Module 5 - TRANSCRIPT - LinkedIn Richeslinkedinriches.com/.../2015/02/Module-5-TRANSCRIPT.pdf ·...

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MODULE 5 - TRANSCRIPT

Hey, it's John Nemo. Welcome back. I'm really excited about this module, because it's key to developing a presence on LinkedIn that is going to result in a ton of targeted leads and inbound kind of marketing, where people are coming to you, they're impressed with what you're doing and they want to do business with you as a result. And what I'm talking about here is creating and publishing really good valuable content on LinkedIn. And then more importantly even, I'm going to show you how to share that with thousands, if not millions of people all at once, with just a few quick clicks of your mouse. Okay? So with that as our set up let's get started.

So what I do is I start here on my Home screen. I click in this little box, it says, "What's on your Mind?" And I'm going to show you here on the right you can see a couple little icons. You've got a paperclip and a pencil. Now the paperclip is if I want to upload a certain attachment. And the pencil is if I want to create a new blog, right?

So if I mouse over in the area you'll see the paperclip is where I can upload an image or a file and then that'll just share that in my home stream, like you can see people are sharing images here. Very visual, right?

Now I want to start a new blog post. I want to create and blog on LinkedIn. And this is one of the biggest changes and most exciting things that's happened on LinkedIn within the last six months to a year is opening up this publishing platform to the world. So basically what LinkedIn has done if you're not familiar with this, is they've given all 300 million plus members our own personal space to blog on LinkedIn. That means sharing any kind of content we want, written content, images, videos, whatever you could dream up and share on LinkedIn, they've now built in a platform for you for free to instantly share that on LinkedIn. And what's really cool about this is, not only can the content that you create and share be seen by everyone in your network, so all your connections . . . I'm going to show you


again how to share that with millions of people all at once. And LinkedIn will also do you a favor.

If you write really good content with good headlines and they get a lot of likes and views and engagement, just like the real world social media, the more shares and likes and engagement your posts get, LinkedIn will feature it. It will put it on certain channels of its Pulse Newsletter. It will then make the post even more viral. And what you'll see happen is you may write a post that at first might get 10 views, 50 views, 100 views. But if it starts picking up steam and LinkedIn says, "Hey, this is really good. We're going to feature it on our Careers Channel on Pulse, that oh, by the way, ten million people subscribe to." And automatically then it gets pushed into the feed of 10 million people. All of a sudden your views are going to skyrocket. Your likes are going to skyrocket. Your shares are going to skyrocket. And that one little piece of content might end up in 600 people looking at your profile that day, out of the 400,000 that looked at the post, right?

Those 600 people might turn into 100 great leads, or whatever, depending on again how your profile is set up, if it's set up to be client facing and to move people into a sales funnel. So this is why content is so powerful. Also, the great thing about this platform on LinkedIn with publishing is you now have the opportunity to demonstrate your expertise. You now have the opportunity to show people, not just tell them that you're great at what you do, but to show them. What I mean by that is giving them free valuable insight, information, advice with what you write, with what you create. Whether it's graphics or artwork or written content. Even if you're a coach, a speaker, a trainer, or if you just want to get your personality showcased and you're good talking in front of a camera, you can make videos and have a video blog on LinkedIn where people can see you and get to know you and follow you as somebody that gives away great content on LinkedIn and they feel like they know you because again it's like watching a TV show every time you post. That is so valuable, right? It builds such great credibility so quickly.


So we're going to walk through on this module how to really create a great post, what goes into that. And in other modules I'm going to give you ideas for types of content to create, what you want to do. Again, the number one thing with the content you create on LinkedIn is it needs to be what I call client facing, right? Again, what's the value or the benefit for your ideal client or customer? If they read this piece of content, if they consume this piece content, what's in it for them? It's not a sales pitch. It's not, "Wow! Look at our company." It's not, "Hey, I won an award." It's not a press release. It's, this is how you, Client X can make more money or can reduce turnover or can increase retention or whatever it is, whatever benefit you want to provide your clients needs to come across in your content. And what I call this is really just reverse engineering your key sales pitches, your key benefits and values.

So let me explain to you a really quick story of how I did this. And I'll actually use this blog post to demonstrate that as I go, okay?

So in this case I'm going to obviously be selling the benefits of LinkedIn Riches, right? Of this premium training that you're inside of. I'm going to publish a free piece of content on LinkedIn that catches people's attention, that gets them excited, that has them going, "Wow! I didn't realize I could use LinkedIn this way and be creative and try this strategy and end up getting contracts out of this that could be worth $10,000 or more." "Wow! this is great free content, great free advice. I'm going to try this and by the way, who's this John Nemo guy? I need to pay attention to him. I need to follow him. I need to view his profile. I need to check his stuff out. Oh wait, he's got a book on LinkedIn? Oh wait, he's got a premium training course on LinkedIn? Cool, if his free stuff is this valuable, then I want to check out his paid stuff." So that's the cycle, the funnel that we want to walk people through.

So I want to tell you one quick story to really illustrate this concept of reverse engineering your sales pitch, your unique value or benefit to customers, reverse engineering that as a piece of content on LinkedIn. And I'm going to show you how simple this is to do.


The story I'm going to show you actually happened before LinkedIn even had a publishing platform. I was back doing this right as an early bird, years ago, within LinkedIn groups I would even go in and copy and paste in unique pieces of content to reverse engineer a solution that I wanted to offer to people, a marketing service that I wanted to offer. And it would turn into clients. So watch this.

So here's just one example of how I got leads out of this, just from one group that I shared it. This was a debt collection agency management group, right? So it was debt collection agency owners and things like that and I went into the group and I didn't go in with a blatant sales pitch or spam. I went in instead and I did what I call reverse engineering my sales services. So what I mean by that is I sell video marketing services. I make marketing videos for clients, debt collection agencies, whoever. I didn't go into this LinkedIn group and say, "Hey hire me. I make videos. Who needs a video?" You know I'm not like the vendor at the ball game, "Hey! Who's ready?" Like, no you don't do that on LinkedIn. Nobody knows me. Nobody trusts me, right? I can't just go in with a slimy sales pitch.

Instead I brought value. So I said, "Hey, here's three reasons a video could be critical for marketing your collection agency." One, two, three, boom, boom, boom. "Here're some stats. Here's some realities. Here's how it helps with connecting with customers, search engine optimization, all these different things." And by the way at the bottom, I put a sample video in. "Here's a sample video I made for debt collection agency." And I was very transparent. You can see in the last paragraph I say, "Hey if you've got examples of your own marketing videos, share them. Maybe we can learn from each other." No sales pitch anywhere in there. But look what happens in the comments.

Ty: "Hey, would you be able to estimate an approximate cost for something similar to the video you put in there? Here, give me a call direct. Here's my phone number." This is in public comments.

Another guy Gary: "Please give me a call to talk about what your company can do and how we can get started.


A third comment in the same group! "My name is Mike. I'm the owner of this agency. I want to talk to you about marketing services. Here's my phone number."

You guys, this is like walking into the bar and all the beautiful people rushing forward and thrusting their phone number into your hand. Okay? But the point is, on LinkedIn it happens to me all the time. Because again, I'm going where my target audience is, and I'm sharing something of value. I'm not trying to sell them or spam them. Instead I'm reverse engineering the marketing service I want to sell, but I'm showing the value of it to them. So in their mind they go, "Well yeah, I should look using a video for my business. These are good points." Or, "We've got a video guy on staff, let's have him do this." Or, "I don't have anybody so let's hire this guy. It looks like he knows what he's doing. He's all about me." See how that works? See how that could work for your niche, your industry? And what makes this even better is that LinkedIn has gone all-in on content being the foundation of marketing on their network, right? They're all in on this. And the studies that are coming out are incredible, right?

This is from a LinkedIn study of its own users. The average LinkedIn user is spending eight hours a week looking for content to consume on LinkedIn, for your content right? 91% of the professionals that are on LinkedIn are going there for their news, for their content, not to Twitter, not to Facebook, not to YouTube, right? Not to even online news services. And you can see the different types of content that are most popular, right? It's research, it's industry news, maybe it's career advice or case studies. All those types of things. It's all available for us to leverage.

All right, so let's get to it. I want to talk a little bit more about what works really well on LinkedIn in terms of what type of content to publish. What works really good on LinkedIn, which won't surprise you is how to, right? How to achieve something in business. How to achieve a certain goal for your business. How to achieve something for your career. How to get a certain job. How to get a certain promotion. How to deal with employees. How to, how to, how to, right? There's a


pattern here. Those kind of titles work really well. How to achieve X, Y, Z, right? Or why you can achieve more doing X, Y, Z. And I'm going to have tons of resources on this page as you look around during the training for how to write great headlines and what goes into all this. But understand on LinkedIn, the more practical advice you can give your ideal audience on how to achieve something that's going to help them, the better it's going to be for you. And of course you want to tie it and reverse engineer it to a service or a product you provide.

So let's get to it. What you're looking at right now is a blank canvas. I've opened up a new post. I'm going to start publishing on LinkedIn. The first thing you can see is I've got this big canvas area where it says, "Add an image". And I want to do that because you can see on the right hand side how LinkedIn displays blog posts. These are all blog posts over here that I have written in the past, here on the left, okay? And you can say they each kind of have a thumbnail image, right? I've got one where it's a finger pointing to you or I've got Brad Pitt. I've got a football, a light bulb, handshake, money, guy playing a guitar, something to catch people's attention.

The other key thing I want to point out with posts is the titles, right? Not only do you want to catch people's attention, you know that time my pants got pulled down in public, Whoa! What happened there right? There's curiosity. I want to click on that and find out what the heck he's talking about. "The strangest secret, not what you think it is". "How a singer you never heard of sold 150 million records", right? Trying to spark curiosity, or even just a more straightforward one: "The simple secret to creating more lifetime customers", right? Or, "How a game of football changed my career". But the point also I want to illustrate with these headlines that you're looking at is see how they're all fit onto the page, except for this one. See this? "The single biggest career advantage you have, but ..." that's too long of a title. So what you're going to learn when you write a LinkedIn title, when you work on this headline area that I just highlighted was you have limited space. You could only really fit in five, six, seven, eight words if you want to have it show up well here on the side.


If you have too many words, for example here I have "The One Simple Secret Making your LinkedIn Profi . . . " like, no you don't want to have the . . . Again, you're competing to get people's eyeballs right away. So you can see some of my titles were too long. And . . . right? So I worked hard to get these down so that you can view them all in one area, really quickly, and it's one nice complete sentence. So that's a key thing.

Also, obviously you want to have an eye-catching image here, because you can see it's very small so you need something that's going to grab their attention, because as they're scrolling through all these images and all these headlines on LinkedIn, what's going to make me stop? Is it a headline? Is it Brad Pitt going, "Oh, how to get the Brad Pitt treatment on LinkedIn."? "Hmm, click on that. What's that?" Or, "Oh, guy pointing at me," right? Or, "Oh, football, sports huh? Oh, this is a business in sports lesson," right?

So now that we've set that up, let's get this post going. So one of my favorite places to go to find great images that are very inexpensive and legal and easy is called Dollar Photo Club. You can see it here. I'll put a link here on the training page, DollarPhotoClub.com. It's literally one dollar per image. All the royalties are covered. All legal stuff is covered. You buy the image for literally one dollar and you have all the rights that you need to share it anywhere you want online, printouts, whatever. So I use this all the time, because stock images are really valuable, really important and you want to find a good source of those.

So for this post I'm going to be talking about how to get clients on LinkedIn really quickly. So I went in and I just typed in "stopwatch" and I hit search and it pulled up some stopwatch options. And so I went through and I looked and I kind of was like, "Oh, okay, I like this one or I like that one." And I actually ended up buying this one and you can see . . . I like the blue, because it kind of goes with LinkedIn's color schemes. Download it for a dollar right here. It costs a whole dollar, so it's great. I downloaded it, now I'm going to go back to my LinkedIn page. I'm going


to add it. So I'm going to go over here. I'm going to find my little stopwatch. I'm going to upload it.

All right, and as you can see my image popped in. So I can go ahead and get that all set up. I can drag it, move it around, kind of get it just where I want it. I think I'm going to just put the five right over my head there. So I'm going to click Save and I'm going to save a draft of that post. And now I'm going to come up with a headline. I've got a headline already. I'm actually going to borrow it from another blog post I used. And I'm going to tell a great story in the process. And one of the things really good content on LinkedIn is going to do is tell a good story, right? And you can see now here on the left, let me show you with my little tool. You can see my headline's too long. It's not going to all fit there, so I'm going to have to play with that and make sure that I can get that fitting exactly where I want it. So let's clear that out. Let's play with our headline. Okay, so as you can see, I've been playing around with the title. I've got it fitting here now and you can see it on the top left. "How to Land New Clients in 14 Seconds or Less". So I like that for now. I may go back and change that.

One thing I want to really emphasize for you when you're creating any piece of content, but especially blog posts - and I don't want to do it here on the module, because I don't want to have you here all day. But I want you to spend 80 to 90% of the time when you create content on the headline. And yes, you heard me right, 80 to 90% of your time needs to be on crafting a perfect, perfect headline because here's the thing. If you don't write an amazing headline, a killer headline, no one's going to read your post. So even if you put all this great work into writing the world's best blog post and it's client facing and it has all this value, if you write a crappy headline no one's ever going to read it. They're going to skip right by it and you're not going to get any views and you're going to be all depressed and wondering why, what you wrong. And it might just be you had a bad headline, okay? So use the resources that I've put on this page to learn and understand the craft of creating great headlines. I can't emphasize that enough.


So now for this example, let's say that this headline "How to Land New Clients in 14 Seconds or Less" works for me. I'm thrilled with it. I've done all of my testing. I'm excited. I want to keep moving. Okay? Great. So now we're on to the next part of the blog. I've got my background photo loaded. I've got my headline. And now you can see I've got this area where I can start writing. So what I'm going to do is actually just copy and paste some text over from a different blog, and this is perfectly acceptable behavior if you want to copy and paste over old blogs that you've used before and use them on LinkedIn. That's totally fine. People do that all the time. They repurpose their content because again, people on you blog versus people on LinkedIn, they may not be on both sites. They may not be seeing the same stuff. So I love being able to go in and repurpose blogs that maybe haven't been out for a while, or that I've never shared on LinkedIn, because it may be there might be a whole new audience on LinkedIn that hasn't seen this before.

So what I do is I put in my text and I start . . . again, first sentence has to really catch your attention, because people are going to look at the headline and the image first. If that makes them curious enough, they'll click on it. And then they're going to read the first sentence. And it's like anything else, the goal is to keep them going to the next sentence and the next sentence and the next sentence. So make sure your first sentence really grabs them by the shirt collar and doesn't let go.

So in my case, my first sentence is, "This 60 second video got me more than $10,000 in business from a guy who'd never heard of me before." Right? So you're immediately curious and you're going to go, "What?" And I'm actually going to say, "This 60 second YouTube video," because that's going to be even more curiosity, because people are going to be like, "What, was it a funny cat video? What was it?" And so I go in and I explain here, I'm going to actually embed the LinkedIn video, so I'm going to show you how to do that.

And so I'm actually going to go over now and get the code for the video, because one of the things you can do with LinkedIn's publishing is embed videos from YouTube, which is really cool. Have them right in your post. They can play it right


in there. So the way that you need to do it, at least as of this recording - hopefully LinkedIn will make it easier, is go to the actual video, put your mouse over the video and right click. And you click Get embed Code. And then you see, it pulls up this code and you just copy that. So you go Edit > Copy or Control-C, whatever you want to say. You copy the code, you go back over to LinkedIn and you see this little tool here, this little video icon where it says embed? Click that. Paste in the code that YouTube gave you, Add Media and then it spits the video in wherever my cursor was. So I've got a video called Send it in Jerome, right? So what I want people to do is obviously read the first sentence, watch the video. And now again they're intrigued. They're like, "Why is this video of a guy breaking the backboard slam dunking a basketball, why did that get John a $10,000 contract?"

And so basically then I go into the post and I explain the story, right? And the short story behind this is basically, was going through LinkedIn, prospecting, saw that a guy went to the University of Pittsburgh, which is featured in this video. And I remembered based on the years that he had gone to Pittsburgh, looking at his profile, I was like, "Oh, I remember there was a famous play with Pittsburgh's college basketball team during that era." I'm a huge sports fan. I remember college basketball well. A guy, a Pittsburgh player, went up and dunked the basketball and shattered the glass backboard. It was in national news, because the Pittsburgh team . . . the game was on national TV at the time. They were one of the top teams in the country. So I sent the guy this video after I connected with him on LinkedIn. And then he immediately writes back and goes, "Oh my gosh! I was at the game. I saw the guy slam the ball. I saw the backboard explode. The whole arena went crazy. I'm going to show this to everybody in the office today. They're not going to believe it. Oh man, I'm going to be telling stories the rest of the day. This is awesome. And hey, I'm going to go check out your stuff right away and get back to you. We're looking for some marketing help, so I definitely want to know more about your services."

So immediately I had this hook with the guy. And long story short, I ended up having a call with him the next week and I got a $10,000 contract, all because this


video got me in the door. And I'm not making this up. When I audited my client list at the end of the year, when I was talking to this guy about, "Why did you choose Nemo Media Group and what really set us apart and how did we win your business? How can we keep winning it in the future? What do we do well?" He said, "I'll be honest with you. The reason we chose you, and the reason you really stood out was Send it in Jerome, was this video. And the fact that you just immediately were different, and fun, and creative, and personal." And he goes, "As a marketing guy I looked at that and was like, 'Wow, if he can market that well to me, to know my back story and know what's going to get my personal attention and get me excited, what will he do for our clients?'" Right, "How will he go and approach our clients and be creative and innovative with them as a marketing agency that we outsource to?" And so that immediately sold him on my ingenuity, my creativity, my ability to be clever with LinkedIn and personalize it. And that's why I got the contract.

So this is really what that blog post is all about, is just telling that story that I just told you. So let's go through formatting it. Then I'm going to show you how to share it with everybody all at once, which is the greatest thing ever.

So I've got my headline. I've got my text. I've got my video. Now one of the things I really want to do throughout the post is add in some places where I can break up the text, right? So I'm going to use some of these big headlines. I can click H-1 or I can click H-2, which is headline one or headline two to kind of really call attention to it. I can bold it. I can add in hyperlinks or pull quotes. I can center text. Just like you format a Word document. So what I'm going to do is just kind of scroll through and I italicize a quote from him, right? And I'm going to add in another subhead here and bold that.

I've already got a photo in there, so I can just right align that photo, so it lines up nice. And the nice think about LinkedIn's publishing is this is exactly how it's going to look on LinkedIn. So I go in, and I go, "Oh, okay, yeah. This makes sense.


This looks good. I've got photos. I've got a little call to action. Let me just see. And I'm going to save it, again, testing it, checking it."

All right so one of the ways I really want to finish strong is I don't people just to read the post, get fired up, get excited and then forget about me. Okay? There are ways that they can follow me or connect with me and things like that. But I want to make it a no-brainer. After you've gone through my post, you've gotten revalue, I've told you a great story, I've demonstrated some expertise, I've helped you kind of see, "Oh, this is a great tip. This is a quick win, an easy idea, something I can apply. What else does this guy have?" I want to finish my post with a strong call to action.

So you can see I've done that here with my About the Author section, where I'm basically saying, "Hey, this is who John Nemo is. He's a LinkedIn marketing consultant and trainer. He teaches others how to leverage LinkedIn to do this, to get more leads," blah, blah, blah. "He's got a best-selling book," which by the way is right here. You can see the cover. And then what I do with all that, right, is I hyperlink it. So I can actually click on the image. I just imported an image right here using the camera, resized it, dumped it in, just like you do with a blog. And then I'll put in a link and then I'll actually link to my website store page. So LinkedInRiches.com. I'm going to go over here and get my store page. So yeah, this is what I want, because then I'll send him over to my store where the book is. Okay. So then I'll just go back to where I have this post and I will highlight that, paste that in and now that image is clickable and will link them right to the book sales page.

So another call to action I'm going to have at the very bottom of the post is getting people on my email list. So I'm going to say, "Click the image below or visit the LinkedIn Riches website to get more great free tips like this." It's very simple. It's like giving people a sample of ice cream and saying, "Hey, if you liked that sample and you want to buy a sundae, here's where to get it. Here's our store." Right? It's no different than going to the grocery store on a Saturday or Sunday and they're


handing out free samples and if you want more, "Here's a box. You can buy the whole thing." Same idea here with your content on LinkedIn is, "Here's a free sample. If you think this is valuable we've got more here." You're moving them through a funnel. You're moving them through a process.

So in my case, here's a product I can promote in a non-salesy, non-pushy way. And here's an email list free, right? You're going to get more tips. I'm going to give you more value. Just click on the image. Again, I highlight the image. I click the hyperlink. I paste in the URL I want to send them to. And that will make sure that when they do that it takes them right to the email list to sign up. So I've got it all saved. I kind of look through it again. I can format it. I can come back. So I'm going to go ahead and publish this and now it's live on LinkedIn.

And so if I need to go back I can always change it and edit it. But you'll see this is what it's going to look like on LinkedIn. And you can see on the left-hand side as well now here's how it's displaying in the news feed for people on LinkedIn Pulse, which is their news app.

So what I need to do is make sure after I publish my post that it looks good, right? Okay, I've got a real catchy image here, a stopwatch, "How to Land New Clients in 14 Seconds", so the image kind of connects with the headline. Oh, like, okay fast. Hmm, what's this? Right? You can see other headlines and what's working well and what's not and some of these are maybe running on too long. Are any of these photos really good? Do they catch my eye? Because that's what I'm competing with. So it's good to look through. Anyway, let's make sure my post is live and looking good. So I'm going to scroll through. You can see I've got options on editing it. These are the sharing areas where people can share it. But you can see here's the video. Okay, the video is playing just fine. It's loading up, great, okay that's all set.

Now what I want to do is just go down and scroll through and make sure everything looks good. Ah, see this image is broken, so I'm going to go back in. I'm going to edit this. Okay, so I found another image. I'm able to resize it, insert it,


looks good, so I'm going to update my post because it is live. So let's get it updated and let's check it one more time. And this sometimes happens with LinkedIn. There are sometimes bugs with the system, depending on your browser. Again, make sure you videos look good. Now my new photo looks great. No repeat. The headline looks good. I like the way that the photo kind of plays into it. And again, you can see my area here About the Author. Okay, yup, this hyperlinks and clicks over to my website to the store page. Great. This links over okay. This links over great. This is clickable, wonderful. All my links are working. Great.

Now, now the magic begins. So the first thing I can do is obviously I can email this to people with my main email list. I can go on Twitter and I can share it. LinkedIn prepopulates everything for me with the title of it, with my Twitter handle, which is great. So I'm going to go ahead and Tweet it out. Boom. Done. I've already shared it with all my Twitter followers. I can go over to Google Plus, same thing. I can add a new comment. It's going to prepopulate and fill in everything for me. "Love this post, one of my all-time favorite stories about LinkedIn success," right? So I'm going to go ahead and share that. So I'm sharing this on all my other social channels. I can go ahead and share it on Facebook. It'll populate there. But what I really want to show you with this module, what's going to get you really excited is the ability now to obviously share it on LinkedIn, to share it on the native platform so to speak, correct?

So, what we can do is share it with thousands, if not millions of people all at once, right here, right now in this little box. So let me start over. All I did was click this little LinkedIn square and I'm going to bring this into the screen so you can see. And it pops up a little window that says, "Hey, you want to share this on other places in LinkedIn? Great. Tell me where you want to share it."

Now I don't want to share it as an update, because it already went out as an update once. So I'm going to undo that. But what I can do here is edit the headline and edit the summary. I don't like that that's cut off so I'm going to go ahead. "Read this post to find out how." Right? So I'm just kind of cleaning that up. You know what?


I think that looks good so I'm going to . . . "How to Land New Clients . . . " Let's say, "Clients on LinkedIn in 14 Seconds or less." Okay, so I like the headline and I like the little summary. The image looks good. Now again, I don't want to share it as a personal update, because it already went out on my feed automatically as soon as I published it. This is where the magic happens though is you click Post to Groups. And remember, at this point I'm already in up to 50 different LinkedIn groups in my targeted niche trying to reach my target audience. And as I showed you when I'm signing up for groups, they can have tens of thousands, if not hundreds of thousands of members. They can have 40,000, 100,000, a million members. Okay?

When you share your post to a group, and it gets published in a group then all 40,000 or 100,000 or a million members see it. It shows up in their news feeds. It shows up in their alerts. It shows up in the group. That's the power of LinkedIn. So what I'm going to do rather than copying and pasting the URL to this blog into my 50 different LinkedIn groups, opening up 50 different windows or browsers, is just share it all at once. So what LinkedIn does with this box that I opened up, this sharing box, is it lets me literally type in just the first letter of the alphabet and it will pull up every LinkedIn group I'm in starting with the letter A. And then I just pull up every LinkedIn group I'm in starting with the letter B. And again, these are all targeted groups in my niche. The content I created is geared toward these guys, so it's going to be a perfect fit for these groups. That's important, because I don't want to get flagged in these groups sharing content that's not relevant.

So for instance, if this post was about health care for your toe, right, I wouldn't want to be sharing it in B to B online marketing or business networking international groups, right? I'd want to be sharing it in podiatry places or whatever. And that's fine. So you want to make sure, again, when you're joining groups or if you're in a bunch of different groups across different industries, be careful as you're selecting them here not to go and share it in the wrong groups.


So I'm just going through every single letter of the alphabet and I'm sharing it one by one. And what it's going to do is it's going to share it in all these groups all at once, once I'm ready. So I'm going to go through real quickly. You can see I'm literally just typing through the alphabet. See how fast this is, rather than having to go through and copy, paste, copy, paste, copy, paste. This is a beautiful secret little hack on LinkedIn that I don't see a lot of people understanding or knowing about. So we're going to go ahead and get this done. We're going to go through and I'm going to let you watch, because you're going to see how fast and easy this is. And if you're not sure . . . "Oh, did I click that group already?" Just click it again, because LinkedIn won't double post it. So you can just go through, and you can see right now I'm lining up to share this post in 30, 40, 50 different groups all at once probably totaling a couple million people, which is awesome, right?

So if this post really catches fire inside these groups where I'm sharing, if it starts getting engagement and comments and driving views, again the way LinkedIn works is if Fred sees it in his Sticky Branding group and comments on it, well now not only will people in the Sticky Branding groups see it but people in Fred's home page home feed will see it and they'll go, "Fred commented on a post that John Nemo did. What's that? Oh the title's interesting," or, "the image is interesting. I'm going to go look at it too." And then people in their feed see it. And on and on and on it goes, which is the magic of LinkedIn, of course.

Okay, so at this point I've identified all my groups, 40 or 50 groups. Now this is a key thing. See where it says "Add a Discussion Title"? A lot of people make a mistake and they just copy and paste in the blog post name or the content name. And I do not want to do that. One of the secrets to really getting your posts not only approved and published inside of LinkedIn groups is all in the discussion title, but also getting engagement, right? So it's very important that you don't put in a gimmicky title or a "go read this title", but rather think of it again like a cocktail party or a dinner party. Ask a question that has a social cue to prompt a response. So, "Yes or no? Is this a good idea? What do you think of this? Am I using LinkedIn the right way? Would you try this tactic on LinkedIn?"


So in my case I've done a little brainstorming and I'm thinking what's a good question to kind of peak people's interest in the group? And I think what I'm going to say is this, "What's the most outrageous thing you've sent a new LinkedIn connection? For me, it was a 60 second video of a basketball player shattering a glass backboard during a game, during a 1988 college basketball game. And true story, it ended up getting me a huge marketing contract. I'd love to hear any unusual or unorthodox approaches you take to connecting and messaging and sharing with new contacts on LinkedIn. And if you've ended up . . . ," let's see, and you just have to kind of think this out, "with any crazy or fun stories as a result. And hopefully some success, too. And just to explain the full story, I blogged about it here on LinkedIn and a link to the full post is below. But first and foremost . . . "

Okay. But I always want to make this about the group discussion. Yes, I want people to go over and look at my link, but I want the group moderators and the group members also just to be able to have a standalone discussion, I don't want it to have to be based on my post, right? I want them to come in and share their own crazy stories, right? So maybe I'm going to change this. I'm going to play with this now that I'm thinking about it. "Would you ever send a funny YouTube video to a LinkedIn connection. Why or why not?" You know, I don't know. I mean I'm trying to think out loud here guys. And this kind of the fun part of it, and you can experiment it, and you can play with it. You can test it or maybe you just do ten groups first and share it. Then re-share the icon again. Do another ten groups, with a different subject line, and different title, and she what works, see what kind of questions get responded to.

Okay, and I've done even more tweaking because again, this is critical. Really understanding how important these headlines are, or these questions. Not only the headline for the blog up here at the top, right, "How to Land New Clients on LinkedIn in 14 seconds or less", and then a great one sentence teaser, but really going down to the group discussion and saying, "Now I've tried a new question that I'm going to test with some of these groups. 'What's the most off topic or


outrageous LinkedIn message you've ever sent or received and did it work?'" And maybe I'm going to shorten that even more. "What's the most outrageous LinkedIn message you've ever sent or received and did it work?" Again, inspiring curiosity, that's a social cue for you to share a story with me in the comments. And I'm going to say, "For me, it was a 60 second video I sent to a new connection that featured a basketball player shattering a glass backboard during 1988 college game." Right?

So I'm going to share my crazy story first, "And true story, it ended up getting me a huge marketing contract." And then I say, "I'd love to hear any unusual or unorthodox approaches you've taken to connect in messaging and sharing with contacts in LinkedIn. Any funny stories," and then of course, "By the way I'll share my blog below of my full story. But either way let me know in the comments right away your stories," so that we can have a standalone discussion, too. Because the key again is being the host, right, being the host of this conversation, this dinner party atmosphere, this mixer of, "Hey, you know, what do you guys think of this? Have you ever had anything crazy like that happen?" etc., etc. And then yes, you have valuable content it links too, but you're not having to do a heavy sales push. And you're cueing people to start engaging and bantering with you.

So I'm happy about this. I'm excited about it. I have one final option. I can send this to individuals. So if I have a certain client that I know is a college basketball fan, maybe his name is Bill. I can type in "Bill" and it's going to pull up Bill from my connections. Bill Boggs is my guy, and I'll say, "John Nemo wants to see this," or, "Check this out Bill. Thought you might be interested in seeing this is what they put in. Hilarious result from this story about college hoops." You know, I could send it individuals as well. In this case I don't want to, but that's just another option all within this one sharing box, which is great.

So I'm going to click Share, and it says, "You've successfully shared this." So now that instantly got submitted to 50 different LinkedIn groups ranging in membership from 200 to 900,000 members, right? So it should now be proliferating and spreading across LinkedIn as we speak, which is awesome, right? The ability to


share this instantaneously. And so now what I'm going to do is go in, and you can see my home feed. I've already got stuff popping up. "John published a post," right? Here it is. And people are already commenting. This is crazy you guys.

Matt already added two comments. I'm going in. Okay it published in this group and it's going to start showing up in more and more groups. John started a discussion. So again, I can go in under my notifications, immediately see this person commented on the post. All right. I'm going to go in, click on his name, see the post. Here's the two comments. I'm going to go in and immediately start interacting with Matt, figure out, "Oh, am I connected to this guy? Is he a prospect? Is he a client?" I'm going to like it. I'm going to reply. You know, and I'll just say, "Good point Matt," and I'm going to make sure I tag him in the comments just like Facebook, because I want him to see that and that's how LinkedIn tags. "It definitely has to be something you're comfortable with, and something that fits your personality and approach to . . . " So that way again, this is within my post. But again, being a good dinner host. If he took time to comment and reply, I want to interact with him. And this is just the price of admission for LinkedIn. And what's beautiful about it now, is if Matt sees this and comments, again, on his home feed it's going to show up to all his friends. "Matt's talking to John about this funny basketball story." They're going to come over and check it. I'm going to get more views, more comments, more leads. And what I can do then is watch my stats here on LinkedIn.

So I just published it, but what I'm going to see is that okay, yup, now I can watch. The little eyeball tells me it's had four views. The thumb is going to say if people like it. The comments is going to say if people are commenting on it. And as the day goes on, as I refresh that, it's just going to go up and up and up. And the beautiful thing is . . . So I'll even refresh it now and see if it's adding views. I'm going to get more notifications, more people are going to be coming in, commenting, liking, whatever, and I'll just keep watching it. And one of the things then you can do, and I'm going to show you with a different post what happens when it really kind of catches fire.


So let's give you an example of a post I wrote just like that. Did this exact same method guys. where I submitted it to different groups and different niches, and I'll show you one that got over 600 comments and thousands of views. Let me find it. And you can see this post had 3,400 views, 400 likes, 600 comments. Oh my gosh! Right? Got so many leads from this and it was all about, again, a how to post, "How to make your LinkedIn invites irresistible". And it was, again, aimed at a very specific audience, promoting LinkedIn Riches content, being able to say, "Hey, here's what you do. Here's a fun, interactive video to kind of show you what goes into a good invite," etc, etc. And then at the bottom, again, see I had a call to action with a link to the book. So I'm promoting that. This is the power of content on LinkedIn. I hope you're getting excited and seeing this.

And now to kind of finish this up, one of the last things you're going notice after you publish new posts is they're going to show up on your profile right under your photo. So can see very clearly here, this was the new post I just published. It's already front and center. It's going to be kind of a now showpiece piece of content for people. And what I can also track is my followers. Followers is going to be the amount of connections that you have, plus just random people that subscribe and say, "Wow, this John Nemo guy, I want to follow him and pay attention to him." The bigger this number is the better, because every time I publish a post now, 3,000 people immediately have a little notification up here under their flag that says, "Hey, John Nemo, that guy you follow published a new post." Okay. Plus I'm sharing it in my home feed with my connections, plus I'm sharing it in all those groups, and that's how we get a post going viral.

Now I want to show you one more example of when I post gets picked up by LinkedIn, so you know what to look for. There's no specific way to guarantee that your post will get picked up and featured by LinkedIn on one of its news channels, the Pulse channels, but when it does you're going to notice a huge uptick in views. As you can see with this one, right, I had . . . you know all of sudden it jumped up to 2,400 views, 100 likes, 16 comments. And I remember it went from like 200 views to 2,400 views really quickly. And I remember thinking, "What happened?


This is cool." And what happened is I'll show you here at the bottom, LinkedIn, for whatever reason, noticed the interaction going on with it and featured it in its Best Advice channel.

So what happened was it says, "Featured in Best Advice." And what then LinkedIn did was through its algorithm, through kind of searching through for key words and content and interaction, noticed this post I wrote and put it in its Best Advice category. And so if I open that in a new window, this is a channel, again on Pulse, and you can see it's got ... now it's up to 2.6 million followers. And my article back in December got featured here as one of these. And you can see these are just everyday random people, whose posts get picked up and featured.

Now one of the things that's good news for all of us is LinkedIn constantly needs new, fresh, great content. There might be 300 million people on LinkedIn, but that doesn't mean they're all publishing really good posts every single day. And you can see they've got tons of people featured on here. And this is a great way to get a post picked up and going virally. And I'm going to go, "Oh, that image caught me," or, "This is interesting social skills. I'm going to go look at this." It'll take me to his blog. I might really be interested with this Trenton Wilson guy. I'm going to start following him. "I think that's really cool. I want to share it on my Twitter page." So it's going to open up my Twitter feed and I'm going to share a link. And then all of sudden this guy Trenton, out of the blue, because LinkedIn picked him up and featured him, you can see in this case, they also featured it in the Accounting channel. So that's why he's getting all these views.

So when you're writing your posts, that's another valuable thing. And this can happen later on. This can happen days or even weeks after you publish a post. All of a sudden it just gets picked up by one of the LinkedIn news channels and takes off. So again, this is showcase content. This is great stuff. I hope you're excited. I hope you're getting revved up, because once you start creating and sharing this content and then spreading it out through the groups, formatting it the right way, being strategic about the questions that you ask, being able to build engagement


and discussions, it just takes off from there. And again it attracts your ideal clients. It demonstrates up front that you know what you're doing and that you have value. And it makes it that much easier on the back end then to close deals, to close sales, to move people through your funnel.

Wow! All right. I'm excited. I'm going to start working on some posts. I hope you are too, and I will talk more to you soon.

Module 5 - TRANSCRIPT - LinkedIn Richeslinkedinriches.com/.../2015/02/Module-5-TRANSCRIPT.pdf ·...

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Transcript of Module 5 - TRANSCRIPT - LinkedIn Richeslinkedinriches.com/.../2015/02/Module-5-TRANSCRIPT.pdf ·...