> I can attribute millions of dollars in revenue to LinkedIn, as can a lot of my 'LinkedIn friends'
I suspect everyone will need some citation and clarification on this statement before accepting it a face value.
> Unfortunately that's not the way marketing works. 95% of your audience is not 'in-market' and ready to buy when they see your content. Sometime over the next 3-5 years they may move into a buying lifecycle, and they are much more likely to trust you, and therefore buy from you, if they've seen your content 1,000x vs a couple of long reads.
Having developed marketing software and promotion optimizers, that generalized percentage doesn't exist. It's highly market, channel, and business-cycle specific. Also having a negative/spammy impression will have a long-lasting (~20x) negative impact versus having a neutral impression or a positive one.
> Your long form, in-depth content lives on your blog, and your LinkedIn profile should act as a funnel...
I completely concur on this funneling principle. Aside from having a horrid document viewer, I'm still amazed that people post long-form detailed documents on LI. That feed is not designed for that consumption model and you're sacrificing the all aforementioned benefits of personal platform funneling.
Truth re:ratio'd and sure, build in public, but build-lite on LinkedIn and build-heavy on platforms you can control and on interfaces that are designed for "heavy" content consumption.
I suspect everyone will need some citation and clarification on this statement before accepting it a face value.
> Unfortunately that's not the way marketing works. 95% of your audience is not 'in-market' and ready to buy when they see your content. Sometime over the next 3-5 years they may move into a buying lifecycle, and they are much more likely to trust you, and therefore buy from you, if they've seen your content 1,000x vs a couple of long reads.
Having developed marketing software and promotion optimizers, that generalized percentage doesn't exist. It's highly market, channel, and business-cycle specific. Also having a negative/spammy impression will have a long-lasting (~20x) negative impact versus having a neutral impression or a positive one.
> Your long form, in-depth content lives on your blog, and your LinkedIn profile should act as a funnel...
I completely concur on this funneling principle. Aside from having a horrid document viewer, I'm still amazed that people post long-form detailed documents on LI. That feed is not designed for that consumption model and you're sacrificing the all aforementioned benefits of personal platform funneling.
Truth re:ratio'd and sure, build in public, but build-lite on LinkedIn and build-heavy on platforms you can control and on interfaces that are designed for "heavy" content consumption.