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What's the purpose of the LinkedIn platform?
[1:58]
Many people have lumped all social media platforms together, including Twitter, TikTok, Facebook, and Instagram. LinkedIn, on the other hand, distinguishes itself in a variety of ways. Every prospective buyer of their books, every business partner they want to work with, and every individual in business they want to connect with has a LinkedIn profile. However, this is not the case for Instagram, Facebook, Twitter, or TikTok. LinkedIn has become a ubiquitous platform for the business world, with hundreds of millions of users, and LinkedIn can provide you with access to those users without you having to pay to play.Â
Getting started on LinkedIn
[3:56]
LinkedIn’s goal is to drive business value, which is very different than entertainment or distraction. They generate their revenue; the vast majority of the revenue comes from paying customers.
[4:28]
LinkedIn wants to determine if your participation on their platform generates important dialogues. Not video, not merely images, not motivational posts, not marketing materials, but content that drives dialogue; this is the issue at the heart of so many people's errors.
Mistakes
[5:08]
LinkedIn will evaluate whether your post initiated a dialogue. The question is whether or not it will spark dialogue. The majority of images on LinkedIn have nothing to do with the conversation; they are merely attention-getters. You should write out your posts rather than uploading images and videos.Â
[6:00]
The Share button at the bottom of a LinkedIn post simply copies and pastes somebody else's conversation into your own feed. LinkedIn hides that from 99% of your connections. You didn't start a conversation; you copied somebody else's.Â
Pieces of Advice
[7:34]
If you can get 10 comments on your content in the first hour of that test, LinkedIn guarantees that they'll show it to a minimum of 1000 people in 24 hours.Â
[8:43]
You can't just set up automatic posting to LinkedIn as you do on Twitter, Instagram, and Facebook. LinkedIn is going to thwart that effort.
[10:14]
Make two comments every day for five days. That's 10 comments on other people's content. People you're connected to, people you want to read your book, people you want to do business with, people you want to influence, participate in their conversations. In that first week, you will have a 100 to 300% increase in the number of people looking at your LinkedIn profile because they will see you participating in all these conversations.
Purposeful Content
[19:06]
What is your purpose for putting content out there? Is it brand awareness? Or is it to expand your influence amongst a certain set of peers so that you’re invited to a speaking event, and they start to recognize that you have something meaningful to say, and you get that invite? If you have LinkedIn premium, who's looking at your profile? Are you attracting the right audience? Are you bringing people to your profile? Who are the people you want to either buy your book or hire to come and speak about your book? That's the advantage that you get to start to find that data that's being given to you by LinkedIn.Â
 LinkedIn Premium
[20:08]
The premium is going to give you two features that are useful in Richard’s opinion. One is you can see who's looking at your profile, which will tell you exactly who has looked at it over the last days and months. It'll also allow you to send what they're called InMails. These are emails to any LinkedIn user; you can send an email to any one of them without knowing their email address or being connected to them or anything. If you don't need those features, you don't need premium.
Brand awareness and speaking engagements
[21:27]
Convince people that you have something to say that's a value. Take the opportunity to tell people and demonstrate your value through conversations, not one-way videos. Can you start a conversation that drives interest in awareness around a topic that you want to be known for? If your answer is yes, people will start to see you.Â
[23:13]
Identify the prospect, begin engaging with them on LinkedIn, ask for the connection request, demonstrate through the written word that you're an authority on your subject, and then experiment or explore the idea after you've gotten to know them through this social interaction of being invited to one of their events.Â
Golden Nugget
[30:42]
Your inability to master a social media platform call into question sometimes your ability to lead an organization. If you're automating and not present on LinkedIn, you're missing the biggest audience of people with money you can. All you need to do is slightly change how you approach your audience.Â
“Stop what you've been doing, pause and treat the LinkedIn platform as its own entity, an audience that is simply waiting for you to share your wisdom with them, and not necessarily to simply dump your marketing.” - Richard BlissÂ
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