Columbus marketing playbook: The 8 LinkedIn Post Types That Got Me Marketing Clients

Kind: captions Language: en Hey there, my name is Andy. I own a marketing business that generated $26,000 last month right here in Columbus, Ohio. And this is my channel where I build in public and teach you everything that I'm learning in live time. Recently, I gave a presentation for a mastermind group that I'm in about what type of content has worked for me on LinkedIn and actually drove qualified leads. And I've been posting on LinkedIn all but a handful of weekdays since February 1st of 2024. I recently used a codec skill to go in and scrape all of my LinkedIn posts and give me the analytics and stuff like that. But because I have such a big data set and I have a pretty good idea of my own attribution to where our customers have come from, I've actually gone in and found the eight post types that have generated actual leads for my business and I want to share the links and the topics of them with you. I've gone in and named them and I've given you all the links to them. If you want the links to these posts directly so you can scan them, identify them further. Obviously, we're going to be breaking them down in this video. Go ahead and grab that in the first link. Totally free. So, the first post type is the intro post. Uh, I call this like planning a flag. Some people call this the selfie reset. This is a post that I made probably 2 years ago that really popped off and it was kind of back when LinkedIn was really pushing video on their platform. So, I kind of hit a wave there. But even regardless, just having some element of your face tied with what you do on LinkedIn is really good. Uh, and like my friend Jay calls it a selfie reset. Basically, if you are kind of struggling with what the post, you can always just post a selfie. Talk about who you are and what you do. And bonus points, you can do this in video yap style talking head and post that. Post type number two is called pitch in public. And I've actually done this several times to mix results, but essentially this was just a website breakdown that I did for a company in Columbus called Path Robotics. Now, they didn't actually end up becoming paid customers of ours, but as you can see, it got 350K impressions and the marketing manager of Path Robotics actually reached out to me and she ended up coming on the podcast, ended up referring us business, even if it wasn't this client directly. But it was really good and I made a whole series out of it. I did this every week basically just going through a website, explaining my thoughts upon it. And you don't have to be in web design to do this. You can be if you're like a LinkedIn strategist, you can do an audit of a profile. You can do an audit of someone's email funnel depending on what your niche is and the business that you're trying to get and lead with value. So that's pretty basically all I did got a lot of great engagement and it showed expertise. So that's post site number two. How we recommend trying something like that. Post type number three is the announcement. I do this every time I hit another 1,000 Spotify podcast downloads. Just a screenshot of the screen and tell what happened. Like a little celebratory post, add a little emotion. Be excited. And I post this, you know, like I said, every significant milestone. You can also do it when you hit a follower number, but basically it's just kind of I don't want to say engagement bait, but it causes people to give it makes it easy for people to say congratulations. And then anyone who comments, likes, gives a response on your post is then a conversation that you can start. Whenever you have a meaningful amount of engagement on your post, these are people that you can reach out to onetoone. And when you make it easy for your post to engage with, that's really what starts that process. So yeah, that is the announcement. Post type number four is social proof. Social proof is the best asset that you have in your business if you're looking to get more clients. Posted a video and I made a full playbook on this on the website a while back. It's something like 100K of social proof that you already have. But yeah, 100K of social proof. Look back through your emails, look back through your LinkedIn messages, your comments on your posts, and I guarantee you, you'll be able to find at least a few testimonials that you can make and add. So, even if you don't have a lot of customer testimonials in the beginning, do free work for people, attribute them, ask if you can share it, position it as a spotlight, like, "Hey, I would love to feature our work together on my LinkedIn profile. Can I do that for you?" This is the fastest way to earn trust and an industry honestly is where trust is at an all-time low. So, highly encourage a social proof post. Post type number five is the detailed case study. So, deep dive into a specific problem. Walk through the work, show your thinking, and share the results. Do this if you're a website designer. Do this after every time after you launch a project. If you get a customer win, showcase that and go deep, deep, deep into how you got the results that you did. This is just a no-brainer, guys. This post right here did fairly well. I did this after a website launch that we had with a client. I tagged all the tool names that we use and I kind of led with a little bit of a hook of engagement bait. Not holding anything back here. I'm oversharing on social again. Here goes. And yeah, got really good work. 22 comments, 45 engagements on a piece of directly client-f facing work, which are in my mind prospects and leads and supporters. All people that you can reach out to. Next post type is number six, personal business transformation. Kind of similar to number one, but this is where you really go storytelling mode. Obviously, you talk about who you are, what you do, failures, lessons, pivots, really trying to earn the trust of your followers by sharing something that may have gone wrong. Makes you human, creates connection. And people honestly, especially on LinkedIn, they buy who they trust and know. Especially when it comes to high ticket, you know, long sales cycles purchases like in B2B. This is so important. Look at this post right here. 42 reactions. Again, not crazy, but a moderate amount and just talk about all the things that you have done either whether it's on a weekly basis or the failures that you've made recently. And yeah, just a really good way to start conversations. Post type number six. I call this the number one rule. This is where you really play into the algorithm and you stake a claim. I would highly encourage you guys to use something like this when you have a strong opinion. And it's really good to play into the algorithm because honestly guys, the algorithm rewards content that is slightly controversial. I had a controversial take as a web designer that only noobs build beautiful websites. And then I went on to explain it with data. So not only are you hitting on the emotional piece of having a controversial take, you're also showing your expertise by actually validating what you said with data. And post type number eight is the local effect. This one directly led to a client. I went to a happy hour locally in Columbus with other marketers and the client actually ended up being the speaker at that event who I connected with afterward and tagged in this post and I guarantee you that would not have happened if I hadn't reached out proactively afterwards. So this is kind of a hol this is kind of a holistic lesson for you guys to always be following up keeping the people that you meet in person in your network connecting on LinkedIn and maintaining the relationship. This post here I essentially tagged everyone that was at the event. I had a little emoji. Columbus AMA plus Dawson is one fire happy hour. Got a lot of good engagement, a lot of comments, a lot of reposts. Just really good to show that you're a human facing person and that you are a contributing member of your community. One more bit of sauce for you guys. Just I'm not going to linger on this too long. Take a screenshot of this if you want of an optimized profile, some message of the customers that you serve, the tools that you use, the outcomes you deliver, and make it really easy to consume. Picture it like a landing page. So, when it comes to LinkedIn, that's really the 8020. I highly encourage you guys to look at these live posts and see if there's anything that you can take away from them. Again, that'll be in the first link below. More goodies for you guys. I have dozens of these playbooks that you'll be able to find in that description just like this where I talk through things that have worked, even the failures and things that you should avoid as well, sharing transparently dozens more of those on the columbusmarketing.org/resources. And I also run a marketing community where high performing marketers of all niches share experiments just like this to try and help each other on our journeys. That's all for this one. See you guys in the next one. Be sure to subscribe. Check out the link below.