23 Aug How I Reached Over 25 Million LinkedIn Views in 4 Months
Step 1: Optimize Your ProfileWhen 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)
Step 2: Auto-Connect to Thousands of Prospects at ScaleWith several clicks, you can connect to hundreds of targeted prospects at scale. Founders of 500+ employee companies in the software space? Done. Directors of Innovation of 250+ employee companies in the marketing and advertising space? Done. And they’ll accept your connection request because your profile is optimized. To make this magic happen, you need to buy the Chrome extension, Linked Helper ($15/month). To use the tool for expanding your network, write an invitation message. You’ll see the option in the middle drop-down. Write an intro message that’s NON-SALESY. Focus on establishing a common bond. For example, in the message below I’m reaching out to founders in Los Angeles. I ensure to include both keywords (e.g. founders, Los Angeles) in my message. This message will go out to everyone you auto-connect with – possibly thousands of individuals. Next, I plug-in a relevant search query into LinkedIn Sales Navigator. If you don’t have Sales Navigator, then don’t bother to run automation. You’ll get your profile banned. Now I click “Connect all 2nd contact in Search.” The tool will automatically start connecting with personalized messages to everyone in the search query. Don’t connect with more than 150 people in a 24 hour period; otherwise, you risk the potential of getting banned. If you send out 150 requests every other day, you can expand your connection base by a couple of thousand targeted prospects every month. Powerful. Now that you have a strong connection base let’s ramp up engagement.
Step 3: Publish Viral LinkedIn Posts Every WeekYou have many prospects in your network. Do you immediately follow-up with a sales message? No. You need to nurture them with value – every day. Don’t bother with LinkedIn’s Publishing platform – it’s comparable to Facebook Notes. You need to leverage statuses to get seen and heard. An excellent status takes less time to create and will get far more eyeballs than your published post. Look at this status I created – over 8 million views. Before you jump in trying to repeat my success, you need to know how to write to drive engagement. It starts with the first two sentences. If those don’t pull your reader’s attention, then you’ve lost them. Every quality piece begins with a problem, significant change, announcement, or credibility: Problem: Significant change: Announcement: Credibility: The last two sentences are almost as important as the first two. If people don’t walk away feeling a strong emotion, then don’t expect them to like, comment, or share your post. Provide them an “aha” moment: Here’s another example: You’re almost a pro. However, you’re missing everything in the middle. Here you want to tell a story with tangible examples. Without a story, no one will care. To tell a gripping story, you need to pull out every adjective from your dictionary, including amazing, super, nice, great, wonderful, and best. Instead, you need to write with TANGIBLE examples. Here’s the difference: “Josh is our best salesperson.” vs. “Josh closes every prospect on the phone.” The latter example you can imagine, the first one you can’t. You know you’re a pro when you can re-enact conversation. A conversation is more tangible than any description. Here’s an example piece: If you can writing engaging content like this, then you’ll have no problem nurturing your connections.
Step 4: Use Engagement Posts to Drive SubscribersTo turn your engagement into email subscribers, you can offer a relevant download or ask them for their opinion on a content release. For example, I asked my LinkedIn connections for their opinion on my book cover while providing a link to get notified when the book comes out. Because LinkedIn decreases engagement for posts with links, I’ll put the link in the first comment. When I hit thirty comments on the piece, I’ll move it to the text area because garnering the initial engagement is the hardest. Here’s an example piece I used to drive close to two hundred email subscribers: Here’s another post that has a direct download. I asked people to comment “I’m in” if they wanted it. Then I went ahead and added a direct download after one hundred comments. Engagement pieces are powerful, but you can’t overdo them. Release only a couple of every month; otherwise, you’ll look hungry for email address rather than someone who wants to build genuine relationships.
Step 5: Use Appreciation Posts to Develop Key RelationshipsLinkedIn loves when you appreciate people in your network. They go crazy over it. The formula:
- Introduce the problem you had before your meeting
- Explain the credibility of the person you’re meeting using a tangible example
- Dive into the key learning lessons from the conversation using bullet points
Publicly acknowledging how people help you is one of the best ways to create valuable relationships. It shows you’re willing to vouch for a friend not only to one person but your entire network.
Step 6: Prep Your Statuses Using QuoraAll my best LinkedIn statuses were written months before I began posting them. How? They were my answers to questions on Quora. In fact, 8/10 my most viewed statuses were initially written on Quora. I use Quora to validate my content before I post it on LinkedIn. This means that if my content gets high engagement on Quora, then I’ll repost it on LinkedIn. There’s a slight mismatch. LinkedIn statuses only allow for 1,300 characters, unlike Quora which has no limit. As a result, when answering questions on Quora, it’s best to keep the 1,300 character limit in mind. This piece was copied almost word for word to LinkedIn: Quora:
I knew the piece would perform well on LinkedIn because it had already given me the validation on Quora. It’s a nervous feeling guessing at how well your content will do. It’s a powerful feeling already knowing. Start writing on Quora.
Step 7: Retarget LinkedIn Connections on FacebookYou’ve learned a few masterful tactics, but there are still more. This one can drive many leads and engagement for you. All you need to do is export your LinkedIn connections to retarget them on Facebook with engaging content. You can find the option to do so in your LinkedIn Settings – Getting an archive of your data. Once you export your connections, LinkedIn will send you a list of their emails. Upload them to Facebook as a custom audience, then start running ads. I run video ads because the cost-per-view is less than several cents while still keeping an option for them to click-through to my website with a “Learn more” button. Here are a couple of example video ads I’ve run to my LinkedIn audience resulting in a 10/10 relevance score (highest score for a Facebook ad performance): In this page post I used as a Facebook ad, I’m giving value that’s directly related to LinkedIn – perfect for my connections who’ve seen my high engagement. And again, a 10/10 relevance score. If you publish engaging statuses, your LinkedIn connections will already know, like, and trust you. In turn, this will often be your best-performing audience.
Step 8: Interview High-Value Prospects at ScaleIf you implemented the content tactics outlined above every day for a month, then people are starting to follow every post you publish. Your network knows of you and people in their network know of you. It’s time to make sales. We sell in a genuine way – by focusing on relationship building using content marketing. This tactic is more useful if you have high-value prospects. This means your average deal size should, at least, be one thousand dollars. Because almost every conversation leads into “What do you do?,” our angle is to get high-value prospects on the phone with you before they even receive a sales pitch. How does this work? We offer to include them in blog posts, podcasts, case studies, live stream videos, or even online magazines where you can highlight them. We’re playing to their ego – and it works. Here’s an example message: This message has over a thirty percent reply rate. Here’s why: 1. Appreciation “I love the work you’ve done for [X company]” 2. Credibility “Podcast that gets 2,000 listens an episode” 3. Community first “As an entrepreneur building a vibrant community of founders” 4. More appreciation “Knowledgeable speakers and people crushing it in tech such as yourself” 5. Example of a previous episode (not in the picture) “Here’s an example of a previous interview with [insert credible name]: [link here]” 6. Straightforward call-to-action (not in the picture) “Do you have fifteen minutes to talk this Wednesday @ 2 P.M. PST?” With this template, I’ve had the founder of Zapier and Zoom respond to me. It’s that good.
Step 9: Turn Your LinkedIn Connections into a Vibrant TribeOnce you’ve connected with and nurtured many of your target LinkedIn prospects, you have the leverage to build a tribe. This happens in a Facebook Group, not a Slack community or a LinkedIn Group – those are dead zones. To get people into your community, there are two ways:
- LinkedIn messaging (more painful, but still works)
1. EmailHere’s the email template I’ll send out to all my LinkedIn connections:
“Hey [first name]
As a LinkedIn connection and fellow founder, I wanted to personally invite you to a founder Facebook Group I organize that’s very active, Marketers & Founders.
The Marketers & Founders Facebook Group is moderated by a few of the best, so it’s invite-only.
Aj Cartas; 1.2 million social media fans and is an influencer lead @TopBuzz
Taylor Pipes; content strategist @Evernote
Me ???? Past head of growth for @22Social, @UpOut, and @GrowthX.
You can join the Marketers and Founders Facebook Group here:https://www.facebook.com/groups/growthmarketers/
If you want to know more info, feel free to reply.
Josh Fechter”To email them at scale, you need to have a few warmed up email accounts tied to a domain you don’t use for your website or primary business but sounds relevant to your brand. For example, I used “marketersfounders.com” Here are the two tools you need to send emails at scale: