WHY JAY SCHWEDELSON IS GOING ALL IN ON LINKEDIN

Introduction to the Podcast

Guest Introduction

• Michelle J. Raymond introduces Jay Schwedson, expressing admiration for his work and excitement about their conversation.

• Jay shares his enthusiasm for being on the show and reflects on seeing Michelle speak at Social Media Marketing World.

Book Discussion

• Michelle mentions Jay's book "Stupider People Have Done This" and how she supported his initiative to raise money for cancer through book sales.

• She highlights a key point from the book regarding the importance of a company's LinkedIn page over its website.

The Importance of LinkedIn Company Pages

Negative Signals in Marketing

• Jay discusses how marketing often focuses on positive outcomes but neglects negative signals that can harm brand perception.

• He emphasizes that an inactive LinkedIn company page can create a negative impression, suggesting it is more critical than a website.

Ghost Town Effect

• Michelle refers to the "ghost town effect," where potential customers find an empty or inactive LinkedIn page, leading them to question the legitimacy of a business.

Leveraging LinkedIn for Business Growth

Personal Experience with LinkedIn

• Jay explains how he relied on LinkedIn during COVID when his marketing agency faced budget cuts, realizing he needed to connect with more people.

• Initially hesitant about posting, he began sharing relevant content which led to increased engagement and business opportunities.

Positive Nature of LinkedIn

• He describes LinkedIn as a unique social network characterized by positivity and support among users compared to other platforms like Instagram.

Content Strategy on LinkedIn

Engaging Content Formats

• Jay advises against using only one format for posts; variety keeps content fresh and engaging.

• He suggests using specific image dimensions (800x999 pixels), which fill up feeds effectively and capture attention.

Authenticity in Posting

• Emphasizing authenticity, he notes that low-quality, real content tends to perform better than polished corporate messaging.

Brand Guidelines vs. Social Media Engagement

Balancing Brand Identity with Creativity

• Both speakers discuss challenges marketers face when adhering strictly to brand guidelines while trying to engage audiences creatively.

Human Element in Branding

• Jay argues that showcasing humanity within brands is essential in today's market filled with generic AI-generated content.

Behind-the-scenes Content Creation

Manufacturing Insights

• They discuss how behind-the-scenes content can be compelling regardless of industry, encouraging businesses to share their processes openly.

Overcoming Competitor Fears

• Jay reassures listeners not to worry about competitors copying ideas; focusing on unique storytelling is crucial instead.

The Value of Personal Stories

Sharing Personal Experiences

• Both speakers highlight the importance of sharing personal stories and experiences as they resonate well with audiences across platforms.

Navigating Challenges in Business

Impact of AI on Work

• Michelle shares her struggles with AI's impact on her work and feelings of losing passion amidst changing dynamics in business.

Finding Joy Again

• She reflects on finding inspiration again through Dolly Parton's legacy, emphasizing joy in creating without seeking credit.

The Reality of Passion in the Music Industry

Understanding Job Satisfaction

• There will be tasks in any job, including the music industry, that you may not enjoy. This doesn't indicate you're in the wrong field.

• Being surrounded by supportive people and having a clear career trajectory is essential for growth, even if you don't love every aspect of your job.

• Passion does not equate to loving every moment; it's possible to be passionate about work without enjoying all parts of it.

Embracing AI in Business

• The speaker expresses a positive stance on AI, comparing initial skepticism about Amazon to current fears surrounding AI's impact on jobs.

• Acknowledging that resisting AI will lead to stagnation; embracing it is crucial for business optimization.

• Tools like Gamma.app are highlighted as valuable resources for enhancing productivity and presentations.

Insights from Recent Experiences

Networking and Community Engagement

• The conversation reflects a friendly exchange reminiscent of casual discussions among friends, emphasizing community engagement.

• The speaker's recent presentation at Unbound garnered positive feedback, indicating their influence within the marketing community.

Email Marketing Trends

• Discussion shifts towards email marketing strategies, particularly focusing on subject lines and their effectiveness.

The Evolution of Email Marketing

Importance of AI Summaries

• Current trends show that emails are increasingly opened based on AI-generated summaries rather than just subject lines.

• Major email platforms like Gmail and Outlook are implementing features that summarize key points from emails to enhance user experience.

Structuring Emails Effectively

• Key information should be placed within the first 200 characters of an email since this text is prioritized by AI tools for summaries.

• Bulleted lists significantly increase visibility in summaries; over 70% of bulleted content gets pulled into these summaries across platforms.

Overcoming Fear in Marketing

Sending Content Without Hesitation

• Marketers are encouraged not to overthink their communications; sending out emails or posts promptly can lead to better engagement.

Handling Negative Feedback

• Negative responses should be viewed as reflections of others' issues rather than personal failures; regret over missed opportunities is worse than failure itself.

Final Thoughts and Upcoming Events

Embracing Change and Growth

• Personal growth involves accepting unsubscribes as part of refining one's audience; it's important to focus on attracting the right followers instead.

Upcoming Conference Announcement

• The Guru Conference scheduled for November 12th and 13th aims to gather over 30,000 participants focused on email marketing strategies.