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How to Use LinkedIn Without Burning Billable Hours · Business Roundtable

• 0:14
  Speaker 1: Welcome back to the Business Roundtable podcast. I am your host,
• 0:17
  Speaker 1: David Carr.
• 0:19
  Speaker 2: And one thing we believe that as a business owner
• 0:22
  Speaker 2: or leader, and why we have this podcast is that,
• 0:24
  Speaker 2: you know, you're challenged oftentimes with how do you show
• 0:28
  Speaker 2: up developing your company, business development, leadership, the many things
• 0:31
  Speaker 2: we talk about. And we are, and I'm a firm
• 0:34
  Speaker 2: believer of this, that you can't outsource the belief that people,
• 0:38
  Speaker 2: not tactics, drive growth. It's really not your team's growth,
• 0:42
  Speaker 2: but your it's not just your team's growth your pipeline
• 0:45
  Speaker 2: but really how you run your firm and we got
• 0:48
  Speaker 2: an exciting guest here with us today to kind of
• 0:50
  Speaker 2: break this down because there's a tension that we all
• 0:52
  Speaker 2: have to we face i've done this for many years
• 0:54
  Speaker 2: where we have this work that pays the bills but
• 0:57
  Speaker 2: yet we've got to keep finding more work how do
• 0:59
  Speaker 2: we do that whether we're running an engineering firm accounting
• 1:01
  Speaker 2: professional services consulting legal you name it um oftentimes you
• 1:06
  Speaker 2: as a business owner are really the best salesperson for
• 1:09
  Speaker 2: that firm, but you don't always have that time to sell.
• 1:12
  Speaker 2: And so Tony Silver here is on our podcast. He's
• 1:15
  Speaker 2: been over 17 years solving this problem on the LinkedIn platform,
• 1:19
  Speaker 2: which we're going to get in there that, you know,
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  Speaker 2: Like Tony had said before we recorded that LinkedIn didn't
• 1:24
  Speaker 2: come with a manual, but he really came and developed
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  Speaker 2: this manual. So I'm excited to have Tony on here
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  Speaker 2: because he's really helped clients grow their companies, help them
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  Speaker 2: get through this maybe bottleneck that they're finding themselves in.
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  Speaker 2: And we're going to break it down today so that
• 1:38
  Speaker 2: you can really leverage LinkedIn. And as Tony says, increase
• 1:42
  Speaker 2: your billable hours, increase those hours. Tony, thank you so
• 1:45
  Speaker 2: much for coming on the podcast. I'm so excited to
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  Speaker 2: have you here and have our guests get an opportunity
• 1:49
  Speaker 2: to learn from you.
• 1:51
  Speaker 3: It's my absolute pleasure. Yeah, I've been looking forward to
• 1:53
  Speaker 3: this for a little while. It's like a hiccup. We
• 1:56
  Speaker 3: had to cancel it for a little bit, but now
• 1:59
  Speaker 3: everything's all back. And yeah, I'm excited to demystify the platform,
• 2:03
  Speaker 3: as I often say. When we go back to that statement, LinkedIn,
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  Speaker 3: May the 5th, 2003, for those that don't remember when
• 2:11
  Speaker 3: it started, five people in the HR space. It's now
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  Speaker 3: massively different. Microsoft, spent $ 26. 2 billion buying it 10 years ago.
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  Speaker 3: The reason I bought it is it's a massive database
• 2:25
  Speaker 3: and not everyone considers that side of it. The two
• 2:28
  Speaker 3: things that are undeniable, and I start a lot of
• 2:31
  Speaker 3: my talks with this and my workshops is, yeah, when
• 2:35
  Speaker 3: you join, whenever it was, do they.
• 2:37
  Speaker 1: Send you a manual?
• 2:38
  Speaker 3: And the answer for the last 15, 16, 17 years
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  Speaker 3: of asking the question has always been no, because they don't.
• 2:44
  Speaker 3: And then the other world thing is that we all
• 2:47
  Speaker 3: know LinkedIn changes and there's lots of talk about the
• 2:49
  Speaker 3: LinkedIn algorithm and all those such things. But how many
• 2:54
  Speaker 3: times have LinkedIn messaged you? They've dropped, dear David, we're
• 2:58
  Speaker 3: just bringing this new feature. We thought we'd let you
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  Speaker 3: know about it. It might be of interest to you.
• 3:02
  Speaker 3: It's not an email you're likely to get from them.
• 3:04
  Speaker 3: So I challenge people to go, right, when you want
• 3:07
  Speaker 3: a platform you've decided is really useful for your business,
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  Speaker 3: you don't know how to set it up and you
• 3:12
  Speaker 3: don't know how it currently works. how's that working out?
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  Speaker 3: And that's probably 95% of LinkedIn. So for those that
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  Speaker 3: are listening, you're in the same boat with a lot
• 3:20
  Speaker 3: of other people. You're having a go. You're going to
• 3:23
  Speaker 3: be successful from time to time because just law of
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  Speaker 3: averages says that you're going to, but I got to people,
• 3:29
  Speaker 3: wouldn't it make a lot more sense if you actually
• 3:31
  Speaker 3: kind of knew what was happening? First of all, one thing,
• 3:35
  Speaker 3: a lot of my clients really come back and say, gosh,
• 3:39
  Speaker 3: you're saving us a lot of time. So not only
• 3:41
  Speaker 3: are we looking at LinkedIn for billing hours and, you know,
• 3:46
  Speaker 3: developing stuff, lead generation, all that, you can claim hours back.
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  Speaker 3: I've just put together a new speaker sheet because you
• 3:56
  Speaker 3: have to do it on a regular basis. And one
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  Speaker 3: of the things in there that's been highlighted, my mastermind
• 4:02
  Speaker 3: group said, you need to really put that in there,
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  Speaker 3: is I'm giving people time back, time that they can
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  Speaker 3: use productively for the things that make them money, not
• 4:10
  Speaker 3: spending an hour on LinkedIn trying to work out what
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  Speaker 3: they should be doing.
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  Speaker 1: Right.
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  Speaker 3: There's loads of different advantages. But, you know, once you
• 4:17
  Speaker 3: know how to use it, you don't spend as much
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  Speaker 3: time on it. And you've got a high degree of
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  Speaker 3: certainty of what you're doing is actually going to work.
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  Speaker 3: Doesn't that make sense?
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  Speaker 2: Yeah, definitely. Well, I mean, I know you've talked to accountants.
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  Speaker 2: You've talked to a lot of folks that look at
• 4:30
  Speaker 2: these billable hours. You look at how we're spending our time.
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  Speaker 2: And I think you just brought up a really good
• 4:34
  Speaker 2: point of how do we know for somebody that bills
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  Speaker 2: by that hour?
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  Speaker 1: What?
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  Speaker 2: What has come back to you? What does efficient LinkedIn
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  Speaker 2: look like? Like you said, is it just minutes a day?
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  Speaker 2: Because some people could spend hours. I mean, you spend
• 4:48
  Speaker 2: a lot of time in there. What does that look
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  Speaker 2: like when you work with folks and you help them
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  Speaker 2: be more efficient?
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  Speaker 3: First of all, I always say to people, when I
• 4:57
  Speaker 3: work with people, my first goal is to understand what
• 5:00
  Speaker 3: outcomes they're trying to achieve by using LinkedIn. And that
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  Speaker 3: will change from person to person, company to company. It's
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  Speaker 3: my duty to understand what that actually is And then go, right, okay,
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  Speaker 3: what is the best way of sorting this out? And
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  Speaker 3: billable hours in the professional services world is what the youngsters,
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  Speaker 3: the people coming in, the graduates, want to get billed
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  Speaker 3: more hours to move up the career ladder. And, of course,
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  Speaker 3: the C-suite at the top of wanting people to earn
• 5:28
  Speaker 3: more money because it makes sense for the company. But also, yeah,
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  Speaker 3: as you say, spending lots of time on LinkedIn versus
• 5:38
  Speaker 3: what you're getting back. And that's the same thing in
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  Speaker 3: a business. You know, if you're spending, not enough people
• 5:43
  Speaker 3: look at this and go, right, actually, you know, we're
• 5:45
  Speaker 3: spending this time doing this, but what's the return on investment?
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  Speaker 3: What are we actually getting from it? Certain activities will
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  Speaker 3: never have a return on investment in a business we
• 5:52
  Speaker 3: know about. But when you're on LinkedIn, there needs to
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  Speaker 3: be a reason for it. And I say to people,
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  Speaker 3: you know, what's your intention of using LinkedIn? Why are you,
• 6:01
  Speaker 3: is it just because you've been told to do it? Now,
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  Speaker 3: I've just worked with a company in this country whereby
• 6:07
  Speaker 3: the boss said, Run me a workshop and then literally
• 6:11
  Speaker 3: have a one-to-one session with all my employees just to
• 6:14
  Speaker 3: find out how we can best use it individually. And
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  Speaker 3: it is different for different roles in different companies. Absolutely.
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  Speaker 3: But the one thing we don't want them doing, even
• 6:25
  Speaker 3: the business developer and the sales teams, is spending too
• 6:28
  Speaker 3: much time on it. You make your money from what
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  Speaker 3: you're best at doing. Sales people should be selling. Business
• 6:36
  Speaker 3: development should be developing business. LinkedIn will help with both
• 6:39
  Speaker 3: of those. Absolutely. You know, you need to look at
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  Speaker 3: the bottom line. Um, and I used to use an
• 6:45
  Speaker 3: analogy when I used to go networking for those that
• 6:48
  Speaker 3: remember back in the days when we used to go
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  Speaker 3: meet people all the time. Right. Before the internet thing
• 6:52
  Speaker 3: was invented. Um, I say people, well, why are you
• 6:56
  Speaker 3: here today? Yeah. I'd be a little bit.
• 7:01
  Speaker 1: Yeah.
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  Speaker 3: Contentious. I go, well, you know, you're going to spend
• 7:03
  Speaker 3: three hours driving here, going to the meeting. You know, what,
• 7:07
  Speaker 3: What are you going to get out of it? Because
• 7:09
  Speaker 3: let's face it, you should be charging your time at,
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  Speaker 3: let's just say, $ 100 an hour. But this is $ 300
• 7:16
  Speaker 3: you just spent. What have you got back for that?
• 7:19
  Speaker 3: A nice cup of tea, did you? Or a nice
• 7:20
  Speaker 3: cup of coffee and a bacon roll or something like that.
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  Speaker 3: And you've got 20 business cards. But what are you
• 7:26
  Speaker 3: going to do with them?
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  Speaker 1: Yes.
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  Speaker 3: You need to think about return on investment. You're going
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  Speaker 3: to go onto LinkedIn. Yeah, some people will need it
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  Speaker 3: running in the background, et cetera. But for other people...
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  Speaker 3: I tell my clients when you work for me 15,
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  Speaker 3: 20 minutes a day, that's all you need to do.
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  Speaker 3: You choose to do more than that, but it's not exponential.
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  Speaker 3: You don't spend twice as much.
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  Speaker 1: Twice as a result. Where there's diminishing returns. Yeah.
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  Speaker 3: Yeah. I mean, you just, you get to a point
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  Speaker 3: where you add the extra hours. You're not getting that
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  Speaker 3: many times the original benefit. Um, yeah, it's different roles.
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  Speaker 3: You know, it's always for me, what's the person doing.
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  Speaker 3: And if I work with the C suite, you know, um,
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  Speaker 3: they're not really running their own LinkedIn. So yeah, a
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  Speaker 3: bit of a, I hope that for some people that
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  Speaker 3: have connected with the CEO of a nice company, you're
• 8:12
  Speaker 3: not talking to them.
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  Speaker 1: Sorry.
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  Speaker 3: You're talking to them. Right.
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  Speaker 1: I mean, they're, they're busy. They've got other things going on.
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  Speaker 1: Somebody can maintain their account for them. Exactly.
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  Speaker 3: Yeah. And as I say, people get carried away and
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  Speaker 3: I go, no, those people don't have time. They're doing
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  Speaker 3: what they should be doing. They are, you know, what
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  Speaker 3: makes the company money.
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  Speaker 1: Right.
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  Speaker 3: But it just goes right down all the way down
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  Speaker 3: to my teaching schools. And I just say to people,
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  Speaker 3: you know, what I teach you in schools will be
• 8:37
  Speaker 3: exactly the same as I teach you if you're a
• 8:39
  Speaker 3: CEO of a global corporation. But I'm going to leave
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  Speaker 3: lots of stuff out that you don't need. So, you know, again,
• 8:45
  Speaker 3: when I look at clients, it's a case of which
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  Speaker 3: parts of LinkedIn do you really need to use? What
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  Speaker 3: are the ones that are going to give you the
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  Speaker 3: best return? Or you can spend lots of time on
• 8:53
  Speaker 3: bits that really are just fluff.
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  Speaker 1: Right.
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  Speaker 3: Creating a great deal. So, yeah, I really look at
• 9:00
  Speaker 3: each individual case, listen to each individual person, and then, yeah,
• 9:04
  Speaker 3: give them the tools.
• 9:05
  Speaker 1: Yeah.
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  Speaker 3: But also tell them, don't waste your time. I just
• 9:08
  Speaker 3: spoke to someone today who's got Sales Navigator. And I
• 9:14
  Speaker 3: question why. After we got to the bottom of the conversation,
• 9:18
  Speaker 3: he's just about to cancel it. Because what he realizes,
• 9:22
  Speaker 3: what I pointed out, is that Sales Navigator is a
• 9:26
  Speaker 3: fantastic tool if someone else is paying for it. And
• 9:29
  Speaker 3: someone else is doing the output for you. Because otherwise,
• 9:31
  Speaker 3: it's a massive time suck.
• 9:33
  Speaker 1: Yes.
• 9:33
  Speaker 3: If you're doing sales navigation properly, it's an hour and
• 9:36
  Speaker 3: a half to two hours a day. Really, you should
• 9:39
  Speaker 3: be doing that. You should have a VA. If you
• 9:40
  Speaker 3: haven't got the resources to get someone else to do it,
• 9:42
  Speaker 3: then pretty much you don't need to do it. So, yeah,
• 9:45
  Speaker 3: it's horses for courses. Some people, sales navigation, go for it.
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  Speaker 3: It's the right thing for you. You know, should I
• 9:50
  Speaker 3: upgrade to premium is a question I get asked a
• 9:52
  Speaker 3: hell of a lot. And my standard answer, David, is no.
• 9:56
  Speaker 3: I go, no, that's rude. That's rude. I need to
• 9:58
  Speaker 3: find the context of why you asked that. What are
• 10:00
  Speaker 3: you trying to achieve? What do you think the premium
• 10:01
  Speaker 3: features are going to give you? And if they come
• 10:04
  Speaker 3: up with a certain answer to that, then, yeah, premium
• 10:07
  Speaker 3: is actually fine for you. Other than 90% of the
• 10:10
  Speaker 3: time I go, actually, the answer is still don't bother.
• 10:13
  Speaker 3: Some of the things that you want to use, I
• 10:14
  Speaker 3: can teach you how to do in the free version.
• 10:16
  Speaker 3: So you don't need to spend the money. I look
• 10:19
  Speaker 3: at everything on case on case. Just because one client's
• 10:23
  Speaker 3: a lawyer and another one's a lawyer doesn't mean they're
• 10:24
  Speaker 3: going to have exactly the same. So I don't like
• 10:27
  Speaker 3: people who do cookie cutter and broad brushstroke solutions. They
• 10:32
  Speaker 3: annoy me.
• 10:33
  Speaker 1: Yeah, yeah. There's best practices, but then you're applying them
• 10:37
  Speaker 1: like you said.
• 10:38
  Speaker 2: What I hear you saying, Tony, and I hope everybody
• 10:40
  Speaker 2: that's listening in, if you're the business owner or maybe
• 10:43
  Speaker 2: you're a business development lead or maybe you're an employee
• 10:46
  Speaker 2: and you want to ask for your profile, these are.
• 10:48
  Speaker 1: All different practices and how you would approach it. And so.
• 10:53
  Speaker 2: you know, don't apply, like you said, that broad-based stroke,
• 10:56
  Speaker 2: because you hear somebody said this, that, and the other thing,
• 10:58
  Speaker 2: and it's like, well, hold on, who, like you said,
• 11:00
  Speaker 2: what are we trying to achieve here? That's what I
• 11:02
  Speaker 2: definitely heard of, you know, because they're like, oh, I
• 11:05
  Speaker 2: got to do, there's a whole bunch in there. And actually,
• 11:07
  Speaker 2: that kind of leads me into my follow-up, my question
• 11:09
  Speaker 2: that I wanted to hopefully break down, because one of
• 11:11
  Speaker 2: the things that you've For those of you that are listening,
• 11:14
  Speaker 2: obviously connect with Tony, by the way, because we're connected
• 11:17
  Speaker 2: on LinkedIn. He posts articles and there's great information there.
• 11:20
  Speaker 2: So for sure, go there and connect with him. We'll
• 11:22
  Speaker 2: put it in our show notes.
• 11:23
  Speaker 1: But one of the things I really liked and why
• 11:24
  Speaker 1: we wanted to put on the podcast here is because
• 11:27
  Speaker 1: I felt like you have this four pillars that you've
• 11:29
  Speaker 1: talked about on LinkedIn and how you break it down.
• 11:32
  Speaker 2: And so to me, I thought this was a really
• 11:33
  Speaker 2: helpful framework for folks to lean into and to kind
• 11:39
  Speaker 2: of clear up some of the noise out there, Tony.
• 11:42
  Speaker 2: And so could you walk us through like, you know,
• 11:44
  Speaker 2: this manual, essentially your, your manual, like what you've said, like,
• 11:46
  Speaker 2: here's some of these key things you need to be
• 11:48
  Speaker 2: looking at.
• 11:49
  Speaker 1: Yeah.
• 11:50
  Speaker 3: It's a model, you know, everyone loves a model. I
• 11:53
  Speaker 3: kind of, it's a collation of 19 years teaching people
• 11:56
  Speaker 3: on LinkedIn. And I've called it pillars because it's pillars foundations.
• 12:02
  Speaker 3: It holds it all up. I'm hand on heart somewhere
• 12:06
  Speaker 3: about there somewhere in it. If you don't, really understand
• 12:11
  Speaker 3: these four pillars, you're never going to be consistently successful
• 12:13
  Speaker 3: on the platform. So they are the basis of the
• 12:16
  Speaker 3: manual and there's four. So the first one I give
• 12:20
  Speaker 3: to everyone for free. I'm a nice bloke, but actually
• 12:24
  Speaker 3: I feel it's so important. It's a very simple question.
• 12:29
  Speaker 3: What does people see when they land on your profile?
• 12:32
  Speaker 3: Then I start putting some caveats on it. Oh, and
• 12:35
  Speaker 3: by the way, you may have got five seconds of
• 12:37
  Speaker 3: their attention if you're lucky. So fluff is not on
• 12:43
  Speaker 3: the agenda. You've got three, they're not scrolling down either.
• 12:47
  Speaker 3: They're probably looking at it on a phone and they're
• 12:51
  Speaker 3: more likely going to be visually orientated. Okay. So those
• 12:54
  Speaker 3: are all lots of research around that. So when I
• 12:56
  Speaker 3: land on it, the three elements that they can see
• 12:59
  Speaker 3: is the banner across the top, you know, then the
• 13:02
  Speaker 3: profile picture, which is embedded in the left-hand side and
• 13:05
  Speaker 3: the headline that sits underneath your name. That's your five
• 13:08
  Speaker 3: seconds of, The person that's looking most of the time
• 13:13
  Speaker 3: has got this in his mind. What does this person do?
• 13:16
  Speaker 3: And how does he go about it? That's all they're
• 13:19
  Speaker 3: interested in. You know, what is this person? Well, basically,
• 13:21
  Speaker 3: what can you do for me? What's in it for me?
• 13:23
  Speaker 3: Good old acronyms I hate. But it's true. You've got
• 13:27
  Speaker 3: to use them. And I go to people. People are
• 13:29
  Speaker 3: visually orientated. They see the banner first. What is your
• 13:33
  Speaker 3: banner telling the viewer about what you can do for them?
• 13:37
  Speaker 3: And that's normally the first. First place people draw. So, yeah,
• 13:41
  Speaker 3: go and have a look at your own. Suggest as
• 13:44
  Speaker 3: your reviewer. Go later and have a look at it
• 13:46
  Speaker 3: on your own mobile phone. And if the text is
• 13:50
  Speaker 3: too small on your mobile phone and you can't read it,
• 13:53
  Speaker 3: no one else can either. And is it coming across
• 13:59
  Speaker 3: clearly to the person what it is you do and
• 14:00
  Speaker 3: how you go about it? The second visual element is
• 14:04
  Speaker 3: the profile picture, which I actually called a headshot. Because
• 14:08
  Speaker 3: if it's more of your body, you won't see it
• 14:11
  Speaker 3: on a mobile phone, clearly. Believe me, eye contact is crucial.
• 14:16
  Speaker 3: I get people doing this these days and all the
• 14:18
  Speaker 3: enigmatic power poses. I'm going, no, I need to see
• 14:22
  Speaker 3: the whites of your eyes. That's where the trust comes.
• 14:24
  Speaker 3: If you met me networking, would you look at me
• 14:26
  Speaker 3: or would you look over my shoulder? There's your answer.
• 14:29
  Speaker 3: LinkedIn is online networking as well, by the way. Yeah.
• 14:32
  Speaker 3: Consider that. And then, well, any words on a banner
• 14:36
  Speaker 3: are still words. but they're not when actually the bots
• 14:41
  Speaker 3: come along. They're just still images. They can't read them.
• 14:45
  Speaker 3: So the first time, the friendly bots, not the nasty ones,
• 14:47
  Speaker 3: and we know there's loads of those out there, but
• 14:49
  Speaker 3: the friendly bots, ones like LinkedIn's. You want to get
• 14:53
  Speaker 3: fan searches on LinkedIn? The bot comes and looks. It
• 14:56
  Speaker 3: looks at your headline, the bit that's underneath your name.
• 15:01
  Speaker 3: And it's 220 characters long, for those that don't know,
• 15:05
  Speaker 3: which is about three and a half lines on a
• 15:07
  Speaker 3: 15-inch screen. You need to tell people what it is
• 15:10
  Speaker 3: you do at the beginning. So if you're CEO of
• 15:12
  Speaker 3: ABC Corporation, that's at the beginning. But you've then got
• 15:16
  Speaker 3: three lines of telling people what it is that you
• 15:19
  Speaker 3: do and how you go about it. How about credibility?
• 15:23
  Speaker 3: You know, I've been doing this for 30 years. People
• 15:25
  Speaker 3: are much more likely to use people that have been
• 15:27
  Speaker 3: doing it for a while, not the experience, than someone
• 15:29
  Speaker 3: that's just started out. So think about that in there,
• 15:32
  Speaker 3: because this is where the bot comes and looks. So
• 15:37
  Speaker 3: at the moment in time, for those that don't know,
• 15:39
  Speaker 3: LinkedIn's algorithm changed massively this year. And what it says
• 15:43
  Speaker 3: is that you should stay in your lane. But basically,
• 15:46
  Speaker 3: I talk about LinkedIn. I post about LinkedIn. My profile
• 15:49
  Speaker 3: is all about LinkedIn. That is joined up thinking. If
• 15:53
  Speaker 3: I start posting about AI, which I do from time
• 15:55
  Speaker 3: to time, LinkedIn goes, no, sorry, you're not an AI expert.
• 15:58
  Speaker 3: So you need to consider that. So keywords are really important.
• 16:02
  Speaker 3: LinkedIn's a massive database, 1.325 billion, they reckon. Not true,
• 16:07
  Speaker 3: but it's still quite big. Have a look at those keywords.
• 16:10
  Speaker 3: And here's a big clue. If you're an accountant, your
• 16:13
  Speaker 3: keywords is not accountants. Because last time I looked, it
• 16:16
  Speaker 3: was 15 million of them. You want to swim in
• 16:18
  Speaker 3: that size pond?
• 16:20
  Speaker 1: No.
• 16:20
  Speaker 3: Be a bit more strategic about your thinking. And the
• 16:23
  Speaker 3: task I give everyone, go away and find three keywords
• 16:27
  Speaker 3: that really is what you want to be found on
• 16:29
  Speaker 3: in a LinkedIn search. And then make sure those are
• 16:32
  Speaker 3: in your headline. Also, put them in your about section.
• 16:36
  Speaker 3: your experience and your skills as well. Just another giveaway.
• 16:40
  Speaker 3: You know, so the second part, once people have spent
• 16:45
  Speaker 3: the five seconds, the output we want is that they
• 16:48
  Speaker 3: scroll down and look at your best of your profile.
• 16:51
  Speaker 1: Yeah.
• 16:52
  Speaker 3: We don't want them to do is scroll away. Cause
• 16:54
  Speaker 3: actually what people don't realize is that on the left,
• 16:57
  Speaker 3: on the right hand side on LinkedIn, when you're looking
• 16:58
  Speaker 3: at someone's profile, it gives alternative profiles to look at.
• 17:01
  Speaker 3: That could be left of your competitors.
• 17:03
  Speaker 1: True.
• 17:03
  Speaker 3: Yes.
• 17:03
  Speaker 1: You're right.
• 17:04
  Speaker 3: You don't want people looking there. I can assure you.
• 17:06
  Speaker 3: So we want people to scroll down. So pillar two is,
• 17:11
  Speaker 3: I can't find a better word, optimization. Mainly LinkedIn search engine,
• 17:16
  Speaker 3: but also Google. So we need to make sure it's
• 17:19
  Speaker 3: optimized to make sure that the bots are getting you
• 17:22
  Speaker 3: high up the search rankings, so the keywords being put
• 17:25
  Speaker 3: around those sections. But we need to think about the humans. Now,
• 17:30
  Speaker 3: with the lack of attention spans, the humans are not
• 17:33
  Speaker 3: going to scroll all the way down to the bottom
• 17:36
  Speaker 3: if they look at your about section and maybe the
• 17:38
  Speaker 3: section after that was probably much as you can expect
• 17:41
  Speaker 3: first time around. So I should make a bold statement.
• 17:44
  Speaker 3: Now you're about section is the most important section on LinkedIn. Oh, wow.
• 17:48
  Speaker 1: Okay.
• 17:49
  Speaker 3: But for that, scroll down at the beginning, then we're
• 17:51
  Speaker 3: going to see it. So actually initially it is that
• 17:53
  Speaker 3: top bit, scroll down, see your about section, 2,600 characters.
• 17:59
  Speaker 3: And I always say that is a limit. It's not
• 18:01
  Speaker 3: a target, but I use it, but, don't make it
• 18:05
  Speaker 3: unreadable what i mean by that is big chunky long
• 18:09
  Speaker 3: paragraphs oh i don't want to read it i look
• 18:12
  Speaker 3: at it i don't want to read it lots of
• 18:13
  Speaker 3: white space short sharp paragraphs but this is the all
• 18:17
  Speaker 3: time to tell people expand on what it is you
• 18:20
  Speaker 3: do how you go about it give them reasons to
• 18:24
  Speaker 3: reach out and then my top tip on there there
• 18:27
  Speaker 3: are other things but my top tip Again, I don't
• 18:31
  Speaker 3: care how long your about section is, but if you've
• 18:33
  Speaker 3: got me and I'm interested, I'll go, oh, great, yeah,
• 18:35
  Speaker 3: David looks like a person I need to reach out to.
• 18:37
  Speaker 3: I get to the bottom of David's about section and
• 18:39
  Speaker 3: there's no call to action. Guess what I do? Nothing.
• 18:45
  Speaker 3: If David's sitting in there, if you're interested in talking
• 18:47
  Speaker 3: to me about how I could help you with X, Y, Z,
• 18:49
  Speaker 3: please email me at davidwcar. I know what to do.
• 18:53
  Speaker 3: I can do it. That simple call to action at
• 18:57
  Speaker 3: the bottom can massively change your engagement rates. Because you've
• 19:01
  Speaker 3: told the person. Or have you got to make them
• 19:03
  Speaker 3: go and try and find this information?
• 19:05
  Speaker 1: Yes.
• 19:06
  Speaker 3: I suggest that's a good read. And also about 33%
• 19:08
  Speaker 3: of all people have got the wrong contact information in
• 19:11
  Speaker 3: their contact information. Oh, wow. Yeah. So that's pointless. Just
• 19:17
  Speaker 3: put it in a safety point. It's not clickable. So
• 19:20
  Speaker 3: the bots can't start bombarding if you put it down
• 19:22
  Speaker 3: the bottom of your about section.
• 19:25
  Speaker 1: And that's it.
• 19:25
  Speaker 3: The about section is really, really important. There are other sections,
• 19:28
  Speaker 3: as I say. So that is two. Three is the
• 19:31
  Speaker 3: one that no one understands. I'm being a bit arrogant here.
• 19:35
  Speaker 3: Some people do. But if I say to you, do
• 19:38
  Speaker 3: you know what actually happens when you push the post
• 19:40
  Speaker 3: button on LinkedIn? I know the percentage of people that
• 19:43
  Speaker 3: answer that correctly is less than five. So you're pushing
• 19:48
  Speaker 3: and hoping that people. might see it which is why
• 19:50
  Speaker 3: people over post and there's lots of rules linkedin apply
• 19:55
  Speaker 3: so my third is all about the activities linkedin have
• 19:58
  Speaker 3: confirmed to me this week so hot news um i've
• 20:02
  Speaker 3: always told people that they've got two acps as i'm
• 20:06
  Speaker 3: talking in america The ones that you've defined, okay? You know,
• 20:10
  Speaker 3: the ones that you want to go after, your ICPs.
• 20:13
  Speaker 3: Second one's LinkedIn. LinkedIn can be really good to you
• 20:17
  Speaker 3: if you play their game. It's their platform at the
• 20:20
  Speaker 3: end of the day. So remember, you need to keep
• 20:23
  Speaker 3: LinkedIn happy. The third one they confirmed this week is AI,
• 20:27
  Speaker 3: but in the way that LinkedIn's AI wants to understand
• 20:31
  Speaker 3: what it is that you do. So you need to
• 20:33
  Speaker 3: understand what you do. Once it understands what you do,
• 20:36
  Speaker 3: it will start promoting you to the right people that
• 20:38
  Speaker 3: are looking for that.
• 20:39
  Speaker 1: Okay.
• 20:40
  Speaker 3: Make it ambiguous and not really clear or muddy. It
• 20:42
  Speaker 3: can't do it. So there's those things. I call it
• 20:45
  Speaker 3: activities because it's not just posting. There are other things
• 20:48
  Speaker 3: you can do on LinkedIn.
• 20:50
  Speaker 1: Yeah.
• 20:51
  Speaker 3: You know, it's a pretty well-known fact that when you
• 20:54
  Speaker 3: post on LinkedIn, they will send it to 8% to
• 20:56
  Speaker 3: 10% of your connections. Well, if you've only got 500 connections,
• 20:59
  Speaker 3: that's kind of, ooh, ah, hmm. but there are ways
• 21:02
  Speaker 3: and means of getting around. This is what I teach,
• 21:04
  Speaker 3: but we also need to be someone like myself. I
• 21:09
  Speaker 3: could have done 30,000 connections, which is the maximum on LinkedIn.
• 21:11
  Speaker 3: I haven't, I've still got too many and I'm culling them.
• 21:15
  Speaker 3: Maybe because I know that I started using LinkedIn properly
• 21:18
  Speaker 3: back in 2008. Yeah, that's, that's 18 years ago. People
• 21:23
  Speaker 3: I met then probably retired. I wasn't doing the same
• 21:28
  Speaker 3: as I'm doing now then. So they might not be interested.
• 21:31
  Speaker 3: So actually, I always challenge people that probably at least
• 21:33
  Speaker 3: a third of your connections are probably of no use
• 21:36
  Speaker 3: to you whatsoever. If you post and they're seeing it,
• 21:39
  Speaker 3: they're not going to engage. So we need to look
• 21:41
  Speaker 3: at how we can target on LinkedIn, and that's what
• 21:43
  Speaker 3: that's all about. Activities actually, and I talk about times
• 21:49
  Speaker 3: of the day, days of the week, formats, all those
• 21:51
  Speaker 3: sort of things that some of the gurus will tell you,
• 21:54
  Speaker 3: 10 o'clock on a Tuesday is the best time to post.
• 21:57
  Speaker 3: And I just go, no, it's not. Probably might be
• 22:01
  Speaker 3: for some people, but where's the context around that? Yeah,
• 22:03
  Speaker 3: the context. Doesn't work for me. If I post at
• 22:07
  Speaker 3: 10 o'clock in the UK, people in New York are, okay,
• 22:10
  Speaker 3: they might be up at 7 o'clock. Of course they are.
• 22:14
  Speaker 3: But they're not going to be sitting there reading it. No,
• 22:16
  Speaker 3: 5 o'clock. So they're not going to be sitting there
• 22:17
  Speaker 3: reading it. That's for certain. So context around it is important.
• 22:21
  Speaker 3: And then the last pillar is It's a search engine,
• 22:26
  Speaker 3: as I said, 1.325 billion plus the companies, which is 700,000,
• 22:30
  Speaker 3: something like that. In the free complimentary version of LinkedIn,
• 22:35
  Speaker 3: you can do highly targeted searching. LinkedIn will obviously want
• 22:39
  Speaker 3: you to upgrade to premium or sales navigator and pay
• 22:41
  Speaker 3: them money. That's one of the things they do. If
• 22:45
  Speaker 3: you do get a message from LinkedIn, it's probably trying
• 22:47
  Speaker 3: to upsell you. I go, well, if you understand how
• 22:51
  Speaker 3: to use the standard one, you can get some highly
• 22:53
  Speaker 3: targeted results. And I test this theory from time to time.
• 22:58
  Speaker 3: I've just done a targeted outreach to 40 people with
• 23:03
  Speaker 3: three different job titles that I've decided are ideal for me.
• 23:07
  Speaker 3: And 44% said, yes, I'd like to connect with you, Tony. 44%.
• 23:14
  Speaker 3: It's because our views are highly targeted. they are very
• 23:23
  Speaker 3: much aligned with what I'm trying to do. They are
• 23:26
  Speaker 3: a good fit. But the second part of it, and
• 23:28
  Speaker 3: the part that most people then get wrong very quickly,
• 23:30
  Speaker 3: and I was talking to someone earlier about it, is
• 23:35
  Speaker 3: the way I reached out to them. Why did 44%
• 23:39
  Speaker 3: connect with me? Because I haven't tried to overtly sell.
• 23:43
  Speaker 3: In fact, I've actually gone for commonality. I've said something
• 23:47
  Speaker 3: that makes them want to. And it's irrelevant what industries
• 23:50
  Speaker 3: we're in. But then the follow-up to that, too many
• 23:54
  Speaker 3: people then go, right, I'm connected to someone, I'm going
• 23:55
  Speaker 3: to tell them, oh, you know, I do this. No, no, no.
• 24:01
  Speaker 3: I have a very basic, which is give, give, ask,
• 24:05
  Speaker 3: and tell. The first two adjectives for me are giving.
• 24:09
  Speaker 3: If you realise you're acting, give something that's useful, that
• 24:11
  Speaker 3: is targeted to their industry, of course. You know, don't
• 24:13
  Speaker 3: talk about something that's irrelevant. Give them also a reason
• 24:18
  Speaker 3: to reach out to you. respond to it. Okay. And
• 24:24
  Speaker 3: then just keep the conversation going. Give them something else.
• 24:27
  Speaker 3: Give them value for their connection. You know, nothing worse
• 24:31
  Speaker 3: than we've all had it. Connect to someone who wants
• 24:33
  Speaker 3: my return. Would you like to buy this?
• 24:36
  Speaker 1: Yes, yes, yes. They're pitching. You're not building any credibility.
• 24:41
  Speaker 3: Just go away. That's horrible. And I go, well, the give, give.
• 24:44
  Speaker 3: When I get to the ask, I've earned the right
• 24:46
  Speaker 3: to ask him a question.
• 24:47
  Speaker 1: Yeah. Yeah.
• 24:48
  Speaker 3: And it's going to be in a question like, you know,
• 24:51
  Speaker 3: it's asking about, you know, am I talking to the
• 24:54
  Speaker 3: right person to do this or could you put me
• 24:56
  Speaker 3: in contact with that? And then if they're in the conversation,
• 24:59
  Speaker 3: I've now earned the right to tell them. That's the
• 25:05
  Speaker 3: way I get business. If I shorten that process, you
• 25:08
  Speaker 3: can extend it a little bit for some people. They
• 25:10
  Speaker 3: take longer to go around. Yeah. So actually in the
• 25:15
  Speaker 3: standard LinkedIn, paying no extra money to LinkedIn whatsoever, I
• 25:19
  Speaker 3: got 44% uptake and I've got people in conversations. I
• 25:23
  Speaker 3: teach people how to do that. And they don't need,
• 25:25
  Speaker 3: I don't like people spending money with LinkedIn. They don't
• 25:27
  Speaker 3: have to. In fact, I quite jokingly say to go early,
• 25:30
  Speaker 3: you're spending, you're spending 200 pounds a month on sales navigator.
• 25:33
  Speaker 3: I'm saying spend it with me. You get better value.
• 25:36
  Speaker 3: It's tiny and cheap, but actually there's a lot of
• 25:39
  Speaker 3: truth behind it. So those are my four pillars. And
• 25:41
  Speaker 3: if once you know how to do that, so you
• 25:43
  Speaker 3: know how to set up your profile, you know when
• 25:45
  Speaker 3: and how to post and what other activities you should do.
• 25:48
  Speaker 3: you don't need to spend so much time because you've
• 25:50
  Speaker 3: got a high degree of certainty of what you're doing
• 25:51
  Speaker 3: is going to work. You don't have to put out
• 25:53
  Speaker 3: 15 posts a day, go open desperately. Someone reads one
• 25:55
  Speaker 3: of them. Yeah. That's targeted. That's freeing.
• 26:00
  Speaker 1: Definitely.
• 26:01
  Speaker 2: And I, and I, and for a lot of people,
• 26:04
  Speaker 2: um in professional services and like the business owner like
• 26:07
  Speaker 2: you said they've got other things they've got to do
• 26:09
  Speaker 2: if you do this right like you said if you
• 26:11
  Speaker 2: can get this set up in the front end and
• 26:12
  Speaker 2: then you can have somebody help maintain and delegate it
• 26:14
  Speaker 2: like make sure you're staying on top of this it
• 26:17
  Speaker 2: can really work well like you just said i mean
• 26:19
  Speaker 2: in that here's how we're giving here's how we're showing
• 26:22
  Speaker 2: up um and here's how we're filtering through uh these
• 26:27
  Speaker 2: other connection requests. I think one follow-up question I wanted
• 26:30
  Speaker 2: to ask you, Tony, as you're setting this up and
• 26:32
  Speaker 2: you're dialing in your profile and so forth and working
• 26:36
  Speaker 2: with you, does that, I don't know, that helps you,
• 26:41
  Speaker 2: like you say, get the converts to the people you
• 26:42
  Speaker 2: want to, but what I've found sometimes too is I get,
• 26:45
  Speaker 2: for me personally, and I'm sure other folks are dealing
• 26:47
  Speaker 2: with this, where they're getting, like you said, that lot
• 26:49
  Speaker 2: of pitching or the people that are, there's requests that
• 26:51
  Speaker 2: are coming in.
• 26:52
  Speaker 1: I'm curious, what's your strategy?
• 26:56
  Speaker 2: Do you Do you, cause some people don't put a
• 26:59
  Speaker 2: message when they put a request in, some people do
• 27:01
  Speaker 2: put a message and, and is it, what's your, what is,
• 27:06
  Speaker 2: what's your guidance for somebody that's like getting like their
• 27:09
  Speaker 2: profile set up and they're now they're starting to get these,
• 27:12
  Speaker 2: these connection requests coming in.
• 27:14
  Speaker 3: Well, it's, it's, it's one of the biggest mistakes LinkedIn
• 27:17
  Speaker 3: made is taking the ability for people to add notes
• 27:21
  Speaker 3: to their connection requests. And it's, The reason I said, look,
• 27:24
  Speaker 3: you know, sometimes LinkedIn release new services and they say
• 27:29
  Speaker 3: it's premium only. That's a pain, but OK. But from
• 27:34
  Speaker 3: day one, you've always had the ability to add a
• 27:36
  Speaker 3: note to your connection requests. Then they took it away.
• 27:40
  Speaker 3: I think they reduced it to 20, 10, 3, and
• 27:42
  Speaker 3: some people would have no ability. So you're going to
• 27:45
  Speaker 3: get people reaching out to you that can't physically put
• 27:48
  Speaker 3: a note on it. So they're not being lazy. They
• 27:50
  Speaker 3: can't do it. So I always go back to those people.
• 27:54
  Speaker 3: And the two questions I always ask people, whether it's
• 27:57
  Speaker 3: through their email or messaging or on one of their
• 28:00
  Speaker 3: posts or something, if you really can't get hold of them,
• 28:02
  Speaker 3: there's always a way of doing it. I go, you know,
• 28:05
  Speaker 3: I'm always looking to expand my connections. Can I ask
• 28:08
  Speaker 3: you two questions? How did you find me in the
• 28:10
  Speaker 3: first place? And what about my profile? Made you reach out?
• 28:14
  Speaker 1: Those are great questions.
• 28:15
  Speaker 3: I can guarantee that 95% of people will not respond.
• 28:19
  Speaker 1: Wow.
• 28:20
  Speaker 3: They are just adding you as a number. Those questions
• 28:24
  Speaker 3: eliminate those people. I give them a week to reply
• 28:27
  Speaker 3: and I just ignore the request. But some of them
• 28:31
  Speaker 3: have come back and said, I couldn't add a note
• 28:32
  Speaker 3: to it, Tony, but I met David Carter the day
• 28:35
  Speaker 3: and he said, really good idea to reach out to you.
• 28:37
  Speaker 3: Great connection straight away. There's a damn good reason for
• 28:39
  Speaker 3: that because David was a super bloke and he wouldn't
• 28:42
  Speaker 3: have put you in my direction if he didn't think
• 28:43
  Speaker 3: it was a good thing to do.
• 28:45
  Speaker 1: Right.
• 28:45
  Speaker 3: That's how I always handle it. I understand people can't. Yeah.
• 28:49
  Speaker 3: And I also put the bottom of it, a little caveat.
• 28:52
  Speaker 3: if I looked at their profile, I think, okay, I've
• 28:55
  Speaker 3: got one at the moment in time. I think he's
• 28:57
  Speaker 3: going to try and sell to me, but I've given him,
• 29:01
  Speaker 3: I've been generous. I've given him the chance of a
• 29:02
  Speaker 3: meeting with me, but if I sniff a rat straight away,
• 29:06
  Speaker 3: I go, Oh, by the way, happy to connect. But
• 29:08
  Speaker 3: if you try and sell to me, I'll return, you'll
• 29:09
  Speaker 3: be deleted immediately. I am reported to LinkedIn.
• 29:13
  Speaker 1: Yeah.
• 29:13
  Speaker 3: That tends to put people, cause you can report people
• 29:15
  Speaker 3: on LinkedIn. Okay. People don't understand. You know, I had
• 29:19
  Speaker 3: this situation with someone earlier that, and I said, You know,
• 29:25
  Speaker 3: I've not heard about this much recently, but he kind
• 29:27
  Speaker 3: of reminded me about the situation where he's putting out
• 29:30
  Speaker 3: good thought leadership stuff. And some of his rivals are
• 29:34
  Speaker 3: coming on, dissing it and saying that they're better, disrespecting it.
• 29:40
  Speaker 3: I just think that is loathsome, horrible. And I'm going, well, actually,
• 29:44
  Speaker 3: do you realize you can block them? Well, they can't
• 29:46
  Speaker 3: actually make a comment on your post. So you can
• 29:49
  Speaker 3: do that. And if people are doing stuff like that regularly,
• 29:51
  Speaker 3: you can report them on LinkedIn as well, which I've
• 29:54
  Speaker 3: more than once reported people for inappropriate use of the platform. Um,
• 29:58
  Speaker 3: So there's always ways and means around it. Absolutely.
• 30:01
  Speaker 1: Yeah.
• 30:01
  Speaker 2: Well, again, going back to what we talked about at
• 30:03
  Speaker 2: the beginning of the podcast, how to make the most
• 30:06
  Speaker 2: of your time, because I've had to be mindful, like
• 30:09
  Speaker 2: you said. I think when you're first getting on the
• 30:12
  Speaker 2: platform or you've been on there, it's like, oh, I'm grading.
• 30:15
  Speaker 2: I'm getting these connections. And you brought up a good
• 30:17
  Speaker 2: point of like, actually, I want to pull down those
• 30:19
  Speaker 2: connections because they're not actually seeing the content. So being
• 30:22
  Speaker 2: mindful of the folks. Are they really the folks that
• 30:25
  Speaker 2: you want to be collaborating with? Or are you just
• 30:27
  Speaker 2: kind of getting people because they, you know, just to
• 30:30
  Speaker 2: follow along?
• 30:31
  Speaker 3: I think there's two things there. Farmager Plus Connections is
• 30:37
  Speaker 3: kind of a badge of honor on LinkedIn because once
• 30:38
  Speaker 3: you got there, it just says Farmager Plus Connections. People
• 30:42
  Speaker 3: don't really know how many you've got. So people want
• 30:44
  Speaker 3: to get there. So they do attend to connect with
• 30:47
  Speaker 3: anyone just to go and get there because otherwise it
• 30:49
  Speaker 3: says you've got 352. It looks a little bit... And
• 30:53
  Speaker 3: the other thing is, I think no one's argued with
• 30:58
  Speaker 3: this before. Back in the old days, we used to
• 31:01
  Speaker 3: exchange business cards. People still don't. Don't get me wrong.
• 31:05
  Speaker 3: But more often than not, I see people, oh, should
• 31:07
  Speaker 3: we connect on LinkedIn? It's kind of replaced the business
• 31:09
  Speaker 3: card because obviously there's much more on LinkedIn than there
• 31:11
  Speaker 3: is on a business card.
• 31:12
  Speaker 1: Right, right.
• 31:14
  Speaker 3: And I just say to people, what's your intention? Why
• 31:17
  Speaker 3: do you want to connect? Mm-hmm, mm-hmm. but some people
• 31:21
  Speaker 3: don't ask that question. So they're quite, they just build
• 31:24
  Speaker 3: up this head of people and they say, Oh, I've
• 31:25
  Speaker 3: got 4,000 connections. I'm going, how many of them actually
• 31:28
  Speaker 3: have any use to you? So it's become that sort of,
• 31:33
  Speaker 3: I understand the race to 500 and we've all done it.
• 31:35
  Speaker 3: We've connected. All I say to people is once you
• 31:38
  Speaker 3: get above that and start building it up, start cutting
• 31:40
  Speaker 3: some of the stuff you just really shouldn't have done.
• 31:42
  Speaker 3: Some of the things that are irrelevant, you just try
• 31:45
  Speaker 3: to get, and I understand why, you know, too many
• 31:48
  Speaker 3: people also know, about the 8% to 10% of your
• 31:51
  Speaker 3: connections get sent to your posts. So the more connections
• 31:54
  Speaker 3: you've got, the more chance. That doesn't work in real life,
• 31:58
  Speaker 3: and I teach people why. So, yeah, it is– you
• 32:03
  Speaker 3: want to spend your time. And the big thing that
• 32:07
  Speaker 3: a lot of people don't do– so I'm going to
• 32:08
  Speaker 3: ask you– I'm not putting you on the spot, David.
• 32:10
  Speaker 3: I'm just going to ask you a question. All good.
• 32:13
  Speaker 3: Just to demonstrate it. So one of the other activities
• 32:17
  Speaker 3: I teach people is you need to get involved in
• 32:19
  Speaker 3: your feed. but how many feeds do you think you've
• 32:22
  Speaker 3: got on LinkedIn?
• 32:24
  Speaker 1: Oh, how many feeds? Oh my goodness. There's a, there's
• 32:28
  Speaker 1: a lot out there. I have no idea.
• 32:29
  Speaker 3: I mean, when you look at your homepage on LinkedIn,
• 32:34
  Speaker 3: how many things are you seeing?
• 32:36
  Speaker 1: Yeah.
• 32:37
  Speaker 2: Oh, I'm just seeing the one feed of like, Hey,
• 32:39
  Speaker 2: this is what, you know, whatever there's the new notifications, right?
• 32:41
  Speaker 1: Here's all of whatever it's coming.
• 32:44
  Speaker 3: Everyone thinks there's just one.
• 32:46
  Speaker 1: Yeah. Okay.
• 32:48
  Speaker 3: Yep. And I teach people. Actually, if you're on it now, Dave,
• 32:52
  Speaker 3: if you look at the top right corner of your feed,
• 32:56
  Speaker 3: you'll see a little dropdown that says top. You click
• 32:59
  Speaker 3: on that, you can change it to recent. It completely
• 33:01
  Speaker 3: changes your feed.
• 33:03
  Speaker 1: Oh, wow. Okay.
• 33:05
  Speaker 3: Yep. The third one's on your app. So everybody, your
• 33:08
  Speaker 3: app runs a completely different algorithm and system. So if
• 33:11
  Speaker 3: you want a completely different feed, you can go and
• 33:13
  Speaker 3: look on your app. But the fourth one is the best. Absolutely.
• 33:17
  Speaker 3: No one really knows about it. And it's the best.
• 33:20
  Speaker 3: That's my secret. But there's a fourth one out there
• 33:22
  Speaker 3: as well. But what I'm saying to people is engaging
• 33:25
  Speaker 3: with your feed is something you should be doing every day. Okay?
• 33:30
  Speaker 3: Under these everyone's posts, you've got the like, comment, share,
• 33:33
  Speaker 3: or repost and send to people. When you get involved
• 33:37
  Speaker 3: in other people's posts, you're telling LinkedIn information. LinkedIn is
• 33:42
  Speaker 3: machine learning. Okay? So if you want to see more
• 33:45
  Speaker 3: posts around AI in your posts, get involved in more
• 33:48
  Speaker 3: AI posts. LinkedIn's got it. David likes AI posts, therefore
• 33:51
  Speaker 3: we start giving him more. If you like a particular person,
• 33:55
  Speaker 3: you like their stuff. The more you engage with them,
• 33:57
  Speaker 3: the more LinkedIn goes, yeah, absolutely. But also there's three
• 34:00
  Speaker 3: dots at the top of every single post. There's a
• 34:04
  Speaker 3: menu there. Every time you see three dots on LinkedIn,
• 34:06
  Speaker 3: go and do yourself a favor. Click on it and
• 34:08
  Speaker 3: discover what's in there. In this particular case, it allows
• 34:12
  Speaker 3: me to tell LinkedIn that I don't particularly like what
• 34:16
  Speaker 3: I see. Or, yeah, I do really like it. LinkedIn's
• 34:21
  Speaker 3: learning all the time. My feed, when I turn it
• 34:23
  Speaker 3: on in the morning, it's full of stuff from people
• 34:25
  Speaker 3: I like and subjects I like. I don't have 35%
• 34:28
  Speaker 3: of my feed full of promoted ads because I get
• 34:32
  Speaker 3: rid of them. There's things you can do. So feed
• 34:35
  Speaker 3: for me is one of those activities that just people
• 34:37
  Speaker 3: don't do. But do yourself a favour, Benjamin. Go and
• 34:40
  Speaker 3: play with your feeds. Tell LinkedIn what you like and
• 34:43
  Speaker 3: what you don't. And all of a sudden, your feeds
• 34:44
  Speaker 3: get to be a little bit better. And the more
• 34:46
  Speaker 3: you do it, the better they get. And therefore, you
• 34:49
  Speaker 3: don't need to spend much time looking for decent stuff.
• 34:51
  Speaker 3: So again, it's a time thing. You know, you need
• 34:54
  Speaker 3: to spend some time on your feed. Absolutely. But couldn't
• 34:57
  Speaker 3: it be better rather than scrolling for 30, 40, 50
• 34:59
  Speaker 3: seconds and there's nothing there you really like and you
• 35:01
  Speaker 3: just go on getting fed up. But you're actually seeing
• 35:04
  Speaker 3: stuff that really is interesting to you.
• 35:05
  Speaker 1: So, yeah.
• 35:06
  Speaker 2: That is fantastic, Tony. And, you know, you're you're I
• 35:10
  Speaker 2: know we're getting into the podcast. And usually I ask
• 35:12
  Speaker 2: our podcast guests, like, what's one takeaway? You just gave
• 35:15
  Speaker 2: a gold right there. If you guys are listening in,
• 35:19
  Speaker 2: I think you could apply that today in your feed
• 35:22
  Speaker 2: and look at that and say, OK.
• 35:25
  Speaker 1: What is that thing? Like you said, your training, the boss,
• 35:28
  Speaker 1: your training is to make sure it serves up what
• 35:30
  Speaker 1: is of most interest to you and removing that. That's powerful, Tony.
• 35:34
  Speaker 1: That helps you get that time down of all the
• 35:37
  Speaker 1: other junk.
• 35:38
  Speaker 3: I don't want people spending longer than they should do
• 35:40
  Speaker 3: on LinkedIn. So don't overpost. Don't be on the platform,
• 35:45
  Speaker 3: doom scrolling, as they call it. Make it constructive. Make
• 35:49
  Speaker 3: it positive. But LinkedIn's your friend. A lot of people
• 35:53
  Speaker 3: don't like LinkedIn. But if you actually understand how it
• 35:55
  Speaker 3: works and what it is, it's trying to help you.
• 35:58
  Speaker 1: Yes.
• 35:59
  Speaker 3: It's very clumsy in the way it tells people and
• 36:01
  Speaker 3: communicates with people. But yeah, and that's my top tip.
• 36:04
  Speaker 3: I was thinking earlier, but that is, yeah, really important.
• 36:07
  Speaker 3: Go and look at your feed. Look at that top
• 36:09
  Speaker 3: and recent. That's a toggle. Don't look at the other feeds.
• 36:12
  Speaker 3: You've got two different feeds, you know. But underneath them,
• 36:16
  Speaker 3: those four options.
• 36:18
  Speaker 1: Go.
• 36:19
  Speaker 3: So actually, another tip. If you comment on someone's post,
• 36:25
  Speaker 3: that gives you reach.
• 36:30
  Speaker 1: There you go. So that's because they see that, right?
• 36:32
  Speaker 2: You're interacting and you might get more responses on that
• 36:36
  Speaker 2: comment than you would even your own post or something.
• 36:39
  Speaker 3: LinkedIn is saying proper commenting is as powerful as posting
• 36:43
  Speaker 3: at the moment in time if it's done properly.
• 36:45
  Speaker 1: There you go. Um, Tony, this has been fantastic to
• 36:48
  Speaker 1: have you on the podcast. I would love to have
• 36:50
  Speaker 1: you come back again.
• 36:51
  Speaker 2: This is, you know, you and I met through networking,
• 36:53
  Speaker 2: another networking group, and I really see the value you
• 36:56
  Speaker 2: brought there. And I wanted to have you on the
• 36:57
  Speaker 2: podcast because, you know, business owners, there's just slam. There's
• 37:00
  Speaker 2: so many things that they're trying to do. And like
• 37:02
  Speaker 2: I said, at the beginning of this podcast, why. I
• 37:04
  Speaker 2: run steward your business is the same thing. We don't
• 37:06
  Speaker 2: want you to spend more time than you have to
• 37:07
  Speaker 2: on certain things. We want to empower you and empower
• 37:10
  Speaker 2: your team. And you can absolutely like work with Tony
• 37:13
  Speaker 2: and get your team engaged so that you can step
• 37:15
  Speaker 2: away and they can do these things for you on
• 37:17
  Speaker 2: your behalf. And so that you're not, Being a time suck,
• 37:21
  Speaker 2: but actually being, you know, like you just said at
• 37:24
  Speaker 2: the beginning, Tony, bringing the right people in, having the
• 37:26
  Speaker 2: right conversations, the credibility, getting the sales, all of that
• 37:30
  Speaker 2: at the end of the day so that it's a
• 37:31
  Speaker 2: return on investment. It's not a sink. And I think
• 37:33
  Speaker 2: that's the big takeaway I'm hearing about, Tony, is you don't.
• 37:37
  Speaker 2: There's things you can do much better and efficiently. And
• 37:40
  Speaker 2: if you want to connect with Tony, we're going to
• 37:41
  Speaker 2: put all in our show notes how you can do that.
• 37:43
  Speaker 2: Of course, you just look up Tony K. Silver on LinkedIn.
• 37:46
  Speaker 2: You're going to find him there. He's connected with me,
• 37:48
  Speaker 2: and he's got great articles.
• 37:50
  Speaker 3: I've made it very easy because there's only one Tony K.
• 37:52
  Speaker 3: Silver in the world on LinkedIn and Google.
• 37:55
  Speaker 1: There you go.
• 37:56
  Speaker 2: So very easy to find Tony. Tony, I just want
• 37:59
  Speaker 2: to say thanks for coming on here with us, and
• 38:02
  Speaker 2: I would love to have you back again.
• 38:03
  Speaker 1: It was a real pleasure having you here. Fantastic. Well, thanks, everybody.
• 38:10
  Speaker 3: Basically, please take action. Don't implement some of the stuff
• 38:17
  Speaker 3: you've heard from me today. You could think it's good
• 38:19
  Speaker 3: for your business. Otherwise, you just wasted 38 minutes listening
• 38:22
  Speaker 3: to something.
• 38:23
  Speaker 1: Yes.
• 38:24
  Speaker 3: Action is really important.
• 38:26
  Speaker 2: You've got to take action. That's what we're all about
• 38:28
  Speaker 2: here on the Business Roundtable podcast. We want to help
• 38:31
  Speaker 2: you steward your time, your business well. And so if
• 38:35
  Speaker 2: you felt this was helpful and beneficial, of course, please
• 38:37
  Speaker 2: share it. We always appreciate that.
• 38:40
  Speaker 1: Leave comments. If you want to challenge Tony in a comment,
• 38:42
  Speaker 1: feel free. Put a comment in there. We love feedback.
• 38:45
  Speaker 3: Bring it on.
• 38:46
  Speaker 1: We love that.
• 38:47
  Speaker 3: You win.
• 38:48
  Speaker 2: Yes, and hopefully we'll come back to our next episode. Subscribe, like, follow.
• 38:53
  Speaker 2: We all appreciate that. Thanks, everybody, for joining us.
• 38:56
  Speaker 3: Thank you, Tony.
• 38:57
  Speaker 1: Until next time, be well.
• 38:58
  Speaker 2: Thanks, folks.