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About Bob Gentle

I work with businesses of all sizes on digital marketing, host the Amplify digital marketing entrepreneur podcast and work with entrepreneurs to help them amplify their business online.

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Overview

When it's done well, video marketing looks so simple. You just point the camera and go. Then when you try it you quickly realise there are so many moving parts. It can seem overwhelming but right now all the smart marketers are betting on video first.

This week my guest is Justina Rosu. Justina has worked with some pretty famous people she won't tell me about on mic ( ..but I know ) , was part of a small team that launched BBC 3 and pioneered producer filmed content. Now focuses on helping entrepreneurs get smart about using video.

This episode was a self indulgent treat for me and I hope you get as much out of Justina's interview as I did.

Links and mentions

Thanks for listening!

It means a lot to me and to the guests. If you enjoyed listening then please do take a second to rate the show on iTunes.  Every podcaster will tell you that iTunes reviews drive listeners to our shows so please let me know what you thought and make sure you subscribe using your favourite player using the links below.

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Before we get too deep into personal branding let’s explore how work, customers or sales come to us. It’s almost always in one of a small number of ways.

First, it can come through referrals. For a lot of people referral sales is all they get. People recommend you and you get a call or an email. Referrals always feel nice because they come with a strong social signal and they convert into sales really well.

Then there are inbound sales. These are the sales which come to you as the result of advertising or content marketing.

Lastly, there are outbound sales prospects. These are the people you or your company actively reached out to. In many businesses, this is where they focus because it’s traditionally felt to be the easiest to control and predict.

This isn’t a post about sales – but personal branding. I want to show you how you can start putting distance between you and your competition across all three channels with a small investment in your own personal brand.

We all kind of know this deep down. Anyone who’s job it is to bring new opportunity into a business will be familiar with networking events of all kinds. Some even go deep into referral marketing and join groups specifically for that. All these things are right, but they don’t scale well and they’re time-consuming.

I know people who go out for lunch all the time, eating with different people every day. I don’t know about you but I don’t have that kind of time but instinctively we know that if people know who we are and what we do then opportunities will flow to us more easily.

So, how can we take that principle and amplify it? How can we scale personal branding outside of the traditional small business network?

Traditionally people would use things like TV ads and in the US it’s very common to see small business owners faces on the side of billboards. But again that’s expensive and not really very scalable or sustainable.

So what is a personal brand? First of what is a brand? Branding is often summed up as “..what people say about you when you’re not in the room”. So to build a strong personal brand we need to achieve two things – at scale.

1 – People need to know who we are

2 – People need to know what we’re about

The first is fairly easy. Visibility is essentially very simple. You need to go where the eyeballs are but the difficulty comes when you realise that when you have the eyeballs you need to say something.

What do you want people to say about you when you’re not in the room? You get to decide. We want people to understand our values, ethics, experience, integrity, our mission and our story. We also what them to understand the features and benefits of our products or services.

That’s not going to happen by accident. You’re going to need to show up where people are and express yourself – and you’re going to need to do it on a one to many basis.

You can do this through writing, speaking, video, audio. These are your options. You can get creative about it but these are the basic elements. Start exploring ideas like speaking at events and not just attending, making short videos like this one and posting it on social media regularly, guesting or hosting podcasts and not just listening. These things will go much further to build your brand than crap posting on social media like everyone else in your space.

For a lot of people, myself included, this is some scary stuff. Most things worth doing are scary. Rejection sucks but you can’t have all the advantages of a strong personal brand without understanding that you will not be for everyone. You can’t have a strong attraction without an equally strong opposing force.

Building a strong personal brand will help your business. High profile people are high profile, not because they love the attention or the occasional criticism, but because it works. They get in front of more opportunity than the rest of us. People are magnetically drawn to people they see as high profile.

A strong personal brand will positively impact inbound sales, outbound sales and referral sales. Instead of being one of many, you’ll be ‘the one’ among many. Every prospect takes a journey on the road to becoming a customer and your strong personal brand becomes a powerful beacon on that journey which can draw them powerfully in your direction.

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Overview

Joining Linkedin can be very intimidating. For a lot of people it's like combining the first day of school, the first day at a new job and your first karaoke all rolled into one. It feels like there are so many way your can put your foot in it. So what's an entrepreneur to do.

How do you take your first steps into Linkedin? And then once you've taken those first steps, how do you build on that and start using the platform like a pro?

Well this week my guest is Louise Brogan, one of the UK's leading Linkedin trainers and she's going to put your mind at ease and open your eyes to some hidden potential.

Links and mentions

Louises Webiste : https://socialbeeni.com/

Thanks for listening!

It means a lot to me and to the guests. If you enjoyed listening then please do take a second to rate the show on iTunes.  Every podcaster will tell you that iTunes reviews drive listeners to our shows so please let me know what you thought and make sure you subscribe using your favourite player using the links below.

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Automatic Audio Transcription

Joining LinkedIn can be very intimidating for a lot of people. It's like combining the first day of school, first day at a new job with your first karaoke all rolled into one. It feels like there are so many ways you can put your foot in it. So what's an entrepreneur to do? How do you take your first steps into LinkedIn and then once you've taken those first steps, how do you build on that and start using the platform like a pro.

Well. This week my guest is Louise Brogan . One of the UK is leading LinkedIn trainers, and she's going to put your mind at ease and open your eyes to some hidden potential. Hi there, and welcome back to amplify the digital marketing entrepreneurs podcast. I'm Bob gentle, and every Monday I'm joined by amazing people who share what makes their business work.

If you're new to the show, then take a second right now to subscribe so you don't miss new episodes and you can dig into some older ones when you're done with this one. Don't forget to join our Facebook community. Just visit, amplify me. Dot FM forward slash insiders and you'll be taken right there. Also, don't forget to visit my YouTube channel.

It's quite new, but there's lots of content there now and yeah, that would make my day drop me a comment and let me know why you're there, that you came through the podcast and I will love you forever. So welcome alone. And let's meet Louise.

So this week I'm delighted to welcome Louise Brogan to the show. Louise has been on the show before quite a long time ago now, and I think your business has probably changed quite a lot. Which is why you're back. So Louise, tell us a little bit about who you are, where you are, and the kind of work you do now.

Hi Bob. It's lovely to be back on your podcast again. I so always I follow you online and I'm always very interested to see what you're doing in your business alongside what I'm doing in my business. Um, and at the moment things are going well. I'm, I'm, I'm focusing completely focused on, on helping people with LinkedIn in my business at the minute and really enjoying it.

Really love doing it. I think you're in Northern Ireland as well. It, it good to help people look at your accent, cause a lot of my listeners are actually further field where they maybe can't quite pinpoint the accents. Yes. So they might, they might think I'm Scottish as well then in that case. But yes, I live just outside Belfast in Northern Ireland.

So in order for me to come and visit you, I have to get on a boat. Yes. For now. Are those some, some politicians seem to think that one day they'll build a bridge, but I don't think that's a very good idea. No. So last time we spoke, your business was really oriented around helping small business owners with social media in general.

Um, but I had noticed that you'd really sort of dialed into LinkedIn in a big way. What happened there? A few things actually happened. Um, as with everything in life, you know, it's not just one thing that happens that makes you change direction. Um, I had been working, so I was doing Facebook, Instagram, a little bit of Twitter, but people didn't seem to be as bothered about learning about Twitter and LinkedIn.

And mainly Facebook and Instagram, to be honest, Bob. And that's what people seem most interested in. And I got involved with an organization called enterprise nation, and they introduced me to Facebook and I became one of Facebook's accredited trainers in the UK under a program called she means business.

And part of the remit of that was organizing networking events for women in business in your local area. And my local area was. All of Northern Ireland. So it was a, it was really a brilliant opportunity because I was the only accredited trainer for Facebook and Instagram and the whole of, I think, possibly the Island of Ireland.

Um, and I ran these networking groups and I help people with their Facebook and Instagram. But I started to notice whenever I spent time on LinkedIn, I got business a lot quicker. Um, and I got. Businesses who were more prepared to invest in my services. That's put it that way than potentially the people I was meeting at the network, the networking events that I was running on behalf of Facebook, and people only had to pay five pounds to come to them.

And there was no, um. There was no financial incentive for me to do it when I was, you know, it was brilliant. I got trained by Facebook and Instagram and all that stuff, and it was a brilliant opportunity. But I think as well, so there's, there's, there's the whole kind of moving towards thinking actually on LinkedIn.

It seems to be people that are there. It's easier. It's easier to win business on LinkedIn basically because people are there because they're thinking about business, but also the level of, um, investment that the people that you meet on LinkedIn who are, who will invest in your products or services seems to be.

A little bit higher. Um, so I also was there and working with a coach on American coach and she, it was actually her suggestion and she said, why I, you know, rather than being a generalist in social media, I think that you, you have potential here to specialize. And you know, I think LinkedIn could be the way to go.

So. It took me about a year to agree with this because I like to work through things in my own time. And, um, but also at that stage, I probably knew as much about using LinkedIn as most social media managers and trainers, you know, you know, you knew. You knew enough to be able to work with your clients, but when you focus on one platform and you spend all your time researching and learning and training on that platform, it actually means that you become far more specialized.

And. People really like it because they're coming to you because they know you're the LinkedIn expert. Um, I also then start when I, so when I started drilling down to LinkedIn, couple of different things happened. I changed my podcast to focus on LinkedIn, and I started getting speaking opportunities. So towards the end of last year, and it's really unfortunate.

There's no speaking opportunities now in 2020 at this point in time. Um. But towards the end of last year, I was invited. I pitched, I pitched myself. I'm not shy about pitching for things. Um, and I spoke at two conferences in and around London, and one I was invited to speak at a con was invited to speak at two conferences in America, but I went to speak at a conference in California, um, about LinkedIn in November.

And if I had still been. Not specializing, am I still being teaching all of social media that would never have happened. So I think by me choosing to niche, dine onto the one platform, it's, it's been brilliant for my business. Um, and it's been brilliant for recognition of having that specialist knowledge.

I think one thing that I'm curious about is. Because you had a fairly strong platform across lots of different channels, so yeah, you have a good audience on Facebook, a good Instagram audience, relatively good. You have actually, you have a very good Twitter audience, if I remember rightly, how did that translate?

I guess my question really is LinkedIn is often a very noisy place, and was it that, was it a LinkedIn audience that was responding or was it other audience responding with an interest in LinkedIn? Does that question make sense? Yes, it makes complete sense. And this is interesting because my business, I sometimes feel like I've got two audiences, so I have the entrepreneurial audience and I have the corporate audience, and.

On LinkedIn. I'm, I'm reaching both of those audiences. Um, now I teach people how there are people who teach LinkedIn in order to get a job. So there's career, career coaching and training around LinkedIn. That's not what I do. I teach, um, business owners, entrepreneurs, and people who want to be known for their expertise.

So that can be someone who's in a professional career, or it can be a. Small business owner and how to use LinkedIn to raise their visibility. Whether that's because they want to become known as an expert or a speaker, or if they want to win business. I'm on LinkedIn, but my other audience who a lot of my audience are people who I am convincing them on my other platforms why they should be using LinkedIn.

So. The content that I'm sharing on LinkedIn is very much around, um, here's, you know, here are, here's how to use this particular feature on LinkedIn, and here's why you should consider writing articles, dah, dah, dah, blah. Whereas on Instagram, I might be saying, did you know that on LinkedIn this happens? So you're almost educating the people who are on the other platforms as to why they should go and check out LinkedIn.

Which then means my work is really interesting because I am working with people at all different levels, which I love. So there's a few things that come out of that. I think with, with any social network, it is. In simple terms, our social network and people are there for lots of different reasons. People have lots of different goals at different times of life, and yeah, it makes sense that somebody does career training.

And the other obvious aspect is building your personal brand, your authority on a channel. What are the most common barriers that you see. Find people have to that is it mindset? Is it technology? Where do you find people struggle the most? I say, well, it's a combination actually. Um, the most common questions I hear in resistance to LinkedIn are fear.

I D I just don't know what to say. Um, I'm afraid to write something. Because I don't know what people are going to say about it. Um, or fear that they don't actually know how to use it or just not being up to date with higher LinkedIn works these days and thinking it's just where you put your career history or your, your CV or resume.

Um, and not really understanding that the people, when I, when I work with clients, Bob, you over. Arching response is, well, I have no idea you could do that on LinkedIn, or I had no idea that it was going to be at that I was going to get businesses reaching out to me so quickly. As an example. Is, and this lady is the perfect example of not the kind of person you think would get business on LinkedIn.

So I run a free five day challenges a couple of times a year on LinkedIn that people sign up for. And I did one recently for people working in the tourism industry, and one of the ladies who signed up for it. And runs a sustainable ecotourism business and the moldy leaves. And she was kind of persuaded to do this five day challenge by, um, the lady who asked me to run it for her clients.

And at the end of it, she was just blown away by. All the things she didn't know you could do on LinkedIn. She, Dan signed up to do to get a LinkedIn profile review with me, which is one of the services I offer, and within two days she contacted me to say that since she had updated her profile and started reaching out to people to tour, operators had reached out to her who hadn't heard of her before, to see if they could talk to her about bringing her on board with their, with their holiday, say, run to the Maldives.

Sure. I mean, that says a lot. I mean, that's sounds like money in the bank for a very small investment of time. Yes. You couldn't really get that anywhere else. Exactly. The other thing about LinkedIn is, and I suppose this is, this is another thing that I like to bite it. You know, there's so, there's so much noise on Facebook for businesses at the moment, and it'll probably just get more noisy.

And you know, you put a post on Facebook and. Unless you're getting immediate attention on it, you're probably, it's already probably got a shelf life of a couple of ours. If you put a post on LinkedIn and people start to comment on us, or you get engagement dollars, it has a shelf life of about five to six days.

So huge difference in the potential for people to see what you're doing over on LinkedIn. I think one of the things that. It kind of annoys me with LinkedIn and I'm going to circle back and it's not really an issue, but with Instagram, I, I'm very much in control of what I consume with Facebook. Again, I'm kind of in control of what I consume, the, this sort of bubble phenomenon of you simply get reflected back what you're actually interested in.

You could say it works very well on those platforms. But at the others, the other, the other side of it is you're insulated from an awful lot of things that are probably valuable for you to know about with LinkedIn. That doesn't work so well. And the effect on me is when I open my LinkedIn feed. What I would describe as my whole courage is triggered, consistent, and I'm a very calm person, but every time I open Instagram, LinkedIn, I just, Oh my God,

it's, well, the thing is that, and this is probably part of the problem, I've been on LinkedIn probably longer than any other platform, and I have a massive LinkedIn network. And so. It's what I would, I'm going to have to click the explicit button when I publish this podcast, but it's the volume of shit posting.

It's posting just to be seen to be posting. And I think one of the benefits of Facebook and Instagram is they're quite careful about what they show you in order to keep you on the platform. LinkedIn almost is the opposite, but at the same time, the benefit of that is when you do post something, you know that that.

Algorithm is actually working in your favor because LinkedIn definitely rewards good content, that sort of the posting to be seen to be posting type of content. But what sort of, when you working with people, what kind of advice are you giving them about what to post? Because that. The posting to be seen to be posting it.

It's not really helping anyone. No, it's not helping anyone. That's funny. I'm doing a, I'm doing a three part workshop this week, um, with 15 people, which I'm loving, and we did profiles on day one and. Content on day, what's day two, but it's across five days on day two. And I was, I showed the class an example of exactly what you're talking about.

Um, people are going on and creating the, and they're really putting thought into how they're structuring their posts, but they're not really saying anything that makes you even knew what they do in their business. Um, and. There's loads of activity on LinkedIn that other people are doing that I don't teach, and I don't really like.

Um, and one of those things is being inside a pod where you post this elaborate thought piece about, um, whether they, they normally have like a moral at the endosome or something, but the, you know. Aye. That's not high. I posted, I'll tell you how I post them in it, but what these people do is then they have their little posse who come and I'll leave comments underneath it.

Um, so then I get shown that post because it's supposedly popular and engaging, and I, I, they annoy me and I don't want to see them. Um, so I actually unfollow people who do that. So they're still in my network, but I'm not seeing their posts. Um. But what I teach my clients to do is to write something that gives value to your network or your audience.

So for example, if you were in my network, and I'll be sharing. The things that you can do on LinkedIn that can help you to build an authentic or January network around you. Or I might literally say, have you seen this new feature? Here's three things you can do with it, and here's a couple of ways you should possibly should avoid using them.

Um, so giving your audience, you know, they've connected with you for a reason, hopefully not just to build up. To their 30,000 connections. Um, and so why did they connect with you in the first place? So as, as a small business owner and as an entrepreneur and whatever product or service you have, you use your LinkedIn.

The opportunity to post on LinkedIn too, to teach your audience in a way that gives them value, that they're interested in what it is that you're saying, rather than like, do broadcast out people. Um, but also another way that really works for me in posting is asking people's opinions about stuff. And I've done this successfully for my podcast quite a few times.

Bob's or my podcast is about LinkedIn, and I have. I bring people on and we have conversations about, they're kind of like you and I are doing, and I buy their businesses and we pull in little snippets about how they're using LinkedIn. But then the solo episode, I will maybe walk through, um, hi to, how do I build a good network on LinkedIn or how to use the featured section on LinkedIn.

Um, and sometimes I did a really popular one about. How do you get over the fear of posting on LinkedIn? And I just asked my network, I said, you know what? I'm doing this podcast. Here are the reasons that people give me why, why they're kind of shy or scared to post on LinkedIn, and I'd love to hear. What you guys think.

And then people, you know, I got like 50 or 60 comments and response. Um, and I use that content, so I'm not doing that to, to build engagement. I actually do then take it and use it, um, and refer to those people in the podcast. So, yeah, I don't, I don't really like, like same as you, I don't like these posting for the sake of it.

I don't think you're doing yourself any favors and there's not really a strategy behind it either. You know? Don't spend all your time on LinkedIn unless it's actually bringing you business. The activity that you've got on there. Yeah. Something I've worked with my clients on is not hyper-focusing on the individual posts, but what's the tapestry at the, that post is creating over time.

And when you are posting for the sake of posting, that type of story is, is just noise. And it's not really educating or informing or taking anybody on a journey. Yeah. So it is important to have a little bit of content strategy have built in some storytelling. Definitely. Um, and, and it'll work really well.

Now you mentioned. The feature, the section, I have no heard of this what gifts so used to be when you did your LinkedIn profile and you have, so you've got your profile, your photograph, your headline, and kind of, I'm literally going down the screen and you've got your boat summary. And in their boat summary, you used to be able to add in links to.

Um, videos or blog posts, or you could upload your speaker reel in there, um, as a, literally a little file that started their boat summary and what LinkedIn have done. And a lot of people didn't even know they could do that. I don't know if you knew you could do that. I did, but because I have been on courses, but the featured thing is new.

Yes. So what they've done and stared, they've taken that out. Of their boats. Summary sections. You can't do that anymore. And instead they've put in a featured section below your boat summary, and you can add in, um, says four things you can add in links to posts that you've done on LinkedIn, links to articles you've done on LinkedIn, and then you can upload media.

Whether that's documents or videos or the fourth thing is you can add links to external websites. So I actually have, in mine, I've got, I've written three articles now for social media examiner, so they are linked there. They are my featured section, and I've got a link to my YouTube videos on LinkedIn, and I have a couple of links to.

Articles I've written on LinkedIn, so, Oh, and also that was workshop I was doing this week. I had it. I had a link to it as well, so I created an event on LinkedIn. I took the event and put it in my featured section. And why it's good bulb is because when you look at somebody's profile. It's quite a big space and it's the color.

It's the, the graphic jumps out at you when, when you're looking at somebody's profile, because the graph, it's not like a list of features, like a text list. It's literally like a scrolling window of, um, graphics that linked to the things you want to feature. I've got it in front of me just now and I'm going to go and play with this later.

Awesome. Really valuable. Um, feel free to feature one of my articles. I have other questions, but they're for later. Anybody listening? One of the benefits of the podcast is I can ask my specific questions later. There's another thing you mentioned, you mentioned pods and. That's fine. Again, I agree. I don't like that kind of behavior and it sticks out a mile.

And actually one of the things you mentioned about unfollowing people is probably a solution to my rage. That's what I was thinking. Yes. So I will probably engage in that. Something that I am seeing a lot, and I'm seeing it also trained, is that if you want engagement on your post, one thing you can do is tag a ton of people that have big networks.

In the hope that they will then come and engage in your content and much like pods, although we look at it, everything was just fairly bad behavior. You probably should be doing this. Annoyingly, it works. Yes. What's your philosophy on. Tagging people like this. Okay. So you, you went halfway there because there's another reason people do it too.

Okay. Um, and I'm really against it, but first of all, when if you write a post and you tag. Tan people are, I mean, people have done it and they've tied like 20 people and somebody who has a large network. It's not the person who has the network that you are trying to get the attention of. You are trying to get the attention of the people in that person's network.

So it is annoying and people kind of, if someone's doing that to you, you can untag yourself from that post. Um, the three little dots on every post is just like a wealth of things you can do with them. And one of the things that you can untag yourself in that post, I don't like it. Um, I think you should only tag somebody in your post if it's relevant to them.

And I'm trying to think. There's people who tag me locally here in Northern Ireland. Um. And it, it does bug me. And then the next thing that happens is you get notified every time someone comments on that post, which you could turn off as well. Of course. Um, I, I do find it quite irritating. I think your content should stand on its own two feet.

Um, and I would rather have genuine engagement on my posts from the people who are following me because they're interested in what I'm having to say. But you can see why people do it to people because it does push, it does put you in front of new people and new audiences, and maybe it's something LinkedIn needs to really consider.

I think so. I mean, I, I've, I know an Instagram, it's just considered spam. Uh, and you can actively report accounts for this on LinkedIn. I think it's socially much more awkward because. You can untag yourself, but then that gets spotted very quickly and I've been asked, why did you untag yourself? I'd have to explain because for the next five weeks, my, my notifications will become meaningless, but yeah, let's not, let's not go any further down there.

I was just curious to know what your perspective on that was. How am I missing something? Should I be doing it? But, but no, I don't think so. No. So for, for new people coming to LinkedIn, what are the most common fears they have? They people think that other people are going to judge them on what they're saying because it is more of a professional network.

And I would eat, do have you, is not Facebook and you do have to behave professionally. But what I would say is if you were going, so say it's, um, we're all able to go to networking events in person and you're invited, you've been invited to a business networking event in your local town hall this Friday morning.

Just think of LinkedIn as exactly the same. So go along to LinkedIn and. Introduce yourself, start connecting with people. If the thoughts, putting a post on LinkedIn terrifies you, then start by commenting on other people's posts and your network. You have got something to say and don't you? If you are, for example, you're an Instagram trainer and you're posting stuff on Instagram, don't think, Oh, flip the other Instagram trainers are going to see this and laugh at me, or they're going to criticize me or.

Or whatever, because you're not actually writing it for those people. You're writing it for your potential customers and clients. Um, and if you can get your head wrapped around that way, then really what you're doing is you're helping people by sharing and stuff that is, this is a value of to them and that they're interested in.

Um, but you've also, you've got to start building up your network. So a couple of, um, I run a group program. And when we first started, I had had my beat a grip. Um, last, gosh, maybe last November, and one of the members of the beta group. I was posting stuff on there coming to me and saying, look, this is not working, Louise.

And I said, well, let's go look. Let's, let's pull up your screen and let's, let's have a look at it. And they only had, um, like 25 or 30 people in their network. So you're not going to get engagement if you've only gotten network of, of 25 to 30 people. So you do need to start connecting with people and building up that network and start with the people that you know.

So start with the. Local business people that, you know, start with me and Bob. Um, and you see when Bob posts by his podcast and you're a podcast listener, see who else is commenting underneath it and then send them a connection request and says, Oh, I see. We both listened to Bob's podcast and just build it up steadily.

And then, you know. Provide value to the network and you will get, you will start to get engagement. They say, take everything Bob. You know, you have to work at it too. How funny would it be if both of my podcast listeners actually connected with each other

and tied you and me and every person from nine until the end of time? So I have another question about LinkedIn and that's really to do with, well, I have two actually. One is groups and elements, business pages. So. LinkedIn groups are potentially a fantastic idea, but they are the land of tumbleweed a lot of the time.

What is your experience around, have you, is there a way to make them work, Bob? I honestly, I am in groups. They. Or either as you say, a tumbleweed area or they're so full of spam that you remove yourself really quickly from them. Um, you know, I don't go near them. I, it's interesting at the moment, there's local, uh, business networks and university networks, actually her trying to use grips and inviting me into them.

Um. But because nobody's really posting in them, we're using them. You don't get shown the content that send them, then you forget that you're even in a grip. So grips are not really worse. The w, where's your time at the moment? That was what I thought, but I wasn't sure if I was missing something because I think if you can, if you look at why people are on LinkedIn is because they want to do some business networking.

Yeah. But nobody goes to business networking events for leisure. They're there to do the work so people aren't hanging out on LinkedIn the way they might on Facebook, and when people are on Facebook too, for their downtime, that's when they'll typically engage in that kind of room style behavior. There's also, you know, LinkedIn live, which is the live video aspect of LinkedIn.

Not everybody. Has, and that everyone can get. And I'm currently waiting to hear, I think, I think I'm about to get it, but I'm waiting to hear. But you know, if you were able to, so my LinkedIn program, our community group is on Facebook, which is so. Bizarre, but if I could create a grip on LinkedIn and I could go live into that group, you know, there's just other functionality it needs to be added to them to make them work for, for somebody who leads a community or a business, in my opinion.

Yeah. It does just seem like a separate timeline. Um, so that if somebody listening to that may think, wow, a different timeline. That sounds. A bit weird. You mentioned Facebook live now I've applied for Facebook live like five times LinkedIn live. Yes. When? What is their role? I mean, you're probably a bit closer to LinkedIn than I am.

What's their rollout program looking like? So it's really hard. I've, I applied, so I'll tell you my LinkedIn life story and I haven't got it yet, but I've kind of been given a nod. That I should be getting notification of it. I applied twice and heard nothing. I think it's what you write in your application that makes the difference.

So one of their rules is to do LinkedIn live. You're not allowed to talk about LinkedIn, say fate club, and you know, my business is teaching people about LinkedIn. So. I was, I'm so determined to get it because you know, hi, can you teach people about LinkedIn if you haven't got all the functionality? And by the by, I haven't got LinkedIn pools yet, which is driving me demented.

Um, which is a new feature being rolled out this week. Um, and across the UK it seems, but anyway, um, so they, LinkedIn live, they, they seem to have, they seem to have a huge ballot backlog of people who've applied for it. And you have to show. A link to a previous live you've done on a different platform.

They want you to be able to. Stream for at least 10 minutes. So they don't want you Facebook live and Instagram going live on Instagram stories. It's all like a one minute, 90 seconds, two minutes thing. Whereas LinkedIn wants to do something different. So my last application that I submitted to, which is looking like it's getting a green light, I said I was going to do a regular weekly interview show on LinkedIn, and I think that maybe is what tipping the balance.

I think I have also filled an application that I do want to do a regular weekly show there, but I think possibly what's holding me back is I don't have any published lives. They're all, no, you're not getting it. Then maybe just fix that and play the game. Go onto your Facebook live on your Facebook page.

Yeah. Okay. Next question was business pages and it also, alongside that, there's the whole question of LinkedIn articles. And as somebody who does regularly create content, if I, for example, have a blog post, that blog post isn't going on, LinkedIn is an article. Am I missing a trick there? Yes. Okay. What should, what should be happening with LinkedIn articles?

Me like anybody else treat me as. Anybody who was regularly writing blog posts. Okay. Or anything like that. I think so you're, if you think of your posts on LinkedIn as conversation starters, so you're starting a conversation with your audience, a bite, something, think of your article as a longer form piece of content where you are literally telling a story or explaining something, um, to your audience.

It's written in a way that you. Break it up with images and links and texts. It's not a big block of text. Now that you've got the featured section, it's even better because you can feature your articles in there and I think it's good for. SEO on your profile. I think it's good for credibility because your posts that you read, if you write a post to bite, and let's see, um, why people should sign up for a in person networking grip.

Like, I know you have both. Um, and the benefits of those, if you write a post about that in six months time, we're not going to see it. But if you've written, say you write six articles a year, um, I'm much more likely to see the article that you've written. And also if you write in an evergreen way, you can keep referring, I do this all the time, keep referring back to it so.

There's one that I wrote about how to write your LinkedIn profile. And every now and again I just go and grab the article, share it into my newsfeed and start another conversation about when's the last time you updated your profile? Or what are the key things you need in your profile? And the whole article about profiles is there, people refer to it and people engage with that content.

So it's almost like, you know, you're, if you have a WordPress blog, it talks about having cornerstone content. I think that's the similar. Scenario for me. And what's LinkedIn's perspective on articles? Do they favor articles over posts in any meaningful way? That was kind of what I thought so, but from a thought leadership authority perspective, they're probably working quite well.

I think so. So another thing a lot of people are looking at LinkedIn for is as a lead generation platform. And. I think, yeah, you can get lucky in terms of you post something about what you do and somebody comes along and says, I really want that. But if we were to look at digital marketing in the broader context and in this sort of taking this sort of funnel.

Methodology into it. If we were, for example, driving traffic to our website, we would at that point, or for some kind of content upgrade. So if you like this article, here's a PDF worksheet on how you can go a bit deeper or, or a step by step or a checklist or something like that. Yeah. Is there a way that you can emulate that kind of workflow within LinkedIn?

So LinkedIn lead generation, for me, it all happens inside the messaging. Box the inbox on LinkedIn, and I get, um, a lot. That's where I get all my client inquiries from LinkedIn. Um, they rarely come through email. I then send them to email because that's, you know. Get people off social media onto your, enter your email so you can have a proper chat.

But, um, it's, you're raising your visibility by your actions on LinkedIn and you just say, if you want to get in touch, you send me a message or something like that. Um, I do have, like I mentioned earlier, I mentioned the five day challenge. So when I'm running that, I will do. Share a video on the LinkedIn, letting people know that it's coming up and put the link below for them to sign up, and they absolutely do that.

Um, and I would have a call to action at the bottom of my. Articles as well if they wanted to get a free download or something like that there as well. But it tends to be that they reach out and messenger and say things like, Oh, I've been following you for awhile and I'd like to know more about how to work with you.

Or basically that's the gist of it. Um, or. This is where I'm going back to my, I have my two different client bases as well. You know, a couple of people contacted me during covert 19 and said, Louise, we've been following you and we really like what you're doing and we'd like to bring you in to tree and with our team once we're all back in the office.

Um, interestingly, Bob in Northern Ireland, there's a resistance to me training people's teams online. But anyway, that's by the, by. Um, so. There's, there's building up those connections and contacts, but it all happens inside messenger on LinkedIn. For me, I get one point of curiosity for me there is, if you were to have two posts side by side, and one was simply, here's the information I've just been talking about and that's it.

And then there was another post where here's the information I've just been talking about, and if you want to get in touch, feel free to message me. Would you actually. Expect to see a difference when you have that over invitation to take things further? Well, actually high I would write, my post is normally I invite people to tell me what they think of what I've just said.

So I would never end a post with, you know, here's the information and that's it. I always, the way I write my posts is to get people to start having conversations below. Um. But yes, if you directly invite someone to reach out to you, yes, they're more likely to do it. But I think with the activity that I've had on LinkedIn and you, there's other people do it completely differently.

It is very much inbound marketing. They, they come to me. Hmm. I think what I was getting at there was that you have some form of call to action over, no call to action. I think often there's a reticence to if what happens if I make that sort of offer to continue the conversation. And then nothing happens.

Well, okay, so if someone seems interested in what you're saying, I, and they're in your network, I would send them a message and say, do you know, is there anything else you'd like to know about that? Or is there something I can help you with on that? Or, you know, absolutely. Say, if you want to jump on a call, here's my calendar.

If they've already expressed interest in what is your. You're saying, you know, some people will write an article or a post and then they send it to you and your messenger and say, if you, you know that I don't do that. You're, if you, if you've liked this article and then you get in touch with me, I don't do that kind of stuff.

Certainly I can see why you went deep into LinkedIn, because I think of all the platforms, LinkedIn is the one where I see people get anxious the most and the stakes feel like they're the highest because Instagram, Facebook, a lot of people put them in the fund box. Whereas LinkedIn is, if I want to grow my business from serious about my business than I need to properly tackle LinkedIn, I know my God.

It's scary. So I think that's a. And clearly you know your stuff. Um, so I can see why that's working for you. Thanks. Where do you want to go with it? Because obviously it's a, it's a couple of years now. You've been building this up. It's, it's clearly got some momentum now, but you're not somebody that hangs around.

No.

So where do I want to go with this? So I have started building up a. Group of people. So I love, I love teaching people, um, whether it's in person or online. And I started to build up a grip of, of, um, people. I'm calling them my LinkedIn learners. So LinkedIn learners lab is the name of the grip, and I'd like to build that up.

But I, I love speaking. I love speaking on the stage. Um, and I'd like to do more of that, more on a, like do more paid speaking. And I was also, you know, before lockdown, I was starting to build up a lot of corporate, um, contacts and a lot of corporate workshops. And, you know. It's, it's, it's well-paid Bob, that kind of work.

Um, and I'd be very happy to build my business on, you know, working with my small business owners on the one to ones and the grip program, and then going out and doing corporate workshops and doing speaking gigs. I mean, that would be, I'd be very happy. I think it's really funny cause my, from the last time I was on know if I mentioned like my, my sister's a teacher.

I think really, I could very easily have been a teacher. I really enjoy it. Yeah, I can see that. And you're also going to be running a masterclass from my community, which they're all really looking forward to. Yes, me too. So Louis, again, I'm looking at the time thinking, Oh my God, we've really been talking for a while now, so we should probably bring things to a close, and I need to ask you one question.

I am getting really good at remembering everyone now, what's one thing that you do now that you wish you'd started five years ago? Oh my goodness. Well, five years ago I was 40 so in terms of my personal life, I wish I started running and, but gosh, five years ago. What? When was that Bob? Like 2015 I started the business around 2013.

So I guess really, what's one thing that's really working for you now that you wish it, Oh yeah. Niching, dine, and actually getting, getting up and speaking in front of people. So when those three conferences I talked about at the end of last year, when I speak in front of a. Audience at a conference. I get clients straight away.

Um, and it's a really nice way to meet people and to, for people to figure out if they want to work with me. Um, and I wish that I had started doing more of that. They're being brave enough to do that. I mean, it's hard when you're starting night, um, and standing out in front of an audience for us and I absolutely love it.

And I go. I had two conferences in Belfast last year that I call around with a colleague here, and I think 2021 I'm going to have to do one of my own. Um, so you're very welcome to come join us, Bob. I would love to, hopefully when we're allowed out to play soon. Yes. Fingers crossed. If people want to connect with you, how would you like them to do that?

But I would love for them to come and connect with me on LinkedIn and to send me a personalized connection, which means adding a note. And telling me that they listened to the podcast. Um, and also I have a free download for your audience. If they would like it, it's a LinkedIn profile checklist and they can get that social B and I don't call them forward slash LinkedIn freebie and anybody listening, thinking, you know.

The LinkedIn profile. Think again, because there's actually a lot more to it than you would imagine. A hundred percent and LinkedIn cares. Yeah. Well, Louise, thank you very much. You've been very generous with your time and with your knowledge. I'm so grateful you came on again. Yeah. I can't wait to see you again.

Excellent. YouTube have been really lovely. Thanks so much for having me on.

Digital marketing is all about people. It's all about people and relationships. Spending time building your profile on LinkedIn in a way which adds true value to others. Without that value to you. What goes around comes around. So if posting garbage is your thing, expect garbage and return. Invest in an attitude of genuine service and create great content and network well and expect to see some great results.

Before I go, just a quick reminder to subscribe, and if you haven't already, to join our Facebook group, you'll find the link in the show notes or just head to amplify me. Dot FM forward slash insiders. I would love you to connect with me on social media. Follow me wherever you hang out at, Bob gentle, and if you do let me know so I can follow you back.

If you enjoyed the show, then I would love for you to review on iTunes. It means a lot to me and it's the best way to help me reach more subscribers. My name is Bob Chantelle. Thanks again to Louise for giving us her time this week and to you for listening. See you next week.

Before I get too far into this topic let’s explore how customers come to you. In an ideal world a decision is made in the heart of your prospect to take action on a problem you solve. At this moment they know – you are the one to fix it for them. It never happens like this.

At the beginning of the customer journey, an impulse is triggered to take the first steps on a journey towards fixing the problem you solve. The journey starts but might not end for hours, days weeks, months or sometimes even years.

As marketers ( and as a small business owner that’s you ) our job is to try and influence the journey so they find their way to us. Often the most important element which is overlooked is the time the customer journey often takes.

The impulse to fix the pain point or solve the problem often doesn’t convert into a sale immediately. The pain might need to build, the immediate problem which caused the pain might have subsided and return later. In addition, the prospect might educate themselves, undertake some research or simply take some time to shop around.

Real world sales professionals now this. It’s why they have small talk, work to educate the prospect, let them try things out, offer demonstrations, regularly keep in touch with prospects. In short they ‘nurture’ the prospect.

Getting someone’s attention in the first place is expensive. If you invest in any online activity at all.. Things like ads, social media, content marketing of any kind, it all cost money. And if by some small miracle you actually get someone to your website we can assign a cost to them. If they don’t convert into a customer there and then – it’s money lost.

This is where remarketing or retargeting ads come in. Remarketing ads are a special subset of online ads which are only shown to people who have already visited your website. There are a few things which it’s important to know about remarketing ads which make them very special and for the small business – very exciting.

1 – They are only shown to people who are known to be on the journey which could lead to you. Qualified prospects.

2 – They are graphic display ads, not the text-based ads you see in search. They can appear wherever you see ads online, Magazines, Youtube, Facebook, Blogs. Most sites which display ads draw them from the Google ad network and partners.

3 – The only cost to you is when people actually click on them. Most people don’t. In most campaigns I run, the costs are in the low double digits per quarter. These campaigns are seen by thousands of people.

The real benefit of remarketing ads is that they work with the customer journey in a powerful way. They’re triggered right at the start when a prospect passes through your website and then for the next two weeks or two months ( you get to decide ) they see your brand everywhere they go.

This works powerfully in the mind of the prospect so that when the time comes for them to act the chances of them converting in your direction are much, much higher.

All of this assumes you’re not doing any other form of advertising. If you do nothing else – run remarketing ads. But – if you are running any other kind of ad where you’re effectively buying traffic then you must add retargeting into the mix.

Retargeting amplifies the value of every visit. It turns what would have been one brand encounter into, potentially, hundreds over time and the majority of that visibility is actually completely free because people only tend to click on the ads when they are ready to buy.

Like any powerful tool, it’s open to abuse. There are settings available in both the Facebook and Google ad platforms which you can use to prevent overwhelming your audience.

As you can imagine this topic can go deep. There are all kinds of retargeting tactics you can use based on user behaviour but in this post, I just wanted to give you a peek into what’s possible.

If you do set up some retargeting ads let me know. I’d love to see them.

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Overview

For a lot of people, digital marketing is a painful thorny field of procrastination. Some people seem to move easily through the field and others seem to snag on every single thorn. The reasons for this normally have a lot less to do with tech and everything to do with mindset.

This week my podcast guest is Deepa Naterajan, a high-performance coach who works with some of the biggest tech companies in the world. In this week's episode shines a light on what we can all do to take these mindset issues in had and start moving towards our goals without the traditional hustle and grind we're all used to hearing about.

About Deepa

Deepa Natarajan is an expert coach on helping people change. She has done many intensive courses to understand how adults develop. She coaches senior executives and entrepreneurs. Following her years of experience in coaching she has developed a methodology that helps people to achieve their goals with ease and peace of mind.

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Thanks for listening!

It means a lot to me and to the guests. If you enjoyed listening then please do take a second to rate the show on iTunes.  Every podcaster will tell you that iTunes reviews drive listeners to our shows so please let me know what you thought and make sure you subscribe using your favourite player using the links below.

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In this post, I want to try and put you in control of things a little. There are a lot of people with a vested interest in making digital marketing as complicated as possible. The more complicated the problem seems to be the more they can charge for fixing it. So, as an industry, marketing people benefit from making things complicated.

Every day I’m asked things like.

“Should I do search engine ads?”

“Should I use Linkedin?

“I’ve been told I should use Facebook ads”

“Someone said I should use mailchimp”

“I think I should rebrand, what do you think?”

“Should I use a social media manager?”

“My website isn’t generating leads, I’m building a new one.”

Those are all good question but it’s what comes next which causes business owners problems. Eventually the person asking those questions is going to end up on the phone with someone who provides those services. What do you think will happen next?

Business owner : Should I advertise? Ad manager : Hell yes.

Business owner : Should I be on Linkedin? Linkedin trainer : Duh..

Business owner : New website? Web designer : How deep are your pockets?

…I could go on but I hope you get the point.

We trust experts to help guide us but the complexity of digital marketing and the diversity of skills means that most of the time people operate in specialist silos and niche agencies. This leaves the business owner vulnerable and often exposed to very heavily biased for commercial reasons and also because of their narrow, albeit deep, range of knowledge.

There will be two kinds of people reading this. There will be ‘client side’ or business owners or those responsible for a businesses marketing and there will be ‘agency side’. So a word to the agency side.. I’m not having a pop at you. This post is for you as well. I work with a lot of agencies around the world to help them implement the crazy simple formula which I’ll go through in a moment.

What I’d like to offer is a formula so simple that anyone can understand it. It’s the formula I turn to with every client, every day. It drives every project and every conversation. It’s the compass which drives strategy and delivers reliable and predictable results.

( I do have a complicated version of this, but that’s a whole different thing ).

The stupid simple digital marketing framework.

Traffic ( Or Audience ) + Conversion ( Leading to sales ) = Money

That’s something everyone can understand, but interestingly most businesses I work with have the whole thing completely out of balance. Because they don’t know about this simple formula they try and fix every problem with more traffic. Traffic is great, but if nobody is converting then what’s the point of more traffic?

It’s a little like trying to shoot water through a keyhole and with a water gun. Not much goes through. Using a fire hose will improve things a bit, but if you really want results you need to open the door. Conversion tactics focus on improving the rate at which traffic converts.

Let’s explore some of the marketing tactics on each side of this equation.

Traffic ( Audience ).

The traffic side is the equation is actually fairly obvious. That’s why people focus on it so much. It includes things like SEO, Ads, Youtube, Blog, PR and Social networking among other things. This side of the equation is about discoverability. It’s about getting eyeballs, connections, visitors and attention.

Conversion ( A result )

If traffic is about the first encounter then conversion is about the relationship. The impulse which led to someone stepping into your world will likely not have them reaching for their wallets right away. Every website visitor or social contact will be on a sliding scale of need for the value you’re offering. The important thing to remember is that the scale slides – all the time.

Things which impact conversion are, design, brand, trust, lead magnets, relationship building, opportunity. I know that all sounds quite soft but it’s why tactics like sales funnels, email marketing, remarketing ads, email list building and marketing work so well. Using a simple blend of technology, tactics and simple psychology you can quickly bring the conversion side of the equation into balance.

Understanding this equation is important for business owners. It puts them in control and gives them a way to start weighing up where they should be investing time and money next.

If you come from a traditional advertising background then it’s easy to fall into the trap of thinking that all that matters are eyeballs. If those eyeballs are targeted OMG mission accomplished. With digital that approach is just plain weak, but as so many traditional agencies jump on the digital bandwagon it’s also become pretty standard.

I hope this helps. If this is something which you’ve found useful then I’ve put together a simple PDF checklist of things to consider on both sides of the equation. I kind of self assessment / roadmap which you can use to work through your own situation. I hope you find it useful.

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Overview

Business is a value exchange. You charge money for things people value.But why do so many people get stuck in a cycle of under charging?This week my podcast guest is Paul Klein. Paul focuses on helping contractors, creatives consultants and experts of all kinds charge what they're worth.He's not only going to share his business journey with us but also a simple process which anyone can use to move from competitive hourly billing to a magical place where you actually have choice and the ability to say no.

About Paul Klein

Paul Klein is a business consultant and entrepreneur. From his days as 1980s hair band guitarist and lifelong entrepreneur to starting and scaling a successful SAAS company to consulting for some of the biggest brands including Target, Neiman Marcus, Starbucks, Holiday Inn, and other global brands, Paul helps Consultants, Freelancers, and Solopreneurs price their services, stop undercharging in order to build 7 figure businesses. Paul is the host of the Pricing Is Positioning Podcast and The Rock Your Pricing Online Course and Community.

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Paul's website : https://www.paulklein.net/

Thanks for listening!

It means a lot to me and to the guests. If you enjoyed listening then please do take a second to rate the show on iTunes.  Every podcaster will tell you that iTunes reviews drive listeners to our shows so please let me know what you thought and make sure you subscribe using your favourite player using the links below.

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As someone who’s business revolves around social media, I have a lot of gratitude for all the various platforms have to offer. But it’s not just me that’s grateful. Vast fortunes are being made by the platforms and their advertisers.

These fortunes are made ‘in theory’ by providing you, the ‘consumer’ with the content you like, as often as possible. They do this so you’ll stay on the platform as long as possible consuming and being ‘influenced’ by as many ads as possible.

For most people, social media is ‘leisure’. It’s a recreational use of time. This is as true of Linkedin as it is Instagram or Youtube. Using leisure time for leisure activities is fine – it’s a free country. But this is business and leisure has no place in it.

The way most people use social media is as consumers. They open the platform and start scrolling. It’s intentionally addictive and it’s easy to lose hours once you start. That’s not happening by accident.

Most business owners will have heard the call, “You need to get on social media” and then jumped in and what happens? They get caught up the fast flowing warm and entertaining waters of ‘Scroll River’. Time passes and they achieve nothing.

They are consumers. And consumption is not helping you as a business owner in any way. It’s killing your business.

If you want social media to work for your business you need to treat it like a loaded gun. With care, respect and the understanding that it can blow your foot off ( from a productivity perspective ) with just a momentary lapse of concentration.

When you work with a gun, loaded or not, there are working practises to keep you safe. So let’s look at a few basic practises which will allow you to take charge and start participating and stop consuming.

Being intentional about how and why you open any app or site is the first place to start. Opening any app just to see what’s happening is against the rules.

Practise 1 – Don’t open apps without a very good reason.

The platforms all make this hard. They tempt us with notifications and it’s hard to know what notifications are baiting us and which matter. Open the notification settings on every app and platform and turn as many of them off as you can handle. The only notifications you need are :

Someone is sending you a message.

Someone is engaging with your content.

Everything else is a distraction so turn it off.

Practise 2 – Create. Don’t consume.

The only very good reason to open a social media app or site is to contribute. To post content you created. If you are on social media for business then you don’t need to scroll. You need to create content ( away from the platform ) and then post it for ‘others’ to consume.

Practise 3 – Engage with people, not content.

Social media and social networks give us a big clue as to what can work really well. Be sociable. But do it on your terms and be intentional about it. Set times for it that same as you would for booking networking events or meetings.

DANGER : You could easily take rule three as permission to jump in and waste your time again. These practices need to be worked through in order. Get your content game on first.

Practise 4 – Learn the Ad tools.

Getting some basic orientation on how the ad systems work on a couple of the platforms can really give you some super powers. Most of the platforms are great value from an advertising perspective and more effective than any other kind of advertising you can buy.

Social media platforms spend millions hiring psychologists, biologists, designers and all kinds of nerds just to find ways to make you keep the apps open a little longer.

This can work for your business by making sure your content is there for people to consume. But it can far more easily work against you by sucking your time and your attention.

Success in social media marketing depends on the four practises I’ve outlined above. They’re a set of disciplines which for most people just don’t matter. But for a business owner, they are critical to success.

As Gary Vaynerchuck said ( and I know I say this a lot ). Every business should be 80% whatever it is they do for money and 20% media company. Time is the most valuable thing we have and with these practises I want to help you save as much of it as you can for creating great content which helps you cut through. Not fooling yourself into thinking that you’re active on social media.

If you follow these practises you’ll very quickly discover your social media superpowers.

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