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 several thought 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 the benefits of having a network full of industry influencers? Learn more at sweet phish MEDIACOM. 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 looking for 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 you doing 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 pretty religiously on Linkedin. Josh Vector mentioned something about you on Linkedin the other day and so checked out your profile and thought you'd be a fantastic guest for the show. We're going to be talking about linkedin. You have been getting some tremendous traction on Linkedin and you've you're turning that traction into leads for for your agency, and so I think a lot of the folks listening to this will get a tremendous amount of value out of what you guys, is an agency, have been doing the capitalize on the traction. But before we jump into that, and I'd love for you to explain to our listeners what is louder online, what are you in your team up to over there? Yes, sure, if we are a search and content marketing company working for clients globally and we typically work with sort of medium to enterprise clients. We're a team of over fifty and we're distributed globally as well. We're working for people like sales force until IBM coke, so some big names and also a lot of a lot of sort of medium companies throughout the world. Our whole goal for working with clients is to drive traffic,...

...leads and sales and we do that quite successfully. I love it. I love it so Aaron, for the 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 can you tell us a little bit about your kind of background with Linkedin and and what 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 legends source, for our agency for about five years now and we have not run a single add on linkedin either. So it's all organic. We we've been doing a lot of stuff. So that I love the platform. One of the one of the things that we've done is is set up a group on Linkedin and the whole purpose of that group was to enable us to be able to stay in direct contact with our target clients. So, with with having a linkedin group, we initially set it up as a marketing leaders of Australia Group and of recently open that to be global and we invited all of our target clients, so they were marketers, Como's and so on, to join that 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 on a 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 is curate a content through the group. We're able to do direct message campaigns just like you would with people's email addresses, and one of the great things about it is that when you do send a direct message or any sort of content updates 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's inboxes of our exact target client, who we know. You know, we know they're exact exactly our target client, as opposed to just hoping that someone's joined 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 marketing dotnet. 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 linkedin group saying hey, we're we're moving our facebook group or we're moving our linkedin group 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 it is so that we have access to direct message them, and most of the magic happens through those messaging campaigns as opposed to in the actual group. Doubt it, and I'd love to dive deeper into the messaging campaigns are and so so you you specifically target the decisionmakers at the accounts that you want to work with. 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 kicks off for when you start to send them messaging? It does. It's pretty much 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 content with discussing things about their profile and that's relevant to them, and then eventually we're feeding through to be able to have a call to action and get them to, you know, get in contact with us, get on a coal say how we can help them, possibly interview them for piece of content that we're putting out in the future on entrepreneur or Forbes or something. So we get 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, when you actually ask for the business, or do those things happen kind of organically after 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 getting on a call with them, and our conversion point would be getting them on the call and being able to discuss their needs from there. So that's where 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 publishing on Linkedin have been performing really well. Can you talk to us a little bit of what you're seeing from from that standpoint, kind of outside of linkedin groups? What else you seeing really move the needle for you guys as for as 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 on another 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 a strong social network that, just like facebook and anywhere else, they want to keep the traffic on their own platform. So if they care about natively created content, so, you know, creating articles or creating status updates and Linkedins, giving you a thirteen hundred characters to put in the status update and if you, if you follow the right set of rules and create some valuable content there and make sure you're not linking out to any other websites or linking to other profiles or anything like that, the algorithm is giving it a whole lot of attention and focus and you can get a massive amount of reach. So the goal they're being what sort of story and pain exist that I can provide a lesson around and I can do one three hundred characters and I can make sure I'm following copywriting best practice and if I do that, you're going to see 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 very intentional to follow when it comes to that best practice, specifically in a in a 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 click their little sea moore button and read the rest of the Post. So definitely hooking them in and getting him in that narrative and then really agitating a pain there that exists. So making sure that they can see that of the clear pain that I went through. And then what were the lessons learned in that pain? And then what have I come out with and what can I provide to others to help them get through something similar? And so, I mean that's the start of it. There's a whole lot of stuff around structure of it as well. Now, if best practice is around good spacing and short paragraphs, making sure that people skimming will their eyes will catch on each line and they're reading a whole lot more of the content and it makes it stand out compared to whatever else is out there. Are you. Are you doing anything specifically are and around trying to insight engagement on each post? Are you asking questions at the end of your posts or are you doing anything that it's kind of pointing people to engage with it other than making sure there's a good story and a good, strong lesson. I'm not on finding that that is enough 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 sure that if I did, get even better results, but at this stage I like running off. It just naturally happening. And then something I've been real curious about as I've started to see more attraction on the platform. How are you then or are you taking kind of engagement from your content, for via your status updates, and are you then trying to get them into your linkedin group, or how do you basically take them from somebody engaging with your content in the feed to to a lead for your agency? So the surprising thing is that, and this is what I...

...think a lot of people who aren't doing this don't actually see, is that not only do you get hundreds of thousands or millions of views on your status update, but you're then getting overnight I'll get six hundred connection requests, I'll get messages upon messages of people asking for advice or I've got leads coming directly through simply because they read the content and think that's fantastic. They check out my profile and the agency and they come through as a lead. So that stuff happening naturally. So this, it's a pure brand play, grows. The brand grows your connections and then subsequently every new piece content that you sound out, they're more more of these people are seeing you again. Their warmer then more likely to come through as the 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 a hundred connection requests because I did a video on Friday that I haven't quite figured out video yet. It says that I've only got ten thousand views on the video, 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 views in 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 of those are for people that are qualified buyers of our service and so trying to figure 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 to know them to connect with me and then the first thing out of my mouth is hey, let's work together. So yeah, it's been interesting trying to figure out, okay, what's the balance of really trying to add value to them in a genuine way before, you know, before I try to engage that 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 about that 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 of those publications, probably twenty to thirty different posts a month. So in doing that, you know, it's handy to be able to cover topics where I'm interviewing or getting insights from people on the ground that as Samos. So one hand, on one hands, great content, on the other hand, people love the feel like you're asking them for content, to be interviewed and and that you're going to write about them on one of these publications, and so it's a pulls down a barrier to getting them on an actual call with you, and then the questions that I'm asking are all to do with how they 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 can help with all those things. Gotta we have a similar strategy with my having them post column. I've been doing a series of round up articles and so I'll actually pull linked in and say hey, I'm doing a series on account base marketing. Who Do you know that I should talk to? So I'll get, you know, really engaged post of people commenting all the people in their network that you know, are abm wizards, and then I'll get those folks. You know, they're typically marketing leaders at BB brands, and so I'll get them on the phone ask them a series of questions and then each article that I write I've been featuring anywhere from twelve to fifteen different executives in one article. So it helps from a because you now you now I've got fifteen different executives all sharing the piece. But it's also working to give me kind of multiple reasons to touch base with each of those executives because I'm featuring them in more than just one article. So that's something that is so as soon as you said that, my ears...

...perked because I've been I've been seeing really 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 not interested. Yep, exactly, your your you're featuring, featuring them and a publication that gives their brand exposure and and and there's I have yet to find a CMO that is that is not wanting that exactly. Is there anything else around linkedin Aaron that you'd like to share with listeners before I let you go today? I think we sort of touching on a second ago. Be Providing value in everything that you do and if you lead with value in the content that 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 providing value that these people, you're going to see results. After that I mean stop going in for the ask straight away, build a relationship, provide value and if you've got a long term play there. Yeah, I as actually the Post my linkedin update today actually, as for recording this, I just had 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 or in ails. But just stopping and saying, how can I add value to to the 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 in that relationship is ultimately going to be what leads to revenue. So I completely agree with with your linted thinking. They're are and if there's somebody listening to this and they want to stay connected with you, Aaron, or learn more about your agency, what's the best way for them to go about doing both of those things? Yeah, look, connect with me on Linkedin and you'll say a lot of what we're talking about. Otherwise, on on twitter, I am Ourn Agis, or find us at loud a dot online. Love it awesome. Ari Will, thank you...

...so much for your time today. I really appreciate it. Thanks for having me. To ensure that you never miss an episode of the B Tob Growth Show, subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you or someone you know would be an incredible guest for the B tob growth show, email me at Jonathan at sweet fish Mediacom. Let us know we love connecting with be to be executives and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time.

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