Is Twitter & LinkedIn the One-Two for B2B Marketers?

ABOUT THIS EPISODE

As much as many people have seen significant ROI from LinkedIn (connections, conversations, and leads), I'm beginning to see some people explore other social media platforms.

It could be that LinkedIn is getting busier and/or that people see potential to make connections on places like Twitter, Tik Tok, and Instagram.

To get an insider's view of the landscape, I talked with Marcus Schaller, who recently shifted some of his social media time to Twitter. 

Most interesting is how Marcus is taking some of the key lessons from LinkedIn and applying them to Twitter.

Hi It's Mark Evens and you're listeningto markets or now usually, I would say, the podcast.That brings you insight for marketers in twenty five minutes or less, but today I'm watching a second format,many podcast conversations in ten minutes or last to tackle specifictopics if you've been using linkin over thepast year. You understand the power that it offers to connect and asimportant to have conversations but nothing lasts forever and I'm seeingsome people dabble with other social platforms, and one of them is mark ashower a b tvas content marketing strategist. Now, like me, Marcus is acontent machine on Linkin, but he's recently got more active on twitter.Let's find out. WHY WELCOME TO MARKETING SPARK? Thank you mark, I'm so excited to behere with you to day yeah you're, my proverbial Guinea pigwhen it comes to this new format. So...

...we'll see how it goes. That's fine! I love it. I love it tostart. Let's talk about what you've done on Linkin over the past year andhow it's worked for you. A lot of people have embraced linked in and gota lot out of it. What is what's your benefercent been like and just to givea little context, I've been on Lindon for many many years before, like mostpeople, but like most people was just. It was just kind of a profile sittingthere and then I occasionally post linked to my blog or whatever, and Ialways had kind of a love, Hay relationship with social media, becauseI felt like I was approaching it really from too much of a selfish point ofview self interest. I wasn't really approaching it from the interested inother people. It was more just how do I push out my own content and when thepandemic hit, you know. Obviously all of us are kind of locked and I'm had anopportunity to really kind of just not just rebrand myself but start fromscratch and ask myself moving forward. You know at the time I was focused onSass copy writing moving forward. What...

...would I really want to do if theworld's stopping? This is an opportunity for me to kind of reset andthat's what I did and I started focusing on problem solving formarketers, and things like that, and so linkin is where I started that journeyagain. If you will and really just kind of learning it from the ground up andyou're. Actually one of the first people who I started interacting withon Linkin in that period of time, as well as a people like James, Carburyand and people over there at sweet fish, and it really set the tone differentlythis time, because people were actually engaging in a way that I never saw onlinkin before it was just I scrolled down. It was just people doing what Iwas doing. Pretty much was here's an awesome post or here's a webbing andthey just put a link which is really boring after a while. My experience inthe last year has been really built on that foundation of interacting withreal people being able to kind of just experiment from there you know doingsliders and, having my own, you know, podcast. You know now a different onethat I'm doing so. It's written such a...

...different, positive experience thislast twelve fourteen months, despite all the OVID drama, if you're having so much success onlink Din, explain the move to twitter. Why split some of your precious socialtime on another platform? That's a great question, and I think you knowit's also to how do we to find success right? It's like one of the hard thingsabout social media. Is it's so easy to get caught up with Linkean envy orwhatever you know and there's there's so many people on there that have suchbigger impact than I do. So it's all relative, but I think when I a coupleof things happened. One was. I noticed that a lot of people who I wanted toreally engage with one o one and built start building a connection inrelationship with just were not active on Linton. They were kind of doing thesame thing I mentioned earlier. They work for a company, they were amarketing leadership roll and maybe they push out some some content fromthe company, but they weren't...

...necessarily posting or commenting on it,and there was no real opportunity for me to really start a conversation rightor be part of that, and so I, a few weeks ago, I started experimenting alittle bit with twitter again and just to see how many of these people were ontwitter and if it turned out that none of them were than that might have beenthe end of the experiment right. But it turned out that you know enough of themwere made sense and if people like yourself who have been fri call friend,you know now for over a year because of Linkin we're also on twitter. So it'slike Oh there's something here. As far as splitting my time, I kind of look atit as they're mutually supporting, because the first thing I started doing withtwitter was was not just putting out text post but kind of using twitter ina way that kind of support or kind of adds on to my visual approachwith content like I do these kind of Goofy, looking white board style, stickfigure things. You know s and you know...

...with with Rinken, I get to do those assliders right so there's multiple panels and that's that's awesome andwith twitter. As far as I know, you can't do that, but you could do youknow individual images, so what I've been doing is just having fun saying:okay. Well, how can I take those slide, decks and split them up into separatetweets right and just enjoying what twitter gives me that Linkin doesn'tand and just kind of using each each of those to build on the other? That makessense. It sounds like you're approaching twitter differently thanyou might have in the past. Is it the fact that you're sharing differenttypes of content or, as you say, sharing those stick figures that youlike to create? Are there any different ways that you're using twitter thanwhat you might have done previously yeah? I think it starts with thefundamental issue that I mentioned earlier, which is your mind, set. I'veadmitted in the past many times that you know I used to be. Quite I don'tknow selfish to is too strong a word,...

...but a little too self interested whenit came to social media. You know I wasn't necessarily looking at it aswhat is interesting about these other people was more about how kind of useit as a tool to you know, advance my own agenda and there's nothing wrongwith that. It's just for me. It made the experience a very shallow and emptyone, because ultimately I'm not all that interesting. You know compared tothe rest of the world. I'd love. To think of that I am, but you know I'minteresting to my family open. That was the first fundamental shift right. Sowhen I think about how I used twitter differently now, the twitter was alwaysdifficult for me in the past because I felt like it would just take so muchtime in the end, you're constantly trying to keep up with the scroll andall that, but now I'm really enjoying just other people's content. OtherPeople's point of view, learning from other people yourself included I'velearned a lot from and and really having. That is my foundation insteadof it being. How do I get people to just like and comment and all that?That's all wonderful, I'd, love that I...

...love a huge audience, but that's kindof out of my control. What I can control is is how much focus do I puton the people that are on there and then the second step? Is You know? Whatdo I do differently on twitter or how would we approach that differently isreally not using it as a platform for simply pushing out links to othercontent? I still do that to a degree and and that's fine. What I'm trying todo now is really just have it almost as a self contained ecosystem, where everypost I'm putting out it's tough, because it's kind of you know shorteveryone that I'm putting out is enough where it actually starts in aconversation or offer some kind of value in and of itself. One of the questions that I have abouttwitter and people using twitter in a different way or people have been usinglinked in, is that on Linton. It just seems easier to connect with people toMessage Im to ask for a conversation. Can you provide some insight on how youdrive, connections and conversations on...

...twitter as opposed to simply followingsomebody, yeah Lindon seems to be. I don't know the tool seem to be more.Tutie connections can be taken to the next level a lot easier, but on twitterI mean maybe I'm using it wrong, but it seems like the easiest thing to do isjust follow somebody, but I guess what I'm not doing is reaching out to peopleas well. To ask for a conversation. Is that the trick for twitter? That's another great question, and Idon't know if I have the right answer for that from my perspective, though,at this point I'm looking at it as there's kind of a bridge between eitherwhether it's Lindon or twitter, and what we're doing right now are you knowbeing able to reach out to mark Evans with an email and say hey, you know, Ihave a question for you or do you know this person or whatever, where there'sa relationship right and for me a big part of that has been podcast ing right.So so you know like what we're doing right now. I've met more interestingpeople doing my podcast over the last twelve fourteen months. Then I havehonestly in the last twelve to twenty...

...years of my career, I kind of looked atLinkean and twitter. As you know, first of all, how do you find people that areinteresting to begin with right and there's plenty of them there's morethan enough? What I do is I don't push myself to comment or likethings that I don't feel like. I should like. I really feel like doing thatright. So I don't want to just be like a numbers game where I'm just commented,like hey spot on that's great ideas whatever. If it doesn't hit me, I justkeep going there's enough people that post enough interesting things were. Itgives me the opportunity to kind of roll with that and add something of myown perspective or ask them a question and then based on their. You know ifthey respond to me and now there's a little bit of a conversation and andfrom there. I might look at that individual and go. Oh. You know thisperson's really great at content. Marketing of this person reallyunderstands this specific category. I want to talk to them about coming on.To my show andd or I have a question...

...for them or whatever it is. You know soit's always kind of like taking. It quote, unquote off line, even thoughobviously most of the stuff is still Internet based. But how do I take theconversation, all right, twitter off of Lindon right and then and then build onthat? However, it is, and one of the things that's been amazing for me, withlinked on particularly and hopefully twitter. Is it the serendipity of it?I've had just clients come the brand new clients that I literally had on mycr M that I was going to reach out to that day in some cases actually reachout to me, because they saw I I saw them on Lindon right. So you just neveror you know you looked at their bread, pile on linked on or whatever it isright. There is that kind of rolling the dice thing, and I'm just curious,I'm interested to see how that pans out with twitter over the next few months. Final question: where can peopleconnect with you on linked in and twitter? Well, the best place is actually justthe market Shalem website, because I...

...have the links there, but I'll give allof them. The reason I say that is my name is a little hard to spellphonetically. So it's just Marcus Sch, a L, L, E, R and then com for thewebsite. Linton is the same thing just for slash market, shaller and thentwitter at it's different, Marcus. A shaller is an apple that ill name isnot apple, but it's a that's how you can find me? Well, thanks, Marcus forbeing the, I guess, the first experiment for the new format. Thankyou. So much, I'm glad I got to be the Guinea pig. Hopefully the experimentwas a success. Thanks for listening to another episodeof market e spark, let me know what you think about the new format and if youenjoyed the conversation, leave a review and subscribe by Iton spot ifyor your favorite podcast out. If you'd like to learn more about how I help BabSASS companies as a fractional C Mo Strategic Advisor and coach, send anemail to mark at mark, evins, co I'll...

...talk to you next time. I.

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