How to Master LinkedIn from a LinkedIn Guru: Moritz Lang

ABOUT THIS EPISODE

LinkedIn is a mysterious creature.

The algorithm is a well-kept secret and there are rules that should be followed to stay onside and attract engagement on the platform.

In other words, it's not as simple as writing a post and clicking "publish".

Moritz Lang is a Swedish digital marketer who has emerged as a LinkedIn "guru". 

On LinkedIn, he posts frequently on best practices and how to do the right things to create engaging content but also establish a strong presence.

For anyone looking to raise their LinkedIn game, this podcast is a must-listen.

You were listening to marketing sparkthe PODCAST, an colers insight tools and tips or marketers and entrepreneursin the trenches in twenty five minutes or less. For the past year, Linkin hasbecome the platform to connect, comment and post content. People stand out fordifferent reasons. They carve out a distance style O, and one of them ismore explain digital marquet specialist in stock. He spent a lot of timewriting about how to use linkin the better. If you're new, to linked inlooking to raise your game, morce posts are, must ring, welcome to Markey's par thanks so much what an intra. I feel very on the to be here. Thankyou. Well, I've been really impressed actually take up step back. The waythat I fomori is that I'm always looking about looking for ways to dobetter on linked in and I stumbled upon Meretis Post and they were losing withall kinds of good stuff on how to use linkin better how to post better how tocomment better, how to play with the linked, an algorithm which we'll getinto, and so I just thought it was a natural to invite him to the podcastand I'm really glad you're here. So what do we take a step back and talkabout how you got started on Linkean? It's a question that I ask a lot ofpeople because for a lot of us, it's only something that we've embraced inthe past year. So can you provide a little context about how you may haveused linkin before and why you decided to change your approach and become muchmore active for sure yeah? I mean you mentionedthat like many of us started recently so same for me, I like quite recently, I had a linton profile for years, but and I used to Ford to apply forjobs. I think, like many people do and then, when covet hit last year, I got a bitmore time at hand, and I thought how can use that time and I kind of wasappealed by by Lington and it was felt exciting and felt felt it kind of feltright. So I started to be more active and also started to put my voice out into possable things and in thebeginning I didn't have a clue what I was doing. So it was a big discoveryand like exploring a lot and to some extent it actually still is so that isquite exciting. But over the months I also figured out a lot of things andmade a lot of great connections like yourself so and then I also started toshare what I've learned on my way: sort of and yeah. It's led to reallybeautiful things. The one thing I'm curious about when I talk to people who are active onlinked in and doing some amazing things and getting a lot of value from linkedin is how they explain the way that Linkin has transformed into what it istoday compared to a year or even eighteen months ago, when it wasprimarily a place for head hunters and job seekers. At some point time, thingschange, and I may then people like you and me, and and the millions of otherpeople who embrace it in a different way. But can you offer any kind of explanationinto wide? Linkin is the way it is, andwhere do you think it might be heading in two thousand and twenty one in twothousand and twenty two yeah sure I mean it's mostly speculating, of course,but I think that that's just didn't did a really good job in bringing together people who who have similar interests and alsolike, like that's the marketing thing right so be where your audience is sokind of it kind of attracted itself right. So I think that's why people started to bemore active and because, if you post, if you, if you do post- and you shareyour views, it's a way of putting...

...yourself out there and to show peoplethe expertise. So if you have the attention already, so people werelooking for jobs and you had companies who were posting jobs and looking forpeople and were posting about their accomplishments. So he had theattention there already. So then people start to make use of it more by posting,their own contents and showing yeah the expertiseand also connecting right. So I think that's the main reason probably- and I think Linton will continue to do so,because I don't see any platform. That's like can really compete withthat. But yeah it's going to be interesting tosee- and I think Lincoln is also doing a lot of changes like now. They startto do more events. I think the live is also not too old, so it's reallyexciting, actually, where where this will will go and that there's a lot ofopportunities, that's the one thing that I'm sure about yeah. I mean, Ithink the Microsoft has the tiger on by the tail, with link Denman, who knewwhen it bought it. For Twenty six million dollars of linked on was goingto turn into what it is, and one of the things that I that I think is going tohappen is there's so much runway for link on to get better or to move intonew things, and I think, there's a lot of exciting things I had into othousand and twenty one. One of the things I wanted to ask you I totally isis just to get a sense of how you're operating on the link to so how did youdecide that you were going to focus or spend a lot of time writing about howto use linked in better? WAS IT by design? Did you sort of see anopportunity to step into this role? Did you start writing posts about how touse Linkin? That resonated what was it that Don on you? This is what I shouldbe doing. This is how I can carve out a distinct audience on linked in maybewas there a method of the madness? I guess that's what I'm asking well, I think it's kind of both like itwas a lot of coincidence because, as I said, I was just sharing what I learnedand what I learned about how Linton works. I was observing other peoplewhat they were doing and also following other people who were posting about.You know some like cut of little linked on tips and tricks, and I started toshare that and also to think and to learn myself right. So when you startto post, you learn a lot about what works, what doesn't work so I startedto share that and they got a lot of response to that and then not, and I'mreally also interested and intrigued by what works. You know, like kind of tofigure it out like the secret sauce, so being so intrigued by it. I really duckinto what it is that I can do to make my network grow and get more likes andcomments. Of course, that's what you aim for right, righters, yeah, so like a bit of chance, but then also kind of positive reinforcement. Iwould say so I'm going to ask you a difficult question and it surrounds thelinked in Algorithm, which is a mystery to me. It's a complete mystery. I haveno idea how it works, why some post resonate and some fall flat. Why peoplewho write one line posts, get tremendous engagement and other postsdon't get any at all? What do you know about the algorithm,like what kind of secrets can you tell us, because, linked in to be honest,doesn't say much at all? It's almost like. They got this secret and theyreally don't want to tell anyone, because, for whatever reason, do youhave any thoughts on what makes the algorithm work? What makes contentresonate? I mean I always like from the start. Iactually thought about what kind of I I tried to think logically from theLincoln Algorithm. So what would make sense for the algorithm to to want toshow so basically starting from the high goal of Lincoln wanting you tospend as much time on the platform as possible right, because that's one ofthe main ways that they make money, so...

...the Agitha ones to show every user,basically content that interests them and they will keep their attention onthe platform. So by providing this kind of content,you will automatically be shown a lot and then it's about figuring out whatkind of contents the people that you are speaking to or that you want tospeak to will capture their attention. So I think one of the most importantthings and that's that's not really a secret, but, like the you know, whenyou have the first few lines of your of your post, these are like the mostimportant words you can write because right, you want to draw people in andthen also make people spend time on your post like since half a year orsomething at the dwell time is, as has become much more important. So I really try to also have like you know, like a sort ofstory, to tell and be be interesting, but you first, you have to capturepeople's attention and, of course, that work is also really good if you'reproviding consistent content. So if you know okay more, it is posting and I'veread his previous post and they were quite interesting. My my first lines,kind of don't need so much power to convince anymore, because peopleautomatically think that you want to read my pulse so like being consistent,I think, helps and also building real relationships. So, if you like, if people know and like youthey're much more likely to read or post and if it don't if they, if theydon't like you, so I think these are like little thingsto keep in mind. Of course, there's a ton of things that he should keep inmind like making the post more readable for so using a lot of white space withof hitting enter a lot. So that's easy toread and not like huge text blocks using some e Moges, maybe to make itmore appealing, asking questions so that people also starte to writecomments, which also counts as sort of the twelve time, I suppose at least andalso gives other people something to read. So there's a lot of like little thingsthat you can do, of course, but I always start to think from the main andfrom the main reasoning of what has linkean wants. What do they want topromote and how can I sort of yeah provide that in a way not only toappeal Linkin, but also to help me and also the people that I want to talk to,because I mean it has to be interesting for them. So it's a win win sort ofyeah. Exactly when I was a journalist, the first line of any article we calledit the lead and that you wrote a great lead. Then people might read the restof the story and the same thing applies to linked in one of the things I wantto ask you about in terms of dwell time and capturing people's attention. Whatare your thoughts on a post that also include like an image or a carcel or agift things that would make a post stand out? Are those a good thing touse from time to time? Are they distracting because I've cleareddifferent schools of thought? Some people say text only is the way to go,and some people say. Text plus visual is also effective. Any thoughts on that,I'm personally a big fan of mixing things up, so I vary a lot between mycontent. At least I I try to having said that, I think most of my post areusually probably text based and text plus image, and since a few months Idiscovered the the slides, the Carosi post because, like I said like it, keeps people'sattention more so of people like read your post and then also they scrollthrough the slides. You have text on them this. These are all signals thatpeople are sending so if they slide, this is a signal for the AGITHA. That'sa good post right, so you want to provide sort of the the algorithm thesekind of signals so that they so that...

...the algorithm a value is the opposebetter. So carses are definitely something I want to get more into a video. Sothis is one of my big challenges for this year, because I think you can getto know people much much better like having seen someone's face. Havingheard their voice, you can relate so much better and that's what it's aboutin the end right, so having a good like mix. I also do some gifts. Sometimes Ithink they're kind of fun and they can have also captured the attention right.So it's really about experimenting. What works and being open to try newthings. My opinion. You know I've used videofrom time to time, probably like you should use it a lot more. What I foundwith video is it's hard, sometimes to figure out whether it resonate or not.So I could do it text, post and, let's say, get a thousand views. I could do avideo post and get two hundred views and I'm not sure how linkin counts avideo view, but I do agree with you that it does put your personality frontand Center. It's a way of people connecting with you, even if they'renot connected, because they can see that you're a real person they can.They can hear you, they can read your body language and it does help youbuild a personality and I guess I'm linked in that's a really importantthing to do. Videos used to be like a lot more get alot more reach, but they're not any more. So it's a bit yeah band, butmaybe you know, like you never know, maybe Linton will change this turgyagain. I don't know why we just have little reach now, but I think it'sstill worth it to put some bides, and so some people only do video, so yeahyeah. I got like Chris Walker, for example, only does video, but he isvideo and jest, and he's done really well and he's been doing that for year,so he's got an audience there and you've got to believe that linked inwas somewhere within the algorithm. It says showcase Chris Walker's videos andthat's how he does wow exactly so, let's it is er a little bit and talkabout if you're getting started on linked on if you've been on thesidelines or you've been sort of in and out a little bit and you're looking toembrace it in two thousand and twenty one. What are the fundamentals in termsof getting started? Where do I get started? What should I do out of thegate so that I can get some momentum feel like it's working for me and thenreally start to jump into the platform? That's a good point that you mentionedfeel like it's working for me, because I think, without positive reinforcementis kind of hard to keep it up for a longer time. I would say: There's a few elements here, but havinga decent profile, at least that you know I having a picture having abackroom image and the like a decent bile doesn't have to be perfect. Iwould never aim for perfect and mine is far from perfect actually, but justsomething that tells people what you do. Your skills, your ex your experiences,so that if they check you out, then they they they can connect to youthat's like the base and then it's about getting engaged with other people'spost. So you don't need to post yourself from the start. I thinkcommenting is wears a lot of value and you can build great relationships andwhen you do that, I would I would also focus on big creators. So people have alot of following so that if you pose a smart comment, many people willactually see it right. So you put your face out there and it's also there justtrying to add value to the conversation. So that's that should always be themain principle sort of that. You always try to add value to other people and tothe conversation. So starting to engage with other people's posts, and if youthen decide to post your own content, then I would say just get started. One like nothingshould hold you back. You should just go ahead and get started and make theseexperiences because you learn by by...

...doing and then also observing analyzingwhat what works and also doing that with other people's content. So that'sthat's what I did a lot analyzing, what like other people, did and then justexperimenting with it myself, yeah one of the things that I see whenpeople talk about creating content on Lindon as they overthink it. They spenta lot of time. What kind of content should I post? How? How well should itbe written and they they look at structure and topics, and then they endup not doing it, and my advice to a lot of people is just: Do it right, contentyou'll get better in time. It's always about adding value, and the other thingI would say just relating to your thing about comments as comments are powerful.It used to be when blogging first started. That comment. EAM was amazingthat a lot of the value in a block post was the comments and that's one of thethings I could all think tin is that people are enthusiastic about commentsand that's what keeps you going as a writer totally a totally. I agree. I reallylove, because what what I do is actually I sort of test ideas that theyhave right and I test hypothesis. So I give advice- and I think some isvaluable- some, maybe not, but I always get feedback right. So I improve myideas and this is by other people, commenting on it or even damning. ME.That's actually one tip that I forgot that you should build real connectionswith people by sending direct messages, and you know starting to buildrelationships. That's that's where the real value lies yeah, and I would addthat, in addition to content comments, and the other one is conversations, isthe fact that if you engage with somebody- and you feel like you've gotthings in simp in in common, you should reach out to them and youshould connect it them first and then reach it out to them and say I, likeyour content, I, like I'm curious about what you do. Would you be open to aconversation and that's the secret sauce out there is that a lot of peopleare very happy to talk to people if they sent a connection and and that'ssomething. I would encourage a lot of people to do absolutely yeah and you build so greatrelationships with it in its so rewarding right, yeah, it's RECON.Definitely at a great day, you want ten if you've been on Linton for a while,let's say people like myself who have been creating content and you weredoing well and were commenting and making connections, Jiminy tips on howto up your game like how do I get even better at linked in you know, you don'twant to be doing the same things all the time. You always want to be lookingfor ways to improve and iterate and just do a better job, any thoughtsabout how people who use Lindon can even get better at it. I think thatdepends a lot on your goals, so what you want to achieve, so the the there'sno general answer here, I guess, but what I see other people doing- is, forexample, also trying not again different content for formats so tryingto do video trying to do this kind of conversation, so building realrelationships and what I see other people do who are who, who I would say,are successful on Lington. They try to make the audience their own so like thetransferring their linked on audience into an owned audience by having anemail, ist or promoting some kind of offer that you may might be offeringlike an e book or like a private community or taking them to otherplatforms. This is what I see people do it's something that I look into, butI'm not really there yet, but I think that's how you can get even more valueout of Lington. If, if that's what you want, yeah one of the things that I'mlooking at is forming some kind of mastermind group or some kind of sortof private community, where I can connect with five or ten people toprovide insight into allkinds of things...

...about marketing and positioning. So I'mdefinitely with you there. I wanted to talk a little bit about how people whohave done well on Linkin are: Can Leverage other platforms in particularand talking about club House, which is the hot new audio, only platform thathas captured the imagination of many hardcore linked in uses over the pastmonth or so. What are your thoughts about? Being all in on linked in doinga great job on linked in and then suddenly, this other thing emerges thisother social network and you also want to be there as well. So I see a lot ofpeople spending a lot of time on club house and wondering how much timethey're actually spending on linked on which has been very good for them overthe last year, any thoughts on club House and trying to split your yourattention between two different platforms: Yeah, that's a very goodpoint! That's where I'm actually also still wondering whether I should domore club house or not. For now I decide not to and more like listeningspend a little bit of time to get to know the platform. I think you can useit with synergy, though, so you can sort of take your your linked in connections to the nextlevel. By again, they hear they hear your voice. They hear you talk, you getinto real conversations with them, so I think sort of like, for example, creating aroom and telling your connections about it so that they can check it out ifthey are interested. You build much better connections and then also youleverage the connection of other people that you talk with right. I thinkthat's, and thus you increase your linked, an audience aswell, because if you, if, for example, we both would have a room, youraudience or like your network, would basically get to know me as well, andthen I think there there should be a big connection to to Lingon, though Isomehow heard like that club houses, sort of the after party of and Lintonsthe conference, which I kind of liked, actually that that image so kind of,like you know, building the tick of the networking happens on the club house,but the business happens on Lington yeah, so making use of that. It isinteresting because there's Club has allows you to link to connect totwitter and Instar, but there's no linked in connection for whateverreason so you're seeing people this hack. That goes on where people willconnect with people on Club House and then circle back and connect with themon linked in and then try to get a conversation going. So it's a bit Balkyright now, but I'm sure the club house will figure it out if linked in, let'sit. Finally, the last thing I want to much about his personal branding. Youknow on Linkin, there's a lot of talk about personal branding and how o whyto build a personal brand and how to do it. What are your thoughts aboutleverage? What about her? Do you thoughts on personal brand in thesedays and and why it's attracting so much attention, I think prison brandingis a topic. That's getting more more important and Linton is, is a greatplace to build you up your posse brand, combined with many other platforms aswell, but I think personal brand is that you that people put you putyourself into people's mind as some kind of expert in some areas. So youwant to decide like what kind of person you want to be how you want to beperceived, and then that also ties in with with the content strategy so thatyou pose about these things that you want people to associate you with, and I think it gets more more importantas like people look to you know, become more attractive to employers or if theyare free, lancing or have their owncompanies. Sort of you know get more, get more attention there as well. So Ithink that's the main reason to sort of get more attention online. Great. Well, thanks Marts, forappearing on the PODCAST and for your insight about Linkin and club house andall things...

...the other things that we talked about.Where can people learn more about you? So far? It's definitely on link tenthat we would have thought now. These questions yeah and I'm also actually in the inthe process of setting up my own like website. So that's going to be at Molamarketing that pro, but it's not there yet, but I hope in a few weeks that I'mgoing to be out there and people can connect with me there, so this thiswill keep me accountable for anyone listening to this podcast. If you arelooking for insight on how to get better with linked in than you shoulddefinitely follow, morits, if not connect with him he's, got some greatcontent and a string of tips on how to use linked in in in new in differentways and learn. Somehow the secrets have linked in thanks for listening toothers, episode of marketing spark if you enjoyed the conversation, leave areview and described by I tunes spot ify or your favorite podcast o happenfor show notes of today's conversation and information about Moritz visitmarketing, Spark Co last block. If you'd like to learn more about how Ihelp MTB SAS companies, a fractional, co consultant adviser and an email tomark, a marking spark to Altantic.

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