How to grow your business on LinkedIn: A step by step guide

Summary

This LinkedIn strategy guide reveals a unique approach to leveraging the platform for business growth. The speaker shares personal success stories and emphasizes treating LinkedIn as a business community rather than a social media platform. They break down the strategy into four key areas: creating engaging content, participating in public conversations through comments, building connections and personal messaging, and crafting a compelling profile. The guide also offers practical tips on content creation, the importance of social proof, and the necessity of a clear conversion path, encouraging viewers to observe the speaker's LinkedIn activity for practical examples.

Takeaways

• 🚀 LinkedIn should be treated as the largest business community rather than just a social media platform.
• 🎤 Posting content on LinkedIn is akin to delivering a keynote speech at a conference, aiming to share valuable insights with the audience.
• 📹 Vertical video content is recommended for LinkedIn, and the same content can be adapted for other platforms like TikTok, YouTube Shorts, and Instagram Reels.
• 📝 Copy accompanying video content is crucial on LinkedIn, as text is seen first before the video, requiring a compelling hook and well-written copy.
• 🖼 Picture posts with a compelling story that ties into the business can perform exceptionally well in terms of engagement and views.
• 🗨 Engaging in the comments section is vital for encouraging further interaction and for gathering insights for future content creation.
• 🔄 Actively engaging with potential customers' content on LinkedIn is essential for increasing visibility and fostering relationships.
• 💬 The difference between a connection and a follower on LinkedIn is that connections are two-way relationships, while following can be one-sided.
• 📩 Personalized and substantial messages rather than generic sales pitches are more effective when connecting with potential clients on LinkedIn.
• 🏷️ A compelling LinkedIn profile acts as a modern business card, requiring clarity, social proof, and a clear path to conversion.
• 🔄 Following the 'core 4 strategy' for connecting with potential clients involves searching, engaging, referencing, and messaging in a personalized manner.

Q & A

What is the main strategy discussed in the video for success on LinkedIn?

The main strategy discussed is to stop treating LinkedIn like a regular social media platform and start treating it as the largest business community, leveraging it like a continuous business conference where one can engage through content, comments, connections, and messaging.

How has the speaker's LinkedIn strategy helped them and their clients?

The speaker's LinkedIn strategy has helped them generate millions of views, gain over 30,000 followers, win over a hundred clients, build a well-known brand, and has also helped clients secure six and seven-figure deals, raise millions for startups, and even get companies acquired.

What is the speaker's advice before following a LinkedIn strategy from someone else?

The speaker advises to check the person's LinkedIn profile to see if their content is performing well, if they have client success stories and recommendations, and if their profile is well-built out, as a way to verify the credibility of the strategy they're sharing.

What are the four categories the speaker breaks down their LinkedIn strategy into?

The four categories are: 1) Content, which is like being on stage and delivering a keynote; 2) Comments, which are like public conversations at an event; 3) Connecting and Messaging, which are like intimate conversations; and 4) A compelling profile, which is like a modern-day business card.

What type of content does the speaker recommend for LinkedIn?

The speaker recommends vertical video content, picture posts with compelling stories, text posts, polls, and carousels. They also suggest using the same video content across multiple platforms for efficiency.

How can one make writing copy for LinkedIn videos easier?

The speaker suggests transcribing the video using a tool like Descript and then using that transcription as the copy for the video post, with some minor tweaks.

What is the significance of the comment section on LinkedIn according to the speaker?

The comment section is significant as it serves as a platform for public conversations, allowing for engagement with the audience, gathering insights, answering questions, and developing future content based on the interaction.

How often should one post on LinkedIn according to the speaker's recommendation?

The speaker recommends posting once to twice per day, ensuring that there is enough content to engage the audience while also managing the time to follow up on comments and engagement.

What is the difference between a connection and a follower on LinkedIn, as explained by the speaker?

A connection on LinkedIn is a two-way relationship where both parties are linked and automatically following each other. A follower can be one-sided, where one party follows the other without necessarily being connected.

What are the three key components to creating a compelling LinkedIn profile according to the speaker?

The three key components are: 1) Clarifying everything on the page to be clear and intriguing; 2) Adding social proof in the form of recommendations and video testimonials; and 3) Providing a path to conversion with links to direct people to where you want them to go.

Outlines

00:00

🚀 LinkedIn Strategy for Business Growth

The speaker introduces a unique LinkedIn strategy that has significantly contributed to their personal success, including millions of views, over 30,000 followers, and numerous client acquisitions. The speaker emphasizes the importance of verifying the credibility of LinkedIn advice-givers by examining their profiles and success stories. They propose a four-part strategy for LinkedIn success, comparing the platform to a continuous business conference. The first part of the strategy focuses on content creation, urging users to post valuable content as if they were giving a keynote speech, and highlights the effectiveness of vertical video content across multiple platforms.

05:01

📈 Engaging Content and Effective Storytelling on LinkedIn

This paragraph delves into the types of content that perform well on LinkedIn, such as picture posts with compelling stories that follow a narrative structure, including a problem, a villain, a hero, and a resolution. The speaker shares a personal example of a successful post that resulted in significant business outcomes. They also mention the importance of engaging with comments on one's own content and others' to foster community and generate leads, as well as the value of posting consistently and strategically to maintain visibility and engagement.

10:01

🔗 The Art of Connection and Messaging on LinkedIn

The speaker discusses the importance of making meaningful connections and messaging on LinkedIn, differentiating between connections and followers, and advocating for a strategic approach to building relationships with potential customers. They introduce the 'core 4 strategy' for identifying and engaging with ideal clients, emphasizing the need for personalized and non-spammy communication. The paragraph also touches on the importance of a compelling LinkedIn profile, which serves as a modern business card, and the necessity of clarity, social proof, and a clear conversion path in one's profile.

Keywords

💡LinkedIn Strategy

LinkedIn Strategy refers to a systematic approach to effectively use the LinkedIn platform for professional networking and business growth. In the video, the speaker emphasizes the importance of treating LinkedIn as a business community rather than a mere social media platform, and outlines a strategy that includes content creation, engagement, and profile optimization to attract clients and build a brand.

💡Organic Reach

Organic reach on LinkedIn denotes the visibility of a post without the use of paid promotions. The speaker mentions the platform's good organic reach, which is the ability to have content seen by a large audience naturally through engagement and relevance, highlighting the opportunity for businesses to grow their brand without relying on ads.

💡Content Creation

Content creation is the process of producing material, such as posts, videos, and stories, to share on social platforms. The video script discusses various forms of content that work well on LinkedIn, including vertical videos, picture posts with stories, and text posts, emphasizing the importance of valuable content in attracting an audience.

💡Vertical Video

Vertical video is a format that is taller than it is wide, optimized for mobile viewing. The speaker recommends creating vertical videos for LinkedIn, as they are becoming increasingly popular and can be repurposed across other social media platforms like TikTok, YouTube Shorts, and Instagram Reels for maximum reach.

💡Public Conversations

Public conversations on LinkedIn refer to the interactions that happen in the comments section of posts. The script likens these to discussions that would occur at a live event, where questions and feedback are exchanged, and insights are gathered, which can inform future content creation.

💡Engagement

Engagement on LinkedIn involves interacting with other users' content through comments, likes, and shares. The speaker stresses the importance of engaging with both your own content and that of others, particularly potential customers, to increase the likelihood of your content appearing in their feeds and fostering relationships.

💡Social Graph

A social graph is a map of social connections and interactions between individuals. The script explains that LinkedIn's algorithm is based on a social graph, prioritizing content from people with whom you have interacted, unlike interest-based algorithms that focus on the type of content a user is likely to enjoy.

💡Connection vs. Follower

The difference between a connection and a follower on LinkedIn is that a connection is a two-way relationship where both parties are linked and automatically follow each other, while a follower can follow one-sided. The speaker advises using strategic connection requests to build relationships with potential customers.

💡Profile Optimization

Profile optimization involves enhancing the LinkedIn profile to attract clients and convey专业性. The video script suggests clarifying one's offerings, showcasing social proof through recommendations and testimonials, and providing a clear path to conversion, such as links to websites or booking forms.

💡Recommendations and Testimonials

Recommendations and testimonials are endorsements from others that validate one's skills and services. The speaker highlights the importance of featuring recent recommendations and video testimonials on the LinkedIn profile to build trust and credibility with potential clients.

💡Path to Conversion

A path to conversion on LinkedIn is a strategy to guide users towards taking a desired action, such as booking a call or visiting a website. The script mentions the importance of including links in the featured content section of the profile to facilitate this process and drive business growth.

Highlights

A unique LinkedIn strategy has been shared that has helped the speaker generate millions of views and build a well-known brand.

The speaker advises checking the credibility of LinkedIn strategy advice by reviewing the advisor's profile and client success stories.

LinkedIn should be treated as the largest business community, not just a social media platform.

The strategy breaks down LinkedIn engagement into four categories: content, comments, connections, and profile.

Content on LinkedIn should be thought of as a keynote speech, offering valuable information to the audience.

Vertical video content is recommended for LinkedIn, as it can also be repurposed for other platforms like TikTok and Instagram Reels.

Transcribing video content can simplify the process of creating engaging text copy for LinkedIn posts.

Picture posts with compelling stories that include a problem, a villain, and a hero perform well on LinkedIn.

Carousel posts can be effective if they tell a story or create a curiosity gap to engage users.

Posting frequency on LinkedIn should be one to two times per day to maintain engagement without overwhelming followers.

Engaging in comments on both your own and other people's posts is crucial for building relationships and gaining insights.

The LinkedIn algorithm favors social graph engagement over interest-based content, emphasizing the importance of networking.

The CORE 4 strategy involves searching for ideal clients, engaging with their content, sending personalized connection requests, and starting meaningful conversations.

A compelling LinkedIn profile acts as a modern business card and should clearly communicate your value proposition.

Social proof in the form of recommendations and video testimonials can significantly enhance a LinkedIn profile's credibility.

Including a clear path to conversion in your LinkedIn profile helps guide potential clients towards the next steps.

The speaker encourages viewers to connect and follow them on LinkedIn to observe effective platform usage.

Transcripts

I'm about to show you a LinkedIn

strategy that no one has ever showed you

before it's one that's helped me

personally generate millions of views on

the platform get to over 30 000

followers win over a hundred clients

here and build one of the most

well-known and trusted brands in Myspace

and it's also helped our clients win six

and seven figure deals on LinkedIn raise

millions of dollars for startups and

even helped companies get acquired

through posting the right type of

content on LinkedIn now I know there's a

lot of LinkedIn strategy videos out

there because linkedin's become so

popular they're such good organic reach

your customers are there there is so

much opportunity to build your business

and brand there that I'm now seeing

videos pop up all over the place people

acting like they know all about LinkedIn

and a lot of them don't so before you

watch one of those videos what I would

recommend that you do is go to that

person's LinkedIn profile and check to

see if their content's performing check

to see if they have client success

stores and recommendations look at how

well their profile is built out if you

go there and don't see some of the stuff

that I just listed that could be a red

flag and if you want to hit pause for

quick and go check out my profile please

do that now the link is in the show

notes in the comments with all that

being said let's dive right into the

LinkedIn strategy

first things first if you want to find

success on LinkedIn you got to stop

treating it like it's just a social

media platform and instead start

treating it for what it really is which

is the largest business community on

planet Earth and it's basically like

this fun and engaging conference for

business people that's just running

Non-Stop and let me show you exactly

what I mean because when I go through a

LinkedIn strategy I kind of break it

down into these four categories but I

relate it back to the in-person

conference or event that we're all used

to so this is going to make a ton of

sense so hopefully this will simplify

LinkedIn and then give you a bunch of

the Strategic and tactical stuff that

you can actually go and use to build

your business put out great content and

attract your dream clients so if we

think about LinkedIn be in this live

event or this conference think about

four different buckets here all right

the first one and I'm gonna break each

one of these down in depth the first one

is your content the stuff that you post

in the LinkedIn feed I want you to start

thinking about that like you're on stage

that's your keynote that's your

presentation that's the valuable content

that you're going to share with the

audience there number two the comments

section on LinkedIn this could be the

comments from your own content or it

could be the comments from other

people's content comparing it back to

the live event think of this as the

public conversations that you're having

you're coming off stage from delivering

your content to the audience people are

asking you questions they're giving you

feedback they're sharing something with

you you see a speaker come off the stage

you ask them questions you share

insights with them this is your comment

section number three on LinkedIn you're

going to be connecting with people and

messaging people pretty much daily if we

could compare this to the live event

these are the intimate conversations

this is where you're talking to maybe

one or a couple of people and it's just

you guys it's not so much on the public

forum anymore a lot of times this is

where it shifts from personal or general

topics to uncovering if there's an

opportunity to work together and number

four you're compelling and client

attracting profile your LinkedIn profile

you got to start thinking about this

like it's the modern day business card

that you're gonna deliver to your

audience and to potential customers so

now that you understand a little bit

more on how LinkedIn works and we've got

this kind of simple comparison to make

let's break down each of the four

sections the first bucket remember your

content is like your keynote speech it's

like you being on stage so what type of

content actually works for LinkedIn

that's a good question I'm glad you

asked you can post video content there

it's videos become much bigger over the

last couple of years if you were to talk

to people a couple years ago they would

have said don't do video oh my gosh it's

text only not today that has changed but

I personally would recommend doing

vertical video I would take a lot of the

same content that you're posting on

LinkedIn and post it on Tick Tock

YouTube shorts Instagram reels this is a

once in a life opportunity now with

social media where you can post the

exact same video on multiple different

platforms and maybe you're tweaking a

little bit about it or maybe you're

changing the copy up but for the most

part because we live in this short form

vertical video World a lot of that

content translates to other platforms so

if you're smart you're working that and

using that to your advantage and you're

able to create basically one piece of

content or maybe it's a long form piece

of content and you're able to break that

down into tens or hundreds of thousands

of views and eyeballs on you and your

business by getting smart with how you

film the content and post us produce it

and then distribute it now keep in mind

even if you do a video the copy still

matters because some people when they're

scrolling on LinkedIn it's not like Tick

Tock or YouTube shorts or Instagram

reels where you're pretty much just

seeing a video and then the text is kind

of secondary on LinkedIn the text comes

up top before you get to the video so

you need to make sure that there's still

a hook with a text and that there's

well-written copy there that even if

they didn't watch the video they could

consume the text and still get a ton of

value from it and here's a cheat code

for making writing copy on LinkedIn with

the video a lot easier take the video

plug it into descript transcribe it and

then use that as the copy for the video

you just gotta tweak a few things the

second type of content on LinkedIn

that's performing very well right now is

picture post with a compelling story

hopefully that story either ties into

your business somehow maybe it's a

personal Journey story or it's a client

success story but not just hey we worked

with Johnny and this was the results or

hey here's Susan after 90 days of

working with us we're glad to have the

partnership not that kind of stuff I'm

talking about actually telling a story

you've got a problem a villain the hero

in the stories the client you're the

guide you've helped them overcome this

problem or this villain it's got

background it's got a plot and they

overcome the problem and here's the

result and now they're the hero of the

story an example is this picture post

right here with me and my client Robert

his company was acquired in a

multi-million dollar deal I shared that

story but in a really compelling way

with a hook up top and all that good

stuff that post alone did over 80 000

views and about 5 000 of those were from

Founders CEOs presidents co-founders

exactly my target audience which is why

that one post booked us six qualified

calls and two have already turned into

customers and over the next 12 months

that's six figures worth of Revenue now

I'm going to keep it real here it's not

like every time I post that happens of

course not right but that's the

opportunity that you have and of course

you still have text post on LinkedIn you

can write a straight up text post you've

got polls where you can get feedback and

insights from your audience that can be

useful at times and then you've got

carousels which personally I do not get

into but I've seen them work really well

for people on on the platform the

carousel is basically like a slider or

you might have anywhere from two to

three all the way up to 10 to 50 slides

and people can scroll past them and

hopefully again with this you're telling

a story or leaving something to be

desired you're creating that Curiosity

Gap from the first part to the last part

just like we would any type of content

to keep people interested and engaging

to get them to the end now on LinkedIn

I'm never going to tell you that you

can't post a certain amount of time so

I'm never going to tell you don't post

two or three times a day that's too much

some people do say that but I would

recommend one to two times per day

because you also have to keep up with

the comments and engagement and that

kind of stuff too I personally Post in

the morning around 7 30 7 45 Central

Standard time but there is no perfect

time to post I would just keep in mind

when do you think your audience is up on

the platform and likely to be consuming

the content as it sits right now I

typically post once per day Monday

through Friday and just doing that but

really nailing it and getting it right

has generated a significant amount of

business for our company number two

let's talk about comments which is the

public conversations that we're having

at this live event if we keep in mind

this comparison now you definitely want

to be commenting on your own content

that's pretty self-explanatory one

because you want to encourage people to

come back too because there's potential

lead opportunities and customers in the

comments some of them just like some of

them just lurk but some of them do

comment and then third you want to get

insights and you want to get ideas and

answer questions for other future

content so if you post over the course

of 30 days let's just say it's one month

30 days worth of content you've got but

I bet by day 15 you're able to go back

and look at the comments the questions

people are asking the things that

they're sharing and you're able to

develop 15 more days worth of content

just from that alone and you know what's

good because literally they're asking

and sharing about it you also should be

commenting and engaging with other

people's content and I would say it

should be a balance of people that

regularly post content in the feed you

need to partner up with other creators

so you can help support each other but

it's also extremely important that you

comment and engage with people that are

your potential customers against read it

like an in-person event would you go

there and just hang out with all your

homies and the people in your industry

no you'd be shaking hands and

Finn hanging out with your potential

customers your ideal clients so the same

exact thing on LinkedIn you need to hunt

down these people which you can easily

do in sales Navigator or traditional

LinkedIn you can search by industry job

title all types of different breakdowns

and you need to actively engage with

those people because one you're going to

get shown more of those people on your

feed but then when you start posting

content it's more likely to get shown in

their feed because here's the deal with

a LinkedIn algorithm it's a social graph

it's not an interest based graph like

you see with Tick Tock YouTube shorts

Instagram reels what does that mean that

means it's trying to show you content

from people that it thinks you want to

engage with people that you've engaged

with in the past that you've liked their

content in the past people that have

engaged with you it's trying to connect

you to other people so you can start

conversations an interest-based graph

like we see on Tick Tock for example

it's only trying to feed you content

that it thinks you're interested in it

doesn't care as much about who it's

coming from it just cares about the type

of content that it thinks you want to

see now LinkedIn has an aspect of that

too it's not just about who you're

engaging with it is trying to feed you

good content but it's much more socially

based than it is interest based and when

you understand that your approach to

LinkedIn changes and you start to find

more success your own content will not

likely perform over time unless you

engage with other people's content again

it's like showing up to the in person

and wanting to pass out all your

business cards or speak on stage and

then never talk to anyone never shake

hands never participate or give back you

gotta give to receive number three

connect and message remember this is

like the private and intimate

conversations at the real life event so

people ask me all the time Alex what's

the difference between a connection on

LinkedIn and a follower think about it

this way when you're connected to

somebody it's a two-way street you're

linked up with them they're linked up

with you you're connected when you

follow somebody it could be one-sided

right so I can follow a Creator but they

may not have nothing to do with me they

may not be connected with me they may

not be following me and vice versa

people could follow me but I may not be

connected with them or following them

when you're connected to each other

you're automatically following each

other do you need to send a connection

request every time you send a connection

on LinkedIn no but if you're strategic

and trying to track down potential

customers I would advise you to use the

core 4 strategy that we developed which

is basically just search for your ideal

client particularly on sales Navigator

engage with their content first you can

search by posted content in the last 30

days so you can find all the active

customers that you have and then filter

by if they've posted content in the last

30 days that's crazy value three once

you've found them you've engaged with

them then you're going to send a

connection request referencing the

content that you engage with so now

you've got some context and then lastly

you would send the message to start the

conversation video DMS work really well

on LinkedIn so do audio DMS and then

you've got the traditional text just

please whatever you do don't spam people

don't give them this long sales pitch

book a call it's not going to work you

personalize it you put some time and

effort into it you start a conversation

with some real substance you got a great

shot and number four the compelling

profile which remember back to the

in-person comparison is your business

card your LinkedIn profile is the modern

day business card so if you want to on

your LinkedIn page into a client

attracting profile you do these three

things number one clarify everything on

your page you've got a couple of seconds

where a prospect is going to land on

your page and if they don't know exactly

what you do who you do it for and why

you're unique they're going to bounce

off just like they would a bad website

so avoid the cute and fancy and

sophisticated and Industry jargon and

just get simple and clear but make it

intriguing at the same time don't be

boring the second really important piece

is you need social proof and

recommendations and video testimonials I

would load those up in the featured

content section of your LinkedIn profile

and then in the recommendation sections

make sure you've got recent

recommendations from clients not from

three years ago when you were working at

a different company or business that

stuff matters because when people get to

your profile they're looking to make

sure you're the real deal and the third

thing on this is you need a path to

conversion so again in your featured

content section you want to have links

to take people to wherever you want them

to go that will help them either consume

more content get more clear on what you

do book a call with you visit your

webpage whatever that looks like and if

you follow all this you are going to

dominate LinkedIn and it's going to be

an amazing community that you can

contribute and be a part of and it will

help you grow your business and your

brand and here's the thing don't just

listen to what I say in this video go

connect with me and follow me on

LinkedIn and watch what I put out every

single day Watch How I move on that

platform the type of videos I put out

the type of picture posts the stories

that I tell watch what I do oh and also

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