Hey!

Today we're gonna take a look at Caleb Ralston's brand.

He's' the "brand" guy.

So we'll definitely learn a thing or two today.

I did my research so let's start with a few interesting tidbits:

• He worked with Gary Vaynerchuck
• Then he helped blow up Alex and Leila Hormozi's personal brands
• He's now doing his own thing and went viral a few months ago with a 6-hour free course on how to build a brand

Let's dig into some specifics:

First, take a look at his search results

His website shows up first.

His LinkedIn shows up second (interesting considering he's got many times more YouTube subs and IG followers).

Second, Caleb occupies a unique category

When most people hear “creator”, they think IG influencers or Mr Beast.

But Caleb’s experience isn’t with those folks. It’s with the BUSINESS OWNERS who use content as a marketing channel for their businesses. Gary V. Alex Hormozi.

And that’s what most business owners want:

Leads. Dollars. Revenue.

A marketing channel from their brand.

They don’t want to “become a creator”.

Third, Caleb is already collecting emails

This is his lead magnet:

Which means he wants to own his list AND he's creating text-based content (good oppt to repurpose to X and LinkedIn).

Fourth, Caleb crushes IG and YouTube

Which means this is where he *should* probably spend his time.

And so agencies, freelancers, or employees would be particularly helpful for the text-based platforms.

Fifth, he focuses less on volume and more on quality

He doesn’t post that often.

And sure, it’s a mistake. But he makes up for it and then some by going overboard when does post. He creates Blockbuster Content.

His 6-hour free course on how to build a brand is at 200k+ views in just the last 2 months.

Let's take a look at his LinkedIn directly

Current state:

• 8,800 followers
• Last 2 posts have great engagement
• Posts about 1-2x per month on average
• Featured section is 2 posts that performed well
• Bio is super plain

Time for a few upgrades.

Profile Upgrades

It's already clean. But there are a few things we can upgrade.

Featured Section

What he has now is fine.

But after checking out his site, it’s clear he’s looking for 2 outcomes:

1. Get applications to work with him
2. Get email subscribers who want his lead magnet

So, these are the two links I would put in his featured section.

If he wanted to leave one post to add credibility—like he has now—that’s fine too.

Bio

While a fair number of people know Caleb through association with the Hormozi’s, most don’t.

I’d love a little more detail in the bio (and in the banner too—although the colors are nice).

Suggested bio:

Let's jump to content.

Content Upgrades

Number of posts

He’s not posting much.

I’m preaching to the choir here. He knows volume is important and I imagine is busy with clients and that this hasn’t become a priority for him yet. But going from 2 posts per month to daily posts is BY FAR the biggest upgrade he can make on LinkedIn.

Obviously, keeping the quality bar high would be important for him. I say obviously because he’s only posting Blockbuster Content right now. So even moving to 1-2x per week from 1-2x per month would be a massive upgrade.

And he could be quite strategic about the type of content he’s publishing.

Types of media

Taking a quick look at his last several months of content, I see these 2 main types of media:

1. Text-based posts (no media)
2. Video clips

Text-based posts are the worst performers on LinkedIn.

Video clips are great if not abused and overused. Fortunately, Caleb includes text for those who don’t want to watch the videos. So you still get the meat and then decide to watch the video as supplementary content if you want.

Would love to see him post a few video clips with text each week.

And incorporate more text + image content.

Hooks

Hooks are actually really solid. Nothing to critique here.

~

And that’s it.

This was a quick one.

Not much to critique, in part because he’s doing a good job with all the content he is producing, and in part because he’s not producing much content (which happens to be the main critique).

Learn anything from this one?

Drop a reply and let me know!

Matthew

PS - if you want the more in-depth version with extra images and context, you can check it out here.​

PPS - if you're looking to grow your LinkedIn account, I'll walk you through exactly what I'd do for your company and niche. Grab a time on my calendar here.​