Hey - Matthew here!

Real quick: I'm launching my second cohort of Inbound Sales Ninja next Monday. Click here if you want to be the first to hear about it.

Today, I'm digging into a creator's account who you probably know.

This guy:

Samir from the Colin & Samir show.

If you don't know who he is:

• He's interviewed Tim Ferriss, Mr Beast, Mark Zuckerberg, etc.
• He's got 1.5M YouTube subscribers
• 7 figure media business (split between YouTube and email)
• Assumed 7 figure education business (split between a few products)
• A growing audience on all platforms

These are the 3 main education products, in case you were curious:

1. 50 In Five ($25): 5 days, 5 video lessons, to create 50 standout ideas
2. YouTube Growth Playbook ($299): "Unlock the 3 Simple Rules of YouTube That Took Us From 0 to 1.5M Subscribers"
3. Creator Startup Pro (not for sell - can only join the waitlist): "Turn your creativity into a profitable YouTube channel through the power of brand deals."

Crushing it all around.

But he's leaving a lot on the table by not optimizing his LinkedIn account.

I don't blame him, he's got plenty of other priorities to focus on.

But here's why LinkedIn makes a lot of sense for him:

• 49% of LI users make $75,000 or more per year
• LinkedIn organic lead quality is the *highest* among platforms for B2B (and "creators"—his target audience—are business owners)
• He already has a *massive* library of content (so doesn't need to create a bunch of net new content in order to grow)

Let's take a look at:

1. Upgrades to his profile
2. Upgrades to his content
3. Some high-level takeaways for you and me

Upgrades to his profile

He's doing a lot of things right.

1. Nice banner image
2. Zoomed in profile photo
3. Follow is the primary button
4. Top Voice
5. Verified
6. LinkedIn Premium
7. Simple, straightforward bio
8. Link to newsletter

But here are a few upgrades for this part of his profile:

1/ Even though a lot of people know Samir, a lot don't.

So, I would make the profile for people who have no idea who he is.

• Put number of YouTube subscribers in the bio or banner
• Have a picture of him interviewing Mark Zuckerberg or Mr Beast as the banner image
• Update the bio to share who helps and how helps them

2/ Switch to a custom button link.

The whole reason to do this isn't really to "optimize your profile".

It's to get more clicks from LinkedIn. If you use a Custom Button, then the link appears alongside every single post you publish. Which means more people will click it (because the vast majority of people see you on *their* feed, not on *your* profile).

3/ Switch the call-to-action

While you can still drive traffic on LinkedIn, it's not going to compete with his YouTube (or IG accounts).

So instead of pushing people to become Publish Press subscribers (low LTV), I'd push people directly to a lead magnet for the Creator Startup, education-side of the business.

With the high-quality LinkedIn users, they'd likely generate more revenue per view by pushing there instead of to the media business.

In the next sections, he's again doing some things well:

• Great about section sharing his story
• He uses featured posts as CTAs and to show credibility
• He posts 1x per week

Now, some upgrades:

1/ Choose 1-2 things max you want to feature

It's helpful to think of LinkedIn as a landing page.

You drive traffic to it with an intent to convert some of that traffic into customers. Choose whatever path is most likely to convert the most high-paying customers. So for Samir, he could choose between these 3:

• Lead magnet to his Creator Startup products
• A Creator Startup product directly
• His newsletter (where he could convert people later)

2/ Get rid of the descriptions on your featured posts

If you keep the descriptions, you add a lot of friction.

Instead of going directly to the source, it opens a second page, where there's a teeny-tiny button to visit the site.

Remember - LinkedIn wants to keep you on LinkedIn. They're not incentivized to help you get your traffic to your website. So...lower the friction by eliminating descriptions.

3/ Post more often

From a "what do I get if I follow this account" perspective, posting daily > posting weekly.

More value for zero extra effort.

So in terms of profile conversion, posting more is better.

Upgrades to his content

1/ Post more

I know I just said this, but this time I'm saying it from a traffic standpoint.

If you post 7x per week, you will get 5-7x the traffic than if you post 1x per week.

Sometimes there's a little drop in impressions or engagement per post, but you'd still likely see a 5x increase in impressions and engagement (and potentially more if the quality stays high or even increases).

2/ Embrace LinkedIn native content

Samir is mostly posting video clips.

Now, that's not an issue. Video performs well on LinkedIn. BUT LinkedIn is not Instagram, where reels stand alone.

On LinkedIn, you need the text-based context.

Most users get on the platform to read, not scroll mindlessly like they do on many other platforms.

3/ More text-based content

This goes along with the last point.

But take a look—when he's used text-based posts with some supporting images, the content has performed well:

Now, I'm not saying he should stop posting the videos he is.

But as he scales from 1x per week to 7x per week, I'd recommend using 2 of those for videos and 5 of those for text + image posts.

4/ Engage with the big creators on LinkedIn

Samir has a great relationship with many of the big creators—especially on YouTube.

But he hasn't tapped into the LinkedIn ones at all.

He's a few YouTube interviews away from having all the biggest LinkedIn accounts consistently commenting on his posts.

High-level takeaways for you and me

Okay, let's be real...

Samir is in a unique position. He can leverage the biggest creators' audiences to bolster his own. Not to mention the automatic flywheel he gets from having a massive audience on other platforms.

But, there are a few things we can take away.

Here're mine:

1. Make the funnel match the platform: LinkedIn doesn't drive as much traffic as Instagram or YouTube can (they are bigger platforms and more creator-centered). So you need to think about the monetization and quality game, not just the volume game. This usually means selling something higher ticket.
2. Engage with bigger creators: even though you and I don't have the easy way of getting massive creators to engage with you (by already having a big platform), you can get creative about tagging bigger creators. For example, I'll make a post on LinkedIn with this analysis and tag Samir. Or I'll watch a video on YouTube from a big creator, then break down their video in a post on LinkedIn.
3. Ask: can I post more? If you go from 3x per week to 6x per week, there's a very good chance you will double your impressions, engagements, and your follower growth. The only warning I'd give here is that's true *if and only if* the quality stays high.
4. Can I make my content more LinkedIn native? There are formats that work well on LinkedIn. Carousels. Medium-form educational posts. Different hook styles. Go follow 5 of the biggest accounts and see what they're doing (they usually have it dialed in). Then compare what they are doing with what you are—and make those changes.
5. Optimize your LinkedIn account: Over the course of a year, let's say you get 10,000 people to view your profile. 10% convert so you get 1,000 followers. Just by tweaking your profile, you can get 30% to convert, so you get 3,000 followers instead. One-time effort, ongoing rewards (my favorite equation).

And that's it.

Hope you learned a thing or two.

Have someone you want me to break down? Reply and let me know. Always looking for more accounts to break down.

Matthew

PS - if you're looking to get more leads from LinkedIn, get on the VIP waitlist for my Inbound Sales Ninja Cohort.​

My friend Daniel Bustamante and I will be teaching:

• AI
• Revenue-generating content
• Social selling funnels
• High-conversion emails

For a 4-week period. Opens next week. Click here to get notified.​