Hey - Matthew here!

This is my 3rd week doing the LinkedIn Lead Lab breakdowns.

Hope they've been helpful so far.

If there's someone you'd like me to break down, just drop a reply and let me know.

Today, I wanted to dig into Chris Reilly's LinkedIn account...

First thing I'll say is Chris is already doing an amazing job. His profile is excellent. He's posting 2x per day and using media with all his posts.

Lots going well.

But I did find a few things he could do to improve and in today's email I'll touch on the good and the bad (read "areas to improve").

Let's dive in, shall we?

Chris Reilly LinkedIn Profile

Take a look:

As you can see, he's doing a lot right:

• Amazing banner image with a transformation-driven headline, call-to-action, and social proof.
• He's verified and has the LinkedIn premium badge
• He's using a custom button
• His profile picture is zoomed in
• His bio is solid
• Nails the About section with a problem-based hook and personal story
• Uses 1 Featured post (simple and effective funnel)
• He's posting 2x per day

With that said, there are a few improvements he can make:

• The bio could do a lot more for him. Who does he help? How does he help them? Why should they listen to him? These are questions you want to answer in the first 5 seconds of someone visiting your profile. And while the banner helps, use the space you have in your bio.
• The Featured post thumbnail cuts off. Just zoom it out a little bit.
• The Featured post has a description which makes people have to click 2x to get to the website (see image below)

Now, let's take a look at his content.

Chris Reilly LinkedIn Content

Chris is also crushing the game here.

After all, there's a reason he has 100k+ followers.

What Chris is doing right:

1/ He's posting 2x per day.

And he's been doing that consistently for a long time. Tough to do. Especially if you want to keep the quality high (which he has).

I still recommend 1x per day for most people, but when you're a big account like his, can definitely ramp to 2x per day.

2/ He's optimizing his hooks.

Here are 3 of his recent hooks. Do you see how he's trying to get people to click the "see more" button?

• "𝗠𝘂𝘀𝘁 𝗿𝗲𝗮𝗱: Game-changer technique for financial modelers
  ​
  (🔖bookmark this one) 👇"
• "Accuracy is 𝗻𝗼𝘁 insight.
  ​
  It’s only half the job:"
• "How I update the model with 𝗔𝗰𝘁𝘂𝗮𝗹𝘀 each month
  ​
  (without wasting 5 hours doing it manually) 👇"

3/ He includes nice visuals with all of his content.

These visuals aren't easy to create (ask me how I know lol). But he produces them consistently. They increase the "dwell time", or how long people look at your post.

4/ He's using Calls-To-Action in his posts.

He includes a link to his products or a lead magnet in every post. So he's definitely getting leads from his traffic. Now, I do think he could make a few improvements here, but I'll touch on that in a moment.

5 ways Chris can improve:

1/ Engagement per post is all over the board.

He has posts getting:

• 2,000 likes
• 10 likes

With the size of his account, I'd expect a steadier level of engagement. Something like 100-300 likes per average post and 40-200 comments. So when I see his engagement metrics, I think one of two things might be happening...

• Might've used engagement groups in the past and stopped using them (or just uses them sparingly)
• He hasn't identified the differences between his high and low-performers (so he can stop posting the 10 likes posts)

Now, you might be asking "but Matthew...do likes even matter?" to which I'd answer:

Chris is playing the volume game. He sells a $199 product. So yes, likes, reach, and engagement matter tremendously.

2/ He uses links in 100% of his posts.

When you link off platform, LinkedIn decreases your reach.

Why?

Because they lose a user's attention. And they monetize with user attention. So the de-incentivize links.

Doesn't mean you can't use them...but Chris is using them for every single post. In my opinion, he'd be better off referencing his custom link and/or using links in comments for 50% of his posts.

3/ He shares discounts with his posts.

These posts do not do well on social. They make for great, high-performing emails. But they kill your reach on social, burn people out AND hardly drive results.

Use email to sell digital products. You social to educate and get people onto your email list. No need for these posts.

4/ He is missing storytelling and personal content

He'll post something personal maybe 1x per month.

But he's running a personal brand. Incorporating more stories, more images, and more personality would do wonders for helping his audience know him, like him, trust him and ultimately buy from him.

5/ He isn't doing any giveaways (and already has lead magnets).

Easiest way to boost your email list right now (and get sales along the way).

He already has lead magnets.

No-brainer for him.

6/ He occasionally links without adding any value in the post

I'm a fan of experimenting, so maybe that's what this was.

But again, these posts don't belong on social media. Gone are the days of writing a sentence and sending someone to your blog. The game now is adding value in the posts and offering additional value if they take the next step.

Okay. Let's take a quick look at his landing page.

Chris Reilly Landing Page Upgrades

I'm actually not going to break down his headline, subheadline, CTA, etc. like you'd think in a "landing page upgrade" section.

Because the biggest upgrade here, in my opinion, isn't any of those things.

The offer is even super solid.

So what's the biggest upgrade?

Hate to say this because I don't have any proof, but I do have a lot of conviction...

It's the alignment.

People are going from seeing a random LinkedIn post to a website where they're instantly pitched a $199 product.

Most people aren't going to buy that. Likely sitting at a 1%-5% conversion rate. Maybe even lower.

And many might leave with a bad taste in their mouth from getting instantly pitched.

The better route:

Offer a free lead magnet. Upsell the $199 product on the Thank You page. Just like Ali Abdaal does with his free YouTube email course Thank You page.

That way, you'd capture something like 50% of the people who hit your site's emails. Of those, some will buy on your TY page. I'd assume he'd get somewhere in the neighborhood of 50-70% of the purchases immediately.

Then, he could market to all the new email subscribers he's getting. An abandoned cart sequence would crush. And ultimately, I think this is THE biggest potential upgrade to his funnel.

Wouldn't be surprised if he doubled the revenue from his LinkedIn traffic by doing this.

Takeaways For You And Me

Okay, so a couple of takeaways:

1. Get the big things right. Chris has a great profile and he's publishing 2x per day. Makes sense he's been successful.
2. Keep doubling down. Chris has some posts that get 1000s of likes while others are getting 10. Since he's been posting for a while, it's time to identify which posts don't perform and say "adios".
3. There's a fine line with CTAs. Chris is using CTAs on every post. I'm sure that's driving business. But it's also hurting his longer-term reach because all the CTAs are links. Great chance to get creative and keep growing your audience at a fast rate WHILE also getting them onto your list and buying your products.
4. Get rid of the descriptions on Featured posts. This is a common issue I see. The likelihood people get to your site drops dramatically.
5. Save promotional posts for email. These don't work well on social media (by any measure). So don't do them.

Any other takeaways you had?

Reply and let me know.

Matthew
Founder at Tribe Digital

Still looking to get inbound leads from LinkedIn (on autopilot)?

​Then book a call with me here. I'll walk you through the content strategy I'd recommend for you. (At the very least, you'll be able to use it yourself.)​