Transcript
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Welcome back to be tob growth.
I'm looking lyles with sweet fish media.
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Today is another episode in our behind
the curtain series. I'm joined today by
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my good buddy, founder and CEO
of Sweetfish, James Carberry. James,
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how you doing today, man?
I'm fantastic. Dude. Linkedin is a
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man. I just want to get
right into it because, yeah, we're
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going to dump a ton of relevant
content for B Tob Marketers in this episode
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today, because I really feel like
we've cracked the code on Linkedin. A
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lot of a lot of creators on
Linkedin have, but what we're about to
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do with our own team. We
have picked five people on our team that
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we're about to go all in with
on Linkedin and we're going to share ten
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of the things that we are teaching
our team as we are about to activate
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Linkedin as a channel for marketing for
sweetfish in a big, big way.
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So I will start by saying that
when I say marketing for Sweetfish, I
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do not mean talking about bb podcasting
all the time. We want to be
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the most helpful resource on the Internet
for B Tob Marketers and we're about to
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take linkedin and by storm through the
personal profiles of our team sharing insanely helpful
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content, not just about podcasting but
about all kinds of stuff, and so
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I'm stoked to dive into this.
Man. Yeah, man, absolutely.
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I you said, I think that
exact line and all hands we just had
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like an hour ago, to be
the most helpful resource out there for the
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audience that we serve and BB marketers. And I think no matter whether you
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market to marketers like we do,
or market to HR folks or it,
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if you focus on being very helpful, then you're going to win, whether
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it's Linkedin or podcasting or whatever.
And something that Gary v's been talking about
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a lot lately. It's just the
window is still open on Linkedin and that
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could change. There's a video.
Will Link to it in the show notes
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where he compares linked in two thousand
and twenty to facebook two thousand and twelve,
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where there is still just there's no
there's no channel right now where you
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have the opportunity to instantly gain a
huge following and a huge organic reach other
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than Linkedin. And we've talked about
a lot. We're going to cover some
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things that some people have heard before, but you and I were doing a
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round up as we go all in
pushing out content through multiple personal profiles from
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the sweetfish team on Linkedin. And
that actually leads us into point number one
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of the the ten things that we're
going to talk about. Number one is
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stop fighting a losing battle with your
company page on Linkedin. Now you can
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only run ads through through your company
page to get that. But we're talking
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about organic reach. We see so
many people who have tons and tons of
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employees, hundreds or thousands of employees, and none of them are posting helpful
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content through their personal profiles and Linkedin. And users on linkedin prefer to engage
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with content on personal profiles. But
a lot of people are just can't get
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over that Hump. James, I
think that's pretty much hit. Anything to
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add their me? Yeah, yeah, don't keep posting on your company page
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and think it's going to get any
kind of reach. It's just not going
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to focus on the people within your
company that want to use their personal profile.
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Remember, you don't own their personal
profile. It's their personal profile,
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so you can't put it on them
like they are expected to do it.
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But I know you know if you've
got a good culture. I know with
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with us it seems like there's lots
of people on our team that want to
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use their profile to help propel the
message of the business and and propel the
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content that we're creating. So identify
those people within your organization that want to
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use their personal profile is the distribution
channel for your content and push it through
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their profiles, because people are much
more likely to engage with a human than
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they are the logo. And quite
simply, I mean the Linkedin Algorithm just
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does not want company pages content infecting
the news feed because I think they know
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that company pages are going to put
really self serving content on their pages.
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For the folks that haven't figured out
that, unless you're putting out helpful content,
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that's not about you anyway. But
we're putting helpful content out through our
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company pages and we're still not getting
we're still getting Jack Crap for for engagement,
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even putting it through engagement group.
So there's just something about Linkedin's algorithm
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that does not like company page content. So don't waste time there. Yeah,
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absolutely. There was a previous episode
we did with Chris Walker. He's
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been a repeat regular guest here lately
on the podcast. Will Link to that
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in the show notes too. I
think is quote was basically like if you're
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putting out one post a month on
your company page, the don't hold your
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breath, and I couldn't agree more. Now, one thing that you can
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do that we've seen, especially if
you have a podcast like we do,
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that is feeding your blog content,
feeding your linkedin content, feeding youtube and
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your other video content, is create
a showcase or a company page for your
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podcast, and it's not so much
that you want to push out a ton
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of content there. I think some
is is helpful so that people can get
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a sense of what your show is
about, but more so so that when
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guests are posting about their episodes,
where you're posting something, you can tag
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your show and then they can land
on that page on linked in and there
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you can have links to your show
on spotify, on your website, on
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Apple Podcast, so it can be
another visibility point for your podcast. What
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that also allows you to do is
put that in your work experience. So
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as someone scrolling down my profile,
they see, yeah, I'm director of
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partnerships at sweet fish media, but
they also see I'm the cohost of BB
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growth and they can click on some
assets there and click on, Hey,
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this show's been ranked by ink and
Forbes and there's other places to put legitimacy
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for your show which you know if
people are looking at being a guest on
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your show there. It's helpful there, but it's just really more exposure and,
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as you and I talked about a
lot, visibility leads to opportunity.
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So leverage that tag your show encourage
guests to do the same, even if
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like one thing I've done is I
write a lot of text only posts for
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linked in and in the comments.
Will get on to links in the comments
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here in a little bit, but
I'll put the link to the episode in
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the comments and I will tag be
to be growth so that that's there and
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if someone doesn't click through and subscribe
there, they have an option to go
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to the show page on on Linkedin. So that one's pretty straightforward. The
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third thing we want to talk about
is engagement groups. We talked about this
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here before, but we just want
to kind of succinctly cover if you're not
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familiar with engagement groups, if you're
not using them today, they are one
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of the quickest ways to five to
ten x you are organic reach on Linkedin,
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and that's not just pulling numbers out
of the hat. That's what I've
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seen. That's what other customers of
ours, like Ethan buwed over at bombomb
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have seen. James, you want
to walk through this real quickly? Yeah,
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Dan. So, Dan Sanchez,
our new director of audience growth,
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has recently started posting on Linkedin and
he said it was night and day different
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that I think he did it for
a few days without posting through the engagement
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group and then he started posting in
the engagement group and he's like, James,
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it's not even funny how much of
a difference it made. Essentially,
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what these engagement groups are there.
You know their message threads on Linkedin.
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So it's nothing fancy. You don't
need to get invited into one. I
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see all people all the time ask
Logan and I, can we get in
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your engagement group? No, create
your own. Like go to go to
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nine or ten people that you know
we're posting content consistently in your space that
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you respect and and say hey,
I'm putting together this engagement group on linked
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in. It's a linked the message
thread. Do you want to be a
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part of it? We're going to
be engaging with one another's content. There's
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no requirement. If you don't like
a piece of content that's posted, don't
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feel like you need to engage with
it. I think making making sure people
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know that is crucial. If you
start putting a lot of rules, like
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you have to engage on every post
that's in this group, it doesn't work.
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It's just not it's not fun.
People get busy, they're not able
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to engage with everything. I will
say that the more you engage with other
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people's posts, some more engagement you're
going to get in return. The more
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active I am on the platform,
the more my content tends to get engagement.
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You should not sleep on these engagement
groups. You can do them with
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external people. You can do the
when internal people. We've got an engagement
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group for our team, so everybody
on our team now gets a message anytime
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one of US posts on Linkedin.
And so, I mean, I don't
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know, we've got seven or eight
of them that we're working and I'm honestly
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looking to build thirty or forty more
just because they were yeah, I would
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say cap these it between ten to
fifteen people. The groups that have more
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than that it you know, it
tends to get a little like especially if
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people are posting consistently that's just a
lot of content to keep up with.
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So we're going to be building up
multiple groups specifically of active be Tob marketers
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on on the platform and I'm really
excited to get those going just because I
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know they're going to work. Yeah, absolutely so. Just to make it
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super simple, like if you can
start a message, if you can start
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a DM to one person on Linkedin, then you're almost there to be able
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to create an engagement group. So
just like in I message or group text
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in pretty much any messaging APP,
you can create a group message on Linkedin
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and that's all you need to do. And once Linkedin sees that, hey,
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you've created a message thread with more
than just one to one, more
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than just two people, it even
gives you the opportunity to name name that
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conversation and then you drop some instructions
in there. Again, like James said,
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ten people, fifteen people is really
kind of a sweet spot. And
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let people know. Here's what we've
seen with with linkedin. As many comments
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as you can gain in the first
hour after a post goes live makes a
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dramatic difference. A reaction, a
thumbs up or a clap is one thing,
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but it's not weighted as heavily as
comments and a little bit counterintuitively,
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at least through some of the analytics
I've looked at, both just looking at
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the views of my posts and also
using a tool that's called shield, shield
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APP thatt Ai. They're actually a
sponsor of BB grows, so full disclosure
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there, but it's a tool that
we use to be able to analyze stuff
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like that. Comments are actually more
heavily weighted than reshares, and I think
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it's you know, when I see
a reshare, I don't know, it
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just doesn't pop with me and so
I don't know, maybe that's not necessarily
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the algorithm, maybe that's user behavior. But comments and you just want to
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let people know, hey, if
you can leave a comment in the first
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sixty minutes after this post goes live. And again that's where just thinking through.
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Who can you have in that group
that has some sort of incentive to
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see your your content succeed? So
it could be customers, it could be
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partners, it could be team members, it could be your grandma, I
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don't know, but it can.
It can really be any anybody, and
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you will see an increase there.
So go ahead and do that. The
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next thing we wanted to talk about
is something I'm really pumped about, man,
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because you and I have been big
on written content for Linkedin. We
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both kind of just have a knack
for for writing, and so it's been.
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It was a really fun process for
me for getting into the rhythm of
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writing. You know, up to
one thousandree hundred characters in a text only
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post, and we know that those
perform better than then articles and those sorts
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of things. But what we're really
focusing on now is how can you mix
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up your content types that you're posting? And you and I were just talking
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the other day doing some planning around
this for the training we're going to do
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on our team, and you came
up with eight different content types that you
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can do to mix it up.
Do want to run through those real quick
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man? Yeah, so you might
have to checkmate because you've got them written
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down over there, but slide decks. Slide decks or for some reason,
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over index saying they're called documents on
Linkedin, but if you put together a
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slide deck. We've got our creative
director and another designer on our team working
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on some different templates. We're going
to come up with probably probably five different
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templates to start templates for, you
know, round up deck. So when
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we do like the best books and
Beb marketing the best podcast and be to
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be marketing the best conferences when those
are a thing again. So we've got
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one on like B Tob podcasting tip
of the day. So we're going to
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have a template where we share a
tip, we share why you should be
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doing it that way and then how
we're doing it, because we're executing this
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stuff ourselves on this show. So
coming up with different templates. Maybe you
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know we've got. We've got a
template where we share a three key takeaways
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from a guess we've had on me
to be gross. So we're highlighting that
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guest. So deck's incredibly effective.
Long form text updates like what you were
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just mentioning, and short text updates. I had a I had a status
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update today that was one sentence and
it was just branded hand sanitizer will be
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the go to swag from two thousand
and twenty one to two thousand and twenty
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three. It didn't actually do very
well. I don't know if it was
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a punchy enough for the fact that
my name's not Dave Gearhart, but it
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didn't go bananas on Linkedin like I
thought it might. But we're experimenting,
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we're testing, we're playing and we're
figuring it out. Seeing Scott Barker do
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gifts and memes and and those are
getting really good engagement. So you know,
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maybe it's something you see on tick
tock or something on instagram and you
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want to translate that over to Linkedin. So long as you can textualize that
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and you make it about your audience, that could be. That could work
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really well. Logan, finish me
off there. I don't know what else
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is on that list. Yes,
we've got long form text only status updates,
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short form status updates. You just
touched on those micro videos. Do
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Not Post your your full video zoom
call of your podcast on Linkedin. No
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one wants to watch twenty minutes of
content while they're scrolling their feet. And
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also don't do a five minute clip
either. It should likely be less than
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sixty seconds, maybe a little bit
longer to pict like you don't want to
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get to d whatever it takes to
get across the point. But micro videos
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have been huge for US lately and
we're really doubling down there. Taking snippets
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from your recorded conversations on your podcast
or just a zoom call right now or,
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you know, in person. Video
obviously can work when that's a thing
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again, but make sure that those
are optimized for consumption on social big headline,
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big progress bar captions built right in. Don't rely on just the the
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platforms captions call to Action at the
end, which obviously they're maybe not.
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Obviously should be to subscribe to your
show or wherever they can find content.
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If you don't have a podcast,
your blog, that sort of stuff.
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Don't make the CTA on that to
book a demo or stuff. Yeah,
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and vied veed dot io is a
great tool for doing those micro videos.
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So if that's something that you want
to check out, if you're trying to
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do this in house with an in
house team, that's going to be a
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really helpful resource for you. There
anything else on that list? Logan,
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let's say we had funny, educational
or inspiring videos in addition to those tactical
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micro videos that you produced, as
well as ones that you find from others.
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You know, I didn't ghost the
video natively, but corporate bro puts
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out some really hilarious sales stuff and
I I kind of talked about it and
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I mentioned that and I linked to
it and I had a really high engagement
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rate of people clicking through that video, you know, and and that didn't
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drive anything necessarily for us, but
hey, I shared a funny video and
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people remember that. Hey, I
shared that. You talked about slide decks,
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gifts and memes. So that kind
of rounds out that list of Eight.
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And the other thing that number five
on our list of ten of linkedin
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strategies to really crush it on Linkedin
is engaging with other people's content. Now
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a lot of people kind of put
this as as good advice. I think
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a number of people mentioned this in
the round up that we did with Scott
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Ingram for the linked finding sales success
on linkedin. If you're not ready to
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start putting out content or your team
is not comfortable putting out contents through their
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personal profiles, encourage them to go
engage with people who are sharing content in
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your niche in it or hr or
marketing or sales or whatever it is.
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So there's application there. But even
if you are putting out your own content,
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this is something I heard Chris Walker
say on his new podcast and he
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is Webinar series that he's doing with
Guy Tano. He uses commenting on other
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people's content not only to get visibility, which there you know. Gary V's
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talked about that on twitter and other
places before, but also it helps you
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realize what needs to turn into a
post. What is your audience hungry for,
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even if you don't have a fully
fleshed out post ready. He mentioned
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commenting on something, getting a hundred
likes on that comment and then expanding on
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it the next day or the next
week in a post, and I've seen
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you do that as well. Yeah, yeah, it's a lowhanging fruit.
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Honestly, it's so much easier to
comment on a post. Try to be
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thoughtful when you're commenting on post.
We've done an entire episode on how to
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thoughtfully leave a comment on someone's post. But don't limit yourself to only thinking
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that you have to leave these long
answers, if you know, sometimes just
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a fist bump emoji works, but
switch it up. Don't whatever you do,
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be varied in your approach and I
leave some sometimes it's just like,
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you know, hey, thanks for
the shout out here, because somebody tag
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me in their post looking forward to
our lunch next week. So sometimes I
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reference something personal because I'm, you
know, personally connected to these people.
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Other Times, if I don't know
them as well, I'll leave some sort
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of like funny little comment on like
why I disagree with that. Or usually
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I'm not disagree with that because I'm
a nine on the INTAGRAM, so I
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don't disagree with anything. But all
that to say, be thoughtful with your
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comments buried up, leave some Emoji's, leave some you know longer answers and
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you'll figure it out. This isn't
rocket science, Yep. And if you're,
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if you're engaged in engagement groups,
just sometimes leaving a thumbs up Emoji,
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as we talked about earlier, is
going to help that more than just
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leaving the the reaction itself. So
if you're in a hurry and you still
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want to do that for the sake
of that person's content, then do that.
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The other thing we're big on on
our team, again, just like
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pushing out content through personal profiles.
This isn't mandatory, but it's something we
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suggest to be on the same page
as a team. Is Everyone's headline at
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sweet fish, most everyone. You
will see we produced podcasts for B tob
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brands before their title because when you
are commenting on other people's content, your
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profile Avatar follows you around, obviously, but what a lot of people don't
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think about is the way they've written
their headline. When they go to edit
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their profile, that tagline follows you
around as well, and so we've seen
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that just by having that and commenting
a lot on our own team stuff and
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other people stuff, that taglines getting
more visibility. So if you've written that
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well and you've standardized that across your
team at least to some degree, there's
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going to be times where I've literally
had sales calls and say hey, I
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heard about you guys because James commented
on this post and I saw we produce
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podcast for bb brands. We're thinking
about podcasting. It can actually have an
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impact on sales, and I tell
you that not as anyone other than hey,
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I'm responsible for sales here it.
See, I wrote I wrote a
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post about this earlier. So if
you're listening to this, go back and
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look at my previous post on Linkedin. I wrote a post about the framework
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we use. Get very specific with
this. Don't if we were to say
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we help me to be companies grow, that's not going to cut it.
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That's too vague and it doesn't associate
your name with a specific, tangible way
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that you can help someone. So
we produce podcast for bb brands says what
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we do specifically and it also says
who we help. So by doing that
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it is actually driven results. I
know that one of our customers we got
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because he said because I saw your
tagline. I was like, I'm looking
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for that right now, and because
we're active on Linkedin, just like what
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you said, he saw the tagline
and now he's been a long standing US
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row with us. So I can't
restate the importance of that enough. This
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next one is is super quick,
number seven on our list of of ten.
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But I see so many people that
share really great content but they just
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don't think about this. And I
don't know if it's just ingrained in me
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from journalism school, where I had
just enough design experience to be dangerous,
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not nearly to the level of Kelsey
Montgomery on our team, but I know
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that white space when it comes to
text it literally gives you kind of a
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calm and gives you not this overwhelm. And so tip number seven is just
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space out the lines in your in
your text only post forget what you learned
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in school about minimum three sentence paragraphs. One sentence. When I write text
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only post it is rial. Is
Very rare that I have more than two
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sentences in a paragraph and most often
it's one. Now if you look at
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it and every single one is line
space, line space, buried up a
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little bit through some emojis in group
two together, but mix it up.
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Use attot dot, use a Semicolon, but space it out so that you
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know. I've heard great copywriters say
the importance or the objective for every line
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of copy that you write is to
get someone to read the next line.
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But if they have to read six
lines in order to be convinced to read
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the next one, it's just like
never mind. Okay, so that one,
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I think is pretty straightforward. Number
Eight, we've been doing for two
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years. Don't put the links in
your post. This is becoming pretty commonplace
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to where most people are accustomed to
putting the link that they want to drive
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people to to their sign up or
their Webinar or their podcast episode in the
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first comment. But I still see
a lot of people not doing this and
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it has a definite effect. Yeah, so whenever you put a link in
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the post itself. It makes sense
that Linkedin doesn't want to push people there
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because it's pushing people off of Linkedin. So, as Linkedin as a content
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platform, they want to keep people
on their platform as long as they possibly
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can. So why on Earth would
they put your post in too many news
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feeds if you are post is driving
people away? They want to keep people
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on the platform. So, but
I know it's annoying and I know some
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people in your in your comments might
complain like, Oh, where's the link?
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I can't find it. I would
much rather get have my post get
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ten x the reach and have a
few people not be able to find it
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in the comments and you can always
reply to their comment and say hey,
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here's the link if they leave the
link. I would much rather get ten
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xt the reach then the alternative,
which is it gets hardly any reach because
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Linkedin doesn't promote it in the feed. Yeah, absolutely, and we're going
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to get into replying to comments and
in number ten. But to jump out
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a little bit, if someone's like
hey, Bro, I can't find this,
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I can't find this link. Well, guess what, that's an opportunity
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for you to comment back, share
the link and guess what even author comments
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have an impact on the reach of
that post based on the way Linkedin's algorithm
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works, which is actually I think
you know better than some as far as
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a content creator, to get more
reach, versus other platforms where the comments
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don't have as much impact in helping
more people organically see it, like on
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instagram and that sort of thing,
unless you're actually tagging someone. So let's
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talk about number nine, is content
frameworks, and this is something that I
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remember following and seeing from you when
we first connected, where you mix it
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up. You have for here that
we have ready in this blog post that
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we're doing on how we do Linkedin
list post failure stories, taking an opposite
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stance and asking questions. Asking questions
is obviously from what we've shared about the
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algorithm, the benefits you can have
from generating comments. It makes sense that
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a question can be really good,
but you don't want there's a fine line
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here and how you pose a question
I think you're really good at so talk
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about that one a little bit man. Yeah, so whenever you ask a
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question on Linkedin, you have to
it can't be too smart of a question.
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And here's what I mean by that. If somebody has to think for
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more than ten seconds about what their
answer is, they're probably not going to
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leave a comment. I see a
lot of people trying to be smart and
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trying to show their network that they
are super smart by using a ton of
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buzz words or like trying to ask
a fancy question like, you know,
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what's your process for digital transformation,
like one. You can't possibly outline your
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process for digital transformation in a comment
like you just can't, and to that's
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going to take somebody way too long, even if they could boil it down
355
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into a you know, into a
bite size thing that can actually fit in
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the comment. It's going to take
two way too long for them to leave
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that kind of a comment. So
you ask people like what are your go
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to podcasts for baby marketing? Or, you know, what are the best
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books that you've read in the last
six months? What Book Are you reading
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right now? What's your favorite part
about your work from home? Set up
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questions like that that are really easy. With it with him five seconds.
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I know what my answer to that
question is. Those tend to be the
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question to perform really well. Another
thing, as it relates to the content
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framework, being very mindful about your
opening line like before, above the fold,
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so you get three lines before linkedin
says see more. Be Very mindful
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of that opening line. I see
a lot of people getting lazy here.
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Think of that opening line like a
subject line to your email or, you
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know, the opening hook in your
blog post, maybe even add copy.
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You want to Hook people in and
Oh, James like, that's Click Bait.
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You don't want to do that.
Max Out shruler from out reach actually
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wrote a really great post. He
said, you know, for me to
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take the time that it takes to
create a thoughtful piece of content on Linkedin.
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Why would I short change myself by
not giving it a compelling Hook at
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the very beginning? Because we just
know human behavior. We're not going to
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hit see more and open up the
rest of that status update unless we are
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compelled and interested in what they're saying. And so sometimes that can look click
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baby, but so long as the
content you're delivering actually fulfills on whatever that
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had line is, that you use
it. You know, I say headline,
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it's not really a headline, it's
just the first one or two sentences
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of your status update. But make
sure it's compelling, sure it eat elicits
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a response from people, and so
it can be as simple as I did
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one the other day. It was
like bb marketers, nine books you should
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have read by now or something like
that, and then they opened up the
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rest of the status update and I
had nine books in there. So doing
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things like that, with your being
mindful of those first few words in your
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status update, this is all just
reverse engineering the psychology of how someone's brain
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works when they're scrolling through linkedin.
So analyze your own behavior. Talk to
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people on your team. How did
they scroll Linkedin? What is making them
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you know, open posts, followed
people that are going viral on the platform
390
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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
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time. Dale to pre study those
content creators that are creating fascinating content that's
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that's getting a ton of reach and
figure it out. I mean, again,
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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
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00:26:41.359 --> 00:26:47.079
Walker, and Justin Welsh or two
others you definitely want to follow that are
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posting daily and substantive stuff. Justin
Welsh, I think has a little minie
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book on his guide to Linkedin.
Definitely check that out. It echoes a
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lot of the things that we talked
about in a most yesterday I saw that
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got like elevenzero likes or something like
that. It was insane. It had
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that. I don't think I've ever
seen a piece of content that had that
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00:27:07.619 --> 00:27:08.660
much engagement on it. It had
to, I mean that had to be
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four five million organic views out imagine. Yeah, yeah, and it is
404
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possible. And Justin talks about in
is ebook. He started on the platform
405
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not that long ago, but he
started implementing these sorts of things, he
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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.