Hala Taha: How I Use LinkedIn and Pipedrive to Drive Sales for My $5M Company

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0:01:24 Young Improviders, my two favorite topics to teach are LinkedIn and sales.
0:01:29 Two topics that I’ve completely mastered, two topics that have enabled me to become
0:01:35 such a successful CEO, entrepreneur, and founder at such a young age.
0:01:40 In this episode, I’m replaying a webinar that I did hosted in partnership with Pipedrive,
0:01:45 the top sales CRM made by salespeople for salespeople.
0:01:48 It is basically taking the whole industry by storm.
0:01:53 Really user-friendly, really cool platform that integrates with everything, very easy
0:01:59 to use and basically will help you really advance your whole sales process.
0:02:05 Now they have a super cool LinkedIn integration where you can see all of your LinkedIn DMs.
0:02:09 You can automate templates for your DMs and if you guys know anything about what I teach
0:02:14 for LinkedIn, it’s all about the DMs when it comes to sales on LinkedIn.
0:02:19 LinkedIn is a platform that is primed for sales conversations.
0:02:24 In this webinar, I talk about how to go about selling on LinkedIn, the different strategies
0:02:29 you can use from your post content to your DM strategy, and then I talk about how you
0:02:33 can leverage Pipedrive to manage all your communications in one place.
0:02:34 We do a demo of Pipedrive.
0:02:39 If you want to get the full webinar, we have the entire webinar with all the slides and
0:02:42 everything like that posted on our YouTube channel.
0:02:46 If you want to just take a listen, we’ve cut it down to the parts that make sense to
0:02:51 be audio and we’re replaying it on the podcast so that you can level up your LinkedIn and
0:02:52 sales strategy.
0:02:56 If you enjoyed this webinar and you want to try Pipedrive, you want to try that new LinkedIn
0:02:58 integration, which is awesome, by the way.
0:03:04 You can sign up, no credit card, no risk at youngimprofiting.co/pipedrive for a free 30-day
0:03:07 trial and 20% off your membership for one year.
0:03:09 I’ll put the link in the show notes again.
0:03:12 That’s youngimprofiting.co/pipedrive.
0:03:16 You get a free 30-day trial and 20% off your membership for one year.
0:03:19 Play around with Pipedrive, see how you like it.
0:03:24 I promise you it’s going to help you stay organized, track your sales.
0:03:28 If you want to scale your sales operations, you can’t do it all in spreadsheets.
0:03:33 You can’t really scale your team without having one place for everybody to understand where
0:03:37 all the communications are happening so your team members, they don’t step on each other’s
0:03:38 toes.
0:03:40 Pipedrive is a solution to that.
0:03:43 We use it at YAP Media for all of our network sales.
0:03:44 I love it.
0:03:46 Now, I love it even more with this LinkedIn integration.
0:03:54 If you’re ready to master your LinkedIn sales, let’s jump right into this webinar.
0:03:59 If you guys were at my previous Pipedrive webinar, we really focused on sales and things like
0:04:03 driver trees and tracking your leads and all that kind of stuff.
0:04:06 Today, we’re going to take a focus on LinkedIn.
0:04:11 By the way, if you guys missed it, Pipedrive has a new LinkedIn integration, which is so
0:04:16 cool because I teach a LinkedIn masterclass and one of the things that everybody always
0:04:20 asked me is how can I track all these conversations more efficiently?
0:04:21 Now we can.
0:04:25 You actually get the DMs in your Pipedrive.
0:04:31 Very excited to go over a lot of my different secrets about LinkedIn and sales today.
0:04:37 For the agenda, we’re going to be talking about why there’s a good opportunity to sell
0:04:38 on LinkedIn.
0:04:39 Why LinkedIn?
0:04:44 Why is so many entrepreneurs and people who have something to sell focusing on LinkedIn?
0:04:50 We’re going to talk about the winning formula for direct messages, how to effectively find
0:04:58 your target audience, invite them, not seem spammy, send value, and make a sale via DMs.
0:05:02 We’re then going to talk about tracking all of this because it’s a lot to manage.
0:05:08 If you’re only managing it in the actual social media platforms or email platforms, everything’s
0:05:11 going to be disjointed and you’re going to lose deals and it’s going to be slower to
0:05:12 actually close deals.
0:05:17 We’re going to talk about how Pipedrive is going to streamline all of that for you guys.
0:05:23 Then we’re going to talk about how to optimize your profile and then lastly, content strategy.
0:05:26 These are things that I literally sell for thousands of dollars in my course.
0:05:28 You guys are getting it all for free.
0:05:30 Let’s talk about selling on LinkedIn.
0:05:32 Let’s get right into it.
0:05:33 Why LinkedIn?
0:05:38 First of all, LinkedIn has this angle of having a professional focus.
0:05:43 When you think about LinkedIn, it is a platform where people are looking to get jobs.
0:05:45 People are talking about their promotions.
0:05:47 People are talking about their businesses.
0:05:52 When you think about their platforms like Instagram or TikTok, they’re not talking about
0:05:53 those things.
0:05:57 They’re talking about fashion and makeup and dancing.
0:06:00 It doesn’t have the same professional focus.
0:06:06 People are going to be open-minded to listen to what you have to say regarding your business
0:06:07 on LinkedIn.
0:06:12 They’re going to feel like it’s an appropriate place for you to be talking about that content.
0:06:13 That’s number one.
0:06:19 Number two is that LinkedIn is one of the only social media platforms that essentially acts
0:06:21 like a search engine.
0:06:22 Everybody on LinkedIn is real.
0:06:24 There’s no bots on LinkedIn.
0:06:29 Everybody has a profile that has so much information and keywords about that person.
0:06:35 You know their title, the past jobs they had, where they live, where they went to school,
0:06:40 you know who they’re connected to, you’ve got a bio about them, what they look like.
0:06:46 This is so much more information and searchable information than any other social media platform.
0:06:50 On top of that, what events they went to, what groups they’re part of.
0:06:54 These are all things that you can actually search and find your target audience via these
0:06:55 methods.
0:06:57 We’re going to talk a lot about that in a bit.
0:07:02 Number three is that it’s just an overlooked opportunity while all the business owners
0:07:08 are trying to dance on Instagram and TikTok to get leads, you could be dominating on LinkedIn.
0:07:14 There’s over 135 million daily active users on LinkedIn and less than 6% of them are creating
0:07:15 original content.
0:07:18 That means you can stand out in your niche.
0:07:22 There’s also a completely hackable algorithm and I’m going to give you a couple insights
0:07:27 about the algorithm, what you really need to know, so that you can go viral and that
0:07:31 you can get more visibility and eyeballs to your page.
0:07:36 It’s an overlooked opportunity, it’s a hackable platform, you still can get organic reach,
0:07:38 you don’t have to do paid ads.
0:07:43 If you put in the work on LinkedIn, you are going to be able to rock it.
0:07:46 This is simply not the case with other social media platforms.
0:07:50 What are the ways that people sell on LinkedIn?
0:07:54 Number one is educational content.
0:07:58 Educational content is how you’re going to target niche audiences, usually you’re going
0:08:03 to want to infuse these with keywords and then anybody who likes comments and shares
0:08:07 on these educational posts are essentially raising their hand and saying, “You have permission
0:08:08 to message me.
0:08:14 I took the first action and you can now retarget me in the DMs and spoon feed me whatever lead
0:08:17 gen asset that you have.”
0:08:20 That brings us to direct messages.
0:08:27 Direct messages can be used by retargeting the posts that you have, by retargeting your
0:08:32 competitors posts, by finding people who sign up to events and messaging them that way,
0:08:37 finding people who are in groups and messaging them that way, finding people based on their
0:08:39 titles and messaging them that way.
0:08:43 There’s a million ways to do DM campaigns and we’re going to talk a bit about that.
0:08:45 Number three, LinkedIn live streams.
0:08:52 If you have a load ticket offer and you’re an expert on a topic, you can do Q&As.
0:08:57 For example, when I have a LinkedIn course, I might hop on LinkedIn live and just be like,
0:08:59 “Hey, guys, ask me anything.
0:09:02 Anything related to LinkedIn or selling on LinkedIn, ask me whatever you want.
0:09:04 I’m going to answer all your questions here.”
0:09:07 By the way, I’ve got a course coming up in September.
0:09:10 You can sign up at yappmedia.io/course.
0:09:15 I can talk in the chat with people, respond back, drop my links, and you can literally
0:09:20 be selling on live streams, super effective way, especially if you’ve been growing your
0:09:24 following through content and posts and people actually show up to your live streams.
0:09:27 It’s just basically a live webinar like this that you can do whenever you have the time
0:09:30 and just show up and start selling on live stream.
0:09:34 Similarly, you can also do that on audio events.
0:09:37 Then anybody who shows up to these live streams and audio events, you can retarget them in
0:09:41 the DMs and give them a link and a lead gen to save their email or whatever you need to
0:09:45 do to keep that conversation going if they didn’t close on the actual live stream or
0:09:46 the audio event.
0:09:51 There’s actually live events that you can do on LinkedIn and sell that way.
0:09:54 Then lastly, you can do events like this.
0:09:55 You create an event page.
0:09:57 People can search it, find it on their own.
0:10:01 You can share that event page on your content, your posts.
0:10:05 You can email out that event page and basically you just link it to either a live stream, an
0:10:09 audio event, or a private Zoom webinar.
0:10:12 Events like this are another way that you can sell.
0:10:16 It’s off the platform technically if you’re going to do a private Zoom webinar, but you
0:10:18 promote it with a LinkedIn event page.
0:10:24 Now, we’re going to talk about the winning DM formula.
0:10:29 Some people come off spamming on LinkedIn, but want to know something?
0:10:35 When I message somebody on LinkedIn, I would say about 99% of the time, I get a thank you
0:10:42 and I create a fan if they don’t buy from me because I make it something relevant and
0:10:45 I offer value.
0:10:49 It feels spammy if you make it all about you and you don’t make it about them if you’re
0:10:56 not relevant and if you start selling before you actually add value, it shouldn’t come
0:10:59 off spammy if you know the winning formula.
0:11:02 First of all, you need to determine your target audience.
0:11:04 Who are you reaching out to?
0:11:05 Why are you reaching out to them?
0:11:07 What is the point of this campaign?
0:11:12 You need to step back, think about who you’re targeting, how you’re going to make it relevant,
0:11:15 what is the point of this campaign, what is the ultimate outcome that you want, what is
0:11:19 a link or links that you’re going to be promoting throughout the whole conversation and you’re
0:11:23 going to want to create your target audience.
0:11:27 Number two is if there is second or third connection, you’re going to have to, based
0:11:33 on LinkedIn’s capability, send them a personalized invite with a note and you’re going to say
0:11:39 why you’re reaching out to them and usually the way that you found the person is the common
0:11:40 ground.
0:11:44 So if you’re searching for titles, I’m looking for social media managers, hey, I noticed
0:11:49 you’re in the social media space and I would love to invite you to my webinar or whatever
0:11:50 it is.
0:11:55 So usually the way that you find them or for example, hey, I noticed that you are a powerful
0:12:01 female in the finance industry because you looked up the finance industry and you found,
0:12:05 like, that’s the common ground, the way that you found that, right?
0:12:10 So once they accept the invite, then you’re able to send a DM and if they’re a first connection,
0:12:12 you can just go straight to the DM stage.
0:12:17 So basically at this stage, you’re going to want to provide value.
0:12:22 So you’re going to want to provide top funnel lead magnets and then mid funnel lead magnets
0:12:27 and you’re going to want to keep warming them up until you want to basically, if it’s a
0:12:31 high ticket offer, you’re usually going to want to take them off platform and make the
0:12:32 sale.
0:12:38 Whether that’s in a webinar, whether that’s on a discovery call or a one-on-one call,
0:12:41 you’re usually going to want to take them off platform to make the sale.
0:12:46 But before you make that ask, you’re going to want to provide so much value that they
0:12:50 feel the law of reciprocity that they have to do whatever you ask them to do to take
0:12:55 them offline or that you built that trust, you built that credibility and that social
0:13:01 currency where they’re actually going to want to do whatever ask that you have.
0:13:05 And if it’s a low ticket offer, you might be able to just do the sale in the actual
0:13:09 DM itself and not take them offline.
0:13:12 So how do we find our audience on LinkedIn?
0:13:19 There’s all these attribute-based ways to actually search and find your target audience.
0:13:24 And basically what this means is just all the inputs that people put in their profiles
0:13:26 and that’s the way that you can actually find these people.
0:13:29 So you can find people based on types of connections.
0:13:32 Are they your first connections, second connections, third connections?
0:13:33 What location they’re in?
0:13:39 Their current or past companies, their schools, their industries, their service categories.
0:13:42 And then my favorite way is free keyword search.
0:13:48 You can literally search anything on LinkedIn like it’s Google and find your target audience
0:13:49 that way.
0:13:53 So that’s what we mean when we say attribute-based.
0:13:56 It’s basically any content that they have on their profile.
0:13:59 You can basically search that in LinkedIn search.
0:14:04 And then you can filter by people, by posts, and there’s a million ways to filter.
0:14:06 So you can find your audience this way.
0:14:10 The other way that you can find your audience is based on the behaviors that they take on
0:14:11 LinkedIn.
0:14:15 So for example, what events are they signing up for?
0:14:18 What posts are they engaging on?
0:14:21 Who do they follow in my LinkedIn class?
0:14:25 We talk about identifying look-alike profiles, so people who have an audience you want.
0:14:28 So let’s say you want my audience.
0:14:31 Who’s commenting and liking on my posts?
0:14:35 And how can you reach out to them, invite them to your network?
0:14:39 Who’s attending audio events that are related to what you sell or do?
0:14:44 So there’s so many different behaviors that people take on LinkedIn that you can also
0:14:46 find your audience in mass.
0:14:51 And when it comes to effective marketing, the goal is to always try to find your audience
0:14:56 in mass because it’s the easiest way to save time.
0:14:59 You’re not trying to find your audience like it’s a needle on a haystack in a million different
0:15:01 places, right?
0:15:03 So where can you find your audience in mass?
0:15:04 Is it through their title?
0:15:08 Do you have specific titles that you’re looking at that you sell to?
0:15:12 Could it be certain events that have keywords related to what you do or sell that you’re
0:15:14 going to find everybody in mass?
0:15:18 Or is there an influencer that has the audience that you want and you can find them in mass
0:15:19 on their posts?
0:15:22 Okay, so these are things for you to think about, about how to find your audience.
0:15:26 And then like I said, the way that you found them is the common ground.
0:15:30 So I noticed that you follow Gary Vee and I think anybody who likes his content is going
0:15:31 to like mine too.
0:15:33 I’d love to provide value on your feed.
0:15:35 So that’s an example of that.
0:15:38 Okay, so establishing common ground.
0:15:42 Once you have your audience in mind, you need to establish relevancy or similarity so you
0:15:46 don’t come off as spammy and so that you quickly build rapport.
0:15:49 I talked through this already.
0:15:52 So next you’re going to be sending a personalized invite.
0:15:56 And again, you’re going to use the word you found the person as your common ground and
0:15:57 relevancy point.
0:16:01 And then you’re also going to be using the law of likability.
0:16:02 Okay.
0:16:07 So here’s an example of sending a good personalized invite or DM.
0:16:11 Now I believe it’s a 300 character limit.
0:16:17 This is something that you can basically boilerplate and customize slightly per person so that
0:16:21 you’re not every time you’re inviting somebody or coming up with a new message, but you might
0:16:27 customize it by first name, for example, because hopefully you’re finding your audience a mass.
0:16:31 So again, you’re not having to do an individual new invite for each one.
0:16:34 You’re just customizing something like their first name.
0:16:39 Another tip is if you want to not even have to customize it with their first name is to
0:16:44 say good morning, happy Wednesday, happy Thursday.
0:16:47 When you say something like that, it makes people feel like it’s customized, even if
0:16:52 it’s not, because it feels like it happened genuinely at that time and it’s you talking
0:16:53 to them.
0:16:57 So hey, first name, I noticed you engaged with Heather Monaghan’s content.
0:16:59 Heather Monaghan is a lookalike client of mine.
0:17:04 I recently spoke at ABC convention alongside Heather, she and I talk about similar topics
0:17:07 and if you like her content, I think you’ll like mine too.
0:17:10 You seem like the type of person I would love to have in my network and I’m curious to learn
0:17:11 more about you.
0:17:17 Now, something else that’s going on in this message is that I’m not being assumptive.
0:17:21 In the beginning of the sales cycle, you never want to be assumptive.
0:17:26 You never want to make people feel like you’re pressuring them and pushing them.
0:17:31 And so if I said, I recently spoke at the ABC convention alongside Heather, she and
0:17:37 I talked about similar topics and if you like her content, you’re going to like mine too.
0:17:41 This opens the door for somebody to slam it in your face.
0:17:42 Don’t tell me what I like.
0:17:44 You don’t know anything about me.
0:17:47 Why are you assuming that I’m going to like your stuff?
0:17:50 This is how people respond in a nasty way to you.
0:17:55 You need to be soft, neutral language, disarm.
0:17:58 Let’s hold that thought and take a quick break with our sponsors.
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0:22:54 Law of liking is also something to keep in mind for invites because, first of all, if
0:22:59 somebody accepts your invite, LinkedIn is going to increase the amount of invites that
0:23:00 you send a day.
0:23:02 They’re actually looking at your acceptance rate.
0:23:07 Your goal is to try to get people to actually accept your invites on LinkedIn.
0:23:10 One of the ways that you do that is by using the law of ability because people are going
0:23:14 to accept you into that invite.
0:23:18 If they like you, if they don’t like you, they’re going to ignore you.
0:23:20 What do people like?
0:23:25 People like people who are similar to them, people like people who give them compliments.
0:23:27 People love to be asked questions.
0:23:32 They want to be asked about their own lives, their own interests, their own opinions.
0:23:37 People like people who share the same identity and are part of the same community or group.
0:23:42 People like people who feel that they think they’re experts that ask them for advice because
0:23:47 it makes them feel powerful like they have value to give to the world.
0:23:53 We want to harness this powerful principles of the law of liking and some examples of
0:23:54 this.
0:23:56 I noticed that you engage on Gary V’s content.
0:23:58 I’m a big fan as well, and I follow his work.
0:24:00 If you like his content, I think you’ll like mine too.
0:24:02 I’d love to provide value on your feed.
0:24:06 You look like somebody who really knows their stuff in the real estate world.
0:24:09 I’m in this industry too, and I’d love to connect.
0:24:10 We’re giving them a compliment.
0:24:11 They know their stuff.
0:24:13 They seem accomplished.
0:24:16 I noticed you recently posted about skydiving for the first time.
0:24:18 What was that experience like?
0:24:22 As two strong female leaders in this space, I thought we should connect and support each
0:24:23 other.
0:24:27 I noticed we both went to NYU, always happy to connect with a fellow NYU alumni and look
0:24:29 forward to getting to know you better.
0:24:33 What are the ways that you can establish the law of likability?
0:24:35 Are you guys similar in any way?
0:24:36 Did you guys go to the same schools?
0:24:38 Are you in the same industry?
0:24:41 Do you follow the same people?
0:24:42 Can you give a compliment to them?
0:24:44 Something that seems impressive?
0:24:51 Next is sending a personalized DM to establish common ground, add value, build rapport, and
0:24:56 then you’re going to just keep going, keep going, keep going until you make your ass.
0:24:59 Again, part of this is upfront campaign planning.
0:25:03 We don’t have time to go through all of that today, but usually what you’re going to do
0:25:07 is actually map out your whole campaign before you even get started.
0:25:09 What is your invite note going to say?
0:25:10 What is your first DM?
0:25:11 What is your second DM?
0:25:14 If they answer this way, if they answer that way, how are you going to respond?
0:25:20 You’re going to try to boilerplate it and templatize it so that you can do this in mass.
0:25:24 Now, a platform like Pipedrive is going to help you manage all of that.
0:25:28 You can actually insert your templates in Pipedrive.
0:25:30 Building value and rapport.
0:25:32 Here’s an example of a first DM.
0:25:34 Hey, first name.
0:25:35 Thanks for connecting.
0:25:38 I’m all about helping individuals clarify their personal brand and mission.
0:25:41 I’ve been a personal brand coach for 20 years and I’ve read on the topic.
0:25:45 Based on your profile, this may be interesting to you.
0:25:48 I have tons of accessible content on my newsletter here.
0:25:51 My goal is to help people understand their core values and missions to solidify their
0:25:52 brand.
0:25:53 Let me know what you think about the newsletter.
0:25:55 I’d love to get your feedback.
0:26:00 This is introducing them to a top funnel legion, a newsletter, where they’re going to insert
0:26:01 their name, their email.
0:26:06 You’re going to get their email so that you can also retarget them on email and hopefully
0:26:10 you’re providing them relevant, free value.
0:26:16 The first invite message clarified why you’re even reaching out to them.
0:26:21 This campaign and the invite message for the invite might have said something like, “Hey,
0:26:25 I noticed that you’re in the branding space and you’re doing an awesome job.
0:26:26 I feel like we have a lot of commonalities.
0:26:27 I’d love to connect.”
0:26:31 Then this message doesn’t seem like, “Why is this person giving me content about personal
0:26:32 branding?”
0:26:36 It all has to work together.
0:26:39 There’s all different lead magnets that you can have.
0:26:43 One of the things that you need to do before you even start these campaigns is decide what
0:26:45 lead magnets are you going to leverage.
0:26:47 How are you going to collect people’s names and emails?
0:26:49 That is so important.
0:26:53 Top funnel magnets can be an e-book, a white paper.
0:26:57 There’s different web pages where you can create quizzes or calculators.
0:27:00 You can create a checklist, a cheat sheet.
0:27:02 There’s all these different things that you can do.
0:27:08 Then you use your email CRM typically to create a gated asset page, which is very easy to
0:27:09 do.
0:27:14 You don’t need to be tech savvy and you basically just have a form that people fill out with
0:27:18 their name, their email, and then they get the downloadable and then you can reach out
0:27:21 to them on email and you have two ways to reach out to them.
0:27:26 Then a platform like Pipedrive will consolidate all that info for you.
0:27:31 Your email, the emails that you’ve sent to them, what they’ve responded to, the LinkedIn
0:27:35 DMs that you’ve sent to them, all their contact information, then you have everything in one
0:27:36 place.
0:27:41 Now, for mid-funnel activities, basically, as people start responding, “Hey, I love the
0:27:43 calculator that you gave me was so useful.
0:27:48 Oh, if you love that, I’d love to invite you to my upcoming webinar coming up.
0:27:50 Here’s the link to register.”
0:27:56 Zoom webinars are also a great way to collect people’s names and emails as well.
0:27:59 You can invite them to, “Hey, I’ve got a live stream.
0:28:00 I do every Wednesday.
0:28:01 I’d love for you to show up.
0:28:03 Hey, why don’t we do a free coaching call?
0:28:08 I’d love to really figure out what your problems are and see if I can help you solve them.”
0:28:14 You want to bring them to mid-funnel activities and offline LinkedIn, if you can, if it’s
0:28:18 a high ticket offer so that you can close them and give them some one-on-one attention
0:28:24 or at least a closer attention if it’s some webinar or live stream.
0:28:28 This is just highlighting the fact that email is everything.
0:28:32 One thing that you guys should note is that these social media platforms change all the
0:28:33 time.
0:28:35 The algorithm is always changing.
0:28:40 You could get locked out of your account, especially a platform like LinkedIn, any social media
0:28:41 platform.
0:28:47 You need to de-risk yourself by constantly taking your connections and getting them to
0:28:48 give you their email.
0:28:53 One of your biggest goals should be going through all your first connections on LinkedIn,
0:28:56 whoever’s your target client, do you have their email?
0:29:02 If not, figure out a way that you can provide them value so they give you their email.
0:29:07 We do so many sales on email and one of my biggest regrets is not starting my email list
0:29:08 even sooner.
0:29:13 Like I mentioned, Zoom webinars are a great way to get emails en masse.
0:29:20 For example, when I do these webinars, let’s say like 500 people register, half of them
0:29:24 always show up.
0:29:29 I get 500 emails, very important, very effective.
0:29:32 Email also has a very high clicking conversion rate.
0:29:37 People are in their inbox all day, and it’s a way to personally reach out to them.
0:29:42 This sounds all great, but how do I track all of this?
0:29:44 We need to have the right systems in place.
0:29:49 We need to facilitate simple pipeline management, and this should be one of our top priorities.
0:29:55 The more that you can streamline things and see everything in one dashboard, be able to
0:30:00 manage your leads because last thing you want is you’re selling to somebody on LinkedIn
0:30:04 who you’re also selling to on email and they’re like, “Geez, you’re sloppy.
0:30:05 I’m already talking to you on email.
0:30:07 Why are you messaging me on LinkedIn?”
0:30:11 You need to make sure that you’re handling all these communications with care because
0:30:14 one mistake, you lose the deal.
0:30:19 A dedicated CRM puts all of this in one place so that you can follow up with your leads.
0:30:21 You don’t lose your leads.
0:30:26 You have all the comms in one place, your email, your LinkedIn messages, and so on.
0:30:31 This is crucial for sales managers and reps to track their performance, measure their
0:30:36 progress, stay organized, close deals faster, close bigger deals, and so on.
0:30:37 Let’s talk about Pipedrive.
0:30:41 Pipedrive is the CRM that we use at YAP Media.
0:30:47 It’s a CRM by salespeople, for salespeople, and essentially in a nutshell, Pipedrive enables
0:30:53 sales teams and small businesses, businesses of all sizes to streamline processes, consolidate
0:30:59 sales data and communications in one unified CRM tool, track the progress of sales opportunities,
0:31:04 and see sales data in real time, automate follow-ups, and ensure timely responses to
0:31:06 leads with automated reminders.
0:31:12 This also includes automated DM messages, automated emails, assess team performance
0:31:14 for ongoing improvement with dashboards and reporting.
0:31:20 Basically, it’s everything in one place, and it also has this Kanban format.
0:31:25 You can move deals from stage to stage, map out your sales process.
0:31:31 You can have every lead and know exactly what communications you’ve had with them, what stage
0:31:35 of the sales process they’re in, and so on.
0:31:39 The other thing with Pipedrive is that you’re able to embrace automation.
0:31:43 You can automate just about any step of your sales process.
0:31:48 You can automate repetitive tasks like creating a deal when a new contact is added, triggering
0:31:50 personalized emails to go out.
0:31:55 Again, now you can do personalized DMs, which is awesome, transferring ownership to another
0:31:59 rep when a deal reaches a certain stage, like if you’ve got multiple people involved in
0:32:01 your sales process.
0:32:06 There’s also an AI-powered sales mentor that further boosts your performance.
0:32:11 For example, if you have a requirement like your sales reps need to send out 100 emails
0:32:16 a day, if they don’t do that, an AI notification will send the rep a reminder like, “Hey, you
0:32:23 didn’t do what you were supposed to do in order to make sure that you hit goal.”
0:32:28 Setting things up in advance is a little bit of upfront work, but then it makes everything
0:32:32 happen so much smoother and more organized later on.
0:32:37 Pipedrive also has so many integrations, also very affordable.
0:32:40 It’s something that can scale really easily, which is nice.
0:32:43 Very easy to use, very user-friendly.
0:32:47 I know that there’s other sales CRMs that, for example, when I worked in corporate, people
0:32:51 used to have to take week-long trainings to learn how to use it.
0:32:56 Pipedrive is something like on day one, it’s just so easy to use, and it’s easy to understand.
0:32:58 It’s not scary even if you’re not tech savvy.
0:33:03 It’s just really intuitive, and they’ve got a million integrations, so JotForm, your
0:33:10 email CRM will integrate, Zapier will integrate, Slack will integrate.
0:33:15 It’s really, really useful, and especially if you’ve got all your tools working together,
0:33:20 and Pipedrive basically is the way to consolidate all of that when it comes to sales.
0:33:25 There’s a new integration that we’re especially excited about, and we’ve started to use on
0:33:31 Pipedrive, which is called SERF, and essentially, SERF saves you time by improving your outreach
0:33:34 and bringing Pipedrive on top of LinkedIn.
0:33:40 The two main things that you can do with SERF is you can add your contacts to your CRM.
0:33:46 Basically, you can find a contact on LinkedIn, and a lot of the times, their LinkedIn email
0:33:51 is actually visible, so whatever email that they signed up with LinkedIn will pull into
0:33:57 your CRM, so you can get their email, their name, you can type in customized information
0:34:02 about that person, maybe tag them in a specific way, so you can basically pull your contacts
0:34:06 from LinkedIn into Pipedrive via SERF.
0:34:11 The other thing that you can do is use personalized message templates, schedule meetings, and follow
0:34:15 up before they forget you through Pipedrive, so you can actually send your LinkedIn messages
0:34:20 through Pipedrive and then use templates, which is really cool.
0:34:25 Like I mentioned before, one of the biggest asks that I get from my mastermind masterclass,
0:34:29 I do a two-day workshop on LinkedIn, and I have hundreds of students that take this program.
0:34:33 I do it every couple of months, and one of the biggest things that they complain about
0:34:38 is they’re like, “I keep losing all my leads, how do I track my leads?”
0:34:43 This is a way for you to basically categorize your campaigns, tag your campaigns, and basically
0:34:48 start to monitor leads in a more cohesive way in your CRM.
0:34:53 Okay, so before we get into the demo, one last chance for you guys to sign up.
0:34:55 There’s no credit card required, no strings attached.
0:35:00 You get to try it for free for 30 days, so why not try it for free if you like it?
0:35:02 You get 20% off for the year.
0:35:06 Kajal, if you don’t have an email list, the best day to start is today.
0:35:07 You got to start sometime.
0:35:11 Rose, how would you tailor that message if you don’t post on LinkedIn?
0:35:17 I would say start posting on LinkedIn, and you’ll have more credibility if you start
0:35:19 posting on LinkedIn.
0:35:23 So let’s talk about optimizing our LinkedIn profiles.
0:35:27 First of all, you guys got to make sure you have a good profile picture.
0:35:32 You want to show your face, you want to make sure you’re not too close or somebody’s looking
0:35:38 up your nose, but you’re far back enough where basically you just have the top of your chest
0:35:41 and your head, and you don’t want a body shot.
0:35:46 One of the things that people get wrong with their profile picture is that they don’t understand
0:35:50 that part of the success, especially when it comes to going viral, is getting people
0:35:52 used to your face.
0:35:55 So if you’re really zoomed out, people don’t know what you look like.
0:36:00 Also, if your profile picture actually doesn’t look like all your other pictures, people are
0:36:03 not going to connect the dots that it’s the same person.
0:36:05 So you want to make sure that your face is visible.
0:36:07 It’s super clear.
0:36:11 People are really attracted to the whites of your eyes, the whites of your teeth.
0:36:15 This is stuff that you can get face tuned or apps and modify if you want to make your
0:36:17 teeth and eyes wider.
0:36:22 And the other tip that I have is actually an eyebrow flash, a head tilt, and a smile because
0:36:25 those are friend signals.
0:36:27 So imagine you’re in a hallway.
0:36:29 You see somebody that you know.
0:36:30 What do you do?
0:36:34 You raise your eyebrows, you smile, and you tilt your head because you’re saying, “Hey,
0:36:36 I’m your friend.”
0:36:38 So same thing, smile.
0:36:40 Don’t have a mean looking profile picture.
0:36:43 That’s going to be the opposite of a friend signal.
0:36:48 And show a little bit of your neck because that is the most vulnerable part of your body.
0:36:53 That’s where your carotid artery is, and that’s why when you do that, you’re basically showing
0:36:54 off a friend signal.
0:36:58 Same reason why like a dog, when you see a dog rolls over on its belly, it’s showing
0:37:01 you like, “I’m not a threat,” right?
0:37:05 So eyebrow flash, head tilt, and a smile, whites of eyes, whites of teeth.
0:37:07 Not too close, not too far.
0:37:11 If you’ve got a certain brand color, you can make your brand color your background.
0:37:12 You want to be high contrast.
0:37:15 So if you have blonde hair, don’t be on a yellow background.
0:37:19 If you have brown hair, don’t be on a brown background.
0:37:21 You want high contrast.
0:37:25 The other thing to note is that when it comes to all your pictures on social media and your
0:37:28 profile page, you want to mirror your audience.
0:37:32 So actually, I’ve recently changed my profile because I look like Dorothy in this picture.
0:37:36 I don’t think I’m trying to attract Dorothy.
0:37:41 But if you are trying to attract a wealthy professional, you better be in a suit and
0:37:42 a blazer.
0:37:46 And your profile, you shouldn’t be like looking like you’re a hippie in your profile picture
0:37:47 or something.
0:37:52 You want to mirror the type of client that you actually want in all your photographs,
0:37:54 especially your profile picture.
0:37:55 Okay?
0:37:59 Now, your LinkedIn profile banner is often real estate that people ignore.
0:38:03 You want to treat this basically as a rotating billboard.
0:38:04 So what are you promoting?
0:38:10 So for example, if you go on my LinkedIn profile right now, as of yesterday, I was promoting
0:38:11 this webinar.
0:38:15 And then my LinkedIn bio, you see this little link right here, this is a newish feature.
0:38:21 It says sign up to my sales LinkedIn masterclass webinar, pipe drive webinar, whatever we put
0:38:25 there, we can customize that text.
0:38:31 And basically, I’ve got a banner that I use when I’m not promoting anything that’s basically
0:38:39 either going to my social agency or my podcast, like a standard off promotional banner that
0:38:42 we just swap in whenever we’re not promoting anything.
0:38:47 And then anytime we have a webinar or a course, we’re promoting that webinar or course we’re
0:38:50 utilizing this real estate.
0:38:58 So in your non promotional banner, you can put another picture of yourself, you can put
0:39:03 your title, your tagline, you want to keep it really clean, you want to keep it really
0:39:09 direct, like what are you selling, who are you helping, how do you help and easy to understand.
0:39:15 The other thing that you can do is that you can solicit your LinkedIn bio and use like
0:39:20 an arrow and point down like sign up in my LinkedIn bio like spoon feed it to them because
0:39:23 not everybody’s used to these new features.
0:39:28 So you want to use your profile banner like a rotating billboard and get creative with
0:39:29 it.
0:39:30 Okay.
0:39:36 So some new things, this is also new content and I’ve never shared this before.
0:39:41 There is some new features in LinkedIn, you’ve got the link in bio like I mentioned, and
0:39:44 then you also now have something called premium custom button.
0:39:49 Now, this is only available for premium users, but if you guys are trying to get serious
0:39:53 on LinkedIn, you’re going to have to use premium because you get more invites, you get more
0:39:57 search capabilities, there’s just like a lot more features like if you’re actually going
0:40:02 to be selling on LinkedIn, you probably want to invest in premium, okay.
0:40:06 So LinkedIn bio is what I showed you here.
0:40:10 So it’s this link, this my new book link here, okay.
0:40:13 Now LinkedIn bio is available to everyone, it’s free.
0:40:15 You can hyperlink an external link with custom text.
0:40:20 So you decide whatever text is here, you could say whatever you want here and link out to
0:40:22 an external link.
0:40:26 So you usually would want to do something where you get somebody’s email, so some sort
0:40:30 of freebie again, these top funnel lead magnets, your cheat sheet, your calculator, whatever
0:40:33 it is, or sign up to my webinar.
0:40:37 So you want to solicit your link and you can be very explicit in your text.
0:40:42 And because you can be very explicit in your text, what we find is that you get way more
0:40:43 targeted clicks.
0:40:48 So for example, with this button, I’m going to go over it in a bit, you can’t customize
0:40:49 the text.
0:40:54 So you have just these options, visit my store, visit my website, visit my portfolio, visit
0:40:56 my blog, book an appointment, subscribe to newsletter.
0:41:01 So if I’m promoting a webinar, and I just like, we’ve tested this and we use premium
0:41:07 custom button, the closest thing we could do is like visit my website, or maybe book
0:41:11 an appointment, and then people click, and it’s like, most people actually don’t sign
0:41:14 up because they click and they’re like, what is this, not booking an appointment, right?
0:41:17 So it has to all connect.
0:41:21 So LinkedIn bio is good for something very specific that doesn’t have to do with these
0:41:27 buttons. And then premium custom buttons basically integrate on your posts.
0:41:32 So on your actual post content, and unfortunately, we don’t have a screenshot of it here, but
0:41:38 on your actual post, next to your name, it gives us a list that like view my blog, view
0:41:41 my portfolio, view my website.
0:41:45 So if something’s going viral, you might want to turn on your custom button so you can get
0:41:47 more clicks, get more appointments.
0:41:51 And this is something that my team basically swaps on and off.
0:41:54 Sometimes we’re using LinkedIn bio, if it makes more sense.
0:41:56 Sometimes we’re using custom buttons.
0:42:02 If we want to solicit something more generic, that fits one of these categories in our post,
0:42:08 because you get more clicks on the button, but it’s more targeted clicks on the bio link,
0:42:13 especially if it’s a CTA that doesn’t match the button text, essentially.
0:42:17 Unfortunately, and I wish this wasn’t the case, once you turn on custom button, you
0:42:19 don’t get the link in bio option.
0:42:21 It’s one or the other, okay?
0:42:23 So experiment, right?
0:42:26 Experiment with your link in bio, experiment with the custom buttons.
0:42:31 I think one of the coolest things about custom buttons is if you do a lot of discovery calls
0:42:36 and you do a lot of sales content posts, I would lean into book an appointment and see
0:42:40 how many people book an appointment just from your sales content.
0:42:46 We’ll be right back after a quick break from our sponsors.
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0:47:14 So let’s talk about LinkedIn titles.
0:47:15 So your title is really important.
0:47:20 I’m going to talk about this in a bit but keywords are everything on LinkedIn and it’s
0:47:24 totally all about keywords these days.
0:47:27 The whole algorithm is switching towards interest relevancy.
0:47:29 How do they know what people are interested in?
0:47:32 The keywords they use, the keywords you use and they match them.
0:47:37 So if you have a title right now that doesn’t have keywords, you’re making a big mistake.
0:47:40 So let’s look at all the keywords that I have in my title.
0:47:44 Podcast, business, LinkedIn, marketing.
0:47:48 I could probably do even better and infuse more keywords.
0:47:52 The more keywords the better so that you show up in people’s searches so people can find
0:47:54 you so people know exactly what you do.
0:47:58 The other thing is like this is an opportunity to show your personality.
0:48:01 So are you fun, light, warm?
0:48:02 Use some emojis.
0:48:03 Are you serious?
0:48:06 Then you’re going to maybe want to break it up through those like vertical bars if you’re
0:48:07 more serious.
0:48:09 But you want to make this easy to digest.
0:48:12 Usually it’s like different phrases that just say what you do.
0:48:17 I’m going to give you some more examples of titles in a bit.
0:48:21 Then you put up a post and this is also an example of the custom button.
0:48:24 This is the top of the screenshot of a post.
0:48:28 You get the first 40 characters of your title.
0:48:33 For me, one of the main reasons that I’m on LinkedIn is I want a broad following and I
0:48:35 want to get subscribers from my podcast.
0:48:41 So Young and Profiting Podcast, CEO and Founder, Yap Media, these are the things that I want
0:48:42 people to know.
0:48:47 If you put your main things that you want people to know at the end of their title,
0:48:48 it’s not going to show up in your post.
0:48:52 If your post goes viral, people might not click on your profile and you’re missing all
0:48:57 that connection for people to know what you actually do and who you help and what you’re
0:48:58 focused on.
0:49:03 Then you have your custom button under here, visit my website that is on your post.
0:49:08 Now, here are some examples of some of my students that take my masterclass.
0:49:15 The Rosemary is a gut health expert, transformed digestive issues in as little as 30 days.
0:49:20 Pharmacist, board-certified functional medicine practitioner, functional medicine coach.
0:49:21 So she’s showing credibility.
0:49:22 She’s board-certified.
0:49:24 She’s a pharmacist.
0:49:30 She’s got keywords, digestive issues, functional medicine.
0:49:32 These are the main keywords that she has.
0:49:33 She’s got a great profile picture.
0:49:39 She’s smiling and looks like very professional who she’s trying to attract.
0:49:43 Best car, unlocking the power of brand stories to boost sales and expand your reach.
0:49:48 Keynote speaker, brand strategist, scaling businesses in our internal teams, business
0:49:49 coach, story brand, certified guide.
0:49:50 So again, credibility.
0:49:53 She’s certified story brand guide.
0:49:54 She’s keynote speaker.
0:49:55 We’ve got brand.
0:49:56 We’ve got sales.
0:49:59 We’ve got brand strategist, business.
0:50:01 We’ve got all these keywords.
0:50:03 Robert, I help auditors become awesome.
0:50:10 Audit trainer, keynote speaker, 2022, internal audit beacon and award, again, credibility.
0:50:11 His main thing is auditing.
0:50:15 So he’s got audited a few times in his keywords.
0:50:16 All right.
0:50:19 So let’s talk about content strategy.
0:50:24 Like I mentioned before, 135 million daily active users and less than 6% of members are
0:50:26 actually publishing content on LinkedIn.
0:50:29 So this is a huge opportunity for folks.
0:50:30 All right.
0:50:34 Let’s talk about some of the ranking signals on LinkedIn.
0:50:39 What are the ways that LinkedIn knows to serve your post to other people?
0:50:43 Now I don’t have time to go over every aspect of the algorithm today, but I’m going to give
0:50:48 you high level of how LinkedIn decides whether or not it’s going to serve your content to
0:50:50 other users.
0:50:53 Number one is engagement probability.
0:50:59 Has the person previously engaged on your content or similar content or profiles, meaning
0:51:05 has the user engaged on content with similar keywords as you or profiles with similar keywords
0:51:08 as you, with similar work experiences as you?
0:51:09 All right.
0:51:12 How fast is your post getting engagement?
0:51:14 That’s going to tell LinkedIn that it’s a good or bad post.
0:51:19 If it’s not getting a lot of engagement fast, LinkedIn’s going to just slowly not show it
0:51:21 to anyone and it’s going to die.
0:51:25 Then it’s going to go into content scoring and weight of viral action.
0:51:31 So every viral action on LinkedIn likes common shares are actually weighted differently.
0:51:35 So a like, for example, is one point, a common is two point, a share is four points.
0:51:41 So the more shares that you have, the more higher your content score will be, the more
0:51:44 that LinkedIn is going to share to more users and you’re going to go viral.
0:51:45 Personal connections.
0:51:48 It’s also looking, are you guys friends?
0:51:50 Are you first connections?
0:51:52 Have you guys DM’d with each other?
0:51:57 If you DM somebody, they’re 85% more likely to see your next post on their feed.
0:51:59 Do you guys have mutual connections?
0:52:01 Did you go to the same school?
0:52:02 Did you work at the same job?
0:52:03 Okay.
0:52:04 So what’s the personal connection?
0:52:08 If they feel like, hey, this person’s like relevant because they’re friends, they’re
0:52:10 going to show your content to them.
0:52:16 The last one is the most important and is becoming the trend on almost all social media platforms,
0:52:18 which is interest relevancy.
0:52:22 It’s no longer about who’s the most popular, who’s going the most viral, who’s getting
0:52:25 the most like, who has the most followers.
0:52:30 It’s more about sharing relevant content to people who want that relevant content.
0:52:35 So does the person have shared interests and skills with the author?
0:52:39 Do they have interest in the same post topics?
0:52:44 Does the author themselves have experience and expertise in the topic they’re talking
0:52:45 about?
0:52:49 So for example, if you’re talking about finance, but you have nothing about finance in your
0:52:53 profile, LinkedIn is going to feel uncomfortable to serve your finance content to people who
0:52:57 want to hear about finance content because you’re not an expert or they feel that you’re
0:52:58 not, right?
0:53:03 So everything has to be connected, the keywords on your profile, the keywords in your posts,
0:53:08 you need to be repetitive, and that doesn’t mean that you can only talk about one thing.
0:53:13 It might mean you can talk about four things, but you need to be consistent and it all needs
0:53:18 to be keywords on your profile and you need to be talking about these topics over and over
0:53:19 and over again.
0:53:25 So you can start to build up some credibility of somebody who speaks on these topics and
0:53:30 is an expert on these topics and your content will do better and better and better.
0:53:34 So let’s talk about author, relevancy and expertise.
0:53:37 Like I just said, LinkedIn is not factoring just your post content.
0:53:40 It’s judging your expertise based on the data in your profile.
0:53:46 So when you’re looking at your keywords, you want to customize everything, your title,
0:53:52 your bio, even the descriptions and the way you title yourself in your past jobs.
0:53:56 Do you have a description for your past jobs that have all the keywords that you talk about?
0:53:57 Probably not, right?
0:53:59 So it’s like go through everything.
0:54:04 Your whole LinkedIn profile is basically a searchable page.
0:54:07 So you’re going to want to infuse everything with keywords.
0:54:09 You’re going to want to think about what these keywords are.
0:54:13 And that brings me to my next point here.
0:54:17 I want you guys to realize, and I’m just going to say this one more time because I feel like
0:54:19 I’ve said it a bunch.
0:54:24 LinkedIn is basically based on your keywords that you use in your profile and your posts.
0:54:30 They’re matching that to other people’s keywords they use in their profiles and the content
0:54:35 they engage with and even the content they create and their keywords.
0:54:41 They’re matching your posts with people who they feel like will get value and want to
0:54:43 read that type of content.
0:54:47 So that means we need to think about the keywords that we’re using.
0:54:51 So I want you guys to brainstorm keywords that are pertinent to your industry.
0:54:53 This is something you can do for homework.
0:54:56 You search a keyword on LinkedIn and look at the profiles that pop up and look at the
0:54:58 keywords they use.
0:55:02 You go look at your competitors on LinkedIn and look at the keywords and their profiles
0:55:03 and posts.
0:55:07 You go on your own website and go look at the keywords that you look to describe your business.
0:55:09 You go in your PowerPoints.
0:55:12 What are the keywords that you use to describe your business?
0:55:16 Go look at your clients or target clients’ LinkedIn profiles.
0:55:17 What profiles are they engaging with?
0:55:20 What keywords do those people use?
0:55:22 What keywords do they use in their posts and their profiles?
0:55:26 You need to start scanning this and seeing what are the ways that people search?
0:55:29 What are the ways that people talk about the things that I sell?
0:55:35 How can I start to create a bank of keywords that I’m going to start using in my profiles
0:55:41 and my posts over and over and over again to build up my interest graph on LinkedIn so
0:55:45 LinkedIn knows what I talk about, what I’m an expert on, and so that I talk in a way
0:55:51 that people are talking so we can get matched.
0:55:54 Let’s talk about some of these questions.
0:55:59 With so many people on LinkedIn, are there specific days in which users are most active?
0:56:03 In terms of post-timing frequency, once a day is good for posting.
0:56:09 I would say generally, there’s not that much difference of post-performance day over day.
0:56:14 Saturday though is a day that people sleep on and because there’s less competition, you’re
0:56:19 more likely to go viral on Saturdays is what we found, especially if you talk about professional
0:56:20 content.
0:56:23 Now, again, I do a two-day workshop on LinkedIn.
0:56:26 We really didn’t get to go through the algorithm tooth and nail.
0:56:28 There’s a lot more to it.
0:56:29 No, Wendy.
0:56:34 I don’t think faceless accounts is going to work on LinkedIn, to be honest.
0:56:35 All right.
0:56:39 We’re going to talk about niche versus broad strategy when it comes to content strategy
0:56:41 on LinkedIn.
0:56:46 Usually somebody falls, either niche or broad, or somewhere in the middle.
0:56:51 When it comes to niche, that means you don’t care about becoming a huge influencer.
0:56:53 You don’t care about growing a huge community.
0:56:57 You literally want to attract the exact person to your profile that’s going to drive growth
0:57:00 for your business and that’s all you care about.
0:57:03 It could be that it’s a very niche product.
0:57:06 It’s a high ticket offer usually, and you just care about that.
0:57:09 You just want the leads that are going to buy from you.
0:57:13 You don’t care about becoming this big influencer and selling something more low ticket.
0:57:19 Now, the broad strategy is you want maximum impact, maximum reach.
0:57:23 You aren’t really specific about who you want.
0:57:28 Your stuff is relevant to a lot of people, and usually that means you offer something
0:57:31 pretty low ticket, or maybe you don’t sell anything at all.
0:57:38 You just have a podcast or a blog or newsletter that you’re pushing.
0:57:40 You can be somewhere in the middle of this.
0:57:42 You can be broad and then change to niche.
0:57:45 You can be niche and then change to broad, but you do want to think about what do you
0:57:46 really want.
0:57:48 Right now in the chat, are you more niche?
0:57:49 Are you more broad?
0:57:50 Are you somewhere in the middle?
0:57:51 Yeah.
0:57:53 You can be somewhere in the middle and be both.
0:57:56 Every post has a purpose.
0:57:59 I teach this in my course, but every post has a purpose.
0:58:04 As long as you’re really organized, you can literally do both.
0:58:06 You can only message 30,000 people.
0:58:11 The people who you want to sell high ticket offers to should be part of those 30,000 first
0:58:12 connections.
0:58:13 That’s what I do.
0:58:16 My 30,000 first connections are more niche.
0:58:20 They’re people who are going to buy my course or become my social client.
0:58:24 If they’re not somebody who fits that bucket, I don’t connect with them as a first connection
0:58:28 because sales happen in the DMs primarily for high ticket offers.
0:58:35 Then I have 210,000 followers that see my content and we’re selling the low ticket
0:58:41 stuff through our content, our post content, our link and bio and that kind of stuff.
0:58:45 We don’t need to necessarily DM them to sell the low ticket offer or get them to subscribe
0:58:47 to my podcast, which is free.
0:58:52 Now, when it comes to content, niche first broad, if you’re niche, you’re going to really
0:58:58 lean into educational posts, post that position you as an expert where you’re giving meaningful
0:59:04 content, where you’re teaching people how you solve their problems, how to content,
0:59:11 live streams, Q&As, that’s going to be pulling in a niche audience, infusing it with very
0:59:14 specific keywords about what you sell.
0:59:20 Now, if you’re trying to become an influencer and you want to get a large audience, you’ve
0:59:24 got something free or low ticket, you’ve got something relevant to a lot of people, you’re
0:59:27 going to really lean into more motivational content.
0:59:31 You’re going to want to share stories, you’re going to want to be inspiring, you’re going
0:59:38 to want to share shareable content, popular quotes, viral videos, really nice pictures
0:59:40 of yourself.
0:59:47 It’s less meaty and more motivational and shareable because everybody wants to be positive.
0:59:52 Everybody wants to have a feel good story that they share.
0:59:56 Not everybody is going to be interested in your educational niche content.
0:59:58 That’s why it’s going to be more targeted.
1:00:03 There’s a lot to this guys, but I’m giving you some good information that can at least
1:00:05 get you started.
1:00:08 Let’s talk about the LinkedIn content funnel.
1:00:14 Basically, your content is the way that people are finding you and they’re using your content
1:00:19 to make their buying decisions, whether or not they want to work with you.
1:00:23 Every week, every month, you need to be doing all sorts of content because some people are
1:00:26 brand new and just started following you.
1:00:31 Some people have been there for a while, and so you need to be creating content that basically
1:00:35 fits everybody at their different stages.
1:00:39 If you’re just starting off on LinkedIn and you don’t have a lot of followers and you
1:00:41 want to get a niche following, especially one of the things that you’re going to want
1:00:44 to do is create how-to content.
1:00:49 With educational tips, doing LinkedIn live webinars, hosting audio events, posts that
1:00:52 talk about how you solve people’s problems.
1:00:57 Essentially, you want to bring in people who are finding you from search based on the keywords
1:00:59 that they’re putting in search.
1:01:04 You want to be able to have people find you from your how-to content, your meaningful content
1:01:11 that is showcasing your expertise, that is teaching something valuable to other people,
1:01:14 and then you retarget those people in the DMs with your lead gen.
1:01:19 Whoever engages on that are raising their hand and saying that you can basically retarget
1:01:22 them in the DMs and give them your lead magnet.
1:01:26 There are other people who are following you that came to you because you were solving
1:01:31 their problems, and in order for them to actually work with you, they need more.
1:01:34 They need to be inspired and transformed.
1:01:38 They want to know who you are, people buy from people they like and from people who
1:01:40 they think can solve their problems.
1:01:45 They want to understand what you’re about, what your values are, and this is where you
1:01:52 bring in more of your personal stories, utilizing storytelling, transformations, how do you transform
1:01:56 other people, how have you transformed yourself.
1:02:00 I teach about this in my masterclass, but basically, you’re going to want to have four
1:02:06 to five impact statements that are basically statements that tell people what they can
1:02:08 expect when they read your content.
1:02:11 What should they walk away feeling and learning?
1:02:14 For me, for example, you’re never too old to learn something new.
1:02:18 I always talk about how life is limitless, like anything you work hard, you’re going
1:02:19 to be able to do it.
1:02:23 It’s going to take hard work, but if you put your mind to it, if you work hard, if you
1:02:26 are focused, you can literally achieve anything in life.
1:02:31 There’s certain things that I just repeat over and over and over again in different ways,
1:02:33 and everybody knows what I stand for.
1:02:34 That’s how you end up getting shared.
1:02:38 That’s how you end up going viral, because people will auto-engage.
1:02:41 I always stand for what Holla stands for.
1:02:44 I’m going to reshare her stuff.
1:02:47 Now you mess this up when you start talking about other things.
1:02:52 For example, at one point, I was talking a little bit about politics, because there was
1:02:59 something going on that I really was passionate about, and that messed up my auto-engagement,
1:03:03 because now people didn’t know what I stood for, because I never talk about politics.
1:03:07 I’m like, “Wait, Holla always talks about motivation, doing whatever we want, marketing,
1:03:08 this.
1:03:09 Now suddenly she’s talking about politics.
1:03:12 I don’t think I can auto-engage with her stuff anymore.”
1:03:14 You want to be consistent.
1:03:15 Branding is consistency.
1:03:19 Then lastly, how are you different?
1:03:21 What is your social proof?
1:03:22 What makes you unique in the market?
1:03:23 What are you doing differently?
1:03:25 Did you get press?
1:03:29 What are the ways that you want to change your industry?
1:03:31 How are you closing the gap in your industry?
1:03:37 That’s how you become a brand, actually differentiating yourself, bringing in your personal life, helping
1:03:42 people understand why you’re uniquely qualified, and so on.
1:03:48 In my masterclass, we go over lots of examples of all these specific content funnels.
1:03:51 Let’s talk about hot or not features.
1:03:54 Photographs are still the highest performing asset on LinkedIn.
1:04:02 LinkedIn is very recently starting to get hotter on videos.
1:04:09 Vertical videos, even talking head videos, which previously was a not feature, were experimenting
1:04:11 with them.
1:04:14 Videos typically work best if they’re engaging with the sound off.
1:04:17 Most people who are on LinkedIn have a job.
1:04:20 They’re on LinkedIn when they’re in meetings that work and they don’t have their sound
1:04:21 on.
1:04:28 Also videos that stand out with unique background, like people running a race, animals, kids
1:04:33 dancing, anything that’s going to break and stop the scroll will do well.
1:04:36 Poll, super hot, especially for sales.
1:04:41 Oh my God, people do not use polls enough and they’re so easy to use.
1:04:46 They get so much engagement, they get so much impressions, and you can use it as a way to
1:04:49 qualify your leads.
1:04:53 Do you feel like you need help with your tax planning this year?
1:04:56 Do you feel like you’re buttoned up with taxes this year?
1:04:57 Yes, no.
1:05:01 Anybody who says, “No, hey, I heard that you’re not comfortable with your tax planning.
1:05:02 Do you want to talk about it?
1:05:06 I have this free resource,” blah, blah, blah, and you can just start at the end.
1:05:11 You can retarget based on what they said in the poll.
1:05:12 LinkedIn lives are really great.
1:05:16 Now, you’re not going to go viral with your LinkedIn live, but you’re going to create
1:05:19 super fans, and that’s really important.
1:05:24 You’re going to warm people up, and they’re more likely to buy your offer.
1:05:29 If somebody shows up to a webinar, a LinkedIn live, an audio event, they’re going to buy
1:05:30 my course.
1:05:32 You know what I’m saying?
1:05:37 You want people, even if they don’t buy the first time, I bet you, I’m sure I have students
1:05:41 in the chat right now, how many webinars did you attend before you actually bought probably
1:05:44 a few things, and then you decided to buy, right?
1:05:47 Every time it’s just getting people to show up over and over again until they’re ready
1:05:49 to pull the trigger.
1:05:50 What’s not hot?
1:05:54 Text-only posts, articles, newsletters are not hot.
1:05:56 Repost and reshare.
1:05:58 This one is like a maybe.
1:06:04 You can’t repost and reshare other people’s stuff, but lately we’ve been doing strategies
1:06:09 where I actually repost my own content four hours later, and then I delete it.
1:06:12 That helps give it a little boost.
1:06:18 There’s some debates on if this is working or not, but we’re testing it.
1:06:21 Let’s talk about, this is I think the last slide here.
1:06:24 Let’s talk about getting people to click.
1:06:26 This is definitely new guidance.
1:06:34 Again, these algorithms change pretty often, and LinkedIn is being a little bit more lenient
1:06:36 about links in the past.
1:06:39 If you put a link in your caption, you’re posted bomb.
1:06:42 It’s not really the case anymore.
1:06:44 We put links in the caption now.
1:06:46 We’re getting the highest clicks.
1:06:49 I would get creative with your link placement.
1:06:51 Don’t just always put it at the bottom.
1:06:53 My team actually needs to be better at this.
1:06:54 Put it at the top.
1:06:55 Put it at the middle of the post.
1:06:59 You’ll get more clicks because people just expect the link to be at the bottom, and not
1:07:01 everybody gets to the bottom of your post.
1:07:03 Put your link at the top, in the middle.
1:07:07 You can also put your link in the comments, but you can’t pin a comment on LinkedIn anymore,
1:07:08 so it could get lost.
1:07:13 If you want to keep your link in the comment high, you’ve got to like and comment on your
1:07:14 comment.
1:07:15 Try to keep it high.
1:07:19 Try to get other people to like and comment on your comment to keep it high in the feed.
1:07:22 When it comes to links, you actually don’t want to link out to a link tree.
1:07:27 A lot of people think, “Oh, if I link out to all my links, then it’s going to be even
1:07:28 better.”
1:07:29 It’s not.
1:07:30 People are going to get overwhelmed.
1:07:31 They’re going to have too many choices.
1:07:37 It’s like one CTA, one CTA going straight to wherever you want them to go.
1:07:42 I’ve said this a million times already in this webinar, but you want to retarget users
1:07:45 with your content.
1:07:49 It’s not enough to just hope and pray that they click your link in the caption.
1:07:55 Anybody who likes, shares, or comments, retarget them in the DMs with the link.
1:07:56 Tell them why.
1:08:00 They’re going to benefit from it, and start a conversation with them, and you’ll get so
1:08:02 many more clicks if you do that.
1:08:05 Well, guys, I am so happy that we did this webinar.
1:08:10 Again, if you want more webinars like this, the way that you do it is actually signing
1:08:13 up to Pipe Drive.
1:08:16 Pipe Drive is going to keep sponsoring webinars, free webinars like this, so long as I get
1:08:18 people to sign up to Pipe Drive to give it a try.
1:08:22 If you haven’t yet, that’s the one way to thank me.
1:08:24 Thank you guys so much for your time today.
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