October 8, 2024 • 34 mins
LinkedIn is the social media platform for professionals. And as someone offering professional services, you have a presence there. But leveraging its potential takes more than just being present.
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Episode Transcript
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(00:00):
Welcome to the top advisor marketing podcast brought
to you by ProudMouth.
I'm your host, Matt Halloran.
Being your own loud is not new to
marketing, but the mindset, strategies, and resources to
help you get there are evolving faster than
this industry is keeping up. It is time
to find a new perspective on what works,
why,
(00:21):
and how to move your business forward.
Listen as I interview guests to help you
learn from them how to be your own
Loud. Let's
get to the show.
Hello, and welcome to another Top Advisor Marketing
podcast. I'm your host, Matt Halloran. 6 years
ago, I can't believe it was freaking 6
years ago, I interviewed a brand new marketing
(00:44):
person for our company.
And she has not only stood the test
of time, but she continues to just produce
unbelievably high quality content for us, including this
podcast that you're listening to. Our guest today
is Jessica Brown. Now what we are gonna
talk about today is actually a result of
some other marketing that that Jessica and I
and the team at ProudMouth do because we're
(01:05):
doing webinars every other week.
And one of the ones that got the
most attendance
was how to increase your engagement
on LinkedIn,
and we had just some simple tips and
tricks that worked very well.
And it was so well received and we
had so many questions that we decided that
we needed to turn this into a podcast.
So 6 years later, Jessica, even though I
(01:26):
literally saw you yesterday, welcome back to the
show.
Oh my gosh.
I can't believe I'm here.
Coming out from behind the scenes, thank you
so much for having me. Yeah. Alright.
So all of us wanna have the same
thing happen on LinkedIn.
We wanna increase our impressions. We wanna increase
our likes. We wanna increase our comments. And
what would be even better is if we
(01:47):
could get other people to share. But let's
start with an operational definition. What do we
refer to and how do we define engagement?
And more importantly,
why is it so vital for advisors to
do it?
For sure. According to LinkedIn,
engagement is
the post total number of reactions,
(02:08):
comments, and reposts. Sometimes I call them shares,
so you might hear me say that on
this episode.
But I do wanna say 2 things before
we get too far into this.
This conversation
is not about letting LinkedIn dictate your content
strategy, like, oh, let's just do what LinkedIn
likes.
(02:29):
Advisors really need to have a strategy in
place where they're consistent
consistently
and repetitively
sharing their unique perspectives,
the problems they share for a specific audience,
and sharing who they are as a person.
So that's the first.
And then the next thing, this is not
about chasing after engagement. We've all probably been
(02:51):
guilty of that at some point,
but the truth is
not everything you post
is going to get
high engagement.
It's not going to perform how you hoped
and that really is just part of the
LinkedIn and social media experience. It's really about
continuing to show up with a strategy in
(03:11):
place.
And the truth is, Matt,
some people are just not going to engage
with your posts,
but that doesn't mean they're not reading them,
watching, informing a really favorable
impression of you. We just we don't hear
from everyone. Right?
So getting back to your question though of
(03:33):
why does engagement
matter,
it matters because it does boost our awareness
when people engage with our post, link the
LinkedIn algorithm
shares it with more people. That gives us
more visibility,
gets us in front of new people,
increases social proof. If we see that a
post has several
reactions and comments, we might take it just
(03:55):
a little bit more seriously or be a
little more enticed to it. That's just that
is just human nature.
And comments in particular,
what a great opportunity
to start speaking directly to your audience. So
those are the main benefits.
Yeah. And our whole mission here is to
obviously help advisers stop being the best kept
secret in their area, and we know that
(04:15):
a strong foundation of social proof makes a
humongous difference in just the overall, as you
had said, awareness.
But it's not
Jessica, you know how to talk about this
a lot.
I can write, you can write, Proud Boss
can write the greatest post that we've ever
written in the whole wide world, and, like,
(04:36):
10 people see it. Right? It can get
really discouraging,
but
I think the numbers
are very important to to actually quantify what's
really happening
across the LinkedIn spectrum.
And you, Taweek,
you did some research on the Social Insider
2024 LinkedIn benchmark report. Now, Jessica, before you
(04:58):
dive into this, when we did this in
the webinar, I have to say, and I
wanna just preface this to the audience,
this is super discouraging to me, the dopers
that you're about to share, because
so many of us work so hard to
put out this amazing content
in just really fraction
of the amount of people. We want to
see it. We'll see it. But I wanna
have everybody stay tuned because in the third
(05:20):
part of this episode, we're gonna talk about
proven things that you can do to increase
those. So make sure you stay tuned. Okay,
Jessica. Let's dive into this Social Insider report.
Okay.
So Social Insider, first of all, is a
social media analytics company. So
great resource. And for their methodology,
(05:41):
they their dataset included accounts with an active
presence between January 2022
December 2023.
They only included pages with followers between a
1000 a1000000 because they didn't wanna include any
outliers that would skew average engagement or impressions.
Okay,
and now that we have that out of
(06:01):
the way, I'd like to talk about a
few of their findings.
The finding
number 1,
multi image posts
generate the highest amount of likes and comments
on LinkedIn.
And this was especially the case for pages
with a 100,000
plus followers,
(06:21):
but this comment or this content type was
still holding its own for pages with 0
to 5000 followers, which is probably
where most of our listeners
are at.
So multi image post,
what that is, that's the upload of multiple
photos at once. That's how Social Insider describes
(06:42):
it, displayed similarly to an album. And I
thought maybe this was carousel
posts at first, and I thought, oh, yeah,
for sure. But it's actually no, it's multiple
photos.
And Social Insider says that native documents say
uploading a PDF
and single image posts are also highly engaging.
So don't just throw those away and only
(07:04):
find ways to do multi image. Do them
all. But there was something really special happening
for multiple
photos.
Matt, what's your take on this? I I
so we just got back from future proof,
and I can't tell you how many times
I was clicking on pictures of my friends
who took multiple pictures
in in in all of that. It was
just
(07:24):
it just makes sense. I wanna know more.
I think that's one of the things that
a lot of people really miss with social.
And again, Fash, I just feel like I
say this so much, Jessica.
There's it's social. Even LinkedIn is supposed to
be social,
and the more social you can be, the
more engagement's gonna be. And that's why the
multi image thing or natively uploaded things, which,
(07:45):
by the way, they want you to natively
upload things because then it's on LinkedIn's platform
and then people are gonna click away. But,
yeah, that's yeah. I it did totally make
sense to me, and that's part of our
strategy when we're working on LinkedIn stuff too.
We have done
this often, right, with the multiple images and
just making sure that people are clicking in.
And I absolutely love seeing multiple images from
(08:06):
conferences that I've gone to because I like
seeing other people's experiences. Right? That's the aspect
of social media that is incredibly important. It
has to have a social component to it,
but it's not just posting
1 or 2 images. There are other things
about this that make posts more successful. So
would you mind sharing some of the other
things that are important when it comes to
these sorts of posts?
(08:27):
The major thing that Social Insider pointed out,
and I was surprised,
They said, if you want to
increase your engagement lead time with multiple images,
pair it with a short caption
under 19 words.
Oh, jeez.
Yeah.
That is like nothing. But at the same
(08:48):
time,
this study is looking at some really big
pages. I could see some bigger brands doing,
I don't know, like multiple GIFs and a
short caption. Yep. So maybe that's where I
see this coming in, but I think, hey,
why not? Try it out. Try I'm such
an advocate of experimenting
with lengths of a post,
(09:08):
see what resonates with your audience and see
what people respond to.
It's funny that you mentioned future proof, actually,
because
just when I think about the multiple images,
I was thinking of all these wonderful posts
I've seen of advisors and marketers sharing their
experiences.
And this post type is such a great
opportunity
(09:28):
to show your clients and prospects that you
are out there in the community,
you are educating yourself,
if you're giving some sort of educational talk
and just giving back. So people wanna see
that and know that you're part of a
bigger purpose. Younger generations, I think, especially
love, love that.
And just on a slightly different note, I
(09:50):
saw a really cool example of this multi
image post
by an advisor named Daniel Goodman and he's
actually a member of our academy.
He shared 2 images. Now side by side,
of course. Now one of them was a
family photo,
him and his wife and their 4 children,
including the most adorable baby. Wonderful, the perfect
(10:10):
family photo. And then you probably know where
I'm going with this. On the other side
was the outtakes. You did. And so he
was talking all about the unexpected
aspects of our lives. And I thought, oh
my gosh, the multi image post could be
such a great way
to show people
those outtakes,
what's behind the highlight reel. So really cool.
(10:33):
I and I you actually had shared that
post. We have a chat at our community
internal communication thing, and it's called social media
post where sharing or just people get to
see it. And that was posted in there,
and it was just so wonderful
to see that level of human engagement. Now
one of the other more powerful ways of
human engagement
is video. So we at ProudMouth, about 6,
(10:54):
7 months ago, really implemented full video for
our clients including YouTube shorts. And there's a
reason we did this, Jessica. So why did
ProudMouth lean so heavily into video?
Because it's incredibly shareable.
Is there anything you would add to that,
Matt? No. Oh my god. I so that's
the funny thing. It's so easy to if
I want somebody to get the essence of
(11:14):
Jessica, I'm gonna share a Jessica video because
I get to feel you and hear you
and just sense your
who you are and what you do, your
mannerisms, your speech patterns.
We are so visually stimulated as a just
an evolutionary human being. Right? Our eyes are
just one of the most important things that
we can focus on, and, also, it gets
(11:36):
people's attention because moving things get our attention.
But there's some data behind this. So do
you have any sort of statistics or and
some analogies or stories to tell about the
different people who are doing the stuff with
videos? I can absolutely back up what you're
saying. Social Insider can. Their second finding was
that videos are the most shared content type
(11:56):
on LinkedIn.
They said that video isn't the most engaging
content type, and they put in parenthesis
yet. So I'm like, okay. Are they either
expecting it to be maybe?
And I think by not the most engaging,
they're saying it's not getting the most reactions
and comments, but people are sharing that content
(12:17):
and that means more impressions,
which means more awareness,
so that is a good thing for you,
for our advisors.
Yeah. And just because their study found that
videos aren't the most engaging yet, doesn't mean
that it will that'll be the case for
our listeners. Always experiment and see what's working
for your audience.
(12:38):
I do want to give a shout out
to the amazing
Ben Galloway.
Matt, a while ago, you asked in a
post on LinkedIn,
what was it, you asked, what makes you
engage with the post?
And Ben gave such a great answer that
I wanna highlight here. He said, I want
to engage when the post, number 1, aligns
(13:00):
with my interests or values,
number 2, solves a problem I have,
number
3 surprises me or catches me off guard.
Number 4 provides value to my network and
I want them to see it too.
So that 4th one
provides value to my network.
Something to consider is when you're creating video,
(13:23):
any kind of content, is it shareable?
Am I creating a resource that my niche
will wanna share?
What are you saying, Kmat? So I'm a
little partial to Ben because I literally just
saw him last week for the first time
in person, and I spent some time with
him. And
one of the neatest things that
and he wants to engage with Pulse and
aligns with his values, solves a problem,
(13:44):
surprises me. What one of the things about
Ben and this has been,
it's been a journey for him because him
and I have talked about this before.
But when you meet Ben in person,
that's exactly who you when you're interacting with
him socially, and I can't stress the importance
of that. It's what you're doing if you're
(14:05):
doing images, if you're doing text based, if
you're doing videos or this next one that
we're gonna talk about in just a second.
If you're doing any of those things, they
really have to
be the essence of you. Yeah. And if
when they are the essence of you, then
when you do meet that person in person
like, if you're trying to use LinkedIn for
prospecting, which, by the way, we all are,
and then when somebody meets you,
(14:26):
and they're like, oh my god. You're just
like you are on LinkedIn, which, by the
way, I hear that all the time when
I'm in sales calls. It's because I am.
Right? This is who I am, and I
wanna make sure that comes across. And I
love the last point, and you highlighted it.
I'm just gonna put an exclamation point on
it.
It provides value to my network. So when
you're creating content and you're talking to your
(14:46):
ideal target market,
really keep that in mind. What can I
say
and how can I say it so that
nurse anesthetists
will want to share this with other nurse
anesthetists?
And if you go into it with the
right mindset and the right intention, I think
you're gonna be creating,
I don't know, even better stuff. Yeah.
(15:08):
Absolutely.
Alright. So this last one actually, before we
get off of this, I wanna just quote
something very quickly from the LinkedIn benchmark mark
benchmark
report. But that's harder to say than I
expected. And there was a number that we
had shared in the that was just it
was incredibly discouraging to me, and it's right
at the top of the study. And by
the way, we're gonna have a link to
(15:29):
this study in our show notes so you
all can click on it. But the average
engagement rate by impressions on LinkedIn
is 3.85%.
So you have to do math, everybody. So
you can do all of these hacks, but
understand that the average is under 4%.
So if you have 10,000
(15:50):
people,
only you have a potential
of really 3,800
people really seeing it, but that doesn't mean
that it's actually gonna be seen by them
because you have to do all of these
other things. And when you said that on
the webinar, Jessica, I was incredibly depressed. But
multiple images. Right? Making sure that you're using
video because it seems to be on a
(16:10):
massive uptrend,
But this third one was really surprising to
me and something that we actually probably should
be doing more often here at ProudMouth,
which is polls. So let's talk about polls.
I know. This one's surprising
and inspiring.
The finding, the third one is that polls
generate the highest impression rate on LinkedIn in
(16:30):
2024.
What? Yeah. I know. What?
When we talked about this on the webinar,
I remember one of our attendees was saying
that unless
the poll is useful, she kinda scrolls by
them. Like, yeah. I think I might I
don't know. I think I might be scrolling
by the polls too and not giving them
their
full appreciation.
(16:52):
But so one of the things that it
it stops me is if it's easy.
I think people get that wrong when it
comes to polls. They just try to make
them
just too much. Who was it? Katie Braden,
who's a good friend of ours here at
Proudmouth, had done a poll a little while
ago that was basically
something about video, yes or no. It was
like, have you incorporated video in your marketing
(17:13):
strategy? Yes or no?
Just 2 seconds. Or you took 2 seconds
to read it and 2 seconds to answer
it, but that gave her, like, some data.
Right? And it also meant her engagement was
through the roof on that. So I really
like that. I think it's very interesting to
to look at the polls,
make it super easy to engage with. And
then when somebody does engage, if you have
(17:34):
the opportunity to thank them for the engagement,
that's only gonna increase it more. Now you
have an example of another one of our
clients. Actually, Katie's not a client of ours.
She's a friend of ours, but a client
who did this. So you wanna chat about
that? Christine Lukin.
She does the poll post time and time
again, and I just I love to see
what she's doing.
The post that I'm thinking of,
(17:56):
she was
promoting, like soft promotion
of an upcoming podcast episode.
And she asked her audience,
have you ever been the executor of someone's
estate?
She asked that at the top of the
post, and then that was the actual question
in the poll. And then she went on
to talk about this interview that she'd had
(18:16):
on her podcast that wasn't released yet,
but the title of the podcast was I'm
an Executor, Now What?
And she said
the biggest misconception
that she
that executors experience
is they underestimate
the time and exhaustion that comes with the
role. And then she asked in the post,
what is your do you agree with that?
(18:37):
What is your experience?
Two questions
in that post. Some marketers would say, no,
only ask one question
but, and we'll talk a little bit more
more about questions in this conversation.
Two opportunities
for people to contribute
to the conversation
And she got something like 40 comments of
people talking about their experiences
(19:00):
as an executor.
And those are so many experiences that Christine
can then engage in those conversations,
but also use those stories to help promote
the episode of hear what executors
experience.
So episode promotion there. Content begets more content.
She can take any one of those comments
(19:20):
or multiple comments and turn that into more
social media posts. But I love that she
was teasing the episode. And one of the
other things I love about that example
is if you have been an executor, you're
gonna read it. And if you haven't been
an executor, you're gonna read it because there
really is something in there for everybody because
as we age, most of us are, and
I think that was one of the things
that you talked about. A lot of us
(19:41):
are going to be in an executive state
at some point, so this is something you
really need to listen to. Alright. So as
we close so now we're at the 3rd
section of this. So we basically talked about
the overarching stuff on LinkedIn. We talked about
some of the things that that this the
the the Social Insider report told us works.
Now we're gonna talk about what where the
rubber meets the road.
These are the things that have been proven
(20:03):
over time, not just between
2022 and 2023 Mhmm. But over time that
we know work really well. So let's start
with the first one, and you already highlighted
it there, which has to do with questions.
Yes.
The first yep. My first tip for sparking
more engagement
is ask a question,
not just any question though, ask an easy
(20:25):
question,
please
ask an easy question.
When you are writing a question
for your post,
ask yourself,
could I myself answer this question?
And could I answer it in only a
few words?
People might end up typing more than a
few words, but you wanna keep that barrier
(20:47):
to entry
really low, because people
aren't generally, people aren't
invested
in sitting and typing out a story on
LinkedIn. They don't wanna search their soul for
an answer. It has to be super, super
accessible. Yeah.
And someone who does this really well
is Ariel Lee.
(21:08):
Oh my gosh. Her posts are just so
fun to read for so many reasons. And
one of them, just the unique topics that
she brings, the questions she asked,
the post that I'm thinking about in particular
was about
people's life skill blind spots, Matt.
At the top of the post, she talked
about not being able to whistle
(21:29):
and then not having a good sense of
direction, which I very much relate to. And
then at the end, she asked, so I'm
dying to know what's yours? Did you get
it? Or if you're superhuman and don't have
any, what's the funniest one you've heard of?
And that got 90 comments.
Because if you have a life skill blind
(21:51):
spot Yeah. You know what it is. And
Ariel also another point Ariel disclosed hers,
Makes it a little easier to take that
step and share mine even if it's embarrassing.
There's just and there's such a human
vulnerable
aspect to that. In in what we're finding
more and more
is the more real you are without really
(22:12):
crossing
lines, which we all know what those lines
are, but being real and being vulnerable and
just sharing enough to intrigue people. And Kirk
used to we used to talk about this
a lot, attract, intrigue, engage, and influence
are the major
components of attraction marketing and influence acceleration.
And the second one is intrigue. What can
you do that's really intriguing?
(22:34):
And then you can engage them, and then
you can influence them. It just works really
well. Now there's another example that I actually
didn't understand this until it was shared with
me. But do you wanna talk about the
Justin Timberlake one? Yeah. This was in the
same post by Ariel where she used the
PS line.
Okay? So the PS line is a great
little spot in your post to draw people's
(22:54):
attention. Mhmm. Sometimes that's where people will put
the question or they'll put something they just
they have to include,
like Ariel did. And I don't have the
entire sentence here, but she it was we
were approaching May, so she was talking about
celebrating it's gonna be May and leave ramen
out on your doorstep for Justin Timberlake.
And we're like, what does that mean during
(23:15):
the webinar? And one of our wonderful attendees
told us it was related to his hair.
Yeah. Right? Yeah. Yeah. He had Ramonesque hair.
And now that you know that, if you
ever see Justin Timberlake back then when he
did, it's what is it? It's gotta be
me. It's gotta be me.
It's the name of the song. Anyway, when
he says May instead of me, it's absolutely
(23:36):
fantastic. But there's re there's so many good
so if you are of that generation, which
that would be squarely millennial. Right? Just such
a magnificent
reference for people to lean into and say,
oh, not only that, but she really gets
me, and there's just so much in that
post specifically. I just I absolutely loved
it. Yeah. I agree. And, Matt, I'm actually
(23:56):
gonna jump to a different point because this
really segues into it. Good. Bringing pop culture
in Liz. Just because you're an adviser,
doesn't
mean that you always need to be talking
about finances.
And even when you are talking about finances,
it doesn't mean that the conversation
that you prompt has to be finance based.
(24:16):
Do you feel? And Ariel is a great
example
of that.
And the reason I bring this up and
this point is actually called break the ice.
The reason I bring this up is that
some advisers will say, oh, the only people
commenting on my post
are other advisers
or service providers who work with advisers Good
(24:37):
point. Like us, Matt.
And I hear what they're saying. These are
the financial posts, and they're important posts as
part of a strategy because they're demonstrating
the problem, again, the specific problems you solve
for a specific niche,
but I question how easy they are for
people outside of the financial services industry to
(24:59):
jump into the conversation
or how appealing. Yes. And this is a
very specific example,
but if I were
going through a divorce and a post is
about divorce,
I don't know that I'm going to be
Hey. I did too. I'm going through a
town. I understand. Yeah. In even lighter topics
like budgeting. I don't know that I really
want to identify
(25:20):
myself and and talk about
finances as just a nonadvisor and person of
the world. What do you think? No. I
wholeheartedly and I think that's where a lot
of advisers
really fall flat on their LinkedIn engagement.
But it's that so we've talked about this
before, which is that 4 to 1 rule.
Right? So for every 4 professional
(25:40):
educational posts, there should be something that you
do that's personal.
And we have seen so many of those.
There's an adviser. Her name is Laura Latourette,
and a lot of her stuff is k.
She lives on a farm, and she's got
crops, and she cans, and she cooks, and
she bakes, and that's real organic living and
being of the earth is a huge part
(26:02):
of her brand. But then she's just dropping
little things in, which we refer to as
the sprinkle,
even in those posts that make it so
that her life as a very successful, very
seasoned, incredibly intelligent financial adviser will still bubble
to the top. So I really love that.
I think it's really important. Now you have
some ideas
(26:22):
to to prompt the audience on some really
good posts that they can execute
here in the very near future and in
in years to come. You wanna share some
of those?
I do. I really do. So my first
idea is nostalgia. Who doesn't love
reveling
Yeah. In those happy moments from their childhood,
the restaurants they used to visit, the shows
(26:43):
they used to watch, the toys they had,
things like that. And I was inspired by
a post by one of our clients, Mark
Hansen,
where he talked about how he had, I
think he used the word steal or he
Yes. He made some childhood
Legos that would that was at his grandmother's
house. And he did a multi image post
(27:04):
where he took actually showed us the Legos.
And I think the year on the bottom
of them or the pending trademark, there was
something really cool and really super vintage
about it, and he talked about his experience
with Legos. So I think that would be
such a fun post is think about one
of your favorite
childhood toys.
What did you love about it?
(27:25):
Do you still have it? Do your children
play about it play with it?
And it doesn't need to be this super
profound post. It could be, I love super
or what is what is it like, the
Stretch Armstrong?
Yes. Oh my gosh. That's fantastic.
It could be just that you like that
Stretch Armstrong was very stretchy because that when
you're that is a super
(27:47):
fun thing. So this is meant to be
just a fun
and, again, highly engaging post that encourages other
people to get involved in the conversation.
And just psychologically,
people feel positive about nostalgia.
That association can move on over to you,
so that's a good thing. Matt, do you
have anything to add there about nostalgia? I
(28:07):
just I've seen so many of them, and
they're the ones who really suck me in.
I'm even so not just on LinkedIn, but
on other social media platforms. Some of the
people who I follow most closely
are people who are doing that. In fact,
I met a gentleman and I just totally
spaced out his name, which is terrible.
But he's the hip hop financial adviser,
and his business card has a QR code
(28:29):
on the back that is his current hip
hop playlist.
It's now that's not necessarily nostalgic, even though
it's wildly nostalgic to me because that's what
I grew up on was hip hop. It's
just nostalgia makes a different level of a
connection, and and I think it's really important
to do that. Now you can also do
stuff when it comes to holidays and holiday
traditions. We've actually seen some good stuff there,
(28:50):
haven't we?
Yeah. And I'm just I'm hoping to see
more of it. I always want more of
it Yeah. This year. So
for Halloween,
what did you dress up as when you
were a kid? This could be a single
image post, or you could do the multi
image post and show your 3 to 5
favorite costumes.
That would be so much fun. And then
(29:12):
segueing off that, I think
introduction posts on LinkedIn or sometimes it's a
reintroduction. Once you've all seen this is Yeah.
Once you've, maybe, once you've gained a certain
number of followers or you've reached a milestone,
you reintroduce yourself
your audience. You talk about what you do
professionally, usually your unique value proposition,
(29:32):
and then some sort of, like, random fun
facts about your life.
I think it'd be so fun to turn
these into themes,
and immediately I think of a Halloween theme.
So what was your what was the favorite
thing that you dressed up as? It could
be past or present,
your favorite candy,
Beetlejuice Beetlejuice. I can't say the third one.
(29:53):
I think I did.
It's such a it's such a big thing
right now. Yeah. You could talk about weigh
in on that movie. Did you like the
first one or the second one
better or differently? What do you think? Do
you like the Yeah. I think we one
of the posts that we did a little
while ago was about your favorite Christmas movie,
and it was one of the ones that
we just got unbelievable levels of engagement because
(30:14):
the question was asked because I was talking
about one of one of my favorites is
Christmas Vacation. And, also, I'm a huge fan
of Elf and White Christmas, and so we
talked about some of those. And then the
question at the bottom was, what is your
favorite Christmas movie and Kerblenki.
Right? All of the sudden, it's just like
people were just like Christmas and some of
them were not really super Christmas movies, and
then there was an argument about his Die
(30:34):
Hard at Christmas. It was just absolutely fantastic.
And it just allows people to feel like
they get to know you better because then
when you do have the opportunity and the
gift of meeting these people in person,
you have a real
connection.
Yeah. That reminds me too of when we
posted about your rescue dogs, and then that
made it so easy for people who are
maybe meeting you for the first time to
(30:56):
talk about, oh, I love your dogs. I
have dog people.
Dog people. People too when they get together.
That's such, again, just that icebreaker
into building a relationship.
Yeah. Alright. We're gonna we're gonna need to
wrap up here. There's one other thing that
that you think is a really important component
(31:16):
when it comes to engagement,
and we call this the invisible force. So
do you mind if I take this and
then just wrap up the show?
Okay.
So I love that it's called the invisible
force.
And this is something that we do and
we practice this every single solitary day at
Proudmouth
is it you can't just always
(31:38):
comment on your own stuff
or be reactive
to other people's
comments on your post.
You have to actively go out and comment
and repost or share
from what other people are doing. Now, this
works incredibly well on LinkedIn because it actually
shows LinkedIn that you are engaged in the
(31:59):
platform,
and it actually pays you back because the
more you like and comment other people's posts,
the more your posts are gonna show up
in their feeds. The other thing that you
can do with this which is really important
is tag people
who you also want to see the post,
which is a really nice call way, and
(32:20):
by the way, I'm gonna say something that's
controversial, but I'm gonna stand by this. Don't
tag more than 3 people in any post.
Some of you are tagging, like, 25 people
just to try to get that engagement. Listen.
I just don't respond. Now that's just me
and maybe I'm just a jerk. I don't
know. But it just seems like a grab
instead of, hey,
(32:41):
Jessica. I think you would really like this
post, and by the way, that works incredibly
well on LinkedIn. So there are some invisible
forces from an algorithmic standpoint that work incredibly
well, but let's go ahead and just take
this from the top. Number 1, you have
to post on LinkedIn
regularly,
consistently
with
(33:02):
organic
content that you are writing yourself. You can't
always use other people's content because it doesn't
work. Secondly,
you're not ever gonna get the numbers that
you want. Be happy with what you have.
Engage with the people who do.
Engage with you and be grateful for what
you have. Multiple image posts are the best.
(33:23):
Video seems to be going up, but polls
were it last year. And then last but
not least,
just engage the audience. Ask the question,
comment and like on other people's stuff, and
then share personal things.
Be vulnerable, be yourself, and allow people in.
And if you do that, you're gonna have
much, much better engagement on LinkedIn. And if
(33:44):
you wanna know more about how you could
do this yourself, 1, you can outsource it
to us in our Managed Influence program, or
what you can do is you can join
our PodRocket and Influence Academy because we teach
all sorts of courses on how to increase
your overall engagement. By the way, it isn't
just having a great LinkedIn posting system or
strategy. It's also when you have to have
the right branded language and you have all
of the different components that you need to
(34:05):
have a great social media presence. Alright. So
for Jessica and all of us here at
Proudmouth, this is Matt Hallard, and we'll see
you on the other side of the mic
very soon.
Thanks for listening to the Top Advisor Marketing
Podcast brought to you by Proudmouth.
If you wanna know more about how you
can be your own loud, visit us at
proudmouth.com and sign up for the PodRocket Academy.
(34:26):
Through courses and office hours led by a
professional podcast producers and digital marketers, you will
learn everything you need to know to become
the trusted subject matter expert you were meant
to be.
Welcome to the top advisor marketing podcast brought
to you by ProudMouth.
I'm your host, Matt Halloran.
Being your own loud is not new to
marketing, but the mindset, strategies, and resources to
help you get there are evolving faster than
this industry is keeping up. It is time
to find a new perspective on what works,
why,
(00:21):
and how to move your business forward.
Listen as I interview guests to help you
learn from them how to be your own
Loud. Let's
get to the show.
Hello, and welcome to another Top Advisor Marketing
podcast. I'm your host, Matt Halloran. 6 years
ago, I can't believe it was freaking 6
years ago, I interviewed a brand new marketing
(00:44):
person for our company.
And she has not only stood the test
of time, but she continues to just produce
unbelievably high quality content for us, including this
podcast that you're listening to. Our guest today
is Jessica Brown. Now what we are gonna
talk about today is actually a result of
some other marketing that that Jessica and I
and the team at ProudMouth do because we're
(01:05):
doing webinars every other week.
And one of the ones that got the
most attendance
was how to increase your engagement
on LinkedIn,
and we had just some simple tips and
tricks that worked very well.
And it was so well received and we
had so many questions that we decided that
we needed to turn this into a podcast.
So 6 years later, Jessica, even though I
(01:26):
literally saw you yesterday, welcome back to the
show.
Oh my gosh.
I can't believe I'm here.
Coming out from behind the scenes, thank you
so much for having me. Yeah. Alright.
So all of us wanna have the same
thing happen on LinkedIn.
We wanna increase our impressions. We wanna increase
our likes. We wanna increase our comments. And
what would be even better is if we
(01:47):
could get other people to share. But let's
start with an operational definition. What do we
refer to and how do we define engagement?
And more importantly,
why is it so vital for advisors to
do it?
For sure. According to LinkedIn,
engagement is
the post total number of reactions,
(02:08):
comments, and reposts. Sometimes I call them shares,
so you might hear me say that on
this episode.
But I do wanna say 2 things before
we get too far into this.
This conversation
is not about letting LinkedIn dictate your content
strategy, like, oh, let's just do what LinkedIn
likes.
(02:29):
Advisors really need to have a strategy in
place where they're consistent
consistently
and repetitively
sharing their unique perspectives,
the problems they share for a specific audience,
and sharing who they are as a person.
So that's the first.
And then the next thing, this is not
about chasing after engagement. We've all probably been
(02:51):
guilty of that at some point,
but the truth is
not everything you post
is going to get
high engagement.
It's not going to perform how you hoped
and that really is just part of the
LinkedIn and social media experience. It's really about
continuing to show up with a strategy in
(03:11):
place.
And the truth is, Matt,
some people are just not going to engage
with your posts,
but that doesn't mean they're not reading them,
watching, informing a really favorable
impression of you. We just we don't hear
from everyone. Right?
So getting back to your question though of
(03:33):
why does engagement
matter,
it matters because it does boost our awareness
when people engage with our post, link the
LinkedIn algorithm
shares it with more people. That gives us
more visibility,
gets us in front of new people,
increases social proof. If we see that a
post has several
reactions and comments, we might take it just
(03:55):
a little bit more seriously or be a
little more enticed to it. That's just that
is just human nature.
And comments in particular,
what a great opportunity
to start speaking directly to your audience. So
those are the main benefits.
Yeah. And our whole mission here is to
obviously help advisers stop being the best kept
secret in their area, and we know that
(04:15):
a strong foundation of social proof makes a
humongous difference in just the overall, as you
had said, awareness.
But it's not
Jessica, you know how to talk about this
a lot.
I can write, you can write, Proud Boss
can write the greatest post that we've ever
written in the whole wide world, and, like,
(04:36):
10 people see it. Right? It can get
really discouraging,
but
I think the numbers
are very important to to actually quantify what's
really happening
across the LinkedIn spectrum.
And you, Taweek,
you did some research on the Social Insider
2024 LinkedIn benchmark report. Now, Jessica, before you
(04:58):
dive into this, when we did this in
the webinar, I have to say, and I
wanna just preface this to the audience,
this is super discouraging to me, the dopers
that you're about to share, because
so many of us work so hard to
put out this amazing content
in just really fraction
of the amount of people. We want to
see it. We'll see it. But I wanna
have everybody stay tuned because in the third
(05:20):
part of this episode, we're gonna talk about
proven things that you can do to increase
those. So make sure you stay tuned. Okay,
Jessica. Let's dive into this Social Insider report.
Okay.
So Social Insider, first of all, is a
social media analytics company. So
great resource. And for their methodology,
(05:41):
they their dataset included accounts with an active
presence between January 2022
December 2023.
They only included pages with followers between a
1000 a1000000 because they didn't wanna include any
outliers that would skew average engagement or impressions.
Okay,
and now that we have that out of
(06:01):
the way, I'd like to talk about a
few of their findings.
The finding
number 1,
multi image posts
generate the highest amount of likes and comments
on LinkedIn.
And this was especially the case for pages
with a 100,000
plus followers,
(06:21):
but this comment or this content type was
still holding its own for pages with 0
to 5000 followers, which is probably
where most of our listeners
are at.
So multi image post,
what that is, that's the upload of multiple
photos at once. That's how Social Insider describes
(06:42):
it, displayed similarly to an album. And I
thought maybe this was carousel
posts at first, and I thought, oh, yeah,
for sure. But it's actually no, it's multiple
photos.
And Social Insider says that native documents say
uploading a PDF
and single image posts are also highly engaging.
So don't just throw those away and only
(07:04):
find ways to do multi image. Do them
all. But there was something really special happening
for multiple
photos.
Matt, what's your take on this? I I
so we just got back from future proof,
and I can't tell you how many times
I was clicking on pictures of my friends
who took multiple pictures
in in in all of that. It was
just
(07:24):
it just makes sense. I wanna know more.
I think that's one of the things that
a lot of people really miss with social.
And again, Fash, I just feel like I
say this so much, Jessica.
There's it's social. Even LinkedIn is supposed to
be social,
and the more social you can be, the
more engagement's gonna be. And that's why the
multi image thing or natively uploaded things, which,
(07:45):
by the way, they want you to natively
upload things because then it's on LinkedIn's platform
and then people are gonna click away. But,
yeah, that's yeah. I it did totally make
sense to me, and that's part of our
strategy when we're working on LinkedIn stuff too.
We have done
this often, right, with the multiple images and
just making sure that people are clicking in.
And I absolutely love seeing multiple images from
(08:06):
conferences that I've gone to because I like
seeing other people's experiences. Right? That's the aspect
of social media that is incredibly important. It
has to have a social component to it,
but it's not just posting
1 or 2 images. There are other things
about this that make posts more successful. So
would you mind sharing some of the other
things that are important when it comes to
these sorts of posts?
(08:27):
The major thing that Social Insider pointed out,
and I was surprised,
They said, if you want to
increase your engagement lead time with multiple images,
pair it with a short caption
under 19 words.
Oh, jeez.
Yeah.
That is like nothing. But at the same
(08:48):
time,
this study is looking at some really big
pages. I could see some bigger brands doing,
I don't know, like multiple GIFs and a
short caption. Yep. So maybe that's where I
see this coming in, but I think, hey,
why not? Try it out. Try I'm such
an advocate of experimenting
with lengths of a post,
(09:08):
see what resonates with your audience and see
what people respond to.
It's funny that you mentioned future proof, actually,
because
just when I think about the multiple images,
I was thinking of all these wonderful posts
I've seen of advisors and marketers sharing their
experiences.
And this post type is such a great
opportunity
(09:28):
to show your clients and prospects that you
are out there in the community,
you are educating yourself,
if you're giving some sort of educational talk
and just giving back. So people wanna see
that and know that you're part of a
bigger purpose. Younger generations, I think, especially
love, love that.
And just on a slightly different note, I
(09:50):
saw a really cool example of this multi
image post
by an advisor named Daniel Goodman and he's
actually a member of our academy.
He shared 2 images. Now side by side,
of course. Now one of them was a
family photo,
him and his wife and their 4 children,
including the most adorable baby. Wonderful, the perfect
(10:10):
family photo. And then you probably know where
I'm going with this. On the other side
was the outtakes. You did. And so he
was talking all about the unexpected
aspects of our lives. And I thought, oh
my gosh, the multi image post could be
such a great way
to show people
those outtakes,
what's behind the highlight reel. So really cool.
(10:33):
I and I you actually had shared that
post. We have a chat at our community
internal communication thing, and it's called social media
post where sharing or just people get to
see it. And that was posted in there,
and it was just so wonderful
to see that level of human engagement. Now
one of the other more powerful ways of
human engagement
is video. So we at ProudMouth, about 6,
(10:54):
7 months ago, really implemented full video for
our clients including YouTube shorts. And there's a
reason we did this, Jessica. So why did
ProudMouth lean so heavily into video?
Because it's incredibly shareable.
Is there anything you would add to that,
Matt? No. Oh my god. I so that's
the funny thing. It's so easy to if
I want somebody to get the essence of
(11:14):
Jessica, I'm gonna share a Jessica video because
I get to feel you and hear you
and just sense your
who you are and what you do, your
mannerisms, your speech patterns.
We are so visually stimulated as a just
an evolutionary human being. Right? Our eyes are
just one of the most important things that
we can focus on, and, also, it gets
(11:36):
people's attention because moving things get our attention.
But there's some data behind this. So do
you have any sort of statistics or and
some analogies or stories to tell about the
different people who are doing the stuff with
videos? I can absolutely back up what you're
saying. Social Insider can. Their second finding was
that videos are the most shared content type
(11:56):
on LinkedIn.
They said that video isn't the most engaging
content type, and they put in parenthesis
yet. So I'm like, okay. Are they either
expecting it to be maybe?
And I think by not the most engaging,
they're saying it's not getting the most reactions
and comments, but people are sharing that content
(12:17):
and that means more impressions,
which means more awareness,
so that is a good thing for you,
for our advisors.
Yeah. And just because their study found that
videos aren't the most engaging yet, doesn't mean
that it will that'll be the case for
our listeners. Always experiment and see what's working
for your audience.
(12:38):
I do want to give a shout out
to the amazing
Ben Galloway.
Matt, a while ago, you asked in a
post on LinkedIn,
what was it, you asked, what makes you
engage with the post?
And Ben gave such a great answer that
I wanna highlight here. He said, I want
to engage when the post, number 1, aligns
(13:00):
with my interests or values,
number 2, solves a problem I have,
number
3 surprises me or catches me off guard.
Number 4 provides value to my network and
I want them to see it too.
So that 4th one
provides value to my network.
Something to consider is when you're creating video,
(13:23):
any kind of content, is it shareable?
Am I creating a resource that my niche
will wanna share?
What are you saying, Kmat? So I'm a
little partial to Ben because I literally just
saw him last week for the first time
in person, and I spent some time with
him. And
one of the neatest things that
and he wants to engage with Pulse and
aligns with his values, solves a problem,
(13:44):
surprises me. What one of the things about
Ben and this has been,
it's been a journey for him because him
and I have talked about this before.
But when you meet Ben in person,
that's exactly who you when you're interacting with
him socially, and I can't stress the importance
of that. It's what you're doing if you're
(14:05):
doing images, if you're doing text based, if
you're doing videos or this next one that
we're gonna talk about in just a second.
If you're doing any of those things, they
really have to
be the essence of you. Yeah. And if
when they are the essence of you, then
when you do meet that person in person
like, if you're trying to use LinkedIn for
prospecting, which, by the way, we all are,
and then when somebody meets you,
(14:26):
and they're like, oh my god. You're just
like you are on LinkedIn, which, by the
way, I hear that all the time when
I'm in sales calls. It's because I am.
Right? This is who I am, and I
wanna make sure that comes across. And I
love the last point, and you highlighted it.
I'm just gonna put an exclamation point on
it.
It provides value to my network. So when
you're creating content and you're talking to your
(14:46):
ideal target market,
really keep that in mind. What can I
say
and how can I say it so that
nurse anesthetists
will want to share this with other nurse
anesthetists?
And if you go into it with the
right mindset and the right intention, I think
you're gonna be creating,
I don't know, even better stuff. Yeah.
(15:08):
Absolutely.
Alright. So this last one actually, before we
get off of this, I wanna just quote
something very quickly from the LinkedIn benchmark mark
benchmark
report. But that's harder to say than I
expected. And there was a number that we
had shared in the that was just it
was incredibly discouraging to me, and it's right
at the top of the study. And by
the way, we're gonna have a link to
(15:29):
this study in our show notes so you
all can click on it. But the average
engagement rate by impressions on LinkedIn
is 3.85%.
So you have to do math, everybody. So
you can do all of these hacks, but
understand that the average is under 4%.
So if you have 10,000
(15:50):
people,
only you have a potential
of really 3,800
people really seeing it, but that doesn't mean
that it's actually gonna be seen by them
because you have to do all of these
other things. And when you said that on
the webinar, Jessica, I was incredibly depressed. But
multiple images. Right? Making sure that you're using
video because it seems to be on a
(16:10):
massive uptrend,
But this third one was really surprising to
me and something that we actually probably should
be doing more often here at ProudMouth,
which is polls. So let's talk about polls.
I know. This one's surprising
and inspiring.
The finding, the third one is that polls
generate the highest impression rate on LinkedIn in
(16:30):
2024.
What? Yeah. I know. What?
When we talked about this on the webinar,
I remember one of our attendees was saying
that unless
the poll is useful, she kinda scrolls by
them. Like, yeah. I think I might I
don't know. I think I might be scrolling
by the polls too and not giving them
their
full appreciation.
(16:52):
But so one of the things that it
it stops me is if it's easy.
I think people get that wrong when it
comes to polls. They just try to make
them
just too much. Who was it? Katie Braden,
who's a good friend of ours here at
Proudmouth, had done a poll a little while
ago that was basically
something about video, yes or no. It was
like, have you incorporated video in your marketing
(17:13):
strategy? Yes or no?
Just 2 seconds. Or you took 2 seconds
to read it and 2 seconds to answer
it, but that gave her, like, some data.
Right? And it also meant her engagement was
through the roof on that. So I really
like that. I think it's very interesting to
to look at the polls,
make it super easy to engage with. And
then when somebody does engage, if you have
(17:34):
the opportunity to thank them for the engagement,
that's only gonna increase it more. Now you
have an example of another one of our
clients. Actually, Katie's not a client of ours.
She's a friend of ours, but a client
who did this. So you wanna chat about
that? Christine Lukin.
She does the poll post time and time
again, and I just I love to see
what she's doing.
The post that I'm thinking of,
(17:56):
she was
promoting, like soft promotion
of an upcoming podcast episode.
And she asked her audience,
have you ever been the executor of someone's
estate?
She asked that at the top of the
post, and then that was the actual question
in the poll. And then she went on
to talk about this interview that she'd had
(18:16):
on her podcast that wasn't released yet,
but the title of the podcast was I'm
an Executor, Now What?
And she said
the biggest misconception
that she
that executors experience
is they underestimate
the time and exhaustion that comes with the
role. And then she asked in the post,
what is your do you agree with that?
(18:37):
What is your experience?
Two questions
in that post. Some marketers would say, no,
only ask one question
but, and we'll talk a little bit more
more about questions in this conversation.
Two opportunities
for people to contribute
to the conversation
And she got something like 40 comments of
people talking about their experiences
(19:00):
as an executor.
And those are so many experiences that Christine
can then engage in those conversations,
but also use those stories to help promote
the episode of hear what executors
experience.
So episode promotion there. Content begets more content.
She can take any one of those comments
(19:20):
or multiple comments and turn that into more
social media posts. But I love that she
was teasing the episode. And one of the
other things I love about that example
is if you have been an executor, you're
gonna read it. And if you haven't been
an executor, you're gonna read it because there
really is something in there for everybody because
as we age, most of us are, and
I think that was one of the things
that you talked about. A lot of us
(19:41):
are going to be in an executive state
at some point, so this is something you
really need to listen to. Alright. So as
we close so now we're at the 3rd
section of this. So we basically talked about
the overarching stuff on LinkedIn. We talked about
some of the things that that this the
the the Social Insider report told us works.
Now we're gonna talk about what where the
rubber meets the road.
These are the things that have been proven
(20:03):
over time, not just between
2022 and 2023 Mhmm. But over time that
we know work really well. So let's start
with the first one, and you already highlighted
it there, which has to do with questions.
Yes.
The first yep. My first tip for sparking
more engagement
is ask a question,
not just any question though, ask an easy
(20:25):
question,
please
ask an easy question.
When you are writing a question
for your post,
ask yourself,
could I myself answer this question?
And could I answer it in only a
few words?
People might end up typing more than a
few words, but you wanna keep that barrier
(20:47):
to entry
really low, because people
aren't generally, people aren't
invested
in sitting and typing out a story on
LinkedIn. They don't wanna search their soul for
an answer. It has to be super, super
accessible. Yeah.
And someone who does this really well
is Ariel Lee.
(21:08):
Oh my gosh. Her posts are just so
fun to read for so many reasons. And
one of them, just the unique topics that
she brings, the questions she asked,
the post that I'm thinking about in particular
was about
people's life skill blind spots, Matt.
At the top of the post, she talked
about not being able to whistle
(21:29):
and then not having a good sense of
direction, which I very much relate to. And
then at the end, she asked, so I'm
dying to know what's yours? Did you get
it? Or if you're superhuman and don't have
any, what's the funniest one you've heard of?
And that got 90 comments.
Because if you have a life skill blind
(21:51):
spot Yeah. You know what it is. And
Ariel also another point Ariel disclosed hers,
Makes it a little easier to take that
step and share mine even if it's embarrassing.
There's just and there's such a human
vulnerable
aspect to that. In in what we're finding
more and more
is the more real you are without really
(22:12):
crossing
lines, which we all know what those lines
are, but being real and being vulnerable and
just sharing enough to intrigue people. And Kirk
used to we used to talk about this
a lot, attract, intrigue, engage, and influence
are the major
components of attraction marketing and influence acceleration.
And the second one is intrigue. What can
you do that's really intriguing?
(22:34):
And then you can engage them, and then
you can influence them. It just works really
well. Now there's another example that I actually
didn't understand this until it was shared with
me. But do you wanna talk about the
Justin Timberlake one? Yeah. This was in the
same post by Ariel where she used the
PS line.
Okay? So the PS line is a great
little spot in your post to draw people's
(22:54):
attention. Mhmm. Sometimes that's where people will put
the question or they'll put something they just
they have to include,
like Ariel did. And I don't have the
entire sentence here, but she it was we
were approaching May, so she was talking about
celebrating it's gonna be May and leave ramen
out on your doorstep for Justin Timberlake.
And we're like, what does that mean during
(23:15):
the webinar? And one of our wonderful attendees
told us it was related to his hair.
Yeah. Right? Yeah. Yeah. He had Ramonesque hair.
And now that you know that, if you
ever see Justin Timberlake back then when he
did, it's what is it? It's gotta be
me. It's gotta be me.
It's the name of the song. Anyway, when
he says May instead of me, it's absolutely
(23:36):
fantastic. But there's re there's so many good
so if you are of that generation, which
that would be squarely millennial. Right? Just such
a magnificent
reference for people to lean into and say,
oh, not only that, but she really gets
me, and there's just so much in that
post specifically. I just I absolutely loved
it. Yeah. I agree. And, Matt, I'm actually
(23:56):
gonna jump to a different point because this
really segues into it. Good. Bringing pop culture
in Liz. Just because you're an adviser,
doesn't
mean that you always need to be talking
about finances.
And even when you are talking about finances,
it doesn't mean that the conversation
that you prompt has to be finance based.
(24:16):
Do you feel? And Ariel is a great
example
of that.
And the reason I bring this up and
this point is actually called break the ice.
The reason I bring this up is that
some advisers will say, oh, the only people
commenting on my post
are other advisers
or service providers who work with advisers Good
(24:37):
point. Like us, Matt.
And I hear what they're saying. These are
the financial posts, and they're important posts as
part of a strategy because they're demonstrating
the problem, again, the specific problems you solve
for a specific niche,
but I question how easy they are for
people outside of the financial services industry to
(24:59):
jump into the conversation
or how appealing. Yes. And this is a
very specific example,
but if I were
going through a divorce and a post is
about divorce,
I don't know that I'm going to be
Hey. I did too. I'm going through a
town. I understand. Yeah. In even lighter topics
like budgeting. I don't know that I really
want to identify
(25:20):
myself and and talk about
finances as just a nonadvisor and person of
the world. What do you think? No. I
wholeheartedly and I think that's where a lot
of advisers
really fall flat on their LinkedIn engagement.
But it's that so we've talked about this
before, which is that 4 to 1 rule.
Right? So for every 4 professional
(25:40):
educational posts, there should be something that you
do that's personal.
And we have seen so many of those.
There's an adviser. Her name is Laura Latourette,
and a lot of her stuff is k.
She lives on a farm, and she's got
crops, and she cans, and she cooks, and
she bakes, and that's real organic living and
being of the earth is a huge part
(26:02):
of her brand. But then she's just dropping
little things in, which we refer to as
the sprinkle,
even in those posts that make it so
that her life as a very successful, very
seasoned, incredibly intelligent financial adviser will still bubble
to the top. So I really love that.
I think it's really important. Now you have
some ideas
(26:22):
to to prompt the audience on some really
good posts that they can execute
here in the very near future and in
in years to come. You wanna share some
of those?
I do. I really do. So my first
idea is nostalgia. Who doesn't love
reveling
Yeah. In those happy moments from their childhood,
the restaurants they used to visit, the shows
(26:43):
they used to watch, the toys they had,
things like that. And I was inspired by
a post by one of our clients, Mark
Hansen,
where he talked about how he had, I
think he used the word steal or he
Yes. He made some childhood
Legos that would that was at his grandmother's
house. And he did a multi image post
(27:04):
where he took actually showed us the Legos.
And I think the year on the bottom
of them or the pending trademark, there was
something really cool and really super vintage
about it, and he talked about his experience
with Legos. So I think that would be
such a fun post is think about one
of your favorite
childhood toys.
What did you love about it?
(27:25):
Do you still have it? Do your children
play about it play with it?
And it doesn't need to be this super
profound post. It could be, I love super
or what is what is it like, the
Stretch Armstrong?
Yes. Oh my gosh. That's fantastic.
It could be just that you like that
Stretch Armstrong was very stretchy because that when
you're that is a super
(27:47):
fun thing. So this is meant to be
just a fun
and, again, highly engaging post that encourages other
people to get involved in the conversation.
And just psychologically,
people feel positive about nostalgia.
That association can move on over to you,
so that's a good thing. Matt, do you
have anything to add there about nostalgia? I
(28:07):
just I've seen so many of them, and
they're the ones who really suck me in.
I'm even so not just on LinkedIn, but
on other social media platforms. Some of the
people who I follow most closely
are people who are doing that. In fact,
I met a gentleman and I just totally
spaced out his name, which is terrible.
But he's the hip hop financial adviser,
and his business card has a QR code
(28:29):
on the back that is his current hip
hop playlist.
It's now that's not necessarily nostalgic, even though
it's wildly nostalgic to me because that's what
I grew up on was hip hop. It's
just nostalgia makes a different level of a
connection, and and I think it's really important
to do that. Now you can also do
stuff when it comes to holidays and holiday
traditions. We've actually seen some good stuff there,
(28:50):
haven't we?
Yeah. And I'm just I'm hoping to see
more of it. I always want more of
it Yeah. This year. So
for Halloween,
what did you dress up as when you
were a kid? This could be a single
image post, or you could do the multi
image post and show your 3 to 5
favorite costumes.
That would be so much fun. And then
(29:12):
segueing off that, I think
introduction posts on LinkedIn or sometimes it's a
reintroduction. Once you've all seen this is Yeah.
Once you've, maybe, once you've gained a certain
number of followers or you've reached a milestone,
you reintroduce yourself
your audience. You talk about what you do
professionally, usually your unique value proposition,
(29:32):
and then some sort of, like, random fun
facts about your life.
I think it'd be so fun to turn
these into themes,
and immediately I think of a Halloween theme.
So what was your what was the favorite
thing that you dressed up as? It could
be past or present,
your favorite candy,
Beetlejuice Beetlejuice. I can't say the third one.
(29:53):
I think I did.
It's such a it's such a big thing
right now. Yeah. You could talk about weigh
in on that movie. Did you like the
first one or the second one
better or differently? What do you think? Do
you like the Yeah. I think we one
of the posts that we did a little
while ago was about your favorite Christmas movie,
and it was one of the ones that
we just got unbelievable levels of engagement because
(30:14):
the question was asked because I was talking
about one of one of my favorites is
Christmas Vacation. And, also, I'm a huge fan
of Elf and White Christmas, and so we
talked about some of those. And then the
question at the bottom was, what is your
favorite Christmas movie and Kerblenki.
Right? All of the sudden, it's just like
people were just like Christmas and some of
them were not really super Christmas movies, and
then there was an argument about his Die
(30:34):
Hard at Christmas. It was just absolutely fantastic.
And it just allows people to feel like
they get to know you better because then
when you do have the opportunity and the
gift of meeting these people in person,
you have a real
connection.
Yeah. That reminds me too of when we
posted about your rescue dogs, and then that
made it so easy for people who are
maybe meeting you for the first time to
(30:56):
talk about, oh, I love your dogs. I
have dog people.
Dog people. People too when they get together.
That's such, again, just that icebreaker
into building a relationship.
Yeah. Alright. We're gonna we're gonna need to
wrap up here. There's one other thing that
that you think is a really important component
(31:16):
when it comes to engagement,
and we call this the invisible force. So
do you mind if I take this and
then just wrap up the show?
Okay.
So I love that it's called the invisible
force.
And this is something that we do and
we practice this every single solitary day at
Proudmouth
is it you can't just always
(31:38):
comment on your own stuff
or be reactive
to other people's
comments on your post.
You have to actively go out and comment
and repost or share
from what other people are doing. Now, this
works incredibly well on LinkedIn because it actually
shows LinkedIn that you are engaged in the
(31:59):
platform,
and it actually pays you back because the
more you like and comment other people's posts,
the more your posts are gonna show up
in their feeds. The other thing that you
can do with this which is really important
is tag people
who you also want to see the post,
which is a really nice call way, and
(32:20):
by the way, I'm gonna say something that's
controversial, but I'm gonna stand by this. Don't
tag more than 3 people in any post.
Some of you are tagging, like, 25 people
just to try to get that engagement. Listen.
I just don't respond. Now that's just me
and maybe I'm just a jerk. I don't
know. But it just seems like a grab
instead of, hey,
(32:41):
Jessica. I think you would really like this
post, and by the way, that works incredibly
well on LinkedIn. So there are some invisible
forces from an algorithmic standpoint that work incredibly
well, but let's go ahead and just take
this from the top. Number 1, you have
to post on LinkedIn
regularly,
consistently
with
(33:02):
organic
content that you are writing yourself. You can't
always use other people's content because it doesn't
work. Secondly,
you're not ever gonna get the numbers that
you want. Be happy with what you have.
Engage with the people who do.
Engage with you and be grateful for what
you have. Multiple image posts are the best.
(33:23):
Video seems to be going up, but polls
were it last year. And then last but
not least,
just engage the audience. Ask the question,
comment and like on other people's stuff, and
then share personal things.
Be vulnerable, be yourself, and allow people in.
And if you do that, you're gonna have
much, much better engagement on LinkedIn. And if
(33:44):
you wanna know more about how you could
do this yourself, 1, you can outsource it
to us in our Managed Influence program, or
what you can do is you can join
our PodRocket and Influence Academy because we teach
all sorts of courses on how to increase
your overall engagement. By the way, it isn't
just having a great LinkedIn posting system or
strategy. It's also when you have to have
the right branded language and you have all
of the different components that you need to
(34:05):
have a great social media presence. Alright. So
for Jessica and all of us here at
Proudmouth, this is Matt Hallard, and we'll see
you on the other side of the mic
very soon.
Thanks for listening to the Top Advisor Marketing
Podcast brought to you by Proudmouth.
If you wanna know more about how you
can be your own loud, visit us at
proudmouth.com and sign up for the PodRocket Academy.
(34:26):
Through courses and office hours led by a
professional podcast producers and digital marketers, you will
learn everything you need to know to become
the trusted subject matter expert you were meant
to be.
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