Can your LinkedIn profile serve you in much more powerful ways than just a virtual resume? What if you could turn it into a website or funnel? In this conversation with Danielle Fitzpatrick-Clark, a digital marketing maven and dream client attraction specialist, we unravel the key to transforming LinkedIn profiles into irresistible lead magnets. Danielle shares her disruptive strategies, offering clear, actionable steps on making your profile an engaging experience for your target audience.
Taking the concept of buyer personas, Danielle focuses on how event planners can leverage this tool to their advantage. Enlightening us on the motivations behind different types of buyers, she offers tips on using DISC personality assessments and apps to generate successful leads.
Danielle is an international best-selling author, speaker and CEO of Influence Builder. She works with influencers and mission-based entrepreneurs to help them create impact, influence and powerful platforms and multiple income streams in their business. Her clients reach multiple 7 and 8-figure business income levels, quickly and effectively, avoiding dead ends, massive gaps, and instead building strong foundations and lasting results for both them and those they serve.
Quotes from this episode:
"I don't believe that we should be building a LinkedIn profile as a resume. In fact, I think that's the worst thing that you can do."
"I can pretty much look at a profile and know exactly the personality that I'm looking at."
Danielle's website:
https://influencebuilder.com/
Connect with Danielle:
Email: info@influencebuilder.com
LinkedIn: danielle-fitzpatrick-clark
FB: Influencer Builder
IG: @dfccoaching
Danielle's LinkedIn Sales Accelerator Bootcamp: https://entrepreneurcity.kartra.com/page/gsd1384
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I don't believe that we should be building a LinkedIn
profile as a resume.
In fact, I think that's theworst thing that you can do.
In essence, your LinkedInprofile needs to be highly
optimized and it needs to reallymove people to the next step,
like a website would.
Speaker 2 (00:14):
Welcome to Upon Arrival, a show that uncovers
stories and strategies that makeup all the moving parts of
business events tourism.
With me, Adelaine Ung, you'llhear a bit of that audio wisdom
from my podcast guest again injust a few minutes, because it
was mind-boggling to me when Iheard it, one of those moments
when I felt like slapping myforehead and going but of course
(00:37):
, why didn't I realize thatbefore Now?
It's no secret that LinkedIn isthe preferred social media
platform for the majority ofevent planners and people who
work in business tourism, butmost of us are still figuring
out how it works, especiallysince many people have shifted
some of our time back to what wewere doing before COVID, after
the pandemic and lockdowns ended.
(00:58):
So we kind of need to makeevery inch count when our target
audience happens to visit ourprofile.
My guest is DanielleFitzpatrick-Clark, a dream
client attraction specialist anddigital marketing expert known
for her disruptive strategies onLinkedIn.
She's also an author and theCEO and founder of Influence
(01:18):
Builder and the InfluencerBuilder Club.
Danielle dropped so manystrategies and actionable steps
I decided to create not two butthree parts to our interview, so
you have a bit more time toimplement each tip you find
relevant If you want to up yourgame on LinkedIn and turn your
profile into a lead generatingexperience.
I'd be grabbing a pen andnotebook right now.
(01:41):
Here's part one.
Danielle, welcome to the show.
So happy to have you here.
Thank you, I'm so glad to behere.
Well, I am so pleased to bespeaking with a superstar
digital marketer and InfluenceBuilder with loads of tips and
tricks up her LinkedIn sleeves.
I have about a millionquestions and what you're doing
(02:01):
must be working, because youhave almost 30,000 followers on
the platform and you have a topdigital marketing voice badge
that's awarded by LinkedIn onyour profile, and you're also
known as a digital disruptor,which is that really sexy turn
that all of us are attracted to.
We're not getting too much intothe nuts and bolts just yet.
(02:22):
What is it do you believe youdo with LinkedIn that's
disruptive?
Speaker 1 (02:27):
Yeah Well, I don't sell sleazy on LinkedIn.
How about that?
Speaker 2 (02:36):
We would hope not, and we wouldn't be talking if
you did.
Speaker 1 (02:40):
So I'm just kidding, because I know you're just full
of gold.
Speaker 2 (02:43):
That's why we're here .
Speaker 1 (02:44):
Yeah Well, I mean, there's this idea that there's a
couple of things that make medisruptive.
One of the things is that Idon't believe that we should be
building a LinkedIn profile as aresume.
In fact, I think that's theworst thing that you can do.
You really need to create aresume.
That's a lead generation magnet.
I mean, it's bringing leads inand it moves them to where they
need to go.
So, in essence, your LinkedInprofile needs to be highly
(03:07):
optimized and it needs to reallymove people to the next step,
like a website would.
So profile is your social mediaplatform and the profile is
essentially a website.
So I mean, if that makes medisruptive, I think that just
goes against what a lot ofpeople are telling them and like
oh, build it as a website.
I'm like well, build it as anexperience for your ideal
customer instead.
Speaker 2 (03:27):
Yeah, I can tell you that the event planners who are
listening to this would havejust absolutely loved what you
just said.
Building as an experience yeah,but can you explain what that
actually looks like on aLinkedIn profile?
Speaker 1 (03:37):
Yeah, that's a really good question too.
So there's a lot of ways to dothis, and LinkedIn keeps
changing.
I mean, they've changed a lotof things even here in the last
month.
Luckily, being a disruptor andbeing somebody who has a large
following and considered amicro-influencer on LinkedIn, I
get a lot of stuff beforeeverybody else does and I get to
try a lot of things before, andso one of the things that they
(03:58):
did have, which I'm really upsetthey took away, was that they
used to have a story pop-up.
So your profile photo.
If you click on it and Ibelieve I still have it, but
they're not allowing people todo it now it would pop up and it
would have a video, and so Imean, nothing creates a better
experience in having a video onthe very top of your profile,
like you could for a website.
(04:19):
So unfortunately, we don't havethat piece anymore, but that is
a really great piece to have.
It's personalized because it'syou and you're talking to your
ideal client.
But when we're talking abouthaving an experience, you really
have to step into who is itthat I'm trying to attract over
to my LinkedIn profile and whatdo I want them to see to get
them to continue reading Becauseand this is a recent stat, I
(04:40):
think it's late 2022, into 2023.
But the average length of timethat a prospect or reader will
spend on somebody's profile, ifthey continue on, is actually
seven to eight minutes, which isunheard of for even a website.
But that's the power of havingyour LinkedIn set up so that it
(05:05):
captures their attention andthen moves them to the next
pieces and then they can go onto other pieces.
Like you know, your articles,your post, it can even go into
your experiences.
You can have recommendationsand testimonials so they can
look at all that stuff, and soif they're staying on for seven
to eight minutes, they'redigging in pretty good.
You just have to make sure thatyou have seven to eight minutes
worth of information on yourprofile and you do need to post
(05:29):
and you do want to work withthat too.
So that's why you want tocreate the experience, because
they will continue reading.
If that's the average seven toeight minutes average, then
we've got a platform full ofpeople who like information and
they like information and we'rehuman beings.
So what are human beingslooking for?
They're looking to see how youcan help them.
Speaker 2 (05:51):
Yeah, Does that mean that you need to be putting up
quite a bit of content on yourLinkedIn profile and that means,
I guess, creating newsletters,creating lots of posts?
You know how regularly shouldyou be posting all that sort of
thing?
Speaker 1 (06:07):
Yeah, Well and here's the great news is that you
don't have to.
You don't have to like redo aton.
You can actually pull from someof your other content and bring
it into LinkedIn, becauseLinkedIn is.
They do want to be competitivewith Google, so they're their
own search engine, and soLinkedIn is looking for content.
They want content from you.
They do want original content,but now, with you know all of
(06:28):
the AI, we can actually take ablog article that we've written
and say, hey, can you rewritethis in a different tone of
voice?
And then that's new originalcontent that can go into like an
article.
And then you have an articleand you can pull that back into
your profile, have it be in thefeatured section and then just
think of your featured sectionas a journey of what information
(06:49):
people need, who are prospectsto learn about you and what you
can do for them.
So our blogs are great for ourwebsites.
We can take that informationand put it into articles and
then create a journey of that.
Sometimes it can be even betterto pull from blogs because I
don't know about you, butwhenever I've written blogs,
I've just like oh, I have anidea and I'm going to write it
and sometimes there's no rhymeor reason as to why.
(07:11):
Yeah, so I can actually pickand choose, like, OK, so I wrote
that one in November and thatone of December of last year and
those actually go together andthen I can create this and you
can recreate all that onLinkedIn and make it original
content by just sending itthrough some of these amazing
applications that we have nowwith AI.
So that's the feature.
Part is in that top third ofyour LinkedIn profile.
(07:32):
So it's just.
It's just another way to createthe experience, right?
Speaker 2 (07:35):
Yeah, I'm just wondering how you worked all
this out.
I mean, you must have been inthe trenches right from the
beginning.
Speaker 1 (07:41):
Yeah Well, we got really in the trenches in 2020.
I was already building up myLinkedIn.
Speaker 2 (07:45):
COVID year.
Speaker 1 (07:46):
Yeah, covid year, so 2020, we went.
We went all in on LinkedIn in2020, meaning that we knew the
platform really well, but weknew that the platform was going
to have to change because therewere so many people working
from home and all the platformswere changing event right.
I mean.
That changed a lot for any ofyour listeners at our event
plans.
I used to run events so so thatwas a big reason why I had
(08:08):
LinkedIn and I loved usingLinkedIn because I ran events in
different cities so I could getvery specific on who my ideal
client was and where they werelocated, and that's what I used
a lot of LinkedIn for at thebeginning, and just we just grew
from there.
2020 hit, you know, peopleweren't able to run the
in-person events anymore, sothey started to move to the
(08:30):
online portion, which I actuallylove because I've been running
online events since 2008 summitsand all that.
So that was actually the thingthat I was doing first and
foremost.
And so Eventbrite had to changeand so they brought everything
into online events.
So people had to shift andpivot very quickly, and LinkedIn
had LinkedIn events, and sothat's where we spent a lot of
(08:54):
our time on LinkedIn in 2020.
And then we were teachingpeople how to create their
profile so that it wasattracting in people, their
ideal clients, and then movingthose ideal clients into their
sales pipelines online, and itwas just a lot of testing and
tweaking, but we had a reallygood baseline anyway, because
(09:15):
that's what we do.
We do digital marketing.
We did events too.
We did them online and inperson, so it wasn't too much of
a jump for me to go full onlineand then to move people into a
sales pipeline for onlineproducts that we already had and
services that we already had.
It was very difficult for otherpeople who all of their sales
were coming from networking,referral partners or even in
(09:38):
person speaking or events, andso that was definitely the
people that were coming in andwanting to work with us, and so
we were just testing andtweaking all these different
scenarios.
When it came to the profile andthings always change.
But here's the other thing isthat, well, the profile acts
like a website, and I even haveclients that are influencers on
(10:01):
LinkedIn and they say the samething.
They all say the same thing.
Nobody even goes to my website,they just go to my LinkedIn
profile and they get everythingthey need there.
I mean, that's the feedbackthey got and that's the feedback
they've given to us too.
And then, of course, we got toprove it.
So we test and tweak and we seeokay, is this actually true, is
(10:22):
this actually what's happening?
Are people going to the website?
And so we came up with anothersystem called buying personas,
so we're able to take people'sideal clients and then put them
into quadrants of like what kindof a buyer are they and what
kind of a buyer are they online?
So people will buy differentlyin stores versus how they buy
online.
So we really have to startfocusing on what is their buying
(10:43):
persona online, and is thatdifferent than how they buy in
stores or in person?
And so that was a big piece,too, that we brought in to
LinkedIn, and how to createthese profiles and the messaging
to use and how to take themthrough an experience, because
how they buy is actually howthey'll move through your
profile.
Speaker 2 (11:03):
Well, I'm actually curious now what did you find in
terms of how people are buyingonline and how that differs from
how they might buy in ashopping center or elsewhere?
Speaker 1 (11:13):
Yeah, so you have buyers that you know, like
window shoppers.
They're a really good example.
They're like oh, I see it, Ilike it, I'm going to go get it
and it's a product, it'ssomething that they can see,
they can feel and it's thatinstant gratification.
I can actually touch this.
This is something I just bought.
This is mine.
I'm going to use thisimmediately.
Well, there are people onlinewho will buy, and they will buy
(11:36):
because they want that instantgratification.
Now, they don't actually have aproduct in hand.
They're buying a digitalproduct.
So they will buy that for adifferent reason than I'm going
to have something in my hands,something tangible in my hands.
It may be that I'm going tohave something in my hands,
tangible, that I can use for mybusiness, or the other piece is
(11:57):
that I'm going to have somethingthat's digital in my hands and
I bought it because I reallylike the person that was selling
it.
I like what they're about and Ifeel like they understand
exactly what I need.
So this is going to be theproduct that works for me.
So it's that relatability piece.
So there's a big differencebecause we're buying more
in-hand products in a storeversus digital products online,
(12:20):
so it's really for a differentpurpose, but still, instant
gratification is one of those aswell.
People like that instant ohinstant download or instant
access to a course or amembership, so that piece stays
the same, whereas why we buy itand how we and what we use to
buy it.
We're still emotional buyers,right, but there's different
things that will triggerdifferent emotions and based on
(12:42):
those emotions is really justhow that person, how they view,
how they view where they're atand where they want to go.
Speaker 2 (12:48):
So would it work just as well if what you're selling
is, or what you're hoping to get, are conversations with your
ideal client, because what youroffer is is to actually plan out
and execute a whole event, andthese are big deals.
These are not, I guess, the $20workbooks that you might get to
(13:10):
move a certain needle for you.
So how would you go about doingit in that space if what you
really want is the big timesales conversations?
Speaker 1 (13:19):
So let me just get a little more information so I can
give you a really good answer.
Are you talking about big timehigh ticket programs?
Are you talking about sales forevents?
Speaker 2 (13:28):
Well, I'm talking about, for example, if you are
an event planner or if you are adestination bureau and what you
want is to be able to have aconversation with somebody who
is planning an event and youwould love for them to either
employ you to have that event inyour destination or to hire you
(13:48):
as an event planner to executethat event on location, because
perhaps that client is overseas.
Speaker 1 (13:54):
Right, okay, so this is where it gets really fun.
So this is how I would break itdown, for this is how I would
break it down.
So there's two differentscenarios here.
So we want to attract inclients that need an event
planner.
So that's a little bitdifferent than we want to
attract in buyers who want tohave their event here in this
(14:15):
area or in this area in theworld that we're at.
So we've got two differentbuying personas.
So for somebody who wants anevent planner to run their event
, let's just think about who thehost is and what they want to
do.
So the first thing that I canthink of for an ideal client and
they may have several differenttypes of ideal clients that
they like to work with issomebody who's like you know
(14:36):
what.
I have run so many events andevery time I run my own event
and I do all the things myselfand I actually don't show up in
the stage the best that I can.
I don't end up selling as manyprograms into my things as I
want to.
I just want somebody to do itfor me.
I really need that and I needit now.
So the reason why they'rebuying is so that they can
(14:58):
remain competitive in theirindustry and actually show up on
their own stage.
So that would be.
There'd be two types of buyingpersonas that I would be looking
for a spontaneous buyingpersona and a competitive edge.
Now, the spontaneous onethey're all about impact and so
they're trying to create animpact from the event that they
are, that they're hosting andthey're producing, and so if
(15:20):
they're trying to create animpact, they really need to
focus on how am I creating thatimpact?
I need somebody else to do theplanning.
So they're the opposite of theplanners and so that buying
persona works really well as aspontaneous, because the other
end of the buying personas ismore of the planner than
methodical buying persona.
So it really works to theiradvantage and that's why I say
(15:44):
spontaneous buying.
So if you look at like so disk,so disk, personality
assessments right, and a lot ofpeople like cringe when I say
disk or they love disk.
We're just using it in terms ofgeneralize.
Let's just generalize.
The type of person that needs aplanner is usually an eye
personality and influencerpersonality, because they're all
about impact and they're theopposite of the analytical
(16:05):
planners.
They conscientious to seepersonalities but see person,
and I'm not saying that allevent planners are see person
now is, but if they're planningthings and they've got
checklists and stuff there,either that they're on that
hemisphere either a D or a C,and so it's a really great match
for somebody who's an eyeperson.
Now, not all I personalitiesare spontaneous buying personas,
(16:25):
but a lot of them are, and sothe great thing about that type
of buying persona, as it relatesto that personality, is that
they buy really fast, so they'reone of the best buyers, because
the thing is that they're goingto have to like what you say
and how you make it about howyou make it about them and their
audience.
So if, if I was a planner and Iwas looking for a specific
(16:50):
personality on LinkedIn, thenthere's there's one tool that I
love to use, which is Crystalknows.
So crystal knowscom, right, andso that's a great LinkedIn tool
where you can actually downloadthat log into your LinkedIn and
it will tell you the diskpersonality of that person based
on their profile and the wordsthat they're using.
(17:10):
So you know, it's not 100% thatbecause they're an eye
personality, they're going tohave a spontaneous buying
persona, but the chances arepretty good and so Wow, yeah,
and so that's what I, that's thefirst thing I would do.
I have seen that app.
Yeah, it's a great app.
It's a great app.
It's not cheap but it it'sdefinitely worth it If that's if
(17:33):
you really want to narrow in onthat ideal client with LinkedIn
.
Sometimes it's hard to tell thepersonalities if you're not used
to looking for certain words orif you're not used to looking
for certain things.
So another, another deadgiveaway just from my experience
as somebody who's either an eyepersonality or a D personality
(17:54):
is emojis in the titles.
So it's usually a dead giveaway.
Or or they have a profile fullof emojis and that stuff you can
tell like OK, so if they're notcompletely an eye personality,
chances are they got itsomewhere, because you're not
(18:15):
going to see a lot of planners,a lot of conscientious
personalities.
They're going to use theirperiods is what they're going to
use and they're going to usetheir bullet points and they're
going to use their check, that'sthey're going to create a
profile based on how they thinkand how they speak.
Nine times a to 10 they are.
So Wow, they're not going tohave emojis.
They're just not.
(18:35):
Unless somebody said no, youhave to do this Now.
It's not going to be right anyother way.
So, yeah, and if you reallyneed that extra feedback, then
Crystal knows is a great way in.
What they'll do is that they'llassess the whole profile,
they'll assess how they'rewriting, and then they will base
all of that information andwithin seconds, oh, it's
definitely this type ofpersonality.
(18:56):
So, yeah, those are the toolsthat I would look at for the
profiles, especially if you'relooking to connect with people
based on personality and notjust title, and so that's where
it can really be a hugedifferentiator.
On LinkedIn.
Speaker 2 (19:09):
That is a whole other level and you found it to be
90% accurate.
Speaker 1 (19:13):
For my experience, nine times out of 10, it has
been that for me.
And here's the other thing likeCrystal knows does better when
you leave the feedback, and sowhat they'll have at least I
think they still have this onthe app.
I actually don't need to usethe app anymore because I just I
can pretty much look at aprofile, know exactly the
personality that I'm looking at,I can look at the headline, I
(19:33):
can look at the photo and thenI'm like, yep, I know who you
are, I know exactly what I needto say to you right now.
And that's just because I'vebeen.
I'm so practiced, right.
But I believe that Crystal knowshas like a feedback on the
bottom and they'll ask is thisaccurate or, you know, is this
an accurate profile description?
And so they have that so thatpeople can say yes or no, or
(19:55):
it's an eight, and then they canmake improvements with their AI
and their algorithm so they geteven better and better.
So they've been working on thatfeedback loop for quite some
time.
I think that's been there sincethe beginning.
So they're pretty good.
Nine out of 10 is what I waslooking at and, like I said, I
can pretty much go in and tellfrom somebody's profile based on
all the the experiences and allthe work I've done.
(20:15):
But it's been 90% for me, so Ifeel like hiding right now.
Speaker 2 (20:21):
I feel a little bit exposed.
Crystal knows me.
I don't know what it knowsabout me.
Speaker 1 (20:31):
It knows your personality, okay, so it knows
your personality type and italso it also will tell you the
best way to approach thispersonality.
So it'll, it'll use your personand how to approach, how to get
, how to pitch this personalityor how to get this personality
jump on a phone call with you.
It actually gives you kind ofthose instructions.
So with the C personalitythey're like do not, do not add
(20:55):
again, that's conscientious eyesfor input, okay, yeah, and so
they're, you're very analytical,they like numbers or methodical
, and they're engineers.
So I actually come from afamily of engineers.
I am not the engineer, becauseI'm the opposite, I'm the
communicator, so I'm the eyepersonality amongst a whole
bunch of engineers.
So I know how to talk to thembecause of those experiences.
(21:17):
Growing up, my brother andsister are engineers.
My husband's an engineer.
He's engineer turned aconsultant, so he plays in both.
So we get along really well fora lot of different reasons.
And here's how they approachsales.
They, if they're interested,they're.
They want more information isgood.
(21:37):
They want more information, butthey don't want fluffy
information, they want, theywant statistics.
They want to know, like ROI,they want to know your
testimonials.
They want to know if you'veworked with anybody in their
industry before, what kind ofresults you got that person.
So they are really very muchmethodical with their buying and
(21:58):
with their approach.
So if you're to approach themin a direct message, you got to
know what you're talking aboutand you have to have things
besides what you're saying.
They're not going to take yourword for it.
They want proof, and so that'swhere social proof is really
important.
If you work with a lot ofconscientious people and who are
(22:19):
methodical with their buyingpersona because they're, they're
not just going to jump on aphone call with anybody.
So that's kind of how you wouldapproach them.
Speaker 2 (22:27):
That's so interesting .
You promised insane LinkedIntips and I feel like I'm getting
whacked in the face with them,so that is brilliant.
You've been listening to partone of my interview with
Danielle Fitzpatrick-Clock.
Speaker 1 (22:38):
In part two next week and storytelling is actually
doing really well and I know whybecause we have so much AI
going right now.
Speaker 2 (22:46):
Danielle will share how LinkedIn's algorithm works,
how those hashtags work and howyou can show up authentically,
in other words, not appearsalesy, whether that was your
intention or not.
Hope you'll join me then.
Don't forget if you found valuein today's show, please click
the follow button to be notifiedwhen the next episode drops.
I'll catch you next week forpart two to uncover more stories
(23:09):
and strategies for a successfulfuture.
Till then, cheers.
I don't believe that we should be building a LinkedIn
profile as a resume.
In fact, I think that's theworst thing that you can do.
In essence, your LinkedInprofile needs to be highly
optimized and it needs to reallymove people to the next step,
like a website would.
Speaker 2 (00:14):
Welcome to Upon Arrival, a show that uncovers
stories and strategies that makeup all the moving parts of
business events tourism.
With me, Adelaine Ung, you'llhear a bit of that audio wisdom
from my podcast guest again injust a few minutes, because it
was mind-boggling to me when Iheard it, one of those moments
when I felt like slapping myforehead and going but of course
(00:37):
, why didn't I realize thatbefore Now?
It's no secret that LinkedIn isthe preferred social media
platform for the majority ofevent planners and people who
work in business tourism, butmost of us are still figuring
out how it works, especiallysince many people have shifted
some of our time back to what wewere doing before COVID, after
the pandemic and lockdowns ended.
(00:58):
So we kind of need to makeevery inch count when our target
audience happens to visit ourprofile.
My guest is DanielleFitzpatrick-Clark, a dream
client attraction specialist anddigital marketing expert known
for her disruptive strategies onLinkedIn.
She's also an author and theCEO and founder of Influence
(01:18):
Builder and the InfluencerBuilder Club.
Danielle dropped so manystrategies and actionable steps
I decided to create not two butthree parts to our interview, so
you have a bit more time toimplement each tip you find
relevant If you want to up yourgame on LinkedIn and turn your
profile into a lead generatingexperience.
I'd be grabbing a pen andnotebook right now.
(01:41):
Here's part one.
Danielle, welcome to the show.
So happy to have you here.
Thank you, I'm so glad to behere.
Well, I am so pleased to bespeaking with a superstar
digital marketer and InfluenceBuilder with loads of tips and
tricks up her LinkedIn sleeves.
I have about a millionquestions and what you're doing
(02:01):
must be working, because youhave almost 30,000 followers on
the platform and you have a topdigital marketing voice badge
that's awarded by LinkedIn onyour profile, and you're also
known as a digital disruptor,which is that really sexy turn
that all of us are attracted to.
We're not getting too much intothe nuts and bolts just yet.
(02:22):
What is it do you believe youdo with LinkedIn that's
disruptive?
Speaker 1 (02:27):
Yeah Well, I don't sell sleazy on LinkedIn.
How about that?
Speaker 2 (02:36):
We would hope not, and we wouldn't be talking if
you did.
Speaker 1 (02:40):
So I'm just kidding, because I know you're just full
of gold.
Speaker 2 (02:43):
That's why we're here .
Speaker 1 (02:44):
Yeah Well, I mean, there's this idea that there's a
couple of things that make medisruptive.
One of the things is that Idon't believe that we should be
building a LinkedIn profile as aresume.
In fact, I think that's theworst thing that you can do.
You really need to create aresume.
That's a lead generation magnet.
I mean, it's bringing leads inand it moves them to where they
need to go.
So, in essence, your LinkedInprofile needs to be highly
(03:07):
optimized and it needs to reallymove people to the next step,
like a website would.
So profile is your social mediaplatform and the profile is
essentially a website.
So I mean, if that makes medisruptive, I think that just
goes against what a lot ofpeople are telling them and like
oh, build it as a website.
I'm like well, build it as anexperience for your ideal
customer instead.
Speaker 2 (03:27):
Yeah, I can tell you that the event planners who are
listening to this would havejust absolutely loved what you
just said.
Building as an experience yeah,but can you explain what that
actually looks like on aLinkedIn profile?
Speaker 1 (03:37):
Yeah, that's a really good question too.
So there's a lot of ways to dothis, and LinkedIn keeps
changing.
I mean, they've changed a lotof things even here in the last
month.
Luckily, being a disruptor andbeing somebody who has a large
following and considered amicro-influencer on LinkedIn, I
get a lot of stuff beforeeverybody else does and I get to
try a lot of things before, andso one of the things that they
(03:58):
did have, which I'm really upsetthey took away, was that they
used to have a story pop-up.
So your profile photo.
If you click on it and Ibelieve I still have it, but
they're not allowing people todo it now it would pop up and it
would have a video, and so Imean, nothing creates a better
experience in having a video onthe very top of your profile,
like you could for a website.
(04:19):
So unfortunately, we don't havethat piece anymore, but that is
a really great piece to have.
It's personalized because it'syou and you're talking to your
ideal client.
But when we're talking abouthaving an experience, you really
have to step into who is itthat I'm trying to attract over
to my LinkedIn profile and whatdo I want them to see to get
them to continue reading Becauseand this is a recent stat, I
(04:40):
think it's late 2022, into 2023.
But the average length of timethat a prospect or reader will
spend on somebody's profile, ifthey continue on, is actually
seven to eight minutes, which isunheard of for even a website.
But that's the power of havingyour LinkedIn set up so that it
(05:05):
captures their attention andthen moves them to the next
pieces and then they can go onto other pieces.
Like you know, your articles,your post, it can even go into
your experiences.
You can have recommendationsand testimonials so they can
look at all that stuff, and soif they're staying on for seven
to eight minutes, they'redigging in pretty good.
You just have to make sure thatyou have seven to eight minutes
worth of information on yourprofile and you do need to post
(05:29):
and you do want to work withthat too.
So that's why you want tocreate the experience, because
they will continue reading.
If that's the average seven toeight minutes average, then
we've got a platform full ofpeople who like information and
they like information and we'rehuman beings.
So what are human beingslooking for?
They're looking to see how youcan help them.
Speaker 2 (05:51):
Yeah, Does that mean that you need to be putting up
quite a bit of content on yourLinkedIn profile and that means,
I guess, creating newsletters,creating lots of posts?
You know how regularly shouldyou be posting all that sort of
thing?
Speaker 1 (06:07):
Yeah, Well and here's the great news is that you
don't have to.
You don't have to like redo aton.
You can actually pull from someof your other content and bring
it into LinkedIn, becauseLinkedIn is.
They do want to be competitivewith Google, so they're their
own search engine, and soLinkedIn is looking for content.
They want content from you.
They do want original content,but now, with you know all of
(06:28):
the AI, we can actually take ablog article that we've written
and say, hey, can you rewritethis in a different tone of
voice?
And then that's new originalcontent that can go into like an
article.
And then you have an articleand you can pull that back into
your profile, have it be in thefeatured section and then just
think of your featured sectionas a journey of what information
(06:49):
people need, who are prospectsto learn about you and what you
can do for them.
So our blogs are great for ourwebsites.
We can take that informationand put it into articles and
then create a journey of that.
Sometimes it can be even betterto pull from blogs because I
don't know about you, butwhenever I've written blogs,
I've just like oh, I have anidea and I'm going to write it
and sometimes there's no rhymeor reason as to why.
(07:11):
Yeah, so I can actually pickand choose, like, OK, so I wrote
that one in November and thatone of December of last year and
those actually go together andthen I can create this and you
can recreate all that onLinkedIn and make it original
content by just sending itthrough some of these amazing
applications that we have nowwith AI.
So that's the feature.
Part is in that top third ofyour LinkedIn profile.
(07:32):
So it's just.
It's just another way to createthe experience, right?
Speaker 2 (07:35):
Yeah, I'm just wondering how you worked all
this out.
I mean, you must have been inthe trenches right from the
beginning.
Speaker 1 (07:41):
Yeah Well, we got really in the trenches in 2020.
I was already building up myLinkedIn.
Speaker 2 (07:45):
COVID year.
Speaker 1 (07:46):
Yeah, covid year, so 2020, we went.
We went all in on LinkedIn in2020, meaning that we knew the
platform really well, but weknew that the platform was going
to have to change because therewere so many people working
from home and all the platformswere changing event right.
I mean.
That changed a lot for any ofyour listeners at our event
plans.
I used to run events so so thatwas a big reason why I had
(08:08):
LinkedIn and I loved usingLinkedIn because I ran events in
different cities so I could getvery specific on who my ideal
client was and where they werelocated, and that's what I used
a lot of LinkedIn for at thebeginning, and just we just grew
from there.
2020 hit, you know, peopleweren't able to run the
in-person events anymore, sothey started to move to the
(08:30):
online portion, which I actuallylove because I've been running
online events since 2008 summitsand all that.
So that was actually the thingthat I was doing first and
foremost.
And so Eventbrite had to changeand so they brought everything
into online events.
So people had to shift andpivot very quickly, and LinkedIn
had LinkedIn events, and sothat's where we spent a lot of
(08:54):
our time on LinkedIn in 2020.
And then we were teachingpeople how to create their
profile so that it wasattracting in people, their
ideal clients, and then movingthose ideal clients into their
sales pipelines online, and itwas just a lot of testing and
tweaking, but we had a reallygood baseline anyway, because
(09:15):
that's what we do.
We do digital marketing.
We did events too.
We did them online and inperson, so it wasn't too much of
a jump for me to go full onlineand then to move people into a
sales pipeline for onlineproducts that we already had and
services that we already had.
It was very difficult for otherpeople who all of their sales
were coming from networking,referral partners or even in
(09:38):
person speaking or events, andso that was definitely the
people that were coming in andwanting to work with us, and so
we were just testing andtweaking all these different
scenarios.
When it came to the profile andthings always change.
But here's the other thing isthat, well, the profile acts
like a website, and I even haveclients that are influencers on
(10:01):
LinkedIn and they say the samething.
They all say the same thing.
Nobody even goes to my website,they just go to my LinkedIn
profile and they get everythingthey need there.
I mean, that's the feedbackthey got and that's the feedback
they've given to us too.
And then, of course, we got toprove it.
So we test and tweak and we seeokay, is this actually true, is
(10:22):
this actually what's happening?
Are people going to the website?
And so we came up with anothersystem called buying personas,
so we're able to take people'sideal clients and then put them
into quadrants of like what kindof a buyer are they and what
kind of a buyer are they online?
So people will buy differentlyin stores versus how they buy
online.
So we really have to startfocusing on what is their buying
(10:43):
persona online, and is thatdifferent than how they buy in
stores or in person?
And so that was a big piece,too, that we brought in to
LinkedIn, and how to createthese profiles and the messaging
to use and how to take themthrough an experience, because
how they buy is actually howthey'll move through your
profile.
Speaker 2 (11:03):
Well, I'm actually curious now what did you find in
terms of how people are buyingonline and how that differs from
how they might buy in ashopping center or elsewhere?
Speaker 1 (11:13):
Yeah, so you have buyers that you know, like
window shoppers.
They're a really good example.
They're like oh, I see it, Ilike it, I'm going to go get it
and it's a product, it'ssomething that they can see,
they can feel and it's thatinstant gratification.
I can actually touch this.
This is something I just bought.
This is mine.
I'm going to use thisimmediately.
Well, there are people onlinewho will buy, and they will buy
(11:36):
because they want that instantgratification.
Now, they don't actually have aproduct in hand.
They're buying a digitalproduct.
So they will buy that for adifferent reason than I'm going
to have something in my hands,something tangible in my hands.
It may be that I'm going tohave something in my hands,
tangible, that I can use for mybusiness, or the other piece is
(11:57):
that I'm going to have somethingthat's digital in my hands and
I bought it because I reallylike the person that was selling
it.
I like what they're about and Ifeel like they understand
exactly what I need.
So this is going to be theproduct that works for me.
So it's that relatability piece.
So there's a big differencebecause we're buying more
in-hand products in a storeversus digital products online,
(12:20):
so it's really for a differentpurpose, but still, instant
gratification is one of those aswell.
People like that instant ohinstant download or instant
access to a course or amembership, so that piece stays
the same, whereas why we buy itand how we and what we use to
buy it.
We're still emotional buyers,right, but there's different
things that will triggerdifferent emotions and based on
(12:42):
those emotions is really justhow that person, how they view,
how they view where they're atand where they want to go.
Speaker 2 (12:48):
So would it work just as well if what you're selling
is, or what you're hoping to get, are conversations with your
ideal client, because what youroffer is is to actually plan out
and execute a whole event, andthese are big deals.
These are not, I guess, the $20workbooks that you might get to
(13:10):
move a certain needle for you.
So how would you go about doingit in that space if what you
really want is the big timesales conversations?
Speaker 1 (13:19):
So let me just get a little more information so I can
give you a really good answer.
Are you talking about big timehigh ticket programs?
Are you talking about sales forevents?
Speaker 2 (13:28):
Well, I'm talking about, for example, if you are
an event planner or if you are adestination bureau and what you
want is to be able to have aconversation with somebody who
is planning an event and youwould love for them to either
employ you to have that event inyour destination or to hire you
(13:48):
as an event planner to executethat event on location, because
perhaps that client is overseas.
Speaker 1 (13:54):
Right, okay, so this is where it gets really fun.
So this is how I would break itdown, for this is how I would
break it down.
So there's two differentscenarios here.
So we want to attract inclients that need an event
planner.
So that's a little bitdifferent than we want to
attract in buyers who want tohave their event here in this
(14:15):
area or in this area in theworld that we're at.
So we've got two differentbuying personas.
So for somebody who wants anevent planner to run their event
, let's just think about who thehost is and what they want to
do.
So the first thing that I canthink of for an ideal client and
they may have several differenttypes of ideal clients that
they like to work with issomebody who's like you know
(14:36):
what.
I have run so many events andevery time I run my own event
and I do all the things myselfand I actually don't show up in
the stage the best that I can.
I don't end up selling as manyprograms into my things as I
want to.
I just want somebody to do itfor me.
I really need that and I needit now.
So the reason why they'rebuying is so that they can
(14:58):
remain competitive in theirindustry and actually show up on
their own stage.
So that would be.
There'd be two types of buyingpersonas that I would be looking
for a spontaneous buyingpersona and a competitive edge.
Now, the spontaneous onethey're all about impact and so
they're trying to create animpact from the event that they
are, that they're hosting andthey're producing, and so if
(15:20):
they're trying to create animpact, they really need to
focus on how am I creating thatimpact?
I need somebody else to do theplanning.
So they're the opposite of theplanners and so that buying
persona works really well as aspontaneous, because the other
end of the buying personas ismore of the planner than
methodical buying persona.
So it really works to theiradvantage and that's why I say
(15:44):
spontaneous buying.
So if you look at like so disk,so disk, personality
assessments right, and a lot ofpeople like cringe when I say
disk or they love disk.
We're just using it in terms ofgeneralize.
Let's just generalize.
The type of person that needs aplanner is usually an eye
personality and influencerpersonality, because they're all
about impact and they're theopposite of the analytical
(16:05):
planners.
They conscientious to seepersonalities but see person,
and I'm not saying that allevent planners are see person
now is, but if they're planningthings and they've got
checklists and stuff there,either that they're on that
hemisphere either a D or a C,and so it's a really great match
for somebody who's an eyeperson.
Now, not all I personalitiesare spontaneous buying personas,
(16:25):
but a lot of them are, and sothe great thing about that type
of buying persona, as it relatesto that personality, is that
they buy really fast, so they'reone of the best buyers, because
the thing is that they're goingto have to like what you say
and how you make it about howyou make it about them and their
audience.
So if, if I was a planner and Iwas looking for a specific
(16:50):
personality on LinkedIn, thenthere's there's one tool that I
love to use, which is Crystalknows.
So crystal knowscom, right, andso that's a great LinkedIn tool
where you can actually downloadthat log into your LinkedIn and
it will tell you the diskpersonality of that person based
on their profile and the wordsthat they're using.
(17:10):
So you know, it's not 100% thatbecause they're an eye
personality, they're going tohave a spontaneous buying
persona, but the chances arepretty good and so Wow, yeah,
and so that's what I, that's thefirst thing I would do.
I have seen that app.
Yeah, it's a great app.
It's a great app.
It's not cheap but it it'sdefinitely worth it If that's if
(17:33):
you really want to narrow in onthat ideal client with LinkedIn
.
Sometimes it's hard to tell thepersonalities if you're not used
to looking for certain words orif you're not used to looking
for certain things.
So another, another deadgiveaway just from my experience
as somebody who's either an eyepersonality or a D personality
(17:54):
is emojis in the titles.
So it's usually a dead giveaway.
Or or they have a profile fullof emojis and that stuff you can
tell like OK, so if they're notcompletely an eye personality,
chances are they got itsomewhere, because you're not
(18:15):
going to see a lot of planners,a lot of conscientious
personalities.
They're going to use theirperiods is what they're going to
use and they're going to usetheir bullet points and they're
going to use their check, that'sthey're going to create a
profile based on how they thinkand how they speak.
Nine times a to 10 they are.
So Wow, they're not going tohave emojis.
They're just not.
(18:35):
Unless somebody said no, youhave to do this Now.
It's not going to be right anyother way.
So, yeah, and if you reallyneed that extra feedback, then
Crystal knows is a great way in.
What they'll do is that they'llassess the whole profile,
they'll assess how they'rewriting, and then they will base
all of that information andwithin seconds, oh, it's
definitely this type ofpersonality.
(18:56):
So, yeah, those are the toolsthat I would look at for the
profiles, especially if you'relooking to connect with people
based on personality and notjust title, and so that's where
it can really be a hugedifferentiator.
On LinkedIn.
Speaker 2 (19:09):
That is a whole other level and you found it to be
90% accurate.
Speaker 1 (19:13):
For my experience, nine times out of 10, it has
been that for me.
And here's the other thing likeCrystal knows does better when
you leave the feedback, and sowhat they'll have at least I
think they still have this onthe app.
I actually don't need to usethe app anymore because I just I
can pretty much look at aprofile, know exactly the
personality that I'm looking at,I can look at the headline, I
(19:33):
can look at the photo and thenI'm like, yep, I know who you
are, I know exactly what I needto say to you right now.
And that's just because I'vebeen.
I'm so practiced, right.
But I believe that Crystal knowshas like a feedback on the
bottom and they'll ask is thisaccurate or, you know, is this
an accurate profile description?
And so they have that so thatpeople can say yes or no, or
(19:55):
it's an eight, and then they canmake improvements with their AI
and their algorithm so they geteven better and better.
So they've been working on thatfeedback loop for quite some
time.
I think that's been there sincethe beginning.
So they're pretty good.
Nine out of 10 is what I waslooking at and, like I said, I
can pretty much go in and tellfrom somebody's profile based on
all the the experiences and allthe work I've done.
(20:15):
But it's been 90% for me, so Ifeel like hiding right now.
Speaker 2 (20:21):
I feel a little bit exposed.
Crystal knows me.
I don't know what it knowsabout me.
Speaker 1 (20:31):
It knows your personality, okay, so it knows
your personality type and italso it also will tell you the
best way to approach thispersonality.
So it'll, it'll use your personand how to approach, how to get
, how to pitch this personalityor how to get this personality
jump on a phone call with you.
It actually gives you kind ofthose instructions.
So with the C personalitythey're like do not, do not add
(20:55):
again, that's conscientious eyesfor input, okay, yeah, and so
they're, you're very analytical,they like numbers or methodical
, and they're engineers.
So I actually come from afamily of engineers.
I am not the engineer, becauseI'm the opposite, I'm the
communicator, so I'm the eyepersonality amongst a whole
bunch of engineers.
So I know how to talk to thembecause of those experiences.
(21:17):
Growing up, my brother andsister are engineers.
My husband's an engineer.
He's engineer turned aconsultant, so he plays in both.
So we get along really well fora lot of different reasons.
And here's how they approachsales.
They, if they're interested,they're.
They want more information isgood.
(21:37):
They want more information, butthey don't want fluffy
information, they want, theywant statistics.
They want to know, like ROI,they want to know your
testimonials.
They want to know if you'veworked with anybody in their
industry before, what kind ofresults you got that person.
So they are really very muchmethodical with their buying and
(21:58):
with their approach.
So if you're to approach themin a direct message, you got to
know what you're talking aboutand you have to have things
besides what you're saying.
They're not going to take yourword for it.
They want proof, and so that'swhere social proof is really
important.
If you work with a lot ofconscientious people and who are
(22:19):
methodical with their buyingpersona because they're, they're
not just going to jump on aphone call with anybody.
So that's kind of how you wouldapproach them.
Speaker 2 (22:27):
That's so interesting .
You promised insane LinkedIntips and I feel like I'm getting
whacked in the face with them,so that is brilliant.
You've been listening to partone of my interview with
Danielle Fitzpatrick-Clock.
Speaker 1 (22:38):
In part two next week and storytelling is actually
doing really well and I know whybecause we have so much AI
going right now.
Speaker 2 (22:46):
Danielle will share how LinkedIn's algorithm works,
how those hashtags work and howyou can show up authentically,
in other words, not appearsalesy, whether that was your
intention or not.
Hope you'll join me then.
Don't forget if you found valuein today's show, please click
the follow button to be notifiedwhen the next episode drops.
I'll catch you next week forpart two to uncover more stories
(23:09):
and strategies for a successfulfuture.
Till then, cheers.
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