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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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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.

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Social Media

Reactions to Twitter Blue from real subscribers, p.s. its not worth it

(SOCIAL MEDIA) Twitter’s paid subscription service, Twitter Blue, gives more control over tweets and custom UI, but subscriber reception has been lukewarm.

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Twitter Blue Sign Up Page

Twitter Blue, a paid subscription service that gives users increased control over their tweets and the appearance of their interfaces, launched this summer. Subscriber reception has been lukewarm, foreshadowing some resistance to shifts away from advertising-based revenue models for social media platforms.

The allure of Twitter Blue isn’t immediately apparent; beyond a relatively low price tag and increased exclusivity on a platform that emphasizes individuality, the service doesn’t offer much to alter the Twitter experience. Twitter Blue’s main selling point – the ability to preview and alter tweets before sending them – may not be enough to convince users to shell out the requisite three dollars per month.

Other features include the option to change the theme color and icon appearances. Twitter Blue subscribers can also read some ad-supported news articles without having to view ads courtesy of Twitter’s acquisition of Scroll, a company that provides ad-free news browsing.

But even with this variety of small customization options and the promise of more to come, users are skeptical. Android Central’s Shruti Shekar is one such user, beginning her review with, “Right off the bat, this feature isn’t worth the money you’d be spending on it every month.”

Shekar posits that the majority of the features are wasted on long-term users. “I think a lot of my opinions come from a place of using Twitter for so long in a certain way that I’ve gotten used to it, and now I find it challenging to adapt to something that would theoretically make my life easier,” she explains.

One of those adaptations centers on Twitter Blue’s “Undo Tweet” feature – something that belies the notion of proofreading and using common sense before sending thoughts into the nether.

“For me, 95% of the time, I really do pay attention to my tweets before I send them out,” says Shekar.

Twitter Blue checking Tweets before sending.

Shekar does praise Twitter Blue’s “Reader Mode” feature that allows users to view threads as uninterrupted columns but argues that the feature would probably end up being underutilized despite being a cool concept.

The aforementioned color and theme customization was of little interest to Shekar. “I actually found it a bit challenging to get used to the other colors, not because they’re ugly, but again because I am just so used to the classic blue,” she says.

One problem here is that the options to change link and theme colors and put threads in reader mode seem more like accessibility features than premium content. Twitter might do well to make these available to all users, if for no other reason than to avoid criticism about locking quality of life updates behind a subscription paywall.

Shekar’s criticism hits on a crucial point for any social media company looking to emulate Twitter Blue’s subscription model: Even if the subscription price is low, companies have to be prepared to make actual meaningful changes to the user experience if they want satisfied subscribers. That includes building in options that don’t fundamentally alter the basic aspects (or appearance) of the platform.

For more on Twitter Blue, check out their blog post on it here.

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Instagram flaunts new features, including a decked out desktop experience  

(SOCIAL MEDIA) It’s been a time of exciting product and feature announcements for Instagram with additions of Collabs, fundraisers, and desktop posts on deck

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Instagram displayed on a desktop

It’s been a time of exciting product and feature announcements for Instagram on both mobile and desktop.

Collabs Feature

“Collabs” allows up to 2 accounts to co-author a post or Reel, both sharing joint ownership of what is ultimately published. The post or Reel will show up equally on both users’ feeds with the same amount of engagement numbers, but combined, including comments, view numbers, and like counts. This is initiated through the tagging screen and the invited account will have to accept the offer before the collab can be complete.

Examples of adding a co-author in Instagram Collabs feature

Fundraiser & Reel Features

Instagram was quick to jump on the short-form content trends taking the social media world by storm. With the rise of TikTok, the Insta platform that was originally focused on static photos added Reels, along the same wavelength of short 15, 30, or 60-second videos, though the competitor has now expanded with the option of 3 minutes. Even so, Instagram is taking the time to improve music-related features within the Reels section of the app, adding “Superbeat” and “Dynamic.” The first adds effects to the video matching the beat of the chosen song, while the latter offers unique and interesting ways to display the song’s lyrics on screen. In addition, they are beginning to test the option to run fundraisers on a post by clicking the + button in the top right corner of the interface.

Examples of Dynamic for Reels feature

 Desktop Feature

FINALLY! Instagram is now realizing just how many users truly enjoy the desktop experience. If one were to compare the platform on the mobile app vs. desktop, they would see the slew of differences between the two with the desktop interface looking like the 1st year Instagram was even introduced. Functionality is no comparison; they only just added the ability to DM on desktop last year. As one can see, there is an extremely limited experience on desktop, but Instagram is now rolling out the ability for users to post from their browsers. Catch us enjoying posts on the big screen!

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Truth Social: Trump’s long-standing battle against Big Tech backfires

(SOCIAL MEDIA) Truth Social is an example of how a new platform, though necessary to keep competition alive, can prove to be fallible before it succeeds.

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Man holding iPhone with Truth Social app download page up, as well as the stock market and Trump in the background on computer screens.

Former President Donald J. Trump announced a new social media platform, dubbed “Truth Social” last week. The platform has since been the recipient of cyber attacks by hacker collective Anonymous and the Software Freedom Conservancy has accused the Trump Media and Technology Group of violating the terms of their software agreement.

The circumstances plaguing Truth Social provide a small (if nuanced) look into the rigors of creating and sustaining new social media platforms in the modern-day. While expanding the number of social media platforms available creates more competition, this platform, in particular, raises some questions about the wisdom of investing in a service that creates an ideological echo chamber, as well as demonstrating that not just anyone can run a social media site.

There’s no denying that this new entry into the world of social media is off to a rocky start. Cyberattacks just hours after Truth Social’s test run left the site in disarray, with fake user accounts for Mike Pence, Steve Bannon, and Donald Trump appearing at various stages of the launch. Truth Social’s hosts eventually took it offline, and the sign-up process is halted for the time being.

Woman holding iPhone showing Truth Social's feed.

Truth Social also has some interesting rules regarding user interactions on their platform, including a non-disparagement clause and the assertion that users can be sued for the content they post, Time reports.

“In addition to terminating or suspending your account, we reserve the right to take appropriate legal action, including without limitation pursuing civil, criminal, and injunctive redress,” says one section of the Truth Social terms of use.

This clause is in stark contrast to the ethos behind Truth Social – a platform that, according to the press release, was “founded with a mission to give a voice to all” and “stand up to the tyranny of Big Tech.”

The disparity in messaging versus reality is an understandable mistake, as much of Trump’s mindset was most likely impacted by criticism levied against him on mainstream social media when he had his accounts – and anyone in the same position might reasonably make the same call. However, restricting users to agree with one set political ideology is a perilous precedent to set. Echo chambers aren’t particularly conducive to longevity.

iPhone showing Trump's suspended Twitter account.

The Trump Media and Technology Group also violated the terms of their open-source software of choice when they uploaded the pilot version of Truth Social. According to the licensing agreement associated with Mastodon – the software company TMTG used – users must have access to the source code for the product in question (in this case, Truth Social).

Since the initial users of Truth Social did not receive that access, the social media platform is at risk of permanently losing its rights to the code.

While some of these pitfalls feel proprietary to Trump insofar as his high-profile battle against social media is concerned, the truth is that any development of new social media entries will be messy and fraught with obstacles. Truth Social is just one example of how a new platform – something that is absolutely necessary to keep competition alive – can prove to be publicly fallible far before it ever succeeds.

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