Latest / Productive and Paid with Jamila Payne / LinkedIn Strategy for Business Growth(Turn Connections Into Clients)

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LinkedIn Strategy for Business Growth(Turn Connections Into Clients) · Productive and Paid with Jamila Payne

• 0:00
  All right, welcome back to another episode.
• 0:10
  I am super excited today because we have an amazing guest.
• 0:17
  We're diving into the platform that so many of your ideal clients are quietly hanging
• 0:24
  out on and that is LinkedIn.
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  If you're a business owner who is short on time, but you're crystal clear that your
• 0:32
  clients are not scrolling around on Instagram or Facebook, this is for you.
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  You're going to learn how to realistically get started generating leads and clients
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  on LinkedIn without wasting hours or feeling like you need to become a full-time content
• 0:48
  creator.
• 0:50
  My guest today is Brooke Miles.
• 0:53
  She is here to give us the blueprint from setting up your full profile so that it can
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  attract the right people to creating engagement that actually sparks conversation to turning
• 1:06
  those connections into sales.
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  So think of this as your many masterclass on using LinkedIn the smart way.
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  So grab your notebooks so we aren't because we are about to break it all down.
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  First, I want to introduce Brooke.
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  Brooke Miles founded Delaware Shoutout, a LinkedIn strategy and training firm to help businesses
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  pack more punch into their LinkedIn profile and to their LinkedIn presence without breaking
• 1:36
  a sweat.
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  And 10 plus years of business, Brooke and her team have worked directly with hundreds
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  of clients from solo for newers to state-run organizations and multinational corporations
• 1:49
  who have reported significant gains in followers, engagement and traffic to their website.
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  Her company is a two-time winner of the Delaware Small Business Chamber's Best Marketing
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  Award and a two-time winner of the Best Women-owned Business Award.
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  So awesome, congratulations on that.
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  She has not only, she has also been a top three finalists for social media professional
• 2:17
  of the year award by the Philadelphia Business Journal.
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  Brooke is also a TEDF speaker and has won multiple awards from Toastmasters International.
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  Finally, Brooke is also known for her YouTube channel called Delaware Shoutout, which has
• 2:33
  25,000 subscribers and teaches entrepreneurs how to build a LinkedIn presence that they
• 2:40
  can be proud of.
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  So definitely make sure you head on over to Delaware Shoutout and check out the really
• 2:47
  practical, informative and actionable videos that Brooke has available there.
• 2:53
  Welcome to the show, Brooke.
• 2:55
  Oh, thank you so much.
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  That is such an amazing introduction you gave me.
• 2:59
  I'm feeling really good about myself right now.
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  So thank you.
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  I knew that little pick me up.
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  Right.
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  Exactly.
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  Thank you.
• 3:09
  Okay, so let's get right into it.
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  I want to start off by asking you about the way that you position LinkedIn, right?
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  I've heard you say that you describe LinkedIn as a networking event.
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  So tell us what you mean by that and how can we start to adopt that philosophy of LinkedIn
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  being a networking event.
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  Awesome.
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  Well, a lot of times when people are thinking of social media, they're like, okay, what should
• 3:42
  I post?
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  What should I post?
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  It's like, what messages can I just put out there as a one-way conversation?
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  And then people will see whatever I put out there and then go ahead and just be amazed
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  by me and buy from me.
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  And LinkedIn is a bit different.
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  Now, obviously, we're going to get to posting, okay?
• 3:58
  But LinkedIn is, it's basically where business professionals meet each other just like at
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  in-person networking events.
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  The only thing, the only difference is that it's 20, well, two differences.
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  It's 24-7 and it's completely digital.
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  Two main reasons why people would be on LinkedIn.
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  One of them is because we're looking for a job, but the other reason, and this is where
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  I focus on, is because you know your clients are on LinkedIn and you need a way to find
• 4:26
  them and start conversations with them.
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  So what I like to do when I'm thinking of LinkedIn is there are three different areas
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  of success.
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  We touched on those in the amazing introduction you gave.
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  The first one is basically your profile.
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  And think of your profile when you're walking into a networking event is how are you dressed?
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  Are you dressed to the nines?
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  Are you, are you in a dirty t-shirt and ripped jeans, okay?
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  Is it, you know, your profile is also your business card.
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  Your profile, I would also argue, is your 30 second or 60 second elevator pitch, okay?
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  It's how you present yourself.
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  The next thing which we'll be talking about is engagement.
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  And engagement is all those conversations you have in a networking situation.
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  For example, and we'll go into details soon, but for example, let's say you see a post
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  and you want to comment on it.
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  That's a conversation.
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  Maybe you see someone else's comment and you want to comment on someone else's comment.
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  Now you're entering into other conversations and then you can start connecting with them
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  and direct messaging them.
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  So that's the engagement.
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  And then finally, the posting, when you post, think of that as going to a networking event
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  where there are also, there's also a speaker, okay?
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  And that speaker, yes, obviously they have a lot of credibility.
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  People will assume a lot of credibility because they're speaking, let's hope so.
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  But there isn't as much one-way conversation, so there are benefits definitely to posting.
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  It's really the magic happens and there's media being willing to approach people and
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  talk with them.
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  And I will tell you, when the pandemic hit in 2020, it became even more important.
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  And some of us, and I will time a little bit of an introvert, believe it or not, you'd
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  never know it from my YouTube channel or like working with me, but I'm a bit of an introvert
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  and I love being behind the screen.
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  And LinkedIn is a great way to just meet people when you don't feel up for it.
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  Yeah.
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  Going to that in person thing, or maybe all of your address to the Nights Outfit, so get
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  the try clear.
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  I love that.
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  I'm a bit of an introvert too, so I get it.
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  Although I feel like maybe I should start calling myself an ambient bird because I've
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  been able to motivate myself to be outward when I need to be, right?
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  But I definitely recharge inward, so I totally get it.
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  So I love what you said.
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  I want to think about where are our business owners going wrong on LinkedIn that really
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  keeps them invisible to potential clients?
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  You know, like what's the common thing and maybe even a pet peeve for you, right?
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  That you feel like they only knew, right?
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  Where are business owners kind of going wrong on LinkedIn right now?
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  Because I want to start out so that we're just not doing those things, right?
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  And then from here, we're going to jump into, you know, what we really should be doing.
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  Awesome.
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  Okay.
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  So I do believe that everyone is well-intentioned when they go on there.
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  So I hate to say, here's what bothers me because honestly, if we, if you would three hours,
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  you know, because, you know, none of us are born knowing what to do with LinkedIn.
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  Okay.
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  So in all fairness, all these mistakes come from just your focus on your craft, your
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  focus on your industry and you haven't had the opportunity.
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  So I do want to kind of keep that in mind.
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  Let's see.
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  So on a broad brush level, in your profile, it could be, for example, not having it completely
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  filled out or not making it clear why someone, this is actually a big one, why someone should
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  read your profile.
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  Because for example, my title is President and my company's Delaware Shoutout.
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  If my headline at the very top of my profile, which is, which is the big words by the way
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  that peer underneath your, your profile picture, just for those who don't know what the headline
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  is, if my headline just said, President and Delaware Shoutout, there's no one.
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  I assure you.
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  He's like, you know what?
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  I woke up this morning thinking, I need to meet a president of Delaware Shoutout.
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  And what do you know?
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  I met her.
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  And now my dreams have come true.
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  No. So you have to have your headline actually say, here's how I help you do this.
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  Okay.
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  So, and that can apply to so much of your profile, like you have to give people reasons for,
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  basically, what's in it for them that they should continue getting to know you?
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  On the engagement side, usually the biggest issue is people don't engage and don't understand
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  that this is where you talk with people.
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  And there are some other questions I have.
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  Like, you know, what should I say in a conversation and we'll get to that.
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  With posting, it's either, you know how, you know, I think it's only, I always hear
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  different statistics on this.
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  But it's somewhere between only like 1% and 3% of LinkedIn users actually post on a regular
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  basis.
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  So the great majority of people are not posting.
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  But when they post, it's either, a lot of it is, they're using AI, which I totally understand
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  and it's totally fine to use AI to kind of get the general sense of what you want to say.
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  If you don't feel comfortable writing, if you're scared of writing, what a godsend AI
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  can be to help start that.
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  But in the end, you have to own the post and you have to say, you know what?
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  I wouldn't actually say that.
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  So you still have to own it.
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  You still have to edit it.
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  And I think that's where a lot of people are going wrong among other things.
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  But that is a big thing that I've been seeing, especially the last couple of years.
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  Okay.
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  So let's get into, let's go deeper into the profile optimization strategy.
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  So you bought up headline, you know, give us some tips, brok, like what would be an example
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  of a good headline?
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  I love what you said in terms of it really should speak to how I help people versus just
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  what I do, you know, my title, right?
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  So what would be an example of like a good headline or do you have any headline formulas
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  that you tend to use?
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  Yes.
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  So I always go back and forth on formulas.
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  But the one I do like is, let me backtrack for a second.
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  You've heard of using storytelling techniques and pretty much everything, right?
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  You can put a mini story, a mini, mini story in your headline.
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  Think of a story as going from point A to point B.
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  Okay.
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  With point A being like, yeah, for lack of a better term, because we're recording this
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  at three o'clock in the afternoon on the Monday, and I've lost my words.
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  So, but the key is, it goes from, you know, negative to positive.
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  So if you could say, I help people go from this to that, that can be really, really helpful.
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  It's also helpful in your headline to say who that person is.
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  And finally, if you can have some type of call to action, for example, direct message
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  meet for more details or DME or anything like that, I've gone, I had that call to action
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  for the longest time in my headline and numerous people were saying, I heard your TEDx speaker,
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  why is that on your headline?
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  So I've decided when I put, I had, I ran out of characters, I got rid of the call to
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  action and put the TEDx speaker in there.
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  But let me, I'll just go read off my headline, just to give you an idea.
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  And mine, how to put it, it hints at the negativity that we're trying to get away from without
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  flat out saying it.
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  So mine says practical LinkedIn strategies for busy owners and marketers.
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  Okay.
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  So we already know who it's for, who put people before the algorithm, because people buy
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  from you.
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  So what I'm doing is I'm hinting at the fact that you know what, you're probably hearing
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  all these things, you should do this and you should come in 30 times a day and an hour
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  after you post, you should do blah, blah, blah, blah, blah, and engagement pods and all
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  these hacks.
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  And it's like, no, you're talking to people.
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  So I actually, I'm giving all this commentary and anyone listening is not going to be able
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  to see what this is about.
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  And I am sorry if you hear a train in the background, I live right by a train.
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  Okay.
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  Great.
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  Okay.
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  Okay.
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  Okay.
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  I'm going to be this again.
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  Okay.
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  So practical LinkedIn strategies for busy owners and marketers who put people before the algorithm,
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  because people buy from you, attract new clients through truth and kindness, group
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  and one-on-one coaching TEDx speaker.
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  So you'll see, and you have a maximum of 220 characters, including spaces.
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  And I'm usually with myself and then also with, and I'm changing my headline all the
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  time.
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  And with my clients, I'm really used to go right up to the 220 mark.
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  Usually I'm all about less is more, but I will say for the headline because that headline
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  follows you in numerous places on LinkedIn when you're posting, when you're commenting.
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  This is prime advertising space.
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  And the first 50 characters are what are sure not to get cut off if your, you know, if
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  your headline is being shown in different areas.
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  So the first 50 characters are especially important, but you'll see that.
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  I also said, you know, what I do for whom, what I don't stand for and what I do stand
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  for.
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  And the TEDx speaker piece of it.
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  So I do.
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  Yeah.
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  I even felt like it was more lean towards who you're trying to attract.
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  Right.
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  Yes, I am.
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  Yeah.
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  That was like really like the meat of it.
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  And then you mentioned how you can help one-on-one in group.
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  And you mentioned the result that you helped them to achieve, right, which is focused
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  on LinkedIn.
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  So I like that.
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  It was kind of like a little salad of, you know, this ingredient, that ingredient, that
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  ingredient, which really helps.
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  And I think for me, what does stand out is you're saying who you're trying to reach,
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  you know, solo-prenuers and marketers.
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  So if people are wondering, you know, from your profile, like, is this for me?
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  I mean, it blatantly says it right there on the field.
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  That's exactly who you can help.
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  Okay.
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  So that was gold.
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  So thank you so much for that.
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  Now if we think about the rest of our profile, I almost like to think of our LinkedIn page
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  is like a mini sales page, right, for either our personal brand or our business.
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  And if that's the case, what are the most important sections to nail?
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  And why?
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  You just asked exactly what I wanted to talk about, because there's so many sections to
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  the LinkedIn profile that you could get really lost in, okay, what do I do?
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  So I would say the five that you should concentrate on, okay, the first one is the batter image
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  at the top.
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  Okay, so because that's, people are probably going to see, look at that first before
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  they even read your headline or anything like that.
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  And we're visual creatures by nature.
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  So working on the banner and I do recommend an image that reflects your industry, that
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  would be helpful.
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  If you're going to have words, don't make it too many.
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  Keep in mind that most people look at LinkedIn on their phones.
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  So you have to make everything mobile friendly.
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  The second one is your profile picture.
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  And I will tell you, for me, I held on to my one profile picture that I had for like 13
• 16:08
  years or longer than I should have, because I'm like, I want to look this way again.
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  But you know, eventually you have to update it.
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  I'm in debt.
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  I know, I know.
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  But you know what, I didn't want, but I realized too, it's like, you know what, I, I
• 16:22
  don't want to have a picture that doesn't reflect me.
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  And then someone meets me on, like, I do most of my work on the on Zoom with clients who
• 16:27
  are, you know, all around the nation and technically all around the world, I do, you
• 16:30
  know, I do sometimes get an international client.
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  And I don't want them to, like, look at me and zoom, like, whoa, what happened here?
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  Clearly, 50 years have passed since that picture was taken.
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  So make sure that it's up to date, make sure you're smiling, make sure you're looking
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  at the camera because I know it looks all cool to look to the side, like you're like deep
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  in thought.
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  I get it.
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  Okay.
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  But it doesn't build trust.
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  It doesn't.
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  And also just make sure that it's, it's closer up like basically from the shoulders up.
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  The third one, the third section would be the headline, we already talked about that.
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  The fourth section is the about section.
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  It's sometimes called the summary, but this is, imagine the about section is like the headline
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  but on steroids.
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  So you're building out that story more.
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  Okay.
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  What is your pain point?
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  Okay.
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  You're dealing with this.
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  I get it.
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  Let me help you.
• 17:23
  This is, let me help you out of it.
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  Here's my credibility statement and have a call to action with your contact information
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  because even though your contact information does appear in the contact section, unless someone
• 17:35
  is directly connected with you, they're not going to see your contact info.
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  And they may not be able to direct message you.
• 17:41
  Yeah.
• 17:42
  That's a good tip.
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  I think.
• 17:44
  I'm so sorry.
• 17:45
  I didn't mean to interrupt there.
• 17:46
  No.
• 17:47
  That's a hot take.
• 17:48
  Yeah.
• 17:49
  It is.
• 17:50
  It is.
• 17:51
  It is.
• 17:52
  Also make sure you injects a bunch of keywords in there.
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  I had to make it sound like you.
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  Okay.
• 17:55
  Like you know, like the websites from like the late 1990s, it's like, would you like to hire
• 17:59
  a plumber from Wilmington, Delaware because in Delaware we have plumbers, you know, it's
• 18:03
  like, like, don't write it like that, write it like, you know, but make sure you put some
• 18:10
  keywords in there.
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  The last thing, and not too many people do this, but I tell you it's been a huge conversation
• 18:16
  starter for me.
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  It's been amazing.
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  At the very end of my about section, and I've been, most of my clients love doing this.
• 18:22
  I have something that says, icebreakers, you can talk with me about, and it lists three
• 18:27
  things that are about me that have nothing to do with LinkedIn.
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  One of them is vegan cooking, and it says, I eat more than tweaks and berries.
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  You can talk with me about homeschooling, and then also learning foreign languages for
• 18:36
  fun, because I, I just, that's my big hobby.
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  And because I've seen, I have people seeing that.
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  And then when they direct message, they're like, oh, I see blah, blah, blah.
• 18:44
  And you know, my boyfriend's vegan, and I'm trying to cook for them.
• 18:48
  And guess what?
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  Now we're having a human conversation by direct message.
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  There's, it takes away all the awkwardness, all of it.
• 18:56
  And if some time down the road, you want to have a sales conversation you can.
• 18:59
  So I would say of all the sections, oh, I'm sorry, fifth section is the featured section.
• 19:05
  If you go to my profile, I know there's going to be a link to this podcast, you know.
• 19:09
  You can see it.
• 19:10
  But use that as a sales tool.
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  You can basically create an image that sells a particular, like, choose your one or two
• 19:16
  top services that you offer.
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  And have a thumbnail image for each one, and when people click on it, they'll go to that
• 19:23
  page of your website you want them to go to.
• 19:26
  It's fairly straightforward for setting up, but it is completely an under like utilized
• 19:31
  area.
• 19:32
  Sometimes people use the featured section for promoting their most popular post.
• 19:35
  But unless that sells your service, I, you have plenty of opportunities to post every
• 19:41
  day.
• 19:42
  If you want.
• 19:43
  I would use it for that.
• 19:44
  I would use it for that.
• 19:45
  Okay.
• 19:46
  So anyway, that hopefully gives you a really good starting point for this.
• 19:51
  Yeah.
• 19:52
  This is great.
• 19:53
  Oh, up here, you're about to banner.
• 19:55
  I see that people are often torn between whether or not they should have a banner image
• 20:03
  that like directly promotes their company, right where their company logo is on there or
• 20:10
  the name of their business website address, that sort of thing or more of a lifestyle image.
• 20:17
  Do you feel like it matters or, you know, how should we be thinking about it?
• 20:23
  About what we're choosing as the image for this banner as business owners.
• 20:29
  And when you're saying a lifestyle image you're talking about, for example, let's say they're
• 20:32
  in a accountant or they have an accounting firm, but they love hiking and they have a hiking
• 20:36
  image.
• 20:37
  Is that what you mean by the like a mountain mountains?
• 20:38
  Is that what you mean by lifestyle image or what do you mean?
• 20:40
  Yeah, whether it's, oh, that's a perfect question.
• 20:43
  So let me maybe rephrase just it could be an image of them working or an image of them
• 20:51
  hiking.
• 20:52
  I guess if it's hiking, it definitely would be more lifestyle.
• 20:55
  Well, what I guess I'm saying is anything outside of a company banner.
• 21:01
  Should you, should you go straight for the company banner or should you do something like
• 21:08
  you having your about section something a little bit more personal to be able to connect
• 21:13
  or showing you in the process of doing your work.
• 21:17
  I mean, for us service providers, sometimes that can feel a little bit more challenging,
• 21:23
  right?
• 21:24
  Because you're maybe just showing the image of yourself at your desk or in front of the
• 21:27
  computer or, you know, doing something like that.
• 21:31
  So, you know, how do we make a decision about where to go in terms of this banner image?
• 21:37
  I, most of the time, I advise my clients to go more of the, just show something in your
• 21:45
  industry route or something that because, and rather than you at a desk or you doing something
• 21:50
  because in that, remember that in that whole section, your headshot is on the left side
• 21:56
  and in, and in a mobile situation, your headshot takes up a huge part of the banner.
• 22:02
  And so if you have like, work and broccoli right next to each other, it's like, it's just
• 22:07
  too much brook.
• 22:08
  And so, even my husband doesn't want me to have a twin, so, and he loves me.
• 22:15
  So, you know, it's just, it's just too much.
• 22:16
  The only time I do recommend having a picture of you is a lot of times I work with clients
• 22:22
  who want to get more speaking gigs.
• 22:25
  So it's very helpful to have a picture of them where they're already speaking in front
• 22:29
  of the audience.
• 22:30
  So that way, their target audience can see that it can already picture them doing that.
• 22:33
  And then they're more likely to get hired for more gigs.
• 22:36
  But beyond that, I would suggest not going that route.
• 22:40
  Okay.
• 22:41
  Okay.
• 22:42
  That's super helpful.
• 22:44
  What's a quick win?
• 22:46
  If I'm thinking about my profile, what is the, what is the like most important quick win
• 22:54
  that someone can do today that would immediately increase their profile views?
• 23:01
  Gotcha.
• 23:02
  I do want to interject one thing because I know there's going to be one question that
• 23:06
  about half of everyone listening is going to have.
• 23:09
  And that is, why are we talking about the profile and not the company page?
• 23:13
  Okay.
• 23:14
  Okay.
• 23:15
  Because I just want to start this now because otherwise people are like, I keep on hearing
• 23:17
  about the profile.
• 23:18
  But why am I hearing about this?
• 23:19
  Right.
• 23:20
  Okay.
• 23:21
  And then I promise you I'll answer your question.
• 23:22
  No, this is perfect.
• 23:23
  I'm so glad you put that up.
• 23:24
  That's okay.
• 23:25
  So because LinkedIn is a networking venue, and this isn't just in my head, this is just
• 23:29
  what it is.
• 23:30
  Okay.
• 23:31
  When you go to a networking event, you go as yourself with your own face, your own body,
• 23:35
  you talk to people, you know, human to human.
• 23:37
  You don't go with a paper bag over your head with your company logo on it.
• 23:42
  You know, you just don't, you know, people want to talk with people.
• 23:45
  So go ahead and have a company page.
• 23:47
  I will tell you if you did, well, okay.
• 23:50
  You at least want to have one so that way the logo from the company page shows up on
• 23:53
  your profile and the experience section, but, but except for that little tiny thing,
• 23:58
  you don't, it's going to really not do you much good.
• 24:01
  Okay.
• 24:02
  So don't, it's just a, just don't worry about it.
• 24:04
  And if you don't believe me, I just do something.
• 24:07
  Go ahead and Google it and then you'll be like, okay, Brooke, it's not making this up.
• 24:12
  Okay.
• 24:13
  So now in terms of, you know, what can you do to get more views on your profile?
• 24:18
  I would say the more you, it depends on what you're trying to do.
• 24:24
  For example, if you want to show up in more searches as an example, then completely filling
• 24:30
  out your, filling out your profile as much as you can and making sure all those keywords
• 24:33
  are in there is going to make the huge difference.
• 24:38
  But I will say that most people I am running into are finding my profile, either through
• 24:48
  my posts or in commenting.
• 24:51
  In other words, I comment or like, okay, who's this check and then click on it.
• 24:55
  Sorry.
• 24:56
  I'm sure that's not what they were thinking.
• 24:57
  I'm just trying to be colorful.
• 24:59
  So it's through the conversations because you could be at a networking event and be
• 25:05
  dressed to the nines and you have your elevator pitch and you have your business card.
• 25:09
  But if you're standing in the corner and that one's going to find you, you have to walk
• 25:16
  into conversations.
• 25:18
  Yeah.
• 25:19
  Okay.
• 25:20
  I hear you on this book, but I know right now, someone's listening like, what?
• 25:27
  I have to talk to people.
• 25:33
  So how do you step into that and where should they begin in terms of is it just engaging
• 25:42
  on other people's posts that they should really start doing like how do they kind of get
• 25:47
  over the fear and really get started and where should they get started with the talking
• 25:53
  to people or, you know, otherwise known as engagement.
• 25:56
  Yes.
• 25:57
  Yes.
• 25:58
  Yes.
• 25:59
  Okay.
• 26:00
  And with engagement, I do want to also make sure we touch on how to connect with people
• 26:03
  too because let's say someone listening just has 50 connections.
• 26:08
  Okay.
• 26:09
  They're not going to have of those 50 connections, maybe one person they know is actually
• 26:14
  posting and they're just going to have conversations with that one post kind of thing.
• 26:18
  So there's so many different ways to do this.
• 26:20
  And I know when I work with clients, it's, it all depends on their personality.
• 26:24
  So let's say you're already connected with a bunch of people in your, in your target
• 26:30
  audience.
• 26:31
  Okay.
• 26:32
  And there are enough.
• 26:36
  And as a result, there are enough posts in your newsfeed that you can speak to as someone
• 26:41
  from that industry or you can interject kind of thing.
• 26:46
  If you see a post that sounds interesting, just, I don't know how to put it just like,
• 26:54
  comment on it.
• 26:55
  You know, it's a really a good rule of thumb and that is, if, if, let's say you and I
• 27:00
  were talking in part, we were in person, okay.
• 27:03
  And I happen to have a post, but I have a printed out and I'm like, hey, check this out.
• 27:07
  And you know, you read, you know, a paragraph, you know, you read it really quickly.
• 27:10
  And you're like, oh, and you know, and then you say something, you're just, you say whatever
• 27:16
  is in your heart, you just, whatever you would say in a normal in person situation, that's
• 27:22
  what you say on LinkedIn.
• 27:25
  I know and I've seen this where you can have comment generators where people just feed
• 27:32
  stuff in and they click a button and the comment goes in, you know what people can tell.
• 27:38
  They really can.
• 27:39
  So it's better just to read it and whatever comes to mind.
• 27:43
  What I sometimes like to do is let's say it's a post that is four paragraphs long and
• 27:49
  there's this one sentence that I see in the third paragraph.
• 27:52
  And it really catches my eye.
• 27:53
  I might just make a comment on that one.
• 27:55
  It's like, you know, I really liked what you said about blah, blah, blah, and here's why.
• 27:59
  In general, try to add value, in other words, don't just say, that's great.
• 28:05
  I totally agree.
• 28:06
  I mean, it's, you know, once in a while, you know, you have a long day.
• 28:08
  It's a long, sometimes, or I just don't get enough sleep.
• 28:11
  I'm like, that's a great post, but normally, normally, you're going to be able to add to
• 28:18
  the conversation just like you do in person.
• 28:21
  Someone says something interesting.
• 28:23
  You add extra to it.
• 28:25
  You're like, you know what?
• 28:26
  That is so true.
• 28:27
  And guess what?
• 28:28
  I also think this or that's really interesting, but I have a question for you.
• 28:32
  Yeah.
• 28:33
  Okay?
• 28:34
  Just say something interesting.
• 28:35
  You're asked a question.
• 28:36
  So always ask yourself, what would you say in person?
• 28:39
  Now, let's say you don't have a lot of connections.
• 28:42
  I do recommend, connect with people, first of all, you already know.
• 28:47
  Okay.
• 28:48
  And we can, there's a whole thing about that.
• 28:51
  But you can also, I also like to search on LinkedIn for people posting about particular
• 28:56
  topics, because they are more likely to be in that, and this is actually more something
• 29:02
  I would offer to a client who is looking for specific niches where I'm, I'm pretty much
• 29:07
  niche agnostic.
• 29:09
  But if they're looking for specific niche, okay, let's look for people who are posting
• 29:13
  about blah, blah, blah, blah, blah.
• 29:15
  And one of my clients is, she is, she does financial analyses for a, for diverse eternity,
• 29:22
  for diverse attorneys who are trying to manage their client's settlements, okay?
• 29:26
  So she's always looking for posts from divorce attorneys or from family law attorneys.
• 29:33
  It usually says family law attorney, not divorce attorney.
• 29:36
  So it's a little of a sad example, but that is a good one where new family law attorney,
• 29:42
  you can find new family law attorneys all the time, and then comment on this post, and
• 29:46
  if they respond back or they like it, maybe try to connect, or maybe, you know, comment
• 29:52
  or more of the post, and maybe follow them so that all of their posts show up in their
• 29:57
  feed, so you can start, you know, have more of a conversation, and eventually get to
• 30:00
  the point where you can connect and direct message.
• 30:03
  Just like in an in-person situation where, let's say you meet someone for the first time,
• 30:08
  and you're, you know, having some back and forth, and that's fine, you wouldn't just
• 30:11
  automatically say, great, well, tell you what, how about if you come to my office next Wednesday,
• 30:18
  and let's figure out how we're going to have this whole new partnership?
• 30:20
  No, you wait to see them at the next event, and the next event, or maybe you follow up
• 30:24
  with an email, you just treat it like, you just realize that that person on the other
• 30:29
  side, they may look too dimensional to you, but that's a living, breathing, three-dimensional
• 30:34
  human being, and just treat it like that, and some people you can get really far, really
• 30:40
  quickly, and I've met people like that, like literally the day we meet, we're setting
• 30:45
  up a Zoom call, we're just, we're loving each other, okay, and there are other people
• 30:49
  where it's like, it's really lukewarm, and you can sense it, you can, so just use that
• 30:56
  same common sense, okay, love that, so just being natural be practical, you know, kind
• 31:03
  of speak, I was even saying to a client the other day, like she was drafting an email
• 31:08
  response to someone, I was like, just speak from the heart, you know, and not in a mushy
• 31:14
  woo kind of way, but more in a natural, this is how I would talk to someone that I know
• 31:22
  very well, you know, just really saying the point that you're trying to get across without,
• 31:28
  you know, sure coding it, or anything else, and I also love what you said, it made me
• 31:34
  think about add value, we've all been in those meetings where people are like, oh, and
• 31:39
  let me piggyback off of that, you know, it's like, you know, piggyback, just add your, you
• 31:45
  know, I mean, you can, right, there's nothing wrong with like adding to the conversation,
• 31:50
  yeah, don't re, don't regurgitate with somebody else said, but kind of add your perspective,
• 31:57
  I think is really important, I want to ask you another engagement question, but before
• 32:01
  we go there, I want to go back to something you said about keywords, are there of the
• 32:13
  five sections that you gave us, are there certain sections of LinkedIn that are searchable
• 32:21
  or where we need to be really rich in our SEO, I'm guessing the about section is one of
• 32:28
  those, but how, how can the keywords on our profile, you know, assisting getting found
• 32:36
  and where should we be putting them, anywhere else besides about, about the experience section,
• 32:42
  in other words, you know, your current job experience is the company you own as an example.
• 32:47
  So you can certainly put stuff there, if it makes sense for you to, if it makes sense
• 32:53
  to have a couple keywords in the, in your headline at the top of your profile, do it, but
• 32:57
  again, you're promoting yourself to humans, not robots, so you just have to have that fine
• 33:03
  balance there of being searchable, but not heartless at the same time. So because in the end,
• 33:12
  you really need a lot of heart to just put your, just like in that email response you're talking
• 33:16
  about, just put yourself out there with a lot of heart. So yes, I would, I would recommend doing
• 33:21
  about section, experience section, and if you can, the headline, okay, okay, got it.
• 33:27
  And then one other question I wanted to go back to, which was around the findability. So when
• 33:38
  you're posting on LinkedIn, is it only the people that are in relationship with you,
• 33:46
  basically like followers or connections that can see your posts or can people that are not
• 33:55
  actively connected with you, like do they also get your posts or is it only your connections?
• 34:04
  That's a super interesting question. So there are different levels to this. So for example,
• 34:09
  anyone who visits your profile can see your activity section, and they're, they'll, they'll see,
• 34:14
  and it can be anyone can see your posts, they can even see your comments, they can see your
• 34:18
  reactions to things. Another reason to also comment, and not just say, great post-bobber, you know,
• 34:24
  so, so they can see everything. In terms of when you put a post out there and what appears,
• 34:29
  and who receives it in their news feeds, what LinkedIn does, and I have to tell you what always
• 34:34
  changes. So today, on the day that we are recording this, LinkedIn prioritizes connections
• 34:46
  receiving connections, and then I would say secondarily, but very close followers of your posts.
• 34:52
  So those people are way more likely to see your posts first, but they don't send it to everyone.
• 34:56
  But LinkedIn doesn't send your posts to everyone. It sends it to a small subsection of your
• 35:00
  connections followers, and it prioritizes your connections of followers who have already shown
• 35:07
  interest in the thing you talk about either because they've engaged with previous posts of
• 35:12
  or other posts from other LinkedIn creators, that type of thing, because LinkedIn is trying to
• 35:17
  keep people on LinkedIn. So it's trying to stuff people's news feeds with the things that each
• 35:23
  person they believe wants to see, all right. So it'll send your posts to a small subsection,
• 35:30
  and if it turns out that it does well, it'll send it to more and more and more and more.
• 35:35
  One thing that LinkedIn has, but it's always just a small percentage of your connections,
• 35:40
  or of your network in general, that will even see any of your posts. It is possible for certainly
• 35:47
  for someone outside of your network to see one of your posts. It could either be suggested by LinkedIn,
• 35:53
  for example, if there's a post that's doing really well, they're like, look, I know that you're
• 35:57
  not connected to that person, but you really should be seeing this post because it's doing well,
• 36:01
  and it's in your industry and you've responded to stuff like this. But what more often happens
• 36:05
  is that if someone comments on your post, there is a chance that that comment will show up in
• 36:13
  the comment, and thus your post, as also will show up in the some news feeds of the people who
• 36:22
  follow the commenter. Does that make sense? Yeah. Also, some people can be post your post as well,
• 36:30
  but repost don't seem to go very far right now on LinkedIn, which is really sad because
• 36:36
  I consider or repost the ultimate compliment of a post like you like a post so much that you want
• 36:41
  as much of your network to see it, but really comments seem to be more where you're likely to
• 36:47
  have a post go out to others. I know that I have gotten, I can think of two clients in particular
• 36:55
  that I met because two different people in my first degree network commented on something I said,
• 37:01
  and the clients end up being in the second degree network. In other words, second degree being
• 37:07
  you're not directly connected to the person, but you both are connected to a mutual connection.
• 37:12
  Okay, so first connection is when you're immediately connected second is when you're
• 37:16
  want to away from them. Okay, that's super helpful because I was imagining someone's
• 37:23
  thinking or wondering, am I going to reach my clients? You know, I'll even share,
• 37:29
  you know, transparently for me, it was years ago where someone was saying to me, you know,
• 37:36
  oh, you should be doing more on LinkedIn, you should be doing more on LinkedIn. And I was a bit
• 37:42
  hesitant at the time because I felt like most of the people that are following me or that I'm
• 37:50
  connected to on LinkedIn are people that are actually in my network. I mean, these are
• 37:57
  you know, college friends, high school friends, etc. They're not my ideal clients.
• 38:03
  So I thought is it really worth, you know, going in on LinkedIn if the only people that I'm going
• 38:10
  to be reaching are not my ideal clients. And it just because they're first of all, you don't know
• 38:21
  what they're thinking. So especially if it's, let's say it's a past co-worker of yours, you don't
• 38:25
  know where they are in life. And let's say they just started their own business and they're looking,
• 38:30
  you know, so you don't know. But the thing is you also don't know every single person that they know.
• 38:36
  So it's very helpful to be in front of people who could be fantastic referral sources for you,
• 38:42
  whether willing, not willing, you know, whether they're doing it directly and saying, okay,
• 38:47
  I know someone you need to talk to or they happen to comment or like on something. And then as a
• 38:52
  result, your posts get seen by some of their network. It's, so I do recommend to clients to,
• 38:59
  especially if they're just, they're shy, they're getting started. Okay, start with the people you know.
• 39:03
  Okay, but then we're gonna, we're gonna be brave. And I understand, I get it. I totally get it.
• 39:09
  Let's figure out their different ways. We can do this. What are going to be the best ways for you
• 39:13
  to meet people you don't know? Personally, because I'm an introvert, I like meeting people through
• 39:19
  comments. And I bet lots of really interesting people through comments. And you know, we have a
• 39:23
  little comedy conversation. I reach out to connect. They almost always accept it. And then my job
• 39:28
  from there is like, okay, how can I have a more of a conversation with them at this point?
• 39:31
  So, but some, some of my clients are like super brave and like they're just like amazing. And they're like
• 39:37
  my superheroes. And they're like, no, I'm just gonna go on and I'm just gonna find these people. And I'm
• 39:42
  gonna just, you know, I'm gonna just reach out and connect with them and see what I'm like, okay,
• 39:47
  you know, but it works for their personality. So just like with that working, there are different ways.
• 39:52
  And you know, when you walk into a networking event, everyone has a different personality. And all
• 39:58
  personalities have their pros and cons. And, but just go in as yourself and the way that you want to go
• 40:04
  in. And it will be okay. Okay, that's incredible. So let's talk about an engagement routine, right?
• 40:14
  So you, you know, kind of hit home for us that like engagement is where it's at. If you really want
• 40:19
  to start getting results on LinkedIn, engagement is what we need to be doing. What do you recommend
• 40:26
  in terms of an engagement routine and how we should think about balancing, you know, commenting,
• 40:33
  posting DMs or, you know, all the things, right? That can, that can create engagement. You know,
• 40:40
  what's a routine that you use or that you have suggested to some of your clients?
• 40:45
  Awesome. So my routine is always evolving and I do use my own routine as a baseline for my clients.
• 40:51
  And sometimes we're like, no, wait, I could do even more. And sometimes we're like, okay, can we do
• 40:55
  a little less? But let me tell you what my baseline is. And then I, you know, we always customize it.
• 41:00
  So I make a point to comment at least three times every day. And when I say every day, I mean,
• 41:06
  Monday, if you're Friday, because we get, well, the rest of my time is for my family. Okay.
• 41:13
  But three times a day. Now, that may not, and one of those times has to be with a stranger.
• 41:18
  In other words, it's a stranger's post or it's a stranger commenting on someone else's post
• 41:24
  that happens to know that kind of thing. I force myself to meet one stranger every day. Okay.
• 41:30
  And so I do that. I will tell you, before I get to the rest of my routine here, that
• 41:36
  there is a lot of advice out there. Like I just saw today from someone who's quite popular.
• 41:41
  They're like, you know, you need to try to comment at least 50 times every day. And I'm like, okay.
• 41:49
  Well, I was like, how are you going to do a well? You know, I'd rather have three, three comments.
• 41:55
  We're again, I'm just speaking from the heart. I'm just trying to be as spontaneous as possible. But
• 41:59
  I still want it to be a little bit wealthy. You know, I still want to add some value. I mean,
• 42:03
  how much value can you provide doing 50 times a day? So when I'm developing strategies with a
• 42:11
  client, I'm thinking, okay, in addition to being, you know, a successful, you know, entrepreneur,
• 42:17
  they, you know, they may be a wife and a mom. And maybe they're helping to take care of their
• 42:23
  parents. And maybe they have hobbies and passions outside of work. So three times a day for me has
• 42:30
  worked just fine. You know, I'm, you know, I'm in business for about 12, actually, 11 years are going
• 42:37
  to be 12 soon. But, you know, and I wouldn't be in business after, after this long, just coming,
• 42:43
  you know, unless there was, you know, unless it didn't work. So three times a day is just fine.
• 42:46
  I promise you. It's just fine. Okay. So that's the big thing. The one thing I've been adding,
• 42:52
  I added, I'm going to be doing a YouTube video about this. So, and that is that when I meet someone,
• 42:58
  if we're having a good conversation, I will just say, you know what, I know work all the time
• 43:04
  on LinkedIn. And if, and if, if there's happens to be like a, a person that I need that would be good
• 43:12
  for you to meet, or maybe an opportunity I see that you should know about, I would love to be able
• 43:17
  to, you know, send, send those your way. Would you like to do a zoom one on one? And the really
• 43:22
  the point of it is just for me to get to know you better for this purpose. And for a couple of
• 43:27
  people, just because you just talk from the profile the way they are. And like, by the way, FY,
• 43:31
  this is totally not a sales thing. I am just all about helping people and making, helping people
• 43:36
  make connections. And the response rate has been fantastic with that. So if I connect with someone,
• 43:42
  or I'm having a good comment in conversation with them, it's like a tip of trigger where you're like,
• 43:47
  let's take the next step, you know, I will do that. And again, for some people, it's like the same day,
• 43:53
  we meet, boom, zoom call already scheduled. And sometimes it's like, let's just, you know,
• 44:00
  let's just play this out a little bit more. In terms of connecting, I don't have a specific
• 44:07
  connection school, but instead I use, if I'm meeting these strangers by commenting, and you
• 44:13
  could tell there's a little bit of a click going on. When I say click, I mean the CLICK, the good,
• 44:19
  kind of click, not the exclusive. Okay, but if there's some time, if we're clicking, then I'll go
• 44:24
  ahead and reach out to connect. So I do that more when there's a trigger for that, whereas again,
• 44:30
  some I very, very brave clients whom, you know, in my door will go ahead and just have specific
• 44:36
  connection goals for each day or each week. So that's how I do it. But the basis you'll see is all
• 44:42
  through the commenting. It starts from there, and then I figure out, shall I be connecting with
• 44:46
  them? Should I direct message them? What is going to be the next step to help nurture the
• 44:50
  relationship? All understanding that that's a real person. And are you, or have you seen your
• 45:00
  clients trying to move people kind of off the platform and into their email list? And, you know,
• 45:08
  can you give us kind of one or two tips or strategies around that that have been really helpful
• 45:15
  in a way that you're not, you know, you know, just coming off in the wrong way. But, you know,
• 45:23
  how do you kind of move people off of the, because I mean, that's what we're there for, right? We want
• 45:28
  to get the leads. We want to make the connections and the relationships. So how do we move people from
• 45:34
  LinkedIn into our email list? Exactly. So one of the ways that I do it, the way I described is
• 45:40
  one of the ways. Another way that I also teach clients, and again, it totally depends on the client,
• 45:44
  right? And for example, you could always go the webinar route. And here's an example of this.
• 45:50
  Let's say you do a post about where you're doing a poll, okay? And you say, what do you think?
• 45:57
  A, B or C? And you know that anyone who answers B or C would be a really great client for you.
• 46:01
  You're the only one who actually sees who's answering A versus B versus C. And you can follow up
• 46:08
  with a direct message with a thank you note and say, thank you so much. And by the way,
• 46:12
  I know you mentioned B as your answer. Just FYI, I'm having a webinar that I'm going to be doing,
• 46:17
  and I'm going to be going over, you know, the strategies for da da da da. If you find it helpful,
• 46:21
  I can send you a link. And then you do the same thing for the people who answered C. So that's another
• 46:25
  way to do it. Webinars have been a great way to help have conversations with lots of people at one
• 46:34
  time. So that's another way. I would also say if it's an email list, you could,
• 46:43
  if you're talking with someone and they mention a pain point, you say, you know what,
• 46:47
  I have, if you want to get my email list and I promise you, I don't sell your,
• 46:51
  you know, I don't sell your name to anyone, but at all, but every other week or every once a week,
• 46:57
  I actually share tips on blah, blah, blah, blah. If you find that helpful, here's the link.
• 47:01
  So again, it just kind of depends, it depends where you want people to go. And I think that would
• 47:08
  be a good thing to identify first. With some of my clients, they don't, they never had a webinar,
• 47:12
  we're actually developing that together. And or maybe they don't have a mechanism for collecting
• 47:19
  emails, but they, but they are not really a webinar kind of person, but they're more of an email
• 47:23
  list kind of person. So it also, again, depends on which way do you want to capture, capture those
• 47:29
  leads. And for me, I like to, for me, it's a combination of those one-on-one conversations.
• 47:34
  And then if I can get them to subscribe to my YouTube channel, it's because I offer so many tips.
• 47:40
  And that has been, for me, that has been a huge, the biggest business development tool I have
• 47:46
  outside of LinkedIn for people who don't feel they know me well enough, watch the videos. And then,
• 47:52
  and not time people who are listening right now to subscribe, but at least watch the videos. And
• 47:56
  I will, you'll see how that could be another avenue for you as well.
• 48:00
  I love that. I love that. I was actually going to be one of my questions as an important to
• 48:03
  use like longer forum content and conjunction with LinkedIn. Okay, so I know we're headed up one
• 48:09
  time. So let me rat with one of these questions about we cannot go without talking about video
• 48:18
  on LinkedIn. And now there's, there's LinkedIn live. I'm seeing a lot of people are also
• 48:27
  taking original video content and uploading it to the platform itself. Tell us, you know,
• 48:35
  is one better than the other? Should we be doing both? Like how, how important is video as a part
• 48:43
  of the LinkedIn strategy for a business owner? Yeah, so I know that LinkedIn has been promoting
• 48:48
  video as well as a lot of other social media platforms have been promoting video like crazy.
• 48:52
  The one thing I would say is there need to be two things that need to happen in order
• 48:57
  for you to do video. The first one is that either either you're already comfortable on camera
• 49:03
  or you're willing to get comfortable on camera. Okay, if you're, if that doesn't, if neither
• 49:07
  those apply, forget about the next thing, which is you also have the bandwidth for it. Because
• 49:14
  I will tell you, even my YouTube channel, like it's all recorded on my phone. Okay, my iPhone.
• 49:20
  Okay, you don't, you don't need special equipment, but you know, you still need to get it from
• 49:24
  your phone to, you know, there might be a tiny bit of editing. It's, there are some a few extra
• 49:29
  layers to, to that. And you want to make sure you have captions because there may be people watch
• 49:34
  social media with a sound off, a whole, all that thing. So if you're, you could be comfortable
• 49:39
  on camera or willing to be and you have the bandwidth, then, then go for it. But if you don't,
• 49:46
  then don't worry about it and just do other types of posts. Seriously, because I, I have met some
• 49:53
  people who have the bandwidth, but are always scared. It, it, it, they just always freak out
• 49:59
  in front of the camera and you know, it's like, that's okay. Let's see what types of content
• 50:04
  where you're going to thrive. Okay. So that's important. Now, in terms of whether to be linked in
• 50:11
  live or let's say regular short form video, that's vertical, that type of thing, it actually depends
• 50:17
  on your goal. LinkedIn lives and, and this same thing can apply to YouTube live streams.
• 50:24
  Um, a lot of times it's about building community. So you're just trying to have conversations
• 50:30
  and build those relationships and you're still providing a lot of information, obviously, but
• 50:35
  it's, it's more just to kind of nurture the relationships more than anything else.
• 50:40
  If you're doing shorter form videos, that is very good for again, quick tips. How to, when I say
• 50:47
  how to tutorials, you know, it could be, for example, you know, you know, if you don't know how to
• 50:53
  start, you know, create a LinkedIn carousel here are five, you know, five quick things you can do,
• 50:57
  that type of thing. So it's, it's better for that. I also recommend, one question I often get is,
• 51:07
  well, what should I, you know, let's say I do want to do video, what should I do video on,
• 51:13
  and what I recommend is what content you already have out there that you can just repurpose.
• 51:18
  Let's say you already have a long form text that you're like, you know what, if I read this out,
• 51:22
  but into the camera, like naturally, it probably would be about 30 to 45 seconds.
• 51:29
  So why don't I just do that post that already did well, or I already have a carousel,
• 51:32
  let me go. So I recommend be, be proposing what you already have and putting that into video.
• 51:39
  If you're going to go into it, I do my short form videos, I upload natively onto LinkedIn.
• 51:50
  My longer form ones, and they're different ways to handle this, the way I do it,
• 51:55
  because I do want to get people to my YouTube channel. So that way there's just a greater depth
• 51:59
  of seeing me outside of LinkedIn and building that relationship. I actually will have a link
• 52:05
  to my YouTube channel, and I'm sorry to that YouTube video that I'm trying to promote,
• 52:11
  and then obviously have teaser copy in the caption. So there are different ways to do it.
• 52:17
  I could also take a snippet of that video and then upload that natively, and then say,
• 52:22
  if you want to watch the rest of it, click here. But that's like a two step process. Again,
• 52:27
  there are pros and cons to every method. And for me, I'm all about, how do I get the most
• 52:35
  that'll LinkedIn in the least amount of time? And because I'm also a wife and a mother,
• 52:40
  and I have my hobbies. And so that's why I do it the way I do it. And again, it works. It's fine.
• 52:49
  It's about figuring out what works for you, really. And that's ultimately what I work with
• 52:54
  my clients on. It's like, okay, here's who you are. Let's figure out how to make that translate
• 53:00
  until LinkedIn in a way that's going to work for you. Yeah. Well, brother, this was super helpful.
• 53:05
  Thank you so much for spending the time and really helping us to uplevel our LinkedIn profiles,
• 53:13
  and get some engagement going. Being able to move, we talked about how to be able to move people
• 53:18
  off of LinkedIn, you know, into our, you know, our own world as business owners, where we can,
• 53:25
  you know, further engage with them and ultimately help them with the cell. I'm a huge fan of
• 53:31
  like workshops and webinars. So I love that you said that as well, you know, as a strategy where
• 53:36
  you can actually have like a cell's presentation as a part of that workshop or webinar that you're
• 53:43
  doing, which will ultimately help to close those clients. So let us know, Brooke, if people want to
• 53:50
  connect with you or find out more about your services, where should they go?
• 53:56
  Awesome. So if they go on my website is, well, it's my company's Delaware Shoutout. The website is
• 54:02
  de Shoutout.com, like de for Delaware Shoutout. It's all one word. If you type in Delaware Shoutout
• 54:10
  on, um, I forgot what I've been talking about on YouTube. You'll find it there. You'll find it
• 54:18
  there. And also, if you type in my name, Brooke Miles, and because there are a few Brooke Miles
• 54:22
  is out there, Brooke Miles Delaware Shoutout on LinkedIn, you'll find me there too. But please
• 54:27
  feel free to connect with me. I love meeting people and, and you know what, if we click in your
• 54:32
  upward, I'd love to do a Zoom call with you so I can connect with, you know, so I can find out
• 54:36
  ways that I can connect with other people and opportunities too, because again, it's all about
• 54:39
  helping each other as well. Yeah, I love that, bro. Thank you. Well, thank you so much. This has been
• 54:44
  so fun, and I'm sure people are going to get so much value out of today's presentation. So
• 54:52
  definitely reach out to Brooke if you have any follow-up questions on anything that we just
• 54:57
  got today. All right. Until next time, bye for now.