The truth of the matter is if you work behind a desk (like more and more of us seem to do) you probably fall into the category of business professional.
Regardless, of how far along the spectrum of faking it, to knowing it you actually are.
I realized that through all of my posts (even after I lost 30% of my published content due to a database issue) there isn't much I have written in the way of LinkedIn optimization, which now that I think of it isn't really fair, especially considering how many positive things have seemingly come out of thin air... (thin air in this case being the fibre optic tubes connecting the many LinkedIn servers together).
Whether it's a new job opportunity, a new client, or perhaps even a new partner with whom you can navigate the great marketing abyss with, if used correctly LinkedIn can provide you with a consistent stream of opportunities, completely on autopilot.
Yeah... right! Like you haven't heard that phrase before? I know, I know..Forgive me. But, judging by my own experience, once you have your profile set up, it literally can run itself (assuming you have a set up a clear objective for what you want).
Note: Progressively, I may disclose certain apps I use which may assist me with different objectives. However, for the most part, that kind of stuff covers a more niche LinkedIn marketing goal.
There is SO much to get through that at this stage, I think this guide will be written with a more broad audience in mind, and then depending on the response it receives, I may dive deeper and explore specific marketing / automation / lead generation strategies when using LinkedIn.
Goal 1: How To Get More Profile Visits To Your LinkedIn Profile
On-Page optimization. Relevance, and keyword usage.
Off-Page recommendations from other users, and overall engagement with user's post activity.
Optimizing For A Chosen Audience
Automation My Good Ol' Friend.
Size Matters. Well… Quantity All The Way!
Capitalizing on Search Appearances
Goal 2: How To Get More Website Traffic From LinkedIn
Basic LinkedIn Settings Which Help With Optimization
Groups, Groups, Groups!
Utilizing SlideShare, Pulse for Content
Engaging With Your Followers (start off doing this before it gets outta control).
Driving More Conversions => Mass Outreach
Goal 3: How To Generate Hyper-Targeted Leads via LinkedIn
Start adding… selectively.
Scrape emails => invite ALL to LinkedIn as friends.
Connect Databases from Other Websites
Know Your Limits! 📊
All of these topics and more will be covered in my upcoming:
Please subscribe below to be notified once this guide has been published.
But I digress...
Before you start trying to drive the world to your profile (because it's easier than you think, to get 1,000s of new views in a month) let's ensure that your profile (just like your website / landing page) is optimized to convert as many of the people who land on it.
Otherwise, and I've seen this happen many times. People get excited about the fact they found an automated way to get profile visits, and very quickly end up burning most of them.
Enough with the vanity metrics! This goes for all social media platforms, websites and communication channels. People need to stop chasing validation (or rather, marketing results) by gauging the no. of new likes etc.
A simple rule to follow when thinking about the value of a metric goes like this. Ask yourself:
"Given what I know about the platform at hand, how easy would it be for someone to make this stuff up?"
"Upon meeting somebody for the first time, if that person was to tell me they have 10x more [Metric] than the average person, would that be an accurate way of telling if that person is on the right track to increase the no. of people sending him actual money for his/her good or service?
Or is it possible that even with all those alleged numbers that it would still be difficult to determine cause & effect. Actual causation (rather than simple Correlation).
Here is an example of something that can be answered with the two questions above.
Person X has 100,000 likes on his Facebook page which is supposed to point to his website.
Yet, his website receives less than 100 visitors per day, and that number is dropping.
Person X is on track to only be getting 50 unique visitors per day by the end of the week. 📊
Person X spends a disproportionate amount of time worrying about the size of his FB audience. Due to the nature of it, he finds himself needing to manually hide many comments which are written in a foreign language, or are simply nonsensical, or completely irrelevant in regards to the actual topic his page is about => gardening.
Person X receives the majority of his sales via people getting in touch with him via email. Specifically, off the back of a flyer he paid to stick in the window of a local coffee shop.
So, with all of that in mind. What could one deduce about Person X's situation.
- The no. of people that like his FB page is irrelevant.
- Because he runs a gardening business, wherein he mainly services people within a 20 mile radius.
This means that 99% of the people on his page could never even be his customers simply due to where they reside.
Secondly, we can assume that Person X fell for the idea that if his social presence looks big then people would assume that his business is actually bigger than it is...
or rather, more qualified.
Person X is completely qualified so that line of thinking stems more from an insecurity associated with his position in life.
Now, wanting to provide your business with additional social proof can sometimes prove beneficial to an outside audience who aren't going to spend much time researching the owners of the company.
However, for his local clientele they want to know that they are dealing with the exact opposite of a big chain that person X was trying to pretend to be like.
Instead, they want somebody they can trust. Someone, that most likely already did a fine job for one of their friends or family members.
His audience is going to be primarily compromised of referral traffic, meaning his clients may tell their friends if he is able to do a good gardening job.
Can you see the mistake that Person X is making by rushing into getting his business lamented with an internet presence?
If instead of focusing on FB, Twitter & Co vanity metrics, and paying people to artificially or (irrelevantly) inflate those numbers. Instead, Person X could focus on perhaps inviting his clients to write a two sentence testimonial about his business which they could leave via Google.
Better yet, running a simple NPS measurement could give Person X an idea of what the public thinks of his business, and whether he is doing a good enough job on the part that actually matters, the gardening....
Now.. let's take the same example but apply it to somebody running a digital marketing agency.
The Economic Principles That Drive Innovation in Competitive Industries.
How To Make Your Business Come Out On Top When Dealing With Hyper Competitive Markets.
Person B has three years of digital marketing experience. Particularly, with a focus on search engine optimization.
He decides to put his savings into opening a digital marketing agency called, MarketMarketing.
Meanwhile, a few miles away somebody else also decides to open a digital marketing agency.
Person C has five years of digital marketing experience, with a particular focus on email marketing and content marketing.
Let's assume all things being equal there are already ten agencies competing for clients in their town.
It's important to note that I have intentionally chosen service based businesses, rather than firms selling individual products. I'll explain why later on.
Town population: 50,000
Self Employed: 60%
Both firms open January 1st.
Both firms have $20,000 in capital to work in order to break even.
Create a detailed segment of the local town on Facebook and use it as an audience within an advertising campaign.
Invest money into business branding, and simply explaining all the services offered.
Pay a local lead generation agency for a set of contact information pertaining to 10% of the town's business owners.
Work on local SEO => optimizing On-Page & Off-Page in order to rank above one's competitors.
Visit all the local cafes, and restaurants and propose a way that they could take more orders by improving their website marketing.
Both firms will do what they think is best at that point in time, and will respond in kind if they feel as if the other is gaining more local visibility.
Note: Something I noticed about two years ago was that people were giving less and less decision making power to search.
In fact, if previously one would typically click on the first ranking result and they would receive the majority of the sales, now consumers are being shown a hyper-targeted (not so standard) list of search results.
More likely than not, the results they receive from Google will differ based on factors such as:
Time of day
IP address making the search
What device is making the search
Extensions that are running in the browser
Google Assistant / Alexa information etc.
Can the question be answered computationally?
So… does this mean that one should stop caring about SEO..Of course not! Though, I believe one should be wary of exactly how much effort they are putting into their search strategy.
At the end of the day, ranking well can be divided into the following broad factors:
Quality of information being presented to user
Quality of user experience provided by website
Speed of website
Technology being used
Relevance to alleged topic the website claims to be about.
Credibility of people discussing the issue.
Technical performance of website | Google views
That's it! Yes, I know there are 200+ SEO factors however, they can all fall under the points above.
You'll notice I didn't say anything about quantity or quality of backlinks, or discussed in any of the 200 + on page factors.
Instead, it's important to note that as the web progresses and as people shift their attention away from their computer screens towards their mobile devices, Google and other search engines are simply trying to hover over the behaviour and experiences that people have online.
If you managed to read up until this point, then the first thing I would like to say is, thank you!
Secondly, I want to clarify that I haven't gone crazy, and I am aware that my writings above went waaaaaay out on a tangent.
Consequently, I am publishing this as is right now, while I work on dividing my thoughts into a number of separate posts, or post extensions.
There is more on the way, full of structure! Along with the release of my longest marketing strategy guide yet. So far, it's a working title but it may be called:
The Growth Hacker's Ultimate Guide To LinkedIn Marketing in 2019
But... If you would like this or any other updates to the ideas expressed throughout this post you will need to subscribe or send me an email to: email@example.com
I will continue to prettify this post as time goes on so expect it to change whenever you return.