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, Kno and love your brand start a poncast,invite your industries thought leaders to be guess on your show and startreaping the benefits of having a network full of industry. influencerslearn more at sweetfish media, dotcom, sweefish media, dotcom, you're. Listening to the B TB Grothshow podcast dedicated to helping B to B executives, achet explosive grownwhenher, you're looking for techniques and strategies, tools and resources,you've come to the right place, I'm Jonathan Green and I'm James Carburry.Let's get it into the show. Welcome back to the BBY growth show we're here today with Aaron Ages, he's the cofounder at Louder Online Erin,How r you doing today, I'm doing very well. Thank you and thanks for havingme, I'm excited to chat with you today, herein somebody that I follow prettyreligiously unlinkedin Josh fector mentioned something about you onLincoln the other day, and so I checked out your profile and thought you'd be afantastic guess for the show we're going to be talking about Linkan. Youhave been getting some tremenoustraction on Lindan and youyou're. Turning that traction into leads for for your agency, and so Ithink, a lot of the folks listening to this will get a tremendous amount ofvalue out of what you guys, as an agency have been doing to capitalize onthe traction. But before we jump into that air and I'd look for you toexplain to our listeners what is louder online. What are U in Iour team up toover there? Yes, F! We are a seach and content marketing company working forclient globally, and we typically work with sort of medium to enterpriseclients, we're a team of over fifty and we're distributed globally as well.We're working for people like sales for interl, IBM, Coke and certain big aims,and also a lot of Um a lot of sort of medium companies throughout the world. Our whole goal for working witclientsisto drive traffic leads and sales, and-...

...and we do that quite successfully- Ilove- I love it so Erand, but the rest f of our time together. We're going tobe talking specifically about linked in I've, been getting some traction withthe platform lately. And can you tell us a little bit about your kind ofbackground with Linkddan and and what led you to Gind a Seeng, the successthat you're seeing now? Definitely so, we've been using Lincoln as a Legen,Saurce n main? U Know Calllegensorce for our agency for about five years nowand we have not run a single ad on Linon either. So it's all organic andwe we've been doing a lot of stuff so th,I love the platform. One of the one of the things that we've done is is set upa group on Lincoln and the wholl purpose of that group was to enable usto be able to IM stayn direct contact with our target clients. So with withhaving a linked in group Um, we initially set it up as a marketingleaders of Australia Group and have recently open Nagt to be global and weinvited all of our target clients. So they were marketers, C, MOS and so onto join that group and then what happens as the the creator of thatgroup. We then have the ability to share and create content, and peopleput you on a pedestal because you're the head of a group of marketingleaders yeah, so that that worked really well non. What we're able to dois U Curata contents through the group. We're able to do direct messagecampaigns, just like you would, with people's email, addresses and one ofthe great things about it is that when you do send a direct message or anysort of content updates through the group, it actually hits people's emailin boxes and as a gre update, so it as a good way of getting access topeople's and Straightene to people's in boxes of our exact arget client, who weknow you. We know they're EXAC, exactly ourtarget cline, as opposed to just hoping that someone's joined an email list tanmight want to become out qlient yeah.

So I mean that's one of the tactics wewere using and and still works really. Well, I actually, I just saw a groupcalled B- think t bb marketing dot at Jol. Harrison we've had him on the showin the past. He he runs that group and they just sent out a message to theirlinkin groups, saying hey we'rewe're, moving our face but gre or we're movingour LINCON group over to facebook, because they've they've noticed a lotless engagement. Have you have you seen a dip in the engagement in your groupand all I've not seen a Jit? It's it's been fairly consistent for us, BuImantion, most ofur doll behind trying to do it is so that we have access toto direct message them and most of the magic happens through those messagingcampaigns, as opposed to in the actual group data, and I I'd love to diedeeper into the messaging campaigns aire. And so so you, you specificallytarget the decision makers at the accounts that you want to work with.You invite them to the group and then once they accept that invitation. Theyjoin the group, it's that kind of when your internal process kicks off, forwhen you start to send them messaging, it does it's. It's pretty much a drip.Feed campaigne like you'd, see in any other Ono Marketing Um campaign. Andwhat happens is you know? We're always leading with values so we're providingcontent with disgussing things about their profile and it's relevant, torthem and then eventually we're feedingthrough to be able to have a cold to action and and get into I mean get in contact with us, get on acall, see how we can help them, possibly interview them for piece ofcontent that we're putting out in Thae Future on entrepreneur or Forbes orsomething. So we get a lot of interaction that way: Okay, O and then is there ever. Is there ever a point inthe sequence errand, when you make a direct ask for you, K W when youactually ask for the business or di those things happen. kind oforganically after after you've engaged...

...them in another way, W we're doing somepretty high ticket sales. You know, so we don't. We don't typically closeanything without getting on a call with them and our our conversion point wouldbe getting them on the call and being able to discuss their needs from there.So that's where it happens, the goal isgetting him on a cold got, and then I know a lot of he. The status updatesthat you've been publishing on Lincton have been performing really well. Canyou talk to US al what you're, seeing from from that standpoint kind ooutside of Lincoln groups? What else are you seeing really move the needlefor you guys, as for as far as getting your content in front of a lot ofpeople on Lincoln for sure, so this is something that m literally about topress post on another one in the next minute or two these these are doing really well. Sothe whole thing with linten is they're, really caring about being a strongsocial network that and just like facebookind anywhere else. They want tokeep the traffic on their own platform. So if th t they care about nativelycreated content D, so you know creating articles or creating status updates andLincon's, giving you thirteen hundred characters to put in the status update.And if you, if you follow the rights at a rules and create onevaluable contentthere and make sure you're not linking out to any other websites or linkintoother profiles or anything like that. The Algorithm is giving it a whole lotof attention. Ton Focus and you can get a massive amount of reach, and so thegoal there being. What sort of story and and pain exist that I can provide alesson around and I can do in thirtee n hundred characters and I can make sureI'm following copyriting best practice. And if I do that, Youe gotto say someGrete results, yeah an and as far as copyrighting best practice there. Whatare what are some of the things that you try to be very intentional tofollow when it comes to that best practice prspecifically in in alinkedon status, ubdate, so definitely...

...starting off with a hook and a story.So a couple of lines that ar making sure people are going to click theirlittle s more button and read the rest of the Post and theyre definitelyhooking them in and getting hem in that narrative and then really agitating apain there that exists so making sure that they can see that there's a clear pain thatthat I went through and then what were the lessons learned and in that painand the what what have I come out with and y? U Ow, what can I provide toothers to help them get through something similar? And so I mean that'sthe start of it. There's a whole lot of stuff around structure of it as well.No best practices around good, spacing andshort rm paragraphs and making sure that people skinming will you knowtheir eyes, will catch on each line and they're reading a whole lot more of thecontent a and it makes it stand out compared to whatever else is out thereare you: Are you doing anything specifically arring around trying toincite engagement on each post? Are you asking questions at the end of yourposts, or are you doing anything that it's kind of pointing people to engagewith it other than Makos a good story and a good, strong lesson, I'm not onfinding that that is enough to actually get he sort of result and theengagement that I'd like anyway, I've I've not bothered to Askor some sort ofengagement. I'm sure that if I did, I get even better results. Bettar thisstage I like running off Um, it just naturally happening and then somethingI've been real curious about as I've started to seem more attracton on theplatform. How are you then, or or are you H, taking kind of engagement fromyour content for via your status upbates, and are you then trying to getthem into your lincon group, or how do you basically take them from somebodyengaging with your content in the feed to to a lead for your agency? So thesurprising thing is that...

...and this what I think a lot of peoplewho are doing this don't actually see. Is that not only do you get hundreds ofthousands or millions of yiews on your urstatus update, but you're thengetting overnight I'll get six hundred connection requests I'll, get messagesupon messages, O people asking for advice or I've got leads comingdirectly through, simply because I read the content and think that's fantastic.I check out my profile and the agency and they come through as Alad. Sothat's tat happening naturally so um this it S. it's a pure brand play andcrose brand grows you connections and and then subsequently, every new pace.Contentt you send out there more more of base. People are saying you again anyou they're warmer en', more likely to come through the LADE I've. I've. I'venoticed that I've now theed son a lot as well. I think yesterday I I gotsomething like a hundred connection request, because I I did a video onFriday that Um I haven't quite figured out video. Yet it says that I've onlygot ten thousand views on the video, but it's acting as far as engagementlike post that I've had like text updates that I've had that have beenviewed like fifty thousand times. So I don't know if the views and the likethe status up, they views in the videof. Ews are counted as the same thing, butregardless I' I'm seeing a ton O of of connection requests and a lot of thoseare for people that are qualified buyers of our service and so trying tofigure out Kay. How do I you know they've come to me. How do I start aconversation that can ultimately map to US possibly working together, but Ialso don't want to be y? U W! I don't Wantta, you know them to connect withme and then the first thing out of my mouth is hey. Let's work together, soyeah, it's been interesting, trying to figure out okay, what's the balance ofyou're really trying to add value to them in a INA genuine way before youknow before I try to engage that...

...conversation. You you mentionedfeaturing people in columns that you guys write for like entpreneur and ink.Can you talk to us a little bit more about that strategy? Yeah I it's KINDOFTRU on. On the one hand, it makes sure, were you know I'm regularly creatingconten on all of those publications, probably twenty to thirty differentposts a month. So in doing that, you know it's handyto be able to cover topics where I'm interviewing orgetting insides from people on the ground that are s Mos, so one hand onehand is great for content and, on the other hand, people love the feellikeyoure you're, asking ut a content to be interviewed and and that you'regoing to write about them on one of these publications, and so it it pullsdown a barrier to getting them on an actual call with you and then thequestions that I'm asking are all to do, ith how they're going what whatdifficulties do they see in content, marketing or S C O Nowadays, I'mhearing exactly what their struggles are in their business and and N at theend of it. I'm poised to be able to say I can help with all of those things got.We have a similar strategy with my hoving them bost column, I've beendoing a series of roundup articles and so I'll actually pull link in and say,Hey, I'm doing a series on account base marketing. Who Do you know that Ishould talk to Soi'll get yo? U Know a really engaged post of people,commenting all the people in their network, that you know our abm wizardsand then I'll get those folks. You know they're they're, typically marketingleaders at BDB brands and so I'll get them on the phone. Ask them a series ofquestions and then each article that I write. I've been featuring anywherefrom twelve to fifteen different executives in one article, so it helpsfrom a you C us now now I've got fifteen different executives, allsharing the pece, but it's also working to give me and of multiple reasons totouch base with each of those executives, because I'm featuring themin more than just one article see that's something that so soon, as yousaid that my my ears perked, because...

I've been I've, been seeing reallygreat results with that as well. Ah, and I the win went right, everyone isgetting something out of the situation. So it's great. It's not just you tryingto throw leaves out of someone. That's just not interested yeah, exactly you'R,you R, your featuring featuring them in a publication that gives their brandexposure and a and there's IAVE yet to find a CMO. That is, that is notwanting that exactly. Is there anything else around linkin errand that you'dlike to share with listeners before a d? Let you go, I think we SORGT OF TOUCHDOT a second ago be providing value in everything that you do and if you leadwith value in the content that you're creating an if you're, creating a crupWen, you're, accurating Contennd, you R, providing value to others if you'redoing direct message, campaigns and you're providing value of these peopleyou're going to see results. After that, I mean stop going in for the askstraightway feel the relationship provide value and if you've got you K,ow long term, plate yeah. I actually the post mylingdin update today,actually recording this just at published likean hour ago, and it talks about that exact same thing. We're we're trying tobuild a a community around this idea of adding value first, and I think so manypeople can benefit so greatly, whether they'remarketing Orin sales, 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 and thatrelationship is ultimately going to be what leads to revenue. So exactl, Icompletely agree with with your line of thinking there rand, if there'ssomebody listening to this, and they want to stay connected with you, arn oror learn more about your agency. What's the best way for them to go out doingboth of those things, yeah look connect with Ma, Lincon and you'll see a lot ofwhat we're talking about otherwise on Onswite, im, Aron ages orfind US louder, Dot Online, O...

...asoandwill think you so much foryourtime today, I really percet Thanksgiv. I me to ensure that you never miss anepisode of the beatby growth show subscribe to the show in Itunes or yourfavorite pot gas player. This guarantees that every episode will getdelivered directly to your device. If you are someone, you know, would be anincredible guests for the B to be Groshel email me at Jonathan atsweetfish media dotcom. Let us know we love connecting with bee to beexecutives. We love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

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