3 Proven Ways to Create Leverage on LinkedIn 🧲
Learn how to make content for growing your personal brand
In this article, you will learn:
How I create leverage on LinkedIn that resulted in 246% YoY growth of my business
How you can 10-100X increase your reach with EGC - Employee-Generated Content—and how Scripe can help you with that (special gift inside!)
How to get 1000+ followers in a day with growers 📈
And much more …
Dear GTM Strategist,
Are you sick and tired of your content falling flat on LinkedIn despite your best efforts? I know exactly how that feels—draining, lonely, and discouraging. The lizard brain 🦎 starts shouting: “Nobody likes you. Your tribe has left you to be eaten by a saber-toothed tiger 🐅”
It happened to me, too. Last year, I was on a mission to create a 3,000-signup list for my book launch. Following the “go where the target audience is” logic, I selected LinkedIn as my hero channel. 🎯
The mission-critical goal was to unlock the best-selling badges to kick things off. I had to secure 500-600 customers to buy on Amazon on the launch date.
This is what the actual growth chart looked like:
a slow start,
a period of stagnation during which I almost gave up on my “become best-seller idea,” and
a weird growth spike right before the launch date 🤔
LinkedIn's organic posting strategy alone would not get me to the objective of generating 3000 emails on time. The LinkedIn algorithm will constantly change, and you know that the winning strategy is to play on your strengths.
I had to build leverage to fuel this growth curve.
In this post, I will outline my go-to levers on LinkedIn that have kept my business growing “organically”, resulting in 246% YoY growth in my business.
Here is how I did it.
Proven Ways to Build Leverage on LinkedIn
When I do not know what to do in business, I listen to a podcast by Alex Hormozi 🤠. His simplistic approach to business energizes me to go back to work.
My favorite lumberjack philosopher and multi-millionaire believes there are 4 “Cs” of building leverage in business:
Code/Automation
Content
Capital
Collaborations/Labor
So I went ahead and tried to implement them all to my LinkedIn strategy.
But don’t skip the essentials first:
Optimize your LinkedIn profile for conversions (check out my moodboard)
Post min. 2-3 a week (ideally from Tuesday to Thursday + Sunday works well for me, too; Monday, Friday and Saturday are slower)
Create content that is aligned with your business goals (max. 1 selfie or meme a week)
Have a decent-looking company page with logo.
Invest in LinkedIn Business Premium (starts at $69/month) to gain more visibility and insights.
Be diligent in responding to connection requests, answering comments and DMs.
Now, it is time to get serious … Let’s build some leverage!
1) 10 comments a day keep LinkedIn oblivion away
Do not post and ghost 👻. LinkedIn is a social media platform. If you are there as a person, it wants you to spend more time there and engage with people to help them spend more time there so the platform can serve us all more ads. While the reach of company pages is 1/10 on what you can see on personal profiles, you can use this to your advantage.
One of the most challenging questions is to choose with whom to engage. The simple answer is: engage with people who have the engagement and attention of your ICP (Ideal Customer Profile).
But because that is a journey, I created a cheat sheet of types of people that you should consider connecting, adding on your “always watching and value commenting.”
How do I do it?
On average, I write 10-20 comments a day. I try my best to answer all non-AI generated comments under my posts and I strategically comment on posts of creators who have the audience that I would like to have. My posting routine (1 hour a day) is:
I get notifications 🔔 for 30 selected profiles in my network when they post
5-10x comments on strategically selected posts
I post and stick around for 30 minutes to generate early engagement
I return to my post in the afternoon to nurture all the other comments.
Avoid these mistakes:
Value commenting on mega content-creators profile such as Justin Welsh and other whales 🐳- you have no fair fighting chance there and it is irrelevant, especially if you are not selling LinkedIn copywriting services.
Avoid AI-commenting tools. You know them when you see them: “Albert, thanks for highlighting the importance of LinkedIn. I agree content marketing is important. What else makes businesses successful?” They just make people look ignorant. 🤖 (This week, I published this rant about AI vs. humans.)
Hiring a “value commenting coach or copywriter” - yes, that service exists. Look, if you have nothing to say, sit this one out. Let your intelligence and experiences shine through in your comments. That is great for business.
2) 10-100x your reach with Employee-Generated Content (EGC)
Each week, I reach at least 100,000 and up to 300,000 people on LinkedIn organically. Now imagine if there were 3 “Majas” at Growth Lab—we could reach 1,000,0000 people every week 🤩 . Founder-led growth and building in public is a powerful strategy, but adding multiple profiles to engage and strategically spread the main messages can skyrocket the results.
Following the principle of “stronger together,” the best-in-class partners I work with, such as Clay, Userpilot, Rows, and Amplitude, invest in the Employee-Generated Content (EGC) LinkedIn strategy. They empower their team members to create and share relevant content and build their personal brands.
As a leader, you have to be a role model and first ambassador of this commitment. If you are not doing it, how can you expect that your people will eagerly do it?
How I did it (and it did not work) + My newest attempt to make it work.
Honestly, guys, I am struggling with this one. Many of my colleagues are not active on LinkedIn and they have other fields of impact, which makes it hard to prioritize “LinkedIn work” over other work. But this is what I plan to do nevertheless:
I shared my posts in our Slack and iMessage groups - sometimes I am lucky to get a like from them, but this is so random …
I tried to bypass this problem by activating my partners to do this job instead of my team - it worked to some exponent.
Now, I want to try something different. I want to set up my team members to success by supporting them with their efforts to post on LinkedIn. Here is how I structured the program that will hopefully result in convincing my partner in life and business Anze Voje to post more on LinkedIn - I am a woman on a mission now 🤠
I discovered Scripe - a personal branding workspace that enables you to create LinkedIn posts with a viral potential in seconds (with AI). Scripe turns any form of your unstructured voice, video and text inputs into personalized social posts. It’s also cool that you can collaborate on multiple personal brands with its Team plan.
Uploading a voice memo and turning it into a LinkedIn post - that’s really a time saver! Here’s how I did it:
Try Scripe at https://scripe.io and use the special code MAJAGTM to get a free month of usage.
Avoid these mistakes at UGC:
You cannot do this halfway. Reshares have a significantly lower reach than native posts. If your team members post natively, the overall reach will be much higher.
Do not send your troopers to LinkedIn unprepared. Invest in some basic training, show them best practices, and support their content creation and business development efforts there.
Without interacting with external profiles, you can create a “internal pod purgatory”. If the only people who interact with your content are your coworkers, LinkedIn algo can think “Oh, this type can of content is ONLY relevant to people who work at Red Panda, Inc. - maybe we should not bother others with it”
You cannot force your people to do it. If someone does not want to do it, that does not mean they are a “bad player”; they have other reasons.
Many people consider their social media presence private and you will have to learn to respect that. There are other ways to invite them to co-create content: internal interviews, repurposing of their articles, podcasts, etc.
3) Attract 1000+ followers a day with a viral post
Oftentimes, my community asks me what to post on LinkedIn.
Here is a quick and dirty content strategy for LinkedIn that you can copy and paste:
Imagine that every post on your LinkedIn should have a job to be done. Some posts are purposefully designed to:
Help you position as an expert (aka thought leader);
Add value to the audience, aka knowledge bombs where you “give before you ask” to create goodwill;
Then there are lifestyle posts where you “present yourself as a person to your audience to form genuine human connections,” aka memes and selfies;
Your sales posts (recommended up to 10% of content) in which you pitch your offers and make some money.
One element is mission-critical: growers 📈
You can hope to get reach, but I prefer to look at data to see what type of posts work best for me. I call these posts “growers.”
My best-performing content comes in 3 categories:
Simple, but powerful mental models, like Growth Loops or Product-Market Fit Cycle
Lists of useful tools
Viral assets and playbook (how-tos).
These are my top-performing posts from the past year:
Each brought me 1500-2000 new followers, reached over 100,000 people, and became an "oldie goldie" that I can recycle at least once a quarter and achieve similar results.
For you, it might be infographics or knowledge assets (checklist, step by step guides, mood boards, proven templates, etc.).
Have you ever noticed that the content you put a lot of work on performs much better than your “regular post”?
Love them or hate them.
They work.
Do not be afraid to use those types of posts to grow your audience and advance. While not every post will go viral, it is mission-critical that every now and then you hit a jackpot and significantly grow your audience. You can start by replicating other content creators, but eventually, you will find your style and what works well for you.
How I did it?
Please study this example https://docs.google.com/document/d/1X-NahBaZiFuHYGXTX9q6bY1DndhlEYH7oT0SKFuF1ns/edit#heading=h.fi9y83j43wm0 - it is a value bomb. I put all the numbers there. Use it to fuel your launches.
I try to have three such posts each quarter, but even one would make me happy and attract new community members to our ecosystem, which would create significant growth.
Avoid these mistakes:
Overusing this technique - once a month is more than enough.
Creating shit assets. Not every braindump you have is worthy of use as a grower. Make sure you deliver on your promises. If you get the people excited to get something and then serve them some ChatGPT vanilla disappointment, your reputation will burn. Make sure you overdeliver your promise in the post.
Thinking that it is one shot, one opportunity. If something did not go as “viral” as you hoped, there are multiple reasons why this could be the case. Maybe the algo changed, something hijacked the attention of your target audience (big creator, big event, news) or the hook or the graphic was off. Repost and try again after a week or two.
Assigning this powerful asset a “one-week shelf life” as if it were your regular posts. Those are not posts. These are assets. Repurpose your posts. As you grow your audience, new followers will always learn something new, and even your loyal community on LinkedIn likes the occasional reminder. Do not be afraid of recycling oldies goldies. In other words, do not try to reinvent the wheel. What works works.
OMG - I hope you enjoyed this post as much as I did - I had to delete 2 sections from the draft - because otherwise, we would be at 20 pages 🙈
As you can see, I am super passionate about this topic.
If you want to continue this conversation, I invite you to attend My proven LinkedIn Playbook for GTM - Free workshop with a case study.
I use this framework to train 7-to-9-figure companies and teams to use LinkedIn as their growth channel.
I will select one GREAT case from all the applicants we can all learn from.
I will coach live pro bono using my GTM LinkedIn Playbook.
We will go through:
Goal setting for LinkedIn
Selection of the GTM Strategy that is the best fit for you
I will give you feedback on how to improve your profile
We will analyze your content and create a new content plan and strategy
I will share a bunch of extra resources that you can use to step up your LinkedIn game.
If you want this hot seat, DM me before the event.
I will select the most interesting case for my community.
Join me on Friday, 25 October 2024, at 18:00 (GMT +2)
The webinar will be recorded and repurposed in my content stream.
If you cannot make it, you can get a glimpse of the content from my interview in the Lean Marketing Podcast that I recorded with 2x best-selling author Allan Dib. The author of The 1-Page Marketing Plan and Lean Marketing. We talked a lot about LinkedIn in the second half of the episode.
Until next time,
Maja
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Love it! Thanks for this great post :)
Love you content Maja 🌟 this is up there with your best - incredible for those playing on LinkedIn or experts on LinkedIn ✅