00:00:00: impulses and perspectives the dikt
00:00:04: expert talk hosted by nikolai bear
00:00:08: is linked in the best b2b online
00:00:11: marketing portal during the crisis
00:00:14: we'll find out today in impulses and
00:00:16: perspectives we're gonna talk
00:00:18: to alexander gizelle he is one of the
00:00:21: leading
00:00:21: linkedin marketing experts and he's also
00:00:24: the founder of the
00:00:26: image growth institute welcome alexander
00:00:30: a wonderful good morning nikolai
00:00:33: so how can linkedin help me during this
00:00:36: covet 19
00:00:37: times to make better online business
00:00:42: well linkedin at the moment is by far
00:00:46: the best social media for b2b
00:00:49: business um nowadays over 650 million
00:00:54: people
00:00:54: are on it and over 84
00:00:58: of sea level people which
00:01:01: in the end means it's a very fast way to
00:01:05: connect to your target group
00:01:08: and by that you can win
00:01:12: leads business employees
00:01:15: and foster
00:01:18: a good influence on your coding market
00:01:23: so you do a lot of research in online
00:01:26: marketing
00:01:27: what are the four most important points
00:01:31: when doing linkedin marketing for your
00:01:32: business
00:01:34: first of all you need a
00:01:38: strong linkedin profile
00:01:41: that is corresponding with your personal
00:01:43: brand
00:01:45: secondly you need to understand who your
00:01:47: target group is
00:01:50: and then you need to publish
00:01:53: content that is optimized for linkedin
00:01:57: and for your target group and finally
00:02:01: um you need to learn how to leverage
00:02:04: interaction um to business which is
00:02:07: called social selling
00:02:10: but what is the right content
00:02:13: which is distributed particularly well
00:02:15: on linkedin
00:02:18: um so um the three best content types on
00:02:21: linkedin
00:02:22: actually are
00:02:25: hero stories so this is kind of like
00:02:28: personal stories
00:02:30: um of people of yourself or your
00:02:34: customers
00:02:35: that are showing real life situation
00:02:39: out of business or out of their personal
00:02:41: life second
00:02:43: is um slideshare so um
00:02:47: linkedin a quiet slideshare it's nothing
00:02:49: else than
00:02:50: um showing slides online but
00:02:53: um the algorithm highly favors it and
00:02:56: people actually like to
00:02:57: [Music]
00:03:00: read through interesting slides for for
00:03:02: an industry topic
00:03:04: so if you combine like a post with a
00:03:06: slideshare
00:03:07: this is something that's working
00:03:08: extremely well and the third
00:03:10: part is um resource giveaway
00:03:14: posts so you create a post and someone
00:03:18: needs to interact with you
00:03:20: like your um post and write a comment
00:03:24: before he's actually getting a resource
00:03:26: give away a resource gonna give away can
00:03:29: be anything
00:03:30: but most of the time it's something
00:03:31: connected to your to your offer in your
00:03:34: industry like the
00:03:35: 10 best tips for linkedin marketing or
00:03:37: something like that
00:03:40: you mentioned the own um heroes story
00:03:43: why is this heroic story so important
00:03:47: well people tell stories since thousands
00:03:50: of years
00:03:51: and the best framework in storytelling
00:03:54: is the hero story
00:03:58: it's more or less very simply um
00:04:02: starting with a catchy headline going
00:04:04: into a challenge
00:04:06: elaborating on the problem then finding
00:04:09: a solu
00:04:10: solution or a help for it and then
00:04:14: ending up with um with a finding
00:04:18: about a topic and this kind of structure
00:04:21: is simply
00:04:22: resonating very very well with people
00:04:24: regardless if you put that
00:04:26: in a story in a video in a hollywood
00:04:29: movie or wherever
00:04:32: so if you're on linkedin you got a lot
00:04:34: of requests
00:04:36: for connections with whom should i
00:04:39: connect
00:04:39: and with whom should i better not
00:04:41: connect
00:04:43: well um that's pretty much depending on
00:04:47: your personal goals so for example if
00:04:49: you want to
00:04:50: win customers on linkedin then obviously
00:04:53: you should connect with the customers
00:04:55: that fit to your
00:04:56: ideal target group and
00:04:59: so you can search very granularly
00:05:02: on linkedin and find
00:05:06: your perfect customers and with those
00:05:08: kind of people you obviously should
00:05:10: connect and interact
00:05:11: to create business um you probably
00:05:14: should not connect with people that are
00:05:16: completely irrelevant to you
00:05:18: like indian developers
00:05:21: if you don't need the developing
00:05:23: services
00:05:25: but in general linkedin
00:05:29: allows you to connect up to 30 000
00:05:31: people
00:05:32: so up to that limit you
00:05:35: can target your connection approach
00:05:40: so when creating content
00:05:43: you told me that video is very important
00:05:46: and becoming more and more important
00:05:48: becoming more and more important why is
00:05:50: that
00:05:52: video makes it very easy to understand a
00:05:56: topic in very short time
00:05:58: and it's engaging and interactive
00:06:02: like um social media
00:06:05: is also moving and everywhere like from
00:06:08: instagram is going more and more into
00:06:11: video
00:06:12: new new social media like tick tock is
00:06:14: coming up
00:06:16: that's one reason and the other reason
00:06:19: is we have a very short attention span
00:06:21: nowadays so
00:06:22: if we we see a short video that
00:06:25: that catches our attention that's quite
00:06:27: good and we don't like to read
00:06:29: in a lot of things and the third
00:06:32: part is actually uh linkedin is adapting
00:06:35: their algorithm
00:06:37: to like a more facebook social media
00:06:40: kind of
00:06:41: um platform and
00:06:45: that um optimizes for video now a day so
00:06:49: they
00:06:50: simply give you more reach when you
00:06:51: create a video
00:06:54: so when creating your own linkedin
00:06:56: appearance how important is the landing
00:06:58: page and what should be on the landing
00:07:00: page
00:07:02: first of all you already mentioned your
00:07:05: linkedin profile should be a landing
00:07:07: page and
00:07:08: not a cvs this is what a lot of people
00:07:10: do they simply reflect your cv
00:07:12: but if you want to use linkedin for
00:07:15: business
00:07:16: you rather want to use it as a landing
00:07:19: page
00:07:19: that is guiding people through to your
00:07:21: service
00:07:23: so linkedin offers you a lot of
00:07:24: different sections
00:07:26: and it's good to fill them out but the
00:07:28: most important ones
00:07:30: are actually your tagline your
00:07:33: background picture
00:07:34: and your picture and the featured
00:07:36: section
00:07:37: so the tech line is the short little
00:07:41: line that you find
00:07:43: when you look for when you search for
00:07:45: someone or you find someone that you
00:07:47: read instantly
00:07:49: and this line needs to tell the person
00:07:52: that you're a credible person to
00:07:53: interact with
00:07:54: it needs to include the keywords and the
00:07:58: stories that you stand for
00:08:00: once uh that is convincing a person
00:08:03: will then click on your profile and
00:08:05: elaborate first first thing you will see
00:08:08: is your background picture so your
00:08:10: background pictures should communicate
00:08:12: in very few words
00:08:15: or in a very strong picture that you
00:08:18: again the same thing that you're a
00:08:19: credible person and what you really
00:08:21: stand for
00:08:23: and um obviously your profile picture
00:08:27: you see it everywhere when you search
00:08:29: for you when you look deeper in you
00:08:32: so it reflects kind of who you are
00:08:35: and then when you get go deeper down
00:08:37: there are a lot of different sections
00:08:38: like the about section interesting
00:08:40: enough
00:08:41: most of the people don't really read it
00:08:44: so
00:08:45: um the the single most important section
00:08:48: after those top three
00:08:50: is the featured section because it's
00:08:51: very big very visual
00:08:54: and there you can perfectly create
00:08:57: um a call to action like go to my
00:09:00: website book a meeting
00:09:03: or offer further steps
00:09:06: in a customer journey like
00:09:09: a customer reference video your
00:09:13: service presentation or videos and so on
00:09:18: so if i decide i go on linkedin how many
00:09:21: times
00:09:22: do i have to post something that i
00:09:25: i'm seen as kind of important and i'm
00:09:27: shown in a lot of
00:09:28: uh posts it it
00:09:32: starts from like two times a week
00:09:35: up to two times a day this is like
00:09:38: um the extreme limits
00:09:42: on both sides because like you should be
00:09:45: present and post on a regular basis
00:09:48: so the people that are following your
00:09:50: content
00:09:51: actually are constantly engaging with
00:09:54: you and your top of the mind
00:09:56: um i'm rather a big fan of
00:10:01: quality before quantity so whenever you
00:10:04: post something
00:10:05: it should be interested in engaging but
00:10:08: it doesn't me
00:10:09: need to be super complex it can only be
00:10:12: like two three interesting lines
00:10:14: um to create an interaction with so if
00:10:17: you
00:10:17: if you just have time for two posts a
00:10:19: week that's enough
00:10:20: if you really want to push your personal
00:10:23: brand obviously
00:10:24: once a day or even twice a day will
00:10:27: help you to really go top of the mind of
00:10:31: your target group
00:10:32: create the most kind of interaction that
00:10:34: you have
00:10:35: and it's not enough it's not too much
00:10:39: because um linkedin is
00:10:42: actually a very sh um content just
00:10:46: reside there for a very short time
00:10:49: um like a day or two because so many
00:10:53: people
00:10:54: a lot of different people are posting
00:10:56: content so your content just gets read
00:10:58: within one or two days
00:11:00: and no no people are not always present
00:11:03: on linkedin so posting two times a day
00:11:05: is still an amount that is not spammy
00:11:10: would you recommend posting um several
00:11:14: times the same thing if you have the
00:11:16: impression that not enough people have
00:11:17: seen it already
00:11:20: um i would not recommend it um so
00:11:23: the thing is you can repurpose content
00:11:28: so obviously you can write a good post
00:11:31: and then reuse it either
00:11:34: you you use the same post or you use it
00:11:37: in different formats like
00:11:39: one time it's a picture the next time
00:11:41: it's a video the next time it's a blog
00:11:43: article and so on the repurposed content
00:11:46: but you can use your same post and maybe
00:11:48: rewrite it in a little bit different so
00:11:51: the algorithm sees it differently
00:11:53: but i only recommend it to do this
00:11:57: like um after three to six months
00:12:00: and not like posting it two times today
00:12:03: or a week several times
00:12:05: um because your followers and especially
00:12:08: the people that maybe are more active
00:12:11: they are then getting presented the same
00:12:13: content over and
00:12:14: over again and that's not really what
00:12:16: you what you want to achieve
00:12:19: so for example if we see this interview
00:12:23: would it be an idea to just
00:12:26: put in in the post one question we
00:12:29: talked about
00:12:30: with a picture and then a couple of days
00:12:33: later a
00:12:34: short video teaser with a completely
00:12:37: different
00:12:38: um question we we handled
00:12:42: that that's that's a good example for it
00:12:44: or you like
00:12:46: one time um you use it
00:12:49: you use the same question as a picture
00:12:51: the name next time you use it as a text
00:12:53: the third time
00:12:54: you actually show the the video question
00:12:58: and by that you can repurpose it and in
00:13:00: six months nobody remembers anyways okay
00:13:02: you can reuse the same content again
00:13:07: you talked about that you can have up to
00:13:10: 30 000 contacts then there are also
00:13:13: followers what is the difference between
00:13:15: contacts and followers
00:13:18: um so it's a matter of trust when you
00:13:20: contact with
00:13:21: someone both um parties need to say yes
00:13:25: so
00:13:26: one party sends a request and the other
00:13:27: one needs to accept it
00:13:29: once post accepted you have um
00:13:32: you see you follow the content so you
00:13:34: you are always a follower once you're a
00:13:36: contact
00:13:37: but you are not um you're not a contact
00:13:40: when you're a follower
00:13:42: and when you're a contact you also have
00:13:45: access to
00:13:46: um the when you have
00:13:49: birthday you see the when you change a
00:13:52: job
00:13:53: all those kind of personal private
00:13:55: alerts
00:13:57: you actually see and you can write each
00:13:59: other a message
00:14:01: and all that obviously dependent depends
00:14:04: on your privacy
00:14:05: privacy settings when you're a follower
00:14:08: you see
00:14:09: it's uh one only one party decides so uh
00:14:13: i decide to follow you and i make a
00:14:15: click and i follow you and the only
00:14:16: thing that i get then
00:14:18: is i see your content on my
00:14:22: um on my status
00:14:25: wall on a daily basis so i'm following
00:14:28: your posts
00:14:30: your shares your comments that's all i
00:14:31: get but i don't get all this private
00:14:33: personal information
00:14:37: how long should my content be if i have
00:14:39: a written post
00:14:41: is there a limit or a minimum of
00:14:44: characters i should use the maximum is 1
00:14:48: 800 letters and
00:14:53: it's good to write longer posts because
00:14:57: it's in favor of the algorithm the
00:15:00: algorithm actually
00:15:02: decides how long people stay on a post
00:15:05: so when people
00:15:06: read it longer um it's good for the
00:15:09: algorithm
00:15:10: and it shows the post to more people
00:15:14: um so um
00:15:17: a lot of like content coaches actually
00:15:20: advise people
00:15:21: to write to use the maximum of letters
00:15:24: on the other hand side it must be
00:15:26: engaging
00:15:27: interesting while structured so i
00:15:31: um that's not the important thing and
00:15:34: sometimes one line is enough it's always
00:15:36: depending on
00:15:37: what you want to communicate and how um
00:15:40: how much interaction is that actually
00:15:42: triggering
00:15:43: and what's your like what's your
00:15:45: influencer status like the big
00:15:46: influencer often just post a question
00:15:49: or a line or just the status update hey
00:15:52: i'm in town
00:15:54: whatever so that's obviously completely
00:15:57: depending on the personal brand message
00:15:59: and the interaction you want to create
00:16:02: and finally there are these hashtags and
00:16:05: you can add hashtags
00:16:07: should i use this and if yes which
00:16:10: hashtags are the best you can recommend
00:16:15: well i obviously recommend to use
00:16:18: hashtags because
00:16:19: hashtags simply enlarge your rage so
00:16:23: when you post
00:16:24: obviously your followers and the people
00:16:26: that
00:16:27: follow your followers when they interact
00:16:30: when
00:16:30: your followers interact with your
00:16:32: content see the content but when you use
00:16:34: a hashtag
00:16:35: although all the people that follow the
00:16:36: hashtag see the content
00:16:39: um so it's a clear yes
00:16:42: um then it's about how many hashtags
00:16:46: so you should not use more than three to
00:16:49: five hashtags
00:16:50: the best number is actually three
00:16:52: because then the attention
00:16:54: is distributed in three of them if you
00:16:57: use more than five
00:16:58: the linkedin algorithm um punishes
00:17:01: at that and only the first three to five
00:17:05: actually then count into what people are
00:17:08: seeing
00:17:09: secondly what are the best of them well
00:17:13: um there are two
00:17:16: answers the best are on the one hand
00:17:18: side
00:17:19: the ones where the most people
00:17:22: follow and you can simply
00:17:26: for your topic um put like a hashtag and
00:17:30: try out the the different kind of
00:17:32: hashtags and see
00:17:33: how many people are following some
00:17:35: hashtags just like 10 people follow
00:17:37: others 20 million people follow so
00:17:40: depending
00:17:41: on um how many followers
00:17:44: this hashtag i am half obviously
00:17:48: your content gets distributed to a
00:17:50: larger
00:17:51: group of people the other thing is how
00:17:54: specific is your content
00:17:56: let's take the hashtag marketing if if i
00:18:00: post um a linkedin
00:18:04: marketing post in the aztec marketing
00:18:06: it's very broad there is a lot of
00:18:08: content that people read about other
00:18:10: marketing
00:18:12: but if i use a hashtag social media
00:18:14: marketing
00:18:15: it's already more specific or linkedin
00:18:18: marketing
00:18:19: and so depending on how specific i want
00:18:23: to target my target group
00:18:25: people may actually be more interested
00:18:28: and
00:18:28: read my content more and interact more
00:18:30: so it's it's it's a mixture between the
00:18:33: right
00:18:33: a big size and the right targeted
00:18:36: message
00:18:38: okay thank you very much alexander
00:18:42: we learned that linkedin is probably
00:18:44: really a very very good tool
00:18:46: for your online marketing i wish you
00:18:48: everything well
00:18:50: and keep safe and hope to talk to you
00:18:52: soon
00:18:53: bye bye thank you very much
00:18:58: if you would like to watch all of our
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