Treat Your Business

142 Optimising Your LinkedIn for Clinic Success: A Conversation with Andy Goldman

• Katie Bell / Andy Goldman • Season 1 • Episode 142

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Welcome
Hello and welcome to another episode of the Treat Your Business podcast. I’m really excited for this conversation with Andy Goldman, who joins me to share his expertise on all things LinkedIn for clinic owners and healthcare businesses. Whether you’re a regular on LinkedIn or, like me, feel a bit guilty for not showing up enough, this episode is packed with practical advice to help you stand out and make the most of your online presence.

Episode Summary
Andy is a physiotherapist turned copywriter and LinkedIn trainer, passionate about helping healthcare business owners optimise their profiles, build networks, and attract the right people, be it new clients, collaborators, or team members. We chat about the power of showing up on LinkedIn, why your profile is your shop window, and how posting once a week can put you among the top creators.

We also discuss the difference between followers and connections, the importance of a clear headline and strong banner, and why you should always reply to comments. Andy shares his top three clinic owner mistakes on LinkedIn and gives actionable tips to fix them. Plus, we cover rotating content, repurposing evergreen posts, and keeping your messaging consistent to attract dream clients and hires.

Key Takeaways
✨ Your LinkedIn profile is your shop window, make your banner and headline count
👀 Posting just once a week puts you in the top 5% of creators
💡 Speak to your dream client in your profile and content
🔄 Repurpose evergreen content and keep your messaging consistent
🤝 Build a relevant, engaged network, not just big numbers
📝 Always reply to comments and nurture your network
🎯 Be strategic, know your purpose for being on LinkedIn

Resources & Links

Episode Sponsor

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Treat Your Business EP142

[00:00:00] Katie Bell: Andy, welcome to the Treat Your Business podcast. 

[00:00:04] Andy Goldman: Thank you. Thanks for having me.

[00:00:05] Katie Bell: Yeah, you are very welcome. Really excited for this conversation. Andy, for our listeners, tell everybody who you are what it's that you do and what you're here to talk about. 

[00:00:15] Andy Goldman: Okay. Hi. Yeah, so my name's Andy Goldman.

[00:00:17] Now, when people ask what I do, I still go to that default of saying I'm a physiotherapist. That's what I am. It's what I do. I still do a bit now as an associate community physio by background. But a couple of years ago I started a copywriting business to begin with writing a bit about anything and everything from horse riding to Caribbean restaurants.

[00:00:34] I just wanted to learn how to do it. So copywriting is how to use words to persuade. Whoever's reading it to do what you want 'em to do or to solve a problem for them and to take an action, might sign up, buy whatever it might be, move that towards healthcare. 'cause that's where my background is, my credibility, my authority in that area, if you want to call it authority.

[00:00:53] But what I found was the clients, the type of clients I was getting through. Worked through LinkedIn and LinkedIn is what I, I joined LinkedIn without knowing anybody at the start. I didn't even know I was gonna start a business when I first joined it, just having a little look around and found when I got confidence, start posting on there and revealing who I am, being myself.

[00:01:10] I started getting some clients through wanting me to do that for them as well, and from the healthcare industry as well. I went on holiday last summer without any signal. And no distractions and my business pivoted well without me realizing. I came back and said, you know what? I think there's a need for this.

[00:01:25] I think LinkedIn for healthcare business owners it's so lacking at the moment on LinkedIn, and I think there's such, is, such an opportunity to stand out, whatever it is you need to do to promote your service, recruit, whatever it might be. So I now train people, healthcare business owners or clinic owners to get their LinkedIn up to scratch.

[00:01:41] Whether it meant profile, optimisation, content, strategy, whatever they need to get their, get them noticed. So that's what I, did 

[00:01:49] Katie Bell: you see it works, because I found you on LinkedIn. You did. 

[00:01:52] Andy Goldman: You did. 

[00:01:53] Katie Bell: I sent him a message at 6 45 on a Saturday morning, and I was like, hi, 

[00:01:56] Andy Goldman: what time it was? 

[00:01:57] Katie Bell: Yes, I'm reading your LinkedIn profile because I'm a loser and I'm awake at 6 45 on a Saturday morning.

[00:02:03] And I'd seen you on various things and commenting on, various. Professional networks and platforms and stuff. Yeah. And I was like, one of those things that you are like, I must reach out to Andy, I must reach out to Andy. He can offer something of value to our listeners and I would love to have a conversation with you and then buy about five by seven.

[00:02:20] 'cause you are you are also class as the loser as well. You responded to me like, Hey Kate, I've been meaning to get in touch with you as well. So 

[00:02:26] Andy Goldman: I didn't get note to the time you didn't reply. So good. Good on you for putting your phone down after that and just leaving it till Monday. But yeah. Yeah. 

[00:02:33] Katie Bell: But here we are.

[00:02:34] So together you seem to be very active on LinkedIn and put me to shame 'cause I am very inactive on LinkedIn really. But I was very intrigued to, understand a little bit more about what clinic owners should be doing along on LinkedIn because it, for me, it's like another thing.

[00:02:53] Oh, that's on the to-do list that we never do, and is it gonna make that much difference to me and my business? But I approach LinkedIn in, in a few different ways in that we know recruitment is a massive challenge in our industry right now. And I think if you don't have an optimised LinkedIn profile that showcases why somebody should come and work for your business.

[00:03:17] Then how are we leveraging that platform? How are we finding these people? How are they seeing that you are somebody that they would want to come and work for? And recruitment isn't a one-time thing for me. It's like a, I need to be constantly in recruitment mode in a business. And then the other thing was that there's a lot of talk about the way in we are being found now in our visibility and the way using ai.

[00:03:41] And how AI works to fact to, to put us in front of people rather than the traditional Google search. There you are on the ranking page at number five and you get put in front of somebody. And so we are having to one of the tips has been to link our LinkedIn profile to our website. Staff bios, so that AI is seeing us in LinkedIn.

[00:04:03] It's seeing us in the website. It's showing we're a trusted authority, an expert, expert in the field. So there seems to be more and more reasons to be using it. What would be. What's your thoughts on that, Andy? Like, why do you think clinic owners should jump on this bandwagon, for want of a better word?

[00:04:22] Andy Goldman: I think LinkedIn is an opportunity to stand out very quickly. Okay. There's a billion users on the platform and that the figures say that only 5% of people are actually turning up on it. If you posted once a week, you are in the top creators in the world already just by, just simply by showing up.

[00:04:38] So if you show up with a purpose or an intention, and even if that's just once a week, to let people know who you are, what you do, what you stand for. You're putting yourself in the shop window and it's a very fluid thing because you can, you also you can talk on LinkedIn, like you talk in real time, just like on any other social media platform, but you are there in real time giving live updates of what it is you're up to, who you've hired what success stories you've had, what you've learned this week.

[00:05:02] Twitter used to be the place for that. I started a Twitter account for my, one of my previous NHS trusts, just talking about our therapy team. Out of nothing, they left me to run with it. And it drove staff engagement. We got a following. I just put out a little video for, remember when AHPs Day became a thing?

[00:05:15] It was the first time it happened. I think it was 2018. So I put a little video out, just about 15 seconds, a load of therapists crossing the road with different pieces of equipment, but come together on it as a back, back music. And it for the hashtag that they were using, it ranked in the top five in the country at that time above NHS England.

[00:05:32] And I thought because that was the place to be at that time. It stood out really quickly just because I produced something that was recognisable that someone could resonate with. Think this is a nice place to work. Twitter isn't what it used to be, shall we say. Forcing a feed on us that we don't always want to or don't want to see.

[00:05:48] But LinkedIn, it is just, it's by very design. It's a professional networking platform. So it's the perfect place to showcase yourself. Twitter, you might just have had a bio to write down what you do, and then it's about having to sift through the content. Whereas LinkedIn, it's a mini website, but it's live and it's fluid and you can change.

[00:06:04] It depends on what you're doing at the time or something that you have to offer it, and you can keep updating it. But if you can get some, the whole idea is if you make it stand out enough that someone looks in and goes, oh, I want to scroll down. I want to read more about you. Having that is such a great.

[00:06:20] tool to have in your treatment toolbox as we call it. 

[00:06:23] Katie Bell: Yeah. So am I right Andy, in thinking that I've always said LinkedIn is a B2B platform. Yeah. And unless you are running that sort of service, so we very much encourage our physios or clinic owners who are providing services it for all the businesses you are.

[00:06:39] That is a great place for you to be sourcing business from. Yeah. But for those of us who might, run a clinic queue or B2C. I've always been like, oh, what's the point? Now I don't want to get customers by posting on LinkedIn. Yeah. So are you suggesting that we use LinkedIn, which is a, still primarily a B2B platform to promote what we do as a clinic and therefore we might then have opportunities to recruit through LinkedIn in a better way.

[00:07:07] What? Why would I be using it as somebody that runs a clinic? That's B2C. 

[00:07:12] Andy Goldman: See, I look at it a bit differently. I think I'm just biased with LinkedIn as far as I everyone is a patient out there as far as I can, everyone's in the, has used the healthcare system or a healthcare system at some point.

[00:07:23] So there's still opportunities for recruiting or generating Linkedin clients, however you want to look at it. But it also depends on your audience. If your clinic is geared towards support, working with. Corporate businesses, CEOs, execs. It depends on the type of audience.

[00:07:38] If that's the audience you are trying to attract, then you can establish relationships with said businesses and bringing clients that way. But going back to how the B2B side of things standing out as a business, as a recruiter. And being able to do that consistently puts you in the shop window 24 7 if you, once you've got your LinkedIn profile ready.

[00:07:57] It'll be the hardest working member of your team. You'll like, as you've alluded to, you'll turn up in Google. People will search with, they'll find you because you are, if you're keeping your LinkedIn. Profile, optimised your content, keep it going. You will show up in Google. You think about your SEO, your keywords, the words that people will search for you for.

[00:08:13] And what that will drive is collaborations becoming thought leaders. If that's the way you want to about, I know it's a bit, it might be a bit of a luxury just to post, to say nice things, but it puts you, but again, it puts you in the shop window. Shows off your brand that the type of company you are, the type of business that people might want to work with or be a customer of that, that I still believe that you'll find customers through LinkedIn.

[00:08:33] But recruitment, as you say, is one of the biggest areas that you might want to use LinkedIn for. And what I've seen time and again is having a LinkedIn profile, not having a, maybe a closeup or a distinguished picture, a profile photo of yourself in there. The banner gets left blank, so you get that three tone of gray.

[00:08:53] Tells you nothing, which in effect, that's your billboard. That's your, as soon as someone clicks on your profile, that's your big advertising space. Like when you're driving down the road, you see the big billboards advertising and A KFC, whatever it is, that thing's gonna draw you in and go, oh yeah, you go and get a KFC later.

[00:09:05] Same thing with LinkedIn. It tells you what you need what you are, what you do, and how to get in touch with you and what to do next. It's an absolute shop window for whatever it is you are trying to achieve. So it doesn't have to be limited to just recruitment, but having that consistent presence and being visible, not saying that you have to.

[00:09:22] Advertise that one, one job every single week. I've seen people do the, they've advertise the one job and then not turn up on LinkedIn and wonder why LinkedIn's not working for them. It's about growing a network, growing a community, letting people know who you are. And because healthcare business owners or healthcare generally just aren't using it enough, this is the time to get on it because you can quickly stand out just by showing up.

[00:09:43] As I say, you'll being the top creators in the world just by turning up there. So imagine the expertise and value that you already have. 

[00:09:50] Katie Bell: So if I had 10 followers 

[00:09:54] And if followers in connections, the same thing. 

[00:09:57] Andy Goldman: No. 

[00:09:58] Katie Bell: So I've got, let's say I've got 10 followers in 20 connections.

[00:10:02] Okay. Because I'm a big time, obviously. When I post am I only posting to those people that follow me and connect with me? So is it like Facebook friends? 

[00:10:12] Andy Goldman: So the, if you're connected with someone I'll explain it from that point of view. If you're connected, it means that you should or might or should be able to see when they post, you'll see them in your feed and vice versa.

[00:10:22] They'll see what you write. If you just follow someone, you will see their feed, but they won't see yours unless they follow back. Okay. Distinguish the.

[00:10:32] Any users on LinkedIn to go beyond that 10 person network that you, you say you have, I'm sure you've got more. If someone comments on, say from someone from your network, comments on your post. That can show if that person who's commented that could show in that person's feed in, in their in, so that I, if I, if you post it on my mine today, someone from your network might, it might appear in your feed that Katie Bell has commented on and Goldman's post.

[00:10:58] Yeah. So they get to see me just from an algorithm point of view. Your network gets to see that you commented on someone else's, so they might then join the conversation. And that's what it's all about. It's using that engagement tool to grow that conversation, to reach out, provide value.

[00:11:13] All of a sudden you've got a new connection and as long what you want though is your new connections is relevant people in your network. Yeah. It's great to have followers and numbers look really cool. Yeah. Reputation, yes. But for your, if you are reaching a target audience, you want a network that you, an audience that are specific to what you are trying to achieve through LinkedIn.

[00:11:33] Katie Bell: That's really helpful. 'cause I get loads of connection requests and I think, who the heck are you? Yeah. And why would I want to connect with you? And you are a chef in New Orleans or some shit like that. Do you know what I mean? And I'm like, so yeah, 

[00:11:49] Andy Goldman: if you want to grow your numbers, it looks cool. Yeah. It might look like, oh, they're really popular, but when you post anything hits, you get one.

[00:11:54] That's why, because that person is never going to be your client. They're unlikely to engage with you. It may be that they're trying to just grow their numbers. I don't know. What reason have they got to connect with you? 

[00:12:03] Katie Bell: Yeah. 

[00:12:05] Andy Goldman: If I, my recommendation would be to start with commenting in, in, in the area that you might be searching for future conectivity's

[00:12:13] Is that a word? I dunno. Yeah. For people you want in your network that you want to showcase yourself to, but it's also to show that offer value to them. And it will work both ways. And that's where we grow our collaborations, which is what we all love in healthcare. We all love a collaboration.

[00:12:26] Oh good. We all want it all to all come together and be brilliant. Yeah. And so 

[00:12:30] Katie Bell: this is really great if you are, like, I'm thinking, neuro physios who work with case managers, who work with big insurance companies that need to be talking to law firms. That's a great way of connecting, putting out your kind of, or promoting your presence, your visibility within.

[00:12:48] Within a specific audience of who you work with. 

[00:12:51] Andy Goldman: I was just about to say that. Yeah. So yeah, the specific audience, it's talked about in marketing a lot. If you talk to everyone you end up talking to no one. 

[00:12:57] Katie Bell: Yeah. Yeah. 

[00:12:58] Andy Goldman: So if you've got that ideal dream client in your head, when you write your profile, pretend, almost pretend.

[00:13:03] Imagine that you are speaking to that one person, that dream client. And that's the thing that you are, that's the sort of person you want to connect with or to approach or to even have, recruit further down the line. Those are the people you want in your network. Speak to that absolute dream.

[00:13:17] Hire whoever it may be, and then keep your messaging consistent throughout and that's what you'll end up getting known for. And the algorithm for LinkedIn as, as much as it's hidden the way. Just from experimentation and trying different things. That's what works the best. What the algorithm's looking for is where if you post, where does the algorithm want to share this information?

[00:13:34] If you are connected with your chef in New Orleans it's not gonna make sense. Your post being shared there. So where does it go? What does it do? Who's it going to engage with? If you've got an audience in tune with what you are doing and you've carefully selected your network, and those people are, are selecting you as well, by the way, that's where the algorithm goes.

[00:13:51] That's where I need to share it. For example, I've worked with a client a physio, a new startup business, come outta their healthcare system to start up on their own. The people that they, the connections weren't, there weren't many, but we started to grow it and we're getting lots and lots of engagement, sometimes two, 300 likes or, and comments on there because they've got an engaged network of relevant people in their audience who they're trying to sell to.

[00:14:16] And what I've also said, I know it's time consuming, is that if someone leaves a comment, reply to them. Don't just leave it not reply to, because it's just, it's almost like customer services in a way. Make sure that your audience are being listened to start a conversation. 'cause you never know where that's going to go next.

[00:14:30] Someone might just be leaving a comment. They've taken the time out of their day as much as it might be aligned, so they've read your post. So they've taken longer than you think to actually read it. Think about it, write it down, acknowledge it, and that's where you start showing up in other people's newsfeeds and so on.

[00:14:45] And then it starts to build, but it takes time and consistency. 

[00:14:49] Katie Bell: So what are the like top three mistakes that you see clinic owners making on LinkedIn? 

[00:14:55] Andy Goldman: So when I talked about the billboard earlier on leaving it blank or putting a, like a Facebook cover photo, we just put something nice in my, it might be the Yorkshire Dales where I am, and just a pretty picture.

[00:15:07] But it's, it doesn't tell me anything about the business or what it does it, will it make me scroll down to the next bit? No, it won't. So the banner is really important. People are very visual. So if you've managed to convince, so I'll come back to the headline, but if someone's managed to, if you've click, got someone to click onto your profile and you're fortunate enough that they've done that, first thing they're gonna see is your banner.

[00:15:25] It could be, so get your brand colors on there. Your message. It might be a tagline about what it is you do and who for, or what your business message is, what your mission is, and tell them what to do next. Maybe put a photo, another photo of yourself on there, because people get very familiar with people.

[00:15:40] They want to see faces. It makes it very human. So that's what I'd say, but to even get them there in the first place is your headline. So best tip I can give with that, if you just search for, if you are looking for physiotherapists, you could type physiotherapists into the search box and all you'll get is a list of people and it just says their job title physiotherapist.

[00:15:57] And they, and there's thousands and they all say the same. And. How do you know which person to pick out? They're all a physio. I did, I posted about it today. If I took my profile apart and just put Andy Goldman physio, it doesn't tell you anything. And a picture of me drinking coffee 10 years ago not looking at the camera, it doesn't mean anything.

[00:16:12] So the headline, first, 50 characters of your headline is the bit that will show if you leave a comment on someone else's someone else's post. On mobile and desktop is between 45 and 50 characters. That is all you will see. That might be the only piece you've got that convinces someone to then click on your name to look at your profile.

[00:16:30] So tell people what you do and who for how you help them. So mine is LinkedIn for healthcare business owners. So it's very clear what I do. So if you want, so if I send a connection request and you see it, you see exact straight away exactly what I do. And yeah, ignore me. Fine. If you don't need that, fine.

[00:16:45] I might not be looking for that sort of person as my client. That's fine. What I want, Other people think, actually, yeah, I need a bit of help with LinkedIn. I run a clinic. I'm gonna have a look at your profile. So three tips. Headline needs to be what you do, who for your mission, and. Maybe a bit of social proof.

[00:17:01] So I do add that I'm a physiotherapist on there 'cause that's a USP for me because of 'cause of my background. So I've managed to convince someone to click on my profile. I've now got my billboard that says become a go-to, or, work towards becoming a go-to healthcare business on LinkedIn. And I've got my contact details and I offer free LinkedIn assessment where I basically offer a free 15 minute discovery call.

[00:17:21] So I tell them that's what I do and it's down below on the, you can click the link. I've got a picture of me and I've got my logo tucked away in the corner. The other thing I've alluded to is the professional photo. So just a head and shoulders shot so that people can see your face, not with a busy background, not from 10 years ago.

[00:17:36] That's all blurry or cropped from an old wedding photo. And you look great on your wedding day. Head and shoulders, clear background. Let people recognize who you are and up and keep it up to date. So you've got, you already got your face in two different places. What you say, what you do, what to do next in the space of three or four seconds.

[00:17:53] 'cause people make their decisions very quickly about whether they're gonna scroll on and read more about you. So those three things straight away need updating. 

[00:17:59] Katie Bell: Need updating. Yeah. Okay. So Andy, here's what my head is doing. 

[00:18:04] Andy Goldman: Go on. 

[00:18:05] Katie Bell: I'm going. This sounds great. Look, definitely need to get on this.

[00:18:11] I'm completely overwhelmed. I don't have any time. This is another thing that I'm gonna start and not finish. So those three things that you just said, are they like the minimum that we need to do on our profile? 

[00:18:23] Andy Goldman: The minimum in that before anyone has scrolled, all you've done at this point is get someone to click on your profile.

[00:18:28] Katie Bell: Okay. 

[00:18:28] Andy Goldman: You've managed to peak enough curiosity. Think oh. What do they do? Oh, I can see you to know, oh, I've got an idea what they might do. And they might be something, people are very selfish. They're looking for something for them. What's in it for them? So if you've already showed them in the first 50 characters of your headline, what you do and who for, and they've clicked on it, they're interested.

[00:18:46] Okay. And what's the next thing from point of view? You've got interest. So you've got some, a shop window if someone's walked into your showroom. 

[00:18:53] Katie Bell: Okay, so now they're in my showroom. 

[00:18:55] What do I ne next need to do? 

[00:18:58] Andy Goldman: So it, this is now comes down if we're getting to, into more detail now about the wording that you'll use on your billboard.

[00:19:03] This is your convincer. What you are using to persuade someone to take that next action, whether it's email, me, follow me for this or whatever it is you're wanting to do. It's up to you. You choose how you want your LinkedIn to look. And if people, if that curiosity continues, then you want, what you are wanting them to do really is to start scrolling down and then we start looking at things like your featured section that you can use because think of it like a show reel of things you can do, but they also have actions on there and clickable links that take you to, again, where you want your reader or cus future customer or employee to go, 

[00:19:34] Katie Bell: yeah, 

[00:19:34] Andy Goldman: a link to your website or a piece that gets 'em to sign up for something, to buy a product whatever it is, you can choose how, where you direct.

[00:19:43] Your reader, 

[00:19:43] Katie Bell: can you change that 

[00:19:45] Andy Goldman: anytime you want? Anytime you want. 

[00:19:46] Katie Bell: Okay. So you could have you could decide that your strategy, we're going for a big recruitment campaign in my clinic right now. So we could change the billboard to hiring now for these positions, scan this QR code to, and that goes to our hiring page on our website or email laws apply here.

[00:20:02] And I could have that and then in September it could be that I'm moving towards. Trying to get our name really visible in Sheffield amongst law firms. 'cause we're trying to get some occupational health days. Yeah. So you could change it to that and I could make connections with more businesses 

[00:20:19] Andy Goldman: and then you work your content around that as well.

[00:20:21] Katie Bell: Okay. Yeah. 

[00:20:21] Andy Goldman: You do it however you want and what your purpose is for it. For example, if you are needing to hire somebody, then well, you can change your billboards to say that you're advertising. And then, but you want to be able to convince someone, get that you, you don't want to do it just as a one-off.

[00:20:34] This is something that you might have been building up over the last few months or years even. You want people to be consistently hearing your name, knowing that you exist for a start. You can have you, you've got all this expertise and not talking about it. It's almost where's it gone?

[00:20:48] No one knows about you, but tell us how brilliant you are. Tell us what you do. Convince me to come to your LinkedIn page. And, but then you've gotta. And you talked on a recent podcast. I have. I have gone back and listened to a couple about touch points about it. So it takes, I think the research says seven touchpoint to be able to make a decision.

[00:21:06] It's probably more like 25 to 30. Yeah. People are very, if anything like my daughter just scrolling so quickly and the brutal, they just keep scrolling. We'll all do it as well. And we'll miss stuff and miss stuff. So what's gonna stop us? We need something that's going to stop that scroll.

[00:21:21] People are lazy as well. They don't want to click loads of times. So if they've scrolled somewhere else on the LinkedIn profile, you don't want 'em to have to go, oh yeah, I like this. Where do I click again? Where do I apply for that role? Where's that? So I have it in, so for mine, if my LinkedIn assessment, for example, my 15 minute call, I have it, I talk about it on my in the bottom of my banner, and I have an arrow pointing at where it is.

[00:21:39] There's a link to it underneath my name. If you, if I'm lucky not to get them to scroll, it's on my feature section as well. It's in my contact team info, so matter where they've clicked, pretty much they can see you contact one more click and they're there no matter where they're on. The profile was as much as I can where I can put it.

[00:21:57] They can easily then be half of those 25 touch points, whatever it is that person needs to be convinced, they can then click on that link. And it takes 'em to where I've asked 'em to go or persuaded them to go. I want to get on LinkedIn to get off LinkedIn in a way. I want 'em off LinkedIn. I want them on my website.

[00:22:12] I want a call. Yeah. I want them off there. And that's for me. 

[00:22:16] Katie Bell: So you can build your own leads list and Yeah. Okay. So I get 

[00:22:20] Andy Goldman: business as well, so I just, that's my, 

[00:22:22] Katie Bell: yeah. I'm 

[00:22:22] Andy Goldman: going after healthcare business owners or clinic owners who want to stand out on LinkedIn. 

[00:22:26] Katie Bell: Yeah. Who dunno 

[00:22:26] Andy Goldman: how to use it. I'll show them, but I'd want them to click on a get on a call with me so I can.

[00:22:30] I know. Sell what I do or show what I do. 

[00:22:33] Katie Bell: Yeah. Absolutely. 

[00:22:33] Andy Goldman: Yeah. And how I can help them. 

[00:22:35] Katie Bell: Okay. Can you share your, so if we go, if we are posting already on Facebook and Instagram? 

[00:22:41] Andy Goldman: Yeah. 

[00:22:42] Katie Bell: Usually with no strategy, can I just add Okay. We just stick random posts on there. Yeah. If do, can I share that content, that same content into LinkedIn?

[00:22:52] If it's relevant to the audience that I want to talk to, 

[00:22:54] Andy Goldman: you just answered the question. Yes. Okay. If it's relevant to the audience. Because if you, I think with Instagram and Facebook, it's very much geared towards the consumer, isn't it? And you patients and advertising how to fix certain injury, whatever might be.

[00:23:08] That can still work on LinkedIn. But I think, the think great thing with LinkedIn is that post will tank at times. Of course they will. But you are, you need to, it's almost like a learning process, what works for your audience and it does depend on the audience that you are writing for or showing off to.

[00:23:20] Yeah. That it might work or we dunno yet that, that's the great thing with LinkedIn. It in a, doesn't really matter because you're gonna learn from it. Like your audit cycle. You're gonna keep working through it and finding what works, what doesn't, and what do we do better next time.

[00:23:32] What content did people like? And there are tools out there to have a look at your analytics to see what, what did well, when did it do well? Who's engaging with it? 'cause that's really important as well, because I get quite a bit of engagement because I've grown a business over time. I've not always done the LinkedIn side of it, but I've got people that I enjoy reading about and hearing from.

[00:23:48] And we support each other's businesses 'cause it's just really nice. LinkedIn doesn't have to be that horrible place of just a doom scroll. So I enjoy engaging with people that I just enjoy reading about. 

[00:23:57] Katie Bell: Yeah. 

[00:23:58] Andy Goldman: But what I want is. To learn what content works for my audience because I've got a business at the end of the day.

[00:24:03] Katie Bell: Absolutely. So I need that as well. In my head, I'm thinking, if we've got clinic owners that are on Facebook, on Instagram posting to their consumers, they might want to use their LinkedIn. It could be that they're using LinkedIn as a hiring engine, as that like clinic owner. So I'm really there to promote our.

[00:24:23] Business, our clinic, why people would want to come and work for us. We're talking about our hiring stories, our new recruits, our, staff success stories, our staff engagement surveys, or all the things that you've got going on, like great months that you've had in your clinic, new services you're bringing in.

[00:24:39] So that if I'm, then I've got potential new hires in my network. They're seeing what an incredible business we are running and then going maybe I want to be in that. 

[00:24:49] Andy Goldman: Circle people. 

[00:24:50] Katie Bell: Absolutely. Okay. So we,

[00:24:51] Andy Goldman: and it's in front of mind, isn't it? And it's being again, those 25, 30 touch points. It might be even more.

[00:24:57] I, I've, I get, I've had customers or plenty of customers come through to me who have never engaged with my post. They've never liked it. They've never commented. You might be one of them actually. Just, I'm not saying that you're a client, but you've got in touch with me after, I dunno, when we first connected, it might have been a few weeks ago, months ago, I'd have to go back and check.

[00:25:13] I wouldn't have been on this podcast if you hadn't been looking at me from afar. I think lurker, I think is the word people like to use. Ooh, a lurker. You're, you might be a lurker on my account and same for me with you, but I didn't make the first move, so 

[00:25:24] Katie Bell: it sounds like 

[00:25:26] Andy Goldman: thank Reaching out 6 45 on a Saturday.

[00:25:30] Katie Bell: That's just 'cause of my, I'm a loser and a luer. That is what I'm, 

[00:25:34] Andy Goldman: you the person, you scroll LinkedIn. Yeah. 

[00:25:36] Katie Bell: That's because it's on my mind. And I was like, it's one of these things that everybody's talking about I need to get on this more. And we post a lot in Thrive on LinkedIn.

[00:25:43] Yeah. But we don't do it enough like at, really at all for our clinic because we've maybe Andy, we've never had to, maybe it's been another distraction that hasn't been the latest thing. And I'm always like. For our listeners who are time poor and overwhelmed, it's really important that they don't just jump on this and just then are distracted by it.

[00:26:06] Drop something else as a result of it, but really think about why am I doing this? What has this got to do? In the bigger picture of my business. 

[00:26:15] Andy Goldman: Yeah. Think about the purpose of it. Always. Always. Yeah. Intention. Otherwise it's just a fun thing to do. If, but if it might not even be funny thing, oh, I have to just turn up.

[00:26:23] But if it, if there's a, an idea behind it of what you are doing. Yeah. And you start engaging in conversations with, I'll say future hires. Not gonna say right now.

[00:26:33] Katie Bell: Yeah. 

[00:26:35] Andy Goldman: I've heard that now 16 years old. Is the minimum age for joining LinkedIn. Wow. School leaders are being asked to go on LinkedIn.

[00:26:42] So they could be going off to university, doing whatever it is they need to do, but they're gonna be on, they're starting out on LinkedIn from an early stage. That's, this is unprecedented. So start building up your LinkedIn now. I know. Yeah. With time and so on. But once your profile is optimised, 'cause that's what I help business owners with.

[00:27:00] It doesn't have to change all the time. It might be this is who we are and what we do. What might change over time is your content, but then you, then I look at things like content pillars and we can rotate around, say, three subject areas. For example, mine, I talk about my LinkedIn services and how it helps other people, how, clinic owners.

[00:27:16] I talk about life as a solo business owner and my professional diary as such. I call, it's almost like a critical study for me. So I learn from it and go back, what was I doing a year ago? Oh, look how far I've come along. Actually, I could have done better there. I always drop in my daughter who's 11 and she always says the most simple things that make me think, yeah, I should have done that.

[00:27:32] Like queuing for a ride at Butlin's. Recently I was looking at LinkedIn and she says, whatcha doing that for on holiday? So I, so later on I posted about that to say, do you know what the CEO of my business, 11, my 11-year-old has just said I'm on holiday. Why am I looking at LinkedIn? I need a break because it's good for my mental health.

[00:27:48] Your daughter knows what children say, the simplest things, but the simplest messages are sometimes the best for your business. So I've got I would rotate around those three ideas. Okay. And there's nothing to say. You can't repurpose that content and use it again if it's timeless content about how to update a LinkedIn profile, what.

[00:28:03] Might be worth what I might be saying about a banner. What should be on it Now I can say again in three months. So I just, yeah, use it. Or if it didn't, if the post didn't do as well, I might tweak it. But I put a bit of story behind it because it, it helps with human connection. Anyone can talk about how to update a profile if you know how to do it, you can go on YouTube, fine.

[00:28:18] But if I add my human side to it, what I've learned from it, how I've improved my results, linking it to my background as a physio, it gets, helps people get to know me. So I tweak it a little bit each time. So it doesn't look like it's the same, but it actually really, the message is the same. 

[00:28:31] Katie Bell: That's really great.

[00:28:33] You can see, you can leverage content. This doesn't have to be bigger than it needs to be. 

[00:28:37] Andy Goldman: If it's evergreen, then re repurpose it. Yeah. 

[00:28:39] Katie Bell: So Andy, 

[00:28:40] Andy Goldman: I like to be creative and use it in little different ways each time because it just makes it little, it's a new message again, but it's not necessarily. 

[00:28:46] Katie Bell: Yeah, absolutely.

[00:28:47] Andy, for all of our listeners who, the ones that are distracted by shiny things are now like, okay, they're already on their LinkedIn profile, they're already doing shit that they dunno what they're meant to be doing and probably making a really bad job of it. And I say that with a lot of love 'cause that is what I'll be doing after this call.

[00:29:01] I'll be like, oh, Andy said do this and then I'll do it and then tomorrow I've forgotten about it again. Okay. Typical. Yeah. Oh god. Typical visionaries do, right? Yeah. We do these things. So if I, if I want you to help me with optimizing my profile 'cause. I just think you should outsource things that you are not a genius at.

[00:29:18] You clearly are. So what, how do our listeners get a hold of you? How do they do this? Free 15 minute. LinkedIn review thing. 

[00:29:27] Andy Goldman: So my if you're, I think I assume you're gonna drop my LinkedIn profile in the comments. I absolutely are. Finish this podcast. So go onto my LinkedIn, connect with me. Always open to new connections of people in 

[00:29:38] Katie Bell: Me too.

[00:29:38] Connect with me too.

[00:29:40] Andy Goldman: Connect with me once we're connected. You don't have to, show yourself in public, in front of the whole world. You can DM me, but you can only do that once you're connected with me. So once I've accepted your connection request. Exchange a DM with me or there's a link in my profile that can take you straight to my diary so you can pick a day and time that suits you and we can just have a chat for free just to see if it's some, to have a chat about your LinkedIn what issues you're facing with it, whatever it might be.

[00:30:02] What do you think we can do differently? Am I the right person to help you? Yeah. Do you think we can work together and then we can organize something from there where we've got our diaries open and book a session. Fabulous. Alternatively my website, really easy to remember 'cause I don't have, this is the thing, I don't have a business name yet, so I'm waiting to see if something comes from what I'm doing now.

[00:30:18] So www.andygoldman.co.uk 

[00:30:21] Katie Bell: Oh, how easy. 

[00:30:22] Andy Goldman: There you go. So you can drop that in there as well if you like. I see. See if you prefer to email again. hello@andygoldman.co.uk. 

[00:30:29] Katie Bell: There. That's very easy. Okay, that sounds great. I'm sure you're gonna get lots of people reaching out to you, Ande, and I would really encourage them to be strategic, have a purpose, think why you are doing this.

[00:30:40] But it could just be the thing that opens up a hiring opportunities, opens up great conversations with other businesses that you're trying to get into. And I'm always talking about, everything works, but you've gotta work the path until it works. Yeah. So don't be one of those people that just start your LinkedIn profile for a second and then sack it off and say, oh, it didn't work for me.

[00:31:01] It will work. I see loads of our clinic owners on it already, and they get great connections. But you've gotta work it. 

[00:31:09] Andy Goldman: You do. And even if you don't have any of the answers to those questions, all I'm offering is a 15 minute chat just like this. O over a Zoom call. Let's just talk about it and see what your fears are with it.

[00:31:18] I know that, I know there's some clients I've had before ranging from wanting to make tweaks to their profile to, and not having the confidence to send out the first post or to even show their face on LinkedIn. So whatever it is that you are looking for and you or that you dunno, you're looking for.

[00:31:32] Just lemme know. And if you take away from that 15 minutes that you've got what you need and take it away, I'll be delighted because it means you are now on your journey to sorting it out and making it look brilliant and achieving what it sets out to do. Or if you need a bit of help with it.

[00:31:45] We'll talk about that too. You 

[00:31:46] Katie Bell: the person. Mandy, thank you so much for your time. It's been real. I've learned loads. Don't judge my profile guys, because I'm gonna teach me how to sort that out clearly. It's been wonderful. Thank you for your time, for your knowledge, and for showing up for all of our listeners.

[00:32:01] Andy Goldman: No, thank you and thank you for inviting me on. I really enjoyed that. 

[00:32:03] Katie Bell: Thank you. You are welcome.

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