Hey there!

This week's LinkedIn Lead Lab breakdown is going to be a little different.

It's gonna be anonymous 👀

Why?

Because I did the breakdown in private because a $300M CEO asked me for my advice. And there's a chance it leads to an engagement (and I don't share who I work with). With that said, I think you'll be able to get a lot out of this.

Let's dive in, shall we?

The CEO of a $300M+ company DM'd me asking for ideas to upgrade his LinkedIn

Here's a screenshot of our conversation:

And I spent ~75 minutes analyzing his profile and content, then making suggestions on what to improve.

Let's start with the profile, then move to content.

3 Immediate Profile Upgrades

1. Custom button (instead of link)

Right now he's got a "Join my newsletter" link on his profile.

That's fine.

But a custom button puts a link next to your face on every single post (on the feed where people actually consume content).

Looks like this:

2. Make the bio clear

The founder is well known.

And he assumes that he's well known by being vague with his bio.

Think "founder and CEO at XYZ | helping people achieve their dreams" kinda thing.

Instead, aim for people who don't know you to understand who you are, what you do, how you can help them, and why they should trust you.

Something like:

"Founder and CEO at XYZ | I help ICP do {specific value prop} | Building a billion dollar business"

3. No about section -> great chance to share his story (which is quite compelling).

The founder is a great writer.

And has a compelling story. The About section is the place to put it. It's where people can go a bit deeper.

If you're a big Twitter user, it's like your Pinned Tweet.

9 Content Upgrades To 10x LinkedIn Traffic

1. Increase posting frequency

He was posting 4x per week. Usually. Sometimes he'd take a week off.

Now, that's not terrible.

But we're looking for easy improvements.

Going from 4x per week to 7x per week is *almost* a double.

This would lead to more impressions, followers, email subs, leads, etc.

2. Deliver the value in the post itself

He was often linking out of the platform and wouldn’t give any of the value directly on LinkedIn.

Here's a partially-blanked-out example you can take a look at (do you see how you have to go and check out the podcast episode to get the value?):

3. More text-based, educational content

His whole LinkedIn strategy is repurposed podcast clips at the moment.

What I like to do if I want to optimize formatting for a platform is find a few of the big winners on the platform and see what they're doing.

So in this case, go check out Justin Welsh's profile.

What do you see?

Long, text-based posts with images.

4. Mix up the videos.

Each week, he'd post 4 times.

All 4 posts would be about the same podcast episode he did. And all of them would require you to go watch the podcast to get value (instead of getting it directly on LinkedIn). Easy way to fatigue the audience.

If you want to use 4 clips from the same podcast, spread them out over 4 months, not 4 days.

5. Reduce total # of videos.

I'm still bullish on video.

My posts with video do *checks stats* 34% better than my text-only posts (my image + text posts do ~25% better).

BUT...

LinkedIn is still a text-based first platform.

Even when you incorporate video, you should add text that explains the main points (so the people who prefer reading can get the gist).

Back to my point:

Mix up the media types. More images. More text. Fewer videos.

6. Optimize your hooks.

None of the hooks were optimized.

This is what an optimized hook looks like:

What's happening here?

• I make a bold statement
• I say it doesn't take much effort (50-100% increase in just 10 minutes!?)
• I don't give away the activity in the hook (makes you want to click the "...more" to know what activity it is).

That's how you optimize a hook.

7. Do more behind-the-scenes content

He did 2 of these in the past month.

Both performed better than his regular posts BY A LONG SHOT.

Great data practically screaming at him to share more behind-the-scenes content.

8. Use more post types that work

Would be great to see more variance of post types.

Especially incorporating the types proven to work:

• Viral giveaways
• Intro/re-intro posts
• Announcement posts
• Curated asset posts
• Public asset breakdown posts
• A few longer, more tactical video clips

9. Repurpose your library of content

This founder has built a big audience on a few different platforms but has hardly repurposed his work.

He already did the hard part!

Here's how:

1. Go to your highest performers on all platforms
2. Put them all into one database
3. Go through and post each of them on LinkedIn (just optimize the hooks and formatting)

I know a guy who has added 100k followers on LinkedIn by ONLY doing this strategy.

~

That's it!

Did you learn anything from this one? Drop a reply and let me know.

Or if you have someone you'd like me to breakdown, also drop a reply and let me know. Always looking to analyze some good accounts.

Cheers,

Matthew

PS - do you want to turn your LinkedIn account into a revenue-generating machine? I'm going to be running my second Inbound Sales Ninja Cohort in June. You can get on the waitlist here.​