Messaging within the marketing industry is all about timing, and getting someone to believe you are who you say you are… So, is that all marketing essentially boils down to now? Constantly posting content and hoping someone will ‘swipe right’ on your company or service?
Previously…On the Deven the Content Strategist Show…
[Fade in]
I was chatting with a friend (who has 20 years more experience in the marketing industry than me) about LinkedIn and the “game” we have to play to create awareness around ourselves, our brands, or our agencies.
There are a few things I’m still unhappy about with LinkedIn.
What I feel LinkedIn could do better:
The algorithm is what I would call “horrible.”
I have a lot of connections within the marketing industry, so I only see posts from other marketers in my feed. If there’s a way to fix that, let me know. I don’t feel like taking the time to do the research on my own.
In a previous life, I was in the restaurant and hospitality industry, so naturally most of my connections were in that network. Back then, I didn’t care much that I only saw posts from people from that industry.
I wanted to be on the forefront, so seeing siloed posts helped me stay current and relevant.
But as a marketer, I need LinkedIn for four main things:
- Staying up-to-date on industry developments
- Prospecting for other freelancers
- Prospecting for clients
- Networking
Right now, it seems I’m only able to do one of those: Network.
Numbers one and two sort of go along with that, but I have to do too much on my own to see anyone outside of my network.
But when it comes to prospecting for client, it seems I’m going to have to start a new profile.
I’m sure most of you have two or more profiles on all social media, but I haven’t been that type of guy. I’ve tried it in my personal life and it’s too much to manage, so that didn’t last long.
So again, if you know of a way to rig my feed to stop showing me people and things I already know, and begin seeing things that I don’t…clue me in.
Playing the LinkedIn game
I’d also like to see LinkedIn become more collaborative and less about self-promotion. That’s the “game” I referred to earlier.
I’m talking about those long posts that seem insightful and garnish a lot of likes and attention, and then are forgotten about 2-3 days later when they cycle out of the engagement bubble.
Then, you’re forced to do that more and more often to stay relevant.
I’ll stop here and let you make fun of me for essentially bashing what is essentially a content strategy…The irony of my thoughts aren’t lost on me.
I’m just saying, there has to be a better way.
I’ve tried a few tactics and they haven’t worked for several reasons. I think the number one reason is that I’ve been inconsistent.
[Fade out]
…And Now… Something’s Wrong
There’s a disconnect between what marketing says it is (strategic, authentic, effective) and what it often ends up being (performative, repetitive, transactional).
I was seriously over LinkedIn…
That was until I asked ChatGPT how others are using it. I got an education…
Basically, the AI recommended that I use LinkedIn as an extension of a calling card.
So, after I meet someone in person or through cold outreach, I should expect them to go look at my LinkedIn profile. Naturally, I’ll want to have the optimized, up-to-date, and I should be posting regularly.
This helps show I’m a real person, know what I’m talking about, and have experience doing what I say I do.
Following this path is supposed to help build my credibility and eventually pay off when I begin finding serious clients.
I’ve been trying it, and I’m making more connections. But those have yet to turn into real clients.
I mean…
I’ve been doing this for like, two weeks now…JEEZ.
Why don’t I have instantly viral posts that garnish hundreds of comments and getting me hundreds of followers?
Wait.
What?
What do you mean it doesn’t work that way?
But you said in your posts that you have a fool proof, no fail game plan for making LinkedIn work for me.
You said that’s how you did it.
Oh there are other steps I have to follow but you’ll only share those with me if I join your $2000 class?
And THEN I’ll go viral, right?
OK. I think you guys see that I’m being extremely sarcastic there, right?
So, what I’ve noticed about messaging within the marketing industry is it’s all about timing, and getting someone to believe you are who you say you are.
That means, you have to connect with them at the right time, and make sure you look good.
So, is that all marketing essentially boils down to now?
Constantly posting content and hoping someone will “swipe right” on your company or service?
Speaking of that…
Is there an app for marketing companies that’s similar to dating apps?
If not, I’m looking for app developers…
Deven Bhagwandin 