Speaker 1: Hello entrepreneurs in life and welcome to this episode 94 of the podcast digital marketing day-to-day, a space where I will talk about the news daily in terms of digital marketing applied to business. Today we are going to deal with two main issues. The first one, I'm going to tell you a couple of tools that can be very useful for you convert audio to text automatically and then I'll talk to you about the algorithm of LinkedIn. What should we do to increase the visibility of our publications on this social network? Today is August 9, 2019 and my name is Juan Merodio. We start by talking about these audio conversion tools to text. This is especially interesting for the strategies of your content marketing because it allows us to go from one format to another. Imagine, this same podcast that you are listening to, that we can do it in a text and upload it to a publication on Facebook, an article on LinkedIn or to your own blog. Of course, here what way do we have to do it? We can manually listen to all the audio and go transcribing it in a Word, which obviously will take us a long time. There are companies also specialized that do this job and it is especially interesting. The problem is that if it is something very recurrent, it can take away a part of the budget that maybe you don't have. Although that is obviously the best of options, I have to say, in the end it is professionalizing this. But there is an intermediate part and that is to use free tools that make you this conversion. I have to say that the conversion is not perfect, at 100% they are working better and better, but it is quite precise and it also works in multilingual, in Spanish, in English and in many other languages. So it is very interesting because what it does is the transcription and then the only thing you have to do is review it and correct the imperfections. So I think it is quite interesting. I'm going to leave you the link to these two tools in the description so you can try them and use them. And leave me in the comments, do you use any strategy right now to convert audio into text? If you don't do it, you should do it. You may say, hey Juan, but I'm not doing audio yet. And I would tell you, what are you waiting for to make a podcast? Or even for videos, get the text out of a video. Whatever it is, start with your audio strategy and turn it into text. And we continue talking about LinkedIn, one of the ... or the preferred social network for businesses that sell other businesses, right? B2B companies, which is what it's called, or B2B, right? LinkedIn is the social network par excellence, but you will have seen that many times you publish, or in most cases you don't, you publish and it doesn't have all the reach. You may have, imagine, 5,000 contacts, but not the 5,000 contacts see your post. It's exactly the same thing that happens on Facebook, that happens on Instagram or that happens on all social networks. Regardless of the number of followers you have on your business page or on your personal profile, that does not mean that this information reaches all followers, but there is an algorithm by means of which it is who decides who shows it and who does not show it. In fact, you will have realized in any social network that there are publications that suddenly work very well, a lot of people come, a lot of people participate and there are others that practically, although they seemed interesting, do not have that effect, right? And this is where we must play with this algorithm, right? And I was reading an article that said to decrypt the algorithm of LinkedIn, but really in the end it is not a question, no one can decrypt it, honestly, because they are also neural networks where there is artificial intelligence and it is not a static equation. But what is true is that in the end they share a series of patterns, practically all the algorithms of social networks, right? And they are things that you can use to improve that reach and improve that interaction. Therefore, whenever you generate any content for LinkedIn, seek to generate participation. Do not limit yourself only, for example, to share a link. That is, many times we see that a company has created a post, a content, and what it does is put a title and a link and it goes, and publishes it there, right? No, try to generate conversation. I am telling you this as a general rule, it does not mean that you always do it, because you can see companies that do not do that and you say, are they doing it wrong? No, there is no reason. It is probably because we do not know exactly the strategy behind it and sometimes different strategies are used, right? But I am sharing general parameters. Therefore, always encourage interaction. For example, an open question, hey, what do you think of all this? In the end it works very well, we people like to participate a lot in social networks, leave our opinion and share with others. It also encourages people to label other people for something. If we take it in the pure essence, right? The challenges, for example, on the internet, the Ice Bucket Challenge, where it nominates three people, well, you can also use this strategy for something specific, where people can nominate and label other people. With this, what you get is to increase the reach of that publication. It also uses, if you have a company with different employees, it creates an internal, corporate strategy so that through all the employees you can also spread that content and, well, increase it. And the fourth is, it analyzes absolutely all the data, the content you are sharing, to understand what content are the ones that are working best for your audience, which ones generate more interaction, more likes, in short, which ones you like the most, right? And this is something that is personalized by the company, that is, in the end, your audience is unique and different from another audience, even if the audience is your competition, but do not extrapolate that because your competition writes this, you have to write this, because although they are often competition, because really the audience that we are reaching is not exactly the same for different reasons. Therefore, it is based on LinkedIn, it has a very powerful social network, we were talking now about B2B, but at a professional or personal level, well, to look for work, to find clients, it is super, super powerful. Thank you all for being there one more day, for making this podcast, digital marketing, a reality, a reality, you can follow it on Spotify. Go to Spotify, look for Juan Merodio and follow him. In this way, you make sure that he can notify you daily of each podcast that I publish and so you do not miss any information that helps you grow your business. Even so, right now you can follow, you can get a lot of great value information, thousands of posts, free IBOs, discounts on online courses on my website juanmerodio.com. See you tomorrow. Oh, by the way, and before you go, if you want to continue learning, you can now access my courses with exclusive discounts, digital marketing strategy courses, Instagram for business, YouTube for business and my new WhatsApp Marketing course with a 50% discount. Where do you have it? Below in the video description.