Connect with Jonny
Jon Taylor: 00:01 Welcome to the marketing for coaches show with your host John Taylor. Tune in each week to hear the best in the business. Share the tools and techniques to help you market your coaching practice. And now here’s your host, Jon Taylor.
New Speaker: 00:20 Welcome, welcome, welcome to marketing for coaches, everybody. We’re so glad that you are here today. We are good to have Johnny Rose from winnet Linkedin, and he’s going to talk to you about how to effectively use linkedin to market your business every week, year on marketing for coaches show. We’re going to bring some guests in that are gonna help you with like Johnny is today. He’s going to go through a lot of material on how to use linkedin to effectively promote your business, real strategies that you can use to convert your network into paying clients that can help you get the business that you are driving for and lead the life that you would love to. Alright, so today’s episode is sponsored by Blue Avocado, a domain and hosting, and that’s at Blue Avocado. Hosting that come blow avocado hosting offers one click, wordpress hosting. Um, all of your domain needs, ssl certificates, email, everything that you could possibly need in the internet and domain hosting connection.
New Speaker: 01:35 We have 24 slash seven support. Blue Avocado provides great hosting at a great price and it’s very reliable service. The servers that we use over at blue avocado are especially designed for your Internet business so that, uh, you know, when you’re making these heavy, heavy online courses that are filled with video, um, you’re going to want to use the reliable servers over at Blue Avocado, which are gonna help your business with 99 point nine, nine, nine, eight. Uptime. Yeah, they’re up all the time. It works. Works forever. So let’s get back to the show. Johnny rose is the Rockstar of linkedin marketing and he’s hailing from London, England. So Johnny rose, welcome to the show
Jonny Rose: 02:25 of course. So I think, um, as your organization get to know. My name is Johnny Rose and I run a Linkedin coaching company, as you said, out of here in London who win@Linkedinoverwhenitlinkedin.com where I teach my sorts of race and debt shorts. I gets up just, I teach me to be professionals, so that’s freelancers, entrepreneurs, professionals, executives who are selling to other companies. I teach them how to use linkedin, this great social network, how to find leads, not to prospects, and I’m close deals, so very much a sales coach is probably where I’d, I’d slept in in the Grand World of coaching and in particular the grand tool that I’m using and really pushing and encouraging others to jump onto, into really appreciate is linkedin.com. So that’s really my. That’s me with my coaching hat on what the day job is. I run and I’m part of a software company.
Jonny Rose: 03:18 So eight years ago I started a marketing technology company called ego ID. I owe a ego.ai with friends out of university. I went to university not to London, but in the southwest of England in a very rustic, agrarian, every lots of farmland called Devon and Cornwall. And um, I went to x university and as a result of meeting some good friends that I’m around about 2009, 10, we started a really cool software company and that’s what’s been really, um, been at the forefront of my professional mind for the last eight years. But as you’ll probably go into here in my story, ain’t 10 became a huge part in our company success and now I’m taking the time to really help others to replicate the successes we’ve seen personally, professionally with Newton.
New Speaker: 04:05 So how exactly did that transition take place from going from a software startup and then all the sudden into linkedin marketing?
Jonny Rose: 04:14 So that’s a very good question. So when we started the software company, when we started ago, back in 2010, we were just a bunch of, of, of student friends. We were sitting off student dorms, we had no professional connections. So I did English literature, some of the gangs were computer science, some of business management. And the point why I’m saying, well, the fact is all of us to just quote unquote young people with no professional contacts or any kind of, um, sort of any sorts of awareness or, or in the business world. And so we were sitting there and exited, which again is a very small city. It’s not London, it’s not really a center of industry. Have much happening there. And we built this software, this software called idiot. And um, I won’t go too into it, but it’s simply a marketing technology. It’s personalized as a content, etc.
Jonny Rose: 04:59 Based on what you’re reading. We work out what your interest in john, Based on what you read on the website. And we use that to send you more relevant content. That’s what the software does. And it’s quite expensive. It’s not cheap. It’s b, two b software. and, and typically you might spend upwards of 30,000, 40,000, $50,000 to use our software. And the reason why I say that is we built this incredible software and we’re sitting there at university and we realized, well, gosh, well how do we get out there? No one in the world, no one in silicon valley, no one on wall street, no one in the business world knows about the, you know, the five, six, seven of us here in our small university. So What can we use to get out there? And this really was, you know, we didn’t have much money beyond our own savings.
Jonny Rose: 05:41 We didn’t have any sorts of adults who’ve done business or run a startup before to guide us. We didn’t have facebook ads or blogging or any of that kind of resource. And just we realized very quickly that, well, if we want to meet, if we want to meet the head of digital at jp morgan or the chief information officer, ibm, we’re not going to do that for three human reference or through cold email probably won’t work because we just don’t have much going for us. But we realize they’re all their needs. All these impressive persons who have very high offer net career and who seemed like a great big gap between the students and then that all present on linkedin, which is really the world’s largest professional btby social network. And we realized if we as a staff, if we as individuals, it doesn’t matter where you are geographically, where we are in career, stacia, get onto this platform, then we have a fighting chance of being able to contact the very people at the very companies you want to sell our software to.
Jonny Rose: 06:36 So that really was the initial genesis of stuffing. There are students with no connections realizing this new or the social media that really the gap between us and the gatekeeper, the people we wanted to speak to, these high up career professionals have had completely shortened. And as a result of social media, whether it be with Just one click away from getting in contact with someone who wants to get into a sales meeting with. That was a great epiphany eight years ago. And since then we’ve just got better and better at using that platform and positioning ourselves to be able to now book meetings with people like a jp morgan or blackrock or all these other kind of impressive companies. Which once upon a time team very much out of our reach.
Speaker 4: 07:17 So if you can find the president of jp morgan it, can you just send him a contact through linkedin or is there a recording process or how would you explain that you do that? So that’s a really good question. Yeah.
Jonny Rose: 07:31 In, I’ll speak in generalities first and then in particular things you can do, but with regards to linkedin a little bit interesting. It’s linkedin, it’s not like a twitter, for example. Many of your audience might be more ofi twitter where you see someone and you can follow and you can receive that. you’re, you become a connection. There’s no sort of, um, there’s no sort of gatekeeping there. They can’t choose your or name. Well, in linkedin it’s a little different. You have to send the connection invites and the onus is on the person you know, that president of jp morgan, as he said, the onus is on them to say yes or no. So really your opening gambit when you press connect really has to be a good one for them to give you the time of day. Otherwise they’d probAbly acutely aware of what you’re trying to do.
Jonny Rose: 08:14 So I’m like, as with all social networks, some of these things up there, 50 percent art and 50 percent science, some people, regardless of how high they are in their career, just want to connect with others and they’re not so suspicious or so, you know, precious of their time and connection. So it’s not depressed. yes, but broadly, when in linkedin you have to have a very compelling connection message or reasons why you should connect with me. There are other means in which you can really make the process better in that. Ideally you want to have a profile which really sells you. When it comes to connection message, you only have about 200 characters. Say, hi john, my name’s Johnny Rose. I’m a linkedin coach. Would be greaT if we could connect because we’re in a similar industry. Most you have bots have a really useful thing you can do is also make sure that your profile and very linked in page that you own them command and represents you on that network is really well.
Jonny Rose: 09:06 And I think what is optimized to the person you’re trying to connect with. so if I were trying to connect with the president of jp morgan, for example, I wouldn’t just sign up to linkedin, put up a very simple photo and a little bit about my cv and bed. I will try and make sure everything on my page spoke to someone who’s a president of an asset management firm, not necessarily jp morgan, but perhaps all the presidents of all the great asset management funds and in that realm with the world. So there are lots of little tactics and tidbits you can do to make sure you get that connection. And then once you do get that, yes john, that’s when you can become really begin to try different strategies to get that, you know, that person’s attention. We’ll get them to do business with your accepted meeting,
Speaker 4: 09:48 right? And connect with them. So is there a. With linkedin, is there something like targeting like you do on facebook that you can do with all of the ceos of a financial firm or something like that?
Jonny Rose: 10:02 Yes, there is. So the wonderful thing, the best way to think about some linkedin is to think of it as a great big, almost like a great big roll of decks are about 500 million people on linkedin right now and the cat, some stats, about 49 percent of them are what you call an economic decision makers. So they’re very senior person’s directors, svp, csuite, those sorts of elk is a very high proportion of people are very high up. And what’s wonderful about linkedin is that, you know, if you will left your own devices, john, on that platform, it’d be very confusing. You’d have no idea to look for because you don’t know who’s out there. But one through linkedin has a very strong and very good filter system. There are lots of different filters you can use to find the right people. So you can tell linkedin, we use that search bar and say, you know, in essence I want to find all of the presidents of asset management firms in New York city.
Jonny Rose: 10:53 You know, you can use those filters and neat to go and find those people who bear that title. Presidents who are in that geography, that’s another field, New York city and um, when they have as an industry field, you can find people who in asset management. So really there are lots of really neat filters and there’s no one good way about doing it. One of the best to do when you’re using linkedin and wanting to find your target, your ideal customer, your ideal client is to play around with the filters and be a bit greatest, but hopefully there are a vast array of filters you can use. You can find people by company size, by geography, by industry, by name, by department, by a school or university that they’ve been to, if they’re an alumnus of the university. So lots of different search fields and if you are able to input that in and you have an idea of what your ideal customer or client is and it makes it much easier to find the right people in the body of 500 million users.
Speaker 4: 11:48 That is fascinating. I am. I am learning so much now to go back to the basics of linkedin now and I am looking around on digital marketing, social media marketing, growing your business, the things that I see our instagram, instagram, tv, a building an online course, facebook and linkedin does not come into that top five a lot. Does linkedin still that relevant?
Jonny Rose: 12:18 Absolutely, and I think it really depends on how you’re cutting and slicing the social media world. So when it comes to share size, I think I saw a stat which said something like it’s something like the sixth largest social media network compared to the facebooks, the instagrams as a chinese social networks, just some sheer population of humans on earth using it. It’s not in the top five. I think it’s the or maybe the fit, but the point being is so, so with that in mind, perhaps it’s not so interesting as a, you know, twitter first strategy or being on facebook. However it’s all to do with the type of audience you’re going for. If you have a strong inclination to try and find, you know, sort of arm. So lets consumers, you know, if you’ll talk to the people in their thirties and forties looking for a career transition or your thirties and forties who are interested in dieting or inner wellbeing, then you’ll want to be on a twitter or facebook.
Jonny Rose: 13:12 You can begin to talk to people in those ways. But the great thing about the disease, it’s a b, two b platform. So it’s purely professionals act, competence. And so that’s the number one. If you have an interest in marketing to people who are executives at companies or at least career building or, or looking to buy services, if that’s your inclination and that’s the body of people and the mindset you’re going after, sucking linkedin ramps up to number one. So not even though it’s not the largest, they’re getting off to a professional audience will want to market to other businesses or individuals that businesses, that linkedin suddenly becomes number one and very much these facebook, the twitters of this world in the dust.
Speaker 4: 13:52 It does, yes, it does. Now, when you, when I look at linkedin, it’s different, you know, um, facebook and instagram kind of work the same. And so does twitter and then when I go to linkedin it’s a little bit different, like what do you do when you get there?
Jonny Rose: 14:10 So I’m a thing about linkedin is I think with all social medias is you need to, you need to really come to it with, I knew that, you know, a nice way to save it. We’ve been with a strategy, but perhaps a slightly more mature ways within agenda. I think if you’re going to need to have a real understanding of, of why you’re on that platform and it, it’s very easy to join up, penta sorts of suddenly get lost because you don’t really have an agenda. You don’t know who you’re trying to connect with or what they’re trying to say on there. So I think in truth, we find ourselves on linkedin, for example, and floundering. Really, you have to ask yourself some first principles, which is, what am I about? Why am I that? And am I trying to connect with on this platform? I think if you can answer those three elementary questions, suddenly it becomes very clear what you should be doing on there.
Speaker 4: 15:02 That is good advice. Now, if you, if you are, let’s say you go to, you go to linkedin and you connect with all these people and you have a hundred or a thousand connections, um, what would, what would you say that you would do as, if you were to give a three step, brief process of what to do with them? What would you do with those, those connections?
Jonny Rose: 15:33 Well, if the objective with those connections is ultimately, and it’s not to be sort of naked, he salesy, but if ultimately you’ve connected with these people because your agenda is to eventually get in a room with them and sell them something or get them to buy products of yours theater program or know people or something more substantive, substantial hardware, whatever it might be. If that’s your end goal to get met and really you need to do several things in the eyes of these people. You’ve now connected with them. You said in your example of thousands, linkedin allows you to connect with up to 30,000 people. I really want you need to be doing on this network is probably what you need to be doing in all digital channels really, which is you need to be, uh, you know, demonstrating your expertise, gaining their trust and positioning yourself as an authority, very simple human things really, which are agnostic of the platform.
Jonny Rose: 16:21 You want to seem trustworthy. You seem lIke you’re an expert and position yourself as an authority so as to be sorts of, I’m a go to for these people so that when they think of your service, when they think of your product, whatever it might be, you’re the first person they think of someone else. To that mind. If you were to do that to linkedin now, well there are myriad ways in which you can do that, but some of the most common ways are really just showing up on people’s news feeds. Just lIke a twitter or facebook. So I always, when I speak to some of my coaching students, I say to them, think of linkedin like a great big fishbowl. And every day, once a day you need to turn up and just. And just release a few flakes with the fish beef links into that new stream to feed, feed your audience and you know, feed them with a tip, bits of expertise. And so there are several ways you can do that. The simplest thing, and perhaps the easiest thing is, is the good old content locked to your writing. Write things, write out your thoughts, write out your expertise, whatever it might be, and publish it on linkedin. Linkedin has it’s own puBlishing platform or you can publish on your blog and your website and share it there, but the good old casual, share a post. Simple as that. A second thing. One could. Oops, sorry john.
Speaker 4: 17:32 No, you go ahead.
Jonny Rose: 17:33 A second thing you could do, for example, if you didn’t want to be writing an entire post everyday, that’s quite a big ask with. I always encourage my students to return up and speak in the new marketplace everyday. A second thing you can do is takes a novel piece of content which is relevant to your industry and comment to it. So sAy for example, you are a source of, I’m a financial advisor or financial family planning coach, or perhaps it’s just been an obstacle on the impact of a lowered interest rates and savings for families. you could take about article from investment news.com and add a bit of commentary around it and your updates so you didn’t write the article, but you can. You can import your expertise, you’re sharing an office with some of your own commentary around it. Again, demonstrates your expertise. Again, tony up in people’s news feeds and the again positioning yourself as an authority and then the third thing you can do it simply.
Jonny Rose: 18:27 So first when I said was right, you’re in articles the second night when I said was, you know, it’s find articles by other people and add your own commentary. That’s more a sort of curation strategy. And then the third one is simply right status updates, which a very popular thing, right? The status updates and that can be text, it can be a photo, just like every other social network or video is very popular and probably one of this. One of the things which I’m really encouraging my students to do is be bold enough to start linkedin publishing videos every day just with imparting 30 seconds. One minute of western we need is we need an iphone, earbuds and on your walk to the car on your station gets after minutes of content, a day of you speaking and being able to do that each and everyday and sick you just turning up everyday on people’s linkedin feeds is a great way to position yourself as an authority and begin to get some traction on that network and get noticed by those 1000 people as you said. Well, 30,000 in total. If you reach that cap.
Speaker 4: 19:27 I have so many questions. Okay. So on linkedin, do they value text or do they value video more than text, like on other platforms or are they
Jonny Rose: 19:39 cool? that’s a very good question. and one of the great things that all these linkedin groups and the coaches were always trying to think independently of their students is trying to understand what, um, what is the linkedin algorithm rewarding? so there’s all these debates in the sphere of does linkedin prefer you to be on the video because the world is moving towards that tool. Does text cause you to dwell further because you have to read more text. The point being, john, I guess is it really is, first of all, you have to serve your audience. Many and I think many people would find in their population of their ordinance therapy you appreciate vineyard and there are people who appreciate texts and there are people who appreciate tom pictures as well. So to thAt point, my instinct is I’d never tell someone a one size fits all thing when it comes to publishing on linkedin when it comes to just simply being present and network, mix up your formats and invariably the wisdom of the crowds, the wisdom of the messages will come through and let you know that, oh, I’ve noticed I’ve got more responses on my arm, more, more lIkes, more comments.
Jonny Rose: 20:39 People are watching my video more so than when I do a text update.
Speaker 4: 20:44 I see. Now when, um, when you are creating video, does that, do you want to use a youtube video or do you want to, does linkedin want you to put it on their own? A platform?
Jonny Rose: 21:02 that’s a good question. Whilst you can do both and it wants you to upload to their platform as with linkedin, as if all of these social networks and trying to keep you on sites, so anything, anything where you put up something with a link which forces you to click outside of linkedin unit, perhaps an article which takes you away or linkedin, which takes you back upon me, a youtube video which takes you back to youtube. linkedin trying to dissuade people from doing that. So the point of that is linkedin seems to reward videos that you’ve uploaded natively to the tin capsules as opposed to you recording that same video, putting it on vimeo or putting it on youtube and then sticking the link there. So linkedin does reward you and that seem to encourage people natively uploaded that video to the linkedin platform. Much like as people perhaps are seeing and noticing on the other. I’m on facebook for example.
Speaker 4: 21:54 Right, right. Yeah. There’s between facebook, video, igt, the youtube and linkedin. The video has to be uploaded in four different places. So the views is getting saturated or getting, um, a kind of diluted. There’s no real way to get a big traction if you had. So when, when you’re creating your video content. Sorry about that. We had a little ding, I don’t know. I might’ve secondary computer today. So when you are creating a lot, all these webinars and the video, is it really that big of a deal to dilute your video by putting it on four different platforms or would you see a benefit from having everything on, let’s say youtube and could you actually make money on it?
Jonny Rose: 22:42 Is that, let’s say that you’ve added a little spin to that other one off making money from us. If we just step away from what’s the merit of being present everywhere. My instinct, and it really depends on who you’re talking to, if it’s you individually than my advice was I tend to tell people is, is stick to one social network and really commit to it. I think we instinctively think if we’re everywhere that will pay dividends and that’s no doubt, but there’s a benefit if you character and half the time resource and have the means to be present in every way, but ultimately you’re only going to do is if you’re an individual, a very small team of one to five, six, seven persons, it’s going to be very hard to do all the social social networks. Well, so I guess my first bit of counsel, irrespective of whether it’s or otherwise, it’s pick your social network and commit to it so you’re not finding yourself rushing or upload into, um, multiple channels and not getting traction.
Jonny Rose: 23:35 If you commit to a social network, invariably you’ll find that you will get traction, um, foster because you’ve committed to it and you know all your thoughts and everything’s dovetailing into that channel. So my first bit of counsel be, there’s no real need if, if linkedin is where your b to b audiences, and again, maintenance particular because it’s a, b, two, b audience, you don’t really have much cause to be on instagram. Best one in the world or even facebook just for various reasons which we can get into, but really it linked in such a special beast because of the nature of audience that naturally appropriately commit. They’re primarily no matter what, if that makes sense compared to perhaps a, a t shirt seller or somebody selling their subscription vegan boxes, you know, who does need to press it on instagram, who doesn’t do present on twitter, who doesn’t present on facebook? Does that make sense? Festival helping it’s unnecessarily takes you there first. And I’m assuming.
Speaker 4: 24:28 Absolutely. Yeah. That makes a lot of sense.
Jonny Rose: 24:31 And then to your point now about making money, it’s um, it’s very interesting about, um, uh, you know, it is, it’s monetizing a channel or, or, or with linkedin I think because we are now in a world of growth hacking and, and, and one man bands, one woman bands and people sort of doing independent branding and this whole money issue. I think there, I would never really ever posed linkedin as a channel to make money on the sorts of channels. I tend to see that sense. That phrase is know how to make money on shopify, how to make money on youtube. You know, how to make a thousand k a day on youtube. You can see these sorts of Grandiose titles. Linkedin’s a slightly more consultative platform. What it just isn’t a possible to my mind that you really build and can monetize in the same way as you would these other it.
Jonny Rose: 25:23 By that I mean in that sort of foster accumulation of, of, of, of rapids, entrepreneurial wealth in same way you think of when you look at someone who’s building their brand on facebook or twitter. Again, because the nature of the people you’re getting on. I’m on linkedin and you think about the b, two, b purchase, john. It’s not, not necessarily not entirely because of course you can do executive coaching where you’re still speaking to an individual. But, but broadly, before we get into that aspect of, until broadly, you’re, um, you’re dealing with people who are representing a company and wanting to save is when your putting a bind for business. Suddenly the sales cycles and it’s a difference. So you know, you could make money on each, you can tell something by your coaching program for, you know, maybe $88 or whatever it might be, but if you’re doing a coaching program for marketers in asset management, which is legitimate and it’s still the same sorts of product, suddenly that mark to comp, despite it, they have to get approval from others in the business. Does that make sense to some of the purchase, the way people think about buying things from off of linkedin isn’t quite the same quick, rapid fire. Just think of when they see someone plumping something on youtube or send them something on pinterest. Does that make sense?
Speaker 4: 26:33 That makes a lot of seNse. How do you address that? Uh, that, that longer sales cycle.
Jonny Rose: 26:38 So that’s why you have to really get into it. Does circle circle back with everything we spoke before, it was, um, it comes back to us with regards to nurturing the people have some sort of time. You really hear it in the btby world. Yes. So in just general consumers or one to one marketing, but in the world of b, two b, it’s all about nurturing [inaudible] you know, that’s the first time you appear on someone’s feed. The first time you message someone, very, very low likelihood of them really wanting to get you in a room with them. Or are you being so compelling that they are willing to, to to counsel their meetings next week and I make that trip to your office or your service. So it all comes down to continually and not is just a fancy way of saying have something interesting or stimulating to say that sort of test.
Jonny Rose: 27:21 So you just need to be constantly turning up in those feeds with again, that fish food, feeding your audience tidbits of knowledge and expertise until that person is ready to buy. And that could in truth, the, as long as you knoW as shorter sick two weeks, as much as two months or six months to in this world, they’re all, you know, there much other wayS to make it brief. And it can get into the mode of direct messaging people. And there are lots of different strategies and ways in good scripts you can use, but in the grand scheme of things, linkedin is very much the sort of short to medium term nuts. You’re demonstrating expertise, demonstrating credibility, and then occasionally putting out an offer, the classic things that you are aware of, whichever one doesn’t feed to cnbc off, sign up to this webinar, download this white paper, and then you start to email people all those sorts of things. But it’s certainly not a platform, john, where you can make money quickly and perhaps the same way people approach other social media networks.
Speaker 4: 28:20 Yeah. The rest of the other social media networks seems like the. It’s the wild west. It’s a, I have this thing for $97 for $3,000 and after 40 minutes of me talking to you on a webinar, you’re going to want to buy it. And that’s. It just seems very saturated on facebook is just every other. Every other thing in your feet is how to. How to get rich quick or how to solve the world’s problems in 45 minutes. Is linkedin had that same atmosphere or is it a little bit more professional?
Jonny Rose: 28:57 So linkedin is a very interesting question. So linkedin, certainly right now if we were to say nicotine in this, in this box for 2018 sucky still does have that professional edge. There are very few people and and this. This is now that we’re talking about this, I think there’s a reason why there are very few people who position themselves on linkedin and and know advertising themselves. As you may sign up for this webinar ends, I’m 90 days. You’ll generate more leads than ever before and if I have very few people are making these grandiose claims because, and I suspect I can’t prove this, but I think I deigned to say john, that audience on linkedin because they’re professionals and because many of them are. I don’t mean this in a point way, but perhaps university more. Those kinds of, you know, very seasoned people in their careers.
Jonny Rose: 29:45 It’s much harder to make these kinds of claims, which sometimes, and I don’t mean this for everyone and I do rely perhaps on, you know, ignorance or somewhat creating it because if you’ve got any businesses understanding the realities of the mechanisms of it, it’s a little harder to pull the wool over people’s eyes or entice them with such naked claims. I’m hope I’m explaining it a bit differently. The demographics of those who might be on linkedin with a business hat on compared to someone who’s just browsing with a young team or someone who’s going through a difficult period on facebook and suddenly sees this pop up, come up, promising them riches, you know, within 24 hours if they listened to it. very different mindsets. So in answer to your question right now, that’s not happening in any great thing. It’s all what you do. See, lots of people, plumping webinars, got their professional webinars.
Jonny Rose: 30:32 They’re come and learn more about our software or listen to this ibm case study so slightly, still using the same mechanism, still using a webinar to deliver expertise and try and get your treat, but not quite the cavalier wild west claims that you might get from these sorts of independent entrepreneurs who are trying to get you to buy their course or program that’s not being seen yet. What I will Say though is that linkedin is becoming just socially becoming a lot freer. wilson, a lot less sort of stuffy. It was perhaps one, two, three, five years ago where everything was very professional, no show of emotion, no cat pictures or anything like that. Now people are properly taking. Perhaps it’s a generational thing or perhaps it’s because the people who are on facebook and our linkedin, we are now starting to see a more human side of the professional side, if that makes sense. If people are starting to talk about as much their tax and probate, small firm as they are talking about, you know, having to juggle that from with having to tend to their children, those sorts of things. And starting to see a more human side. So what’s in short, probably what I’d say is you’re not seeing that kind of wild west entrepreneurial-ism and people making grand claims of moneymaking. It is becoming more human and perhaps you’ll start to see those trends in months to come
Speaker 4: 31:52 when you to follow up on that when you are working on the other platforms, it is very much seven words. How I can solve your pain point, how I can solve your problem. When you’re in linkedin, it sounds more like, uh, I’ll, I’ll, uh, different approach. Could you, is there a way that you would be able to summarize what that approach would look like?
Jonny Rose: 32:19 ThAt’s a good question. I think in truth or people across all these networks are still saying, I can solve your pain if you’re coming at this with your, you know, let me just think about this way. You’re coming at this with Johnny Rose, a linkedin coach. Well, on facebook I will be going and my message that silence my webinar, I will show you how within, you know, within 24 hours of being on linkedin, you can generate a, you know, 30 eats this month. That might be the cane thing. Whilst if you’re Johnny Rose on linkedin now, so still taking the same, the same sort of mechanism, you probably, you wouldn’t see me representing myself as an individual. You’ll probably see something pop up on your feet when that linkedin, uh, you a uk coaching company, m delivers new white paper on five reasons to use linkedin to gain more clients, sign up now and receive the white paper.
Jonny Rose: 33:15 Now they’re still ostensively delivering the same thing, the same end goal, and that we’re delivering expertise, a delivery and getting your email address for us to capture as a quote unquote leads. But the way it’s framed a little different. Does that make sense? We’re painting the same picture. It’s a similar offer with the same end goal, but the way you couch it is perhaps on linkedin, you really represent myself more so as a business, we’re an extension of the business. Whilst on facebook you’re more like conceiving the human in front of the company. Does that make sense?
Speaker 4: 33:45 It makes perfect sense. Yeah. That was a very good explanation. I appreciate that. um, so if you have a, let’s just say you have a thousand, a thousand people and you’re creating content. Can you give, can you give our listeners three things that they should do? They may have gone out. They’ve gotten their linkedin account, um, they, they took a fun linkedin picture that’s professional. They filled out everything in the, in the profile, and they said, here’s where I’ve worked and what I do. The basics are done according to the linkedin guide and they have their thousand people. What would be three things that they could do today to make their, their linkedin business better?
Jonny Rose: 34:39 That’s a great question. So the first thing that they should do, they should publish something, just publish something rather than just sort of sitting there and letting others contribute to the newsfeed. Put something out there, be it a status update, as simple as. I mean if it, if it really is someone who’s just on the platform, it’s just been connecting, stinky, I’m new here. What should I do? Or no next as an put it out there as if you’re shouting to the, you know, an assembly. Just see unsee who shouts back. I would do a status update introducing myself and then, um, and see who shouts back. Simplest thing ever. The second thing that I will do so that, that’s one thing you could do within two minutes, right now on linkedin has just announced yourself, hi, I’m giving this new link, this linkedin thing, uh, you know, another chance who’s out there, what should I know?
Jonny Rose: 35:31 Who should I connect with? Just like being at a networking party. Almost. The second thing I Would do, those thousand people I would, but you know, depending on, on why and what’s your. Excuse me, intention is go and find 10 of them on perhaps that people you know or coworkers and whomever they might be. Look at what they’ve published, the most recent inglis status updates and comment on it. I guess the the phrase we talk about and think about this at some value, so something like happy birthday, we’ll hope you’re well, but something which demonstrates your expertise because again, in this scenario I’m assuming ultimately these people’s trade. Do you want them to compliant so customers in the most gentle way possible. So again, that’d be the second thing is go and start commenting on others of their status updates and other people’s publications or comments.
Jonny Rose: 36:20 The classic commenting strategy and then I think number three, what’s I would also do is I would use the messaging function. So all of those thousand people that you are connected with, you’ve given me permission to now start being their newsfeed. You can also inmail message, you can direct message. Then we’ll private message to them. That’s the language of the other social networks and to that point I would actually direct message some of these people. Some of them with a message such as we’ve could, we, um, you know, I’m just getting, I’m just getting on to link 10 again and um, it’s always good to sort of get to know your connections. Would you be open to a 10 minute, 10 minute call to see what your bathroom or I’m about something of that nature or you know, one of the strategies I always encourage people to do, they’ve been on linkedin for some time and uh, just uh, you know, reengaging with people, pass the sign up six years ago, three years ago, if there was just something really valuable but not too obvious is to do a survey and get back in touch with people and say, you know, just get a google form and say, I’m doing a survey on people in our industry.
Jonny Rose: 37:24 Say for example, you’re getting off to a room of aroma therapists or show up at this and I’ve got a survey. Would you mind just contributing to the two sentences and a link for it? And then that person may or may not contribute. But if they do, they don’t have a reason to continue talking to them once the survey datas in impacts of it and you now have a good reason to continue talking to them. so there are lots of tricks and strategies. But in short, the first thing I Would do is publish something to the main feed status update, an article or shared article that comment around it, number one, number two, pick five, 10, 20 persons who are significant, who you think you have a chance of getting into a room with at some point, perhaps they’re local and that makes it an easier choice than perhaps those people who are bored. But you went to school with comment on that stuff. And the third thing is approached people directly in the messages. These, once you are connected with people, you can message them as much as you want. There’s no limit to it to tool. You can, you can dialogue with them like in a private message in facebook or twitter. So those are three avenues anyone could do right now. And the next interview, 17 minutes if anybody wants to apply themselves to see what. See what comes back to
Speaker 4: 38:36 those are three fantastic tips and you recap them for me too. So you’re making my job so easy. This is fantastic. So tell me a little bit about, um, I go to your, uh, your website. I win at linkedin and my computer just shut off. That’s right. Yep. When I win at linkedin. And you offer a number of different services from coaching to lead generation to a linkedin course and some sales training. Can you tell us a little bit about that?
Jonny Rose: 39:09 Of course. So, um, I think I, I’m sort of very rapid you realized with linkedin and I think you’d appreciate this as, as a coach yourself and someone who deals with them, that people learn differently. Job, lots of people learn and like to be coached and absorb knowledge in different ways. Some people like it when someone speaks to them one to one, and we can go into this in a moment. How I do some people appreciate one to one coaching via in person or over skype or zoom as we’re speaking now. Authors prefer perhaps a group scenario when there were other people, so they don’t feel that they’re the focal points of, you know, the instructor or the or the course juicer and some people prefer being left to their own devices. They prefer online course. We’d given them modules And perhaps you checking on them.
Jonny Rose: 39:52 So some people prefer one to one coaching group, coaching sorts of, um, online coaching and others just prefer just to, to read lots of different ways to learn and to that effect. Now what I’m trying to do with linkedin, it’s your really create the web, the web, the internet number one, linkedin learning resource. That’s my grants aim. I’m not there yet, but my intention is to have something for everyone. Everyone’s learning style. So I started simply offering one to one coaching. So in my services you can, you can work with me for one session. So very short, tough now session or over a 90 minute session for an ongoing period. So typically I’ll work with people for perhaps six sessions of half an hour. That’s usually enough to get them going. And then they want to check in for half an hour in time over the months. But once one, once I soon realized that, you know, some people, it became very clear to me that some people, as I said before, prefer online coaching and perhaps like the intensity or the it frankly the intimacy of speaking to someone and expanding your professional situation where you’re trying to go in life.
Jonny Rose: 41:03 And so I went and I found a linkedin coach and linkedin coach, a chap called trevor turnbull and he had a wonderful course could linked influence. I said to him, well, can I partner with you this and offer this to my students or anyone who comes to my website for whom perhaps one to one teaching or or workshops or anything like that isn’t appropriate for them. So now someone can come to my site and if they don’t want to do one to one coaching with me, excuse me. They can sign up for a linkedin coaching course. Coordinate, which is one where there is nearly 12 hours of nixon coaching modules which takes you from not acknowledge all three all the way to being an expert. Now worksheets, it’s just very standardized and systematic and incredible amounts of taking from that. Another thing which you, um, so that’s, that’s some of my thinking.
Jonny Rose: 41:53 I want it linked in. There are other things I wish to do which aren’t often the site of the linkedin book because again, some people prefer to be coached or learn through simply reading this. I want to get to kingdom accounts at some point. The linkedin lead generation service was an interesting one. It’s not strictly a coaching service, but what I found was I’m coaching, you know, lots of people be they individuals. So you know, john painter of this role. You’ve perhaps as a small team running a small enterprise all the way up to very senior executives or people who are ceos who are managing large, you know, marketing teams that sort of pwc or these great information on professional services companies. And what became very clear after these people go through their coaching with me and they appreciate the knowledge that they’ve learned, is that they say, well, gosh, this is great.
Jonny Rose: 42:41 I’ve learned this and I appreciate it. However, if my end goal ultimately is to win business from this, it’s become quite clear to me that I don’t quite have the time because actually johnny, I’m juggling a whole lot of other responsibilities at work. It’s not just simply being able to win get leads, but there are other things. So lots of people started to ask me, can you do it for me? Can we ask you? Johnny went up linkedin to do the linkedin lead generation. And by that, finding people on linkedin who wants to use your service and you can follow up with an perhaps close as the, as the sales lingo goes, can you do that? Lead generation service fought for us. And so, um, to cut a long story short, I and my, uh, my business partner dave, we’ve set up a lead generation service and now wonderfully with service, nearly 50 us clients.
Jonny Rose: 43:32 And we have a wonderful workforce who basically do what’s called linkedin prospecting, so someone will come to us, usually from a company and our grand promise to them is we will give you 60 to 120 direct introductions to bought to buyers within 30 days. And so lots of people join when they offer leads. what they mean by a leader, someone who connects with you or it’s usually something very weak. Not much that you, the end client can work with you. It just sounds connected with your press. Like you know, that doesn’t mean they have any intention of buying from me. And also those things aren’t usually a direct introduction. What we do is we have our team, we have a client, we say to the client, what’s your sales message? What would you want to say to anyone on linkedin who you target people maintain.
Jonny Rose: 44:18 So they give us a sales message or we write it for them. And then we say to them, who is your ideal customer? And they might say, well we want to connect with senior leaders working at government institutes. You want to transition to a private sector Job, Perhaps that’s their, that’s their ideal profile and if you reMember and I was telling you about the filters, you can use it make sense. So we use this filter to find that audience and perhaps there are 14,000 people in America who fit that bill or our team will go out and mess, connect with them and message them and if any of those 14,000 responds and say, yes, I’d like to speak to John Taylor and learn more about his coaching program or yes, I’d like to connect with an allergy to the messaging thread so we don’t just sort of ping you an email or anything. We actually bring you in on linkedin to the same messaging threads with that person who’s just said yes, I’d like to hear more from johnny. So with that you can go swimming, you know, I can go sweeping and I’m booked meetings or like a sale right there. And then from that conversation thread, which was started by our team at first,
Speaker 4: 45:20 that sounds amazing. And the prices look, I’m very reasonable for what you get. I mean, you’re basically paying what is a pound to a dollar now
Jonny Rose: 45:34 that’s a very good question. Well, what’s happenIng? Brexit that say it’s very dynaMic, I’d say, but in truth you tend to. I tend to get to a dollar 50 for a pound shop. It’s maybe a little more about that. That’s a fair, that’s a fair way of looking at it. So, um, yeah, a dollar 50, a dollar 50 to the pound.
Speaker 4: 45:53 Well that’s a lot of math, but it’s still a good deal, you know, for, for the, for most people’s markets to, to have uh, a, a pretty warm or a hot lead for under $100 is going to be a good deal for most companies. So that is a really great service. I have not run across something like that, uh, in um, in, in all of my and all of our shows. You have a very unique offering there. That’s great.
Jonny Rose: 46:28 This I say much more than let’s say it’s really, it’s really unique initiative. I’ll tell you why. Just very, very briefly that all the people who do what’s called regeneration services or done for you, there are not many. It is true. Not me. I could probably count probably maximum one thereabouts, 15 to 20, which is incredible, but eva as it may, there are very few who offer this service who are dedicated. You know, lots of marketing teams do other stuff and linkedin, eagent dedicated agencies. Well, what they do is, and this is where things definitely getting into the weeds, lots of people, what they’ll do is they’ll approach you will do links and legion, but you will need two things. We’ll need you to give us access to your profile so you know that agency takes over your profile. You have to hand over your, you know, your login details so that they can pretend to be.
Jonny Rose: 47:13 And then what they do is they use automation software. So to blast out connection messages to a thousand, 2000 and 14,000 people. Does that make sense? That they have to access your profile and they have to use automation software which linkedin is slowly clamping down on. That’s how they are to scale, you see, and that’s why perhaps you’ve encountered this yourself. Lots of people come charging in trying to connect to the audience because it’s largely automated nowadays where we differ. First one is we don’t touch your profile at all. Our reps almost act as a sort of field sales agent on your behalf, so they go out there with everything will be optimized so it looks as if they’re in the coaching industry, if it was in your example, but they have nothing to do with you. So as they sort of brand tarnished, if the person says no, but again your profile use and the second week there’s no automation at all.
Jonny Rose: 48:01 It’s just humans getting in contact, connecting, sending a message they will mention. So to that point it’s, it’s a pretty neat service in general. There are others who do it the way we do it. It’s the most compliant and just the most human, which is what I like about these things. Your people talking to other people. I think whilst automation is wonderful and I think all of us appreciated to people trying to get things off the ground, we also understand instinctively there’s a real hot day when you have humans you’re dealing with and not just telling them what to set the blast off. 1,400 connection messages everyday.
Speaker 4: 48:36 Yeah. And the, the automation never seems to work that good. I’ve always found that if I send a thousand automatic emails on any platform or any type of messaging service, the response is almost none. But if I take the time to write an email and connect with that person a one to one and maybe comment on what their website looks like or what they do or their linkedin profile, um, and really try to connect with them on something that’s real. You’re more than likely going to get a response at a much higher level than, than with the blast. Hey, here’s me a somehow connect with me on the, on this platform, which doesn’t seem to work at all.
Jonny Rose: 49:29 Yes, I absolutely agree on that. Messy automation has its place and this is useful for scale. Um, But, uh, what’s on linkedin, regardless of whether it has its place, so not increasingly the companies getting wiser to it and wants to encourage humans only to using the platform so, so whether even if it works brilliantly in wonderful, even if you hadn’t had those experiences yourself, john, it’s not going to work or fly very near future as these social networks gets smarter and begin to work out when a robot’s doing activity on your behalf and when it’s yourself,
Speaker 4: 50:02 do you have, there’s a, uh, there’s a bit of, of uh, like, uh, the, the underground society that wants to tell you all the numbers of what you can, can and can’t do. Like you can send this many private messages, um, you know, from this platform and um, you know, before you get kept blocked out, I had been seeing a number of those and I think whenever I’m in that realm that I am doing the wrong thing and they should just go back to the organic natural, you know, quitting the valuable content up there and allowing people to find me and finding value in what I have.
Jonny Rose: 50:48 Yup. Absolutely. He, you just, you can’t go wrong with lot certain. Perfect, perfect strategy.
Speaker 4: 50:55 Perfect strategy. So johnny, this was very educational. This is a wonderful, wonderful talk. I really appreciate you taking the time. Can you tell everybody how to get in touch with you?
Jonny Rose: 51:08 Of course. So first one, my website is when act, linkedin.com when linkedin.com. Johnny rose is my name and I can be so I can be tweeted that. So when linkedin on surprising me or I can be emailed at a. You can reach me on firstname.lastname@example.org or johnny act. We’re not linkedin.co.linkedin.com is the website and I can be reached at linkedin on twitter or johnny at twitter. Linkedin via email.
Speaker 4: 51:40 Well that is fantastic. We’re going to put all of those, contact the addresses in the show notes so that everyone can get in touch with you and I really appreciate you taking the time. What time is it over there in london?
Jonny Rose: 51:54 So it’s just coming up to 7:00 PM now. So I’m getting ready to whizz off to get the train home to commute out of london.
Speaker 4: 52:00 Oh, nice. Nice. Well I appreciate you taking the time to do this. It’s 1:00 in the afternoon here in milwaukee, Wisconsin.
Jonny Rose: 52:08 I see, I see. Well, you’ve got the rest of the working day to look forward to. I’ve got dinner and bedtime, so.
Speaker 4: 52:13 Nice. Nice. ThAt’s fantastic. Well thank you so much. I really appreciate you taking the time. And we’re going to go ahead and sign off marketing for coaches and our guest. Johnny rose coming to you from london, england, or is it london? The uk, which is the right one.
Jonny Rose: 52:31 London. Feels like the capital of the world so you can say london, the universe if you so wish.
Speaker 4: 52:35 There you go. I think that’s what it is. Coming to you from london, the capital of the universe and we will see you on the next show of marketing for coaches. Thanks johnny. Goodbye. Thank you john. All right, take care. Hey, that was a fantastic episode with Johnny Rose from london, england.
New Speaker: 52:57 so, uh, if you had an opportunity to take some notes, that’s awesome. Because there was a lot of good stuff in there and if you did not make sure you stop by the marketing for coaches website and you can download all the show notes there. You can also find email@example.com. That’s where he’s hanging out and given great advice on how to do some linkedin business. I don’t know about you. After that episode, I’m going to be kicking my linkedin efforts into overdrive and reaching out to lots of people and hopefully I can grow my business and hopefully you can too. And that’s what’s important. So if you had the opportunity to use our sponsor, blue avocado hosting, that would be fantastic. We loved them and they love us and we would love them to love you. And that’s what it’s all about. Lots of love marketing for coaches is on every week on wednesday at 10:00 AM and we look forward
Jon Taylor: 54:01 you next week for another exciting. So you have just listened to an episode of the marketing for coaches to join us each week as we discussed course creation, social media, marketing and sales to help grow your practice. We hope you enjoyed this episode of marketing for coaches. Please subscribe below for future episodes.