LinkedInformed Podcast. The LinkedIn Show

Welcome to episode 209, this week we have a pre-recorded interview with Kris Holland who is a Marketing Manager with a specialist recruitment business called Charlton Morris

Kris and I engaged on LinkedIn following on from my posts about content marketing as covered in episode 204. Kris was keen to explain that content marketing had been working well for them so I thought it would be great to get him on the show.

Takeaways

Content should be designed to start conversations
They measure success by engagement but also by looking at Buzzsumo
It’s important to develop an understanding of the markets you service
When you focus on narrow/niche vertical markets you can ‘tune in’ to your audience and really give value in your content. Recruiters should be doing this.
Rule: Never sell in any content you post
Great content allows their consultants to be seen differently and with more respect.
Content creation forms can be a useful tool to help those who find writing difficult or time consuming
Articles often work better than in markets that involve complex or technical subjects
Consultants become better at their job by understanding their vertical market and subjects that are relevant and interesting to their clients and candidates

Here is the LinkedIn article we often referred to in this interview.

I hope you found that an interesting interview. How many recruitment businesses do you know who focus this heavily of content and understanding their specialist markets?

Let me know if you are aware of any companies, in any sector that you believe are using content effectively on LinkedIn.

Direct download: LinkedInformed_209.mp3
Category:general -- posted at: 11:30am UTC

Welcome to episode 208, this week I am revisiting the search algorithm. If you are a long term listener you will recall that I tested the search algorithm a year ago in episode 161 and I promised that I would conduct the same test every year to check if the algorithm had changed……..and guess what, it has!
More of that later, but first…


Interesting Stuff I Saw This Week


LinkedIn Turns 15

Shameless drug dealers using LINKEDIN to sell Class A narcotics. I’m afraid this is classic British tabloid sensationalism! The profile of Scott Bush has already been deactivated and I could find very little other drug selling activity.

LinkedIn Updates

LinkedIn is now rolling out suggested hashtags in posts as per this voicemail from Lynnaire Johnston.

Post of the Week

I just love the positivity of this brilliant post from Michael Spence

LinkedIn SEO 2018

How easy is it to find your profile in a LinkedIn Search?
The LinkedIn search algorithm is a complex and ever changing beast. Search results are highly personalised so how can you tell whether your profile is easy to find by the people who you wish to be found by?

This is why I carry out a test every year to check what is important to ensure that your profile is correctly optimised for search.

WARNING : It's not an exact science! Don't get me wrong, there will be an exact science to this but no-one knows what it is apart from a select group of 'higher beings' who reside in some dark room at LinkedIn's headquarters in Sunnyvale, CA.

This group are sworn to secrecy so we will never know the answer to this mystery.......but we can perform some practical tests to get a better 'sense' of what is important in a profile.

The Test

I used 4 accounts for this test (my own and 3 others I was kindly given access to).

Account 1 - 9900 connections, highly active, based in Warrington, Cheshire, UK
Account 2 - 5785 connections, inactive, based in Manchester, UK
Account 3 - 291 connections, moderately active, based in London, UK
Account 4 - 3 connections, inactive, based in Warrington, Cheshire, UK

I performed the following search from each of these accounts (within minutes of each other)

Keywords : copywriting OR copywriter and filtered by 'people'

Initially the results were analysed without any further filters.Initially the results were analysed without any further filters.
I assessed the importance of the following profile attributes for the top ten results (1st page) for each of the four results. Keywords in headline Keywords in current job title Keywords in Company name Keywords in Summary Keywords in experience (other than current job title) Total keywords throughout profile Network connection (1st, 2nd, 3rd tier or beyond) Shared connections Location Activity (Likes, Comments, Shares, Posts and Articles) Profile Strength Skills Endorsements Interests (number and mutuality)Then I added a location filter of London to all four searches and re-analysed the results.


Each result was also filtered to see how many 1st, 2nd and 3rd tier connections there were.


The ResultsThe first thing to note is that I performed the same analysis last year (more information here) and the results this time were significantly different. This shows how LinkedIn are constantly changing the search algorithm and/or it is adjusting itself (machine learning).
Out of the above 14 criteria, only 3 appeared consistently in the top 10 results of each of the 4 searches.
Keywords in headline Location Skills

Keywords


All 40 profiles (top 10 in each search) had one or both of the keywords in the headline. The number of times the keyword appeared throughout the profile was not important and the keywords did not always appear in any of the other sections.Conclusion: Ensure your 120 character headline field is stuffed full of keywords and phrases


Location


You would expect location to be an important factor when used as a filter but it was also key when no filters were applied. All of the top 10 results in each search were local to that account.Conclusion: Your location is critical in LinkedIn SEO. If you are a jobseeker you should change your postal code to where you believe the jobs are most likely to be.If you are using LinkedIn to win more clients, consider changing your postal code to where your prospects are based.


Skills


Whilst you can't search for skills (other than with a Recruiter account) it appears that skills are now a key factor in the search algorithm ranking. All 40 profiles had 'Copywriting' (copywriter isn't a skill) as a skill.Endorsements: Whilst the number of endorsements didn't seem to have an effect, it did seem important for the skill to have been endorsed at least once (the lowest number of endorsements I saw was 2 and they ranked pretty high).Conclusion: Ensure you have all your important keywords covered by your skills. The max number of skills is 50. I would advise starting with 20 and once they are all endorsed at least once, increase this number gradually to 50. A skill without an endorsement is pretty useless!


One more thing....This one really surprised me and is a major change from my previous tests.


First Tier Connections perform poorly in search results!


Much to my surprise I found that in each of the 4 results, first tier appeared almost nowhere! In the search on my account with 9900 connections, there were 712 first tier in the c1.7 million result yet the first one only appeared in 123rd position but it met very similar criteria to those who appeared in the top ten.The first page of results was almost always 2nd tier with an occasional appearance of a 3rd tier.

Conclusion: If you can identify someone who you think might be searching for someone like you (for instance a Recruiter in a company you wish to work for), consider following them rather than connecting.

How important is LinkedIn SEO?

If you are a jobseeker, it's extremely important. The vast majority of searches performed on LinkedIn are by Recruiters and you should optimise your profile in line with these results.
If however, you are using LinkedIn as a business development and social selling tool then it's significantly less important.
How many people use LinkedIn to find suppliers?...Not many in truth. People generally don't use LinkedIn search the way they use Google. That said, it is worth being mindful of how optimised your profile is.


Direct download: LinkedInformed_208.mp3
Category:general -- posted at: 11:30am UTC

Welcome to episode 207, this week I had the pleasure of chatting with Simon Bourne from The Hand Dyed Shoe Company. Simon is a classic example of what can be achieved when you use LinkedIn to develop an authentic personal brand.

 

Takeaways

LinkedIn has massive untapped potential to develop your brand
Simon developed his visibility because he posted honest, authentic content about his personal and business journey.
LinkedIn success is not about View or Share Numbers it's about the reaction you get from followers, on and off line.
Quote “it's not about selling your products, it's about developing your brand”.
You can be more promotional with your posts once you have built an engaged audience.
The power of storytelling. Authentic stories are the way to develop a brand, you must stir emotion to gain engagement.
Never follow what other people do on LinkedIn. Be you and show your authentic emotions.
Once you are visible and your followers are emotionally invested in you, it becomes relatively straightforward to sell to them.

Direct download: LinkedInformed_207.mp3
Category:general -- posted at: 11:00am UTC

Welcome to episode 206. As the new desktop profile design continues to roll-out to many, I thought it would make sense to cover profiles with you in this episode.


Interesting Stuff I Saw This Week

LinkedIn’s AutoFill plugin could leak user data, secret fix failed

Facebook faces exodus as businesses call time

Facebook's new slogan: 'If you think we're not good for your business, leave'

Always Customise Your LinkedIn Invitation? Better not?

LinkedIn Features

The new mobile ‘Find Nearby’ seems to be broken!
The settings have disappeared which renders it useless!

Post of the Week

Following on from last weeks episode on content marketing I thought I would highlight this excellent post from John Espirian. Great advice…and great subtitles too!

Refresh Your Profile

With the new profile design rolling out to many of you I thought it would be a good time to make some changes to your profile.

As a starting point I posted this video this week showing a side by side comparison

You might find Andy Foote’s article on the reasons behind the new profile design interesting

A Scientific Explanation Of The NEW LinkedIn Profile

Some of you will have to change your background image because of the new position of the profile picture. It is unlikely to change on mobile where it is still centred. This is not a massive issue as the background image is less important on mobile, but worth considering.

The easiest way to create a background image is to find a suitable free image on Pixabay and upload it to Canva and then create a ‘custom dimension’ of 1584x396 px

It may also be a good time to invest in a new, professionally taken headshot image. This is no longer an expensive thing to do and you should easily be able to find a good local headshot photographer on LinkedIn, just type the following into the searcher at the top of the page;
headshot AND title:photographer
then select ‘people’ and add your location

Review your headline : Is there clarity to your prospects? Are you using your 120 characters wisely?

Company Logo; The most recently commenced position will be the one that shows a logo at the top of your new profile. Make sure that if you have several concurrent positions that the most important one is at the top (you can move them by dragging the 4 horizontal lines)

Summary: This has increased from 2 to 3 lines (roughly 300 characters) now. A good summary should start with your contact details (only 45 characters are seen on mobile) and the rest should provide an enticing ‘teaser’ to encourage the viewer to click on the now more prominent ‘show more’

Media: As there are now 6 thumbnails that actually show in the preview, it may be a good time to review which media you are using and perhaps designing them so that the thumbnails (which are much smaller) show what the media is.

Skills: If you are into skills (I’m really not!) then you might want to use the new format as an excuse to review what you show (see Greg Coopers post above)

Direct download: LinkedInformed_206.mp3
Category:general -- posted at: 11:30am UTC

Welcome to episode 205, this week I’m joined by Robert Indries to discuss content marketing on LinkedIn.
But first…


Interesting Stuff I Saw This Week


The ‘Find nearby’ feature on the mobile app actually works very well (once you have asked others to switch it on) as I found when I experimented with it this week at a course I ran

LinkedIn are changing Middle East and African accounts onto US based contracts as from May 8th to avoid GDPR compliance.

 

LinkedIn Tips to Keep Your Profile Fresh includes reference to new profile design
You can now add subtitles to your native videos via desktop, it’s a bit fiddle but the video below explains it very well

Content Marketing

I chatted with Robert Indries about how content marketing can work on LinkedIn but only if it is done in the right way.

Key points

  • Content should be designed to create connections and conversations.
  • Long form content is great for SEO but less suitable for LinkedIn
  • Most LinkedIn content searching is actually"Passive" searching.
  • Most people perceive LinkedIn is a place to find and engage with people. Google is the place to search for answers, LinkedIn is the place to search for people who might provide answers.
  • Video posts usually have the greatest impact in passive search largely down to autoplay.
  • Short-form text content is also effective at "Drawing in" the viewer.
  • Posting allows people to associate us with a subject or niche and we tend to remember the first names and faces (profile photos).
  • Article listings in a profile only work well when you have a singular niche subject.
  • Media in your summary will be improved in the new design profiles. Five pieces of media show (allowing you to demonstrate five subjects) Plus they are visible before the ’show more’ link.
  • Long form content is most effective as a secondary impact on the viewer. It is better to use posts to get someone's attention initially.
  • Content should be driven by your own personal experience or by interviewing others who show their experience.
Direct download: LinkedInformed_205.mp3
Category:general -- posted at: 11:30am UTC

Welcome to episode 204, this week I want to return to the increasingly important subject of video, not just native video but the wider use of video on LinkedIn.
No interesting news to report this week apart from a couple of changes to LinkedIn;

 

LinkedIn Updates

LinkedIn appear to be trialling the compulsory use of hashtags in posts. Goof idea or not?

GIFs have returned to LinkedIn! They are now accessible only in the Messages feature and interestingly via a 3rd party source called Tenor. This itself interests me as LinkedIn have shown reluctance to work with 2rd parties previously .(see emoji’s and video filters). Here is a link to the article. I’m a bit mixed up when it comes to GIF’s, in theory I shouldn’t like them as they are usually pretty stupid……but I keep finding myself using them so I think I’m going to have to come out and say it…….I’m a Giffer!
New Profiles. As the roll out of the new profile design continues more information is coming to light (I still don’t have it). It would appear that Summary previews are now more than double the size and 5 media thumbnails show in the main profile page, rather than 3.


Video on LinkedIn


I’m pretty sure everyone now has access to LinkedIn native video, at least via the mobile app if not on the desktop version of LinkedIn which may still be rolling out.
Many people have grasped the opportunity to post native videos which are often getting significantly more views and traction than YouTube or Facebook videos.
This is great news but my sense is that many of you are still holding back so I thought it was worth revisiting the subject, not just native video but the concept of using any form of video on LinkedIn.

Whilst I wouldn’t advise posting YouTube, Vimeo and other external links to videos as posts, they can still provide excellent content to add to Articles and your profile in the media section under the Summary, Experience and Education sections. With the forthcoming changes to profiles, 5 pieces of media will show in the profile which potentially allows you to do more with adding videos into your profile.

Whether it be Native LinkedIn video or other sources, the guidelines are the same.
I applaud people for stepping out of their comfort zone and giving video a try, it’s often a tricky step to take and it’s inevitable that people will make some mistakes.

In the podcast I highlight some examples of people who are posting awful, ‘Vcard’ type videos with boring, sales content. Whilst tempting, this really does you no favours!

The best type of video content (as a post or in media in your profile) will include;
Decent sound. A modern smartphone can record good enough sound provided you are in a room that has plenty of soft furnishings. Avoid high ceilings and wooden floors.
Acceptable light. You don’t need specialist lighting…a window is just fine. Stand facing a window with your phone or camera in between you and the window. This will almost always give a good lighting effect.
Always add subtitles to your LinkedIn videos - most LinkedIn users do not have sound! I recommend using the iOS Clips app or the excellent Clipomatic app for this.
Make your videos short. I have found that 3 mins is the maximum length but ideally keep it below 1 minute
A video doesn’t have to be you talking to camera. It could simply be a ‘moving pictures and words’ format. A good app for this is InShot or for desktop I use Biteable.
Content - This is often the hardest bit!
Be real and authentic…switch off from ‘sales talk’, relax and just chat to the camera.
Try to use humour as much as you can
Be vulnerable and genuine. Viewers are much more likely to ‘connect’ with who you are.
Provide tips and aim to help others. This demonstrates expertise but also generosity.
Use a Blog style format and tell people what you have been up to and what you have planned. Share your thoughts and lessons learnt from experience (but don’t preach)
Have a rant! If something bothers you…let your audience know and encourage them to add their views.
Tell stories. Always ask yourself ‘Can I deliver this message in the form of a story’. Human beings are naturally drawn to stories.
Persist. Don’t be put off if your videos gain few views and comments. They are bound to be terrible to start with but you will improve, especially if you ask for feedback (vulnerability again!)

Post of the week

Of course if you were really brave you could also record yourself singing as Page Kemna does in this ‘singing Résumé post that went viral recently. Even Jeff Weiner felt the need to comment on this one! Thanks to Giles Davis for highlighting this

I keep hitting the commercial use limit. I can’t afford to upgrade my account so do you have any tips to avoid this problem?

ANSWER;

Commercial use limit is defined by LinkedIn as;
If you reach the commercial use limit, your activity on LinkedIn indicates that you're likely using LinkedIn for commercial use, like hiring or prospecting. This limit is calculated based on your search activity since the first of the calendar month.
Specific activities that contribute to the limit include:
Searching for LinkedIn profiles on LinkedIn.com and mobile.
Browsing LinkedIn profiles using the People Also Viewed section located on the right side of a profile.
These activities do not count toward the limit:
Searching profiles by name using the search box located at the top of every page on LinkedIn.com
Browsing your 1st-degree connections from the connections page.
Searching for jobs on the jobs page.
You'll see a warning as you approach the limit. Your free monthly usage resets at midnight PST on the 1st of each calendar month. We are not able to display the exact number of searches or views you have left and we also cannot lift the limit upon request. Also note that the warning that you are approaching the limit may not display if you run through the full amount of searches or views too quickly.

This information from LinkedIn gives us some handy clues as to how to navigate around the limit.

Reduce unnecessary profile views
Find profiles by name searching, you can add more information to the name (such as company) to help locate them via a quick search.
Find names via a free Alumni search
Search for people within ‘My network’ and check their ‘people also viewed to get names for a name search
Check your feed for new connections your connections are making (change order to ‘Recent’

Direct download: LinkedInformed_204.mp3
Category:general -- posted at: 11:00am UTC

Welcome to episode 203, after a weeks break for the Easter holidays we are back and this week I want to talk about engagement……quite possibly the single most important thing you should consider when using LinkedIn!
Not much news since the last episode, apart from the following


Interesting Stuff I Saw This Week


LinkedIn Goes All-In on B2B Video

I have mixed feelings about this, as you know I love video and the ability to post videos from a company page is a positive thing but then again, the people that manage company pages tend to be stuck in a mindset of promotion……so we can expect to see a lot of boring corporate, ‘look at how amazing we are’ videos….joy!
In addition, the main reason LinkedIn have implemented this is to encourage companies to sponsor their video posts, which will also lead to more boring, non-engaging promotional videos.

I still think video from a personal page is by far the best way to encourage engagement.


It looks like LinkedIn have figured a way to work out what Chrome extension you are using!
I have no idea how they do this but perhaps this marks the end of automation tools.

New Feature

LinkedIn are now rolling out the ‘find nearby’ I have mentioned previously to mobile apps (roll-out is ‘account specific’ not ‘device specific’).
This could be a great feature for events and conferences but having it switched off by default is a disastrous move! If you have to explain to people how to switch it on, it kind of loses the point!

Engagement

Promotion simply doesn’t work on LinkedIn…or at least, it very rarely works so that poses the following question;

“If we are using LinkedIn to win new business and promotion doesn’t work…why bother with LinkedIn?”

The answer is simple: LinkedIn allows you to achieve two key things that will help you win more business;

Increased visibility.
Warmer relationships with prospective customers

Both of these factors are achieved by one thing…….Engagement

Engagement - the development of conversations on LinkedIn. This is the key to success in my opinion.

How to engage
Find relevant content and join in the conversation
Post about relevant, interesting topics and ask questions

The first point about finding the right content is dependant on searching for content (keywords and Hashtags) as well as ensuring your homepage feed is full of comment-worthy posts. This is achieved by;
Cleaning out your feed by unfollowing people who post bad content
Following people that post interesting stuff
Influencing the algorithm by showing interest in the above people and their content

The algorithm has to make decisions as to what to show you in your feed, if it showed you every post from every connection you wouldn’t be able to make any sense of it.
The algorithm can only act on the information it is given and this information actually comes from you.
Topics you have followed or previously commented or Liked
Topics you have posted or written articles about
Groups you have joined, especially if you are active
Profiles you have viewed
Messages you have sent
Skills in your profile
Your industry in your profile

There are probably more factors, LinkedIn doesn’t tell us how this is done but we know it’s an algorithm and that can only work from data/activity based instructions. You need to think of yourself as being a ‘programmer’ through your actions.

This is important to consider in terms of what you see but even more important to consider when you are posting! Who will see your post and can you influence this in your activities?
@mentioning can also help but don’t rely on notifications as they are throttled by LinkedIn for highly active users.
Using # in your posts is also helpful

Some people have suggested that LinkedIn should allow us to control our own feed…this is unrealistic as very few would use it.

Direct download: LinkedInformed_203.mp3
Category:general -- posted at: 11:00am UTC

Welcome to episode 202, this week I don’t really have one main subject to cover but I guess the most eye grabbing headline is that LinkedIn have decided to re-design profiles….again!
More of that later but to start with as usual….


Interesting Stuff I Saw This Week

The Bible of LinkedIn Bollocks
LinkedIn Top Companies To Work For - UK
LinkedIn Top Companies To Work For - US
LinkedIn Top Companies To Work For - Canada
LinkedIn Top Companies To Work For - Australia
How we created the 2018 LinkedIn Top Companies list


LinkedIn Updates

New Profile Design

About a year ago, most people were seeing the new design for the first time, The basic (free) version of LinkedIn had a complete makeover including a new design for profiles…..and now they have decided the re-design profiles again!!

Firstly let me make it clear that these new profiles are in the early stage of roll-out so very few of you will see this. I also don’t have this new design, the above screenshot was sent to me by my good friend and fellow LinkedIn Trainer Angus Grady.

Please Note: Roll out of new features is per account, not per profile. You might think this is the same but it isn’t. Angus’ LinkedIn account is part of the early roll-out, not his profile. When I view his profile, it has the picture in the centre but when he views it (or any other) he sees the new design with the picture on the left.

Also please note: Another misconception about new features is that there rollout is based on geography…it is not! The amount of times someone states “we don’t have it yet here in X” drives me crazy!
Roll-out isn’t random but your account was allocated into a cohort when you signed up, this group is still continually added to as new members sign up. I’m not sure how many cohorts there are but they are not based on location, premium or when you signed up. They allow LinkedIn to test new features in a random way.

Because I don’t have this yet, I haven’t been able to test if the links and features are different or whether it’s purely a cosmetic change.

One thing is for sure, there are plenty of people out there who are going to have to change their background image!

So what do you think of the change of design?
I must admit it does look better, that said I think Linkedin have far more urgent priorities than making profiles look prettier!

Multiple Image Posts on Desktop

An image post made of up to 9 images has been a feature of the LinkedIn mobile app for sometime but recently LinkedIn quietly made it possible on Desktop, this is great news for company page admins who are not able to mange their page via mobile.

To add images via a PC simply use the ctrl+click or cmd+click on Mac to select multiple images (or the click+shift feature for a complete line of files).

Video Filters

LinkedIn Video: Stand Out with Filters and Text

Ok, maybe it’s just me but those filters just look ridiculous! They remind me of the equally ugly emojis in Messages that no-one uses!
That said, the ability to add text is useful and actually works pretty well.
I won’t be using this feature but mainly because I recommend recording your video on the Clips or Clipomatic apps. They both provide much better filters, text and editing options.


Is LinkedIn Deliberately ‘throttling’ post distribution?

Er…no!
I have heard and seen a fair bit of chatter about this, instigated mainly by Josh Fechter announcing that LinkedIn had reduced his post views by 90%.

He followed that up with this article
LinkedIn Wants to Put an End to Broetry in Favor of This

The thing is, I don’t believe ‘Broetry’ was ever a reason why he got high numbers in the first place.

All that matters in a post is that it’s more than 3 lines long, this will ensure it triggers the ‘See more’ and if people click on that, the algorithm will automatically push the post out to more people.

It doesn’t matter if it’s easy to read or a big, ugly block of text. If the first 3 lines are enough to tempt me to click or tap on ‘see more’ it will get more views.

As far as Josh is concerned, his numbers are still amazing so I don’t really know what his is complaining about.
I very much doubt this is a conspiracy to ‘throttle’ posts but merely a consequence of more people posting interesting and engaging content.

The algorithm has to limit the amount of content in our feed or it would be unmanageable so a reduction in views is inevitable....the same thing happened with Articles.

This is simply a consequence of success, if you get high views and engagement, other will copy and as they get higher views, your will go down. That’s all there is to it….no conspiracy!

 

Posting Statistics

A listener Mark Lee decided to conduct his own experiment on the success of his posts on LinkedIn and he has been generous enough to share the numbers and conclusions with me.

Mark’s target audience is Accountants and small Accountancy firms

The analysis goes back to the start of December, initially he was posting links to his or other Blogs via IFTTT, this was soon halted in favour of long, text only posts.

His conclusions are as follows;
Posts with genuine questions attract more views and Likes
Comments are the most important thing to aim for
There appears to be no relation between early success (first 2 hours) and eventual numbers
There is some evidence of a cumulative effect, the average numbers increased over time.

My observations
Controversy creates engagement
True stories work
Questions are critical
Very few of Mark posts were images so it would be wrong to conclude that image posts don’t deliver results

Direct download: LinkedInformed_202.mp3
Category:general -- posted at: 11:30am UTC

Welcome to episode 201, this week I return to our normal format and the main subject is something that has been playing on my mind for a while, in some respects I think it can be the ‘elephant in the room’ for a social media or LinkedIn Trainer / Coach …..What do you do if your prospects are not socially active on LinkedIn or any social media platform?

More of that later, but to start with….


Interesting Stuff I Saw This Week

  • LinkedIn updates its Terms of Service in line with GDPR
  • Microsoft Pix can scan business cards to your contacts, find people on LinkedIn
  • A Tale of Two Cases: LinkedIn Postings as Solicitations
  • LinkedIn Search Doesn’t Implicate FCRA, California Court Rules
  • Introducing the LinkedIn Content Insights Annual

Post of the week

Actually this was from the previous week when the ‘beast from the East’ hit the UK.
1277 likes, 120 comments and a staggering 51,000 views for a native video is exceptional, especially from someone with just 679 followers!

I also posted a video this week of a feature that has been bugging me for a while…..why can’t you ‘Ignore’ an invite from a profile?
Bad design or something more sinister?

#LinkedInLocal Manchester

I would estimate we had about 70-85 people at the inaugural #LinkedInLocal event in Manchester.
It was a great night and plenty of new friends and connections were made.
A big thanks to Alex Galviz (co-founder of LinkedInLocal) for coming up from London to share her story of how LinkedInLocal started and a massive thank-you to my fellow organisers;
Kirsty James
Amanda Newman
Alex McCann

How Do You Win Business on LinkedIn with a disengaged audience?

This topic has been on my mind for sometime and I decided to cover it in this episode when I received this excellent video question from Paolo Lanciani

I asked Paolo to share his ideas on this subject and here is what he had to say;
I guess my success depends on a combination of factors:
1. I have a very clear focus: not only the community of business lawyers in Italy is relatively small,
2. but I further narrowed it down, knowing exactly for whom (mindset, values, approach, style) and when (circumstances, needs, specific challenges) I am a valuable resource
3. I brand myself within the community building a presence on their niche media (a journal about the law industry) where I interview successful lawyers explaining from a psychological stand point why they are successful.
4. On Linkedin I share daly videos, posts and articles that are consistent and spread on other platforms too: it is not about being read every time, but about being there the day they are searching that type of support/solution/input
5. I use the messenger to reach out to those who might be most interested to a specific content and tell them about it (might be a podcast for young lawyers, a video about how to assess potential in recruiting associates or about on line presence or even business development strategy; always from a psychological point of view and well aware of the specific way of thinking of my target audience)
6. I share the same kind of challenges and opportunities: we are looking for and relying on small numbers, high tickets and long term strategies.

That is great feedback and fits with many of my thoughts on the subject.

I also asked for more thoughts and ideas in this post;

You can read all the comments but the main ones I would highlight are;

John Espirian wrote;
I think it's important to create content that can be found by search engines. While many of my clients aren't active on LinkedIn, most of them do use Google.
John is a copywriter it must be said so I would expect him to think highly of the power of written content and I think he is right to a point but the sort of people Paolo is referring to are busy Lawyers and I very much doubt they are searching Google to find long articles to read in their spare time!

Michael Spencer added;
LinkedIn has no mechanism for targeting your niche audience. LinkedIn ads have too high a cost-per-click given the lack of monthly active users. LinkedIn is therefore not a very helpful marketing channel but rather a PR branding and and B2B sales Channel

As you would imagine LinkedIn Ads expert AJ Wilcox had something to say about that!

For me, Michaels approach is about laser sharp focus for content. This is ultimately possible (you can send a link to a post or article to anyone on LinkedIn with a premium account or your connections on a free account but he is referring to hitting high numbers….and we are back to a numbers game again!
For me, content should be available for people to find on LinkedIn, either by visiting your profile or via the algorithm and virality and not ‘shoved in their face’ because you want them to see it.

My view is that the key to this is having an intimate and deep knowledge of your target audience. This will allow you to post relevant, interest content in a format that is easy to consume. Paolo posts short ‘on the move’ videos which reflect the nature of the way his audience behave.

Post on a consistent, regular basis. Don’t expect your audience to always see it but at some point someone will and they may refer you or a target might view your profile and see your content there. People do not have to be active to notice you, just an occasional visit to LinkedIn may allow them to see your content.

Direct download: LinkedInformed_201.mp3
Category:general -- posted at: 11:00am UTC

Welcome to this momentous occasion and our 200th episode, this week I wanted to do something special to celebrate this landmark so rather than the normal format I am going to be covering the top five episodes (as defined by the number of times they were downloaded) out of the 199 recorded and published so far.

I really love this show, it’s become my main form of content these days and the best way to keep people in touch and up to date with LinkedIn.

It all started in November 2013 when I decided to finally give it a go and promised smells that I would give it 20 episodes and see whether it was worth continuing after that!
To be honest….the number of listeners really didn’t justify the amount of time and effort it took me to put together an episode each week but I made the decision to carry on….mainly because I was having so much fun!

So here we are, over 4 years later and with over 85,000 downloads we have finally reached our 200th episode.

This podcast is really all about you, the listener so I thought it would be a good idea to include contributions from regular listeners.
Many thanks to the following for sending in voicemail messages for this show;
Kate Lister (you can listen to Kates interview in episode 185)
Giles Davies
Steve Philip (Steve is featured in episode 140)
Sandra Clark
Marcus Boswell
Violeta Balhas
Jennifer Holloway (I chatted with Jennifer in episode 196)
Greg Cooper
Carl Whalley
Darrel Griffin (I interviewed Darrel together with his neighbours dog in episodes 38 and 40)
Teddy Burris
Paul Copcutt
Gary Stockton (I met Gary at SMMW17 featured in episode 155)
Lila Smith (Lila was featured in the class of 2017 - episode 184)


The Top Five Episodes

Number 5

Number 4 
Number 3 
Number 2 
Number 1

Thanks for all your support, questions and feedback over the last four years, I really appreciate it and I wouldn’t be able to do this show without your continued input.
Here’s to the next 200!

 

Direct download: LinkedInformed_200.mp3
Category:general -- posted at: 8:30am UTC