It’s time to get strategic with LinkedIn! Let’s talk about how to post with a purpose, how to amplify that post with a LinkedIn pod, and how to squeeze the most benefit out of each and every LinkedIn post you make.
We’ve included a full transcript of the video below (slightly edited) also.
Editor’s note: This transcript has been edited for readability.
I’m Mark Perone with Rethink Revenue and I’m here to talk about LinkedIn today.
Let’s take a look at the LinkedIn platform. What we have here is kind of a standard view on the desktop version of LinkedIn.
The desktop and phone application are two different things. If you’re logging into the desktop version of LinkedIn, this is what it will always look like. You start your post up here and then you can write whatever you want to write here.
There is a methodology that I follow called “Hook, Story, Offer” which I’ll go into some detail about later but generally speaking you get about 1200 words to post here.
You can also choose how you post, meaning you can create a LinkedIn post on behalf of one of the LinkedIn company pages you manage or you can post as yourself.
I post for a bunch of different people and I have a bunch of different businesses I work with so a lot of different choices there.
On the other side of the screen you can decide who can see your post so there’s a number of different choices here.
As you look at these windows you get to see if you want to put a document with your post, if you want to record yourself or add a video you can do that with these buttons.
Writing articles is right here, right here is your profile overview, this is where your first name and last name appear and then your value proposition, which we’ll go into a little bit later.
You get to see who’s seen your profile and views of your last post and then you’ve got pages down here that you control and then your recent hashtags, groups and followed hashtags all down here. We’ll go into all this stuff later but today I want to give you guys an overview of what you’re looking at.
Your main feed is right here. When people post you have different varying information that pops up.
A little hint: The more you communicate with people the more you appear in their feed!
LinkedIn is actually a really wide open platform right now so when you post, a lot of your connections are going to see your posts as long as they’ve been engaging. If you’re brand new to LinkedIn you get about a two-week window where LinkedIn extends the posts that you put up and you get a lot more traction.
Past that you’ve got news and then you’ve got some courses trending on LinkedIn Learning down here.
LinkedIn has been playing around, adding advertisements in here. This is how they’re generating some revenue but I’m going to stay away from that right now because the focus of today’s message is right here –
When I click on the Messaging button all the messaging groups or people that I’ve messaged come up here and this happens to be the last string that I was working on. This is a group that I work with out of Cincinnati.
The one that we have built right now is H7. Just put that in the search box. I put a little unicorn in front of the group name…
The people in this group are connections of mine who have agreed to start expanding their reach on the LinkedIn platform. You can see who’s agreed thus far.
I would like to get a little bit larger group than this but for the time being this will work. I want to get some practice in on what posting looks like so let’s get down to the structure of posting inside these groups.
The idea here is to expand your message impact and when I put a message up here – Hook Story Offer – and then I add some more little pieces (hashtags) to draw in more audience which again we’ll go into later on, but I just want I want you guys to see the structure of this here.
So now that I’ve posted this I want to give it to other people to see. LinkedIn updates happen in fractions of seconds so we want to draw some attention to our particular post and ask a group that we’re associated with – the H7 Springboro LinkedIn pod in this case – to promote the post by just adding some activity to it.
We’re not calling it out to say “buy from this guy,” we’re not pressing it out into the universe and becoming a surrogate for any business, just a Like and a Comment associated with the post helps immensely and I’ll show you what that looks like.
Now, my LinkedIn post is embedded in the message conversation string. It’s embedded for everyone else to see. ONLY people on this message string can see it though. This limits the amount of people to who’s in this group who sees this message here.
What you’re doing by sharing your post in a LinkedIn message group (also called a “LinkedIn engagement pod”) is calling out a concept of “help me promote myself.”
You get 30 minutes – 30 minutes! – remember that! – to get the help that you need. After 30 minutes you don’t really get an expanded reach. I’ll explain what expanded reach means later but for the time being just know that you’ve got to copy that post, put it in here and then if somebody puts one in here you’re gonna click on the link, which takes you out to the post, you’re gonna Like it and you’re gonna Comment on it.
Just a little sentence there shows some engagement and you see here that it says two views of your post in this feed so two people have seen this and that’s really important.
Post count is important because LinkedIn post views are what show you the traction you’re looking for so if I went through and looked at the posts that I’ve put up myself, you’ll see that I’ve gotten views on my previous activity.
So I’m going to go to my LinkedIn homepage, then scroll down to the Activity section and click See all activity. When the page loads I click Posts to see only my Post activity and I’ve got nine views as of right now just on this little post.
When I scroll down here I can start to see what my impact was on my other posts so I got 323 views there, I got 670 there, I got 505 there, 403 and then you’re going to start seeing some larger ones here because I did some background work to get these up so 3,000.
Two people saw that one, 1,300 people saw that one, 835 so on and so forth all the way down my feed.
I’m just looking at the posts that I put out in the recent past okay?
Why is it important to have people view your post? Let’s take a look at this one.
So if you think of 323 people seeing something that I’m saying versus the network that we’re in, which is say 18 to 30 people, I’m going to a networking meeting to meet 18 to 30 people and shake hands with them and kind of get to know them a little bit, it makes a lot of sense to think of this as a volume game. The more people you meet the more likely you are to get known, the more likely your message is going to get out there.
So if you started putting up whatever presentation in less than 1200 words on a post on LinkedIn before you go present, you’re exponentially expanding the reach of the message that you’re trying to get out there.
This is a really good thing right?
Well that’s one level of it. Posting on LinkedIn also helps you frame your ad copy. That’s what this is called – ad copy. These little posts are ad copy and it helps you polish your messaging sets, number one.
Number two, it gives you an idea about who’s interested in what you’re posting and you’ll see that I get a little report of people that have seen my post.
This report details the companies of people who looked at my post, the titles of the people and the areas that those people are located in. Now the next question is always:
That is a bit of a privacy issue. When people comment on your post then you can see who’s interested. If they don’t Like, comment or share your post, LinkedIn’s not going to reveal who they are.
LinkedIn will show you the companies/employers of people who have been looking at your post and show you kind of the spread that’s associated with that. There’s a little trick to this though.
If I wanted to go see the people from Infor that are looking at my post I could back out of this and put Infor into the search box, and I’ll get some filtering options around what I want to see associated with Infor.
In this case I’m looking for people so there’s some filtering that you can do connections – first, second, and third connections.
You can also filter by current companies – Infor – and you can do locations if you like and you can type in whatever location.
If I cross-reference the type of people. the job title of the people that are looking at my post and the company, now I start to dig into who could possibly be seeing my stuff.
Now this is early on prospecting. This is pulling down names of people that are interested in things that you’re posting. The broader that impact the more you get to see and who’s interested in what you’re posting.
If we go back to my profile and the posts that I put up and we look at some of these more expanded deeper searches or deeper engagements you start to see who’s really REALLY interested.
The idea here is to get the broadest audience you can to get higher hits, so it would seem that this marketing and sales poll had a lot of interest from some major companies in the area.
I can start to hunt from here, right? I can start to look at who might be wanting to do business with me and I can reach out to them especially because I can cross-reference the job title of the people that are looking at what I do.
In recap, LinkedIn is a very powerful tool, especially when you can collaborate with it. The idea here is to expand our messaging. We want to collaborate with like-minded individuals and we want to start to get some low-level targeting going.
What I mean by targeting is this: If we look at how Rethink Revenue creates marketing and sales momentum we start with Targets. Those are the people that we’re talking about – those those people that are engaging with our posts.
We can start to track those people on different platforms and lace together a really strong marketing campaign to turn those Targets into Suspects. Suspects are people that know you and you know them.
Then at some point you’re going to be able to have a conversation about what they’re looking for against what you offer and that would be a Lead.
For more on this I’m more than willing to talk. This video was designed to show you how a LinkedIn pod / LinkedIn engagement pod works and then I wanted to expand on that and show you the impact this is going to have on your day-to-day activity.
If you have any questions please reach out! I’m starting a YouTube channel as you’re going to see if you guys could subscribe to my YouTube channel would be really helpful. If not it’s okay, I’m gonna send you videos from it anyway so hopefully you guys engage there. All things considered I hope to see you on Wednesday.
Mark Perone with Rethink Revenue where we Discover, Disrupt and Rethink the way business is done today.