The LinkedIn Trident: Fill Your Sales Pipeline – Less Than 20 Minutes A Day

The LinkedIn Trident: Fill Your Sales Pipeline – Less Than 20 Minutes A Day

Gary hosts a LinkedIn Live training on the “LinkedIn Trident,” a three-pronged approach to filling a sales pipeline on LinkedIn in 20 minutes a day using outreach, events, and ads, enabled by delegation and automation. He explains that high-value prospects are busy and spend limited time on LinkedIn, so intentional network building is critical, focusing on the right industries, company sizes, and job titles. For outreach, he recommends short, human first messages without pitching, a brief 2–4 message sequence with a clear call to action, and optional email follow-up; he advises against sending calendar links unless requested. He describes using LinkedIn events for leverage through replays and repurposed short-form video, and using ads to retarget warm audiences like connections, email lists, site visitors, and event attendees, noting success with vertical video ads.

Discover:

00:00 Welcome And Warmup
02:10 Replay And Tech Notes
03:59 Housekeeping And About
06:34 Who This Is For
08:00 Core Principles Time And Attention
10:45 The LinkedIn Trident Overview
11:21 Flowchart And Done For You
13:01 Build Your Network Intentionally
17:50 Outreach Mindset And Myths
20:24 Outreach Sequence That Works
23:01 Follow Up And Email Boost
24:37 Trust Building Follow Ups
25:57 Stop Ghosting With Nudge
26:44 Scheduling Without Calendar Spam
27:31 Make A Clear Offer
29:28 Why Prospects Ignore You
29:40 Fix Relevance And Targeting
31:43 Write Human Messages
33:19 Events As Content Engine
35:13 Repurpose Into Short Video
38:13 Tools For Clipping And Streaming
41:05 Warm Audience LinkedIn Ads
44:22 Q And A Wrap Up

Transcript:

[00:00:03] All right. Welcome everybody to the LinkedIn Trident, the three-pronged approach to filling your sales pipeline on LinkedIn in 20 minutes a day, I. We will be getting started here, looks like in about three minutes or so, maybe about two minutes. just want to give a few minutes for the notifications and everything to get sent out so that people can, can hop on and, and, see that everything’s gone out.

But in the meantime, I’m Gary Ruplinger. It is, I would say an unseasonably warm day here. It’s late October and it is, it is currently 75 degrees out in Detroit, Michigan. So it is a warm day. It certainly doesn’t feel like, Halloween is tomorrow or that November is gonna start on, on Friday at least not quite yet.

but how about you? Where, how is the weather by you today? Where are you calling it in from? And in the spirit of it being Halloween, what is your favorite Halloween candy? it can be either one from your youth, one that you like to give out to the trick or treaters or the one that you secretly hoard back for yourself.

for example, my wife and I both really like the, the a hundred grand, little candy bars. So when we get the, the kind of big packs and stuff to pass out, we, I’m not saying we, we secretly kind of rifle through the candy candy bins, and pull out a few for ourselves, but we, we definitely are dealing with that with a hundred grams.

We wouldn’t need to. I mean, the kids, the kids usually prefer like the, the, the Snickers and other types of ones, the, the peanut butter cups, all that. so secret’s out, I guess now is that, the a hundred, a hundred grand is, is, is the best one in those packs. Well, good to see you, aad. glad to have you here.

Don. favorite candy? yeah, absolutely. It’s a good, it’s a good choice. So, Right. How about, how about everybody else? So we getting started here, just probably one more minute. We’ll give for everybody to get, get on the, the live stream and then we’ll get things going here 

[00:02:09] today. I know I had a bunch of people email me before saying, Hey, can we get the replay?

and the answer of course is yes. I’ll be sending that out to everybody. Probably tomorrow if you’re on my email list. also, if you’re just on the live stream now and you need to go back or you wanna do, see it again, you’ll be able to do so from this page that you’re currently on. Or if you go into LinkedIn, click my network, go into events.

If you click on that, usually it takes about, I don’t know, five, 10 minutes after the event for it to get all processed and then boom, it, it’s right there waiting for you. So those are the ways to get the replay today. I think with that said here, we looks like it’s just about time to get started. We’ll give it just a few more seconds.

I got my, if I keep looking over here, it’s, it’s mostly I’m just trying to monitor the live, the live feed. ’cause I’m, I’m running solo today. My, my, my right hand man, he’s, he’s feeling sick today, so I’m fortunate. but normally he’s the one who kind of pings me over here and says, Hey, hey, Live stream is frozen or, hey, we gotta refresh something. which speaking up, if your live stream, the live stream does freeze up, usually the, the solution is to refresh. more often than not that is what happens to, to fix this, just refresh your screen. I had that, was on a, on a live stream for, for one of my clients last week, and they’re, I could see it running perfectly in the, you know, on their side, but it froze up on the, on the video feed for whatever reason.

Just for a minute. Anyway. That’s enough about, about, live streaming technology. Let’s, let’s talk about, let’s talk about LinkedIn. Welcome everybody to today’s session, the LinkedIn Trident, the three-pronged approach to filling your sales pipeline on LinkedIn in 20 minutes a day. I’m your host, Gary Rubinger.

I’m excited to kinda run this session for 

[00:03:58] you. Just a couple quick housekeeping items before we get started here. There is a time delay of about 20 to 30 seconds, so if you ask a question, I won’t be able to respond to it right away. like as I just said, the replay will be available a few minutes after the event ends.

If you do want to be on the list, we’ve got about almost 6,000 people on the list. Actually, if you want to be one of those people who gets notified of future events, you can go to Pipelineology dot com slash events. since when I’m sending out events, I try to invite as many people as possible, but I am hitting, I’m almost to 28,000 connections on LinkedIn and I can only invite a thousand people a week.

Which means on a good month, I can invite 5,000 people. Most months I can invite 4,000. So, means if, I probably won’t, I may not get you every, every month for an invite through LinkedIn. So the link there, the email list is usually the best way to do it. All right, today’s agenda, that is last January.

We’re gonna skip that about me. I am the founder of Pipelineology and host of the Pipelineology podcast. I’ve been in marketing now for 22 years and probably business development and doing business almost, almost for the last 10. I ran call centers for car dealerships, and these days I work mostly with consulting companies, small manufacturers, helping them get more meetings with their ideal prospects.

thinking of going as a management consultant for Halloween, what do you think? I got, I’ve already got the, the gratuitous Patagonia vest. I mean, what do you see the resemblance there? What do you think? Because that I, I’m mostly, I’m just feeling lazy. Alright, so who is this for? Oh, one more, one more question.

I did have for those of you who are on today, last session I got a little bit of feedback that my camera, which was up about at this level. Above me. I moved it now so it’s sitting right about here. So, some people said my eye contact was real bad. Like I looked like I was trying to avert, avert looking at everybody mostly ’cause I was looking at the presentation.

so I’ve moved the camera around a little bit, so now it’s kind of sitting directly in front of me. I got. Sitting here on a tripod. So I just, it’s blocking my presentation a little bit, but does it look better to you? Do you, like, do you, like, does it actually look like I’m talking to you today versus if I’m talking up here?

lemme know. I’m curious. Does it, does it matter? Does it make a difference to you? Should I, should I just turn, turn the whole thing off and, and just make the presentation bigger? You tell me 

[00:06:32] anyway. So who is this for? So if you are kind of running out of time to do business development yourself, maybe, you know, you got things started and it’s been all, all hustle, since you got things going and now you’re like, I’ve got clients to work on.

I’ve got deals to close. I, I can’t really, I’m running out of time to just develop my pipeline. so that can be a good, this is kind of one of those cases where. We’ve got some options for you today. You’re just struggling to generate enough good quality leads, or just not seeing enough results from your current efforts.

Randy, I see what you’re saying there. If it keeps freezing, the answer is to refresh here. let me see here. I’m gonna reply to that room.

All right. I’m gonna reply to that one just once so that it’s in the, in the chat. So I won’t, if it happens again, just remember that is the answer. If, if you are in the comments and wanna remind people that, just try refreshing. I, like I said, I don’t know why LinkedIn’s live stream tends to do that.

but I’ve experienced it myself and we’re on a, I’m on a fiber optic connection here at the office, so it’s not like I have a bad internet connection. I’m guessing you probably don’t either, but nonetheless that does, does tend to happen. But anyway, let’s, let’s keep on going 

[00:07:59] here. So two things I want you to keep in mind today as we kind of go through this, and this will kind of help inform, and make help probably you understand.

Why we’re doing some of the things, the way we’re doing that, and, and the big one here is high value prospects are busy, right? Maybe not 100% of the time, but in general, they’re busy. They’re not spending a lot of time on LinkedIn, even though that’s where we’re gonna be focusing our attention today.

They’re, they’re just not spending a lot of their time in, in anywhere. They’re getting pulled a lot of places. They, you know, everybody wants to talk to them. That just tends to be the way it goes. So we’re kind of trying to make our decisions here saying, well, how do we make the most out of the little time we can get?

How do we get their attention and you know, how do we, we know they’re busy, but we can also say, well, they’re probably not gonna be sitting on LinkedIn scrolling through, just kind of being. Board sitting on their phone looking, saying, oh, wonder, wonder what’s going on LinkedIn today? and you can kind of see that in the, in LinkedIn’s stats compared to other social media usually.

Sometimes I’ll, I’ll show a separate slide for this, but I haven’t gotten, there hasn’t been any updated information on in a while, but basically it’s, that says that on average, the average LinkedIn user spends about 20 minutes-ish a month on LinkedIn, whereas. On, say, something like a YouTube, the average user spends 45 minutes a day on, on the platform.

So it is a, it is a huge, huge difference in the amount of time people spend, on some of these and, you know, Facebook, TikTok, Instagram, depending on what somebody’s social network of choices, that that tends to be where most of their attention ends up if, if they are on there even at all. So, LinkedIn’s a little bit different, so we have to approach it a little different ’cause.

There just aren’t, there isn’t that constant stream of eyeballs there. So we have to find a way to get attention. another way, the other thing I want you to keep in mind here is, right, I know at the beginning we talked about we’re gonna do this in less than 20 minutes a day. And if you’ve ever tried to do business development on LinkedIn manually yourself, you were thinking that I am out of my mind.

’cause it is impossible. You can’t even write a good post in, in 20 minutes a day. That is true. So two things we’re gonna be kind of weaving into all of this and kind of have this running in the back of your head, is delegation and automation. those are gonna be what make this all work. and we’re gonna be working on things for your time that are really just the highest and best use of your time.

Then filling in the gaps with, with either people or tools to do kind of the the busy work that you’re gonna run out of 

[00:10:44] time for. So here is the LinkedIn Trident, the first prong, sorry, I bumped my mic there. The first prong of the LinkedIn Trident is outreach. Number two is events, and number three is ads.

And these kind of fit that bill of, they can take up small amounts of time. They don’t require a lot of your specific time. They can be auto and some of these can be, be automated events obviously can’t be automated. but you can replay them. you can get a lot of, a lot of leverage from doing just one event in a month.

[00:11:19] alright. And here is the. flow chart that I’ve put together for it. So if you want to copy this, I know it’s always a little bit small, and probably not in quite full high resolution here on the stream. so if you would like a copy of this, you can just email me, Gary at Pipelineology dot com.

Just put flow chart or whatever you feel like in the subject line. I’ll know what you’re talking about. I’ll send you a copy of that. But essentially that, that’s what we’re looking at here. So we’re gonna use, we’re gonna build our network and do outreach. We’re gonna use those, those new connections and existing connections to fill our events.

And then we’re gonna leverage those, those people that we’re building and those event attendees to run, run more ads so that we’re getting in front of them. So, like I said, if you’d like to see a copy of that, I’m happy to send it over and. Keep looking at. So really real quick here, I’ll just mention that if you don’t have time to do this yourself, we do have a done for you program where we can build this put in place for you.

I’m not gonna go into a big, big, long, song and dance about it here, but I know some people, we, you know, we practice what we preach here, right? I know a lot of you are also really busy, and may not have time to sit around till the end. So if you do need help with this. You can schedule a meeting with me, and that’s with me personally.

It’s not with a, a sales rep or anything like that. You can go to the appointment lab.com and schedule that or again, you can just email me directly. Gary Pipelineology again, if you need a little bit more assistance. No, you’re not gonna have time or, or the desire to really put this in place. ’cause it can, it can take a little time to get everything set up.

That’s, that’s for 

[00:13:00] sure. So let’s first talk about building your network. Because kind of everything revolves around this. On LinkedIn, you can kind of have two types of, of people you can have connected to you. You can have people who are followers and that’s unlimited. but followers are are also not terribly, you know, consistent.

If you’re following somebody, you might see their posts and if you interact with their posts a lot, you’ll probably see their post. But that, that’s it. You’re not gonna get messages from them. You’re not gonna. You know, you’re not gonna get newsletter requests, you’re not gonna be able to, you know, you’re not gonna get invites to their events.

for example, mostly you got an invite to this event and that’s how you got here today. though there might be, if you are one of the people who saw my post and didn’t get an invite to this, just comment in the, in the, the chat. I’m actually curious to see if that’s anybody at all. I think we had a little over 500 people signed up today.

and. the vast majority of them I know every single time come from, from actually manually doing invites to events. also you do get the advantage of, of it being easier to get contact info and, and message them when you have a connection and you can have up to 30,000 connections. So it’s not, it’s not a small insignificant number.

It’s, it’s quite a big group of people. But you want to build this with intention and with purpose, and not just everybody who under the sun, who just, or, or just because you are accepting every connection that comes your way, what you’re gonna find if you do it that way, you’re gonna end up with a lot of, a lot of irrelevant connections and really people who just want to sell you something.

So by being proactive and reaching out and trying to connect with people that you think would be good prospects for your business, that makes. Everything you’re gonna do on LinkedIn, much, much more valuable. and it gives you more leverage because if you are, you know, doing, making, making content and putting posts out there, send, you know, creating newsletters, creating video content, doing events, having, having a relevant network makes it so that the right people are gonna see your content.

So. Yeah, I will say it takes time. LinkedIn has definitely put some throttling and, and things in place, especially over the past, probably three or four years. used to be you could send out, you know, hundreds, of connection requests today. I’ve heard, I’ve heard of people from back in the day who said they could send out a thousand in a day.

I don’t know if that was ever true, but, I know you could at least send used to be able to send out a hundred plus. But, not, not so much today. Now it’s, it’s probably you’re really capped somewhere between 102 hundred today. some of the tools that are out there can help you do 200. if you’re just on a, on a free LinkedIn account, you’re, you’re probably gonna be capped at, at a hundred that you can send out proactively.

And I recommend, even if you do nothing else, I recommend you proactively send those a hundred out. even if you’ve got no plans for ’em right now. No. No, nothing, nothing else to do with them to send those connection requests out because you’re, you’ll thank yourself later for doing it. ’cause it does take time to build, build up a full network, of people.

and as I’ve said, you really want to connect with the right people. And this really does get overlooked, because it’s, you know, I, I, I see this a lot with people when we’re, you know, talking about building a campaign, I ask them, who are the right types of prospects for your business? How big is that company that they’re typically at?

What industry is it in? What is their job title? And you know, for some time, for some people it may be the CEO, but even amongst A-C-C-E-O type of of level, there may be certain job titles that, just more, more relevant to you. For example, I’ve got a, a client where we work with, Work with different types of software companies.

And in a software company, founder is probably the most common title. And time and time again, he tells me we don’t want founders that that particular title just is, is not typically relevant to what he’s doing. They know they just don’t convert. As well as people who have titles like President or or or CEO.

And you might find that you know as well, even amongst people who have the same job responsibilities. The title they go by says, you know, it can, can be a more informative way to figure out that’s the right person. They’re gonna have the right, you know, they’re, they’re much more likely to be the right type of prospect for, for my company.

So, just one thing to keep in mind is that try and connect with, with the right people, at the right companies and with the right titles and, you know, you’re gonna get, you’re gonna get a lot further 

[00:17:48] ahead. So let’s kind of jump into the first prong here of, of, of, of the LinkedIn Trident, and that is using outreach.

So I know anytime I talk about outreach, you know, you’ve always, you’ve kind of, you’ve kind of got two different camps. There’s one who really embraced outreach as as an effective sales channel. And then you’ve got the people who say that that’s the, I don’t like that. I don’t wanna do that. People hate that.

It’s just spam. Right, and you, you generally, most people tend to fall into one of those two camps. And here’s what I’ll say about that. I’m, you know, you, your opinion is your opinion on it. but remember, most people are also going to tell you that, you know, they don’t like TV ads. They throw away all their junk mail.

They, they don’t want to go to networking events that they, they ignore all advertising and, you know, maybe that is true for them. But look at it at a campaign overall and engage its effectiveness that way. Don’t rely on individual feedback. or, or you’re just not gonna, you’re not gonna do anything at all.

’cause no matter what it is, somebody doesn’t like it. right. I’ll tell you, I don’t like networking. Like, I, I would much rather do outreach than do networking. right. It, for me, I find it’s far more effective and far more, a far more productive use of my time to use outreach than it is to ever show up and go do a networking event.

I, I’m, I’m, like I said, I know, like I said, I know that I’m, I’m kind of in the minority there, but that, that’s for me. What, what works. So, bottom line, nobody’s getting into the office today hoping that today is the day that they hear from you and your, your clever outreach. But here’s the thing. People do respond positively to relevant, timely offers if they think it will help them or their company.

Going back to understanding that people are busy sometimes the only way that you’re gonna get a busy professional’s attention is to interrupt them. right? Whether, whether that’s a cold call, a cold email, a, a direct message on LinkedIn, an ad anywhere, right? All of these are different types of ways to interrupt and get somebody’s attention.

So just, just kind of keep that in mind is, yeah, you don’t, everybody, there’s, there’s this kind of thought that I want to be polite. They don’t wanna. I don’t wanna bother anybody. Sometimes, you know, in the, in the, in the world of building a business, you, you, you gotta interrupt somebody sometimes, right?

That that’s how all those, you know, for years and years, that’s how TV shows got made is because they provided a, a means for to get interrupted with TV 

[00:20:22]  ads. So how do you structure this in a way to actually make it effective? Right? You’ve, if you’re on LinkedIn, you’ve probably seen a whole lot of outreach that you say.

This is terrible. This can’t ever work. and you’re probably right that some of that stuff is, a good portion of it is terrible and doesn’t actually work. We, we’ve tried a lot of different approaches over the years and, well, I’m not gonna tell you exactly what to say because ultimately you kind of having a unique way to say something.

It is actually the best way to do it. If it’s copy and pasted from somebody else, it’s probably not gonna work that well. So, but I will tell you when we’re kind of putting together sequences. We don’t pitch in the first message. It’s reach out, say hello, give a friendly greeting of some sort. you know, some days we’ll play around with sending out little animated gif.

you know, there’s lots of things you can do to have a little bit of fun with it, but don’t pitch in the first message. Don’t ask ’em a lot of questions. we find that that just isn’t productive and is a good way to get people to disconnect from you. so instead if you just do that and you just reach out, say hello.

Nice to connect with you. Something along those lines. What we do find is that they go and they check out your profile and this is a really good thing. And I’m like, you don’t tell them, Hey, go check out my profile. I’m a big deal. You know, look at me. again, that’s a good way to get them to disconnect with you.

but instead just be a human being. That’s, I can sum right. You know, I was, I was looking at some of the data earlier today and that there’s been an explosion of. Of ai, different types of posts. Now I think there’s been a 300% increase of, of AI written comments on different posts. just, you know, and you say, is this, is this really, is this really making a difference?

is this, is this really good at all? It’s hard, hard to say, but you know, if, if your goal is to drive business, yeah, having AI generated comments, probably not that useful. AI isn’t buying anything from you. If you can get human beings to actually check out your profile, that’s good. you know, they, this is a good place where they can learn about you, your background, what you do, and you know, if there’s, if they’re interested, you know, having a, a link to either, you know, check out websites, schedule a meeting with you, contact you in some way, it, it’s all there.

So, getting somebody to view your profile, I feel like that is, that is a pretty big 

[00:23:00] win. Now, after that, then what happens? I recommend. People have a sequence. It doesn’t have to be a long sequence that, you know, two or three messages is really all you need. Four messages max. Don’t get carried away. You don’t want to keep bothering people.

If they, if they respond, great. If they’re not gonna respond, that’s okay too. Stay connected with them. ’cause we’ve got other options, right? We we’re gonna talk about, you know, events and different ways we can use that content to get in front of them a different way. So. This isn’t the, you know, one and done, you know, cross your fingers and hope it works is let’s try this.

And if it doesn’t work, that’s no big deal. We’re still, there’s still a valuable part of our network. So messaging somebody two or three times is kind of where we find the sweet spot to be. Three times tends to be, for me, that’s the maximum that I’ll do. I’ve got an occasional client who says, can we do like a, a check in every six months or, or check back, you know, in a year or so?

Yeah, you can certainly do that and that usually isn’t gonna hurt you too much, but the bulk of the response is really gonna come at the beginning. So, and one thing I will mention in, if you need something a little bit more advanced and you have some tools in place, following up via email, if somebody doesn’t respond on LinkedIn.

Can certainly be a nice little boost. And again, it goes back to people being busy and not spending a lot of time on LinkedIn, but you may connect with them on LinkedIn and then, you know, they’re gone for two or three weeks. They’re not checking their LinkedIn messages again, but they’re in their email inbox, you know, several times a day.

’cause you know, they’re at work and they’re, you know, email inbox and just always off into the 

[00:24:35] side. so, you know, following up with somebody saying, you know. Hey, we recently connected on LinkedIn. You may not check your messages very often. No big deal. I get it. but I just wanted to, to follow up on, you know, such and such and such.

All of a sudden now they, now they know why you’re reaching out. They know you’re not a Nigerian prince, offering them, you know, some type of, $5 million, $20 million, windfall million. apologies to all the real Nigerian princes out there. Nonetheless coming from LinkedIn and they will go back and check.

I think we tested that once by, by accident. We sent out, messages of, of to LinkedIn connections from the wrong account. And people said, all we’re not connected on LinkedIn. What are you, what are you talking about? What kind of scam is this? And we said, ah, shoot, we meant to real connections. so, but doing that.

Again, bill, you know, that that trust is kind of baked into to the messaging there. So that’s, that’s probably the hardest thing about doing any type of email outreach is people don’t trust email. What? And they shouldn’t, for the most part, so. Having, you know, having that LinkedIn fallback where they can say, okay, this person is verified.

I can see the check mark next to their name. They are in fact a real person. This isn’t the bot. Okay, I get it. So that, that’s kind of how we like to play, play our, our LinkedIn 

[00:25:56] outreach. And one thing, when you do get people to raise their hand, follow up with them, they, they may agree to a meeting and you will get back to ’em.

It feels like they ghosted you. They’re not doing anything. They’re not, they’re not trying to avoid you. They just, either they didn’t see it, they didn’t get notified about it. There were five other messages in their inbox. You know, they gotta put out a fire at work, their kid’s sick. They gotta go run to daycare and go pick ’em up.

A million different things happened in people’s lives. So don’t worry about if somebody’s like interested, but they didn’t reply back right away. Just follow up with them. Message ’em a few more times if they’re, if they’re interested, and you’re gonna get a lot more meetings this way. And it, it’s amazing how often people just kind of 

[00:26:43] skip this.

They say, okay, well, I, I sent, I sent them my calendar, which by the way, don’t send them your calendar like, un unless you know they’re, they’ve been responsive and said, Hey, unless they ask for it. just a pro tip. in fact, what I find works best, especially, especially if you’re dealing with, you know, kind of other white collar professionals, that’s for their calendar link.

Hey, do you have a calendar link? I’m happy to schedule something on there for you. They will appreciate it ’cause it’s easy on them. it’s easy for you ’cause now you can schedule a meeting whenever you want to. but don’t send them yours unless they ask for it. It just doesn’t work that well. All, all I’m saying is from, for, from a pragmatic purpose, people won’t use it.

They just, they wanna feel catered to. So, send some times 

[00:27:30] anyway. Finally, kind of make an offer. What do you want to happen? So if you want to meet with somebody, ask, Hey, can we have a, can we have a, can we schedule a call? Can we schedule a virtual cup of coffee? Got a client in, in Florida who wants to actually meet them for real coffee.

’cause he is in a, he is in the Miami area and there’s lots of people there. So that’s what we, that’s what we try and do. still, he still gets a lot of virtual ones. ’cause like me, some, a lot of people don’t want to leave their office or it just very time consuming. So they’d rather do it virtually like this.

but nonetheless make, make an offer. If it’s, if it’s, Hey, I’ve got a video that shows how things work, can I send you a demo? A person for a tool recently said, Hey, can I, can I get you, you know, get you signed up for, for a free trial? I’m like, okay, sure, why not? So those are, those are kind of your options there.

So what do you want to happen next? Like I said, if it’s a meeting, ask for the meeting. If it’s something else, then ask for something else. but don’t expect them to, to figure out, figure it out. every once in a while somebody will, they’ll, they’ll check, like I said, you’ll reach out, they’ll look at your profile.

Then they’ll say, yeah, I’m interested in blah, blah, blah. Can we do this? Are the unicorns. They’re, they’re special, and they’re great. It’s great when that happens. but for the most part, it’s gonna be a little bit more of you kind of running, you know, letting ’em know, here’s what we do. Is this of any interest for you?

And seeing what happens if people aren’t responding. A couple things here. So, just looking at comments here. If you do have questions, by the way, I should have mentioned this. If you do have questions, I will be doing some q and A at the end. Also, if it’s, if it’s kind of relevant to the slide I’m on or part of the presentation I’m in, I will, we’ll kind of pull ’em up and, and answer ’em here.

So, but yeah, if you have any questions, I, I am seeing the comments. So, appreciate you guys coming in with those. It look like the live stream is at 

[00:29:27] least still working for me. So when people aren’t responding, what do you do? So what’s wrong? So here are kind of the areas that I look from a trouble troubleshooting 

[00:29:38] standpoint.

First of all, relevance. You know, it can be the wrong message, the wrong person. It just, whatever you’re sending just isn’t relevant to that person. So kind of like we talked about in terms of connecting with the right people, are you connecting with the right people? You know, maybe you’re connect, maybe you’re trying to connect to the CEO and.

That is a problem that is handled five levels removed from, from that person. For example, I used to work, in the automotive space. I kind of mentioned that earlier on, ran call centers and things like that. so, you know, I I was kind of the person you would talk to, you know, somebody wanted to provide live chat for the website, some of the advertising initiatives, things like, you know, sell selling leads to, to up if we wanted to buy leads.

The CEO wasn’t handling any of that. and then, you know, people would connect with him and pitch ’em. And that was a, it was just a dead end. Nothing, nothing would happen there. ’cause then he just, he, he was too busy handling other stuff. If they got ahold of the COO, the COO would occasionally send me something.

But again, the CEO wasn’t handling or talking about any of that. It, it got pushed down, down to me. ’cause that’s, that’s where that decision, you know, that’s where that part of the, the decision making process was happening. So kind of understanding that with the types of companies you’re connecting, how big are they, how are they structured?

Where roughly is that decision being made for whatever you’re offering? so just kind of keep that in mind is, are, are you connecting with the right people and sending them the right message for what they do? Alright. You can be, you could even have an offer that’s relevant to the CEO or the, the, the VP of marketing.

But you might have to word it differently ’cause the, the VP of marketing may be very much knee deep and wants a lot of specifics and say, yeah, that’s exactly my pain point. Where the, the, the CEO might say, oh yeah, that, that department isn’t functioning as well. And, I saw that report last month. You know, our leads are down.

You know, they, they might be looking at it from a different level, so the messaging needs to 

[00:31:41] vary. Also, it could be that your message just sounds like everyone else’s. That’s, I mean, if you ever have tried to do the, you know, little send somebody a message with whatever the LinkedIn AI says.

’cause I think, if you, I, I, I’ve never actually sent one with it, but if you connect with somebody says, Hey, you sent, start a message with ai, and you can click on that, and it is a super generic and boring sounding message, and a lot of people send super generic sounding and boring messages. Be human, you know?

send something that’s a little bit interesting. Even, even if it’s not super professional or, or, or I got somebody, some send me a terrible dad joke today. It’s terrible. I, I, I thought I at least gave him credit. It was unique and I at least remembered that they messaged me today. I don’t remember anybody else who’s messaged me today ’cause.

At least that guy was trying to be interesting, even though joke again was bad. Keep it short if you can, if you need a little bit more time to, to write it, then just keep it interesting. people may not respond if there’s no call to action. that, that’s kind of a big one, is again, what do you want to happen next?

Finally, don’t pitch on the first message. We talked about this as well as don’t send a calendar link. People aren’t going to use it. That’s all I’m saying. I know it’s convenient for you. Everybody knows it’s convenient for you. Please don’t do it. Alright, so that’s, that’s outreach. That’s the first one.

Let’s kind of move into the second section here. Let’s see here. We’ll get to that. I’ll get to that Nathan at the end 

[00:33:18] there. so making content with events, so LinkedIn events, this is what we’re doing right now. Now live LinkedIn events like this, I, I find are, are a good way to kind of really, you know, preach to the choir.

It’s people who are already interested, you know, they’re, you know, it’s, you’re speaking directly to, to them and, and they’re great for that. You’re also gonna get a lot of people who, you know, maybe expressed a little bit of interest. They can’t watch the whole thing. so here’s kind of how we like to approach events.

So we like to use them. One is that they are a, a really good way to kind of work with, especially with like fence siters, who are kind of considering our, our services, but they want a little bit more. Or maybe they, they heard about us, but they didn’t, you know, they were worried, you know, if I talk to them, it’s gonna be like a high pressure sales thing.

I can just go on one of their events and kind of sit back and relax a little bit. So events are kind of good for, for that type of person as well. And here’s kind of the, the thing that we’ve really found is that, yeah, I, I like, I like that I can get people on, I like having conversations. but we found it doesn’t matter that much if people attend or not.

Which is crazy, which I also suppose is good. ’cause we have seen, LinkedIn has kind of been deprioritizing the events a little bit, to the point where we don’t get quite as many live people on anymore. We get a lot more of reviews in replays. so I get, you know, less of the, used to be, you know, you get, you know, 150, 200 people on for one of these things.

Now it’s more typically anywhere from 25, 50. Maybe. If it’s a really good day, we’ll get a hundred. But we’ll see a lot of, a lot more views now. Kind of come after the fact. you know, hey, this person was live. You can watch the replay. We’ll see more of those views coming from 

[00:35:11] there. but we’ve also seen that LinkedIn has put more of a focus on short form video.

and if you’ve been on your LinkedIn app, and if you’re on the desktop right now, you probably wouldn’t see it like this, but if you’re on your, your phone, that would be where it was, is kind of look down at the bottom now at the app. Instead of, they, they’ve taken away the, post button down there and they’ve added video as the second one.

So they’re trying to push that same type of thing. The Instagram TikTok, right. That vertically oriented phone friendly format of a video. So doing a, a LinkedIn event like this, well, this is landscape, it’s wide, right? If I tried, you know, it, you know, it, it’s kind of, it’s basically the wrong orientation.

It’s the wrong way. but what we’ve been doing is we’ve been recording a separate video feed so that I can take my little, you know, my, my vertical side over here on the left hand side of the screen and turn that into a real style video, put some captions underneath it and cool. Now I’ve got content.

Now I don’t have to try and come up with any extra posts. you know, I can, I can just kind of post some of those and. It’s, it’s, it can, it can be quite difficult to find the time to actually sit down and write and kind of craft those out. Or you can just say, okay, I’m gonna take the content that I’m already creating and I’m just gonna repurpose some of it and, and share that on LinkedIn.

And believe it or not, the views are often roughly the same, whether you put a bunch of work into creating, you know, that, that video or if you put the work into. Just having, having, you know, somebody on your team create those video clips for you. And you can also do the same for podcasts if you’re into, you know, going and, and doing guest, spots on podcast.

though I find it works a little bit better ’cause you got a little bit more control over everything you’re doing here for. For the events, but that’s, that’s kind of the approach that we like to take with making LinkedIn events, is that we get a lot of mileage out of them because it’s not just this session, it’s not just for this, you know, 30 to 45 minutes that we’re doing.

It’s all those views that come on live. It’s all those views that we’ll get in replaced. It’s sharing it. from, from the replay, from the an or from the email lists. and, and we can just kind of build on it from there. We can take the attendees and we can, you know, we can add them to the list. We can add them to a LinkedIn ad campaign, which we’re gonna get to in just a second.

So you get a lot of mileage from it for putting the time commitment in. Like I said, I know like at the beginning, right, it was, we’re gonna do this in 20 minutes a day. Obviously today for me is not a 20 minute day. Today is a. I’m gonna spend some time prep, prepping the presentation. I’m gonna spend some time doing the, doing the actual presentation.

and then we’re gonna get everything sent out. Somebody can take care of it. But then other days I have to spend very little time at all on LinkedIn’s because somebody else is taking care of that. Again, delegating and 

[00:38:12] automating the process. So that’s how we use, those, the tools that I use for this.

And all of these. I don’t know if all of these have a, I think all of these have at least a free trial, if not a free version. but, captions, I find this one actually use this one a lot when I’m making, LinkedIn ads or Facebook ads, because I, like, I think they give a pretty polished I presentation for, for the, the format because they, they do a pretty good job of adding good captions to your videos.

video.ai. This is a tool. This is where, we’ll basically we’ll take a whole presentation like this and we’ll send it to their software and it’s gonna automatically go through it and it’s gonna try and figure out what are the best little clips? Maybe it’s 30 seconds long or 60 seconds long. What are, what are kind of the things you set in there that are the most impactful or most relevant to people that we can then share and then repurpose them.

Then finally the, the tool here, that we’re using right now that I’m using to live stream this to you is called StreamYard. And the thing I like about this tool, compared to some of the others, is currently, that it records this locally. So, for example, I can see here that, that Christie’s having some issues here today where it’s the third time she’s had to stop and have to refresh.

Is that typical for LinkedIn events? I don’t know that it’s typical, but I know I had some issues last. Like I said, I had the same issue last week. and I don’t know if it’s just that their platform is having some growing pains or something like that, but what I would say here is, you know, you can watch the replay, it will come through uninterrupted.

And for us, for me specifically, making sure that I’ve got the local recording here. So if you’re doing something like this, the last thing you want is to be trying to do, you know, clips. And he said, oh, that came out. I really like the way that was said. And then have everything be frozen and, and it looks terrible.

so having the local recording here means that if there are screaming issues like, like Christie’s experiencing right now, you don’t see them in the, in the repurposed product and you don’t see them necessarily in the replay. So yes, doing it live is great ’cause you get all the feedback and you can talk to people, you can interact with people.

But the replays and the repurposing, you’ve, you’ve got other, other backups in place. Four days when LinkedIn’s network, at least I’m assuming it’s LinkedIn’s network. It could be the live streaming software I’m using too. but if some, if there’s a breakdown in the process, it’s not happening too. To, to everything that kind of depends on that, that, that session going off.

[00:41:03] So. Alright, finally, let’s talk a little bit about ads. And this is kind of a little bit of a longer term play, and as I’ve said at the top here, don’t start here this, but this is a good way to kind of build upon what you’re doing and build for scale. So couple things here. When you’re kind of putting your ad campaigns together, that LinkedIn, like everybody else, is like, let’s do as much as possible.

Great. You want to advertise to these people, great. Your ad, your budget should be $500 a day, right? It, it, it, by default, it just wants to blow all your, you’re spending right out of the water. So. Don’t do that real. What I would recommend is focus first on the people that you’ve already had some type of, of, of connection to.

It could be your people who are on your email list, target people that you’re already connected to. It could be people who’ve visited your website, or, or from other types of, of warm traffic you might have. It could be, you know, people who’ve attended an event of yours. You know, feeding the, feeding that data into the system and building an audience around that.

Now you can be, you can connect to somebody, you can reach out to them. now they might also see your ads. So you’re, you’re appearing in a lot of different places. You know, maybe they got an invite to your event. So you keep showing up and keep showing up. So, you’re not, you’re not just another person trying to do business development.

Now you’re kind of that whole, this, oh, this is obvious. This is, this is a real company. They’ve got real expertise. This is okay. This is a legit type of thing. So focusing on things like pain points, storytelling stories, talking about results, case, you know, case studies can be really good. and you know, at the end of the day, just here’s what I offer, here’s what I have to offer Telling somebody that can be helpful because people, again, people are busy, they’re skimming, they’re going through stuff.

Don’t expect somebody to know what exactly you offer. I’ve seen the way some people describe some stuff, and it’s a whole lot of buzzwords, and if you can just describe what you do, simply that, that can be enough to get somebody’s attention. So, LinkedIn, like I said, LinkedIn ads. What we’ve been focusing on lately has actually been the vertical format video.

So I’ve talked about how LinkedIn’s put more focus on that part of the video network. I’ve also found it’s actually been a pretty good place for us to run ads. so we’re getting, you know, a lot more of, we’re getting more clicks and more affordable clicks than, you know, on anything else that we’ve tried on LinkedIn by, by using that format.

So again, we like a video. we’ll put the captions beneath it and then we’ll kind of have a, a landing page where they can, learn more or schedule a call or something with us. But we’re finding that to be a pretty productive way to kind of leverage what we’re already doing on LinkedIn with the ad network.

That gives us more ability to scale and go beyond just the current. just beyond our current network and for the most part we’re still focusing on it ’cause I’ve got a pretty big network, which is great, but, I know not everybody’s starting out that way. So you can build a similar audience to your current network and then go from there.

So. For the most part. That’s, that’s pretty much 

[00:44:21] what I’ve got. So I think what I’m gonna do here is, go into questions here. So if you do have any questions, I will answer them in here just a second if you wanna post them. in the meantime, while I’m waiting for the rest of the questions to come in, if you do need some help with this, like I said earlier, you can schedule a call with me directly@theappointmentlab.com or just email me.

Gary at Pipelineology dot com and we can start putting this system in place. If you say, I just need someone to build it, manage it, take care of all of that, we can. We’ve got a complete done for you system where all you need to do is really show up for the appointments that we’ll, we’ll schedule for you.

Or if you want something that’s a little bit more hands-on that you can kind of manage and do it yourself, we can basically build everything and then turn it over for you and your team to manage. So. A couple options there. If you’re interested in something, something like that, you know, we can start getting something like that built in in November for you.

but with that said, that is all I have for you today. So I will open it up for questions and let’s see here. So normally, like I said, normally I’ve got an extra person here who kind of helps me with manner monitoring questions. Unfortunately, he’s got pneumonia today, which. Real bummer, but, he’s recovering.

So, you know, hopefully we’ll, he’ll be back. Hopefully he’ll be back next month. But, in the meantime, let’s see what questions we’ve got here. So I see some people who’ve mentioned that they did have some issues with the, the stream freezing. and again, hopefully if you watch the replay, I know, I know it’s never convenient to have to try and watch it a second time.

if you do have some specific questions or something like that, feel free to reach out to me directly and we can. Kind of talk through it, because I do, I do feel bad when, whenever that happens. Even, you know, whenever that happens. let’s see here, from Kurt here, there are way more people doing webinars and live shows these days.

So as I think, as Nathan mentioned, it’s a server scaling issue. You’ll have less issues on a computer versus a phone. That, that certainly seems plausible. you know, given that they’ve pushed, pushed video a lot more that the infrastructure that LinkedIn may have in place just can’t handle, everything they’ve got going on, hence the freezing.

but other than that, I think that’s all the questions we’ve got today. So. Appreciate everybody coming on. It was great seeing everybody today. as I said, if you need any of the handouts, you need a replay from today, just email me Gary at Pipelineology dot com. and with that I will let you get back to getting, getting prepped for Halloween.

Hope, hope you, you should share some pictures of your costumes, or if you’re going as a management consultant like me, that’s just your day job. but otherwise, thank you so much. I’ll see you all next month. Take care everybody.