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 Evans and you're listening to marketing spark. Now, usually I would say the podcast that brings you insight from marketers in twenty five minutes or less, but today I'm watching a second format, Mani podcast, conversations in ten minutes or less to tackle specific topics. If you've been using linkedin over the past year, you'll understand the power that it offers to connect and as important to have conversations. But nothing last forever and I'm seeing some people dabble with other social platforms, and one of them is mark a shower, a BB SASS content marketing strategist. Now, like me, Marcus is a content machine on Linkedin, 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 be here with you today. Yeah, you're my proverbial Guinea pig when it comes to this new format, so we'll see how it goes.

That's fine, I love it. I love it. To start, let's talk about what you've done on Linkedin over the past year and how it's worked for you. A lot of people have embraced linkedin and got a lot out of it. What is what's your been experience been like? And just to give a little context, I've been on Linkedin for many, many years before, like most people, but like most people, was just it was just kind of a profile sitting there in an occasionally post link to my blog or whatever, and I always had kind of a love hate relationship with social media because I felt like I was approaching it really from too much of a selfish point of view, self interest. I wasn't really approaching it from interested in other people. It was more just how do I push out my own content? And when the pandemic hit, you know, obviously all of us are kind of lockdown and I'm had it opportunity to really kind of just not just rebrand myself, but start from scratch and ask myself moving forward. You know, at the time I was focused on SAS copywriting. Moving forward,...

...what would I really want to do if, if the world stopping? This is an opportunity for me to kind of reset, and that's what I did and I started focusing on problem solving for marketers and things like that, and so linkedin is where I started that journey again, if you will, and really just kind of learning it from the ground up, and you're actually one of the first people who I started interacting with on Linkedin in that period of time, as well as a people like James Carberry and and people over there at sweet fish, and it really set the tone differently this time because people were actually engaging in a way that I never saw on linkedin before. was just I scroll down, it was just people doing what I was doing pretty much was here's an awesome poster, here's a Webinar and they just put a link, which is really boring after a while. My experience in the last year has been really built on that foundation of interact with real people being able to kind of just experiment from there, you know, doing sliders and having my own, you know, podcasts. You know now a different one that...

I'm doing. So it's written such a different, positive experience this last twelve, fourteen months, despite all the covid drama. If you're having so much success on Linkedin, explain the move to twitter? Why split some of your precious social time on another platform? That's a great question and I think you know it's also to how do we define success right? It's like, what are the hard things about social media. It's so easy to get caught up with Linkedin envy or whatever, you know, and there's there's so many people on there that have so such bigger impact than I do. So it's all relative. But I think when I a couple of things happened. One was I noticed that a lot of people who I wanted to really engage with one on one and built start building a connection in relationship with just we're not active on Linkedin. They were kind of doing the same thing I mentioned earlier. They work for a company there were in a marketing leadership role and maybe they push out some some content from the company, but they weren't necessarily posting our...

...commenting on it and there was no real opportunity for me to really start a conversation right or be part of that. And so I a few weeks ago, I start experimenting a little bit with twitter again and just to see how many of these people were on twitter, and if it turned out that none of them were, then that might have been the end of the experiment right, but it turned out that, you know, enough of them were were. It made sense and of people like yourself, who I've been for I call friend, you know, now for over a year because of Linkedin, we're also on twitter, so it's like, oh, there's something here. As far as splitting my time, I kind of look at it as they're mutually supporting, because the first thing I started doing with twitter was was not just putting out text post but kind of using twitter in a way that kind of supports or kind of adds on to my visual approach with content. Like I do these kind of goofy looking white boards, style stick figure things, you know, and you know with the with Linkedin, I get to do...

...those as sliders, right, so there's multiple panels and that's that's awesome. And with twitter, as far as I know, you can't do that, but you could do, you know, 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 separate tweets, right, and just enjoying what twitter gives me that Linkedin doesn't, and and just kind of using each each of those to build on the other. That makes sense. It sounds like you're approaching twitter differently than you might have in the path. Is that the fact that you're sharing different types of content or, as you say, sharing those stick figures that you like to create. Are there any different ways that you're using twitter than what you might have done previously? Yeah, I think it starts with the fundamental issue that I mentioned earlier, which is your mindset. I've admitted in the past many times that, you know, I used to be quite, I don't know, selfish, to too strong...

...word, but little too self interested when it came to social media. You know, I wasn't necessarily looking at it as what is interesting about these other people. was more about how kind of use it as a tool to, you know, advance my own agenda, and there's nothing wrong with that. It's just for me it made the experience a very shallow and empty one because ultimately I'm not all that interesting, you know, compared to the rest of the world. I'd luck to think of that I am, but you know, I'm interesting to my family open. That was the first fundamental shift right. So when I think about how I use twitter differently now, twitter was always difficult for me in the past because I felt like it would just take so much time and you're constantly trying to keep up with the scroll and all that. But now I'm really enjoying just other people's content, other people's point of view, learning from other people, yourself included. I've learned a lot from and and really having that is my foundation instead of it being how do I get people to just like and comment and all that? That's all wonderful. I'd love that. I'd love a huge audience, but that's kind of...

...out of my control. What I can control is is how much focus do I put on the people that are on there? And then the second step is, you know, what do I do differently on twitter, or how I approach that differently, is really not using it as a platform for simply pushing out links to other content. I still do that to a degree and and that's fine. What I'm trying to do now is really just have it almost as a selfcontained ecosystem where every post I'm putting out. It's tough because it's kind of, you know, Short everyone that I'm putting out is enough where it actually starts in a conversation or offer some kind of value in and of itself. One of the questions that I have about twitter and people using twitter in a different way or people who have been using Linkedin, is that on Linkedin, it just seems easier to connect with people, to message him, to ask for a conversation. Can you provide some insight on how you drive connections and conversations on twitter as opposed to simply following somebody? Yeah,...

Linkedin seems to be I don't know, the tools seem to be more intuitive. Connections can be taken to the next level a lot easier. But on twitter, I mean, maybe I'm using it wrong, but it seems like the easiest thing to do is just follow somebody. But I guess what I'm not doing is reaching out to people as well to ask for a conversation. Is that the trick for twitter? That's another great question and I don't know if I have the the right answer for that. From my perspective, though, is at this point I'm looking at it as there's kind of a bridge between either whether it's Linkedin or twitter and what we're doing right now or, you know, being able to reach out to mark Evans with an email and say hey, you know, I have a question for you, or do you know this person, whatever, where there's a relationship right, and for me a big part of that has been podcasting, right. So it's so, you know, like what we're doing right now. I've met more interesting people doing my podcast over the last twelve, fourteen months then I have honestly...

...in the last twelve to twenty years of my career. I kind of looked at Linkedin and twitter, as you know. First of all, how do you find people that are interesting to begin with? Right, and and there's plenty of them. There's more than enough. What I do is I don't push myself to comment or like things that I don't feel like I should like I really feel like doing that. Right. 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 just keep going. There's enough people that post enough interesting things were. It gives me the opportunity to kind of roll with that and and add something of my own perspective or ask them a question and then, based on their you know, if they respond to me and now there's a little bit of a conversation and and from there I might look at that individual and go, Oh, you know, this person's really great at content marketing or this person really understands this specific category I want to talk to them about coming on to my show and or I have a question for them or whatever it is, you know.

So it's always kind of like taking it, quote unquote, offline, even though obviously most of the stuff is still Internet based. But how do I take the conversation off right twitter, off of linkedin right and then and then build on that? However it is and one of the things that's been amazing for me with linkedin 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 my crm that I was going to reach out to that day in some cases actually reach out to me because they saw I I saw them on linkedin right. So you just never or you know you I looked at their profile on Linkedin or whatever it is right there is that kind of rolling the dice thing and I'm just curious and interest to see how that pans out with twitter over the next few months. Final question. Where can people connect with you on Linkedin and twitter? Well, the best place is actually just the Marcus shallercom...

...website because I have the links there. But I'll give all of them the reason I say that it's my name is a little hard to spell phonetically, so it's just a marcus SCCH alll er. And thencom for the website. Linkedin is the same thing, just for its lash, Marcus shaller. And then twitter, at it's different. Marcus a Shaller, a as an apple. Middle Name is not apple, but it's a that's how you can find me. Well, thanks, Marcus, for being the, I guess, the first experiment in for the new format. Thank you so much. I'm glad I got to be the Guinea pig. Hopefully the experiment was a success. Thanks for listening to another episode of market he spark. Let me know what you think about the new format and, if you enjoyed the conversation, leave review and subscribe by Itunes, spotify or your favorite podcast out. If you'd like to learn more about how I helped Beb SASS companies as a fractional CMO, strategic advisor and coach, send an email to mark at Mark Evanscom.

I'll talk to you next time.

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