Category Archives: LinkedIN

LinkedIn Publishing Platform? My First 15 Posts and Results

When LinkedIn started offering publishing on their platform, I didn’t really get it. I suppose for people that don’t blog, the LinkedIn publishing tool is great. They don’t have to commit to a blog, but can get their ideas and content out there. Well, if you have a blog, and are publishing regularly, why would you publish your posts on LinkedIn?

  1. To gain reach
  2. To get more “followers” on LinkedIn
  3. For referral traffic to your blog

I was really going for #3 when I started publishing some “best of” posts off my social/digital marketing blog. And here are the results, as far as I can track them.

From 15 posts on LinkedIn here are my stats.

Screen Shot 2014-09-08 at 9.07.47 PM

 

So in general my standard sharing posts did better at driving referrals to Uber.la. But I did garner 2,392 additional reads and my follower count is up to 1,152. I’m not sure the value of this following or additional readers, if they don’t ultimately end up on my actual blog.

I am using the LinkedIn platform to resurrect some of my older “hit” posts. And this is one great use of the platform. Some of my best writing may not be discovered on my blog, but I can bring a few choice posts up for air again. And I do like the way LinkedIn shows my latest posts at the top of my profile. For that reason alone, I think I will continue to build my on-LinkedIn brand with more posts on their platform. But make sure your LinkedIn posts are on-brand, or they might dilute your profile.

Screen Shot 2014-09-08 at 9.11.54 PM

 

And for one more piece of content to share to my network, LinkedIn is a good choice. I’d rather get a post syndicated on The Huffington Post, but your LinkedIn publications can serve the same purpose. LinkedIn gives you more content to socialize and builds your brand on the site. And if you don’t have a blog, perhaps LinkedIn is a great place to get started.

@jmacofearth (also seen on Google+: jmacofearth)

Become a Social Media Rockstar, Strategist, Thought Leader: The Quick Path

Social Media Rockstar - Let's Get Social

Rockstar, expert, evangelist, strategist, thought leader: all overused terms that say nothing but “hey, check me out, I’m awesome.” Yesterday I laughed when I saw a post in a Linkedin Group. The Quickest Way to Become a Social Media Rockstar. Um… Wait a second. Let’s dig into this concept a bit.

Today social media is like desktop publishing was in the 9o’s and web design was in the 2000’s. Anyone can do it, the cost barrier to entry is low, and it’s easy to get set up and pitching for business. Everyone is a social media strategist. It’s probably the most overused title on Linkedin. And it’s meaningless. I’ve used it. I still use it. Job descriptions are full of Strategist titles. But it’s cliché and not very helpful in defining a role or responsibility.

In fact in a lot of conversations I have to downplay the social and report on the other “hard” skills I have with email systems or building Google AdWords campaigns. I love the 7% solution, it is what I evangelize too. But social media is not how I pay the bills, it’s how I open the doors.

We are all social media strategists. If you are reading this blog, you are a social media marketer/strategist/specialist. Congratulations. You are now fighting for ground on the same playing field as Chris Brogan, Malcolm Gladwell, and Seth Godin. All these programs claiming to set you up as a social media strategist leave out one really important part. The minute you hang up your shingle or mint your new certificate you are going to be in competition, not only with the person who wrote the course, but with me and all the strategists behind me. I’m sure you’ve got great ideas.

“Let’s collaborate and do some business together.” A phrase you are likely to hear but unlikely to fulfill. You see, at every level we are hawking our skills to say alive. The business climate not all that friendly to consultants or strategists. It’s okay, but it’s hard. I’m less likely to have enough business for myself. And while I’d love to pitch some business together, I’m more likely to try to win the gigs alone. Sure, if you’ve got some leads let’s do them together. But what’s your super skill again? Oh, social media… Um… Yeah…

Social media is a fraction of the digital marketing landscape. In the demand generation/biz dev toolbox, social media accounts for about 7% of the budget. (see: Death of the Social Media Strategist) So if you’re going to be “social media” specific, you’re going to need some real-world examples of what you’ve done, what kind of numbers you’ve achieved in driving business. And I’m letting you know it’s not going to come from Facebook activity or community management. The Return on social media comes from the sales of services and goods. That’s it. Got sales?

So the idea of becoming a social media rockstar is a bit daunting. Even for consultants who have years of experience with big clients like Microsoft, Intel, and Amazon, the “consultant” title is a bit of a handicap. The title with “social media” in it brings with it even more disadvantages. Let’s take the view of a Marketing Manager for a medium-sized business, and see how their needs match up with yours.

  • Email marketing
  • Google analytics
  • PPC/SEO
  • Landing page optimization
  • eCommerce/shopping cart fluency

+++ Your Social Tool Box

  • Content Marketing (generating good sharable content and socializing it – show me a well-designed editorial content calendar you’ve built)
  • Social Marketing (driving demand and engagement using the vertical channels – you know what those are, right?)

Is that a little clearer, about how the pigeon hole of “social” might be a limiting title when talking about the integrated digital marketing role? And then, even if you can up your game to rockstar status, you’re still going to be up against published consultants with years of examples and content calendars under their belts. So it’s a tough marketplace out there: first to convince a business that they need social media; second to  convince them that you and your $1,000 per month budget are going to drive the same revenue as a $1,000 PPC spend on Google. The numbers are in Google’s favor every time. I’m sorry to break this to you.

But get it straight that social is a small portion of the digital marketing landscape, and very few companies actually pay for social media by using outside resources.

And then we come to the Short Path to becoming a social media consultant. It’s a joke. There’s no short path. Can you build a robust Linkedin profile in six months? When you’re asked to show your portfolio of work, can you give examples of successes you’ve had? The rockstar is really not what they want anyway. What they want is R. And if you can’t show examples of how your work (hands-on work, btw) generated sales — numbers are better than fancy or creative descriptions–you’re not going to get very far.

So rip it up. Get after the social media marketplace and set up yourself as a social media strategist. I’m here to help where I can, as long as it means money or leads to me for my business. But get it straight that social is a small portion of the digital marketing landscape, and very few companies actually pay for social media by using outside resources. Today social media in the small to medium business is handled by existing staff who are also holding down other marketing tasks. And really, that’s the place to start. Get in the door. Do some work. Become an SEO specialist with some real numbers to back up your claims. And then DO social media.

That’s why I’ve stopped leading with social media. In fact in a lot of conversations I have to downplay the social and report on the other “hard” skills I have with email systems (drip campaigns, waterfalls, bounces, list building) or building Google AdWords campaigns. I love the 7% solution, it is what I evangelize too. But social media is not how I pay the bills, it’s how I open the doors.

And the Business Insider inclusion that helped. A lot! The Death of the Social Media Strategist – Business Insider

@jmacofearth (also seen on Google+: jmacofearth)

are you taking on new clients?

Are You Taking On New Clients? How To Build Your Network

It’s been a bit of a dry spell this summer, in drumming up new clients. So when the email comes in with the subject line, “Are you taking on new clients,” there’s a good chance it will not be ignored or deleted. BUT…

Nobody is going to give you anything for free. Okay, I take that back, most people will not go out of there way to help you land a new client. They will ask for introductions to new opportunities from YOU, but the reverse is a bit more tricky. The above email was sent to me by someone I had “circled” on G+. It was a canned invitation to some Referral Key site. (Reminds me of how LinkedIn used to pimp their site with “I’d like to add you to my network” messages.

RULE ONE: If you want to add me to your network, tell me why. Don’t use the canned and generic version from the site. If you don’t know me, okay, give it a shot, but be prepared for nothing.

And that’s what I’ve gotten from my previous acceptances from the Referral Key site. I’m not sure if the referer gets some points or something for inviting all their connections, but I’d prefer the REFERRAL.

RULE TWO: If it’s a business pitch you need help on, just ask me. I’m open to doing some free work to help you (then maybe me) get some work together. But don’t ask me to coffee with a “client” just so you can pick my brain. I charge for ideas. It’s all I got.

So the real trick is to figure out how to ask this question for REAL, for your networked friends. To become a connector, someone people think of when they need an additional resource. You want to be that resource for others. And you want to give these “real” referrals without any expectation or ask that they pay off for you.

The goodwill and intention is the thing. And making your network happier. Adding value to the people you value most in your business network, that’s the best way to unlock new business opportunities.

Leave the Referral Key and uber-linkedin-clones to others who are in more disconnected networks. If you’ve got a network, use it by supporting the others, before you need to ask for help yourself. (I’d give you my ReferralKey link, but… Nah.)

@jmacofearth (also seen on Google+: jmacofearth)