In this episode we are diving into the secrets of maximizing LinkedIn for business growth. I introduces my new book, Maximizing LinkedIn for Business Growth: A Practical Guide to Building Your Brand and Driving Results, which officially published on September 17, 2024.
Whether you're a seasoned marketer, entrepreneur, or just looking to enhance your LinkedIn game, this episode promises to provide actionable tips and expert advice to help you thrive. Tune in for a sneak peek of my new book and a wealth of knowledge on leveraging LinkedIn for your business success!
Book Links
- Buy Maximizing LinkedIn for Business Growth on Amazon
- Directory of Retailers Selling Maximizing LinkedIn for Business Growth
Learn More:
- Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinforgrowth
- Join My Digital First Mastermind: https://nealschaffer.com/membership/
- Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo
- Download My Free Ebooks Here: https://nealschaffer.com/freebies/
- Subscribe to my YouTube Channel: https://youtube.com/nealschaffer
- All My Podcast Show Notes: https://podcast.nealschaffer.com
Speaker 1: maximizing LinkedIn for personal and business growth
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.
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What do you need to know today to make better use of your
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LinkedIn time?
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Well, I'm going to introduce my fifth and latest book to you,
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which is going to cover all of that, but you got to stay
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listening to this next episode of the your Digital Marketing
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Coach Podcast digital social media content, influencer
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marketing, blogging, podcasting, vlogging, tick-tocking,
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linkedin, twitter, facebook, instagram, youtube, seo, sem,
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ppc, email marketing.
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Speaker 2: There's a lot to cover.
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Whether you're a marketing professional, entrepreneur or
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business owner, you need someone you can rely on for expert
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advice.
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Good thing you've got Neil on your side, because Neil Schaefer
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is your digital marketing coach , helping you grow your business
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with digital-first marketing, one episode at a time.
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Speaker 1: This is your digital marketing coach and this is Neil
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Schaefer.
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Hey everybody, this is your digital coach, neil Schaefer,
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and welcome to my podcast and your home for anything and
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everything digital content, influencers, social media
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marketing all of the digital threads that you need to cover
00:01:22
in order to be successful with your business.
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The digital threads that you need to cover in order to be
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successful with your business leveraging digital and social
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media.
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This is episode number 378.
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And today I'm going to talk about my upcoming book, which,
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well, when this publishes, it will probably be the first day
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of publication.
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But before I get to that, I always like to share some
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industry news, which I am following, and wanted to share
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my own opinions and feedback with you.
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So, first of all, openai is releasing new AI models.
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I believe the code name is Strawberry or something like
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that, but we have O1 Preview and O1 Mini.
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I have yet to gain access to these and I think, as you begin
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leveraging ChatGPT more and more , you find that sometimes it
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isn't good at analyzing deeper information or basically asking
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a more complex question based on multiple deliverables and
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analysis of multiple data points .
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At least that's what I've found .
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So I think if you're a beginner , well you know, life goes on as
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usual, but if you're already getting savvy and leveraging
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these tools on a daily basis, these are definitely things to
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be looking for.
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If you don't know, these models represent an upgrade in
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reasoning, logic, contextual understanding, and they are
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designed to handle those more complex tasks that I talk about,
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and they are noted to be able to improve accuracy in
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generating responses and interpreting nuanced information
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.
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So definitely, you know, keep your eyes peeled on what OpenAI
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continues to evolve, and obviously they are still the
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giant.
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I know that a lot of people talk about Claude by Anthropik,
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which Amazon is a big investor in as well, and definitely, you
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know, stay tuned for more info on them as well, but ChachiBT
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definitely is the one I also want to share with you.
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An interesting marketing survey that came out that said nearly
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half of US consumers feel ignored by marketers.
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44% specifically express the sentiment, and, despite the use
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of targeted ads that is marketers we love to do 67% of
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people dislike feeling trailed by brands, while 70 percent find
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these ads irrelevant.
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Right, we never know why someone comes to your website,
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but just because you retarget them, it doesn't mean that they
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are necessarily interested in what you have or your ads are
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irrelevant to them.
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That's something that you're going to have to make the call
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on.
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You know, the disconnect here highlights how out of touch many
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marketers are with their audiences, even when leveraging
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data.
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So there are opportunities to stand out, to connect.
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But unless you are in better relationship, better
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communication with your customers, you will never know.
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And that is really a point that I talk about in Digital Threads
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, which is going to be released October 1st.
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Hopefully the pre-sales page for that is going to be up as
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well by the time that you download this episode.
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But email gives you a chance to develop a more intimate
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relationship and really to find out what your customers are
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interested in.
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If you find out what your customers are interested in,
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hopefully you can expand upon that to target other consumers
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who are not your customers.
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Hopefully you can expand upon that to target other consumers
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who are not your customers, but maybe in a way that they feel
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that you are not ignoring them, that you are aligned with their
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interests.
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So you know, at the end of the day, consumers prefer companies
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that connect with them on a values-based level and are
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willing to pay more for this authenticity.
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So rethink the way that you are digitally communicating with
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customers and prospects Email, obviously, but social media also
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is a great way to do this and leveraging brand ambassadors.
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These are all things that I have dedicated chapters for in
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Digital Threads, so make sure that you get that when it comes
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out.
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If you weren't part of my Kickstarter campaign, all right,
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so not a lot of news in digital marketing, but those are the
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two things that I focused on.
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And, by the way, if you are not a subscriber to my newsletter,
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these insights were already shared last week, so make sure
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you go over to neilschafercom slash newsletter so that you can
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be the first to get all of my insights and all of the latest
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content that I publish across the internet, along with other
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recommended reads.
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And if you had bought my upcoming book on LinkedIn that
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I'm going to talk about today on pre-order and sent me the proof
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of purchase, you would have been invited today to an
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exclusive special webinar on LinkedIn.
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So make sure you sign up to the list so that you get informed
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of all these things, because sometimes, by the time I
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announce it on the podcast, it's already too late, as it is in
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this case.
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All right, personal update.
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Well, we have digital threads coming.
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No-transcript in the next two weeks as I prepare for the
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official launch.
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This episode is really about the launch of my fifth book, which
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is Maximizing LinkedIn for Business Growth.
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Now, if you have been a subscriber to my newsletter or
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you've been over to my website, I have always promoted the
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annual update of a free lead magnet or ebook that I had
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called Maximizing LinkedIn for Business, and what I decided to
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do was extend the content.
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I added more than 50% more content.
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In fact, I think it's 75% more content.
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So a 10 word free PDF is now about 17 words.
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I added a lot of new information, including my advice
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on leveraging AI in LinkedIn, and I am now putting this on
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sale for 99 cents ebook only and , like I said, it is available
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on all the major retailers.
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I do plan to expand this.
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I have had a beta reading team and, once again, if you were
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with my newsletter, you would have found out about this, but
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I've had a few dozen people give me a lot of good feedback and I
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am going to be fleshing out maybe two or three more chapters
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, so I foresee this, in the next month or two, becoming a
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20-word book, in which case I will be raising the price and
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have a paperback and audiobook for that as well.
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So, for those of you that don't know, I used to be known as the
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LinkedIn expert.
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I published two books on LinkedIn back in 2009 and 2011.
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And I still see the same evergreen content out there and
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I still see a lot of people with a lot of questions about
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LinkedIn and I have a lot of perspective, I have history and
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I have a lot of fresh ideas to offer.
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And that is why, even though I am publishing digital threads
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because I already had a lot of content to work with and I
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wanted to celebrate the 15th anniversary of publishing my
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first book, which was called Windmill Networking
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Understanding, leveraging and Maximizing LinkedIn For those
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that might remember I thought this would be a great
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opportunity to share my latest thoughts and really serve a new
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generation of professionals, marketers, entrepreneurs and
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business owners that want to leverage LinkedIn better.
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Since being on pre-sale, we have been consistently number
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one in a number of categories home-based business, advertising
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, home-based business sales and selling.
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Writing skills and advertising been the number one new release
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in advertising.
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I'm looking at Amazon right now , number one new release in
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small business sales and selling .
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So really excited by the traction and I thank you all If
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you have pre-ordered my book.
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I cannot thank you enough, but I'm really excited to share this
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with you and to get your feedback.
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Now that you know that I'm not going to say it is a beta book.
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It is a book, but I will be fleshing out more content and I
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would love to hear your feedback if you think something is
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missing from it.
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So let's talk more about this book, because I want to give you
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some advice without your having to read the book.
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Through this podcast, I'm hoping to share with you some of
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the most important takeaways from the book.
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By the way, it is called Maximizing LinkedIn for Business
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Growth a practical guide to building your brand and driving
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results, and, like I said, you can find it everywhere, and if
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you can't find it, please let me know.
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I will definitely point you in the right direction.
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So let me read you the introduction and I think that'll
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give you a better feel, and then I'll cover a few points.
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Since writing two books on LinkedIn more than a decade ago
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Windmill Networking Maximizing LinkedIn and Maximizing LinkedIn
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for Sales and Social Media Marketing I have used this book
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to keep my past readers, as well as present community, educated
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on best practices when using LinkedIn for business.
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As a digital sales and marketing expert, my goal has
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always been to help other people prosper through the effective
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use of this powerful medium.
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As the needs and trends of its users continue to change with
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demographic shifts, the growing amount of non-professional
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content emerging on the platform and the various features
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introduced by LinkedIn over time , this book will show you which
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older LinkedIn practices still work, as well as the new things
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you can use to leverage the power of LinkedIn to further
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your career and benefit your business.
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You'll notice that I focus both on professional branding and
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the business benefits in this ebook.
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Before proceeding forward, please connect with me on
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LinkedIn linkedincom slash in slash, neil Schaefer, and let me
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know you came from this ebook when you send me your invitation
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, and I already want to thank some of you that have already
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connected with me through the book.
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Obviously, if you'd like some additional help after reading
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this book, you can join my group coaching community so that I
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have the opportunity to answer any digital social media
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marketing questions you have and help you to move your business
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forward.
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We still have a few spots open.
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Go to neilschafercom slash membership.
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So I want to share with you.
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I'm going to read chapter one in its entirety, because I think
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this really gives you a good backdrop.
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Now there are 10 chapters, so I'm going to read you 10% of the
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book, beginning with understanding LinkedIn's impact
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today.
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Chapter two is how LinkedIn is used today for business, and
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understanding that will give you a better field for the various
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ways in which you can leverage it.
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Chapter three is all about your profile.
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Chapter four build your network .
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Chapter five establishing credibility through
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recommendations.
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Chapter six engaging on LinkedIn building relationships
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through interaction.
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Chapter seven prospecting on LinkedIn finding and connecting
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with potential clients.
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Chapter eight chapter eight is a pretty heavy chapter which is
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all about creating content that resonates on LinkedIn.
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Chapter nine is the brand new leveraging AI to enhance your
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LinkedIn Really excited to share that with you.
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And then chapter 10 is all about creating a LinkedIn
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playbook building a daily routine for success.
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So let me read you this first chapter and I think that's going
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to give you a really, really good idea about the book about
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LinkedIn in addition to that introduction.
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So chapter 1, linkedin Statistics Understanding the
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Platform's Impact.
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Let's first look at LinkedIn by the numbers to understand its
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power.
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I include these numbers to share my perspective on LinkedIn
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to help you gain the most out of reading this book, so please
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do not skip ahead.
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If you ever see me speak on LinkedIn, I always start or on
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really any social or digital media, I always start with
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mindset.
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But before we get the mindset, we have to be on the same level
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of understanding with how powerful these networks are, and
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it often comes from understanding the numbers and
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the data the way that I see them .
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So I digress, but that is why I want to share this chapter with
00:12:00
you.
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So LinkedIn has been around since 2003, about the same time
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Facebook emerged.
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That is where the similarities end.
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While Facebook began as a social network requiring you to
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have a college email address, linkedin grew from the
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connections of its founding team of professionals.
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This led to Facebook being a more open network of friends,
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while LinkedIn continued to use a privacy feature, degrees of
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connectedness and restrictions on the expansion of networks.
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This has had several effects on their statistics, as you can
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imagine.
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Not the biggest social network, but highly influential.
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Since expanding trusted networks isn't a free-for-all,
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linkedin has stayed much smaller than Facebook.
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In fact, there are only about 1 billion users worldwide,
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according to LinkedIn's search.
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The breakdown of users by geography is the United States.
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This data is actually from last month, august 2024, 215 million
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users in the United States.
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That is a lot of users for one country.
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When you consider the United States population, well over 50%
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of Americans have a LinkedIn profile.
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India is second with 124 million.
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Brazil third 73 million.
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United Kingdom fourth with 38 million Once again, a good
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portion of their population.
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France, 32 million.
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Indonesia, 30 million.
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United Kingdom fourth with 38 million Once again, a good
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portion of their population France, 32 million.
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Indonesia, 30 million, canada 24 million, mexico 24 million,
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italy with 21 million and Spain with 20 million.
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So if you want to collaborate, network, sell to those countries
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.
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Obviously there are a lot of people there on LinkedIn that
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you could reach out to and connect with.
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Now, 1 billion users to me sounds like a lot, but if you
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are involved in social media marketing, you know that that is
00:13:31
in contrast to Facebook's nearly 3 billion members.
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Even newer, instagram already has 2 billion members and the
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newest social network, tiktok, has already reached 1.5 billion.
00:13:40
So LinkedIn lags and that's why they are not the sexy social
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network compared to the TikTok, the Instagram or the Facebook.
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Now, when compared to Facebook users by country, interestingly
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enough, according to this data, linkedin has more users in the
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United States, united Kingdom and France than Facebook does.
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So, while Facebook is truly a global platform, linkedin
00:14:01
continues to have a relative strength in the United States
00:14:03
and parts of Western Europe, a platform focused on
00:14:06
professionals.
00:14:07
With that said, linkedin is a very, very special social
00:14:09
network.
00:14:10
Unlike nearly all the other players, linkedin is the only
00:14:13
platform that continues to be focused on business and
00:14:15
professional networking.
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It's where professionals go to showcase their personal brand,
00:14:20
promote their companies and do business.
00:14:21
Traditionally, linkedin has been a social network that
00:14:24
mainly attracts professionals and businesses who are
00:14:26
interested in growing their careers.
00:14:28
While LinkedIn originally grew as a place to connect with
00:14:30
hiring managers and be found for that dream job, it has become
00:14:34
more than that and now also attracts the engagement of
00:14:37
professionals looking for an outlet for professional
00:14:39
networking.
00:14:40
It is said that 53% of college graduates in the United States
00:14:44
are now members of LinkedIn Decision makers and business
00:14:47
leaders.
00:14:48
If you're looking to do business with other professionals or
00:14:50
project your corporate image where it matters, this is one of
00:14:53
the best digital platforms to do so, because, according to
00:14:56
LinkedIn statistics, four out of five LinkedIn members drive
00:14:59
business decisions.
00:15:00
Now, that is an interesting stat.
00:15:02
How important are those business decisions?
00:15:04
We don't know, but if you consider that 99% of businesses
00:15:07
are small businesses, and if you think of all the small business
00:15:10
owners that might be part of LinkedIn, that data starts to
00:15:13
make a little bit more sense.
00:15:14
Linkedin is also the most used social media platform among
00:15:18
Fortune 500 companies, with 98% of executives at these companies
00:15:22
using LinkedIn.
00:15:23
It should come as no surprise, then, that 80% of B2B leads
00:15:25
generated through social media come from LinkedIn.
00:15:26
It should come as no surprise, then, that 80% of B2B leads
00:15:28
generated through social media come from LinkedIn.
00:15:29
There are also millions of LinkedIn users who are in
00:15:32
positions which may be beneficial to you.
00:15:34
Sales professionals have access to corporate buyers, and
00:15:37
marketers have access to influencers A wealthy user base.
00:15:41
Did you know that 50% of LinkedIn users in the United
00:15:44
States have an annual household income of $75?
00:15:47
And 53% of Americans who make more than $100 per year use
00:15:53
LinkedIn?
00:15:53
This shows the high level of not just wealth but
00:15:57
professionalism in the LinkedIn demographic and obviously hints
00:16:00
at the wealth that this demographic has.
00:16:02
With LinkedIn users more likely to belong to high-income
00:16:05
brackets.
00:16:05
You get a feel as to its user base, including many who have
00:16:09
substantial purchasing power and investment capacity.
00:16:13
Linkedin's content, visibility and organic reach what makes
00:16:16
LinkedIn especially powerful for the business person is the
00:16:19
relatively high reach that your content can achieve here.
00:16:21
For instance, did you know that LinkedIn content receives 15
00:16:25
times more impressions than job postings?
00:16:27
It's a data, and in the book you'll be able to see the link
00:16:31
to the source of that data if you're curious.
00:16:33
This is a sign that not only is LinkedIn not just about jobs,
00:16:36
but its members also actively engage with relevant
00:16:39
professional content.
00:16:40
Also, compared to other more popular social networks,
00:16:43
linkedin users don't seem to publish as much as the average
00:16:46
user does on a platform like Facebook.
00:16:47
This leads to a supply and demand imbalance that is
00:16:50
favorable for those LinkedIn users that publish content.
00:16:53
This reflects in the average life of a LinkedIn post in the
00:16:56
feed, which lasts for 24 hours, exponentially longer than the
00:17:00
lifespan of a Facebook post, which is just a little over one
00:17:03
hour.
00:17:03
And once again, the source for this data is included in the end
00:17:06
notes in my book.
00:17:07
Besides that, linkedin consistently ranks as the most
00:17:10
trusted social media platform by consumers.
00:17:12
Linkedin users trust the content that they see and this,
00:17:16
indirectly, can help you become a more trusted authority in your
00:17:19
field.
00:17:20
Linkedin stands apart from other social networks with its
00:17:22
exclusive focus on professionals and business leaders.
00:17:25
Unlike platforms like Facebook, instagram or Twitter, strike
00:17:29
through X.
00:17:29
Linkedin is not a melting pot of society, but a curated
00:17:33
community of individuals driven by professional growth, career
00:17:36
development and business opportunities.
00:17:37
This distinction creates a fertile ground for meaningful
00:17:41
connections, thought leadership and business development,
00:17:44
especially for those who actively publish and engage with
00:17:47
content on the platform.
00:17:48
Understanding LinkedIn's unique demographic and strategic
00:17:51
advantages is the first step towards harnessing its full
00:17:54
potential.
00:17:55
As we move forward, we'll explore how businesses and
00:17:58
professionals are leveraging LinkedIn in innovative ways,
00:18:01
unlocking opportunities that can drive real world success.
00:18:03
Let's dive into these practical use cases to uncover how you
00:18:08
can maximize LinkedIn for your professional and business goals.
00:18:12
I hope you enjoyed the reading of introduction and chapter one.
00:18:16
Like I said, maximizing LinkedIn for Business Growth by
00:18:19
Neil Schafer is available pretty much wherever books are sold
00:18:22
right now, ebook only launch price of 99 cents.
00:18:25
Get it while you can at this very inexpensive price, and if
00:18:28
you can't find it at your bookstore, please email me.
00:18:31
I would love to guide you to where you can find it in
00:18:34
whatever country you are in, but for instance, obviously Amazon,
00:18:37
barnes, noble, google Play, apple Books, kobo, writing Life
00:18:41
or Kobo.
00:18:41
Those are some of the many places where the book is
00:18:44
currently available.
00:18:45
So I will be shifting gears from maximizing LinkedIn for
00:18:49
business growth to digital threads on upcoming podcast
00:18:51
episodes.
00:18:51
But I do hope you'll take advantage of this opportunity to
00:18:54
sort of tap in to my advice at a very, very low price and if
00:18:58
you do, I would love to hear your feedback.
00:19:00
Feel free to reach out to me and really, if you have feedback
00:19:03
for anything I talk about here, neil at neilschafercom, and if
00:19:07
you haven't, I do hope that you will hit that subscribe button.
00:19:11
We have a lot of great interviews coming up.
00:19:12
As you know, half of my episodes are solo recordings and
00:19:16
half of them are interviews.
00:19:18
Looking at the schedule, we have none other than John Janch.
00:19:22
John Janch is known as the duct tape marketing guru.
00:19:26
He founded duct tape marketing and we are going to be talking
00:19:30
all about fractional CMOs, something that I do and
00:19:33
something that I think a lot of you have expressed interest in,
00:19:36
whether you want to become a fractional CMO or you're
00:19:39
considering working with a fractional CMO, considering
00:19:45
working with a fractional CMO.
00:19:46
We're going to be talking with Andy Lambert.
00:19:47
Andy is a product manager for Adobe Express, but he's also the
00:19:48
founder of Content or co-founder of Content Cal, a
00:19:51
social media scheduling tool, and we're going to be talking a
00:19:53
lot about B2B social media and social media advocacy.
00:19:57
We have Dennis Yu, who's known as the king of Facebook ads.
00:20:01
He's going to be talking about your personal brand on Google,
00:20:04
which was a really fun topic.
00:20:06
We have Dan Gingas talking about customer experience
00:20:08
marketing.
00:20:09
Nancy Harhut, who is the author of Using Behavioral Science in
00:20:13
Marketing, talking about counterintuitive marketing.
00:20:16
Michelle Garrett, who is an expert on PR for small business.
00:20:20
Now a lot of great interviews coming up, so make sure you hit
00:20:23
the subscribe button and I will be at you again in the coming
00:20:27
week.
00:20:27
That's all there is for this episode.
00:20:29
This is your digital marketing coach, neil Schafer, signing off
00:20:32
.
00:20:33
Speaker 2: You've been listening to your digital marketing coach
00:20:36
.
00:20:36
Questions, comments, requests, links go to
00:20:41
podcastneilschafercom.
00:20:43
Get the show notes to this and 200 plus podcast episodes at
00:20:47
neilschafercom to tap into the 400 plus blog posts that Neil
00:20:52
has published to support your business.
00:20:55
While you're there, check out Neil's digital first group
00:20:58
coaching membership community if you or your business needs a
00:21:02
little helping hand.
00:21:03
See you next time on your digital marketing coach.
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