11:22.080 down over there, but slide decks. Slide decks or for some reason, 172 00:11:22.159 --> 00:11:26.559 over index saying they're called documents on Linkedin, but if you put together a 173 00:11:26.639 --> 00:11:30.600 slide deck. We've got our creative director and another designer on our team working 174 00:11:30.639 --> 00:11:35.230 on some different templates. We're going to come up with probably probably five different 175 00:11:35.230 --> 00:11:39.070 templates to start templates for, you know, round up deck. So when 176 00:11:39.110 --> 00:11:43.710 we do like the best books and Beb marketing the best podcast and be to 177 00:11:43.750 --> 00:11:46.539 be marketing the best conferences when those are a thing again. So we've got 178 00:11:46.620 --> 00:11:48.980 one on like B Tob podcasting tip of the day. So we're going to 179 00:11:50.019 --> 00:11:52.259 have a template where we share a tip, we share why you should be 180 00:11:52.299 --> 00:11:56.059 doing it that way and then how we're doing it, because we're executing this 181 00:11:56.139 --> 00:12:01.690 stuff ourselves on this show. So coming up with different templates. Maybe you 182 00:12:01.929 --> 00:12:05.049 know we've got. We've got a template where we share a three key takeaways 183 00:12:05.090 --> 00:12:07.330 from a guess we've had on me to be gross. So we're highlighting that 184 00:12:07.529 --> 00:12:13.929 guest. So deck's incredibly effective. Long form text updates like what you were 185 00:12:13.970 --> 00:12:18.320 just mentioning, and short text updates. I had a I had a status 186 00:12:18.320 --> 00:12:24.399 update today that was one sentence and it was just branded hand sanitizer will be 187 00:12:24.840 --> 00:12:28.320 the go to swag from two thousand and twenty one to two thousand and twenty 188 00:12:28.360 --> 00:12:31.190 three. It didn't actually do very well. I don't know if it was 189 00:12:31.269 --> 00:12:35.110 a punchy enough for the fact that my name's not Dave Gearhart, but it 190 00:12:35.269 --> 00:12:39.669 didn't go bananas on Linkedin like I thought it might. But we're experimenting, 191 00:12:39.669 --> 00:12:43.509 we're testing, we're playing and we're figuring it out. Seeing Scott Barker do 192 00:12:43.789 --> 00:12:46.860 gifts and memes and and those are getting really good engagement. So you know, 193 00:12:46.980 --> 00:12:52.460 maybe it's something you see on tick tock or something on instagram and you 194 00:12:52.580 --> 00:12:54.820 want to translate that over to Linkedin. So long as you can textualize that 195 00:12:54.980 --> 00:12:58.330 and you make it about your audience, that could be. That could work 196 00:12:58.330 --> 00:13:01.929 really well. Logan, finish me off there. I don't know what else 197 00:13:01.009 --> 00:13:05.450 is on that list. Yes, we've got long form text only status updates, 198 00:13:05.610 --> 00:13:11.210 short form status updates. You just touched on those micro videos. Do 199 00:13:11.409 --> 00:13:16.000 Not Post your your full video zoom call of your podcast on Linkedin. No 200 00:13:16.080 --> 00:13:18.559 one wants to watch twenty minutes of content while they're scrolling their feet. And 201 00:13:18.679 --> 00:13:24.080 also don't do a five minute clip either. It should likely be less than 202 00:13:24.120 --> 00:13:26.750 sixty seconds, maybe a little bit longer to pict like you don't want to 203 00:13:26.750 --> 00:13:31.710 get to d whatever it takes to get across the point. But micro videos 204 00:13:31.750 --> 00:13:35.909 have been huge for US lately and we're really doubling down there. Taking snippets 205 00:13:37.070 --> 00:13:41.100 from your recorded conversations on your podcast or just a zoom call right now or, 206 00:13:41.340 --> 00:13:45.139 you know, in person. Video obviously can work when that's a thing 207 00:13:45.179 --> 00:13:50.460 again, but make sure that those are optimized for consumption on social big headline, 208 00:13:50.820 --> 00:13:54.929 big progress bar captions built right in. Don't rely on just the the 209 00:13:56.370 --> 00:14:01.210 platforms captions call to Action at the end, which obviously they're maybe not. 210 00:14:01.330 --> 00:14:05.649 Obviously should be to subscribe to your show or wherever they can find content. 211 00:14:05.690 --> 00:14:09.289 If you don't have a podcast, your blog, that sort of stuff. 212 00:14:09.570 --> 00:14:13.679 Don't make the CTA on that to book a demo or stuff. Yeah, 213 00:14:13.720 --> 00:14:18.159 and vied veed dot io is a great tool for doing those micro videos. 214 00:14:18.639 --> 00:14:22.279 So if that's something that you want to check out, if you're trying to 215 00:14:22.320 --> 00:14:24.909 do this in house with an in house team, that's going to be a 216 00:14:24.990 --> 00:14:28.029 really helpful resource for you. There anything else on that list? Logan, 217 00:14:28.909 --> 00:14:33.029 let's say we had funny, educational or inspiring videos in addition to those tactical 218 00:14:33.190 --> 00:14:39.220 micro videos that you produced, as well as ones that you find from others. 219 00:14:39.259 --> 00:14:43.860 You know, I didn't ghost the video natively, but corporate bro puts 220 00:14:43.899 --> 00:14:46.460 out some really hilarious sales stuff and I I kind of talked about it and 221 00:14:46.500 --> 00:14:50.379 I mentioned that and I linked to it and I had a really high engagement 222 00:14:50.460 --> 00:14:54.409 rate of people clicking through that video, you know, and and that didn't 223 00:14:54.450 --> 00:14:58.090 drive anything necessarily for us, but hey, I shared a funny video and 224 00:14:58.169 --> 00:15:01.570 people remember that. Hey, I shared that. You talked about slide decks, 225 00:15:01.649 --> 00:15:05.889 gifts and memes. So that kind of rounds out that list of Eight. 226 00:15:07.049 --> 00:15:11.600 And the other thing that number five on our list of ten of linkedin 227 00:15:11.720 --> 00:15:16.600 strategies to really crush it on Linkedin is engaging with other people's content. Now 228 00:15:16.120 --> 00:15:18.960 a lot of people kind of put this as as good advice. I think 229 00:15:18.960 --> 00:15:22.230 a number of people mentioned this in the round up that we did with Scott 230 00:15:22.309 --> 00:15:28.110 Ingram for the linked finding sales success on linkedin. If you're not ready to 231 00:15:28.149 --> 00:15:31.629 start putting out content or your team is not comfortable putting out contents through their 232 00:15:31.669 --> 00:15:37.580 personal profiles, encourage them to go engage with people who are sharing content in 233 00:15:37.740 --> 00:15:41.659 your niche in it or hr or marketing or sales or whatever it is. 234 00:15:41.299 --> 00:15:46.659 So there's application there. But even if you are putting out your own content, 235 00:15:46.779 --> 00:15:50.009 this is something I heard Chris Walker say on his new podcast and he 236 00:15:50.169 --> 00:15:54.850 is Webinar series that he's doing with Guy Tano. He uses commenting on other 237 00:15:54.929 --> 00:15:58.769 people's content not only to get visibility, which there you know. Gary V's 238 00:15:58.809 --> 00:16:03.450 talked about that on twitter and other places before, but also it helps you 239 00:16:03.649 --> 00:16:07.679 realize what needs to turn into a post. What is your audience hungry for, 240 00:16:07.799 --> 00:16:11.600 even if you don't have a fully fleshed out post ready. He mentioned 241 00:16:11.759 --> 00:16:15.919 commenting on something, getting a hundred likes on that comment and then expanding on 242 00:16:15.039 --> 00:16:18.240 it the next day or the next week in a post, and I've seen 243 00:16:18.279 --> 00:16:21.509 you do that as well. Yeah, yeah, it's a lowhanging fruit. 244 00:16:21.590 --> 00:16:25.230 Honestly, it's so much easier to comment on a post. Try to be 245 00:16:25.389 --> 00:16:29.190 thoughtful when you're commenting on post. We've done an entire episode on how to 246 00:16:29.309 --> 00:16:33.100 thoughtfully leave a comment on someone's post. But don't limit yourself to only thinking 247 00:16:33.179 --> 00:16:37.460 that you have to leave these long answers, if you know, sometimes just 248 00:16:37.539 --> 00:16:41.019 a fist bump emoji works, but switch it up. Don't whatever you do, 249 00:16:41.259 --> 00:16:45.740 be varied in your approach and I leave some sometimes it's just like, 250 00:16:47.169 --> 00:16:48.529 you know, hey, thanks for the shout out here, because somebody tag 251 00:16:48.690 --> 00:16:52.169 me in their post looking forward to our lunch next week. So sometimes I 252 00:16:52.289 --> 00:16:56.250 reference something personal because I'm, you know, personally connected to these people. 253 00:16:56.610 --> 00:17:00.889 Other Times, if I don't know them as well, I'll leave some sort 254 00:17:00.929 --> 00:17:04.599 of like funny little comment on like why I disagree with that. Or usually 255 00:17:04.599 --> 00:17:07.880 I'm not disagree with that because I'm a nine on the INTAGRAM, so I 256 00:17:07.920 --> 00:17:11.319 don't disagree with anything. But all that to say, be thoughtful with your 257 00:17:11.359 --> 00:17:15.150 comments buried up, leave some Emoji's, leave some you know longer answers and 258 00:17:15.269 --> 00:17:18.470 you'll figure it out. This isn't rocket science, Yep. And if you're, 259 00:17:18.630 --> 00:17:23.150 if you're engaged in engagement groups, just sometimes leaving a thumbs up Emoji, 260 00:17:23.309 --> 00:17:26.269 as we talked about earlier, is going to help that more than just 261 00:17:26.430 --> 00:17:30.700 leaving the the reaction itself. So if you're in a hurry and you still 262 00:17:30.700 --> 00:17:33.220 want to do that for the sake of that person's content, then do that. 263 00:17:33.579 --> 00:17:37.460 The other thing we're big on on our team, again, just like 264 00:17:37.619 --> 00:17:41.460 pushing out content through personal profiles. This isn't mandatory, but it's something we 265 00:17:41.700 --> 00:17:45.569 suggest to be on the same page as a team. Is Everyone's headline at 266 00:17:45.650 --> 00:17:49.930 sweet fish, most everyone. You will see we produced podcasts for B tob 267 00:17:51.089 --> 00:17:56.250 brands before their title because when you are commenting on other people's content, your 268 00:17:56.849 --> 00:18:00.119 profile Avatar follows you around, obviously, but what a lot of people don't 269 00:18:00.119 --> 00:18:03.400 think about is the way they've written their headline. When they go to edit 270 00:18:03.400 --> 00:18:07.680 their profile, that tagline follows you around as well, and so we've seen 271 00:18:08.079 --> 00:18:14.109 that just by having that and commenting a lot on our own team stuff and 272 00:18:14.230 --> 00:18:17.910 other people stuff, that taglines getting more visibility. So if you've written that 273 00:18:18.069 --> 00:18:22.549 well and you've standardized that across your team at least to some degree, there's 274 00:18:22.549 --> 00:18:26.430 going to be times where I've literally had sales calls and say hey, I 275 00:18:26.670 --> 00:18:30.220 heard about you guys because James commented on this post and I saw we produce 276 00:18:30.299 --> 00:18:33.819 podcast for bb brands. We're thinking about podcasting. It can actually have an 277 00:18:33.859 --> 00:18:38.019 impact on sales, and I tell you that not as anyone other than hey, 278 00:18:38.059 --> 00:18:41.609 I'm responsible for sales here it. See, I wrote I wrote a 279 00:18:41.650 --> 00:18:45.809 post about this earlier. So if you're listening to this, go back and 280 00:18:45.849 --> 00:18:48.490 look at my previous post on Linkedin. I wrote a post about the framework 281 00:18:48.529 --> 00:18:52.250 we use. Get very specific with this. Don't if we were to say 282 00:18:53.009 --> 00:18:56.119 we help me to be companies grow, that's not going to cut it. 283 00:18:56.359 --> 00:19:03.480 That's too vague and it doesn't associate your name with a specific, tangible way 284 00:19:03.680 --> 00:19:07.079 that you can help someone. So we produce podcast for bb brands says what 285 00:19:07.279 --> 00:19:12.309 we do specifically and it also says who we help. So by doing that 286 00:19:12.750 --> 00:19:15.710 it is actually driven results. I know that one of our customers we got 287 00:19:17.190 --> 00:19:19.990 because he said because I saw your tagline. I was like, I'm looking 288 00:19:21.029 --> 00:19:22.869 for that right now, and because we're active on Linkedin, just like what 289 00:19:22.950 --> 00:19:26.740 you said, he saw the tagline and now he's been a long standing US 290 00:19:26.740 --> 00:19:32.180 row with us. So I can't restate the importance of that enough. This 291 00:19:32.460 --> 00:19:36.099 next one is is super quick, number seven on our list of of ten. 292 00:19:36.539 --> 00:19:38.849 But I see so many people that share really great content but they just 293 00:19:40.049 --> 00:19:42.809 don't think about this. And I don't know if it's just ingrained in me 294 00:19:44.009 --> 00:19:48.650 from journalism school, where I had just enough design experience to be dangerous, 295 00:19:48.769 --> 00:19:52.289 not nearly to the level of Kelsey Montgomery on our team, but I know 296 00:19:52.960 --> 00:19:57.480 that white space when it comes to text it literally gives you kind of a 297 00:19:57.680 --> 00:20:03.559 calm and gives you not this overwhelm. And so tip number seven is just 298 00:20:03.640 --> 00:20:07.109 space out the lines in your in your text only post forget what you learned 299 00:20:07.150 --> 00:20:12.750 in school about minimum three sentence paragraphs. One sentence. When I write text 300 00:20:12.950 --> 00:20:18.069 only post it is rial. Is Very rare that I have more than two 301 00:20:18.190 --> 00:20:22.339 sentences in a paragraph and most often it's one. Now if you look at 302 00:20:22.380 --> 00:20:26.619 it and every single one is line space, line space, buried up a 303 00:20:26.700 --> 00:20:30.900 little bit through some emojis in group two together, but mix it up. 304 00:20:30.940 --> 00:20:36.369 Use attot dot, use a Semicolon, but space it out so that you 305 00:20:36.490 --> 00:20:41.930 know. I've heard great copywriters say the importance or the objective for every line 306 00:20:41.970 --> 00:20:44.890 of copy that you write is to get someone to read the next line. 307 00:20:45.490 --> 00:20:48.289 But if they have to read six lines in order to be convinced to read 308 00:20:48.289 --> 00:20:52.799 the next one, it's just like never mind. Okay, so that one, 309 00:20:52.000 --> 00:20:56.200 I think is pretty straightforward. Number Eight, we've been doing for two 310 00:20:56.240 --> 00:21:00.640 years. Don't put the links in your post. This is becoming pretty commonplace 311 00:21:00.039 --> 00:21:03.079 to where most people are accustomed to putting the link that they want to drive 312 00:21:03.079 --> 00:21:07.910 people to to their sign up or their Webinar or their podcast episode in the 313 00:21:07.990 --> 00:21:11.309 first comment. But I still see a lot of people not doing this and 314 00:21:11.349 --> 00:21:15.509 it has a definite effect. Yeah, so whenever you put a link in 315 00:21:15.630 --> 00:21:18.259 the post itself. It makes sense that Linkedin doesn't want to push people there 316 00:21:18.339 --> 00:21:22.180 because it's pushing people off of Linkedin. So, as Linkedin as a content 317 00:21:22.259 --> 00:21:25.900 platform, they want to keep people on their platform as long as they possibly 318 00:21:25.940 --> 00:21:30.779 can. So why on Earth would they put your post in too many news 319 00:21:30.859 --> 00:21:33.849 feeds if you are post is driving people away? They want to keep people 320 00:21:34.009 --> 00:21:37.329 on the platform. So, but I know it's annoying and I know some 321 00:21:37.410 --> 00:21:41.730 people in your in your comments might complain like, Oh, where's the link? 322 00:21:41.769 --> 00:21:44.970 I can't find it. I would much rather get have my post get 323 00:21:45.049 --> 00:21:48.160 ten x the reach and have a few people not be able to find it 324 00:21:48.240 --> 00:21:49.960 in the comments and you can always reply to their comment and say hey, 325 00:21:51.000 --> 00:21:53.319 here's the link if they leave the link. I would much rather get ten 326 00:21:53.359 --> 00:21:59.480 xt the reach then the alternative, which is it gets hardly any reach because 327 00:21:59.920 --> 00:22:03.109 Linkedin doesn't promote it in the feed. Yeah, absolutely, and we're going 328 00:22:03.109 --> 00:22:07.430 to get into replying to comments and in number ten. But to jump out 329 00:22:07.430 --> 00:22:11.349 a little bit, if someone's like hey, Bro, I can't find this, 330 00:22:11.549 --> 00:22:14.230 I can't find this link. Well, guess what, that's an opportunity 331 00:22:14.230 --> 00:22:18.339 for you to comment back, share the link and guess what even author comments 332 00:22:18.460 --> 00:22:22.779 have an impact on the reach of that post based on the way Linkedin's algorithm 333 00:22:22.819 --> 00:22:26.539 works, which is actually I think you know better than some as far as 334 00:22:26.579 --> 00:22:30.569 a content creator, to get more reach, versus other platforms where the comments 335 00:22:30.690 --> 00:22:34.769 don't have as much impact in helping more people organically see it, like on 336 00:22:36.009 --> 00:22:40.049 instagram and that sort of thing, unless you're actually tagging someone. So let's 337 00:22:40.049 --> 00:22:42.289 talk about number nine, is content frameworks, and this is something that I 338 00:22:42.450 --> 00:22:48.680 remember following and seeing from you when we first connected, where you mix it 339 00:22:48.839 --> 00:22:52.160 up. You have for here that we have ready in this blog post that 340 00:22:52.240 --> 00:22:57.910 we're doing on how we do Linkedin list post failure stories, taking an opposite 341 00:22:57.910 --> 00:23:04.069 stance and asking questions. Asking questions is obviously from what we've shared about the 342 00:23:04.150 --> 00:23:10.109 algorithm, the benefits you can have from generating comments. It makes sense that 343 00:23:10.150 --> 00:23:12.619 a question can be really good, but you don't want there's a fine line 344 00:23:12.740 --> 00:23:15.740 here and how you pose a question I think you're really good at so talk 345 00:23:15.779 --> 00:23:18.220 about that one a little bit man. Yeah, so whenever you ask a 346 00:23:18.259 --> 00:23:22.700 question on Linkedin, you have to it can't be too smart of a question. 347 00:23:23.180 --> 00:23:26.170 And here's what I mean by that. If somebody has to think for 348 00:23:26.289 --> 00:23:30.369 more than ten seconds about what their answer is, they're probably not going to 349 00:23:30.410 --> 00:23:33.490 leave a comment. I see a lot of people trying to be smart and 350 00:23:33.650 --> 00:23:37.450 trying to show their network that they are super smart by using a ton of 351 00:23:37.490 --> 00:23:41.240 buzz words or like trying to ask a fancy question like, you know, 352 00:23:41.640 --> 00:23:47.200 what's your process for digital transformation, like one. You can't possibly outline your 353 00:23:47.240 --> 00:23:51.960 process for digital transformation in a comment like you just can't, and to that's 354 00:23:52.000 --> 00:23:55.000 going to take somebody way too long, even if they could boil it down 355 00:23:55.000 --> 00:23:57.029 into a you know, into a bite size thing that can actually fit in 356 00:23:57.109 --> 00:24:00.230 the comment. It's going to take two way too long for them to leave 357 00:24:00.309 --> 00:24:03.430 that kind of a comment. So you ask people like what are your go 358 00:24:03.630 --> 00:24:07.069 to podcasts for baby marketing? Or, you know, what are the best 359 00:24:07.150 --> 00:24:11.259 books that you've read in the last six months? What Book Are you reading 360 00:24:11.259 --> 00:24:14.779 right now? What's your favorite part about your work from home? Set up 361 00:24:14.779 --> 00:24:18.619 questions like that that are really easy. With it with him five seconds. 362 00:24:18.819 --> 00:24:22.019 I know what my answer to that question is. Those tend to be the 363 00:24:22.059 --> 00:24:26.730 question to perform really well. Another thing, as it relates to the content 364 00:24:26.849 --> 00:24:30.690 framework, being very mindful about your opening line like before, above the fold, 365 00:24:30.769 --> 00:24:36.890 so you get three lines before linkedin says see more. Be Very mindful 366 00:24:36.930 --> 00:24:40.640 of that opening line. I see a lot of people getting lazy here. 367 00:24:40.920 --> 00:24:44.519 Think of that opening line like a subject line to your email or, you 368 00:24:44.599 --> 00:24:48.000 know, the opening hook in your blog post, maybe even add copy. 369 00:24:48.440 --> 00:24:52.240 You want to Hook people in and Oh, James like, that's Click Bait. 370 00:24:52.319 --> 00:24:53.670 You don't want to do that. Max Out shruler from out reach actually 371 00:24:53.670 --> 00:24:56.990 wrote a really great post. He said, you know, for me to 372 00:24:57.309 --> 00:25:02.190 take the time that it takes to create a thoughtful piece of content on Linkedin. 373 00:25:02.670 --> 00:25:07.660 Why would I short change myself by not giving it a compelling Hook at 374 00:25:07.660 --> 00:25:11.619 the very beginning? Because we just know human behavior. We're not going to 375 00:25:11.779 --> 00:25:15.779 hit see more and open up the rest of that status update unless we are 376 00:25:15.819 --> 00:25:21.450 compelled and interested in what they're saying. And so sometimes that can look click 377 00:25:21.490 --> 00:25:26.369 baby, but so long as the content you're delivering actually fulfills on whatever that 378 00:25:26.569 --> 00:25:29.369 had line is, that you use it. You know, I say headline, 379 00:25:29.410 --> 00:25:32.049 it's not really a headline, it's just the first one or two sentences 380 00:25:32.130 --> 00:25:37.200 of your status update. But make sure it's compelling, sure it eat elicits 381 00:25:37.319 --> 00:25:40.200 a response from people, and so it can be as simple as I did 382 00:25:40.279 --> 00:25:42.839 one the other day. It was like bb marketers, nine books you should 383 00:25:42.839 --> 00:25:45.880 have read by now or something like that, and then they opened up the 384 00:25:45.960 --> 00:25:51.589 rest of the status update and I had nine books in there. So doing 385 00:25:51.750 --> 00:25:56.430 things like that, with your being mindful of those first few words in your 386 00:25:56.470 --> 00:26:02.789 status update, this is all just reverse engineering the psychology of how someone's brain 387 00:26:02.869 --> 00:26:06.819 works when they're scrolling through linkedin. So analyze your own behavior. Talk to 388 00:26:06.940 --> 00:26:10.500 people on your team. How did they scroll Linkedin? What is making them 389 00:26:10.980 --> 00:26:14.700 you know, open posts, followed people that are going viral on the platform 390 00:26:14.700 --> 00:26:18.009 all the time. Scott Barker's a great one. Dave Gear Heart's going viral 391 00:26:18.089 --> 00:26:22.690 every other day, it seems like Balal but trolley is going viral all the 392 00:26:22.769 --> 00:26:30.009 time. Dale to pre study those content creators that are creating fascinating content that's 393 00:26:30.130 --> 00:26:33.000 that's getting a ton of reach and figure it out. I mean, again, 394 00:26:33.079 --> 00:26:37.000 this stuff isn't rocket science, but you are missing out on massive organic 395 00:26:37.119 --> 00:26:41.200 reach opportunity if you're sleeping on linkedin right now. Yeah, absolutely, Chris 396 00:26:41.359 --> 00:26:47.079 Walker, and Justin Welsh or two others you definitely want to follow that are 397 00:26:47.119 --> 00:26:52.710 posting daily and substantive stuff. Justin Welsh, I think has a little minie 398 00:26:52.910 --> 00:26:56.630 book on his guide to Linkedin. Definitely check that out. It echoes a 399 00:26:56.869 --> 00:27:00.470 lot of the things that we talked about in a most yesterday I saw that 400 00:27:00.589 --> 00:27:03.859 got like elevenzero likes or something like that. It was insane. It had 401 00:27:04.099 --> 00:27:07.539 that. I don't think I've ever seen a piece of content that had that 402 00:27:07.619 --> 00:27:08.660 much engagement on it. It had to, I mean that had to be 403 00:27:08.779 --> 00:27:12.500 four five million organic views out imagine. Yeah, yeah, and it is 404 00:27:12.579 --> 00:27:18.009 possible. And Justin talks about in is ebook. He started on the platform 405 00:27:18.130 --> 00:27:21.529 not that long ago, but he started implementing these sorts of things, he 406 00:27:21.650 --> 00:27:26.529 started capturing ideas and posting them organically and he started any consistently got he's only 407 00:27:26.569 --> 00:27:30.759 got like forty fivezero followers on the platform and I think I mean a year 408 00:27:30.759 --> 00:27:33.519 and a half ago we probably had six thousand. I mean that it's it's 409 00:27:33.599 --> 00:27:37.200 crazy, like I remember when Alan Gannett, when I had more followers on 410 00:27:37.279 --> 00:27:41.480 Linkedin than Alan Gannett did and he started posting videos of him with Kobe Bryant 411 00:27:41.680 --> 00:27:45.069 do it and and Handley and all these different people. He's now got over 412 00:27:45.190 --> 00:27:48.670 a hundred thousand followers on the platform. You do not need a lot of 413 00:27:48.789 --> 00:27:52.230 followers to get started and to get traction. You know, if I don't 414 00:27:52.230 --> 00:27:55.470 know what the exact numbers were, I'm just guessing based on the number of 415 00:27:55.509 --> 00:28:00.099 engagement that that Justin Welsh post had. But if it was elevenzero likes, 416 00:28:00.299 --> 00:28:03.140 and I mean it's like eight hundred and forty seven comments or something like that, 417 00:28:03.660 --> 00:28:07.180 just from what I have seen on my own stuff, I would guess 418 00:28:07.299 --> 00:28:11.980 that that post had four to five million views on it. And so you'll 419 00:28:11.220 --> 00:28:15.849 imagine you write one of those once every quarter, once every six months, 420 00:28:15.289 --> 00:28:21.849 and it's skyrockets. You your you're following. But he's only got forty five 421 00:28:21.970 --> 00:28:26.329 tho followers or something like that and he was able to reach millions of people. 422 00:28:26.809 --> 00:28:30.839 That's that's what we're talking about. We're saying capitalize on how the linked 423 00:28:30.880 --> 00:28:33.640 in Algorithm is working right now, because there are not very many people creating 424 00:28:33.759 --> 00:28:37.720 content there, which is why linkedin wants to promote the people that are creating 425 00:28:37.880 --> 00:28:42.470 good stuff. Yeah, and I love what Scott Ingram did in the ebook 426 00:28:42.829 --> 00:28:47.269 and we were fortunate enough to be featured in that. But the thing that 427 00:28:47.430 --> 00:28:52.990 he built that roundup of thirty six sales professionals who were succeeding on Linkedin, 428 00:28:52.390 --> 00:28:57.059 not based on follower account, but follower account divided by engagement rate over, 429 00:28:57.380 --> 00:29:00.859 you know, the last three weeks or whatever he did to break it down, 430 00:29:02.099 --> 00:29:04.619 but he came up with some sort of engagement percentage. And what's what's 431 00:29:04.700 --> 00:29:10.809 important there is not these highlight stories, but the fact that you can drive 432 00:29:10.930 --> 00:29:14.529 that so quickly. You know, when I started at sweetfish two years ago 433 00:29:14.849 --> 00:29:18.250 I had about a thousand connections on Linkedin, which most people just kind of 434 00:29:18.289 --> 00:29:21.289 naturally are there like five hundred to a thousand, even if you're just like 435 00:29:21.410 --> 00:29:23.880 accepting stuff every once in a while and you got active on Linkedin when you 436 00:29:23.880 --> 00:29:29.039 were looking for a job or whatever. Today I'm about seven thousand and you 437 00:29:29.119 --> 00:29:32.160 know, I'm no Dale dupreum, no Justin Welsh, when it comes to 438 00:29:32.279 --> 00:29:36.720 the consistency, not yet anyway. I've had kind of fits and starts, 439 00:29:37.039 --> 00:29:41.430 but I've had post regularly see five hundred and ten, fifteen thousand views. 440 00:29:41.789 --> 00:29:45.190 You know, had one go nuts and hit K which is nothing compared to 441 00:29:45.349 --> 00:29:49.109 Justin. But you know, spending time on instagram and other platforms, like 442 00:29:49.349 --> 00:29:52.940 if I got over five hundred. I was like, Whoa, this is 443 00:29:52.059 --> 00:29:56.660 exciting and so what? Going back to my comment earlier and we'll linked to 444 00:29:56.700 --> 00:30:00.900 that Gary v video talking about the the opportunity right now on Linkedin. It 445 00:30:02.420 --> 00:30:07.490 is real and it's not just this unattainable you know, ivory tower out there 446 00:30:07.529 --> 00:30:11.170 that you can't reach, and I want people to know that. Logan, 447 00:30:11.289 --> 00:30:15.569 you are our sales guy. This is not like some frufy, fluffy marketing. 448 00:30:17.289 --> 00:30:19.650 Oh yet marketing wants to spend all their time on social media, like 449 00:30:21.089 --> 00:30:25.640 when know, like you are our sales guy, shouting from the mountains that 450 00:30:25.799 --> 00:30:29.880 you want everybody on our team posting on Linkedin, because it seems like, 451 00:30:30.160 --> 00:30:33.440 I mean every week for sure, I'm getting I'm getting messages coming to me 452 00:30:34.119 --> 00:30:37.509 wanting to talk about starting podcast, and I'm looping you in. I send 453 00:30:37.549 --> 00:30:41.670 you text messages all the time like Hey, linkedin alert, you've got something 454 00:30:41.710 --> 00:30:45.589 in your inbox, because your inbox is literally so full of people coming in 455 00:30:45.829 --> 00:30:51.099 bound because of you know, US being you know, we're not even we're 456 00:30:51.099 --> 00:30:53.180 not even work close to where we're going to be, like we're about to 457 00:30:53.220 --> 00:30:57.980 start posting fifteen times a day from five different profiles within our business. I 458 00:30:59.059 --> 00:31:02.700 mean that's how all in we're about to go. And right now there's three 459 00:31:02.819 --> 00:31:07.730 of US boosting about four to five times a week apiece. So we're about 460 00:31:07.730 --> 00:31:11.569 to five x the amount that we're putting out on Linkedin, which means there's 461 00:31:11.609 --> 00:31:15.650 going to be pretty much nobody in bdb marketing lugs into linkedin on any sort 462 00:31:15.690 --> 00:31:18.640 of a regular basis, that doesn't know who we are because of the sheer 463 00:31:18.720 --> 00:31:23.119 amount of content that we're going to put into that ecosystem. And the contents 464 00:31:23.160 --> 00:31:26.319 going to be really freaking good. But I want people to know that your 465 00:31:26.319 --> 00:31:30.559 are. You're our sales guy saying this. You're not a marketing dude like 466 00:31:30.920 --> 00:31:33.789 you are a sales guy. Yeah, and I get excited about that reach 467 00:31:33.950 --> 00:31:38.710 because I know, and this is just like hearing you and Chris Walker and 468 00:31:38.829 --> 00:31:45.029 the episode you guys did on lead generation versus Demandin, so legen versus Demandin. 469 00:31:45.109 --> 00:31:48.900 I have always thought of those is just synonymous and just by the nature 470 00:31:48.940 --> 00:31:53.579 of the way that we approach content and we approach marketing, you and I 471 00:31:53.740 --> 00:31:56.619 and really the rest of the team, I feel like it's ingrained in our 472 00:31:56.619 --> 00:32:00.970 culture, even at our size now, is that our content is not designed 473 00:32:01.009 --> 00:32:06.250 to convert, and therefore it does. We are focused on how do we 474 00:32:06.410 --> 00:32:09.289 educate and going back to your line earlier, and if your CEO doesn't have 475 00:32:09.490 --> 00:32:14.369 this mindset, then maybe you've got an uphill battle. But I'm just really 476 00:32:14.490 --> 00:32:17.279 thankful that we've got a CEO that that focuses on. Hey, not how 477 00:32:17.319 --> 00:32:22.119 many leads did we drive with our with our content, but how helpful is 478 00:32:22.200 --> 00:32:27.880 our content? Is it fire? Because when that happens you actually drive demand, 479 00:32:27.920 --> 00:32:30.309 and that's what Chris Walker was talking about, is actual interest, not 480 00:32:30.509 --> 00:32:34.670 someone willing to give you their email, but someone coming to you. And 481 00:32:34.829 --> 00:32:37.549 and just aside, note from what I've been hearing him repeat Multiple Times, 482 00:32:37.589 --> 00:32:43.190 if you are going all in on content, and you can't always, because 483 00:32:43.230 --> 00:32:45.619 it's not an ad, and you can't, you know, track every click 484 00:32:45.700 --> 00:32:52.220 and every do this and then watch your branded search and it should be going 485 00:32:52.339 --> 00:32:55.940 up into the right if you're doing content and you're doing organic social the the 486 00:32:57.019 --> 00:32:59.329 right way. All right, we're going to round it out with ten, 487 00:32:59.369 --> 00:33:02.930 because we promised ten tips for crushing it on Linkedin, and that is reply 488 00:33:04.130 --> 00:33:07.130 to every comment. And so this goes back to one algorithm thing. We 489 00:33:07.210 --> 00:33:10.690 talked about earlier, as well as something that we hear Gary v talk about 490 00:33:10.690 --> 00:33:14.880 all the time. That, I think, is has really played itself out 491 00:33:15.039 --> 00:33:17.480 in our own environment. So one if you get ten comments in the first 492 00:33:17.559 --> 00:33:22.160 hour, you should reply to every one of those and double those right away, 493 00:33:22.319 --> 00:33:25.640 because linkedin looked at looks at those comments pretty much the same. It 494 00:33:25.759 --> 00:33:29.670 calls it out, it shows it's an author comment, but I'll tell you 495 00:33:29.750 --> 00:33:32.190 I've done it and I've not done it, and those comments definitely have an 496 00:33:32.230 --> 00:33:37.230 impact. They also will facilitate other comments. If someone asks a question, 497 00:33:37.470 --> 00:33:42.420 you can answer it and then tag someone over. Hey, someone you know 498 00:33:42.500 --> 00:33:45.259 asked a question about category creation. I'm like, okay, I have something 499 00:33:45.339 --> 00:33:49.980 to say here. John Rougie or Christopher Lockheed will probably have even more. 500 00:33:50.099 --> 00:33:52.859 You guys want to Chime in, and then you've started a thread. Something 501 00:33:52.900 --> 00:33:58.089 I've seen any quick do on Linkedin. She was featured in Scott Ingram's round 502 00:33:58.089 --> 00:34:01.490 up as well, is respond with memes. A wish linkedin could let you 503 00:34:01.730 --> 00:34:06.410 embed gifts in in your comment replies, but it's just a great way to 504 00:34:06.529 --> 00:34:08.889 add some personality. And again it goes back to one of those things we 505 00:34:09.000 --> 00:34:14.639 talked about in tip number one. Personal pray pages over company pages. There's 506 00:34:14.719 --> 00:34:19.400 personality and I think that's part of why Linkedin has continued to explode, because 507 00:34:19.760 --> 00:34:22.920 twitter got overwhelmed with bots. It's a logo. Am I engaging with a 508 00:34:22.960 --> 00:34:27.670 human or not, even though it's fast in real time? Bring some of 509 00:34:27.710 --> 00:34:30.309 that over to Linkedin. Show your personality. It doesn't have to be all 510 00:34:30.429 --> 00:34:34.829 buttoned up. And then the other thing is, you know, Gary has 511 00:34:34.869 --> 00:34:38.380 talked about his taking flag from his team, like, why are you responding 512 00:34:38.460 --> 00:34:43.659 to every every tweet and that sort of stuff. I have had people come 513 00:34:43.820 --> 00:34:46.260 to us on a sales call and say, Logan, I'm such a fan 514 00:34:46.420 --> 00:34:49.900 of sweet fish. Now there are a lot of people who would love to 515 00:34:50.059 --> 00:34:52.489 create raving fans out of the people who have been paying the money and working 516 00:34:52.530 --> 00:34:57.050 with them for years, and I attest a big part of that is not 517 00:34:57.289 --> 00:35:00.849 only our approach to educational content, but that you and I are active and 518 00:35:00.889 --> 00:35:06.769 engaging with people and, you know, not just letting their reply in their 519 00:35:06.849 --> 00:35:12.079 investment of time just fall on deaf ears. When someone comments, commenting back 520 00:35:12.119 --> 00:35:15.000 now it's sometimes is that a smiley face and a thumbs up emoji shore but 521 00:35:15.280 --> 00:35:21.239 I rarely, if ever have not replied to a comment and as much as 522 00:35:21.280 --> 00:35:24.909 you can scale that hand to hand combat across your team, you should absolutely 523 00:35:24.949 --> 00:35:29.309 do it. Anything there as we round out time blocking it. So you 524 00:35:29.389 --> 00:35:31.750 know, it's easy to get caught in thinking that every time someone comments you 525 00:35:31.869 --> 00:35:35.510 have to reply. No, you don't like we're all busy. We get 526 00:35:35.550 --> 00:35:37.780 it. You've got a mountain of work to do. But if you post 527 00:35:37.860 --> 00:35:40.539 at nine am and you come back at noon and you've got, you know, 528 00:35:40.900 --> 00:35:44.980 ten comments, go and reply to those ten. I guarantee you that, 529 00:35:45.099 --> 00:35:47.019 because you reply to those comments, whenever you come back at three PM, 530 00:35:47.099 --> 00:35:51.449 you're going to see that there's thirty more comments. So you go and 531 00:35:51.530 --> 00:35:53.969 reply to those, some short, some longer, some tagging other people, 532 00:35:54.409 --> 00:35:59.130 and then maybe you know later that evening your hot back in, you go 533 00:35:59.289 --> 00:36:02.130 through and you reply to comments. You know, there's so many different ways 534 00:36:02.130 --> 00:36:05.519 to do it. You don't need to be glued to your phone all day 535 00:36:05.679 --> 00:36:08.760 to be effective at this. Don't overthink it, but don't sleep on this 536 00:36:08.920 --> 00:36:16.199 opportunity. There is too much free reach of very qualified potential buyers. This 537 00:36:16.440 --> 00:36:21.349 is not instagram, this is not tick tock. We're not talking about twenty 538 00:36:21.429 --> 00:36:27.710 one year old kids on this platform. We're talking about VP's directors sea level, 539 00:36:27.789 --> 00:36:31.590 people that are on linkedin close to every single day and you are missing 540 00:36:31.750 --> 00:36:37.900 your opportunity to reach them if you are not taking this platform seriously. Absolutely, 541 00:36:37.059 --> 00:36:40.260 and I can't say it any better. And so hopefully we've given you 542 00:36:40.460 --> 00:36:45.099 some very tangible things to start applying this week. No matter what your role 543 00:36:45.260 --> 00:36:49.530 is, if you're a VP of marketing, if your head of social, 544 00:36:49.969 --> 00:36:52.050 if you're in sales, whatever the case is, you can, you can 545 00:36:52.130 --> 00:36:57.210 probably implement one of these tomorrow, probably three of them, if I'm honest, 546 00:36:57.530 --> 00:37:00.559 and we have just we doubled down there about two years ago. We're 547 00:37:00.559 --> 00:37:05.119 about to quadruple down. I don't know what five is, Quhen tippled down, 548 00:37:05.159 --> 00:37:07.760 I don't know whatever, but we are going all in there because you 549 00:37:07.960 --> 00:37:14.159 never know when these opportunities will close. And you said the magic words for 550 00:37:14.320 --> 00:37:19.190 marketers right there. Free reach. Where can you generate this sort of free 551 00:37:19.269 --> 00:37:22.510 reach right now is as marketing budgets constrict, as there's a closer eye on 552 00:37:22.630 --> 00:37:27.989 it. Hopefully you know that thought about looking at branded search going up into 553 00:37:27.989 --> 00:37:31.219 the right as you invest in social, because it's not always a one to 554 00:37:31.380 --> 00:37:35.099 one. I Guy Tona was talking about that the other day. Hey, 555 00:37:35.139 --> 00:37:37.460 our blogs not not converting leads will. How often do you read a blog 556 00:37:37.579 --> 00:37:42.300 and then request the demo right away? It's not. It's not that linear. 557 00:37:42.420 --> 00:37:44.969 So you've got to think about those things and be ready to kind of 558 00:37:45.050 --> 00:37:49.929 present that case. But you can use tools like shield APP and others to 559 00:37:50.050 --> 00:37:52.730 show that, hey, there is there is engagement and there is awareness that 560 00:37:52.849 --> 00:37:58.010 we are driving on Linkedin, and so take advantage of it while they're they're 561 00:37:58.010 --> 00:38:01.239 still opportunity. Will Link to some of those other episodes we've done on Linkedin 562 00:38:01.320 --> 00:38:05.119 that go a little bit deeper on leaving comments and those sorts of things in 563 00:38:05.199 --> 00:38:07.559 the show notes. If you're not yet connected to us on Linkedin, where 564 00:38:07.559 --> 00:38:12.119 would we be on this episode without saying connect with us on Linkedin? You 565 00:38:12.199 --> 00:38:15.909 can hit me up Logan Lyles, connect with James, James Carberry, se 566 00:38:15.030 --> 00:38:22.030 aarvary and, as always, thank you so much for listening. I hate 567 00:38:22.030 --> 00:38:27.300 it when podcasts incessantly ask their listeners for reviews, but I get why they 568 00:38:27.300 --> 00:38:30.179 do it, because reviews are enormously helpful when you're trying to grow a podcast 569 00:38:30.179 --> 00:38:34.539 audience. So here's what we decided to do. If you leave a review 570 00:38:34.579 --> 00:38:37.260 for me to be growth and apple podcasts and email me a screenshot of the 571 00:38:37.340 --> 00:38:42.530 review to James at Sweet Fish Mediacom, I'll send you a signed copy of 572 00:38:42.610 --> 00:38:45.409 my new book, content based networking, how to instantly connect with anyone you 573 00:38:45.489 --> 00:38:49.329 want to know. We get a review, you get a free book. 574 00:38:49.610 --> 00:38:50.210 We both win.
