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Building badass leads on LinkedIn

(SOCIAL MEDIA NEWS) LinkedIn reported recently that 80 percent of business to business (B2B) leads were through their platform. Here’s how to take advantage.

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linkedin

You should already have one

Any savvy business owner or entrepreneur knows that having a LinkedIn profile is critical, but how do you utilize your presence in such a manner as to make the connections that will benefit you most?

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Being more strategic about your biz

The new LinkedIn App which was released this year makes it easier to connect to a professional network by streamlining the mobile experience. You still need a strategy to maximize your time and efforts in establishing leads and building relationships for your business through LinkedIn, which now has over 400 million members. LinkedIn reported last year in that 80 percent of business to business (B2B) leads were through their platform, according to an analysis by social media marketing platform Oktopost.

The full guide (strap in, guys!)

The great news is that there are plenty of successful entrepreneurs who share their tips so you don’t have to struggle through trial and error. That’s where influencers such as Crazy Egg and Hello Bar co-founder Neil Patel comes in. He leads readers through a thorough step-by-step guide on Quick Sprout to generate leads from LinkedIn on his blog.

If you are interested in generating B2B needs then will want to read his full article, but here’s a summary of his six step strategy with some of my observations:

Step #1. Optimize your profile for connecting
Patel emphasizes the importance of your first impression, which is can be made through 3 different ways – name and picture, tagline and title, and a message.

Having a professional photo is absolutely critical to show that you are a legitimate and credible person. Selecting a title that targets the specific position you would like to connect to is important if you want someone to check out your full profile.

Step #2. Create your own group
This step was an Eureka moment for me.

Patel states that “You’re going to invite potential leads to join the group you created. You’re going to leverage the group to get more connections and get more leads.” The key is to create a group that will “benefit your potential customers” and if you sell to local businesses, Patel further states that “it’s a good idea to add a location to the name of the group as well.”

A caveat that I would make is to confirm that a similar group does not exist. Also be cautious if using a name that is too narrow of a scope, or is related to a proprietary name both in the private and non-profit sectors.

Step #3. Create your hit list of potential customers
Patel suggests setting a goal of compiling a list of 500 – 1000 potential leads. While that number may seem a bit daunting when a LinkedIn milestone is to have at least 500 connections, Patel reminds us that LinkedIn has over 400 million users.

He suggests using LinkedIn’s built-in search function and to select for title, location, and industry.

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The title is significant in B2B sales as you’re “typically targeting the same level of employee/employer in each company” according to Patel.

While location can be important for some service providers, for web and application development sector this feature may not be as relevant if remote services are acceptable. Based on Patel’s example, a search I ran for “Chief Technology Officer” in six related information technology industries resulted in over 47,000 results. I then fine-tuned to the specific keyword of “Postgres” to determine who had knowledge of this database programming language, which narrowed down to over 200 results. For the purpose of creating a group, these keywords are too refined but this search does provide a starting list that can be put into a spreadsheet.

Step #4. Make initial contact with each member
This step takes the longest – contacting every person on the “hit list” by using the basic connection invitation – and involves refining earlier steps including #1 of creating your profile headline and photo. Incorporating your group that you created will “establish your credibility” in their industry according to Patel, as well as crafting a first impression to will improve your acceptance rate are critical steps. I agree with Patel that making a personal connection by relating and referencing to something from that individual’s profile.

One of the most enlightening points of Patel’s post is on how to send the request effectively. I’ve often struggled with which selection to make, especially if it requires the person’s email address which may have changed from previous contact. Patel recommends selecting the “Friend” option, because “Don’t worry about looking weird to users because you picked the friend option—they will never see it. That information seems to be for LinkedIn only.

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Don’t send too many invites out at once as you could trigger spam alert – monitor your acceptance rate and refine your method.

Patel recommends aiming for a 50% acceptance rate.

Step #5. Continue to engage
To summarize Patel’s recommendations in Part #1 of this step for member engagement:

  • Invite your new connections to your group
  • Be active in your group
  • Post content from tools and industry news – search Google or set alerts
  • Comment, like and share others posts
  • Track who does and doesn’t join your group, and re-invite later once your group is full active

As for making personal connections, Patel emphasizes to “forget about turning them into leads” and instead focus on building a relationship by sending messages through LinkedIn. To avoid coming across too strong, send several messages over a period of 2 – 3 months to a connection before soliciting a sales call. These messages can include a follow-up/thank you for connecting, useful resources, and references to interesting group discussions.

Step #6. Get off LinkedIn
It’s easy to be caught within the spider web of LinkedIn, between the multitude of groups, updates from connections, new posts, and more. Budget your time accordingly, but engage and foster your new and current connections in person when possible. Webinars and phone calls are great options, but if you can schedule some one-to-one time, even better! Take advantage of local networking events and conferences to engage your LinkedIn connections in real life to find real success with your B2B sales.

#LinkedInLeads

Debbie Cerda is a seasoned writer and consultant, running Debra Cerda Consulting as well as handling business development at data-driven app development company, Blue Treble Solutions. She's a proud and active member of Austin Film Critics Association and the American Homebrewers Association, and Outreach Director for science fiction film festival, Other Worlds Austin. She has been very involved in the tech scene in Austin for over 15 years, so whether you meet her at Sundance Film Festival, SXSWi, Austin Women in Technology, or BASHH, she'll have a connection or idea to help you achieve business success. At the very least, she can recommend a film to watch and a great local craft beer to drink.

Social Media

Twitter branches out into voice chat – what could go wrong?

(SOCIAL MEDIA) We’re learning more about Twitter’s forthcoming audio chat rooms, but what is Twitter learning about moderation?

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Twitter open on a smartphone on table next to a cup of warm brown tea.

Twitter wants you to talk more with more people. Like, actually form words. With your mouth.

In November 2020, the micro-blogging giant announced it’s testing its new Audio Spaces feature, which allows users to create audio-only chat rooms – making it what Wired calls a copycat of the new and buzzy Clubhouse app.

Twitter itself hasn’t released many details, but tech blogger/app-feature detective Jane Manchun Wong has been tweeting some of the deets.

How it works

Here’s what we know about the private beta version, according to Wong: Users create a chat room and can control who is admitted to the group, whether it’s the public, followers, or followees. Group size is currently limited to 10. Members can react with a set set of emojis: “100,” raised hand, fist, peace sign, and waving hand. Spaces conversations are not recorded, but they are transcribed for accessibility. It uses Periscope on the back end.

One thing that’s not clear: The actual name. Twitter’s announcements have been calling it Audio Spaces, but the product’s handle is @TwitterSpaces.

It’s Twitter! What could go wrong?

The big gorilla in the chat room is moderation – as in, how do you keep humans from being terrible on Twitter?

We can all be forgiven for skepticism when it comes to Twitter’s aim to keep Audio Spaces safe(ish). Twitter can be a toxic stew of personal insults and even threats. Interestingly, Twitter is starting its test by inviting users who are often targets: Women and people from marginalized groups. Great idea! Who better to help craft community guidelines?

Requiring platforms to shut down hate speech and violent threats is having a moment, and Clubhouse is already in the controversy mix. Even as invite-only, the app has had some high-profile failures to moderate with threats toward a New York Times reporter and a problem anti-semitic conversation. It seems likely Twitter is paying attention.

Also on the safe(ish) side: The space creator is all powerful and can mute or kick out bad actors. Spaces can also be reported. Then there’s the transcription, which sets Audio Spaces apart from similar apps. Chat transcription was aimed at accessibility but, TechCrunch suggests that might help keep things civil and appropriate if people know their words are being written down. Hmm. Maybe?

Also… Why?

It doesn’t appear that there was a groundswell of demand from users, but Audio Spaces at least is something different from the feature pile-on making the social media big dogs start to look the same, as in Twitter’s also-new Fleets, Instagram’s and Facebook’s Stories, Snapchat’s… Snapchat. (See also Instagram’s Reels, Snapchat’s Spotlight, TikTok’s… TikTok.)

Clubhouse does appear to be hugely popular in Silicon Valley – and it has the investment capital to show it – so maybe there’s something to this audio-only chat thing. But we’ve already seen pandemic-fueled Zoom-happy-hour-fatigue, as users have gotten frustrated with too many people talking at the same time. Video chat can give users at least a few more clues about who is talking and who might be about to talk. Audio-only chat seems like it could quickly devolve into a chaotic cacophony.

But, Twitter says, conversation will flow naturally, and it advises users to “be present.”

“Just like in real life, the magic is in the moment,” it says.

It’s beta testers will surely have a lot to say about “magic” and “moderation.”

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Social Media

New Pinterest code of conduct pushes for mindful posting

(SOCIAL MEDIA) Social media sites have struggled with harmful content, but Pinterest is using their new code of conduct to encourage better, not just reprimands.

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Pinterest icon on phone with 2 notifications, indicating new code of conduct.

It appears that at least one social media site has made a decision on how to move forward with the basis of their platform. Pinterest has created a brand-new code of conduct for their users. Giving them a set of rules to follow which to some may be a little restricting, but I’m not mad about it. In a public statement, they told the world their message:

“We’re on a journey to build a globally inclusive platform where Pinners around the world can discover ideas that feel personalized, relevant, and reflective of who they are.”

The revamp of their system includes 3 separate changes revolving around the rules of the platform. All of them are complete with examples and full sets of rules. The list is summed up as:

  • Pinterest Creator Code
  • Pinterest Comment Moderation Tools
  • Pinterest Creator Fund

For the Creator Code, Pinterest had this to say: “The Creator Code is a mandatory set of guidelines that lives within our product intended to educate and build community around making inclusive and compassionate content”. The rules are as follows:

  • Be Kind
  • Check my Facts
  • Be aware of triggers
  • Practice Inclusion
  • Do no harm

The list of rules provides some details on the pop-up as well, with notes like “make sure content doesn’t insult,” “make sure information is accurate,” etc. The main goal of this ‘agreement’, according to Pinterest, is not to reprimand offending people but to practice a proactive and empowering social environment. Other social websites have been shoe-horned into reprimanding instead of being proactive against abuse, and it has been met with mixed results. Facebook itself is getting a great deal of flack about their new algorithm that picks out individual words and bans people for progressively longer periods without any form of context.

Comment Moderation is a new set of tools that Pinterest is hoping will encourage a more positive experience between users and content creators. It’s just like putting the carrot before the donkey to get him to move the cart.

  • Positivity Reminders
  • Moderation Tools
  • Featured Comments
  • New Spam Prevention Signals

Sticking to the positivity considerations here seems to be the goal. They seem to be focusing on reminding people to be good and encouraging them to stay that way. Again, proactive, not reactive.

The social platform’s last change is to create a Pinterest Creator Fund. Their aim is to provide training, create strategy consulting, and financial support. Pinterest has also stated that they are going to be aiming these funds specifically at underrepresented communities. They even claim to be committing themselves to a quota of 50% of their Creators. While I find this commendable, it also comes off a little heavy handed. I would personally wait to see how they go about this. If they are ignoring good and decent Creators based purely on them being in a represented group, then I would find this a bad use of their time. However, if they are actively going out and looking for underrepresented Creators while still bringing in good Creators that are in represented groups, then I’m all for this.

Being the change you want to see in the world is something I personally feel we should all strive towards. Whether or not you produced positive change depends on your own goals… so on and so forth. In my own opinion, Pinterest and their new code of conduct is creating a better positive experience here and striving to remind people to be better than they were with each post. It’s a bold move and ultimately could be a spectacular outcome. Only time will tell how their creators and users will respond. Best of luck to them.

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Facebook releases Hotline as yet another Clubhouse competitor

(SOCIAL MEDIA) As yet another app emerges to try and take some of Clubhouse’s success, Facebook Hotline adds a slightly more formal video chat component to the game.

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Woman forming hands into heart shape at laptop hosting live video chat, similar to Facebook's new app Hotline

Facebook is at it again and launching its own version of another app. This time, the company has launched Hotline, which looks like a cross between Instagram Live and Clubhouse.

Facebook’s Hotline is the company’s attempt at competing with Clubhouse, the audio-based social media app, which was released on iOS in March 2020. Earlier this year, The New York Times reported Facebook had already begun working on building its own version of the app. Erik Hazzard, who joined Facebook in 2017 after the company acquired his tbh app, is leading the project.

The app was created by the New Product Experimentation (NPE) Team, Facebook’s experimental development division, and it’s already in beta testing online. To access it, you can use the web-based application through the platform’s website to join the waitlist and “Host a Show”. However, you will need to sign in using your Twitter account to do so.

Unlike Clubhouse, Hotline lets users also chat through video and not just audio alone. The product is more like a formal Q&A and recording platform. Its features allow people to live stream and hold Q&A sessions with their audiences similar to Instagram Live. And, audience members can ask questions by using text or audio.

Also, what makes Hotline a little more formal than Clubhouse is that it automatically records conversations. According to TechCrunch, hosts receive both a video and audio recording of the event. With a guaranteed recording feature, the Q&A sessions will stray away from the casual vibes of Clubhouse.

The first person to host a Q&A live stream on Hotline is real-estate investor Nick Huber, who is the type of “expert” Facebook is hoping to attract to its platform.

“With Hotline, we’re hoping to understand how interactive, live multimedia Q&As can help people learn from experts in areas like professional skills, just as it helps those experts build their businesses,” a Facebook spokesperson told TechCrunch. “New Product Experimentation has been testing multimedia products like CatchUp, Venue, Collab, and BARS, and we’re encouraged to see the formats continue to help people connect and build community,” the spokesperson added.

According to a Reuters article, the app doesn’t have any audience size limits, hosts can remove questions they don’t want to answer, and Facebook is moderating inappropriate content during its early days.

An app for mobile devices isn’t available yet, but if you want to check it out, you can visit Hotline’s website.

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