In this episode, Matt and Craig delve into the evolving landscape of LinkedIn as a key platform for B2B thought leadership and brand building with the insights of Alec Paul, a LinkedIn strategist and Founder of SalesBrand. Alec discusses the significance of authenticity, audience engagement, and the potential of LinkedIn video. The conversation also covers the limitations and strategies for optimizing LinkedIn profiles, promoting podcasts, and understanding LinkedIn's algorithm. This episode is a deep dive into actionable strategies that can transform LinkedIn into a powerful tool for business growth.

Takeaways:

• Encourage executives and key leaders to build their personal brands on LinkedIn. This creates authenticity and can serve as a powerful channel for engagement and outreach.
• Share personal experiences, including successes and failures, to build trust and depth with your audience. Vulnerability makes leaders relatable and credible.
• Focus on producing high-quality, engaging content rather than flooding your feed with frequent, less impactful posts. Two to three well-crafted posts can be more effective than daily low-value content.
• While having a content calendar is useful, remain flexible to adjust based on what is resonating with the audience. Be prepared to pivot based on feedback and engagement metrics.
• Use podcasts or episodic videos to create compelling LinkedIn posts. Focus on extracting interesting stories or key insights from these content forms to create high-engagement posts.
• Ensure that LinkedIn profiles are well-crafted with a clear narrative. Include a professional banner image, a strong headline, and a detailed resume that aligns with the content being posted.
• Weave the company’s story into personal content authentically. Share insights into company decisions, product launches, and behind-the-scenes activities to engage the audience deeply.

Chapters:

• 00:00 - Gen Z Slang
• 03:42 - Guest Introduction: Alec Paul
• 06:05 - The Importance of Personal Branding on LinkedIn
• 07:58 - Common Misconceptions About Outsourcing Content
• 11:07 - Getting Started with LinkedIn Content
• 17:39 - Finding Content Market Fit
• 25:30 - The Sixth Sense Approach in Startups
• 27:45 - Building Credibility Through Transparency
• 30:20 - Turning Companies into Characters
• 33:35 - The Role of Executives in Social Media
• 38:54 - Leveraging Executive Brands for Go-to-Market
• 47:19 - Challenges and Strategies in Podcast Promotion
• 49:40 - (Not) Understanding LinkedIn's Algorithm
• 54:07 - Concluding Thoughts and Future Insights

Quote of the Show:

• “You want to learn the best practices and different forms of engagement or writing, but you still need to be the most authentic you.” - Alec Paul

Sponsor:

• The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Alec:

• LinkedIn: https://www.linkedin.com/in/alecjpaul/ 

Shoutouts:

• Adam Robinson https://www.linkedin.com/in/retentionadam
• Sam Jacobs https://www.linkedin.com/in/samfjacobs
• Pavilion https://www.joinpavilion.com/ 
• Snowflake https://www.snowflake.com/en/ 
• Sridhar Ramaswamy https://www.linkedin.com/in/sridhar-ramaswamy
• John Miller https://www.linkedin.com/in/jonmiller2

Follow the Show:

• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ 
• Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ 
• The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ 
• The Transaction Website: https://thetransactionpod.com/ 
• Substack: https://thetransaction.substack.com/ 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 
• YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1