Episode 41: The Secret to Winning on LinkedIn with Jasmin Alić

Jasmin (Jay) Alić is one of the fastest growing LinkedIn Influencers.

A teacher, a rapper and a Fortune 500 Copywriter who failed 3 times on LinkedIn, before gaining 70,000 followers in 18 months.

His concise copy and beautiful carousels caught my eye and got me interested to find out:

  • How he does what he does?
  • How he got into LinkedIn?
  • What’s his secret to such rapid growth?
  • What’s his content process?
  • How he designs such clean and beautiful Carousels?

This episode with Jay will give you an insight on how to grow really quickly. And it isn’t what you think.

Follow Jasmin on LinkedIn:

https://www.linkedin.com/in/alicjasmin

Follow ‘Mellonie Francis’ on LinkedIn:

https://www.linkedin.com/in/mellonie-francis

If you want to be notified when we drop another podcast like this one, hit follow.

And I would very much appreciate you leaving a review so my podcast can help others crush it on

Transcript:

Jasmin:
For every one minute you spend writing a post, spend two minutes engaging with others. Honestly, I feel like commenting is the ultimate ultimate ultimate growth hack on LinkedIn.


Mel:
I’ve got Jasmin Alic here with me. And I am super excited to have him on. He is one of the fastest growing LinkedIn gurus influences over on the platform. He is posting such great value add content. And what really stands him out is his iPhone design his iPhone carousels. I want to know, what is his secret to growing so fast on the platform? What’s the journey been? What’s he doing? How is it creating his content? So let’s get into it.


Jasmin:
I think I have a pretty easy explanation for that. Essentially, I’ve been on the platform for years, like the OG LinkedIn, even back when it was just a job search platform basically. But then, when it slowly turned into, you know, a content creator platform or more content creator focused, you know, that’s what it became over the years, I kept seeing my colleagues, my peers, even some people that I’ve been looking up to. And when I saw their content, I was like, Wait a second, I can do this, too. Now, the fun thing about this is, I already had almost a decade of experience, I’ve already worked with some big names. I’ve already worked with some big clients. I’ve already built a reputation, especially word of mouth for myself, but outside of my like little bubble like Upwork freelancing platforms. And the clients themselves. No one knew, like, quite literally no one knew. So I was like, I need to get out there more, I need to share what I have, I need to share my story. I’m not sure if that’s selfish, by the way. But yeah, that was the reason behind it. I literally just knew I had a really good story. I’ve wanted to share a lot. I’m a teacher by profession. So sharing, you know, it’s just something that’s innate to me. And yeah, I got on the platform early, you know, 2021 or 2020. Yep, 2020, I started posting, five days went by, I got, like zero, maybe one or two likes, in total, I quit for the entire year, then 2021 came about. And I was like, You’re not gonna quit this time, man, you really got to push this through. And I did it for five weeks, this time around, I really I got some likes, I got some traction, but it wasn’t enough. You know, it really wasn’t enough. So in 2022, January 1, I told myself, this time, you’re not just going to be posting and expecting reactions and likes or whatever, you’re also going to be commenting a whole lot, you’re also going to be engaging actively with people DMing commenting, all that sort of stuff. So I did. And when I started doing both of those things, posting and engaging, that’s when things really started to take off. And, yeah, this time around five months went by until I have my like, first quote unquote, viral post. And this time, I didn’t quit. So five days and 2025 weeks and 2021 Five months and 2022 That’s how long it took for me to realize that I can actually you know, make something on LinkedIn, create a create a really good strong brand. And yep, I think we’re at around 60,000 followers, something like that right now, which is a good number for LinkedIn. And I couldn’t be happier. I’m just sharing honestly, I’m just having fun. There’s no great big mission behind it. I’m literally just sharing I enjoy sharing honestly that’s that’s that’s the why that’s why do it


Mel:
I mean 60,000 is a very impressive number no doubt for those the thing on but what’s so cool is actually just here the journey that you know that this is your third time around. So you know, you went in there ever to go you went in there a second time. Still no, and then you kind of sounds like unlocked the secret, which is you need to actually also engage, Diem comment on others so that then they check out your stuff. And that’s really probably the bit that most people fail to do because they think, Oh, I don’t have enough time to even create content, let alone sit there for hours on end. And you know, comment, and I think, I think because they also feel like Oh, what am I going to do comment like that’s, that’s another form of content creation. Nice. See that? Like, can it also be done for me? as content creators, like we’re here, we can get you so far, but there’s got to be an element that we’ve just freed up all that time for you to now engage with. Do you think that’s the do I think that’s the key secret to, you know, really winning on LinkedIn.


Jasmin:
I do personally I do. I actually really known for my comments, at least in my network. And among my followers, I’m pretty known for how I do comments and how I approach commenting as a strategy. I feel like at least the advice that I give people and the advice that I give to other folks working with me on these LinkedIn strategy sessions, is, for every one minute you spend writing a post, spend two minutes engaging with others. Honestly, I feel like commenting is the ultimate, ultimate ultimate growth hack on LinkedIn. Because when you think about it really like when you post something, especially if you don’t have a large following, when you post something, it’s only for your network, it’s only for your first second, third connections, whatever. And your followers like your network, it doesn’t go beyond that unless it really pops off and goes viral. But when you’re actively, you know, staying engaged and active and other people’s networks, all of a sudden, you get this ripple effect, where you instead of, you know, just stay in your own bubble and your own network, you actually pull people from other networks into your own. So you’re kind of expanding strictly by going out of your own zone. It’s kind of like sightseeing around the city, you know, if you’re only downtown, you’re only going to know the downtown, you can’t say you’ve you know, been all around Melbourne or Sydney, if you’ve just been downtown, you actually have to go and explore all the other parts for you to actually be able to say, Hey, I’ve been you know, at this place, I know this place by heart. Same goes with LinkedIn, and comments, I feel because, you know, staying in your own bubble is only gonna get you so far. But actually getting out there, actually putting your name out there. And just staying top of mind. That’s what pulls people in ultimately back to you. And that’s something I do on a daily basis quite a lot. I don’t post every day people think I do. But I have a pretty good explanation as to why they think I do. Because I’m always in their feeds. I’m always commenting on other creators posts. And I do so throughout today. And you know, when you’re just constantly shown to people in their feeds all day long, they think you’re on the platform 24/7 I’m not I’m really not. And people don’t even realize that I don’t post on my own profile every single day. But I do post comments, you know, on other people’s profiles every single day. So it kind of evens itself out. But what it boils down to is basically just staying top of mind. You know, you’re always out there. And when people finally follow you, or when they add you send you that connection request or a DM 90% of those messages are, hey, I keep hearing about you, I keep hearing good things about you, Hey, I see you everywhere. That’s because the strategy, you know, commenting strategy works. Just put yourself out there actively and there’s absolutely no way Not a chance. People don’t come back to you.


Mel:
I guess some people say I always I’m commenting on these top creators, but they never comment back on my stuff. Should then the strategy, what would be our advice, I guess, to those people, what should they be commenting on someone that’s going through the same journey as them because sometimes, you know, top creators are getting constantly tagged, you know that they’re missing back to it. So what would be their strategy, if they’re kind of starting this content journey,

Jasmin:
I posted about this the other day, on my profile, and I like my approach to this is find the people who are close to human terms of following. If you have 5000 followers, go and find some people around the 5000, you know, follower mark, or five to 15, five to 20, like in that range. But also, as you do that, for example, create a list of 10 or 20 creators. And what you’re going to do with that list, you’re going to engage with every single post as soon as they publish. Obviously, it’s a given that you need to find creators who are active on the platform, not just people with the same amount of followers. You actually have to find people who are active and posting daily, but also find some quote unquote, bigger creators, maybe above 20,000 above 50,000. And also try to find creators This is a very big filter if you will find those creators. As Melanie said, a lot of these big creators don’t respond to their comments. So why are you commenting? Why are you putting yourself out there when you know you’re not going to get anything in return? Find creator accounts, who respond to their comments who actually care about, you know, the people that engage with them. So that’s key. So create like a list of 10 to 20 creators with a lower number of followers. And also create a list of 10 to 20. Creators with a slightly higher number of followers, for example, where you want to be in, let’s say, six months or one year, but make sure that every single one of them posts daily, or at least consistently, maybe like three to five times a week. And also make sure that every single one of them is actually engaged in the comments section. What what that’s going to do is, you’re actually just going to keep putting yourself out there, you can always count on your comment getting seen by other people, you can almost always count on people reacting to your comment, like liking it, people responding to your comment and actually starting a conversation, you know, underneath your own comments. And you can actually just meet people in the comments, like a lot of my followers. And a lot of the best people I know, on the platform, these other creators, we met in the comments. And there’s this snowball effect down the line that happens, where if you comment on a certain persons post 1020 days in a row, and they respond 1020 days in a row to you, most likely, they’re also going to do the same for you, they’re going to start following you, they’re going to start commenting on your own posts. And that’s what happens. Honestly, I can just tell you from personal experience, that’s what happens. People think there’s this sort of pod movement, which there is with a lot of these big creators, but for for the strategy that I’m talking about, like, it’s just, you know, give and get back basically, a lot of these creators who I comment on, like their posts regularly, they also come in back. And people think that we’re best buddies that we have this network that we have a secret group chat or a secret channel, we don’t like quite literally, we don’t, we just, you know, have conversations in the comments every single day. And that’s how you create these friendships. That’s how you create these connections, honestly, just go out of your way to create a list for yourself. And also, there’s a there’s one key thing if you can add an additional layer to that. Try to insert the times like the exact time and minute mark our 10 minute mark when the posts because if you can get there early, like within the first five or 10 minutes within posting, that’s you know a really good opportunity for you to get your comments seen even more because if you’re among the first commenters chances are you’re gonna get a lot more likes a lot more reactions on your common hence a lot more people visiting your profile, hence a lot more followers, you know, so on and so forth. There’s you There you go commenting strategy by Jay

Mel:
I mean, I always recommend, go create a mode. I mean, you get so much advantage and features straight away from I think, I don’t even know if you get the feature Post section the same way. If you’re not creating mode, I’m not sure like how your whole profile looks and feels, is completely, you know, changed from a branding and profiling perspective. So that’s really, that’s a really interesting shift. We would love to hear from all of you about what your biggest challenge is in content. So I’ve got this little poll that I prepared earlier that I’m sorry, it’s got like a C, which is meant to be a question mark. But what is your biggest challenge all of you listening in with creating, you know, content with thought leadership content. So you should see a poll on the screen would love to see where you where you sit? Is that come up for you as well, Richard, that you can see the yep, I voted. I voted. So you can’t see the results. Only I can see the results then. Until I end the poll. Yeah. Yeah. So right now, most people are all going forward, they lack time at 39%. And a really high rating, again, as LinkedIn algorithm is not working in my favour, as their second challenge, and anyone else is commenting what they’re struggling with. So I’ve got a lack focus, but I get no response. I’m creating great content, but I’m not getting any, I’m not getting any results. So what what what do you suggest? I’ll just end the poll. Soon. That’s it. Okay, I’m sharing the results with all of you. So looking at this, like where the struggle time is, you know, when when you know, when you start out? And it’s like, really, really hard because no one is commenting. And you’re thinking you’re doing really, really great work. And you’re thinking, I’m doing such great stuff, but no one’s interacting. What’s, you know, what’s your advice on that?

Richard:
Well, first of all, it’s a great ball. I voted, I like time, and I’m very happy again, that I had help with no USA who was like, I literally write my balls, and then she doesn’t design. But next time, obviously, and left at present next time is it feeling that many people have if they don’t see results, I mean, if you know that every post, for example, would bring you one new lead, it’s a no brainer that you will make more time to create. But lag time is most of the time because people don’t see a direct result. And then it becomes like, Okay, I need to post but I’m not, I’m not convinced that it will bring me anything. Now, lack of confidence. There’s only one solution. Go out there, publish content, start commenting, and get feedback from your audience. Okay, because LinkedIn is not a platform where you need to do anything. Okay, I heard that once lighting dim is a business platform, you cannot make any mistakes. I made a lot of mistakes. And in all fairness, I think I learned more from my mistakes from both that don’t resonate from things I’ve done in the past that brought me like bad experience instead of learning from your from your from your best shot. Now LinkedIn algo is not working in my favour. With all due respect, that’s not the reason. It’s not the LinkedIn algo if you say LinkedIn algo is not working my favourite and I’m supposed to be like you said the LinkedIn elbow God, which I am not, but it’s not the LinkedIn out, it’s your audience that is not resonating, because the algorithm responds to the audience. The audience doesn’t resonate. If they do not engage, then you get less use. You can blame it on the algo but it’s your audience. Okay, so that’s, I’m sorry to be the bad messenger here, but that’s true. And there is a reason why my feet and probably many feats are now filled, flooded, boasts about and they’re all good. Don’t get me wrong. They’re all very good. How to write the best hook, how to write the best first three sentences, how to structure your boast, how to get the most conversions, because it’s almost psychological. Like how do people read a post? And it’s true if your hook meaning the first three lines are dull, boring, non triggering, people will scroll like directly to the next post. So for all those who have commented the algo is not in favour. Okay, you need to analyse your process and think about how am I publishing content on LinkedIn? First of all, is it visually appealing? Okay, because one of the things why carousel are like doing very well is because they all have very appealing visuals, the first page on a carousel, obviously, a lot of content creative, they have awesome first pages. Okay, so binning, it needs to be a scroll stopper. Okay. And sometimes I stumble up very cool posts with a very great message. But it was like, I almost stumbled on it by accident, because the visual was not appealing, so I could have scrolled past it. So the first visual, then the hook is very important. You need to trigger your audience. I’ve read that in 0.3 seconds. 0.3 seconds, or brain decides whether we want to read something yes or no. So if your hook is not right, your post people will not click on see more people will not go to your carousel because it’s not triggering. So you need to write for your audience, knowing how they examine and how they are scrolling through a feed. That’s the most important part. I really don’t I don’t know, if you agree, Melody?

Mel:
No, I absolutely do. And I’m going to share some of my thought leadership exactly on that piece. Because there’s so many people that have joined in, I really want to summarise what we have covered thus far about how Richard has grown from like 40k, to 100k. Like where we sit here today, like I’ve interviewed him like sort of 12 months ago. And what we covered is, your ICP is super, super important to define your ideal client profile. So literally picking up two profiles on LinkedIn, like real profiles, and looking at them. And then thinking through what are their pain points, what do these people want to know about writing those hooks down, then, actually, on top of that, you need to filter you don’t write every idea that you have now come up with, what you do is you go in and you look at your result in your past performance. This is something I think Richard said that he really changed your look at your analytics, and you overlay that. And you look at what’s actually worked in the past, and you filter out those ideas going, well, that’s never really worked for me, even though I’ve come up with ideas. So it’s great to write down all your ideas, I think it’s really important as they come to you as thought leaders to pull it down. But then having a really good filter. And this is something that I’m becoming really, really strict with now with my clients is you must, I’m going to filter the hell out of what you’re submitting. In the past 12 months ago, all my clients just be like, drop your thoughts, that’s really good, you’re doing a really good job, you’re sharing your thoughts, and there was like, just no filter would just be like, yeah, we’re all building personal brand. And it worked. Because on LinkedIn, there just wasn’t that much creators there. And you could just really go out there and do personal branding, you could do whatever, and it would just work and you just have a nice enough image, it doesn’t work any more guys like it’s a much as getting a much more crucial game. And that’s why we’re really telling you that have a structure of your ideas, and then use a filter point, have a really strong filter as to whether that idea moves, actually into production, any further than just an idea. And I’ve seen Richard talk about it. I’ve heard Justin Welsh even share that, that he’s got all these ideas that they’re putting in normally, you know, but all those ideas do not go to production. So it’s, I really also believe it’s not the algorithm that’s not working for you, I think you can use the algorithm in your favour, you know, to get the right type of style of content that might do a little bit better. But it’s your content is not deep enough, sorry to say, but it’s just the fact your content is not hitting anymore. It might have hit last year, but it’s not hitting anymore. So you’ve got to work back on your content strategy, and really look at yourself. Okay. So, some of you have said, some of you have posed that I just don’t know how to be really targeted on my ideal client profile. Like I’ve seen some of the comments. I want to be really targeted, like how do you actually find the ICP and be really so I guess we can share some you know, what’s, Richard, what do you think about you know, it’s really hard to be you know, early on as well. You don’t want to be too niche and be like, This is my person because you’ve got this fear. So how do you overcome that fear, I think and just go, go for it and be like, This is my ICP.

Richard:
What sometimes help. I want to say two things. First thing, what sometimes helps is flipping the process. So you’re looking at your services, your products, your services. shouldn’t. So for example, if you say, I’m a personal branding specialist, I help people to brand themselves better online, mainly LinkedIn, that’s my goal, then you should look at who are the people benefited the most. Okay, from having a strong personal brand. Okay. Now I can think it can be entrepreneurs, because they need to have a strong brand in order to attract clients. It can also be sea level, direct 11, a company, they need to have strong brands, because they need to be like the digital leaders of the company. Second question, who has a budget to pay for your services that very important, like, so if you say, I’m a personal branding specialist, I know I’m not the cheapest, but I’m like in the high end, but I deliver like, like, an amazing value. And it comes with I don’t know, if few $1,000, then you can already delete, like 80% of the entrepreneurs who don’t have the budget to work with you. Okay. So if you start to give like little tips, your content strategy, you might get a lot of followers from entrepreneurs, which is good, because they will accelerate your views, but they’re not going to pay the bills, because they don’t have the budget. So then you drill down on C level director level, because you probably you know, that the company will pay for your services. So sometimes you take your product solutions, and you flip the process, okay will benefit from it. Okay, who can I for who can provide the quickest by value, and who has budget to pay for my things, and then you go to ICP, if you are working towards companies in a b2b environment. So if your clients are not individuals, but they are companies like ours, okay, we target like I can say medium, big enterprises with at least 20. Salespeople, for example, as our ideal customer profile. I always work with four layers or layers of people that I want to contact that I want to connect with, or I want to engage with. So first of all, it’s a decision making. So if I talk from my own experience, our decision makers are like VP, marketing, VP, sales, C level sales, C level marketing, okay? It would be awesome to see those people inviting me off the right publisher bowls, it would be awesome to get, it’s not going to happen, because those people are very busy, they have less time on LinkedIn, it’s simply a fact they spent less time on LinkedIn. And they get on average five to six in meals, but she in meals a week. So for me to stand out directly to them in like the swamp of pitch in males is very, it’s time consuming. And I need, I need to find a really good UX. So most of the time, I aim for the second layer, which is which are the influences. So for example, my influences are sales directors, marketing managers. So if I’m talking to a corporate, I’m not going to aim for C level, but I’m going to aim for the influence of those who would be benefit from our knowledge and insights, which means a sales director will become very happy if we can teach him or if we can instruct him how his salespeople can use Sales Navigator, a marketing manager will be very happy if he can sell say to the CMO, like I’ve tripled our region and then based on those algorithm lessons for bridge, okay, so I’m using the second layer in order to influence decision makers. Yeah, got it. Now, then you have, then you have a third layer, which I called champions, kins might be people you already know in the company, but are not necessarily in your vertical. So for example, I know someone in the company that’s working in HR, but I want to go I want to be in contact with marketing, but now I can reach out to the HR person I know and say, Hey, imagine I want to reach out to your marketing decision maker who would that be? And how could you help me in this like journey towards the CMO or if you have Sales Navigator, you can simply go to your spotlight filters and say, Okay, who has published content in the last 30 days, and look for the people within the company that are very active on India, because they will probably respond to your connection request, they will probably respond to your message. And leveraging a relationship with them means a future introduction to decision making. So and the last layer is what I call mirror. This is what I always say to salespeople. If you are targeting, for example, a software company as a salesperson as your potential client, and you are not getting any luck with your decision maker with you influences or you don’t find any champions, then simply connect with your mirror meaning that people that have exactly the same role at your clients company. So start connecting with salespeople from your software company. start leveraging with them start building relationships with them because sales people like to connect with salespeople marketing people like to connect with them. Okay, so simply, I have a software company, as a prospect, I’m a salesperson, I start connecting with 567 salesperson from the company just by saying, Hey, I’m Richard, I’m in sales, I’ve seen you on sales, let’s connect them share, like knowledge about how the way sales is changing, and you get a 90% acceptance rate. So now you have five, six connections within the company. And this is how you start, like working your way up in the company.


Mel:
Yeah, that’s, that’s awesome. A lot of my entrepreneur, friends, clients are raising money. And it’s a really tough environment out there. And so when they’re producing content for investors, like investors literally never interact, right with the content. They’re just like, the super busy type of people, and they don’t really want to show too much interest, because then you’ll hit them up. And who knows. But in those cases, when you’re trying to raise money, but all your commenters are from your founders, right to help you get that reach to your investors, who then then you’re warming. Would the advice in that case be to continue to connect with investors, but write content for your founders? Or should you be trying to write content for your investors because you’re trying to build credibility in their, in their mind in a way, right, that you’re worthy of investment? Because you’re not trying to get this revenue or sales? You’re trying to collect a large sum of funding here? Where Where would you say, you know, that content in your mind? That should be you know, generated? Should it be for this continue to generate content for founders, so you can get the view and that interaction back to them?

Richard:
It’s a very, it’s very good question, because it makes me aware, just just your question about investors, foreigners, and makes me aware that whenever I publish content, I make it easily, I make it easy to engage. So there’s always an element in the content, it could be that I asked two or three questions at the end of the polls, it could be that I have something where, well, basically, it makes it easy for people to respond. Because your founders or your ambassadors or your content investors, they will like launch your reach, they will expand your reach. But the real item of I think 60% of my content is aimed at my ICP my target audience. So in that case, I would aim my target, and I would aim my content at the investors. But I would make sure that, as you call it foulness or ambassadors have something to engage with. So it’s, it’s a combination, actually, that we try that you need to achieve in your posts.

Mel:
Got it? Yeah, got it. So you’ve got to have two filters almost in that case going, how is this going to appeal to a founder? And how is this going to appeal to also an investor? So you’ve got to really filter that through? Okay. Question being, like, you know, we’ve kind of touched on it before, but I really want to get delve a little bit more into what is, you know, you are literally known as the god of LinkedIn algorithm. How much of the algorithm do you take into account when you are creating content? Like, you know, if you’re seeing the carousel thing happening? Are you shifting, you know, within your three months that okay, I’ve got to do a little bit more parasol now, like, or do you just kind of stick with? No, I, I kind of want to stick with this format? Because this is what’s going to serve the best way to consume this piece of content, like how much does the algorithm affect your content strategy? And how long do you wait for that trend to happen? You know, before you push it into your content strategy, because I’m guessing you’re also batching content. So you can’t just like you know, today, algorithm carousels working and tomorrow, you’re posting carousels. So how do how do you kind of, you know, take with so much information that’s coming to you and push it through to your strategy?

Richard:
I think first of all, my best advice would be if something’s working for you stick with it. So I recently spoke with with a person I was just trying to find his name again, I cannot go I know, his first name is Chris. And who was a big fan of bullets, like he had two or three polls a week. And he showed me that balls were his biggest lead generation because he was like going and asking the right question for his ideal customer profiles. He had like answers that were like more or less buying signals into buying signals. And he had a system to follow up. And he said, every bowl brings me about to tree leads. So for me, it wouldn’t make sense that if the algorithm decides or that it should get less reach that you would do less false because in all fairness, memory, it’s not about reach. It’s even not about engagement. It’s about conversion. That’s that’s why we are publishing content now. So if you ask me would you rather have a viral posts with 1 million views or a bowl Switch to like new leads, I will go for the one with two leads. Because, you know, that’s why we are in business. But so first of all, if something’s working for you, because you have managed to like to find a way, like like this, Chris to use bolts, awesome, I have managed to find a way to publish at least two carousels a week. And I still see that they bring a lot of views, a lot of engagement and a lot of conversion. So I stick with that. But I will also record it last December, I recorded 20 videos, because people told me like Richard, like video content and your profile is not existing. And they were right. Yeah. Because with my content, normally, I have a very high bar of quality, I’m not very easily satisfied. And I feel more comfortable in having like, a great carousel design or writing them be like on a camera on a video. But I knew they were right. So I did the video just to see like, Okay, what does it do in terms of feedback, reach, engagement, and conversion. And for me, the conversion I got from my dog’s couch talk with Richard was much more than from the average book sold videos while getting less reads. They convert more on your question, How often do I change, I do not change my my contact strategy very drastically, very often. So it’s more that it’s like something that evolves over the months that I’ve seen, like, if I get like, consequently less less reach on a specific type of post, I eventually we do much less from that, and replace it by not a post. What doesn’t work for me, for example, and this might be my writing is textbooks. So I know a lot of people say the expose is the bomb. It doesn’t work for me. And I’m not talking necessarily about reach again, I’m talking about conversion for me at this moment, what works, or current sets of videos, and sometimes even a pull because I’m still doing a poll every month just to also to see what happens. And so I also think that you should not everybody has his preferred way of posting. But just be aware that in your content strategy, you have voltage for months, so you can see. What does it do for you? So I include carousels, text posts, obviously textbooks with a picture. I include bolts GDO. I still don’t have the carousel, I mean, the real carousel, you know what I’m talking about that the detail feature where you can combine videos?

Mel:
Yes, I don’t have that feature. either. I saw you posted about it. But I’ve never ever gotten the I was so excited. I was like I can do snips of all the podcasts and put it you know, in carousel. It’s so cool. I

Richard:
think they stopped. I stopped the rollout. Because I know for example, Richard Moore has it like, I think almost half the year already. Right. And there are multiple in my network where sometimes I see it, I think Lea Turner has it as well. But for some reason, it doesn’t make sense for it’s like a new format to wait like more than six months to give it to all the players. So I don’t know if they have stopped the rollout because maybe, but so that would come mainly to all of us. So if we would all get access to what they didn’t really cause a carousel post, then probably this will be hyped as well, by the algorithm because all new features are always hyped for specific number of months in the algorithm 100%

Mel:
under present, I think also my thoughts on this is every individual has their own unique style, like Andy, foot carousel, Richard, carousel, this image selfie, I think the art is really finding, you know, what is that format for you? And what really positions you like, not everyone is really compelling on video, but I’ve seen that you can also train yourself to be really great on video, you might think you’re not but you can get trained on it if it’s something that you want. So some of the framework that I have now started applying and have learned and picked up from other gurus as well. With text posts. I think Richard was saying it doesn’t do well for him because I think his content is so dense. You know, it’s so long that by the time you’re scrolling, like you’re already like your attention span is gone. So one of the things I picked up from Jasmine Alec recently on one of my podcasts is if your text post is like you know, having to scroll past the mobile and go keep going down, convert it into a carousel because you know it’s just really hard to just keep reading, reading, reading and then scrolling again, you’re just gonna lose attention. If you’re kind of unsure about a topic and you want to kind of know should you go into it more and really spend time on a carousel or a video, try a poll and see how your audience reacts because it’s more quicker and easier to actually do polls. And they end up doing well, if you can ask really good questions. My other opinion on video formats is they’re great when you can’t express it in words, you know, sometimes you really need to just say a concept. As you’re speaking, it’s really hard to actually just lay it out in words. So I think videos are great. And they build this connection and this trust. Yeah. All right, right, Richard like it? Yeah, well, all of a sudden, see,


Richard:

that’s what I noticed about the feedback. I’m talking about DMS that I getting? So no, I’m not talking about comments. But DMS, I see a lot of people say like, Hey, Richard, first time we see your video, but I feel like you’re like closer, I feel that I’m really like having this conversation with you. Because they see you, they see you moving they see you speak is different than if they write if they read something that you have just written on LinkedIn. I think one of my my other tips, man, and he would be if you are not, and this works for me as well. If you do not feel comfortable in in, in publishing a video, make it a very short one, your first don’t try to do a video of three minutes to start with, because you will product many things that you really would like to have, that you would really want to do differently. And probably you’re not going to publish the video. But if you do a video of 20 seconds, 25 seconds, 30 seconds max, then you know you can you can prepare it, you cannot make many mistakes, and just put it out and see the feedback. And it’s the same for the carousel. A lot of people say, Yeah, Richard, you have someone publishing your garrison, but I need to do it myself. And I got stuck. And then I asked a question like, What is it that you’re wanting to show on carousel and then Nick talk with like, I have those 20 breaths to wait 20 I mean, why why making it half is just thought when it goes on for five slides, and see how we’ll how to get better at a process, implement the feedback. And do it three, four times. And you will see that you have a very steep learning curve.

Mel:
I’ve seen so many people also do carousels and they’re putting so much information into each carousel. And I’m like, confused by the end of it, because they could have actually just used one of those pages, and broken it down as one carousel and let us like really consume it. Like even though your contents really dented sticks to the topic that I’m interested in, it gives me the depth on that so I can keep, you know, moving moving through. So my final thing is image post when you know, a text post can be really nicely warmed with an image posts, we see a lot of LinkedIn influencers going in and grabbing images to really again, build connection and trust. So again, if you don’t help if you’re lacking time, you don’t have the capacity to always, you know, punch up videos or you’re just not happy with how it’s turning out. And I feel like an image really elevates what you’re trying to sometimes say doesn’t mean if and I think you should only use it if the text post is not able to get the emotion enough across add that, you know, add that image to really elevate. And I still find myself like you know, going for the selfie or going for a post with someone’s picture and it just seems to constantly do better than, you know, infographic or so forth. But I mean, Richard, you do great infographic than they do exceptionally well. But it seems like if there’s even an image on it, even with the infographic, it just seems like the algorithm picks it up better, or people just enjoy looking at people. It’s not just about the algorithm.

Richard:
It’s interesting because I haven’t mentioned that I am i It’s actually like, like an experiment with the infographics. And I showed an infographic it was the wheel of emotion from Chase diamond. I saw it on his profile on a Saturday or on a Friday I saw he said like okay, the Wheel of Emotions 150 words that you can use to write better hooks. Okay, so that was literally exposed and he had this infographic where you’re at the wheel and I saw it on a Friday I saved the post and then on a Sunday because I post in the weekends as well but I I stay away from the in depth content in a weekend so occasional weekends I have like the light of content. It could be like a selfie of me or something about a book or read or post that I’ve seen so I published like, hey, this wheel of emotion really was something that I was like, wow, I saw it on Chase diamonds profile. Here it is. And the infographic got like almost 3000 likes. I mean, my infographic the one from Jays got like 8000 likes. And I think yesterday I published an infographic about the different social media platforms. And it appears that if you have an infographic that instantly provides value, so people see it and they get a lot of data from the infographic that you get love engagement. So people are looking because I know we’re all busy. And instead of sliding through 20 slides on your carousel post instead of watching a three minute video if you have an infographic that is really a one pager like a single image. This is how we consume content It’s very easy. So also the carousel audit or the infographic yesterday got like, plus 1000 likes already. So this is something I’m going to do more. So I’m actually now thinking like, okay, what can be the topics? Or three or four? Next infographics? And because they were, they were like, they perform very well. So, Richard,

Mel:
there’s a lot of questions here. And I’m going to try and bring in I’m bringing in so one is just about infographics. So do you tend to like tag or share, share the URL of the post, like when you know, when you share a infographic, so that was one of the questions. So, you know, do you tag the person that you got it from? If you or do you, you know, share your post? Yeah. Okay.

Richard:
No, no, no, I’m not I don’t, I’m sorry, I’m not going to repost I’m not going to reshare reshare needs repost plus my own three lines, it doesn’t work for the algorithm. So am I aware of the algorithm? Yes, that’s why I don’t reshare posts, because it will not give me and the original author exposure, I run a repost gives additional audience to the original order, but it does not give a lot of additional visibility to my own profile. So what I want, I want that the author is known. Okay. But I also want reach for myself. So what I’ve done here, I’ve copied the image, I just saved the image. I create a new post. And I said, last Friday, I was really impressed with this post from tag Chase diamond, about a Wheel of Emotions, if you want the ride better hooks this could be so I tagged him. So his my post with him as a source will go to my followers, but I create my own post.

Mel:
Got it? What about like, then the notification like that is currently broken. So people are saying, you know, yes, you go tag someone, we want that person to be notified that you know, you’re being tagged, we’re not getting now notifications, which can then impact our posts because that person doesn’t interact with our post, which has huge issues. So if you tag someone guys, and then they don’t interact with you, you shouldn’t have tagged them in the first place. But now with the notification broken, that’s a huge issue. Yeah,

Richard:
first of all, I don’t know what’s going on. Because they’re not broken. I mean, I just looked, I have 99 notifications since we started. They’re not broken, but they’re unstable. They are not reliable at the moment. So I get notifications I get you have been mentioned. But I also get messages from somebody say, Hey, I mentioned to you never respond and say I didn’t get it. Another thing that is unstable at the moment, and that I noticed in the performance of my content is the bell. Many people who have rang the bell on my profile, are now saying like, Richard, I see your publishing golden, I don’t get the notifications anymore. So there is something really bad happening with notification. They’re not reliable. So that’s that’s a huge challenge, especially for content creators. On the other hand, I don’t know about you, Melanie, but I get so many notifications a day, I can simply not keep up with the notifications. And same. So my advice would be if you are creating content, and you’re tagging, like the original author, like I did with Chase diamond, for example, I did the same with a Chechi with the cursor peruviana seat. Before I do that, I send them a message. And I’d say like, Hey, Ruben, I really like to carousel GPD. I would like to like, publish it on my own profile mentioning you in the in the original policy that okay, yeah, that’s okay. And then I published it gone. And I sent him a message and said, Ruben, it’s out there. This is the lake. So if you really want the engagement of a specific person you’re mentioning in your post, because the notifications are not reliable. Just send them a message, say, Hey, I just published this the link, make sure they see your boost. Yeah, that’s the only way to by the way.

Mel:
That’s the only way right now. Well, it’s, you know, it’s playing up, Richard, next eight months, coming up to in the year. What you’ve said that you’re going to bring more infographics in just because you’ve seen this, you know, great response from it. What else are you planning to do? Because the matter of fact, is, even if we’re getting the same engagement and the same likes that we were last year? Yes. If, like, I know, views are not the main thing, we’re after we’re after conversion. But usually, the way that the funnel works is when people see you, then they interact with you and then 1% of the people or 2% of the people that see you are ready to buy from you. It’s just like more I think it’s we’re measuring a metric in order to get to the logic of you know, there’s a conversion here at the at the end of this you know, I think that’s why we always talk about you know, if no one’s seeing my stuff of how they’re gonna get lower conversion because one to 2% of the people are really ready for you. So noting that in mind, where are you thinking like, how will you play in the next eight? You know, in the next eight months? Is there things that you’re thinking other than the infographic, you mentioned already that you’re going to bring in strategically to grow on LinkedIn?

Richard:
Yeah, what I’m what I want to do. And what we are currently working on with our team is for each ideal client profile, again, sales on the one hand market, on the other hand, I want to have three very dense content pieces, long form content pieces. So when talking white papers and talking ebooks, that’s the basic thing we want to do now, April, May. So one of the white papers actually is going to cover how to get the best alignment between marketing and sales in a modern b2b company. Okay, so it’s a white book that we can earn, it’s a white paper that we can send to marketing ceramic bowls, to Silver Sneakers. And then what we’re going to do next, for example, this white paper covers like, well, 14 ideas. And then we’re going to do next we’re going to create posts, and covering all the specific IDs and highlighting in one post one ID. So what we’re going to do is creating the long form content first, and then reuse and repurposing the long form into like snackable, content pieces, multi, multi channel, but also multi format. So we’re going to create a carousel, we’re going to create a video, we’re going to create whatever it is. So that’s one of the things and another thing,

Mel:
sorry, is it going to be the same content? Like I just want to get this really clear, because so many people go, I don’t want to produce the same on it’s going to be the same concept in video in carousel that you will push out, right. So just I really want to clear this up. And I want to hear this really clearly. Because a lot of people got I’ve already talked about that. Why would I do it again in video, but I mean, do you guys like, let’s

Richard:
really cover? First of all, if people hear you Same to same matches three times? No, they will convert more easily than if they hear it once. Okay, so some people need to have a repetitive message before they act. Second. I know that is a very huge percentage of my followers are my ideal client proof. They are not watching video. Okay, so I can create a videotape. Okay, I’ve covered that in my video. So I don’t want to have a carousel about it, you’re going to miss like 80% of your network. Okay. So for me, if I take one ID, for example, have a neutral brainstorm, marketing and sales, I will create a carousel with some ideas on that specific topic. I also will create a video and probably I also will write write about it in my email newsletter, for example. So this same message over multiple channels in different formats will bring much more results then covering one topic just one times in one format, in one journal.

Mel:
Yeah, very important takeaway. And I know for my team listening on sometimes they get a lot of people going. I’ve already written about that two weeks ago. Now I don’t want to do it in the video format. It’s It’s really okay to read message. People don’t remember what you said yesterday, to be honest with you on social media, they literally like, forget that you posted something a week ago, like, do you remember the last post you saw? Like, I can’t even you know, I can’t even remember what I posted a week ago, let alone what someone else posted a week ago. So it’s really about really understanding what the idea and that pain point is that you can solve and then repurposing it into different ways because we all like to consume content in different ways, different age groups, different demographics, we’re really consuming differently. But it was interesting, Richard, you’re saying you’re going multi channel, and I saw a post from you recently that you are moving into Twitter as your as your second channel? And is that something that you know, you see, as a, as you’re maturing as a content creator that you know, you’ve got your bass right here? So you’re maturing into a second third phase of it? Because I saw some people commented on that post that you did, and they’re like, No, I’m just coming back to one. It just didn’t work for me some questions here. From our guests saying, you know, can I take the videos into YouTube and just do the same thing? Could you share a little bit more about going multi? Yeah. So

Richard:
my Twitter account is a Hara ditch from when we started our business in 2009. And we were like, a broad social media training agency. So I had a Twitter account, I had Facebook, I had all the platforms. And when we decided to 100% Focus on LinkedIn in 2015. I got rid of almost all my channels. The only thing I had and I kept was to are now Twitter I have mainly use over the boss years to like, harass like, airline companies because they wouldn’t like release my name or or you know, just like like using it like a customer set. But now I am reusing it again, for example to start repurposing my LinkedIn content. So I’m out posting more and more on Twitter also, that comes from LinkedIn. And the biggest change that I have made this month is dead. After reading a lot about it, I I’ve always been, I don’t know why. I’ve never been a big fan of email. Newsletters. I’ve never been a big fan, basically, because I almost don’t read any, any emails. And I unsubscribe to like hundreds of them. But more and more people said to me, like Richard with a follower base of 100,000. On LinkedIn, if something happens, you know, you’re on paper or on rented grout. And if you have them also, as email subscribers, you can like, reinforce your LinkedIn activities. And you can really profit from them. So I’ve started now with an email newsletter, the first one goes out next Monday. And I just this is also some trial and error men on the UFC. Probably now under my name is footbag, bogus BS. If you want to know all if you want to receive all your LinkedIn and social selling tips in your email sign up for. And I have now over 1000 subscribers, I haven’t published one single email. Yeah, and it’s going out on Monday. But I see that if you provide value, and you have build trust on LinkedIn, so people know that it’s not clickbait, it’s a real value, that they are signing up very, very, very quickly. And what I haven’t done yet, but it’s definitely on my to do list, like I have now published about 10 cardstock, with Richard videos. And yes, I need to publish them on a YouTube channel, I need to just bring them to like all to get on a YouTube channel. Because like, we all know YouTube, Google, it’s good for your next session, you can tag the videos, you can find the videos, and you can also cross refer to LinkedIn. So my multi channel approach will be LinkedIn force with an email newsletter and revamping Twitter and me just having a YouTube channel where all our video content is like, centralised.

Mel:
Yeah, that’s awesome. I have been doing the emails thing, like I committed to it 12 months ago, and I think you can definitely do really well, especially in the space you’re playing in the corporates, they are obsessed with emails, like all the corporates, they don’t go on social. So if that’s your target market, they’re constantly, you know, internally, anything, 40,000 staff or 10,000 staff, they’re just email focused. My learning also on email was if you are doing like longer form, email, if you’re doing really truly thought leadership, and it’s going for, like 400 words, and not just short bullet point, you can just copy and paste that straight into a blog, like you don’t even have like the subject line can be your title. And you just copy and paste that in. So your resource is just sitting there and actually be remembered. It’s the easiest thing. So you know, if you go into emails that are longer form, I played with both long and short to see, you know, because different people like different things, you know, but I really think, you know, if you can move your base from LinkedIn, and you’re the people that your ICP is reading emails, it’s a really nice, you know, touch point, like, they don’t just want to see you sometimes on LinkedIn, because they don’t have the time to go and socially check. And you might not be appearing on their feed, because they’re there for like four seconds. And then they’re out you know, so exactly LinkedIn there to get like email is there to guarantee that it actually hits their inbox, and then you can see who’s reading? Like after? Yeah. So I think I really enjoy that I enjoy the clicks that you understand who’s interested in LinkedIn algorithm who’s interested in improving their email game, like you can kind of really get a lot more data from your database. And you know, who knows if LinkedIn is not one day like delivering you’ve got some this other database that you can consistently go to and provide value.

Richard:
But that’s also because I saw I saw a question to Joe because obviously LinkedIn also has newsletters. And I have one. Yes. And I’m about I have, I have about, I don’t know, it was 20,000 subscribers there. And it started from zero because if you start on LinkedIn newsletter, you start with zero subscribers. It’s not that your connections are the magically our subscribers subscribed to your newsletter, that’s not a guarantee. So I have 20,000 subscribers on LinkedIn

Mel:
for you. But did you see now what LinkedIn does? When they connect with you? As soon as they connect with you, if you have a newsletter, they straight away so subscribe to my newsletter so you can just consistently grow that from that point on smart.

Richard:
Yeah, they had that. Yeah, they have optimised that because I remember I don’t know because I launch my newsletter like I was one of the first people at least in in Europe to have access to the newsletter for the first time I wasn’t in the beta. So I haven’t lived more than two years. And I couldn’t invite my I couldn’t invite my network. Now I know that if you publish a newsletter, you also can tick a box where you can say like, okay, invite my connections, and subscribe. And like you said, every new connection automatically gets like a notification like, hey, this, this connection has a newsletter, do you want to subscribe? The thing I do not like about Newseum. LinkedIn newsletter is just for Jude’s thing. I don’t have any data, who was clicking on what link? What? And I want to have that data also to optimise my content. Yeah, I

Mel:
think you’re gonna really enjoy it. Because one of the best practices I’ve put in that I can give you a tip on is, for any email that you put out, like, you should have two clicks, that you take them somewhere, they can go to your video, it can go to back to your LinkedIn, it’s, it could be just like just deepening that email. And it really gets you that understanding of if no one clicked on it, no one’s interested in that topic. You know, no one. And it’s not to sell anyone something it’s like really for you to understand the same way that you understand analytics on LinkedIn. So I really always say best practice if you’re going into email, too. So in Mark Richt going, we’re coming to the end, and we’ve got 23 More questions that we will try and touch on. I wanted to get into content creation and your method of content creation, because a lot of people have asked about it. What I’m really focused on is how do you create content that gets reshard. So the challenge that I’m putting to the team to my team is when you’re littering a client go through and share their thought. And then they’re saying, This is my, you know, this is my pain point that this thought will cover. This is where my ICPs and then they submit that and we’ve got a whole platform now that we’re forcing clients at every time you have a thought you are allowed to drop that thought, but there is a filter that says, How will this actually benefit the audience? And you must answer that, otherwise, it’s not going to go into your ideas board. So we’re really trying to filter them but then I put another filter on my team. And I’ve said, when you get this content back and it’s you know, gone through a ghost writer, gone through a designer, I really want you to really look yourself in the audience, I would I reshare this on my, on my LinkedIn or if I was there, ICP would I reshare this because it was so valuable, it was so thought provoking, it was so much depth in it. So I’m putting this, you know, really, I think this is how you measure quality. But I see your post get a lot of shares. Because it is truly you know, when you really hit it, it’s like a lot of people got I want to share this because and maybe it’s not just on LinkedIn that taking that URL of that post, and maybe they’re dropping it in Slack. So there is a lot of duck social happening. But I want my team to be like, Hey, don’t just look at the vanity metrics. But would you naturally go hey, to someone and go take a look at this. You know, like, there’s so many times I’ve taken your podcast and shared it to someone, Hey, you want to know more about the algorithm? Here’s this or you want to know more about conversions. Here’s is like it’s shareable. You know, I’m proud to share that piece of content. So what would be your method? When you’re, you’ve kind of said, you know, I come up with ideas and then I look at look at the performance and results. Is there any other filters that you use? And is it a gut instinct, you know, that you go I think, yeah,

Richard:
well, yeah, I was I was just thinking and maybe if you saw me thinking because so we on it, I create 80% of my content pure on instinct pure I feel that this is a topic that resonates I can see things happening. Or I found out like a tactic that works for me, like a new thing I dried it worked and I go like, hey, I need to share this with the world because if it works for me, it works for others. There is a thing that you need to ask about reshapes because obviously, posts like infographics. Easy to get dips, you can see now with all the chat GPD post all these chat TPT carousels they get massively reshare because we all want to be the good messenger that like helps our network with eight this is what you need to know about. But if I’m going to create a post for my ideal client profile, which is called the Four pitfalls of implementing social selling successfully, I know for sure that the boss is not going to be reshard at least not by my clients because No sales director is going to reshare a post that is called at four pitfalls of implement social selling, because then it’s like he almost recognises that, hey, this is my problem. And he doesn’t want to do that. So there might be content where the silent community, so those people will never respond, never engage. They are not connected with you. They might absorb it. They might read, but they simply not engaged and definitely not sharing it. So you have snackable, easy, insightful content that gets a lot of reshares, which is good for your views. But the really in depth, the most converting content of mine is not shareable. It’s right. In the pain points. Okay. So you might send me a DM and say, like, Hey, that was an awesome post, we have the same things happening here. But it’s all in the DMS or in a one on one communication. So that’s also unique. It’s also something you need to think right?

Mel:
Well, yeah, no, thank you for sharing your thought leadership on that. Because sometimes you get carried away going to your resharing. But maybe it’s another metric is Will, Will someone DM about it going you really get me you really hit hit exactly what I’m facing in?

Richard:
Yeah, analytics. So in my analytics, and they don’t come in shield, they don’t come on LinkedIn. And it’s something I do manually. But I’m always aware of how many DMS from new people do I get that refer to a specific type of content? Richard, I saw your latest post about marketing and sales alignment are really cool. I want to connect and if that comes from a marketing or a sales, like, decision maker, then I know like, Okay, this resonates with my target audience. So there are there are different KPIs, you know, that many that that all need to be taken into account to create, like, true, like, successful content strategy?

Mel:
Correct. Just looking at ratios. And I said, Yeah,

Richard:
and I mixed that. So you see, like, for example, one video a week, you see one carousel, you see an infographic, maybe you see like, a very short post with my ad. So I, I, I am really aware of mixing the content, you will not see five consecutive carousels in five days, you will not say five videos, I am mixing that to see, like, Okay, how is this performed, but also to make sure that the people that prefer to watch videos, they have one content item a week, people that like my carousels, they have one or two items a week.

Mel:
Yeah, absolutely. And I think everyone again, you have to find your own in this, like, we’ve got other influencers who just do videos, and they’re very successfully doing that, like, you know, it’s really personal, it’s a personal brand for a reason. It’s about it’s about you finding your personal, what’s going to resonate for you. So I can’t be just because Bridget’s doing, it’s going to work for you. I like to mix my content. But I also you know, respect what I enjoy doing as well. So just really make sure like, you know, just because it’s working for somebody doesn’t mean it’s necessarily going to work for you, you have to personalise it. So I’m going to be my last question before I move to all the questions as many of them was you are batching your content I know you batch your videos, you said earlier that you know you shot them all together, and then you push them out what about your other content? You know, are you are you like how often are you grabbing your thoughts? I guess you know, are you pushing like just getting me through that process or thoughts coming to you it comes to you put it in your notes in your phone or somewhere? scribble it down?

Richard:
Yep. Yeah, I have a I have always a pen and paper next to me, I’m really traditional guy. So I just have like a piece of paper next to me. And whenever I’m like, the most ideas I get on LinkedIn content is when I scroll my feet that’s the only reason why I keep score on my feet it’s not to see the posts that I really want to see because then I have another system but to get an spine it’s like going through my feed second all the questions that I get an email from clients. If I get like two three questions on the same topic, I write it down because I need to address a boat from that so my posts and inspiration comes daily and I have a paid for I have an app where I put them down and every day I spend about 20 to 30 minutes about like creating content so so it’s not that I have like a specific day in the week or a specific day in the month where I create 1015 posts. The only reason I did that with video was that I had his video expert guide DOMA slug boom coming to Valencia yes should the video so that’s why we did like one day and we did like I don’t know 25 videos. Yeah, but normally all content is very fresh. And it has like written like the day before or or maximum two three days before.

Mel:
Got it. Got it. And with the videos are you concerned that some of your thoughts are not going to be relevant then anymore but the DNA comes distribution because you’ve overshot the Yeah, yeah, that’s the fear I always have as well, if you sometimes don’t do evergreen content there,

Richard:
you know, I created a video about a common strategy. We haven’t spoken about that many, but it’s usually reported. So if you talk about content on LinkedIn, the comment strategy is a huge part of it. Because I’ve seen people that might struggle with producing like relevant content themselves, but they have an awesome content strategy and a common common strategy. And if you comment yet, and if you provide insightful, relevant comments, you attract a lot of attention, also from your ideal client profile, and you will gain a lot of new followers. So one of the videos was about its common strategy. And I said, there is this great feature, it’s called pinned comment, you can find it now you can use it the and the pinned comment is gone. So I cannot publish the video anymore, because it mentioned like the pinned comment. So this is what happens if you create content on a specific feature on a specific strategy. And England decides to like, kill or have a new feature. So I’ve shot me 725. I’ve published 10. And I know that at least five I cannot use any more.

Mel:
Yeah, that’s what happens if you do too far in advance the batching. I’ve noticed you can’t go too far. But you can if your time poor, which you will, a lot of you said it’s a great strategy. But yeah, some of your content will be unfortunately not usable, which you know. So I’m going to be moving to into questions now from the floor, we’ve been going in and getting your questions. And actually, I’ve been asking it on the way very difficult on Zoom, like, I’ve got the Ron over there trying to help us but it’s just not as easy as we thought this would be. So I’m going to be going through and just picking them up and discussing them as I can’t see them. So sorry if we miss you, but I’ll try my best. So what is the downside of not connecting? I get numerous requests daily, but rarely connect, because I want to keep my network. Like, I’ve always used it since 2008. But I’m just not sure you know, if I should be connecting with other people.

Richard:
Yep. Yeah, my advice would be yes. Because if people selling then as a Quality Network, only, I don’t agree. If people say LinkedIn is about getting as much follow as much connect as possible, I don’t agree, it’s the balance, you need to find between quantity and quality. If you want to use LinkedIn for lead generation to grow your business, you need more connections, you cannot stick with a strategy where you say, hey, I need to have shook hands with somebody, I need to know this person already two years before except it’s not going to work. I actually changed my strategy back in 2013. And tell them all my connections I’ve met in person, I know who they are, I could call them and they would know who I am. To salespeople I always say try to sell through your network and not to your network. Because salespeople normally say like, I only want to have connections that could be potential clients. So if I had a colleague, and he moves to competitor and going to the leader connection, but in the leading in connection, or in not accepting connection, you’re also deleting the the reach in your second and third degree. Okay, so the insights in the database, the ability to identify your ideal client profile becomes more easily if you have more connections. Okay. So just find yourself a decent, just have your own criteria. But don’t let it be that I need to have met this person and rely on you to know because I’m going to bring you anywhere. That’s my opinion.

Mel:
I agree. I think what you want to have is, I think what Richard was trying to say, if you get a lot of connections, you can have a VA when and give them the criteria to this is what I want to accept I mean, someone you know, if you’re, but you need to have a really clear criteria, I used to have a really, really strong criteria back before when I was like, I’m only going to connect with these kinds of locations. I’m not going to connect with anything outside of that. But I’ve had to become more relaxed, because the world is changing very, very quickly. And there is talent and cool people everywhere. So I think that there is actually going in and looking at their profile and looking at their content is a criteria that I have put in which is extra effort. But that person could be really, really you know, someone who’s going to comment, engage and boost my visibility up. And sometimes you need those super fans and not connecting with those people if you’re playing the content game is probably not a smart game. Okay. Next one tips about LinkedIn SEO. Oh, you know, hashtags. So, Richard, hashtags, I mean, we’ve seen a little bit of debate. I think I even saw it recently where I’ve said Sometimes, you know, I don’t see like some of my most viral posts have never had hashtags in them. But I guess I had really great tags in those posts. But you’ve said that you’ve had 20% increase when you’ve used hashtags in your posts. So where are you sitting on that? Right now? With hashtags? And ser, if

Richard:
I’m not, regardless, the the algo report, I’m not really convinced any more about the added value of hashtags, because it’s taking them too long to prove to us the value of hashtags. I mean, it would make sense that if I follow a hashtag, for example, lead generation that I would see more posts in my feed that talk about lead generation, it’s not happening, it’s not happening. I had very good result, my personal hashtag, I’m talking about the pre Bell era. Okay, so I created a personal hashtag LinkedIn, by Richard Zander blog, I use it in all light posts like a goat. And I said to people, okay, click on the hashtag, follow it. And then if you click on it, you can see all my posts, this worked very well. And this got me like, 20 30%, more engaged. But at the moment, I really am not convinced about the added value of hashtags on LinkedIn, or in your post. I mean, even the five hashtags you put on your on your profile from credible, they’re not clickable. I mean, it doesn’t make sense. You put the actual they’re not clickable, it doesn’t make sense for me.

Mel:
I mean, there’s so many hashtags that are actually not clickable that people are putting in that LinkedIn doesn’t even recognise, right. It’s, it’s crazy. But I remember, and I want to my clients are here, and we posted and he wasn’t getting the engagement, is it? Richard said, you haven’t put the hashtags in. And that’s what it was. He must be sitting there laughing because we were like, thinking, we got to ask Richard, you know, this was a couple of months ago, so and I was like, You know what? This hashtag thing? Like, whenever I use it on don’t use it. I’m not I can’t, I can’t say per se. But yes, you know, if the content is good, it just hits and I think if you get good creators to come in, and like really interact, like commenting strategy. By the way, commenting strategy was how for Jasmine, Alec, when I had him, he was like the king of comments. He was just like, for every one post, he’s like, you know, he said three comments, but I think he does way more than 50 comments per like one post, and he’s got a whole schedule throughout the day where he’s like, commenting, 50 times, are you doing something similar, not to that degree.

Richard:
Know what I do whenever I post, just before I publish, and just after I stick, I stick around for 10 minutes. So eye opening, then I look at my feet, I have a bookmark where I can find all my content creators, so I got depending on that feat. So I clicked my bookmark. There were all the bows of my gum degraders like, and you know the names now Jasmine is there. Ashraf, got it there, Richard Moore is there, and I engage with the latest posts, then I publish, then I stick around five more minutes, the moment is to respond to the first comments, my own post deaths. And then I move on. So I’m not that like, how do you say this? Organised like Jasmine is but you know, Jay has a very J M. Does not a guy Craig David, they are like the king of the recaps. King of the comments.

Mel:
Yeah. But that’s really great strategy, you should like use the bookmarks feature. And then it’s right there. And it’s easy. So if you guys picked up pick that up. There’s something called bookmarks in your LinkedIn where you can bookmark particular content creators, and then I guess you just go over there and all their, all their content is coming up for you easily to be able to comment, so you’re not having to digest the news feed, which can be crazy out there. Okay, what else have we got here? Okay, we’ve covered the hashtag. Okay. repurposing content, I think we’ve kind of covered into that, um, LinkedIn newsletters, or should I use another platform like emails? Where should I distribute? You know, should I use LinkedIn newsletters or not?


Richard:

Well, first of all, I think the newsletters is a great way to like, categorise your, your long form content on LinkedIn, okay? Because articles that are not part of a newsletter, they get very poor results, okay, because they didn’t stop boosting them. So if you want to start a newsletter among them, because you have like frequency you can maintain, I would definitely suggest you to go and to start a LinkedIn newsletter because when data is going to boost it to all your new connections, and you’re publishing content on the platform where your your, your audience is already okay. So, I am a big fan of LinkedIn newsletters compared to the old relational articles. Yeah, that’s very lonely thing. The only thing I’m not looking forward, I want to have more statistics, I want to have more insights. And that is currently not supported by LinkedIn. And that’s also because I want to be less dependent on LinkedIn itself as it it’s like rented ground. That’s why I move to an email newsletter, but I will maintain my LinkedIn newsletters. Yeah.

Mel:
Yeah. I think also, not everyone has enough, I think expertise or there’s not enough. What how can I say? Not everyone’s interested in particular topics to digest it in LinkedIn newsletter. So I sometimes found people are doing LinkedIn newsletters, and it’s like, it’s just not really something that people got, I really crave that content. So just be really thoughtful, you know? Could you bet? Are you better off just doing the bite sized pieces? Would it serve you better? Because it does take time to produce this? And people might be like, Oh, this newsletters like kind of, you know, it’s a bit like too techie or too, too detailed? So have a think I’m gonna keep punching through these questions, LinkedIn. And so I’ll try and get really quick into them. So 900 words, text posts, is that too long? I think we kind of said, yeah, yes. Move into carousel. Right. Yeah. Lots and lots on news. What is, okay, covered the connection thing? So 31 questions. Let’s see. What else have we got this LinkedIn premium make a difference in rich? Officially? No. Okay. How to find this bookmark section that has been mentioned. Before? That

Richard:
there is there is the bookmark into your browser. So what I do I go to LinkedIn, I go to a post, I can, I can share my screen now. We can do a one minute demo. No, sure. I think you should be able, here we go. Yep, you can see my screen out. So here we go. I’m looking for posts, so search blog posts, and then you’ll have from member. So now I said Melanie, Francis, for example. And I say let’s say Richard Moore, just as an example. So I bookmark, you can, you can hear, you can save up to 30 people, if you do more than 30, it gives you an error. So you can make a list of your 30 preferred content creators, I put this very important show results. Then I bought this on the posttest. Last week, so the race like timeframe. Okay, now I have asked, give me all the post of Richard Moore and Melanie Francis over the last week. And now I simply go to a bookmark in my browser and say, okay, create a bookmark for this page. And what I need to do now now, every week, I click on the bookmark, and I get all the posts of the last week from these members. And I’ve done this for all my colleagues in our own company. So all my 14 colleagues, there are bookmark, I’ve done that for top content creators, I’ve done this for top social centres. And I’ve also done it for my top 30 clients. So I have four bookmarks. And by checking them, I stay on top of all the news that they’re producing.

Mel:
Got it? How Yep. How do you balance value adding content? Versus versus sales? based content?

Richard:
Yeah, there, there is no distinction for me. I don’t have value based conversion, my value based content is my most converting content. Okay. So I do not speak about my trainings, I do not speak about my services, I only speak about my knowledge. And by doing go by giving them insights by giving them new tactics and new strategies, I hope they become like curious enough to ask like, Okay, if you publish this for free healing, then what is it that we get with you if we pay you that’s, that’s my strategy. So I have no distinction between the

Mel:
two. I think what sometimes is like we call for hey, subscribe to my news letter. That’s like sales space. I think you put that into your value based content like PS Yep, do this. Justin Walsh sometimes has said like he will build up to ask for anything like it might take him you know, he might build up for six months to ask for something big so if he hasn’t asked for something for a while, like he might actually do a post but he will build up to it so not very, it’s always give give give, give us we could be like once a month where you could say look I’m doing I want to build up and you know, get you sign up to my newsletter. It could be a post just on that but everyone’s got a different strategy. I think what Rich saying is he will build your give value and then he will you will literally put in to a PS and how would you put that PS into every post or like, you know, maybe the question No, like how often like, you’ll give give give and then all of a sudden have that PS come up then. Yeah,

Richard:
yeah, I will do that. They will like that. No, no 20 30% of my books, it also depends on what you have to give. I mean, just a Welch has his online course. And he has different upsells. And it’s very easy to put like an upsell in like every fifth post, like, Okay, if you want to know more about it, here’s the link that you can buy, we don’t try to sell a product that is very easily to buy. I mean, we deliver like programmes. So it’s not that I’m going to say, hey, you get like a 10% discount. If you give me like 50,000 euros of money. Now, it’s not going to happen. But if you have snackable, easy to buy products, it’s more, it’s also more easy to build them in your content strategy.

Mel:
Well, rent two minutes over. So that’s a wrap. Thank you so much for joining in. Let us know what your biggest takeaway was, before you leave us like drop it into chat, like what you loved the most that really helped me and Richard out to know what you enjoyed the most. So we can build more content around that this will be released as a podcast. So this is the first one I’ve done as a live event that will also go into a podcast, if you want to re listen to some of the parts it will be released as both video and audio. So you know, don’t fret if you didn’t get everything down. I know there was a lot to take in. We didn’t get into chat GPT here because you know, I did ask Richard Hey, do you want to talk about Shut up Daniel’s like, Oh, I’m just so overseeing that stuff. So tomorrow, if you’re interested in learning more about chat GPT and how to create content on chat GPT I’m actually catching up with Laura, on that Laura admin, so you can come in and drop in to that. My final thing is, hey, Richard, I really want to thank you. And I really want to join tribe. Okay, because it’s, I’ve joined up tomorrow with our friend, Andy Ford. And my next thing is join, join what you’re up to, and just get into the community. Tell us tell just give me how do I join? What do I get, like, you know, for joining, because I really want to be part of, you know, the top communities. Okay,

Richard:
if you join a tribe, it’s like beta community, we talk about LinkedIn, and actually all the strategies to grow your business. So it’s not purely LinkedIn. We have about 150 members, now you pay $90 a month, or I think $960 a year, you get three live online sessions a month. One or two by me one or two by honour, external experts, we spoken about GPT, we spoken about email marketing, we spoken about thought leadership on and then we spoken about Sales Navigator, if you join now, you can also access to all the previous recordings slides, I’m talking about 30 Plus sessions, you can become a member of a Slack channel as well, yeah, and you have access to all the good values. So it for me, it’s a no brainer, everybody I see like, okay, even if you pay now $90, you get access to all the previous recordings since August, I mean, 30 plus austere clauses, and hate if you want to leave after the first month, you can have seen them all and you go. But the really, really value is in your community, the people that have been there from the start, I’m talking about 100 people that have been there from August last year, we have a very strong community. So we have a 24/7 out best of 100 people next to you, where you can ask your question that they are happy to respond to you. So yeah, it will be awesome. If you join Melanie,


Mel:

I’m looking forward to it. I’m looking forward to like really doing more groups and community stuff with all your LinkedIn gurus and just getting more into it. So I look forward to being there. And we have dropped the link. So if you guys want to join the tribe, you know, you can even just do it for a month and see if it’s for you, which I think is really, really, really cool. So if you want to hear more from the experts yet join Richard’s community. I’ll be I’ll be there. So thanks, everyone. That’s the end. Thank you so much, Richard. It’s always been awesome. Love catching up with you. And look forward to releasing it. Cheers. Bye. You’re listening to innovative minds.

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