Latest / The Relentless Pursuit of Winning Podcast / LinkedIn Networking Strategy: How to Become Visible to the Right People | Eli Igra Serfaty

Transcript

LinkedIn Networking Strategy: How to Become Visible to the Right People | Eli Igra Serfaty · The Relentless Pursuit of Winning Podcast

• 0:00
  LinkedIn,
• 0:00
  at the core, It's not a social media platform.
• 0:03
  It's a relationship-driven platform.
• 0:05
  Today there's a lot more members,
• 0:07
  it's a lot more competition.
• 0:09
  You don't need to be seen by everybody.
• 0:11
  You don't need to
• 0:12
  Right.
• 0:12
  be liked by everybody.
• 0:14
  Let's remember ARC. Attract, relate,
• 0:16
  convert.
• 0:17
  What most of the people on LinkedIn are against,
• 0:20
  is mindlessly using it and being lazy around it.
• 0:24
  And you know, kind of the term AI slop.
• 0:27
  You should not be only selling,
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  selling, selling, talking about me,
• 0:32
  me, me and my company and what we do and how great we're doing it.
• 0:51
  Hey guys, welcome back. We are on another episode of the Relentless Pursuit
• 0:54
  of Winning podcast. My name is Rick Meekins.
• 0:57
  I am going to be your host today.
• 0:58
  And in our studio, we have Eli Igra Serfaty.
• 1:02
  How are you today, sir?
• 1:04
  Great, Rick. It's great to be here and I'm looking forward to our conversation.
• 1:07
  Thanks for having me.
• 1:08
  Absolutely, absolutely, folks.
• 1:09
  I am looking forward to the show too.
• 1:11
  We are going to talk about some of the myths around LinkedIn.
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  We've seen a lot of changes over the year.
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  I've been on LinkedIn for like 18 years.
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  I saw I saw like, you know, a post that w or an email they said,
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  Hey, you've been here for 18 years.
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  I'm like, holy cow, this is absolutely amazing.
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  And so the platform has changed a lot.
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  And we are going to talk about some of the changes and how we can take advantage
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  of some of those changes and how we can adjust our strategy to get the most
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  out of LinkedIn. So
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  Gonna ask you the audience one question before we get started.
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  Would you, if you haven't done already,
• 1:41
  would you please like, subscribe,
• 1:43
  and hit the bell if you haven't done that so that you can get updates every time
• 1:46
  we drop a new episode? And without further ado,
• 1:48
  as usual, let's get to it. So you like my man.
• 1:51
  Give us that background. Who are you?
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  What do you do and why do you do what you do?
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  So as you mentioned, I'm Eli. ~ I am the co-founder and CEO of MAIA Digital.
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  We are a LinkedIn agency. We do everything and anything LinkedIn.
• 2:02
  before that, I worked in venture capital.
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  I worked on the investment team for we invested in early stage startups from pre-C
• 2:11
  to A all the way up to the IPO.
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  That was essentially kind of my first time really using LinkedIn from
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  The investor side, working with the entrepreneurs,
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  working with startups, ~
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  Mm-hmm.
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  and gave me a lot of inspiration and understanding of why we need to do what
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  we do ~ on LinkedIn. ~
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  Mm-hmm.
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  so I've been doing this for seven years.
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  I have team of eleven and this was back in twenty nineteen.
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  So as you mentioned 18 years. So I think what many people don't know,
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  Rick, that LinkedIn's been around for twenty-three years now.
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  ~
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  Which is, you know, longer than TikTok,
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  Facebook, Instagram, Twitter, all the other social platforms.
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  And it really has gone through a lot of changes.
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  And we're gonna talk about it a lot in,
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  you know, in the episode here together.
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  ~ but back in 2019, might first of all,
• 3:00
  before that, 2016, Microsoft acquired them.
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  All right. So I
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  Mm-hmm.
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  think it's important to tie into like where the platforms changed.
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  Microsoft acquired LinkedIn ~ for twenty-six billion dollars in twenty sixteen.
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  2019, this is right before COVID,
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  I started seeing understanding with my co-founder that LinkedIn wasn't being used
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  enough globally. And here out in Tel Aviv,
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  where I'm based, which is you know considered startup nation,
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  an incredible ecosystem here of technologies and startups.
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  And we saw founders and companies weren't using LinkedIn as they should.
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  I think back then in 2019, LinkedIn was around 500 million members on the platform.
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  Today,
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  Mm-hmm.
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  2026.
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  We're at over 1.3 billion members.
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  so it's
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  Well.
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  really grown a lot ~ since then.
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  2020, corona COVID came, really an accelerant into what happens on the platform,
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  people for networking, creating relationships online,
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  being able to create these connections.
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  And I think, you know, in the last few years,
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  we've really seen how LinkedIn is becoming,
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  you know, the go-to platform, especially for B2B and for professionals.
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  so from day one, we said.
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  We need to go all in on LinkedIn.
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  This is the platform that individuals,
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  companies, ~ anyone really needs to be on.
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  The other ones we can, you know,
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  it's not to say that they don't have ~ any influence,
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  but really to be able to come in on one platform,
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  build out your brand and a company's brand.
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  we saw the how much it can actually help across HR sales,
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  marketing, fundraising, visibility,
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  and
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  Mm-hmm, mm-hmm.
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  That's why we keep on doing solely focus on that and our team,
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  you know, across the scale.
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  Mm. Mm. Mm. You know, it's it's interesting.
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  I I see, you know, the the benefits like in theory.
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  You know, if if I look at the platform and look at the number of users
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  and that sort of thing. But I think one of the challenges that I
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  and and I'm assuming, you know,
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  a lot of users face is that a lot of what we see on LinkedIn seems
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  to be inbound by my stuff. You know,
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  and I I think, you know, it it was
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  And I think comparing to, you know,
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  maybe years ago, it was, hi, you know,
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  my name is Joe. You know, let's let's have a conversation.
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  Who are you? What do you do? So it's it's like at one point it seemed
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  to be more networking driven, you know,
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  where now it seems to be more sales driven.
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  And, you know, a lot of people that I've spoken to are are really moving away from
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  the platform because of that. It's just like I'm gonna,
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  you know, put my my my shingle out there,
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  say, Hey, I exist, you know, and you can verify who I am and what I do.
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  But beyond that, you know, it's it's a waste of time.
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  What what do you say to folks that are that are saying that?
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  I think it's a really interesting ~ question.
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  And we hear we have these conversations all the time.
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  You mentioned, you know, having a feeling of more towards a transactional side,
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  the sales side. And I think if we go off of platform,
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  the basis of sales and transaction,
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  you know, first to do it properly is relationship building,
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  right? And
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  Mm-hmm.
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  we all know whether off of platform is LinkedIn,
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  you know, no one likes to go straight for the sale.
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  It's much better, just as you would do with friends or family or anyone is.
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  To really build that relationship.
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  So on LinkedIn, at the core, and I think that's one of its main differences from
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  other social media platforms. It's not a social media platform.
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  It has social media elements to it,
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  but at its
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  Mm.
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  foundations, It's a relationship-driven platform.
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  To create the relationships, you need the visibility.
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  So yeah, you mentioned in the past people,
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  you know, would find you, and maybe you go straight for networking.
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  Today there's a lot more members,
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  it's a lot more competition.
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  You could say there's a lot more
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  Mm-hmm. Mm-hmm.
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  going on. And for you to be seen by the right people,
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  You don't need to be seen by everybody.
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  You don't need to
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  Right.
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  be liked by everybody. There may be people that don't resonate with your style,
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  with your content, with what you're doing or how you're doing it.
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  And that's okay. You need to find your tribe and speak
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  Yeah. Right.
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  to them and to become visible.
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  That, you know, requires the time,
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  the commitment to creating the content,
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  the comments through that visibility.
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  Through the conversations and the relationship,
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  I think even more on top of that,
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  more significant is the trust,
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  the credibility, the authority that you're building with your audience.
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  From there, you can move into,
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  if it makes sense with the right person and at the right time,
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  into opportunities. I like, I think a lot of times LinkedIn,
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  people think of LinkedIn as just lead generation or,
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  like you said, sales. And I think that's it feels very transactional and.
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  Yeah.
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  LinkedIn at at first it's opportunity generation.
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  There are things that will come from LinkedIn that aren't necessarily transactional,
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  aren't necessarily monetary. It could be a podcast interview like we're doing here,
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  right? Because of the brand and the visibility I have.
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  It could be a speaking engagement.
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  It could be a hire, right? Or even retention.
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  Right. So there's really a lot of other ways that it goes that isn't just on sales.
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  So to not give off that vibe of the ick,
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  I really think it's how people are using it.
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  Yeah.
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  And that's the main shift that that that we really work with our clients
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  and we have through those conversations.
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  And and there's always going to be things around us,
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  Rick, right? They're always going to be,
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  you know, the content or the noise or even the AI slot.
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  But it's like, don't focus on that.
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  You focus on you. That's actually an
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  Mm-hmm. Mm-hmm.
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  opportunity. If people are doing it bad and people are,
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  you know, they're just focusing on the sales when they find see you refreshing,
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  you know, really focusing
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  Mm.
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  on the relationship and on the value.
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  Mm-hmm.
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  More chances you'll succeed.
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  I hear you. I hear you. I hear you.
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  Okay. All right. Well, let's start at the the very basic level.
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  I mean, people have to know and and like someone,
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  you know, and so foundational for that to me is the requirement for building trust.
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  Okay. I know I've connected with plenty of people and
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  You know, my my my goal, you know,
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  is is to build trust, like, you know,
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  right from the gate. You know,
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  I'm not, you know, hey, you know,
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  buy my stuff hey, I'm Rick, I'm buying my stuff.
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  You know, it's I have a genuine interest in in in learning about people.
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  And so what I have to do, my mindset is like,
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  okay, what I have to do is I have to establish trust with this person in order to,
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  you know, just have a conversation with them,
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  learn a little bit more about what they're doing.
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  What is what is the
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  What are what are what are the foundational things I need to do or have
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  in place in order to do that successfully?
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  Awesome. Let's remember ARC. Attract,
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  relate, convert. So the first,
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  the, the, the first foundation is you need to attract people.
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  To be able to attract them, you need to have your personal profile,
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  right? That's essentially your main asset that you have on LinkedIn
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  to where people will see your content,
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  will see your comments, and will can see who you are,
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  who you serve, what you do. We'll talk about how to get people to your profile.
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  But at the very first level, you need to make sure that your profile is optimized,
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  that it has the keywords that speak to LinkedIn's algorithm to show you
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  to the right people and to show the relevance to your content,
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  and to make sure that the humans that come to your profile understand
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  who you are and what you've done.
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  So we have, you know, the top,
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  the profile picture that needs to be high quality.
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  ~ and focused on you. You have the banner,
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  you have the headline, which is really important.
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  That's one of the only parts of your profile that people see before they enter it.
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  Meaning, if they see a comment or if they see you in the search bar,
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  they'll see your profile picture,
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  your name, Rick, and they'll see the first part of your headline.
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  So make sure that that clearly shows what you do,
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  or maybe gets people curious about what you do and draws them in.
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  Maybe like,
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  kind of a one-liner or an interesting stat of how you help people.
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  It's like, hey, who's this guy to click?
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  You're always thinking, what can I do?
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  You know, whether it's a comment or a post for people to see me,
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  to click on me, to come into my world.
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  When people land
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  Mm.
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  on your profile, Rick, and this is,
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  you know, maybe another question that we're planning to ask or comes up is,
• 10:51
  you know, link pre LinkedIn. If someone has LinkedIn Premium,
• 10:55
  you're able to see who's viewed your profile.
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  So profile views are super important.
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  Profile views are showing you people who didn't accidentally show
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  up on your profile. They're people who searched for you,
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  who saw your pro content, who saw your comments,
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  Mm-hmm. Mm-hmm.
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  who are
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  attracting themselves to you. And the
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  Mm-hmm, mm-hmm.
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  relationship is starting from there.
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  And again,
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  Mm-hmm.
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  depending on the signal, every person can take that to someone else.
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  Okay.
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  Mm.
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  So once you have the profile set and you have the experience,
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  Let me let me let me let me let me pause
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  sure, go ahead.
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  you right there. So, you know,
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  it's it's ~ that that headline.
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  I mean, there's so many conversations,
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  obviously. There's so many, you know,
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  LinkedIn pros that talk about you know,
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  what your profile, not necessarily your picture,
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  but the but that headline needs to be.
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  One of the things that that stuck with me that you talked about earlier
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  was attracting your tribe. So how do we how do we I mean it's it's really because
• 11:48
  of the importance of this, because of the visibility of this.
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  How do we go about figuring out what that best headline is?
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  Or, you know, if we have to test what what is what is that approach?
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  How do we do that successfully?
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  So you said it right there. The best approach,
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  in my opinion, is testing. There is no one answer of what Rich should put
• 12:06
  or what I put or what any of the other listeners are here.
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  There are different formulas and variations that you could
• 12:12
  Okay.
• 12:12
  go by. I would say the the basics are it should have your name and your
• 12:17
  tit it should have your title and your company.
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  There should be keywords that index your profile.
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  To your industry, to your service,
• 12:27
  to your tribe. You know, I always like to get,
• 12:30
  you know, say, Rick, think of what you want people on the other end
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  to be searching for for your profile to show up.
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  I think that's a good indication.
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  And you can look at other people in your industry,
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  but you're going to need to test it and see what resonates more.
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  Are you getting more profile views or maybe people calling something
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  out specifically that they saw in your headline?
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  These are things that people can notice.
• 12:53
  Yeah.
• 12:54
  but I think a few variations of best practices of what to put there are
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  you can have a one-liner. It could be ~ kind of like what your one-liner
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  of what you do, it could be a stat,
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  it could be a value properties.
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  I help X people do X in Y time,
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  right? Something like that for people to very like the value driven
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  for them to understand great, this is what he can do.
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  Really experiment with it.
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  I think there's value in adding more text than less because it's more keywords.
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  Even if people don't read every single word,
• 13:27
  Yeah.
• 13:28
  the algorithm on LinkedIn is, and the LLMs off of LinkedIn are reading it as well.
• 13:33
  And we'll talk about how LinkedIn ties into GEO and kind of more
• 13:37
  of your offline presence off of LinkedIn.
• 13:39
  But all of these keywords and indexation,
• 13:41
  we have to be very mindful. I've been saying this for the last seven years,
• 13:45
  like even way before AI came out.
• 13:47
  So we
• 13:48
  Mm-hmm.
• 13:48
  have to be mindful today, even more so than in the past,
• 13:52
  of humans and the algorithms reading our profile.
• 13:53
  Yeah. Yeah. Yeah. That makes sense.
• 13:55
  'cause a lot
• 13:57
  That makes sense.
• 13:58
  of go ahead.
• 13:58
  I was I was gonna s I was gonna say,
• 14:00
  how do how do we know? I'm I'm thinking about like so so I post probably,
• 14:05
  you know, five to six days a week,
• 14:07
  maybe seven days a week. and I see different profile views like each,
• 14:10
  you know, each day, you know, and and so like sometimes I'll I'll put out
• 14:13
  a post and it'll have I saw the other day I had like four hundred eighty
• 14:16
  one views on my profile. You know,
• 14:18
  the day before that I had twenty views on my profile.
• 14:20
  And so the the question becomes,
• 14:22
  you know, if we're testing and we're trying different things.
• 14:25
  How do we know what fruit is? Because,
• 14:27
  you know, I I have yet, you know,
• 14:30
  again, being on LinkedIn for 18 years,
• 14:32
  and you know, it it it may s it may speak to to to my capabilities,
• 14:36
  but you know, being on there, I haven't had someone,
• 14:39
  you know, look at my profile and say,
• 14:41
  Hey, I want to, you know, buy services from you,
• 14:44
  you know, whatever it is. And and I've probably changed,
• 14:47
  you know, my my profile heading,
• 14:48
  you know, a dozen times.
• 14:49
  So I think there are a few factors that come into it.
• 14:52
  It's not only the content that you're putting out,
• 14:55
  and again, there's a whole strategy of what type of content,
• 14:59
  who you're reaching out to, how it
• 15:00
  Yeah.
• 15:00
  resonates with them. I think on that point,
• 15:03
  I'll say for anyone listening before you know.
• 15:07
  start making too many judgments about if the content is good,
• 15:11
  is it right? You need to start and you need to have a lot of collection.
• 15:14
  So you yourself, you said, you know,
• 15:15
  you post five or six times. That is enough volume throughout,
• 15:19
  you know, the week and the month to be able to look at it and say,
• 15:22
  okay, which ones are resonating more,
• 15:24
  which ones are less? Is it a specific format that I see is working?
• 15:28
  You know, is it images? Is it videos?
• 15:30
  Is it the specific topic that I'm talking about that's resonating more?
• 15:35
  So that's kind of like on the content side.
• 15:35
  Mm-hmm. Mm-hmm.
• 15:36
  I think
• 15:37
  beyond that, you need to make sure that the people within your network are relevant.
• 15:42
  You may have shifted throughout your career through different industries,
• 15:46
  through different people that you serve as well,
• 15:48
  Mm-hmm, mhm. Mm-hmm.
• 15:49
  and people that you've connected with throughout
• 15:52
  your career may not align with what you're doing or align less with what you're
• 15:57
  doing, especially as a buyer, right?
• 15:59
  They may support you as a colleague or a friend,
• 16:01
  but they're not necessarily.
• 16:03
  your buyers. So I think that's an important step that everyone needs
• 16:07
  to understand is you need to actively be adding people into your network.
• 16:12
  There will be people who come and reach out to you to connect or follow,
• 16:15
  but you need to make sure that about 25 people a day,
• 16:20
  that's about the limits that you can do around 25,
• 16:24
  maybe a hundred and fifty people a week that you're adding and sending
• 16:28
  out new connection requests to
• 16:31
  Relevant people in your industry,
• 16:33
  whether they're buyers or colleagues or people that your buyers will be,
• 16:37
  you know, exposed to. So through them,
• 16:40
  you can see them. So you need
• 16:40
  Mm-hmm. Mm-hmm.
• 16:41
  to be growing your network because LinkedIn shows your content first and foremost.
• 16:45
  It starts with kind of a sample of your network and then it'll
• 16:48
  Mm-hmm.
• 16:49
  also show to people outside of your network.
• 16:52
  What's actually interesting? I don't know you've noticed or if it's actually
• 16:54
  hit your analytics yet. When LinkedIn releases new features.
• 16:58
  it doesn't hit every member on the same day or same month.
• 17:01
  They kind of do a staggered rollout.
• 17:02
  But you should see ~ pretty soon on your analytics,
• 17:07
  you can now see how much of the impressions LinkedIn showed within your network
• 17:12
  or out of your network. So you'll see a different range of,
• 17:16
  hey, this is a post that resonated more out of network and people outside
• 17:21
  of who I'm connected with. And this one was kind of shown more to my direct.
• 17:26
  Network, maybe it was a more personal post.
• 17:28
  LinkedIn is,
• 17:28
  Mm-hmm.
• 17:29
  you know, kind of changing it,
• 17:30
  but that's something that you could also track to try to understand
• 17:32
  Mm.
• 17:33
  and educate around your content strategy.
• 17:36
  Mm.
• 17:38
  so I think volume-wise, what you mentioned is you don't need to have
• 17:44
  six posts a week. I think that's a a lot.
• 17:47
  If it's sustainable
• 17:47
  Mm-hmm.
• 17:48
  for you, that's awesome. I would say the very least is one post a week.
• 17:51
  It's not enough once a month or once every week.
• 17:52
  Mm hmm. Mm-hmm.
• 17:54
  Sweet spot is two to three times a week.
• 17:54
  Mm-hmm. Okay.
• 17:57
  Again, if you can
• 17:57
  do five or six, great. That's more frequency.
• 18:00
  That's more touch points. If you have,
• 18:02
  you know, what to say, what value to give,
• 18:05
  awesome. But the reason why I'm bringing it up is don't feel the need to do that.
• 18:10
  That's not the only way to succeed.
• 18:12
  Right.
• 18:12
  Mm-hmm.
• 18:13
  And I think a lot of times if I would say to someone,
• 18:15
  hey, you have to do five posts,
• 18:16
  it'd be like, How am I supposed to do that?
• 18:18
  That's that's too much. Some people
• 18:20
  Right.
• 18:20
  have teams, some people have, you know,
• 18:22
  more resources.
• 18:23
  So that's why it's always there's so many different people listening
• 18:26
  to us today that
• 18:27
  Mm-hmm.
• 18:27
  there's different strategy and different stages that need to become.
• 18:31
  My job here is to give a bunch of different perspectives for everyone
• 18:34
  to understand how they can use it at the right time.
• 18:37
  I love that. I love that. back the the key question though was ~
• 18:40
  for for testing purposes. We're talking about testing the testing
• 18:43
  our our our headline and what you said was to to run experiments essentially
• 18:47
  to test.
• 18:47
  Yes.
• 18:48
  And so what I was what my question was is how do w how do we know what's working
• 18:53
  versus what's not working because the volume,
• 18:55
  you know, the response to posts or content or is different.
• 18:57
  You may so you
• 18:59
  yeah, for your headline, you may not always know.
• 19:01
  And and it's okay.
• 19:02
  Okay.
• 19:03
  It's not the most important, right?
• 19:04
  As long as it the message gets across.
• 19:06
  And what's way more important is,
• 19:09
  you know, we started talking about the profile optimization.
• 19:11
  That's the foundation. But what's
• 19:13
  Yeah.
• 19:13
  more important from there is phase two is the actual presence that you create.
• 19:17
  So you can play around and test your headline.
• 19:20
  It shouldn't be something that you're doing,
• 19:22
  you know, really frantically and you know,
• 19:25
  obsessively all the time.
• 19:26
  Mm-hmm.
• 19:27
  But
• 19:27
  you can feel free to be dynamic with it.
• 19:30
  And maybe some people will self-attribute and say,
• 19:33
  Hey, Rick, I noticed your headline was really good.
• 19:35
  It was clear and it got me to understand what you do.
• 19:37
  and some of the things you maybe see in your analytics with an uptake,
• 19:41
  but it won't only be the headline.
• 19:43
  And there isn't something specific that'll say,
• 19:45
  Hey, you're increasing in your visibility because of that.
• 19:48
  ~
• 19:49
  Mm.
• 19:49
  so
• 19:50
  Once you have the profile optimization,
• 19:51
  which the most important is, you know,
• 19:53
  having that profile picture, the headline,
• 19:55
  the experience, making sure that the first impression is good,
• 19:59
  you need to move on to the presence,
• 20:02
  right? Because a presence is what's going to allow you to have that visibility.
• 20:05
  And when I say presence, it's posting and commenting.
• 20:09
  Commenting on LinkedIn today is no less important than posting.
• 20:12
  Some may even say more important.
• 20:15
  Your posts.
• 20:16
  You don't have control over who will see your posts.
• 20:19
  The algorithm
• 20:20
  Yeah.
• 20:21
  kind controls who gets exposed to it.
• 20:24
  Comments,
• 20:24
  Yeah.
• 20:25
  you have more control of where you appear.
• 20:28
  Meaning, when I say leave comments,
• 20:30
  it's not thanks, Rick, great article or insightful.
• 20:34
  It's looking for people that you can contribute to the conversation.
• 20:39
  So if someone left five points,
• 20:41
  you added a six point.
• 20:42
  If someone, you know, you don't agree with it,
• 20:44
  you you know, leave your opinion of why you don't agree with you.
• 20:47
  It kind of be like a mini post,
• 20:49
  right? So as a comment,
• 20:50
  No
• 20:52
  if you leave five, ten, fifteen of these those a day on maybe larger profiles that
• 20:57
  get more engagement that you do,
• 20:59
  you now have an opportunity
• 20:59
  Mm-hmm.
• 21:00
  to get more exposure because maybe your profile isn't getting that yet.
• 21:05
  You get to be exposed
• 21:06
  Mm-hmm.
• 21:07
  in front of audiences who aren't in your network.
• 21:10
  Right, you can go find other profiles who you can see in their comments
• 21:15
  and infer that your ICP is hanging out there and engaging with them.
• 21:17
  Mm-hmm. Mm-hmm, mm-hmm.
• 21:19
  If you come
• 21:20
  and engage on those same posts,
• 21:22
  people read comments. People
• 21:24
  Mm-hmm.
• 21:24
  will be able to see your comments.
• 21:26
  Say, hey, this comment seems interesting.
• 21:28
  the headline, great. Rick looks awesome.
• 21:31
  Comes into your profile and then has the opportunity to maybe reach out or then.
• 21:36
  Mm.
• 21:37
  You see them as a profile view.
• 21:38
  So maybe you reach out, right?
• 21:40
  So again, we brought them to your profile.
• 21:43
  Most chances are if they came out to your profile,
• 21:45
  it's because they saw a comment or a post.
• 21:48
  Otherwise, you're leaving it up to the algorithm,
• 21:50
  the hope that they search for your name and come to you directly.
• 21:53
  Yeah, yeah, yeah. I always wonder about that because that,
• 21:56
  you know, I obviously, you know,
• 21:58
  responding, at least for me, you know,
• 22:00
  it it it takes a lot of effort.
• 22:01
  You know, and it's it's like and I and I'm not the t person that would like
• 22:06
  reiterate, you know, go through,
• 22:08
  you know, a hundred posts or whatever or a hundred comments or whatever,
• 22:10
  and it's like I'm not gonna sit I don't feel the value in ~ saying something that's
• 22:15
  already been said.
• 22:16
  You you know what I'm saying? I'm talking to,
• 22:18
  you know, business owners or, you know,
• 22:19
  CEOs, executives and that sort of thing.
• 22:20
  It's just like, well, you know,
• 22:22
  I I agree with these points. I mean,
• 22:23
  I d I don't see where to add. You know,
• 22:27
  and I don't and I'm not gonna be the person that's gonna add just for
• 22:29
  the say I don't feel ~ and perhaps I'm not taking a strategic approach to it,
• 22:33
  but I don't I don't feel the need to add to something when there's nothing material
• 22:36
  to add.
• 22:37
  And and that's 100% okay. I think what's important,
• 22:41
  I want everyone here to understand as well.
• 22:43
  Do what makes you feel comfortable.
• 22:45
  It's your brand. Again, there isn't only one way.
• 22:49
  You don't need to leave a hundred comments.
• 22:51
  I think five comments, ten comments,
• 22:53
  even if you take a list of 10,
• 22:56
  20 executives, C levels, people who you know or respect or see them posting
• 23:02
  on LinkedIn to where you know that
• 23:03
  Mm-hmm.
• 23:03
  they have.
• 23:04
  interesting content to where also aligns with your expertise and your knowledge.
• 23:09
  If it's a post, again, it's not only one off.
• 23:12
  If you see a post where you don't feel that you have anything to contribute to,
• 23:16
  scroll on and continue with your day and find one that you do.
• 23:19
  Right. And that's why it's not,
• 23:21
  you know, I I give both a number and a time around what you should be investing
• 23:27
  in a day. So I said like aim for five to fifteen.
• 23:30
  I also
• 23:30
  Yeah.
• 23:31
  recommend leaders and anyone on LinkedIn to spend an hour on LinkedIn.
• 23:36
  Put in your calendar an hour. It could be broken up into 30 minutes
• 23:40
  and 30 minutes and do a series of actions within that time.
• 23:43
  It will be posting, it will be commenting,
• 23:47
  it could be responding to comments that you get.
• 23:49
  It could
• 23:49
  Yeah.
• 23:49
  be adding people that we said that you have to do.
• 23:51
  It could be leaving new comments.
• 23:53
  Again, finding the conversations that do interest you,
• 23:57
  that you can contribute it, not forcing it.
• 23:59
  But to find five conversations that you can say something or even ask a question,
• 24:04
  right? If it's
• 24:04
  Mm-hmm.
• 24:05
  not something that you feel, if you feel it's something that's already been said,
• 24:08
  ask a question. Understand,
• 24:09
  Mm.
• 24:10
  you know, even compliment them,
• 24:12
  right? It doesn't always have to be a super thought out one.
• 24:15
  Sometimes if you say, Hey, Eli,
• 24:17
  you know, I have some thought out ones,
• 24:20
  but some of them are also just to say,
• 24:21
  you know, thanks for the the insights,
• 24:23
  you know, I appreciate the time putting them together.
• 24:26
  That's also okay. Like, I don't want someone to look at it as zero or
• 24:30
  one and then not do anything. Right.
• 24:30
  Mm-hmm.
• 24:32
  We have
• 24:33
  to make some progression in our actions.
• 24:36
  So leave comments. Understand that you should be leaving comments.
• 24:40
  Where you leave the comments, how you leave the comments,
• 24:43
  or how many, that's up to you.
• 24:45
  That comes into you know your daily or your weekly strategy.
• 24:49
  But know that it is one of the main drivers.
• 24:53
  To your profile, to
• 24:55
  Mm.
• 24:55
  your brand, and to opportunities.
• 24:57
  LinkedIn also shows, not that I think it's that important,
• 25:01
  but to show that LinkedIn gives weight to it,
• 25:03
  LinkedIn will show you impressions on specific comments.
• 25:06
  So you can
• 25:07
  Mm, mm.
• 25:08
  see sometimes comments get more impressions than some posts.
• 25:12
  I
• 25:13
  Mm-hmm.
• 25:13
  think impressions in general should be secondary to how you know people's strategy.
• 25:18
  It's not the most important thing.
• 25:20
  LinkedIn today.
• 25:21
  gives the least amount of dopamine when it comes to impressions,
• 25:25
  right? Virality on Facebook and Instagram and TikTok,
• 25:29
  tens of thousands and hundreds of thousands of impressions.
• 25:32
  It's not a popularity contest.
• 25:33
  Mm-hmm. Mm-hmm.
• 25:35
  It doesn't matter.
• 25:36
  You can be equally as effective,
• 25:38
  if not more. I've had clients and colleagues close more deals or
• 25:42
  get more outreach requests through posts with hundreds of impressions.
• 25:47
  But speaking directly to the relevant people.
• 25:50
  And that's okay.
• 25:50
  Yeah.
• 25:51
  And that's actually LinkedIn has publicly stated several times the last year that
• 25:57
  their main change that they've done to the algorithm is less on the vanity
• 26:00
  and more on the relevance. They want to make sure that
• 26:02
  Mm.
• 26:03
  the right content, the valuable content,
• 26:05
  gets to the right people. So think about it instead of a hundred thousand people,
• 26:09
  maybe to the masses, maybe it's to a thousand people,
• 26:13
  but a thousand of the right people.
• 26:15
  ten thousand of the right people.
• 26:17
  Mm. So it sounds like we need to to focus on depth in a particular
• 26:20
  ~ category to particular tribe of people like like you were alluding to before.
• 26:25
  I one one of the ~ I think one of the I'm I'm a lot of times I I just go
• 26:30
  in and I like to encourage people.
• 26:31
  You know, when they've you know,
• 26:32
  you put out something great. It's like Eli,
• 26:34
  this was absolutely fantastic.
• 26:35
  What what I was thinking about.
• 26:37
  and I appreciate I enjoy doing that just for the sake of,
• 26:41
  you know, just
• 26:42
  you know, being a cu be being a member of the community.
• 26:44
  and I find that, you know, just using the app,
• 26:46
  you know, I'm going someplace,
• 26:47
  you know, I can pop it up. You I'll get a notification.
• 26:49
  It was like, this this was a cool,
• 26:51
  you know, you know, whatever that was.
• 26:52
  And I I r I really I val I value being part of a community ~ on LinkedIn.
• 26:58
  You know, probably more so than and it maybe have to have to do with expectation,
• 27:02
  but more so than, you know, it's like,
• 27:04
  hey, you know what, ~ you know,
• 27:05
  buy my stuff.
• 27:06
  you know, hey, you know, I'm I'm here.
• 27:07
  This is part of my strategy by by myself.
• 27:10
  One of the things that frustrates me,
• 27:12
  and I don't I don't know how this plays into the algorithm and ~ I'm
• 27:16
  I'm grateful in advance for your answer to this,
• 27:18
  but I see a lot of people generating comments through AI.
• 27:23
  I mean you're looking at the comment and you're just like,
• 27:25
  Okay. I wonder which platform this was You know,
• 27:28
  reality, I mean reality, I mean,
• 27:30
  does
• 27:30
  LinkedIn's algorithm identify that?
• 27:33
  Is there value in that for people that say,
• 27:36
  Hey, you know what? I'm a horrible writer and I'm gonna use AI to help me,
• 27:40
  you know, advance my I mean, what what is what's that what's that playground look
• 27:44
  like?
• 27:44
  I'm really happy you brought it up because I think it's a really important point,
• 27:47
  ~ especially in today's age with AI increasingly being part of our workflow.
• 27:52
  So LinkedIn isn't against the use of AI.
• 27:55
  It's okay to use AI. I think in general,
• 27:58
  people,
• 27:58
  Mm-hmm.
• 27:59
  whether for ideation, for language barriers to be able to communicate better,
• 28:04
  there's a lot of positives
• 28:04
  Mm-hmm.
• 28:05
  in using AI, especially when it comes to writing.
• 28:08
  What LinkedIn
• 28:09
  What I'm against, What most of the people on LinkedIn are against,
• 28:13
  is mindlessly using it and being lazy around it.
• 28:18
  And you know, kind of the term AI slop.
• 28:20
  What's actually interesting
• 28:20
  Mm-hmm.
• 28:21
  is today, Rick, LinkedIn released a feature on LinkedIn.
• 28:25
  ~ if you click the three dots next to a post,
• 28:27
  you can
• 28:27
  Mm-hmm.
• 28:28
  now market seems like AI slop.
• 28:31
  So they're trying to allow people to report content that looks lazy.
• 28:36
  Again, you can assist yourself in writing the content,
• 28:40
  but review it. Make sure that it's in your voice.
• 28:42
  Make sure that it really has the value,
• 28:44
  that it's not just the general knowledge that comes from that.
• 28:47
  And
• 28:47
  Yeah.
• 28:48
  in comments specifically, do not use there's two ways to use AI
• 28:52
  in comments that shouldn't be done.
• 28:55
  One is just mindlessly using Chat GPT or any of the LLMs to leave comments there.
• 29:02
  And again, the same like an AI slot.
• 29:04
  Post in comments. And there are people who are automating the comments
• 29:09
  and doing artificial engagement,
• 29:11
  which is against the terms and services of LinkedIn,
• 29:14
  Mm-hmm.
• 29:14
  and also just breaks trust. When you see that it doesn't make sense
• 29:19
  or that they have a lot of random comments come in from random profiles,
• 29:24
  it just doesn't look good. It endangers your profile and your brand.
• 29:29
  ~
• 29:29
  Mm-hmm, mm-hmm.
• 29:33
  Inflate the amount of engagement that you're getting.
• 29:36
  And if you're going to be leaving comments yourself,
• 29:38
  focus more instead of going on the masses of let me use AI to let me leave 20,
• 29:44
  30, 50, or 100 comments. No, go back to the 5,
• 29:48
  10, or 15 quality ones where you sit down for 5,
• 29:52
  10, 15 minutes. Again, to leave that amount of comments,
• 29:56
  10 comments, shouldn't take someone more than.
• 29:59
  10, 15 minutes, 30 minutes, right?
• 30:02
  And as you do
• 30:02
  Yeah.
• 30:03
  it, it's a muscle to where it becomes easier and you
• 30:05
  Mm.
• 30:06
  become more accustomed to it and maybe more efficient in your time.
• 30:11
  But it really shouldn't
• 30:11
  Mm.
• 30:12
  be something that is really draining from it.
• 30:15
  so definitely don't outsource that part to AI.
• 30:19
  Again, it's fine to assist
• 30:19
  No, you know.
• 30:20
  yourself, but there is unfortunately there is a lot of
• 30:23
  rampant use of AI across all social platforms,
• 30:26
  not only for LinkedIn, if we're going to be fair.
• 30:27
  Yeah. Yeah.
• 30:28
  Yes,
• 30:29
  LinkedIn, I think LinkedIn is doing way more than other platforms.
• 30:34
  And they understand that being a professional platform,
• 30:38
  a verified platform, a trusted professional platform,
• 30:41
  and the audience that's on it,
• 30:43
  they need to do a lot of work to maintain that trust with the audience around
• 30:47
  the content that we have.
• 30:48
  Is it ever
• 30:48
  Mm.
• 30:49
  going to be 100%? No, but that's okay because that's how all
• 30:54
  of these platforms work. We, me,
• 30:56
  you, and everyone here listening have to understand okay,
• 31:00
  there will be bad actors who do that.
• 31:02
  That's fine. You focus on you,
• 31:03
  Mm-hmm.
• 31:04
  you focus
• 31:05
  continuing bringing value to the world,
• 31:08
  to your audience, and the
• 31:08
  Mm. Mm.
• 31:10
  right people will come. It won't happen after a week.
• 31:13
  It won't happen after a month.
• 31:15
  If you're listening to this episode now,
• 31:16
  it'll probably be six months from now if you consistently do the things that we're
• 31:21
  discussing. ~
• 31:22
  Mm-hmm.
• 31:23
  but know that it's a long-term and again,
• 31:25
  we started this whole conversation around relationships.
• 31:29
  Relationships take time, it doesn't happen overnight.
• 31:32
  And you have to remain top of mind,
• 31:34
  you have to remain that visibility,
• 31:36
  that frequency, that touch point,
• 31:38
  bringing value, that communication.
• 31:41
  So it's a series of actions that you do over a long period of time and
• 31:46
  it could be different phases in your career.
• 31:48
  But that's what I think is so great about LinkedIn and the personal brand that
• 31:52
  you build there. Cause no
• 31:53
  Yeah.
• 31:53
  matter what you do, where you go,
• 31:55
  that will continue to go with you.
• 31:57
  so
• 31:57
  Yeah.
• 31:57
  I kind of look at it like another pension fund,
• 31:59
  right? Or a 401k.
• 32:00
  Mm.
• 32:01
  we continue to contribute to it and it continues to grow and go with
• 32:06
  us wherever we go.
• 32:07
  Mm, mm, mm. I hear you. So we're so we're gonna build our personal profile.
• 32:11
  We're gonna post regularly. ~ we're gonna comment reg on a daily basis.
• 32:16
  ten, fifteen comments, perhaps throughout the day for ideally,
• 32:20
  I guess some of the profiles would be profiles we're trying to aspire to be like,
• 32:24
  I guess. generally in communication with our with people that are gonna
• 32:27
  be in our tribe or influence our tribe.
• 32:29
  Wh what what did I did I get that correct?
• 32:31
  Yeah, the the commenting you can have,
• 32:34
  you know, could be colleagues,
• 32:36
  it could be partners, it could be clients that I would want to work with,
• 32:40
  it could be industry leaders in my relevant industry and
• 32:46
  ICP that I know
• 32:46
  Mm. Yeah.
• 32:48
  that they're doing a great job posting and building an audience,
• 32:51
  and their audience is where my audience hangs out as well.
• 32:55
  And if I appear
• 32:56
  Yeah.
• 32:56
  there.
• 32:57
  Then they have a chance to see me and I see them.
• 32:59
  So you can kind of create a list and have people that you rotate through
• 33:05
  and you'll see. And more it'll come.
• 33:06
  And as you build more relationships,
• 33:08
  hopefully they come and they're interacting with your content
• 33:11
  and what you're building. And things,
• 33:13
  you know, grow. And again, even a like or a comment of theirs on you,
• 33:19
  their network are now able to see you,
• 33:21
  even though you're
• 33:21
  Mm.
• 33:22
  not connected with them. So
• 33:23
  Getting that like or comment is really powerful.
• 33:26
  And this leads me to another point which is super important.
• 33:30
  Beyond the engagement, Rick, I think a lot of times if anyone's listening
• 33:34
  and saying, Well, I've been posting and I'm doing commenting ~ and
• 33:39
  I'm not getting as much engagement as I like,
• 33:41
  remember
• 33:42
  Mm-hmm.
• 33:42
  that the majority of people on LinkedIn are considered silent lurkers.
• 33:47
  That means
• 33:48
  Mm.
• 33:49
  that they
• 33:50
  Read your content. They're getting value from your content,
• 33:53
  but not necessarily leaving a like or a comment because they don't know what to say.
• 33:59
  They don't want to say anything.
• 33:59
  Mm-hmm, mm-hmm, mm-hmm, mm-hmm,
• 34:00
  They don't have time to say anything.
• 34:02
  They got distracted. A hundred reasons
• 34:03
  mm-hmm.
• 34:04
  that are all valid, especially the more senior we go,
• 34:09
  right? So the more
• 34:09
  Mm-hmm.
• 34:10
  executive stakeholder, the least likely or inclined he may be to publicly give
• 34:16
  you that signal. So The engagement
• 34:18
  Is public, but the
• 34:19
  Yeah.
• 34:20
  intent is hidden. So
• 34:22
  Yeah.
• 34:23
  knowing that the majority of people are silent lurkers,
• 34:27
  but remembering that they're still there,
• 34:29
  they can still see you, they're still getting value from you.
• 34:32
  If you continue to show up and continue to do this long term,
• 34:37
  also remembering that most people,
• 34:39
  95% of your market aren't actively looking to make a buying decision today.
• 34:46
  Now, knowing those two things and saying,
• 34:48
  okay, long term, when it becomes the right time,
• 34:51
  when they become move into the motion of,
• 34:54
  okay, I need your service or I need something now,
• 34:58
  you become the first person or one of the first people that they think of,
• 35:03
  that they remember because you're top of mind.
• 35:06
  So that's kind of that's how I believe that we should be looking at it.
• 35:09
  And
• 35:10
  I've seen this with myself, with my clients,
• 35:13
  with our colleagues, many times over the years that things that have been planted
• 35:17
  two years ago come to fruition today.
• 35:20
  Six months ago, today, a week.
• 35:22
  There may be things that happen in one week,
• 35:24
  but there's really again, that shouldn't be the expectation.
• 35:27
  But you should know
• 35:28
  Yeah.
• 35:28
  that doing it long term with all the algorithm changes,
• 35:32
  that's the one thing that I can tell you has remained constant.
• 35:34
  Is no matter what happens with engagement and visibility and everything
• 35:38
  on the algorithm side, those
• 35:39
  Yeah.
• 35:40
  that stay consistent, that bring value,
• 35:43
  that do it correct, they will continue to gradually grow in
• 35:47
  the opportunities that come their way because that's just the nature
• 35:51
  of the platform and the brand that you're building.
• 35:54
  Mm. Mm. You know, that's that's interesting.
• 35:56
  I was gonna I was gonna ask you about that.
• 35:57
  I I find that a lot of times with my posts,
• 36:00
  I I see a lot of the same, you know,
• 36:02
  wonderful, you know, supporters,
• 36:04
  you know, you know, liking and sharing my posts,
• 36:06
  and I'm extraordinarily grateful for them.
• 36:07
  But it it always seems like the people that are outside of my network that
• 36:12
  I that that comment or or whatever,
• 36:14
  they they they seem to be not the ~
• 36:17
  you know, not not my ICP, you know,
• 36:19
  at all, or not my, you know, not people that are in my tribe,
• 36:22
  but if most people aren't commenting,
• 36:25
  it they may be appreciating, but not commenting or or engaging otherwise,
• 36:28
  that makes complete sense. So you s you talked about though the
• 36:32
  the seating aspect and what that takes me back to is,
• 36:36
  you know, what to post, you know,
• 36:38
  specifically. my feeling is that,
• 36:40
  and this is just my feeling,
• 36:42
  You know, is if I if I stand around and I talk about,
• 36:45
  you know, my company all the time and all of my posts,
• 36:47
  that people aren't necessarily gonna appreciate that.
• 36:50
  What what is how how do we what what what is the what is the what's
• 36:54
  Yeah. Do not yeah,
• 36:55
  You know what I'm asking
• 36:57
  You should not be only selling,
• 37:00
  selling, selling, talking about me,
• 37:02
  me, me and my company and what we do and how great we're doing it.
• 37:05
  It's okay
• 37:05
  Yeah.
• 37:06
  to have that part of your mix.
• 37:07
  Let's say ten percent of the posts,
• 37:10
  fifteen percent of the posts. The majority,
• 37:12
  what should you be talking about is understanding who do I serve?
• 37:16
  What are their pains? What are their needs?
• 37:19
  What can I talk about that helps them?
• 37:22
  Arrive to that, right? Whether it's with you or without you,
• 37:25
  you can talk about curate news and industry trends that are happening,
• 37:31
  right? That
• 37:31
  Mm-hmm.
• 37:31
  are interesting. Things that you see,
• 37:34
  your perspective, your people,
• 37:36
  knowing that you know they see you as an expert in that field.
• 37:40
  Bring these, you know, trends and news and reports and you know stats that you're
• 37:45
  seeing to them. That's very
• 37:47
  Mm-hmm.
• 37:47
  interesting. People are on LinkedIn.
• 37:49
  To learn, to self-develop, to you know,
• 37:53
  stay up to date. So if you're also someone that they know that they
• 37:57
  can come and learn new things and stay up to date about whatever
• 38:01
  it is that interests them, that's also valuable.
• 38:03
  you can get more ideas from your calls.
• 38:06
  I think it's very common today for people to use AI note takers and transcribers,
• 38:11
  right? That should be a great place to go in mind and say,
• 38:15
  what are some of the content ideas?
• 38:17
  That are coming up? What are the conversations that are we having?
• 38:20
  What are the questions that I'm being asked?
• 38:22
  Where's the pushback? What are the objections?
• 38:25
  Right. Maybe you take it more to the sales side.
• 38:27
  And it's, I'm not gonna sell, but I'm going to already address
• 38:31
  the objections that are coming up,
• 38:33
  right? And I know
• 38:34
  Mm.
• 38:34
  that people, you know, say one,
• 38:36
  two, three. Well, we'll show them how we do it and why it's important.
• 38:39
  Mm.
• 38:40
  If companies are listening here or,
• 38:42
  you know, executives who have.
• 38:43
  Companies behind them with employees,
• 38:45
  put your people out there, right?
• 38:47
  Mm.
• 38:48
  Whether it's on your company page or on your profiles,
• 38:51
  talk about the teams involved,
• 38:53
  the people involved, the stories behind it.
• 38:56
  you can include personal things,
• 38:59
  right? I think that's always a question that comes up is do I only have
• 39:02
  to post about my business and professional,
• 39:04
  or it can be personal? You can have personal elements to it,
• 39:08
  but
• 39:08
  Yeah.
• 39:08
  again, it should be tied into.
• 39:11
  Okay, how does that give value to the person that's reading it?
• 39:15
  If you put a
• 39:15
  Yeah.
• 39:16
  picture of, you know, if someone puts a picture of him and his son,
• 39:20
  okay, what's you know the meaning behind it?
• 39:23
  Is it family? Is it, you know,
• 39:25
  a story or as a lesson or something,
• 39:27
  curiosity? Because his son asked a really interesting question and it
• 39:31
  got him to think about, you know,
• 39:32
  something in his career. Those things are also okay to show,
• 39:36
  you know, who you are.
• 39:38
  As a personal brand. Because again,
• 39:40
  I think that's an important note.
• 39:42
  You're not just trying to sell.
• 39:44
  It's not just a platform to sell.
• 39:46
  Part of your brand is attracting people,
• 39:49
  getting people to resonate, to connect with you.
• 39:52
  And to connect with you is also understanding,
• 39:54
  you know, who you are, what you do,
• 39:56
  how you do it. So it's okay. If you don't feel comfortable talking about those
• 40:01
  things, then don't. You can still succeed.
• 40:04
  Right. There may
• 40:04
  Yeah.
• 40:05
  be people, LinkedIn experts that say,
• 40:07
  no, you only have to talk about those things to get viral impressions.
• 40:10
  Cause yes, personal posts will give you more vanity and virality and impressions,
• 40:16
  but that may not bring you sales.
• 40:18
  Right. So
• 40:18
  Yeah.
• 40:19
  then what's more important? Right.
• 40:21
  So there's really different sides to it.
• 40:23
  And that's why I said, you know,
• 40:24
  throughout our conversation, do what you feel comfortable with.
• 40:28
  Do what you see and feel serves your audience.
• 40:33
  the most. And over time you'll be able to improve your strategy
• 40:38
  and adjust your strategy accordingly,
• 40:40
  right? There are things that may change.
• 40:42
  Hmm. What what what I hear the the I guess the the theme that I'm hearing
• 40:46
  is is authenticity, consistency and speaking to your tribe.
• 40:50
  You know, and I I think one of the mistakes,
• 40:52
  you know, just thinking in in general marketing perspective,
• 40:54
  I I think one of the mistakes that we sometimes make is trying to make
• 40:58
  our messages for everyone, everywhere.
• 41:01
  How important is it to to really
• 41:04
  Create, I don't know if it's a you know,
• 41:06
  a brand messaging style or, you know,
• 41:08
  whatever that is that clearly speaks to just the people that you need to speak to.
• 41:12
  So I don't think you have to go and spend time making like that
• 41:15
  the whole document strategy. Like sometimes people get too caught up
• 41:18
  on like that whole style. But yes,
• 41:20
  I think you you hit it exactly on the head,
• 41:23
  which is speak to the right people.
• 41:26
  Don't be focused on the masses,
• 41:29
  right? And again, and and it'll align with you make it,
• 41:33
  you may get lower engagement because your topic or your industry or your niche is.
• 41:39
  less appealing to the masses, but that doesn't mean that it's less effective
• 41:43
  or less relevant for you. So figure out,
• 41:46
  you know, where you operate, where your expertise is,
• 41:50
  what you want to be talking about.
• 41:52
  And there could be several pillars in your content strategy,
• 41:56
  right? You could have one pillar that's more focused on that audience.
• 42:00
  You can have another pillar that's maybe more personal,
• 42:03
  another pillar maybe that's more
• 42:04
  general or several pillars across the same audience.
• 42:07
  ~
• 42:07
  Yeah.
• 42:08
  but overall, you should be focusing on who your ICP is,
• 42:12
  like really get clear on who it is,
• 42:15
  what you do, all the things that you would do also for your business
• 42:19
  off of LinkedIn. So it's like taking a lot of the things that you've worked
• 42:23
  in general in your marketing strategy,
• 42:25
  in your business strategy, your sales strategy,
• 42:28
  and understanding how it connects
• 42:30
  To you, to your story, and to your presence on LinkedIn.
• 42:34
  and you'll you'll be able to get the feedback from your audience.
• 42:36
  but I'm definitely for focusing on the content and bringing value,
• 42:41
  the right people will be attracted from there.
• 42:44
  Again, there's a lot of things that you know,
• 42:47
  a lot of other variables that come into it that can influence,
• 42:49
  you know, who it gets in front of it.
• 42:51
  We, you know, we won't get into a deep dive here,
• 42:54
  but beyond the organic side.
• 42:56
  Those who want to ensure that they get in front of the right people
• 43:01
  and have control more control over it,
• 43:03
  they can use LinkedIn ads. LinkedIn ads is,
• 43:03
  mhm, mhm, mhm
• 43:06
  you know, one of the top platforms.
• 43:09
  The capabilities to target people are surgical.
• 43:13
  Just it's all a question of do you have the budget and the resources to do it?
• 43:17
  But considering the company does.
• 43:20
  It's an incredible format and it's incredible to be able to take your posts
• 43:24
  and your company's posts and your employees' posts and make sure that it's getting
• 43:28
  in front of the right audience.
• 43:29
  And that can be done with a ro wide range of budget budgets.
• 43:33
  ~
• 43:34
  Yeah.
• 43:35
  but that definitely gives you a lot more control of making sure that your content
• 43:39
  gets in front of the right people.
• 43:40
  We we ~ we st I'd I'd like to have that conversation at at a at another time.
• 43:44
  I th I think the ads, the the visibility,
• 43:46
  I I think that's a very important conversation.
• 43:48
  we started out talking about the arc.
• 43:50
  Did we cover all all components of the arc?
• 43:52
  So well, I'll I'll run through because we spoke a lot of things.
• 43:55
  So the the base of art, the attraction we said is your profile setting that up,
• 44:00
  and you want to start creating that presence through your content and your comments.
• 44:05
  Once you start ramping that up and doing it consistently,
• 44:08
  that's what's going to allow you to get people to relate to you and
• 44:13
  for you to relate
• 44:13
  Mm-hmm.
• 44:14
  to them through that relationship,
• 44:15
  through that visibility. And then they start saying,
• 44:18
  Well, I like how this person thinks,
• 44:20
  and not only who is that person,
• 44:22
  right? So then once you've been able to establish the trust,
• 44:26
  the credibility, the authority with them,
• 44:28
  the really relationship with them over time,
• 44:31
  it brings us to C, which is the convert,
• 44:34
  right? The conversion, which again,
• 44:37
  it could be you to them, them to you,
• 44:39
  but they're already at a state of,
• 44:41
  I know who this person is, I trust this person.
• 44:45
  I wanna work with this person for this person,
• 44:47
  whatever, you know, it is.
• 44:49
  Eli, I mean, you you you were so right,
• 44:51
  you know, in in our in our pre-call,
• 44:53
  you know, you're like, we could talk about LinkedIn for days.
• 44:55
  I I feel like we covered like one piece of arc.
• 44:58
  I I feel like we covered attraction really well.
• 45:01
  And and there's there's more conversation to have.
• 45:03
  and I would I would invite you,
• 45:05
  you know, I'm putting you on the spot.
• 45:06
  I would invite you to come back and continue the conversation with me,
• 45:10
  ~ if you'd be willing to do that.
• 45:11
  Yeah. I it's been a really great conversation.
• 45:14
  Just like I said, like we s discussed before,
• 45:17
  we could go on for on and on. So I'm happy to do another episode
• 45:20
  and keep on discussing.
• 45:22
  Fantastic, fantastic. I have ~ I've got a couple of questions for you,
• 45:26
  but ~ one question that I asked all of my guests.
• 45:28
  the name of the show, of course,
• 45:29
  is the Relentless Pursuit of Winning podcast.
• 45:32
  ~ winning is, you know, people can generally define what winning looks like
• 45:36
  for them. The challenge that we always face as human beings is being able
• 45:40
  to maintain that relentless pursuit.
• 45:41
  And so my question for you is what would you recommend to our audience
• 45:45
  in order to encourage them to maintain that relentless pursuit?
• 45:48
  Resilience. Just keep going. there are going to be ups and downs.
• 45:52
  There are going to be hardships,
• 45:53
  not only on LinkedIn in life. I think any as a business owner,
• 45:57
  ~ in in careers, personal, professional,
• 46:00
  things around us, geopolitical,
• 46:02
  whatever it is, ~ just keep going.
• 46:04
  understand that it's long term,
• 46:06
  have a good support system, and
• 46:08
  Yeah.
• 46:09
  You know, it it's just it's all part of it.
• 46:11
  If everything was always good,
• 46:12
  then we're probably not pushing ourselves,
• 46:15
  you know, or do missing
• 46:15
  Mm-hmm.
• 46:16
  something out. so I think everyone always has like those bottom days.
• 46:20
  Embrace them, whether it's on LinkedIn or off of LinkedIn,
• 46:23
  and
• 46:23
  Mm-hmm.
• 46:24
  keep pushing forward.
• 46:25
  Mm-hmm. Mm-hmm. Keep pushing forward.
• 46:26
  Resilience, resilience, resilience.
• 46:28
  I I love the support system. I love whenever someone when talks someone talks about
• 46:32
  that. You know, we talked about that a little bit before the before
• 46:34
  the show as well. it's just so important to have those people you know,
• 46:38
  have your faith to, you know, lean back into and just say,
• 46:40
  okay, you know what, let's, let's,
• 46:42
  let's keep going. That's I find that to be a vital component.
• 46:45
  if someone wants to further have a further conversation with you,
• 46:48
  learn more about you and what you're doing,
• 46:49
  what's what's the best way to get in touch with you?
• 46:51
  No surprise here, hopefully, if anyone's been listening the whole episode.
• 46:53
  You're not on LinkedIn, are you?
• 46:54
  But my LinkedIn, right?
• 46:56
  Go find me on LinkedIn. that's definitely the easiest.
• 46:59
  ~ and we have our website, which I'm sure will be in the show links as well,
• 47:02
  www.team dash maya maia.com.
• 47:07
  But really LinkedIn, ~ very active there.
• 47:09
  I'm always putting out content.
• 47:10
  So hopefully if you have questions and there are things that you
• 47:13
  can continue to learn from us there.
• 47:14
  if hopefully if you have if this
• 47:17
  Episode was valuable and you have any questions,
• 47:19
  feel free to also reach out, drop me a note that you came from this episode,
• 47:22
  and I'd be happy to help.
• 47:24
  Awesome. Eli, thank you so much for being on the show.
• 47:26
  This has been educational for me.
• 47:28
  ~ I've I've been humbled a little bit 'cause I don't do everything that
• 47:31
  you suggested. But thank you so much for being on the show.
• 47:33
  I appreciate you.
• 47:34
  I appreciate you too and thanks for having me.
• 47:36
  Absolutely, absolutely. And folks,
• 47:37
  thank you so much for watching or listening to another episode
• 47:40
  of the Relentless Pursuit of Winning podcast.
• 47:41
  We'll catch you next time.