Nov. 22, 2024
Building Authenticity and Influence on LinkedIn
What are some awesome and very weird things about LinkedIn you should know? Our guest, Sam Swirsky is a LinkedIn coach with a knack for unraveling the platform’s intricacies, shares his personal transformation from a directionless user to working with some of the biggest influencers on the platform. By dissecting the habits of LinkedIn’s top influencers and collaborating with heavyweights like Justin and Jennifer Welsh, Sam reveals the essence of what it takes to shine on LinkedIn: persistence, adaptability, and authentic engagement. Get ready to uncover the layers of effort behind those success stories you admire.
Sam also dives into the craft of content strategy and what type of networking is most effective. Discover why diversity in media types can elevate your presence and how engagement with the community is your golden ticket to recognition.
Whether you're a seasoned user or a curious newcomer, Sam's insights provide a roadmap to maximizing LinkedIn's potential, all while navigating the complexities of online interaction with grace and humor.
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Chapters
00:00 - LinkedIn Tips, Tricks, and Strategies
08:56 - LinkedIn Content Strategy & Networking Advice
15:19 - LinkedIn Relationship Building and Value
24:26 - LinkedIn AI Features and Community Dynamics
32:00 - Navigating LinkedIn Social Etiquette
Transcript
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Today we have an awesome episode.
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We're talking about some weirdly specific and awesome LinkedIn tips and strategies, and we have a great guest to help us talk through that.
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Sam, welcome to the show.
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Thank you very much, glad to be here.
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So why don't we start off by you taking just a minute or two to share a little bit about who you are and what you do?
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Sure to share a little bit about who you are and what you do.
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Sure.
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So I'm a LinkedIn coach, specifically for entrepreneurs, founders and teams that are trying to get more out of LinkedIn, whether that's on the content building side or the sales messaging side or anything like that In the industry we call it.
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How long have you been active on LinkedIn?
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Because a lot of people have had an account for 10, 15 years, but not that many people are actively involved in the LinkedIn community.
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So I've been active on LinkedIn for about four and a half years, and when I got started I didn't really know what I was doing there.
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I had a couple of brothers who told me hey, sammy, you should get involved in LinkedIn, start posting over there.
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I said look, I I've worked for a job.
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I don't have a college degree, I don't know how I would be able to kind of help anyone on there.
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And I decided well, if I'm going to get started on LinkedIn, I'll just try to learn as much as I can about the platform and then also be as encouraging to people as I can.
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And little did I know that was the best possible strategy and it's been a wild ride.
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I've gotten to work with some really cool people and I've learned a lot.
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Awesome.
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Well, why don't we jump right in?
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We're ready to be inspired.
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Why don't you share a story or two about working with some of the biggest influencers out there?
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Sure.
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So when I first got started on LinkedIn, I'd been posting kind of sporadically and then I wanted to find out more about how kind of bigger influencers on LinkedIn really got going.
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And so what I did was I did this massive kind of project where I said I'm going to look at these major LinkedIn influencers, I'm going to scroll all the way down to the bottom of their content and I'm going to see how many times did they have to post to really gain traction on the platform.
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So it was a very laborious process where I was literally counting all these different posts and seeing how many likes they got and how many comments, and the purpose of the post was to show, hey, all these people are seen as kind of overnight successes, but it wasn't an overnight success For several of them.
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They had to post 100, 200, 300 times before they really got traction.
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That post kind of blew up.
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I had written an article with that and it caught the attention of some really cool people, including Justin and Jennifer Welsh.
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Justin is ranked kind of.
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There's a big list, it's called the Favicon top 200 list.
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Justin Welsh is ranked right now as the number one creator on the platform, and so he and his wife reached out to me.
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They had put together a LinkedIn community and they wanted me, I guess because I was doing pretty well with my own posts and I think I just had a generally friendly vibe.
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I don't even really know all the reasons but they reached out to me and asked me to be their community manager.
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So I got to work with them for a while and that just kind of spiraled into a bunch of other things that ended up happening down the road.
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Nice.
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I think that overnight success doesn't really happen.
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You have to stick with it for a while to sort of get success as an influencer.
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I just got a very interesting email from LinkedIn this week.
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It said you've been on the platform for 18 years and it was sort of like my report card for this year that the last 12 months that I had gotten like 600 connections in the last year was like one of the stats it shared with me and it had some other engagement stats about how many people had viewed my posts over the course of a year.
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But 18 years I've been on LinkedIn and I recently also figured out that you could go in on sort of the account settings area of LinkedIn and download your entire account history since the beginning of time as a user and I did that and that was really fascinating because it gave me all of my many thousands of connections by date over the years.
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It gave me every message I've ever sent on LinkedIn.
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It gave me every post I've ever liked on LinkedIn and it put it all in like this huge zip file and I was like wow when I realized how much information they keep about me.
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There's a lot here to unpack.
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Yeah, that's really impressive.
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That's a cool feature that they have.
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You can just down literally everything about yourself and it's it's a really good idea because for a lot of everything's on LinkedIn it's most people's main business social media platform.
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So if you lose it somehow, that would not be good.
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It's good to have all that stuff backed up.
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But yeah, 18 years, that's very impressive.
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I don't know that many other people who've been around for 18 years.
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That's very impressive.
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I don't know that many other people who've been around for 18 years.
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Well, my daughters always remind me I'm very old.
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They tell me I'm older than the Internet.
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But tell us some of the tips and tricks that you've used to to get traction for yourself and the clients you coach on LinkedIn.
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Sure.
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Well, it really depends what somebody wants to do.
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There's really two main people.
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I guess three are on LinkedIn.
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There's entrepreneurs and businesses that are wanting to grow their presence.
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There's kind of all the neutral people, where they're in a job, they're not looking for a job, they're chill.
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Most of those people don't, most people on LinkedIn don't even.
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Some people don't even know there's the social media side to it.
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They just know there's the profile, which is kind of an online resume, and then the third group of people are all the job seekers.
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So it really depends a lot.
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If you have a business, if you're trying to grow, there's kind of two main aspects to that.
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There's your content and then there's the sales messaging side, kind of the funnel side.
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Really, I break it down into you've got your content, you've got your profile, you've got your sales messaging or just conversations that you have with people.
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You don't even need to necessarily deem it as sales messaging.
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So what a lot of people do is they'll do all the sales messaging and you anyone can make business, can make money on LinkedIn even if you don't have a good, complete profile or if you post content.
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But I think it's a lot harder.
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I have a lot of people reaching out to me.
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That are sometimes people who tell me they can do the same thing for me that I do for other people, which is interesting.
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And then I'll go to their profile and it's like okay, well, you're telling me that you can help me with organic reach, but you haven't posted in three months and it looks like you last worked on your profile six years ago.
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So it's kind of the no like and trust thing.
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Well, it's hard for people to get to know you unless they're interacting with you, and the easiest way for people to interact with you is through your content.
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People can like you, can have a good profile and people can like you kind of right away and in your messaging.
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I think a lot of people are able to kind of get that across.
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Hey, I'm sending out great sales messaging, I'm sending in the DMs.
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There's always some resistance there, but if you're really good at it, if you kind of perfect that process, you can get people to like you.
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But then the trust factor.
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I think it's difficult for people to trust unless you're really kind of building up that reputation.
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One of the things that's great with posts is that if you're posting frequently and people are commenting.
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All of those comments kind of act as mini reviews, at least if they're positive comments.
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You put out a post about the subject matter that you're an expert in and then people will walk in and comment like, hey, thank you so much for sharing, I love your post.
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Nobody has information like you do, and so if you're sending out, if you're trying to build up a business using LinkedIn and you should 80%, I think, is the stat that I saw recently 80% of B2B business is done through LinkedIn and a ton of B2C business is done through LinkedIn.
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So if you're trying to build a business that has any kind of web, internet presence or anything like that, where you're getting customers online it's not if you own an auto shop right, that's in a small town LinkedIn probably isn't the best for you.
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But if you're trying to do D to C, direct to consumer, b to B or any kind of consulting or marketing practice or anything like that, you need to be on LinkedIn.
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And if you can build up your content, the advantage of that is that people will see hey, okay, people actually trust this person.
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So what they're sending me in their message is valid and I can probably actually do business.
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So what's the best content strategy for LinkedIn?
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I've seen some people say, oh, you should post something every day.
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I've seen people say you should post frequently, but you should also spend a lot of time commenting on other people's posts, because the longer than that gets a lot of posts.
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I've seen some people saying, oh, now you should post videos.
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What broad advice do you have for people if they want to launch a content strategy?
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Sure, so there's probably the most popular message on LinkedIn right now is to be consistent.
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I'm not against being consistent, but I'm more after being persistent, because I've seen quite a few people where they post every day consistently and then they get burnt out and then they don't post for several months or a year or something.
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And I think it's better to be persistent where, hey, choose a strategy that lets you do something for a long time frame.
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I'm four and a half years into a 10-year commitment to LinkedIn.
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Four and a half years ago I decided that I was going to be serious about LinkedIn for 10 years and I'm not even halfway through yet, but I'm still here, whereas a lot of people who started posting around the same time that I started posting they're nowhere to be seen.
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So if you can just be persistent with it, I think that's the way to go.
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Video is great.
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Video does a really good job of giving you kind of.
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It helps people see that, oh, this is a real person.
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That's the advantage of video.
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It doesn't always get the most views, although LinkedIn, I think, is trying to push it right now.
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For most business owners I would say one post a week would honestly be great One of the great advantages of LinkedIn is that you have your main text and then you have your accompanying media.
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Now you could also have a plain text post, so that's one style.
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Have your accompanying media, now you could also have a plain text post, so that's one style.
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But you have memes and GIFs and infographics and carousels and long form and short form video and all these different styles that you can add.
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So I think it's a good idea to kind of keep a lot of different media additions to your posts.
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It used to be back in the day LinkedIn was primarily just text posts, and some people still do really well with just text posts, but I think more and more people want to see a little bit of flavor kind of going around.
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And I would add that it's going to challenge people as a content creator to learn a little bit more of that multimedia side.
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I would say that, as long as you're being persistent, as long as you care about people, the commenting is good, not just because it helps with the algorithm, but because LinkedIn is a reciprocation platform.
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So if people are going to be commenting on your posts, you should probably be commenting.
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You should be commenting on other posts, in my opinion, even five or 10 comments a day will get you really really far in the platform.
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And that's different on LinkedIn compared to a lot of other platforms, because I'll have people come to me and say hey, I just basically want someone to kind of run my social media for me.
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I don't want to have to really be involved, I just need someone to build my brand.
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And I'll say you know, having someone else build a brand completely apart from you or almost completely apart from you is already really hard, but it's probably harder on LinkedIn than any other platform because there's just such a community on LinkedIn.
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People want to be engaged and get to know each other and the advantage with that is that if you're someone who is starting from the very bottom and you say you know what I'm going to care about the community on LinkedIn and build it up, you can do really really well in a short period of time.
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Whereas I've seen really famous people come to LinkedIn and they don't get engaged with the community and it's kind of like hey, we don't care if you're already famous or not.
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If you're not going to be part of the community or LinkedIn, we don't want to have anything to do with you.
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So you kind of get an advantage over even big stars that come to the platform.
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You kind of get an advantage over even big stars that come to the platform.
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Just choose a strategy.
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Care about people, be persistent.
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And then, over time, review the data.
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I like it.
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So, when you work with some of the biggest influencers on LinkedIn, what have been some of the strategies that you've worked with them on that have been the most impactful for them?
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Sure.
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So like when I was working for Alex and Layla Hormozy, for instance.
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When I got that job, one of the big things in the interview was well, how are you going to build up their brand or LinkedIn and do all of this other stuff?
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And the thing is, every person on the planet already has a brand.
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Everyone already has a brand.
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Everyone already has a brand.
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It's what you're known for, it's your values, it's your character, that's your brand.
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And so some people that brand isn't well known online.
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For other people it is.
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For the influencers of Alex and Layla Hormozy, they already had an established brand that was well respected.
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So what I told them is all I want to do is take that well respected brand and have it reflected on LinkedIn.
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There is no need to kind of change things up a whole lot for them or anything like that.
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I did get them involved some in the community by having them do some live streams and that kind of thing, but that didn't change their brand or anything like that.
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So really, it's for these bigger influencers.
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It's LinkedIn's not that tricky if you just think OK, let me just do what's already working, what people already respect about me, and put it on.
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LinkedIn.
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No-transcript.
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That makes sense.
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And how do people translate networking on LinkedIn to winning business and taking their career to the next level?
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What have you seen has worked for people in sort of that process?
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How many connections do they have?
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I have 10,000 or 20,000 connections and a lot of people spend a lot of time posting content and creating content on LinkedIn.
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How do people translate that into winning business or taking their career to the next level?
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It's hard to get people to trust you if you're only ever reaching out to people because you want something from them, even if it's not expressly stated.
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So the way to get around that right is to just become known as a super giving person on LinkedIn.
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So if you put out really good content, that's a good way to kind of add value right away.
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I'll occasionally just introduce people from my network.
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I'll say, hey, this person is cool and in this industry and this person is in a similar industry, I think they would be good friends.
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Maybe they could connect on something.
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So I'll just make these kind of introductions all day long sometimes and there's not necessarily any direct benefit that I get from it.
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And I'll tell the same thing to people who are looking for jobs.
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If you're looking for a job on LinkedIn or any other social media site, you have to show enough value upfront for people to take you seriously.
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And so what I'll tell people for LinkedIn is there's probably 10 million or more financial consultants on LinkedIn I think there's more in that field than anything else and a lot of them are kind of really kind of professional and polite and everything.
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That's great.
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But the problem is that it's almost like there's 10 million clones of the same person on LinkedIn and it's hard to stand out.
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And so I'll say look, you have to have something that when people hear about you, it blows their mind when people are, when people hear about something that you've done, or, if it's not something that you've done, it's something that you can do for someone else industry and you say you know what?
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I'm going to put together a resource that is really worth three or four hundred dollars, but I'm going to give it away for free.
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So let's say, somebody looks at your profile you can see your profile viewers or comments on your post or something like that.
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You can reach back out to them and say hey, I noticed that you were viewing my profile.
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If you need help in this industry I'm an expert in this industry I'd be happy to help you.
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Maybe you don't need to call yourself an expert, but something around that.
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I put together this custom resource that I give to people in this industry.
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It's worth literally $300 or $400.
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And you can literally quote the different line items of why it's worth that much.
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I want to give it to you for free just to show that I want to provide some upfront value.
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So that could be your wow kind of moment with people.
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It could be something you've done, it could be people that you've worked with, it could be this amazing resource that you've put together, but something where people literally their minds kind of explode and they think, oh my gosh, this person displays so much value, I've got to talk with them.
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And if you don't have that, it's going to be really hard to get the right kind of conversations flowing on LinkedIn.
00:17:51.376 --> 00:18:03.230
I think that is amazing advice, because when I think about personal branding, a lot of people focus on tactical things like the headline on your profile and how you describe yourself, and I think those things are important.
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But I really like the headline on your profile and how you describe yourself and I think those things are important.
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But I really like the next level thing of how do you stand out.
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You really have to blow someone's mind with the value that you can provide to them in advance of asking them for something that's really interesting, because it is competitive.
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Out there there are tens of thousands of other people doing similar things to what most people do.
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It's not like people don't have a choice.
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So you have to really find a way to stand out and that challenge to do something that blows people's mind is, I think, a great one.
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How you do that great question.
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I'm sure it'll vary by the person, but have you seen people put that into practice and get big results?
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A lot of the bigger influencers on LinkedIn have something like that already.
00:18:51.856 --> 00:18:59.982
They have some kind of either free webinar or and you know, it doesn't necessarily have to be free, it could just be very affordably priced.
00:18:59.982 --> 00:19:06.357
Ryan Musselman he does webinars that are affordably priced and things like that.
00:19:06.357 --> 00:19:15.615
One of the ways you could do it is I'm starting to do a new thing where, after I post, I'll say hey, if anyone wants to come talk to me, you can pay literally a dollar for 10 minutes.
00:19:15.615 --> 00:19:19.742
I'm on this app called OWL where people can just call in and talk to experts.
00:19:19.742 --> 00:19:28.298
So, just as long as it's just the perceived value is so much higher than the cost, it works.
00:19:28.298 --> 00:19:36.788
So it could be free or it could be $50 or $100 or something like that, but where it's literally just the key shouldn't be.
00:19:36.788 --> 00:19:46.561
I don't think it works for things that are priced like $1,000, right, but where it's just such a small number that people wouldn't even really think of that as an obstacle.
00:19:47.023 --> 00:19:48.227
But yeah, people do it all the time.
00:19:48.247 --> 00:19:53.050
You can look all over LinkedIn and people have amazing free resources and things.
00:19:53.050 --> 00:19:58.003
In fact, I've put together the world's largest collection of LinkedIn free resources.
00:19:58.003 --> 00:20:03.804
So I kind of found all of those people and put all their free resources together and I made that a couple of years ago.
00:20:03.804 --> 00:20:05.949
But I'm working on the new, updated edition.
00:20:05.949 --> 00:20:11.146
So if somebody is interested, feel free to reach out and I'll post it and hopefully you can see it.
00:20:11.146 --> 00:20:13.383
But just get something like that going.
00:20:13.383 --> 00:20:19.173
And then, additionally with that, if you want to have little mini things where you're like hey, I have this sheet.
00:20:19.173 --> 00:20:28.970
Like, I have a sales messaging sheet that I can send to people, Things like that where you've got your massive kind of big free thing or super value thing, and then some little things.
00:20:29.329 --> 00:20:32.711
The advantage of the little things is, let's say, you're in conversation with someone.
00:20:32.711 --> 00:20:34.032
Well, most of us are.
00:20:34.032 --> 00:20:45.500
We're trying to respond to a bunch of emails and messages and text messages and all of these kind of things, and it's a little bothersome, even if it's a service that we may eventually use or like.
00:20:45.500 --> 00:20:50.037
We'll have it so that every time you communicate with someone, you're like hey, just so you know.
00:20:50.037 --> 00:20:51.641
I asked I'll do this.
00:20:51.641 --> 00:20:54.146
I just did a free profile review for you.
00:20:54.146 --> 00:20:56.277
I recorded it, I'll send it to your email.
00:20:56.277 --> 00:21:05.468
And you do that kind of thing over and over, where people are like, oh my gosh, okay, I have a new message for this guy which means I'm going to get more additional value and it just it's.
00:21:05.468 --> 00:21:09.797
No one else does it like that For the most part that technique.
00:21:09.797 --> 00:21:13.086
I don't know that many people who use that, but that technique works.
00:21:13.086 --> 00:21:17.165
I can personally attest from using it myself that that works really well.
00:21:19.134 --> 00:21:19.615
Interesting.
00:21:19.615 --> 00:21:28.528
A lot of people have said, if you want to connect with somebody, just go to their profile and comment on a few pieces of their content to sort of get their attention.
00:21:28.528 --> 00:21:38.932
Sure, I think that works, but that's sort of a less exciting way to get noticed by people than what you just suggested.
00:21:38.932 --> 00:21:40.193
So you know.
00:21:40.193 --> 00:21:41.273
In contrast, I like that.
00:21:41.273 --> 00:21:47.038
Let me ask you what is your favorite and least favorite thing about LinkedIn?
00:21:48.603 --> 00:21:48.823
Okay.
00:21:48.823 --> 00:21:59.924
So my favorite thing and I've touched on this a few times is that there's such a strong community on LinkedIn and some people may not recognize that strong community because it's almost like there's two levels of LinkedIn.
00:21:59.924 --> 00:22:05.622
There's kind of the 70 or 80% of people on the platform that almost never go to the feed.
00:22:05.622 --> 00:22:07.606
They don't understand the social media side of it.
00:22:07.606 --> 00:22:15.619
If they do go to their feed, it's full of job announcements and work anniversaries and just kind of like stuff from the top.
00:22:15.619 --> 00:22:23.641
0.001% of LinkedIn influencers, which tends to be cheesy, and they don't know about this super active creator community.
00:22:23.641 --> 00:22:27.126
Once you get into that super active creator community, it's amazing.
00:22:27.126 --> 00:22:28.328
It's just everyone.
00:22:28.328 --> 00:22:31.540
Most people are just encouraging each other all the time.
00:22:31.540 --> 00:22:36.136
You can get great advice and it's just a really cool place.
00:22:36.136 --> 00:22:37.337
You know there are.
00:22:40.501 --> 00:22:48.990
I would say that LinkedIn themselves don't do a great job necessarily of listening to their active members.
00:22:48.990 --> 00:22:51.056
You know I'm not.
00:22:51.056 --> 00:23:01.084
I'm very thankful for LinkedIn as a platform, but it almost seems like one of the requirements of working for LinkedIn is that you can't actually have experience using their app.
00:23:01.084 --> 00:23:02.565
Is that you can't actually have experience using their app?
00:23:02.565 --> 00:23:17.166
I think in the whole time that I've been on LinkedIn, I've had one little survey that's popped up in my email, which I was happy to answer, where LinkedIn was asking some questions, but by and large they don't really ask for feedback from their active user base.
00:23:17.654 --> 00:23:24.444
And then, additionally, it would be really cool to have some kind of tipping feature or something where people on LinkedIn can monetize their content.
00:23:24.444 --> 00:23:30.843
Every other major social media network platform has something like that now and they're not really offered on LinkedIn.
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