LinkedIn Marketing Masterclass: My A–Z LinkedIn Blueprint 2021 for Business (in 4K!) | Tim Queen

LinkedIn Marketing Masterclass: My A–Z LinkedIn Blueprint 2021 for Business (in 4K!) | Tim Queen

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Hey guys, what's up? Tim Queen here and  today we're gonna talk about how to use   LinkedIn for marketing, I'm going to share  my complete A to Z blueprint, how you can   implement a LinkedIn marketing strategy in your  business to attract new customers and clients.   So if you want to grow your business with  LinkedIn, this is the video you want to watch.   Also make sure that you stick around all the way  till the end. And I'm going to show you how we can  

download my 33-page LinkedIn hashtag completely  for free. So let's get right into the video.   Why LinkedIn? So there's a couple of reasons why  you might want to use LinkedIn. First of all,   it has an incredible large user base. And it's  like the largest social media network for B2B   in the world, million members, biggest B  to B network in the world. The audience   is high quality. High quality when I'm saying high  quality, I mean, it has a lot of decision makers,  

directors, CEOs, VPs people with buying power.   People with decision making power, there  are almost very few, if any gatekeeper.   So that means that when you want to reach, for  example, a director, it's quite easy to get   in touch with them to get a hold of them, if you  just know how to write the right messages to them.   So you don't have to go through like 10  different channels to get anywhere close   to the person who will talk to you,  and you usually find them yourself,   if you have a premium subscription, you can send  an inMail to almost anyone. For most people,   if you are a second level connection, you can  send a connection request. So it's very easy to  

get in touch with them and to build an audience.  That next brings us is incredible organic reach.   Incredible organic reach. That means when  you do content marketing on LinkedIn,   you can reach millions of people with the right  post. And that opens up so many opportunities from   growing an audience of potential customers and  slowly building trust with them, to converting   them to leads. There's many different reasons.  I'm gonna leave the list with that. And then we're  

gonna see what we can do with that. Now let's  talk about the three types of LinkedIn marketing.   And what are the advantages and the disadvantages.  So one of the most popular ones or most people   know about this is LinkedIn ads. Basically  means you're paying for every click you get.  

It's quite powerful. You can do really cool  targeting like finding people from specific   industries like classifying, you want to reach  people with a certain job title, work in a company   who has a sudden annual revenue. But the problem  is, it's one of the most expensive ad platforms   on the market, especially the people who have  decision making power, you can spend a fortune and   can easily run out of money before you get even  like one lead in your business. So it's a double   edged sword, you have to be very careful about  LinkedIn ads. Usually I say it's only really   usable for large corporations, which have at least  like a 50,000 $100,000 budget for the LinkedIn   ads. If you just want to spend like 100 or $200,  that's not gonna work. Just like the learning   curve alone to figure out the right targeting  options to optimize the copy might take your feet   few thousand dollars before you get profitable.  Then the next option that we have is LinkedIn  

automation. This is the cheap man's  version or cheap woman's version of   LinkedIn ads. They don't want to pay for LinkedIn  ads. So they're just trying to find a way   around this. So let me show you how this  works. I'm going to open up my whiteboard. So   let's say this is LinkedIn.  And we have a couple of   potential people in. And so all of those nice  round circles that I'm drawing here are potential  

leads. So what they would do, they get like  some software and they tell the software to find   leads who matches certain criteria, for  example, might say we want to connect to   people with the job title CEO, who are based  in New York, and who have the marketing   industry. So what they then do is they, the  software will open up And then   they will start a search. And they will say I'm  looking for people with the role title, CEO;  

location, New York; industry marketing. And then  the software will scraped down a list. And they   will basically say, okay, I'm gonna extract  your data and put this into like a database   or Excel sheet. And then they're gonna find  the people and put them into a list. And then   once they have those lists, they might scrape like  100 200 people per day, they would then start,   the second step of the engine, first step is do  the search, then the second step is to send them   automated messages. And then you get those funny  messages which start like something like this,  

hi. And then they have like a placeholder  where it will pull your first name field.   And then I can redraw, and then they write  you a theirsales pitch, as like, Yeah,   get in touch, like, call me on my number; here's  my email; and here's my website where you can   download my stuff. So it's kind of like the  equivalent of going on the dating site and   saying, Hi, beautiful, hi, beautiful, hi  beautiful, and copy and paste, and then send   out just hundreds of messages hoping that any one  will come back to them. But they never do it, it's   just a complete waste of time. So what happens is,  this is super inefficient, you get maybe like one   in 1000, to reply to you, meaning you're, you're  burning bridges with 999, who are seeing right   through through what you're doing. And then they  just say, hey, they will not do any business. So  

let's say you had like a chance, maybe you  would have been able to convert 50 people,   if you had spent the time to build relationships.  But instead of 50, you only got one.   And then you burned the bridges of 999. So  it's super inefficient. But most importantly,   it's against LinkedIn terms of service and  LinkedIn is really good at detecting those   software tools, either directly they might  find the script, the Chrome extension,   or whatever you're running there might find that  certain IP address linked to multiple accounts,   and they're just gonna blacklist you, you might  lose your entire LinkedIn account in one day.   So all the hard work, all the connections, all  the networking you have done over the years might   get destroyed by following a path like this. And  secondly, even if you think oh, no, my automation   tool is safe. No, it's not. Because LinkedIn,  even if it can't detect you by your IP address,   or the software directly, they can still detect  you by pattern. So for example, if you just open  

consistently, say 80 profiles every day, and  you always take between three and four seconds,   and then you're doing the same thing the next day.  It's quite easy to detect those pattern and they   can say if you have done this, like three days  in a row, you're using some tool. And I see a   lot of people, they don't, they don't take this  seriously. LinkedIn will, LinkedIn will not ban  

most people right away. They will start slowly,  they will say hey, do you really know this person?   And then you can click on Yes. But basically  what LinkedIn is trying to tell you if you   ever get like a warning message like this, I know  what you're doing, stop it. Otherwise we have to   lock down your account. So then this will be  like the first step, they will ask you politely,   then it will make it a bit more difficult,  might ask you, hey, what's the email address?   So that's kind of like warning number two. Hey,  do you know the email address of the person you're  

connecting to? And then if you don't, it will  not allow you to send the connection button.   And then the last warning will be we have  detected some form of software on your   system. This is when they're nice if they're  actually telling you what they're doing. So if   you still ignore this after like three attempts,  they might just say okay, your your contacts   been limited. You cannot send out any further  connections. You cannot send any more messages.   If you still try, then they would do the  restriction, this is basically level four.  

And then if you still continue to do this,  or even if you like, just let it calm down,   and then you start again, you will be locked.  And then you cannot get your account back,   your account will be deleted, and you will not  be able to log in back into LinkedIn again.   So that's basically a nutshell  what LinkedIn automation is doing,   you can do the same with LinkedIn ads just  yet, you just have to pay for it. And that's  

what LinkedIn wants to if you try to  get around them, it's not gonna work.   If LinkedIn ads are too expensive and  LinkedIn automation is too dangerous,   and will get your account locked down, what's  option number three? LinkedIn content marketing.   Now LinkedIn content marketing works very  similar. And was it works basically like this.   You have your profile, which is your landing page.   And then you have maybe something like your  funnel page opt in, let's call it opt in.   This could be something where you are asking  people to give you their email address or phone   number or to download something. And then what  you're basically doing, you're going on LinkedIn,  

and you're creating content, you're writing some  useful information targeted at people who would   make good customers. So what happens,  you might get 1000 people to watch it.   And then maybe, depending on  how valuable your content is,   you might get 10 to 50 people to click over here,  and then you want to convert a certain percentage,   who will actually submit their contact  information, and then they enter your funnel.   So the great thing about this is you  can create basically as many content   pieces as you want. And each one has a chance  to get more people to your landing page.   So it's completely legal. LinkedIn actually  is encouraging people to share content and   LinkedIn will reward good content. So if you can  consistently create good content, your organic  

reach will grow, more people will start to follow  you. And then each further post will get more and   more impressions over time. And then as you grow  your network, the traffic from each link becomes   stronger. And then your pipeline fills  itself and becomes like a money making  

machine. And that's exactly the winner of today's  show and exactly what I'm going to show you how   to implement this in more detail today. So  LinkedIn content marketing is the winner. The   LinkedIn funnel, I already showed  you a little bit how to build it,   but let's see it in more detail how this will  actually work. So the idea is, you have your post.   So this is something like a social media  post that you are creating on LinkedIn, post.   And then in your post, you have a call  to action. This can be different things  

for different people, but I'm going to  show you like a very generic blueprint,   the call to action would be something to, for  example, visit your profile. Now, your profile,   this is your profile, okay. And on your  profile, this is basically your landing page,   or your sales page. This is how you should  see it, you're not using it for job seeking,   you're using this to make business. So all of your  profile should have a repeatable call to action.   It's kind of like you want to take, you want them  to take baby steps of your post and encourage   people to connect with you to follow you. And  then you want to or even to download something   on your profile and then you want to get people  curious, what's going on on your profile and then   you have your call to action. And your call  to action could be something like call me.  

Send me an email. It could be something,  go to my, download my lead magnet   So in this case, email and phone numbers   fairly straightforward. So I'm just going to  show you how the lead magnet funnel would work.   Sorry about that. So the lead magnet  in this case, let's draw it over here,   lead magnet, this would be something like a  downloadable, like a PDF. For example, think   of like a white paper cheat sheet, an ebook, a  case study of free resources pack and assessment,   like a quiz, a survey. And if people want to  get this, and this has to have some value, like,   this is really important. Don't assume that you  could get anyone's email address, if you just want  

to send them some marketing information. That's  not how it works. So once you have communicated   a huge amount of value, you're asking for their  contact information, generally works best to ask   for less like just their first name, last name  and email address is the minimum you should   ask for. And I would generally recommend  not to ask for more. Because you will get   fewer and fewer people to be willing to share  all of this at this stage, because they don't   know you, there's no trust. So once you have them  in your CRM system, or email marketing software,  

you can follow up with them. And here's how  this would work. You can send them emails,   An email could promote some of your other content,  for example, you might promote some of your blog.   Another email might promote an event.  If you're doing like a Zoom training,   you, wou never want to be promotional really,  like if you want to have value, let's put the   V in here, value. Value is really important. If  you don't have value in each and every email,   people will just unsubscribe. So it's very  important that you will keep on giving value,   and then combining this with a call to  action. So this one could be a video.  

This could be like a free call. And you don't  have to make it free for everyone, you can just   link this to our qualification page where they can  apply for a call. And then you can ask them for   all the additional contact information company  name, phone number, industry number of revenue   they have. And then you just accept those that  you actually want. And the point is, they're   now in your control. And you can, it's basically  in your power to make sure that they're getting   more notification from you on ongoing basis. You  don't want to keep them on the LinkedIn platform,   this is really important, you want  to get them out of LinkedIn, because   this is you. So you want to get them into a space  that you control. So if you get people on LinkedIn  

to follow you, that's all nice and good. And I  highly recommend that you build up this audience.   But you don't have any control. Like if  LinkedIn changes the algorithm. Your posts,   which were usually getting 10,000 views from  just right, people might just drop down to,   I don't know 100 views, and then you get you in  a huge part of your traffic is going away. So   you have to make sure that while you still can get  everyone out and into a realm that you control,   I generate recommend like email list, email  list is very powerful. You can also use  

like a CRM if you'd like a more one to one  approach, but you want to get as many people   out from here as possible. So you grow your own  database. So you have a choice what you can do,   like you can send an email, the more information  you collect, you might collect a phone number,   you can give them a ring. The possibilities are  endless. So this in a nutshell is basically our   LinkedIn funnel. So let's add the information.  Right here you have your LinkedIn post.   They link to your profile. You want  to ask them connect or follow me.   your LinkedIn profile has various call to actions.  The call to action leads to lead capture form  

on your website and then you follow up  with a trust building, nurturing campaign.   So that's basically LinkedIn funnel in a nutshell.   This is what you want to build.  So let's see how we can do this.   Next, let's talk about the difference  between a profile and a page on LinkedIn,   what's the difference, and which one should you  use for your LinkedIn funnel. Now, if you are a   larger company, and you have 50 employees, your  focus should be on building your LinkedIn page.   Because this is where you want to accumulate all  of your entire audience, like your LinkedIn page   can be used to streamline  efforts of all of your 50   plus employees. So the idea is when an employee  is leaving, they're not walking away with all  

the connections, the connections are on your  page. While if you're a smaller business,   you want to make sure that you focus heavily  on your profile. So if you have less employees,   focus on your profile. So the idea of the profile  is that you have much higher organic reach than   with pages, pages still get more reach than  Facebook pages in comparison to Facebook profiles.  

But it's severely limited. And it also  lacks the personal qualities that people   usually use to engage more like people don't  usually like to engage with like a brand or a   page with a company logo, they like to engage with  real people. And if you have a personal profile,   it's way more believable to most people  that there is someone real behind this.   So there's a few differences. For  example, you can post more or less,   post almost everything on both pages and  profiles. With one exception, you can't, pages  

can't publish articles, okay? So but that  doesn't really matter. Because articles   are not such a great content hype,  after all. So if you're focusing on   video, text, photos and documents, you're  good, you can post this on all the platforms.   So I generally recommend if you are a small  business, create both. Have a page for your  

business for the new logo, link it to your webs  website. The primary focus on your profile,   you will get more organic reach, you can link  to your company page on your LinkedIn profile,   in fact, link to use every employee's LinkedIn  profile to link back to your company page,   you can invite up to 100 of your connections  to your company page, so per month,   so that's something I recommend. And then you can  basically share evergreen content on your page,   on your LinkedIn page. So some people will  still follow your personal profile and your   company page. And what happens if they do  you get two opportunities to see something  

to show up in someone's newsfeed. So this  is basically someone's newsfeed. And here's   some content that your page has created. Page. And  here's some content that your profile has created.   And then here's some content  that other people have created.   So the LinkedIn algorithm basically  as a choice, there's so much content,   what will they show in someone's newsfeed and  it will kind of work like this. Let me show you.   So as a certain amount of newsfeed  space already reserved, which is an ad.   You didn't see that coming.  

So this is priority number one in the newsfeed  to place all the ads that people are paying for,   then it will, look at like, what is the  engagement, what is the dwell time? How   many likes did someone get? How many comment  did someone get? What is the relevance that   the hashtags met with what the person wants  to have and it might take one of those posts   from your person or from a page over here. And  then it might take another one from your profile   down here, and it might take someone else's  post over here. So as you see, if you have two   properties, you get two chances to show up in  this person's newsfeed. So you're showing not   once, but twice. So it's really why you want  to have your page and your personal profile,   you're way more likely to show up with  your personal profiles, you might show up   three times. So in this case, the personal  profile might get two posts featured and   the page might just get one post featured, or it  might just get one featured every couple of days.  

But still, everything counts. Every eyeball  is another opportunity to sell something on   LinkedIn. So make sure that you create a page and  a profile. If you have less than 50 employees,   focus on getting all of your employees to work  on your on their personal profile primarily.   And every once in a while you can ask  them to promote something from your page.  

But keep it limited, I would say once per  week is probably already way more than enough,   once per month is a good rule of thumb, like  once per month, maximum like three four times   per month that you're sharing something from your  personal page, get both a page and a profile.   Share evergreen content on your page.   This gives you more opportunities to show  up on someone's newsfeed. Every view counts.   So that's basically the difference.  You should always have a profile,   don't use it as a job seeker profile, use it as a  sales landing page. And then every once in a while  

one to four times per month, promote a page post  on your personal profile via the sharing button.   So that's the essence what you need to  know about the difference between pages and   profiles. So let's see what else we need  to build this LinkedIn sales funnel.   Okay, and next, we want to talk about connections  and followers. What's the difference? And   how does it work and which one should you  focus on. So it's very simple. Connection  

is always also a follower. That means that  we'll see you, your posts in the newsfeed. So if   someone is connected to you, by default, they will  follow you. The only difference is a connection,   connections can send you messages.  Followers can't. Just a two way street,   like you can talk to your connection and they can  talk to you. They don't have to pay for emails.   That's why a lot of those automation tools  want to connect to everyone. So they can   use the connection to send you messages for free  instead of paying for inMail or in inMail ads. So  

here's exactly the problem. And you want to  make sure to keep your connections small.   Keep your connections small, and very  targeted and focus, it's much better to,   here's like an example of how this would look  like. This is your network. So every time   when you have someone in in your  network that can send you a message.   So if you only focus on getting  quality people inside,your   inbox has very high probability to receive  relevant ads. So this would be something like   someone sends you they want to hire you to for  certain project, someone is asking about one of   your services. Someone is inquiring about one  of your downloads, someone is asking you to   get a consulting call scheduled, while on the  other hand, people who have who basically accept   everyone, this is more what their network looks  like. And this is what your inbox looks like,  

it's actually, let's actually write  this over here. So this is like small.   This is your inbox. And this is like a large  network. Now people who follow the strategy,   you might have heard, they use different terms  to describe themselves, they call themselves   L.I.O.N., or LinkedIn open networker,  and they, they say, oh, because of this,   we can connect anyone, but at the end of the day,  just get like a huge number and no one cares about   them. Nobody knows them, nobody talks to them.  And if any one of those L.I.O.Ns ask any one of   the connections for a favor, they don't get anyone  to reply because they don't have the relationship.  

They just have like, they're collecting numbers.  So in that case, the inbox of someone like this   looks like this. Spam, pushy sales call, spam,  spam, spam, spam, spam, spam, spam, spam, spam,   spam, and then there's like this one message.  And you might even overlook this because this   one serious message, you're too overwhelmed  reading all of those automation tools. As you   have to see people who send you a connection  request, there's probably like a 90% chance   that the person is using an automation tool. So  you have to be really careful, assume that 90%   of them will spam you if they didn't put a sales  message, right with a connection request you   almost guaranteed to get one the next moment you  accept their connection request. It's a bit tricky  

to find out who to connect with. I generally  recommend if someone is not sending a message,   check out and see if there's something obvious  in their profile in the experience section that   would make them stand out. Otherwise, ask them  back like, Hey, why are you connecting with me?   Or just ignore this. If someone is  sending me like a really spammy message,  

I always recommend to click the button, I don't  know. As if enough people click this button,   when they send out connection requests, they will  be limited. LinkedIn will say send a message, hey,   do you really know this person, and I will not  be able to send out any more messages to other   people. So if everyone was doing this,  this would be a really incredible world.  

Because then the spammers would be far less. So  let's go back and write down what we have learned.   Keep your connections small, or let's say keep  your network small, focus on quality connections,   that means people will have the potential to  become a future customer, actual customers,   potential allies and you should be very  selective. Not everyone is an ally.   Not everyone who is nice and offers collaboration  actually has anything in mind. They usually,   most people, when they send you a message saying,  hey, let's collaborate, whatever doesn't mean   anything, they just want to have an opportunity  to pitch you so you can't be really trusting on   it. And you have to always assume someone has  an agenda when they're sending your message.   But that's why I'm saying like keep your network  small, and only focus on quality connections. And   then you want everyone to, who wants to read  your content, to follow you. Make your profile  

follow only, let me show you how we can do  that. So what you want to do is you want to go   to LinkedIn settings. When you click on your icon  over here, then you go to LinkedIn settings. And   on the left side, you're going to click visibility  and then visibility of your LinkedIn activity.   And down at the bottom, you find the followers  section. So if you click on this, you want to make   sure it's selected to everyone on LinkedIn.  So even people outside of your network can,  

can can follow you. And then you  want to turn this on, make follow   primary. And then when someone is visiting your  profile, they have this Follow button by default.   And they can still connect to you. But they have  to press like on the three dots icon and select   Connect, so it's a little bit of a hurdle.  By default, all people who don't want to just   follow you will do the extra step. And  then what I recommend in your funnel to   tell people how they can contact you. So you don't  actually want to have to connect from button as  

your primary action, you might tell them hey,  you can send me an email and you put your email   address on your LinkedIn profile or you can link  to a contact form. So there is a different process   in place. So you can get rid of all the spammers  and automation to users and only get the serious   customer inquiries. So the automation tools  don't read instructions. If you just make it   really clear and simple in your about section  and you tell them how they can contact you,   mention your email address, your phone number  or where your Contact Form is on your website.  

Normal people want to work with you will  find this information really quickly.   But automation tools won't, because they're just  using predefined patterns and just including your   email address or instructions, how to contact  you, in the about section doesn't work automated.   So let's talk about content marketing  strategy for LinkedIn. First, you have   to be aware there's different content types.  You have text-only posts, you have photo post,  

videos, and you have documents. Now, keep in mind,  different content types correspond with different   preferences of your audience. Some people like  to be a very visual, they want to have a picture   and have videos, other people like to prefer  reading. So if you have texts, or documents,   this is what they will respond to best.  And since every audience is very diverse,   like different content preferences, you should  focus on using all of the content types,   and rotate them around. Don't just focus  on one, even though some might give you  

a higher organic reach, depending on how  LinkedIn is tweaking the LinkedIn algorithm   today. It might change tomorrow, and then it might  go back to another content type that is ranking   differently. So just make sure you're rotating  all the content types around. And then you're   speaking to all the different preferences of  your audience. And there's always something new,   never overwhelming your audience was just like  one content type. Next, you have to be really   clear who your audience is. And that's very  important. And let me visualize this over here.  

So this is the LinkedIn platform, this is probably  way smaller is the number of people would make   perfect customers. So if you're creating a  content strategy that is relevant for everyone,   this will happen, you will get someone from here  coming along. And from there joining your network   and from there joining your network and from here  joining a network and from there. So what happens  

is you grow quickly, faster. But you are not  getting any one from here, you're not getting any   one from the group of people actually looking for.  So if you understand who your audience is, let's   do this again. And you understand you want  to get those people featured, then you're  

writing content, let me visualize this, you're  writing content that is relevant. for this.   As broad enough, you will still get some people  who wouldn't make ideal customers who are there   for different reasons. But by limiting yourself by  saying, Hey, we're not creating content for those,   we're not serving any one of those people, we're  just focusing on anyone who is like in this little   bubble over here. So you're getting actually,  some actually potential customers in your network.   So it's really important to understand who  this is. And it can create some content   that is primarily relevant for this group. This is  the group you're trying to attract. And this will   result in slower growth, because it's more narrow  focus, but it will get you much better results.  

Have a narrow, focus growing pocket  and slower beats untargeted and fast.   Keyboard fast, then topics and themes that  work well on LinkedIn and get you customers.   So you have basically two types of content that  you can create that work well with customers,   the one is educating. The first one is educational  content, and the second one is entertaining.  

So the difference here is for education,  let me highlight this how this looks   with education. You may simply have to imagine a  funnel. So here's someone is ready. Okay. So your   goal is to get people from LinkedIn. Here's like  the people on LinkedIn and you want to get them   ready. So now there's different stages  where that where basically the mindset   shifts like you want to get them from  like some random person over here   to consideration, and then you want to see like,  what is preventing them from, yeah, maybe two,   maybe I should give this a try. And then I'm  like, I should definitely give this a try.   So the idea is basically to take someone  through this process with educational post.   So what they do is they build trust. Trust  can be, trust is very important. And you  

build trust throughout the entire user journey.  So that's not something that you're stopping.   Trust billing is just by providing valuable  information being credible and sharing value.   So that's just one element you have to continue  to build trust throughout the system. But then you   also have roadblocks that you have to overcome,  or you have to like things, beliefs, that prevent   them from crossing over into the next phase.  So you have to have some educational content,   that will dispel some of those so they can  get rid of this and you have like another   educational post, that we'll  get rid of this roadblock.  

And sometimes you have to rotate this, like, this  one might be targeted at that one. And then this   one was targeted at this one. Sometimes you have  to like target the same roadblock multiple times,   especially if this is like a really deep  rooted belief is really important to have   multiple posts and that you're rotating them  around. So basically, your entire content   strategy is to get people from through different  phases to identify all the different roadblocks.   And then using educational posts to build trust.  And as I mentioned, entertaining is something you   want to throw in along the way, like, nobody likes  a teacher, like you can only teach them so much.  

And people are like oh my god, Professor, can  you take a break, just sometimes people want to   do something else. And if you have an entertaining  post, the entertaining post has the primary focus   to create good emotions among them. But also  to build the trust. The entertaining post,   is most, you want to build trust, be relatable,  show them the people behind the scenes. So   this is something really, really important.  And that you have a few entertaining posts,   primarily for a relationship building so  people can better understand, who are you?   Are you like a trustworthy person? What are you  all about? Like what are the people in your team   about better understanding what's going on, and  that just showing like a face behind the brand,   then grow your audience connections and  followers, connections for potential customers   and allies, followers for anyone  who hasn't been qualified yet.  

Then you need organic discoverability. So organic  discoverability happens through two means.   You have your network,   slash audience. And then you have hashtags and  topics. So whenever you're creating content,   the primary way how you grow organic  discoverability is to grow your audience.   That means every time each post, when  someone is clicking the like button,   someone leaves a comment, someone shares it,  let's this person is already in your audience.   If they click the like button, it will  be shown to a couple of extra people.   And then some person might say, Hey, I like this.  I'm becoming part of your audience. So now your  

audience is plus one. Okay? So every every post  every like every comment, every share, has an   opportunity to reach people in your extended  network, second and third level connections.   And then as you're creating more posts, and you  getting more reach you getting plus one plus two,   you quickly growing relevant audience members and  especially if you have a very targeted content   strategy is really, really incredibly powerful,  how quickly you can grow a relevant audience.  

Now, the second factor is you want to  use hashtags. hashtags are built around   certain topics for example, you might find  someone who follows the hashtag marketing.   Now, unfortunately, this hash tag system  is also getting spammed a lot. So there's   a lot of bad content among this. But generally  speaking, if you are using hashtags relevant   to your industry or you also mentioning specific  keyword, you don't actually have to always   hashtag something like marketing, you  might just write about the word marketing.   And then over time, the LinkedIn algorithm  will associate your posts with whatever topic   you're writing about, and will Hey, say,  hey, you seem to write about marketing.  

So and LinkedIn knows in their system, there's  a certain amount of people interested in   hashtag marketing, or generally, they seem to  respond well to posts that contain marketing,   or talk about marketing. So it will show your  posts to people who are outside of your network   who are interested in the topic. So  this is why you sometimes discover   people in your newsfeed you  never heard about, because   LinkedIn knows what you're interested in.  And it will show you some relevant posts   that have some proof, maybe they got like a  ton of likes over here. And then LinkedIn feels   that all this post copy relevant for you, because  you generally seem to respond well to this topic.  

And that's basically how you can do that organic  discoverability via network, and audience growth,   and hashtags. And that's how you build a  content marketing strategy for LinkedIn.   Okay, now let's see how we can connect with  potential customers on LinkedIn step by step.   So I generally recommend to start creating a  lead list. That means you're using the LinkedIn  

search to make a list of five to 10 potential  customers per day, then you want to make sure   that they match at least two to three of your  qualifier categories. So that means, for example,   you might say the person should work in a business  that makes at least this amount of annual revenue,   you should also say, hey, they have  to be and so on, and so on. Industry   and whatever criteria so you should make  sure that you that you actually check two   or three categories per person that you don't  just rely on like just a job title is enough,   it's not you want to learn something about  the company might have something about   products. So once you have this qualification on  and let's make the sexually two column, he won't   identify at least two to three personalization  ideas. And let me show you how we can do that.  

So just for fun, we're gonna see how we can reach  out to Bill Gates for finding two or three special   characteristics that we can use for personalized  message. So first of all, we could have a look   over here. I mean, she's zoom that in his profile  picture, what can we seem? We see some mosquito.   So I know Bill Gates has a vaccine program. Then  we see some desert we see some people working,  

I can already select the charity theme. That  could be something to connect with. Then we can   have a look is there anything interesting about  picture, knows the professional general picture.   We have culture Bill and Melinda Gates  Foundation. So if you had recently any   connection with the Bill and Melinda Gates  Foundation, that could be another angle.  

You see something over here, Harvard University,  so if you are a recent graduate or alumni,   you might use that as an angle, how to  connect with someone. We're going to read   the about section co chair of Bill and Melinda  Melinda Gates Foundation, Microsoft co founder,   Kenny could use something like you're  working with Microsoft and something.   Russia's reedham That's a good  one. For two reasons, for one,   if you are a reader, you might do some further  research and maybe there is some information what   Bill Gates has recently read so you could share an  interesting insights about a book he has reviewed.   Next, you could do a play around World War  Russia's song There's always like fun when someone   notice certain quirks using like an unusual word  and then people. That is something that you could  

use the new email messages showing that  you have read the profile, avid traveler,   um, definitely, you could check out his Instagram  account, see where he has been traveling to,   active blogger. Another thing, if you find his  blog, you can read what he has written about.   And then see if there's any interesting topic  that you might connect about. Then you have the   featured section. So this is content that has been  hand picked over him. So what you can do is you   can click the read more button and then check  out some of the articles. Now, this will take  

a bit of time he could read this, you might find  some interesting facts that you could mention. And   then this could be something where you say, Hey,  I read the the Global Health when local report,   I could say, Hey, I read your article about these  breakthroughs will happen in 2021. And then you   can say I found this really interesting, blah,  blah, blah, this has given me some insights. Have   you considered this in this in this setting some  conversation, quote, talk about his, here's like   this recent book. So if you really want to get  someone like Bill Gates, you might just go out and   buy the book, or rented in your local library. And  then you can see if there's something interesting  

to connect with over the book. So that's something  else that you could connect with. Next, you can   have a look at his activity feed. So  you want to click on all activity.   And then you can either look at specific posts  that he has written or someone in his team has   written, you will see oftentimes gate notes that  says block. So it's always good for the articles.   You can read the description, if you SHERMER  specific opinion that you could connect with.   You can also check out the article section.  Sometimes he publishes articles on his own his   LinkedIn blog. So if there's anything interesting,  you could also check out the all activity feed  

and see if he liked someone else posts or  shared someone else's posts. Then let's go back.   Next, you could look for anything in  his experience section, in this case,   he actually has very little to say about anything.  I mean, everyone knows him, so there's probably no   need to explain what he did for Microsoft.  You could go for the intersection find   some interesting overlap. And don't ever say  something like, Hey, we both like Ray Dalio,  

that doesn't mean anything. Okay. You want to,  if you will, like read early on, you want to   talk about something like the principles or like a  specific principle from his book, and how this has   always reminded you about a specific thing Bill  Gates is doing. You want to think about this,   it has to, don't just throw around names. Don't  ever say, Hey, we work at Microsoft, oh, hey,   we are members of this group. Nobody gives a shit  about this, okay? I don't care if you if we have   20 groups in common off we have 150 connections  in common, it doesn't mean anything. Okay. It's  

just LinkedIn. So put in the effort of really  finding something specific. And then you make   a list and you write down a couple of ideas that  you can share. For example, in this case, we add   Bill Gates, we add the charity, we add the book,  the block, this could be about the foundation,   it could be about specific projects that the  foundation has done, specific books, he has read   something he has written in a blog. Keywords. You  might do some Google research. I mean, it's like  

exploring other other content, maybe there's  some podcast due to interviews, articles, and   you want to read be really thorough about this.  Now, if you want to connect with someone like   Bill Gates obviously want to do way more research  he might actually go as far as buying the book.   Generally recommend even if you want to connect  with someone smaller, buying the book is almost   a guaranteed door opener. Like when someone  is buying something from me personally,   and then is sending me an email I'm very likely to  take a look at this message or to just get those   messages forwarded just because the person has  invested in some things relationship building.  

But as long as you haven't haven't developed a  relationship personally, like there's nothing like   there's no friendship there is no time spent  together. Nothing you know about the person.   There's like, there's not like a lot  of trust. But if you know someone here   has trust enough to buy something  from you, and had some insights,   especially if someone is interacting with your  content, like your book, your online course,   is very interesting to then engage with someone  because someone has invested in the relationship   and it's very easy to invest back into replying  to an email to talking for someone to building   the relationship both ways. Now let's talk about  how you can learn more about LinkedIn marketing.   So the first thing that you can do is you  can download my LinkedIn Hashtag Guide.   For that you can just open and  you will be greeted with like a nice pop up   over here you see a little preview of how the  LinkedIn Hashtag Guide looks like. It's a 33  

pages ebook, it contains strategies and tactics,  how to use LinkedIn hashtags to generate leads   for your business. Just enter your contact  information, then click the Download Now button.   So important, use your best email address because  the link will be sent to your email. If this pop   up doesn't show up. You should also see a download  over here which you can click and it will take you  

to an opt in form where you can request the same  one, here again the preview very easy, very, very   useful guide, especially if you're just getting  started with LinkedIn marketing to download this.   Then option number two, you can click over  here for the LinkedIn Accelerator Program.   You can also type in the link directly it's  basically my complete A to Z program how to   grow leads on LinkedIn, how to build a sales  funnel from scratch. It has over seven hours   of content. The course is constantly being  updated whenever there are new features or  

new strategies coming along for LinkedIn. So and  if you want to get more videos, you can also go   to my YouTube channel. And of course if you want  to watch more videos like this, make sure that you   hit the subscribe button, turn the notification  bell on and there's literally hundreds of videos   about all topics on LinkedIn that you can learn.  Now this is the video for today. I hope you learn  

something and you have some insights if you  have any questions about LinkedIn marketing,   leave them in the comments below. Give this video  a like if you enjoyed this and make sure that you   hit the subscribe button turn the notification  bell on and I'll see you in the next one. Bye

2021-04-27 04:55

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