Transcription
Hear about uh your LinkedIn journey. Nice. Cool. Happy to hear it.
Okay, great. So, I think we're live now. Um, yeah, and we're seeing some people come in. Um, hi everyone. So, we're here with Mish. Um, we're going to wait maybe a couple of minutes before we um officially start.
Hello everyone. I'm seeing some questions. Some people are asking when are we starting?
Okay, we are starting soon. Yeah, they're ready to go. They're excited to hear about um the secret sauce, I think, behind the your LinkedIn. So, that I mean, that's nice to hear. People were really um arriving on time. Um, so, yeah, maybe let's just wait um a minute or two minutes and then we can get things started.
Yeah, I mean I guess like um as we wait it'd be interesting to know where people are watching from. Uh, so I see cuz and perhaps since David has a question, I like since David uh was impatient to start, perhaps um you could ask some question like let's take the time like let's take the opportunity that we have like a few minutes waiting to uh to get your questions answered before before I don't know hopefully we get too many questions.
I see Kyle. But Kyle, I actually know Kyle. We've chatted some time ago. Long time no see. Julian Julian Ben. Okay. Julian Ben. I'm familiar with this last name.
Looks familiar. Yeah, it does look familiar. I think we we used to live um we still live in the same place actually there. So we sing Louisville. We're singing Chile. We sing Paris. Yeah, Charles, I am in Paris right now. It's too hot. I don't like it when countries that aren't supposed to be so hot or hot because like the countries aren't equipped with the, you know, the special technology to make it less hot, aka the air conditioning.
I I spend most of my time in Spain usually like you know in Barcelona. Uh, during the winter it can be tough because some houses don't have any heater but at least most have air con.
Oh really? Yeah. Yeah.
Yeah. It's like you would think oh I'm in Spain so I'm not as cold but because there is no heater. My first winter in Barcelona I was freezing. I was like okay, why did I move to a warm place to then like freeze even more than when I was living in in cold Belgium. But honestly, I I actually love the hot weather. But it might be because I of my origins like grew up in the Philippines, so I'm very used to it. And I I'm terrible in the winter. So
Yeah. Yeah. Yeah. Cuz you cuz you come from the Philippines, so usually when I talk with people from from Southeast Asia, as soon as the temperature drops below 25°, they start complaining saying it's it's too cold. I'm like, "Hey, calm down. You calm down. You never saw the the real cold."
Yeah, that's that's pretty much me. Um, and I kind of have a a starter kit already for when it gets hot. I have um a little fan like a a very classic like um Southeast Asian fan. Have you seen this?
Oh, okay.
Everywhere in in Asia.
But you don't even need it, right? Because like right now in Paris, it's what's 30° for you? like you do you have a jacket on you or
Not quite not quite.
Okay guys, well I think I think we're seeing a lot of people um in the in the chat and also joining us so I I guess it's a good place to start so I'm Anakah um I'm from the Taplio team and today we're joined by Mish um so he has really grown his LinkedIn like crazy in the past I don't know two years I think maybe yeah so now he's at 73,000 followers. Um when we first started promoting this um webinar, he was at 71 and that was like 2 weeks ago. So he's growing a lot and at the same time that's actually generating revenue for his go-to market agency called IQ. So now they're at 7 million um annual recurring revenue and 80% of that is from LinkedIn. So I'm sure you guys are all curious about how they've gotten there. So feel free to drop your questions in the chat and then Mish is gonna walk through this presentation he prepared um and some real life examples of how he does it. So Mish go ahead.
Thank you very much Anika and yes I wanted to make I want this to be interactive so don't hesitate to drop um any questions. So as Anika was mentioning uh I have grown my account to 73,000 followers which uh indeed was 71 when we started to promote the webinar. Actually, I think I gained 2K followers from just one post because like I haven't been publishing as much lately as I'm focusing on launching some new products within our organizations. Um that being said uh we as Ana mentioned we generated 80% of our leads from LinkedIn and I would say that perhaps 15 more percent also are influenced by LinkedIn because usually what happens when you send some cold email campaigns or any sort of other marketing is that people will check you out on LinkedIn and if you have a well optimized profile it will increase the response rates you get from outreach campaigns uh the results you get from ads and so on. So I think that LinkedIn is by far the best thing to get started with.
So the way I'm going to set up the presentation is I'm first going to talk about say how I got started with LinkedIn and why I picked LinkedIn uh specifically. Then I'll discuss just um our entire team motion. So one thing we've done at Colleq pretty efficiently is that when we saw that it's it worked well with our executives profile. So me as the CEO and Alex as the COO, we thought let's scale the playbook to the team. We'll describe say how we scale this motion. So uh both through designers that create our infographics and like mentioning the tools we use including Taplio then we'll describe how we train the team to write at a high level and and how you can reproduce this how we think about finding viral posts and to reproduce this performance and then how we convert this attention into pipeline and then we'll just go through a few viral posts that I've written over the over the last six to 12 months just to sort of tried to reverse engineer why and how this post went viral.
But first before uh I start with this, I saw I think a couple of questions. So I saw um zero to freedom show that asked the best way to go about on LinkedIn. I'm actually going to go through this because I've got like something very specific to say uh about this. And I saw a a question from Kyle around is there a correlation between the content in the viral post and the content in your LinkedIn profile? And I and this one I can respond straight away. I think yes. So obviously uh nothing is certain. You have a lot of LinkedIn creators that said they have spoken with the LinkedIn team and they've got some private precious intel. But it does seem that whenever we are talking about say keywords or topics that are related to our taglines, it does seem that the reach improves. So on my site for example, I've got GTM on my tagline. Um, I talk about a few topics such as AI sales, adbond and so on. And usually if I describe these keywords, it will work. But even if it wasn't true that there was a relationship between the tagline and the uh the post you make, I think you should because if you think about you and the feed, if you were to take any LinkedIn post that you that that you wrote, uh, if you write something and people are interested, they will click they will click your profile and from your profile they will land on your website. So you want the sort of funnel to be as tight as possible.
Okay. So um when it comes to LinkedIn in my team we have like a or say like we have a philosophy and I I see we have a question that's related by via prospecting about like how many of our visuals are made by AI and how much by designers and so our philosophy of LinkedIn is that we never post without an infographic or without an image. Um, personally I've tried both. I see a lot of creators that say that they're able to go viral pretty regularly with just like pure text posts. But what I've seen is that if there's a visual attached to whatever I write, uh, the likelihood the post go viral increase three to to 5x. And so there is a reason for that. I'm just going to like showcase my LinkedIn feed just to explain this point. Uh, essentially when you go through your feeds, one thing you'll notice, one thing you'll notice, sorry, is um that you usually see the first couple of lines. So you see Eric Noski who's like a very good GTM expert. So we see like the first two lines, you've got the see more button and then you have the image. And so what you see is that it occupies a certain amount of space and because it didn't respect the optimal LinkedIn format, it doesn't take as much space as it could. And so if I were him or if I were advising him on his LinkedIn strategy, I would tell him instead of like just putting this plain screenshot, do like a 1050 times 1380 image because then what will happen is that will it will take the entire screen. So here for example, okay, this is a this is a good example. You see, for example, like this is like a vertical image. And so if you look at the page, then the entirety of the page is uh Frank's post. And so this is the thing that you want to do is if you think about someone browsing their feed, you want to try to grab their attention and you want to think about LinkedIn like a funnel. So usually what happens is that the first thing you see is the image. So I'm browsing my feed, I see the image. So this is where you want to have like an image that grabs attention because it serves as actually the first hook even before the hook. So up you've got the image. Now I stop my scroll and I'm like what is this all about? And this is where I'm reading the first two lines which is the hook. And obviously like when you write the hook, what you want to do is you want to optimize or like you want to you want the people to click on the see more button because then there's a chance they'll read the entirety of the post and take action on this. So here if we were to analyze Frank's post here, I think it's a pretty strong hook because he said made it to LinkedIn latics yet again. Uh, so for those who don't know what LinkedIn latics is, it's a Reddit, it's a subreddit where people share cringe publications from LinkedIn. And as you know, LinkedIn is a pretty cringe platform, which is actually the the reason why it's such a great opportunity uh because, you know, just as a small parenthesis, the fact that you have such cringe content, but that it's the only platform that professionals can browse during the day without being shot at by their boss. Because if you think about it, if you are scrolling Instagram and your boss sees you, uh, they'll have an issue with you. If you are scrolling Twitter or Facebook or YouTube, they usually have an issue with you. But if you scroll LinkedIn, at least you can pretend you were doing some work, right? So what usually happens is you have cringe content on one hand. On another hand, you've got the only platform that people with budget can scroll during the day without being shout at. And this creates the biggest opportunity um on LinkedIn.
So now you you use infographics to grab attention. The first two lines what you want to do is you want to create some sort of shock element. So what I like to do is I I like to use some very clickbaity headlines and people hate clickbaits but there's one thing about clickbait is that as long as you deliver there's no problem. So for example, if I were talking about my own story, let's say the story of Colleq, I could say something along the lines of um I grew I grew to six million ARR, sorry, by only posting on LinkedIn, you know, and then obviously like as people click on the see more button, I'm going to explain what I'm talking about and then uh and then I'll end with some sort of call to action. So image is the is the first thing that you I do. Second, it would be the hook. And when it comes to the hook, uh, one thing I advise is to put some numbers because like an usual mistake I see from people, and perhaps we can see one, uh, in the in the feed is that people like will give some advice, but they won't explain why. Listen to their advice specifically. So for example here we have like this this hook from Mike Ho who says most B2B funders are are writing content for the wrong people they write only for layer four active buyers. So I see this post doesn't have that much engagement and if I were writing the hook I would be thinking okay here um he wants to talk about LinkedIn content and he leads with a statement but the question he doesn't answer in the first two lines is why listen to him specifically. So in this instance, I actually know Mike. So I know that um he has a LinkedIn content agency uh that's called Content Path. That's a seven-figure agency, which means that they've worked with say 20 plus clients. And so if I were writing the hook, I would actually try to mention some social proof because the question I want to answer is not why you should read the post, is why you should read it from me. So I would say uh something along the lines of I could say the first line like most B2B funders are writing content for the wrong people and then under brackets I would say something along the lines of um I helped 10 funders reach 15k followers just so that you sort of validate that I know what I'm talking about you know and then usually like there's like the body of the post here something he does pretty well like it's spacey. So what you want to avoid is you want to avoid the post being crowded. You want to use like some white space so that like it's much easier to read and then you want to lead and then you want to end with some call to action uh which usually going to be some sort of ad. So like oh this is exactly what will be that Content Path. It's like it's adding a call to action towards this company or you want to do a call to conversation when you want where you want to ask a question so that it entices people to comment on the post and obviously like the more comments there are on the post the more likely the post is going to go viral.
I'm going to pause for a second um and see if I can take some questions because I see that like a few people have written um in in the meantime. So uh so v prospecting just to answer your question you're asking how many uh of our visuals are made by AI and how much by designers. So now actually the designers are using AI. I don't know if people can still see me by the way. Can people still see me? Oh yeah. Okay.
Should be good. Yeah.
Yeah. Okay. Can still see me. So yeah. So like now our designers are using AI. The thing is um the way I think about using AI in designs is that you can do all of your visuals with AI but then it becomes a matter of taste. If you are as good as a designer when it comes to knowing what grade looks like, then it's fine. You can review this yourself. But then the question is imagine you have a designer that has six, seven years of experience and I don't they've learned, they've studied and they've retrained their brain to process what's a great uh what's a great post. How likely it is that the end result they'll get even with AI versus you with AI is gonna is going to be better for you. And so again, so um I could use AI to generate my own visuals, but actually I prefer having designers who then use AI to generate more visuals at scale, but then they've got the eye to say, okay, like this is a great post.
Um, Sunjin has a question mark. If you're running a business that sells products in multiple niches, how do you position yourself as an authoritative figure? Do you pick a niche or do you make general fun content? Okay, this one is a is a is a tough question and actually um it's even like a broader question than just uh LinkedIn because for me it's a business strategy. So one thing I'll tell you about a multi-product organization, multi-product business is that it's usually a mistake that many organizations make whether they are small or big. So even for example uh at Colleq within our agency we have a lot of different offers. We also have like a coaching program that like we are sort of sunsetting and we have another product where we have like partnerships with some GTM companies. And even though we grew to 7 million over the last three years, one thing I keep thinking about is that if we had focused all of our attention on one product, we'd have we would have made way more money and way and much more profit. So as much as we can focus on one product. Now, one thing is it's difficult to just focus on one product when you don't know for a fact it's going to work. So, what you might want to do is perhaps talk about a couple of products so that you sort of edge your bets, but you can still specialize and have the chance that the product or one of these two products work well. H and so in this scenario, you would want to have products that would be complimentary. um, you know, and so what I'm seeing complimentary is imagine if I have an agency that delivers GTM services and at the same time I have a coaching program that explains how to run your own GTM it means the overall theme for my content will still be GTM engineering because it's like either you are someone who wants to do it to do it yourself and you don't want to hire an agency you could buy my educational program or you are like a big company you don't have time to implement it. So now you would speak with my team and you'd say okay let me hire these guys uh because I have money but I have I have no time and so uh I hope this answer your question uh Sanjin.
Um, will the recording be available? Kyle talking about the alt text and I'm going to yeah, you're talking about the alt text here. What I see is that apparently now um alt text so LinkedIn started ranking in LLMs. So if you actually post and you add some alt text in your image then LLM can pick it up and LinkedIn ranks well, which means that you can be ranked uh directly in ChatGPT and Claude if you add some uh alt text in your in your in your image. I don't think it makes any difference in terms of performance of the post but it makes a difference in terms of uh your rankability across LM. And Manuel just so you know my business like I started posting on LinkedIn in the first couple of months of my business so like when I start when I started posting on LinkedIn I had two clients. I had two clients and I was making 6K per month uh so yes, so I essentially what 6K per month times 27 72K. So yeah, 100x thanks to thanks to LinkedIn. And Charles um video posts I think are the best. Um, just so you know like on LinkedIn LinkedIn likes infographics in terms of overall reach but the question is in uh about your reach it's about conversions right and so one thing I love about video is that if you are showcasing some demo work through what will usually happen is that you'll get some people that will tell you okay like this is exactly what I want to implement. So if I do a nice infographic with a nice schema, you understand it, but you're not so sure about my ability to deliver what I'm talking about, but let's say I'm showcasing some outbound workflow in video. It might be the exact thing you want to implement within your business. So perhaps the reach is divided by two. And I would say that the reach of video is perhaps like from my experience 30% uh less than image. But because I'm demoing exactly what you want to do, my overall conversion rate is much higher. And also the thing about video is that they are much more difficult to copy because you'll see like as soon as your methodology starts working a lot of people are going to um are going to copy you and uh so therefore like the product that's most profitable for us is our agency. Um, yeah, it's our agency.
So uh continuing I'm going to then like get the questions afterwards. So as I was telling as I was telling you we are leveraging infographics a lot in our content. Now in making good infographics take time. So you could not leverage close design. You could try with code or you could you could hire a designer that you pay per design. I can recommend some very good designers. By the way, um I've been working a lot with a designer called Ada Beltran. A D A B E L T R A N. She used to be doing lots of our designs. Uh now like we hired some internal designers because we do so many designs. So I actually think she's really one of the best on the market. Um, so yeah, if you're looking for a great designer, reach out to her. Tell tell her Mish says hello. It's really going to improve the likelihood of your posts going viral.
Then uh once you make it work for yourself, one thing is to scale the playbook to your team. And so the reason why it's so interesting to scale the playbook with your team is let's say you have a viral post. Um, LinkedIn forgets viral posts extremely fast. So that means that I could make a post today. Let's say the post gets 600 likes, gets 40k, 50k impressions, then within a week or a couple of weeks, everybody will have forgotten the the the post. And so, usually something I like to do is to repost the exact same thing. And so, you can repost the exact same thing from your own profile a couple of months after. And usually it will work just as well in terms of performance. But also you can share this on other profiles. And so if you look at the LinkedIn of my business partner, I'm gonna I'm gonna showcase it right now. And if you actually look at the post uh uh very well actually like it's funny because one day we published the exact same post one day and both our posts went viral. But if you look at his post then one thing you'll notice is that we are actually um sharing some very similar content but the difference between his content and my content. So like you see like he has 66,000 followers is the sort of team. So as you see here he has like some sort of like dark theme where he publishes some where he publishes some infographic. Uh, so here for example you can see a post uh that was actually prepared by by Monica. So you see he's talking about 19 APIs that turn code into a full GTM engine. So you see he has 575 likes and the thing is on the exact same day actually we did that by mistake. I published the exact same thing. So, uh, if we were to go on my profile, we'd see that we have the exact same post, like it's 19 APIs that turn code into a viral engine. Okay, here it is. So, he had 575 likes and mine had 524 likes. I got unlucky on that one. But like the only difference is the color of the post. And so, this is my point about scaling this to the team. It's imagine that from this post I got I think around 50k impressions. He also got 50k impressions. 50k impressions usually for us could mean like 10 to 15 meetings. So we just double that and it didn't cost us anything to actually just get the post in another color. So as soon as you can, you want to scale the motion to your team and then you also want them to create their own content so that you're actually benefiting from having different voices with different sort of opinions um and different like standpoint because obviously like you or like say like the team creating content means that they are doing something different than what you're doing. Say like you are the founder of the company, you have a like a high-level viewpoint on how things operate. But if you had a GTM engineering agency, then someone who's on the weeds every day would have like some different insights as to how things work. So like it makes it very very interesting.
I'm going to pause for for for a second here. I want to sort of take some questions. Um, so Leo, do you think if I am not selling to fun startup but I am selling to other targets say HR, PMs, LinkedIn GTM could still make sense. So uh Leo, I think HR and like PM PM is product managers right. So one thing is if you sell to sellers, marketers, human resource, LinkedIn is a gold mine just because as a marketer say like as a B2B marketer you want to be on LinkedIn to look at uh the strategy like the content strategy of other people. So like it's actually part of the job to be on LinkedIn. As a seller like the sales guys you know they actually harass you on the DMs on LinkedIn. it's their job to be on here. So if you make some content on that, it will draw their attention. So you are not selling to the seller and human resource obviously obviously uh LinkedIn is the new broad CV. So now it's uh even more important to have a LinkedIn account than to have a CV. So human resource uh spending all their time uh all their time on there. So yeah, so project project manager um I don't know if that's because I feel like project manager is broad like you know you could be project manager across all kind of um departments projects. So um as I'd say as a rule of thumb if you're in B2B LinkedIn is going to be great. What's for sure is the the HR people you're going to be able to reaching them.
Then I see a question from Connor. If you were starting from scratch with no connections, audience client, how would you approach LinkedIn right now? And this is a great question. Um, and what I would do is I would comment as much as I can because usually what happens is whenever you have, let's say you have 100 or less followers. If you make a post, there is a high likelihood that the reach of your post will be very low, right? But now recently, LinkedIn added impressions on comments. So now you're able to see how many people saw a comment. Uh, I think they're removing it. They're like adding it again, but like um I mean at some point in time you were able to see it. And so what I would do is I would actually spend way more time commenting than posting because usually if you comment then people can one click your profile, they see you and they get you straight away. So if you just look at big creators in your niche that make some viral post, you activate the notifications for them and you manage to be one of the first to comment something insightful. Let's say the person because people read comments, right? Let's say the person has say 20k views on the post, there's a high likelihood that the the comments would get five sixk views. But the thing is um if you post more than two times per day on LinkedIn, I actually recommend not posting more than than one time, your reach is going to decline super fast, right? So there's you cannot post more than two times per day. So even if you're averaging 15 to 20k impressions per post, then you are maxed out at 30k views per day. But you can comment the entirety of the day. And if some comments get 5k impressions, 10k impressions, you can actually get um get like 40k 50k impressions that add up thanks on your comments. And all of these people like will view your profile. And so back in the days there are two guys who made this experiment were essentially did something where for a couple of weeks they only published, another couple of weeks they only commented and another couple of weeks they did both commenting and posting. And so obviously like the weeks like the two weeks where they were doing both commenting and posting is the one when they had the most profile views. So like people like discovering them and clicking on their profile. But the funny thing and I guess like you already know what I'm going to say is that the weeks where they were only commenting were the weeks uh that uh they had more profile views than when they were only posting. So just like engage like get into this routine of engaging uh 10 30 30 minutes 30 minutes to 1 hour per day and big creators in your field and then you'll see what will happen is usually even big creators like it when they get some comments because the way the algorithm works is if I'm posting something right now and I've got like 40 people commenting straight away there's a much higher likelihood that my post will be pushed to way way more people and if the post does get pushed to way more people then uh I have like more chance of like the post going viral and so what I would do is if I see someone commenting pretty regularly on my post is I will want that to continue so then I'll be thinking okay I'm going to be uh writing my post and and by the way this is what I do before I publish my post is I go and I find some creators and I comment on their post and the first people I look at are people who commented on my post yesterday because if you commented on my post yesterday, I'm thinking there is a high likelihood that you're also going to be commenting on my post today. And if I maximize the amount of people who comment on my post as soon as it's published, then I'm maximizing the odds of my post going viral. So right say, do post but focus a lot of time on commenting.
Uh, Pabalito, I've never tried NotebookLM so I wouldn't be able to recommend um to recommend this for infographics. Perhaps it's good, perhaps it's not.
Charles um times and days to publish on LinkedIn. Um, this one I got like I got from Pier Rebel. So Pier Rebel is like this B2B marketer that has 150K plus followers on LinkedIn. It goes viral like pretty much every day and I was taking some consulting some consulting from him one year and a half ago and he told me you want to think about LinkedIn like your like your TV show. He says every day you post at the exact same time and it actually doesn't even matter uh the time you post but it's important you post on the same day. And I was asking him all sorts of questions. Why would I even do this? Like it sounds dumb to me. But then you know what I thought? Let's not try to be too smart. Let me listen to this guy who's got like twice the amount of followers I have and let me just do it. And since I started posting on the same day, my engagement just increased uh a lot. Just so you know, I post usually uh around 12:30 European time every single day. So perhaps there's going to be some minutes of difference, but like it's usually in this time window. And if you look at some big creators, some other big creators like you'll notice that there is like a pattern where like it's almost always at the exact same time. So like time doesn't matter that much, but the fact that it's always at the same time is uh the most important.
Um, Erica, how do you handle when your product or sale is for a niche group? Like I don't think I don't think it's an issue that uh it's for a niche group. I think like the question is more is this niche group active on LinkedIn because what usually happens is that the niche group or say like the algorithm is going to find this niche group. If I'm talking about something that's specifically helpful for pharmacists or for the healthcare industry, the only people who will care about my post will be these people. And then it'll be like people connected to these people who will care and just because you'd have second connections and stuff like this will come to the point where um you'll end up finding say your audience. It's just that sometimes it can take a lot of time. Sometimes it means you could be publishing for one month, a couple of months before LinkedIn starts understanding that like this is the people you should be uh you should be like showing a post to. But what I would recommend is being proactive and looking at these sort of posts, commenting under them. Go and connect with people who are in the industries because LinkedIn is going to show your post to your first-degree connections. So if 70% of your first-degree connections are pharmacists and healthcare people then there is a much higher likelihood that LinkedIn will understand okay this is the people in front of whom I'm supposed to show uh the post.
Kristoff, what do you think about posting pictures of yourself? Is it helpful to post selfies? A lot of people seem to that. So, um, if you are handsome, you if you're handsome, you should do it. If um, but that said, it doesn't work that well for for for conversions, right? So I see like uh I see some some some people usually it's more girls than guys who have some great performance with um posting pictures of of themselves. Um, I tried, you know, I thought I was handsome, but I'm not as handsome as some people on on LinkedIn. So, I'm doing it, but like just really from from time to time. But it's just like I think if you're sharing a personal story, then it really harmonizes uh the the entire post, you know, and people like personal stories. So if you have like some sort of from from zero to hero sort of story or if you want to um share a failure and like take a picture of yourself then I think that people will connect with you emotionally. So don't overuse it but from time to time I don't think it it hurts at all.
Um, how to convince the rest of the team of B2B companies they can post on LinkedIn if they're quite technical. Okay, this is extremely difficult and so for us the only what we did is we just gave away cash. So we um what we did and this is actually the the funny answer is that you can put lots of incentives around how to get people to uh you know post. You can try everything, you know. You can try to convince them that um having a big LinkedIn audience is probably like the biggest move they can do for their careers, which in my opinion is true because it's like for me I would advise every person, you know, I had my brother start to post on LinkedIn, he's soon going to get to 10k followers. Like I think like it's the craziest opportunity out there. We are getting rich for free, but ultimately people will will do whatever they want to do. Um, but if you create some sort of internal competition and you say the winner of the competition gets 5K, the second gets 2.5K, the third gets 1.5K, then you'll see all of a sudden people will start posting. So this is what happened with us. And then what we did is that we said, you know what, every person that posts 20 times over the quarter also gets 500 bucks. So like the people who knew they were going to lose a competition still published because they were like, okay, it's nice. Some at least I'm going to make I'm going to make some money um at the same time. So cash incentives. The first ever time we did this competition we just had one prize which was going to be 1K for the winner and out of this competition we managed to add 80K in recurring revenue um as a LinkedIn content agency.
What type of content do you think I should be posting as a founder? Well, uh I think Christian that if you have a LinkedIn imagine content agency, you should sort of know. Um, because otherwise like how can you prove that you're going to be able to to to deliver, right? That being said, um, I mean I think you should share some content tips, right? Everything that you've experimented and you saw work, anything related to the algorithm wins that your clients have, formats that you see performing, you know, one thing I like to do is let's say you are just starting your agency and because you're just starting your agency you don't have that much social proof. What you want to do is you want to borrow social proof from from other people because for example, let's say I I want to sell content services. I can say, hey, I promise to you that works. I have 70K followers. So like this is the proof that this works, right? But then um if I didn't have followers, I would say, hey, I just found Lara Costa's strategy. I this I studied her secret strategy for 200 hours and this is everything I found. So now you are borrowing social proof from someone who is performing to share some very valuable insights and this will build up your account because this is going to be valuable and you do that to the until like you grow enough that you can use yourself as the as a social proof.
Um, are you converting your leads in the DM or do you do a call to action to convert them on your post? Yes. So uh usually what we do is we actually automate prospecting campaigns. So we will extract all the engagement from the post. So let's say I have 200 likes and 100 comments. I'm going to get everybody. And then we're going to use AI to just filter people who are great leads for us. So in our case we say a CEO, a CRO, a Head of Growth and we say like a company that's 20 plus people is usually a good target for us. So perhaps out of the 300 engagements we now have 25 people who fit the bill and what we do is we'll enrich their email addresses and then we'll reach out to uh to them. So, uh, Taplio actually has a feature that allows you to auto DM people and to auto-connect with people that um, that have engaged with your post. Like this is a sort of things that are that are useful in the beginning like you can use the feature just like this. In the future when you're when you start to get like lots of engagement, it's a good idea to start filtering people.
Um, Charles, can you give some productivity tips? Productivity tips for LinkedIn products? How you prepare your post framework routine? Yeah, this is a great question because to me winning on LinkedIn, it really comes down to being able to have recurring formats that perform week after week. Everybody can go viral one time. But then the question is how do you how do you get not viral but like how do you have posts that perform every week? And so to me the key is to identify a few content pillars that you're going to do every single week. So to give you an example with my personal brand is one thing that we we did a lot is every week we would share a carousel of tools across GTM. So what that means like I know that like um every Monday for example I can say here are the best uh B2B data sources to uh to run prospecting campaigns, you know, and then I'm going to showcase seven. It's a carousel. Now next Monday I'm going to just pick a new another category. So I'm going to pick sales engagement platforms and the week after I can pick another category. I can do AI agents. So now as you see because I sort of like have a constraint as to the sort of post I'm going to make which is um on Mondays it's going to be a list of tools. I have all my Mondays covered because I know that this is a winning format, aka every time I post this, it it performs. I can now decline this format week after week after week. Then another format could be just personal stories. So let's say you know like one thing about me that people love to hear about is that I failed a lot of businesses. Um, so like before selling Colleq, I failed seven businesses and I got fired from four jobs. You know, people love it when um, when I when I share when I share that's because sometimes people think oh um, you must have uh succeeded on the first attempt. No, no, no, no, actually no. uh, but then uh this sort of personal stories people I think resonate with that because obviously like business is extremely hard and you know when you are building a business and you're struggling and you try to gather courage to continue, I feel like it does help to see that some people who perhaps are where you want to be have gone through the same thing. Like it's extra motivation and so I like to share this kind of stuff and so say on a on a given day I I will I will do a post and um oh actually I'm going to show you cuz I have I have this post on my on my screen with me. Um, sorry it's going to be I think it's this one. No, this is not the one. This is this is the one. So yes. So like here for example like like you see like a nice by the way picture uh picture of me but because like I'm sharing a personal story and so I'm saying I turned 31 today. Okay. It was my birthday and I'm like my business made 550k last month but before that I failed seven businesses and then here you see a carousel where I explain um every business I tried. So you see I tried to become an Instagram influencer at some point in my life which wasn't the best idea and as you see like the post got 66,000 impressions and so yeah, why was I saying that yeah, so personal stories right? So this is the thing is like okay like say on Tuesday I could share a personal story so that I can resonate with my audience and then people like you know will sort of uh resonate with the human side of of what I do and so perhaps like say people might like me more because I'm showing some sort of um humility, you know, so like I could do like one day it would be the businesses I failed, then like the week after it would be the businesses I got fired from, then like the the next week it would be like another thing but like once again like it's personal story and then like the on Wednesday once again I will I will do a format that I just like decline over and over and over and so this time instead instead of like it could be like something that we do like so perhaps like an outbound tip because we have like an outbound agency, you know, I can share some outbound strategy that has worked great with us. So every time I'm going to lead with um this company strategy booked 14 meetings within within the last 14 days. Here's exactly how it works and I do a breakdown and I could do like some sort of workflow infographic and so like this is the thing it's really you find some winning formats and then you want you can decline them over and over and over and this is the best way to um to get formats that work every single week.
I see we have some other questions. What's the competition will be for competition? Uh, sorry, for more impression or what competition? I don't know. Um, at what point on
Your growth journey, would you engage a B2B influencer to help sell your product or service, or perhaps you wouldn't recommend this approach?
Yeah, I mean, like, I think it's, I think, just so you know, like, um, B2B influencing is a great strategy. So I know a few companies, such as Full Enrich, this, um, waterfall phone finding solution, they've been leveraging influencer marketing. This has been one of their best performing plays. Uh, but the thing is, it costs a lot, right? Because, um, usually B2B, LinkedIn B2B influencers will sell you a post. Um, well, actually, I don't really even know the rates, but perhaps we could ask. I have a friend who has 66,000 followers, um, who's like, next to Jeremy, like, how much do you sell a link post usually at 60,000 followers?
>> Uh, it depends, depends on the many things, but you can reach between 500 to a thousand euros.
>> Okay, 500 to a thousand. So, yes, like, the thing is, you need to have deep pockets because let's say you just want to have 10 posts being published about your product, it's going to be like 5K. So I feel like you want to have like a well-optimized funnel, and this is why it's nice to start posting yourself. Because if you post yourself and you can monitor how many impressions it took you to close a deal, now you can run some calculations, and it's going to be much easier for you to come to some influencer and say, "Let me pay you this amount of money because I know that, uh, you will, that that, uh, I will be profitable if you generate this amount of impressions."
How to use your company page to boost a personal post and vice versa. Usually, like, company pages don't perform as much as personal posts. So usually, I use the company page to repost every single post. Um, and then, David, I have a side project and a main job. What do you think about posting about something different other than your main job? Do you see any problem?
I mean, you need to talk with your boss, right? This is, this is more like a, what does your, what does your boss think? Um, yeah.
And as a sum-up, yeah, I think like it's a, I think it's a, it's a good thing, David. Um, an effective LinkedIn post, to me, the main ingredients. And like, let's take, let's take one as an example so that we can do it, um, we can do it live because I was going to share this anyway. Okay, here. So, this post is a cheat sheet, Claude for all sales. This got 73,000 impressions. So, obviously, like, you want to be talking about a topic that's interesting to people. As you, as you know, everybody on LinkedIn is talking about Claude, Claude for whatever, right? So, um, Claude, Claude, trendy topic. Then you want to think about the combination of the visual and the text. Here, it's a nice infographic, and we put Claude as the main title. It's pretty big. So, because you see it as the main title, you know that, uh, it's going to be about this topic. And the sort of, the sort of nice design with colors makes you sort of stop on the feed. And then you want to lead with a hook that's going to be sort of effective. And so here, if you do some cold email, you know the pain of going through, uh, like, of how much time it creates, it takes to create cold email campaigns. So this is why I said, "Building cold email campaigns used to take hours," and I'm contrasting that, saying, "Claude builds them in minutes." Right? Now you want to know, "How can I build campaigns with Claude in minutes?" Well, I'm explaining it to you.
Then, when it comes to the post, once again, you see, like, you want to make it readable. So this isn't going to be like a long, uh, blog of text. I like to use numbers. I like to use numbers. Why? Because you might not be interested in all the points, but I want to maximize the odds of, uh, you reading at least part of the post. So you might read the first tagline. You might say, like, "Build a company list." Okay, I know how to do this. "Scroll to your accounts." I know how to do this. "Layer buying seniors." Oh, okay. Like, I'm interested in reading this one. So, like, now you are reading the paragraph. And so you see, like, I'm using bullet points. Like, I'm trying to make it like very structured. So you have the whole thing. And then here at the end, uh, so here I edited the post, but I like to do some sort of, like, call to comments that's going to be by sharing a free resource. So, like, the, the tool, the post, sorry, is very packed, but at the end, I'm saying, "Hey, we recorded a 40-minute video breakdown that shows exactly how you can do it. Uh, just comment 'Claude' and you'll get it." Uh, then, like, because it had like a, a good amount of comments, I just, uh, edited and then I put the link. But then I think that if we were to look at the most recent comments, we would see people commenting, um, "I can say video, please." Um, something, something along these lines. Let me see.
Then, um, before we go towards the question, I want to show something. So, in my opinion, like, the most important thing when you're just getting started, like, this is the number one reason why I see people fail at, uh, LinkedIn. Wait, am I still here? Yeah. The number one reason I see people fail at LinkedIn is because they have no idea what sort of quality or goal they need to strive for. So, what that means is that I see a lot of people, they come, they try to come up with some strategy, and then they will post for like one month, two months, three months, and it never works, and they're like, "Oh, I don't understand why it doesn't work. I thought I had to be consistent." But consistency doesn't work. No, no, no, no, no. And usually, when I sort of try to reverse engineer why it didn't work, what I notice is that usually they have no goal to strive towards in terms of quality. So, one thing I say to people, and like, when you do this thing, it makes you feel like you're wasting your time. Like, this is the actual best thing you can ever do for your LinkedIn performance is to go and study what great looks like when it comes to LinkedIn. You know, and I'm not saying when it comes to your appreciation, I'm saying to what performs well on LinkedIn.
So, for example, like, let's say, and, uh, let's say you have like the Taplio feed. What you can do is here, you can input some keywords, right? So, in my, in my, um, on my end, I want to talk about AI, sales, outbound, GTM. I want to get an inspiration from posts across these keywords that have performed well because then this will give me sort of an idea of what is a post that performed well, as in like, what is the quality of this post? And then I'm like, "Okay, I need to beat this post." And so I'm inputting my keywords. So, like, you can input as many keywords as you can. And then you want to filter like this post. So, you know, what you want to do is you want to find posts that, like, aren't too long ago. So, like, you could say, "Okay, like, I want to post, I want to find posts that are from the last three months." By the way, like, this is included inside of Taplio. And then I want to say, "I want to find this post from people that have at the most 20k followers." The reason why I'm saying 20k followers is because if I have 200 likes with 70k followers, it doesn't mean it went viral. It just means I have like some baseline engagement. But if someone doesn't have that many followers and they do get a post that performs well, it usually means that it did, uh, really perform well. But you could do it like lots of ways. So, you know, like you can try sometimes to see how big creators do it. Like, you can see like how small creators do it. But like, the most important thing you should do is you should then, like, browse these high-performing posts, you know, and like, spend as much time understanding why they work.
And so this is what I did, and I keep doing this actually every couple of months. But like, when, like, the thing that really changed, uh, my performance on LinkedIn is I would just be browsing the feed, and every time I see like a post that outperforms, I just copy-paste it and then I save it, you know. And then like, "Okay, it's like, okay, like this, this post went well." I just open-source, "10, uh, skill code system GTM." Okay, this is one. Okay, but like, this is like a fundraising announcement. This is like some sort of album process. This is like some success story. And the thing that usually happens is that if you just keep scrolling and scrolling and scrolling, you'll start uncovering some patterns. And then at some point, if you see enough of these posts, then you'll have a very clear idea of, "Okay, um, the post I'm writing here doesn't match the quality of this post I see going viral." And so now, you know, I just need to, I just need to do better, you know. So like, just go, like, find, like, uh, just like you, because you can do it inside of Taplio, because you can just input some keyword, but like, you could even do it on LinkedIn if you know some creators, you know, like, you could say, "Okay, I know Michelle Lebanon does some pretty good content. Follow me, guys, by the way." Um, or you could say, "Okay, like, some other people like do some, some great content." And and then like, just look at all of the posts that outperform. You just copy-paste them, and at some point, you just sit, look at them, and then you'll see like, you'll start to connect. You'll see some posts and you'll think, "Oh, actually, I can, um, write something similar, but I can derive the post a bit differently, you know."
Um, one thing I like to do is I talk about B2B sales, but my friend Pierre Reubel, he talks about B2B marketing. And what I, and so he has these posts, for example, um, I think if I go on his, on his profile, uh, I can like find some posts and I can re-sort of repurpose them, but for my niche. So, for example, like, let's say I was on his thingy, I would say, I would find like a, what is this, a pyramid? Because he likes to give names to his things. Like, say, like, he goes, like, "The four levels of content inside." Okay. And then say this post has been going viral. I could have said, "I could have named my post, 'The four levels of outbound insights.'" Now I need to change what's included in the post, but I can replicate, like, this winning format. This is in his best-performing posts because usually, um, he would get like thousands of likes on his posts. Okay, like, see, this is, this is more so like the seven layers of content. I could, and then like he writes this like with this cake or pancake, I don't know. It could be like, "The seven layers of outbound say." On my side, I think we had someone that was talking about recruitment or HR. It could be like, "The seven layers of HR." Now you know, like, the format works. Now you need to be talking about your topic, you know. And so, yeah, so doing this, you really maximize your odds of, um, of going viral because you can find some trendy topics and you can find some proven formats, and the combination of both, um, doesn't guarantee, but like, really maximizes the odds of your post going viral.
Um, I see we just have a couple of minutes. So, let's do like a, a Q&A. Maybe like a small Q&A. Like, I can, you know, if necessary, I can extend, say, five, 10 more minutes. I see we have some questions on here. Um, okay. So, we said like, okay, the main ingredients. The smaller the font on infographics, plus the more clicks it gets, the better. So, funny enough, yeah, uh, if the font is small in the infographic, you get some comments from people who say, "Can I download it or can I get the HD?" So it adds some comments. I don't know like how well it improves because sometimes then people are like, "Oh, I cannot read it." So they don't continue. But sometimes, like, it's the opposite. David talks about the gated content. Yeah. So, like, right now, so you know, gated content, the comments for blah blah blah post at this time, this very specific time, I see they're going crazy. So it looks like LinkedIn doesn't like when people try to game the algorithm, you know, so they would be cracking down on people like baiting the algorithm by saying, "Comment to get to get this resource." The truth is, like, they are not able to to to to crack down on that that efficiently because at this moment, if you have a great lead magnet and you do like the comment, and you manage to, uh, tease people well, you'll see like the post has a high likelihood of of going of going crazy.
Um, um, when I looked at Taplio posts, I saw seemed lame and boring and heavy AI send something. Maybe because I'm in healthcare. Yeah, maybe maybe you should be the one setting the example. And one thing is, Erica, if you see bad content in your niche, this is what I recommend. Just go in the niche where people post good content. Reuse those frameworks. Looks like B2B marketer, B2B sales, GTM people like, uh, it's very competitive. So like, there's some competition. So you can go on Taplio, go type these keywords, and then think, "How can I take this format, this idea, but then make it work for for healthcare?"
Seoa, this was really good. Thank you very much. Thank you. Uh, if someone has some similar feedback, write it. If you think the opposite, don't write it. Is posting every day useful, or is there a sweet spot?
So, Char, the way I got started is I was posting, uh, I posted every day, no, five times per week, sorry, for the first three months. And I thought to myself, "I'm not going to give up." Um, whatever happens, even if I get zero clients from this, because usually the reason why you would fail is because you're not consistent for a large enough time frame. And I had to post like for one month and a half to get my first lead. But when I got one lead, I actually got 20 leads because like it was a republication. So I used to do like five posts per week for like, um, uh, two years. Now I've cracked, uh, I sort of reduced to four posts per week, uh, because I had a had a kid, so, you know, I have less time, and I want to keep the quality, the quality high. I find that four posts per week might be the sweet spot. I think Friday underperforms. So I would post, say, I post Monday to Thursday, one post per week. Try to make them great. This is more than enough to to grow and like do some commenting on top of this, and you'll see like your engagement will go well.
And Christo, do you use AI to brainstorm and write your posts? I don't use AI to brainstorm. Actually, I find that AI has some super bad ideas, by the way. Um, but AI can help you find viral posts at scale, right? Uh, so I don't know any, if anyone knows whether, um, like Taplio viral feeds is sort of like, um, like if there's some AI to sort of, um, surface the viral posts, but it's like, I think like the best use of AI when it comes to content isn't on the writing side of things, but like, it's really compiling as many viral publications as possible, and then, like, you get inspiration from what you saw perform, not by what some random AI, um, thinks. Because GPT, say, if I was competing, if I were competing as in today, if I were competing against Claude and GPT on who gained the most followers, I think I would crush them. But next month, because the models are improving, next month might be a different story. I think we are out of questions. So we just,
>> Yeah, you covered everything very efficiently. Um, and also thank you so much for like going a bit over time just to make sure you talk through, um, everyone's concerns. Personally,
>> I, one thing, I'm sorry because like, I see one question.
>> Do you think the person, like, I can respond like super fast. Do you think the person and our company LinkedIn paid plans are worth it from Babalito? And I would say yes, I think it's worth it because I think LinkedIn pushes you more if you pay them, and they ban you less if you pay them. So I think it's worth it. And then how do, how long does it take to really prep and create a high-quality post? Dr. And just so you know, I spend one hour per one hour per post usually, but like sometimes I can spend two or three. Sorry, Ana.
>> I, I'm super glad that you still went through, um, all of those questions. I know personally, like, that's something that we are happy to talk about and take time to do so at Taplio. So I hope the session was really helpful for everyone else. Make sure to follow me on LinkedIn. Um, I'm going to drop it in the comments like when we end the stream, and then on our site, super happy to get your feedback as well when you try and try out some of the features that Michelle talked about. So, yeah, thank you again everyone for joining in. Hope you enjoyed the session. Next month, we're doing another session. Um, and Nimish, thank you again for your time.
>> Thank you very much, Anika. Have a nice one. If you have any questions, just DM me on LinkedIn, guys.
>> All right, catch you guys later. Bye-bye.
>> Okay. Thanks so much, M. I really appreciate it. Um, we're just ending the stream now. Usually there's some delay.