LinkedIn Content: What’s Working Now. (And How To Use It To Get Clients)
Gary hosts a live session on what LinkedIn content is working now and how to use it for leads and clients rather than vanity metrics. He covers foundational setup (profile as a landing page, strong headline/about section, featured content, real profile photo, and a company page that simply exists), plus proactively building a targeted network. He explains LinkedIn’s lower user time-on-platform and emphasizes consistency, topic specificity, thoughtful engagement, and avoiding generic or “pod” comments. Top-performing formats discussed are polls (easy impressions, weaker for leads), PDF “carousel” documents (strong dwell time and lead potential), and LinkedIn Live events (authority, notifications, list building, and business generation). He shares an event promotion process (up to 1,000 weekly invites per account, emails to past attendees) and repurposing event recordings into short clips. Advanced scaling includes outreach and LinkedIn ads with video view retargeting, and he offers done-for-you help via theappointmentlab.com.
Discover:
00:00 Welcome and Setup
04:23 Housekeeping and Replays
05:46 Agenda and Goals
07:01 About the Host
09:52 Profile Foundations
14:49 Company Page Reality
16:50 Build Your Network
19:40 Is LinkedIn Right
22:02 What Works Now
32:51 Polls for Reach
34:33 Carousels Explained
39:09 Live Events Power
41:59 Why Events Beat the Feed
44:44 Choosing Event Formats
46:20 Invite and Promo Playbook
49:22 How to Send Invites
53:00 Repurpose Events Into Clips
57:01 Beating the Visibility Drop
58:26 Outreach and Ads Scaling
01:00:49 Offer and Q&A Kickoff
01:04:31 Q&A Events and Followers
01:12:20 Carousels and PDF Documents
01:14:27 Measuring ROI and Wrap-Up
Transcript:
[00:00:01] All right. Welcome everybody to today’s live event LinkedIn content. What’s working now? it is just about two o’clock. so we’ll be getting here started here shortly. So thanks everybody for coming out today. It is a, actually a sunny day here in, Detroit, Michigan. I’m actually a little bit north of the city in the suburbs, but, let me know where you’re, calling in from today and, lemme know how you’re doing, but yeah, good, good to see you here.
We’ll give everybody just a minute or so to get on and then, then we will get, everything started. So, welcome everybody to today’s event. Again, this is the LinkedIn content, what’s working now, and how to use it to get clients. So we’ll be looking at. Well, using content from a, from a, for a specific purpose of not trying to get, you know, just get likes and, kind of those vanity metrics.
But we’re actually focused on, turning this into a, you know, lead and meeting and, business development type of system for you. Lynn, welcome from, Lynn and Erie, Pennsylvania. Welcome Rosalie in Florida. Great to have you here. Natasha, Heather, Pablo, welcome to everybody there. Alright, so it is showing 2 0 1 on my end.
so I like, I do like to try to start on time. So, I am going to kind of jump into things. here. This, session is being recorded. so if, you did, if somebody does arrive late, the live stream will be posted later. So if you wanna share this or somebody who, you know, had a meeting, got stuck or something, just come back to this page and the replay will be up.
Usually a few minutes after we finish up here. targeting, I’m hoping today that we’re somewhere in the neighborhood of about 30 to 40 minutes or so content, and then we’ll have some q and a afterwards. but I know sometimes with questions things do tend to get a little bit longer than that. So welcome everybody here.
let’s kind of jump into it. So today’s agenda is why LinkedIn events your network. We’re not talking, I have the wrong slides here. Let me take a look here. And I might have to grab a new slide deck. do, do, do what happened. Bear with me. I having some technical difficulties today. I can’t seem to get the right to the right slides, to upload.
It’s, it’s been bizarre. alright, I’m gonna grab this one. Hopefully this is the right one today.
If not I will. you know, I had one that, what happened was I had, I had the wrong title up, so I’ve been trying to get, get it, tweaked here and seem to have, confused the whole system where it doesn’t want to save the correct one. So, you know what we’re gonna do, I’m just gonna upload the one with the wrong title and we’re all gonna use our imaginations and just assume it says that this is the LinkedIn content, what’s working now, and how to use it to get clients.
And then we’ll then the rest of it’s correct and we’ll all move on with our, our day here. Alright. So appreciate your, appreciate your patience here today. remove that one.
All right, so I think I’ve got the right one. We’re just gonna imagine that says what we want here and I think here, lemme just jump ahead a couple. There we go. That’s the right one. So thank you everybody for being here. I’m just gonna, with the magic of editing, if you come back and see this, this is where we’re gonna
[00:04:22] start. So, just a couple quick housekeeping items on the session today here. There’s a 20 to 32nd delay, so if you do ask any questions, I will see it, but I won’t be able to respond basically in real time. So. I’m, I’ve got the, comments and everything on the right hand side of my screen. I’ll be watching them as well as my, right hand man, Evan, who is kind of watching behind the scenes here.
He’ll be helping keep track of them. So if we do see a question that we don’t get to right away, we will jump back to it towards the end as we’re doing live q and a. just real quick, we’re not associated with any of the people who reach out and say, Hey, I noticed you were attending this event, and they want to connect and they want to pitch you their services.
I’m just saying I, I don’t know who any of them are. and they, they don’t have any affiliation with us. So if you didn’t hear directly from me, Evan Kasner, Katie WinDor, or Nicole Jr. It wasn’t from Pipelineology. as I said, the replay will be available on this page a few minutes after the event.
And if you’d like to be notified of future events, I do try to get emails and invites to you out to as many people as I can. But if you want to be sure you’re on the list, you can go to Pipelineology dot com slash events. Your email in there and you’ll probably get about three emails a month, from us, two emails, letting you know I’m about the next event and a replay notification.
So we try and keep it pretty, pretty easy. And we don’t want to, you know, bombard your inbox with a whole bunch
[00:05:45] of of stuff. So today’s agenda we’re gonna talk about, we’re gonna be going back to kind of last month where we talked about your profile. ’cause we need that foundation. We’re gonna talk about proactively building your network, and then we’re gonna jump into some content strategies.
We’re gonna look at the, the types of content that we’re seeing that are working now. we’re gonna look at some examples. I’m gonna show you kind of behind the scenes that some of our own internal analytics. we’re gonna talk specifically about events because that is one of my favorite types of content strategies, ’cause it accomplishes so much.
we’re gonna look at some advanced techniques, to really help you scale this. So if you kind of max out everything in terms of content and events, we’re gonna look at some other strategies you can use. And then finally, we’re gonna do some live q and a for everybody. so if you do have questions, feel free to post them at any time.
one, one comment I did get is that I do tend to get a little bit distracted. I don’t answer too many questions during the presentation that might not be relevant. But, today I’m gonna try and stay on topic and stay on topic with the slide. If I have a question that’s really relevant to what we’re discussing and we’ll try and answer it then and there.
If not, we’ll try and get back to it at the end.
[00:06:59] So. With that said, real quick about me, this is my 22nd intro. I’m the founder of Pipelineology host, the Pipelineology Pipelineology podcast. Been doing marketing and business development now for about 22 years. so I’m, yeah, getting to be, you know, one of those.
if I didn’t have blonde hair, I’d have plenty of gray hair at this point. but, used to run call centers at car dealerships, so, my teams would handle all the incoming leads, coming in. and we had about 16 stores that we handled. So we would talk to those people, schedule their appointments, figure out, you know, what their needs were and relay that to the sales team.
And these days we kind of take a little bit of a, a similar approach working with a lot of consultants, helping them get meetings, so consultants, manufacturers, coaches, people in that nature. So basically business to business types of, of small businesses. Who is this for? consultants, agencies, coaches, also people if, for who work as maybe a VP of sales or maybe you work in, business development sales reps.
and basically if you’re in the business to business space, you’ll probably find this relevant. I know a lot of my content isn’t necessarily a good fit for people, even in like financial advisors or insurance. this particular session will be good for you as well, so, I know I don’t usually get a lot of them on there ’cause most of my content is really more consultant focused.
But, today we, this one we’ll cover a whole lot of, a lot of bases. One thing I just do wanna mention is that, this is not the only way. I am not the Mandalorian and there are really many ways to. Take a content-focused approach on LinkedIn or any type of social media. There’s tons of different creative ways that you can use and that fits your style.
I’m just simply gonna share some of the things that have been working for us. I certainly don’t have a monopoly on all the good ideas out there. In fact, a lot of this has been heavily influenced from, other people where they’ve shared what’s working for them. We’ve taken it, we’ve put our own spin on it and hoping you can do the same and take this information and put your own spin on it.
So please don’t just take my word for it. Try these out yourself. Alright, so if you don’t have time, and you know, we’re almost about 10 minutes in here, and you’re probably a busy person, so, I mean, you’re probably about ready to jump off and say, I, I’m too busy. I’ve only got 15 minutes today. We do offer a done for you program.
You can schedule a call@theappointmentlab.com. there’s no pitch for a course or an event or mastermind or anything at the event we only offer done for you services. So if that’s you, you don’t have time for this to, to kind of get all the content and information over the course of the next, you know, 30 to 60 minutes.
Feel free to just get in touch. And that’s all I’ll say about that for
[00:09:51] now. So if you were not on last month’s session, I would recommend, checking that out if you’re not really all that familiar with kind of that foundational items in terms of your profile. And Evan’s gonna post in the comments here.
He, like I said, he’s kind of helping me out today. he’s, he’s my right hand man and he is very much the behind the scenes guy that makes sure all this runs smoothly, so that I can be here, kind of be in the face and talking to everybody here today. So, if you haven’t checked out that session.
Please do. we did a lot of hot seats. We did a lot of examples last month, and I think, if you’re fairly new to this, it’ll really be a lot of help for you because one of the things about content is we gotta figure out, all right, if people are interested in what we’re doing, how do we convert them, you know, into, into a lead, into a meeting and eventually into, a closed client.
So that’s where your profile comes in. I like to think of this as your landing page on LinkedIn. This is where we want our traffic to go to. This is where we want people to visit to learn more about what we do. And if you kind of think of it that way, LinkedIn will be happy because they don’t want you just taking people off platform.
Now, they’ll put links, they’ll, they’ll happily put links in your, in your profile page. but, If you’re just trying to channel ’em away right away, there’s, there’s some, they put some blocks in place and they’re not gonna feature your content as much. So think of, you know, try and get people to your profile.
Try and draw them in with your headline. Make sure that it is completely up to date. So, just a couple things that we wanna look at here. So you can see I’ve got, mine from a couple months ago up here. I typically use my background image section for promoting livestream events. You can use it to talk about, you know, events you’ve done, books you’ve written, services, you offer, any, basically anything you want.
Just customize it, add some color, make it look interesting. Make sure your profile picture is a picture of you. I got an, I’ve gotten invites over the last week. Ones with no profile picture at all, or ones with somebody’s logo. Here’s the thing about those. They just get by and large ignored. You’ll get single digit response rates and, and people just, this is a, it’s a networking site.
and if, you. There’s no face to go with the, the name. They’re, they’re, they’re just gonna ignore you. so, and the other thing I wanna mention here, and I think we’ve got another slide for it. Yeah. So I know this is probably a little bit small on your screen, so I’ll kind of tell you what’s here. But with your profile, you want your headline, to help draw people in.
so in my case, I start with my job title. You know, I’m the founder of Pipelineology. And then I tell, say what we do, and then a couple fun things, you know, that, you know, people might find interesting. Like, I really like memes, I’m a beer enthusiast. things like that. So, and you’ll find that those types of things really help make, humanize you.
They make you seem like a, a real person. and in this world of, you know, AI and chat bots and things like that, being a real person is, is gonna help you stand out. though the AI fake people, can also are getting to be better and better each day. So real quick, just your profile, make sure you fill it out, your about section.
This is a great place to kind of talk about what you do. Again, I know it’s a little bit small. this is just an example of one that we’ve used in the past. Feel free to screenshot it, use it as inspiration, or take it, feed it into chat GPT and say, Hey, write me one like this, but here’s what I do. You’d be surprised how proficient it is.
It’ll lack a little bit of personality. So go back, edit a few sentences and you’ll have a better pro, you know, a better about section than probably 97% of people. So, but basically your profile, your about section is a great place for writing copy, making your offer, make your pitch. just get the, the resume and work experience.
Get that pulled out of there, and make it engaging your experience and stuff. There’s a whole section for work history. Put it there. and just lastly, make it complete. There’s a featured section that’s a great place for content you want. Featured top and center. So if you’ve got certain offers, certain information, certain lead magnets, which I hate to kind of use all the buzzwords, but you know, basically information you want people to consume and see.
I generally use it to feature events ’cause that’s what I want people to see. Use it for what you want though. you know, make sure that there’s some activity there and we’ll get more into that. ’cause that’s where, that’s where, that’s where content’s really gonna come in. If you get, can get some recommendations, give some recommendations, do that, fill out your work history, just make sure it’s all
[00:14:47] there.
And lastly, I just wanna mention your company page. ’cause I’m, I get this question probably every session we do. your company page, here’s what it should do. It should exist. Other than that, don’t worry about it. Don’t worry about trying to post there frequently. It, it’s just the visibility there, it’s so much lower compared to your personal profile.
that it, it just kind of is insignificant. And even when you’ve got a team, find somebody who’s gonna be the face, for example, for this session, you may have gotten an invite from me to attend, or it may have come and come from Evan Kosner. It may have come from Nicole Jr. May have come from Katie Windsor.
In fact, I would say probably about 60 to 70% of you did not get your invite personally from me. but for us, for our content strategy, it’s all funneled through one person. In this case, it’s funneled through my account as the, the founder of the company. So you don’t necessarily need a content strategy for every individual person on your team.
you know, especially if they’ve got other job responsibilities. having one person who’s active out there, engaging with people, will make a big difference. We’ve, the more we’ve done with content and events, over the past, you know, 18 months to two years now. The more I will get people just reaching out from that have maybe connected with some of the other team members that we’ve got that maybe didn’t, initially respond to any of our messaging, but they, they reached out ’cause they’re, they, they’ve kind of gotten pulled into our, our sphere of influence.
So, that is just one other thing I wanna mention is that you don’t need to have a specific content strategy for each person. ’cause that can be overwhelming unless you have a dedicated team for that. But having kind of one person to funnel it through will make a big difference.
[00:16:45]overall. So the other thing I wanna mention here is your network in terms of getting connections. I would recommend that you work on. Building your network, your LinkedIn network with intention, with purpose, and finding people that you think would be potential good fits for, you know, as a client for you. because just depending on, on your, your content to pull in, people can, can be pretty hit or miss.
I talked to a gentleman yesterday where he said, you know, he’s, he’s got a podcast and he’s trying to get more exposure to it, but he’s been trying to promote it on LinkedIn and he’s just hearing crickets. And we’re looking and we’re saying, well, we don’t necessarily have the right connections. They’re, they’re not there.
So we need to proactively build those connections so that we can get exposure to the right people. And from there it can kind of build upon itself. But having a, a proactive, out, system to, to build connections, even if, even if you’re not going to do any outreach to them, that’s okay. But building those connections can, can really make a big difference in terms of getting in front of the right people.
And we’re talking about some ways to, to, to really even scale that up, with some, some of the, in the advanced section here, but there’s really two types of people you can have on LinkedIn, and that’s followers and that’s unlimited. So if you’re a big, you know, thought leader type of person, like a, like a Gary Vayner Chuck or something like that, that’s unlimited.
And you can have as many of them, but their, their ability to engage with you is. Is a little bit more limited. Whereas with connections, you can only have up to 30,000, which believe me, that is a lot. I think I’m, I’m just about to 24,000 myself and, I’ve been doing this for several years now, so it takes time to build that all up.
but from there you can invite them to do things like subscribe to a newsletter, attend an event. You can get contact information and your messaging is unlikely to be filtered. It’s much more easy to get a message straight through to that person, on LinkedIn. So having those connections is really, really helpful.
so real quick here, again, I know, I know some of these slides are a little bit small. I think I’ll make a note here for next month. We want to blow these up just a little bit bigger, but, basically you just want, like I said, connect with the people that fit the profile of who you’d be looking for.
There are tons of filters that you can apply on LinkedIn. Whether that’s, you know, by geography, job title, types of companies they’re at, even if, even if they’re active or not in the platform, if they’re in a group with you. Lots of ways to do it. so again, just kind of wanted to mention that here.
So now that we’ve got that out of the way, let’s kind of jump into the content ’cause I know that’s why you’re all
[00:19:39] here. So before you try this, I just want to mention this kind of one caveat I want you to ask yourself. Is my audience on LinkedIn? so I’ve got some numbers here. This is the most recent data I could find.
So this should be 2023 data. But one thing about LinkedIn is that LinkedIn is quite a bit different than the other social networks out there and that people tend to have accounts. They don’t spend a lot of time on LinkedIn, so they’re not jumping in first, you know, first thing in the morning. They’re not picking up their phone, they’re not scrolling through, you know, checking out all the latest content.
At least a lot of people aren’t. The average time spent on LinkedIn, as you can see from here, this slide is that it is 17 minutes a month, right? That’s less than, that’s almost, that’s a little over 30 seconds a day on average. IE That basically means people log in, you know, once, once or twice a month maybe, maybe once or twice a week, but so there’s only a small group of people who are actually active on it, but overall, people do pop in.
You can see of the 756 million registered users, 200 million of them are at least active once a month. So. It’s, it’s, it’s a good place for information. It just isn’t like Facebook, which I have up here as well, which is sitting at 33 minutes a day. So that’s, a, a pretty big difference in terms of the strategy.
So just kind of keep that in mind. Your audience may not be active on the platform. For example, if you wanted to target restaurant chefs, they’re not, they’re, they may have an account. Most of ’em don’t even bother with that. It’s just not for them. contractors can also be pretty tricky unless they’re, you know, looking for, for the people who, you know, have the office positions.
But if you’re looking for the, the plumber who’s out in the field fixing toilets, he’s probably not on LinkedIn. you know, Facebook might be a better place to engage him. Even TikTok might be a better place to, to find it there. So just keep that in mind, that not every, different type of person is equally represented on LinkedIn.
but assuming they are here are some of, kind of the general guidelines and we’ll get kind of into specifics
[00:22:01] here in terms of content. So what, what is really working? One, consistency. Now I’ll be the first to tell you I am, I am not the poster child for consistent posting. I would love to five days a week, Monday through Friday, have a new post going up and scheduled and everything like that.
The thing is, life gets in the way, so we try to get a post up, you know, anywhere from two to three a week. not necessarily always in the same days, but if it, if it could be, that would probably be better for us. But just posting more consistently, as in at least weekly, has made a pretty big impact for us.
So it doesn’t need to be daily, but. Don’t just think that you’ll once or twice a year or once or twice a quarter, just pop in with a quick little post and that people will come knocking down your door. You do need to kind of be, you need to be present. You need to be there. and speaking of that is that consistency is you want to engage, and we’ll talk more about that in just a second, but when your topics, you want your topics here to be specific.
So, this next two kind of tie, kind of go hand in hand here is really kind of focus on what your, your, your, what your, your expertise is really in, you know, the, the generic ghost written content, motivational quotes, things like that. Just, just don’t get, just don’t get any exposure. I had a client, who had a, who hired a.
Separate service, and they would post three, make, three LinkedIn posts a week for him. And I was going through the analytics with him on that, and he was getting no engagement. He was getting no likes, almost no impressions of it. It was just, it was just a ghost town there. Why? Because it was all very generic, generic content, but not really even related to what he did.
an occasional, you know, sunset type of thing, type of picture, motivational quotes and stuff like that. It just, people aren’t coming to LinkedIn for that. What they do want is. They’re coming for expertise. So LinkedIn has basically said, and their, their algorithm is reflecting it more and more is they want you to stay in your lane.
They want subject matter experts. They don’t necessarily want selfies and that type of content. And they’ve been changing the algorithm to better reflect that. So selfie type of con, that selfie type of content, pictures of you type of thing was working maybe about a year or so ago, but less and less so, and you’ve probably seen less of that in your feed.
So these are just kind of some guidelines to keep in mind as we start to go over some of these topics. so the other thing I wanna mention is that you are not a Snickers bar. You may like Snickers. I like Snickers. And if I’m at the grocery store walking through the aisle, and I’m getting ready to check out, I may grab a Snickers bar.
But in the world of, of business, you’re probably not the impulse buy. I mean, that’s what I mean by that is, is people need to get familiar with you, your message, your stance on things. Your basically, the more they know about you, the more likely they are to want to work with you and know that if you are right for them.
And the more you do this, the less kind of resistance you’ll have from people when you first meet with them. right. It’s, it’s, they’ve, they’ve already, you’re already kind of pre-sold in their mind, and then when they finally get to talk to you, it’s more like they got to meet the celebrity versus, ah, that’s that.
That’s the guy who’s been bugging me for a meeting. So this not only helps you get more meetings, but people who are more inclined to work with you and specifically you because they view you as the expert on the topic, versus, you know, everybody else out there who may offer a similar product or service to you.
So I will tell you that engaging helps, and this is where I said we’d get into a little bit more, but engaging with other people’s posts, and if you can do so in a thoughtful way, will help you get more visibility to your own, items. So kind of being like, this is where I said being present on the platform will make a difference.
Commenting and engaging with other people who are in maybe similar industries or in complimentary in industries to you with more thoughtful, you know, types of responses than, Hey, good idea, great posts, things like that. And I mean, we, we’ve all seen those, right? Every, even if you’re not familiar with the engagement pods is what they’re actually called.
You’ve certainly seen them in action where somebody makes a post and it’s really not that interesting or good, but all of a sudden they’ve got 40 comments and it says, oh yeah, insightful. Like, great idea. Good, good job. Hey, thanks for sharing. Right? And this is another one of those things that was pretty effective, you know, a year or two, three years ago, really effective stuff in terms of getting more visibility.
Now, was it good for getting clients? Not so much, but overall, these days that’s more likely to turn into an echo chamber, where you’ll certainly see the people that you’re supposed to engage with all the time. But less so because, you know, you’re not, you’re not really helping care, you know, helping, helping that conversation move forward.
So I just wanna mention that here is that, again, this is another one of those things that LinkedIn is, is specifically said that, you know, they don’t want to see this. So they’re trying to adjust the algorithm so that it, you know, gaming the system that way doesn’t, doesn’t help like it used to going viral.
Now, I know this is this, when people talk about content and say, most people really love to say, how do I go viral? I want a million impressions. I want, you know, a thousand comments. I want ’em, I want my inbox stacked full of people wanting to work with me. That’s awesome. And here’s what I will tell you is that, that’s not my area where, you know, it, it’s can be very hit or miss, and, and very much skewed towards.
That occasional post, you might kind of go flat line with your content and then one day you just hit one that just boom to the moon. But most people aren’t going to do that. And, you don’t need to. That’s, that’s probably the big thing to understand is you don’t need to go by, be an expert to your audience and you can, you can, skip the viral, the viral content.
But if you are interested in them, here are a couple people that check out and, I will have Evan, post these here or if he’s not able to post them, I will, make sure that we get a link to them. But, since I’m gonna butcher both of their names here, but we’ve got Uri, he’s the head of business development or business growth, excuse me, at Woodpecker, which is a cold email tool.
Wanna guess what? He talks about cold email prospecting business development. And he does a really good job of occasionally putting in types of, of viral types of content. That are on topic. And that’s, that’s one of the big things, and that’s where I think a lot of people kind of miss the mark is that they’re viral posts.
The things they want to, to really get exposure don’t really do have a lot to do with what they’re actually, selling and offering. Yuri on the other hand, does a really good job of not only staying in his lane but having, posts that an occasional post, maybe once a month or so, that really just gets a ton of exposure.
And then the rest of his content is, is, is what you’d expect it to be. It’s about prospecting and business development and lots of different formats, and things like that. So somebody good to follow there if you just, even if you’re not interested in cold email at all, follow his stuff for really good examples on how to kind of, kind of do this.
’cause he is really gotten it dialed in. And another person here is Mona. RA she is somebody that, I actually just discovered recently as we were looking for some examples to feature for the event today. and I found her carousel post, and we’ll get into what that is here in a second. But her carousel post on writing a and turning a, a regular post into a viral post and, and basically 10, getting 10 times much, 10 times the interaction on the post, or, or better.
I thought the way she did it and presented it was really good. So, like I said, we will make sure that, we get those out here. But Mona Gora and Yuri will ve I, I’m, I’m really good at butchering names. I’m not so good at pronouncing them, so my apologies in advance there. so. So real quick side quest.
one of the things that I like to do is if I see a post I like, I like to save it and for a while I, ’cause I was having trouble figuring where the heck you, you do that. so the actual answer is, and I will, post it here for you guys. Oh, it says I can’t post comments to LinkedIn. I might have to go in my apologies.
I will, I will get the shortcut here posted into the, the chat as well here. So, we, we will, we will revisit that. But in terms the finding the shortcut for it, even if you just Google here, where do I find my safe post makes it so much. I just bookmark it and put a link to it in my browser.
Anyway, back on topic. So our top performers in terms of content. Now, one thing I wanna mention again, quality counts, right? All this other stuff still comes into play. So everything we’ve talked about is these are, these are not gonna magically save your bad content, from, you know, from, from the abyss.
So top performers, we have found that polls, carousels, and my personal favorite live LinkedIn events to be really the things that move the needle, not just in terms of, of visibility or impressions, but actually in the terms of helping drive business. And that’s why we’re here, right? Content is fine, but if it’s not helping bring in more business, then why bother?
So we’re gonna look at those. So let’s start here. Like I said, we’ll, we’ll look at some actual, content here. Some ones that we’ve done. And how they’ve
[00:32:50] performed. So polls. Now here’s one I did last week that said, Hey, have you ever bought anything listening to a podcast? And I wrote just a couple more sentences describing my experience with it, and it got enga, it got some engagement.
but the big thing here, I don’t worry too much about the comments, I don’t worry too much. Even, even the number of boats, I don’t really worry too much about. What I want to see there is how many impressions did I get? And in this case it was 3,428. So 3,428 people saw it. and, and that’s kind of, you know, one of those things is if we see that, well, they’re more likely to see my next post.
If they engage with it, they’re much more likely to see the next post we do. And this, what I like about them is that they’re easy. So for days when I, I just, I just need something quick. I don’t have time to go create fancy graphics or put together a, you know, a short little presentation type of thing. Or especially don’t have time for, for an event, since we only do them once a month.
I like, I like the polls for that ’cause they’re just kind of that quick little engagement hit. They’re, they’re fast to do and, and they get people, people talking. They get that visibil visibility. They get the impressions. Where they don’t really perform that well is they’re, they’re really not good at generating leads.
We just don’t directly see the impact of them actually turning into profile views. And then eventually, clients, it’s one of those, they’re a little bit further, further out, but it starts to draw them in just a little bit in, into our world. So I like them for that. And like I said, the ease of them makes them, makes them a nice thing to do on days when I’m feeling a bit
[00:34:31]lazy.
So the next thing here, let’s talk about carousels, because I think this has kind of been one of the big up and comers, And probably over the past, I don’t know, I wanna say year or so, these have really become a, a kind of a heavy hitter. so what is a carousel? So the carousel is actually a PDF document.
so there used to be a, a separate type of post called carousel and LinkedIn discontinued that. But the carousels that you see on LinkedIn are available to everybody. It’s not some special feature. It’s simply upload a document that is A PDF and each page of that PDF will show up as a carousel. I like Canva for building these.
Use whatever you’d like. Canva makes it really easy to do and to, to kinda make the graphics however you want ’em. I oftentimes have been using just little pictures of, of sticky notes, any, you know, things like that, on the, on the glass wall here, just like that. So. use what? Use whatever you’d like.
You can use screenshots, you can use basically anything you want. Anything that’s A PDF can be turned into a carousel. So what are these good for? These are really good for dwell time. IE people spending time looking at your post, which is not gonna show up in your analytics at all. but it is something that LinkedIn pays attention to and the more your dwell time is, the more people they’re gonna show this to.
So you can see that this particular one, I think this one, this was a couple months ago and I did this particular one, but this one got 1,842 impressions and, didn’t get a lot of comments and that’s okay. Again, not something I’m terribly concerned about. So the fact that they’re interactive, they get people clicking on ’em.
We find that these are good for kind of helping build your expertise, expertise, and we find that these actually are good for lead generation. you can, you know, put at the end of these, you know, a slide for how to get in touch with you, things like that. So this can drive people back to your profile and in turn then drive those leads to you.
So the, the downside of these really, there’s just one big one, and that’s then they take time. depending on how you want to do it, how you’re gonna write it out. I’ve seen people repurpose, Twitter or x.com now posts, for this type of, or threads, I don’t even know the right terminology right now.
keeps changing every day it seems. But, they’re, they’re, they do take some more time. They take some thought, they take some time to kind of plan out and create, but, If you can fit, you know, two or three of these a month in, or if you sneak one a week in, these can be a nice, like I said, these, these, these, will help move the needle and you’ll see an impact from them.
so Ariella Brown, says everybody’s been pushing carousels, but to tell you the truth, I’ve never clicked to the end of the ones that exceed 12 pages. And kind of the big thing here is that you, you may not, if you look at, I, you know, I’ll give you a quick little anecdote, right? Remember, remember Google before, you know, they were, they were really Google, so go turn the clock back 20 years.
I remember, you know, talking to somebody about Google ads back then, and, you know, my uncle said, I, I never click on those. I don’t, I even look at those. And the thing is, it doesn’t matter what you as an individual do, not that you don’t matter. I’m not saying that at all. I’m just saying we need to look at kind of the statistics on it.
And what the statistics tell us is that they work, they get more engagement and they get more visibility. So even if you don’t personally click through ones that have more than 12 pages, if the numbers say they work, do them. ’cause other people are, are certainly using them. So just, just kind of keep that in mind that, you know, may not be exactly the way you use ’em, but other people, like to do them.
So just kind of keep that in mind is that you are not your target customer, I guess is what I’m trying to say. So don’t be afraid to use, use the tools completely. oh, I’ll come back to this one real quick. Ryan Perry asks, will account towards impressions even if they have not finished the slides.
Yes, it will. They don’t have to go through all of them. I don’t know quite where it shows where the impression is, but typically I think as long as they see it, they wouldn’t necessarily have to interact with the slides at
[00:39:05] all.
So the last one I wanna talk about here, and this is, this has really been kind of the big one for us. ’cause they, they accomplish a lot and that is the, the live events. now a LinkedIn live event is, is exactly what you’re seeing right now. this is a live stream. This is the live stream version of that.
There are other ways to do it. You can use Zoom, you can use, the audio ones are okay. you can but, use, you know, do do what you’re comfortable with. But the livestream ones tend to get the most interaction and, and visibility. and you can see that’s kind of reflected here. And here’s one again, I did a couple months ago.
It’s one of our popular sessions and got 4,724 impressions. Got 204 comments, had 1,363 people attend. And nice thing is that these actually last a while. We ended up getting over 1200 views. And more importantly, this generates new business for us. I’ll get into this in a little bit more depth.
We’re actually gonna talk, have a few more slides just on events because I think they’re really a, a, a good cornerstone for a, a content strategy on LinkedIn. ’cause they’re good for, for authority, they’re good for content creation, they’re good for lead generation. And one of the hidden benefits of it that most people don’t even think about is that they’re good for list building.
So, and I, I will tell you, even like I said, we’ll, we’ll send out reminders for our events. We’ll send out, only if you signed up for our events, you’ll probably, like I said, you only get about three emails from us a month. But every time I send out event, event notifications, I get leads for business. and we don’t, we don’t make any overt pitches in them.
So I. They’re, they’re, they’re really, really strong. what they’re not so good for, they’re not so good for the shy behind the scenes people. There’s, there’s really no getting around it. You gotta, you’re, you’re gonna at least be heard as if you do an audio event and you’re probably gonna be on video it, that makes you nervous.
It’s gonna, you know, either, either kind of pushed through it or it might not be for you, but I would really encourage you to give it a try. And the other downside is that they’re, they are not quick. It takes time to prep them. It takes time to do invites. You know, we’re, we’re sending out invites every week, so as soon as one event gets done, we’re planning the next one already, but they make a big difference.
I see a lot of comments. You guys are asking some great questions today and, I will do my best to come back and try and get all of them answered as best I can. but you guys, you know, really appreciate, all the, the feedback, that you guys are offering today.
[00:41:57] So. Let’s continue on with the events a little bit here.
this is one of those ways to really leverage your network. It gives you additional touch points. here’s the thing that, that I really like about them is that, remember when I said that people don’t spend a lot of time on LinkedIn, that they’re just not there. So you may connect with somebody, they may never see your posts.
even even your, you know, even if you get a, a poll, that’s really good. So even a, even a viral post just may not go unnoticed. ’cause they may be one of those people that they come on once a month and then they’re gone and they may have only spent a minute on the platform that month. They’re not scrolling, they’re not seeing your, your content or if they were, it was, it was just luck that they saw yours.
Events work a little bit differently. you know. you may, you may not be super active. I know some of you guys here, you absolutely are. I see some people here that, you know, you’re, you guys, you guys are the active people on LinkedIn. However, not everybody is. LinkedIn events have go further though, because LinkedIn will email people, they’ll send notifications to people.
Basically, LinkedIn uses the events as a way to kind of draw people back in. So if I send out a, an event invitation to, let’s say, ALA here, or Paolo or, or Rana Rafaella that their, depending on their settings, they may get an email from me. And when they log into LinkedIn up at the top, they’re gonna see in their network, they’re gonna have an invitation for it.
So just like an invite to connect, they’ll have an invite to attend the event, and if they choose to attend, they’ll get reminders about it. So now, now we’re getting a lot more. Now we’re not just relying on, on the timeline or the feed for, for getting the word out about these. Now we’re really getting these notifications in places where maybe they are spending more time like their their inbox.
So that’s one of the big things that I think really kind of sets the invites apart. And this is part of why you want to build your connections purposefully, is because you can only invite 1000 of your connections on a given week. If you only have a thousand connections or 500 connections, it’s real easy.
You just invite them all. as your network grows though, you gotta be a little bit more selective about making sure you’re inviting the right people and making sure you’re building the right connections so that you, you can get the right people to attend. ’cause the whole goal is to get the right people to attend ’cause you’re trying to build your book of business.
they also help you build your authority. So it’s not just right. If somebody spends time with you on an event, they’re more likely to view you as, as an expert on the
[00:44:43] topic. and like I said, you can, you can do these as a zoom or external solutions. Most people are familiar with Zoom. I find that the attendance on those is not as good ’cause it’s, it’s extra hoops that jump through, even though it’s really just clicking a link.
But again, LinkedIn wants to keep people on the platform, so doing ’em as a native, event is gonna get more people to do ’em. So this is, this is a, a live stream done through StreamYard. but you use whatever you’d like. I know Restream will do them. there’s other solutions out there. There’s some are free, some are paid, some have free options.
I know I think StreamYard has one, but then you’d have like a little watermark in the top right corner and you’re limited on time, I think, to 45 minutes and it doesn’t record externally. So, you know, that other, other download to, to basically that higher resolution download. So, Audio events. We’ve not personally done them though.
I’ve attended a few. The, they’re harder to engage with. ’cause the audience can’t comment, which is a little bit strange. They can only thumbs up or har things. but it can be, it can be acceptable, especially if, again, you don’t want, or you don’t have a good enough, connection to do a live video feed.
But, you know, do do what you wanna start with. I usually tell people if you’re comfortable with Zoom, start with zoom. If you’re just comfortable with audio, start there. Work your way up to the live stream eventually. ’cause you’ll, you’ll get more, you’ll get more, views from it
[00:46:19] essentially. So here’s my promotion strategy for my live events.
So I’ve got my team. And there’s four of us. So there’s mentioned a couple of times. There’s me, there’s Evan, there’s Katie, and there’s Nicole. So we all have, we have some overlap to our networks, but each of us, every week when we’re getting ready to do the event, we will each do a thousand invites from our own individual accounts and send those out to, to our network.
So we do that. now some, some people’s accounts are bigger than others. so not everybody on the team has 4,000 unique connections. Some of them only have, you know, I think, I think Evan’s around 3000, I think Nicole’s around 3000, give or take. So, we’re trying to get all those invites sent out so we’re not, so we’re sending out probably anywhere from 12 to 16,000 or so invites to our events.
To kind of try and find, you know, to get, to get in front of the right people. So overall, that’s really it. I’ll make a couple posts about it and I will email my event list, so past attendees and we will email them twice. one time, once the week before, and then usually the day before. But if you’re on the list, you know that today the, the reminder didn’t go out until a couple hours before the event.
But that’s, that’s really it. It’s, it’s taking the time to do those individual invites going into your network and inviting people, you know, and getting them out there. That is the, the most effective way. I know we, we’ve experimented with using ads to kind of push them and promote them, and very ineffective, you know, a handful of of people will, will, do it.
So that is, you know, what, what we’ve seen here. I know Roderick Riggins here asks, can a short event be effective? Yes. and I’m gonna show you some ways where you kind of get more mileage out of it. the one thing is, is keep in mind that a live stream event I will see, if I’m looking at my analytics, I see it climb for the first 15 minutes.
So 10 minutes out, you’re kind of cutting it off a little bit early. but you are creating content. So there are ways to, to use that. So even if, if all you’ve got is time for 10 minutes, I would still do it. I just trying to grab a couple more. Ariella asks, Ella Brown, this is LinkedIn lets you select your choice of stream, stream options.
It sure does. You’re gonna get three options. It’s gonna say external event, and that’s where you would throw in a Zoom link or Microsoft Teams. If, if that’s your, your flavor. we’ll let you select an audio event or it will let you select a live stream event. And, just as a reminder, this is a live stream, so.
just kind of keep that, those are, those are the options there when you set one
[00:49:20] up. Jonathan Duarte asks, when you send a thousand invites, how do you actually do that? so I think I can actually, probably, you know what, let me see if I can share my screen, which is always dangerous to do live when you’re, but we’ll, we’ll, we’ll do it here.
We’ll, we’ll live dangerously today because why not, right? Let’s have some fun. Alright, so I’m gonna see if I can share my screen and let’s just pop right in here and I will show you exactly how we would do invites. So let me go into my network here. I’m gonna go to the events. So I’m gonna click on events here.
I’m gonna click on the event I’m inviting for and takes a second or two to load and click the share button. And since this one is happening right now, it’s not here, you’re gonna, there’s an invite button to click right below the send in a message one. You do that and it’s gonna bring up your entire feed.
So, or your, your connections, and then you can filter them with some basic, you can filter them a little bit with some of the basic, parameters. So whether that’s, you know, what type of industry they work in, where they’re located, there aren’t, there aren’t a whole ton of them. what school they attended is one of ’em.
And, that’s, that’s about about it or which company they work at. So those are kind of the four you’ve got to work with. So not a ton of targeting options, but nonetheless, they, they exist there. and Jonathan asks, is that within LinkedIn? and yep. Hopefully. Hopefully that, they’re not, and they’re not actually dms, they’re, they’re invites.
So they’re like connections to, in connections to more like a connection invite or a newsletter invite. and that is what those looks like. alright. I think I’ve kind of got as many as I can grab here without getting too, too off topic here. Like I said, I’m gonna try and come back and revisit, these, but here’s one more good question on this here.
Rafaela asks about events. What is the difference between using livestream and LinkedIn and Zoom teams events? and that’s, will I lose attend attendees if I choose Zoom? Yes, you will. there, there are some advantages to it and that it is more interactive. for example, the only way I can interact with people on the live streams is through text.
So your comments are. The only way I can really talk to you if you’re on a Zoom, but right at the top of your screen in a Zoom meeting, you can see people’s video feeds. You, you know, they can wave to you. They can say hello. They can, you can see people nodding their heads, or you can see people getting distracted and walking away ’cause you’re being boring.
you know, but, they can, they can jump on and they can ask questions. So, I like them. They’re, they’re kind of a bit more intimate. So especially if you wanna have like, smaller events at first, that’s a kind of a good way to do ’em. Or if you’ve got, you know, a really engaged community or it’s kind of ones where it’s people, some people, you know, that’s, that’s where Zoom can be.
whereas the live stream is more about getting more eyeballs to the event. so a little bit of, a little from column A, a little from column B, so, alright, so we’re gonna keep going
[00:52:59] here. one of the things that. You know, one another reason I really like the events is that you can take them further because now you’re creating content.
this is what we call long form content, right? Where my live stream here is we’re 52 minutes in so far today, which most people are not gonna sit and watch all the way through. So we can take these events now, and you can, there’s AI tools out there. There’s plenty of video editors. The video editors are still better than ai, but you can repurpose these now and turn them into short clips.
So I’ve got a couple here, and again, I know they’re a little bit small, but now this is an easy way to have more content to share. So little clips. So now throughout the month, you can share some video clips from your last event, and post them in your timeline. It doesn’t have to, it’s not limited to just LinkedIn.
You can post them anywhere you want. but we’re just kind of focused on LinkedIn content today. But just keep in. These can, can go anywhere you’d like them now, and now you’ve got more video content on just one little snippet. Maybe it’s a minute long, maybe it’s two minutes long. You know, maybe it’s, you know, you’re covering the one slide.
But this is where I said even, even if it’s only 10 minutes, you can probably get, you know, a couple extra clips outta that. And now you’ve got more content to share. So it kind of builds upon itself. So now you’ve got the people who are gonna watch the whole thing. They’re gonna be here, they’re gonna be alive.
You know, these are the people that are really engaged with you, but then you’ve got content to get, draw more people in so that hopefully they might attend the next one. And they’re, they’re interested in a month or two. I will say these do not get the same amount of visibility. So, you know, the polls, the, the carousels and things like that.
But, they’re, again, they’re great for days when you just need some easy content. They’re in your voice. They’re not generic, they’re not ghost written. This is you talking, you presenting. and, I think they happen to, you know, they, they look pretty good too. So, just a couple more things to keep in mind there is that you can really take this further.
So now maybe you’ve got 1200 people to look at your event and now you post video clips and now that number is 10,000 people who’ve seen at least part of it. so it, it really makes a, a pretty, can make a pretty tremendous impact if you, you kind of take that approach to it a little bit more work. Like I said, there’s some AI tools, let’s see if I can remember of them.
We’ve been testing out Munch ai. It’s, it’s okay. I don’t know that I’d recommend it, but feel free to play around with it. ideally I’ve, you know, when my, when my video editor is around, I will send them to him to do ’cause he does a better job on it. repurpose that. IO is another one. Subtitled that something io I think video, V-I-D-Y-O.
Another one worth checking out that we’re gonna be testing in the next month. So. A couple of them worth checking out, here. And so again, here’s a couple more examples here. You can see, like I said, the posts maybe, you know, 4, 400, 500 impressions. Not quite as much sharing, not quite as much commenting on ’em.
But again, I really just like that they’re extremely relevant. It gets that, it gets that more, more visibility out there. And since my ideal client is busy, they probably didn’t get a chance to watch the whole session. so this is kind of a way to kind of bring them in just a specific little, little nugget of information where they might only have a minute or two.
Alright, and you guys are asking some great questions. I see them there and I will get back to them here in just a couple minutes. We’re just about to q and a, so if you’ve got more questions, now’s the time to start getting ’em in the queue. And, Like I said, I will, I know we’re getting close to that hour mark, so if you gotta go, I understand.
but I’ll stick around here to answer questions, from everybody. So, appreciate y’all, y’all bearing with me
[00:57:00] here. So one thing I wanna talk about is kind of some of the, the limitations here and some things we can do about ’em, but the one big thing, kind of the elephant in the room is that on LinkedIn and just about every other social media site, is that your visibility and engagement is kind of dropping off quickly.
They only live for a day or two. It’s like the daily news. As soon as the next day turns, the next issue shows up and it’s all new content and it just kind of continuously gets pushed down. Yeah, every once in a while something gets brought back to the top, but, that’s more the exception. The one network that’s different than that, is YouTube.
Now they even, they, you know, will feature new content, but at least their, their algorithms are better at bringing up. Older evergreen types of topics that they think you’re interested in. But otherwise, as soon as it’s posted, it’s only got, you know, it’s only gonna be around for a few days and that, that’s it.
So that’s where kind of repurposing it kind of comes, comes into play and things like that. So it starts to kind of get that hamster wheel feel. If you’re not creating, then your leads start to drop off. And if you get real busy, then you don’t have time to create, and then the leads drop, and then you have to get real busy creating and then you can’t fulfill it.
It’s that vicious circle, right? So, and the other part is only a small percentage of your audience tends to see your content. So what do we
[00:58:25] do? Here’s kind of the advanced strategy that we’ve been been working on to solve that, and that is adding outreach and adding LinkedIn ads. Now, I know people don’t, nobody really likes outreach.
No, right? It’s the, it’s the same way. Nobody was ever excited to see door to door salesmen. Nobody wanted your cold call. Nobody wanted telemarketers. But the thing is for, you know, past a hundred plus years, you know, you know, person to person types of interactions worked and they continue to work. It’s just the tactics have evolved a little bit.
But the thing about outreach is it gets your offer directly in front of your target prospect. If you don’t wanna do it, don’t worry about it. You don’t have to. I’m just telling you, it, it still works today. And the other part here though, is LinkedIn ads. and this is if you want to, if you wanna stay on the content side of things, this is a, this is a, a really, effective way to expand your reach beyond your current network.
Get in front of your current network more often. ’cause again, not everybody’s gonna see your posts. So what do we do? So we create video content and you pick your targeting parameters and LinkedIn’s, LinkedIn’s ad targeting is fantastic. so you can really dial in exactly who you want to be seeing your, your videos or your content.
So now you’ve run this campaign and have a few videos so that they can get to know you and get familiar with you. Remember, you’re not a Snickers bar. you know, you’re, you’re, you prob you’re probably in acquired taste. I mean, you’re great, you’re great, but you’re probably in acquired taste. now run.
Now what you do is you run that for a little bit. Start getting those views, getting people who’ve seen some of your videos. Now, create a second campaign on top of that and go back and run it to target people who’ve viewed your videos. and you can, can target your, you know, target your existing network.
There’s some tricks to do that too. But what we’re doing now is we’re retargeting those people who’ve gotten familiar with us a little bit. Now we’re getting our offer in front of them. So basically we’re doing the same thing that we were doing with content, but now we’ve got a scalable, now we’re making sure that it’s getting in exactly the, the people that we really want to do this.
So, I. Definitely, you know, like I said, more of an advanced strategy. You know, get, get familiar with creating good content first, but when you wanna scale this, this is kind of that next step for
[01:00:48] it. And finally, if you need a little bit of help, this is what we do. So, you can schedule a call with me@theappointmentlab.com.
I know it’s not gonna be for everybody. It’s really for people who’ve, you know, they’re busy. They, they’ve got a business to grow. They don’t have time to kind of do the, the belly to belly all, all the day-to-day work. They need someone to kind of help build it, manage it. They want, they want to get meetings, they wanna fill, fill sales.
I want a sales pipeline that’s full of people, but I just don’t have time to do it themselves. ’cause it, it can be a lot at times. so. I’m not gonna make a big deal about it, but if you are interested, I would love to talk to you. It’s something you can schedule and talk to me directly. There’s no intermediary salesperson to get in the way.
You can just get, get on my calendar and we can have a chat about it and see if it’d be a good fit for you. And again, that’s at the appointment lab.com or just shoot me an email, Gary at Pipelineology dot com and we’ll see if we can get something set up. So with that said, thank you so much everybody.
It is 3 3 0 1. Thank you everybody for being here. I’m gonna start in with q and A here, and I’m gonna make sure we’ve got, let’s see, Evan, if he’s got any, questions I want to feature here, but, appreciate y’all being here. So let’s jump in with the questions.
So this one here, given that the visibility is low, is it okay to rebo repost existing content a month or two later? Absolutely. Just change it up a little bit now, you know, maybe change it, change it, change it a little bit. but yeah, absolutely, especially stuff that’s performed well, you know, give it a little bit, give it a, give it a little bit of window dressing, freshen it up a bit.
But yeah, using, using their existing content is totally okay. to do. Susan, ask, do you build targeted paid LinkedIn ads? Yes. I will tell you what I tell most people about it. We do that kind of towards, once we’ve got everything else in place, which. There’s a bunch of steps to kind of building it all.
But yes, that’s kind of our, as we get to the, as we’ve got everything else set up, then yes, we want to build upon what we’ve got and run targeted LinkedIn ads. it doesn’t have to be LinkedIn. It could be Facebook If we find that, the one, here’s the one thing I’ll tell you about LinkedIn ads is LinkedIn ads are not cheap.
So sometimes we end up testing our stuff on other platforms where we know it’s gonna be a little bit lower cost, just to make sure that we’re not, you know, throwing money into the furnace on LinkedIn. let’s see here. You guys are asking good questions. let’s see here. What did Ryan ask Ryan question? So, I haven’t tried LinkedIn ads, but we’ll be able to see who has viewed your ads. ’cause you mentioned retarget those people who match your ads. Y LinkedIn knows who viewed your ads, but they’re not gonna give you their names.
What they will do is they will let you create another campaign with that as a targeting parameter. so, without getting too far into the weeds, there’s different types of, in your content planning, your planning section, you can create different audiences. So that might be, you know, one might be your LinkedIn network and one is people that have engaged with, you know, certain types of other ads you’ve run.
And that’s, that’s kind of where this comes into play. but yeah. Good, good question.
[01:04:28] Ryan. Pablo asks, does the system create follow-up messages to the invitation to the event, or do you have to send it again? It does not. So if you, it’s, it’s a one and done type of thing, so. Basically somebody gets an invite and it feel free to check your, my network section of your LinkedIn to kind of see what I’m talking about here.
But essentially they’re gonna see that, in this case, Pablo, it’s say Pablo j Perez is inviting you to an event name of event here. And then on the right hand side, you’re gonna see, accept, or ignore. If you click on it, you’ll get more details about it. Most people are just gonna accept or ignore. So that’s one thing we should probably mention is your title should be really enticing to the right people.
so make sure that people, you know, it’s a good topic or the people would say, yeah, I could see that, that this is for me. You’ve got a client that works with law firms, but his network, you know, he’s been on network or been on LinkedIn since, you know, pretty much since it started. So for the last almost 20 years, he’s had an account, tons and tons of variety of connections.
So we have to make sure that we put law firms in the name of his events so that. People you know in his network know that if they’re a lawyer, this is for them. so that, you know, basically they show up. so you only get one chance to send it though, is what I’m trying to say. There’s no reminders. You don’t get to send it again.
You can only send it once. but if they do accept LinkedIn, LinkedIn will send them reminders. Yes. Tiffany asks, I know you mentioned that followers are unlimited. How do you gain followers? Do you invite them to follow you? that is where the content kind of comes into play. It’s if they like your content, people will see more of you.
They’ll click on you in there. If they can click the follow button so that they can see you. So really it’s, that’s kind of the best way to, to do it. you know, having a PS or type of message in your content can help get more followers, but really by creating the content and getting the information out there and being consistent with it, that’s where the followers tend to come from.
whereas you’ll get connections, connection requests that way too. though I, my, my goal, is to try and be as proactive as possible with that. So I want to be doing the invites so that I’ve got more control over, more granular control over who I’m actually connecting with. since that’s where, that’s where our business comes from.
And then the followers are kind of that bigger umbrella audience around it, not that follow Right. Followers are great and they, they, they can do a lot for you. but connections are kind of that, even, even a little bit better. But, good, good question. Tiffany, thank you. All right. I’m gonna keep scrolling up here.
no, Steven, ask good question here. Gary, have you ever seen live LinkedIn events with a few expert panelists working well? Absolutely. actually this event was supposed to be, with a, with a guest, today, but, she had a conflict and unfortunately wasn’t able to make it. So we, we kind of redid a little bit of the, the content here, but, absolutely having somebody on, having people to kind of bounce off and forth with, And so you’re not just kind of hearing that one person’s voice actually works pretty well.
so I do encourage my clients, when they can to, you know, bring on, bring on guests too. So, absolutely Steven, it’s a, it’s a definitely a good strategy to have multiple people, on.
Susan asked, what platform do you use to turn them into short videos? I know I kind of mentioned this, but it was kind of with a bunch of other stuff. ideally I try and find an editor who will do it. They still do the best job as far as AI tools. Check out, video, V-I-D-Y-O, repurpose.io. munch.
Like I said, that one’s the one we’ve been using. It works really good. If it works really good, if you’ve got like an interview type of topic, or if you’re less scatterbrained than me or kind of, kind of stay on task on each of your slides, it’s a little better at identifying the content, that way.
Timothy asks, can you invite groups you belong to too? unfortunately you cannot. which is probably a good thing. Think about, think about the groups you’re in. If you got invites from everybody in every group you’re in, it would be madness. And I’ve, you know, we’ve experimented. Some of ’em weren’t allow self-promotion.
it, it really didn’t, it really doesn’t move the needle. I’ll tell you really the things that, that still basically drive the, the vast majority of people who attend ours is doing those invites, kind of like I discussed earlier, sending out emails to our list. And as once you kind of hit a certain critical mass and it gets closer to the actual day of the event, LinkedIn will show it in its upcoming LinkedIn events that I think you’re interested in.
As long as you’ve got enough people to, RSVP and say yes, they’re going to attend. I think it’s somewhere around the 500 mark, but don’t quote me for sure on that. LinkedIn doesn’t say, but once you get enough people to say yes to your event, even LinkedIn’s gonna push it a little bit in its events as far as upcoming, ones worth checking out.
So, that would be, you know, like I said, that’s kind of how we, we do it. To try and get more people to, to do it. let’s see here. Rajab Ali asks any AI tool for lead generation, you think nowadays they help? not really. not, not that the AI tools aren’t, are out there, aren’t getting good. It’s just we haven’t found one that we can rely on that doesn’t make stupid mistakes.
So we still kind of need a human behind the scenes kind of guiding things. So, I Ask me again in six months and my answer may have changed. let’s see here.
Oh, this is a good question from Rana here. how much time do you spend on LinkedIn daily? probably, probably not as much as you think, but keep in mind, I’ve got a team, so that I don’t have to, if I was trying to do this on myself, it would be considerably more, but I’m probably, probably on less than 30 minutes a day.
a day like today, obviously I’m on quite a bit. ’cause you know, we’ve got, we’re, you know, we’re well over to an hour into it. I’ve been on kind of just grabbing some cru some screenshots and stuff this morning. but I would say on a typical day I’m maybe on 20 or 30 minutes, probably less small days.
then with the exception of days like today where I’m, I’m on a whole lot, but really, you know, a lot of times I’m working on client campaigns or I am, you know, meeting with prospective clients and doing that. So, I. You know, it’s, it’s one of those would, I would actually like to create more content myself.
’cause I think it’s kind of fun, but sometimes the, you know, schedule gets in the way. So, but again, if you don’t have that team or someone kind of supporting you around that, you’ll probably find yourself spending a lot more time to make all of these things work. Alright, just trying to check, see if there’s any other questions here.
Think I’ve ca you guys have asked some really good questions today, so I really appreciate you being here
[01:12:13] today. oh, this is a good one here from, Matthew Dupree. this is back, going back to what we’re talking about as far as carousels go. this is, this is where they really confused a lot of people. So it says, his question here says, starting June 26th, 2023 will be removing the ability to create carousels.
But your current post will still be viewable. So LinkedIn had this whole other thing called carousels that was never released to everybody. It was always, you know, they would invite certain people or certain influencers would have the button for it. So you probably never even had the button for it. I know I never even got it.
But fortunately, the carousels that we’re talking about and really what’s really popular and, and working well on LinkedIn right now is not a care, is not actually a, a separate feature at all. It is simply a document. So when you’re creating your post, you’re gonna add a document, and that’s where the PDF comes in play.
So your carousel, each page of your, each item of your carousel is a PDF document. So if you’ve got eight, an eight page PDF document, you upload it and that turns into an eight page or an eight slide carousel. So yeah, it was one of those lots of confusion from people, especially ones who hear people like me saying, Hey, you should be using carousels.
Or they’ll say, people on LinkedIn saying, who’s carousels? I’ll say, I don’t even have a carousel button. What do you mean? It, it’s a, it’s it’s how everybody talks about ’em ’cause that’s what they are. But it’s actually a document, so it’s a PDF document to upload it. And that is the, that is actually the carousel.
So, yeah. Good, good question. Like I said, I know there’s, a lot of con, there was a lot of confusion around that time and people said, man, I haven’t even gotten a chance to use ’em yet. And I thought they were supposed to be so great. Why can’t I use ’em too? alright, I’m just checking here. Last minute. I see there’s a couple comments. I’m gonna go towards the bottom. I think we’ve gotten most of the ones here up at the
[01:14:18] top.
This is a great question from Dean. I don’t know that I’ve got a good answer, a good answer, but how do you tie the time spent on LinkedIn to specif specific revenue dollars received? I am gonna say, yeah, that, that’s probably one of those ones where I don’t necessarily have a good answer to that.
We’ve got kind of a lot of moving pieces. Here’s kind of the one metric that we noticed with it. ’cause keep in mind we, we still do a lot of outreach. ’cause we, you know, have a lot of, we’ve put a lot of time into kind of getting that system running. so what we’ve noticed was that by adding content, we saw about a 20% uplift in new meetings booked.
And we saw additional out from, from our, from our regular outreach. and then we’d see probably an extra, maybe, maybe two or three a week coming in outside of outreach that we could see. So, it’s hard to quantify exactly what that has turned into in terms of, of revenue dollars. but we’re. So far, it’s, it’s looked promising, I guess is all, is the best I can offer on that.
So I know that’s, that’s not a great answer, but, that’s, that’s the only one I’ve got for you at the moment. I think I’ve got all the ones up here at the top. So just grab these ones at the bottom and then I’m gonna thank everybody for one more time for being here today. And, Powell says, you know, I agree that the AI tools are not ready yet, but a semi-automated tool, human review and correction could be excellent.
maybe we will build one with some, LinkedIn marketing experts or geeks. That’s kind of what we’ve, we’ve found Powell is that, you know, using it to compliment. We’ve certainly used AI tools to work with. people, but we haven’t quite found them to be worth, to stand alone just yet. But, I’m sure that will be coming.
Are there certain, specs, dimensions to the PDFs have to be worked in as best as carousels? Start with a square. So, I’m throwing this out there as an arbitrary number. Thou start with a thousand pixels by a thousand pixels. LinkedIn will resize it the way it wants to. but if you start with squares, you’re, you’re gonna be in pretty good shape.
if you use standard, eight and a half by 11, like a piece of paper formatting, that would also work as far as dimensions go. so they’re, they’re pretty, they’re pretty flexible. And then finally we’ve got one last question here from David. Do people read white papers created for, and posted on LinkedIn?
Okay. Not really though. Here’s, if you want people to read ’em, post it and then put it in your feature section and you’ll get more people to check it out. but that would be the best kind of way to do it. or, and then, and then run link, then run some ads to it and do those three things and that will get you more visibility.
But yeah, unfortunately, just like anything, a white paper isn’t likely to get much attention, especially in a, the story driven narrative type of world of LinkedIn where you, you want, if you’re white papers can come off as a little drying and, and kind of antiseptic type of things. so kind of adding some fizz and flavor around it is probably kind of what you’re looking to, to do.
So having additional posts to support it. Adds to it, things like that would get more people to see it. the white paper itself is not a bad idea. It’s just, it needs a little bit of extra help to get, get, get the visibility. So with that, thank you all so much for coming today. It was great talking to you.
we’ll be back again next month with another event, Chuck for an invitation from me, on LinkedIn or in your inbox, probably in about three weeks. So take care everybody. Appreciate you being here. We’ll see y’all next time.
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