What if I told you could automate the growth of a Facebook Group using LinkedIn?
Even the process of acquiring customers?
Because you can.
I've done it.
Whether you're working in software, high-ticket services, or e-commerce, this will work for you.
In this guide, you'll learn how to automate rapport-building with your audience, get them to take action, then sell them on your product or services. Once you're done reading it, send it to your marketer so they can set this up for you or implement it yourself.
Here's how it works:
Step 1: Create a 2nd LinkedIn Profile or Use Your Own
A 2nd LinkedIn Profile is against LinkedIn's Terms of service. To avoid the LinkedIn police, don't use the same name. Use a nickname. Now if it's your actual profile, then it doesn't matter.
The reason you'd want to use the 2nd profile is if you're starting a second company, have filled up the connections on your first profile, or want to just test this process out.
Either way, you'll need to start with optimizing your profile.
When people look at your profile, they decide whether you’re worth connecting with in several seconds.
These are the questions that go through their head when making this decision:
Do they look like a domain expert?
Do they look like a leader?
Can they help me?
If you can trigger a “yes” to each one, then you can connect with venture capitalists, Fortune 500 founders, and thought leaders – at scale.
It starts with the headshot because people mentally digest pictures before they read.
You don’t need anything over the top. As long as the viewer believes you put in the effort to take a professional headshot, then you’ve increased your add-back percentage.
What’s your add-back percentage?
It’s the percentage of the connection requests you send out that get accepted.
To take it up a couple of notches, ideally, you should have a picture of you smiling. The next step is optimizing your cover photo. There are three photos that will increase your add-back rate:
- You with a relevant influencer in your industry
- You speaking in front of prospects
- You at a local landmark (only works if you’re connecting with people in your city)
Once your viewers finish judging your headshot and cover photo, they’ll read your headline.
The more thought leadership you can portray here, the higher increase you’ll see in your add-back rate. This doesn’t mean writing “Thought Leader” in your headline. You need to list tangible accomplishments or awards, preferably with numbers; otherwise, people won’t believe you.
If you’re lucky, they’ve given a check mark to your headshot, cover photo, and headline.
Now they’re reading your bio.
This is your opportunity to get them to click-through to your landing page. The biggest mistake I see from almost everyone on LinkedIn is lack of specificity. I don’t know what they do and how they can help me. If you can’t state your business proposition in two sentences, then you don’t have a business.
For example, take a look at my bio:
“We drive ROI for growing companies using cutting-edge growth marketing and growth hacking tactics. We’ve worked with companies like TEDx, Mixmax, Voo, LawTrades, Book in a Box, Deputy, and Autopilot.
Services include B2B growth hacking, PR hacking, chatbots, FB ads, SEM, growth strategy, personal brand management, and marketing automation.
We also manage a community, Badass Marketers & Founders, which has over 15,000 members. You can request access here: https://growth.chat/fbcommunity
Want to work with us? Shoot me an email at [email protected]
For all speaking inquiries, please visit: https://growth.chat/speaking
For more information about me, please visit: https://growth.chat/me
On my free time, I pursue my passion for understanding psychology and neuroscience, especially with how they play into creation, innovation, and social media.”
If the copy works, then why change it?
I have the same copy under my first job title.
It doesn’t end here. You need to optimize every part of your profile.
Make sure you have a logo for each company you’ve worked at. If there’s no logo, viewers will assume the company didn’t exist.
If you’ve done everything listed, then your profile is optimized.
You’re now ready to expand your network.
Step 2: Connect to Your Target Audience
To connect to your target prospects on LinkedIn, get a Sales Navigator account. This will allow you to connect with your prospects at scale without getting banned by LinkedIn. Then download the Chrome extension, Linked Helper. Next, use the Connect feature of Linked Helper to send 175 connect invites to your prospects every day. No more as you'll get your account banned.
If you're sending 175 connection invites/day, don't use any type of sales message in your personalize connection request. This runs the risk of getting your account banned. Instead, use a message like below:
I'm looking to connect with fellow authors in New York. Looking forward to your updates. Cheers!"
The second important factor of not getting banned is keeping your sent requests under 1,600.
To check if they're under 1,600, click on My Network then Manage all. From here, click on Sent to see the number of sent requests you have.
If you have over 1,600, then withdraw them by a hundred at a time. I'd wait several days without doing automation before withdrawing. The reason is not everyone is active on LinkedIn all the time so it may take them a couple of days to accept your request.
Once you have requests automated and understand when to retract them, then you need to know who you'll send them to. It's easy to just plug-in your target prospect in Sales Navigator. You may get 10,000 results on the first try. Here's the problem with this type of search: LinkedIn only allows you to hit 40 pages per a Search Query - that's less than a 1000 people. So now you're stuck with an extra 9,000 that'll be hard to connect with.
To solve this problem, split your prospects by city or state. This way you can connect to more of these individuals with better personalized messaging. For example, now you can include the city name in your message. This will increase the chances of them accepting.
In the instructions I send to my virtual assistant, I use a Google Doc with the different cities I want to run search queries for.
Now that you have the automation side down, the next step is to rock 'n' roll with an engaging content strategy.
Step 3: Repurpose Content at Scale
Niche-relevant pictures of quotes perform well on LinkedIn and in Facebook Groups. Depending on your niche, you can often find this content online already. For example, I want to connect with fiction authors at scale so I research influencers in the market whom they follow. I find Grammarly and with further inspection, I notice they have a ton of content I can repurpose from their Instagram.
I select the URL of each picture I want to use based on engagement and how relevant it is to my audience. I use the tool DownloadGram to get the PNG version of these pictures. Next, I ask a freelancer to remove all the Grammarly logos on the pictures and replace them with logos from our company. I do this because they're pictures with quotes - not content to be taken seriously.
I want the content to have variety, so I include long-form status posts. I take one of the hundred outlines from my Copywriting Bible book (entirely free), then change it up for the current audience I'm adding to my LinkedIn network.
Here's an example of an outline:
Here's an example of it changed to a new audience (e.g. authors):
See how is that was?
The next thing you need is a posting schedule. If you have 30 - 40 pictures and 100 viral outlines, then you have enough content for a year - at least.
Your posting schedule could look like the one below:
Monday - Motivation picture/status
Tuesday - Grinding picture/status
Wednesday - Comic relief picture/status
Thursday - Appreciation picture/status
Friday - Gratefulness picture/status
Feel free to adjust it according to your audience's content preferences.
Keep in mind, pictures still need great captions. A little something to provide context like the picture below. The caption doesn't have to be directly related to the picture. As long as the message from the caption overlaps a little with the picture quote - you should be fine.
Now you're nurturing your audience. Once they know you and like you because of your content marketing skills, it's time to reach out.
Step 4: Run Rapport Campaigns
Want to build a ton of rapport with your audience before you reach out to them? Here are a couple of easy ways. One is to have a virtual assistant find a positive article about each person's company. It only takes a few seconds to plug-in the person's name into Google News to pull up positive press pieces.
Now you can reach out to them including a note that says,
"After I connected with you on LinkedIn, I came across this article about your company, Engagio. Great to see people in my network making a positive impact. I couldn't help but reach out because of [x] and [y]."
Even if you're reaching out to authors who don't work for companies, you can still include a note of personalization. In this case, I have a virtual assistant find one of the books they've written so I can include it in my personal note. They usually have the name of the book on their LinkedIn or, at least, a link to it.
For example, this author has a link to their book on Amazon.
You want to send these rapport messages through email to your prospects. LinkedIn messaging isn't scalable if you want to hit thousands of connections because it's far easier to get banned than using email.
To get everyone's email from your LinkedIn contact list, go to Settings & Privacy, then under Privacy select Connections and click Request archive.
This will give you all their emails.
Before you send out an email rapport campaign to them, upload the email list to Facebook Ads Manager as a custom audience so you can run ads to them on Facebook and Instagram. Ideally, the ads will be positive press pieces you've been mentioned in, testimonials, company culture stories, or clips from speaking engagements.
Sometimes I'll take one of the better performing LinkedIn posts I’ve written, then reuse that copy for an ad.
Here’s an example post below where I took the same copy, then use it for a Facebook ad with a different picture.
Once you've hit your custom audience with creative ads several times over, it's time to reach out via email. This way, once they get your email, they'll have already seen your content on LinkedIn, Facebook, and Instagram.
Step 5: Email Prospects at Scale
Understanding how to email prospects at scale is a crucial skill. It will enable you to kick-off your Facebook Group with - possibly - 3,000 plus members. Enough to make you look like a thought leader in your niche.
Purchase three Mailshake accounts for sending bulk personalized emails with sequences.
Sign-up for a Google Apps account and create six different email addresses tied to one or two domains. Start by sending out 20 emails/day from each account for the first week. Then bump it up to 50 the second week. Then you'll be sending 150/day in the third week. Make sure to not overlap your email sending because you'll be using sequences. This is a quick way to get banned.
Create email sequences to join your Facebook Group.
Here’s my exact copy:
“Hey [first name]
I noticed we're connected LinkedIn. I came across this article about your company, [company name]. Great to see people in my network making a positive impact.
For this reason, I wanted to personally invite you to a founder Facebook Group I run that's very active (5,000+ members).
The Founder's Facebook Group is moderated by a few of the best, so it’s invite-only.
- [Credible person]
You can join the Facebook Group here: https://www.facebook.com/groups/growthmarketers/
If you want to know more info, feel free to reply.
If they don’t open the first email, I automatically send a follow-up email two days later that’s the same except for this line at the beginning:
“Hey [first name]
Wanted to ensure you saw this email from the other day."
This works well because the chances are they forgot the original value proposition or never saw it.
Here are the responses I receive from this type of cold email:
“Thanks for reaching out! Glad to see you've been building this great community. I just requested to join your FB group and look forward to connecting. If there's anything I could do to help out in any way, please let me know.”
Thank you for your email, I joined the FB group ;)”
Thanks for the invitation!
Looks like an interesting group. I just sent a request to join it.
Looking forward to participating in the community.”
That’s not to say a few people didn’t respond negatively to me. Out of every one hundred people I cold email, I get maybe one complaint.
The solution: don’t email them again.
Step 6: Get People to Say “Yes”
The more people get used to following instructions from you, the more likely they’ll engage with a new call to action. It starts with the first comment. Once someone invests in commenting on a Facebook post, they’re more likely comment again.
You need to get people to open up on a more personal level about what they do. To facilitate this, you need to take the first step in opening up to give others the courage to step out of their comfort zone, too.
What does this mean?
You need to write about your personal experiences and tie them into your audience’s profession. The secret: use the same strategy for LinkedIn content for your Facebook Group's content. This way you never need to think about new content.
The next step is to leverage comments. When someone comments on a Facebook post, then reply with a question to get them to expand on their point. The more comments they post, the more invested they’ll feel in the group and to you.
Now you have a Facebook Group running at full speed.
Leverage Your Presence
You got a following in a Facebook Group and on LinkedIn
The best step you can take is to nurture influencer relationships in your niche by offering to interview them in front of your audience. This is an excellent way to build rapport with affiliates while gaining third-party credibility. From there, you're off to the races on how you leverage your influence. Good luck.