518: How to Turn Your LinkedIn Content Into a Lead-Generating Machine w/ Aaron Agius

ABOUT THIS EPISODE

In this episode we talk to Aaron Agius, Co-Founder and Managing Director at Louder Online.

Wouldn't it be nice to have severalthought leaders in your industry know and Love Your brand? Start a podcast,invite your industries thought leaders to be guests on your show and start reaping thebenefits of having a network full of industry influencers? Learn more at sweet phishMEDIACOM. Sweet Phish Mediacom, you're listening to the be tob growth show,podcast dedicated to helping be to be executives achieve explosive growth. What you're lookingfor techniques and strategies or tools and resources? You've come to the right place.I'm Jonathan Green and I'm James Carberry. Let's get it into the show.Welcome back to the baby growth show. We are here today with Aaron Ages. He is the CO founder at Louder Online. Aaron, how youdoing today? I'm doing very well. Thank you and thanks for having me. I'm excited to chat with you today. Aaron, somebody that I follow prettyreligiously on Linkedin. Josh Vector mentioned something about you on Linkedin the otherday and so checked out your profile and thought you'd be a fantastic guest forthe show. We're going to be talking about linkedin. You have been gettingsome tremendous traction on Linkedin and you've you're turning that traction into leads for foryour agency, and so I think a lot of the folks listening to thiswill get a tremendous amount of value out of what you guys, is anagency, have been doing the capitalize on the traction. But before we jumpinto that, and I'd love for you to explain to our listeners what islouder online, what are you in your team up to over there? Yes, sure, if we are a search and content marketing company working for clientsglobally and we typically work with sort of medium to enterprise clients. We're ateam of over fifty and we're distributed globally as well. We're working for peoplelike sales force until IBM coke, so some big names and also a lotof a lot of sort of medium companies throughout the world. Our whole goalfor working with clients is to drive traffic,...

...leads and sales and we do thatquite successfully. I love it. I love it so Aaron, forthe rest of our time together we're going to be talking specifically about Linkedin.You know, I've been getting some traction with the platform lately, and canyou tell us a little bit about your kind of background with Linkedin and andwhat led you to kind of seeing the success that you're seeing now? Definitely. So we've been using linked in as a legend source, main call legendssource, for our agency for about five years now and we have not runa single add on linkedin either. So it's all organic. We we've beendoing a lot of stuff. So that I love the platform. One ofthe one of the things that we've done is is set up a group onLinkedin and the whole purpose of that group was to enable us to be ableto stay in direct contact with our target clients. So, with with havinga linkedin group, we initially set it up as a marketing leaders of AustraliaGroup and of recently open that to be global and we invited all of ourtarget clients, so they were marketers, Como's and so on, to jointhat group. And then what happens? As the creator of that group,we then have the ability to share and create content and people put you ona pedestal because you're the head of a group of marketing leaders. Yeah,so that that worked really well. And then what we're able to do iscurate a content through the group. We're able to do direct message campaigns justlike you would with people's email addresses, and one of the great things aboutit is that when you do send a direct message or any sort of contentupdates through the group, it actually hits people's email inboxes as a group update. So it was a good way of getting access to people's straightened to people'sinboxes of our exact target client, who we know. You know, weknow they're exact exactly our target client, as opposed to just hoping that someone'sjoined an email list and might want to...

...become our client. Yeah, so, I mean that's one of the tactics we're using and still works really well. I actually I just saw a group called beat, I think it's marketingdotnet. Joel Harrison, we've had them on the show in the past.He runs that group, and they just sent out a message to their linkedingroup saying hey, we're we're moving our facebook group or we're moving our linkedingroup over to facebook because they've they've noticed a lot less engagement. Have you? Have you seen a dip in the engagement in your group at all?I've not seen it. Dip, but it's been fairly consistent for us.But, as I mentioned, most of our goal behind trying to do itis so that we have access to direct message them, and most of themagic happens through those messaging campaigns as opposed to in the actual group. Doubtit, and I'd love to dive deeper into the messaging campaigns are and soso you you specifically target the decisionmakers at the accounts that you want to workwith. You invite them to the group and then once they accept that invitation, they joined the group. Is that kind of when your internal process kicksoff for when you start to send them messaging? It does. It's prettymuch a drip feed campaign like you'd see in any other email marketing campaign.And what happens is the we're always leading with values, so we're providing contentwith discussing things about their profile and that's relevant to them, and then eventuallywe're feeding through to be able to have a call to action and get themto, you know, get in contact with us, get on a coalsay how we can help them, possibly interview them for piece of content thatwe're putting out in the future on entrepreneur or Forbes or something. So weget a lot of interaction that way. Gotta, okay, I love it. And then is there ever, is there ever a point in the sequence, Aaron, when you make a direct ask for, you know, whenyou actually ask for the business, or do those things happen kind of organicallyafter after you've engaged them in another way?...

We're doing some pretty high ticket sales, you know, so we don't. We don't typically close anything without gettingon a call with them, and our conversion point would be getting themon the call and being able to discuss their needs from there. So that'swhere it happens. The goal is getting them on a call, gotta.And then I know a lot of the the status updates that you've been publishingon Linkedin have been performing really well. Can you talk to us a littlebit of what you're seeing from from that standpoint, kind of outside of linkedingroups? What else you seeing really move the needle for you guys as foras far as getting your content in front of a lot of people on Linkedin? For sure. So this is something that literally about to press post onanother one in the next minute or two. These these are doing really well.So the whole thing would linkedin? is they really caring about being astrong social network that, just like facebook and anywhere else, they want tokeep the traffic on their own platform. So if they care about natively createdcontent, so, you know, creating articles or creating status updates and Linkedins, giving you a thirteen hundred characters to put in the status update and ifyou, if you follow the right set of rules and create some valuable contentthere and make sure you're not linking out to any other websites or linking toother profiles or anything like that, the algorithm is giving it a whole lotof attention and focus and you can get a massive amount of reach. Sothe goal they're being what sort of story and pain exist that I can providea lesson around and I can do one three hundred characters and I can makesure I'm following copywriting best practice and if I do that, you're going tosee some great results. Yeah, and as far as copywriting best practice there, what are what are some of the things that you try to be veryintentional to follow when it comes to that best practice, specifically in a ina linkedin status update. So definitely starting...

...off with a hook and a story. So a couple of lines that are making sure people are going to clicktheir little sea moore button and read the rest of the Post. So definitelyhooking them in and getting him in that narrative and then really agitating a painthere that exists. So making sure that they can see that of the clearpain that I went through. And then what were the lessons learned in thatpain? And then what have I come out with and what can I provideto others to help them get through something similar? And so, I meanthat's the start of it. There's a whole lot of stuff around structure ofit as well. Now, if best practice is around good spacing and shortparagraphs, making sure that people skimming will their eyes will catch on each lineand they're reading a whole lot more of the content and it makes it standout compared to whatever else is out there. Are you. Are you doing anythingspecifically are and around trying to insight engagement on each post? Are youasking questions at the end of your posts or are you doing anything that it'skind of pointing people to engage with it other than making sure there's a goodstory and a good, strong lesson. I'm not on finding that that isenough to actually get the sort of results and the engagement that I'd like.Anyway, I've I've not bothered to as some sort of engagement. I'm surethat if I did, get even better results, but at this stage Ilike running off. It just naturally happening. And then something I've been real curiousabout as I've started to see more attraction on the platform. How areyou then or are you taking kind of engagement from your content, for viayour status updates, and are you then trying to get them into your linkedingroup, or how do you basically take them from somebody engaging with your contentin the feed to to a lead for your agency? So the surprising thingis that, and this is what I...

...think a lot of people who aren'tdoing this don't actually see, is that not only do you get hundreds ofthousands or millions of views on your status update, but you're then getting overnightI'll get six hundred connection requests, I'll get messages upon messages of people askingfor advice or I've got leads coming directly through simply because they read the contentand think that's fantastic. They check out my profile and the agency and theycome through as a lead. So that stuff happening naturally. So this,it's a pure brand play, grows. The brand grows your connections and thensubsequently every new piece content that you sound out, they're more more of thesepeople are seeing you again. Their warmer then more likely to come through asthe lead. I've I've noticed that. I've noticed that a lot as well, as you know. I think yesterday I got I got something like ahundred connection requests because I did a video on Friday that I haven't quite figuredout video yet. It says that I've only got ten thousand views on thevideo, but it's acting as far as engagement, like posts that I've had, like text updates that I've had that have been viewed like Fiftyzero Times.So I don't know if the views and the like, the status update viewsin the video of us are counted as the same thing. But regardless,I'm I'm seeing a ton of of of connection requests and and a lot ofthose are for people that are qualified buyers of our service and so trying tofigure out, okay, how do I you know they've come to me.How do I start a conversation that can ultimately map to US possibly working together, but I also don't want to be you know, I don't want toknow them to connect with me and then the first thing out of my mouthis hey, let's work together. So yeah, it's been interesting trying tofigure out, okay, what's the balance of really trying to add value tothem in a genuine way before, you know, before I try to engagethat conversation. You mentioned featuring people in...

...columns that you guys write for,like entrepreneur and ink. Can you talk to us a little bit more aboutthat strategy? Yeah, it's kind of toof out. On the one hand, it makes sure that we're you know, I'm regularly creating content on all ofthose publications, probably twenty to thirty different posts a month. So indoing that, you know, it's handy to be able to cover topics whereI'm interviewing or getting insights from people on the ground that as Samos. Soone hand, on one hands, great content, on the other hand,people love the feel like you're asking them for content, to be interviewed andand that you're going to write about them on one of these publications, andso it's a pulls down a barrier to getting them on an actual call withyou, and then the questions that I'm asking are all to do with howthey going, what difficulties that they see in content marketing, Ur Seo.Nowadays, I'm hearing exactly what they struggles are on their business and and then, at the end of it I'm poised to be able to say I canhelp with all those things. Gotta we have a similar strategy with my havingthem post column. I've been doing a series of round up articles and soI'll actually pull linked in and say hey, I'm doing a series on account basemarketing. Who Do you know that I should talk to? So I'llget, you know, really engaged post of people commenting all the people intheir network that you know, are abm wizards, and then I'll get thosefolks. You know, they're typically marketing leaders at BB brands, and soI'll get them on the phone ask them a series of questions and then eacharticle that I write I've been featuring anywhere from twelve to fifteen different executives inone article. So it helps from a because you now you now I've gotfifteen different executives all sharing the piece. But it's also working to give mekind of multiple reasons to touch base with each of those executives because I'm featuringthem in more than just one article. So that's something that is so assoon as you said that, my ears...

...perked because I've been I've been seeingreally great results with that as well. Yeah, and it's a win win, right. Everyone is getting something out of the situation. So it's great. It's not just you trying to draw leads out of someone that's just notinterested. Yep, exactly, your your you're featuring, featuring them and apublication that gives their brand exposure and and and there's I have yet to finda CMO that is that is not wanting that exactly. Is there anything elsearound linkedin Aaron that you'd like to share with listeners before I let you gotoday? I think we sort of touching on a second ago. Be Providingvalue in everything that you do and if you lead with value in the contentthat you're creating, in if you're creating a group and you're curating content,you're providing value to others, if you're doing direct message campaigns and you're providingvalue that these people, you're going to see results. After that I meanstop going in for the ask straight away, build a relationship, provide value andif you've got a long term play there. Yeah, I as actuallythe Post my linkedin update today actually, as for recording this, I justhad published like an hour ago, and it talks about that exact same thing. We're trying to build a community around this idea of adding value first,and I think so many people can benefit so greatly, whether they're marketing orin ails. But just stopping and saying, how can I add value to tothe prospect, even if it's completely independent of our product or service?If I can add value first, I'm going to build a real relationship inthat relationship is ultimately going to be what leads to revenue. So I completelyagree with with your linted thinking. They're are and if there's somebody listening tothis and they want to stay connected with you, Aaron, or learn moreabout your agency, what's the best way for them to go about doing bothof those things? Yeah, look, connect with me on Linkedin and you'llsay a lot of what we're talking about. Otherwise, on on twitter, Iam Ourn Agis, or find us at loud a dot online. Loveit awesome. Ari Will, thank you...

...so much for your time today.I really appreciate it. Thanks for having me. To ensure that you nevermiss an episode of the B Tob Growth Show, subscribe to the show andItunes or your favorite podcast player. This guarantees that every episode will get delivereddirectly to your device. If you or someone you know would be an incredibleguest for the B tob growth show, email me at Jonathan at sweet fishMediacom. Let us know we love connecting with be to be executives and welove sharing their wisdom and perspective with our audience. Thank you so much forlistening. Until next time.

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