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LinkedIn Land Grab
4 Plays11 months ago
In this conversation, Ashley Monk discusses the evolving landscape of LinkedIn, emphasizing the platform's shift towards a more social media-like environment. She highlights the importance of personal branding and the opportunities available for content creators, particularly through short-form video. The discussion covers strategies for engagement, the psychology behind content consumption, and the necessity of networking to build relationships and grow a personal brand on LinkedIn. Takeaways
- LinkedIn is evolving into a more social platform.
- There is a significant opportunity for personal branding on LinkedIn.
- Short-form video content is becoming crucial for engagement.
- Personal stories and contrarian takes drive engagement.
- Networking is essential for building relationships on LinkedIn.
- Engagement should be reciprocal; comment on others' content.
- Identify your niche and target audience for effective branding.
- Content creation should align with your comfort level.
- Understanding the psychology of your audience can enhance content effectiveness.
- Building a personal brand is a long-term commitment.
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Transcript
Introduction to Anya Mike Podcast
00:00:03
Speaker
Welcome to the Anya Mike podcast, a podcast where we discuss the ins and outs of marketing, running a business and tips and tricks the industry may just not be telling you, but we will.
00:00:14
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If you're looking for inspiration on exactly how to grow your business with ambition, innovation and confidence while creating maximum impact to influence your clients like never before, you're in the right place.
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Grab your AirPods, pen, paper, or laptop, and let's get on your mic.
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Get set and grow.
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And now, here's your host on the mic, CEO Ashley Monk.
LinkedIn's Evolution as a Social Network
00:00:42
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There is a land grab that is happening on LinkedIn right now.
00:00:47
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I think the stereotype, thankfully, of LinkedIn just being a place where you update your resume and apply from jobs is far from how the platform has evolved.
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And the network is truly becoming, well, more social, more like social media.
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It has changed drastically.
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And there is a land grab opportunity right now for you to grow a following there, whether you are a brand or a person.
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personal brand trying to evolve.
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And we are going to talk about that today.
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So we're going to talk about why, what is happening on LinkedIn, and what are some tactical ways that you can use it.
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Now, just like I like to start every episode, we need to prioritize the why we're going to go on LinkedIn.
00:01:24
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Why would we prioritize LinkedIn, I would say, as an organization if we're going after key decision makers that are active?
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That's the key, active.
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If you're going after business owner operators that are more passive, may or may not be active, but if you've got C-suite people that are really highly engaged on the platform, then hey, I would say this is for you.
00:01:43
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Other reason to be on LinkedIn is you want to grow a personal brand, which I would say and I would argue, regardless of the industry you're in, is critical today, quite frankly.
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Unless you are going to be married for your forever company, which honestly, that's a decision that you and your employer would have to make for years and years and years on end.
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I think it's beneficial to be beginning to build a personal brand if you're not already.
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And that time starts now.
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So...
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What is the psychology happening on LinkedIn?
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Right now, what is happening?
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What do we do
Power of Short Form Videos on LinkedIn
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about it?
00:02:13
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There is a land grab opportunity because LinkedIn is trying to compete with short form video.
00:02:18
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We've seen this feature rolled out and improving over the last couple of years and it has really matured and they are pushing it out like crazy.
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You'll notice now that the shorts feature of LinkedIn is somewhat, I would say relatively new.
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And when you post a video on your feed, it's now being rolled out to that shorts feature.
00:02:38
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And what is happening with this algorithm is as that post sees engagement, the lifespan of that content is expanding weeks.
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I've seen some of my content last even a month after I've initially posted it, which is amazing.
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And quite frankly, one of the largest lifespans of content.
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The only time you can really see that reach or that length of content on platforms like TikTok, Meta, or Instagram is really through hashtags because oftentimes it doesn't circulate that long.
00:03:04
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So this is a great and an immense opportunity for you to take advantage of.
00:03:09
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So what do we do about it?
00:03:11
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Right now, the key is creating short form video content.
00:03:15
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And so I'm going to push you to get in front of the camera just like I'm doing now, even if it's a little bit uncomfortable, because there is opportunity for you to show
Increasing Engagement with Personal Stories
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up.
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Now, if you don't like to be in front of the camera, there's, um, what I love about what is happening on LinkedIn is as it becomes more social, we are seeing nuance from other platforms trickle in to become socially acceptable on LinkedIn.
00:03:37
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You'll see people posting, going from only beating the drum for their company to posting about their challenges as a working parent, um, sharing leaves of absence with more context and mental health awareness and
00:03:49
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And so these personal con comments and content that used to be really kind of away from the platform is the conversations are starting there and they're creating the most engagement.
00:03:59
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And so if you're wanting to have a niche, this is the opportunity to try to do so.
00:04:04
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So what content formats are working on LinkedIn?
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personal stories, contrarian takes and micro case studies, personal stories.
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What is a story that is true of you and your company or that has to do with your industry or maybe just your work trajectory?
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And can you share that?
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Can you in 60 seconds or less share a hot take or an advice for
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Someone maybe that's moving up.
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What are some takes like that, that you can share your story on?
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It should be easy.
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It should be simple.
00:04:33
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The next one is contrarian takes.
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What are you doing differently?
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What's different about you, your strategy, your tactic, what you are doing that you can basically say, actually, that's not true.
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Those takes are wild on any platform right now when you can share something the opposite.
00:04:50
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If you are a human being and you know a little bit about psychology, you know that our minds are filtered toward the negative.
00:04:56
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It's called negative filtering.
00:04:57
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And we have a bias to look for.
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If we're looking on Facebook or Instagram, there's one negative comment or on reviews.
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If there's one, one star review, a lot of times, unless we've tried to really rewire this, our brains look for the negative.
00:05:11
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And so when you're posting content, go for the thing that is the opposite, that stands out.
00:05:15
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Our eyes are drawn to that and that can create magnetic content.
00:05:19
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And then finally, the other piece that's really important that most of us don't want to do in order to really grow our brand engagement.
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But it's business
Networking and Engagement Strategies on LinkedIn
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101.
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Our best relationships come from networking.
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And so we can't just post, post, post, make it all about us.
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There needs to be a two way conversation.
00:05:37
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Posting is great.
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Frequency is great.
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But to get people to remember you, to know, like, and trust you, you've got to comment back.
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You've got to comment on other influencers' content, on other people in your industry's content, and it's going to help get your content more served.
00:05:50
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So you've got to be engaging in that conversation.
00:05:54
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It's got to be reciprocal.
Defining Your Niche and Content on LinkedIn
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So how do I recommend that you get started today?
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Number one, pick your niche, pick your content marketing 101.
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Who is your target audience?
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Are you, and why are you building a brand as a company or a person?
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Is it to grow your career?
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Is it to endorse your company and generate sales opportunities?
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Is it to showcase yourself as an expert or just, is it a passion where you are at a point in your career trajectory where you want to give back?
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Step one is what is your why?
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And step two is what content makes you comfortable?
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Is it like me behind the podcast mic and being able to share tactics and tips?
00:06:27
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Is it interview style?
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Maybe you are someone that struggles to come up with content unprompted, but if you have a friend and you chat GPT questions, Q&A style, you can have a real life conversation about what that content looks like.
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Maybe it's tutorials on screen sharing.
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Maybe you're techie and you do not want to come in front of the camera and the thought of thinking or speaking or talking terrifies you, but you are great at doing and implementing something and you can edit videos.
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Can you create content about that?
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So what's your why?
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What content are you good at creating?
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And who are your people?
00:07:00
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Who can you comment on?
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Who can have your back?
00:07:02
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Who can you say, hey, I'm committed to growing my personal brand on LinkedIn?
00:07:05
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Again, if it's a priority for you, that can hold you to that.
00:07:09
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So I'm curious if this episode resonated with you.
00:07:12
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But in the meantime, I hope that you get started on LinkedIn and we'll see you next time.
Podcast Engagement and Call to Action
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Thanks for joining us this week on the Anya Mike podcast.
00:07:21
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We'd love to hear from you.
00:07:23
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Make sure to visit our website, anyamark.com, where you can subscribe and never miss a show.
00:07:28
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While you're at it, if you found value in this episode, be sure to drop us a five-star review on iTunes and share the show with a friend to help us to continue to influence more people to create maximum impact.
00:07:40
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Tune in for next week's episode, and we'll see you then.