In this episode, Stacy sits down with Sarah Santacroce, LinkedIn Consultant and Strategist as well as founder of The Gentle Business Revolution Movement. The two discuss how to remain genuine and authentic, while improving your profile and engagement on LinkedIn.
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Check out some of the past interviews below:
- EP175: Understanding Privacy Laws with Jodi Daniels | Red Clover Advisors
- EP128: Become A LinkedIn Authority With Joe Apfelbaum | Ajax Union
- EP164: Conveying A Message Using A Published Book with Wendy Keller | Keller Media, Inc.
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- Tips To Maximize LinkedIn For Your Brand
- Convert Connections Into Customers
- Which Social Platform Is Right For Your Brand
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Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones, the founder of Influencer Marketing and branded content agency, Hollywood Branded. This podcast provides brand marketers a learning platform for topics for us to share their insights and knowledge on topics which make a direct impact on your business today. While it is impossible to be well versed on every topic and strategy that can improve bottom line results, my goal is to help you avoid making costly mistakes of time, energy or money, whether you are doing a DIY approach or hiring an expert to help. Let’s begin today’s discussion.Speaker 2: 00:31
Welcome to Marketing Mistakes (And How To Avoid Them). Here’s your host, Stacy Jones.Stacy J.: 00:36
Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones. I’m so happy to be here with you all today. I want to give a very warm welcome to our guest, Sarah Santacroce, a LinkedIn consultant and strategist who founded The Gentle Business Revolution Movement, and she hosts a podcast with the same name. Sarah has coached over 1,900 entrepreneurs, helping them position themselves as experts on LinkedIn to attract clients with ease. She’s known for helping fellow introverts market their business with authenticity and without anxiety to generate sales and make a difference. Today, we’re going to tap into Sarah’s LinkedIn expertise to debunk a few myths about the platform and hear tips to improve your profile engagement. We’ll learn what has worked from Sarah’s experience, what could be avoided and how some entrepreneurs and marketers are missing major opportunities by not using LinkedIn. Sarah, welcome. So happy to have you here today.Sarah S.: 01:27
Thanks so much for having me, Stacy. It’s a pleasure.Stacy J.: 01:30
Well, before we started this whole podcast interview, I said, “Ah, so you are a LinkedIn expert.” And you said, “No, no, I’m not an expert. I [inaudible 00:01:41] know a lot about this,” but you are. This is what you are. You have an expertise in LinkedIn. Can you tell us a little bit more about what and how you got to where you are today?
Sarah S.: 01:51
Mm-hmm (affirmative). All right. So I started, actually, when I was over where you are in California because my husband got a job transfer back in 2006, and so I had to resign from my day job and move kids and house and everything over there. And after about a year or so, once the kids were settled at school, I’m like, so what am I doing now? I wasn’t the typical stay-at-home mom, that just didn’t fit my personality. And so I started my own business and going into social media in general and that was kind of back then, that was the big buzz and everybody was talking about it. And so I went into Facebook, Twitter and LinkedIn, back then, those were the main three. And slowly, as entrepreneurs, as you probably know, we keep pivoting, we keep adopting to the market and so eventually, after coming back to Switzerland in 2010, I then specialized, started specializing on LinkedIn because I saw a need for the type of clients that I wanted to work with. That was the first thing.
Sarah S.: 03:02
And actually, I only realized after a few years that it also had to do with my introversion because LinkedIn is a very good platform actually for introverts because we don’t need to constantly share about our personal life so much as we do maybe on Facebook or Instagram. So it was mainly a business choice but in the end, I realized, hmm, might’ve been also a personal choice.
Stacy J.: 03:28
Well, a lot of our listeners may be surprised that you have crafted an entire business about helping people with LinkedIn because I know that a lot of people kind of don’t take LinkedIn as seriously as maybe they should. Can you share why it’s such an important platform for people?
Sarah S.: 03:46
Right. And I totally agree with you. And I would say it has evolved also over the years. Right now, since Gary Vaynerchuk is talking about LinkedIn so much and there’s kind of other people who are like, “Oh, LinkedIn is actually maybe something to pay attention to,” it’s gotten a bit more attention, but yeah, two, three years ago or even earlier than that, people were like, “Really? LinkedIn? That’s not even part of the social platforms,” but it definitely is for, depends always, we’re always looking at your ideal clients, but for anybody who’s in the service business, so who works with other service providers, who works with corporate decision makers is definitely a platform to pay attention to because that’s where people are in the business mindset and they make business decisions compared to Facebook or Instagram where yes, obviously, it’s good to have a presence and create awareness, but it’s not necessarily where people make the business decisions.
Stacy J.: 04:51
How should people be approaching LinkedIn? If you are a marketer or an entrepreneur, what should your interactions be? How should you be leveraging LinkedIn? How should you be figuring out what to do with it?
Sarah S.: 05:06
Mm-hmm (affirmative). The mistake I always see people make or the assumption that they make is that LinkedIn is the platform for professionals and corporates, right? And so they think, “Oh, so we got to show up as a company on LinkedIn.” And so they are trying to put up this company presence and then thinking, “Oh, we are talking to other companies.” But if you think about it, who makes up companies, it’s still people who make up the companies. And that’s the amazing thing on LinkedIn. You have the CEO of the company who’s actually managing his own LinkedIn profile, his own LinkedIn account, where on Facebook or Instagram, well, somebody in the team is managing that for him. Where on LinkedIn, he’s much more attached to having his own network and therefore, he is the one who’s seeing the newsfeed go by. And so it’s that mindset switch of not thinking anymore, I’m addressing companies, but I’m talking to people. And so really understanding that it’s all about the human connection and building relationships.
Sarah S.: 06:22
And so that’s where the power of LinkedIn is. It’s less about building awareness, that’s part of it, but a lot of it has to do with building decent relationships with people.
Stacy J.: 06:34
When you first start working with someone, what’s the first step you take with LinkedIn and their profile and to get them to start amping it up?
Sarah S.: 06:43
Yeah. So it’s always the profile, even though most people say, “No, no, my LinkedIn profile is fine. And I worked on it.” And then when we look at it, I’m like, “Well, yeah. Let’s pay attention to this,” because it really, I often refer to it as a mini website or as your sales team. It’s much more complex than your Facebook page, for example, because it really shows, it’s there to add credibility. It’s your authority piece where people can see your whole history and what you’ve done. And so to create someone’s profile, it takes me a good eight to 10 hours. So it’s really worth investing the time to build that personal brand on the profile. So that’s usually what we work on first. And some people, they also come to me and they have a profile in the third person because that’s kind of what we did in the past, right? And it just, that’s not how we can build human connections. If I read your profile, it’s in the third person, it kind of gives me this distance and I don’t feel like I’m really connecting with you.
Sarah S.: 07:51
So sometimes, we have to kind of reframe it and write it in the first person. So that’s always the first thing. And there’s different sections in the profile that are important. First one, for example, is the headline where a lot of entrepreneurs make the mistake of not really using that space. So they have something like owner and then the name of their company or founder and the name of the company. The problem with that is there’s too many [inaudible 00:08:20] who are using exactly the same title. And at this stage, we don’t really care about the name of your company. Probably, if I’d asked my clients, nobody really knows the registered name of the company. They don’t care. And so it’s really about using that headline effectively and describing what it is you do and what you’re skilled at rather than just using something like founder or project manager if you’re in a job, for example. So really going into more specifics and using keywords in that section.
Stacy J.: 08:57
And really, LinkedIn is more like an interactive resume almost for you, for your profile, right? Because you’re going back in your job history and you’re listing those jobs and I don’t even know, you can tell us, how far back you should go, but you’re also bringing in articles that you’ve written, you’re bringing in content you’ve written so that people can dive in and learn more about you straight from that profile page, right?
Sarah S.: 09:22
Exactly. So that’s why it’s like a mini website because it’s really, you could probably, I mean, nowadays, of course, if it makes sense for everybody to have a website, but I’ve had clients that were towards the end of their career and they’re like, “I have a big reputation. I have a been big network on LinkedIn. I don’t need a website.” I’m like, “Yeah, you don’t, I guess, because you have the authority already, you can just use the LinkedIn profile.” So, yeah, it’s all in there. And to answer your question about how far back should you go? It’s interesting because I work with a lot of coaches or consultants who are maybe in their second career, right? They left corporate America and they’re like, “I’m going to be a coach, a consultant.” And so oftentimes, maybe also because they had a bad experience before, they’re like, “Oh, I don’t want to even mention that past life anymore.” But I always tell them that our past also defines us. I mean, these past experiences are also what you’re bringing to the table. You just need to reframe it.
Sarah S.: 10:31
So if you’ve worked in a hospital, for example, but you don’t really want to mention that, well, just reframe it and rewrite that text, so what comes out is the fact that you’re caring for people and that you have a lot of empathy. So it’s really not up to, LinkedIn gives us this template and we feel like we have to put in a job description but we don’t. We can make up the text. And so rather than just saying, “I was a nurse and this is my job description,” use that free text so that people understand why you’re doing what you’re doing today. Because otherwise, if I come to you and you’re now an executive coach, in your past life, you were a chef, I’m like, I don’t get it. What happened here? And so you can actually explain that in your LinkedIn profile and just use free text to answer these questions.
Stacy J.: 11:31
Yeah, we’re dealing with that ourselves right now. My husband recently joined Hollywood Branded, my agency. And he has 26 years of being a educational administrator. So a principal and a teacher and all of these wonderful, great things, which actually the reason why he’s coming over to Hollywood Branded or has come over was because of his administration, his operations. He’s now our COO. So he’s able to deal with people and help and organize and make sure people are on track. And so all of that, it’s a good example of you may have something that transitions entirely, but if we have clients who are looking at and they’re like, “Hmm, education? How does that go over into an advertising agency now?” And so there is, excuse me, I’m going to have some water.
Sarah S.: 12:16
Stacy J.: 12:19
There is some need to re-craft and retool in order to create that persona and explain it to people.
Sarah S.: 12:28
Exactly. It’s all about highlighting the transferable skills because he has gotten these skills in his past that he’s now transferring to this new role.
Stacy J.: 12:39
Right. So it’s a very interesting world. So after you have done the profile, where do you go next?
Sarah S.: 12:47
Right. So usually, we look at their network because as you know, on LinkedIn, it’s all about building a network of connections and depending on how active or engaged this person has been in the past, while they’re either starting out with a very small network or with a bigger network, and if it’s a small network, I try to get them as fast as possible to a certain number. Usually, it’s 500 just because on LinkedIn, after 500 it’s kind of this milestone where it says, 500 plus connections, and you’re just kind of taken more seriously on LinkedIn. It’s funny because I usually always say, it’s not about the numbers, it’s about the quality. But in this case, up until 500, it’s almost a bit about the numbers. Oftentimes, people also have the wrong kind of connections, right? They might have a big network and sometimes, it happens that people come to me and they have worked with someone before to just get leads, right?
Sarah S.: 13:52
Pay someone, get me a hundred leads per day. What they don’t realize is you can have a huge network, but if it’s all the wrong connections because you just added leads randomly, then that size doesn’t really matter because you’re still not going to be selling what you’re trying to sell. So it’s all about finding the right kind of connections. And that’s what I help my clients do with LinkedIn because LinkedIn is really a database that was built originally for recruiters to help them find their ideal candidates for jobs. And so all we’re doing is we’re using LinkedIn to find our ideal clients. And so that obviously then brings up a conversation about who is your ideal client. And often, we realize that, well, that’s where they’re already stuck. So we need to kind of go into that and say, “Okay, yeah, you need to really be clear who you’re working with so that we can add those connections to your profile.”
Stacy J.: 14:59
Now is there a time and place where you should be going through and calling and getting rid of connections? Because I’ve heard that there’s actually a maximum number of connections you can have on LinkedIn as well.
Sarah S.: 15:12
Right. The maximum is quite high. It’s somewhere in the 30,000 connections. That’s when LinkedIn starts to get a bit wonky sometimes. But yeah, I think if you focus on quality rather than quantity, again, that’s another indication that you’re probably not doing it right if you’re just adding random leads everyday. So most people need to focus more on adding quality connections and not so much spending time on deleting connections because in the end, oftentimes with my clients, the work comes in from existing connections actually because of the know, like and trust factor. It’s just that they have them in their network, but this other person has forgotten. They had never seen any content from them. And so they’re like, “Well, I don’t know,” they just weren’t aware that I was in their network. And so oftentimes, the first mandates or work actually comes from existing connections.
Stacy J.: 16:21
And how do you suggest going out and trying to mine or touch base and connect to explore getting work from those connections?
Sarah S.: 16:31
Right. So it’s a kind of a parallel strategy where on one hand, obviously, yes, you’re putting into place a content strategy where you’re being present, you’re being visible, you’re being seen in this person’s newsfeed so that they reconnect with the idea of you doing this work that you’re doing, that you’re being an expert at. And then on the other hand, you’re using the LinkedIn messenger to really connect with these people and maybe the messenger comes into second place. First place would also need to be connecting via updates, connecting via messages to posts that they had posted. So really, what we’re doing on any other social platform except that here, we’re doing it really on a one to one basis. So, yeah, that’s what I would say to that.
Stacy J.: 17:29
Okay. And when you’re generating content, should it be more still imagey is or texts or articles or videos or what is the best mix to create the perfect algorithm, in the terms of digital marketing, to get that engagement that we’re looking for?
Sarah S.: 17:49
Right. So the LinkedIn user is really interested in depth, so they don’t necessarily want the quotes or just kind of the short tips. They are interested in depth and they’re interested in, yes, being inspired but getting the why behind the inspiration. So not just an inspirational quote, but how does it fit into, where’s the context to that quote? And so a lot of it is text posts. We’re no longer doing so much of the, here’s my blog post and then click back to the blog post. That’s just not working anymore because of the LinkedIn algorithm, just like on Facebook and any other platform that they don’t like to send people off to another site. And so, yeah, text works well. Video can work if we’re really keeping it short, and I like to encourage my clients to add a transcription because a lot of the people on LinkedIn, they are in a corporate environment or just in a job, and so they might not have a speaker or might not be allowed to use sound. So video can work for that. They’re testing right now live videos, so that’s also in the making.
Sarah S.: 19:09
I’m not sure yet what to think of it. I think, like everything, there’ll be probably a big rush and everybody is going to do live videos and they’ll die out again. So we’ll see how that goes.
Stacy J.: 19:25
I don’t know if I’m still on to that. So I can’t even handle Facebook live and Instagram live and listening to people prattle on about some really insignificant things going on in their life. So, eeks.
Sarah S.: 19:38
Yeah, exactly. We’ll see how it goes on LinkedIn because it’s still a more professional platform, right? So if you… then again, it depends because the millennials really came over a couple of years ago and they are really started engaging on LinkedIn. And on one hand, it’s great because they really brought some fresh air and, what’s with this boring sterile platform? Let’s shake things up a bit. And so that was interesting to watch that they really embraced the platform and kind of broke all the rules. They’re like, “Oh, no. This is too sterile. Let’s make it different.” But at the same time, yeah, there was a lot of these videos of just walking around and things like that. And so the old crowd is like, “Whoa, what’s going on?” So it was just interesting how different generations use platforms differently. So there’s definitely a lot of complaining, “Oh, it’s turning into Facebook.” And, yeah.
Stacy J.: 20:39
No, it’s interesting, when we get new hires on in our team members, even interns, one of the first things I make them do is have a LinkedIn account if they don’t have it. You need a LinkedIn account, you need to follow me, you need to follow the agency and your coworkers and when we share content, we talk about it. You need to engage with us as well so that we can actually help you grow your platform. And they don’t think about it that way.
Sarah S.: 21:04
No, no. Yeah. That’s so interesting that you bring that up because whenever I go in companies for trainings, it’s often the marketing team that will bring me in. But then I say, “Well, okay. I’d love to work with you guys but I need the other departments as well,” because you can’t do the job by yourself and ideally, it’s even the CEO in there because, yeah, people have this resistance of thinking, why would I want to share updates? This is my profile, this is personal and this is the job and I’m separating these things. I’m like, “Yeah. It’s a win-win situation. This is for your personal brand. You’re not just doing this for the employer. You’re really also doing it for yourself that helps you grow and puts you out there as an expert in this specific field.” But yeah, there’s a lot of resistance to that still.
Stacy J.: 22:01
Yeah. We don’t use personal Facebook or Instagram accounts, but we do use personal LinkedIn accounts on business cards-
Sarah S.: 22:09
Stacy J.: 22:09
… as an example. So everyone has their LinkedIn personal business card. And for all of you listeners listening, if you have a name, and I’m just giving you my little side advice, if you have a name like Stacy Jones and LinkedIn assigns you stacyjones543765977776543, go in and you can change that so that you actually have a normal LinkedIn name. Make sure you do that because we see people missing that all the time. That’s my sidebar.
Sarah S.: 22:38
Yeah, that’s such a simple thing and yeah, most people don’t think of it. Yeah.
Stacy J.: 22:42
Yeah. So what is the next step that you do? How else do you work with people to craft and create this LinkedIn atmosphere that is going to help them grow?
Sarah S.: 22:54
It’s a lot about the content because that’s where people mostly struggle with. It’s like, “Well, what kind of content do I put out there that is attractive but also helps me build that trust and is not too salesy?” And so a lot of the time, we kind of spend some time to really craft those content types that work well. And the clients usually come from, maybe they have a blog or maybe they’re usually active on Facebook and other of these platforms and they’re just completely lost when it comes to LinkedIn. So depending on, maybe let’s start with the kind of the smaller companies, when I talk to a company, like I said before, it usually involves all the different departments because the marketing department is just the one that’s posting but the interesting content actually comes from the different departments. For example, research or publishing or whatever it might be. There needs to be a communication between the marketing department and the other departments because otherwise, the marketing department, what will they do, well, they’ll just post quotes or what they’re posting on Instagram, and that’s not what the LinkedIn user is interested in.
Sarah S.: 24:18
So that’s where a lot of the struggle actually is. It’s, okay, how do we improve the communication within the departments? So that’s for the companies. For the entrepreneurs, it’s more like, okay, how do I create these posts that are different from a blog post, but they’re not just, “Hey, here’s my latest program.” So it’s a lot about storytelling and understanding how to tell a story about past experiences, clients, whatever, in a concise way that demonstrates their expertise.
Stacy J.: 24:59
And you mentioned blog posts. How many people make mistakes of just taking their blog post and re-pasting it onto LinkedIn?
Sarah S.: 25:07
Yeah, yeah, that’s still very common or even worse, just pushing it out via HootSuite and putting the same stuff everywhere. That gets you zero visibility on LinkedIn and it gets zero engagement because people, that’s not a novelty anymore. Everybody has a blog, so it’s not like I want to actually go and click and read the whole blog post. So I usually tell the clients, “Well, that’s great if you wrote a blog post. Now tell me in this text update on LinkedIn what is the main message of this blog post?” Yes, if I’m really interested, I’ll go over to the blog post, but your main goal is no longer to always bring people to your main site. That used to be the case, but today, you are on LinkedIn and that’s your job is to position yourself as an expert on the platform with the content that you’re sharing there.
Stacy J.: 26:06
It makes it seem like your job is now going to be your side hustle and your marketing of yourself on all these different platforms is your primary job out there.
Sarah S.: 26:19
Yeah, it’s definitely a full-time job, right?
Stacy J.: 26:22
Sarah S.: 26:23
It really is. I always say I’m very much for simplicity and so a lot of my clients, they’re exactly, they’re like that. They’re overwhelmed and often, they’re overwhelmed because they think they have to be everywhere. And when we really look at their ideal client, we realize, well, you don’t necessarily have to be everywhere anymore. Focus in on the one platform that you know your ideal client is on. Do a good job there and that’s much better than doing a crappy job [inaudible 00:27:01] a little bit everywhere.
Stacy J.: 27:02
Sarah S.: 27:03
Stacy J.: 27:04
Okay. So what else should someone keep in mind?
Sarah S.: 27:09
What I think is also often underused is the LinkedIn messenger, so really using that opportunity, it’s kind of like Voxer or WhatsApp to communicate with people one to one. So I often will recommend some kind of… they actually used to have, LinkedIn used to have this mini CRM where you could kind of keep track of the conversations you had. Unfortunately, they got rid of it or it’s only with the sales navigator. What I then do is tell them either to use a simple spreadsheet or have some kind of app. I’m currently testing contact mapping, where you put in an update and say, okay, I’m going to follow up with this person in two weeks from now, a month from now. So really keeping that conversation going. And what people struggle with there is, well, what do I tell them? Do I just ask them if they want to work with me? And so how I help my clients there is coming up with something that is helpful, something that is of value.
Sarah S.: 28:25
And, yes, we talk a lot about the eBooks or whatever course, and it can be that, but sometimes, it’s just as simple as giving them some of your time, reviewing their LinkedIn profile or giving them a feedback on their headline or some… you have skills that you can offer, and so that’s kind of where it starts as well.
Stacy J.: 28:52
Right. And there’s so many lead gen companies out there now, I know just pounding on people’s doors on LinkedIn. And some of the messaging can end up sounding very redundant I think to the people who are receiving it.
Sarah S.: 29:08
Oh, yeah. I think these people don’t realize that we’re so much smarter than that they take us for, and you can immediately tell when this person has either bought one of these lead generation programs or is actually using someone to generate leads for them because you can just tell, it’s automated and yeah, it just doesn’t feel real. It’s so funny, just over the last few weeks, I’m here in Europe, right, and all of a sudden, I get all these German people messaging me and they all kind of sound the same. I’m like, “Oh, there must be a German lead generation guru now selling its programs.” So, yeah. That’s not what we want to do. We want to really just, if we go to a networking event, what do we usually end up talking about? Well, for example, where are you from? Okay. So we can look at this person’s profile and see where they’re from. Is there some kind of thing that we have in common with the person? Let me give you an example.
Sarah S.: 30:15
So this guy, he’s based in Toronto. My in-laws are in Toronto. So we started to have a conversation about the fact that we both have Toronto in common. So it’s that kind of stuff that we talk about at networking events, not going straight to the sale or offering services or anything like that.
Stacy J.: 30:38
Right. That makes sense. And any other suggestions for our listeners on their LinkedIn profile, what they should be keeping in mind and how they’re actually using LinkedIn?
Sarah S.: 30:49
I think it really comes back kind of what my bigger mission is, is to bring more empathy and kindness to the business world and also bring the human connection back to marketing. And I think that’s what LinkedIn was lacking for so many years. And that’s why people are like, “I don’t like it. I like Facebook much better,” is because it was so sterile and people behaved differently on LinkedIn than they behaved on Facebook, for example. And not using that kind of human approach. And that’s what people are interested in. And that’s also why it’s really difficult that as an entrepreneur, I always get the question, for example, “Should you have a LinkedIn business page? And how do you use it then to market your business?” Yes, you should still have a LinkedIn business page because it looks more professional to have one, but that’s not how you engage with people on LinkedIn. People are not interested in your business if you are an entrepreneur, they are interested in connecting with you.
Sarah S.: 31:58
And so really make sure that you bring that into your profile, you bring that into all of the updates that they can really tell who’s behind this profile.
Stacy J.: 32:09
That makes sense. Well, you have provided a ton of very valuable advice today for us. How can our listeners reach out to you? How can they get in touch?
Sarah S.: 32:18
Yeah. They can connect with me on LinkedIn, of course.
Stacy J.: 32:21
Shocking. So shocking right there, right?
Sarah S.: 32:24
Yeah. And maybe I can add, to customize the invitation, that’s also something that now a bit more, but in the past, people never realized that that’s even possible. So I always encourage to kind of add two lines on how you met or how you got connected. And so in this case, you would say that you heard me on Stacy’s podcast. And my website is sarahsantacroce.com. And I count on you to put that in the show notes because nobody will know how to spell it.
Stacy J.: 32:57
We will 100% put them in the show notes. Absolutely. And your last name actually is very beautiful. You’re explaining what it means. You want to share what that means?
Sarah S.: 33:07
Yeah. So it means holy cross in Italian, [foreign language 00:33:10].
Stacy J.: 33:12
It’s very pretty.
Sarah S.: 33:13
Stacy J.: 33:14
Any other words of advice for our listeners on how they can really take this up for the next step that they should be taking on LinkedIn?
Sarah S.: 33:24
Hmm. Yeah. It’s really about also looking at your current connections and thinking, are these the people that I want my content, that I want them to see my content? Is that maybe the reason why I never got anything out of LinkedIn? Because I only recently understood that entrepreneurs thought that if they’re on LinkedIn, everybody gets to see their content. No, it’s not. It’s an algorithm and only people in your network see your content and maybe the second degree connections. So if someone in your network comments, then their connections will also see your content. But oftentimes, yeah, I got this feedback saying, I get no engagement. And when we dug a bit deeper, we realized, well, no wonder, all your connections are in a corporate job and they don’t have time to check LinkedIn or they’re completely in a different area of business now and so they’re not interested in your content. So have a good look at your existing network and think, well, maybe that’s where I need to start to kind of look at what different connections to add to your network.
Stacy J.: 34:43
And also groups. I mean, we didn’t touch on that because that’s something that you can do to expand your footprint, right?
Sarah S.: 34:49
Right. Yeah. Groups, I have a love and hate relationship with groups. They are, as much as I like them on Facebook, on LinkedIn, they’re just not very user-friendly. LinkedIn is just not taking them seriously. And from a group owner perspective, they’re horrible because we can’t really do anything with them anymore. And from a user perspective, so participant of a group, they’re interesting for finding ideal clients because they give us information about these ideal clients. So let’s say my ideal client are lawyers in Los Angeles. Well, if I find a group of lawyers in Los Angeles, I scored because now, I have a giant list of profiles who fit that description, right? So they’re good from that perspective but for engagement, yeah, they’re not very good.
Stacy J.: 35:46
Okay, well that is good to know. Well then, and then the other thing that we didn’t really touch on is meaning to touch. I know I’ve said that we’re wrapping up and now, I’m like, wait, wait, wait. I wanted to talk to you about this. Wait, there’s more. One of the things that I’ve been told that I’ve been reading and maybe you can provide some more information on is it’s not just important to be posting things, it’s important to actually be going in and liking and commenting on what other people post.
Sarah S.: 36:15
Yeah, yeah. That’s so true. I would say, commenting, definitely. Liking, less so. It does obviously say that you are agreeing with this person or that you’re liking this comment, but I always encourage my clients to give preference to commenting because that actually helps other people see you as the expert where if you just like, then you’re just a consumer, you’re just saying, yes, I agree. You’re kind of like a Swiss, you’re just neutral and saying, yes, I agree. But it’s important as an expert to express your opinion and say, yes, I agree, I don’t agree and here’s why or this my experience. And so you can build this know, like and trust factor just by commenting on other people’s stuff. That’s very true. And I’m glad you brought that up because we didn’t highlight it enough. If you’re just overwhelmed with having to generate all this content, just start by engaging in other people’s conversations. Very true.
Stacy J.: 37:24
Yeah. I know that when I have commented on different businesses, because I’ll use LinkedIn to dig in and I’m like, oh, who should we be going after in this sector? And I’m trying to pay attention. And I use sales navigator, which is another amped up thing LinkedIn sells you that you could use, right? But I will go in and then I’m looking at these feeds and what people are saying and I’ll make a comment and I’ll say something and I have had, time and time again, someone else from that same company then touch base and reach out to me and say something because they saw me interacting with something that was really a business piece of content that their coworker was really trying to share. So it completes a circle. That’s pretty good.
Sarah S.: 38:05
Yeah, exactly. That’s amazing because you get in front of their eyes and they’re like, “Who’s this?” And then they look at your profile, hence, the importance of your profile and yeah, it all fits together.
Stacy J.: 38:18
Yeah. Well, Sarah, thank you so much for being on the show today. I really, really appreciate the time that you’ve provided and the value that you provided to our listeners.
Sarah S.: 38:27
Thank you so much for having me. It’s been fun.
Stacy J.: 38:29
Of course. And to all of our listeners, thank you so much for tuning in to Marketing Mistakes (And How To Avoid Them). I look forward to chatting with you this next week.
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