Ready to revolutionise your LinkedIn approach and demystify the platform's algorithms? LinkedIn strategist and disruptor Danielle Fitzpatrick Clark continues to guide us through the maze of profile optimisation, unveiling strategies that turn your profile into a target audience-attracting magnet. She also shares advice on engagement tactics, how to use hashtags, and the Creator Mode to give your profile an algorithmic boost. Plus, how much does video really matter on LinkedIn?
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:
"LinkedIn is looking for quality posting based on what you do."
"Storytelling is doing well because we have so much AI going right now. It's getting to the point where you can tell if something's very generic."
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
Link to a special offer: 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):
Last time on this podcast.
I don't believe that we shouldbe 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 (00:17):
Welcome to Upon Arrival, a show that uncovers
stories and strategies that makeup all the moving parts of
business events tourism.
I'm Adelaine Ung and this ispart two of my interview with
Danielle Fitzpatrick-Clark, aDream Client attraction
specialist and a disruptivestrategist on LinkedIn.
She's also the founder ofInfluence Builder and the
(00:38):
Influencer Builder Club.
In part one of our interview,danielle shared her idea for
designing your LinkedIn profilethe unconventional way, more
like a website or funnel ratherthan a virtual resume, which is
what most people me guilty ascharged do.
She also talked about how youcan turn a visit to your profile
into an experience for visitorsand how to suss out buying
(01:01):
personas on LinkedIn.
If you missed part one, gocheck it out Now.
Get ready for more insaneLinkedIn tips, because in this
part, danielle demystifies theLinkedIn algorithm for us and
tells us what's working rightnow.
And while some of her adviceflies in the face of what most
other social media gurus areteaching, that's all coming up.
(01:22):
At first, I started asking aboutthat awkward thing we do on
LinkedIn, the dreaded cold DM.
And if we need to be the onesreaching out, how do we make
that not awkward?
So here's how I asked Daniellethe question If you've already
set up everything the way you'verecommended, which is to set up
your profile as a websiterather than a resume, it gets to
(01:45):
a stage where sometimes youthink somebody's interacted with
some of your content and maybethey could be a good fit and
you're just wanting to see wouldthey be in a place where they
would consider the next step tohave that conversation with you.
Is there a right way to usedirect messaging to reach out to
potential clients withoutturning them off before you've
(02:07):
even had a chance to reallyproperly?
Speaker 1 (02:09):
present your value, yeah, Okay.
So there's a lot of differentways.
I'm going to give the waythat's coming in for this
particular industry what I woulddo.
After you have your profileoptimized and the profile just,
it really needs to speak to thatideal client.
So, first things first, you'vegot your cover photo.
If you are a travel agent oryou're looking to get hired as a
(02:32):
event planner, then you want tohave something in that banner
that showcases that you're anevent planner, right.
So it could be a photo of youwith a client and you have a
checklist booklet out orsomething like that.
It could be you looking veryassertive with a checklist photo
and then some content thattalks about one of the things
(02:55):
that is very disruptive andexactly what people are looking
for.
So for an event planner, I wouldsay, just based on who their
ideal client is like.
This is the first thing thatcomes to mind when I think about
it is that don't just createthe stage, actually speak on it
and speak with impact.
Let us do the rest.
Do you see what I mean?
(03:15):
And so that's going to reallyspeak to somebody I was talking
about at the beginning, who'sjust like you know what I really
need to hand this off tosomebody, because I'm here for
the impact and I feel like I'vecreated this stage and I barely
talk on it because I'm so busyjust trying to make sure all the
pieces are in place and I don'twant to do that anymore.
It is worth all the money inthe world to hire someone to
take care of this stuff.
So you're speaking exactly tothem.
(03:38):
Don't just create your stage,actually speak on it and create
the impact you're here to create.
Let us do the rest of it, andso you can have that.
And then in the title, you justgot to kind of match that.
Why are you the person to takeover the rest?
Well, because I'm a certifiedevent planner and all the other
things that they would need tobe like.
I need to talk to this person.
So that should be the title.
(03:58):
Doesn't need to match thatbanner.
So that's what you have to havefirst, and that's an experience
, by the way, and it's speakingto that ideal client
specifically, and so the rest ofit needs to fall into that
place of this is for my idealclient.
So your bounce section would bea cut and paste drop of your
resume, Not with that particularbuying persona.
(04:19):
It would be more like are youtired of creating the event,
creating the stage and nothaving the impact that you want
to have, not just for yourattendees, but for your own
bottom line?
Well, chances are.
You're busy doing all thethings and the last thing that
comes to play is the very thingthat you started doing the
(04:41):
events for, which is to buildyour business and to create an
impact.
This is where we come in, orthis is where I come in and I
help you.
I take care of this, this, thisand this, so you can do this,
this, this and this, so you canfeel this, this and this and
this, and that's the aboutsection, and that's that's
speaking to them specifically.
In fact, if they've read allthe way through that, they're
(05:02):
going to be feeling like it'slike.
It's like she pulled, or hepulled, this right out of my
head and then put it on theirLinkedIn profile.
I got to talk to them now, sodon't forget that calendar link
for them to set up a call withyou, too, in that about section,
and you also want it up in thetop by the title.
So that's that right.
That's taken care of.
What do we need to do to get theright eyeballs on that profile
(05:24):
that speaks to those idealclients.
You need to get your idealclients actually need to see it.
So that's the part where a lotof people they'll have the
profile but they won't have theleads.
And so one of the fastest waysthat I think for for this
industry is to get in LinkedIngroups.
Linkedin and everyone's like,but LinkedIn groups nobody ever
does anything.
Yes, it's true, Nobody doesanything in LinkedIn groups, but
(05:47):
you know what they do.
Do they answer polls,especially polls that is aligned
with a solution they're lookingfor.
So my advice would be to findthose groups where those ideal
clients are and if you need todo some research beforehand,
then go into the groups.
You know, join the groups andgo through.
(06:08):
You can actually see all themembers pick out.
Some of the members takecrystal nose and see hey, is
that my, is that my type ofperson?
Do they have the rightpersonality that I'm looking for
and does it all match up withwhat they're saying in their
profile?
And you're going to be able todo that matching point and if
it's a win, then you can go andstart creating polls.
So what do you want to createpolls on.
Well, there's a coupledifferent ways where event
(06:29):
planners can create polls.
And then also, if it's more ofa destination, you create polls
there too, right?
So you can actually ask like,Okay, if you, if you had one
trip that you could make thisyear, where are the places that
you would want to go?
And then you get four differentselections.
Of course, those selections aregoing to be where you can
(06:49):
actually provide that solution,and you can.
And that's a destination, or atleast one of them, or all of
them, even better.
And so you put it in that groupwith the ideal clients.
They vote on it.
And guess what?
You've got leads right there inthe poll.
They've already raised theirhand and said I'd be interested
in going there, I'd beinterested in going there, I'd
(07:10):
be interested in going there, orI'd be interested in going
there.
And you can easily with a poll,you can easily message them
after they voted, and what it'lldo is it'll give a print screen
of that poll in the DMs andthen create a message with it.
And so that's like one of theeasiest ways to get people to
raise their hand, because thenyou can talk to them, you have
(07:31):
something to talk about.
That isn't salesy.
Yeah, it's just based on theiranswer, and so you can do that
with the travel.
And you can also do that withthe event planning, Because this
is one of the polls I'veactually used in some networking
events.
So networking groups are greatfor polls, so any any local ones
, or even like network afterwork or network after dark.
(07:52):
That's a really good one too,and so you can.
You can actually ask peoplelike what are your favorite days
of the week to network?
Monday, Tuesday, Wednesday,Thursdays?
Right, you can talk about that.
That's a really easy one Likeoh my gosh, let's, let's just
try that poll right now.
And so then you have people whoare voting and then you have
(08:12):
content, like well, you gotcontent for an article if you
want to take it that muchfurther after that.
But really you actually havepeople to message like oh, thank
you so much for voting.
I see that you like Mondays.
Any specific reason why youlike Mondays?
I'm just curious.
Yeah, they're going to answer,of course, Like oh, I like
Mondays because you know I wantan extension on my weekends and
I love people.
So that feels like Monday,feels like less corporate if I
(08:37):
have a networking eventafterwards or something.
I don't know.
I'm making stuff up at thispoint.
I've never heard this answerbefore, but you know it just
gets that conversation going,and so from the conversation you
can go into the next pieces,Like well, you know, what's
really interesting is that Iwork with a lot of event
planners, and this is just oneof the questions that we tend to
ask people who go to events.
(08:57):
Is this something that you thinkthat we should relay on to our
event planners that we work withand they'll say, yes, actually
this is really good feedback forme I'm an event planner.
Or actually this is really goodfeedback for Tom he's an event
planner, and so then you get anintroduction.
So there's just all thesedifferent ways that you can use
these conversations to get tothe right person, or maybe
that's the right person.
That's kind of a broad poll,but it gives you at least a
(09:18):
little bit of information orsome ideas of what you can
create and how you can keep itreally simple and then grow on
that, Because you do want peopleto answer the polls, you do
want to talk to them, you dowant to see who they know
they're going to networkingevents.
Chances are they know somebodywho's creating an event.
I mean, I don't know how manynetworking events you've been on
(09:39):
I've been on so many andthere's always somebody creating
an event, whether it's anonline event or it's an
in-person event or conference,or they know somebody that is.
I mean, it's like everyconversation somebody's creating
an event.
So that's a really good one too.
And another thing with polls isthat you can actually ask
people.
You know, what kind of eventsdo you like going to?
It could be a networking one,it could be an in-person one, or
(10:00):
do you like to create your ownevents?
I would just throw that one inthere, that's a distraction.
I'm like I don't like to go toevents, I like to create them
and I would actually write thatbecause that's actually me,
because obviously I likecreating events, I like to
create events.
So you can actually throw thatone in as your number four and
see who answers and ding, ding,ding, that's your person to talk
(10:20):
to.
It kind of comes out of thisgeneral poll that nobody's
really expecting and it's notreally salesy that way.
But also you're going to getthe people that you need to get
in front of and then you canhave that conversation.
Speaker 2 (10:30):
Yeah, that is so interesting.
So, if I'm getting this right,what you're actually
recommending is that we be very,very light with those DM
reachouts, Focus instead onattraction marketing and use
those polls and anything that isinteractive.
It's so easy, though, to kindof do the polls and just
(10:52):
experiment with those littleinteresting questions that you
know.
I'm just curious about yourlife.
I'm just curious about what youwould choose, or which
destination you would choose, todo your next event in and then
move into, you know, when youstarted to develop a
relationship with the community.
It's very easy to, I guess, slipinto things.
That sounds a little bit moresalesy, I guess I don't know
(11:14):
whether it's just, you know, oldmuscle memory and that's hard
to shed.
But there's so many people aswell now who see that and
instantly get turned off andthey go.
Oh you know she's sellingsomething or he's selling
something and I'm not interestedanymore.
So are there guardrails that wecan kind of put in place for
(11:35):
ourselves just to make sure thatwe kind of don't go into that
territory?
Stay authentic and stayattractive.
Speaker 1 (11:42):
Yeah, All right.
So this is the easiest way Iknow how to explain this.
Is that it really?
It's really all about yourintention.
Before you go into anyconversation or asking any kind
of question about a poll, right,or anything like that, If the
intention is, I need a sale andI need a sale today, guess what?
You're going to come up.
You're going to sell sales.
(12:02):
You're going to sell salesbecause that's your intention.
You're right, it just is so.
If you're in a place this iswhat I tell everybody I'm like
okay.
So if you're stressed, ifyou're overwhelmed, if you feel
desperate, you need to make asale right now.
Now is not the time for you tosell.
What do you mean?
Is that the time for me to sell?
It's not the time for you tosell.
It's not because people aregoing to smell you a mile away
(12:25):
and they're going to be likenope, I'm good.
That's why people get turnedoff is that they can sense the
desperation.
It's just not attractive.
If it is attractive to them,that's a even bigger worry.
I mean, who wants to attract insomebody else who's more
desperate than they are?
Then that's just like a mess,right?
That's what I tell everybody.
It really is about yourattention.
(12:47):
If you are going into LinkedInand you're stressed out and
you're feeling like you need toget a sale or you need to get in
front of X amount of peoplewithout a plan in place, then go
for a walk or meditate or getback to why you're doing the
things that you're doing in thefun of it.
What's the fun?
What's the fun in it?
For me, people are fun.
(13:07):
I like people.
I have to hear what they're upto.
When I get a chance to take abreak from implementing and tack
and all that stuff, then I amsuper curious and I just want to
have conversations.
How can I help you?
I've got a huge network, allthose things.
I am also very curious on howthese conversations can go.
In the DM, Not only do Iexperiment with the profiles,
(13:29):
but I experiment in theconversations.
Sometimes I'll experiment whenpeople are coming at me with
sales and I'm like, ooh, this isfun, let's see if we can turn
this.
My intention is to turn thisinto a win for both of us.
However, I see a win for me inthis conversation and I can see
a really big win for them.
Then that's where I play.
(13:49):
I don't look at it as like ohsale, I just see a tangible
result.
I just need a win.
Right now, I usually will lookfor what's a win for me and
what's a win for them and what'sa win for their audience and my
audience.
If that's a combination, thenthey're not a combined audience.
It really is about taking a stepback and being more curious
than desperate.
(14:09):
Have to be said hey, and I getit.
If you don't love the oldschool sales tactics and you're
pushing yourself just to do thembecause somebody told you to do
them, it's never going to endup well for you.
You're going to hate it.
You've got to enjoy the process.
(14:31):
Even salespeople that arereally good and enjoy sales,
what they really love is theylove the process.
Maybe they love the smell ofblood or whatever they do to get
themselves ripped out.
I just love to go in for thesale, but they love it.
They love the process.
It's a game.
It's a game to them.
It's fun.
If you're not that person andhey, no harm, no foul.
(14:52):
If you are that person oryou're not that person, it
doesn't matter, it's what bringsyou joy Then you have to find a
different way of enjoying theprocess.
That's what I tell everybody.
Then enjoy the process.
You don't even know what yournext conversation is.
It could be the ideal clientand the person that you're like.
This is why I do what I do.
This is why I do it.
I do it for these people, forthis type of person.
(15:14):
We get along so well.
It's just they have no problempaying my fees.
I really make a big differencein their lives and in their
events and in their attendees'lives.
That lights me up.
That's where you want to stepinto.
You want to step into thecuriosity.
Is this this person?
How can I help them?
Even if I can't help them, whocould I send them to or who can
I introduce them to?
(15:36):
It just takes the pressure off.
Speaker 2 (15:38):
When you make it more about people than about a sale,
then that makes so muchdifference.
It's also about who needs me atthis time and meeting that need
Just providing that when salesis a service.
That's the mind shift that weneed to stay in.
Tell us about posting, becauseI can definitely relate to
posting and getting cricketsback.
(15:59):
We can dig deeper into thoseinsane LinkedIn tips that you're
known for.
How do you go about postingrelevant information that's?
I mean, there are someinfluencers within the event
industry space that I do followthat get hundreds of comments,
but these people do not postvery often.
(16:20):
What they do post are insightsthat you would need to be at a
really high level to be able tohave those insights in the first
place.
That's not where everybody is.
If you can give any advice tothat, yeah.
Speaker 1 (16:34):
Here's the advice Don't worry about the post,
don't worry about Okay, it's not.
I've told so many peoplebecause there are so many
LinkedIn experts out therespouting the opposite.
That's actually what's hurtingthem is like oh, you need to
post three times a day or youneed to post every day.
Actually, the algorithm isn'tfavoring that right now.
(16:55):
With LinkedIn, the algorithm isfavoring quality over quantity.
That's tip number one is that,hey, if you're going to post,
make it a quality post.
Quality in terms of the LinkedInalgorithm is whatever you have
on your profile.
Let's just say I don't know ifyou guys know this, but you can
(17:15):
turn on a creator mode on yourprofile and that will open up
being able to have a LinkedInnewsletter, be able to do
LinkedIn Lies, be able to doLinkedIn audio events.
If you haven't turned oncreator mode, I highly recommend
it.
You can do it right from yourprofile.
I think it's in the topone-fourth, the top 25% of your
profile when you're editing it,turning that on.
(17:35):
They also give you the optionof putting hashtags of what you
speak on what you speak on.
So when you're creating thosehashtags, make sure it's SEO
friendly hashtags that you willactually be posting and Creating
those keywords within your post, because the LinkedIn bots are
(17:55):
looking for that match.
So you've got five hashtags.
Make them really good and makesure that those hashtags are in
your posts.
It's really that simple, becausethat's a quality representation
of that.
You are matching your profileand what you say you do in your
content.
So that's one thing that youdefinitely want to do.
So that's a quality Content.
The other thing is is that justcreate a post that needs to be
(18:18):
heard by your ideal client, evenif it's like one person that
likes it, but it's an idealclient that ends up buying for
you next week.
You won, you won.
Yeah, it doesn't matter aboutthe numbers if it just doesn't.
It's more about again creatingthat experience and then we
match it with our profiles sothat the LinkedIn gods are happy
and they and they put it infront of more of our ideal
(18:40):
clients that are actuallyfollowing those hashtags or
actually looking at posts withthose hashtags and all that
stuff.
There's so much that goes onbehind the scenes that we don't
know about, but if you thinkabout it from a logical
perspective, that all makessense.
That all makes sense.
Of course, they're gonna put itin front of those people hang
on, though.
Speaker 2 (18:55):
If I mean I've been posting, I have yet to set up
that Create a mode.
I've been meaning to it, I justhaven't gotten around to it.
Yeah, but I've been putting up.
You know, whenever I do a post,I've been putting up hashtags
the way everybody's been doing,like five hashtags.
So are you saying there's adifference between posting those
hashtags without create a modeand, when you are in, create a
(19:17):
mode, like is there actually a?
Speaker 1 (19:18):
difference.
Yep, so this is just thealgorithm.
These are new changes too.
So LinkedIn is looking forquality posting Based on what
you do.
So if you're gonna do aninformation post, then it needs
to match what you have on yourprofile, because that means that
you're an expert, right?
So if you have the creator mode, just gives you an extra push
(19:41):
in that algorithm so thatLinkedIn matches it.
It's kind of like they have,you know, with AI and everything
.
They have checkboxes that wecan't see, and so if you're
checking a checkbox, great, thenyou get a boost and they put it
in front of more people, morepeople that are your connections
.
The other thing is is that, withhashtags and you think about
how the hashtags work within anysearch engine is that people
(20:02):
will follow Hashtags withinLinkedIn?
Now, do all of them?
No, some of them just will usethe hashtag.
Some of them will look atseveral posts with that same
hashtag in it, like they'relooking for that, and so the
algorithm will keep like oh, youlike that, we'll give you
another one.
Oh, you like that one will giveyou another one.
And so if you're combining,using hashtags that your ideal
(20:27):
clients are looking at for posts, and then you double down on
that and have those hashtags inyour creator mode at the very
top of your profile and this iswhat you talk on.
Then they're gonna put it infront of more of those people
and then, if there are afirst-degree connection, even
bigger boost for that.
So so it's just kind of liningup all these things to give
(20:47):
yourself that competitiveadvantage, right, yeah, and it's
very simple.
It is.
It sounds really simple, is it?
Is it easy?
Well, if you know the steps,yeah, it's easy.
I mean, how hard is it to tosay, okay, this is a list of
hashtags that every time I usethis, my ideal client sees it
and oh, by the way, it's thething that I have on my profile
too.
So I know the algorithm isgonna work in my favor.
(21:08):
Then it becomes a thing Well,if I don't know that they're
looking at this post, how do Ifind out if they're looking at
this post?
So there's two ways to find out.
One of them is to create anengagement post and feedback,
feedback, right, Feedback.
What is it that you need?
What is it that you like?
Tell me, I need to know so Ican help you.
Those are different types ofposts.
Those are more your.
(21:29):
I'm creating this post like apoll for engagement because I
want to see what people arethinking.
Who are my ideal clients.
The other pieces is that if youhave premium the upgraded
premium or if you have salesnavigator, then you can actually
see who's looking at yourprofile, which I highly, highly,
highly highly recommend.
It is a what it is a superpower, not a weapon.
I mean, you can use it foreither.
(21:50):
It's great, but it is yoursecret weapon to To knowing who
is actually taking a peek, andit's different than the other
social media platforms.
Like we don't know who'slooking at our Facebook profile.
We don't know.
We can have a pretty good guessbased on if they message us in
the DMs, but I mean, half thetime those are just salespeople
too, or appointment settersright, it's true, it just is so
(22:11):
we don't know that they're.
I love that piece of LinkedInbecause I'm like I have so many
little stalkers and who are justchecking out everything that
I'm doing and they don'tnecessarily come and talk on my
post, but they're looking atthem and I can see it, and so
once I can see it, then I canmake movement towards them to
(22:32):
make it a little bit easier totalk to me.
Maybe I'm intimidating, I don'tknow.
Or maybe they don't feel likethey have anything to say, or
maybe they don't think they canafford me.
I don't know what it is, butI'm going to find out in a very
friendly way, without tellingthem.
I saw you stalking my profile,so let's just talk about it.
Sometimes I can do thatSometimes it depends, again,
like I take a look at theirprofile before I'll do that
stuff and I'm like, oh, thisperson's a straight shooter, I
(22:53):
can actually pull that andthey're going to love it.
And I can do the same thing inFacebook and I'm like, oh, I bet
if I just say this and I, ifI'm like, brutally honest, this
person's going to love it, andrarely am I wrong I'd say Wow
Again, we're like a 90, 95%.
I'm usually right on the moneywith how I can talk to people
too, and it's just again, it'sjust practice.
But yeah, so for your posts,again, it's about quality, it's
(23:16):
about getting in front of yourideal clients, it's about
getting them interested tofurther explore what you are up
to and then you can take it fromthere.
If they don't make a move, it'sokay.
If they don't, you just youhave a better chance of knowing
when you do upgrade in premiumand sales navigator.
But yeah, like it all works,you get to get a little creative
.
And I think the other thing withLinkedIn is that people are so
(23:38):
afraid of it.
They're so afraid of it and Iget it.
The DMs are crazy sometimes andnot knowing how to have those
conversations in the DMs or notwanting to get that.
Not nice feedback like why areyou sending me a link?
I didn't ask for it, orsomething like that, or the
sales process.
I mean, it can be kind ofbrutal, right, if you're just
(23:59):
trying to figure it out, but I'mlike I really need to get in
front of people and I don't knowhow to.
So people are afraid to doanything right now on LinkedIn,
and that's not really whatLinkedIn's about either.
I mean, it's a social mediaplatform, but it's also a
professional platform andthere's ways to bring the two of
those together.
Speaker 2 (24:17):
Yeah, I love that.
Some of the things that peopleare always wondering about, you
know, things like video versusphotos versus write ups.
I heard one the other day thatsaid videos don't do very well
on LinkedIn.
Do you agree with that?
Speaker 1 (24:30):
No, they're actually doing really good.
The algorithm is now favoringvideo, so LinkedIn is actually
calling forward more people withvideos.
So what they don't favor iscutting and pasting a video link
you know from like YouTube orsomething they don't want you to
bring in their competitors.
So, no, the algorithm isn'tgoing to reward you for that.
(24:53):
But what the algorithm is goingto reward you for is live
streaming a video into LinkedIn,which is another reason to turn
on Creator Mode so that youhave LinkedIn live stream.
So you can do that with a thirdparty application.
I use StreamYard.
It's very simple, so that's areally good one.
Restreamio is another good one,but then they will reward you
(25:14):
for streaming.
They will reward you for thatand because it's original
content coming into the platformrather than you posting a link,
uploading videos is good too.
They are favoring videos.
So, yeah, videos are great.
Speaker 2 (25:29):
What kind of video?
I guess, because obviously, ifyou're, if you have TikTok
content or Instagram reelscontent, they all have a
different vibe and a differentstyle.
What is the language that workson LinkedIn?
I know we, you know it'sprofessional, but at the same
time we don't want it to beboring.
So what can you tell us aboutwhat have you seen worked in
(25:51):
terms of uploaded videos?
Because I don't really see thiscommunity as yet going majorly
on streaming just quite yet, sothey may not be prepared for
that.
But what kind of video contentdo you think would work that
doesn't look too polished aswell, because I've heard that
that doesn't work as well either.
Speaker 1 (26:07):
Yeah, okay.
So think of it a couple of ways.
So first things first is likeokay, I'm my ideal client and,
knowing the percentages, I knowis that we're rated.
We're not quite like Instagramwhere it's like 67% of the
people are on their phone andthen the rest are on their
desktop.
It's a little more 50, 50 andprobably a little bit more for
(26:30):
desktop.
But also think about when areyour people scrolling through
LinkedIn?
What time of day are they?
I mean, if you don't know thatinformation, you can, just you
can ask.
You can ask your clients nowand just say hey, when do you
get on LinkedIn?
I'm just doing a quick surveybecause I would really like to
create content and place itthere for my people who need it
(26:50):
at that time, just to be smartabout it, and they'll appreciate
that.
So find that information outand then start thinking about
okay, so they are, they're onthe platform right now and they
are on it at this time, and justthe feedback I've gotten is
that when they are watchingvideo, they are watching video
(27:12):
for the purposes of inspiration.
So, especially on Monday's, manare they looking to be inspired
today?
And they're looking to beinspired to keep going and
creating their event.
You know, even when ticketsales are down or something like
that.
So, as an event planner, whatcan you say in a very short
(27:33):
video?
And don't forget, if they'rechecking from their phone, they
probably have it on mute, so yougot to have those subtitles but
what is it that they need tohear this Monday morning to keep
them going and keep them up,even if things are hard right
now with their event planning?
And it could be as simple aslike Keep going.
Most of the ticket sales don'tcome in until two weeks before
(27:55):
the event or something.
Whatever your stats are sayingor whatever you need, whatever
you would actually tell yourcurrent client that comes to you
and says, oh my gosh, I don'tthink I can do this anymore.
What would you say to them?
Create a video to help motivatethose other ones.
It's so simple, but make sureyou've got your subtitles and
everything and be veryintentional.
Storytelling is actually doingreally well, and I know why
(28:18):
Storytelling is doing so well onvideo and in even post because
we have so much AI going rightnow.
Yeah, I mean, it's to the pointwhere you can tell somebody oh,
that's very generic, ai musthave written that, so you can't
write anything generic anymore.
What's the best way todifferentiate yourself from
something generic?
Write a story.
Write a personal story or astory of your ideal client.
(28:38):
Monday morning you couldactually give a story about.
You know, when I was workingwith this client, we were two
weeks out and they had sold fivetickets to their event that was
supposed to have 200 people.
And they came to me just likebaby, we should close it down.
And I told them no, we're goingto triple down, we're going to
pull in help and we're going toget everything sold, because
you've got buyers and they justneed a reminder and so you can
(29:01):
tell that story.
And then you can have like achecklist, like, if you're
feeling like this, this is whatI want you to do, I want you to
do A, b, c, d, e and get moving.
If you need help, dm me.
Simple, but I mean just if youcan start thinking of it in
different places, of wherethey've been at or where they
could be at, and then speak tothat.
(29:22):
And the reason why this couldwork really well in video is
because they need to hear that,they need to see your face, they
need to hear your voice, theyneed to have that trust factor,
and video is still the fastestway of doing that in the online
space.
Speaker 2 (29:34):
That is brilliant advice and I forget that.
You know, sometimes we feeldifferently on a different date,
on a Monday versus a Friday,and just matching that mode is
just so important.
Yeah, it's one of the thingsthat I haven't really thought
about enough, so thank you forthat.
I hope there was another two inthis episode that you found
valuable for your own success onLinkedIn and I know I said
(29:57):
thank you to Daniel, but there'sactually more in part three.
Speaker 1 (30:00):
Next week, a third of the people on LinkedIn.
As of 2022, a little bit over athird.
This is their only social mediaplatform.
I think they're up over 800million.
Speaker 2 (30:11):
Daniel gives us more reasons to invest our time on
LinkedIn.
It's well worth it, but can thesame be said for LinkedIn ads?
Also, is there such a thing asposting too often on LinkedIn
and sabotaging your reach?
If you're interested in heranswer to that question, don't
miss the next episode, and youwon't if you click the follow
button on your podcast player tobe notified when a new episode
(30:33):
drops.
So catch you next week for partthree, to uncover more stories
and strategies for a successfulfuture.
Till then, cheers.
Last time on this podcast.
I don't believe that we shouldbe 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 (00:17):
Welcome to Upon Arrival, a show that uncovers
stories and strategies that makeup all the moving parts of
business events tourism.
I'm Adelaine Ung and this ispart two of my interview with
Danielle Fitzpatrick-Clark, aDream Client attraction
specialist and a disruptivestrategist on LinkedIn.
She's also the founder ofInfluence Builder and the
(00:38):
Influencer Builder Club.
In part one of our interview,danielle shared her idea for
designing your LinkedIn profilethe unconventional way, more
like a website or funnel ratherthan a virtual resume, which is
what most people me guilty ascharged do.
She also talked about how youcan turn a visit to your profile
into an experience for visitorsand how to suss out buying
(01:01):
personas on LinkedIn.
If you missed part one, gocheck it out Now.
Get ready for more insaneLinkedIn tips, because in this
part, danielle demystifies theLinkedIn algorithm for us and
tells us what's working rightnow.
And while some of her adviceflies in the face of what most
other social media gurus areteaching, that's all coming up.
(01:22):
At first, I started asking aboutthat awkward thing we do on
LinkedIn, the dreaded cold DM.
And if we need to be the onesreaching out, how do we make
that not awkward?
So here's how I asked Daniellethe question If you've already
set up everything the way you'verecommended, which is to set up
your profile as a websiterather than a resume, it gets to
(01:45):
a stage where sometimes youthink somebody's interacted with
some of your content and maybethey could be a good fit and
you're just wanting to see wouldthey be in a place where they
would consider the next step tohave that conversation with you.
Is there a right way to usedirect messaging to reach out to
potential clients withoutturning them off before you've
(02:07):
even had a chance to reallyproperly?
Speaker 1 (02:09):
present your value, yeah, Okay.
So there's a lot of differentways.
I'm going to give the waythat's coming in for this
particular industry what I woulddo.
After you have your profileoptimized and the profile just,
it really needs to speak to thatideal client.
So, first things first, you'vegot your cover photo.
If you are a travel agent oryou're looking to get hired as a
(02:32):
event planner, then you want tohave something in that banner
that showcases that you're anevent planner, right.
So it could be a photo of youwith a client and you have a
checklist booklet out orsomething like that.
It could be you looking veryassertive with a checklist photo
and then some content thattalks about one of the things
(02:55):
that is very disruptive andexactly what people are looking
for.
So for an event planner, I wouldsay, just based on who their
ideal client is like.
This is the first thing thatcomes to mind when I think about
it is that don't just createthe stage, actually speak on it
and speak with impact.
Let us do the rest.
Do you see what I mean?
(03:15):
And so that's going to reallyspeak to somebody I was talking
about at the beginning, who'sjust like you know what I really
need to hand this off tosomebody, because I'm here for
the impact and I feel like I'vecreated this stage and I barely
talk on it because I'm so busyjust trying to make sure all the
pieces are in place and I don'twant to do that anymore.
It is worth all the money inthe world to hire someone to
take care of this stuff.
So you're speaking exactly tothem.
(03:38):
Don't just create your stage,actually speak on it and create
the impact you're here to create.
Let us do the rest of it, andso you can have that.
And then in the title, you justgot to kind of match that.
Why are you the person to takeover the rest?
Well, because I'm a certifiedevent planner and all the other
things that they would need tobe like.
I need to talk to this person.
So that should be the title.
(03:58):
Doesn't need to match thatbanner.
So that's what you have to havefirst, and that's an experience
, by the way, and it's speakingto that ideal client
specifically, and so the rest ofit needs to fall into that
place of this is for my idealclient.
So your bounce section would bea cut and paste drop of your
resume, Not with that particularbuying persona.
(04:19):
It would be more like are youtired of creating the event,
creating the stage and nothaving the impact that you want
to have, not just for yourattendees, but for your own
bottom line?
Well, chances are.
You're busy doing all thethings and the last thing that
comes to play is the very thingthat you started doing the
(04:41):
events for, which is to buildyour business and to create an
impact.
This is where we come in, orthis is where I come in and I
help you.
I take care of this, this, thisand this, so you can do this,
this, this and this, so you canfeel this, this and this and
this, and that's the aboutsection, and that's that's
speaking to them specifically.
In fact, if they've read allthe way through that, they're
(05:02):
going to be feeling like it'slike.
It's like she pulled, or hepulled, this right out of my
head and then put it on theirLinkedIn profile.
I got to talk to them now, sodon't forget that calendar link
for them to set up a call withyou, too, in that about section,
and you also want it up in thetop by the title.
So that's that right.
That's taken care of.
What do we need to do to get theright eyeballs on that profile
(05:24):
that speaks to those idealclients.
You need to get your idealclients actually need to see it.
So that's the part where a lotof people they'll have the
profile but they won't have theleads.
And so one of the fastest waysthat I think for for this
industry is to get in LinkedIngroups.
Linkedin and everyone's like,but LinkedIn groups nobody ever
does anything.
Yes, it's true, Nobody doesanything in LinkedIn groups, but
(05:47):
you know what they do.
Do they answer polls,especially polls that is aligned
with a solution they're lookingfor.
So my advice would be to findthose groups where those ideal
clients are and if you need todo some research beforehand,
then go into the groups.
You know, join the groups andgo through.
(06:08):
You can actually see all themembers pick out.
Some of the members takecrystal nose and see hey, is
that my, is that my type ofperson?
Do they have the rightpersonality that I'm looking for
and does it all match up withwhat they're saying in their
profile?
And you're going to be able todo that matching point and if
it's a win, then you can go andstart creating polls.
So what do you want to createpolls on.
Well, there's a coupledifferent ways where event
(06:29):
planners can create polls.
And then also, if it's more ofa destination, you create polls
there too, right?
So you can actually ask like,Okay, if you, if you had one
trip that you could make thisyear, where are the places that
you would want to go?
And then you get four differentselections.
Of course, those selections aregoing to be where you can
(06:49):
actually provide that solution,and you can.
And that's a destination, or atleast one of them, or all of
them, even better.
And so you put it in that groupwith the ideal clients.
They vote on it.
And guess what?
You've got leads right there inthe poll.
They've already raised theirhand and said I'd be interested
in going there, I'd beinterested in going there, I'd
(07:10):
be interested in going there, orI'd be interested in going
there.
And you can easily with a poll,you can easily message them
after they voted, and what it'lldo is it'll give a print screen
of that poll in the DMs andthen create a message with it.
And so that's like one of theeasiest ways to get people to
raise their hand, because thenyou can talk to them, you have
(07:31):
something to talk about.
That isn't salesy.
Yeah, it's just based on theiranswer, and so you can do that
with the travel.
And you can also do that withthe event planning, Because this
is one of the polls I'veactually used in some networking
events.
So networking groups are greatfor polls, so any any local ones
, or even like network afterwork or network after dark.
(07:52):
That's a really good one too,and so you can.
You can actually ask peoplelike what are your favorite days
of the week to network?
Monday, Tuesday, Wednesday,Thursdays?
Right, you can talk about that.
That's a really easy one Likeoh my gosh, let's, let's just
try that poll right now.
And so then you have people whoare voting and then you have
(08:12):
content, like well, you gotcontent for an article if you
want to take it that muchfurther after that.
But really you actually havepeople to message like oh, thank
you so much for voting.
I see that you like Mondays.
Any specific reason why youlike Mondays?
I'm just curious.
Yeah, they're going to answer,of course, Like oh, I like
Mondays because you know I wantan extension on my weekends and
I love people.
So that feels like Monday,feels like less corporate if I
(08:37):
have a networking eventafterwards or something.
I don't know.
I'm making stuff up at thispoint.
I've never heard this answerbefore, but you know it just
gets that conversation going,and so from the conversation you
can go into the next pieces,Like well, you know, what's
really interesting is that Iwork with a lot of event
planners, and this is just oneof the questions that we tend to
ask people who go to events.
(08:57):
Is this something that you thinkthat we should relay on to our
event planners that we work withand they'll say, yes, actually
this is really good feedback forme I'm an event planner.
Or actually this is really goodfeedback for Tom he's an event
planner, and so then you get anintroduction.
So there's just all thesedifferent ways that you can use
these conversations to get tothe right person, or maybe
that's the right person.
That's kind of a broad poll,but it gives you at least a
(09:18):
little bit of information orsome ideas of what you can
create and how you can keep itreally simple and then grow on
that, Because you do want peopleto answer the polls, you do
want to talk to them, you dowant to see who they know
they're going to networkingevents.
Chances are they know somebodywho's creating an event.
I mean, I don't know how manynetworking events you've been on
(09:39):
I've been on so many andthere's always somebody creating
an event, whether it's anonline event or it's an
in-person event or conference,or they know somebody that is.
I mean, it's like everyconversation somebody's creating
an event.
So that's a really good one too.
And another thing with polls isthat you can actually ask
people.
You know, what kind of eventsdo you like going to?
It could be a networking one,it could be an in-person one, or
(10:00):
do you like to create your ownevents?
I would just throw that one inthere, that's a distraction.
I'm like I don't like to go toevents, I like to create them
and I would actually write thatbecause that's actually me,
because obviously I likecreating events, I like to
create events.
So you can actually throw thatone in as your number four and
see who answers and ding, ding,ding, that's your person to talk
(10:20):
to.
It kind of comes out of thisgeneral poll that nobody's
really expecting and it's notreally salesy that way.
But also you're going to getthe people that you need to get
in front of and then you canhave that conversation.
Speaker 2 (10:30):
Yeah, that is so interesting.
So, if I'm getting this right,what you're actually
recommending is that we be very,very light with those DM
reachouts, Focus instead onattraction marketing and use
those polls and anything that isinteractive.
It's so easy, though, to kindof do the polls and just
(10:52):
experiment with those littleinteresting questions that you
know.
I'm just curious about yourlife.
I'm just curious about what youwould choose, or which
destination you would choose, todo your next event in and then
move into, you know, when youstarted to develop a
relationship with the community.
It's very easy to, I guess, slipinto things.
That sounds a little bit moresalesy, I guess I don't know
(11:14):
whether it's just, you know, oldmuscle memory and that's hard
to shed.
But there's so many people aswell now who see that and
instantly get turned off andthey go.
Oh you know she's sellingsomething or he's selling
something and I'm not interestedanymore.
So are there guardrails that wecan kind of put in place for
(11:35):
ourselves just to make sure thatwe kind of don't go into that
territory?
Stay authentic and stayattractive.
Speaker 1 (11:42):
Yeah, All right.
So this is the easiest way Iknow how to explain this.
Is that it really?
It's really all about yourintention.
Before you go into anyconversation or asking any kind
of question about a poll, right,or anything like that, If the
intention is, I need a sale andI need a sale today, guess what?
You're going to come up.
You're going to sell sales.
(12:02):
You're going to sell salesbecause that's your intention.
You're right, it just is so.
If you're in a place this iswhat I tell everybody I'm like
okay.
So if you're stressed, ifyou're overwhelmed, if you feel
desperate, you need to make asale right now.
Now is not the time for you tosell.
What do you mean?
Is that the time for me to sell?
It's not the time for you tosell.
It's not because people aregoing to smell you a mile away
(12:25):
and they're going to be likenope, I'm good.
That's why people get turnedoff is that they can sense the
desperation.
It's just not attractive.
If it is attractive to them,that's a even bigger worry.
I mean, who wants to attract insomebody else who's more
desperate than they are?
Then that's just like a mess,right?
That's what I tell everybody.
It really is about yourattention.
(12:47):
If you are going into LinkedInand you're stressed out and
you're feeling like you need toget a sale or you need to get in
front of X amount of peoplewithout a plan in place, then go
for a walk or meditate or getback to why you're doing the
things that you're doing in thefun of it.
What's the fun?
What's the fun in it?
For me, people are fun.
(13:07):
I like people.
I have to hear what they're upto.
When I get a chance to take abreak from implementing and tack
and all that stuff, then I amsuper curious and I just want to
have conversations.
How can I help you?
I've got a huge network, allthose things.
I am also very curious on howthese conversations can go.
In the DM, Not only do Iexperiment with the profiles,
(13:29):
but I experiment in theconversations.
Sometimes I'll experiment whenpeople are coming at me with
sales and I'm like, ooh, this isfun, let's see if we can turn
this.
My intention is to turn thisinto a win for both of us.
However, I see a win for me inthis conversation and I can see
a really big win for them.
Then that's where I play.
(13:49):
I don't look at it as like ohsale, I just see a tangible
result.
I just need a win.
Right now, I usually will lookfor what's a win for me and
what's a win for them and what'sa win for their audience and my
audience.
If that's a combination, thenthey're not a combined audience.
It really is about taking a stepback and being more curious
than desperate.
(14:09):
Have to be said hey, and I getit.
If you don't love the oldschool sales tactics and you're
pushing yourself just to do thembecause somebody told you to do
them, it's never going to endup well for you.
You're going to hate it.
You've got to enjoy the process.
(14:31):
Even salespeople that arereally good and enjoy sales,
what they really love is theylove the process.
Maybe they love the smell ofblood or whatever they do to get
themselves ripped out.
I just love to go in for thesale, but they love it.
They love the process.
It's a game.
It's a game to them.
It's fun.
If you're not that person andhey, no harm, no foul.
(14:52):
If you are that person oryou're not that person, it
doesn't matter, it's what bringsyou joy Then you have to find a
different way of enjoying theprocess.
That's what I tell everybody.
Then enjoy the process.
You don't even know what yournext conversation is.
It could be the ideal clientand the person that you're like.
This is why I do what I do.
This is why I do it.
I do it for these people, forthis type of person.
(15:14):
We get along so well.
It's just they have no problempaying my fees.
I really make a big differencein their lives and in their
events and in their attendees'lives.
That lights me up.
That's where you want to stepinto.
You want to step into thecuriosity.
Is this this person?
How can I help them?
Even if I can't help them, whocould I send them to or who can
I introduce them to?
(15:36):
It just takes the pressure off.
Speaker 2 (15:38):
When you make it more about people than about a sale,
then that makes so muchdifference.
It's also about who needs me atthis time and meeting that need
Just providing that when salesis a service.
That's the mind shift that weneed to stay in.
Tell us about posting, becauseI can definitely relate to
posting and getting cricketsback.
(15:59):
We can dig deeper into thoseinsane LinkedIn tips that you're
known for.
How do you go about postingrelevant information that's?
I mean, there are someinfluencers within the event
industry space that I do followthat get hundreds of comments,
but these people do not postvery often.
(16:20):
What they do post are insightsthat you would need to be at a
really high level to be able tohave those insights in the first
place.
That's not where everybody is.
If you can give any advice tothat, yeah.
Speaker 1 (16:34):
Here's the advice Don't worry about the post,
don't worry about Okay, it's not.
I've told so many peoplebecause there are so many
LinkedIn experts out therespouting the opposite.
That's actually what's hurtingthem is like oh, you need to
post three times a day or youneed to post every day.
Actually, the algorithm isn'tfavoring that right now.
(16:55):
With LinkedIn, the algorithm isfavoring quality over quantity.
That's tip number one is that,hey, if you're going to post,
make it a quality post.
Quality in terms of the LinkedInalgorithm is whatever you have
on your profile.
Let's just say I don't know ifyou guys know this, but you can
(17:15):
turn on a creator mode on yourprofile and that will open up
being able to have a LinkedInnewsletter, be able to do
LinkedIn Lies, be able to doLinkedIn audio events.
If you haven't turned oncreator mode, I highly recommend
it.
You can do it right from yourprofile.
I think it's in the topone-fourth, the top 25% of your
profile when you're editing it,turning that on.
(17:35):
They also give you the optionof putting hashtags of what you
speak on what you speak on.
So when you're creating thosehashtags, make sure it's SEO
friendly hashtags that you willactually be posting and Creating
those keywords within your post, because the LinkedIn bots are
(17:55):
looking for that match.
So you've got five hashtags.
Make them really good and makesure that those hashtags are in
your posts.
It's really that simple, becausethat's a quality representation
of that.
You are matching your profileand what you say you do in your
content.
So that's one thing that youdefinitely want to do.
So that's a quality Content.
The other thing is is that justcreate a post that needs to be
(18:18):
heard by your ideal client, evenif it's like one person that
likes it, but it's an idealclient that ends up buying for
you next week.
You won, you won.
Yeah, it doesn't matter aboutthe numbers if it just doesn't.
It's more about again creatingthat experience and then we
match it with our profiles sothat the LinkedIn gods are happy
and they and they put it infront of more of our ideal
(18:40):
clients that are actuallyfollowing those hashtags or
actually looking at posts withthose hashtags and all that
stuff.
There's so much that goes onbehind the scenes that we don't
know about, but if you thinkabout it from a logical
perspective, that all makessense.
That all makes sense.
Of course, they're gonna put itin front of those people hang
on, though.
Speaker 2 (18:55):
If I mean I've been posting, I have yet to set up
that Create a mode.
I've been meaning to it, I justhaven't gotten around to it.
Yeah, but I've been putting up.
You know, whenever I do a post,I've been putting up hashtags
the way everybody's been doing,like five hashtags.
So are you saying there's adifference between posting those
hashtags without create a modeand, when you are in, create a
(19:17):
mode, like is there actually a?
Speaker 1 (19:18):
difference.
Yep, so this is just thealgorithm.
These are new changes too.
So LinkedIn is looking forquality posting Based on what
you do.
So if you're gonna do aninformation post, then it needs
to match what you have on yourprofile, because that means that
you're an expert, right?
So if you have the creator mode, just gives you an extra push
(19:41):
in that algorithm so thatLinkedIn matches it.
It's kind of like they have,you know, with AI and everything
.
They have checkboxes that wecan't see, and so if you're
checking a checkbox, great, thenyou get a boost and they put it
in front of more people, morepeople that are your connections
.
The other thing is is that, withhashtags and you think about
how the hashtags work within anysearch engine is that people
(20:02):
will follow Hashtags withinLinkedIn?
Now, do all of them?
No, some of them just will usethe hashtag.
Some of them will look atseveral posts with that same
hashtag in it, like they'relooking for that, and so the
algorithm will keep like oh, youlike that, we'll give you
another one.
Oh, you like that one will giveyou another one.
And so if you're combining,using hashtags that your ideal
(20:27):
clients are looking at for posts, and then you double down on
that and have those hashtags inyour creator mode at the very
top of your profile and this iswhat you talk on.
Then they're gonna put it infront of more of those people
and then, if there are afirst-degree connection, even
bigger boost for that.
So so it's just kind of liningup all these things to give
(20:47):
yourself that competitiveadvantage, right, yeah, and it's
very simple.
It is.
It sounds really simple, is it?
Is it easy?
Well, if you know the steps,yeah, it's easy.
I mean, how hard is it to tosay, okay, this is a list of
hashtags that every time I usethis, my ideal client sees it
and oh, by the way, it's thething that I have on my profile
too.
So I know the algorithm isgonna work in my favor.
(21:08):
Then it becomes a thing Well,if I don't know that they're
looking at this post, how do Ifind out if they're looking at
this post?
So there's two ways to find out.
One of them is to create anengagement post and feedback,
feedback, right, Feedback.
What is it that you need?
What is it that you like?
Tell me, I need to know so Ican help you.
Those are different types ofposts.
Those are more your.
(21:29):
I'm creating this post like apoll for engagement because I
want to see what people arethinking.
Who are my ideal clients.
The other pieces is that if youhave premium the upgraded
premium or if you have salesnavigator, then you can actually
see who's looking at yourprofile, which I highly, highly,
highly highly recommend.
It is a what it is a superpower, not a weapon.
I mean, you can use it foreither.
(21:50):
It's great, but it is yoursecret weapon to To knowing who
is actually taking a peek, andit's different than the other
social media platforms.
Like we don't know who'slooking at our Facebook profile.
We don't know.
We can have a pretty good guessbased on if they message us in
the DMs, but I mean, half thetime those are just salespeople
too, or appointment settersright, it's true, it just is so
(22:11):
we don't know that they're.
I love that piece of LinkedInbecause I'm like I have so many
little stalkers and who are justchecking out everything that
I'm doing and they don'tnecessarily come and talk on my
post, but they're looking atthem and I can see it, and so
once I can see it, then I canmake movement towards them to
(22:32):
make it a little bit easier totalk to me.
Maybe I'm intimidating, I don'tknow.
Or maybe they don't feel likethey have anything to say, or
maybe they don't think they canafford me.
I don't know what it is, butI'm going to find out in a very
friendly way, without tellingthem.
I saw you stalking my profile,so let's just talk about it.
Sometimes I can do thatSometimes it depends, again,
like I take a look at theirprofile before I'll do that
stuff and I'm like, oh, thisperson's a straight shooter, I
(22:53):
can actually pull that andthey're going to love it.
And I can do the same thing inFacebook and I'm like, oh, I bet
if I just say this and I, ifI'm like, brutally honest, this
person's going to love it, andrarely am I wrong I'd say Wow
Again, we're like a 90, 95%.
I'm usually right on the moneywith how I can talk to people
too, and it's just again, it'sjust practice.
But yeah, so for your posts,again, it's about quality, it's
(23:16):
about getting in front of yourideal clients, it's about
getting them interested tofurther explore what you are up
to and then you can take it fromthere.
If they don't make a move, it'sokay.
If they don't, you just youhave a better chance of knowing
when you do upgrade in premiumand sales navigator.
But yeah, like it all works,you get to get a little creative
.
And I think the other thing withLinkedIn is that people are so
(23:38):
afraid of it.
They're so afraid of it and Iget it.
The DMs are crazy sometimes andnot knowing how to have those
conversations in the DMs or notwanting to get that.
Not nice feedback like why areyou sending me a link?
I didn't ask for it, orsomething like that, or the
sales process.
I mean, it can be kind ofbrutal, right, if you're just
(23:59):
trying to figure it out, but I'mlike I really need to get in
front of people and I don't knowhow to.
So people are afraid to doanything right now on LinkedIn,
and that's not really whatLinkedIn's about either.
I mean, it's a social mediaplatform, but it's also a
professional platform andthere's ways to bring the two of
those together.
Speaker 2 (24:17):
Yeah, I love that.
Some of the things that peopleare always wondering about, you
know, things like video versusphotos versus write ups.
I heard one the other day thatsaid videos don't do very well
on LinkedIn.
Do you agree with that?
Speaker 1 (24:30):
No, they're actually doing really good.
The algorithm is now favoringvideo, so LinkedIn is actually
calling forward more people withvideos.
So what they don't favor iscutting and pasting a video link
you know from like YouTube orsomething they don't want you to
bring in their competitors.
So, no, the algorithm isn'tgoing to reward you for that.
(24:53):
But what the algorithm is goingto reward you for is live
streaming a video into LinkedIn,which is another reason to turn
on Creator Mode so that youhave LinkedIn live stream.
So you can do that with a thirdparty application.
I use StreamYard.
It's very simple, so that's areally good one.
Restreamio is another good one,but then they will reward you
(25:14):
for streaming.
They will reward you for thatand because it's original
content coming into the platformrather than you posting a link,
uploading videos is good too.
They are favoring videos.
So, yeah, videos are great.
Speaker 2 (25:29):
What kind of video?
I guess, because obviously, ifyou're, if you have TikTok
content or Instagram reelscontent, they all have a
different vibe and a differentstyle.
What is the language that workson LinkedIn?
I know we, you know it'sprofessional, but at the same
time we don't want it to beboring.
So what can you tell us aboutwhat have you seen worked in
(25:51):
terms of uploaded videos?
Because I don't really see thiscommunity as yet going majorly
on streaming just quite yet, sothey may not be prepared for
that.
But what kind of video contentdo you think would work that
doesn't look too polished aswell, because I've heard that
that doesn't work as well either.
Speaker 1 (26:07):
Yeah, okay.
So think of it a couple of ways.
So first things first is likeokay, I'm my ideal client and,
knowing the percentages, I knowis that we're rated.
We're not quite like Instagramwhere it's like 67% of the
people are on their phone andthen the rest are on their
desktop.
It's a little more 50, 50 andprobably a little bit more for
(26:30):
desktop.
But also think about when areyour people scrolling through
LinkedIn?
What time of day are they?
I mean, if you don't know thatinformation, you can, just you
can ask.
You can ask your clients nowand just say hey, when do you
get on LinkedIn?
I'm just doing a quick surveybecause I would really like to
create content and place itthere for my people who need it
(26:50):
at that time, just to be smartabout it, and they'll appreciate
that.
So find that information outand then start thinking about
okay, so they are, they're onthe platform right now and they
are on it at this time, and justthe feedback I've gotten is
that when they are watchingvideo, they are watching video
(27:12):
for the purposes of inspiration.
So, especially on Monday's, manare they looking to be inspired
today?
And they're looking to beinspired to keep going and
creating their event.
You know, even when ticketsales are down or something like
that.
So, as an event planner, whatcan you say in a very short
(27:33):
video?
And don't forget, if they'rechecking from their phone, they
probably have it on mute, so yougot to have those subtitles but
what is it that they need tohear this Monday morning to keep
them going and keep them up,even if things are hard right
now with their event planning?
And it could be as simple aslike Keep going.
Most of the ticket sales don'tcome in until two weeks before
(27:55):
the event or something.
Whatever your stats are sayingor whatever you need, whatever
you would actually tell yourcurrent client that comes to you
and says, oh my gosh, I don'tthink I can do this anymore.
What would you say to them?
Create a video to help motivatethose other ones.
It's so simple, but make sureyou've got your subtitles and
everything and be veryintentional.
Storytelling is actually doingreally well, and I know why
(28:18):
Storytelling is doing so well onvideo and in even post because
we have so much AI going rightnow.
Yeah, I mean, it's to the pointwhere you can tell somebody oh,
that's very generic, ai musthave written that, so you can't
write anything generic anymore.
What's the best way todifferentiate yourself from
something generic?
Write a story.
Write a personal story or astory of your ideal client.
(28:38):
Monday morning you couldactually give a story about.
You know, when I was workingwith this client, we were two
weeks out and they had sold fivetickets to their event that was
supposed to have 200 people.
And they came to me just likebaby, we should close it down.
And I told them no, we're goingto triple down, we're going to
pull in help and we're going toget everything sold, because
you've got buyers and they justneed a reminder and so you can
(29:01):
tell that story.
And then you can have like achecklist, like, if you're
feeling like this, this is whatI want you to do, I want you to
do A, b, c, d, e and get moving.
If you need help, dm me.
Simple, but I mean just if youcan start thinking of it in
different places, of wherethey've been at or where they
could be at, and then speak tothat.
(29:22):
And the reason why this couldwork really well in video is
because they need to hear that,they need to see your face, they
need to hear your voice, theyneed to have that trust factor,
and video is still the fastestway of doing that in the online
space.
Speaker 2 (29:34):
That is brilliant advice and I forget that.
You know, sometimes we feeldifferently on a different date,
on a Monday versus a Friday,and just matching that mode is
just so important.
Yeah, it's one of the thingsthat I haven't really thought
about enough, so thank you forthat.
I hope there was another two inthis episode that you found
valuable for your own success onLinkedIn and I know I said
(29:57):
thank you to Daniel, but there'sactually more in part three.
Speaker 1 (30:00):
Next week, a third of the people on LinkedIn.
As of 2022, a little bit over athird.
This is their only social mediaplatform.
I think they're up over 800million.
Speaker 2 (30:11):
Daniel gives us more reasons to invest our time on
LinkedIn.
It's well worth it, but can thesame be said for LinkedIn ads?
Also, is there such a thing asposting too often on LinkedIn
and sabotaging your reach?
If you're interested in heranswer to that question, don't
miss the next episode, and youwon't if you click the follow
button on your podcast player tobe notified when a new episode
(30:33):
drops.
So catch you next week for partthree, to uncover more stories
and strategies for a successfulfuture.
Till then, cheers.
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