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🎙️Curious about the secrets of building a powerful presence on LinkedIn? Join me in the latest episode of the Marketing Boost Solutions Podcast, with Garret Caudle, a visionary entrepreneur and LinkedIn strategist who has mastered the art of positioning executives as thought leaders on the world’s largest professional networking platform. Garret is the founder and CEO of a full-funnel LinkedIn marketing agency, Influent. With his strong passion for LinkedIn's untapped potential, he shares his expertise on how to leverage the platform for thought leadership, business growth, and success.
Garret's Entrepreneurial Journey
Garret shares his unconventional journey into the world of LinkedIn marketing. Initially bartending in Seattle and feeling directionless, he connected with John Durso, the founder of an Amazon agency called Orca Pacific. Despite lacking formal marketing qualifications, Garret convinced John to hire him as a marketer. Recognizing the potential of LinkedIn, he focused on transforming John into an e-commerce influencer on the platform. This strategy proved successful, generating over seven figures in revenue within a year. Following the agency's growth and eventual sale to a global marketing firm, Garret launched his own agency, Influent, during the pandemic, aiming to help executives across various industries leverage LinkedIn for thought leadership and business growth.
The Importance of Thought Leadership on LinkedIn
Garret was asked why it is crucial for executives and business owners to establish themselves as thought leaders on LinkedIn. He explains that purchasing decisions today are heavily influenced by relationships and personal connections. Just as consumers are drawn to influencers in the B2C space, B2B buyers are increasingly looking for trusted experts in their fields. By building influence and creating relationships at scale, executives can position themselves as leaders, leading to increased inbound leads and conversions.
Strategies for Effective LinkedIn Use
The conversation shifts to practical strategies for using LinkedIn effectively. Garret emphasizes the need for executives to treat LinkedIn as a social media platform rather than a bulletin board. He advises creating content that is native to LinkedIn, engaging, and easily digestible within a short timeframe. Instead of directing followers to external links, he suggests providing value directly within the platform.
Key Strategies:
Post Frequently: Garrett recommends posting four times a week to maintain visibility and engagement. This approach allows for more frequent posting and keeps the audience engaged.
Deliver Quick, Valuable Insights: Focus on delivering quick, valuable insights rather than lengthy content. This approach allows for more frequent posting and keeps the audience engaged.
Understand Your Audience: Tailor content to different stages of the buyer's journey. Understanding the target audience is crucial for creating content that resonates.
Content Formats and Value Delivery
Garret outlines various content formats that can be effective on LinkedIn, including videos, graphics, and written posts. He stresses the importance of aligning the format with the value being delivered. By understanding the audience's needs and preferences, executives can create content that resonates and drives engagement.
Effective Content Formats:
Videos: Ideal for technical industries that benefit from visuals and storytelling.
Graphics: Useful for sharing data and insights in a visually appealing manner.
Written Posts: Great for delivering quick tips and insights.
Leveraging LinkedIn's New Features
Garret explains that LinkedIn has developed various tools for creators, including newsletters, live events, and the ability to create engaging content that keeps users on the platform. He emphasizes that LinkedIn's algorithm favors content that remains within the platform, suggesting that businesses should repurpose existing content, such as blogs and webinars, into LinkedIn-friendly formats to maximize engagement and results.
Building a Follower Base
Marco shares his experience with minimal engagement on his LinkedIn page, despite having a few thousand followers. He questions the importance of follower count and how to grow it effectively. Garret responds by stating that the goal varies by industry. For some, a smaller, targeted audience may suffice, while others may benefit from a larger following. He notes that many founders typically have between 10,000 and 50,000 followers, which can lead to significant lead flow.
Tips for Growing a Follower Base:
Invest Time in Building Connections: LinkedIn's engagement primarily comes from one's existing network. Building connections is crucial for increasing visibility and engagement.
Create Valuable Content: Consistently creating valuable content will attract followers and keep them engaged.
Engage with Your Network: Actively engage with your connections by commenting on their posts and participating in discussions.
Managing LinkedIn Presence
Marco raises the point that founders may not have the time to manage their LinkedIn presence effectively. Garret agrees, suggesting that founders should consider hiring a virtual assistant or a team to handle their LinkedIn strategy. He explains that managing a LinkedIn profile requires significant time and effort, including crafting posts, sending connection requests, and engaging with followers. By delegating these tasks, founders can focus on their core business activities while still building a strong LinkedIn presence.
Roles Needed for LinkedIn Management:
Graphic Designers: To create visually appealing content.
Writers: To craft engaging posts and articles.
Strategists: To develop and execute a comprehensive LinkedIn strategy.
LinkedIn Advertising
The discussion then shifts to the potential of LinkedIn advertising. Garret acknowledges that advertising on LinkedIn can be costly but emphasizes that it targets a high-quality audience. He advises that the key to successful LinkedIn ads lies in having the right creative and offer. He introduces the concept of "thought leader ads," where organic posts can be promoted to reach a wider audience. This strategy allows businesses to leverage their best-performing content and target specific demographics effectively.
Tips for LinkedIn Advertising:
Start with Organic Content: Identify what resonates with the audience through organic posts before promoting them.
Target Specific Demographics: Use LinkedIn's targeting options to reach the ideal customer profile.
Combine Organic and Paid Strategies: Create a powerful marketing strategy by combining organic content with paid advertising.
Retargeting Strategies
Garret highlights the importance of retargeting. He explains that once potential leads engage with a LinkedIn post, businesses can retarget them with ads, keeping their brand top-of-mind. This strategy can be extended beyond LinkedIn, allowing businesses to reach their audience across the internet.
Retargeting Tips:
Use Website Pixels: Retarget users who have visited your website.
Engage with Warm Leads: Reach out to individuals who have interacted with specific posts to create warm leads.
Creating LinkedIn Funnels
Garret explains that while many people associate LinkedIn primarily with content creation, there are numerous other strategies to consider, including advertising, connections, messaging, and newsletters. He encourages marketers to think of LinkedIn as a platform for building a comprehensive funnel that guides potential leads from awareness to conversion.
Stages of a LinkedIn Funnel:
Top of the Funnel: Connection requests serve as an entry point.
Middle of the Funnel: Engaging content increases visibility and interest.
Bottom of the Funnel: Personalized messaging converts engaged users into leads.
Investment in LinkedIn Strategy
Garrett is transparent about his agency, Influent, its pricing structure, explaining that they offer three packages: a content-only package, a full-service package, and an advanced package for larger clients. The content-only package focuses solely on content creation, while the full-service package encompasses a comprehensive strategy, including connections and messaging. The advanced package is tailored for larger companies and includes additional services such as analytics and advertising tests.
Pricing Packages:
Content-Only Package: Starts at $4,000 per month.
Full-Service Package: Starts at $5,500 per month.
Advanced Package: Starts at $8,000 per month.
For more valuable insights and tips on leveraging LinkedIn for business growth, be sure to follow Garret below:
Website: https://www.influent.co/
Linkedin: http://www.linkedin.com/in/garretcaudle
This episode of the Marketing Boost Solutions Podcast provides listeners with a wealth of knowledge on how to effectively use LinkedIn for lead generation. Garrett's insights into creating a comprehensive LinkedIn strategy, leveraging retargeting, and building funnels offer actionable steps for executives and business owners looking to enhance their presence on the platform. Whether through organic content or strategic partnerships, the potential for growth on LinkedIn is significant, making it a vital component of any modern marketing strategy.