D&M 007: The 7 Must Do’s for LinkedIn Success

DMPodcastCoverSummary:
In this session of the Dan and Matt Podcast we discuss the importance of your LinkedIn profile. Matthew breaks down the key steps to getting your profile working for you as well as a little known secret for personalising your LinkedIn URL. Daniele discusses how to target your skills towards your targeted Niche market and gain credibility with the right photo.

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Items mentioned in this Podcast:

1.How to gain access to the Dan and Matt training package – http://danandmatt.wpengine.com/marketing

2. Small job outsourcing https://www.fiverr.com

3. Matt’s LinkedIn Profile – https://www.linkedin.com/in/matthewpollardspeaker

4. Free Video’s From Dan and Matt – http://danandmatt.com/free

5. Contact us – http://danandmatt.wpengine.com/contact-us

Transcript:

Matt: Hi and welcome to the Dan and Matt podcast. This is our seventh session. We’re going to be focusing primarily on LinkedIn. As always I have with me Daniele Lima.

Dan: Hello to everyone and welcome again.

Matt: So everyone, thank you again for lending us your ear buds for today. And before we get started I just wanted to mention that we had a few people send us an email – and different things on our contact ask page. Asking where they can get access to more of a structured training program or something along the lines of sales and marketing. And we’ve directed these people to our website. However we’ve set up a special link for people straight away to get access to our package, which is the Danandmatt.com/marketing.

And basically that will lead you to our product page which will talk about what we offer – a ten session course on sales and marketing. Which will take you all the way through the difference between marketing, how sales fits in, how to find your niche market and how to translate sales of interested customers directly into money in your bank account as more systemised as possible, as systemised as you can possibly make it. So, but with no further ado, I wanted to get straight into the content, and we really wanted to focus today on the seven must do’s for LinkedIn success. Now, number one is to complete your profile. Now Daniele how many LinkedIn profiles have you seen that don’t even have basic information on them?

Dan: Many and you know, Matt I can’t tell you how disappointing it is because this is such a genuine opportunity to position yourself. We now know that LinkedIn has over 300 million people who are looking to network – to do business. And here you are with a profile that’s incomplete, and it’s a really disappointing trend. And I really want to fire people up to challenge them to get it all the way up to the all-star level and really put themselves in the position where they can make an impression out there.

Matt: Look it’s funny for me because I started off not knowing whether or not I was going to be bothered with LinkedIn, because it was just another social media. However what I realised was it was the single most important social media for business direct sales. Because people would always look at your profile on LinkedIn to work out whether or not your business or your self were worth the time – spending – talking about the product or service. And when I looked at how long it would take me to set up a LinkedIn profile, because it did look like an arduous task. I was surprised – it took me the better part of an hour to get my entire page from your an nobody with no profile photo or a basic profile to, “you’re an all-star.” It took me less than an hour. Now given, I did have a resume that I copied and pasted a lot of things out of. I also had a bit of a bio that talked about who I was and what I did. However, predominantly it did not take long. Daniele how long did it take you to get yours done?

Dan: Look, the the initial bit was maybe half an hour, literally just a – put the bones out there. But as we were talking about before Matt, it is critical to keep going back and to keep refining and adding and taking away things that are no longer relevant, so the real commitment in terms of doing it is that ongoing refinement all the time.

Matt: Definitely it is, and on that note, let’s talk about the specific things you need to do to get your profile up to a standard that people consider not only okay or at par – but the all-star level. Where people look at it and go, “Wow he’s done or she’s done a lot of things and she’s been a lot of places or he’s been, done, been to a lot of places.” And the first one is that, most people underestimate the importance of the tagline or the title of who you are. So some people will say, “I’m a manager. My name is Daniele Lima and I’m the manager.” And that gives no detail whatsoever about who you are.

Some of the best profiles I’ve seen and I mean – and look – I’ve seen great profiles where people have just said, “Looking for new opportunities.” And they’re very involved in LinkedIn, and people are offering them jobs because it’s very clear that they’re looking for new opportunity, but they’re also still very vocal in their specific topics. Other people write, “Speaker, author, business coach, consultant.” And this gives them the power of really helping people understand that, “You liked my article. I have a book available that you could read. You liked my article or the thing I posted or the involvement in the discussion that I had. I have an article that you can read. I speak – Do you have any speaking engagements?”

It allows people to step back and go “Wow, okay I do like this person,” without worrying about trying to ask how they can get involved with that person. They know that they speak, so they don’t have to say, “Hey, do you speak?’ They can directly just say, “Hey I’d like you to speak at my organisation or at this event.” And that makes it front of mind for people, because I can’t tell you how many speaking events I have had, and Dan I’m sure you’re the same. Where somebody has recommended you because they say, “Hey, I’ve read this article or I listened to this podcast or I heard this person speak. I know they’re a speaker and it can be something as simple as the tagline on their LinkedIn profile. How would you like me to approach them about speaking at that event for you?”

Dan: Yeah, look, again it’s something that is probably counter-intuitive because the traditional training is you put a job description there, but this is where it has you say Matt, we can really rise above the pack and differentiate ourselves.

Matt: Look, it really is. And especially – I mean my name is Matthew Pollard and there are hundreds of matthew pollards on linkedin. So by separating out that I’m a speaker, and people know that I’m a speaker – they look for the Matthew Pollard the speaker. If I just had “manager of–” Well, not even the name of the company that I am, but just “manager,” people would never find me. They’d be looking for the profile photo, which obviously helps immensely. However without that they’d just have no way of finding me. So, there are visual people that would find the photo. There are other people that look at the words and say, “Oh that’s what I’m looking for, I’m looking for that speaker Matthew Pollard.”

Dan: Exactly.

Matt: So that’s a great help. The other things – I’ll go through them quickly is – setting up a good summary of who you are. Now this can take a little while, and if you’re not a great writer, get it professionally written. It might cost you $50. If – some people will write a great one for you on fiverr.com. And I know you’ve heard me talk about this a lot, but for people who are adverse to spending money, $5 can get you a good profile or at least good enough for you to put in your two cents to get it done properly. And allow the profile – to allow your summary to really overpower others.

Most people write two sentences and I remember meeting somebody that had a business card, and handed it to me about this new company that he was starting. And his summary is, “I will not be defined by a bio.” And what that really meant to me was that he didn’t have enough to write about, or he wasn’t important enough or he just didn’t want to put in the effort to write a bio. I didn’t see that as cool, but he probably saw that as a way of getting out of writing it. It takes $5 to get something simple done for you on fiverr, maybe $10. For writing it yourself it’d probably take you half an hour to an hour. I would spend a bit of time on that though, you know, when somebody clicks on your profile that’s the first thing they see. Your work experience may be impressive but without a good summary you’re somewhat leaving yourself behind.

The other things are, make your work history absolutely spot on. Like, put in the things you’ve done. People spend a long time on their resume, and then all they have to do is copy and paste that information across it in a lot of ways, yet they don’t do it. So go in and put your work history in LinkedIn. Make sure the dates are all there. Make sure all of your careers and pasts are there, so that everything is in. Write up a paragraph summary on what you did, and make yourself seem more important than a blank profile would be.

Put in your qualifications. Make sure all of your qualifications are in there. I know for a fact that HR organizations look at not only your Facebook profile, but also your LinkedIn profile before in a lot of cases they hire anybody. And as a result you want to make sure that all your qualifications are listed. And you’d be surprised. I mean, I know for a fact that my father had a quality qualification. He was a chemist, but he had a quality qualification that he did as an additional extra because his employer was paying for it and one of his organisations. It got him the job that got him, that resulted in the six figure income a few years later. Without that one little qualification that he didn’t think that anybody cared about, he wouldn’t have got that specific position.

You want to make sure that, if you’ve sponsored anybody or if you’re involved in sponsorship, put that in there as well because it makes you look like you’re trying to be a world citizen and you care about things other than yourself. Put in your awards and your honours. If you’ve – I won The Young Achiever of the Year award in 2007. And I picked up a load of press for everything that I do, because I won that award in 2007. Why did they know? Because I told them. However if they looked at my LinkedIn profile, they’d also see a photo of the event. Which brings me into the next one.

Put in images of things. A lot of people don’t know this, but within LinkedIn, you can actually insert images into any part of your profile. So when I talk about winning the Young Achiever of the Year award, I’ve got a photo of it there. In my summary, I’ve got a photo of me winning that award as well. And I’ve got a couple of photos of me in speaking events. I’ve got a photo of me under charities where I was being presented with a thank you for being a major sponsor for Heart Kids Victoria. If you put these things in, it gives you a lot more credibility. I mean, Dan can you imagine – if you’re looking, trying to decide between two business coaches. And you’re trying to decided between A who’s got a basic LinkedIn profile and B that has all these photos that gain them credibility, plus under sponsorships a photo saying, “Thanks for sponsoring Heart Kids Victoria.” Which one would you pick?

Dan: Look, it’s an absolute no brainer, isn’t it? And I mean the other thing is Matt, in terms of the photo, this is LinkedIn. This is the quintessential business site in the world. This isn’t Twitter. So, we don’t want anything comical, abstract – you can do that stuff on Twitter and get away with it. Here we’re talking about professional photos. Either a head shot or alternatively, maybe you at a podium presenting if you’re a speaker – that sort of thing. But it needs to be a polished picture of you. And Matt, just one thing. Some of what you’ve been saying there – linking – if you pardon the pun, recommendations to individual jobs that you’ve done in the past, also very important. And as you outline all the roles you’ve had it’s great if you’re able to get a recommendation and use it to qualify how well you did that position.

Matt: Yeah look, I’ve got a couple of those on my LinkedIn profile and they add so much credibility. I mean I’ve got one of the assessors that I was involved in my last institute. And he wrote how wonderful it was to work with me. And having people like that, it worked by – it looks, it works so many different ways. I mean, potential employers, or people that I’m planning on working with as a coach perhaps will look at me and say perhaps I’ve got good levels of emotional intelligence, and as a result I can work with them. And people that come to work for me look at my LinkedIn profile and go, “Oh well, this person thought he was pretty good to work with, so maybe I’ll have a good experience at that employer,” or with me personally. And that’s great, because if they’re tossing up between two jobs – and let’s be honest, the good people do. Having my profile have recommendations from people actually helps me get the better staff.

Just to go back onto the other things you can add into your LinkedIn profile. You can also add in – I add in all of my media. So I’ve got, for instance I was published in, “Successful Men in Business.” That is linked to my LinkedIn profile under publications. I’ve had a numerous number of articles in things like CEO magazine and Entrepreneur. And Dan I know you’ve been published in a dozen things as well – and they’re all on our LinkedIn profiles. Different podcasts and radio interviews we’ve done, all in our LinkedIn profiles – you can add them all. You also can ask for recommendations and get your skills endorsed, which are massively important which is Dan, what you were talking about.

Dan: Yeah.

Matt: The one thing that most people also don’t know is that they can get their public profile url customised. Now everybody knows that you can get a LinkedIn page pretty easily, and it’s free. However, anything premium must cost money and LinkedIn always is trying to get people to pay hundreds of dollars a year for people to have a LinkedIn profile – in a premium version. However, the public profile that has a customized url is actually free – and most people don’t know they can do it. Mine is https://www.linkedin.com/in/matthewpollardspeaker.

Now it’s a lot better to give somebody that than giving them linkedin.com/b652/abchiroglyph. Again, it also makes you look more professional -because people assume that you’ve bought the premium version. If you’ve got the premium version then of course you can have this as well. However it makes you look much more professional to have a public profile. And all you’ve got to do, is go into your LinkedIn profile. Next to it you’ll have the edit button, which everybody would have seen. There’s a little arrow – and most people don’t ever look at this little arrow, but all you’ve got to do is click “manage public profile settings.”

That will take you to your public profile, and then on the right hand side – which is kind of hard to see, so look carefully. There’s a button that says “manage public profile url.” And all you’ve got to do is click on that, and then find one that no one else has. And you’d be surprised – because most people, even though there’s so many people on LinkedIn, most people don’t know that they can do this. So you should be able to get pretty close to your name. I mean Daniele Lima, definitely you would be able to get that. Matthew Pollard, hundreds and hundreds of people had that – so I got Matthew Pollard Speaker. It’s actually better for me because it shows people that I am a speaker and I am available for speaking events.

Dan: That’s an excellent idea Matt, incorporating functionality with the name.

Matt: Perfect, perfect. Now Dan I wanted – I know we quickly covered off on profile photos. But I think we should just clarify again some of the mistakes people make with their profile photos. Because, again people look at a photo – and go well that’s a photo of me, and sometimes they scan in a photo. And other times they just put in a photo that they may have taken that was on Facebook and that sort of thing. What are some of the big mistakes you’ve seen people make on their profiles?

Dan: There are several Matt. Number one, having no photo. No that’s an absolute no no. Because, think of the last time you actually pursued a connection with someone that you didn’t know who they were. In terms of you don’t even know what they look like. So honestly, if you’re frightened of putting a photo there, I’ve got to question whether LinkedIn is for you. So you need a photo, that’s part and parcel of the deal.

Matt: Definitely.

Dan: Number two, I’ve seen photos that – believe it or not Matt, were so poor that it’s – and I’m not a photographer by any stretch. But you know when you press the shutter button and the person moves or the camera moves and it’s not in focus. Now that just smacks of amateurville. And again, you’re sending a very powerful message that – don’t take me seriously, because I haven’t even bothered to get a proper photo yet.

Matt: Well on that as well, I mean – a lot of people will say “Well I’m not that technological. I don’t have a lot of photos.” These days it goes a lot deeper than that. Especially if you’re looking for a job or if you’re looking to do something for someone, the message you’re sending is I’m not good with technology. Which i.e., these days means “not efficient.” The second message you’re sending is I’m not that caring about how I present and represent myself.

Dan: Yeah that’s the bigger point right there.

Matt: Exactly right, exactly right. Now where are you on having photos of you and the kids, because I’ve seen it work well with the occasional business that sells family values. However in a lot of cases I’ve seen it work horribly, because you can tell they’ve just clipped the photo because they didn’t want to get a professional photo or go to the effort of taking a photo for themselves.

Dan: Yeah, look I have to lean more towards bad rather than good. Look, of course, we’re -I’m sure most of us are married or with our partners. And it’s a given isn’t it that we love our family, and that’s fantastic but that’s not what LinkedIn is. LinkedIn is a professional networking site. It’s not Facebook, it’s not Twitter. It’s positioning is totally different, so that’s almost a given that we make that assumption about you. But we really need to see that other side of you.

Matt: Again, a lot of people say social media is about getting the news out about yourself. And I’ve got a family, and I want to get news out about that. When you’re in an interview, and this is the best explanation I can give you. Can you imagine pulling out a photo album and saying, “I know you’ve got a bunch of important questions to ask me about how I’m going to work with you, and how I’m going to handle this environment, and what qualifications and what career backgrounds I’ve had. But first I’d like to take you through a few photos of me and the kids.” It just wouldn’t happen. So if it’s not something that you would show in an interview, it shouldn’t be on there.

Dan: Yeah I totally agree.

Matt: Look it’s the best example I can give, because people just look at it and say, “Oh yeah, it’s a photo, it’ll do.” Well if you look at things like that – if you’re a coach, people aren’t going to take you seriously. If you’re looking for a job, people do not want to hire people that have that mindset.

Dan: And beware if you don’t take this advice Matt, because I can tell you now, you’re not going to compete with the people that do.

Matt: Definitely, definitely. And on that note, let’s talk about creating connections. Because when we talk about competing, people on Facebook and people on LinkedIn should have different mindsets about creating connections. So people on Facebook – and I’m exactly like that – I continually cut people out of my Facebook profile that I haven’t had contact with in a long period of time. I – when I get friendship requests from people that I don’t know or are a little bit obscure, I don’t connect with them. Because it’s my personal profile for handling conversations with my friends and family. Now I do have a business profile, and in the future we’ll do a podcast on how to handle a business Facebook page. However your personal Facebook page, and your personal LinkedIn page are separate things. And with your LinkedIn profile, it’s all about linking in with the right individuals. So Dan, what are the right individuals?

Dan: Yeah, this is a great question, and it goes to – who is your target market? Who, in an ideal world, who is that person or group that you would love to knock on your door and say, “I want to work with you?” That is the type of company, the type of position within a company that we’re going for and by inference, the people that I would suggest you don’t hook up with are your direct competitors. Because, think about it Matt, if you’re hooking up with your direct competitors – guess what? They’ve got access to your database. They know exactly who you know, and can actually go and target them. So that’s who I would and wouldn’t connect with.

Matt: So on that note, and just for people that don’t know this. You can go into your profile settings, and stop people looking at who you have as a connection. There are both positives and negatives to this. I have a couple of thousand connections on my Facebook page. And by people knowing that, it gives me credibility. However, they can also go through my LinkedIn page, and go through every single connection I have, and decide whether they want those connections for themselves or not. So you do have an option to allow people to see it or not allow people to see it.

However, let’s talk about how to get people on your LinkedIn. So to give you an example, let’s say hypothetically that I live in Austin Texas in the United States. So, there are a lot of people at the current time getting really excited about Google Fiber. And the fact that Austin is going to be one of the major roll outs of Google Fiber. Now that sounds great, and what if I wanted to be a marketing company that sold Google Fiber, but I just didn’t know anybody in Google Fiber. All I would need to do is type in Google – especially in Austin – because it knows my location is Austin. And it would give me a location, a listing of all the people that work for Google within my area as first preferences.

And you’ll generally find that one or two of those are within two or three connections of people I already know. Other times you might find it’s four or five, and a lot of times I can still add those. Now LinkedIn has some very sophisticated mechanisms for deciding who I can connect with and who I can’t. However what I have found is quite frequently by searching that way, I’ve been able to do that. Other times it won’t let me. I can go in, I can find out who it’s connected through, go into their profile, into their connections and add it that way. And it works wonders. Other times I may be searching for a different, a specific type of industry or people that have gone to a specific university – and again I just type those things in.

The next thing that I commonly do is whenever I meet somebody, these days you get their phone number, and maybe you get their email address. Either way, LinkedIn generally has both. If you have an app, you can do this with your iPhone, you can do this with your Android and I’m sure you can do this with your Blackberry. If you have a phone with the LinkedIn app on it, you can open up the app – and it will say – if you set up the settings so it allows you to see your, LinkedIn to see your contacts, it will say you, you have a new connection. You can click on that and it will allow you to add them to LinkedIn.

Now the reason why I suggest you do this is frequently you meet these people, you get their business cards, you put them in a draw. And if you’re not sales marketing inclined, you may never call them again. If you are, maybe you call them and maybe they become a customer, sometimes they don’t. And if they don’t, again, if they’re in your LinkedIn profile every time you post an update it will come up on that profile. The next thing that you want to be able to do is, make sure that every time you meet somebody – and sometimes they’ll say, “Do you have a Facebook page?” Ask them if they have LinkedIn, add them to LinkedIn. That way every time you create something they become part of that and see what you’re doing. They get constant notifications which we’ll talk about soon of things that you’re doing.

Dan: That’s a great point.

Matt: It just happens from doing small things that make a very, very big difference.

The next thing is most people don’t know, LinkedIn just launched a new application called Connect. And Connect actually allows you to connect with different individuals, and it suggests who you should connect with – and who is in your network. And you can either say, “Yes I want to connect with that person,” or no you don’t. It tells you their name, where they work or they do – which can be very helpful for when you’re trying to build your network. The other thing it does is, it tells you if the person’s changed jobs, had any media attention or had a birthday. So you can send them little things to say “Hey, noticed it’s your birthday, happy birthday.” Or, “Noticed you just got published on this, congratulations.” Keeping in contact with your connections.
Now I’m not saying you should stalk your connections, the other thing I do though is frequently if I meet an author or a speaker, I’ll go through who their connections are. They might have fifteen hundred, it might take me a little while, however I’ll go through and I’ll say “That person that person and that person, I would actually like to know”. And as a result I add them to LinkedIn. Now be careful how many times you do this cause if you send off several hundred in a day, LinkedIn will shut down your account. But ten or fifteen, they won’t have any problem in the world with. And that’s how you build up your connections.

I mean I have several hundred connections in media. People ask me how I get so much media attention given, you know, I’m thirty and I’ve had a couple of successful businesses. Well quite a few, but that they ask me how I get media attention, and it costs me nothing. And the answer is, I’ve got a couple hundred media – PR, sorry, a couple hundred radio, newspaper, podcasters, tv show hosts all on my LinkedIn. I send them private messages from time to time saying “Hey, you interested in this?” How did I get them? I had one publication, I went on to their LinkedIn profile, added a few people they knew. A few months later or a few weeks later I added a few more then I added a few more – and that’s how I grew my connection base.

Dan: It sounds so simple Matt, but you know what the key to it is? Commitment, and I keep telling people this that when people ask, what’s the cost? They’re so focused on economics. The real cost is time. And if you’re not willing to put in the time, you’re not gonna see any success with social media.

Matt: Well that’s exactly it, and the other thing is that most people don’t do is they expect people to make connections with them. Now you don’t need to make connections, you don’t need to rely on other people to make connections with you. You can make connections with them and keep the relationship going by starting discussions or getting involved in discussions.

Dan: And that really is a perfect segue to the next point, because once you make those connections – and I’m really pleased you intimated that you do the due diligence on these people you’re trying to connect with. That’s where we can actually put in specialisation within our profile that talks to some of the stuff that they’re interested in. And that’s very powerful, because in inevitably, when someone connects with you, the first thing they do is they go back and read your profile. And you’ll get a record of that every week, of people who have read your profile. So hopefully they’re gonna be seeing something on your skill set and your specialisations that will really resonate with their interests and their background. And that needs to be tailored in each case.
Matt: Well, we’ve discussed many times the benefit of segmentation, and your LinkedIn profile is no different. And again, if you haven’t seen our videos at DanandMatt.com/free – feel free to have a look at the video on segmentation. But the important thing you need to understand is that if people don’t know where you specialise, they see you as general and they pay no attention to you. Just like they pay no attention to everybody else until they need something, then they go looking for specialisation. But you’re not gonna be in their mind, because again they’ve see you as general. So focusing on what your specialisations are – very, very important.

Dan: Very much so, and I’ll give you a quick example of this Matt. As you know, I’ve done a lot of work in the pharmaceutical, training, marketing, sales, etc. So one of my specialisations is not just selling skills training, but pharmaceutical – selling skills training. Which is quite different to other types of selling. So, it’s incredible how many times people from pharmaceutical companies contact me and say, “Can you train these people specifically to sell to doctors or to specialists? Or to diabetic educators, or pharmacists, or whoever it might be?” And the answer’s, “Yes I can.” But how did they know that? Because it was in the specialisations.

Matt: Well what generally happens, and this comes from doing these next two things -which is – point five is join groups. Or create your own groups, and create discussions. Because when you’re posting that shows up in a status update exactly like it does on Facebook. And when you do that, people see “Oh Daniele Lima’s made another post, and it says he’s got a specialisation in pharmaceutical sales. Well I don’t need that right now.” Somebody eventually will, and the more connections you have that see that – they will continually look at it until one day somebody needs you to go and help them with their pharmaceutical sales – and as a result you get a new customer.

Number six, again, is important. So we’ve talked about joining groups – and again this is an underestimated thing. Joining groups can create fifteen hundred people in your email database just by having people join groups – everybody joins them if the name sounds cool, and you can get people on your database. But sharing updates is something most people don’t do, they update their profile, but they don’t share updates. Quite frequently I will post that we have a new podcast and we’ll do that on LinkedIn. And we’ll do it by just posting a status update saying “Check out our new podcast on xy and z.”

And people actually watch that and comment on it and it’ll create a discussion on LinkedIn. Where I can make comments, and other people can make comments – and they all get to see that I’m the speaker as a result of doing that. So there’s a real benefit to sharing updates on there and getting involved in discussions.

Dan: Yeah, absolutely, and again just listening to you say all this Matt, it just sounds so straightforward, so simple. But the number of people who aren’t doing it – it’s like having a Ferrari in the garage and leaving the door shut. So it’s one thing to be on LinkedIn, it’s one thing to have that magnificent vehicle. But it’s another thing to pull it out on the highway and make it work, and they’re two different things.

Matt: Exactly right, exactly right. Look, the last thing, and number seven is – once you’ve started to grow your connection base or you start to get traction with your connections, start to send some invites. A lot of people don’t utilise the private messaging functions of LinkedIn anywhere near enough. I mean, again, I’ve got a few hundred different media people on my LinkedIn profile. And I have a good understanding of what each one does. I mean their titles tell me. I’m – I work for Iradio, I work for the Herald Sun, I work for the New York Toledo or something like that. Every single one of them tells me what they do.

So when I have something that’s specific to New York or something that’s good to talk about, or a new launch of a book – I send them a message and say, “Hey, I noticed you’ve been involved in few of my discussions, and we see eye to eye on a bunch of things. I’ve got this new thing that I’m launching that I thought you’d be interested in, here it is.” Or I noticed that you’ve just written an article on xy and z, I’m actually just launching an article based on that.” Or, “I’m looking in getting this thing published on this, would this be something you’d be interested in publishing or working with me on perhaps?”

Private messages are never used. And it’s funny again going back to the Google Fiber story, if I had a bunch of connections which I do for a Google Fiber and Austin, I would send them private messages after I developed a relationship with them saying, “Hey, I would like to sell Google Fiber how would I go about that? Here is my experience.” And if my LinkedIn profile is good enough, they would look at my profile and say “Wow! This person we would really benefit from. How about I send a message back saying, ‘Hey, call this person or you can call me directly and I’ll help you out.'”

Dan: Again, it’s by the numbers guys – A, B, C. And one of the very quick additions to this Matt. As you know, LinkedIn has a default invitation to people. Never use the default, personalise it. Because people know the difference. And I hate getting default invitations. Because it means that whoever’s trying to come into my network hasn’t even bothered to change the thing – which tells me they’re lazy.

Matt: Look, look I couldn’t agree more. I mean not only that, I’d like to think that the people I’m developing relationships with actually care about the things that I’m publishing on LinkedIn or actually have seen my profile and think we’re a good fit. I don’t, I’m not about just creating contacts for the sake of contacts. So when I send somebody an email, I’ll say, “Hey, I noticed you publish a lot of things in these different medias, I feel that because I’m doing a similar thing, we should make contact.” If I talk to a sales marketer I say, “You’re in sales marketing, I’m in sales marketing, I’d love to share ideas with you through our LinkedIn profiles and our posts.”

And you’d be surprised that the different effect you get from doing that, don’t be one of those people – and look – I can safely say I, I went through that phase like everybody does at one stage where you keep connecting to people – you develop no relationship. Every now and then somebody sends me a private message or a LinkedIn request with a, “Hey, read your profile or saw your article on xy and z, thought it was great so I wanted to connect with you.” And I’ll always send them a message back, because it’s one in a thousand that does that, and that one in a thousand is worth noting because they go the extra mile.

Dan: What do marketers call that? Differentiation.

Matt: Exactly right. Now Dan, unfortunately that’s all we’ve got time for today, so, if anyone’s got any other questions on LinkedIn and how they can better set up their profile on LinkedIn. Look, LinkedIn’s a big subject, so there are a lot of things to be talked about. For instance that we could spend a whole session talking about the dot points involved in how to set up a webinar on LinkedIn and get great traction on that.

If this is something that you’re interested in or anything else that you’d like to know on LinkedIn, send us a message on the http://danandmatt.wpengine.com/contact-us/page, or just go to the danandmatt.com website or our Twitter page or our Facebook page and list the question. Outside that, just again our product that we’ve launched is available now due to popular demand on some of the contacts. And we’ve set up a specific link feed for you to access that, and that link is danandmatt.com/marketing. But for today, thanks very much for listening to us and we’ll see you again in episode 8.

Dan: Thanks everyone, bye bye.

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